The Marketing mix Scheme Of The Runner Company
市场营销(英文版)
formation
信息处理方式
消费者如何处理和记忆信息，如选择 性注意、记忆重构等。
态度形成与改变
探究消费者态度形成的因素，以及如 何通过营销手段改变消费者态度。
05
Digital Marketing and Social Media Marketing
Digital marketing strategy
Product positioning
Determine how your product compares to competitors and position it accordingly. Use descriptors and branding to differentiate your product from the competition.
Sales promotion
Use temporary sales and promotions to boost sales and attract customers. This can include discounts, bundle offers, or limited-time offers.
• Brand management and brand building
01
Marketing Overview
Definition and Concepts
• Definition: Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to achieve a profitable exchange with target customers.
The 7 Ps of Marketing
The 7 Ps of MarketingTake charge of your marketing efforts and beat the competition withthis simple formula.May 17, 2004By Brian TracyURL:/article/0,4621,315531,00.htmlOnce you've developed your marketing strategy, there is a "Seven PFormula" you should use to continually evaluate and reevaluate yourbusiness activities. These seven are: product, price, promotion,place, packaging, positioning and people. As products, markets,customers and needs change rapidly, you must continually revisit theseseven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.ProductTo begin with, develop the habit of looking at your product as thoughyou were an outside marketing consultant brought in to help yourcompany decide whether or not it's in the right business at this time.Ask critical questions such as, "Is your current product or service,or mix of products and services, appropriate and suitable for themarket and the customers of today?"Whenever you're having difficulty selling as much of your products orservices as you'd like, you need to develop the habit of assessingyour business honestly and asking, "Are these the right products orservices for our customers today?"Is there any product or service you're offering today that, knowingwhat you now know, you would not bring out again today? Compared toyour competitors, is your product or service superior in some significant way to anything else available? If so, what is it? If not,could you develop an area of superiority? Should you be offering thisproduct or service at all in the current marketplace?PricesThe second P in the formula is price. Develop the habit of continuallyexamining and reexamining the prices of the products and services yousell to make sure they're still appropriate to the realities of thecurrent market. Sometimes you need to lower your prices. At othertimes, it may be appropriate to raise your prices. Many companies havefound that the profitability of certain products or services doesn'tjustify the amount of effort and resources that go into producingthem. By raising their prices, they may lose a percentage of theircustomers, but the remaining percentage generates a profit on everysale. Could this be appropriate for you?Sometimes you need to change your terms and conditions of sale. Sometimes, by spreading your price over a series of months or years,you can sell far more than you are today, and the interest you cancharge will more than make up for the delay in cash receipts. Sometimes you can combine products and services together with specialoffers and special promotions. Sometimes you can include free additional items that cost you very little to produce but make yourprices appear far more attractive to your customers.In business, as in nature, whenever you experience resistance orfrustration in any part of your sales or marketing activities, be opento revisiting that area. Be open to the possibility that your currentpricing structure is not ideal for the current market. Be open to theneed to revise your prices, if necessary, to remain competitive, tosurvive and thrive in a fast-changing marketplace.PromotionThe third habit in marketing and sales is to think in terms ofpromotion all the time. Promotion includes all the ways you tell yourcustomers about your products or services and how you then market andsell to them.Small changes in the way you promote and sell your products can leadto dramatic changes in your results. Even small changes in youradvertising can lead immediately to higher sales. Experienced copywriters can often increase the response rate from advertising by500 percent by simply changing the headline on an advertisement.Large and small companies in every industry continually experimentwith different ways of advertising, promoting, and selling theirproducts and services. And here is the rule: Whatever method ofmarketing and sales you're using today will, sooner or later, stopworking. Sometimes it will stop working for reasons you know, andsometimes it will be for reasons you don't know. In either case, yourmethods of marketing and sales will eventually stop working, andyou'll have to develop new sales, marketing and advertising approaches, offerings, and strategies.PlaceThe fourth P in the marketing mix is the place where your product orservice is actually sold. Develop the habit of reviewing and reflecting upon the exact location where the customer meets thesalesperson. Sometimes a change in place can lead to a rapid increasein sales.You can sell your product in many different places. Some companies usedirect selling, sending their salespeople out to personally meet andtalk with the prospect. Some sell by telemarketing. Some sell throughcatalogs or mail order. Some sell at trade shows or in retail establishments. Some sell in joint ventures with other similar products or services. Some companies use manufacturers' representatives or distributors. Many companies use a combination ofone or more of these methods.In each case, the entrepreneur must make the right choice about thevery best location or place for the customer to receive essentialbuying information on the product or service needed to make a buyingdecision. What is yours? In what way should you change it? Where elsecould you offer your products or services?PackagingThe fifth element in the marketing mix is the packaging. Develop thehabit of standing back and looking at every visual element in thepackaging of your product or service through the eyes of a criticalprospect. Remember, people form their first impression about youwithin the first 30 seconds of seeing you or some element of yourcompany. Small improvements in the packaging or external appearance ofyour product or service can often lead to completely different reactions from your customers.With regard to the packaging of your company, your product or service,you should think in terms of everything that the customer sees fromthe first moment of contact with your company all the way through thepurchasing process.Packaging refers to the way your product or service appears from theoutside. Packaging also refers to your people and how they dress andgroom. It refers to your offices, your waiting rooms, your brochures,your correspondence and every single visual element about your company. Everything counts. Everything helps or hurts. Everythingaffects your customer's confidence about dealing with you.When IBM started under the guidance of Thomas J. Watson, Sr., he veryearly concluded that fully 99 percent of the visual contact a customerwould have with his company, at least initially, would be representedby IBM salespeople. Because IBM was selling relatively sophisticatedhigh-tech equipment, Watson knew customers would have to have a highlevel of confidence in the credibility of the salesperson. Hetherefore instituted a dress and grooming code that became aninflexible set of rules and regulations within IBM.As a result, every salesperson was required to look like a professional in every respect. Every element of their clothing?including dark suits, dark ties, white shirts, conservativehairstyles, shined shoes, clean fingernails?and every other featuregave off the message of professionalism and competence. One of thehighest compliments a person could receive was, "You look like someonefrom IBM."PositioningThe next P is positioning. You should develop the habit of thinkingcontinually about how you are positioned in the hearts and minds ofyour customers. How do people think and talk about you when you're notpresent? How do people think and talk about your company? What positioning do you have in your market, in terms of the specific wordspeople use when they describe you and your offerings to others?In the famous book by Al Reis and Jack Trout, Positioning, the authorspoint out that how you are seen and thought about by your customers isthe critical determinant of your success in a competitive marketplace.Attribution theory says that most customers think of you in terms of asingle attribute, either positive or negative. Sometimes it's "service." Sometimes it's "excellence." Sometimes it's "qualityengineering," as with Mercedes Benz. Sometimes it's "the ultimatedriving machine," as with BMW. In every case, how deeply entrenchedthat attribute is in the minds of your customers and prospectivecustomers determines how readily they'll buy your product or serviceand how much they'll pay.Develop the habit of thinking about how you could improve your positioning. Begin by determining the position you'd like to have. Ifyou could create the ideal impression in the hearts and minds of yourcustomers, what would it be? What would you have to do in every customer interaction to get your customers to think and talk about inthat specific way? What changes do you need to make in the wayinteract with customers today in order to be seen as the very bestchoice for your customers of tomorrow?PeopleThe final P of the marketing mix is people. Develop the habit ofthinking in terms of the people inside and outside of your businesswho are responsible for every element of your sales and marketingstrategy and activities.It's amazing how many entrepreneurs and businesspeople will workextremely hard to think through every element of the marketing strategy and the marketing mix, and then pay little attention to thefact that every single decision and policy has to be carried out by aspecific person, in a specific way. Your ability to select, recruit,hire and retain the proper people, with the skills and abilities to dothe job you need to have done, is more important than everything elseput together.In his best-selling book, Good to Great, Jim Collins discovered themost important factor applied by the best companies was that theyfirst of all "got the right people on the bus, and the wrong peopleoff the bus." Once these companies had hired the right people, thesecond step was to "get the right people in the right seats on thebus."To be successful in business, you must develop the habit of thinkingin terms of exactly who is going to carry out each task and responsibility. In many cases, it's not possible to move forward untilyou can attract and put the right person into the right position. Manyof the best business plans ever developed sit on shelves today becausethe [people who created them] could not find the key people who couldexecute those plans.Excerpted from Million Dollar HabitsCopyright ?2006 , Inc. All rights reserved. Also from Wiki:Marketing mixFrom Wikipedia, the free encyclopediaJump to: navigation, searchThe marketing mix approach to marketing is a model of crafting andimplementing marketing strategies. It stresses the "mixing" orblending of various factors in such a way that both organizational andconsumer (target markets) objectives are attained. The model wasdeveloped by Neil Borden (Borden, N. 1964) who first started using thephrase in 1949. Borden claims the phrase came to him while readingJames Culliton's description of the activities of a business executive:(An executive is) "a mixer of ingredients, who sometimes follows arecipe as he goes along, sometimes adapts a recipe to the ingredientsimmediately available, and sometimes experiments with or inventsingredients no one else has tried." (Culliton, J. 1948)When blending the mix elements, marketer(s) must consider their targetmarket. They must understand the wants and needs (see Maslow)of themarket (customer) then use these mix elements in constructing (formulating)an appropriate marketing strategies and plans that willsatisfy these wants. The mix must also meet or exceed the objectivesof the organization. As Borden put it,"When building a marketingprogram to fit the needs of his firm, the marketing manager has toweigh the behavioral forces and then juggle marketing elements in hismix with a keen eye on the resources with which he has to work." (Borden, N. 1964 pg 365). A separate marketing mix is usually craftedfor each product offering or for each market segment, depending on theorganizational structure of the firm. Borden goes on to suggest aprocedure for developing a marketing mix. He claims that you need twosets of information; a list of important elements that go into themix, and a list of forces that influence these decision variables.The most common variables used in constructing a marketing mix areprice, promotion, product and distribution (also called placement).First suggested by Jerome McCarthy (McCarthy, J. 1960), they aresometimes referred to as the four P's. McCarthy said that marketershave essentially these four variables to use when crafting a marketingstrategy and writing a marketing plan. In the long term, all four ofthe mix variables can be changed, but in the short term it isdifficult to modify the product or the distribution channel. Thereforein the short term, marketers are limited to working with only halftheir tool kit. This limitation underscores the importance of longterm strategic planning.McCarthy's four P's look at marketing from the perspective of themarketer. It describes what variables marketers have to work with, andhence is sometimes referred to as a marketing management perspective.Robert Lauterborn (Lauterborn, R. 1990) claims that each of thesevariables should also be seen from a consumer's perspective. Thistransformation is accomplished by converting Product into "customersolution", Price into "cost to the customer", Place into "convenience", and Promotion into "communication". He calls these thefour C's.Shortly after McCarthy developed the four P's, Borden devised a modelwith twelve decision variables. They were product planning, pricing,branding, channels of distribution, personal selling, advertising,promotions, packaging, display, servicing, physical handling, and factfinding (Borden, N. 1964 pg 363).Another set of marketing mix variables were developed by Albert Frey.He (Frey, A. 1961) classified the marketing variables into twocategories: the offering, and process variables. The "offering"consists of the product, service, packaging, brand, and price. The"process" or "method" variables included advertising, promotion, salespromotion, personal selling, publicity, distribution channels,marketing research, strategy formation, and new product development.More recently, Bernard Booms and Mary Bitner built a model consistingof seven P's (Booms, B. and Bitner, M. 1981). In addition to product,price, promotion, and place, they included people, physical evidence,and process. "People" was added, to recognize the importance of thehuman element in all aspects of marketing. They added "process" toreflect the fact that services, unlike physical products, are experienced as a process at the time that they are purchased. "Physical evidence" or "peripheral clues" reflects the physicalsurroundings associated with a service encounter or retail location.Other marketing theorists include "partners" as a mix variable becauseof the growing importance of collaborative channel relationships.The marketing mix model is often expanded to include sub-mixes. Forexample, the promotion variable can be further decomposed into apromotional mix consisting of advertising, sales promotion, personalselling, publicity, direct marketing, undercover marketing, viralmarketing, and e-marketing. Within the promotional mix, advertisingcan be further broken down into an "advertising media mix" thatspecifies how much emphasis is placed on television ads, radio ads,newspaper ads, internet ads, magazine ads, etc.Mix coherency refers to how well the components of the mix blendtogether. A strategy of selling expensive luxury products in discountstores has poor coherency between distribution and product offering.Mix dynamics refers to how the mix must be adapted to a changing business environment, to changes in the organization's resources, andto changes in the product life cycle.[edit]CriticismsAgainst the mix process generally, reengineering theorists claim thatit re-enforces functional divisions within a company that lead toinefficiencies. According to Michael Hammer and James Champy (Hammer,M. and Champy, J. 1993), rather than organizing a firm into functionalspecialties (like marketing, sales, advertising, marketing research,new product development, public relations, etc.) and looking at thetasks that each function performs, we should be looking at completeprocesses from materials acquisition, to production, to marketing anddistribution and customer satisfaction.Also Peter Doyle (Doyle, P. 2000) claims that the marketing mixapproach leads to unprofitable decisions because it is not grounded infinancial objectives such as increasing shareholder value. Accordingto Doyle it has never been clear what criteria to use in determiningan optimum marketing mix. Objectives such as providing solutions forcustomers' needs at low cost have not generated adequate profitmargins. Doyle claims that developing marketing based objectives whileignoring profitability has resulted in the dot-com crash and theJapanese economic collapse. He also claims that pursuing a ROIapproach while ignoring marketing objectives is just as problematic.He argues that a net present value approach that maximizes shareholdervalue "provides a rational framework" for managing the marketing mix.Against McCarthy's four P's, some claim that they are too stronglyoriented towards consumer markets and is not an appropriate model forindustrial product marketing. Others claim it has too strong of aproduct market perspective and is not appropriate for the marketing ofservices.[edit]References* Borden, N. (1964) "The concept of the marketing mix" Journal ofAdvertising Research, vol 4, June, 1964, pp 2-7. - The same articlecan also be found in: Schwartz, G. (ed), Science in Marketing, JohnWiley, New York, 1965, pp 386-397 - and also in: Enis, B. and Cox, K.(1991) Marketing Classics, A selection of influential articles, Allynand Brown, Boston, 1991, pp 361-369.* Bitner, J. and Booms, B. (1981) Marketing strategies and organizational structures for service firms, in Donnelly, J. andGeorge, W. Marketing of services, American Marketing Association,Chicago, 1981.* Culliton, J. (1948) The management of marketing costs, GraduateSchool of Business Administration, Research Division, Harvard University, Boston, 1948.* Doyle, P. (2000) Value based marketing, Wiley, Chichester, 2000.* Frey, A. (1961) Advertising, 3rd ed., Ronald Press, New York, 1961.* Hammer, M. and Champy, J. (1993) Reengineering the Corporation:A Manifesto for Business Revolution, Harper Business Books, New York,1993, ISBN 0066621127* Lauterborn, R (1990) "New Marketing Litany: 4P's Passe;C wordstake over", Advertising Age, October 1, 1990, pg 26.* McCarthy, J. (1960 1st ed.), Basic Marketing: A managerialapproach, 13th ed., Irwin, Homewood Il, 2001.。
高二英语市场营销单选题40题
高二英语市场营销单选题40题1. In marketing, a product with a high quality and unique design can attract more _____.A.customersB.supplierspetitorsD.producers答案：A。
在市场营销中，高质量且有独特设计的产品能吸引更多的顾客。
选项B“suppliers”是供应商；选项C“competitors”是竞争对手；选项D“producers”是生产者。
只有顾客会被高质量和独特设计的产品吸引。
2. The goal of marketing is to increase the _____ of a company's products.A.priceB.quantityC.demandD.supply答案：C。
市场营销的目标是增加公司产品的需求。
选项A“price”是价格；选项B“quantity”是数量；选项D“supply”是供应。
增加产品的需求才能促进销售。
3. A successful marketing campaign can help a company expand its _____ in the market.A.shareB.profitC.costD.expense答案：A。
一场成功的营销活动能帮助公司扩大其在市场中的份额。
选项B“profit”是利润；选项C“cost”是成本；选项D“expense”是费用。
扩大市场份额才能提高竞争力。
4. In marketing, _____ analysis is important to understand customer needs.A.marketB.productC.priceD.promotion答案：A。
在市场营销中，市场分析对于理解顾客需求很重要。
选项B“product”是产品；选项C“price”是价格；选项D“promotion”是促销。
The Marketing mix---Unilever商务环境演讲 联合利华
Promotion
As well as manipulating price to influence customers,a product can be advertised and promoted with the aim 文本 of encouraging sales.
文本 文本 文本
文本
Clear found some famous people such as Rain ,徐熙 娣 to make advertisement 文本 文本 for its brand to 文本 increase its sales volume.
Place
The fourth element of the traditional marketing mix is the location of the interface between customer or 文本 consumer and product or service. 文本 Unilever puts its products to some 文本 supermarket and shopping mall such as Dennis,Wal-Mart Stores and so on.
summarised the marketing mix as
the 4Ps of the traditional tools used to manipulate the organisation's relationship with the external
enving Mix
文本 文本 文本
文本
文本
The Marketing Mix
Product
Price
marketing mix
– – – – – – Contact Reminders Registration Subscription Form filling Degree of technology
Physical Environment
Physical Environment
• The ambience, mood or physical presentation of the environment
Image copyright:
Promotion
Promotion
• Strategies to make the consumer aware of the existence of a product or service • NOT just advertising
• • • • • • • • • Blend of the mix depends upon: Marketing objectives Type of product Target market Market structure Rivals’ behaviour Global issues – culture/religion, etc. Marketing position Product portfolio
The Marketing Mix
The Marketing Mix
The Marketing Mix
• The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives • 7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment • Traditional 4Ps extended to encompass growth of service industry
商务英语Marketing Mix (2)
GCSE Business Studies/What is Marketing?Marketing objectivesFirms will use marketing in order to achieve objectives. Some common objectives are:▪Introducing a new product, or increasing sales of an existing one.▪Introduce an established product to a new market segment.▪Change the image of a brand.▪Make profits.OrientationThere are two main marketing orientations that businesses use:▪Market orientation involves researching what people want or need, and then researching and developing it in order to provide it to them.▪Product orientation involves researching a product and then persuading people to buy it. This is commonly used with high-tech goods, for example. Customers may not feel they need the product until after it has already been developed.The Marketing PlanThe Marketing Plan combines - for a given period (one year for example) and a given range of products and services - all aspects of an organizations' marketing efforts into one coherent plan. It tries to blend these efforts in a synergistic fashion for maximum results. Marketing plans will vary from organization to organization but all have the core components listed here.The marketing mixThere are four main factors that make a customer decide to buy a product or service, these are:▪Product▪Price▪Promotion▪PlaceWe call these factors the four Ps or the marketing mix.Marketing mix “4ps”ProductThe Product strategy is complex. It not only includes the development of the correct product attributes to meet the needs of the target market, but must focus on the benefits (perceived or real) the customer anticipates theproduct will provide.PromotionPromotion is communication between the "seller" (producer, wholesaler, retailer, service provider, etc) and relevant stakeholders (usually referred to in terms of the Target Market/s). Promotion or Marketing Communication utilises tools such as Advertising, Sales Promotion, Direct Marketing, Personal Selling, Marketing Public Relations and Publicity.Types of PromotionThere are two main types of promotion:▪Persuasive promotion attempts to persuade the consumer that he or she needs the product.▪Informative promotion attempts to give lots of details about the product. This is often used by the Government, forexample to inform people of new laws.Advertising MediaThe message (informative or persuasive), has to be communicated. The way it is communicated is known as the medium. The medium a firm chooses will depend on its advertising budget and it's target audience.Printed MediaPrinted media can be kept for future reference, and can often give more information. However, it has less impact because it cannot use sound and movement. Some examples of printed media are:▪National newspapers can target a group of people, but are often expensive to advertise in.▪Local newspapers get the message across to a large number of people in a given area, and are usually cheaper toadvertise in than national newspapers.▪Magazines often target a very specific group of people (e.g.a fishing magazine will be read by people interesting infishing). This means that they are often used for products specific to a certain sport or hobby.Broadcast MediaBroadcast media can make use of sound so it will often grab the consumer's attention more than other types of media. Some examples are:▪TV adverts can makes use of colour and sound. They can also be targeted quite well based on during which programthey are broadcast. However, it is a very expensive way ofadvertising and the adverts are often missed or ignored.▪Radio adverts are fairly cheap to produce and broadcast.However, there is a smaller audience and often do not attractattention.▪Cinema adverts are shown to an attentive audience, in a specific geographical area. However, since it is only seenonce, it is easily forgotten.edit Other MediaSome other media are:▪Posters/Billboards will be seen often by people in that geographical area. However, they cannot contain detailedinformation and have to communicate their message quickly.▪The Internet is a fairly cheap advertising media and can give good amounts of information. However, not everyonehas Internet access and since there are lots of adverts they areoften simply ignored.***Advertising mediaTelevision Radio Newspapers Magazines Posters/billboards Cinemas Leaflets Internet Others (ad and disad)PricePricing objectives directly affect an organizations pricing policy:▪Profit oriented objectives-attain a specific profit level, or as much profit as possible▪Sales oriented objectives-target a predetermined unit sales level or market share▪Status quo objectives-seek to maintain current price levels, peg them to an index, or match them to a competitor***Pricing StrategiesCOST-PLUS Pricing is the cost of manufacturing the product plus a profit mark-up.Penetration Pricing is when the price is set lower than the competitors' prices in order to be able to enter a new market.Pricing Skimming is where a high price is set for a new product on the market.Competitive Pricing is when the product is priced in line with or just below competitors' prices to try to capture more of the market. Promotional Pricing is when a product is sold at a very low price for a short period of time.Psychological Pricing is when particular attention is paid to the effect that the price of a product will have upon consumers' perception of the product.PlacementPlacement or place refers to the distribution channels that a company will use in order to take its product to the final customer (or consumer).***The distribution channelsProducer-consumerProducer-retailer-consumerProducer-wholesaler-retailer-consumerProducer-agent-wholesaler-retailer-consumer。
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Chapter 1 市场多样化
Table of Contents
Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Introduction: Diversity in the Marketplace Consumer Research Consumer Motivation Personality and Consumer Behavior Consumer Perception Consumer Learning Consumer Attitude Formation and Change the Influence of Culture on Consumer Behavior
– in the design of the products, in packaging, in pricing, in advertising, and in distribution
There are two different types of theories:
– teleological theories and deontological theories
Chapter 1
Introduction: Diversity in the Marketplace
Consumer Research
Methodology used to study consumer behavior. 幻灯片 10
Personal Consumer
The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. (Also referred to as the Ultimate Consumer or End User.)
The marketing mix
The Marketing Mix1.Product:this element of the marketing mix considers the technical features, benefits andlimitations of the product offered by the business , products can be physical goods orservice.2.Price:This refers not only to the price of product,but to all costs related to the purchase. Itmay be expressed in monertary terms, a rate of interest,cost,fees,arecombination of all these elements. The price may be a one-off payment, or a series of payments overtime.IT may be subject to time limits ( such as a special deal for a limited period.)It maalso be conditional on purchasing other products, or a minimum “lock in” period such asa mobile telephone contract with a minimum duration.3.Promotion:Promotion refers to all activites that are intended to inform the customers and influence the purchasing decision. The range of promotional media deployed by an organization is sometimes reffered to as the promotional mix.This inclues:AdvertisingPublich relationsMerchandisingSponsonshipDirect selling, e.g.: face to face interaction, telephone or online sales.4.Place:Refers to all activities related to moving the product from the producer to the customer.It is concerned with distribution through the producer’s channels to market. Distribution may involve physically moving the production to the customer, or to intermediaries who take responsibility for different stage of distribution, such as agents and wholesalers. In retailed industries, distribution was once only concerned with transferring goods fromthe point of production to the point of sales, but logistics have changed as morecompanies embrace online orders and home delivery alongside ( and, in some case,instead of ) their stores.5.People:This component of marketing mix is important:When goods offered are considered to be homogenous by cutomers.For services, which are intangible and therefore have to be differentiated in a effectivemanner.6.Processes:Are vitally important when they can impact on the effectiveness of delivering benefits to the customers.。
On a Tree Fallen Across the Road横卧在路上的树
谢谢观赏
His work frequently employed settings from rural life in New England in the early twentieth century, using them to examine complex social and philosophical themes.
The first five lines of the poem sets the stage and holds a message for the reader of the poem
how the speaker feels we deal with the realities of the unexpected events in our lives.
And yet she knows obstruction is in vain; we will not be put off the final goal we have it hidden in us to attain, Not though we have to seize earth by the pole
Comment
human has the ability to overcome obstacles placed before them, and though sometimes this ability is challenging to uncover, it can be done.
But in an effort to overcome obstacles of daily life, people overlook their surroundings. They fail to stop and take a step back, appreciating the beauty of nature around them.
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The Marketing mix Scheme Of The Runner Company市场环境2012年，中国汽车行业迎来崭新的春天，市场需求旺盛，汽车产业国际转移趋势明显，中日之争所掀起的抵制日货给中国本土汽车行业创造了发展契机。
公司背景介绍Runner汽车公司在经历了10年的发展，成为了一家近千名的员工，年盈利超过百亿的汽车销售公司。
本公司以“创造财富，奉献社会”为目标，以“为人民服务”为宗旨，坚持对客户--客户至上、服务至上；对员工--以人为本；对生产--以精简为手段，追求低成本；对产品--以零缺陷为最终目标，追求高质量；植根于当地的社会活动，为当地的经济、社会发展做贡献。
以开展业务关系为根本，互相致力于研究创造，实现长期稳定的发展和共存共荣为经营理念，让公司与国际社会“协调发展”让个人与社会共同进步。
本公司抓住此次机遇，通过对产品、价格、渠道、促销的营销战略进行调整，进一步拓展产品市场，runner 公司正在迅速崛起。
营销策划一、产品开发策略1 注重调查Runner公司自创立以来，就注重市场调查，并设立有专门的市场计划调查部，调查部主要任务是从事市场调查，预测长期需求，借以促进销售工作。
市场部除每年进行两次市场需求调查动向之外，还进行各种抽样调查。
例如，需求调查，是以大约1万人为对象进行的调查，每调查一次大约花费10万。
虽然调查的开销相当大，但带来了颇大的利润。
除设调查部收集情报外，本公司的销售店也情报化了。
从设立销售店以来，就实行了有销售店收集各种报告的制度，以后又在全国的销售店建立完备的电传网，销售店可以随时将各种情报、资料报知汽车销售公司。
销售店还收集有关汽车的故障的各种资料，使故障登记管理系统化，并把这种资料传给制造厂的检查改进室，以促进产品的改善。
2挖掘需求为了挖掘社会上对汽车的潜在需求，本公司做出了很多努力。
强化新产品开发，开发出更适合中国道路的经济省油的发动机及电控系统，开发出更适合中国道路、更耐用的底盘及车体结构，开发出更可靠、优异的手动、自动变速箱总成系统，只有可靠的新产品做后盾，才可能获得更大的市场份额。
3适应变化本公司让致力于不断谋求改进，几乎每隔两年就做一次小规模的产品改进，每四年进行一次全新的产品更新换代。
这样高频率的产品开发与调整，使本公司拥有完整的产品组合。
目前，公司拥有自主研发车型20余款，高、中、低档车联合出拳，争取在国内乃至国际市场上打出一片新天地。
本公司一贯重视产品质量，视质量为“适合顾客需求”，故产品质量改进都从消费者角度考虑，而不是从产品本身出发。
Performance is the most powerful cars, large displacement, every km oil consumption 14.5 liters, can according to the ups and downs automatically adjust the ride height. Power system, equipped with the parallel bars high-performance engine. Its interior luxurious, can bring the user a new feeling.性能最为强悍的车型，大排量，每百公里耗油14.5升，能根据路面的起伏自动调整底盘高度。
动力系统，配备了双杠高性能发动机。
其内饰豪华，能带给用户全新的感受。
It's a mysterious new car, new Brabus Rocket 800 still carry the Brabus use 6.2 -liter V12 twin turbocharged gasoline engine (SV12 S engine system), through to set-up, have the largest 800 horse power, torque can be as high as 1420 cattle meters, not excessive postpartum be limited to 1100 cattle meters, tie-in AMG Speedshift MCT variable speed system, can be in 3.7 seconds km acceleration.这是一款神秘的新车，全新Brabus Rocket 800依旧搭载当前Brabus善用的6.2升V12双涡轮增压汽油引擎（SV12 S引擎系统），经过重新调教后，具备800匹的最大马力，扭矩可高达1420牛米，不过量产后被限制在1100牛米，搭配AMG Speedshift MCT变速系统后，可在3.7秒内完成百公里加速。
It has hot line and perfect proportion, very profile feeling, very offensive wedge body may be more attract people's attention, a compact V12 engine along with transmission cross placed in car rear axle, after before. Call it a super car too much.它拥有性感的线条与完美的比例，很有轮廓感，极具进攻性的楔形车身或许会更加吸引人的眼球，一台紧凑的V12发动机连同变速箱横向安置在车厢之后、后轴之前。
称它为超级跑车一点也不为过。
挡动作。
它从静止到100Km/h的加速用时6.09秒。
This car has fruity body, looks lovely and generous, equipment xDrive four-wheel drive system, in xDrive35i, eight speed automatic transmission is using movementversion, and in theory it can do more than xDrive28i rapid changeStop action. It from static to 100 km/h when the acceleration of 6.09 seconds 二价格策略本公司抓住此次机遇，在于日本车竞争中占据了更大的优势，获得更多的市场空间，本公司巧妙利用了价格策略，由原有的中高档车型调整为中档车型，降低价格进入市场，以最快的速度推出产品，占领巨大的市场份额。
在此基础上，保持原有的市场份额，在产品普遍被接受的情况下，在合理回升价格，因此每次实施新价格后，本公司都能获得更大的市场份额。
2011年国产汽车排行榜三渠道策略1特许经营专卖店营销渠道模式。
这种模式是公司极力推行的一种营销模式。
因为专卖店一般是实行单一品牌营销的4S店，即调整车销售、售后服务、配件供应和信息反馈。
对于这种特许经营的4S店来说除了考虑销量外，公司还希望树立品牌的形象，以牟取更加长远的利益。
2普通经销商营销渠道模式。
普通经销商一般都是多种品牌汽车的销售，价格就便宜，价格便宜销售量就大。
就会导致其他模式的经销商退出当地市场 这种情况更会促使本汽车普通经销商在制造商处得到更加物美价廉的汽车。
3汽车园区营销渠道模式。
汽车园区是最能吸引广大汽车消费群体，因为汽车园区的功能齐全 在汽车销售、维修、配件等方面，汽车园区更能显示汽车文化、科技、交流和娱乐等功能，各项功能汽车园区基本全部具备，对于客户购车来说非常方便。
奔跑者公司汽车园区规划图四促销策略1 汽车降价式促销在中日之争的背景下，汽车降价式就是将商品低于正常的定价出售。
可以利用抵制日货等口号来促进消费者的购买，其运行方式最常见的有库存大清仓、节庆大优惠、每日特价商品等方式。
2 有奖式促销顾客有时总想试试自己的运气，所以“抽奖”是一种极有效果的促销活动。
因为抽奖活动一定会有一大堆奖品，如彩色电视机、洗衣机等这样的奖项是极易激起消费者参与兴趣的。
可在短期内对促销产生明确的效果。
另外，本公司办抽奖活动时，抽奖过程需公开化，以增强消费者的参与热情和信心。
3 打折式促销一般在适当的时机，如节庆日、换代时节等打折以低于商品正常价格的售价出售商品 使消费者获得实惠。
4 免费试用式促销在促销之时 零售店可以在比较显眼的位置设专柜 免费试用供给的汽车。
非汽车和其他新商品实行免费赠送、免费试用 鼓励顾客使用新商品进而产生购买欲望。
例如免费做汽车美容 免费为愿意试用新品牌顾客做保养。
5 赠送式促销想吸引顾客持续购买 并提高品牌忠诚度 焦点赠送是一个种非常理想的促销方式。
这一促销活动的特色是消费者要连续购买某汽车商品或连续光顾某零售店数次后 累积到一定积分的点券 可兑换赠品或折价购买。
经验总结中国汽车行业正在发生的又一个重大变革就是营销模式的变革。
在这种变革之下,一大批固守传统汽车销售模式的汽车企业,无论其组织形式、经营理念和营销技术等方面,都将无法适应现代汽车的需求,这些企业已经或正在迫不得已退出汽车行业,优胜劣汰,为一批能够迅速掌握现代汽车营销模式的企业提供舞台。
Runner公司在过去的10年中不断改良创新，力争最大程度的满足顾客的需求，为顾客提供高性价比的汽车，让顾客感受到我们的设计是人性化的，售后服务是完善的，产品质量是一流的。
现在Runner公司成功了，主要是从营销理念、营销手段和营销组织形式上不断学习汽车发达国家先进营销模式的精髓,结合我国国情,改进现有的营销模式,开创适合我国汽车营销发展的新模式,提高了汽车企业的核心竞争力。
但是我们的工程师们和工人们仍在努力工作，他们相信公司，公司也相信他们。
Runner公司永不言败，我们的成长一定会有更好的明天。
Experience summaryChina's auto industry is happening and a major change is marketing mode change. In this change under, a large number of stick to the traditional car sales model of automobile enterprise, regardless of its organization form, operation concept and marketing technology etc., will be unable to adapt to the needs of the modern automobile, these enterprises have been or are being forced to quit the automobile industry, survival of the fittest, for a group of able to quickly master the modern automobile marketing mode of the enterprises with the stage. Runner company in the past 10 years continuous improvement innovation, and strive to maximize the satisfaction of the customer's demand, to provide customers with cost-effective car, make customers feel our design is humanization, after-sales service is perfect, the product quality is first-class. Now Runner company successful, mainly from marketing concept, marketing means and marketing organization form continuous learning car developed country advanced marketing model essence, with China's national conditions, to improve the marketing mode, create a suitable for the development of new China's automobile marketing mode, improve the car enterprise's core competitive ability. But our engineers and workers are still working hard, they believe that the company, the company also believe they. Runner company never say die, our growth will have a better tomorrow.。