unit 7 Marketing课件

Unit7Marketing
市场营销
objectives
1.knowingwhatare4Ps&4Csandtheirrelationship.
2.knowinghowtou4Pstheorytoanalyzemarketingca
3.knowinghowtowriteanotice
4.languageskills:scanning&Exchanginginformation
5.vocabulary:P63&P153
Startingup
Marketingmarketingmix (营销组合)
ThetermwascoinedbyNeilH.BordeninhisarticleTheConceptoftheMarketingMixin1965.
Marketingmix营销组合
Four
Ps
Of
Marketing
Mix
Whatistheprice?
Settingpricesthatareattractivetoparticulargroupsofcustomersandthatareprofitableforthecompany.
Decidingaprice
isthetoughest
Issuefora
company!
Thiscartoonmakesfunofwhatisactuallyaveryriousbusiness-knowingwhatyourcompetitorischargingandunderstandinghowtopricewithrespecttothatisoneofthetoughestdecisionsmadeinMarketing.
Whatisplace?
Findingsuitabledistributionchannel(分配渠道)toreachthecustomergroups
So
Whatisadistributionchannel?
awayofllingacompany'sproducteitherdirectlyorviadistributors
Whatispromotion?
Alltheactivitiesudtosupporttheproduct-everythingfromsalesinformationtoafter-salervice.
thewaytopromoteis
advertising
In1885,ThomasSmithwroteabouthowadvertisingaffectsapotentialcustomer
Thefirsttimeamanlooksatanadvertiment,hedoesnoteit. Thecondtimehedoesnotnoticeit. Thethirdtimeheisconsciousofitxistence. Thefourthtimehefaintlyremembershavingenitbefore. Thefifthtimehereadsit. Thesixthtimeheturnsuphisnoatit. Theventhtimehereadsitthroughandsays,"Ohbrother." Theeighthtimehesays,"Here'sthatconfoundedthingagain." Theninthtimehewondersifitamountstoanything. Thetenthtimehethinkshewillaskhisneighborifhehastriedit. Theeleventhtimehewondershowtheadvertirmakesitpay. Thetwelfthtimehethinksperhapsitmaybeworthsomething. Thethirteenthtimehethinksitmustbeagoodthing. Thefourteenthtimeheremembershehaswanteditforalongtime. Thefifteenthtimeheistantalizedbecauhecannotaffordtobuyit. Thesixteenthtimehethinkshewillbuyitsomeday. Theventeenthtimehemakesamemorandumofit. Theeighteenthtimeheswearsathispoverty. The19thtimehecountshismoneycarefully. Thetwentiethtimeheesithebuysit,orinstructshiswifetodoso.
effect?
Inaddition
Salesman
isAnotherkeytoasuccessfulpromotion
Whatcharacters
shouldsalesmenhave?