1、商 务 英 语作者 ： 阮 绩 智 责 任 编辑 ： 张 琛出版日期： 2011年 12月IDPN: 308-2011-58课 件章数： 12Learning Objectives Understand some basic concepts of marketing and sales ; Talk about considerations for entering a market ; Talk about promoting a product; Talk about market research; Talk about advertising; Write sales letters
2、.Perseverance is not a long time race; it is many short races one after another.Blaise PascalA French PhilosopherSpeaking TaskStarting Up 1Listening Task23Reading Task5 Writing TaskFollow-up Practice64543216Contents12.1 Starting Up 12.1.1 The four Ps form the basis of the marketing mix. If you want
3、to market a product successfully, you need to get this mix right. Match the Ps 1 to 4 to the definitions a) to d). Now think of some products you have just bought recently and tell which of the four Ps influenced your decision to buy. 1 Product a) the cost to the buyer of goods or service2 Price b)
4、informing customers about products and persuading them to buy them3 Promotion c) where goods or services are available4 Place d) goods or services that are solddabc12.1.2 When you market a product or service, you will have to analyze the four elements as shown in the chart. Now store the words and p
5、hrases that are associated with each element.4 Elements of the Product or Service1) What is the difference between marketing and sales?2) What is the difference between domestic marketing and international marketing?3) What are the main considerations for marketing goods internationally?4) Can you l
6、ist the various steps or actions that are involved in the marketing process?5) Can you give any example of successful marketing and try to analyze the key strategies that have led to such a success?9.1.3 Discuss the following questions in pairs or small groups.Marketing Tips 1) Research what your ma
7、rket wants; where, when and why customers buy; what benefits they are seeking from your product or service; and what competitors are providing. 2) Decide on your objectives, identify and choose your target customer groups and position your business to serve your chosen market profitably. 3) Put the
8、plan to work through selling and promoting your products and services to customers, through pricing and using appropriate distributors and agents effectively.4) Monitor the effectiveness of your marketing activities in terms of customer satisfaction and the impact on your bottom line. 5) Eliminate a
9、ny last minute hesitation prospective customers may have by announcing a pleasant surprise near the end of every selling procedure.6) Print your best small ad on a postcard and mail it to prospects in your targeted market. 7) Collect testimonials from your customers and use them in all your advertis
10、ing. 8) After telling prospects what they gain when they buy your product or service, tell them what they lose if they do not buy it.9) Convert your customers into publicity agents. Develop an incentive for them to tell associates and friends about the value of your products or services.10) Handle c
11、ustomer complaints quickly and with a positive attitude. Marketing means to make a communication about a product or service a purpose of which is to encourage recipients of the communication to purchase or use the product or service. The process of planning and executing the conception, pricing, pro
12、motion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The process of organizing and directing all the company activities which relate to determining the market demand and converting the customers buying power into an effective demand for a service and bringing that service to the customer.Some definitions of marketing
