职场英语Unit6市场营销概况

Unit6市场分割市场组合有形的分销分期付款范围利润强制性市场垄断促销对手邮寄广告终端用户有形展示销路零售批发---Marketingisusedtoidentifythecustomerssatisfythecustomersandkeepthecustomers---Marketingisachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactions---Marketingisacreativeprocessofsatisfyingtheneedsofcustomersprofitably---Marketingisanalysis,planning,implementationandcontrolofcarefullyformulatedprogramstobringaboutvoluntoryexchangeandrelationshipswithspecificallytargetmarkets.Whatismarketing?Warm-up:Whatismarketing?Directions:Watchthevideoandsayhowmanystrategieshavebeenmentionedandwhattheyare?1.Mailshots2.Leaflets&flyers3.Personalcontactandnetworking4.TradeShowsandExhibitions5.Website6.AdvertisementsMarketingStrategiesADDYOURTITLEStep1:MailshotsMailshotsareagreatwayof_______alargenumberofpotentialcustomersor______,orjustaselectedfew.Agoodmarketingmethodisgoingtosetupa__________(perhapsasatrainer)orifyouaregoingtoofferaservice(ahomehairdresser,forexample),whereyougotootherpeople.Step2:Leaflets&flyersLeaflets,orflyers,areagoodwaytomarketyourbusinessinyourlocal_________.Youcouldsendthemtoatargetednumberofpotentialcustomersasan________withamailsshots,oranattachmenttoanemailmailshot.Youcouldsendthemasan_____inthelocalpaperoraspecialinterestmagazineandalwaystakeyourflyerswithyoutoall_________meetings.VideoscriptMarketingstrategies1and2targetingclientsconsultancycommunityenclosureinsertnetworkingFillintheblankswithwhatyouhear:Step3:Personalcontact&networkingIfyousetupaconsultancyorperhapsasmall____________company,networkingorpersonalcontactisoneofthebestwaysofmarketingintheearlystagesofyour_________.Timeiscallinginafavorortwofromthosewhoknewyouintheworldofworkbeforeyoudecidedtogo____.Yournameandreputationwillstillmeansomething,althoughthiswill____withtime.Joinlocalbusinessgroupsandnetworkasmuchasyoucan.Step4:TradeShows&ExhibitionsTradeshowsandexhibitionsareverygoodiftheyare_________enterprises.Notthelargenationalorinternationalshowstobeginwith,butlocalshowsorperhapsagricultural____.Visitthemearlyontoseewhethertheshowsarerightforyourproductorservice-andtoseewhatthe__________islike.VideoscriptMarketingstrategies3and4manufacturingbusinesssolofadecraft-basedfairscompetitionADDYOURTITLEVideoscriptMarketingstrategy5Step5:WebsiteWebsite--almostofallbusinessesneedandit'sjust________.Don'tsetituptooearly,whenyouhavenotgothistoryofsellingsuccess.IfYouareselling__________on-line,thatisdifferentmatterandyou'llneedyourwebsiteupfromthestart.Dogetyourwebsiteprofessionally________,unlessyouareyourselfverycomputer______,oryouareyourowncomputerbusiness.Andthenmakesureitis_________,andup-to-date.expectedexclusivelydesignedliteratemaintainedFillintheblankswithwhatyouhear:Step6:AdvertisementsDon‘teventhinkaboutadvertisinginnationalnewspapersormagazines,astheycosta______.Evenaquarterpageinyourlocalpapercouldcostyouaround_____-andyouneedtorepeattheads,itisnogoodputtingtheminjustonce.YoumightgetabetterrateintheMid-weekfreebies(弗里比).Youcouldexplorethesmall-adcolumnsinyourlocalnewspaper,_________inpublicserviceslikewindoworhousecleaning,orsecretarialservices.Beopentoputpostcardinashopwindowasaverylocalad-ortheparish(教区)magazineorcommunity_________.Advertisementsonlocalradioaregoodideastoo.Thinkaboutapublicationsuchas-YellowPagesorThomsons,whenyouaremorefirmly_________.Whateveryoudoandwhereveryougo-nevertravelwithoutyourmarketing_______.VideoscriptMarketingstrategies6fortune£400newsletterestablishedmaterialparticularly1.Definition2.FourPs3.SevenPs4.CustomerFocus5.ProductFocus6.OtherAspectsPartIMarketingFundamentalsMarketingistheongoingprocessofmovingpeopleclosertomakingadecisiontopurchase,use,followorconformtosomeoneelse’sproducts,servicesorvalues.MarketingDefinitionMarketingacreativeprocessofsatisfyingtheneedsofcustomersprofitably.ProcessPeoplePhysicalevidenceMarketingMixMarketingMixProductmeanstheproductmanagementandproductmarketingaspectsofmarketing.Theydealwiththespecificationsoftheactualgoodorservice,andhowitrelatestotheend-user’sneedsandwants.FourPs☆Pricingreferstotheprocessofsettingapriceforaproduct.Italsoincludesdiscounts.☆MarketingMixPromotionincludesadvertising,salespromotion,publicrelations,andpersonalselling,andreferstothevariousmethodsofpromotingtheproduct,brand,orcompany.FourPs☆Placementordistributionchannelreferstohowtheproductgetstothecustomer.☆MarketingMixAswellasthestandardfourPs,servicesmarketingcallsuponanextrathree,totalingsevenandknowntogetherastheextendedmarketingmix.SevenPsPeople:Anypersoncomingintocontactwithcustomerscanhaveanimpactonoverallsatisfaction.Whetheraspartofasupportingservicetoaproductorinvolvedinatotalservice,peopleareparticularlyimportantbecause,inthecustomer’seyes,theyaregenerallyinseparablefromthetotalservice.☆MarketingMixSevenPsPhysicalevidence:Unlikeaproduct,aservicecannotbeexperiencedbeforeitisde