TradeMarketing贸易营销

Chapter3TradeMarketingWarm-updiscussion:Wheredoyouusuallybuygoods?Why?Wherecanyoubuy?Whatismarketing?Marketingisoftensimplyviewedasadvertisingandselling.Marketingismuchmorethanthisandincludesconductingmarketresearch,marketsegmentation,branding,pricing,promotion,distributing,sellingtheproductandcustomerservices.Howtosellyourproducts?1.Marketresearch2.Advertising3.Promotionalevents4.Attendingtradeshows5.Customerservice1.MarketresearchWhatinformationtogatherandhowtogather?Howtoanalyzeinformation?Examplesofquestionsthatmayneedtobeanswered:Whatarethemajorvariablesaffectingmysalesandhowimportantiseachone?Whatarethebestvariablesforsegmentingmymarket,andhowmanysegmentsexist?Whatarethebestpredictorsofwhichconsumersarelikelytobuymybrandversusmycompetitor’sbrand?IfIraisedmyprice10%andincreasedmyadvertisingexpenditures20%,whatwouldhappentosales?Sentencepatterns1.Ithinkourmainstrengthiswithyoungconsumers.2.Iwentoverthesalesfiguresinthemarketresearchreport.3.OurEuropeanmarkethasthehighestcurrentdemand,butSouthAmericahasgreatpotentialforgrowth.4.Whenourproductwasmarkedupatahigherintroductoryprice,oursalesafterproductlauncwerelowerthanlow.5.Isspeedofdeliveryafactorwhenyouchooseafastfoodplace?6.LikeIsaid,printmediawon’treallyshowoffourbestdigitalfeatures.7.Oneoftheobjectsofmarketresearchistofindoutwhetherthere’samarketfortheproductandwhetherwecanselltheproductinthemarket.8.Ifwedecidetohavesometestmarketing,someoftheseniorsalesmenarebroughtin.phrasesSalesfiguresmarketresearchreportPotentialforgrowthintroductorypriceSpeedofdeliveryprintmediaTestmarketingseniorsalesmanConsumerbuyinghabitproductlaunchCustomerbasebrandloyaltyCompetitivemarketA:Iwentoverthe_1_inthemarketresearchreport.Ifyoucompareitwithoursurveyof_3_,there’sonlyoneconclusion…B:What’sthat?A:Itseemsthismarketis_4_.Whenourproductwasmarkedupatahigher_5_,oursalesafterproductlaunchwerelowerthanlow.Ata_6_introductoryprice,welandedmoresales.B:So,weshouldstartlow?A:Ithinkthatwouldbeagoodidea.Priceisanimportant_7_inourmarket,sowecanuseittobuildour_8_.Ifourcustomersgethookedonthe_9_,they’llbuyandbecomemore_10_.Lateron,whenwehita_11_andafterour_12_issoldonourproducts,wecan_13_.B:Thatsoundslikeareallyclever_14_.A:Thisisavery_15_.We’vegottocomeupwithafewcleverstrategiesinordertokeepourplaceontop.B:Ithinkourmainstrengthiswithyoungconsumers.A:That’s_16_.Theyoungconsumer’sfasttocommit,butfickletostaywithabrand.Soourchallengeis_17_.RolereadA:Iwentoverthesalesfiguresinthemarketresearchreport.Ifyoucompareitwithoursurveyofconsumerbuyinghabits,there’sonlyoneconclusion…B:What’sthat?A:Itseemsthismarketissensitivetoprice.Whenourproductwasmarkedupatahigherintroductoryprice,oursalesafterproductlaunchwerelowerthanlow.Atadiscountedintroductoryprice,welandedmoresales.B:So,weshouldstartlow?A:Ithinkthatwouldbeagoodidea.Priceisanimportantvariableinourmarket,sowecanuseittobuildourcustomerbase.Ifourcustomersgethookedonthelowintroductoryprice,they’llbuyandbecomemoreloyaltoourbrand.Lateron,whenwehitapeakinsalesandafterourcustomerbaseissoldonourproducts,wecanbringthepriceup.B:Thatsoundslikeareallyclevermarketingstrategy.A:Thisisaverycompetitivemarket.We’vegottocomeupwithafewcleverstrategiesinordertokeepourplaceontop.B:Ithinkourmainstrengthiswithyoungconsumers.A:That’satwhomwe’retargeting.Theyoungconsumer’sfasttocommit,butfickletostaywithabrand.Soourchallengeiscustomerloyalty.A:Iknowwemustpayattentiontomarketresearch.But_______?(怎样进行市场调研)B:Oneoftheobjectivesofmarketresearchistofindout______(产品是否有市场)and_____.(在这个市场上我们能否出售这种产品)A:Isee.______?(那么谁做这种工作呢)B:Intheearlystages,______.(只有区域经理参与)A:Whatifwedecidetohavesometestmarketing?B:Then_______.(一些高级销售人员也参加)A:Ifsalesmenarebroughtin,Ithink______.(他们需要接受一些培训),suchasproducttraining.B:_______?(产品培训指的是什么)A:Youknow,asasalesman,hemustfullyunderstandvariousapplications,_______，(设计特点、独特优点、使用操作)andeverythingoftheproductsweproduce.TranslationA:打扰了，我在为一家快餐店做市场调查。如果您不介意，我想问您几个问题。B:行，问吧。A:你最喜欢哪家快餐店？B:我喜欢KFC。我觉得在那里花钱很值。A:您喜欢哪种饮料，可口可乐还是百事？B:我喜欢百事可乐。A:这种偏爱是不是您选择餐馆的决定因素？B:不是。我想决定因素是食品提供速度。Discussion1:Whatmeansofadvertisingdoyouknow?2.AdvertisementSentencepatterns1.Therepetitionofcommercialswillhelpmakeourproductswell-knownandbuildstrongbrandpositions.2.I’veheardtheyliveonthe15%discountontheadvertisingwepurchase.3.I’mespeciallyinterestedintheroleofimage,publicrelationsandadvertisingintheproductionpromotion.4.Somanypsychologicalfactorsshouldbeconsideredinadvertising.5.Atthemoment,we’reworkingonsomenewpromotionliteraturewhichwillbeusedintheshops.6.Now,let’scomebacktothedesigndepartment.Whattechniquesdoyouusuallyuseinadvertising?PhrasesTVcommercialsbrandpositionPromotionliteratureadvertisingagencyMerchandisingnationallaunchAdvertisingcampaignpressconferencePreliminarymarkettestpamphletFlyersleafletsDiscussion2:Whatdoyouseeasthemosteffectivemeansofadvertising?J:Whatdoyouseeasthemosteffectivemeansofadvertising?TV,radioorprint?S:Thatalldependsonwhatyoumeanby“effective”.Doyoumeanreachthewidestaudience,orcos