商务英语课程课件Unit13-Marketing-&-Sales

LearningObjectivesUnderstandingsomebasicconceptsofmarketingTalkingaboutdevelopinganewmarketTalkingaboutpromotingaproductTalkingaboutmarketresearchTalkingaboutadvertisingWritingasalesletter◆SpeakingTask◆Warm-upPractice◆ListeningTask◆Follow-upPractice◆WritingTask◆ReadingTaskWeneedtodiscusssomequestionsaboutwhatwearegoingtolearninthisunit.Sure,that’llhelpusunderstandbetteraboutwhatweareaskedtodo.1.Readthefollowingmarketingtipswhicharebasedonamarketingstrategyortacticproventoboostsales.MarketingTips1)Researchwhatyourmarketwants;where,whenandwhycustomersbuy;whatbenefitstheyareseekingfromyourproductorservice;andwhatcompetitorsareproviding.2)Decideonyourobjectives,identifyandchooseyourtargetcustomergroupsandpositionyourbusinesstoserveyourchosenmarketprofitably.3)Puttheplantoworkthroughsellingandpromotingyourproductsandservicestocustomers,throughpricingandusingappropriatedistributorsandagentseffectively.4)Monitortheeffectivenessofyourmarketingactivitiesintermsofcustomersatisfactionandtheimpactonyourbottomline.5)Eliminateanylastminutehesitationprospectivecustomersmayhavebyannouncingapleasantsurpriseneartheendofeverysellingprocedure.6)Printyourbestsmalladonapostcardandmailittoprospectsinyourtargetedmarket.7)Collecttestimonialsfromyourcustomersandusetheminallyouradvertising.8)Aftertellingprospectswhattheygainwhentheybuyyourproductorservice,tellthemwhattheyloseiftheydonotbuyit.9)Convertyourcustomersintopublicityagents.Developanincentiveforthemtotellassociatesandfriendsaboutthevalueofyourproductsorservices.10)Handlecustomercomplaintsquicklyandwithapositiveattitude.2.Discussthefollowingquestions.1)Whatismarketing?2)Whatisthedifferencebetweenmarketingandsales?3)Whatisthedifferencebetweenmarketingandinternationalmarketing?4)Whichdoyouthinkarethefivemosteffectivetips?Why?5)Canyouaddmoretipsasadviceformarketingandsales?6)Canyoulistthevariousstepsoractionsthatareinvolvedinthemarketingprocess?SomedefinitionsofmarketingMarketingmeanstomakeacommunicationaboutaproductorserviceapurposeofwhichistoencouragerecipientsofthecommunicationtopurchaseorusetheproductorservice.Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.Theprocessoforganizinganddirectingallthecompanyactivitieswhichrelatetodeterminingthemarketdemandandconvertingthecustomersbuyingpowerintoaneffectivedemandforaserviceandbringingthatservicetothecustomer.Theplanningandimplementationofastrategyforthesale,distribution,andservicingofaproductorservice.Marketingistheprocessofmakingcustomersawareofproductsandservices,attractingnewcustomerstoaproductorservice,keepingexistingcustomersinterestedinaproductorservice,buildingandmaintainingacustomerbaseforaproductorservice.Advertisementsplayalargepartinmarketing.Theprocessofresearching,promoting,sellinganddistributingaproductorservice.Marketingincludesadvertising,publicity,promotion,pricing,salesanddistributionofthegoodsorservices.Marketing&Sales?Manypeoplemistakenlythinkthatsellingandmarketingarethesame–theyaren't.Youmightalreadyknowthatthemarketingprocessisbroadandincludesallofthefollowing:Discoveringwhatproduct,serviceorideacustomerswant.Producingaproductwiththeappropriatefeaturesandquality.Pricingtheproductcorrectly.Promotingtheproduct;spreadingthewordaboutwhycustomersshouldbuyit.Sellingisdeliveringtheproductintothehandsofthecustomer.Sellingisoneactivityoftheentiremarketingprocess.Sellingistheactofpersuadingorinfluencingacustomertobuy(actuallyexchangesomethingofvaluefor)aproductorservice.Marketingactivitiessupportsalesefforts.Actually,theyareusuallythemostsignificantforceinstimulatingsales.Marketingactivities(liketheproductionofmarketingmaterialsandcatchypackaging)mustoccurbeforeasalecanbemade;theysometimesfollowthesaleaswell,topavethewayforfuturesalesandreferrals.ContrastingtheSalesConceptwiththeMarketingConceptTheconceptssurroundingbothsellingandmarketingalsodiffer.Thereisaneedforbothsellingandmarketingapproachesindifferentsituations.Oneapproachisnotalwaysrightandtheotheralwayswrong–itdependsupontheparticularsituation.Inamarketingapproach,morelisteningtoandeventualaccommodationofthetargetmarketoccurs.Two-waycommunication(sometimesbetweenasalespersonandacustomer)isemphasizedinmarketingsolearningcantakeplaceandproductofferingscanbeimproved.Asalespersonusingthesalesconcept,ontheotherhand,sometimeshastheabilitytoindividualizecomponentsofasale,buttheemphasisisordinarilyuponhelpingthecustomerdetermineifshewantstheproduct,oravariationonit,thatisalreadybeingofferedbythecompany.Inthesalesapproach,notmuchtimeisspentlearningwhatthecustomer'sidealproductwouldbebecausethesalespersonhaslittlesayinseeingthathercompany'sproductismodified.Furthermore,sheisn'trewardedforspendingtimelisteningtothecustomer'sdesiresunlessshehasaproducttomatchtheirdesiresthatwillresultinasale.Attheheartofthesalesconceptisthedesiretosellaproductthatthebusinesshasmadeasquicklyaspossibletofulfillsalesvolumeobjectives.Whenviewedthroughthe