1marketing-mix(1)

1Unit2Marketing2Doyouknowthefollowingwords1.whatismarketing?2.whatismarketingmix?3.whatispricinginmarketing?4.whatistherelationbetweentrademarksandbrand?5.whatismarketsegmentation?giveillustrations.6.whatisproductlifecycle?7.whatdoyouknowaboutthepackageoftheproduct?3Onesayingaday一个和尚有水喝，两个和尚挑水喝，三个和尚没水喝。Oneboyisaboy.Twoboys,halfaboy.Threeboys,noboy.4Doyouknowthefollowingwords？Preacher:传教士Yell:大叫Swear:诅咒Religious:虔诚的thelord’sprayer:天主经,主祷文Psalm：赞美诗Perch：树干Screech:尖声地说5ReadingforfunApreacherisbuyingaparrot.“Areyousureitdoesn’tscream,yell,orswear?”askedthepreacher.“Oh,absolutely.It’sareligiousparrot,”thestorekeeperassureshim.“Doyouseethosestringsonhislegs?Whenyoupulltherightone,herecitesthelord’sprayer,andwhenyoupulltheleftone,herecitesthe23rdPsalm.”“Wonderful!”saysthepreacher,“butwhathappensifyoupullbothstrings?”“Ifalloffmyperch,youstupidfool!”screechedtheparrot.6Discussion:Whatisthemarketingmix?Whatisproduct/pricing?Whatdoyouknowaboutbrand?Whatdoyouthinkaboutthebrandbuilding?Doyouhavebrandloyalty?7I.MarketingMix8MarketingMarketingisaboutcommunicatingthevalueofaproduct,serviceorbrandtocustomersorconsumersforthepurposeofpromotingorsellingthatproduct,service,orbrand.Theoldest–andperhapssimplestandmostnaturalformofmarketing–is'wordofmouth'(WOM)marketing,inwhichconsumersconveytheirexperiencesofaproduct,serviceorbrandintheirday-to-daycommunicationswithothers.9MarketingThesecommunicationscanofcoursebeeitherpositiveornegative.Infor-profitenterprisethemainpurposeofmarketingistoincreaseproductsalesandthereforetheprofitsofthecompany.Inthecaseofnonprofitmarketing,theaimistoincreasethetake-upoftheorganization'sservicesbyitsconsumersorclients.Take-upistherateatwhichpeopleapplyfororbuysomethingwhichisoffered,forexamplefinancialhelpfromthegovernmentorsharesinacompany.购买率，申请率10MarketingGovernmentsoftenemploysocialmarketingtocommunicatemessageswithasocialpurpose,suchasapublichealthorsafetymessage,tocitizens.Infor-profitenterprisemarketingoftenactsasasupportforthesalesteambypropagatingthemessageandinformationtothedesiredtargetaudience.Propagate:tosendthroughmedia11MarketingMarketingtechniquesincludechoosingtargetmarketsthroughmarketanalysisandmarketsegmentation,aswellasunderstandingconsumerbehaviorandadvertisingaproduct'svaluetothecustomer.Fromasocietalpointofview,marketingprovidesthelinkbetweenasociety'smaterialrequirementsanditseconomicpatternsofresponse.12MarketingMarketingsatisfiestheseneedsandwantsthroughthedevelopmentofexchangeprocessesandthebuildingoflong-termrelationships.Marketingcanbeconsideredamarriageofartandappliedsciences(suchasbehavioralsciences)andmakesuseofIT.Marketingisappliedinenterpriseandorganizationsviamarketingmanagementtechniques.13MarketingmixItconsistsoffourbasicelementscalledthefourP's.ProductisthefirstPrepresentingtheactualproduct.Pricerepresentstheprocessofdeterminingthevalueofaproduct.Placerepresentsthevariablesofgettingtheproducttotheconsumersuchasdistributionchannels,marketcoverageandmovementorganization.ThelastPstandsforPromotionwhichistheprocessofreachingthetargetmarketandconvincingthemtobuytheproduct.14II.Orientation15CustomerorientationAfirminthemarketeconomysurvivesbyproducinggoodsandservicesthatpersonsarewillingandabletobuy.Consequently,ascertainingconsumerdemandisvitalforafirm'sfutureviabilityandevenexistenceasagoingconcern.Manycompaniestodayhaveacustomerfocus(ormarketorientation).viability:生存能力，发育能力;生活力Agoingconcernisabusinessthatfunctionswithoutthethreatofliquidationfortheforeseeablefuture,usuallyregardedasatleastwithin12months.持续经营；清算16CustomerorientationThisimpliesthatthecompanyfocusesitsactivitiesandproductsonconsumerdemands.Generally,therearethreewaysofdoingthis:thecustomer-drivenapproach,themarketchangeidentificationapproachandtheproductinnovationapproach.17CustomerorientationIntheconsumer-drivenapproach,consumerwantsarethedriversofallstrategicmarketingdecisions.Nostrategyispursueduntilitpassesthetestofconsumerresearch.Everyaspectofamarketoffering,includingthenatureoftheproductitself,isdrivenbytheneedsofpotentialconsumers.Thestartingpointisalwaystheconsumer.18CustomerorientationTherationaleforthisapproachisthatthereisnoreasontospendR&D(researchanddevelopment)fundsdevelopingproductsthatpeoplewillnotbuy.Historyatteststomanyproductsthatwerecommercialfailuresinspiteofbeingtechnologicalbreakthroughs.rationale[ˌræʃəˈnɑ:l基本原理，基础理论;根据attestto:证实;证明19CustomerorientationAformalapproachtothiscustomer-focusedmarketingisknownasSIVA(Solution,Information,Value,Access).ThissystemisbasicallythefourPsrenamedandrewordedtoprovideacustomerfocus.TheSIVAModelprovidesademand/customer-centricalternativetothewell-known4Pssupplysidemodel(product,price,placement,promotion)ofmarketingmanagement.4Pssupplysidemodel:4Ps供给模型20CustomerorientationProduct→SolutionPromotion→InformationPrice→ValuePlace(Distribution)→Access21CustomerorientationIfanyofthe4Pswereproblematicorwerenotinthemarketingfactorofthebusiness,thebusinesscouldbeintroubleandsoothercompaniesmayappearinthesurroun