Download What is Marketing?

Business English Reading
实用商务英语导读教案
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Contents
1
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Marketing and Marketing Mix
2
Commodities and International Trade
3
Accounting and Financial Statements
4
Finance and Financial Markets
5
Internet and E-Marketing
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Contents
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Managers and Management
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Service and Service Management
8
Tourism and Tourism Management
9
Business and Interpersonal Skills
10
Business and Globalization
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Chapter 1 Marketing and Marketing Mix
1.1 Overview of Marketing
1.2 Strategic Marketing Planning
1.3 Product Decisions
1.4 Distribution Decisions
1.5 Promotion Decisions
1.6 Pricing Decisions
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Lead In: What is Marketing?
 Is it
marketing?
 赵本山卖拐是
不是营销？
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Lead In: McDonald’s Coffee (Video)
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1.1.1 What is Marketing?
Marketing
A Philosophy
An Attitude
A Perspective
A Management
Orientation
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A Set of Activities,
including:
Products
Pricing
Promotion
Distribution
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1.1.1 What is Marketing?
American Marketing Association Definition
 Marketing is an organizational function and a set of
processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
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1.1.2 Marketing Management Philosophies
Production
Sales
Competing
Philosophies
Market
Societal Marketing
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1.1.2 Marketing Management Philosophies
Orientation
Focus
Production
What can we make or do best?
Sales
How can we sell more aggressively?
Marketing
What do customers
want and need?
Societal
What do customers want and need,
and how can we benefit society?
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1.1.3 Sales and Market Orientations
Organization’s Firm’s
Focus
Business
Sales
Inward
Orientation
Outward
Market
Orientation
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For
Whom?
Primary
Profit
Goal?
Selling
Everybody Maximum
goods and
sales
services
volume
Satisfying
wants and
needs
Specific
groups of
people
Tools to
Achieve
Primarily
promotion
Customer Coordinated
satisfaction use of all
marketing
activities
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Hamid Hashimi
 Satisfying customer needs
and wants is the
cornerstone of the
marketing concept. Hamid
Hashmi understands this
marketing fundamental. He
is the CEO of the Muvico
Theater in Boca Raton,
Florida, which boasts 20
theaters ranging from 100
to 450 seats, a full-service
bar, a 230+ seat restaurant,
and a day-care center
available to customers as
well as the company’s 350
employees.
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1.2.1 The Nature of Strategic Planning
 Strategic planning is the managerial process of
creating and maintaining a fit between the
organization’s objectives and resources and the
evolving market opportunities.
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1.2.1 The Nature of Strategic Planning
EVOLVING
EVOLVING
MARKET
MARKET
OPPORTUNITIES
OPPORTUNITIES
LONG RUN
RUN
LONG
PROFITABILITY
PROFITABILITY
AND GROWTH
GROWTH
AND
RESOURCES
RESOURCES
&
&
OBJECTIVES
OBJECTIVES
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Sears
Strategic planning is
critical to business
success. In a
strategic move to
regain market share
as a retailing giant,
sears purchased
land’s end, one of
the most successful
catalog retailers in
the united states.
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1.2.2 Planning
Planning
The process of anticipating future events
and determining strategies to achieve
organizational objectives in the future.
Marketing
Plan
A written document that acts as a
guidebook of marketing activities for the
marketing manager.
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1.2.3 Why Write a Marketing Plan?
 The marketing plan
is a team effort
that produces
strategically sound
marketing and
advertising
campaigns.
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1.2.4 Marketing Plan Elements
Business Mission
Statement
Objectives
Situation or SWOT
Analysis
Marketing Strategy
Target Market Strategy
Marketing Mix
Product
Distribution
Promotion
Price
Implementation
Evaluation
Control
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1.2.4 Marketing objective
Marketing Objectives Must Be:




Realistic
Measurable
Time specific
Consistent with and indicate the
organization’s priorities
“Our objective is to
achieve 10 percent dollar
market share in the
specialty pet food market
within 12 months of
product introduction.”
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1.2.4 SWOT Analysis
Positive
Negative
Internal
Factors
Strengths
Technological skills
Leading brands
Distribution channels
Customer loyalty
Production quality
Scale
Management
Weaknesses
Absence of important skills
Weak brands
Poor access to distribution
Low customer retention
Unreliable product or service
Sub-scale
management
External
Factors
Opportunities
Changing customer tastes
Technological advances
Changes in government
politics
Lower personal taxes
Change in population age
New distribution channel
Threats
Changing customer tastes
Technological advances
Changes in government
politics
Tax increases
Change in population age
New distribution channels
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1.2.4 Target Market
 Segment the market based on groups with similar
characteristics
 Analyze the market based on attractiveness of market
segments
 Select one or more target markets
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1.3.1Product Concepts
Product is the
“heart” of
Marketing Mix
Price
Product
Promotion
Place (Distribution)
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1.3.1 Product Classifications
Business
Product
A product used to manufacture other
goods or services, to facilitate an
organization’s operations, or to resell to
other consumers.
Consumer
Product
Product bought to satisfy an
individual’s personal wants
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1.3.1 Product Items, Lines, and Mixes
A specific version of a product that can
Product Item be designated as a distinct offering
among an organization’s products.
Product Line A group of closely-related product items.
Product Mix
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All products that an organization sells.
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P&G
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1.3.2 New-Product Development Process
New-Product Strategy
Idea Generation
Idea Screening
Business Analysis
Development
Test Marketing
Commercialization
New Product
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1.3.3 Product Life Cycle
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1.4.1 Marketing Channels and Supply
Chain Management
Marketing
Channel
A set of interdependent organizations
that ease the transfer of ownership as
products move from producer to
business user or consumer.
Supply
Chain
The connected chain of all the business
entities, both internal and external to the
company, that perform or support the
logistics function.
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UPS & Supply Chain Management
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1.4.2 Retailing
 Retailing means all the activities directly related to
the sale of goods and services to the ultimate
consumer for personal, non-business use.
美国商业杂志Frame指
出，像Swatch所创造
的旗舰店是零售业未来
发展的趋势。
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1.4.2 The Role of Retailing
 Retailers account for 11.7 percent of U.S. employment
 Retailing accounts for 13 percent of U.S. businesses
 Retailers ring nearly 40 percent of the U.S. GDP
 Industry is dominated by a few giant organizations,
such as Wal-Mart
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1.4.2 Ten Largest U.S. Retailers
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1.4.2 Retail Marketing Strategy
Define & Select
a Target Market
Develop the
“Six Ps”
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1.4.2 Choosing the Retailing Mix
Product
Personnel
Promotion
Target
Market
Presentation
Place
Price
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试分析比较不同购物中
心的零售组合异同。
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1.5.1 Marketing Communications
Communication means the process by which we
exchange or share meanings through a common set of
symbols.
Categories of
Communication
Interpersonal
Communication
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Mass
Communication
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1.5.1 The Communication Process
Noise
Sender
Encoding
Message
Message
Channel
Decoding
Message
Receiver
Feedback
Channel
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1.5.2 Advertising and Public Relations
Advertising
Impersonal, one-way mass communication
about a product or organization that is paid
for by a marketer.
Public
Relations
The marketing function that evaluates
public attitudes, identifies areas within the
organization that the public may be
interested in, and executes a program of
action to earn public understanding and
acceptance.
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1.5.2 Advertising Media
Traditional
Advertising Media








Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Transit cards
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Electronic
Advertising Media



Internet
Electronic mail
Interactive video
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 The role of
promotion is to
inform, persuade,
and remind. ChikFil-A’s popular
“Eat Mor Chikin”
cows have been
the subject of
outdoor
advertising,
television
advertising, and
even a yearly
calendar that
contains over $20
worth of coupons
for free food.
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1.5.2 Functions of Public Relations
Evaluates public
attitudes
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Identifies areas
of public interest
Executes
programs to
“win” public
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Coke and Beijing Olympics
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1.5.3 Sales Promotion and Personal Selling
Sales
Promotion
Marketing activities--other than personal
selling, advertising, and public relations-that stimulate consumer buying and
dealer effectiveness.
Personal
Selling
Planned presentation to one or more
prospective buyers for the purpose of
making a sale.
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1.5.3 Sales Promotion
Free samples
Contests
Premiums
End
Consumers
Company
Employees
Trade Shows
Vacation Giveaways
Trade Customers
Coupons
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1.5.3 Personal Selling
Traditional
Selling
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Relationship
Selling
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《绝世好爸》
 以上两幅图片为香港电视剧《绝世好爸》中的场景，讲述
主角萧公子如何向不同的消费者推销公司产品的过程。
 试分析，人员推广相对其他促销手段，有何优点？
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1.6.1 Pricing Concepts
Price
which is given up in an exchange to
acquire a good or service.
Revenue
The price charged to customers
multiplied by the number of units sold.
Profit
Revenue minus expenses.
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1.6.1 The Importance of Price
Revenue = Unit Price  Number of units sold
 Revenue pays for every activity.
 What’s left over is Profit.
Low
Price
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Price
=
Perceived Value
High
Price
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1.6.2 Setting the Right Price
Step1
Step2
Establish
pricing
goals
Estimate
demand,
costs, and
profits
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Step3
Step4
Choose a
price
strategy
Fine-tune
the base
price with
pricing
tactics
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Case Study
------Can Chinese Brands Make It Abroad?
SVA, a shanghai-based electronics company,
has marketed its branded products, such as
the plasma televisions it sells in U.S. retail
chains like Costco wholesale.
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Case Study
Questions:
1. Why should the Chinese government encourage
some of biggest companies to sell their own
branded products abroad?
2. Imagine that you are marketing director of SVA.
Please conduct SWOT analysis for this company.
3. What marketing tactics is SVA using to grow
business?
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Click to edit company slogan .
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