商务英语III-1高级商务英语学习与现代商务理念.ppt

高级商务英语学习与现代商务理念 主讲: 林明金（副教授、硕导） 学习BEC必须先了解： 市场 客户 理念 Kotler on Marketing Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors. Kotler on Marketing The most important thing is to forecast where customers are moving, and be in front of them. Kotler on Marketing It is more important to do what is strategically right than what is immediately profitable. Globalization and Localization Global Marketing VS Domestic Marketing More difficult: language, law, culture, trade and non-trade barriers, market research, and communication; More complicated: currency, measures and weights, customs, monetary exchange, transportation, insurance, and counter-claim More risky: credibility, currency exchange, political risk, transportation, and pricing More opportunities and more profitable, hopefully. Should we go global? Internal analysis Resources, managerial mindset, strengths, weaknesses,etc. External analysis Competition, opportunities, threats, benefits, risks, etc. Cost VS Income The Marketing Mix The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives 7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment Traditional 4Ps extended to encompass growth of service industry Price Price Pricing Strategy Importance of: knowing the market elasticity keeping an eye on rivals Product Product Methods used to improve/differentiate the product and increase sales or target sales more effectively to gain a competitive advantage e.g. Extension strategies Specialised versions New editions Improvements – real or otherwise! Changed packaging Technology, etc. Promotion Promotion Strategies to make the consumer aware of the existence of a product or service NOT just advertising Place Place The means by which products and services get from producer to consumer and where they can be accessed by the consumer The more places to