[商务英语Unit10Marketing.ppt

 Unit 10 Marketing Warm-up Please look at these advertisements, can you tell what products are they for? Contents The marketing mix Advertisements and commercials Promoting products and brands Possibility, probability and certainty Assignment The marketing mix What is ‘the marketing mix’? The marketing mix consists of ‘the four Ps’: providing the customer with the right P_____ at the right P_________, presented in the most attractive way(P________) and available in the easiest way(P______). Advertisements and commercials How to advertise a product? Advertising a product involves developing a ‘Unique Selling Proposition’ (‘USP’): the Features and Benefits which make it unlike any of the competing products. There are four stages in advertising a product (‘ AIDA’): 1. Attract the Attention of potential customers 2. Arouse Interest in the product 3. Create a Desire for its benefits 4. Encourage customers to take prompt Action ---- Heinz M. Goldmann Let’s learn to analyze an advertisement! Now, you’ll hear two people talking about one ad. Listen to their conversation twice. While you are listening, think about the following questions: * What exactly is the product being sold? ___________________________________________________________ * What kind of customers is the ad directed at? __________________ * What is the ‘USP’ of the product? ___________________________________________________________ Can you use ‘AIDA’ to analyze this ad? More ads are coming, can you follow the previous procedures and apply the ‘AIDA’ to analyze them? Group work! Show the ad you have cut from magazines and newspapers to the members of your group, and cover the following points: * product * target customers * the USP of the product: its features and be