unita职通商务英语课件第一册nalysisofthetext.pptVIP

5. Marketing objectives Para.1 What is marketing? An organizational function Creating, communicating, and delivering value; managing customer relations A set of process Way: benefit the org stakeholders Aim: sell products/make profits Para. 2-3 4Ps Para. 4 杰罗姆·麦卡锡(E. Jerome McCarthy) 杰罗姆·麦卡锡是密西根州立大学教授。1958年获明尼苏达大学博士学位。从教以来，发表论文多篇，并著有多本关于数据处理和市场营销方面的教科书。 　　麦卡锡教授曾与全美多位教授共同合作从事研究工作，多次在南美、非洲及印度等地出席国际会议。他还担任许多知名企业市场营销顾问，如DOW化学公司、3M公司等。 　　麦卡锡教授一直走在市场营销研究领域的前沿。他对其编著的营销教科书多次进行修订，以紧跟时代发展的步伐。 ? E.Jerome McCarthy主要贡献 二十世纪著名的营销学大师，美国密西根大学教授杰罗姆·麦卡锡（Jerome McCarthy）于1960年在其第一版《基础营销学》中，第一次提出了著名的“4P”营销组合经典模型，即产品（Product）、价格（Price）、通路（Place）、促销（Promotion）。 　　4P理论的提出，是现代市场营销理论最具划时代意义的变革，从此，营销管理成为了公司管理的一个部分，涉及了远远比销售更广的领域。”今天，无论有多少新的营销名词，无论有多少关于4P过时的说法，4P都是营销管理理论的基石。 Para. 6 The potential buyer is affected by: Absolute level of the price Its relationship to competitive prices Para. 7 The overall level of pricing----long term Discounts special offers---short terms Para. 9 Channels of distribution A channel of distribution is the complete sequence of marketing organizations involved in bringing a product form the producer to the consumer. A basic channel of distribution consists of the manufacturer, the wholesaler, the retailer, and the ultimate consumer. Para. 9 The interrelations: Attributes: determine price, how promoted, how distributed Price: promotional vehicle, channels of distribution Promotion: involve the channels of distribution Place: constrained by product, price, promotional decisions Additional material The difference between selling and marketing: Marketing: definition ( all-embracing activity) Selling: the sharp end of Marketing Add your company slogan * 1.To get a brief view of marketing 3. To understand the relation among the four Ps 2. To be familiar with the 4p model product promotion price place The marketer use the 4 Ps to do what? To craft a marketing plan Described the marketing manager as a “mixer of ingredients” 1. The concept of M