商业英语_04Marketing.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * Introduction to Business English Chapter 4 Marketing Chapter 4 (A) The Marketing Mix The Marketing Concept What is Marketing 13 ---Have you ever tried to convince your parents to buy sth? ---Have you ever tried to sell a used textbook? ---Have you ever decided to buy sth because of the product advertising? ---You may have not known it at that time ,but you were performing marketing activities. ---When we hear the term marketing, we will always think of advertising or selling. Actually they are only a small part of marketing. ---Marketing is more than advertising, but we see it most. 13 Advertisement, slogans---parts of marketing ○ Things go better with Coca-cola. --- Coca-cola ○ Communication unlimited. ---Motorala ○ Behind that healthy smile, there’s a Crest kid. ---Crest toothpaste ○ Time is what you make of it. ---Swatch ○ Anything is possible. ---Li-Ning Co.Ltd ○ Focus on life. ---Olympus ---Do you have any favorable ads or slogans? ---Which ads can stimulate customers’ desire to buy? ---Which is not desirable? Why? bad to corporate image/arouse bad feeling Lead-in activities 13 Marketing Planning: Market research determine people’s needs wants what Product to produce/offer? Executing: Pricing: how to set the price? cost+ profit margin low price? high price? competitive? acceptable? Promotion: how to sell the products? advertising/personal sales sales promotion/publicity Place/Distribution: how to get the p