职场英语Unit 6 市场营销概况课件.ppt

Marketing Concepts;;--- Marketing is used to identify the customers satisfy the customers and keep the customers --- Marketing is achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions ;Directions: Watch the video and say how many strategies have been mentioned and what they are? 1. Mail shots 2. Leaflets flyers; ; ; ; ;1. Definition; Marketing is the ongoing process of moving people closer to making a decision to purchase, use, follow or conform to someone else’s products, services or values. ;;Marketing Mix;Marketing Mix;Marketing Mix;Marketing Mix;Marketing;Marketing;Marketing;Marketing;Marketing;II. Vocabulary Fill in the blanks with the words or expressions given below. Change the form where necessary.;II. Vocabulary Fill in the blanks with the words or expressions given below. Change the form where necessary.;In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is carried out until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of possible consumers. The starting point is always the consumer. The reason for this approach is that there is no point spending RD funds developing products that people will not buy. ;III. Translation Put the following into English.;2. Many firms place consumers into groups, a process called market segmentation. In this process, potential customers are categorized based on different needs, characteristics, or behaviors. Effective segments are measurable, accessible, substantial, and actionable. Measurability is the degree to which a market segment’s size and purchasing power can be measured. Accessibility refers to the degree to which a market segment can be reached and served. Substantiality refers to