商务口语_Marketing.ppt

Sun Chao Discussion: Is there anything would occur to your mind when looking at an bottle of cocacola ? Carbonic acid drink Catching-eyes bottle design No sugar and low calories The world’s brand WangLinqin as the Glamour The top sponsor of 2008 Olympic Games The main rival of PEPSI cola The drink of Target Market Market Research Market Research Market Research Market Research Market Research Vocabulary Survey Questionnaire Interview Put a poll on our website Internal research Primary data, secondary data Findings SWOT analysis Strengths A good image to the public The world’s biggest burgers Worldwide fast chains Discounts policy Quality, cleanliness, service Weakness Junk foods problems Lack of diversification Down-market image Easily-copy formula High staff turnover Opportunities Leading one of American Models The fast food culture in vogue Coming-down barriers to international trade Threats Anti-globalization Countless smaller competitors Healthy value pursuit 4Ps (the marketing mix) Product Promotion Place Price Discussion: What is important when deciding to buy a product? Price After-sales service Quality Brand Packaging Image Ambassador Product Quality Features Style Brand name Quality, let’s say, the lifetime of a product. Quality speaks for itself. “好马凭力气，好货凭名气” “In an era of eyeball economy, high-quality products with poor packaging could be left out in cold.” （什么是眼球经济？） “After-sales service is kind of commitment.” “Lip service to the buyers is shirking responsibilities.” “人不信则不立，店无信则不兴。” Promotion Advertising Public relations Discussion: What advertisement impressed you most? For what products? And the slogans? Communicating the companys message and promoting its products, services and ideas to existing or potential customers 广告一登，死物逢生 一分广告，十分获利 “The public is inevitably influenced by advertisements in their everyday lives.” Image Ambassador, Glamour A famous international tennis star is endorsing our products, so we’re put her name on