财经专业英语教程教学课件作者童长清chapter2.ppt

Chapter 2 Marketing Lesson 1 Market and Marketing Lesson 2 The Characteristics of Marketing Lesson 3 The New Development of Marketing Lesson 4 The Five Forces Competition Model Lesson5 SWOT Analysis Chapter 2 Marketing Lesson 6 BCG Matrix Analysis Lesson 7 Product Strategies Lesson 8 Pricing Strategies Lesson 9 Distribution Strategies Lessonl0 Promotion Strategies Lesson 1 Market and Marketing Market is the product of the division of social labor, the production and exchange of the commodities, having developed for thousands of years; while Marketing, as an independent subject, specializes in researching the objective rule of the activities of marketing for nearly a hundred years. 1. Market Market is the place of carrying out business, mainly composed of the buyer and the seller. In marketing, there is a kind of special realization of the conception of market, which used to refer to certain buyer group. Lesson 1 Market and Marketing In terms of development, market has several presentations: market is the place of exchanging commodities (original); market is the relation of the whole exchanging (developmental); market is the field of circulating (process). From the perspective of marketing, market is the potential customers with certain demand and desire to satisfy by exchanging, that is, Market = Population+ Purchasing Power+ Purchasing Motivation. These three factors restrict each other, only the combination of these three could form the real market to determine the scale and content of market. Lesson 1 Market and Marketing 2. Marketing As a course of science, based on the economics, behavioral science and modern management theory, marketing is an integrated applied science of marketing activities and rules by researching how to satisfy the customers requirements and how to improve the availability of these exchanges. It is the product of market economy developing into a higher level, and it becomes deepenin