商务英语-An Overview 课件.ppt

Marketing: An Overview Revision Basic forms of business: Sole proprietorship Partnership Corporation Marketing: An Overview Origin of marketing Functions of marketing Marketing mix(4P:product,price,promotion,place) Marketing segmentation (geographic variables, demographic variables, psychographic variables, product-use variables) Marketing environment Origin of Marketing Selling era (economic reform) Essence of marketing: reform deepened and economy grew,satisfied the customers, neither producing nor selling CRM(customer relationship management) Functions of Marketing Marketing research Acquiring Selling Transportation Storaging Finance and credit Risk taking Standardization and grading Marketing Mix(4P) Product (special appeal, like quality,utility,image) Price(lower?higher?costs,rivals’prices,pricing,regulations) Promotion(adversiting,packaging,sales,brochures,personal selling) Place(channels of distribution) Zero in on 集中精力于…… Target market目标市场 (a group of people who have similar needs and wants and are believed to have interest in the same products.) Marketing segmentation市场细分(dividing a market into segments according to customers’ needs ,wants and other factors) Marketing segmentation geographic variables demographic variables psychographic variables product-use variables geographic variables(live,work) 地理区域因素 Government employees working in Beijing are not likely to purchase farming tools such as hoes and sickles. demographic variables(age,gender,ethnic background, race,religion,education,income) 人口统计因素 psychographic variables (attitudes,movies,activities,opinion) 心理因素 Koreans who have suffered from Japanese occupation are less likely to buy Japanese goods . product-use variables 产品用途因素 Teenagers like colorful, fancy and toy-like pencils while office clerks prefer sturdy, practical and reliable ones. Marketing environment Technological advances Social-cultural trends Economic fluctuations cloze Exchange Facilitation Evaluations Gene