商务英语marketing mix (2)new

《商务英语marketing mix (2)new》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、GCSEBusinessStudies/WhatisMarketing?]MarketingobjectivesFirmswillusemarketinginordertoachieveobjectives.Somecommonobjectivesare:§Introducinganewproduct,orincreasingsalesofanexistingone.§Introduceanestablishedproducttoanewmarketsegment.§Changetheimageofabrand.§Makep

2、rofits.]OrientationTherearetwomainmarketingorientationsthatbusinessesuse:§Marketorientationinvolvesresearchingwhatpeoplewantorneed,andthenresearchinganddevelopingitinordertoprovideittothem.§Productorientationinvolvesresearchingaproductandthenpersuadingpeopletobuyit

3、.Thisiscommonlyusedwithhigh-techgoods,forexample.Customersmaynotfeeltheyneedtheproductuntilafterithasalreadybeendeveloped.]TheMarketingPlanTheMarketingPlancombines-foragivenperiod(oneyearforexample)andagivenrangeofproductsandservices-allaspectsofanorganizations'mar

4、ketingeffortsintoonecoherentplan.Ittriestoblendtheseeffortsinasynergisticfashionformaximumresults.Marketingplanswillvaryfromorganizationtoorganizationbutallhavethecorecomponentslistedhere.ThemarketingmixTherearefourmainfactorsthatmakeacustomerdecidetobuyaproductors

5、ervice,theseare:§Product§Price§Promotion§PlaceWecallthesefactorsthefourPsorthemarketingmix.Marketingmix“4ps”ProductTheProductstrategyiscomplex.Itnotonlyincludesthedevelopmentofthecorrectproductattributestomeettheneedsofthetargetmarket,butmustfocusonthebenefits(perc

6、eivedorreal)thecustomeranticipatestheproductwillprovide.[]PromotionPromotioniscommunicationbetweenthe"seller"(producer,wholesaler,retailer,serviceprovider,etc)andrelevantstakeholders(usuallyreferredtointermsoftheTargetMarket/s).PromotionorMarketingCommunicationutil

7、isestoolssuchasAdvertising,SalesPromotion,DirectMarketing,PersonalSelling,MarketingPublicRelationsandPublicity.TypesofPromotionTherearetwomaintypesofpromotion:§Persuasivepromotionattemptstopersuadetheconsumerthatheorsheneedstheproduct.§Informativepromotionattemptst

8、ogivelotsofdetailsabouttheproduct.ThisisoftenusedbytheGovernment,forexampletoinformpeopleofnewlaws.]AdvertisingMediaThemessage(informativeorpersu