研究生商务英语课件2

《研究生商务英语课件2》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、Unit2MarketingMarketvs.MarketingMarketTheplacewherebuyersandsellersgatheredtoexchangetheirgoods.Thesetofallactualandpotentialbuyersofaproductorservice.MarketingManagingmarketstobringaboutexchangesandrelationshipsforthepurposeofcreatingvalueandsatisfyingneedsandwants.SometermsMarketingco

2、nceptMarketingstrategyMarketingmanagementMarketingbudgetMarketingresearchMarketdemandMarketfluctuationMarketpositioningMarketsegmentationMarketshareMarketcoveragerateWhatismarketing?Sellingandadvertising?Makingasale---tellingandselling?Satisfyingcustomerneeds?Marketingdealswithcustomers

3、.Thetwofoldgoalofmarketing:toattractnewcustomersbypromisingsuperiorvalue;tokeepcurrentcustomersbydeliveringsatisfaction.Customeristheking(queen)!Customersatisfaction---customerdelight---customerloyaltyCRMWhatismarketing?Thedeliveryofcustomersatisfactionataprofit.theultimategoalofmarketi

4、nginacompanyCustomers’valueandsatisfactionareattheveryheartofmodernmarketingthinkingandpractice.Goodsayings“Wedon’thaveaMarketingDepartment;wehaveaCustomerDepartment.”“Itisanalmostblind,passionatecommitmenttotakingcareofcustomers.”“We’renotsatisfieduntilourcustomersare.”“Ifwearenotcusto

5、merdriven,ourcarswon’tbeeither.”CoremarketingconceptsProductsandservicesmarketsNeeds,wantsanddemandsValue,satisfactionandqualityExchange,transactionandrelationshipsNeeds,wantsanddemandsNeed:astateoffeltdeprivation.Want:theformtakenbyahumanneedasshapedbycultureandindividualpersonality.De

6、mands:humanwantsthatarebackedbybuyingpower.Industry(acollectionofsellers)Market(acollectionofbuyers)Products-servicesmoneyinformationAsimplemarketingsystemcommunicationSellingvs.MarketingWhatisthedifferenceb/wSellingandMarketing?TimeFocusPerspectiveSellingoccursonlyafteraproductisproduc

7、ed;Marketingstartslongbeforeacompanyhasaproduct.Sellingfocusesontheneedsofthesellers;Marketingfocusesontheneedsofthebuyers.Thesellingconcepttakesaninside-outperspective:factory→products→sellingandpromoting→profitsthroughsalesvolumeThemarketingconcepttakesanoutside-inperspective