商业英语入门chapter

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1、Chapter4MarketingDefiningMarketingMarketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers.ByPhilipKotlerTheScopeofMarketingPlacesPropertiesOrganizationsInforma

2、tionIdeasGoodsServicesExperiencesEventsPersonsCoreConceptsofMarketingMarketingEnvironmentCompetitionTargetmarkets&segmentationNeeds,wants&demandsProductorofferingValueandsatisfactionExchangeandtransactionsRelationshipandnetworksMarketingchannelsSupplychainTheFour

3、PComponentsoftheMarketingMixAlternativeMarketingMix:TheFourCsTheFourCsCustomerSolutionCustomerCostConvenienceCommu-nicationCompanyOrientationsTowardstheMarketPlaceMarketingConceptSellingConceptProductConceptProductionConceptFigure1-7:ContrastsBetweentheSalesCon

4、ceptandtheMarketingConceptFigure1-10:TheCustomerConceptCompanyOrientationsTowardtheMarketplaceProcter&Gamble’sReflect.comsiteallowscustomerstodesigntheirownbeautyproductsHowMarketingPracticesareChanging:E-BusinessE-businessE-commerceE-purchasingE-marketingInterne

5、tDomains:B2C(BusinesstoCustomer)AdaptingMarketingtotheNewEconomyCustomerscanshoponlineatCalyxandCorollaoraskforacatalogandshopbyphoneAdaptingMarketingtotheNewEconomyInternetDomains:B2B(BusinesstoBusiness)AdaptingMarketingtotheNewEconomyInternetDomains:C2C(Consume

6、rtoConsumer)InternetDomains:C2B(CustomertoBusiness)PureClickvs.BrickandClickCompaniesPure-clickcompaniesCarPoint,leadingmetamediaryforcarbuying,isapureclickcompany:ItexistsonlyontheWeb.PremierDell.comisaspecialbusiness-orientedpartoftheDellWebsitethatallowscustom

7、erstointeractwithDellandcustomizeallphasesofdoingbusinesswithDell.ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGridStarbucks’homepage:CustomerscanrequestacatalogofStarbucksproducts,subscribetoanewsletter,andshoponlineSWOTAnalysisInternalEnvironme

8、ntalAnalysisStrengthWeaknessExternalEnvironmentalAnalysisOpportunityThreatQuestionsforDiscussion1ForeignerswhodobusinessinChinamusteitheraccepttheconceptofguan