商务英语口语Unit 6 Marketing.ppt

情 景 英 Unit 6 Marketing 语 商 务 In this unit, you will learn how to: Define the product Promote and distribute products Launch an advertising campaign Learning Objectives： Contents： Part I Warm-up Part II Oral Workshop Part III Extended Activities Part IV Related Reading Part I Warm-up Marketing is the process by which companies agree on what products or services may be of significance to clients and the strategies to use in sales, interactions and trade improvement. Marketing includes sales, public relations, pricing, packaging and distribution. It is a philosophy through which entrepreneurs identify and ultimately satisfy customers’ needs while making profit. It involves a set of activities done to attract customers and ensure that products reach customers at the right place, at the right time and at the right price. Factors in Pricing Decision A company cannot determine a product’s price without considering several factors that affect price. Managers must (1) take into account the price and non-price competition, supply and demand, and (2) customer perception of price. Price and Non-price Competition The pricing decision is influenced by the extent to which companies decide to use price as (3) a competitive tool. Companies competing based on price competition generally set prices equal to or lower than competitor’s prices. They must be prepared to change prices quickly and frequently (4) in response to competitor’s price changes. Non-price competition involves competing based on factors other than price, such as quality or service. This strategy is useful in building (5) brand loyalty. Customers who prefer a brand for reasons other than price are less likely to (6) switch to a brand that costs less. A. Warm-up Listening Directions: The following passage talks about the factors which may influence pricing decision. Listen to the passage and fill in the blanks. Tapescript take into account _______________ customer perception _________________