商务英语阅读_Chapter_12.ppt

Marketing Definition Marketing includes all the activities needed to direct the flow of goods and services from producers to consumers. Marketing differs from selling because “，Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product Roles of marketing but also: product development  (brand and product managers) packaging  (packaging designers) pricing  (pricing specialists) distribution  (sales personnel) main roles: advertising (advertising and promotion managers) selling (sales representatives/sales force) Chapter 12 Marketing Text A Marketing New words study orientation n. the act of directing your aims towards a particular thing e.g. Companies have been forced into a greater orientation to the market. Elements: Marketing mix planning (4 P) New words study interplay v. ~ (of A and B/between A and B) way in which two or more things have an effect on each other; interaction 相互作用; 相互影响; 互相合作; 一起活动: e.g. Our personalities result from the complex interplay between our genes and our environment. a) Product nowadays: - products have a life cycle - product range is constantly expanded - find out what target market desires Product development traditional economies: same things produced and consumed b) Price Pricing strategies: 1. Market determinesthe price 2. Price as an expression of quality 3. Price as a method of gaining market share back c) Place (distribution) Production site Warehouse Wholesaler Retailer factory outlet mail order house internet TV shopping door-to-door selling consumer back d) Promotion Aims: communicate with customers influence customers 4 major tools: 1). Sales force 2). Advertising 3). Sales promotion 4). Public relations back New words study breakeven adj. the level of business activity at which a company is making neither a profit nor a loss Chapter 12 Marketing 营销组合（Marketing Mix）：