Transcript Marketing

Unit Ten
Marketing
Learning Objectives
• This unit deals with various aspects of
marketing: marketing mix, applying
marketing principles, promotions and
advertising.
• Section 10.4 covers the notions of
expressing degrees of certainty,
possibility and probability.
What is marketing?
Have you ever been involved in
any marketing activities?
What is the difference
between marketing and selling?
What is marketing?
 When people hear the term marketing, many
think of advertising or selling. Although those
are part of marketing, the part we see most,
marketing is much more.
 Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of goods, services and ideas
create exchanges that satisfy individual and
organizational objectives.
to
The Marketing Concept
 The marketing concept is the philosophy
that firms should analyze the needs of their
customers and then make decisions to
satisfy those needs.
 To better understand the marketing concept,
it is worthwhile to put it in perspective (显现
在脑海中) by reviewing other philosophies
that once were predominant.
The Production
Concept
生产观念
The Marketing
Concept
市场营销观念
The Selling
Concept
推销观念
While these different concepts
prevailed during different
historical time frames, they
are not restricted to those
periods and are still practiced
by some firms today.
The Production Concept
 The production concept prevailed from the time of
the industrial revolution until the early 1920’s.
 At the time, companies were basically productionoriented. The key questions that a firm would ask
before producing a product were:
 1) Can we produce the product?
 2) Can we produce enough of it?
 The production concept worked fairly well because
the goods that were produced were largely those
of basic necessity and there was a relatively high
level of unfulfilled demand.
The Selling Concept
 By the early 1930’s, however, mass production had
become commonplace, competition has increased,
and there was little unfulfilled demand.
 Consumers had many products to choose from and
firms found they had to go to the consumers,
instead of waiting for the consumers to buy.
 Companies still produced goods with little regard
to the consumer’s needs. However, firms began to
practice the selling concept (sales concept).
 They not only would produce the products but also
recognized that personal selling and advertising
were important selling methods.
 In the post war era, firms placed most
emphasis on advertising their products,
expecting salespeople to contact customers
and take their orders.
 Before producing a product, the key
questions were:
 1) Can we sell the product?
 2) Can we charge enough for it?
 Marketing was a function that was
performed after the product was developed
and produced, which is called hard selling (硬
推销) by some experts.
The Marketing Concept
 After World War Ⅱ, the variety of products
increased and hard selling no longer could be
relied upon to generate sales.
 With increased discretionary income (可支配收
入), customers could afford to be selective and
buy only those products that precisely met
their changing needs, and these needs were not
immediately obvious.
 The key questions became:
 1) What do customers want?
 2) Can we develop it while they still want it?
 3) How can we keep our customers satisfied?
 In response to these discerning customers,
firms began to adopt the marketing concept,
which involves:
 1) Focusing on customer needs before
developing the product
 2) Aligning all functions of the company to
focus on those needs
 3) Realizing a profit by successfully satisfying
customer needs over the long-term
Selling Concept
Marketing Concept
Emphasis is on the product.
Emphasis is on customer’s
wants.
Company first makes the
product and then figures out
how to sell it.
Company first determines
customers’ wants and then
figures out how to make and
deliver a product to satisfy
those wants.
Planning is short-run, in
terms of today’s products
and markets.
Planning is long term, in the
sense of new products,
tomorrow’s markets, and
future growth.
Stresses needs of seller.
Stresses needs of buyer.
• Under the selling concept, a company makes a
product and then uses various selling methods
to persuade customers to buy the product. In
effect, the company is bending consumer
demand to fit the company’s supply.
• Just the opposite occurs under the marketing
concept. The company determines what the
consumer wants and then develops a product to
satisfy that want and still yield a profit. Now
the company bends its supply to the will of
consumer demand.
The Marketing Mix
市场营销组合
The 4Ps of Marketing
 The essentials of a firm’s marketing effort
include their abilities :
 1) to determine the needs of their customers
and
 2) to create and maintain an effective
marketing mix that satisfies customer needs.
A firm’s marketing mix consists of four
main elements---product, price, place or
distribution, and promotion---used by a
marketing manager to market goods and
services.
Marketing
Mix
Product
Price
Place
Personal
Selling
Promotion
Advertising
Sales
Promotion
Publicity
Product:
It is more than you think
产品策略
 When you think of a product, most likely you imagine
some tangible objects you can touch or hold. However,
there is more to a product than you think.
 A product is a bundle of tangible and intangible
attributes including packaging, color, and brand, plus the
services and even the reputation of the seller. Products
also can be services or ideas.
 There are two general types of products: Consumer
products and Industrial products.
 Consumer products are produced for and purchased by
households for their use.
 Industrial products are sold primarily for use in
producing other products.
 Today, firms spend enormous amounts of time and
money creating the products they sell. They
carefully research what customers want before
developing a product.
 Consideration is given to the product and to its
package design, its trademarks, warranties, and
service policies.
 Furthermore, products also have a life-cycle, and
companies are continually developing new products
to replace products whose sales are declining and
coming to the end of their lives.
 Therefore, research and development and
strategies for selling new products are major
corporate marketing department activities.
Price: it is important to success 定价策略
 Price refers to the value or worth of a product that
attracts the buyer to exchange money or something of
value for the product.
 When setting a price on a range for your products, you
need to ensure that you can recoup (补偿) any overheads,
compete with rival companies and charge a price your
customers are willing to pay.
 To do this you need to fine-tune your pricing policy and you
could achieve this in a number of ways:
 1) loss leader pricing
 2) penetration pricing
 3) price skimming
 4) differential pricing
Place：it has to be available 分销策略
Place/Distribution simply refers to how
you will sell your products to your customers.
 Depending on what it is you are selling will
directly influence how you distribute it.
 For a producer, the method of distribution
is extremely important as it could affect
how their product is received and how it
sells.
Manufacturer
Consumer Products
Household Consumer
Retailer
Household Consumer
Wholesaler/agent
Retailer
Household Consumer
Industrial Products
Manufacturer
Industrial
Wholesaler
Industrial
Direct supply
 Direct selling involves selling directly to your
customer; retailing, door-to-door, mail order and
e-commerce all directly sell to customers.
 The advantage of deciding to directly sell would
mean you are in direct contact with your customers
and can easily detect the subtle changes or overall
demand for your product. You also have complete
control over your product range, how it is sold and
at what price.
• Disadvantage: direct sales can come at a price; you will
need storage facilities or retail premises to sell your
products directly.
 For example,
household consumers.
sells its products only to
Direct to retailer
 If you don’t want the expense of opening and running
your own retail outlet to sell to your customers, then
you might consider selling to existing retail outlets.
 This would obviously save your company a lot of
money that would have to be spent setting up a
variety of retail outlets to cover areas regionally or
nationally.
 However, the administration behind running a system
like this would be considerable. Firstly you would
have sales teams consult with the retailers on new
products, price and promotion. You would also need a
method of distributing to many outlets you are
selling to.
Promotion：you have to tell people about it
促销策略
 To make your customers aware that your
products exist, there are a number of methods
you may choose to use, including:
 (1) personal selling
 (2) advertising
 (3) sales promotion
 (4) publicity
(1) personal selling
 Personal selling (人员销售) is personal
communication of information to persuade a
prospective customer to buy something---goods,
services, an idea, or something else---that
satisfies an individual’s needs.
 It is on a one-to-one basis.
 Advantages are that questions can be answered
immediately and problems can be sorted out at a
personal level.
(2) advertising
 Advertising is non-personal communication of
information paid for by an identified sponsor such
an individual or an organization.
 Advertising can either be concentrated on the
general image of the company or a specific product.
 Modes of advertising include television, magazines,
Internet, radio, videos, posters, cinema, catalogues,
direct mail, exhibitions and trade fairs, and
outdoor advertising such as billboards.
 To develop an effective advertising campaign,
they generally must take these steps:
 1) identify the target audience of the
advertisements
 2) state the objective to be accomplished
(increase sales, build awareness, etc.)
 3) determine how much money to spend to achieve
the advertising objectives
 4) outline a media plan, indicating specific media in
which advertisements will be run to reach the
target markets
 5) create the actual advertisements
 6) place the advertisements with the media
 7) through sales or research, evaluate the
effectiveness of the advertisements
(3) sales promotion
 Sales promotion is a paid form of non-personal
communication that provides direct incentives to
customers, salespeople, and marketing
intermediaries for purchasing a product.
 Methods such as coupons (赠券), rebates (价格折
扣), premiums (赠品), bonus packs (加量不加价),
money-off-promotions (降价促销), free samples, or
displays can get consumers excited about a
product, motivate salespeople to be enthusiastic,
and stimulate dealers to be interested and involved
in distributing the product.
 Sales promotion activities, generally short-term,
offer the advantage of immediacy; firms can
implement them and obtain results quickly.
(4) publicity
 Like advertising and sales promotion, publicity is a
non-personal form of communication.
 It is actually part of public relations, a set of
communications activities designed to create and
maintain a favorable public image for a firm.
 Companies can use several vehicles to obtain
publicity:
 1) a feature article is a longer, more detailed
story about a firm, its products, or its people.
Firms usually submit a feature article to a specific
magazine or newspaper.
 2) another approach is sponsorship of events,
programmes, or even people such as amateur
athletes or teams.
10.1 The marketing mix
• This section introduces the topic of
marketing, including some crucial
concepts and vocabulary, and
encourages you to look at some familiar
products and how they are marketed.
Step C Marketing mix
• Suggested answers
1) product, price, promotion, place
2) satisfy, image, design
3) competes, rival
4) commercials, radio spots, newspaper advertisements
posters, labels, materials, public relations
5) distribution, end-users, outlets,
hire purchase, mail order
6) strengths, weaknesses, opportunities, threats
10.2 Advertisements and commercials
• Vocabulary
• USP: Unique Selling Proposition独特的推销定位/selling
•
point卖点
• AIDA: Attention, Interest, Desire, Action
• nostalgic: (1) A bitter /sweet longing for things, persons, or
situations of the past. 怀旧：对过去事物、人或环境苦乐参半的渴望
(2) The condition of being homesick; homesickness. 想家的状况；想
家
• cross-reference: A reference from one part of a book, index,
•
catalogue, or file to another part containing related information.
互见参照
Step A
• This is a lead-in to steps B and
C. The speakers are talking
about the ad for Michelin
Maps and Guides.
•
1)
Step B
Suggested answers:
it is an advertisement for three products really: hotel
and restaurant guides, guide books of places to see and
maps
2) the nice pale colors catch your attention; and the
smiling Michelin man looking straight at you makes you
want to step into the countryside; it has a nostalgic,
old-fashioned look and that makes you interested in
reading the text.
3) motorists and tourists, people who stay in hotels or eat
in restaurants.
4) The three products are cross-referenced. They’re a
sort of package.
What are your favorite TV
commercials/advertisements?
 Explain why you think they are
effective?
10.3 Promoting products and
brands
• Vocabulary
• brochures: A small booklet or pamphlet, often containing promotional
material or product information. 小册子，常包括推销材料或产品信息
• leaflets: A printed, usually folded handbill or flier intended for free
distribution. 散页印刷品
• direct mails: Advertising circulars or other printed matter sent directly
through the mail to prospective customers or contributors.
未来的顾客或捐助者直接投寄的广告或其他印刷品
直接邮寄广告：向
• press releases: An announcement of an event, a performance, or other
newsworthy item that is issued to the press. 新闻稿：关于即将出版的有关某一事件、
表演或其他有新闻价值内容的通告
• stands:
摊拉或者柜台
A booth, stall, or counter for the display of goods for sale. 售货的亭子，
Step B
• You’ll hear part of a lecture. The speaker is talking
about brand names that sound strange or comic to
British ears, or which were changed for the British
market.
• Answers
Portable radios:
Party Center, Concert Boy, Party Boy,
Yacht Boy
Drinks: Irish Cream liqueur, Irish Mist liqueur
Foods: Haagen-Dazs ice cream
Cars: Bluebird, Applause, Accord, Carina, Previa, Micra,
Corolla, Primera, Shogun, Mondeo, Celica, Xantia, Vauxhall,
Astra, Corsa, Golf
Computer software: PageMaker, WordPerfect,
QuarkXPress, Microsoft Word
10.4 Possibility, probability and
certainty
• This is a rather grammatical
Function section!
• Many different structures
are used in English to
describe degrees of certainty.
Step A
• You will hear some colleagues talking about a
sales campaign. Write in their names below, to
show how certain each of them is.
• Answers
(2) 100%---Betty; 75%---no one; 50%---Diana;
25%---Alan;
0%---Christian
25%--- Christian;
75%---Eric;
0%--- Diana
25%--- no one;
75%--- Eric;
0%--- Betty
(3) 100%---Alan;
(4) 100%--- Alan;
(Eric doesn’t know)
50%---Betty;
50%---Diana& Christian;
Step B
• Here are some useful phrases
that can be used when talking
about possibility, probability
and certainty.
Step C
• We hear some predictions about
future events.
• Listen to what they said and discuss
each prediction with your partner.
• Say how likely you think it is that each
event will happen. Use the expressions
from B.
10.5 Marketing your own region
• In this section, you will be considering
the different stages of marketing a
product: analyzing statistics, conducting
market research, devising a
questionnaire and carrying out a market
survey, considering the strengths and
weaknesses of the product, devising a
marketing strategy and drafting an
advertisement.
Loss Leader Pricing 削本定价法
 This involves lowering prices on a number of key products in
order to attract a customer to purchase the products.
 Customers obviously like a bargain and they may be
attracted to buy this item even if they had never
considered purchasing this item before.
 Price reductions could be used to entice customers to look
at your other products, and any profit lost might well be
made up should the customer be persuaded to shop around
and purchase other products not reduced in price.
 The main types of discounts allowed to buyers are quantity
or cash discounts (数量折扣或现金折扣).
 Loss leader pricing might be used to sell off or stimulate
interest in products considered to be in the maturity or
decline stage of their life cycle.
Penetration Pricing 渗透定价法
 Penetration pricing is a pricing strategy where the
organization sets a low price to increase sales and
market share.
 This type of pricing is used for products identified as
being in the “introductory” stage of the product life
cycle to enable the product to get a foothold in the
market.
 Prices are artificially reduced to attract the largest
possible audience. It is often used to prevent or
discourage competitors from capturing the market.
Price Skimming 撇脂定价法
 Where Penetration Pricing keeps the pricing below
the real market price, price skimming raises the
price artificially to enable it to quickly recoup
costs and for immediate profit.
 Price skimming means the charging of relatively
high prices that takes advantage of early
customer’s need for the new product, and then
decreasing it slowly as sales begins to decline.
Differential Pricing 区别定价法
• This involves allowing the same product to be
priced differently; this can be justified when
the product is sold in areas with differing
economic climates.
• For example, you could choose to charge a
wholesaler less for buying in bulk than for an
individual who only buy one single card.
The production Life Cycle 产品生命周期
Maturity
Growth
Introduction
Decline
• Products always go through what is known as
a life cycle or phase.
• It can be divided into four phases
characterized by the revenue generated by
the product.
• When exploring what mix is best suitable to
your product, you should also consider where
in the life-cycle your product lie.
Introduction Phase 引入期
• If you are releasing a brand-new product or
service then it will be a baby in the market and will
need to be introduced to your market.
• When the product is introduced, sales will be low
until customers become aware of the product and
its benefits.
• Advertising costs are typically high during this
stage in order to rapidly increase customer
awareness of the product.
• During the introduction phase, the primary goal is
to establish a market and build primary demand
for the product class.
Growth Phase 成长期
• The growth phase is a period of rapid
revenue growth.
• Sales increase as more customers become
aware of the product and its benefits.
• During the growth phase, the goal is to gain
consumer’s preference and increase sales.
Maturity Phase 成熟期
• The maturity phase is the most profitable.
While sales continue to increase into this phase,
they do so at a slower pace. Brand awareness is
strong, consequently advertising expenditures will
be reduced.
• However competition may result in decreased
market share and/or prices.
• The maturity phase is a dangerous time for a
product when it risks being swamped by competing
products.
• During the maturity phase, the primary goal is to
maintain market share and extend the product life
cycle.
Decline Phase 衰退期
• Perhaps you have noticed that one of your
products is losing its appeal; sales or interest
might have dropped.
• If this is the case, your product may be in decline
and if you are not careful it may die.
• During the decline phase, the firm generally has
three options:
• 1) maintain the product in hopes that competitors
will exit. Reduce costs and find new uses for the
product.
• 2) harvest it, reducing marketing support and
coasting along until no more profit can be made
• 3) discontinue the product when no more profit can
be made or there is a successor product.
• Determine which phase in the
product life cycle each of the
following products is:
• Third generation Mobile phones; Portable
DVD player; Personal computer, Typewriters;
• E-conferencing; Emails ; Faxes ; Handwritten
Letters
• Iris-based personal identity cards, Smart
cards; Credit cards; Cheque books
Introduction Growth
Maturity
Decline
Third generation
Mobile phones
Portable
DVD player
Personal
computer
Typewriters
E-conferencing
Emails
Faxes
Handwritten
Letters
Iris-based personal
identity cards
Smart cards
Credit cards
Cheque books