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Unit 1 Marketing,Phrases & Terms,Mini-Project,Oral Practice,Reading,Surfing the Internet,Video Clip,Unit 1 Marketing,Phrases & Terms,Mini-Project,Oral Practice,Reading,Surfing the Internet,Video Clip,Unit 1 Marketing,Phrases & Terms,Mini-Project,Oral Practice,Reading,Surfing the Internet,Video Clip,Unit 1 Marketing,Phrases & Terms,Mini-Project,Oral Practice,Reading,Surfing the Internet,Video Clip,Unit 1 Marketing,Phrases & Terms,Mini-Project,Oral Practice,Reading,Surfing the Internet,Video Clip,Unit 1 Marketing,Phrases & Terms,Mini-Project,Oral Practice,Reading,Surfing the Internet,Video Clip,Unit 1 Marketing,Unit 1 Marketing,市场营销,Unit1-main,Part IReading,Part II Oral Practice,Part III Mini-Project,Part IV Phrases & Terms,Part V Surfing the Internet,Part VI Video Clip,From studying this unit, students are expected to,1. understand basic concepts of marketing.,2. understand the SWOT analysis of a marketing strategy.,3. apply SWOT analysis into business work.,Objectives,Learning Objectives,Part II Reading,-main,Text AMarketing Basics,Part I Reading,Text B SWOT Analysis - the First Step of Success in,Marketing,Exercises,Exercises,Text C Happy Clients Bring More Business,Exercises,Part IReading,Text A,Text A,Part IReading,Text A,Marketing Basics,1,Think of marketing as an exchange. Think of,marketer,s,as people who help to manage exchanges. People have been exchanging goods for goods, or goods for services, or services for services since time began.,Text A1,市场营销基础知识,我们把市场营销看作是交易,，,把营销人员看成是管理交易的人。从远古时期开始，人们一直在进行交易，以物易物，以物换服务，或以服务换服务。,Chinese Version,Chinese Version,marketer,:,营销人员。与,seller, vendor,是近义词，但是,marketer,源于,marketing,，促进商品销售的人。,Notes,2,Marketing probably started with one,cave man,finding he had too much meat, but no fresh vegetables. So he made a deal with a man who had vegetables, but no meat. A simple exchange. So much meat for so many vegetables. Both cave men were happy. Both had exchanged something they valued for something of equal value. In time, groups of people came together into villages. Then the exchanges became more involved. One man would,fix,a roof in return for chickens and eggs. He would then exchange some of the eggs for bread at the bakers. Another may have sharpened all the knives in a home in exchange for having his garden dug. Both exchanged services rather than goods.,Text A2,市场营销或许是这样开始的：一个洞穴人发现自己有太多肉，但没有新鲜的蔬菜。于是就和一个有蔬菜没有肉的人做交易。一次简单的交易。这么多肉换了这么多蔬菜。这两,个洞穴人都很开心，因为两人都以自己的东西换得价值相等的东西。随着时间的推移，越来越多的人住在一起，形成村落，交易变得更加复杂。一个人以修屋顶来换取鸡和鸡蛋。,然后，他也许用部分的鸡蛋去换面包师傅的面包。也有人可能帮人磨刀来交换让别人整修他的花园。两人都是交换服务，而不是商品。,Chinese Version,Chinese Version,cave man,(,史前石器时代的,),穴居野人,fix,/,/,v.,修理,auction,Words & Phrases,3,Simple exchanges soon became impossible. The,barter,system means that too many actual goods have to be moved about. So people invented money. Before money, a persons wage could be paid in either chickens or pigs but he or she could not get change. After money was invented, all goods or services could be sold for cash, and the,cash,was used to buy what was needed. We still use money today. We use money to help us buy and sell quickly and easily.,Text A3,很快简单的交易就变得难以办到了。,以货易货制度意味着太多的实际货物要移动。于是人们发明了钱。在金钱发明前，一个人的工资是以几只鸡或几头猪的形式发的，无法找零。发明钱之后，可以售卖商品或服务换取现金，然后用现金购买所需要的东西。人们现在也还是靠钱。金钱帮助人们快速方便地购买和出售商品或服务。,Chinese Version,Chinese Version,barter,/,/,n.,物物交换,cash,/,/,n.,现金,auction,Words & Phrases,Understanding the Marketing and Customer Needs,4,Five core customer and,marketplace,concepts are critical: (1) needs, wants, and demands; (2) marketing offers products, services, and experiences; (3) value and satisfaction; (4) exchanges and relationships; and (5) markets.,Customer needs, wants, and demands,5,The most basic concept,underlying,marketing is that of human needs. Human needs are states of felt,deprivation,. They include physical, social, and individuals needs. These needs were not created by marketers; they are a basic part of the human,makeup,.,Text A4,了解市场营销及顾客需要,关于顾客和市场有五个至关重要的核心概念：（,1,）需要、欲望和需求,;,（,2,）市场营销提供产品、服务和体验,;,（,3,）价值和满意度,;,（,4,）交换和关系,;,（,5,）市场。,顾客的需要、欲望和需求,营销最基本的概念是人的需要。人的需要是一种感觉匮乏的状态。需要包括生理需要、社会需要和个人需要。这些需要并不是营销人员创造的，它们是人类构造的基本组成部分。,Chinese Version,Chinese Version,marketplace,/,/,n.,市场,underl,ie,/,7QndE5laI,/,v.,位于,之下,deprivation,/,/,n.,剥夺，丧失,makeup,/,/,n.,组成,auction,Words & Phrases,6,Wants are the form human needs take as they are shaped by culture and individual personality. A person needs food but wants a,Big Mac,.,7,When backed by buying power, wants become demands.,8,The best marketing companies,go to great lengths,to learn and understand their customers needs, wants, and demands.,Text A5,欲望是人类的需要所采取的文化和个性的形式。食物是一个人的需要，而他的欲望是得到一个大汉堡。,得到购买力的支持时，欲望成为需求。,那些最棒的营销公司会下大工夫去了解顾客的需要、欲望和需求。,Chinese Version,Chinese Version,Big Mac,/,/,n.,大麦克，巨无霸（麦当劳的一种汉堡）,go to great lengths,竭尽全力,auction,Words & Phrases,Market offerings products, services, and experiences,9,Needs and wants are,fulfilled,through market offerings some combination of products, services, information, or experiences offered to a market to satisfy a need or want.,10,Market offerings include products and services activities or benefits offered for sale that are essentially,intangible,and do not result in the ownership of anything.,11,Marketing,myopia,occurs when a company becomes so taken with their own products that they lose sight of underlying customer needs.,Text A5,市场供给,产品、服务和体验,市场提供产品,、,服务、信息、体验的组合体来满足人们的需要和欲望。,市场供给包括产品和服务。服务,所销售的是一种无形的活动或利益，且不会导致所有权的变化。,营销短视症是指公司过度重视自己的产品，而忽视潜在的顾客需要。,Chinese Version,Chinese Version,fulfil,/,/,v.,完成，实现,intangible,/,/,a.,无形的；不可触摸的,myopia,/,/,n.,近视,auction,Words & Phrases,marketing myopia,:,营销近视症。这是著名的市场营销专家、美国哈佛大学管理学院李维特（,Theodore Levitt,）教授在,1960,年提出的一个理论。营销近视症就是不适当地把主要精力放在产品上或技术上，而不是放在市场需要（消费需要）上，其结果导致企业丧失市场，失去竞争力。这是因为产品只不过是满足市场消费需要的一种媒介，一旦有更能充分满足消费需要的新产品出现，现有的产品就会被淘汰。同时消费者的需求是多种多样的，且不断在变化，并不是所有的消费者都偏好于某一种产品或价高质优的产品。,Notes,marketing myopia,:,A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers needs and wants. It results in the failure to see and adjust to the rapid changes in their markets.,Customer value and satisfaction,12,Customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers,switch to,competitors and,disparage,the product to others. Customer value and customer satisfaction are key,building blocks,for developing and managing customer relationships.,Text A5,顾客价值和满意度,各种市场供给形成顾客价值和满意度，顾客据此来判断是否购买。满意的顾客会再次购买，并告诉别人他们的好经验。不满意的顾客转投竞争对手，向他人贬低该产品。顾客价值和顾客满意度是开发和管理顾客关系的关键组成部分。,Chinese Version,Chinese Version,switch to,转向,disparage,/,/,v.,贬低；轻视,building block,积木；基础部分,auction,Words & Phrases,Exchanges and relationships,13,Exchange is the act of obtaining a desired object from someone by offering something in return. Marketing consists of actions taken to build and maintain desirable exchange relationships with,target audience,s,.,Markets,14,A market is the set of actual and,potential buyers,of a product. Marketing means managing markets to bring about profitable customer relationships.,Text A5,交易及关系,交易是从别人处获得所需的物品并提供回报的行为。市场营销包括采取行动和与目标受众建立和维持理想的交易关系。,市场,市场是产品的实际和潜在买家的集合体。营销手段就是管理市场以形成有利可图的顾客关系。,Chinese Version,Chinese Version,target audience,目标受众,potential buyer,潜在顾客,auction,Words & Phrases,target audience,:,目标受众；目标消费群。每一项产品在出产之前，都会选定某一群人作为主要的消费对象，这群人就称为该产品的“目标受众”。,Notes,What Is,Marketing Mix,?,15,The combination of the four controllable,variables, product, price, place, and promotion (the four Ps) that,comprise,a companys marketing program is termed the marketing mix. The four Ps, or four elements of the marketing mix are explained as follows:,16,Product planning and developing the right goods and /or services to be marketed, changing the existing products, adding the new ones, selecting the right,assortment, package and brand.,Text A5,什么是市场营销组合？,四个可控变量,产品、价格、渠道和促销（简称,4P,），构成公司的营销计划，称为市场营销组合。,4P,，即市场营销组合的四要素，解释如下：,产品,规划和开发待推向市场的合适的产品或服务，改变现有产品，增加新产品；选择合适的分类，包装和品牌。,Chinese Version,Chinese Version,variable,/5verIEbl,/,n.,变量,comprise,/,/,v.,由,组成,assortment,/,s,/,n.,分类,auction,Words & Phrases,marketing mix,:,市场营销组合。是指企业针对目标市场的需要，综合考虑环境、能力、竞争状况，对自己可控制的各种营销因素（产品、价格、渠道、促销等）进行优化组合和综合运用，使之协调配合，扬长避短，发挥优势，以取得更好的经济效益和社会效益。,1960,年，麦卡锡（,EJMcCarthy,）在,基础营销,一书中提出了著名的,4P,组合。之后很多学者在此基础上提出新的市场营销组合。如科特勒提出,6p,，它是在原,4P,的基础上再加政治（,Politics,）和公共关系（,Public relations,）。随后，科特勒又进一步把,6P,发展为,10P,。他把已有的,6P,称为战术性营销组合，新提出的,4P,：研究（,Probing,）、划分（,Partitioning,）,【,即细分（,Segmentation,）,】,、优先（,Prioritizing,）,【,即目标选定（,Targeting,）,】,、定位（,Positioning,），称为战略营销。,1981,年，布姆斯（,Booms,）和比特纳（,Bitner,）建议在传统市场营销理论,4P,理论的基础上增加三个服务性的“,P”,，即：人（,People,）、过程（,Process,）、有形展示（,Physical Evidence,）。,Notes,Marketing mix,:,In recent times, the concept of,four Cs,has been introduced as a more customer-driven replacement of,four Ps,. One is Lauterborns four Cs (,consumer,cost,communication,convenience,), another is Shimizus four Cs (,commodity,cost,communication,channel,).,17,Price setting the right price for firms products or services after estimating the customers reaction to price changing, making a decision about discount rates and,allowance,s,offered to different buyers,.,18,Place choosing the right,middlemen,after comparing a variety of,channel members, selecting the channel patterns.,19,Promotion informing and persuading the market regarding new or old products, putting advertisement,enhancing,personal selling and,sales promotion,.,Text A5,价格,评估顾客对于产品价格变动后的反应，给公司的产品或服务制定合适的价格，决定给不同买家的折扣及补贴。,渠道,比较可供的渠道商，选择合适的中间商，选定渠道模式。,促销,告知并说服市场接受新产品或老产品，打广告，提高个人销售和促销推广。,Chinese Version,Chinese Version,allowance,/,/,n.,津贴，补贴,middleman,/,/,n.,中间商,channel memb,er,渠道商,enhance,/,/,v.,提高，增强,auction,Words & Phrases,Pricesetting the right price for firms products or services after estimating the customers reaction to price changing, making a decision about discount rates and allowances offered to different buyers.,价格,评估顾客对价格变动的反应后，给公司的产品或服务制定合适的价格，决定给不同买家的折扣和补贴。,Notes,channel,:,(,销售,),渠道。这里是指产品由生产者向消费者转移过程中，由一系列机构所组成的途径和通道网络，即所经过的路线、方式和环节。,Channel member,: It can be classified into two broad categories: resellers and specialty service firms. Resellers have the sub-category of retailers, wholesalers and industrial distributors. Specialty service firms can be divided into agents and brokers, distribution service firms and others.,sales promotion,:,促销活动。企业在某一段时期内采用特殊的手段，对消费者和中间商实行强烈刺激，以促进企业销售迅速增长的非常规、非经常性使用的促销行为。,Notes,20,The concept of 4Ps has been long used for the product industry while the 7Ps has emerged as a successful,proposition,for the services industry. The added 3Ps are as follows:,21,People ,People,refer to the customers, employees, management and everybody else involved in it. It is essential for everyone to realize that the,reputation,of the brand that you,are involved with,is in the peoples hands.,22,Process It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things.,Text A5,4P,的概念长久以来用于产品行业，而,7P,的概念则成功地应用于服务行业。添加的,3P,如下：,人,指客户、员工、管理人员和其他所有的参与人员。每个人都应该注意到品牌的声誉是掌握在人的手中。,过程,这是指提供服务的方法和过程，因此，必须清楚了解所提供的服务是否给予客户帮助， 服务是否提供得及时，服务信息是否已经传达到顾客手中，以及诸如此类的事情。,Chinese Version,Chinese Version,proposition,/,pr,p,z,n/,n.,主张；建议,reputation,/7repjJ5teIFEn,/,n.,名声，名誉,be involved with,有密切关系的,auction,Words & Phrases,Process,It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such,things.,过程,这是指提供服务的方法和过程，因此，必须清楚了解所提供的服务是否给予客户帮助，服务是否提供得及时，服务信息是否已经传达到顾客手中，以及诸如此类的事情,。,Notes,23,Physical,(,evidence,), It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For example,brochures,pamphlets,etc. serve this purpose.,Text A5,有形,展示,它是指使用某产品或服务的经验。为顾客提供服务时，必须让顾客清楚感知所购买的服务或者没有购买的服务是什么。例如,，产品目录、宣传册,等就是服务于这一目的的,。,Chinese Version,Chinese Version,physical (evidence),实质的（证明）,brochure,/,/,n.,宣传册,pamphlet,/,/,n.,小册子,auction,Words & Phrases,Physical (evidence),:,It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For example brochures, pamphlets etc. serve this purpose.,有形实据,它是指使用某产品或服务的经验。为顾客提供服务时，必须让顾客清楚感知所购买的服务或者没有购买的服务是什么。例如,产品目录、宣传册,等就是服务于这一目的的,。,Notes,True or False,Test A-Exercises-main,Exercises,Matching,Translation,( ) 1. When money was coined, the exchange started.,( ) 2. Needs, wants and demands are naturally born human makeup.,( ) 3. Marketing myopia is the opposite of far-sightedness, which put the customer needs into consideration.,( ) 4. The 7 elements of the marketing mix have been long used for the product industry.,( ) 5 The marketers use brochures to convey product experience.,Decide whether the following statements are true (T) or false (F).,True or False,Exercises,True or False,1,F,F,F,T,T,( ) 6. Promotion is done only by middlemen.,( ) 7. In 7,ps, people refer to everyone involved in marketing.,( ) 8. Brochures help the customers to see the product or service that they have purchased.,True or False,Exercises,True or False,T,T,F,Matching,2,Match the English business terms with its Chinese equivalents,Exercises,Matching,marketing myopia,物物交换,marketing mix,渠道商,Barter,市场短视症,Channel member,市场营销组合,need,需要,demand,欲望,want,需求,Translation,Exercises,Translation,3,Translate the following paragraph into Chinese.,Customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers switch to competitors and disparage the product to others. Customer value and customer satisfaction are key building blocks for developing and managing customer relationships.,Key to Translation,Exercises,Translation,3,Key,不同市场的供给形成顾客价值和满意度，顾客据此来判断是否购买。满意的顾客会再次购买，并告诉别人他们的好经验。不满意的客户转投竞争对手，向他人贬低该产品。顾客价值和顾客满意度是开发和管理顾客关系的关键组成部分。,Part IReading,Text B,Text B,Part IReading,Text B,SWOT Analysis, the First Step of Success in Marketing,1,The,marketing plan,is one of the most important,outputs,of the marketing process. It relies very heavily on an analysis of the industry, the business and the product situation. The SWOT analysis is an,analytical,tool which is used in market planning. The analysis of the strengths and weaknesses focuses on,internal factors,which can allow the organization to determine what it does well and what it needs to improve.,Opportunities and threats are,external factors,.,Text B1,SWOT,分析,市场营销成功的第一步,市场营销计划是营销过程中最重要的产出之一。它极度依赖行业、企业和产品的情况分析,。 SWOT分析是一种用于市场营销策划的分析工具。优势和劣势分析专注于内部因素，使,企业确定它什么方面做得好，还有哪些方面需要改进。机会和威胁是外部因素。,Chinese Version,Chinese Version,output,/,/,n.,产量，输出,analytical,/,/,a.,分析的,internal factor,内部因素,ex,ternal factor,外,部因素,auction,Words & Phrases,SWOT Analysis,:,SWOT,分析法,。是取,“,长处”（Strength）、“弱点”（Weakness）、“机会”（Opportunity）、“威胁”（Threat）的第一个字母构成,。,Notes,marketing plan,:,营销策划。是围绕企业的特定目标而进行的全局性、战略性和艺术性的行动规划。,Notes,Text B1,2,Strengths,capture,the positive,aspects,internal to your business that add value or offer you a competitive advantage. This is an opportunity to remind yourself of the value existing within your business. Identifying your strengths will help you decide on which areas you can rely. You are likely to see better returns for your effort in these areas.,3,A SWOT strength could be:,Your specialist marketing,expertise,;,A new,innovative,product or service;,Location of your business;,Quality processes and procedures;,Any other aspect of your business that adds value to your product or service.,优势分析能帮助捕捉企业内部的有附加价值,或能让你具有竞争力的优势,。,这让你提醒自己认识到企业内部存在的价值,。,认清,自己的长处，将帮助你认识到哪些优势可以依靠，在哪些领域有更好的回报,。,SWOT优势可能是：,你的市场营销的专业知识,；,创新,型的产品或服务；,企业的地理位置,；,质量流程和程序,；,为你的产品或服务增加价值的任何其他方面,。,Chinese Version,Chinese Version,capture,/,/,v.,捕获,aspect,/,/,n.,方面,expertise,/,/,n.,专门技术,innovative,/,/,n.,革新的，新颖的,auction,Words & Phrases,Text B1,4,Weaknesses refer to any limitation that a company might face in,marketing strategy,development or,implementation,. Weaknesses should also be examined from the customers,perspective,since the customers often identify weaknesses not readily,identifiable,to the organization. Your weakness will tell you which areas need special attention thus turning them into strengths. Alternatively, you might decide that these are areas which you should avoid.,劣势是指企业在市场营销战略的开发和实施中可能面临的任何,局限。应当从顾客的角度审查劣势，因为顾客往往能够识别企业不容易认识到的薄弱环节。劣势分析将会告诉你哪些地方需要特别注意，从而把他们变成优势。或者，让你决定哪些地方应该避免。,Chinese Version,Chinese Version,implementation,/,/,n.,执行,perspective,/,/,n.,观点；视角,identifiable,/,/,a.,可以确认的,auction,Words & Phrases,marketing strategy:,市场营销战略。指企业根据可能的机会，选择一个目标市场，并试图为目标市场提供一个有吸引力的市场营销组合。,Notes,5,A SWOT weakness could be:,Lack of marketing expertise;,Undifferentiated,products or services (i.e. in relation to your,competitors);,Location of your business;,Poor quality goods or services;,Damaged reputation;,SWOT的劣势可能是：,市场营销专业知识的缺乏,；,无差别的产品或服务（比如与你竞争对手的产品或者服务相比,）,；,企业的地理位置,；,产品或服务的质量差,；,声誉受损,。,undifferentiated,/,7QndIfE5renFIeItId,/,a.,未分化的；无差别的,auction,Words & Phrases,Text B1,6,Opportunities refer to favorable conditions in the environment that could produce rewards for a company if acted upon properly. Opportunities are areas which the business needs to attack: they offer,earning potential,. You will need a strategy that allows you to make the most of the opportunity which exists.,7,A SWOT opportunity could be:,A developing market such as the Internet;,Mergers, joint ventures or strategic,alliances,;,Moving into new,market,segment,s,that offer improved profits;,A new international market;,A market,vacated,by an ineffective competitor.,机会是指，如果采取适当行动，可以为企业产生回报的环境中的有利条件。机会是企业可以出击的领域：因为这些机会提供盈利潜力。你需要制定一个策略，充分利用现存的机会,。,SWOT的机会可能是：,发展中的市场，如互联网市场,。,兼并，合资或战略联盟,。,转移到新的有更大利润的细分市场,。,一个新的国际市场,。,由于竞争对手弱小而腾出的市场机会,。,Chinese Version,Chinese Version,earning potential,盈利潜力,merger,/,/,v.,兼并,alliance,/,/,n.,结盟,segment,/,5semEnt,/,n.,部分；细分,vacate,/,5veI7keIt,/,v.,腾出，让出,auction,Words & Phrases,Mergers, joint ventures or strategic alliances:,兼并,、,合资或者战略联盟,。三者,都是企业寻求外部发展的方式之一,，,英文简称MA（merger and acquisition）、JV（joint ventures）、SA（strategic alliances）,。,三者的区别和联系如下：第一，不同于MA的一方收购另一方，JV通常是两个或更多机构共同出资组建一个新的、独立于母公司的分离机构。第二，不同于SA的协议形式，JV有投资发生，它是正式合伙人组成的法律实体，各方之间拥有所有权关系。第三，在组织结构紧密程度上，JV处于MA和SA之间，它具有承上启下的作用。有许多JV是从SA发展生成，有许多JV最后发展成为MA。第四，不同于财务参股形式，JV各方对新的实体不仅有财务投入，而且从事积极的管理和业务活动。第五，不同于MA和SA，JV可以有时间限制，不一定是长久合作。,Notes,market segment:,市场细分,。,是美国市场学家温德尔史密斯 （Wendell R.Smith）于20世纪50年代中期提出来的,，,指的是营销者通过市场调研，依据消费者的需要和欲望、购买行为和购买习惯等方面的差异，把某一产品的市场整体划分为若干消费者群的市场分类过程。每一个消费者群就是一个细分市场，每一个细分市场都是具有类似需求倾向的消费者构成的群体。,Notes,Text B1,8,Threats are external factors beyond your control that could place your marketing strategy, or the business itself, at risk. Identifying threats allows you to take actions if they should occur, before they can a
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