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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Chapter 3,Trade Marketing,1,Warm-up discussion:Where do you usually buy goods?Why?Where can you buy?,What is marketing?,Marketing is often simply viewed as,advertising,and,selling,.,Marketing is much more than this and includes conducting,market research,market segmentation,branding,pricing,promotion,distributing,selling the product,and,customer services,.,2,How to sell your products?,1.Market research,2.Advertising,3.Promotional events,4.Attending trade shows,5.Customer service,3,1.Market research,What information to gather and how to gather?,4,How to analyze information?,Examples of questions that may need to be answered:,What are the major,variables,affecting my sales and how important is each one?,What are the best,variables,for segmenting my market,and how many segments exist?,What are the best,predictors,of which consumers are likely to buy my brand versus my competitors brand?,If I raised my,price,10%and increased my,advertising,expenditures 20%,what would happen to sales?,5,Sentence patterns,1.I think our main strength is with young consumers.,2.I went over the sales figures in the market research report.,3.Our European market has the highest current demand,but South America has great potential for growth.,4.When our product was marked up at a higher introductory price,our sales after product launc were lower than low.,5.Is speed of delivery a factor when you choose a fast food place?,6.Like I said,print media wont really show off our best digital features.,7.One of the objects of market research is to find out whether theres a market for the product and whether we can sell the product in the market.,8.If we decide to have some test marketing,some of the senior sales men are brought in.,6,phrases,Sales figures market research report,Potential for growth introductory price,Speed of delivery print media,Test marketing senior salesman,Consumer buying habit product launch,Customer base brand loyalty,Competitive market,7,A:I went over the _1_ in the market research report.If you compare it with our survey of _3_,theres only one conclusion,B:Whats that?,A:It seems this market is _4_.When our product was marked up at a higher _5_,our sales after product launch were lower than low.At a _6_ introductory price,we landed more sales.,B:So,we should start low?,A:I think that would be a good idea.Price is an important _7_ in our market,so we can use it to build our _8_.If our customers get hooked on the _9_,theyll buy and become more _10_.Later on,when we hit a _11_ and after our _12_ is sold on our products,we can _13_.,B:That sounds like a really clever _14_.,A:This is a very _15_.Weve got to come up with a few clever strategies in order to keep our place on top.,B:I think our main strength is with young consumers.,A:Thats _16_.The young consumers fast to commit,but fickle to stay with a brand.So our challenge is _17_.,8,Role read,A:I went over the sales figures in the market research report.If you compare it with our survey of consumer buying habits,theres only one conclusion,B:Whats that?,A:It seems this market is sensitive to price.When our product was marked up at a higher introductory price,our sales after product launch were lower than low.At a discounted introductory price,we landed more sales.,B:So,we should start low?,9,A:I think that would be a good idea.Price is an important variable in our market,so we can use it to build our customer base.If our customers get hooked on the low introductory price,theyll buy and become more loyal to our brand.Later on,when we hit a peak in sales and after our customer base is sold on our products,we can bring the price up.,B:That sounds like a really clever marketing strategy.,A:This is a very competitive market.Weve got to come up with a few clever strategies in order to keep our place on top.,B:I think our main strength is with young consumers.,A:Thats at whom were targeting.The young consumers fast to commit,but fickle to stay with a brand.So our challenge is customer loyalty.,10,A:I know we must pay attention to market research.But _?(怎样进行市场调研),B:One of the objectives of market research is to find out _(产品是否有市场)and _.(在这个市场上我们能否出售这种产品),A:I see._?(那么谁做这种工作呢),B:In the early stages,_.(只有区域经理参与),A:What if we decide to have some test marketing?,B:Then _.(一些高级销售人员也参加),A:If salesmen are brought in,I think _.(他们需要接受一些培训),such as product training.,B:_?(产品培训指的是什么),A:You know,as a salesman,he must fully understand various applications,_，(设计特点、独特优点、使用操作)and everything of the products we produce.,11,Translation,A:打扰了，我在为一家快餐店做市场调查。如果您不介意，我想问您几个问题。,B:行，问吧。,A:你最喜欢哪家快餐店？,B:我喜欢KFC。我觉得在那里花钱很值。,A:您喜欢哪种饮料，可口可乐还是百事？,B:我喜欢百事可乐。,A:这种偏爱是不是您选择餐馆的决定因素？,B:不是。我想决定因素是食品提供速度。,12,Discussion1:What means of advertising do you know?,2.Advertisement,13,Sentence patterns,1.The repetition of commercials will help make our products well-known and build strong brand positions.,2.Ive heard they live on the 15%discount on the advertising we purchase.,3.Im es
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