1. UNIT 1 THE MARKETING CONCEPT
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

2. AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO:
1.Explain what marketing is.
2.Understand the role of marketing and what marketers do.
3.Recognize the ways of satisfying customers.
4.Rationally analyse customers’ needs.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

3. What things happening around you are related to marketing?
I. What Is Marketing?
Eliciting question:
What things happening around you are related to marketing?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

4. Marketing
is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants in order to achieve organizational objectives.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

5. Marketing is getting the right goods and services (product )
to the right people, (target market)
at the right place, (place)
at the right price, (price)
at the right time
with the right communication. (promotion)
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

6. The four P’s of marketing
Marketing affects choices about
How to get the product to people
How to tell people what is on offer
How much to charge
What will be made
Product
Price
Promotion
Place

7. The 4P’s theory of marketing was proposed by E. Jerome McCarthy in The four Ps concept is explained in most marketing textbooks and classes.
Later, Bob Lauterborn, professor of advertising at the University of North Carolina replace the Four P's with his Four C's.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

8. The Four Ps The Four Cs Marketing Mix Product Place Promotion Price
Conven-
ience
Customer
Solution
Customer
Cost
Communication

9. Market
A market is a place where buyers and sellers gathered to exchange their goods and services.
A market is the set of actual and potential buyers of a product or service. These buyers share a particular need or want that can be satisfied through exchanges and relationships.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

10. Marketing is to Find out what your customers need and want
Tailor your product to fit those needs and wants
better than your competitors
to make a long-term profit
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

11. II. The Role of Marketing
organization
customer
marketing
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

12. Marketing is vital to both
Revenue
for-profit organization
not-for-profit organization
Supporting
the mission
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

13. Mission is the reason why the organization exists.
Revenue – Cost = Profit
Mission is the reason why the organization exists.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

14. Marketing offers benefits to the society.
Can you give some examples?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

15. Connecting to the Internet
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

16. Customer should be put at the centre of any business.
Key Points of This Unit
Marketing is a process.
Customer should be put at the centre of any business.
Marketing is vital to any business.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

17. Key Points of This Unit A business should be socially responsible.
Product, Price, Place, Promotion is called the marketing mix.
The marketing concept can help you when you start your own business.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun