2. Unit 10

3. Marketing

4. In this part, you’ll: (Objectives)  Learn about the concept of marketing, marketing mix, market research, and industrial market.  Learn about the “4Ps” and “4Cs” of marketing.  Discuss a hypothetical market failure and the possible remedies.

5. Marketing Mix ( 市场经营组合, 销售组合 )? Product Mix ( 一个企业出售的各类产品, 产品组 合, 一种产品的不同型式 )?  Product mix: items, products, brands  Marketing mix: All the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market. (4Ps, 4Cs)

6. What are “4Ps”?

7. “4Ps”  Product  Price  Place (distribution)  Promotion

8. Distribution (Place) Promotion Pricing Product

9. Product: the goods or the service that you are marketing

10. It includes: image design quality reliability features and benefits

11. Package Brand name Company’s Accessories image Instructions After-sales for use service Warranty Physica l product

12. Features and benefits make the product unlike any of the competing products.

13. Price:  making it easy for the customer to buy the product

14. Price:  The product must be priced so that it competes effectively with rival products in the same market  Lower price, better marketing ?

15. Place: getting the product to the customer (distribute)

16. Place: Various channels of distribution: 1. Producer ---- end-users 2. Producer ---- retailers ---- end-users 3. Producer ---- wholesalers/ agents ---- retailers ---- end-users 4. Producer ---- Wholesalers ---- directly to end- users 5. Producer ---- multiple store group/department stores/ mail order houses ---- end-users 6. Producer---- market ---- wholesalers ---- retailers ---- end-users

17. Promotion present the product to customers through advertising 1. Packaging and presentation 2. Image 3. Brand name 4. Advertising and slogans

18. Promotion involves:  Packaging and presentation of the product  Image  Brand name  Advertising and slogans  Brochures  Literature  Price lists  After-sales service and training  Trade fair  Public relations  Publicity  Personal selling

19. Advertising:  TV commercials  Newspaper ads  Magazine ads  Posters  Placing special promotional displays in community, in the department store or in the supermarket  Gift coupons  Presents  Lottery  bonus  Sponsoring festivals  Bankrolling concert tours

20. What is “USP”? USP: Unique selling proposition features and benefits

21. “4Cs”  Customer  Communication  Convenience  Cost

22. Customer What do customers need? What do customers want?

23. Communication HHow to communicate with customers? AIDA

24. AIDA  How to attract the attention of potential customers?  How to arouse interest in the product?  How to create a desire for its benefits?  How to encourage customers to take prompt action?

25. Convenience  In which channel of distribution can the customers get what they want?

26. Cost  How to make the marketing cost-effective?

27. “4Ps”& “4Cs”  “4Ps”: Product-oriented  “4Cs”: Customer-oriented

28. 1 Defining marketing  1a Definition –Definition 1: Market research, new product development, distribution, advertising, promotion, product improvement –Definition 2: What does this definition overlook/neglect?

29. 1 Defining marketing  1b Vocabulary –Distribution channel –Launch a product –Market opportunities –Market research –Market segmentation –Packaging –Points of sale –Product concept –Product features –Sales representatives

30. 1 Defining marketing  1c Reading –Company-to-company marketing –Identifying market opportunities –The marketing mix –The selling and marketing concepts –The importance of market research 1 2 3 4 5

31.  1c Reading （ vocabulary ） –market centralization: 市场中心化 –Selling concept –Market concept –Essential goods: 基本商品, 必需品 –Hard-sell: 硬行推销的 –Fill…needs=meet…needs –Console: [ 计 ] 控制台, 操纵器 –Target market:. 目标市场 –Consumer market  producer market

32.  1d Comprehension –The 3rd summary  1e Comprehension –C–C

33. 2 The importance of market research  2a Listening –Listen to Steve Moody, the manager of Marks & Spencer store in Cambridge, giving a hypothetical example of a market failure—a product that reaches the shops but fails to sell—and answer the questions.

34. 2 The importance of market research  2b Case study –In Steve Moody’s hypothetical example, it seems as if there has been a market research failure. Before launching the product, the store did not have enough information about the potential market and customers’ tastes and opinions. –Suppose that you were part of the marketing team responsible for the following product concepts:

35. New Vocabulary in this Unit  Data  Discount  Focus group  Head office  Intuition  Marketer  Personal selling  Publicity  Questionnaire  Sales staff  Secondary data  Target consumer

36. THE END