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1、Module 7 7.1 Sales营销与销售的区别1、包含的内容不同：营销是一个系统，而销售只是营销的一部分。营销包括：市场调研、市场推广、品牌策划、销售、客户服务等等。2、思考的角度不同：销售主要是企业以固有产品或服务来吸引、寻找客户，这是一种由内向外的思维方式。营销则是以客户需求为导向，并把如何有效创造客户做为首要任务，这是一种由外而内的思维方式。3、结果的诉求不同：销售是把产品卖好，是销售已有的产品、把现有的产品卖好营销是让产品好卖，是产品的行销策划、推广，营销的是目的是让销售更简单甚至不必要，让产品更好卖salesvsmarketing1.Marketing:“Planningand
2、executingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives”,i.e.findinganeedandfillingit.2.Marketing StrategyProductPromotionDistributionPrice3.Marketing MixBusiness Mission StatementMarketing ObjectivesMarket Re
3、searchImplementationEvaluationControlTarget Market Strategy市场营销组合这一概念是由美国哈佛大学教授尼尔鲍顿（N.H.Borden）于1964年最早采用的，并确定了营销组合的12个要素。随后，理查德克莱维持教授把营销组合要素归纳为产品、订价、渠道、促销。著名的4P组合产品（Product）、地点（Place）、价格（Price）、促销（Promotion），即4ps组合。市市场营销组合策略合策略影响企业营销有两类因素，一类是企业外部环境给企业带来的机会和威胁，这些是企业很难改变的；另一类则是企业本身可以通过决策加以控制的。企业本身可以控
4、制的因素归纳起来主要有以下四方面：产品策略产品策略包括产品发展、产品计划、产品设计、交货期等决策的内容。其影响因素包括产品的特性、质量、外观、附件、品牌、商标、包装、担保、服务等。价格策略价格策略包括确定定价目标、制定产品价格原则与技巧等内容。其影响因素包括付款方式、信用条件、基本价格、折扣、批发价、零售价等促销策略促销策略是指主要研究如何促进顾客购买商品以实现扩大销售的策略。其影响因素包括广告、人员推销、宣传、营业推广、公共关系等。分销策略分销策略主要研究使商品顺利到达消费者手中的途径和方式等方面的策略。其影响因素包括分销渠道、区域分布、中间商类型、运输方式、存储条件等。上述四个方面的策略组
5、合起来总称为市场营销组合策略。市场营销组合策略的基本思想在于：从制定产品策略入手，同时制定价格、促销及分销渠道策略，组合成策略总体，以便达到以合适的商品、合适的价格、合适的促销方式，把产品送到合适地点的目的。企业经营的成败，在很大程度上取决于这些组合策略的选择和它们的综合运用效果。4.MarketResearch包括小点包括小点thesystematicgathering,recording,andanalysisofdataaboutissuesrelatedtotherelevantmarketrelevantmarket.uObtaininformationaboutcustomers,
6、competitors,andmarketsuExaminetheinformationfromatotalbusinessperspectiveuDeterminehowtodeliversuperiorcustomervalueuImplementactionstoprovidevaluetocustomerskeep in mind the product you are providing and the keep in mind the product you are providing and the need you are trying to satisfyneed you a
7、re trying to satisfyMarketResearchExamineallaspectsofbusinessenvironmentExternal:Consumeranalysis(targetedmarket)Competitoranalysis(industryenvironment)MacroenvironmentanalysisInternalenvironmentMarketing:FindinganeedConsumerAnalysisNeed Category:What need does my product satisfy?Who needs us and wh
8、y?Who is buying and who is using?5.Market Segmentation 市场细分就消费者市场而言，细分变量，归纳起来主要有地理环境因素，人口统计因素，消费心理因素，消费行为因素，消费受益因素等。就有了地理细分、人口细分、心理细分、行为细分、受益细分这五种市场细分的基本形式。MarketSegmentationGeographic:country,state,region,city,Demographic:age,sex,income,maritalstatus,familylifecycle,education,occupation,ethnicity/r
9、eligion/race,Psycho-graphic:lifestyle,personality,Behavioral:usage,occasion,brand,responsivenessRetailvs.industrial/othersBrandedvs.genericsSpecialfeaturesChannelsRelevantMarkets6.CompetitorsAnalysisStrengthsRelativepowerResourcesIntermsof:Product:quality,pricePromotion:Brand,ads,R&D;ServicesCompeti
10、torsAnalysisPorters5Forces:overallindustryprofitabilityverticalcompetition:bargainingpowerofsuppliersbargainingpowerofcustomers.horizontalcompetition:threatofsubstituteproductsthreatofestablishedrivalsthreatofnewentrantsCompetitorAnalysisRelevantmarket:Food?Retail?Product?Service?Keycompetitors:Mark
11、etsizeandrelativemarketshareFinancialpositionsHistoricperformanceandreputationCompetitivefactors:Quality,price,R&D,service,Ads,7.MacroEnvironmentAnalysis:STEPSocio-CulturalDemographic:populationsizeanddistributioneducationlevels,incomelevelsethnicorigins,religiousaffiliations隶属隶属Attitudestowards:mat
12、erialism,capitalism,freeenterpriseindividualism,roleoffamily,roleofgovernment,collectivismConsumerism,environmentalismimportanceofwork,prideofaccomplishmentCulturalstructures:dietandnutritionhousingconditionsMacroEnvironmentAnalysis:STEPTechnologicalefficiencyofinfrastructureroads,ports,airports,rol
13、lingstock全部全部车辆,hospitals,education,healthcare,communication,etc.industrialproductivitynewmanufacturingprocessesnewproductsandservicesofcompetitorsnewproductsandservicesofsupplychainpartnersanynewtechnologythatcouldimpactthecompanycostandaccessibilityofelectricalpowerscienceandtechnologydevelopmentM
14、acroEnvironmentAnalysis:STEPEconomicDomestic:GDPpercapita,economicgrowth,unemploymentrate,inflationrateconsumerandinvestorconfidenceinventorylevels库存水平International:currencyexchange外外汇兑换ratesmerchandisetradebalancefinancialandpoliticalhealthoftradingpartnersbalanceofpaymentsFuturetrendsMacroEnvironm
15、entAnalysis:STEPPoliticalandLegalpoliticalamountofgovernmentactivity;politicalstabilityandrisk政治稳定和风险;governmentdebt;budgetdeficit预算赤字算赤字orsurplus预算盈余算盈余;corporateandpersonaltaxrates;payrolltaxes工工资税税;importtariffsandquotas进口关税和定口关税和定额;exportrestrictions;restrictionsoninternationalfinancialflowslega
16、lminimumwagelaws;environmentalprotectionlaws;workersafetylaws;unionlaws;copyrightandpatentlaws版权和专利;anti-monopolylaws反垄断法;municipallicenceslaws市政许可法律;8.SWOTAnalysisGoal:StrategyDevelopmentInternal:sStrengthssWeaknessesExternal:sOpportunitiessThreatsMarketingStrategyInternalEnvironmentAdvantages(Stre
17、ngth)anddisadvantages(weakness)inQualityPriceServiceR&DBrand/reputationPeople;resources;supplychain;ExternalEnvironmentOpportunity:demandtechnologypolicycompetitorsThreat:competitorspolicyReading:NotsoldonsalesVocabulary:describingjobs7.2SellingReading:HowtosellReading:aproposal(p72)Questions:1.What
18、aretheneedsoftheclient?2.Isthesalespersonabletomeetthoseneeds?3.Whatarethebenefitsofthesecondlocation?Writing:afaxQuestionsforcomprehension:1.WhatareMr.Burrsneedsandrequirements?2.HowcanSpacesavermeetthoseneeds?Whichrequirementcantbemet?3.WhatbenefitsofcircularstorageshouldSpacesavermentioninitsreply?7.3Exam SpotlightReadingTest:Partone