《研究生商务英语2.pptx》由会员分享，可在线阅读，更多相关《研究生商务英语2.pptx（20页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、Market vs.MarketingMarket The place where buyers and sellers gathered to exchange their goods.The set of all actual and potential buyers of a product or service.MarketingManaging markets to bring about exchanges and relationships for the purpose of creating value and satisfying needs and wants.第1页/共
2、20页Some terms Marketing concept Marketing strategyMarketing managementMarketing budgetMarketing researchMarket demandMarket fluctuationMarket positioning Market segmentationMarket shareMarket coverage rate第2页/共20页What is marketing?Selling and advertising?Making a sale-telling and selling?Satisfying
3、customer needs?第3页/共20页Marketing deals with customers.The twofold goal of marketing:to attract new customers by promising superior value;to keep current customers by delivering satisfaction.Customer is the king(queen)!Customer satisfaction-customer delight-customer loyalty CRM第4页/共20页What is marketi
4、ng?The delivery of customer satisfaction at a profit.the ultimate goal of marketing in a companyCustomers value and satisfaction are at the very heart of modern marketing thinking and practice.第5页/共20页Good sayings“We dont have a Marketing Department;we have a Customer Department.”“It is an almost bl
5、ind,passionate commitment to taking care of customers.”“Were not satisfied until our customers are.”“If we are not customer driven,our cars wont be either.”第6页/共20页Core marketing concepts第7页/共20页Needs,wants and demandsNeed:a state of felt deprivation.Want:the form taken by a human need as shaped by
6、culture and individual personality.Demands:human wants that are backed by buying power.第8页/共20页Industry(a collection of sellers)Market(a collection of buyers)Products-servicesmoneyinformationA simple marketing systemcommunication第9页/共20页Selling vs.Marketing What is the difference b/w Selling and Mar
7、keting?Time Focus Perspective第10页/共20页Selling occurs only after a product is produced;Marketing starts long before a company has a product.第11页/共20页Selling focuses on the needs of the sellers;Marketing focuses on the needs of the buyers.第12页/共20页The selling concept takes an inside-out perspective:fa
8、ctory products selling and promoting profits through sales volumeThe marketing concept takes an outside-in perspective:target market customer needs integrated marketing profits through customer satisfaction 第13页/共20页Market customer integrated profits through needs marketing customer satisfactionFact
9、ory existing selling and profits through products promoting sales volumeStarting focus means ends point Selling conceptMarketing concept第14页/共20页Marketing ManagementStrategic planningStrategic planning“If you fail to plan,youIf you fail to plan,youre planning to fail.re planning to fail.”Marketing r
10、esearch Marketing research collecting and analyzing data to identify a market or a market segmentcollecting and analyzing data to identify a market or a market segmentMarket segmentationMarket segmentationDividing a market into segments according to customersDividing a market into segments according
11、 to customers needs,wants and other needs,wants and other factorsfactorsMarket targetingMarket targetingSelecting target segmentsSelecting target segmentsMarket positioningMarket positioningSetting competitive positioning for the product and creating a detailed Setting competitive positioning for th
12、e product and creating a detailed marketing mixmarketing mixMarketing mixMarketing mix第15页/共20页Marketing MixA set of marketing tools that enable the company to satisfy wants of its target markets and to achieve its market goals.4PsProductPricePromotionPlace 4CsCustomer solutionCustomer costCommunicationConvenience第16页/共20页Marketing Mix P Pr ro od du uc ct tP Pr ro om mo ot ti io on nPricePriceMarketingPlacePlace第17页/共20页第18页/共20页第19页/共20页感谢您的观看！第20页/共20页