世纪商务英语综合教程专业篇unit1.ppt

Unit 1 Marketing,Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. The core of the marketing concept is the understanding of your customers and their importance to your business. To use the marketing concept, businesses should:• Find out the needs of potential customers (Market Research);• Analyze these needs in relation to your own capabilities (Market Strategy);• Focus on a market you can serve best (Segmentation);• Determine how to satisfy the needs of your target market (Market Mix).,Unit 1 Marketing,,,,C O N T E N T S,,Lead-in,1. What are they talking about?A. The production process of their new ice cream sandwiches.B. The marketing plan for their new products.C. The market share of their ice cream products. 2. What is the main strength of their products?A. The high quality. B. The analyzing process. C. The production strength. 3. What is the good marketing opportunity for the ice cream sandwiches?A. No other company sells ice cream with 5 flavors. B. Other companies are weak.C. They are the only one company that sells ice cream sandwiches with 5 flavors. 4. How will the new ice cream sandwich be priced?A. 20% higher than their chocolate. B. 40% higher than their ice cream bar.C. 20% higher than their chocolate-covered ice cream bar. 5. How will they carry out the main promotion?A. Making advertisement.B. Opening new shops across the country.C. The plan has not been finalized yet.,,In this conversation, Simon, the owner of an ice cream manufacturing company, is talking with his marketing manager, Helen. Listen to it and choose the best answer to each question.,1. Listening,,,,,,Lead-in,Marketing sometimes can cause lots of jokes. Listen to the four stories about mistakes in advertising and fill in the blanks with the missing information.,2. Spot Dictation,1. When Gerber started selling baby food in ______, they used the same _________ as in the US with the beautiful white-skin baby on the ____. Later they learned that in Africa companies always put _______ on the label of what’s inside since most people can’t read． 2. An American T- shirt ______ in Miami printed shirts for the Spanish market which _________ the Pope’s visit. Instead of “I saw the Pope”(el papa), the shirts read “I saw the ______”(la papa). 3. Pepsi’s “Come _____ with the Pepsi Generation” translated into “Pepsi brings your ________ back from the _____”in Chinese． 4. Frank Perdue’s chicken ______ “it takes a strong man to make a ______ chicken” was translated into Spanish as “it takes an _______ man to make a chicken affectionate”．,Africa,packaging,label,pictures,maker,promoted,potato,alive,ancestors,grave,slogan,tender,excited,Lead-in,Part 1 Work in groups and try to design creative slogans for each product above. Here are some most successful examples in history.,3. Discussion,Lead-in,Part 2 When designing slogans, people often focus on products instead of market. Modify your slogans and make them sound attractive through changing them into market- oriented forms. Here are some examples.,3. Discussion,Text A,1. What is the proper relationship between customers and marketing activities?,2. Why should customers be led according to Akio Morita?,3. What does marketing really mean?,4. What do the marketing activities include?,5. What is the focus of marketing?,Read the passage about the marketing concept and answer the following questions.,1. Reading,Text A,The Marketing ConceptOne of the greatest needs of managers of business is to understand and develop marketing programs for their products and services. Business success is based on the ability to build a growing body of satisfied customers. Modern marketing programs are built around the “marketing concept”, which directs managers to focus their efforts on identifying and satisfying customers’ needs, at a profit. Here are two core topics. Should customers be followed or led?As Akio Morita, Sony’s visionary leader puts it:“Our plan is to lead the public with our products rather than ask them what kind of product they want. The public does not know what is possible, but we do. So instead of doing lots of market research, we try to create a market for a product by EDUCATING the public about what the product can do for them.” What does marketing really mean?Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities.,Text A,In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.There are many different definitions as follows:• The all-embracing function that links the business with customers’ needs and wants in order to get the right product to the right place at the right time;• The achievement of corporate goals through meeting and exceeding customers’ needs better than the competitors;•The management process that identifies, anticipates and supplies customers’ requirements efficiently and profitably.Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges.,。