Unit 10

Marketing

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.

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)

What are “4Ps”?

“4Ps”

Product Price Place (distribution) Promotion

Distribution (Place)

Promotion Pricing

Distribution (Place)

Promotion Pricing

ProductProductProductProduct

Product:

the goods or the service that you are marketing

It includes:

• image• design• quality• reliability• features and benefits

Package Brand name

Company’s Accessoriesimage

Instructions After-sales for use service Warranty

Package Brand name

Company’s Accessoriesimage

Instructions After-sales for use service Warranty

Physica

l

product

Physica

l

product

Features and benefits

make the product unlike any of the competing products.

Price:

making it easy for the customer to buy the product

Price:

The product must be priced so that it competes effectively with rival products in the same market

Lower price,

better marketing ?

Place:

getting the product to the customer (distribute)

Place: Various channels of distribution:1. Producer ---- end-users2. Producer ---- retailers ---- end-users3. Producer ---- wholesalers/ agents ---- retailers ---- end-users4. Producer ---- Wholesalers ---- directly to end-

users5. Producer ---- multiple store group/department

stores/ mail order houses ---- end-users6. Producer---- market ---- wholesalers ---- retailers

---- end-users

Promotion

present the product to customers through advertising

1. Packaging and presentation

2. Image

3. Brand name

4. Advertising and slogans

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

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

What is “USP”?

USP: Unique selling proposition

features and benefits

“4Cs” Customer Communication Convenience Cost

Customer

What do customers need?

What do customers want?

Communication

How to communicate with customers?

AIDA

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?

Convenience

In which channel of distribution can the customers get what they want?

Cost

How to make the marketing cost-effective?

“4Ps”& “4Cs”

“4Ps”: Product-oriented “4Cs”: Customer-oriented

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?

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

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

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 marketproducer market

1d Comprehension– The 3rd summary

1e Comprehension– C

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.

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:

New Vocabulary in this Unit

Data Discount Focus group Head office Intuition Marketer Personal selling Publicity Questionnaire Sales staff Secondary data Target consumer

THE END