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1、Slide 1 of 16Business English Office September 2013Business English （）Course Code: 5302Unit 3 Marketing the productMarketing Strategies Slide 2 of 16ScopevVocabularyStudyvMarketingStrategiesvMarketingPlanvHomeworkSlide 3 of 16VocabularyStudyvFindoutthecollocationsinPartbonP.34Slide 4 of 16offer减价、优惠
2、latestoffers最新优惠（商品）specialoffers特价商品，特卖Theyhaveanofferonsugaratthemoment.Thissoftwareisonofferthisweek.Slide 5 of 16deal(短期内）降价，优惠toget/offeradeal(onsth.)vTheairlineisofferingdealsonflightsthismonth.vIgotagood/anexcellentdealonthecar.Slide 6 of 16sector领域，部门，行业service-sectorjobsthebankingsectortheb
3、usinesssectortouristindustrymanufacturingindustry制造业Slide 7 of 16segment分部，部门，细分市场vtheservicessegmentvthehealth-caresegmentvthelow-pricedluxurymid-pricedsegmentmarketsegment细分市场marketsegmentation市场细分Slide 8 of 16Compatible兼容的patibilityTpatibilitywithsb/patibilitybetweenAandBSlide 9 of 16chain连锁，连锁店v
4、achainofrestaurants/storesvafast-food/hotelchainmid/High-range中、高档/端Slide 10 of 16purchase购买，采购vequipmentpurchaseva50millionpurchaseofthehotelvmakeapurchasevpurchaser:buyer买主vpurchasingmanager采购经理vpurchasingpower购买力Slide 11 of 16Stock库存vafastturnoverofstock库存周转vbeinstockbeoutofstockvtoreduceselloffg
5、etridofstockSlide 12 of 16MarketingStrategiesReadPartconP.34formarketingstrategies.vSlide 13 of 16MoreTypesofMarketingStrategyvReadPartbonP.36foranotherfourtypesofmarketingstrategiesSlide 14 of 16Ambushmarketing埋伏式营销Slide 15 of 16Guerrillamarketing游击营销Slide 16 of 16ViralmarketingvwordofmouseSlide 17
6、 of 16Blitzmarketing闪电式Slide 18 of 16YoucandoithavingaplanSlide 19 of 16Whatisamarketingplanlike?I.ExecutiveSummary摘要、概述II.SituationAnalysis情况分析 CompanyAnalysisMarketplaceAnalysisCompetitionAnalysisCustomerAnalysisSWOTAnalysisIII.Objectives目标Slide 20 of 16MarketingPlanIV.MarketingStrategy营销策略Product
7、:whattosell?Place:wheretosell?Price:howmuchwillyoucharge,why?Promotion:howwillyoureachthemarket?V.OrganizationandImplementation组织和实施VI.EvaluationandControl评估和控制Slide 21 of 16VideoWatchingvWatchthevideoandfindout:WhatstrategiesforATDTraveltodothemarketing?http:/ 22 of 16GroupDiscussionHowtodothemarke
8、tingforyourtravelagency?Slide 23 of 16DiscussionWhatdoesyourcompanydo?Whatareyourproductsorservices?(price,features,benefits,USP)Whoareyour(potential)customers?Whichstrategywillyouchoose?Wherewillyousellormarket?Howwillyoureachandcommunicatewithyourcustomers?Slide 24 of 16HomeworkvContinuetoworkonTeamProjectTwo.vPrepareandgetreadyforthepresentationthatwillbedoneinthenextclass.Slide 25 of 16Thanks!
