商务英语Marketing Strategy

BusinessEnglishOfficeSeptember2013BusinessEnglish（Ⅲ）CourseCode:5302Unit3MarketingtheproductMarketingStrategiesScopeVocabularyStudyMarketingStrategiesMarketingPlanHomeworkVocabularyStudyFindoutthecollocationsinPartbonP.34offer减价、优惠latestoffers最新优惠（商品）specialoffers特价商品，特卖Theyhaveanofferonsugaratthemoment.Thissoftwareisonofferthisweek.deal(短期内）降价，优惠toget/offeradeal(onsth.)Theairlineisofferingdealsonflightsthismonth.Igotagood/anexcellentdealonthecar.sector领域，部门，行业service-sectorjobsthebankingsectorthebusinesssectortouristindustrymanufacturingindustry制造业segment分部，部门，细分市场theservicessegmentthehealth-caresegmentthelow-pricedluxurymid-pricedsegmentmarketsegment细分市场marketsegmentation市场细分Compatible兼容的n.compatibilityThenewsystemwillbecompatiblewithexistingequipment.compatibilitywithsb/sth.compatibilitybetweenAandBchain连锁，连锁店achainofrestaurants/storesafast-food/hotelchainmid/High-range中、高档/端purchase购买，采购equipmentpurchasea50millionpurchaseofthehotelmakeapurchasepurchaser:buyer买主purchasingmanager采购经理purchasingpower购买力Stock库存afastturnoverofstock库存周转beinstock→beoutofstocktoreduceselloffgetridofstockMarketingStrategiesReadPartconP.34formarketingstrategies.MoreTypesofMarketingStrategyReadPartbonP.36foranotherfourtypesofmarketingstrategiesAmbushmarketing埋伏式营销Guerrillamarketing游击营销ViralmarketingwordofmouseBlitzmarketing闪电式Youcandoit—havingaplanWhatisamarketingplanlike?I.ExecutiveSummary摘要、概述II.SituationAnalysis情况分析CompanyAnalysisMarketplaceAnalysisCompetitionAnalysisCustomerAnalysisSWOTAnalysisIII.Objectives目标MarketingPlanIV.MarketingStrategy营销策略Product:whattosell?Place:wheretosell?Price:howmuchwillyoucharge,why?Promotion:howwillyoureachthemarket?V.OrganizationandImplementation组织和实施VI.EvaluationandControl评估和控制VideoWatchingWatchthevideoandfindout:WhatstrategiesforATDTraveltodothemarketing?http://v.youku.com/v_show/id_XNDQ3NDY4OTA0.htmlGroupDiscussionHowtodothemarketingforyourtravelagency?Discussion①Whatdoesyourcompanydo?②Whatareyourproductsorservices?(price,features,benefits,USP…)③Whoareyour(potential)customers?④Whichstrategywillyouchoose?⑤Wherewillyousellormarket?⑥Howwillyoureachandcommunicatewithyourcustomers?HomeworkContinuetoworkonTeamProjectTwo.Prepareandgetreadyforthepresentationthatwillbedoneinthenextclass.Thanks!