Situation 4,Marketing,Situation 4 Marketing, Objectives Mainly grasp the following contents according to this situation: 1. marketing concept 2. advertising 3. products 4. exhibition,Situation 4 Marketing,Task 1 Marketing Concept, Objectives 1. Grasp the phases about marketing concepts. 2. Learn to use modern marketing concepts to market.,Task 1 Marketing Concept,I Pre-reading Pair work: Discuss the following questions with your partner. 1. What is the difference between marketing and sales 2. What is marketing? 3. How many channels of marketing? 4. What is the sales process? 5. What are the foundations of the marketing concept?,Task 1 Marketing Concept,II Case study of the task Launching a New Service The Challenge: Creating awareness and building business for a new service .Our client, Carrie Allen Staffing Services, decided to add a medical staffing niche to their list of services. They had retrained some of their Personnel Consultants to handle the recruiting and wanted to quickly get the business off the ground. The Solution: Relationship marketing “Fast Track.“ We created a series of four high-value weekly mailings designed to grab attention, create awareness, educate, and add value. We designed a brief tri-fold brochure to explain the new services and another piece to help the decision-makers evaluate the cost-effectiveness of medical staffing. We built a database consisting of just 68 medical staffing prospects.,Task 1 Marketing Concept,The Results: 11 job orders! The medical staffing fast track far surpassed expectations. Within the first month, Carrie Allens Personnel Consultants had received 11 direct hire job orders from their list. Thats an order rate over 16%! And, with all of the orders that have been filled, the return on investment amounts to 353%. Questions: 1. How to create awareness and building business for a new service ? 2. What can we get from this case ? 3. If you want to launch a new service , which kind of marketing concepts will you use?,Task 1 Marketing Concept,IIII Text Marketing Concept Marketing Understanding Marketing Concept Core Marketing Concepts Development and Status of Marketing,Task 1 Marketing Concept,New Words and Expressions adapt v.使适应，使配合，改编 alter v. 改变，变更 fulfill v. 履行；执行 approach n.方法 characteristic n. 特征 coordinate v.协调，协同动作 dynamic adj.动力的，精力充沛的 ensure v.确保，保证 exchange v.交换，汇兑 expedite v. 加速,Task 1 Marketing Concept,facilitate v.推动，促进 manipulation n. 控制，操纵 objective n.目标 occur v.发生 philosophy n.哲学 respective adj. 各自的，分别的 state v. 说明，陈述 survival n.幸存，存活 systematic adj.有系统的，有计划的 vital adj.极重要的，与生命有关的,Task 1 Marketing Concept,Phrases evolve from 由进化 make sense 有意义/有道理 rest on 依靠，依赖 adapt to 使适应，使适合,Task 1 Marketing Concept,VI Consolidating and Expanding Summarizing knowledge 1. The definition of marketing: Marketing, a vital part of any business undertaking, is a group of activities designed to facilitate and expedite exchanges. Marketing activities ensure that the products consumers want to purchase are available at a price they are willing to pay and that consumers know that the product is available. (Marketing is the performance of business activities directed at satisfying needs and wants through the exchange process.),Task 1 Marketing Concept,2. Marketing concept: It is a fundamental idea of marketing that organizations survive and prosper through meeting the needs and wants of customers. This important perspective is commonly known as the marketing concept. The marketing concept is about matching a companys capabilities with customers wants. This matching process takes place in what is called the marketing environment. (The marketing concept is the basic philosophy that guides all marketing activities. The marketing concept states that an organization should try to satisfy customers needs by means of a set of coordinated activities that also allow the organization to achieve its own goals.),Task 1 Marketing Concept,3. Development and status of marketing: As a matter of fact, marketing has evolved from a production to a consumer orientation. By about 1930, companies had more production capability than ever before. The good quality product no longer sold itself. This led many firms to enter the sales era in which they believed that a good sales force could sell almost anything. It is a time when a company emphasizes selling because of increased competition. 4. The foundations of marketing concept: consumer orientation and goal orientation. 5. Marketing mix: 4ps(product, price, place and promotion),Task 1 Marketing Concept,Reading material Five tips for integrating marketing and sales: 1. Beware of the quick fix 2. Promote people who are cooperative team members 3. Offer opportunities for joint message development and training 4. Reward behavior that builds trust 5. See the end game and take one step a