1、自编商务英语阅读教材商务英语精度/阅读教材 THE MARKETING MIX: THE FOUR PS TYPES OF PRODUCTS ADVERTISING INTRODUCTION TO COMPANIES ACCOUNTING AND FINANCIAL STATEMENTS FUNCTIONS OF GLOBAL FINANCIAL SYSTEM AND THE FINANCIAL ASSETS BASIC PROCEDURES OF EXPORT BUSINESS COMMON TYPES OF BANKS GETTING PAID WHEN SELLING OVERSEAS
2、BACK-TO-BACK LETTER OF CREDIT LETTERS OF CREDIT- ADVISED VS. CONFIRMED WHAT DOES RED CLAUSE LETTER OF CREDIT MEAN? STANDBY LETTER OF CREDIT BUY CIF OR BUY FOB EXPLANATIONS OF SOME FOREIGN TRADE DOCUMENTS HOW TO READ CANDLESTICK CHARTS A LOOK AT PRIMARY AND SECONDARY MARKETS MUTUAL FUNDS THE ECONOMIS
3、T EXPLAINS WHAT IS QUANTITATIVE EASING? THE EUROPEAN DEBT CRISIS: A BEGINNERS GUIDE WHAT IS THE EUROPEAN DEBT CRISIS? MORTGAGE BASICSTHE MARKETING MIX: THE FOUR PSThe variety of smaller market segments within the consumer and business market is enormous, and the firm that is good at target marketing
4、 will have a valuable edge over its competitors. But identifying the market is only part of the task. The other basic element in any total marketing program is the marketing mix.The marketing mix can be defined as the blend of product, price, promotion, and placement (or distribution) that satisfies
5、 the demands of the chosen market segment. The four Ps have to fit closely together. And, as we shall see, the key to effective marketing is the ability to adjust each of the four factors in response to the demands of the target market.ProductA businesspersons first marketing decision concerns the p
6、roducts or services that will attract customers in the target market. The key is to determine consumers needs and wants and translate them into desirable products and services. Rising crime rates, for example, have created a target market among small businesses for a growing number of security servi
7、ces. Similarly, the rapid increase in the number of working women has inspired clothing manufacturers to include more high-priced ladies suits in their overall product mix: many women have discovered they need to “dress for success” just the way men do.Changing conditions require the continuous reev
8、aluation of product lines. At Procter & Gamble, alert executives saw rising detergent costs as a threat to continued high-volume usage of their products in the home and added to their list of products a number of cloth-substitute paper products, including Pampers disposable baby diapers. Pampers now
9、 outsell P&Gs Tide detergent. In addition, P&G has responded to the rising costs of raw materials, such as coconut oil, by reformulating bar soaps and other products with much less expensive oils. In the steel industry, increased imports have convinced U. S. Steel, Armco, and National Steel, among o
10、thers, to begin entirely new businesses in chemicals, insurance, and banking.After picking the products to be developed businesspeople make other marketing decisions about each one. These include selecting a brand name, designing a package and establishing a product guarantee.PriceHaving made the ba
11、sic decisions about the product line, the marketing manager must decide how the company should price its products. Perhaps a policy based on low prices will increase profits to the greatest possible amount. Supermarkets have used this tactic successfully on two levels. Most offer unbranded. so-calle
12、d generic products at the lowest price and offer their own brand, usually at a slight higher price, in addition to the highest-price commercial brands. On the other hand, the desirability of some products depends on a high-quality image, which a high price helps to confer. Curtis Mathes brand televi
13、sions are advertised as the “the most expensive television set in America. And worth it.”PromotionVery often the most important decision a marketing manager makes is how the manufacturer should inform prospective customers about its products. This involves promotion, which includes the sales approac
14、h. Some marketing strategists, like those at Avon Products, may decide to emphasize direct selling and spend most of their promotion dollars to train and pay salespeople. Others, like producers of soap and headache remedies, promote their products through advertising, primarily on television. Depart
15、ment stores also spend heavily on advertising, but they choose newspapers as the most effective medium. The alternatives are many and the choice may determine the success of a marketing effort.PlacementThe fourth element in the marketing mix is placement (or distribution): how the manufacturer gets
16、its products to the customers. Transportation is the major factor here, but placement also entails decisions about distribution outlets. Tupperware, for example, distributes directly to the consumer through its party approach. Most apparel companies, on the other hand, sell to retailers, who resell
17、to consumers. Some manufacturers employ multiple placement systems. Thus the Whirlpool Corp. sells the Whirlpool brand of appliances to dealers for distribution to sales outlets and it also makes the Kenmore brand, which it ships directly to Sears. Sears itself sells through its stores and by catalo
18、g. Hart Schaffner Marx makes suits and sportswear for independent retailers but also makes them available to consumers through its own retail stores, including Wallachs and Baskin. In short, there are many ways of distributing goods.The Right CombinationFinding the best mix of product, price, promot
19、ion, and placement has become an increasingly complex task for most businesses. Marketing directors have found that even the most subtle changes in the shape or color of packaging, for instance, or the way the product is displayed in a store can have a decisive impact on a products success, quite ap
20、art from its actual quality. In effect, you may have built a better mousetrap, but unless you package it well, set up good distribution, target your advertising appropriately, and offer a good warranty, the world wont necessarily take notice.TYPES OF PRODUCTSA classification of products must be made
21、, so that they are to be marketed appropriately. This classification will determine many strategies for handling a product. From the physical point of view, a product may be tangible, like your clothing, or intangible, like life insurance policies or shares of stock. The tangible items are usually c
22、alled products or goods, while the intangible ones are called services. Tangible goods, in turn, can be classified as durable and nondurable goods.Durable Goods Durable goods have physical qualities and uses that permit them to last a relatively long time. Theyre designed to be used up over an exten
23、ded period of time and are made of materials that will take considerable wear and tear. For example, you probably own some durable goods as a car, tape deck, or TV set that should remain usable for several years or at least until the warranty runs out. Houses are built to last thirty to fifty years
24、or more. Refrigerators and mattresses both have a life expectancy of about twenty years, and quality jewelry, silverware, china, and furniture are frequently handed down from one generation to the next. Nondurable Goods Nondurable goods, on the other hand, have physical qualities and uses that cause
25、 them to be used quickly or only a few times. In other words, theyre made to be used up. Food, flowers, oil, gasoline, cosmetics, batteries, paper, pencils, newspapers are examples.Consumer GoodsDurable goods can be further classified as either consumer goods or industrial goods, each of which requi
26、res a different set of marketing strategies. Consumer goods are used by the consumer or household that buys them and come in a ready-to-use form that calls for no further industrial or commercial processing. On the basis of how much effort a consumer takes to obtain them, consumer goods can be furth
27、er subdivided into (1) convenience goods, (2) shopping goods, and (3) specialty goods.Convenience goods are sold to the consumer whose shopping time is limited and who buys them often, routinely, quickly, and in any outlet that carries them. Examples are candy bars, cigarettes, milk, bread, and dete
28、rgent. The first two of these are often impulse goods, bought on sight to satisfy a need that is strongly felt at the moment.Shopping goods arent bought very often, are bought only after the consumer has compared their features with those of competing brands, and are found in only a few stores in on
29、e area. These goods usually have a higher unit price than convenience goods, and an individual salesperson, rather than a cashier, may be needed to sell them. Examples of shopping goods are automobiles, furniture, mens suits, ladies wear, shoes, and major appliances.Specialty goods like prestige aut
30、omobiles, photographic equipment, fine jewelry, and high-fashion clothing and furniture are bought by consumers after a special shopping effort. They are bought infrequently and are generally available only in exclusive outlets. Theyre usually high-priced, but price isnt the main consideration of a
31、consumer buying them. A consumer is often willing to go out of the way to find a certain brand. Specialty goods prove the point that goods are often considered not just for their physical qualities but also for the economic utility, ego enhancement, status, and satisfaction they carry with them. For
32、 example, when people buy a new car, they may want it not just for basic transportation but also for status recognition or prestige. Youve probably figured out that this classification of consumer goods is far from rigid. It may differ according to a buyers intent or wishes. As consumers incomes and buying habits change, or as prices drop, goods shift from one classification to another. Usually they shift downward, from the specialty to the shopping, or from the shopping to the convenience goods category. E.g. Television sets and microw
