Unit 5 Marketing

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Unit 5

Marketing

Unit 5

Marketing

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世纪商务英语综合教程 III

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MarketingMarketing


Marketing is the process of planning and executing the

conception, pricing, promotion, and distribution of ideas,

goods, services, organizations, and events to create and

maintain relationships that will satisfy individual and

organizational objectives. The core of the marketing

concept is the understanding of your customers and their

importance to your business. To use the marketing concept, businesses should:

Find out the needs of potential customers (Market Research);

Analyze these needs in relation to your own capabilities (Market Strategy);

Focus on a market you can serve best (Segmentation);

Determine how to satisfy the needs of your target market (Market Mix)


ContentsContents

Real Life Practice4

Practical Writing5

1 Text A2

Lead-in11

Text B3



Lead-inLead-in

Lead-in Text A Text B Real Life Practice Practical Writing


Spot DictationListening Discussion

Contents


Lead-inLead-in

1 Listening

In this conversation, Simon, the owner of an ice cream manufacturing

company, is talking with her marketing manager, Helen. Listen to it and

choose the best answer for each question.



1. What are they talking about?

A. The production process of their new ice cream sandwich.

B. The marketing plan for their new product.

C. The market share of their ice cream products.

2. What is their main strength of their products?

A. The high quality.

B. The analyzing process.

C. The production strength.

1

√

2√

Tape Script


Lead-inLead-in

1 Listening



3. What is the good marketing opportunity for the ice cream sandwiches?

A. No other company sells ice cream with 5 flavors.

B. Other companies are weak.

C. They are the only one company that sells ice cream sandwiches with 5 flavors.

4. How will the new ice cream sandwiches be priced?

A. 20% higher than their chocolate.

B. 40% than their ice cream bar.

C. 20% higher than their chocolate-covered ice cream bar.

5. How will they carry out the main promotion?

A. Making advertisement.

B. Opening new shops across the country.

C. The plan has not been finalized yet.

3

√4

√5

√

Tape Script


Lead-inLead-in

2 Spot Dictation

Marketing sometimes can cause lots of jokes. Listen to the four stories

about mistakes in advertising and fill in the missing information.



1. When Gerber started selling baby food in ,

they used the same as in the US, with the

beautiful white-skin baby on the . Later they

learned that in Africa, companies always put on

the label of what’s inside, since most people can’t read.

2. An American T-shirt in Miami printed shirts for

the Spanish market which the Pope’s visit.

Instead of “I saw the Pope” (el papa), the shirts read “I saw the

”. (la papa).

packaging ___________

pictures _________

Africa ____________

label ________

maker _________

promoted ___________

potato ________


Lead-inLead-in

2 Spot Dictation



3. Pepsi’s “Come with the Pepsi Generation”

translated into “Pepsi brings your back from

the ”, in Chinese.

4. Frank Perdue’s chicken , “it

takes a strong man to make a chicken” was

translated into Spanish as “it takes an man to

make a chicken affectionate” .

alive _________

ancestors ___________

grave4 _________

slogan ________

excited _________

tender ________


Lead-inLead-in

3 DiscussionPart 1 Work in groups and try to design creative slogans for each product

above. Here are some most successful examples in history.



“ Finger-lickin’ good.” KFC

“ Because I’m worth it ” L’Oreal

“ Don’t be vague, Ask for Haig ” Haig Scotch Shisky

“ Have it your way ” Burger King

“ It’s everywhere you want to be ” Visa

“ Driver wanted ” Volkswagen


Lead-inLead-in

3 Discussion


Part 2 When designing slogans, people often focus on products instead of market. Modify your slogans and make them sounds attractive through changing them into market-oriented forms. Here are some examples.



Text AText A

Reading

Comprehension

Vocabulary

Translation

Part 1

Part 2

Part 3

Part 4




Text A ReadingText A Reading

Read the passage about Marketing world and answer the following

questions.

1. What is the proper relationship between customers and marketing activities?



Marketing activities are aimed at identifying and satisfying customer’s needs. __________________________________________________________________

3. What does marketing really mean?

2. Why should customers be led according to Akio Morita?

The public does not know what is possible, but the company does. __________________________________________________________________

Marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors.

________________________________________________________________________________________________________________________________________________________________________________________________



Read the passage about Marketing world and answer the following

questions.

5. What is the focus of marketing?



4. What do the marketing activities include?

The focus of marketing is the needs and wants of the customers. __________________________________________________________________

The marketing activities include doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.

________________________________________________________________________________________________________________________________________________________________________________________________



New Words and Expressions

body [] n. 团体 marketing concept n. 营销概念direct [] v. 指引 visionary [] a. 有远见卓识的 , 有眼力的in general 通常 , 一般来说 target market n. 目标市场all-embracing a. 包括一切的 facilitate [] v. 使容易 , 促进 , 帮助consummate [] v. 完成embody [] v. 包含 , 收录essence [] n. 本质 , 实质 diagram [] n. 图表summarize [] v. 概述 , 总结





The Marketing Concept

1 One of the greatest needs of managers of

business is to understand and develop marketing

programs for their products and services. Business

success is based on the ability to build a growing

body of satisfied customers. Modern marketing

programs are built around the “marketing concept”,



which directs managers to focus their efforts on identifying and satisfying

customers’ needs, at a profit. Here are two core topics.





2 As Akio Morita, Sony’s visionary leader puts it: “Our plan is to lead the public

with our products rather than ask them what kind of product they want. The

public does not know what is possible, but we do. So instead of doing lots of

market research, we try to create a market for a product by EDUCATING the

public about what the product can do for them.”

What the Product Can Do for Them?


Should customers be followed or led?





3 Most people think that marketing is only about the

advertising and/or personal selling of goods and services.

Advertising and selling, however, are just two of the many

marketing activities.







This involves

doing market research on customers, analyzing their needs, and then making

strategic decisions about product design, pricing, promotion and distribution.

associated... 过去分词短语做后置定语，修饰表语 those ； identifying..., and then going...并列做介词 with 的宾语。go about (doing) something: 1) to start to do something ● How can we go about solving this problem? ● The leaflet tells you how to go about making a purchase on line.

2) to do something in the way that you usually do ● She went about her preparations in a quiet businesslike way. ● The villagers were going about their business as usual.

In general, marketing activities are all those associated with identifying the

particular wants and needs of a target market of customers, and then going

about satisfying those customers better than the competitors.

4





5 There are many different definitions of marketing. Consider some of the following alternative definitions:

The all-embracing function that links the business with customers’ needs and wants in order to get the right product to the right place at the right time;


competition n. ［ U ］ the people or groups that are competing against you, especially

in business or in a sport

● Going to trade fairs is an ideal opportunity to size up the competition.

foreign/international competition: companies from other countries that you are

competing with

● Japanese PC makers now face foreign competition in their home market.

The achievement of corporate goals through meeting and exceeding customers’ needs better than the competition;





The management process that identifies, anticipates and supplies customers’

requirements efficiently and profitably;


directed at... 过去分词短语做后置定语。facilitate vt. to make it easier for a process or activity to happen

● Computers can be used to facilitate language learning.

Marketing may be defined as a set of human activities directed at facilitating

and consummating exchanges.





Marketing is about meeting the needs and wants of customers;

Marketing is a business-wide function — it is not something that operates

alone from other business activities;


6 Which definition is right? In short, they all are. They all try to embody the

essence of marketing:






7 To help put things into context, you may find it helpful to often refer to the

following diagram which summarizes the key elements of marketing and their

relationships:

services which customers demand.

understanding..., and finding... 并列做介词 about 的宾语； which 是定语从句，修饰先行词 products or services 。

Marketing may be defined as a set of human activities directed at facilitating







Marketing

What is the businesses’ attitude to marketing?Marketing Orientation

Analyse currentposition &opportunities:Marketing Audit

Gain information on

the market:

Market Research

Persuade customers to

buy: Marketing Mix

Market Analysis Quantitative Analysis

Market Segmentation

Marketing Strategy

Quantitative Analysis

Consumer Tests

Price

Place

Promotion

Product


Text A ComprehensionText A Comprehension

Decide whether the following statements are True or False.

1. Businesssuccess is based on the ability to satisfy customers.

2. Sony believes that they should produce what the customers want.

3. Advertising and selling are often regarded as the most important

marketing activities.

4. Marketing is always operated alone from other business activities.

5. Marketing means understanding customers and fulfilling their needs.



T（）F（）

T（）

F（）

F（）


Text A VocabularyText A Vocabulary

Part 1 Match the expressions on the left with the explanations on the right.



1. all-embracing A. to make something complete, especially an agreement

2. consummate B. a simple drawing or plan that shows exactly where

something is, what something looks like, or how

something works

3. embody C. done as part of a plan, especially in a military, business,

or political situation

4. diagram D. to include something

5. essence E. including everyone or everything





Part 1 Match the expressions on the left with the explanations on the right.

6. visionary F. a group of people who work together to do a particular job or who are together for a particular purpose

7. summarize G. the most basic and important quality of something

8. strategic H. having clear ideas of what the world should be like in the future

9. body I. idea or strategy for marketing a product or service

10. marketing concept J. to make a short statement giving only the main information and not the details of a plan, event, report,etc

Answer 1. E 2. A 3. D 4. B 5. G 6. H 7. J 8. C 9. F 10. I



1. The latest model many new improvements.

2. is a group of customers with similar needs that forms the

focus of a company’s marketing efforts.

3. Under his leadership, the company launched the new product

successfully.

4. The current structure does not efficient work flow.

5. are those that determine the overall direction of an

enterprise and its ultimate viability in light of the predictable, the unpredictable,

and the unknowable changes that may occur in its most important

surrounding environments.



Part 2 Complete the sentences with the following expressions. Change the form where necessary.

facilitate embody visionary definition target marketsummarize direct diagram in general strategic decision

Target market _____________

visionary __________

embodies ____________

Strategic decisions __________________

facilitate ___________



6. To give a of a word is more difficult than to give an illustration of

its use.

7. A new manager has been appointed to the project.

8. I’ll just the main points of the presentation in a few words.

9. The manager drew a showing the structure of the company.

10. , about 10% of the candidates are eventually offered positions.



Part 2 Complete the sentences with the following expressions. Change the form where necessary.

facilitate embody visionary definition target marketsummarize direct diagram in general strategic decision

summarize ____________

direct __________

In general ___________

definition ___________

diagram ___________


Text A TranslationText A Translation

Part 1 Translate the definitions of marketing into Chinese.



1. The all-embracing function that links the business with customers’ needs and

wants in order to get the right product to the right place at the right time

2. The achievement of corporate goals through meeting and exceeding

customers’ needs better than the competition

市场营销是指为了在恰当的时机，将合适的商品销售到有需求的人群所采取的一切基于消费者需求的商业行为；

__________________________________________________________________

_______________________________________________________________

市场营销是企业管理流程中有效发现、预测和满足消费者需求，并获得收益的环节；

__________________________________________________________________

_______________________________________________________________






3. The management process that identifies, anticipates and supplies customers’

requirements efficiently and profitably

市场营销是企业成功满足或甚至超越消费者需求，并据此胜过竞争对手的行为； __________________________________________________________________

4. Marketing may be defined as a set of human activities directed at facilitating


市场营销可以被定义为一系列针对帮助和完成交易而进行的人类活动。 __________________________________________________________________

5. Marketing is about meeting the needs and wants of customers.

市场营销旨在满足消费者的需求；__________________________________________________________________






6. Marketing is a business-wide function — it is not something that operates

alone from other business activities.

7. Marketing is about understanding customers and finding ways to provide

products or services which customers demand.

市场营销是涵盖广泛的商业行为——并非独立于其他商业活动； __________________________________________________________________

市场营销的核心是了解消费者，从而采用恰当的策略为消费者提供满足其需求的商品。

__________________________________________________________________

_______________________________________________________________



Part 2 Read the English sentences, paying attention to the colored expressions. Then translate the Chinese into English.



1. ... which directs managers to focus their efforts on identifying and satisfying

customers’ needs,...

我们应该将我们的努力集中于推动生意的发展和与供货商的合作

2. As Akio Morita, Sony’s visionary leader puts it...

如拿破仑 (Napoleon) 所说 , 进攻是最好的防御办法｡

We should focus our effort on boosting the business and cooperation with

our suppliers.

__________________________________________________________________

_______________________________________________________________

As Napoleon put it, attack is the best method of defense.__________________________________________________________________






3. In general, marketing activities are all those associated with identifying the

particular wants and needs of a target market of customers,...

总的来说 , 他是个很令人满意的员工｡

4. There are many different definitions of marketing.

公司必须对其目标下一个明确的定义｡

In general, he is quite a satisfactory employee. __________________________________________________________________

The company must give a clear definition of its goals. __________________________________________________________________






5. Marketing may be defined as a set of human activities directed at facilitating


批评都是针对该产品的生产者｡ Criticism was directed at the manufacturers of the product. __________________________________________________________________



Past 3 People are always surprised by the fact that the developing market, and even the big wheel in business history could make mistakes. Do you have some similar examples to share? What do they imply?



“I think there is a world market for about five

computers.”

President of IBM, 1943

“TV won’t be able to hold on to any market it

captures after the first six months. People will soon

get tired of staring at a plywood box every night.”

President of 20th Century Fox, 1946


Text B Text B

Reading

Comprehension

Vocabulary

Translation

Part 1

Part 2

Part 3

Part 4



Supplementary Part 1


Text B ReadingText B Reading



New Words and Expressionscustomize [] v. 定制 , 用户化 diversify [] v. 多样化 , 变化middleman [] n. 中间商 marketing mix n. 营销组合custom-built a. 定制的 , 定做的 line [] n. 产品线portability [] n. 可携带 , 轻便 optimum [] a. 最佳的institutional [] a. 机构的incur [] v. 引起 , 带来 ( 成本 , 花费等 ) elevate [] v. 提拔 , 提升 ; 提高dealer [] n. 经销商 , 商人communicative [] a. 能够提供信息的forceful [] a. 有说服力的 ; 强有力的 fuzzy [] a. 模糊的 , 含糊不清的distinct [] a. 截然不同的 ; 清楚的 , 明显的differential [] a. 差别的 , 不同的 niche [] n. ( 产品的 ) 商机 , 市场定位



1 Spanning over 20 years, Dell has always been associated with designing,

manufacturing, and products and services to satisfy a

range of customers including individual customers to corporate and retailing

businesses. Dell’s marketing strategy was simple and basic: cut out the

middleman and sell the product cheaper; offer great customer service by giving

the customers exactly what they want. The company’s philosophy of dealing with

customers one-on-one has become a management model for other companies.



Dell’s Marketing Strategy

customize vt. to make or change something according to the buyer’s or user’s needs

● We customize the website for every client so your site won’t look like everyone else’s.

customized a.

● The company specializes in customized computer systems.

customizing

diversify v. if a business diversifies, it starts making new products or offering new services ● We need to diversify our product lines.diversify into ● Many wheat farmers have begun to diversify into other forms of agriculture. ● The company is planning to diversify into other mining activities.

diversified





2 Product: Dell builds its computers, workstations, and

servers to order; none are produced for inventory.

Marketing Mix


based on... 过去分词短语做状语。custom built a. if a car, machine, etc is custom built, it is made according to the needs

of a particular buyer

● Call us for custom built engines and engine repairs, as well as modifications and

upgrades for all vehicles.

Dell’s customers could order custom-built servers and

workstations based on the needs of their applications.





3 Dell offers two of notebook computer systems. The Latitude line is

designed to address a wide range of business and organizational needs, including

powerful performance, portability, and flexibility.


line n. 1) a type of goods for sale in a shop ● This dress is one of our latest lines. ● The company has just launched a new line of small, low-priced computers.

2) a series of levels of authority within an organization ● There should be more direct discussion between managers and workers lower down

the line.

lines

who 引导定语从句。high performance a. modified to give superior implementation

aggressive a. very determined to succeed or get what you want

The Inspiron line is targeted to

the customers who require high-performance computer systems at aggressive

prices.

individuals or... businesses 并列做表语； that 引导定语从句，修饰 individuals 和businesses. optimum a. best; most likely to bring success or advantage ● A mixture of selected funds is an optimum choice for future security and return on

investment.

Typical customers are individuals or small-to-medium sized businesses that

individuals or... businesses 并列做表语； that 引导定语从句，修饰 individuals 和businesses. optimum a. best; most likely to bring success or advantage ● A mixture of selected funds is an optimum choice for future security and return on

investment.

require optimum performance for their investment.





4 Two lines of desktop computer systems are available. The OptiPlex line is

designed for corporate, institutional and small business customers who demand

highly-reliable, stable, manageable and easily serviced systems within networked

environments. The Dimension line is designed for small businesses and home

users requiring fast technology turns and high-performance computing.






5 Price: Dell’s product reflect the affordability of the local consumers.

For example, basing plants in Xiamen, China, Dell has been able to provide

products and services at the local prices without incurring additional costs to price.

Price reasonability and the availability of support, after-sales services have

elevated Dell’s position from others.


pricing n. ［ U ］ the act of deciding the price of something that you sell

● We adopt a competitive pricing policy.

price vt. to decide the price of something that is for sale

be priced at something

● Tickets are priced at ￡ 75 each.

pricings





6 Place: For this reason, Dell has been able to affect the location strategy aspect

of its marketing campaign.


本句主句是 customers develop trust ； As 引导原因状语从句； thereby achieving… 做结果状语； gaining…, and forming 并列做介词 of 的宾语。thereby ad. with the result that something else happens

thereby doing something

● Diets that are high in saturated fat and cholesterol tend to clog up our arteries,

thereby reducing the blood flow to our hearts and brains.

As Dell’s products are always available at the nearest

dealers, customers develop trust for the “local Dell” thereby achieving the

objective of gaining their trust in Dell’s products and services, and forming a

large and diversified consumer base.





7 Promotion: Michael Dell was a strong believer in the power of advertising and

frequently stressed its importance in the company’s strategy. He insisted that the

company’s ads be communicative and forceful, not soft and fuzzy. The company

regularly has prominent ads in such leading computer publications as PC Magazine

and PC World, as well as in USA Today, The Wall Street Journal, and other

business publications.






Global Positioning and Target Market

8 Dell’s consumer base is not a typical American or Canadian but a wide range

of customers from Asia, Latin America, and Europe as well, each with distinct

needs and requirements. As more and more consumers in developing regions like

China, Brazil, France, and India grow to appreciate computerized environment,

they also have complex needs.







so that 引导目的状语从句； in which... 是定语从句，修饰 markets. niche 1) n. an opportunity to sell a product or service to a particular group of people who have similar needs, interests etcniche in ●He spotted a niche in the market.2) n. if you find your niche, you find a job or activity that is very suitable for you ●He’s managed to create a niche for himself in local politics.3) relating to selling goods to a particular small group of people who have similar needs, interests etc ● A niche product is a product made and marketed for specialized uses. ● niche market: a small area of trade within the economy, often involving specialized products ●Lotus make luxury cars for a small but significant niche market.

Therefore, Dell should maintain differential but integrative marketing strategy so that the company has a niche in each of the markets in which it manufactures products.





Notes1. Dell 戴尔公司于 1984年由迈克尔 ·戴尔 (Michael Dell)创立 , 总部设在德克萨斯州的奥斯汀市 , 是全球领先的 IT 产品及服务提供商｡2. PC Magazine《个人电脑杂志》 ,月刊 , 是世界最著名的电脑刊物 ,也是全世界第一大 IT媒体 ZD 集团的旗舰刊物 , 以产品和技术评测著称｡3. PC World 《个人计算机世界》 ,月刊 , 是德国著名的全球性 IT专业杂志｡4. USA Today《今日美国》 , 是美国唯一的彩色版全国性对开日报｡5. The Wall Street Journal《华尔街日报》 , 是世界最具影响的商业财经报纸｡


Text B ComprehensionText B Comprehension

Part 1 Complete the table of the basic information of Dell according to the

passage.



Dell Inc.

Years in Business

Basic Marketing Strategy

Company’s Philosophy

Product Range

Lines of Notebook Computer System

Over 20 yeas

Cut out the middleman and sell the product cheaper; offer great customer service by giving the customer exactly what they want.

Deal with customers one on one. Computers, workstations, and servers.

The OptiPlex line and the Dimension line.

Sample



Part 1 Complete the table of the basic information of Dell according to the

passage.



Dell Inc.

Lines of Desktop Computer System

Pricing Strategy

Location Strategy

Characteristics of its Ads

Target Market

The OptiPlex line and the Dimension line.

Affordability and reasonability.

Availability at the nearest dealers.

Communicative and forceful.

America, Canada, Asia, Latin America, and Europe

Sample





Part 2 Decide whether the following statements are True or False.

1. Dell keeps large amounts of inventory so as to deliver the product as

soon as the customer places an order.

2. The target group of the Inspiron line is large businesses and

organizations.

3. The target group of the Dimension line is individual users and small

businesses.

4. Dell ensures low prices by using less expensive components.

5. The “local Dell” strategy helps Dell gain customers’ trust in its

products and after-sales services.

6. Dell should keep different but integrative strategies in different

markets in order to maintain its leading position in the industry.

T（）

F（）

F（）T（）

F（）

T（）


Text B VocabularyText B Vocabulary

Part 1 Complete the sentences with the following expressions. Change the

form where necessary.



incur distinct optimum forceful custom-built

line diversify portability elevate middleman

1. The learning needs of the two groups are quite from each other.

2. A mixture of selected funds is an choice for future security and

return on investment.

3. The advantage of the smaller model is its greater .

4. If a business, company, country, etc , it increases the range

of goods or services it produces.

5. If a car, machine, etc is , it is made according to the needs

of a particular buyer.

distinct _________

optimum __________

portability ___________

diversifies ____________

custom-built ____________





Part 1 Complete the sentences with the following expressions. Change the

form where necessary.

6. A is someone who buys things in order to sell them to someone

else, or who helps to arrange business deals for other people.

7. There are discounts on many items from our older .

8. Please detail any expenses by you in attending the interview.

9. Governments should adopt a more approach to improve the

environment.

10. These factors helped to the town into the list of the ten most

attractive ones in the country.

incur distinct optimum forceful custom-built

line diversify portability elevate middleman

lines _________

middleman __________

incurred ___________

forceful __________

elevate ____________



Part 2 Complete the sentences with the right form of the words in the brackets.



1. She holds a more (elevate) position in the company.

2. The company specializes in (customize) computer systems.

3. A (portability) computer is necessary when you travel on

business.

4. Our company offers (diversify) digital products.

5. We do not (differential) between our workers on the basis of

their backgrounds or ethnic origins.

6. This company makes no (distinct) between the sexes.

7. There is a lack of reasonably (price) apartment for rent.

8. They’ve just (computerize) the whole system.

elevated ___________

customized ____________

portable __________

distinction ____________

diversified ____________

differentiate _____________

priced __________

computerized ______________


Text B TranslationText B Translation

Part 1 Translate the following terms into Chinese.



1. marketing strategy 5. customer base

2. marketing mix 6. business publication

3. product pricing 7. global positioning

4. after-sales services 8. target market

市场营销策略 ____________________

营销组合 ____________________

产品定价 ____________________

售后服务 ____________________

客户基础 ____________________

商业刊物 ____________________

全球定位 ____________________

目标市场 ____________________


Text B TranslationText B Translation



1. 他从汽车商那里买了一辆旧汽车｡ (dealer)

2. 他成为一名公民 , 并因此获得了选举权｡ (thereby)

3. 他们发现市场上一个竞争不激烈的商机｡ (niche)

4. 你的所有开销都可以由公司偿付｡ (incur)

5. 我们的产品是为真正满足用户的需求而设计的｡ (address... needs)

Part 2 Translate the following sentences into English, using the expressions given in the brackets.

He bought a used car from a car dealer. ___________________________________________________________

He became a citizen, thereby gaining the right to vote. ___________________________________________________________

They spotted a niche in the market, with no serious competition. ___________________________________________________________

Any expenses you may incur will be chargeable to the company.___________________________________________________________

Our products are designed to address the needs of real users. ___________________________________________________________


Text B Supplementary ReadingText B Supplementary Reading

Put the following subheadings in the appropriate blank spaces in the passage.



Marketing Mix (4P’s)

1: Having the right products and services for your market.

2: Selling your products and services for an amount that makes your target

customers feel it’s a good deal.

3: Creating appropriate perceptions across multiple channels, including

print, direct mail, flyers, brochures, and postcards, TV or radio spots,

newspapers or magazines, ads online and more.

4: Distributing your products to locations where your target customers can

readily find them.

缺图

A. Promotion

B. Place

C. Product

D. Price

C____

D____

A____

B____


Real Life PracticeReal Life Practice



You work at Victory Business Machine Co., Ltd. Recently promoted, you are

appointed to make a marketing plan for a new line of computer “Xer”. It’s

advanced technically but not satisfactory in outlook. In addition, some

competitors have just launched their campaigns for their leading products.

Work with your colleagues to make your marketing plan creatively feasible.

Hints:

1. Take Dell as your primary competitor.

2. Browse www.dell.com and search the Web for your competitor’s information.

3. Be imaginative and create detailed information of your product by yourself.

4. Take Dell’s marketing strategy as a reference.





Marketing Plan of Victory Business MachineMarket Analysis

1. Target Market — Who are the customers?

(1) We will selling primarily to: Total Percent of Business

a. Individuals %

b. Institutional customers %

c. Wholesalers %

d. Retailers %

e. Government %

(2) We will be targeting customers by:

a. Product line The Xer line suits the target group because _________.

b. Geographic area The targeted areas are _________________________.

(3) How much will our selected market spend on our type of products and services

this coming year? $________





Marketing Plan of Victory Business Machine

2. Competition

(1) Who is our primary competitor?

(2) How competitive is the market? (High/Medium/Low)

Name

Address

Years in B usiness

Market in Business

Market Share

Pricing Strategy

Product Features

Service Features





Marketing Plan of Victory Business Machine

(3) List below your strengths and weaknesses compared to your competitors

(consider such areas as location, size of resources, reputation, services,

personnel, etc.):

Strengths Weaknesses

a. a.

b. b.

c. c.

1. Description of the Xer line and the services we provide._______________________________________________________________________________________________________________________________________________________________

Products and Services Analysis





2. Comparison

(1) What advantages does the Xer line have over those of the competitor (consider

such things as unique feature, patent, expertise, special training, etc)?

__________________________________________________________________

__________________________________________________________________

(2) What disadvantages does the Xer line have?

__________________________________________________________________

__________________________________________________________________





1. Product

(1) What kind of image do we want to have? (such as cheap but good,

exclusiveness, customer-oriented, or highest quality, etc)

________________________________________________

(2) List the features of Xer line:

________________________________________________

________________________________________________

Marketing Strategies — Market Mix





(1) The suggested price is $ _________; the markup on cost is __________%.

(2) The pricing strategy used is: _________.

a. competitive b. below competition c. premium price

(3) The reasons we use this strategy: ___________________________________

(4) Are our prices in line with our image? YES_____ NO_____

(5) Do our prices cover costs and leave a margin of profit? YES_____ NO_____

2. Price

(1) Our targeted areas: ______________________________________________

(2) The reasons we target these areas: _________________________________

(3) We get our materials and supplies from: _____________________________

3. Place





(1) These are things we wish to say about the business: _________________________________________________________________ _________________________________________________________________ (2) The advertising/promotion sources we will use are: _______

a. television b. radio c. direct mail d. Internet e. trade association f. newspaper g. magazines h. yellow pages i. billboard j. personal contacts

(3) The following are the reasons why we consider the media we have chosen to be the most effective: __________________________________________________________________________________________________________________________________

4. Promotion


Practical WritingPractical Writing

Mission Statement



Organizations which remain successful must develop and execute strategic

plans. To do so, they must understand what they are trying to accomplish. A

Mission statement is a brief statement that describes very concisely and

specifically what the organization is trying to accomplish. A written and publicized

mission statement is very valuable to achieving focus on the organizational

purpose. It helps define organizational goals for the business, helps managers at

all levels maintain alignment and focus on the organization’s business, and can be

used in creating a public image of the organization.





Mission Statement

Structure of a Mission Statement

The following elements can be included in a mission statement. Their

sequence can be different. It is important, however, that some elements

supporting the accomplishment of the mission be present and not just the mission

as a “wish”. They are:

purpose and values of the organization;

the business the organization wants to be in (products or services) or the

organizations’ primary “clients”;

the responsibilities of the organization towards these clients;

the main objectives which support the company in accomplishing its mission.





Be the best employer for our people in each community around the world;

Deliver operational excellence to our customers in each of our restaurants;

Achieve enduring profitable growth by expanding the brand and leveraging the

strengths of the McDonald’s system through innovation and technology.

Part 1 Read McDonald’s mission statement and see how it is composed.

McDonald’s Mission Statement

McDonald’s vision is to be the world’s best quick service restaurant

experience. Being the best means providing outstanding quality, service,

cleanliness and value, so that we make every customer in every restaurant smile.

To achieve our vision, we are focused on three worldwide strategies:





Part 2 Complete Apple Computer’s mission statement by translating the Chinese in the brackets.

Apple Computer’s Mission Statement

Apple Computer 1

(致力于保护环境 , 我们员工､客户及

全球社区的健康和安全 ) where we operate. We recognize that by integrating sound

environmental, health and safety management practices into all aspects of our business,

2 ( 我们可以提供创新科技的

产品和服务 ) while conserving and enhancing resources for future generations. Apple strives

for continuous improvement in our environmental, health and safety management systems

and in 3 ( 我们的产

品､过程和服务的环境质量 ).

is committed to protecting the environment, health and safety of

our employees, customers and the global communities

_____________________________________________________

_____________________________________________

we can offer technologically innovative products and services___________________________________________________

the environmental quality of our products, processes and services _________________________________________________________





Part 3 You’ve just developed a marketing plan for the Victory Business Machine. Now write a mission statement for your company.

Answer

Dell’s mission is to be the most successful computer company in the world at delivering

the best customer experience in markets we serve. In doing so, Dell will meet customer

expectations of:

●Highest quality

● Leading technology

● Competitive pricing

● Individual and company accountability

● Best-in-class service and support

● Flexible customization capability

● Superior corporate citizenship

● Financial stability

www.themegallery.com

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Unit 5 Marketing