Unit 1 Developing Marketing & Corporate Strategies

案例導(dǎo)入　Lead-in

Based on the following pictures, what can you tell us about marketing and marketing strategy?

1. How do you know marketing?

2. How many marketing terms do you have in your mind?

3. Explain some basic concepts in marketing in English: i.e. wants, demands, exchange, transaction, market.

4. How do customer needs & requirements get developed into new products?

5. Choice of Distribution Channel: distributors, direct sales, private label.

6. Distributor geographic coverage-exclusive areas?

7. Sales force organization and territory coverage.

8. Degree of technical support required for sales efforts.

9. Marketing & sales programs (by class of trade)

10. To what extent are some products made to order and not inventoried?

11. To what extent does manufacturing capabilities match marketing requirements?