Unit 6 You Are What You Eat. After studying this section, you are required to have a general idea...

Unit 6 You Are What You Eat

After studying this section, you are required to

have a general idea of marketing and the elements of marketing;

understand the functions of marketing and the marketing mix;

know about the way of market segmenting and targeting.

Text A: Marketing Mix

Take IBM as an example

1. Can you recognize which company it is from the following website?

2. Can you name some of the household products of IBM?

3. Have you ever thought of why IBM could be so popular all of the world?

Answer the following questions:1. What is Marketing Mix? 2. How can we define the process of

marketing?3. Can you give an example to describe the

marketing process?4. What are the four Ps?5. How many different kinds of aspects

dies the “product” refer to? ?

Word Study.1. marketing tactics 营销策略。2. a cake mix 组合蛋糕。3. artisist’s palette 艺术家的调色板。4.the maeketer mixs the prime colours

(mix elements) in different quelities to deliveraparticular fianl colour 营销者不等量地混合主要色彩（混合各种要素）以调出最终的特定色彩。

5.such as niforms , facilities,or livery 如制服、设施或工作服。

6. mixer of ingredient s " 调料师 " 。7. subject to the internal and external

constraints of the marketing environment

受内外部营销环境的限制。

8. in order to create perceived value and generate a positive response.

以便创造已预测的价值并产生积极回应。9. tangible,physical products as well as

servics有形的实体产品以及服务。

10. suggested retail price建议零咨价格。11 ． volume discounts and wholesale

pricing 批量折扣优惠和批发定价。12. price discrimination价格分等。13. market

converage(inclusive,seective,or exclusive distribution) 市场覆盖 ( 总经销、局部分销或独家经销 ) 。

14.order processing 订单制作。15. promotional strategy(push,pull,etc)

促销策略（推促策略、前拉策略等）。

Answer the following questions about Marketing Mix.

1. What is Marketing Mix?2. How many ingredients does Marketing Mix

include? What are they?3. How many categories does Marketing Mix fall

into?4. When did Marketing Mix term become popular?5. How many different kinds of aspects does

the“product" refer to?

Check the exercises

Unit 6 Text BMarket

Selection

Market Segmentation

Market Selection

Market Targeting

Learning objectives

After studying this text, you should be able to :1. have a general idea of market segmentation;2. know about the way of market segmenting;3. know about the way of market targeting.

Task: (Review)To carry out a market reserch on how

a company selects market, then present your findings to the class.

It is Procter & Gamble. It sells laundry detergent, hand soap, shin

care lotions and so on .

Procter & GambleBody wash and soap

Think about…

Why would P&G introduce several brands in one category instead of concentrating its resources on a single leading brand?

Different people want different mixes of benefits from the products they buy.

Market segmentation

Useful words

1. segment ：1) v. to divide 分割2) n. any of the parts into which something can

be sut or divided 部分 e.g.The company dominates this segment of the

market.  这家公司控制了这一部分市场。 2. segmentation: n. division into segments 分割成部分 e.g. market segmentation 市场细分

Answer the following questions

1. Can a company choose the whole market as their target? Why?

2. What does Market Segmentation mean?3. What are the factors that can influence

the market segmentation? 4.Can you list any other factors to help

divide the market?5. What does a target market consist of?6. What are the market-coverage

strategies?

Structure of the text

Market segmentationMarket targeting

Q1: Can a company choose the whole market as their target? Why?

No company would be so naive or ambitious as to assume that it can satisfy all the needs and wants of all people.

Text:Marketing managers must “zero in on” one or

several ,but rarelly all, segments of the markets to make their efforts effective and successful.

注：1. zero in on: aim one’s attention directely towards 集中注意力于 e.g.1: The congressional opponents zeroed in on the

bill.  国会中的反对派把矛头集中指向那项议案。 e.g.2: The police zeroed in on two suspects who had

arrived three days before.  警察把注意力集中在 3 天前到达的两个可疑分子

身上。

Q2: What does Market Segmentation mean? Q3:What are the factors that can influence the market segmentation?

Market segmentation is the process of dividing the total market into several relatively homogeneous groups with similar product interests based on such factors as:

Demographic characteristicspsychographic characteristicsgeographic locationperceived product benefits.

Variables

注释：variable: n. something which can vary in quantity or size

( 可变因素；变量 )e.g. With so many variables, the exact cost

is difficult to estimate. 

Variables

1. Geographic variables2. Demographic variables3. Psychographic variables4. Product-use variables

Neighborhoods

Regions

Nations

1. Geographic variables

1. Geographic variables

Campbell sells

Cajun gumbo soup in Mississippi

and makes it cheese soup spicier in Texas .

In asia, where rice is a diet staple, Dicos successfully introduced an innovativerice burger

2. Demographic variables Dividing the market into groups

based on variables such as:– Age– Gender– Family size or life cycle– Income– Occupation– Education– Religion– Race– Generation– Nationality

Procter & Gamble boldly targets its Oil of Olay ProVital moisturizing creams and lotions at women over 50 years of age.

Age variable

3. Psychographic variables

People can also be grouped according to their attitudes, motives, activities and opinions.

Early in 50’s, Ford and Chevrolet were famous for their advertisements focused on different customers’ personalities.

independent, self-central man-like

conservative economical

4. Product-use variables

People buying the same product can be further divided according to their use of the product.

Take a ball-pen for example, teenagers in school like colorful, fancy and toy-like ball-pens, however, office clerks prefer sturdy, practical and reliable ones.

Q4:Can you list any other factors to help divide the market?

5. Behavioral SegmentationBehavioral segmentation :

The same person will require different products or services at different times

e.g. hungry customers

(occasion segmentation)

Behavioral Segmentation

Dividing the market into groups based on variables such as:– Occasions– Attitude toward product

Tasks:

1. Using the segmentation bases you’ve just read about, segment the skin cream market in our country.

2. Describe each of the major segments and sub segments.

Summary

1. Market segmentation2.Geographic variables3. Demographic variables4. Psychographic variables5. Product-use variables

Assignment

1. Finish the tasks; 2. Finish the exercises on P41

Thank you!