商務(wù)英語閱讀Unit9市場戰(zhàn)略與規(guī)劃

1、編輯課件Unit NineMarketing strategy and plan 編輯課件ObjectivesnGet the students to be familiar with the concept of marketing strategy.nCultivate the students ability of organizing.nHelp the students grasp the techniques for picking up important details. 編輯課件Section AnIntroduction nStrategies work out as pl

2、anned only when they are effectively implemented. Therefore, a marketing plan is a written statement of a marketing strategy and the time-related details for carrying out the strategy.編輯課件Pre-readingnBefore reading the following passage, answer the questions:n1. What do you think is marketing strate

3、gy?n2. Do you think there are any skills in planning marketing strategy?編輯課件Text The Importance of Marketing Strategy Planningn The conventional watchmakers both domestic and foreign had always aimed at customers who thought of watches as high-priced, high-quality symbols to mark special events like

4、 graduations or retirement. Advertising was concentrated around Christmas and graduation time and stressed a watchs symbolic appeal. Expensive jewelry stores were the main retail outlets.編輯課件n This commonly accepted strategy of the major watch companies ignored people in the target market that just

5、wanted to tell the time and were interested in a reliable, low-priced watch. Therefore, the U.S. Time Company developed a successful strategy around its Timex watches and became the worlds largest watch company. Timex completely upset the watch industry both foreign and domestic not only by offering

6、 a good product (with a one-year repair or replace guarantee) at a lower price, but also by using new, lower-cost channels of distribution. Its watches were widely available in drugstores, discount houses, and nearly any other retail stores that would carry them. 編輯課件n Marketing managers at Timex so

7、on faced a new challenge. Texas Instruments, a new competitor in the watch market, took the industry by storm with its low-cost but very accurate electronic watches using the same channels Timex had originally developed. Nevertheless, other firms quickly developed a watch that used a more stylish li

8、quid crystal display for the digital readout. Texas Instruments could not change quickly enough to keep up, and the other companies took away its customers. The competition became so intense that Texas Instruments stopped marketing watches altogether.編輯課件n While Timex and others were focusing on low

9、er-priced watches, Japans Seiko captured a commanding share of the high-priced gift market for its stylish and accurate quartz watches by obtaining strong distribution. All of this forced many traditional watchmakers like some of the once-famous Swiss brands to close their factories.編輯課件n Then Switz

10、erlands Swatch launched its colorful, affordable plastic watches and changed what consumers see when they look at their watches. Swatch promoted its watches as fashion accessories and set them apart from those of other firms, whose ads squabbled about whose watches were most accurate and dependable.

11、 Swatch was also able to attract new retailers by focusing its distribution on upscale fashion and department stores. The total size of the watch market increased because many consumers bought several watches to match different fashions. 編輯課件n The economic downturn in the early 1990s brought more ch

12、anges. Consumers were more cost conscious and less interested in expensive watches like those made by Rolex that were the “in” status symbol a few years earlier. The reemergence of value-seeking customers prompted Timex to return to its famous advertising tagline of the 1960s: “It takes a licking an

13、d keeps on ticking.” Its position as the inexpensive-but-durable choice has helped it strengthen its distribution and has given it a leg up in getting shelf space for new products, such as its Indiglo line of watches.編輯課件n By the turn of the century, the total market for watches was growing at only

14、about 5 percent a year. To spark higher sales of its lines, Timex pushed to introduce more watches that combine time-telling and other needs. For example, its womens fitness watch includes a pulse timer and on-screen displays; and its Internet Messenger watch, for about $ 100 and a monthly service c

15、harge, can receive short text messages, like an alert from the wearers stock broker that its time to sell. 編輯課件nOf course, all the new features can make a watch more complicated to use, so Timex is refocusing on the need for simple convenience with its iControl technology, which it promotes with tre

16、ndy ads and the tagline “Ridiculously easy to use.” Competitors are on the move as well. For example, Casio has a watch with a global positioning system and Swatch is considering a watch with a smart chip that will also make it a debit card. With such changes always underway, marketing strategies mu

17、st constantly be updated and revised. 編輯課件n Dramatic shifts in strategy, like those described above, may surprise conventional, production-oriented managers. But such changes should be expected. Managers who embrace the marketing concept realize that they cannot just define their line of business in

18、 terms of the products they currently produce or sell. Rather, they have to think about the basic consumer needs they serve, how those needs may change in the future, and how they can improve the value they offer to customers. If they are too nearsighted, they may fail to see whats coming until too

19、late.編輯課件n Creative strategy planning is becoming even more important. Domestic and foreign competition threatens those who cant provide superior customer value and find ways to build stronger relationships with customers. New markets, new customers, and new ways of doing things must be found if com

20、panies are to operate profitably in the future and contribute to the macro-marketing system. 編輯課件Post-readingAnswer the questions on the text.n1. What are the conventional stereotypes of watch and watch ads?n2. What are the differences of target market between Timex and Texas Instrument?n3. What are

21、 the particularities about Swatch?n4. What are the new retailers of Swatch?n5. What the can “Control” technology bring to customers?編輯課件Section B Reading skillsnHow to define the important details?nAsk yourself whether this detail supports the topic. If you ignore this detail, nAsk yourself whether

22、this detail conveys key information. If you delete this detail,nAsk yourself whether this detail is closely connected with other key details.nWhere is the key detail?nIt is in the examples, explanation or argument.nIt is digitals, time, statistics, or abbreviations. nIt is names, jargons, capitals,

23、or tables.編輯課件Speed Reading TasknLets have a glimpse of marketing strategy planning process. Use techniques for speed reading to find out the answers to Exercise 1 as quickly as possible.編輯課件True or falsen 1. _ The headline “sticks like Quattro” gives consumers the impression that Quattro can help t

24、he car to hold the road. n 2. _ If you develop a differentiated poison in U.S., the target customers will just move on. n 3. _ Trends in the internal market environment may make a potential opportunity more or less attractive. n 4. _ A specific screening criteria can help the manager define a better marketing plan. n 5. _ The basic idea behind S.W.O.T. analysis comes from Anilyas son feel adorable to some chemicals in standard detergents.