職通商務(wù)英語第三冊第一單元教案unitTradeTerm
Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Click to edit Master title style,Unit 1 Trade Terms,objectives,1.To get a brief view of trade terms,3.To grasp the usages of new words,2.To be familiar with the mostly-used terms,Pre-reading questions:,1.What are the functions of trade terms?,Other names:,price,terms/,delivery,terms,Value:important ingredient,Content:stand for,2.What do you know a bout the differences among these trade terms?,A.What are E-term,F-terms.C-terms?,B.The content,Guess:B,e relevant to what?,Para.1-para.2,buyer,S,eller,E-term,C-terms,F-terms,Para.3-para.4(FOB),What is the content of FOB?,What are the divisions of labor of the buyer and seller respectively?,Para.4,Described the marketing manager as a“mixer of ingredients”,1.The concept of Marketing-popularized the term“marketing mix”;2.12 ingredients,Established the 4Ps model,James Culliton,Neil.H.Borden,E.Jerome McCarthy,杰羅姆,麥卡錫,(E.Jerome McCarthy),杰羅姆,麥卡錫是密西根州立大學(xué)教授。
1958,年獲明尼蘇達(dá)大學(xué)博士學(xué)位從教以來，發(fā)表論文多篇，并著有多本關(guān)于數(shù)據(jù)處理和市場營銷方面的教科書麥卡錫教授曾與全美多位教授共同合作從事研究工作，多次在南美、非洲及印度等地出席國際會議他還擔(dān)任許多知名企業(yè)市場營銷顧問，如,DOW,化學(xué)公司、,3M,公司等麥卡錫教授一直走在市場營銷研究領(lǐng)域的前沿他對其編著的營銷教科書多次進(jìn)行修訂，以緊跟時代發(fā)展的步伐E.Jerome McCarthy,主要貢獻(xiàn),二十世紀(jì)著名的營銷學(xué)大師，美國密西根大學(xué)教授杰羅姆,麥卡錫（,Jerome McCarthy,）于,1960,年在其第一版,基礎(chǔ)營銷學(xué),中，第一次提出了著名的“,4P”,營銷組合經(jīng)典模型，即產(chǎn)品（,Product,）、價格（,Price,）、通路（,Place,）、促銷（,Promotion,）4P,理論的提出，是現(xiàn)代市場營銷理論最具劃時代意義的變革，從此，營銷管理成為了公司管理的一個部分，涉及了遠(yuǎn)遠(yuǎn)比銷售更廣的領(lǐng)域今天，無論有多少新的營銷名詞，無論有多少關(guān)于,4P,過時的說法，,4P,都是營銷管理理論的基石Another McCarthy,麥卡錫是共和黨人，原在威斯康辛州擔(dān)任律師，,1942,年任巡回法院法官，,1946,年被選為參議員，,1952,年連選連任。
他任職參議員期間，大肆渲染共產(chǎn)黨侵入政府和輿論界，促使成立“非美調(diào)查委員會”（,House Committee on Un-American Activities,），在文藝界和政府部門煽動人們互相揭發(fā)，許多著名人士如演員查理,卓別林和“原子彈之父”羅伯特,奧本海默等都受到迫害，被指控為向蘇聯(lián)透露機(jī)密和為蘇聯(lián)充當(dāng)間諜T,herefore,pricing is strategic and tactical,Para.6,The potential buyer is affected by:,Absolute level of the price,Its relationship to competitive prices,Para.7,The overall level of pricing-,long term,Discounts&special offers-,short terms,Para.9 Channels of distribution,A channel of distribution is the complete sequence of marketing organizations involved in bringing a product form the producer to the consumer.A basic channel of distribution consists of the manufacturer,the wholesaler,the retailer,and the ultimate consumer.,Para.9,The interrelations:,Attributes,:determine price,how promoted,how distributed,Price,:promotional vehicle,channels of distribution,Promotion,:involve the channels of distribution,Place,:constrained by product,price,promotional decisions,Additional material,The difference between selling and marketing:,Marketing:definition(all-embracing activity),Selling:the sharp,end,of Marketing,Thank You!,。
