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1、Unit 1 Trade Terms objectives1.To get a brief view of trade terms3. 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?vOther names: price terms/delivery termsvValue: important ingredientvContent: stand for2. W

2、hat do you know a bout the differences among these trade terms?vA. What are E-term, F-terms. C-terms?vB .The content Guess:Be relevant to what? Para. 1-para. 2buyer SellerE-termC-termsF-terms Para. 3-para. 4 (FOB)vWhat is the content of FOB?vWhat are the divisions of labor of the buyer and seller re

3、spectively? Para. 4Described the marketing manager as a “mixer of ingredients”1. The concept of Marketing-popularized the term “marketing mix”; 2. 12 ingredients Established the 4Ps modelJames CullitonNeil. H. BordenE. Jerome McCarthy 杰羅姆麥卡錫(E. Jerome McCarthy)v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(lái)

4、，發(fā)表論文多篇，并著有多本關(guān)于數(shù)據(jù)處理和市場(chǎng)營(yíng)銷(xiāo)方面的教科書(shū)。v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(guó)際會(huì)議。他還擔(dān)任許多知名企業(yè)市場(chǎng)營(yíng)銷(xiāo)顧問(wèn)，如DOW 化學(xué)公司、3M公司等。v麥卡錫教授一直走在市場(chǎng)營(yíng)銷(xiāo)研究領(lǐng)域的前沿。他對(duì)其編著的營(yíng)銷(xiāo)教科書(shū)多次進(jìn)行修訂，以緊跟時(shí)代發(fā)展的步伐。v E.Jerome McCarthy主要貢獻(xiàn)v二十世紀(jì)著名的營(yíng)銷(xiāo)學(xué)大師，美國(guó)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(yíng)銷(xiāo)學(xué)中，第一次提出了著名的“4P”營(yíng)銷(xiāo)組合經(jīng)典模型，即產(chǎn)品（Product）、價(jià)格（Price）、通路（Place

5、）、促銷(xiāo)（Promotion）。v4P理論的提出，是現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)理論最具劃時(shí)代意義的變革，從此，營(yíng)銷(xiāo)管理成為了公司管理的一個(gè)部分，涉及了遠(yuǎn)遠(yuǎn)比銷(xiāo)售更廣的領(lǐng)域?！苯裉欤瑹o(wú)論有多少新的營(yíng)銷(xiāo)名詞，無(wú)論有多少關(guān)于4P過(guò)時(shí)的說(shuō)法，4P都是營(yíng)銷(xiāo)管理理論的基石。 Another McCarthyv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。v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(huì)”（House Committee on Un-American Activities），在文藝界和政府部門(mén)煽動(dòng)人們互相揭發(fā)，許

6、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。 Therefore, pricing is strategic and tacticalPara. 6The potential buyer is affected by:vAbsolute level of the pricevIts relationship to competitive prices Para. 7vThe overall level of pricing-long termvDiscounts & special offers-short terms Para

7、. 9 Channels of distributionvA 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. 9T

8、he interrelations:vAttributes: determine price, how promoted, how distributedvPrice: promotional vehicle, channels of distributionvPromotion: involve the channels of distributionvPlace: constrained by product, price, promotional decisions Additional materialvThe difference between selling and marketing:vMarketing: definition ( all-embracing activity)vSelling: the sharp end of Marketing