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,杰罗姆,麦卡锡,(E.Jerome McCarthy),杰罗姆,麦卡锡是密西根州立大学教授。
1958,年获明尼苏达大学博士学位从教以来，发表论文多篇，并著有多本关于数据处理和市场营销方面的教科书麦卡锡教授曾与全美多位教授共同合作从事研究工作，多次在南美、非洲及印度等地出席国际会议他还担任许多知名企业市场营销顾问，如,DOW,化学公司、,3M,公司等麦卡锡教授一直走在市场营销研究领域的前沿他对其编著的营销教科书多次进行修订，以紧跟时代发展的步伐E.Jerome McCarthy,主要贡献,二十世纪著名的营销学大师，美国密西根大学教授杰罗姆,麦卡锡（,Jerome McCarthy,）于,1960,年在其第一版,基础营销学,中，第一次提出了著名的“,4P”,营销组合经典模型，即产品（,Product,）、价格（,Price,）、通路（,Place,）、促销（,Promotion,）4P,理论的提出，是现代市场营销理论最具划时代意义的变革，从此，营销管理成为了公司管理的一个部分，涉及了远远比销售更广的领域今天，无论有多少新的营销名词，无论有多少关于,4P,过时的说法，,4P,都是营销管理理论的基石Another McCarthy,麦卡锡是共和党人，原在威斯康辛州担任律师，,1942,年任巡回法院法官，,1946,年被选为参议员，,1952,年连选连任。
他任职参议员期间，大肆渲染共产党侵入政府和舆论界，促使成立“非美调查委员会”（,House Committee on Un-American Activities,），在文艺界和政府部门煽动人们互相揭发，许多著名人士如演員查理,卓别林和“原子弹之父”罗伯特,奥本海默等都受到迫害，被指控为向苏联透露机密和为苏联充当间谍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!,。
