外语系

纺织商务英语

Textile Business English

Module Six

Marketing

Task 2

Marketing a product

1. To master some expressions about marketing a product.2. To learn theories about product marketing 3. To know how to find markets for new products

Learning Objectives

Lead-in—Group discussion

1. How do people market a product?

2. When talking about marketing, what should be considered first?

3. How is marketing prepared?

Useful expressions and patterns We have now developed a new product. These kinds of products are very popular among young

people. I hope we will have a chance to continue our

conversation later. Your new service sounds good but your processes are

unacceptable. I come here today to show you our new products. May I take the liberty to introduce our goods to you? Our products are very good in quality, and the price is

low. Our new product will soon be on the market. If any of the item is of interest to you, please let me

know. I’d still like to study your products a bit further.

Listening Dialogue 1 Notes to the dialogue 1. carpet 地毯 2. super grade woolen carpet 高级羊毛地毯 3. 80 miles woolen carpets 80道羊毛地毯 4. natural color woolen carpets 天然色羊毛地毯 5. natural color animal hair rugs 天然色动物毛地毯 6. artistic tapestries 艺术挂毯 7. They excel for their workmanship, color, design and durability. 制

品工艺精湛，色彩鲜艳，图案丰富多彩，经久耐用。 8. Aesthetic Design Beijing Design, Floral Design and Scenery Desi

gn. 美术式、北京式、彩花式、景物式。 9.pamphlets 宣传册

Dialogue 2

Notes to the dialogue

1. selling points 卖点2. Our product is brightly colored and beautifully designed. 我们的产品色彩艳丽，设计精美。

3. conform to 符合

Listening

Dialogue 2

What is the purpose of Li Cheng coming to your company?

How is his product better than the competitor’s?

What are the selling points? What is the quality standard?

ListeningDialogue 3

Notes to the dialogue 1. bed sheets 床单 2. bedspreads 床罩 3. bath towels 浴巾 4. tablecloth 桌布

Listening A: Could you tell me what items you export? B: Sure. （我们主要从事家纺产品，如床单、床罩、浴巾等等） .

A: （你们出口桌布吗） ? B: Yes, we do. That’s within our line of business. A: （能看一下你们的产品目录和宣传册吗） ? B: Here you are. They will give you a good idea of the products we handl

e. A: It seems there’s a great variety to choose from. B: （你一定会发现有感兴趣的产品） ? A: Well, could you leave these with me? I’d like to look at them carefully

and see what we can do. B: Certainly.

Passage Reading

Product marketing

Reading and Analyzing

Brainstorming Question What are the important elements for

doing product marketing?

Product marketing Product marketing deals with the first of the "4

P"'s of marketing, which are Product, Price, Place, and Promotion. Product marketing, as opposed to product management, deals with more outbound marketing tasks. For example, product management deals with the nuts and bolts of product development within a firm, whereas product marketing deals with marketing the product to prospects, customers, and others. Product marketing, as a job function within a firm, also differs from other marketing jobs such as marketing communications ("marcom "), online marketing, advertising, marketing strategy, etc.

Product marketing A Product Market is something that is referred to

when pitching a new product to the general public. The people you are trying to make your product appeal to is your consumer market. For example: If you were pitching a new video game console game to the public, your consumer market would probably be the adult male Video Game market (depending on the type of game). Thus you would carry out market research to find out how best to release the game. Likewise, a massage chair would probably not appeal to younger children, so you would market your product to an older generation.

Product marketing Product marketing in a business addresses five important

strategic questions: What products will be offered (i.e., the breadth and depth

of the product line)? Who will be the target customers (i.e., the boundaries of

the market segments to be served)? How will the products reach those (i.e., the distribution

channel and are there viable possibilities that create a solid business model

At what price should the products be offered? How will customers be introduced to the products (i.e.,

advertising)? Product marketing vs. product management

Product marketing Product marketing frequently differs from product

management in high-tech companies. Whereas the product manager is required to take a product's requirements from the sales and marketing personnel and create a product requirements document (PRD), which will be used by the engineering team to build the product, the product marketing manager can be engaged in the task of creating a Marketing Requirements Document (MRD), which is used as source for the product management to develop the PRD.

Product marketing In other companies the product manager creates both the

MRDs and the PRDs, while the product marketing manager does outbound tasks like giving product demonstrations in trade shows, creating marketing collateral like hot-sheets, beat-sheets, cheat sheets, data sheets, and white papers. This requires the product marketing manager to be skilled not only in competitor analysis, market research, and technical writing, but also in more business oriented activities like conducting ROI and NPV analyses on technology investments, strategizing how the decision criteria of the prospects or customers can be changed so that they buy the company's product vis-a-vis the competitor's product, etc.

Product marketing

One issue that faces Product Marketers is that they are chartered with developing much of the content for the various constituents (sales, marcom, customers, blogs, etc.). Creating content tends to be given more value than the actual research and thinking that is behind all the content.

Product marketing In smaller high-tech firms or start-ups, product marketing and

product management functions can be blurred, and both tasks may be borne by one individual. However, as the company grows someone needs to focus on creating good requirements documents for the engineering team, whereas someone else needs to focus on how to analyze the market, influence the "analysts", and understand longer term market direction. When such clear demarcation becomes visible, the former falls under the domain of product management, and the latter, under product marketing. In Silicon Valley, in particular, product marketing professionals have considerable domain experience in a particular market or technology or both. Some Silicon Valley firms have titles such as Product Marketing Engineer, who tend to be promoted to managers in due course.

Product marketing The trend that is emerging in Silicon Valley is for c

ompanies to hire a team of a product marketing manager with a technical marketing manager. The Technical marketing role is becoming more valuable as companies become more competitive and seek to reduce costs and time to market. Another trend is to have one Product Marketing Manager per group of Product Managers. This is the model that leads to the issue of PMMs being pressured to write content instead of connecting with the market.

New Words and Expressions 1. Product, Price, Place, and Promotion 产品、价格、

销售渠道、促销 2. outbound 向外的 3. nuts and bolts 具体细节 4. pitching 投；掷；扔 5. product requirements document (PRD) 产品需求

文档 6. Marketing Requirements Document (MRD) 市场

需求文档 7. marketing collateral 市场宣传资料 8. constituents 成分 9. blur 模糊；朦胧 10. demarcation 划定界限

Group Discussion

1. How many ways can you refer to when marketing a product? 2. What are the most effective ways to market a product? 3. Have you found any problems in marketing a product?

Assignment

Work in groups of up to six. Collect information and materials from the Internet. Prepare for a presentation to introduce how to conduct promotion and advertising activities. (The presentation should be facilitated by ppt)

Reference For more topic-related information , Pease refer to the following websites:

http://marketing.about.com/http://www.cycnet.com/cms/2004/englishcorner/transl

ation/200507/t20050726_27900.htmhttp://www.apmforum.com/columns/china20.htmhttp://www.bicsi.com.cn/english/dir/internet-marketing.

htm