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(lái)，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)銷方面的教科書(shū)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)銷顧問(wèn)，如,DOW,化學(xué)公司、,3M,公司等麥卡錫教授一直走在市場(chǎng)營(yíng)銷研究領(lǐng)域的前沿他對(duì)其編著的營(yíng)銷教科書(shū)多次進(jìn)行修訂，以緊跟時(shí)代發(fā)展的步伐E.Jerome McCarthy,主要貢獻(xiàn),二十世紀(jì)著名的營(yíng)銷學(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)銷學(xué),中，第一次提出了著名的“,4P”,營(yíng)銷組合經(jīng)典模型，即產(chǎn)品（,Product,）、價(jià)格（,Price,）、通路（,Place,）、促銷（,Promotion,）4P,理論的提出，是現(xiàn)代市場(chǎng)營(yíng)銷理論最具劃時(shí)代意義的變革，從此，營(yíng)銷管理成為了公司管理的一個(gè)部分，涉及了遠(yuǎn)遠(yuǎn)比銷售更廣的領(lǐng)域今天，無(wú)論有多少新的營(yíng)銷名詞，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(huì)”（,House Committee on Un-American Activities,），在文藝界和政府部門煽動(dòng)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!,。