推荐-市场营销学双语课件2 6市场营销管理1 精品
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推荐-市场营销学双语课件2 6市场营销管理 精品
Achieve Marketing Objectives
Develop Marketing Plans & Budget
Marketing Implementation
Turn Marketing Plans into
Action Plans to Achieve Marketing Objectives
Control
Measure Results
Evaluate Results
Take Corrective
Action
营销规划程序
Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Markems Budgets Controls
–Market Targeting: evaluating and selecting which target segments to enter.
–Market Positioning: products distinctive and desirable place in the minds of target segments compared to competing products.
Developing Growth Strategies
产品/ 市场 扩展 矩阵
Existing Markets
Existing Products
1. 市场 渗透
New 2. 市场 Markets 开发
New Products 3. 产品 开发
4. 多元化发展
产品/ 市场 拓展矩阵
• 市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores.
Develop Marketing Plans & Budget
Marketing Implementation
Turn Marketing Plans into
Action Plans to Achieve Marketing Objectives
Control
Measure Results
Evaluate Results
Take Corrective
Action
营销规划程序
Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Markems Budgets Controls
–Market Targeting: evaluating and selecting which target segments to enter.
–Market Positioning: products distinctive and desirable place in the minds of target segments compared to competing products.
Developing Growth Strategies
产品/ 市场 扩展 矩阵
Existing Markets
Existing Products
1. 市场 渗透
New 2. 市场 Markets 开发
New Products 3. 产品 开发
4. 多元化发展
产品/ 市场 拓展矩阵
• 市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores.
国际市场营销双语教学教案ppt课件
国际市场营销双语教学教案ppt课件•课程介绍与教学目标•国际市场营销基本概念与理论•跨文化交流与沟通在国际市场营销中应用•产品策略在国际市场营销中实践•价格策略在国际市场营销中运用•渠道策略在国际市场营销中拓展•促销策略在国际市场营销中创新•总结回顾与展望未来发展趋势01课程介绍与教学目标介绍国际市场营销双语课程的开设背景，包括全球化趋势、国际交流需求等。
课程背景课程定位课程内容明确课程在国际市场营销专业中的地位和作用，以及与其他课程的联系和区别。
概述课程的主要内容和结构，包括国际市场分析、营销策略、跨文化沟通等。
030201国际市场营销双语课程概述掌握国际市场营销的基本概念和理论，了解国际市场的发展趋势和竞争状况。
知识目标能够运用所学知识分析国际市场的机会与挑战，制定有效的营销策略，并具备跨文化沟通的能力。
能力目标培养学生对国际市场营销的兴趣和热情，增强跨文化意识和国际视野。
情感目标教学目标与要求课程安排与考核方式课程安排介绍课程的学时分配、授课方式（线上/线下）、实践环节等。
考核方式明确课程的考核方式和标准，包括平时成绩、期末考试、实践报告等。
学习建议提供学习方法和建议，如课前预习、课后复习、小组讨论等。
02国际市场营销基本概念与理论定义国际市场营销是指企业在跨国经营活动中，通过市场调研、产品开发、定价、促销和分销等策略，满足不同国家和地区消费者需求，实现企业盈利目标的过程。
复杂性面临政治、经济、社会、技术等多方面的复杂因素。
风险性存在汇率波动、政治风险、文化差异等带来的风险。
跨国性涉及不同国家和地区的市场环境、消费者需求和文化背景。
国际市场营销定义及特点政治环境经济环境社会文化环境技术环境01020304分析目标国家的政治稳定性、政策连续性、对外关系等因素。
研究目标国家的经济发展水平、市场规模、消费者购买力等。
了解目标国家的文化传统、价值观念、消费习惯等。
关注目标国家的技术发展水平、创新能力和知识产权保护等。
第一章国际市场营销双语ppt课件
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
精品课件
1.1The Concepts of Marketing
Technological factors
• 社会文化因素 • 科技因素
精品课件
Monopolies
legislation
Environmental
protection laws
Taxation policyΒιβλιοθήκη Employment laws
Government policy
Legislation
P
S
精品课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
市场营销讲义英文共274页
information Maintains “healthy” skepticism Is ethical
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Associations Business Information
Good Marketing Research:
Is scientific Is creative Uses multiple methods Realizes the interdependence of
models & data Acknowledges the cost & value of
Objectives
Define value & satisfaction - understand how to deliver them
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Associations Business Information
Good Marketing Research:
Is scientific Is creative Uses multiple methods Realizes the interdependence of
models & data Acknowledges the cost & value of
Objectives
Define value & satisfaction - understand how to deliver them
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
国际市场营销双语-精品.ppt
国际市场营销学
2
Marketing Promotion
国际市场营销学
3
内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
9
1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易： 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
10
国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的：获取利润
Business Purpose: Earning profit 交换对象：商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.
市场营销双语教学PPT
to know and understand the customer so well that the product or service
fits him and sells itself.
Coping with (从事) exchange processes—part of this definition—calls for (要求) a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customer through creating, delivering, and communicating superior customer value.
loyal? 如何减少顾客需求的本钱并使顾客保持长 期的忠诚？
l How can we tell which customers are more important? 如何识别哪些顾客是更 重要的？
l
How
can
we
payback
from
communications?
的回报率？
measure
the
marketing
如何衡量来自营销沟通
1.2 Marketing concepts and tools营销观念与工具
Marketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.
fits him and sells itself.
Coping with (从事) exchange processes—part of this definition—calls for (要求) a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customer through creating, delivering, and communicating superior customer value.
loyal? 如何减少顾客需求的本钱并使顾客保持长 期的忠诚？
l How can we tell which customers are more important? 如何识别哪些顾客是更 重要的？
l
How
can
we
payback
from
communications?
的回报率？
measure
the
marketing
如何衡量来自营销沟通
1.2 Marketing concepts and tools营销观念与工具
Marketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.
市场营销学双语课件
• Customer Value – 顾客所得与所付出之比. 所得包括功能利益和情感利益;而所付出包 括金钱、时间、精力以及体力。
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异，是顾客的一种主 观感觉状态，是顾客对企业产品和服务满 足需要程度的体验和综合评估.
Societal Marketing Concept
社会 (人类 福利)
Societal Marketing Concept
顾客 (需求)
公司 (盈利)
营 销 管 理
为创造达到个人和机构目标的交换 ，而规划和 实施理念、产品和服务的构思、定价、分销和促销的过程。
需
求
管
理
发现 和 创造需求, 或者 改变 或 降低需求
盈利性 客户关系
吸引新的客户并 保留现有的客户
Marketing Management Philosophies
Production Concept Product Concept Selling Concept
Who Purchases Products and Services?
现实 购买者
Market –是指
某种产品的现实 购买者与潜在购 买者需求的总和.
潜在 购买者
Modern Marketing System
供应商 公司 （市场营销者）
环
竞争者
境
环
营销 中介
境
最终用户
Marketing Management
市场营销学双语课 件
商务策划学院同你一起 营销人生 策划成功
What is Marketing?
• 营销是个人和集体通过创造产品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异，是顾客的一种主 观感觉状态，是顾客对企业产品和服务满 足需要程度的体验和综合评估.
Societal Marketing Concept
社会 (人类 福利)
Societal Marketing Concept
顾客 (需求)
公司 (盈利)
营 销 管 理
为创造达到个人和机构目标的交换 ，而规划和 实施理念、产品和服务的构思、定价、分销和促销的过程。
需
求
管
理
发现 和 创造需求, 或者 改变 或 降低需求
盈利性 客户关系
吸引新的客户并 保留现有的客户
Marketing Management Philosophies
Production Concept Product Concept Selling Concept
Who Purchases Products and Services?
现实 购买者
Market –是指
某种产品的现实 购买者与潜在购 买者需求的总和.
潜在 购买者
Modern Marketing System
供应商 公司 （市场营销者）
环
竞争者
境
环
营销 中介
境
最终用户
Marketing Management
市场营销学双语课 件
商务策划学院同你一起 营销人生 策划成功
What is Marketing?
• 营销是个人和集体通过创造产品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
市场营销学双语课件汇总1
Brand Beliefs
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied would I be with each product?
information
•Advertising, salespeople •Receives most information
from these sources
•Mass Media •Consumer-rating groups
•Handling the product •Examining the product •Using the product
Few differences
between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
VarietySeeking Behavior
Habitual Buying Behavior
影响消费者行为的因素: 心理
Motivation
Beliefs and Attitudes
Psychological Factors
Perception
Learning
马斯洛的需求层次理论
Self Actualization
(Self-development)
Esteem Needs (self-esteem, status)
• Values
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied would I be with each product?
information
•Advertising, salespeople •Receives most information
from these sources
•Mass Media •Consumer-rating groups
•Handling the product •Examining the product •Using the product
Few differences
between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
VarietySeeking Behavior
Habitual Buying Behavior
影响消费者行为的因素: 心理
Motivation
Beliefs and Attitudes
Psychological Factors
Perception
Learning
马斯洛的需求层次理论
Self Actualization
(Self-development)
Esteem Needs (self-esteem, status)
• Values
《市场营销学》讲解课件(全)
定价方法与技巧
成本导向定价法
以成本为基础，加上一定的利润来制定价格。
竞争导向定价法
以竞争对手的价格为基础，根据企业自身的 竞争地位和市场份额来制定价格。
需求导向定价法
以市场需求为基础，根据消费者对商品价值 的认知和需求程度来制定价格。
心理定价法
利用消费者心理，采用一些心理技巧来制定 价格，如尾数定价、整数定价等。
产品观念
以产品为中心，认为只要产品质量好、功能全，就一定会畅 销。这种观念忽视了市场需求和竞争状况的变化。
推销观念
以推销为中心，通过大量推销和促销活动来刺激消费者购买。 这种观念适用于非渴求商品的销售和生产过剩的情况。
市场营销观念
以消费者需求为中心，强调整体营销活动和满足消费者需求 与欲望。这种观念是现代市场营销的主流观念。
06
分销渠道策略
BIG DATA EMPOWERS TO CREATE A NEW
ERA
分销渠道类型及特点
直接渠道
制造商直接将产品销售给最终消费者或用户，如上门推销、邮 购、电话销售、电视销售等。特点是渠道短、反应快、服务及 时、价格稳定。
间接渠道
制造商通过中间商将产品销售给最终消费者或用户。中间商包 括批发商、零售商、代理商等。特点是渠道长、覆盖面广、可 以实现专业化分工。
市场营销活动有助于企业实现产品价值，提 高销售收入和利润水平，增强企业经济实力。
在激烈的市场竞争中，有效的市场营销策略 可以帮助企业树立品牌形象，提高产品知名 度，从而增强企业竞争力。
市场营销观念演变
生产观念
以生产为中心，重视提高生产效率，降低成本，增加产量。 这种观念适用于生产力水平低、产品供不应求的卖方市场。
市场营销学双语课件
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异，是顾客的一种主 观感觉状态，是顾客对企业产品和服务满 足需要程度的体验和综合评估.
How do Consumers Obtain Products and Services?
• Exchanges -通过提供某种东西作为回报，从别人 那里取得所需物的行为 .
• Transactions -买卖双方价值的交换，它是以货币 为媒介的，而交换不一定以货币为媒介，它可以 是物物交换.
• Relationships -与其顾客、分销商、经销商、供应 商等建立起长期的互信互利关系.
Who Purchases Products and Services?
Market –是指 某种产品的现实 购买者与潜在购 买者需求的总和.
市场营销学双语课件
营销人生 策划成功
What品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
• More simply: Marketing is the delivery of customer satisfaction at a profit.
Core Marketing Concepts
需要、欲望 与需求
产品 和 服务
Core Marketing Concepts
市场
价值, 满意度, 和质量
交换, 交易, 和关系
What Motivates a Consumer to Take Action?
• Needs -通常是指对人类基本生存条件的满足期望 . i.e.比如人们需要食物、衣着、蔽护所、安全等。
•
9、一个人即使已登上顶峰，也仍要自 强不息 。上午 6时24 分59秒 上午6时 24分06 :24:592 0.8.17
How do Consumers Obtain Products and Services?
• Exchanges -通过提供某种东西作为回报，从别人 那里取得所需物的行为 .
• Transactions -买卖双方价值的交换，它是以货币 为媒介的，而交换不一定以货币为媒介，它可以 是物物交换.
• Relationships -与其顾客、分销商、经销商、供应 商等建立起长期的互信互利关系.
Who Purchases Products and Services?
Market –是指 某种产品的现实 购买者与潜在购 买者需求的总和.
市场营销学双语课件
营销人生 策划成功
What品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
• More simply: Marketing is the delivery of customer satisfaction at a profit.
Core Marketing Concepts
需要、欲望 与需求
产品 和 服务
Core Marketing Concepts
市场
价值, 满意度, 和质量
交换, 交易, 和关系
What Motivates a Consumer to Take Action?
• Needs -通常是指对人类基本生存条件的满足期望 . i.e.比如人们需要食物、衣着、蔽护所、安全等。
•
9、一个人即使已登上顶峰，也仍要自 强不息 。上午 6时24 分59秒 上午6时 24分06 :24:592 0.8.17
市场营销学英文课件
Understanding the Marketplace and Customer Needs
Copyright ◎ 2010 Pearson Education, Inc.
Chapter 1- slide 7
Understanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectations
Copyright ◎ 2010 Pearson Education,Inc.
12Chapter 1- slide 12
to go after
Designing a Customer-Driven Marketing StrategySelecting Customers to ServeDemarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it
Copyright ◎2010 Pearson Education, Inc.
Chapter 1- slide 14
Designing a Customer-Driven Marketing StrategyMarketing Management Orientations
15Chapter 1- slide 15
Capture value from
superioபைடு நூலகம் value
customers in return
and wants
P RIN CIPLES
Understanding the Marketplace and Customer NeedsCore Concepts· Customer needs, wants, and demands · Market offerings● Value and satisfaction· Exchanges and relationships● Markets
Copyright ◎ 2010 Pearson Education, Inc.
Chapter 1- slide 7
Understanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectations
Copyright ◎ 2010 Pearson Education,Inc.
12Chapter 1- slide 12
to go after
Designing a Customer-Driven Marketing StrategySelecting Customers to ServeDemarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it
Copyright ◎2010 Pearson Education, Inc.
Chapter 1- slide 14
Designing a Customer-Driven Marketing StrategyMarketing Management Orientations
15Chapter 1- slide 15
Capture value from
superioபைடு நூலகம் value
customers in return
and wants
P RIN CIPLES
Understanding the Marketplace and Customer NeedsCore Concepts· Customer needs, wants, and demands · Market offerings● Value and satisfaction· Exchanges and relationships● Markets
市场营销学双语资料
一、市场营销学双语资料1、企业跨国营销进展五个时期？the five stages of International MarketingDevelopment?国内营销〔domestic marketing〕、出口营销〔exporting marketing〕、国际营销〔international marketing〕、多国营销〔multinational markrting〕、全球营销〔global marketing〕2、企业哪几种形式进入外国市场？What kinds of forms to enter foreignmarkets?出口进入模式、投资进入模式、契约进入模式、互联网进入模式3、经营哲学演变五个时期？the five stages of the evolution of managementphilosophy?以生产为导向的传统营销观念〔traditional marketing concept〕以国外顾客为导向的营销新观念〔new marketing concept〕以外部环境为导向的营销战略观念〔stategic marketing concept〕以全球市场为导向的全球营销观念〔global marketing concept〕4、中间商按是否拥有所有权可分为哪两种？whether by ownership ofintermediaries which can be divided into two?经销中间商、代理中间商5、产品整体观念五个层次？the five levels of product?核心产品〔core product〕、一样产品〔actual product〕、期望产品〔expected product〕、附加产品〔augmented product〕、潜在产品〔potential product〕6、战略联盟分为哪三种类型？which is divided into three types of strategicalliances?水平战略联盟、垂直战略联盟、混合战略联盟7、波特提出哪三种竞争战略？Porter proposed three types of competitivestrategies ?总成本领先战略〔overall cost leadership〕差异化战略〔differentiation〕重点集中战略〔the narrow focus advantage〕8、出口方式进入国际市场，典型的间接分销渠道？371制造商—出口中间商—进口中间商—经销商—最终消费者9、定价的方法？pricing methods/techniques成本导向定价法〔cost-based pricing〕需求导向定价法〔demand-based pricing〕竞争导向定价法〔competition-based pricing〕10、重点竞争战略的概念？the concept of key competitive strategy ?重点集中战略是指企业或事业部将经营重点集中在市场或产品的某一部分。
《市场营销讲义》(英文)共275页PPT
51、 天 下 之 事 常成 于困约 ，而败 于奢靡 。——陆 游 52、 生 命 不 等 于是呼 吸，生 命是活 动。——卢 梭
53、 伟 大 的 事 业，需 要决心 ，能力 ，组织 和责任 感。 ——易 卜 生 54、 唯 书 籍 不 朽。——乔 特
55、 为 中 华 之 崛起而 读书。辈子，所以你要 适应孤 独，没 有人会 帮你一 辈子， 所以你 要奋斗 一生。 22、当眼泪流尽的时候，留下的应该 是坚强 。 23、要改变命运，首先改变自己。
24、勇气很有理由被当作人类德性之 首，因 为这种 德性保 证了所 有其余 的德性 。--温 斯顿． 丘吉尔 。 25、梯子的梯阶从来不是用来搁脚的 ，它只 是让人 们的脚 放上一 段时间 ，以便 让别一 只脚能 够再往 上登。
谢谢！
市场营销学英文版最新版教学课件第1章
Wants
• Form taken by human needs when shaped by culture and individual personality
Demands
• Human wants that are backed by buying power
Customer Needs, Wants, and Demands (2 of 2)
Staying close to customers: Target’s energetic new CEO
Market Offerings
• Products, services, information or experiences
– Offered to satisfy a need or want
Understanding the Marketplace and Customer Needs
• Five core customer and marketplace concepts:
– Needs, wants, and demands – Market offerings – Value and satisfaction – Exchanges and relationships – Markets
– Strong relationships are built by consistently delivering superior customer value.
Markets
• All actual and potential buyers of a product • Sellers and Consumers market • Customer-managed relationships
• Form taken by human needs when shaped by culture and individual personality
Demands
• Human wants that are backed by buying power
Customer Needs, Wants, and Demands (2 of 2)
Staying close to customers: Target’s energetic new CEO
Market Offerings
• Products, services, information or experiences
– Offered to satisfy a need or want
Understanding the Marketplace and Customer Needs
• Five core customer and marketplace concepts:
– Needs, wants, and demands – Market offerings – Value and satisfaction – Exchanges and relationships – Markets
– Strong relationships are built by consistently delivering superior customer value.
Markets
• All actual and potential buyers of a product • Sellers and Consumers market • Customer-managed relationships
国际市场营销(双语版) 国际市场营销管理
10.2 全球营销的组织结构
1. 影响组织结构的主要因素 · 1. 企业规模的大小——国内市场容量和国外市场容
量的总和及比例 · 2.运营的市场数目和所处的环境 · 3.产品的特性和多样性 · Features and diversity of the products
10.2.2 国际企业集权制
· 采用产品型组织结构的公司比较有弹性，因为当公司想发展 另一条与现有业务无关的产品线时，可以额外增加一个新的 产品部门；这种结构也有助于企业对各个产品系列给予足够 的重视，纺织企业忽略开发新产品和那些销售量虽小但有发 展潜力的产品。此方法的显著特征是分权化，部门领导有很 大的主动权，从而有较高的积极性；对国外市场环境的变化 反应敏感，增加新产品和减少老产品对企业整体活动不会产 生太大的影响。
· 一般来说，母公司偏重于经营计划。战略规划与经营计划 区别在于，前者的目的是决定营销目标和基本战略，而后 者的作用则在于将这些目标和战略付诸实施。前者是创造 性的原则计划，后者是从属于前者的具体计划。
10.1.2 国际市场营销企业计划的制订
· 1.确定任务 · 2.情况分析 · 3.确定企业目标 · 4.提出方案 · 5.评价和选择方案对方案进行评价和选择， · 6.预是一种在处理国内业务与国外业务的方式上没有 差异的组织形态。The global company is an organization form which has no difference in the way of dealing with domestic business and foreign business.
· 组织形式是否合适国际企业要受到许多因素的制约，这些因素主要有：企 业规模的大小——国内市场容量和国外市场容量的总和及比例；运营的市 场数目和所处的环境；产品的特性和多样性；国外市场层次的多少，国际 企业目标，企业国际化经验等也都会影响企业的组织结构。
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Control
Measure Results
Evaluate Results
Take Corrective
Action
营销规划程序
Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Marketing Strategy Action Programs Budgets Controls
Achieve Marketing Objectives
Develop Marketing Plans & Budget
Marketing Implementation
Turn Marketing Plans into
Action Plans to Achieve Marketing Objectives
Developing Growth Strategg Markets
Existing Products
1. 市场 渗透
New 2. 市场 Markets 开发
New Products 3. 产品 开发
4. 多元化发展
产品/ 市场 拓展矩阵
• 市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores.
• 基于竞争优势的营销战略
– Market-Leader – Market Challenger – Market-Follower – Market-Nicher
市场营销管理
Marketing Analysis of Company’s Situation
Marketing Planning
Develop Marketing Strategies to
–Market Targeting: evaluating and selecting which target segments to enter.
–Market Positioning: products distinctive and desirable place in the minds of target segments compared to competing products.
• 多元化: new products for new markets. How? Start up or buy new businesses.
市场营销在企业战略规划中的作用
• 目标市场选择过程
–Market Segmentation: determining distinct groups of buyers (segments) with different needs.
营销控制
Set Marketing Goals
Measure Performance
Evaluate Performance
Take Corrective Action
• 市场开发: develop new markets with current products. How? Identify new demographic or geographic markets.
• 产品开发: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products.