最新市场营销英文ppt
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市场营销英文课件(PPT)
Even small changes in an existing product can make it new.
A company can add new products through acquisition of other companies.
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After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
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International Product and Brand Strategy
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The question of Diversification v.s Standardization.
For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much.
The products include the tangible products and intangible services or a combination of them.
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2.1 Consumer Products
A company can add new products through acquisition of other companies.
第十六页，共三十八页。
第十七页，共三十八页。
第十页，共三十八页。
After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
第二页，共三十八页。
International Product and Brand Strategy
第三页，共三十八页。
The question of Diversification v.s Standardization.
For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much.
The products include the tangible products and intangible services or a combination of them.
第五页，共三十八页。
2.1 Consumer Products
市场营销学英文版最新版教学课件第3章
Suppliers (2 of 2)
Honda has developed healthy, long-term supplier relationships.
Marketing Intermediaries (1 of 2)
• Marketing intermediaries help the company to
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
Figure 3.1 - Actors in the Microenvironment
The Company
• Interrelated groups in a company form the internal environment
• Departments share the responsibility for understanding customer needs and creating customer value.
Learning Objective 3-2 Summary
• Demographic environment
– Age and family structures – Geographic population shifts – Education characteristics – Population diversity
Learning Objective 3-1
市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
市场营销英文版05.Customer Value and Customer Relationships.ppt
Provide the Value: Activities •Product development •Service development •Pricing •Sourcing and Making •Distributing and Servicing
Often referred to as a part of Tactical Marketing.
Customer Value
Factors that shape customer expectations: •Past buying experiences •Friends’ and associates’ advice •Marketers’ and competitors’ information and promises
3Vs: Value Segment, Value Proposition, Value Network (Kumar of LSB)
Customer Value
Defining Value and Satisfaction:
Customers always seek to gain the greatest benefit at the least cost.
Customer Value
The Value Creation and Delivery Sequence: the three major steps
•Choose the Value •Provide the Value •Communicate the Value
Customer Value
Customer Value
Customer satisfaction is important too!
Often referred to as a part of Tactical Marketing.
Customer Value
Factors that shape customer expectations: •Past buying experiences •Friends’ and associates’ advice •Marketers’ and competitors’ information and promises
3Vs: Value Segment, Value Proposition, Value Network (Kumar of LSB)
Customer Value
Defining Value and Satisfaction:
Customers always seek to gain the greatest benefit at the least cost.
Customer Value
The Value Creation and Delivery Sequence: the three major steps
•Choose the Value •Provide the Value •Communicate the Value
Customer Value
Customer Value
Customer satisfaction is important too!
“市场营销”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
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
市场营销学英文版最新版教学课件第11章
Learning Objective 11-3
Discuss the major trends and developments in retailing.
Segmentation, Targeting, Differentiation, and Positioning Decisions (2 of 2)
Which Wich Superior Sandwiches succeeds by positioning itself strongly away from larger competitors.
First Stop: Walmart The World’s Largest
Retailer-the World’s Largest Company
“Save money. Live better.” Says Walmart’s CEO, “We’re obsessed with delivering value to customers.”
• Omni-channel retailing: Creating a seam-less crosschannel buying experience that integrates in-store, online, and mobile shopping
Types of Retailers
– Everyday low pricing (EDLP) – High-low pricing
Promotion Decision
• Retailers use various combinations of the five promotion tools:
– Advertising – Personal selling – Sales promotion – Public relations (PR) – Direct and social media marketing
市场营销学双语课件1PPT13WhatisMarketing课件
Marketing Management
Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
不是从消费者需求出发而是从企业生产出发 改善 生产和渠道认为消费者会欢迎质量最优、性能最好 和功能最多的产品产生于20世纪20年代末至50年代前表现为 “我卖什么，顾 客就买什么”以满足顾客需求为出发点即“ 顾客 需要什么，就生产什么”社会的福利
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.
现实购买者
潜在购买者
Modern Marketing System
供应商
最终用户
营销中介
竞争者
公司（市场营销者）
环 境
环 境
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.
Marketing Management
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。
发现 和 创造需求, 或者改变 或 降低需求
需 求 管 理
市场营销讲稿(英文版)(ppt 36页)
The aim of Marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or services fits… and sells itself. (Drucker, 1973)
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
consists of all activities that bring buyers and sellers together
Analysis, Plan, implement, control
Marketing mix(4ps)
Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
consists of all activities that bring buyers and sellers together
Analysis, Plan, implement, control
Marketing mix(4ps)
Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and
市场营销学英文PPT
Chapter 1- slide 15
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Production concept is the idea that consumers will favor products that are available or highly affordable
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 3
What Is Marketing?
The Marketing Process
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 4
• Value and satisfaction
Marketers
• Set the right level of expectations • Not too high or low
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 8
Chapter 1- slide 6
Understanding the Marketplace and Customer Needs
• Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want • Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
国际市场营销英文精选课件
Products(13,14) Place/Channels(15) Price (18) Promotion(16,17)
1-6
CHAPTER ONE
The Scope and Challenge of International Marketing
1-7
Key terms
INTERNATIONAL MARKETING
1-1
Textbook
International Marketing(16th edition)
Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)
1-2
New and expanded topics in the 16th edition
1-13
(4)The Marketing Process
A. Design a customer-driven marketing strategy B. Build profitable relationships and create customer delight C. Construct an integrated marketing program that delivers superior value
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
hibit 1.2 Selected U.S. Companies and Their International Sales
1-6
CHAPTER ONE
The Scope and Challenge of International Marketing
1-7
Key terms
INTERNATIONAL MARKETING
1-1
Textbook
International Marketing(16th edition)
Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)
1-2
New and expanded topics in the 16th edition
1-13
(4)The Marketing Process
A. Design a customer-driven marketing strategy B. Build profitable relationships and create customer delight C. Construct an integrated marketing program that delivers superior value
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
hibit 1.2 Selected U.S. Companies and Their International Sales
市场营销2(英文PPT25
Demographic
Cultural Political
Key Forces in tቤተ መጻሕፍቲ ባይዱe
Macroenvironment
Economic Natural
Technological
Demographic environment
Changing age structure of the population
Part One
Understanding marketing and the marketing process
Lecture Three
The marketing Environment
At a glance
Describe the environmental forces that affect the economy’s ability to serve its customers
Growing Ethnic Diversity
Age Structures
Education
Key Demographic
Trends
Changing Family
Structure
Geographic Shifts
Economic environment
Changes in income
income distribution
Explain the key changes in the political and cultural environments
Discuss how companies can react to the marketing environments
The Company’s Microenvironment
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
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Generalized disadvantage: Limited to the relevant system, our center is limited to form of the advertising promotion.
Internal disadvantage: Our center in the medical service, medical process, and employee discipline has a certain gap with competitors.
2、SWOT Analyse
Advantage
Geographical advantage：Zijing Road No. 226,
Xiangzhou District, Zhuhai city, the geographical position is superior; the traffic is convenient.No.4, No.5, No.10A, No.10, No.11, No.13, No.16, No.32, No.55 bus pass.
Zhuhai YANGGUANG Hospital plastic surgery center
Consumer
The age composition:According to a sample survey of business data,consumers in the Cosmetic surgery medicine,women accounted for more than 96%.23 years old 45% 24-30 years old 28.7%
Disadvantage
Start disadvantage: Our center formally put into operation in the market for a short time. In the aspect of brand awareness is far lower than the competitors over the years accumulated marketing public relations. “YiHan” Management Limited Company is lack of mature operation experience of plastic surgery market, operating mostly stay in the market in early stage.
Price advantage：Our center with the project fees comost around 20%
Financial advantage：he strong expectation of long-
term development of enterprises，for the timely payment request is not high, a slow steady brand construction use， and the opportunity from the public point of brand reputation, to avoid the risk of industry experience of social public opinion caused by.
Zhuhai Luda Orthopaedic Hospital
Fang Hua Cosmetic surgery
Hui Ai Hospital plastic surgery center
Korean Plastic surgery counseling centers in Zhuhai
市场营销英文ppt
1.Marketing environment analysis.
PoliticEconomy
Society Technical
Industry Product
Competition
Local major competitors：
LAIYIN (Zhuhai) cosmetic surgery hospital
MEHAN Medical Beauty
Zhuhai PINGAN Plastic Surgery Center
ZhuhaiMacao medical cosmetic plastic surgery clinic
Zhuhai Kowloon Cosmetic surgery Hospital
Hardware disadvantage：In the ward conditions, equipment, office facilities have a certain gap with competitors.
Personnel disadvantage: After the management and staff reorganization, we face the running in period, it will cause certain influence to work efficiency. The doctor less, the overall quality of service personnel should be improved, equipment is backward and incomplete. Social resources shortage and lack of talents.
31-40 years 20% 41-50 years, 5% 1.3% over 50 years.Consumption surgery Item structure: 8% of major surgery,92% of minor surgery .
On the whole, the main target consumer group of 20-34 year-old female, the span of age is 14 years.Secondary target consumer group is 35-44 years old, The span of age is 9 years old.
Internal disadvantage: Our center in the medical service, medical process, and employee discipline has a certain gap with competitors.
2、SWOT Analyse
Advantage
Geographical advantage：Zijing Road No. 226,
Xiangzhou District, Zhuhai city, the geographical position is superior; the traffic is convenient.No.4, No.5, No.10A, No.10, No.11, No.13, No.16, No.32, No.55 bus pass.
Zhuhai YANGGUANG Hospital plastic surgery center
Consumer
The age composition:According to a sample survey of business data,consumers in the Cosmetic surgery medicine,women accounted for more than 96%.23 years old 45% 24-30 years old 28.7%
Disadvantage
Start disadvantage: Our center formally put into operation in the market for a short time. In the aspect of brand awareness is far lower than the competitors over the years accumulated marketing public relations. “YiHan” Management Limited Company is lack of mature operation experience of plastic surgery market, operating mostly stay in the market in early stage.
Price advantage：Our center with the project fees comost around 20%
Financial advantage：he strong expectation of long-
term development of enterprises，for the timely payment request is not high, a slow steady brand construction use， and the opportunity from the public point of brand reputation, to avoid the risk of industry experience of social public opinion caused by.
Zhuhai Luda Orthopaedic Hospital
Fang Hua Cosmetic surgery
Hui Ai Hospital plastic surgery center
Korean Plastic surgery counseling centers in Zhuhai
市场营销英文ppt
1.Marketing environment analysis.
PoliticEconomy
Society Technical
Industry Product
Competition
Local major competitors：
LAIYIN (Zhuhai) cosmetic surgery hospital
MEHAN Medical Beauty
Zhuhai PINGAN Plastic Surgery Center
ZhuhaiMacao medical cosmetic plastic surgery clinic
Zhuhai Kowloon Cosmetic surgery Hospital
Hardware disadvantage：In the ward conditions, equipment, office facilities have a certain gap with competitors.
Personnel disadvantage: After the management and staff reorganization, we face the running in period, it will cause certain influence to work efficiency. The doctor less, the overall quality of service personnel should be improved, equipment is backward and incomplete. Social resources shortage and lack of talents.
31-40 years 20% 41-50 years, 5% 1.3% over 50 years.Consumption surgery Item structure: 8% of major surgery,92% of minor surgery .
On the whole, the main target consumer group of 20-34 year-old female, the span of age is 14 years.Secondary target consumer group is 35-44 years old, The span of age is 9 years old.