市场营销_英文版
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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.
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
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12章
Learning Objectives (2 of 4)
12-3. Describe and discuss the major decisions involved in developing an advertising program.
12-4. Explain how companies use public relations to communicate wit
Description
Advertising
• Reaches masses of buyers at a low cost per exposure
• Builds a long-term image for a product • Can trigger quick sales • Has a public nature and is viewed as legitimate • Very expressive • Impersonal and lacks the direct persuasiveness of
Setting the Advertising Budget
Coca-Cola spends hundreds of millions of dollars annually, but is that “half enough or twice too much”?
Advertising Strategy
• Factors changing the face of today’s marketing communications:
– Changing consumers – Changing marketing strategies – Advancements in digital technology
市场营销基础知识[英文版]
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市场营销基础知识[英文 版]
To accompany A Framework for Marketing Management, 2nd Edition
Objectives
▪ Understand the new economy. ▪ Learn the tasks of marketing. ▪ Become familiar with the major
To accompany A Framework nd Edition
Marketing Defined
▪ The AMA managerial definition:
“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
▪ Learn how companies and marketers are responding to new challenges.
To accompany A Framework for Marketing Management, 2nd Edition
The New Economy
▪ Consumer benefits from the digital revolution include:
To accompany A Framework for Marketing Management, 2nd Edition
市场营销基础知识[英文 版]
To accompany A Framework for Marketing Management, 2nd Edition
Objectives
▪ Understand the new economy. ▪ Learn the tasks of marketing. ▪ Become familiar with the major
To accompany A Framework nd Edition
Marketing Defined
▪ The AMA managerial definition:
“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
▪ Learn how companies and marketers are responding to new challenges.
To accompany A Framework for Marketing Management, 2nd Edition
The New Economy
▪ Consumer benefits from the digital revolution include:
To accompany A Framework for Marketing Management, 2nd Edition
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!
【市场营销英文版】08Market Segmentation and Targeting1
Market Segmentation and Targeting
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Targeting
Types of Targeting Decisions: • Single-segment concentration • Selective specialization • Product specialization • Market specialization • Full market coverage
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Targeting
Types of Targeting Decisions: • Single-segment concentration • Selective specialization • Product specialization • Market specialization • Full market coverage
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
【市场营销英文版】09.Brand Equity
Brand Equity
Arguments against branding: •Costs •Parasites (others using your brand for their benefits) Pre-conditions usually needed for branding: •Financially strong •Marketing environment favorable to IPR protection •Focused on the long-term •Focused on excellence
Brand Eቤተ መጻሕፍቲ ባይዱuity
Leveraging Secondary Associations: Another method to build brand equity is to borrow it by linking brands with other existing entities. Linkages can be created with: •The company •Countries or geographic regions •Channels of distribution •Other brands •Characters •Spokespeople •Sporting and cultural events
Brand Equity
What is Brand Equity? Definition: The added value endowed to products and services, reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm.
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
市场营销第十四章(英文)
14-30
VIDEO CASE 14
MALL OF AMERICA: SHOPPING AND A WHOLE LOT MORE
14-31
VIDEO CASE 14
MALL OF AMERICA
1. Why has Mall of America been such a marketing success so far?
Multichannel Retailers
14-21
Mall of America TV Ad
LO4
What type of store location?
QuickTime?a nd a YUV420 codec decompressor are need ed to see this p icture .
LO4
RETAIL PRICING
Retailing Mix
Original Markup
Gross Margin
Maintained Markup
Markdown
14-19
RETAILING STRATEGY
LO4
RETAIL PRICING
Everyday Low Pricing (EDLP) Everyday Fair Pricing Benchmark or Signpost Items Off-Price Retailing
14-14
LO3
NONSTORE RETAILING
Automatic Vending
Direct Mail and Catalogs
14-15
LO3
NONSTORE RETAILING
Television Home Shopping
市场营销 第九章(英文)
• “Tiffany/Walmart” Strategies
9-7
LO1
Sporting News Baseball Yearbook
What market segmentation strategy is used?
9-8
LO1
Harry Potter
What market segmentation strategy is used?
• Organizational Synergy
• Customer Value
• Cannibalization
9-12
FIGURE 9-2 The five key steps in segmenting and targeting markets that link market needs to a firm’s marketing program
9-13
LO2
STEPS IN SEGMENTING AND TARGETING MARKETS
STEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS
Criteria to Use in Forming the Segments
• Simplicity and Cost-Effectiveness of Assigning Potential Buyers to Segments • Potential for Increased Profit • Similarity of Needs of Potential Buyers Within a Segment • Difference of Needs of Buyers Among Segments • Potential of a Marketing Action to Reach a Segment
9-7
LO1
Sporting News Baseball Yearbook
What market segmentation strategy is used?
9-8
LO1
Harry Potter
What market segmentation strategy is used?
• Organizational Synergy
• Customer Value
• Cannibalization
9-12
FIGURE 9-2 The five key steps in segmenting and targeting markets that link market needs to a firm’s marketing program
9-13
LO2
STEPS IN SEGMENTING AND TARGETING MARKETS
STEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS
Criteria to Use in Forming the Segments
• Simplicity and Cost-Effectiveness of Assigning Potential Buyers to Segments • Potential for Increased Profit • Similarity of Needs of Potential Buyers Within a Segment • Difference of Needs of Buyers Among Segments • Potential of a Marketing Action to Reach a Segment
市场营销学英文版最新版教学课件第8章
– Reducing the costs – Speeding up the process
Commercialization
• Introducing a new product into the market
• Considerations for launching a new product
Customer-centered new product development focuses on finding new ways to solve customer problems and create more customer-satisfying experiences.
Customer-Centered New Product Development (2 of 2)
Test Marketing (1 of 3)
• Introduces the product and its proposed marketing program into realistic market settings
• Gives the marketer an experience with marketing a product before full introduction
– Customer-centered new product development – Team-based new product development – Systematic new product development
Customer-Centered New Product Development (1 of 2)
8-3. Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle.
Commercialization
• Introducing a new product into the market
• Considerations for launching a new product
Customer-centered new product development focuses on finding new ways to solve customer problems and create more customer-satisfying experiences.
Customer-Centered New Product Development (2 of 2)
Test Marketing (1 of 3)
• Introduces the product and its proposed marketing program into realistic market settings
• Gives the marketer an experience with marketing a product before full introduction
– Customer-centered new product development – Team-based new product development – Systematic new product development
Customer-Centered New Product Development (1 of 2)
8-3. Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle.
市场营销英文版Chapter-13Marketing-Channels-and-Supply-Chain-Management
13 - 17
How a Distributor Reduces the Number of Channel Transactions
1 2 3 4 5 6 7 8 9
= Manufacturer
13 - 18
A. Number of contacts without a distributor MxC=3X3=9
13 - 2
Case Study
Caterpillar
Dominates world’s markets for heavy construction and mining equipment. Independent dealers are key to success Dealer network is linked via computers
13 - 1
Objectives
Comprehend how companies select, motivate, and evaluate channel members. Understand the nature and importance of marketing logistics and integrated supply chain management.
Factory
Ship
• Produce to forecast
Supplier
Ship
• Produce to forecast • Produce to order with lead time
13 - 8
What is a Supply Chain?
P&G or other manufacturer Jewel or third party Jewel Supermarket Customer wants detergent and goes to Jewel
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
市场营销学英文版最新版教学课件第3章
Demographic Environment (1 of 3)
• Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Customers
• Five types of customer markets
– Consumer markets – Business markets – Reseller markets – Government markets – International markets
Figure 3.2 - Major Forces in the Company’s Macroenvironment
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
• The U.S. population contains several generational groups:
– Baby Boomers – Generation X – Millennials (or Generation Y) – Generation Z
Demographic Environment (3 of 3)
Figure 3.1 - Actors in the Microenvironment
Introduction to Marketing(市场营销概论 英文版)1.5 production orientation
1.5.1 Firms concentrate on improving productive efficiency and bringing down costs公司专注于改善生产效率并 减少成本。understanding customer requirement was not important.了解顾客的要求不重要
• Figure1.1 1 identify needs and wants of specifically defined target markets确认目标 市场的需要和想要 2 decide which needs and wants to meet i.e. concentrate on certain segments of the target market决定满足哪些需要和想要 i.e.专注特定目 标市场的细分 3 design products and services of value which meet prospective customer’s needs设计满足潜在顾客需要的产品和服务 4 Test products and services and modify if necessary检测产品和服务，如 果有必要的话做出相应的修改 5 achieve organisational goals through customer satisfaction通过顾客的满 意实现组织的目标 6 continuous feedback连续的反馈
sales orientation销售导向：company sells what it makes，it does not make what it can sell公司卖它生产出的产品，而不生产它能卖 的产品.
1.5.2 The sales concept states that effective demand must be created through persuasion using sales techniques.销售概念表明通过销售技巧的说 服能创造出有效的需求
• Figure1.1 1 identify needs and wants of specifically defined target markets确认目标 市场的需要和想要 2 decide which needs and wants to meet i.e. concentrate on certain segments of the target market决定满足哪些需要和想要 i.e.专注特定目 标市场的细分 3 design products and services of value which meet prospective customer’s needs设计满足潜在顾客需要的产品和服务 4 Test products and services and modify if necessary检测产品和服务，如 果有必要的话做出相应的修改 5 achieve organisational goals through customer satisfaction通过顾客的满 意实现组织的目标 6 continuous feedback连续的反馈
sales orientation销售导向：company sells what it makes，it does not make what it can sell公司卖它生产出的产品，而不生产它能卖 的产品.
1.5.2 The sales concept states that effective demand must be created through persuasion using sales techniques.销售概念表明通过销售技巧的说 服能创造出有效的需求
市场营销英文作文
市场营销英文作文Marketing is all about understanding the needs and wants of your target audience. It's about creating a connection with them, and showing them how your product or service can fulfill their desires. This means reallygetting to know your customers, understanding their pain points, and figuring out how you can provide a solution.One of the most important aspects of marketing is communication. You need to be able to effectively communicate the value of your product or service to your target audience. This means using language and messaging that resonates with them, and speaks to their specific needs and desires. It's about creating a conversation with your customers, and showing them that you understand where they're coming from.In today's digital age, marketing is all about being where your customers are. This means having a strong online presence, and using social media and other digital channelsto reach and engage with your audience. It's about creating content that is relevant and valuable to your customers, and using it to build a relationship with them.In order to be successful in marketing, you need to be able to adapt and change with the times. This means being open to new ideas and technologies, and being willing totry new things. It's about being agile and flexible, and being able to pivot your strategy when necessary. Marketing is all about staying ahead of the curve and being able to anticipate and respond to changes in the market.At the end of the day, marketing is about building relationships. It's about creating a connection with your customers, and showing them that you understand and care about their needs. It's about being authentic and genuine, and showing them that you are more than just a company trying to sell them something. Marketing is about creating trust and loyalty, and building a long-term relationship with your customers.。
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● 微观市场营销学(micro-marketing)从个体（个 人和组织）交换层面研究营销问题。——企业福 利导向
● 当代营销研究的主流仍然是微观市场营销学。
● Objectives (学习目标) ------Page 3
●Key terms ●Notes
------page 14 ------page 14-15
1.1 What is marketing
1.1.1 The definition of marketing ① Page 3 ②Marketing: a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others.
● According to Maslow's hierarchy of needs, he divides human's needs into five levels: basic needs, safety needs, social needs, esteem needs and self-fulfillment needs. He usually uses a triangle or pyramid shape to describe his theory.
● A major part of a marketer's job is to develop a new product or service and then to stimulate customer wants for it by persuading people it can help them better satisfy one or more of their needs. For example, homeowners might buy a home security system to satisfy their need for personal safety.
1 needs, wants and demands
● Need: states of felt deprivation. ● The most basic concept underlying marketing is that
of human needs. Needs are the basic forces that drive customers to take action and engage in exchanges. ● We all have basic physical needs critical to our survival, such as food, drink, warmth, shelter, sleep and security. We also have social and individual needs critical to our psychological well-being, social need for belonging, love, esteem and individual needs for knowledge and self-fulfillment.
Main Content
人口经 济环境
供应 商
营销 中介
产品 分 目标 价 销 顾客 格
促销
技术自 然环境
基 本 公众 内 容
政治法 律环境
竞争者
社会文 化环境
要注意区别的几个问题
角度问题
营销人员与销售人员 宏观营销与微观营销
要注意的问题
营销人员与销售人员的区别
营销人员
销售人员
依赖于市场调研
International Marketing
Huili Shang Associate Professor
Doctor
Lectures design
1、2*15=30 2、Reference book:
Marketing : An introduction Gary Armstrong(加里·阿姆斯特朗) Philip Kotler(菲利普·科特勒) 3、Communication: if you have any question, don not hesitate to let me know.
依赖经验
试图从目标市场进行正 确的市场细分 时间用于计划上
从长期考虑
了解不同个性的买主
时间用于面对面的促销 上 从短期考虑
目的在于获得市场份额 目的在于促进销售 并赚取利润
宏观与微观营销
● 宏观市场营销学（macro-marketing）从社会 总体交换层面研究营销问题。它以社会整体利益 为目标，研究营销系统的社会功能与效用，并通 过这些系统引导产品和服务从生产进入消费，以 满足社会需要。——社会福利导向
1.1.3 basic elements of the marketing concept---P 4
● 1 needs, wants and demands ● 2 product ● 3 consumer value and consumer satisfaction ● 4 exchange, transaction and relationships ● 5 markets
市场营销的定义 ——菲利普·科Fra bibliotek勒的定义● 市场营销是一个社会 管理过程，在这个过 程中，个人和群体通 过创造、提供、与他 人交换有价值的产品 而满足自身的需要和 欲望。
1.1.2 Marketing and sales ---the marketing process on page 4
(1)Customer needs and wants (2)R&D (3)Engineering (4)Manufacturing (5)Customer value
● Question: do the marketers create human needs?
● Wants: the form human needs take as shaped by culture and individual personality.
● A person wants particular products, brands and services to satisfy a need. A person is thirsty and wants a Coke. A person is tired and wants a vacation in Shanghai.
● 当代营销研究的主流仍然是微观市场营销学。
● Objectives (学习目标) ------Page 3
●Key terms ●Notes
------page 14 ------page 14-15
1.1 What is marketing
1.1.1 The definition of marketing ① Page 3 ②Marketing: a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others.
● According to Maslow's hierarchy of needs, he divides human's needs into five levels: basic needs, safety needs, social needs, esteem needs and self-fulfillment needs. He usually uses a triangle or pyramid shape to describe his theory.
● A major part of a marketer's job is to develop a new product or service and then to stimulate customer wants for it by persuading people it can help them better satisfy one or more of their needs. For example, homeowners might buy a home security system to satisfy their need for personal safety.
1 needs, wants and demands
● Need: states of felt deprivation. ● The most basic concept underlying marketing is that
of human needs. Needs are the basic forces that drive customers to take action and engage in exchanges. ● We all have basic physical needs critical to our survival, such as food, drink, warmth, shelter, sleep and security. We also have social and individual needs critical to our psychological well-being, social need for belonging, love, esteem and individual needs for knowledge and self-fulfillment.
Main Content
人口经 济环境
供应 商
营销 中介
产品 分 目标 价 销 顾客 格
促销
技术自 然环境
基 本 公众 内 容
政治法 律环境
竞争者
社会文 化环境
要注意区别的几个问题
角度问题
营销人员与销售人员 宏观营销与微观营销
要注意的问题
营销人员与销售人员的区别
营销人员
销售人员
依赖于市场调研
International Marketing
Huili Shang Associate Professor
Doctor
Lectures design
1、2*15=30 2、Reference book:
Marketing : An introduction Gary Armstrong(加里·阿姆斯特朗) Philip Kotler(菲利普·科特勒) 3、Communication: if you have any question, don not hesitate to let me know.
依赖经验
试图从目标市场进行正 确的市场细分 时间用于计划上
从长期考虑
了解不同个性的买主
时间用于面对面的促销 上 从短期考虑
目的在于获得市场份额 目的在于促进销售 并赚取利润
宏观与微观营销
● 宏观市场营销学（macro-marketing）从社会 总体交换层面研究营销问题。它以社会整体利益 为目标，研究营销系统的社会功能与效用，并通 过这些系统引导产品和服务从生产进入消费，以 满足社会需要。——社会福利导向
1.1.3 basic elements of the marketing concept---P 4
● 1 needs, wants and demands ● 2 product ● 3 consumer value and consumer satisfaction ● 4 exchange, transaction and relationships ● 5 markets
市场营销的定义 ——菲利普·科Fra bibliotek勒的定义● 市场营销是一个社会 管理过程，在这个过 程中，个人和群体通 过创造、提供、与他 人交换有价值的产品 而满足自身的需要和 欲望。
1.1.2 Marketing and sales ---the marketing process on page 4
(1)Customer needs and wants (2)R&D (3)Engineering (4)Manufacturing (5)Customer value
● Question: do the marketers create human needs?
● Wants: the form human needs take as shaped by culture and individual personality.
● A person wants particular products, brands and services to satisfy a need. A person is thirsty and wants a Coke. A person is tired and wants a vacation in Shanghai.