Marketing.ppt
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Marketing ppt
1-12 Copyright © 2007 Pearson Education Canada
Core Marketplace Concepts
• Customers have needs, wants and demands. • Marketers offer goods or services. • Customers seek value and satisfaction from offers. • Demands and offers result in exchanges, transactions and relationships. • Markets are all potential customers with a similar demand.
1-9
Copyright © 2007 Pearson Education Canada
Value and Satisfaction
Expectation
8
Performance
10
Expectation
10
Performance
8
If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high.
1-16
Copyright © 2007 Pearson Education Canada
Segmentation and Targeting
• Segmentation divides the market into groups of customers with varying needs and wants. • Targeting selects the right segment to nurture.
Core Marketplace Concepts
• Customers have needs, wants and demands. • Marketers offer goods or services. • Customers seek value and satisfaction from offers. • Demands and offers result in exchanges, transactions and relationships. • Markets are all potential customers with a similar demand.
1-9
Copyright © 2007 Pearson Education Canada
Value and Satisfaction
Expectation
8
Performance
10
Expectation
10
Performance
8
If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high.
1-16
Copyright © 2007 Pearson Education Canada
Segmentation and Targeting
• Segmentation divides the market into groups of customers with varying needs and wants. • Targeting selects the right segment to nurture.
商务英语阅读-unit-9-MarketingPPT课件
• 消费50美元可获得一张 抽奖券，并有机会从种 类丰富的电子产品中赢 取一款
12
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• top quality • 5% off • Free delivery • Within…
E.g. within 1 week • Money-back
guarantee
• 传统或现代款式 • 质量上乘
• 打95折 • 免费发货 • 在…时间/距离内
• 一年内退款保障
.
10
量身定做—参观家具展览室
• 由no matter + what等引导的让步状语从句。No matter后面接关系代词或关系副词引导状语从句在 句中作让步状语。
No matter what you do, you must be very careful.不管做什么事，你都必须非常细心。
.
8
No matter之后可用what以外的 关系代词或关系副词
• Top quality woods from Britain
• Modern furniture in different kinds of other materials
• 5% off every purchase of over 1,500.
12
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• top quality • 5% off • Free delivery • Within…
E.g. within 1 week • Money-back
guarantee
• 传统或现代款式 • 质量上乘
• 打95折 • 免费发货 • 在…时间/距离内
• 一年内退款保障
.
10
量身定做—参观家具展览室
• 由no matter + what等引导的让步状语从句。No matter后面接关系代词或关系副词引导状语从句在 句中作让步状语。
No matter what you do, you must be very careful.不管做什么事，你都必须非常细心。
.
8
No matter之后可用what以外的 关系代词或关系副词
• Top quality woods from Britain
• Modern furniture in different kinds of other materials
• 5% off every purchase of over 1,500.
商务英语Marketing 优质课件
marketing市场营销marketingconcept市场营销观念marketingmix市场营销组合productlifecycle产品生命周期buyerbehavior消费者购买行为marketingresearch市场营销调研marketingsegmentation市场细分twomajorfunctionsbusinesses
television, magazines. Internet, radio, videos, posters, cinema, direct mail, exhibitions and trade fairs, advertising in stadiums, and outdoor advertising such as billboards
Advertisonal communication of information paid for by an identified sponsor such as an individual or an organization
Modes of advertising
Product
A good is a physical object that can be purchased. A radio, a house, and a car are examples of a good. A service is an action or activity done for others for a fee. A product is a bundle of tangible and intangible attributes including packaging, colour, and brand, plus the services and even the reputation of the seller.
television, magazines. Internet, radio, videos, posters, cinema, direct mail, exhibitions and trade fairs, advertising in stadiums, and outdoor advertising such as billboards
Advertisonal communication of information paid for by an identified sponsor such as an individual or an organization
Modes of advertising
Product
A good is a physical object that can be purchased. A radio, a house, and a car are examples of a good. A service is an action or activity done for others for a fee. A product is a bundle of tangible and intangible attributes including packaging, colour, and brand, plus the services and even the reputation of the seller.
Marketing.PPT
营销观念同销售观念的区别
起点
工厂
中心
产品
手段
推销及促销
终点
通过销售获得利润
（1）销售观念
市场 顾客需要 整体营销 通过满足顾客需要获得利润
（2）市场营销观念
5、社会营销观念（Social Marketing Concept）
社会 （人类福利）
SMC
消费者 （满足欲望） 企业 （利润）
返回
第三节 客户关系管理
三、设计业务组合（Business Portfolio） 在公司使命陈述和目标指导下，管理层必 须规划自己的业务组合------构成公司业务 和产品的集合。 设计业务组合包括以下两步工作：
1、分析现有业务组合
分析现有业务组合又分为以下步骤： （1）识别公司关键业务，即战略业务单位 （SBU）。 （2）评估各战略业务单位（吸引力、应有 支持度）。
2、客户关系层次和密切顾客关系的工具
（1）关系层次：基本关系与全面关系 （2）密切顾客关系的具体营销工具： 增加财务利益、增加社会利益、增加结构 性利益 返回
第四节 21世纪的营销挑战
核心的一个主题是“联系” 一、与顾客的联系 1、精心挑选 2、终生联系 3、直接联系
二、与合作伙伴的联系 1、公司内部的联系
目录
第二章 公司与营销战略： 建立客户关系
第一节 战略规划 第二节 规划营销：协作建立客户关系 第三节 营销过程
第四节 管理营销努力
目录
第一节 战略规划
在特定情境、机会、目标、资源约 束下，每个公司必须找出最有价值 的策略，使得公司在自身目标、所 具技能以及市场机会之间保持可行 的适应性。这就是战略规划的核心 问题。
市场渗透 战略 市场开发 战略
市场营销 美国 MARKETINGppt课件
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is not:
‣ advertising ‣ selling ‣ common sense ‣ hucksterism ‣ manipulating
‣ Who Buys and Uses What is Marketed? ‣ Ultimate Customers ‣ Organizational Buyers
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
1
Marketing: Customer Value, Satisfaction, and Customer Relationships
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is:
‣ an organizational function ‣ a set of processes folivering
6.Describe how market orientation in the present era focuses on creating customer value, satisfaction, and customer relationships.
7.Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is not:
‣ advertising ‣ selling ‣ common sense ‣ hucksterism ‣ manipulating
‣ Who Buys and Uses What is Marketed? ‣ Ultimate Customers ‣ Organizational Buyers
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
1
Marketing: Customer Value, Satisfaction, and Customer Relationships
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is:
‣ an organizational function ‣ a set of processes folivering
6.Describe how market orientation in the present era focuses on creating customer value, satisfaction, and customer relationships.
7.Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.
市场营销PPTppt课件
• This concept leads towards “Marketing Myopia” which means organization fall with love with their existing products that they never think about other alternatives. If a organization is only focused in producing best desktop computers for customer without keeping in mind that customer is willing for portable solution such as laptop and PDA.
Production Concept
Customers buy the products which are produced on mass level at low cost and widely available in the market. This concept totally phase out customer, production take place without taking customers needs and wants into consideration. This concept works well when the demand of product is more than supply or product cost is required to be reduced by following the practice of mass production.
• Factors like pollution, population and health
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
学术英语(管理类) Unit 2 marketingppt课件
2 You can prepare yourself to move up in marketing by: a _l_e_a_rn_i_n_g_a_b_o_u_t_t_h_e_b_o_t_to_m__li_n_e__; b __fo_c_u_s_in_g__o_n_c_u_s_t_o_m_e_r_s_______; c __b_e_i_n_g_s_e_r_vi_c_e_o_r_ie_n_t_e_d_______.
Activity
完整版课件
4
Unit 2 Marketing
Activity
Lead-in
• Listen to a short talk and complete thhe top rung on the marketing career ladder is _c_h_ie__f _m_a_r_k_e_t_in_g__o_f_fi_c_e_r_(_C_M__O_)_.
• Overview • Beyond text • Discussion
─ Language building-up
• Specialized vocabulary • Signpost language • Formal English
完整版课件
6
Unit 2 Marketing
Text A
Critical reading and thinking
完整版课件
8
Unit 2 Marketing
Text A
Critical reading and thinking
Overview
— Definition
Translate these definitions of Marketing.
Activity
完整版课件
4
Unit 2 Marketing
Activity
Lead-in
• Listen to a short talk and complete thhe top rung on the marketing career ladder is _c_h_ie__f _m_a_r_k_e_t_in_g__o_f_fi_c_e_r_(_C_M__O_)_.
• Overview • Beyond text • Discussion
─ Language building-up
• Specialized vocabulary • Signpost language • Formal English
完整版课件
6
Unit 2 Marketing
Text A
Critical reading and thinking
完整版课件
8
Unit 2 Marketing
Text A
Critical reading and thinking
Overview
— Definition
Translate these definitions of Marketing.
Introduction-to-marketing-市场营销全英PPT课件
needs and wants. • Design a customer-driven marketing strategy. • Construct an integrated marketing program
that delivers superior value. • Build profitable relationships and create
social, and individual needs. • Physical needs: Food, clothing, shelter, safety • Social needs: Belonging, affection • Individual needs: Learning, knowledge, self-
expectations.
Introduction to Marketing
Marketing Management
The art and science of choosing target markets and building profitable relationships with them.
• Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
expression
Want: Form that a human need takes, as
that delivers superior value. • Build profitable relationships and create
social, and individual needs. • Physical needs: Food, clothing, shelter, safety • Social needs: Belonging, affection • Individual needs: Learning, knowledge, self-
expectations.
Introduction to Marketing
Marketing Management
The art and science of choosing target markets and building profitable relationships with them.
• Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
expression
Want: Form that a human need takes, as
Marketing
• Market myopia: the mistake of paying more attention to the specific products a company offers than to the benefits and experinces produced by these products. • Smart marketers look beyond the attributes of the products and services they sell, but create brand experinces for consumers. • “Consumers want more than attributes and benefits, and even solutions. They want delightful shopping, usage, and service experiences they look forward to, time after time.”fey, CEO of Procter&Gamble
•Marketing is the art and science of finding, retaining, and growing profitable customers.
The marketing process
Homework
• Using one of the cafés as an example, define marketing and explain the goal of marketing. How does the company achieve its marketing goal?
Customer Value and Satisfaction
市场营销基础知识(PPT 95页)
第25页
市场营销决策基础——
营销环境分析
第26页
市场营销决策制定程序
业务 单位 任务
外部 环境 分析
内部 条件 分析
制定 营销 目标
•市场细分 •选择目标
市场
•定位
第27页
一、市场营销环境
企业的营销环境由市场营销之外的、 影响营销管理能 力的所有因素构成。
营销管理能力是指成功地发展和保持同目标顾客关系 的能力。
市场营销基础知识
导读
第一部分：前言 第二部分：市场营销的核心概念 第三部分：市场营销思想的演变 第四部分：市场营销的过程及成功的特征 第五部分：市场营销的环境分析 第六部分：消费者购买行为分析 第七部分：确定细分市场和选择目标市场 第八部分：制定营销组合方案——4PS理论
第1页
前言
• 市场营销的理论是二十世纪初起源于美国的一门应用学科，科学性和 艺术性是它的双重特征,自诞生以来一直处在不断变革和发展之中。
第16页
小结：营销思想的演变
• 生产观念——以生产为中心 以量取胜 以产定销 • 产品观念——以产品为中心 以质取胜 以产定销 • 推销观念——以推销为中心 以销取胜 以产定销 • 营销观念——以顾客为中心 以适销对路取胜 以销定产 • 社会营销观念——以社会整体需求为中心 以社会整体效益最大取
胜 以产定销 • 战略营销观念——以企业战略发展要求为中心 以竞争为基础
采购后的行为
不采取行动 承受心理压力
不
满
停 止购 买
意
要求商家补偿
采取行动 向周围人诉说
采取暴光方式
采取法律方式
第44页
（三）影响因素分析
文化因素
(1文化和亚文化的影响 文化是指一套基本的价值观念以及偏好和习惯 亚文化是文化的细分，它基于地域、宗教和种族 三种渠道传播文化：家庭、教育机构和社会环境
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New Product Development
• Process A. Idea Generation B. Screening C. Business Planning and market analysis D. Product Development and Selection E. Test Marketing F. Commercialization
• Business Products
Equipment goods, Raw material, semi-finished goods, maintenance repair and operating goods, component parts and business services.
Equipment goods => Capital and Accessory
The Process of Adoption
• Adoption process (P310) A. Knowledge stage B. Persuasion C. Decision D. Implementation E. Confirmation
Diffusion Theory
• Five categories of adopters A. Innovators B. Early adopters C. Early majority D. Late majority E. Laggards
Price, Quality and Value
• Value = Quality / Price
External influences on Customer Price Perceptions
• Reference Prices
• Pricing cues: Sale Signs, Odd-number pricing, purchase context and price bundling and rebates.
• 4 stages
Servitization
1. Aftersales product support 2. Aftersales services designed to complement
the core product 3. Full line services 4. Servitization
Pricing For New Propositions
• Marketing Skimming Price (P355)
• Marketing Penetration Price
Pricing In The B2B Setting
• Geographical Pricing • Negotiated Pricing • Discount Pricing • Value-in-use Pricing • Relationship Pricing • Transfer Pricing • Economic Value To The Customer Pricing (EVC)
Chapter 9 Price Decisions
• Case of P&O ferries How to design the ticket pricing policy?
Concept of Pricing and Cost
• Pricing • Cost Fixed cost and Variable cost
C. Augmented product: consists of the embodied product plus all those other factors that are necessary to support the purchase and any post-purchase activities.
Marketing
Vincent
Chapter 8 The Marketing Mix Principle
• Case of 3M Low volume, high-priced product Or High volume, low-priced product?
Product Level
• Three forms
Product Range, Line and Mix
• Product Mix • Product Line • Product Item
Product Lifecycle
• Five Distinct Stages (P299) A. Development B. Introduction C. Growth D. Maturity E. Decline
A. The core product : consists of the real core benefits or service
B. Embodied product: consists of the physical good or delivered service that provides the expected benefit
Branding
• To differentiate • Brand Personality (P316)
Branding
• Brand Strategies • Brand policies • Brand equity
It is a measure of the value of a brand A. Brand value B. Brand strength C. Brand description
Classifying
• Consumer Products (P294)
A. Durable and Non-durable goods B. Convenience products, Shopping products , Specialty products and
unsought products. B1. Convenience products => Staple, Impulse and Emergency
Pricing Approaches
• Cost-oriented (P342)
Price = Cost / (1 – mark-up)
• Demand-oriented • Competitor-oriented • Value-oriented
Pricing Policies
• List pricing • Loss-leader pricing • Promotional pricing • Segmentation pricing • Customer-centric pricing