国外商学院营销课件week 3PGBM 15 - Marketing Mix
合集下载
国际营销英文版最新版教学课件unit15
Channel-of-Distribution Structures 2 of 5
Import-Oriented Distribution Structure
• Importer controls fixed supply of goods
• Limited supply sold at high price to small group of customers • Demand for products exceeds supply • Market penetration and mass distribution not necessary
• Japanese system changing
• U.S. government’s Structural Impediments Initiative, deregulation, Walmart causing some changes
• Ultimately, local merchants must demand quality products and competitive and fair prices
• Ideally, company will control or be involved in process through various channel members to final consumer
• Selection of middlemen a high priority
Exhibit 15.3 International Channel-ofDistribution Alternatives
Channel-of-Distribution Structures 5 of 5
全球营销英文版最新版教学课件第1章
~Jagdish Bhagwati~
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
国际市场营销双语-精品.ppt
国际市场营销学
2
Marketing Promotion
国际市场营销学
3
内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
9
1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易： 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
10
国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的：获取利润
Business Purpose: Earning profit 交换对象：商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.
国外商学院营销课件week2 PGBM 15 - Induction Slides
Marketing Intelligence Reports E-Books
SunSpace:
Lecture Materials Case Studies Videos
Student Support: /studentlife/support/
AMA, 1964
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”
Bargaining power of customers
Threat of new entrants
Next…
Lecture: Marketing Mix
More Theory….More Fun!
Monday – 13:00 – 14:00
Module Guide & Reading list will be made available soon! Please keep an eye on SunSpace
Life as an MBA Student:
The Hard Worker: 70% - 95%
The Optimist: 55% - 70%
Ronnie..*&%$@
The Escapist: Fail The final verdict…
Things I ‘Like’:
SunSpace:
Lecture Materials Case Studies Videos
Student Support: /studentlife/support/
AMA, 1964
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”
Bargaining power of customers
Threat of new entrants
Next…
Lecture: Marketing Mix
More Theory….More Fun!
Monday – 13:00 – 14:00
Module Guide & Reading list will be made available soon! Please keep an eye on SunSpace
Life as an MBA Student:
The Hard Worker: 70% - 95%
The Optimist: 55% - 70%
Ronnie..*&%$@
The Escapist: Fail The final verdict…
Things I ‘Like’:
国外商学院营销课件PGBM15Services
}
It creates difficulties in applying segmentation strategies and matching the company’s offerings to intended targets
}
It is therefore costly to internationalise services that are difficult to separate the production and consumption processes
}
}
This problem is further complicated by fluctuations in the pattern of demand and supply e.g. seasonality If sales projection is wrong, service providers will need to turn customer away OR suffer losses due to unsold services
}
Unlike production of tangible products, it is difficult to ‘standardize’ the production of services due to their variable nature
}
Challenge for service providers to ensure a predetermined standard of quality and satisfaction level across all markets
- Grove & Fisk (1983)
国际市场营销全套课件
• International cooperation is increasing • Economic growth is slowing • Developing economies are catching up • Competition is intensifying
Globalization
IM2
INTRODUCTION
International Marketing: NOTES HAU Fall2011 PROFESSOR ANDREI
RIBALKIN Based on CGB
Outline
• Course Characteristics • Fundamentals of Marketing • Fundamentals of International Business • IM Definition • Marketing Tasks for International
The shift towards a more integrated and interdependent world economy
Two components:
• The globalization of markets=The merging of distinctly separate national markets into a glob complicated for the international environment because there are more uncontrollable factors
Major Obstacles
• The self-reference criterion (SRC)=unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.
Globalization
IM2
INTRODUCTION
International Marketing: NOTES HAU Fall2011 PROFESSOR ANDREI
RIBALKIN Based on CGB
Outline
• Course Characteristics • Fundamentals of Marketing • Fundamentals of International Business • IM Definition • Marketing Tasks for International
The shift towards a more integrated and interdependent world economy
Two components:
• The globalization of markets=The merging of distinctly separate national markets into a glob complicated for the international environment because there are more uncontrollable factors
Major Obstacles
• The self-reference criterion (SRC)=unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.
国外商学院营销课件PGBM 15_BrandM
Brand Management
sudipta.das@
Sudipta Das (Ronnie)
Branding is a major component of product strategy
The ability to develop and nurture effective brands is probably the single most important skill set within the marketer’s professional toolkit Brands communicate valuable information to the consumer
Symbolic Brands
Semiotics
Intimacy -> Emotional Investment -> Trust
Brand Value
Functional Brands
Easy choice -> Dependability -> Safe Choice
Low involvement Inexpensive Frequent Snack Soap
Need/Opportunity Recognition
Information Search
Evaluation of Alternatives
Purchase
Outcome of Purchase
Classical Model Of Consumer Choice
Source: Elliott & Percy (2007, p.6)
Consumer
The Community Approach (2001)
sudipta.das@
Sudipta Das (Ronnie)
Branding is a major component of product strategy
The ability to develop and nurture effective brands is probably the single most important skill set within the marketer’s professional toolkit Brands communicate valuable information to the consumer
Symbolic Brands
Semiotics
Intimacy -> Emotional Investment -> Trust
Brand Value
Functional Brands
Easy choice -> Dependability -> Safe Choice
Low involvement Inexpensive Frequent Snack Soap
Need/Opportunity Recognition
Information Search
Evaluation of Alternatives
Purchase
Outcome of Purchase
Classical Model Of Consumer Choice
Source: Elliott & Percy (2007, p.6)
Consumer
The Community Approach (2001)
全球营销英文版最新版教学课件第3章
• Some concern for further growth with the rise of left-leaning politicians
3-17
Common Market of the South (MERCOSUR)
• Argentina, Brazil, Paraguay, Uruguay, Venezuela • Customs union, seeks to become common market
• 4.2 million people • 93% literacy rate • Over 3,000
companies • Crime is nearly
nonexistent
3-23
The European Union (EU)
• Initially began with the 1958 Treaty of Rome • Objective is to harmonize national laws and
• PTAs give partners special treatment and may discriminate against others
• Over 300 PTAs have been notified to the WTO
3-6
Hierarchy of PFTs
CET = Common External Tariffs
• Includes the elimination of internal barriers to trade (as in free trade area)
• AND establishes common external barriers to trade (as in customs union)
3-17
Common Market of the South (MERCOSUR)
• Argentina, Brazil, Paraguay, Uruguay, Venezuela • Customs union, seeks to become common market
• 4.2 million people • 93% literacy rate • Over 3,000
companies • Crime is nearly
nonexistent
3-23
The European Union (EU)
• Initially began with the 1958 Treaty of Rome • Objective is to harmonize national laws and
• PTAs give partners special treatment and may discriminate against others
• Over 300 PTAs have been notified to the WTO
3-6
Hierarchy of PFTs
CET = Common External Tariffs
• Includes the elimination of internal barriers to trade (as in free trade area)
• AND establishes common external barriers to trade (as in customs union)
国际市场营销学培训讲义(英文版)PPT课件( 22页)
Marketing Mix
4CS
Product customer wants and needs
Price
customer cost
Promotion customer communication
Place
customer convenience
6PS
----Political ----Public relation 10PS ----Probing ---Partition ---Prioritizing ---position
- To take advantages of the regulations and polices of domestic and foreign market - To acquire resources. - To avoid risk - To expand product life cycle
- The attractiveness of International market
- The saturation of domestic market needs and intensive market competition
- (be continue)
The scope and challenge of International Marketing
International corporations…. These companies’ business were located all around
the world….. More and more companies engage in International
marketing….. See next page Let’s try to think some Chinese International companies…. again, try to think about some foreign-owned Chinese companies….
中职教育-国际营销英语课件：Unit 3 Marketing mix.ppt
Unit 3
Marketing mix
Marketing mix
• It is a planned mix of the controllable elements in a marketing plan, traditionally termed as 4Ps: product, price, place, and promotion. (McCarthy in 1960)
price
• factors influencing pricing:
Internal factors
Cost Marketing strategy Sales objectives Pricing executive (What else?) …
External factors
The market (e.g. demand and supply relationship) Consumers Competition Government intervention (What else?) …
• Personal selling ----responsive ----impressive ---Байду номын сангаасpersuasive ----flexible But… ----expensive ----dependent on sales force
• Sales promotion e.g. discounts, free samples, coupons, free gifts, store display,
• New product development ——an integrated process
• Support service ----the Augmented part of a product (e.g. Installation, training in use, repairing…)
Marketing mix
Marketing mix
• It is a planned mix of the controllable elements in a marketing plan, traditionally termed as 4Ps: product, price, place, and promotion. (McCarthy in 1960)
price
• factors influencing pricing:
Internal factors
Cost Marketing strategy Sales objectives Pricing executive (What else?) …
External factors
The market (e.g. demand and supply relationship) Consumers Competition Government intervention (What else?) …
• Personal selling ----responsive ----impressive ---Байду номын сангаасpersuasive ----flexible But… ----expensive ----dependent on sales force
• Sales promotion e.g. discounts, free samples, coupons, free gifts, store display,
• New product development ——an integrated process
• Support service ----the Augmented part of a product (e.g. Installation, training in use, repairing…)
国际市场营销Chap.5.DevelopingMarketingMixPPT课件
Key points: All the above contents
2020/10/13
1
What is marketing mix
The definition of marketing mix:
Marketing mix is integrated application of marketing methods. Characteristics of marketing mix:
Controllable; Changeable; Multi-levels Importance of marketing mix:
制定全面的营销战略战术的基础；(case) 便于正确认识竞争形势，及时调整策略； 协调企业各部门的工作； 利于合理分配企业的资源，特别是在经费预算上；
2020/10/13
感谢阅读！为了方便学习和使用，本文档的内容可以在下载后随意修改，调整和打印。欢迎下载！
汇报人：XXXX 日期：20XX年XX月XX日
5
2
dynamic/changeable
4P’s
方案1
方案2
产品 质量可靠，负责格
折扣和付款时间优惠
促销 报刊广告，展览会 少量广告
渠道 零售商店
批发商
2020/10/13
3
Multi-levels
P1
P4
P2
2020/10/13
P3
4
谢谢您的指导
THANK YOU FOR YOUR GUIDANCE.
Chap.5.Developing Marketing Mix
Contents:What’s marketing mix International product strategies International pricing strategies International promotion strategies International distribution channels
2020/10/13
1
What is marketing mix
The definition of marketing mix:
Marketing mix is integrated application of marketing methods. Characteristics of marketing mix:
Controllable; Changeable; Multi-levels Importance of marketing mix:
制定全面的营销战略战术的基础；(case) 便于正确认识竞争形势，及时调整策略； 协调企业各部门的工作； 利于合理分配企业的资源，特别是在经费预算上；
2020/10/13
感谢阅读！为了方便学习和使用，本文档的内容可以在下载后随意修改，调整和打印。欢迎下载！
汇报人：XXXX 日期：20XX年XX月XX日
5
2
dynamic/changeable
4P’s
方案1
方案2
产品 质量可靠，负责格
折扣和付款时间优惠
促销 报刊广告，展览会 少量广告
渠道 零售商店
批发商
2020/10/13
3
Multi-levels
P1
P4
P2
2020/10/13
P3
4
谢谢您的指导
THANK YOU FOR YOUR GUIDANCE.
Chap.5.Developing Marketing Mix
Contents:What’s marketing mix International product strategies International pricing strategies International promotion strategies International distribution channels
MARKETING(国际营销PPT)剖析
The production concept 生产观念 (P17)
The production concept holds that consumers will prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low cost, and mass distribution. It is used in developing countries or when a company wants to expand the market.
The societal marketing concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserve or enhances the consumer’s and the society’s well-being.
American Marketing Association
tions of marketing
‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’
国际商务市场与营销演示文稿
（1）品牌名称和标志必须遵守当地政府的有关法 律法规，才能获得注册。
（2）品牌名称一定要符合进口国或地区的文化 传统和背景。
（3）品牌应该力求反映企业或者产品的特色。 （4）品牌设计要不同凡响，具有吸引力。 （5）品牌应该力求稳定，不宜频繁更换。
1/5/22002222
18
第十八页，共50页。
2.国际品牌策略
1/5/22002222
3
第三页，共50页。
(二)国际市场细分标准
分为宏观细分和微观细分
1.国际市场宏观细分
国际市场宏观细分指企业按照某种标准,把整个国际市 场分为若干个子市场,每一个子市场具有某些共同特征。常
用的宏观细分标准：
（1）地理标准 按地理位置划分。
（2）经济标准 按经济发展水平分，常用指标：GNP，PGNP，进
光剂在日本受到抵制。百事可乐快餐——芝多，
在中国只有桔子味没有奶酪味，中国人不喜欢 奶酪味。
1/5/22002222
5
第五页，共50页。
（4）组合标准
里兹克拉提出一种组合细分法。他选择了国家潜 量、竞争力和综合风险三个变量，按三个等级， 对国际市场进行细分。分为18类。
➢ 国家潜量指企业的产品或劳务在一国市场上的销售潜量， 可通过人口数量和分布、经济增长率、人均国民收入等。
购买者所处的行业和部门：生产制造业、公用事业、政府 机关。
购买者的经营规模：决定购买力和购买方式。
购买者所处的地理位置：所在地区的气候、交通条件、水 电设施、运输条件。
1/5/2002222
7
第七页，共50页。
（3）市场细分的条件
准确的细分市场，可以使企业的市场营销资源最 有效地运用到市场机会上。因此，有效的市场细分， 必须具备以下条件。 可衡量性。组间差别越大越好，组内差别越小越好。
（2）品牌名称一定要符合进口国或地区的文化 传统和背景。
（3）品牌应该力求反映企业或者产品的特色。 （4）品牌设计要不同凡响，具有吸引力。 （5）品牌应该力求稳定，不宜频繁更换。
1/5/22002222
18
第十八页，共50页。
2.国际品牌策略
1/5/22002222
3
第三页，共50页。
(二)国际市场细分标准
分为宏观细分和微观细分
1.国际市场宏观细分
国际市场宏观细分指企业按照某种标准,把整个国际市 场分为若干个子市场,每一个子市场具有某些共同特征。常
用的宏观细分标准：
（1）地理标准 按地理位置划分。
（2）经济标准 按经济发展水平分，常用指标：GNP，PGNP，进
光剂在日本受到抵制。百事可乐快餐——芝多，
在中国只有桔子味没有奶酪味，中国人不喜欢 奶酪味。
1/5/22002222
5
第五页，共50页。
（4）组合标准
里兹克拉提出一种组合细分法。他选择了国家潜 量、竞争力和综合风险三个变量，按三个等级， 对国际市场进行细分。分为18类。
➢ 国家潜量指企业的产品或劳务在一国市场上的销售潜量， 可通过人口数量和分布、经济增长率、人均国民收入等。
购买者所处的行业和部门：生产制造业、公用事业、政府 机关。
购买者的经营规模：决定购买力和购买方式。
购买者所处的地理位置：所在地区的气候、交通条件、水 电设施、运输条件。
1/5/2002222
7
第七页，共50页。
（3）市场细分的条件
准确的细分市场，可以使企业的市场营销资源最 有效地运用到市场机会上。因此，有效的市场细分， 必须具备以下条件。 可衡量性。组间差别越大越好，组内差别越小越好。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
© Pearson Education 2009
Product Lines
What is a Product Line?
A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlet, or fall within given price ranges
Consistency
• How closely related the lines are in end use, production requirements, channels or some other criteria
© Pearson Education 2009
Product Line Management
© Pearson Education 2009
Next Lecture
New Product Development and Product Life-Cycle Strategies
© Pearson Education 2009
Understanding Customers: The Key Questions
Where do they buy?
Who is important?
What are their choice Criteria?
Customers
How do they buy?
Product Line Length Decisions
The line is too SHORT if profits could be increased by adding items The line is too LONG if profits could be increased by dropping items
Introduction to Marketing
Marketing Mix
03
A Simple Model of the Marketing Process
Understand the marketplace and customer needs and wants
Design a customer-driven marketing strategy
Market Segments
© Pearson Education 2009
Preparing a Marketing Plan and Programme
The 4Ps - a gross oversimplification of what marketing is about Product
Construct a programme that delivers superior value
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer equity
© Pearson Education 2009
Distinctive Service Characteristics
Intangible
Inseparable Lack of Ownership
What Makes Services Different? Perishable Variable
• • • • • List price Discounts Allowances Payment period Credit
Place
• • • • • • • Channels Coverage Assortments Locations Inventory Transportation Logistics
Credit
Delivery
© Pearson Education 2009
What is a Product? BMW
Augmented
Social status Brand name
Augmented Actual
Actual
Luxuriant car Stereo, trim, engine size Showroom
Design Features
Rolex
Quality Brand Packaging
Features
Branding
© Pearson Education 2009
Augmented Product
Additional consumer services and benefits built around the core and actual product
Width
• Number of product lines • Kellogg's Vs Apple
Length
• Number of items within product lines • Colgate – many brands within each line
Depth
• Number of versions of each product • Coke
Actual
Core
Core
© Pearson Education 2009
Product Core
The need or want that the product satisfies
Core
Function Benefits
Transport
Car Bicycle
Cosmetics
Target Customers
Intended Positioning
© Pearson Education 2009
What is a Product?
Augmented
Augmented Actual
Add-ons Guarantees Servicing The physical product Design Brands What benefits does the product provide? What needs are fulfilled?
Product
• • • • • • • Variety Quality Design Features Brand Packaging Services
Promotion
• • • • • Advertising Personal selling Sales promotion Public relations Direct marketing
Core
Core
Transport for one or more people
© Pearson Education 2009
The Adoption Curve
Innovators Early adopters Early majority Late majority 2.5% 13.5% 34% 34% Laggards 16%
© Pearson Education 2009
Augmenting Levi’s
Augmented Actual Core Augmented Actual Core
£49.99
£69.99
© Pearson Education 2009
Branding
A name, term, sign, symbol or design – or a combination of these, intended to identify the goods or services of one seller from those of competitors
© Pearson Education 2009
Understanding the Marketplace and Customer Needs
Customer Needs, Wants and Demands
Needs – states of felt deprivation Wants – needs shaped by culture and personality Demand – wants backed by buying power
Beauty? Confidence
Efficacy
Actual Product
The attributes that combine to deliver core product benefits – what it is
Actual
Quality Design Packaging
iPod
© Pearson Education 2009
One Classic Model of Buying Behaviour
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase rranty After-Sales Installation
Sony Camcorder
Warranty Instructions and training Costs money Can be unique point of differentiation