市场营销英文课件(PPT)
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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
Convenience products Shopping products Specialty Products Unsought products
第十八页，共三十八页。
3.1 Product Life Cycle (PLC) Product life cycle describes the stages a new
product goes through in the marketplace.
Most products have a life span and will be eventually replaced by another new product.
(1) Idea Generation
Internal Idea Source
External Source
(2) Idea Screening
(3) Concept Development and Testing
(4) Business Analysis
(5) Product Development (6) Market Testing (7) Commercialization
The product line depth refers to the number of all the different types of an individual product.
The product consistency refers to the extent to which the different product lines in a company are related.
2.2 Industrial Products
Materials and Parts Capital items Supplies and business services
第六页，共三十八页。
Look at Mini-Case 7.1
第七页，共三十八页。
International product positioning refers to efforts to influence consumer’s understanding of a product.
Product Life Cycle across Countries A product can be in different PLC stages in
different countries.
第二十二页，共三十八页。
According to the American Marketing Association, a brand is a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors.
第十九页，共三十八页。
第二十页，共三十八页。
Introduction Stage Growth Stage Maturity Stage----look at Mini-Case 7.4 Decline Stage
第二十一页，共三十八页。
PLC for Different Products Not all products will follow the above mentioned
product lines and items that a company offers to its target international consumers.
A product line is a set of individual products which are closely related and perform the same function.
product life cycle.
For example, fashion products are introduced, and then decline. After a period of time, those products may resurge to repeat the life cycle.
Look at Mini-Case 7.2
第八页，共三十八页。
Market Characterห้องสมุดไป่ตู้stics Competitors’ Positioning Product Characteristics Corporate Resources
第九页，共三十八页。
(1) Attribute Positioning (2) Price/Quality Positioning (3) Product User Positioning (4) Application Positioning (5) Product Class Positioning (6) Competitor Positioning 3. Re-positioning
第十一页，共三十八页。
第十二页，共三十八页。
The total number of product lines a company offered is called product width.
The product length refers to the number of all the individual products in all the product lines.
第十三页，共三十八页。
When making the strategies of product mix, international marketers have to consider the following factors.
Corporate Resource The Economic Situation in Target Markets Consumers’ Characteristics in Target Markets
(2) Product Mix Contraction
第十五页，共三十八页。
2.1 Forms of New Product A fresh idea can be turned into a new product
and start a new product life cycle.
Variations on an existing product idea can also make a product new.
The marketing mix (product, price, place and promotion) is the combination of marketing activities that an organization engages in to best meet the needs of its targeted customers.
第十四页，共三十八页。
(1) Product Mix Expansion
The product mix expansion consists of mix extension and product line extension.
Mix extension refers to the addition of product lines into the existing product mix.
For other products such as the food, raw material and some industrial products, standardization of marketing mix strategies is applicable
第四页，共三十八页。
International products refer to commercially distributed goods that are offered to the global marketplace for use or consumption to satisfy needs of international customers.
1.1 Related Concepts of a Brand 1.2 Benefits of a Brand
第二十三页，共三十八页。
第二十四页，共三十八页。
2.1 Deciding to Brand or Not Owning a Brand No Brand
2.2 Deciding a Brand Sponsor Manufacturer’s Brand Distributor’s or Retailers’ Brand Licensing Co-Branding----Look at Mini-Case 7.5
Designing the
International Marketing Program
第一页，共三十八页。
Once the company has selected the markets and decided how to enter the target markets, the next step is to design the international marketing mix strategies.
Its objective is to enable a product to create a clear, unique, and advantageous position in the consumer’s mind.
“the best driving car,〞 “the most economical car,〞 or “the safest car.〞
Line extension refers to a new product added to a product line. Downward Stretch----Look at Mini-Case 7.3
Upward Stretch----look at Mini-Case 7.4
Two-way Stretch
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
Convenience products Shopping products Specialty Products Unsought products
第十八页，共三十八页。
3.1 Product Life Cycle (PLC) Product life cycle describes the stages a new
product goes through in the marketplace.
Most products have a life span and will be eventually replaced by another new product.
(1) Idea Generation
Internal Idea Source
External Source
(2) Idea Screening
(3) Concept Development and Testing
(4) Business Analysis
(5) Product Development (6) Market Testing (7) Commercialization
The product line depth refers to the number of all the different types of an individual product.
The product consistency refers to the extent to which the different product lines in a company are related.
2.2 Industrial Products
Materials and Parts Capital items Supplies and business services
第六页，共三十八页。
Look at Mini-Case 7.1
第七页，共三十八页。
International product positioning refers to efforts to influence consumer’s understanding of a product.
Product Life Cycle across Countries A product can be in different PLC stages in
different countries.
第二十二页，共三十八页。
According to the American Marketing Association, a brand is a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors.
第十九页，共三十八页。
第二十页，共三十八页。
Introduction Stage Growth Stage Maturity Stage----look at Mini-Case 7.4 Decline Stage
第二十一页，共三十八页。
PLC for Different Products Not all products will follow the above mentioned
product lines and items that a company offers to its target international consumers.
A product line is a set of individual products which are closely related and perform the same function.
product life cycle.
For example, fashion products are introduced, and then decline. After a period of time, those products may resurge to repeat the life cycle.
Look at Mini-Case 7.2
第八页，共三十八页。
Market Characterห้องสมุดไป่ตู้stics Competitors’ Positioning Product Characteristics Corporate Resources
第九页，共三十八页。
(1) Attribute Positioning (2) Price/Quality Positioning (3) Product User Positioning (4) Application Positioning (5) Product Class Positioning (6) Competitor Positioning 3. Re-positioning
第十一页，共三十八页。
第十二页，共三十八页。
The total number of product lines a company offered is called product width.
The product length refers to the number of all the individual products in all the product lines.
第十三页，共三十八页。
When making the strategies of product mix, international marketers have to consider the following factors.
Corporate Resource The Economic Situation in Target Markets Consumers’ Characteristics in Target Markets
(2) Product Mix Contraction
第十五页，共三十八页。
2.1 Forms of New Product A fresh idea can be turned into a new product
and start a new product life cycle.
Variations on an existing product idea can also make a product new.
The marketing mix (product, price, place and promotion) is the combination of marketing activities that an organization engages in to best meet the needs of its targeted customers.
第十四页，共三十八页。
(1) Product Mix Expansion
The product mix expansion consists of mix extension and product line extension.
Mix extension refers to the addition of product lines into the existing product mix.
For other products such as the food, raw material and some industrial products, standardization of marketing mix strategies is applicable
第四页，共三十八页。
International products refer to commercially distributed goods that are offered to the global marketplace for use or consumption to satisfy needs of international customers.
1.1 Related Concepts of a Brand 1.2 Benefits of a Brand
第二十三页，共三十八页。
第二十四页，共三十八页。
2.1 Deciding to Brand or Not Owning a Brand No Brand
2.2 Deciding a Brand Sponsor Manufacturer’s Brand Distributor’s or Retailers’ Brand Licensing Co-Branding----Look at Mini-Case 7.5
Designing the
International Marketing Program
第一页，共三十八页。
Once the company has selected the markets and decided how to enter the target markets, the next step is to design the international marketing mix strategies.
Its objective is to enable a product to create a clear, unique, and advantageous position in the consumer’s mind.
“the best driving car,〞 “the most economical car,〞 or “the safest car.〞
Line extension refers to a new product added to a product line. Downward Stretch----Look at Mini-Case 7.3
Upward Stretch----look at Mini-Case 7.4
Two-way Stretch