全球营销英文版最新版教学课件第13章
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GlobalMarketingDecisions全球营销沃伦J基课件
Sales Promotion: Global or Local
• In countries with low levels of economic development, low incomes limit the range of promotional tools available
• Market maturity can also be different from country to country
© 2005 Prentice
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Sales Force Nationality
• Expatriates • Host country • Third country • Other options
© 2005 Prentice
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– Identify customers and accumulate detailed information about them
– Differentiate customers and rank them in terms of their value to the company
– Interact with customers and develop more cost efficient and effective forms of interaction
Sales Promotion
• Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand
国际营销英文版最新版教学课件unit13
• Market offerings and business-to-consumer (B2C) marketing
• Product adaptation
Quality 1 of 5
Product life cycles becoming shorter and focusing on:
• Importance of quality • Competitive prices • Innovative products
• Predict diffusion time before making financial commitment • Identify product features that provoke resistance • Provide opportunity to lessen resistance and hasten acceptance
Products and Culture 5 of 7
Rate of acceptance or resistance can be predicted Five characteristics of innovation basis
1. Relative advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability
Quality 2 of 5
Quality Defined
• Market-perceived quality
• Consumer perceptions of quality
• Performance quality
• Firm’s perception of quality • Expected as a given in competitive market • Firms often misrepresent performance quality
• Product adaptation
Quality 1 of 5
Product life cycles becoming shorter and focusing on:
• Importance of quality • Competitive prices • Innovative products
• Predict diffusion time before making financial commitment • Identify product features that provoke resistance • Provide opportunity to lessen resistance and hasten acceptance
Products and Culture 5 of 7
Rate of acceptance or resistance can be predicted Five characteristics of innovation basis
1. Relative advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability
Quality 2 of 5
Quality Defined
• Market-perceived quality
• Consumer perceptions of quality
• Performance quality
• Firm’s perception of quality • Expected as a given in competitive market • Firms often misrepresent performance quality
营销英语课件第13-14章
Keeps Consumers
to Another
Thinking About a Product
i.e. Avis vs. Hertz
i.e. Coca-Cola
13-12
Advertising objectives can be classified by primary purpose: to inform, persuade, or remind. Think of examples of ads that address each of these objectives. Using Table 13-1, discuss why your examples fit the chosen objective.
Informative Advertising
Persuasive Advertising
Inform Consumers or
Build Selective Demand
Build Primary Demand
i.e Sony DVD Players
i.e DVD Players Advertising Objective
Selecting specific media vehicles.
Specific media within each general media type.
Deciding on media timing.
Scheduling advertising over the course of a year.
Public Relations
Very Believable, Dramatize a Company or Product, Underutilized
“全球营销策略课件精品PPT”
通过全球品牌和独特的产品设计，赢得了全
可口可乐
2
球消费者的青睐。
利用全球广告活动和品牌传播，成为全球最
知名的饮料品牌之一。
3
微软
通过全球合作伙伴网络和市场推广，推动了 其软件产品的销售和普及。
根据不同市场的需求和竞争情况，制定合适
定价弹性
2
的定价策略。
了解产品在不同市场的价格弹性，调整定价
以适应需求。
3
本地成本
考虑本地成本和汇率变动对定价的影响。
全球分销策略
直销
自己建立销售和分销渠道来直接销售产品。
代理商
与当地代理商合作，利用其销售网络来分销产品。
合作伙伴
与跨国公司或当地公司合作，共享销售和分销资源。
为什么需要全球营销策略？
1 市场增长
开拓新市场，获得更多销售 增长的机会。
2 成本效益
通过规模经济效应和资源整 合，降低营销成本。
3 特殊需求
满足特定国家或地区的市场需求和文化习俗。
全球营销的挑战和机遇
1 文化差异
2 语言障碍
3 竞争压力
理解和适应不同国家和地区 的文化差异，以便有效营销。
通过翻译和本地化来解决语 言障碍，确保传达准确的信 息。
电子邮件营销
通过发送电子邮件营销活动，与 潜在客户和现有客户进行沟通。
全球营销的监测和评估
1
数据分析
收集和分析销售数据和行业趋势，了解营销效果。
2
客户反馈
与客户进行沟通和调研，了解其对产品和营销活动的意见。
3
定期评估
Байду номын сангаас
定期评估营销策略的有效性和可行性，做出调整和改进。
国际市场营销英文版PPT课件
Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural
values 2) existence of subcultures 3) shift of secondary cultural values through time
4
Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
• It provides important opportunities to improve customer value
Prosperity production employment demand
Recession production employment demand
Recovery production employment demand
• Consumer Income It influences whether or not consumers 6
5
• Business cycles and Spending patterns Spending patterns are linked to the
business cycle. The level of business activity that moves from prosperity to recession, to recovery.
《英文版营销》课件
The means by which a company communicates its value proposition to customers This includes advertising, public relationships, sales promotion, and personal selling
01
Marketing Overview
Definition of Marketing
Marketing Definition
The process of creating, communicating, and delivering value to customers through the satisfaction of their needs and wants
Product differentiation
Market Segmentation
Developing unique features or services that differentiate a product from its competitors
Targeting specific customer groups with products that meet their unique needs
02
It helps businesses identify the most profitable target market and develop marketing strategies that are detailed to the specific needs and preferences of that market segment
世界行销讲座之全球营销
these that, through the exchange process, satisfies consumer or business customer needs; a bundle of attributes including features, function, benefits, and uses. Products have:
Marketing: Real People, Real Decisions
Chapter Learning Objectives
When you have completed your study of this chapter, you should be able to:
• Define the marketing concept. • Define the objective of marketing. • Understand the basics of marketing
1-5
Marketing: Real People, Real Decisions
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
• Marketplace: any location or
medium used to conduct an exchange.
1-6
Marketing: Real People, Real Decisions
(Almost) Anything Can Be Marketed
Marketing: Real People, Real Decisions
Chapter Learning Objectives
When you have completed your study of this chapter, you should be able to:
• Define the marketing concept. • Define the objective of marketing. • Understand the basics of marketing
1-5
Marketing: Real People, Real Decisions
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
• Marketplace: any location or
medium used to conduct an exchange.
1-6
Marketing: Real People, Real Decisions
(Almost) Anything Can Be Marketed
英文国际市场营销chapter-13ppt课件
Chapter 13
Personal Selling and Sales Management
Chapter Learning Objectives
1. The role of interpersonal selling in international marketing
2. The considerations in designing an international sales force
• The sales representative is the final link in the culmination of a company’s marketing and sales effort
• Advances in information technology are allowing coordination across advertising, marketing research, and personal selling efforts
• Sales and marketing executives can be recruited via the traditional media of advertising (including newspapers, magazines, job fairs, and the Internet), employment agencies or executive search firms
Selecting Sales and Marketing Personnel
• To select personnel for international marketing positions effectively, management must choose individuals who have the following traits:
Personal Selling and Sales Management
Chapter Learning Objectives
1. The role of interpersonal selling in international marketing
2. The considerations in designing an international sales force
• The sales representative is the final link in the culmination of a company’s marketing and sales effort
• Advances in information technology are allowing coordination across advertising, marketing research, and personal selling efforts
• Sales and marketing executives can be recruited via the traditional media of advertising (including newspapers, magazines, job fairs, and the Internet), employment agencies or executive search firms
Selecting Sales and Marketing Personnel
• To select personnel for international marketing positions effectively, management must choose individuals who have the following traits:
英文版营销PPT
6. Learn why good strategy and good strategy execution are the most trustworthy signs of good management.
1-4
Chapter Roadmap
What Do We Mean by “Strategy?” Strategy and the Quest for Competitive Advantage Identifying a Company’s Strategy Why a Company’s Strategy Evolves Over Time A Company’s Strategy Is Partly Proactive and
without a rudder.”
Joel Ross and Michael Kami
Chapter Learning Objectives
1. Understand the role of business strategies in moving a company in the intended direction, growing its business, and improving its financial and market performance.
Display corporate responsibility and environmental sustainability
Control costs of opening new stores
Promote customer-friendly service and enhance store ambience by making Starbucks a great place to work
1-4
Chapter Roadmap
What Do We Mean by “Strategy?” Strategy and the Quest for Competitive Advantage Identifying a Company’s Strategy Why a Company’s Strategy Evolves Over Time A Company’s Strategy Is Partly Proactive and
without a rudder.”
Joel Ross and Michael Kami
Chapter Learning Objectives
1. Understand the role of business strategies in moving a company in the intended direction, growing its business, and improving its financial and market performance.
Display corporate responsibility and environmental sustainability
Control costs of opening new stores
Promote customer-friendly service and enhance store ambience by making Starbucks a great place to work
市场营销学英文版最新版教学课件第13章
A good compensation plan both motivates salespeople and directs their activities.
Supervising Salespeople
• Help salespeople work smart by doing the right things in the right ways
products, and the strategies of competitors
• Online training builds sales skills using videos, Internet-based exercises, or simulations.
– Virtual instructor-led training (VILT)
Learning Objective 13-2
Identify and explain the six major sales force management steps.
Sales Force Management
Sales force management - analyzing, planning, implementing, and controlling sales force activities
Evaluating Salespeople and Sales Force Performance
• Management gets information about its salespeople
– From sales, call, and expense reports – By monitoring the sales and profit performance data in
Supervising Salespeople
• Help salespeople work smart by doing the right things in the right ways
products, and the strategies of competitors
• Online training builds sales skills using videos, Internet-based exercises, or simulations.
– Virtual instructor-led training (VILT)
Learning Objective 13-2
Identify and explain the six major sales force management steps.
Sales Force Management
Sales force management - analyzing, planning, implementing, and controlling sales force activities
Evaluating Salespeople and Sales Force Performance
• Management gets information about its salespeople
– From sales, call, and expense reports – By monitoring the sales and profit performance data in
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler13_exs
Number of marketing intermediaries
Intensive, selective, and exclusive distribution
Responsibilities of channel members
13 - 14
Channel Design Decisions
Step 4: Evaluating Major Alternatives
13 - 2
Case Study
Caterpillar
Dominates world’s Caterpillar stresses markets for heavy dealer profitability, construction and extraordinary dealer mining equipment. support, personal relationships, dealer Independent dealers performance and full, are key to success honest, and frequent Dealer network is communications linked via computers
Economic criteria Control issues Adaptive criteria
13 - 15
Channel Design Decisions
Designing International Distribution Channels
Global marketers usually adapt their channel strategies to structures that exist within foreign countries Key challenges:
英文版营销PPT
3. Learn that business strategies evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy.
Important?
1-5
Thinking Strategically: The Three Big Strategic Questions
1. What’s the company’s present situation?
2. Where does the company need to go from here?
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
Partly Reactive Strategy and Ethics: Passing the Test of Moral
Scrutiny The Relationship Between a Company’s Strategy
and Its Business Model What Makes a Strategy a Winner? Why Are Crafting and Executing Strategy
6. Learn why good strategy and good strategy execution are the most trustworthy signs of good management.
Important?
1-5
Thinking Strategically: The Three Big Strategic Questions
1. What’s the company’s present situation?
2. Where does the company need to go from here?
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
Partly Reactive Strategy and Ethics: Passing the Test of Moral
Scrutiny The Relationship Between a Company’s Strategy
and Its Business Model What Makes a Strategy a Winner? Why Are Crafting and Executing Strategy
6. Learn why good strategy and good strategy execution are the most trustworthy signs of good management.
《英文版营销》课件
了解如何优化您的英文版网站以 提高搜索排名和用户体验。
社交媒体营销
借助社交媒体平台的力量，在英 文市 英文版营销成功案例
分析在英文市场上获得成功的品牌的策略和经验，并从中汲取灵感。
2 英文版营销失败案例
探究在英文市场上失败的品牌的原因和教训，以避免类似的错误。
结论
展望英文版营销的未来趋势，以及如何更好地实践和应用这些趋势，以使您 的品牌保持竞争力。
参考文献
- Smith, J. (2021). 英文版营销策略手册。 - Johnson, L. (2020). 跨文化营销指南。 - Williams, M. (2019). 社交媒体营销成功秘诀。
文化差异
探索不同文化之间的营销差异，包括价值观、习俗和消费习惯，以确保您的营销策略具有文 化敏感性。
地域差异
了解不同地区的营销环境和市场趋势，以制定针对特定地理位置的定位策略。
英文版营销策略
制定英文版营销策略的步骤 英文版网站优化
探索成功的英文版营销策略的关 键步骤，包括目标市场分析、目 标设置和执行计划。
《英文版营销》PPT课件
本课件将介绍英文版营销的基础知识、策略和案例分析，以及未来的趋势和 实践方法。帮助您获得成功的营销技巧，让您的业务更上一层楼！
概述
营销的定义及英文版营销的重要性。通过深入理解全球市场上主要的英文营 销趋势，您将能够增加在国际市场上的竞争力。
英文版营销基础知识
语言差异
了解不同语言之间的差异，包括语法、词汇选择和文化背景，以便有效传达您的品牌信息。
世界行销讲座之全球营销PPT精品文档21页
• Customer value: what the customer gets in the purchase, use, and
ownership of a product relative to the costs and sacrifices incurred.
• Exchange: the process by which some
1-4
Marketing: Real People, Real Decisions
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
transfer of value occurs between a buyer and seller. • Most exchanges are in the form of money, but barter can also be popular on a local basis. • What is the relationship between value and price? • Customers will pay for value received; the more received, the more they will pay. • A good deal is, therefore, a state of mind?
Marketing: Real People, Real Decisions
Chapter Learning Objectives
ownership of a product relative to the costs and sacrifices incurred.
• Exchange: the process by which some
1-4
Marketing: Real People, Real Decisions
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
transfer of value occurs between a buyer and seller. • Most exchanges are in the form of money, but barter can also be popular on a local basis. • What is the relationship between value and price? • Customers will pay for value received; the more received, the more they will pay. • A good deal is, therefore, a state of mind?
Marketing: Real People, Real Decisions
Chapter Learning Objectives
英文版营销PPT课件
2. Develop an awareness of the four most reliablestrategic approaches for setting a company apart from rivals and winning a sustainable competitive advantage.
How to manage each functional piece of the business (R&D, production, marketing, HR, finance, and so on)
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
❖ Business(es) to be in and market positions to
stake out
❖ Buyer needs and groups to serve ❖ Direction to head
3. How should it get there?
❖ A company’s answer to “how
3. Learn that business strategies evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy.
How to manage each functional piece of the business (R&D, production, marketing, HR, finance, and so on)
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
❖ Business(es) to be in and market positions to
stake out
❖ Buyer needs and groups to serve ❖ Direction to head
3. How should it get there?
❖ A company’s answer to “how
3. Learn that business strategies evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy.
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- William Roedy, Director, MTV Europe
13-6
Spending, 2011
13-7
Standardization vs. Adaptation
• Primary Issue
– Must the specific advertising message and media strategy be changed from region to region or country to country?
• Emotional approach – Tugs at the heartstrings or uses humor
13-19
Advertising Appeal
• Selling proposition
– The promise or claim that captures the reason for buying the product or the benefit that ownership confers
-Trevor Edwards, VP for global brand and category management at Nike
13-4
Globalization and Product Cultures
• Products such as coffee and beer have emerged as true global products
• Buyer perception
– What kind of brand awareness does the company want to project?
13-16
Creating Global Advertising
• Creative strategy—a statement or concept of what a particular message or campaign will say
13-17
The Big Idea
“The Big Idea is easier to illustrate
than define, and easier to illustrate by what it is not than by what it is. It is not a “position”…It is not an “execution”… It is not a slogan. The Big Idea is the bridge between an advertising strategy, temporal and worldly, and an image, powerful and lasting.”
• Think of cultural and legal issues
13-8
Standardization vs. Adaptation
• Four difficulties that compromise an organization’s communication efforts
– The message may not get through to the intended recipient.
– Each ‘organization’ has units specializing in direct marketing, marketing services, public relations, or research
• Individual agencies are considered brands
“We have an integrated marketing model that involves all elements of the marketing mix from digital to sports marketing, from event marketing to advertising to entertainment, all sitting at the table driving ideas.”
– The effectiveness of the message can be impaired by noise.
13-9
Standardization vs. Adaptation
“I can think of very few truly global ads that work. Brands are often at different stages around the world, and that means there are different advertising jobs to do.”
• National responsiveness
– Is the global agency familiar with local culture and buying habits of a particular country?
• Area coverage
– Does the agency cover all relevant markets?
-Randall RothenberFra bibliotek, author
13-18
Advertising Appeal
• Rational approach
– Depend on logic and speak to the consumer’s intellect; based on the consumer’s need for information
negative impact on companies recently
13-3
IMC
• Integrated Marketing Communications (IMC) is becoming more popular because of the challenges of communicating across national borders
• A basic pan-regional or global communication concept for which copy, artwork, or other elements can be adapted as required for individual countries
13-11
Michael Conrad, Chief Creative Officer, Leo Burnett Worldwide
13-10
Pattern Advertising
• A middle ground between 100% standardization and 100% adaptation
– Starbucks and the coffee culture
– Irish pubs in the U.S. – German-style beer
halls in Japan
13-5
Worldwide Market Segments
“Eighteen-year olds in Paris have more in common with 18-yearolds in New York than with their own parents. They buy the same products, go to the same movies, listen to the same music, sip the same colas. Global advertising merely works on that premise.”
Global Marketing
Global Marketing Communications
Decisions I: Advertising and Public Relations
Chapter 13
13-1
Introduction
• Marketing communications tell customers about the benefits and values that a company, product, or service offers
13-12
Advertising Agencies: Organizations and Brands
• Understanding the term organization is key
– Umbrella corporations/holding companies have one or more ‘core’ advertising agencies
& 2012 Revenue
13-14
Top 10 Global Advertising Agency Brands
13-15
Selecting an
Advertising Agency
• Company organization
– Companies that are decentralized may want to leave the choice to the local subsidiary
– Full service brands create advertising, and provide services such as market research, media buying, and direct marketing
13-13
Top 8 Global Advertising Organizations
13-2
Learning Objectives
• Define global advertising and companies that are highest spenders
13-6
Spending, 2011
13-7
Standardization vs. Adaptation
• Primary Issue
– Must the specific advertising message and media strategy be changed from region to region or country to country?
• Emotional approach – Tugs at the heartstrings or uses humor
13-19
Advertising Appeal
• Selling proposition
– The promise or claim that captures the reason for buying the product or the benefit that ownership confers
-Trevor Edwards, VP for global brand and category management at Nike
13-4
Globalization and Product Cultures
• Products such as coffee and beer have emerged as true global products
• Buyer perception
– What kind of brand awareness does the company want to project?
13-16
Creating Global Advertising
• Creative strategy—a statement or concept of what a particular message or campaign will say
13-17
The Big Idea
“The Big Idea is easier to illustrate
than define, and easier to illustrate by what it is not than by what it is. It is not a “position”…It is not an “execution”… It is not a slogan. The Big Idea is the bridge between an advertising strategy, temporal and worldly, and an image, powerful and lasting.”
• Think of cultural and legal issues
13-8
Standardization vs. Adaptation
• Four difficulties that compromise an organization’s communication efforts
– The message may not get through to the intended recipient.
– Each ‘organization’ has units specializing in direct marketing, marketing services, public relations, or research
• Individual agencies are considered brands
“We have an integrated marketing model that involves all elements of the marketing mix from digital to sports marketing, from event marketing to advertising to entertainment, all sitting at the table driving ideas.”
– The effectiveness of the message can be impaired by noise.
13-9
Standardization vs. Adaptation
“I can think of very few truly global ads that work. Brands are often at different stages around the world, and that means there are different advertising jobs to do.”
• National responsiveness
– Is the global agency familiar with local culture and buying habits of a particular country?
• Area coverage
– Does the agency cover all relevant markets?
-Randall RothenberFra bibliotek, author
13-18
Advertising Appeal
• Rational approach
– Depend on logic and speak to the consumer’s intellect; based on the consumer’s need for information
negative impact on companies recently
13-3
IMC
• Integrated Marketing Communications (IMC) is becoming more popular because of the challenges of communicating across national borders
• A basic pan-regional or global communication concept for which copy, artwork, or other elements can be adapted as required for individual countries
13-11
Michael Conrad, Chief Creative Officer, Leo Burnett Worldwide
13-10
Pattern Advertising
• A middle ground between 100% standardization and 100% adaptation
– Starbucks and the coffee culture
– Irish pubs in the U.S. – German-style beer
halls in Japan
13-5
Worldwide Market Segments
“Eighteen-year olds in Paris have more in common with 18-yearolds in New York than with their own parents. They buy the same products, go to the same movies, listen to the same music, sip the same colas. Global advertising merely works on that premise.”
Global Marketing
Global Marketing Communications
Decisions I: Advertising and Public Relations
Chapter 13
13-1
Introduction
• Marketing communications tell customers about the benefits and values that a company, product, or service offers
13-12
Advertising Agencies: Organizations and Brands
• Understanding the term organization is key
– Umbrella corporations/holding companies have one or more ‘core’ advertising agencies
& 2012 Revenue
13-14
Top 10 Global Advertising Agency Brands
13-15
Selecting an
Advertising Agency
• Company organization
– Companies that are decentralized may want to leave the choice to the local subsidiary
– Full service brands create advertising, and provide services such as market research, media buying, and direct marketing
13-13
Top 8 Global Advertising Organizations
13-2
Learning Objectives
• Define global advertising and companies that are highest spenders