国际市场营销英文版
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国际市场营销(双语版)7.InternationalProductPricing
定价)
成本加成定价法 Markup Pricing
产品售价= 单位产品总成本×（1+加成率）
产品售价=
进货价格 1-加成率
Vanessa Chen Applied Foreign Languages Department, PYP
成本加成定价法
1. 例：某小型收录机单位成本100元,利润率 为40%,则其价格: 100X(1+40%)＝140（元）
Price Elasticity of Demand
需求价格弹性：E＝（(QP22--
Q1）/ P1）/
Q1 P1
A. Inelastic Demand Demand Hardly Changes With a Small Change in Price.
P2
P1
Price
Quantity DemandQe2d pQe1r Period
Maximum Current Profit, Etc.
Market Share Leadership Low as Possible Prices to Become
the Market Share Leader.
Product Quality Leadership High Prices to Cover Higher
而加深消费者对商品价值的理解从而提高其愿意支付的价格限度的主要方法是搞好产品的市场定位突出产品特征加深消费者对产品的印象二需求差异定价法需求量定价法需求弹性定价法地区差别定价法季节差别定价顾客差别定价产品差别定价vanessachenappliedforeignlanguagesdepartmentpyp认知价值定价法为什么要为卡特彼勒公司的拖拉机多付10000美元90000相当于竞争对手的拖拉机的价格7000更耐用6000更可靠5000更优质的服务2000零部件更长时间的担保110000顾客认知价值10000折扣额100000最终价格vanessachenappliedforeignlanguagesdepartmentpyp需求弹性定价法某种商品售价是36元需求弹性为05如何变动价格才能促使某种商品销售量增加二需求弹性值需求变化率价格变化率价格变化率需求变化率需求弹性值20054036x40144降价后的价格36144216元vanessachenappliedforeignlanguagesdepartmentpyp差别定价1对不同顾客群定不同价格2不同花色式样定不同价格3不同部位位置定不同价格4不同时间定不同价格vanessachenappliedforeignlanguagesdepartmentpypcompetitionbasedpricingsealedbidcompanysetspricesbasedthinkcompetitorschargegoingratecompanysetspricesbasedwhatcompetitorschargingvanessachenappliedforeignlanguagesdepartmentpyp73pricingstrategiestactics一新产品定价策略二心理定价策略三折扣与折让策略四系列产品定价策略五地区定价策略六价格变动策略vanessachenappliedforeignlanguagesdepartmentpyp73pricingstrategiestactics一高价策略1
成本加成定价法 Markup Pricing
产品售价= 单位产品总成本×（1+加成率）
产品售价=
进货价格 1-加成率
Vanessa Chen Applied Foreign Languages Department, PYP
成本加成定价法
1. 例：某小型收录机单位成本100元,利润率 为40%,则其价格: 100X(1+40%)＝140（元）
Price Elasticity of Demand
需求价格弹性：E＝（(QP22--
Q1）/ P1）/
Q1 P1
A. Inelastic Demand Demand Hardly Changes With a Small Change in Price.
P2
P1
Price
Quantity DemandQe2d pQe1r Period
Maximum Current Profit, Etc.
Market Share Leadership Low as Possible Prices to Become
the Market Share Leader.
Product Quality Leadership High Prices to Cover Higher
而加深消费者对商品价值的理解从而提高其愿意支付的价格限度的主要方法是搞好产品的市场定位突出产品特征加深消费者对产品的印象二需求差异定价法需求量定价法需求弹性定价法地区差别定价法季节差别定价顾客差别定价产品差别定价vanessachenappliedforeignlanguagesdepartmentpyp认知价值定价法为什么要为卡特彼勒公司的拖拉机多付10000美元90000相当于竞争对手的拖拉机的价格7000更耐用6000更可靠5000更优质的服务2000零部件更长时间的担保110000顾客认知价值10000折扣额100000最终价格vanessachenappliedforeignlanguagesdepartmentpyp需求弹性定价法某种商品售价是36元需求弹性为05如何变动价格才能促使某种商品销售量增加二需求弹性值需求变化率价格变化率价格变化率需求变化率需求弹性值20054036x40144降价后的价格36144216元vanessachenappliedforeignlanguagesdepartmentpyp差别定价1对不同顾客群定不同价格2不同花色式样定不同价格3不同部位位置定不同价格4不同时间定不同价格vanessachenappliedforeignlanguagesdepartmentpypcompetitionbasedpricingsealedbidcompanysetspricesbasedthinkcompetitorschargegoingratecompanysetspricesbasedwhatcompetitorschargingvanessachenappliedforeignlanguagesdepartmentpyp73pricingstrategiestactics一新产品定价策略二心理定价策略三折扣与折让策略四系列产品定价策略五地区定价策略六价格变动策略vanessachenappliedforeignlanguagesdepartmentpyp73pricingstrategiestactics一高价策略1
国际市场营销(双语)ch0531 Global customers
14%
Population with income>$2500 2.3%
Average household size
5.2
Growth Rate
3.5%
* One of the lowest rates of access in the world
Chapter 5/ 17
Latin America
Chapter 5/ 14
JAPAN
•Home of most demanding customers •Home market of global customers •Home market of global competitors •Significant market of global competitors •Major source of industry innovation.
Developed Countries Global Buyers Global Marketing Plan Summary
Chapter 5/ 2
Learning Objectives
Become familiar with different regional markets Learn how transitional & developing markets
Chapter 5/ 9
Eastern & Central Europe Before – After Market Economy
Before After
% World GNP 6.9%
2.5%
GNP per Capita $3,665 $2,219
Chapter 5/ 10
Marketing in Eastern & Central Europe
国际市场营销(双语版) 国际市场营销战略
①寻找新的使用者。 ②开发新用途。 ③增加使用量。
· Expand the market demand is mainly from three aspects: (1) looking for new users; (2) the development of new uses; (3) to increase usage.
· （2）不同策略群体的竞争者。凡采取不同竞争策略 的 企业，可以划为不同策略群体。在不同的策略群体 之 间也存在着竞争：企业具有相同的目标市场，从而 相 互之间存在着争夺市场的竞争；策略差异的不明确 性 ，使顾客混淆了企业之间的差别；企业策略的多元 性 ，使不同策略群体企业的策略发生了交叉；企业可 能 改变或扩展自己的策略，加入另一策略群体的行列。
选择本企业 的竞争对策
1. 确定企业的竞争对手
· How to determine the competitors of the enterprise: (1) From the perspective of the industry to find competitors;(2) To find the competitors from the market, consumer demand perspective; (3) To find the competitors from the perspective of market segmentation.
①阵地防御（Position Defense）。 ②侧翼防御（Flanking Defense）。 ③先发防御（Preemptive Defense）。
· ④反攻防御（Counteroffensive Defense）。当市场领导者遭 到对手发动降价或促销攻势，或改进产品、占领市场阵地等 进攻时，应主动反攻入侵者的主要市场阵地，以切断进攻者 的后路。但有时企业在反攻以前会稍作停顿，有很多理由使 企业不能急于行事，因为在等待过程中企业可更全面地了解 竞争者，发现其过失，找到反击的突破口。
· Expand the market demand is mainly from three aspects: (1) looking for new users; (2) the development of new uses; (3) to increase usage.
· （2）不同策略群体的竞争者。凡采取不同竞争策略 的 企业，可以划为不同策略群体。在不同的策略群体 之 间也存在着竞争：企业具有相同的目标市场，从而 相 互之间存在着争夺市场的竞争；策略差异的不明确 性 ，使顾客混淆了企业之间的差别；企业策略的多元 性 ，使不同策略群体企业的策略发生了交叉；企业可 能 改变或扩展自己的策略，加入另一策略群体的行列。
选择本企业 的竞争对策
1. 确定企业的竞争对手
· How to determine the competitors of the enterprise: (1) From the perspective of the industry to find competitors;(2) To find the competitors from the market, consumer demand perspective; (3) To find the competitors from the perspective of market segmentation.
①阵地防御（Position Defense）。 ②侧翼防御（Flanking Defense）。 ③先发防御（Preemptive Defense）。
· ④反攻防御（Counteroffensive Defense）。当市场领导者遭 到对手发动降价或促销攻势，或改进产品、占领市场阵地等 进攻时，应主动反攻入侵者的主要市场阵地，以切断进攻者 的后路。但有时企业在反攻以前会稍作停顿，有很多理由使 企业不能急于行事，因为在等待过程中企业可更全面地了解 竞争者，发现其过失，找到反击的突破口。
国际市场营销(双语版)3.TheInternationalMarketingResearch
Chapter 3 市场营销调研
Vanessa Chen Applied Foreign Languages Department, PYP
教学目标
Understand the procedure and methods to conduct the marketing research 掌握市场调查的程序和方法
(4) Analyse the information 分析信息
Statistical methods:
Excel, SPSS, Minitab
Researchers can use them to build tables and graphs, and draw the conclusion.
Vanessa Chen School of Foreign Languages & Trade, GZPYP
(5) Report the findings 撰写调研总结报告
the research report contains the following parts:
Cover (封面) Contents (目录) Abstract (摘要) Introduction (引言) Methodology and result analysis (方法与数据分析) Conclusion and suggestions (结论与建议) Appendix (附录)
Secondary data
由他人搜集并整理的现成资料。 •内部二手资料，会计账目，销售记录等 •外部的二手资料
Vanessa Chen School of Foreign Languages & Trade, GZPYP
International marketing research approaches国际市场营销调研方法
Vanessa Chen Applied Foreign Languages Department, PYP
教学目标
Understand the procedure and methods to conduct the marketing research 掌握市场调查的程序和方法
(4) Analyse the information 分析信息
Statistical methods:
Excel, SPSS, Minitab
Researchers can use them to build tables and graphs, and draw the conclusion.
Vanessa Chen School of Foreign Languages & Trade, GZPYP
(5) Report the findings 撰写调研总结报告
the research report contains the following parts:
Cover (封面) Contents (目录) Abstract (摘要) Introduction (引言) Methodology and result analysis (方法与数据分析) Conclusion and suggestions (结论与建议) Appendix (附录)
Secondary data
由他人搜集并整理的现成资料。 •内部二手资料，会计账目，销售记录等 •外部的二手资料
Vanessa Chen School of Foreign Languages & Trade, GZPYP
International marketing research approaches国际市场营销调研方法
国际市场营销英文ppt课件
D. Capture value from customers to create profits and customer equity E. Understand the marketplace and customer needs and wants
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.
国际市场营销(双语版)3.TheInternationalMarketingResearch
Vanessa Chen School of Foreign Languages & Trade, GZPYP
(5) Report the findings 撰写调研总结报告
the research report contains the following parts:
Cover (封面) Contents (目录) Abstract (摘要) Introduction (引言) Methodology and result analysis (方法与数据分析) Conclusion and suggestions (结论与建议) Appendix (附录)
(4) Analyse the information 分析信息
Statistical methods:
Excel, SPSS, Minitab
Researchers can use them to build tables and graphs, and draw the conclusion.
Vanessa Chen School of Foreign Languages & T
Vanessa Chen School of Foreign Languages & Trade, GZPYP
五、提出结论
1. 使用飞机上电话服务的主要原因是：有紧急情况，紧迫的商业 交易，飞行时间上的混乱，等等。用电话来消磨时间的现象是不大 会发生的。绝大多数的电话是商人所打的，并且他们要报销单。
The problems defining should not be too narrow or too broad.
Background information search.
(5) Report the findings 撰写调研总结报告
the research report contains the following parts:
Cover (封面) Contents (目录) Abstract (摘要) Introduction (引言) Methodology and result analysis (方法与数据分析) Conclusion and suggestions (结论与建议) Appendix (附录)
(4) Analyse the information 分析信息
Statistical methods:
Excel, SPSS, Minitab
Researchers can use them to build tables and graphs, and draw the conclusion.
Vanessa Chen School of Foreign Languages & T
Vanessa Chen School of Foreign Languages & Trade, GZPYP
五、提出结论
1. 使用飞机上电话服务的主要原因是：有紧急情况，紧迫的商业 交易，飞行时间上的混乱，等等。用电话来消磨时间的现象是不大 会发生的。绝大多数的电话是商人所打的，并且他们要报销单。
The problems defining should not be too narrow or too broad.
Background information search.
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.
国际市场营销双语
4. Culture
5. PoliticalLegal
3. Economy 3. Economy
国际市场营销
International Marketing (双语教学)
山西财经大学 国际贸易学院 药朝诚
国际市场营销学
1
第一部分 国际市场营销导论
Guiding Theories of International Marketing
一、市场营销学的基础知识
Marketing Essentials
国际贸易、国际金融、跨国公司、现代技术 革命
国际市场营销学
17
可口可乐的应对策略
Coca-cola - from international to global
Before the mid-1990s
In charge of U.S. operations
President
In charge of international operations
贸易保护主义 Trade Protectionism
贸易区域集团化 Regional Economic Bloc
国际市场营销学
16
经济全球化
The Economic Globalization
经济全球化是指世界各国经济在生产、交换、 分配及消费四大环节的全球一体化，是资源 与生产要素在全球范围进行配置，使各国经 济彼此之间的联系及相互依赖日益加强，任 何一个国家或地区都不能与世界经济脱节而 单独生存和发展
国际市场营销学
8
国际市场营销的特点
Characteristics of the International Marketing
市场容量大，竞争激烈 Bigger market and Stronger Competition