市场营销专业英语上课讲义

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科特勒市场营销讲义英文版课件

Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting

科特勒市场营销讲义英文版

•Information
•
Company Orientations Towards the Marketplace
•Production Concept
•Consumers prefer products that are • widely available and inexpensive
•Product Concept
•Objectives
•Resources
•Profit •and •Growth
•Skills
•Opportunities
•
Corporate Headquarters Planning
•promotes/sells these products
•Focuses on needs/ wants of target • markets & delivering value • better than competitors
•
Objectives
Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profitability Total quality management
路漫漫其修远兮, 吾将上下而求索
•
Market-Oriented Strategic Planning
•Objectives
•Resources
路漫漫其修远兮, 吾将上下而求索
•Skills

市场营销培训讲义英文版

Customers
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
3
Marketing Orientation
Customer needs Potential market opportunities
Marketing products and services
Market intelligence
Linking distinctive strategy competencies to market opportunities Competitive advantage the driving force
Market-led strategy Market-led
Marketing Mix and Customer Needs
Customer needs
Key customer requirements
Competitive advantage
Marketing mix
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Matches customer needs
Creates a competitive advantage
Effective marketing mix
Well balanced
Matches corporate resources
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 11
15
Lecture 2: Buyer Behaviour in Consumer and Organisational Markets

“市场营销”讲义(英文PPT 273页)

Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace

市场营销讲义英文共274页

information Maintains “healthy” skepticism Is ethical
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Associations Business Information
Good Marketing Research:
Is scientific Is creative Uses multiple methods Realizes the interdependence of
models & data Acknowledges the cost & value of
Objectives
Define value & satisfaction - understand how to deliver them
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs

市场营销英语讲义

市场营销英语讲义Unit 1 First Contact WORD CHECK (I)marketing Manager person in charge of the marketing departmentcomputer Manager person in charge of the computer departmentto be over to be here on a visit fromanother countryhost person who invites or receivesgueststhesepartsthis area1.L ISTENING (I)You are going to hear a number of people introducing themselves. Some of the introductions involve two people, some involve three. As you listen, number these conversations in the order you hear them.A Hello, I’m……Nice to meet you, My name’s…….B Hello, let me introduce myself. My name’s…….Pleased to meet you, I’m……..C I don’t know anyone here. You’ll have to introduce me.Of course. Roger, this is…….Nice to meet you.D How do you do? My name’s……Nice to meet you. Mine’s…….E I haven’t met your Managing director yet.Oh, I’m sorry. Doctor Mannheim, this is……Very nice to meet you.F Let me introduce you two. Maxine, this is Francis.Nice to meet you.G Could you introduce me to the Marketing Manager?Of course, Philip, Let me introduce you to …….Nice to meet you2. R EAD AND LEARNWORD CHECK (II) Plc Public Limited Company. Acompany whose shares you canbuy on the Stock Exchangeannualevery year, yearly softwareprograms for a computer system development planning new products Personnel department section of a company whichdeals with staff welfare, records,trainingand recruitmentcolleaguefellow worker in a company or profession Accounts Department section of a company whichdeals with money paid orreceivedmarketresearchexamination of the possible demand for a product before it is put on the market PersonalAssistant secretary who provides special help to a manager or directorFinance section of a company whichcontrols a company’s moneyProduction Department section of a company which deals with the making of the company’s productsfashion designer person who plans new styles in clothes1.L ISTENING(II)Manders Plc are having their annual party. Listen to the dialogues overheard at the party. Match up the people’s names with their type of work. The first one has been done for you.2.R EAD AND LEARN3. P RESENTATIONWe use a variety of prepositions to indicate work relationships.e.g. I work for Manders(they are my employers)I work at Manders (the place)I work with Manders (a sense of collaboration)I ’m in computers (general type of work) NamesType of work 1. P eter2. J ohn3. S usan4. M ike5. S arah6. M r fields7. M artin8. J ean9. J ean ’s husband a. P roduction b. P ersonal Assistant c. S oftware development d. M arket research e. F ashion design f. P ersonnel g. A ccountsh. S alesi. F inanceI’m on the market research side (general type of work)I’m in the Sales Department (specific place of work)4.P RACTICEGroup work1.I ntroduce yourself to the others.2.I ntroduce the other two to each other.3.A sk to be introduced.4.T ell your job and place of work.Unit 2 Company Organization-----Presenting the Company WORD CHECK (I)organizational showing the way a companyis organizedstructure organizationManaging Director Director who is in charge of a whole companyexecutives People who put decisionsinto actionpersonnel stafftraining teaching employees how todo something rationalisation making more efficient region part of a country / an area to split to dividematrix (basis) organized according to twosets of criteria, e.g.geographical andfunctionalsection part of a company subsidiary company which is owned by aparent companyaffiliate company wholly or partlyowned by another company 1.L ISTENING (I)Listen to the presentation about Rossomon Plc., complete the organization chart below.2.R EAD AND LEARN3.P RESENTATIONThis section demonstrates some of the language used to describe an organization interms of:● Hierarchy● Responsibilities/functions● Titles● Affiliates● StructureHierarchyThe company is headed by the MD.The Sales Director reports to the MD.The Sales Director is under the MD.The sales Director is accountable to the MD. The Sales Director is supported by a sales team.The Sales Director is assisted by an Assistant Sales Manager.Responsibilities/functionsThe finance Department is responsible for accounting.The R&D (Research and Development) Department takes care of new productdevelopment.The Administration Manager is in charge of personnel.TitlesBelow are the main managerial titles with the US equivalents in brackets:Chairman (President)Managing Director (chief Executive Officer/Senior Vice- President)Finance Director (Vice-President-Finance) Sales Manager (Sales Director)Note: The Directors and Chairman of a company usually sit on the Board of Directors (Executive Board)AffiliatesX is the Parent company.A, B and C are subsidiaries (more than 50% owned by the parent)StructureThe Car Division consists of the Production Department and the Sales Department.The Production Department comprises the Methods Section and the Maintenance Section.The Sales Department is made up of the Advertising Section and the After-sales Section.4. P RACTICEPair work:Describe the typical management structure of a British company.Presenting Information ----Structuring IdeasChai Mana Fina Mark ProduPerson nel Chief Accou Sale s Publi c Adver tisin Works / Purch asingFocus: A Personnel director giving an informal presentation on the structure and organization of the department.WORD CHECK (II)to head be at the top of, be in chargeofact officially fortorepresentbring togethertoco-ordinateselection choicemanpower number of workers neededto handle look after (a task)pension amount of money paid regularlyafter a person stops work,either because of old age orillnesspost jobthe press newspapers in generalpolicy fixed planrecession period of little economicactivityto deal with organize, look after (a task) to take care oforganize, look after (a task) 1. L ISTENING(II)Listen to the Personnel director of Rossomon plc explaining the structure and organization of the department to a newmember of her team. As you listen, complete the organization chart.2. R EAD AND LEARN3. P RESENTATIONA presentation is a talk given by a speaker to one or more listeners. To be effective, the speaker ’s message must pass to the listeners, i.e. it must be heard and correctly understood. The elements of anPERSONNEL & & & & Main looks forhandles in charge deals witheffective presentation are:1. t he effective organization of theinformation2. t he effective delivery of the information3. t he effective use of language.Below, the skills and techniques needed to organize information effectively are identified.Organization of information--Transparency of structure:have a clear beginning, middle and end. --Organization of content:Identify clearly the main points and the supporting points.In the listening extract, the speaker followed a number of steps:4. PRACTICEgreetintroduc introduc conclude invite summarizeoutline Present main part, divided into: Point 1 Point 2 Point 3Pair workFollow the presentation flowchart above, to give a short talk (maximum 5 minutes) to a new member of your company, department or sports/social club. Decide before hand what your and your partner’s roles are.Your presentation should:--- include the relevant information--- have a clear structure--- make that structure clear by using appropriate languageUnit 3 Telephone EtiquetteTelephoning 1 -----Making arrangements WORD CHECK (I)installation the process of putting newmachines into an office or afactorycomplicated difficulttechnician skilled technical workerto sort out to put rightto fix to arrangeto manage to be able to do something,e.g. meet on Tuesdayto suit to be suitable or convenient1.LISTENING (I)Listen to the three telephone calls. As you listen, complete the table below.Call Name ofpersoncalled Name ofcallerReasonforcallResultof call1 232.READ AND LEARN3.PRESENTATIONThe telephone conversations you heard in the dialogues included a number of steps, in particular:⏹Identifying yourself/your company⏹Asking the caller to identifyhimself/herself⏹Asking for a connection⏹Taking/leaving a message⏹Explaining the reason for the call⏹Making appointments⏹Signing offNow look at the language used in these steps.1.Identifying yourself/your company Krondike Electronics. Can I help you?(a typical switchboard)John Bird speakingThis is Pete EdwardsJohn here2. Asking the caller to identify himself/herselfWho’s calling please?3. Asking for a connectionI’d like to speak to _______________________, please.Could you put me through to _______________, please.I’d like to speak to someone about deliveries, please.4. Taking/leaving a messageI’m afraid he’s out at the moment. Can I take a message?Can you ask him to call me back?5. Explaining the reason for the callThe reason I called is _____________________.I am (just) phoning to ____________________.6. Making appointmentsCould you manage Tuesday?What about Friday?Shall we say two o’clock?Just a moment, I’ll get my diary.I’m sorry, I’m out all day.Friday would be fine.That suits me.7. Signing offI look forward to seeing you.Thanks for calling.Goodbye.Bye.4.PRACTICEPair workStudent A:1)Y ou are a Peterson. Telephone Student B and ask to speak to B Rogers(you can use the title Mr/Mrs/Miss/Ms or their first name). You want to speak to him/her about an order. Your telephone number is (0732) 4355012)B Rogers calls you back. You want to order some shoes. Before you order you wouldlike to know the price for 10 pairs of model A293. confirm the price and tell him/her you will fax the order right away.3)Y ou are A Taylor. Telephones Student B(B Dunn) to arrange a meeting to discuss your visit to Japan. You want to meet next week. Below is your diary for next week.Monday ThursdayMorning MorningMeeting with sales manager 10:00-12:00 Lunch with childrenLunch with Ross AfternoonAfternoon Prepare report Board Meeting 14:30-17:00Tuesday FridayMorning Morning Leave for JapanAfternoon visit Ross factory 14:00-18:00 afternoonWednesday Saturday SundayMorning 09:00 meet sales reps11:00 drive to ManchesterAfternoon Visit two clients15:00--- Mr peacock16:00---Miss DavisTelephoning 2 -----Information Handling (Late Payment)Focus: Making phone calls to chase late paymentsWORD CHECK (II)invoice billpayment money given in return for goodsor servicesto transfer move, e.g. money, from one place, e.g.a bank, to anotherto sort out(aproblem)solve….enquiry questionto credit put money into an accountroundfigurenumber ending in 0, e.g. 3,500a charge money that must be paid for aserviceto convert change from one currency toanother1. LISTENING (II)Listen to a series of three phone calls about late payment of invoices. As you listen, complete the table below.Call 1Name of caller: Person called: Date of invoice:Action-- What: -- When: Call 2Bank account details:Number: --Bank name: Action-- What: -- When: Call 3Company name: Credit-- Actual amount: -- Expected amount: -- Day:2. READ AND LEARN3. PRESENTATIONIn the phone calls, the parties used the following techniques for handling problems: Asking for repetition⏹Asking for clarification⏹Asking for verification⏹Asking for spelling⏹Correcting informationBelow are some sentences that you can use: 1)A sking for repetitionYou may need to ask for repetition in two situations: if you didn’t hear what was said, or if you didn’t understand what was said,A: if you didn’t hear, you can use one of these phrases:Sorry?(with a rising intonation)Pardon? (with a rising intonation) Pardon me? (with a rising intonation)(US)Excuse me? (with a rising intonation)(US)Another strategy is to state your problem and then make a request.Stating your problem:(I’m) sorry. I didn’t hear what yousaid.I didn’t quite catch what you said.I didn’t quite catch that.Making your request:Could you repeat what you said, please?Could you repeat that /say that again, please?B: If you didn’t understand, you can state your problem and then make a request: Stating your problem:(I’m) sorry. I don’t quite follow you.I don’t understand what you’ve just said.Making your request:Could you go over that again, please?2)A sking for clarificationI you feel the speaker is being vague or imprecise; you can use one of the following expressions to ask for more precise Information:What do you mean, exactly?What exactly do you mean by ‘incorrect bank details’?Could you explain what you mean, please?3)A sking for verificationIf you want to check that you have understood what the speaker has said, you can use one of the following expressions: Did you say the Bank of Scotland?(stressed, to check that it is the correct word)Let me just check. The account number is 40211686. Is that right?4)A sking for spellingCan/Could you spell that, please?5)C orrecting informationIt is quite common ot soften a correction by using a polite formula before making the correction:(Excuse me.) Not the 30th. The 13th. (Sorry, that’s not quite right.)It should be the 13th, rather than the 30th. (Sorry, I think you’ve made a mistake.)The 13th rather than the 30th.4. PRACTICEPair work4.1 Student A: You are the Marketing Manager of Vitaco, a major supplier of pharmaceutical products. Next month you are spending two days in the Republic of Surnamia to try and boost business there. At present you work through a small agency, surimport. Your agent there has agreed to arrange a number of visits to prospective customers. However, you are not convinced that your agent is really looking after Vitaco’s interests and are keen to show him/her that this visit is important for the future relationship between your two organizations.Call your agent and ask for details of the visits. The visits need to be fitted into andwritten into the timetable below.Day1 Day208:00 08:0009:00 09:0010:00 10:00 Address toAnglo-surnamia 11:00 11:00 friendshipClub12:00 12:0013:0013:00 Lunch withChamber ofCommerce14:00 till 14:30 14:0015:00 15:0016:00 16:0017:00 17:00 flight toMansuria18:00 18:0019:00 19:0020:0020:00 Dinner WithCommissioner21:00 21:004.2 Student A: You are the agent for Student B’s company (Komestico) in the Republic ofMansuria. Your agency, Mansimport, represents a number of domestic appliance companies. However, you have been able to negotiate better discounts with domestico’s competitors and therefore are better able to sell their products. You have met Domestico’s Marketing Manager(Student B)before and you did not like his/her aggressive manner. Nevertheless, you would like to continue to represent Domestico as they have one good product which you can sell quite easily.Domestico’s Marketing Manager has informed you that he/she intends to visit Mansuria for two days next month and has asked you to set up a number of visits to prospective customers. You don’t really want him/her to come. At the last minute you have contacted a few prospective customers. Below are your notes. Student B is going to call you to ask you for the details.Before Student B calls you, write int thenames of the companies and contacts for the visits. Use your imagination to invent some suitable names for the phone conversation. Company:________________________Contact:_______________________Visit: Day 1 10.30 Company:________________________Contact:_______________________Visit: Day 2 12.30 Company:________________________Contact:_______________________Visit: Day 1 14.30 Company:________________________Contact:_______________________Visit: Day 2 12.30 Company:________________________Contact:_______________________Visit: Day 1 11.30 Company:________________________Contact:_______________________Visit: Day 2 16.30Unit 4 Sales ReviewWORD CHECKtarget level, e.g. of sales, to aim for performance how good or bad the results are product thing which is made ormanufacturedto launch to put a new product on themarketpeak highest pointunit single productsteadily in a regular or continuous way to settle to stay at the same level rapidly quicklyslightly not very much, a little results outcome of the year’s trading 1.L ISTENINGListen to the sales review. As you listen, match the model number of the product to the graph.Models: A1456, B2456, C3456Graph 1 Sales performance:Model__________________________Sales 000sGraph 2 Salesperformance:Model__________________________12345100 200 300 400 500 year6600Sales 000sGraph 3 Sales performance:Model__________________________Sales 000s2. R EAD AND LEARN123 4 5100 200 300 400 500 year12345100 200 300 400 500 year66006600Unit5 Project ReportingFocus: Two colleagues discussing the progress of a marketing campaignWORD CHECKoriginal(plan) first, initial preliminary(test) before starting the mainstage,initial(small-scale)…to run (rest) do…..encouraging showing positive results to scale up increase to greatervolumetooling machines needed forproductionpromotion literature leaflets, posters. etc., used topublicize/advertisemedia coverage reports, publicity innewspapers, on TV, etc.1.L ISTENINGListen to the dialogue in which twocolleagues discuss the progress of a marketing campaign. As you listen, complete the key for the project planner belowPROJECT PLANNINGSept Oct Nov Dec Jan Feb Mar April(now)MayKeya.b.c.d.e.2.R EAD AND LEARN3.W ORD STUDYMatch the words on the left with their closest equivalents (synonyms) on the right 1.P reliminary a.t o prepare…2.t o run (a test) b.i n limited quantities3.t o reach (atarget)c.t o have…4.t o scale up (production)d.…informed5.T o work on (something)e.a stage6.a phase f.i nitial7.o n a small scale g.t o increase…8.(keep me) upon dateh.T o carry out9.t o hold (apressconference )i.t o achieve10.(tell me) where we stand j.…what the position is4.P RACTICEPair workDiscuss the timing of a project involving the launch of a new product.Student A: Use the project planner below to answer your partner’s questions about project timing. The present date is August 15th.PROJECT PLANNERLast year This year(now)Next yearJ F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N DKey=productdevelopment=prototype =present test results=prepare national launchUnit 6 Performance AnalysisFocus: A telephone call between two colleagues discussing quarterly results WORD CHECKquarterly every 3 monthsto clear(sales)reach…to pick up(an order)get, win…stock level amount of stock (goods) in storesto recon thinkrecession economic decline in anarea/countryto bottomoutreach the lowest pointboom fast economic growth1. LISTENINGListen to the telephone call between a European Sales Manager and her French area salesman. They are discussing quarterlyresults. As you listen, complete the figures below.Product Forecast Actual (lastquarter) Zellon RangeArtemis 650,000HedonAftershaveMinosFace-cream2. READING AND LEARN3. WORD STUDYComplete the expressions by matching the verbs on the left with an appropriate phrase on the right. Note that, in a few cases, more than one phrase may be appropriate.11.to clear k.a big order12.to fix l.f or a meeting13.to pick up m.w ith a new product14.to cut n.￡200,000worth of sales 15.to appealtoo.y our problem16.to pull out of p.a n optimistic target17.to get together q.y oung consumers18.toappreciater.a n opportunity19.to miss s.t he recession20.to besuccessfult.s tock levels4. PRACTICEExchange information about Xion’s performance over the last 18 months. Student A: Complete the information chart below by asking your partner questions. Your partner will ask you about the information you have.XION COMPANY RESULTSLast year (previous year’s results in brackets) This year: (first six months)Turnover: 250,000(280,000)$Profits:$ ($ )$ Share price: $6.70 ($7.80) $6.90XION STRATEGIC OBJECTIVESLast year This year1.J oint venture in Japan: deal signed October 1.I ntroduction of franchises: first two introduced in May2.R estructuring ofmanufacturing: 2.N ew profit-sharingscheme: 3.S ale ofloss-makingagriculturebusiness:Unit 7 Arranging a ConferenceFocus: Three colleagues trying to arrange a sales conferenceWORD CHECKissue discussion topicfacilities rooms, equipment, etc.,conference…,leisure…to settle for agree to (often involving some compromise)delegate participant, representative(e.g. at a conference)to sort out arrange1.L ISTENING1.1Information transferListen to the extract from a meeting called to arrange a European Sales Conference. As you listen, complete the secretary’s notes below.1.2CommunicationAssess the manner of the three participants in the meeting in terms of assertiveness and submissiveness. √not very √√quite √√√veryAssertive Submissive SheilaRonTracy2.R EAD AND LEARN3.W ORD STUDYFind the word or expression in the box which is closest in meaning to the words in italics in the expressions below.a.t ravelb.f ixc.I s that allinclusive?d.I temse.l ocationf.a gree tog.a rrangeh.o pinion i.t akingplace j.c annot be considere d1.T here are three issues we need to discuss…2.… have to settle for September…3.… a trade fair coming up at the end of…4.A ugust is out…5.H ardly time to get over to London…6.C an’t we make it the second weekend…?7.I’ve found the ideal spot…8.D oes that include everything?9.… to sort out the details…10.What’s your view, Ron?4.P RACTICEPair workMake an arrangement for a meeting to discuss some new policy questions.Student A: You want to arrange a meeting with Student B. Use the diary to fix a suitable time and place for a meeting next week.Mon Tues Wed Thurs Fri9:00 Flight toMunich Meeting inHead OfficeTrade Fair inDerbyGolf with Ron11:00 Dentist13:00 Lunch withKate15:00 Write Report Weekend inWales 17:00 Flight back19:00Unit 8 Competitive AdvantageFocus: A senior Director talking about the competitive position of his company. WORD CHECKSWOT Strengths, Weaknesses,Opportunities, Threatsto perceive see, feeluser-friendly easy for users to operate value formoneyquality in relation to price help-desk aftersales telephone supportfield maintenance repairs carried out at customer premisespenetration percentage market share profile reputation and awareness inpublic eyedirect mail selling by sending promotionmaterial through the post toprospective customers customer base number of customersto capitalize take advantage of1.L ISTENINGListen to a presentation given by a Directorof NETCOUNT Software Ltd, a supplier of accounts software to small business users. He outlines the competitive position of the company. As you listen, complete the table below.Strengths 1.Opportunities 1.2. 2. Weakness 1.Threat 1.2.R EAD AND LEARN3.W ORD STUDYThe following exercise focuses on building vocabulary to describe products, companies and services. Complete the table. The first one has been done for you.Quality Positiveadjective Negative adjectivefriendliness friendly unfriendly speed (ofservice)qualificationsof staffefficiencystrengtheffectivenessextendsecuritysophistication4.P RACTICEPair workCompare and contrast two companies. Student A: You should focus on Saffron Inc and make comparisons with Zuchini SA. Student B: You should focus on Zuchini SA and make comparisons with Saffron Inc.Saffron Inc Zuchini SA﹡﹡﹡﹡﹡ProductqualityAverage3 weeks4 weeks delivery timeAfter-sale 24 hours 12 hoursresponsePrices (indexfigure)$45.00 $22.00 Turnover $22m $25m Headcount 1,450 850Location San Francisco+ 2 Plants inUK Milan+ 1 plant in Portugal。

市场营销英文讲义 (9)

· Dealer loaders · Loyalty schemes · Incentives · Full-range buying · Free gifts · Trial offers · Trade-in deals · Guarantees · Training
· Bonus · Commission · Free gifts
Personal Advertising Selling
Internet/ Customer
Online
Publicity
Marketing
Direct
Sales Marketing
Promotion
Promotion - A Mix Within the
Mix
n Advertising: Any paid form of non-personal presentation and
Decode Brand Image
Feedback
Noise Response
Derived from:-Doyle, P. (2000),Value Based Marketing and Schramm, W. (1971), “How Communication Works”.
Developing an Advertising Campaign
BARRIERS
Promotional Mix via the Communication Process
U
U
ADVERTISING
N
Hi
Hi
A
N D
Med
Low
A
W
E
PERSONAL SELLING
W A
Low

市场营销英文讲义 (4)

Why is marketing research important? List 5 reasons
A marketing information system
Marketing environment
The company Customers Competitors Suppliers Distributors Economic Social Legal Technological Physical forces
Initial contact
• Research brief • Background information • Sources of information • Scale of the project • The timetable
The second stage
Objective - a firm decision is taken to go ahead with research. Commence detailed background studies and prepare data collection methods/instruments.
Some ethical issues in marketing
research
• Intrusions to privacy • Misuse of marketing research findings • Selling under the guise of marketing research • Questionable practises in information gathering
Marketing decision-making
Strategic l new products

市场营销英文讲义 (8)

The Product and the Brand
‘Promises’/Guarantees
Delivery
Packaging
Brand name
Features
Core benefit or
service
Credit Quality
Styling
Installation
Augmented Product
--
DOGS
£ IN + £ OUT -
0
High
Low
Relative market share
Question
n Can you Critically Evaluate two product management models using good examples to illustrate your answer??
Introduction stage
Growth stage
Maturity stage
Decline stage
Revenue
0 Time
PLC Useful or Useless?
n Useless
– Many external/uncontrollable factors influence life cycle
PLC Useful or Useless?
n Useful
– Describes what may happen; doesn’t prescribe what will happen
– Describes what may happen; doesn’t prescribe what will happen
Branding Basics

市场营销英文讲义 (6)

Dr Martens moves to China
The makers of Dr Martens boots have announced the company is moving production to China with the loss of more than 1,000 jobs. A spokesman for the company said the decision was made because it was far cheaper to produce footwear in China. It plans to cease all production in the UK, but will continue to employ a number of office and design staff.
Marketing-orientated pricing
Value to customer
Marketing strategy
Explicability
Price-quality relationships
Competition
Marketing-oriented pricing PLAN
Product line pricing
Effect on distributors/
retailers
Costs
Political factors
Negotiating margins
EVC Analysis
Life Cycle Cost
Purchase
Price
50000
Start-up Costs
30000
EVC = 80000
20000

市场营销讲稿(英文版)(ppt 36页)

The aim of Marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or services fits… and sells itself. (Drucker, 1973)
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》《销售与市场》《市场营销》（人大复印资料）
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
consists of all activities that bring buyers and sellers together
Analysis, Plan, implement, control
Marketing mix(4ps)
Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and

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

国际市场营销学培训讲义(英文版)

国际市场营销学培训讲义(英文版) International Marketing Training HandbookSession 1: Introduction to International Marketing1.1 Definition of International Marketing- Explanation of international marketing and its importance in today's globalized world.- Overview of key concepts, such as globalization, market segmentation, and cultural diversity.1.2 Benefits and Challenges of International Marketing- Discussion on the advantages of expanding into international markets, such as increased sales and new business opportunities. - Identification of common challenges, such as cultural differences, legal and regulatory complexities, and competitive pressures.1.3 International Marketing Strategies- Introduction to different strategies for entering international markets, including exporting, licensing, joint ventures, and direct investment.- Examination of factors influencing strategy selection, such as market potential, risk assessment, and resource allocation. Session 2: Market Research and Analysis2.1 Understanding Global Consumers- Analysis of cultural differences and their impact on consumer behavior.- Identification of global consumer segments and trends to targeteffectively.2.2 Market Research Methods- Overview of primary and secondary research methods for gathering market intelligence.- Explanation of techniques for analyzing market data, such as surveys, focus groups, and data mining.2.3 Assessing Market Potential- Examination of key factors to consider when evaluating market potential, including market size, growth rate, and competition.- Introduction to tools and frameworks for assessing market attractiveness and competitiveness.Session 3: Market Entry Strategies3.1 Exporting and Importing- Discussion on the advantages and disadvantages of exporting and importing.- Explanation of export and import processes, including logistics, documentation, and international trade regulations.3.2 Licensing and Franchising- Overview of licensing and franchising as market entry strategies. - Examination of the benefits, risks, and considerations involved in entering into licensing and franchising agreements.3.3 Joint Ventures and Strategic Alliances- Introduction to joint ventures and strategic alliances as collaborative market entry strategies.- Analysis of the advantages, challenges, and factors for successful partnerships.Session 4: Product and Brand Management4.1 Adaptation vs. Standardization- Examination of product and brand adaptation strategies to suit local market preferences.- Discussion on the benefits and risks of standardizing products and brands across international markets.4.2 Product Development and Innovation- Overview of product development processes for international markets.- Introduction to strategies for fostering innovation and staying competitive in global markets.4.3 Branding and Positioning- Explanation of brand building and positioning strategies for global brands.- Examination of the role of culture, communication, and customer perception in successful international branding.Session 5: Communication and Promotion5.1 Integrated Marketing Communications- Introduction to integrated marketing communications (IMC) and its role in international marketing.- Explanation of different promotional tools and channels, such as advertising, public relations, and digital marketing.5.2 Cultural Sensitivity in Communication- Discussion on the importance of cultural sensitivity and adaptation in international communication.- Analysis of successful cross-cultural marketing campaigns and the lessons learned.5.3 Digital Marketing in International Markets- Overview of digital marketing strategies and tactics for reaching global audiences.- Examination of the challenges and opportunities in leveraging digital platforms for international marketing.Note: This training handbook provides an overview of key topicsin international marketing and can be customized to suit specific training objectives and participant needs.Session 6: Pricing and Distribution6.1 Pricing Strategies in International Markets- Explanation of factors affecting pricing decisions in international markets, such as currency fluctuations, local market conditions, and competition.- Introduction to pricing strategies, such as cost-based pricing, market-based pricing, and value-based pricing.6.2 Distribution Channels and Logistics- Overview of distribution channel options in international markets, including direct sales, distributors, agents, and e-commerce.- Examination of logistics considerations, such as transportation, warehousing, and customs regulations.6.3 Channel Management and Relationship Building- Discussion on the importance of effective channel management and relationship building with international partners.- Introduction to strategies for selecting, managing, and incentivizing channel partners.Session 7: Legal and Ethical Considerations7.1 International Legal Framework- Overview of international trade laws and regulations, such as tariff and non-tariff barriers, intellectual property protection, and contract laws.- Explanation of the role of international organizations, such as the World Trade Organization (WTO), in promoting fair trade practices.7.2 Ethical Issues in International Marketing- Analysis of ethical dilemmas and challenges in international marketing, such as cultural sensitivity, advertising standards, and environmental sustainability.- Discussion on the importance of corporate social responsibility (CSR) in international business practices.7.3 Risk Management and Compliance- Introduction to risk management strategies for mitigating legal and ethical risks in international marketing.- Explanation of compliance standards, such as anti-corruption laws and data privacy regulations, that businesses need to adhere to in global markets.Session 8: Market Expansion and Growth8.1 Emerging Markets and Opportunities- Analysis of emerging markets and their potential for business expansion and growth.- Discussion on strategies for entering and succeeding in emerging markets, such as adaptation to local conditions and collaboration with local partners.8.2 International Business Development- Overview of strategies and considerations for expanding and growing international business operations.- Discussion on factors such as market diversification, innovation, and strategic partnerships.8.3 Sustainable International Marketing- Examination of sustainability and responsible business practices in international marketing.- Introduction to concepts such as green marketing, social entrepreneurship, and inclusive business models.Session 9: Cross-Cultural Communication and Negotiation9.1 The Importance of Cross-Cultural Communication- Explanation of the challenges and opportunities presented by cross-cultural communication in international business.- Analysis of cultural dimensions and their impact on communication styles and business practices.9.2 Cross-Cultural Negotiation- Overview of negotiation strategies and techniques in cross-cultural settings.- Examination of cultural norms and practices that influence negotiation processes and outcomes.9.3 Managing Cultural Differences- Discussion on strategies for managing and leveraging cultural differences in international business.- Introduction to intercultural competence skills, such as empathy, adaptability, and cultural intelligence.Session 10: International Marketing Plan10.1 Developing an International Marketing Plan- Step-by-step guide to developing an international marketing plan. - Explanation of key components, such as market analysis, target market selection, marketing objectives, and implementation strategies.10.2 Evaluating and Monitoring International Marketing Performance- Introduction to metrics and tools for evaluating the performance of international marketing activities.- Discussion on the importance of monitoring and adjusting strategies based on market feedback and changing conditions. 10.3 Case Studies and Best Practices in International Marketing- Analysis of real-world case studies and best practices in international marketing.- Examination of successful international marketing campaigns and their underlying strategies and tactics.Note: This training handbook provides an overview of key topics in international marketing and can be customized to suit specific training objectives and participant needs. The content can be expanded upon by incorporating additional case studies, interactive exercises, and group discussions to enhance participant engagement and learning.。