全球营销英文版最新版教学课件第7章
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中职教育-国际营销英语课件：Unit 7 Place (Distribution).ppt
Physical distribution
Physical distribution as a key component of the marketing mix because of its central role in creating time, place, and possession utility and in achieving distribution efficiencies.
Physical distribution
Physical distribution encompasses all activities involved in moving goods from where they are produced to where they are purchased or consumed. The combination of order processing, merchandise-handling, inventory, storage, and transportation functions represents the physical distribution system.
Geography
BDI (Brand Development Index) : sales-to-population ratio relative to other markets in the company’s system.
CDI (Category Development Index) data: provides a good benchmark for the success rate potential for different expansion markets.
全球营销学课件Ch7 Global market entry stategies
Other Contractual Entry Modes
Other Contractual entry modes include: (1) Contract Manufacturing Entry Mode : A means of enterprises by providing parts and components assembly to foreign companies or to provide detailed specifications by imitation. The enterprises themselves are responsible for marketing. (2) International management contract model : Management companies to foreign companies to assume the form of the contract some or all management tasks, to extract the management fees, some of their profits to a specific price or to purchase the company's stock as a reward. General application in the field of management services (3) International project contracting : enterprises signed contracts with foreign enterprises and the completion of a project, and then the other side of the project delivery approach to access to foreign markets.
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.
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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Hall3/24/20207/18/2020
Sales Force Nationality
• Expatriates • Host country • Third country • Other options
© 2005 Prentice
15
Hall3/24/20207/18/2020
– 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
市场营销学英文版最新版教学课件第7章
Learning Objective 7-2 Summary
• Product attribute decisions – quality, features, and style and design
• Branding, packaging, and labeling decisions • Product support services – enhance customer service
7-2. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
Learning Objectives (2 of 4)
First Stop Go Pro: Be a Hero
GoPro’s runaway success comes from understanding that it’s selling much more than wearable sportsaction video cameras.
Learning Objective 7-1
• Market offerings include both tangible goods and services
• Companies create and manage customer experiences with their brands or companies.
– To differentiate their offers from that of the competitors
Samsung’s bulging Galaxy mobile devices line now offers a size for any need or preference.
全球营销学ppt课件
▪ 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销 学》, 机械工业出版社，2005
▪ 马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管 理》，中国人民大学出版社，2005
▪ 《国际市场营销学》，李威 王大超主编，机械工业出 版社，2008年7月第一版
▪ 闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》， 清华大学出版社，2004
▪ 教学中使用较多的英文案例，培养学生的英文思 维能力，提高学生的分析能力； 强调学生自学能力的培养； 运用多媒体教学。
Text Structure
▪ Introduction to global marketing（Ch1） ▪ The global marketing environment （Ch2,3,4） ▪ Approaching Global markets （Ch6,7） ▪ Global marketing mix （Ch 8, 11, 9, 10 ） 10 chapters: 1, 2,3, 4, 6, 7, 8, 11, 9, 10
Why? Where shall we go? ▪ What shall we know before plunging ourselves into the storming sea? ▪ How can we survive and thrive in a foreign market?
Global Marketing -- Introduction
▪ The essence of marketing is to surpass the competition at the task of creating perceived value for customers. Value Equation: V=B/P
▪ 马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管 理》，中国人民大学出版社，2005
▪ 《国际市场营销学》，李威 王大超主编，机械工业出 版社，2008年7月第一版
▪ 闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》， 清华大学出版社，2004
▪ 教学中使用较多的英文案例，培养学生的英文思 维能力，提高学生的分析能力； 强调学生自学能力的培养； 运用多媒体教学。
Text Structure
▪ Introduction to global marketing（Ch1） ▪ The global marketing environment （Ch2,3,4） ▪ Approaching Global markets （Ch6,7） ▪ Global marketing mix （Ch 8, 11, 9, 10 ） 10 chapters: 1, 2,3, 4, 6, 7, 8, 11, 9, 10
Why? Where shall we go? ▪ What shall we know before plunging ourselves into the storming sea? ▪ How can we survive and thrive in a foreign market?
Global Marketing -- Introduction
▪ The essence of marketing is to surpass the competition at the task of creating perceived value for customers. Value Equation: V=B/P
国际营销 英语chapter 7
• Government markets include various government agencies . • Marketers selling goods to these markets must be careful in
pricing because of limited purchasing power of the customers. Government purchase calls for bid.
‹# ›
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
• Dividing an overall market into homogeneous groups on the basis of their locations. • Attentions are paid to geographical differences in needs and wants . (localization) • To avoid fierce competition, firms often seek untapped potential markets in small or remote areas. • Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
• Bought by ultimate consumers for personal use.
• Consumer markets refer to consumer goods buyers.
pricing because of limited purchasing power of the customers. Government purchase calls for bid.
‹# ›
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
• Dividing an overall market into homogeneous groups on the basis of their locations. • Attentions are paid to geographical differences in needs and wants . (localization) • To avoid fierce competition, firms often seek untapped potential markets in small or remote areas. • Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
• Bought by ultimate consumers for personal use.
• Consumer markets refer to consumer goods buyers.
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.
国际营销英文版最新版教学课件unit07
• Ownership of intellectual property based on registration
• Agreements not enforceable unless properly notarized or registered
• Acts of God interpreted as unforeseeable occurrences of nature and human acts
Counterfeiting and Piracy
• Occurs in a range of industries • Costs companies billions of dollars in lost revenue
• Counterfeit pharmaceuticals most dire; can cause death
• Among most valuable assets to a company • Companies spend millions of dollars on establishing property
rights
Protection of Intellectual Property Rights: A Special Problem 2 of 6
Bases for Legal Systems 5 of 5
Islamic Law
• Based on interpretation of the Koran • Prescribes specific patterns of social and economic
behavior for all people
• Important to comply with the laws in each country in which the multinational corporation operates
• Agreements not enforceable unless properly notarized or registered
• Acts of God interpreted as unforeseeable occurrences of nature and human acts
Counterfeiting and Piracy
• Occurs in a range of industries • Costs companies billions of dollars in lost revenue
• Counterfeit pharmaceuticals most dire; can cause death
• Among most valuable assets to a company • Companies spend millions of dollars on establishing property
rights
Protection of Intellectual Property Rights: A Special Problem 2 of 6
Bases for Legal Systems 5 of 5
Islamic Law
• Based on interpretation of the Koran • Prescribes specific patterns of social and economic
behavior for all people
• Important to comply with the laws in each country in which the multinational corporation operates
国际市场营销课件英文版chapter7
Chapter Learning Objectives
1. four heritages of legal systems 2. important factors in jurisdiction of legal disputes 3. jurisdiction of legal disputes and various methods of resolution 4. protecting intellectual property rights internationally against piracy and counterfeiting
Marxist-Socialist Tenets
• USSR and China need an entire commercial legal system with respect to private ownership, contracts, due process, and other legal mechanisms • Russia is moving toward a democratic system China is attempting to activate a private sector within a multi-component economy, but their legal systems are still nascent
Jurisdiction in International Legal Disputes
• The World Court can adjudicate disputes between governments, but disputes in situations 2 and 3 must be handled in the courts of the country of one of the parties involved or through arbitration. • When the dispute has to be solved by laws ---- Which law governs?
全球运营管理课件new gom7-scm
h
7
一罐可乐
为什么319天做3个小时的工作？
• 每个阶段批量生产 • 每个阶段批量运输 • 每件产品平均经过14次存储和入库
每一步骤（工厂、运输、仓储、销售……） 都在最大限度地提高其运转效率
是不是局部最优化过多而全球最优化不足？
h
8
SC Responsiveness
Making the supply chains more responsive
h
16
SC Responsiveness
Coordinate the supply chain
2. Change Controls in the Channel
Vendor Managed Inventory Consignment Stocks “Sell-through”
Supplier Supplier Supplier
•POS Data •Forecasts (share and do jointly) •Schedules (share and do collaboratively)
h
15
供应链的响应能力
协调供应链
1. 增加共享信息
• 供应产品（POS） 数据 • 预测（共同分享与共同进行） • 供应链计划（共同分享与协作进行）
Every step (plants, transports, warehouses, sales….) Is maximizing its own operational efficiency
Is this too much local optimization and not enough global optimization?
The “Beer Game” example
国际市场营销-7unit 3-c
General pricing approaches
Cost based pricing Value-based pricing ed pricing
The price the company charges will be somewhere between one that is too low to produce a profit and one that is too high to produce any demand.
The Marketing Mix
Product Pricing Place Promotion
Pricing Strategies
Factors to consider when setting prices General pricing approaches New-product pricing strategies Price-adjustment strategies
Value-based pricing
Cost-based
product cost price value customer
Value-based
customers value price cost product
New-product Pricing Strategies
Market-skimming pricing Market-penetration pricing
Internal factors
Marketing objective Marketing mix strategy Costs Organizational consideration
External Factors
国际营销Chapter7
Chapter 7: International payment
of goods
Key points:
1.Means of payment in international trade; 1)Bill of Exchange; 2)Promissory note; 3)Cheque(Check).
2.Modes of international payment;
1)Remittance; 2)Collection; 3)Letter of Credit.
Part C: Words and Phrases
Part A:Text
I.Means of payment in international trade
promise in writing made by one person to another signed by the maker,engaging to pay,on demand or at a fixed determinable future time,a sum certain in money,to,or to the order of,a specified person or to bearer.There are only two parties,the drawer and payee.The payer of promissory note is the drawer himself.
3.Cheque(Check) A cheque is an unconditional order in
writing drawn on a banker signed by the drawer,requiring the banker to pay on demand a sum certain in money to or to the order of a specified person or to bearer.
of goods
Key points:
1.Means of payment in international trade; 1)Bill of Exchange; 2)Promissory note; 3)Cheque(Check).
2.Modes of international payment;
1)Remittance; 2)Collection; 3)Letter of Credit.
Part C: Words and Phrases
Part A:Text
I.Means of payment in international trade
promise in writing made by one person to another signed by the maker,engaging to pay,on demand or at a fixed determinable future time,a sum certain in money,to,or to the order of,a specified person or to bearer.There are only two parties,the drawer and payee.The payer of promissory note is the drawer himself.
3.Cheque(Check) A cheque is an unconditional order in
writing drawn on a banker signed by the drawer,requiring the banker to pay on demand a sum certain in money to or to the order of a specified person or to bearer.
《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
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Americans spent almost $55 billion on 83.3 million dogs in 2013. Who owns whom?
7-of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond
• Asia is home to 500 million consumers aged 16 and under
• Half of Japan’s population will be age 50 or older by 2025
7-11
Segmenting by Income and Population
– Recognizes existence of within-country differences
– Emphasizes micro-level differences
– Segments micro markets within and between countries
7-7
Global Market Segmentation
– Some services are free in developing nations so there is more purchasing power
• For products with low enough price, population is a more important variable
7-16
Psychographic Segmentation
• The Euroconsumer:
– Successful Idealists–5% to 20% of the population; consists of persons who have achieved professional and material success while maintaining commitment to abstract or socially responsible ideals
• Use product-market grid
• Segment markets • Position the brand in
the mind of the customer
7-2
Market Segmentation
• Represents an effort to identify and categorize groups of customers and countries according to common characteristics
7-17
Psychographic Segmentation
• The Euroconsumer:
– Comfortable Belongers
• 25% to 50% of a country’s population
• conservative
• most comfortable with the familiar
• Focus on the segments that can be reached most effectively, efficiently, and profitably
7-4
Positioning
• Positioning is required to differentiate the product or brand in the minds of the target market.
• Income is a valuable segmentation variable
– 2/3s of world’s GNP is generated in the Triad but only 12% of the world’s population is in the Triad
• Do not read into the numbers
7-19
Behavior Segmentation
• Focus on whether people purchase a product or not, how much, and how often they use it
• User status • 80/2 Rule or Law of Disproportionality or
• content with the comfort of home, family, friends, and community
– Disaffected Survivors
• lack power and affluence
• harbor little hope for upward mobility
7-15
Psychographic Segmentation
• Grouping people according to attitudes, values, and lifestyles
– SRI International and VALS 2
• Porsche example
– Top Guns (27%): Ambition, power, control – Elitists (24%): Old money, car is just a car – Proud Patrons (23%): Car is reward for hard work – Bon Vivants (17%): Car is for excitement, adventure – Fantasists (9%): Car is form of escape
• In India, the number of people under the age of 14 is greater than the entire US population
• In the EU, the number of consumers aged 16 and under is rapidly approaching the number of consumers aged 60-plus
• In focusing on the needs and wants of one gender, do not miss opportunities to serve the other
• Companies may offer product lines for both genders
– Nike, Levi Strauss
• tend to be either resentful or resigned
• concentrated in highcrime urban inner city
• attitudes tend to affect the rest of society
7-18
Psychographic Segmentation: Sony’s U.S. Consumer Segments
– Relies on clustering of national markets
– Less emphasis on withincountry segments
• Unconventional Wisdom
– Assumes emergence of segments that transcend national boundaries
• Demographics • Psychographics • Behavioral
characteristics • Benefits sought
Skiing became a sport in Norway where it was invented 4,000 years ago.
7-8
• By 2030, 20% of Americans will be over 65 • African-, Asian-, and Hispanic-Americans have a $2.5 trillion
buying power
7-10
Demographic Facts and Trends
• Global Elite–affluent consumers who are well traveled and have the money to spend on prestigious products with an image of exclusivity
7-14
Gender Segmentation
Demographic Segmentation
• Income • Population • Age distribution • Gender • Education • Occupation
What are the trends?
7-9
Demographic Facts and Trends
Global Marketing
Segmentation, Targeting, and
Positioning Chapter 7
7-1
Learning Objectives
• Identify like groups of potential customers
• Choose the groups to target
7-5
Global Market Segmentation
• Defined as the process of identifying specific segments—whether they be country groups or individual consumer groups—of potential customers with homogeneous attributes who are likely to exhibit similar responses to a company’s marketing mix.
7-of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond
• Asia is home to 500 million consumers aged 16 and under
• Half of Japan’s population will be age 50 or older by 2025
7-11
Segmenting by Income and Population
– Recognizes existence of within-country differences
– Emphasizes micro-level differences
– Segments micro markets within and between countries
7-7
Global Market Segmentation
– Some services are free in developing nations so there is more purchasing power
• For products with low enough price, population is a more important variable
7-16
Psychographic Segmentation
• The Euroconsumer:
– Successful Idealists–5% to 20% of the population; consists of persons who have achieved professional and material success while maintaining commitment to abstract or socially responsible ideals
• Use product-market grid
• Segment markets • Position the brand in
the mind of the customer
7-2
Market Segmentation
• Represents an effort to identify and categorize groups of customers and countries according to common characteristics
7-17
Psychographic Segmentation
• The Euroconsumer:
– Comfortable Belongers
• 25% to 50% of a country’s population
• conservative
• most comfortable with the familiar
• Focus on the segments that can be reached most effectively, efficiently, and profitably
7-4
Positioning
• Positioning is required to differentiate the product or brand in the minds of the target market.
• Income is a valuable segmentation variable
– 2/3s of world’s GNP is generated in the Triad but only 12% of the world’s population is in the Triad
• Do not read into the numbers
7-19
Behavior Segmentation
• Focus on whether people purchase a product or not, how much, and how often they use it
• User status • 80/2 Rule or Law of Disproportionality or
• content with the comfort of home, family, friends, and community
– Disaffected Survivors
• lack power and affluence
• harbor little hope for upward mobility
7-15
Psychographic Segmentation
• Grouping people according to attitudes, values, and lifestyles
– SRI International and VALS 2
• Porsche example
– Top Guns (27%): Ambition, power, control – Elitists (24%): Old money, car is just a car – Proud Patrons (23%): Car is reward for hard work – Bon Vivants (17%): Car is for excitement, adventure – Fantasists (9%): Car is form of escape
• In India, the number of people under the age of 14 is greater than the entire US population
• In the EU, the number of consumers aged 16 and under is rapidly approaching the number of consumers aged 60-plus
• In focusing on the needs and wants of one gender, do not miss opportunities to serve the other
• Companies may offer product lines for both genders
– Nike, Levi Strauss
• tend to be either resentful or resigned
• concentrated in highcrime urban inner city
• attitudes tend to affect the rest of society
7-18
Psychographic Segmentation: Sony’s U.S. Consumer Segments
– Relies on clustering of national markets
– Less emphasis on withincountry segments
• Unconventional Wisdom
– Assumes emergence of segments that transcend national boundaries
• Demographics • Psychographics • Behavioral
characteristics • Benefits sought
Skiing became a sport in Norway where it was invented 4,000 years ago.
7-8
• By 2030, 20% of Americans will be over 65 • African-, Asian-, and Hispanic-Americans have a $2.5 trillion
buying power
7-10
Demographic Facts and Trends
• Global Elite–affluent consumers who are well traveled and have the money to spend on prestigious products with an image of exclusivity
7-14
Gender Segmentation
Demographic Segmentation
• Income • Population • Age distribution • Gender • Education • Occupation
What are the trends?
7-9
Demographic Facts and Trends
Global Marketing
Segmentation, Targeting, and
Positioning Chapter 7
7-1
Learning Objectives
• Identify like groups of potential customers
• Choose the groups to target
7-5
Global Market Segmentation
• Defined as the process of identifying specific segments—whether they be country groups or individual consumer groups—of potential customers with homogeneous attributes who are likely to exhibit similar responses to a company’s marketing mix.