市场营销学双语课件9(PPT12)SettingPricingPolicy.pptx
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市场营销原理英文课件 (12)
Understanding the Marketplace and Customer Needs
Customer Value and Satisfaction Expectations
Marketers
• Set the right level of expectations
• Not too high or low
What Is Marketing?
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Building Customer Relationships
Relationship Building Blocks: Customer Value and Satisfaction
Customerperceived value
• The difference between total customer value and total customer cost
Customer satisfaction
• The extent to which a product’s perceived performance matches a buyer’s expectations
Building Customer Relationships
Customer Relationship Management (CRM) • The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
市场营销学英文版最新版教学课件第12章
Learning Objectives (2 of 4)
12-3. Describe and discuss the major decisions involved in developing an advertising program.
12-4. Explain how companies use public relations to communicate wit
Description
Advertising
• Reaches masses of buyers at a low cost per exposure
• Builds a long-term image for a product • Can trigger quick sales • Has a public nature and is viewed as legitimate • Very expressive • Impersonal and lacks the direct persuasiveness of
Setting the Advertising Budget
Coca-Cola spends hundreds of millions of dollars annually, but is that “half enough or twice too much”?
Advertising Strategy
• Factors changing the face of today’s marketing communications:
– Changing consumers – Changing marketing strategies – Advancements in digital technology
国际市场营销双语教程课件 cha8
• Company characteristics – Extent of internationalization – Countries exported to
• Management attitudes – Importance of exports – Overall price position of firm
• (1) What is dumping? Why do international companies use dumping strategies in select target markets?
• 什么是倾销？在选择目标市场时跨国企业为什么会使用倾销策略？
• (2) What are the different motivations behind a company when setting prices higher or lower in the home country?
• Market-differentiated pricing
– based on the dynamics of the marketplace
• changes in competition, exchange rates,osts
• Export-related costs
Framework
• 1.Pricing Decisions and Procedures • 2.Environment Related Challenges and Pricing Decisions • 3、 International Pricing Decisions
The Setting of Export Prices
• 什么属于灰色市场？目标市场上平行进口会怎样影响跨国企业的经营活动？
• Management attitudes – Importance of exports – Overall price position of firm
• (1) What is dumping? Why do international companies use dumping strategies in select target markets?
• 什么是倾销？在选择目标市场时跨国企业为什么会使用倾销策略？
• (2) What are the different motivations behind a company when setting prices higher or lower in the home country?
• Market-differentiated pricing
– based on the dynamics of the marketplace
• changes in competition, exchange rates,osts
• Export-related costs
Framework
• 1.Pricing Decisions and Procedures • 2.Environment Related Challenges and Pricing Decisions • 3、 International Pricing Decisions
The Setting of Export Prices
• 什么属于灰色市场？目标市场上平行进口会怎样影响跨国企业的经营活动？
国际市场营销双语-精品.ppt
国际市场营销学
2
Marketing Promotion
国际市场营销学
3
内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
9
1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易： 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
10
国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的：获取利润
Business Purpose: Earning profit 交换对象：商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.
市场营销学英文课件PPTCh12精品教案课件讲义PPT下载后可编辑
Relevant Costs are
expected to occur in future as a result of some marketing action • different among alternatives
•
Sunk Costs are
• opposite of relevant costs • past expenditures for a given activity
Estimating Demand
• Consider Demographic Factors
– How many potential buyers are in the market?
• Consider Psychological Factors
– Price indicator of quality?
Super Value
High
Product Quality
Premium Value
High Value
Med
Overcharging
Medium Value
Good-Value
Low
Rip-Off
False Economy
Economy
• Demand Curve:
Influences on Shape of Demand Curve Market Structure
• FC = $ 17,000 • Selling Price = $36.00 • Unit Variable Cost = $15.00 1. What if FC are $20,000? Break-even in bears? 2. What if have original fixed costs and a selling price of $40.00? Break-even in bears?
expected to occur in future as a result of some marketing action • different among alternatives
•
Sunk Costs are
• opposite of relevant costs • past expenditures for a given activity
Estimating Demand
• Consider Demographic Factors
– How many potential buyers are in the market?
• Consider Psychological Factors
– Price indicator of quality?
Super Value
High
Product Quality
Premium Value
High Value
Med
Overcharging
Medium Value
Good-Value
Low
Rip-Off
False Economy
Economy
• Demand Curve:
Influences on Shape of Demand Curve Market Structure
• FC = $ 17,000 • Selling Price = $36.00 • Unit Variable Cost = $15.00 1. What if FC are $20,000? Break-even in bears? 2. What if have original fixed costs and a selling price of $40.00? Break-even in bears?
市场营销双语教学PPT
to know and understand the customer so well that the product or service
fits him and sells itself.
Coping with (从事) exchange processes—part of this definition—calls for (要求) a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customer through creating, delivering, and communicating superior customer value.
loyal? 如何减少顾客需求的本钱并使顾客保持长 期的忠诚？
l How can we tell which customers are more important? 如何识别哪些顾客是更 重要的？
l
How
can
we
payback
from
communications?
的回报率？
measure
the
marketing
如何衡量来自营销沟通
1.2 Marketing concepts and tools营销观念与工具
Marketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.
fits him and sells itself.
Coping with (从事) exchange processes—part of this definition—calls for (要求) a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customer through creating, delivering, and communicating superior customer value.
loyal? 如何减少顾客需求的本钱并使顾客保持长 期的忠诚？
l How can we tell which customers are more important? 如何识别哪些顾客是更 重要的？
l
How
can
we
payback
from
communications?
的回报率？
measure
the
marketing
如何衡量来自营销沟通
1.2 Marketing concepts and tools营销观念与工具
Marketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.
市场营销英文版科特勒PPT课件
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 7
Assessing Marketing Information Needs
Characteristics of a Good MIS
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 13
Consider a local business near campus. . .
How would they conduct exploratory research?
WhatDmeigvhtetlhoeypwinangt tMo fiandrkoeuttiinndgesIcnripftoivremresaetairochn?
What relationships might they explore in causal research?
Marketing Research Defining the Problem and Research Objectives
Internal Data
Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
• Cookies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
市场营销学双语课件
• Customer Value – 顾客所得与所付出之比. 所得包括功能利益和情感利益;而所付出包 括金钱、时间、精力以及体力。
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异，是顾客的一种主 观感觉状态，是顾客对企业产品和服务满 足需要程度的体验和综合评估.
Societal Marketing Concept
社会 (人类 福利)
Societal Marketing Concept
顾客 (需求)
公司 (盈利)
营 销 管 理
为创造达到个人和机构目标的交换 ，而规划和 实施理念、产品和服务的构思、定价、分销和促销的过程。
需
求
管
理
发现 和 创造需求, 或者 改变 或 降低需求
盈利性 客户关系
吸引新的客户并 保留现有的客户
Marketing Management Philosophies
Production Concept Product Concept Selling Concept
Who Purchases Products and Services?
现实 购买者
Market –是指
某种产品的现实 购买者与潜在购 买者需求的总和.
潜在 购买者
Modern Marketing System
供应商 公司 （市场营销者）
环
竞争者
境
环
营销 中介
境
最终用户
Marketing Management
市场营销学双语课 件
商务策划学院同你一起 营销人生 策划成功
What is Marketing?
• 营销是个人和集体通过创造产品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异，是顾客的一种主 观感觉状态，是顾客对企业产品和服务满 足需要程度的体验和综合评估.
Societal Marketing Concept
社会 (人类 福利)
Societal Marketing Concept
顾客 (需求)
公司 (盈利)
营 销 管 理
为创造达到个人和机构目标的交换 ，而规划和 实施理念、产品和服务的构思、定价、分销和促销的过程。
需
求
管
理
发现 和 创造需求, 或者 改变 或 降低需求
盈利性 客户关系
吸引新的客户并 保留现有的客户
Marketing Management Philosophies
Production Concept Product Concept Selling Concept
Who Purchases Products and Services?
现实 购买者
Market –是指
某种产品的现实 购买者与潜在购 买者需求的总和.
潜在 购买者
Modern Marketing System
供应商 公司 （市场营销者）
环
竞争者
境
环
营销 中介
境
最终用户
Marketing Management
市场营销学双语课 件
商务策划学院同你一起 营销人生 策划成功
What is Marketing?
• 营销是个人和集体通过创造产品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
市场营销学双语课件
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异，是顾客的一种主 观感觉状态，是顾客对企业产品和服务满 足需要程度的体验和综合评估.
How do Consumers Obtain Products and Services?
• Exchanges -通过提供某种东西作为回报，从别人 那里取得所需物的行为 .
• Transactions -买卖双方价值的交换，它是以货币 为媒介的，而交换不一定以货币为媒介，它可以 是物物交换.
• Relationships -与其顾客、分销商、经销商、供应 商等建立起长期的互信互利关系.
Who Purchases Products and Services?
Market –是指 某种产品的现实 购买者与潜在购 买者需求的总和.
市场营销学双语课件
营销人生 策划成功
What品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
• More simply: Marketing is the delivery of customer satisfaction at a profit.
Core Marketing Concepts
需要、欲望 与需求
产品 和 服务
Core Marketing Concepts
市场
价值, 满意度, 和质量
交换, 交易, 和关系
What Motivates a Consumer to Take Action?
• Needs -通常是指对人类基本生存条件的满足期望 . i.e.比如人们需要食物、衣着、蔽护所、安全等。
•
9、一个人即使已登上顶峰，也仍要自 强不息 。上午 6时24 分59秒 上午6时 24分06 :24:592 0.8.17
How do Consumers Obtain Products and Services?
• Exchanges -通过提供某种东西作为回报，从别人 那里取得所需物的行为 .
• Transactions -买卖双方价值的交换，它是以货币 为媒介的，而交换不一定以货币为媒介，它可以 是物物交换.
• Relationships -与其顾客、分销商、经销商、供应 商等建立起长期的互信互利关系.
Who Purchases Products and Services?
Market –是指 某种产品的现实 购买者与潜在购 买者需求的总和.
市场营销学双语课件
营销人生 策划成功
What品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
• More simply: Marketing is the delivery of customer satisfaction at a profit.
Core Marketing Concepts
需要、欲望 与需求
产品 和 服务
Core Marketing Concepts
市场
价值, 满意度, 和质量
交换, 交易, 和关系
What Motivates a Consumer to Take Action?
• Needs -通常是指对人类基本生存条件的满足期望 . i.e.比如人们需要食物、衣着、蔽护所、安全等。
•
9、一个人即使已登上顶峰，也仍要自 强不息 。上午 6时24 分59秒 上午6时 24分06 :24:592 0.8.17
~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kotler12_exs
Economic conditions Competitive situation Laws / regulations Distribution system Consumer perceptions Cost considerations
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
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
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
市场营销策略英文课件 (9)
How do you manage to make it difficult for customers to leave your bank or IT or car airline servicing service, Doctor, Health care service?
1. You need to Develop a product line and services that have the best appealing features
Maturity
9-3
Opportunities in Growth Markets
• Growth markets are attractive because of the following
1. Gaining share is easier after the introduction stage 2. Share gains are worth more in money and brand
2. Continue product modification and improvement (product extensions, adaptations, minor innovations to keep up with market needs and keep competitors out of their markets)
POTENTIAL COMPETITOR
Source: To come
Confrontation Strategy Proactive Reactive
Fortress oegy
Contraction or strategic withdrawal
LEADER
1. You need to Develop a product line and services that have the best appealing features
Maturity
9-3
Opportunities in Growth Markets
• Growth markets are attractive because of the following
1. Gaining share is easier after the introduction stage 2. Share gains are worth more in money and brand
2. Continue product modification and improvement (product extensions, adaptations, minor innovations to keep up with market needs and keep competitors out of their markets)
POTENTIAL COMPETITOR
Source: To come
Confrontation Strategy Proactive Reactive
Fortress oegy
Contraction or strategic withdrawal
LEADER
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$90,000 $90,000 if equal
7,000 extra durable 6,000 reliability 5,000 service 2,000 warranty $110,000 in benefits $10,000 discount!
Psychological Pricing
谢谢观看 13、志不立，天下无可成之事。20.11.2220.11.2210:03:4710:03:47November 22, 2020
• 14、Thank you very much for taking me with you on that splendid outing to London. It was the first time that I had seen the Tower or any of the other famou 。2020年11月22日星期日上午10时3分47秒10:03:4720.11.22 15、会当凌绝顶，一览众山小。2020年11月上午10时3分20.11.2210:03November 22, 2020 16、如果一个人不知道他要驶向哪头，那么任何风都不是顺风。2020年11月22日星期日10时3分47秒10:03:4722 November 2020 17、一个人如果不到最高峰，他就没有片刻的安宁，他也就不会感到生命的恬静和光荣。上午10时3分47秒上午10时3分10:03:4720.11.22
Executive Salaries Rent
Variable Costs
Costs that do vary directly with the level of production.
Raw materials
Total Costs Sum of the Fixed and Variable Costs for a Given
Utility: The attribute that makes it capable of want satisfaction
Value: The worth in terms of other products
Price: The monetary medium of exchange.
Value Example: Caterpillar Tractor is $100,000 vs. Market
A 32 oz.
$2.19
B 26 oz.
$1.99
Assume Equal Quality
Most Attractive?
Better Value?
Psychological reason to price this way?
Discriminatory Pricing
THE END
9、春去春又回，新桃换旧符。在那桃花盛开的地方，在这醉人芬芳的季节，愿你生活像春天一样阳光，心情像桃花一样美丽，日子像桃子一样甜蜜。20.11.2220 10、人的志向通常和他们的能力成正比例。10:03:4710:03:4710:0311/22/2020 10:03:47 AM 11、夫学须志也，才须学也，非学无以广才，非志无以成学。20.11.2210:03:4710:03Nov-2022-Nov-20 12、越是无能的人，越喜欢挑剔别人的错儿。10:03:4710:03:4710:03Sunday, November 22, 2020
Level of Production
Pricing Methods
Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing
Some important pricing definitions
Objectives
Setting the Price Adapting the Price Initiating & Responding to Price Changes
Types of Costs
Fixed Costs (Overhead) Costs that don’t vary with sales or production levels.
7,000 extra durable 6,000 reliability 5,000 service 2,000 warranty $110,000 in benefits $10,000 discount!
Psychological Pricing
谢谢观看 13、志不立，天下无可成之事。20.11.2220.11.2210:03:4710:03:47November 22, 2020
• 14、Thank you very much for taking me with you on that splendid outing to London. It was the first time that I had seen the Tower or any of the other famou 。2020年11月22日星期日上午10时3分47秒10:03:4720.11.22 15、会当凌绝顶，一览众山小。2020年11月上午10时3分20.11.2210:03November 22, 2020 16、如果一个人不知道他要驶向哪头，那么任何风都不是顺风。2020年11月22日星期日10时3分47秒10:03:4722 November 2020 17、一个人如果不到最高峰，他就没有片刻的安宁，他也就不会感到生命的恬静和光荣。上午10时3分47秒上午10时3分10:03:4720.11.22
Executive Salaries Rent
Variable Costs
Costs that do vary directly with the level of production.
Raw materials
Total Costs Sum of the Fixed and Variable Costs for a Given
Utility: The attribute that makes it capable of want satisfaction
Value: The worth in terms of other products
Price: The monetary medium of exchange.
Value Example: Caterpillar Tractor is $100,000 vs. Market
A 32 oz.
$2.19
B 26 oz.
$1.99
Assume Equal Quality
Most Attractive?
Better Value?
Psychological reason to price this way?
Discriminatory Pricing
THE END
9、春去春又回，新桃换旧符。在那桃花盛开的地方，在这醉人芬芳的季节，愿你生活像春天一样阳光，心情像桃花一样美丽，日子像桃子一样甜蜜。20.11.2220 10、人的志向通常和他们的能力成正比例。10:03:4710:03:4710:0311/22/2020 10:03:47 AM 11、夫学须志也，才须学也，非学无以广才，非志无以成学。20.11.2210:03:4710:03Nov-2022-Nov-20 12、越是无能的人，越喜欢挑剔别人的错儿。10:03:4710:03:4710:03Sunday, November 22, 2020
Level of Production
Pricing Methods
Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing
Some important pricing definitions
Objectives
Setting the Price Adapting the Price Initiating & Responding to Price Changes
Types of Costs
Fixed Costs (Overhead) Costs that don’t vary with sales or production levels.