英国大学市场营销讲义英文版：Lect5_presentation
市场营销英语课前演讲whatismarketing
市场营销英语课前演讲whatismarketing第一篇：市场营销英语课前演讲what is marketingWhat is Marketing？Ladies and gentlemen,I'm very glad to stand here and give you a short speech.Today my topic is“what is marketing”.First,I want to ask you a question:What does the item “marketing” mean?most people mistakenly think of marketing only as selling and promotion.Peter Drunker, a leading management thinker, put it this way: “The aim of marketing is to make selling superfluous.The aim is to know and understand the customer so well that the product or service fits him and sells itself.”This does not mean that selling and promotion are unimportant, but rather that they are part of a larger “marketing mix”', a set of marketing tool that work together to affect the marketplace.The most basic concept underlying marketing is that of human needs.A human need is a state of felt deprivation in a person.A second basic concept in marketing is that of human wants, which are the form human needs take as shaped by culture and individual personality.Wants are described in terms of objects that will satisfy a deed.As a society evictees the want of its members expand.Sellers often confuse wants and deeds.These sellers suffer from “marketing myopia.” They concentrate so much on their products that they focus only on existing wants and lose sight of underlying customer needs.The concept of product is not limited to physical objects.Anything capable of satisfying a need or want can be called a product.Thus we return to our definition of marketing as a process by which individuals and groups obtain what they need and want through creating and exchanging products and value withothers.Although we normally think of marketing as being carried on by sellers, buyers also carry on marketing activities.Consumers do “ marketing” when they search for the goods they need at prices they can afford.In a seller's market, sellers have more power and buyers have to be themore active “marketers.” In a buye r's market, buyers have more power and sellers have to be more active “marketers.”Thank you for listening,that's all.第二篇：英语课前演讲党宏宇 130451 力学132 盖德雨 130453 力学1322014.5.21The relationship We all have relationships.We have relatives, colleagues, neighbors and probably some friends.However, for a large percentage of us, many of these relationships are simply not fulfilling.They are unfulfilling because they lack real strength;and they lack real strength because they lack real depth.Unfortunately, in today’s society, we tend to have shallow, superficial relationships with others, and it’s extremely hard for this kind of relationships to provide anything more than faint satisfaction.We want to talk about some tips to make your social life a whole lot more meaningful 1.Meet More people If you don’t know a lot of people and you barely meet one or two new people every season of the year, considering the variety of individuals out there, you won’t meet very often people who are a good match with you in terms of personality, interests and values.Conversely, if you go out a lot, you meet a lot of new people and you constantly expand your social circle, you’re much more likely to meet people you match up well with, and these people have a tremendous potential to become good friends, reliable partners, etc.This is why it’s important to meetmore people.2.Express Vulnerability Many people try to come off as perfect.They don’t talk about their failures, they hide their shortcomings and they never say anything that could embarrass them.This is all just a facade though.You may appear perfect to some, but you know you’re not perfect and they know that too.You’re only human and humans have flaws.Humans connect with other humans, not with ideals.Keep this in mind and don’t be a fraid to let your vulnerability and your humanity show.This is what takes a relationship to the next level.3.Have Integrity Be honest with the people around you, even when this will initially hurt them.It’s more important for them to trust you than to not feel hurt.And always do what you promised.Even better, think twice before you promise anything, and 党宏宇 130451 力学132 盖德雨 130453 力学1322014.5.21 only promise what you really can and you are willing to do.4.Be There For Others Of course, you can’t be there for everybody, all the time.Your time, energy and other resources are limited.But what you can do is identify the genuinely important people in your life and then seek to be there as much as possible, at least for them.With the right mindset and the right behavior, you can strengthen a wide range of relationships in your life and advance them as far as they can be advanced.Vocabulary faint adj.模糊的，软弱的vi.头晕，消失n.昏倒 shallow facade mindset Question 1.Do you think you are powerless in make new friends?2.Do you have other way to improve interpersonal relationships? adj.表面的n.脆弱性 n.表象 n.心态 vulnerability第三篇：英语课前演讲Hello everyone!Today, my topic is environmental pollution.And the topic focuses on water pollution and air pollution.The contents of my topic include………….Ok first, let’s see the ……..from the picture we can know the water pollution is more severe in the eastern area, especially in the coastal area.Air pollution.This is the picture about the water quality.According to the picture, 33.3% is Inferior to level 3Particulate matterPM2.5 concentration distributionSerious pollution 严重污染hazy weather第四篇：英语课前演讲 90后开始Post90s”---Decade of a New GenerationGood morning everyone,I am very happy to have this chance to give my presentation.The topic of my speech is post 90s 大家早上好，我有这个机会演讲表示非常高兴。
英国大学市场营销培训讲义英文版)
Ford Ka
Marketers use colour to convey meaning in this advertisement
12
Consumer or Organisational Products
Why was the product Purchased ?
For use in the operation of a business or
4
Orange
Marketers use
colour to
.... .
convey
meaning in
this
advertisement
CHANAKA JAYAWARDHENA
BSP 022 MARKETING MANAGEMENT
11
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
CONSUMER PRODUCT
2
Some Examples of Organisational Buying
Paper cups by McDonald's Computer chips by Toshiba Concrete by Local Authorities Oil by Electricity Generators Fertiliser by Farmers Accountancy services by Ltd.. Companies TV’s by Comet or Dixons
Evaluation Of alternatives
Purchase
Post-purchase
evaluation of
alternatives
英国大学市场营销讲义Short Brand Sponsorship
Housekeeping New Developments Reprise of Session VIII
– Advertising
y’s Topic
– Leveraging Secondary Associations to Build the Brand
Nike in ‘98 World Cup)
Sponsorship Status
Sincerity and Local Sponsorship (Community based e.g Tesco’s computers for Schools). High Status and Perceived Quality of Sponsoring Brand(s) Global Events and Quality
• Sponsorship/Celebrity Endorsement
New Developments
Monopoly – revitalising an Old Brand
– Disney Version – Nottingham Version
Metropolitan Police
–Patent, Trademark the helmet and badge
–Already done by the NYPD
Yao Ming Birthdate: 9/12/80 NBA Position: Center Team: Shanghai Sharks Education: Shanghai Sports College Ht: 7-5 Wt: 295 Hometown: Shanghai, China
英国大学市场营销讲义(一)2
Characteristics of Organisational Buying
Nature and size of customers
Economic and technical choice
criteria
Risks
Organisational Purchases
Complexity of buying
be the one who initiates
supply information
the purchase process
and advice. Outsiders
and may develop the
Useprroduct
ssuocmheatsimcIenosnflspuueelrtfanonrcmtser
10
Sony
The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad.
4
Orange
Marketers use colour to convey meaning in this
No of people involved in buying centre
10
Reverse marketing
Supplier sells by taking initiative
Supplier
Traditional marketing Reverse marketing
Buyer
Buyer takes initiative to persuade supplier to provide
英国大学市场营销讲义
英国大学市场营销讲义Market Marketing Lecture – United KingdomIntroduction:Welcome to today's lecture on market marketing! In this session, we will explore the principles and strategies behind successful marketing initiatives in the United Kingdom. Our goal is to provide you with an in-depth understanding of the market dynamics, consumer behavior, and marketing techniques in the UK.I. Understanding the UK Market:A. Market Overview:1. Size and potential growth: The UK market is one of the largestin Europe, offering significant growth opportunities for businesses.2. Key sectors: Identify the key sectors in the UK market, such as retail, services, manufacturing, and technology.3. Competitive landscape: Analyze the competitive landscape in the UK market, including major players and market shares.B. Consumer Behavior:1. Demographics: Understand the demographics of the UK population, including age, income levels, and cultural diversity.2. Buying habits: Explore the purchasing behavior and preferences of UK consumers, considering factors like price sensitivity, brand loyalty, and online shopping trends.3. Social influences: Examine the impact of social media, influencers, and cultural factors on consumer choices.II. Developing a Successful Marketing Strategy:A. Market Segmentation:1. Identify target segments: Analyze customer characteristics and preferences to segment the market effectively.2. Tailoring marketing tactics: Develop customized marketing campaigns for each target segment based on their unique needs, values, and preferences.B. Branding and Positioning:1. Creating a brand identity: Understand the importance of a strong brand image and how to develop it.2. Positioning strategy: Determine the market positioning of your brand by differentiating it from competitors and highlighting its unique value proposition.C. Marketing Mix:1. Product: Develop products or services that meet the specific needs and preferences of the UK market.2. Price: Pricing strategies considering consumers' price sensitivity and market competition.3. Promotion: Identify effective promotion channels, both traditional and digital, to reach the target audience in the UK.4. Place: Determine the most suitable distribution channels to ensure product availability and convenience for customers.III. Digital Marketing in the UK:A. The Rise of Digital Marketing:1. Understand the shift towards digital channels in the UK market.2. Explore the benefits and challenges of digital marketing strategies.B. Online Advertising:1. Explore various online advertising platforms and their effectiveness in the UK, such as search engine advertising, social media advertising, and display advertising.2. Optimizing online marketing campaigns to reach the target audience and achieve the desired objectives.C. Social Media Marketing:1. Identify popular social media platforms in the UK market.2. Utilize social media for brand building, customer engagement, and sales generation.IV. Evaluating Marketing Performance:A. Key Performance Indicators (KPIs):1. Determine relevant KPIs to assess the effectiveness of marketing initiatives in the UK.2. Measure and monitor KPIs to identify areas for improvement and make data-driven marketing decisions.B. Market Research and Analytics:1. Conduct market research to gain insights into consumer preferences, market trends, and competitors.2. Utilize analytics tools to analyze marketing performance, customer behavior, and campaign effectiveness.Conclusion:Effective market marketing in the United Kingdom requires a thorough understanding of the market dynamics and consumer behavior. By employing proper segmentation, branding, and marketing strategies, businesses can develop successful initiatives in this competitive landscape. With the rise of digital marketing, itis crucial to master and leverage digital channels to reach and engage the target audience effectively. Continuous evaluation and adaptation based on performance metrics and market research will ensure long-term marketing success in the UK.V. Effective Market Research in the UK:A. Primary Research:1. Surveys and questionnaires: Conduct surveys and questionnaires to collect first-hand data from the target audience. This can provide valuable insights into their preferences, behavior, and opinions.2. Focus groups: Create focus groups consisting of representative consumers to gather qualitative data and explore their attitudes, motivations, and needs in more depth.3. Interviews: Conduct interviews with key stakeholders, industry experts, and influencers to gain expert insights and an understanding of market trends.B. Secondary Research:1. Utilize existing data sources: Use market research reports, government publications, industry-specific magazines, and online databases to gather secondary data on market trends, consumer behavior, and competitor analysis.2. Market analysis tools: Utilize market analysis tools and platforms such as Statista, Mintel, and Euromonitor to access market size, growth projections, and consumer behavior data.3. Competitor analysis: Research competitors' marketing strategies, product offerings, pricing structures, distribution channels, and market positioning to identify opportunities and threats.VI. Effective Digital Marketing Strategies in the UK:A. Search Engine Optimization (SEO):1. Optimize website content: Create high-quality, relevant content that aligns with the target audience's search queries and keywords. Improve website structure, meta tags, and headings to enhance search engine rankings.2. Local SEO: If targeting a specific geographic area, optimize for local search by including location-specific keywords and creating local business listings on search engines and directories.3. Mobile optimization: Ensure websites are mobile-friendly and responsive to capture the growing number of mobile users in the UK market.B. Social Media Advertising:1. Create engaging content: Develop visually appealing and engaging content that resonates with the target audience. Utilize images, videos, and infographics to capture attention and promote brand awareness.2. Targeted advertising: Utilize demographic, behavioral, and interest-based targeting options on social media platforms to reach the desired audience segments effectively.3. Influencer marketing: Collaborate with relevant influencers to amplify brand reach and credibility among their follower base. Identify influencers whose values align with your brand and target audience.C. Email Marketing:1. Build a subscriber list: Encourage website visitors, social media followers, and customers to subscribe to your email list. Offer incentives like exclusive discounts or valuable content in exchangefor email addresses.2. Personalization: Segment your email list based on customer preferences and behaviors to deliver targeted, personalized email campaigns. Tailor emails to address customer pain points and provide relevant solutions.3. Automation: Utilize marketing automation tools to send automated, triggered emails based on specific customer actions or events. This improves efficiency and enables timely, relevant communication.VII. Implementing Marketing Performance Evaluation:A. Track Key Performance Indicators (KPIs):1. Revenue and sales growth: Monitor revenue and sales growth to assess the overall effectiveness of marketing initiatives.2. Website traffic and conversion rates: Track website traffic, bounce rates, and conversion rates to evaluate the performance of digital marketing campaigns.3. Social media metrics: Analyze metrics like engagement rate, reach, and follower growth to assess the impact of social media marketing efforts.4. Customer acquisition cost (CAC) and customer lifetime value (CLV): Calculate CAC and CLV to determine the profitability and sustainability of marketing efforts.B. Utilize Analytics Tools:1. Google Analytics: Use Google Analytics to track website traffic sources, user behavior, and goal completions. Set up conversion tracking to measure the effectiveness of marketing campaigns.2. Social media analytics: Leverage social media platforms' built-inanalytics to gain insights into follower demographics, engagement levels, and post performance. Use these insights to optimize content and targeting strategies.C. Continuous Improvement:1. Test and iterate: Conduct A/B testing for website landing pages, ad copies, email subject lines, and other marketing elements to identify and implement optimizations.2. Customer feedback: Gather customer feedback through surveys, reviews, and social media interactions. Use this feedback to improve products, services, and customer experiences.Conclusion:In conclusion, successful market marketing in the United Kingdom necessitates a deep understanding of the market, consumer behavior, and effective marketing strategies. By conducting comprehensive market research, businesses can gain valuable insights into their target audience's preferences, needs, and purchase behavior. Implementing tailored marketing strategies that encompass market segmentation, branding, and the marketing mix will help businesses effectively reach and engage the UK market. With the rise of digital marketing, businesses must leverage online channels such as search engine optimization, social media advertising, and email marketing to increase brand visibility, engage with consumers, and drive sales. Continuous evaluation of marketing performance through KPI tracking and analytics tools is crucial for optimizing marketing campaigns and making data-driven decisions.By employing these strategies, businesses can create impactful marketing initiatives that resonate with the UK audience and drive sustained growth and success in the market.。
市场营销讲义英文275页PPT
Objectives
Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast
Opportunities
Corporate Headquarters Planning
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
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
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
英国大学市场营销讲义(一)1
CHANAKA JAYAWARDHENA
2
BSP 022 MARKETING MANAGEMENT
Efficiency and Effectiveness
Ineffective Effective
Inefficient
Goes outves
Efficient
15
14
Ericsson
Style is an important choice criterion for brands that are conspicuous in use
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
16
15
ThTehbeeliebf ethlaitecfortphoarate cogroptaholsrorcauagtnhebceugsaotcoahmileesvrecd an be achsiaetivsfeacdtiotnhrough customer satisfaction
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Matches corporate resources
12
11
Marketing Mix and Customer Needs
Customer needs
Key customer requirements
Competitive advantage
Marketing mix
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
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?
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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
英国大学市场营销讲义Lect5_research
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
What is done with research output?
Marketing decision-making
Strategic new products and markets competitive strategy
Tactical sales force monitoring advertising copy
2
The Marketing Research Process
Initial contact (1)
Research brief (2)
Research proposal (2/3)
Exploratory research
Main data collection stage (3/4)
Data analysis and interpretation (4)
Descriptive or experimental
Lecture 5: Marketing Research
Lecture Objectives
Research - Why? Processes Involved Analysis Reporting
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Marketing research
Ordering of topics
Type of question
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.。
英国大学市场营销培训教案(英文版)
Level of involvement
.... . Differentiation
and number of alternatives
Extent of problem solving
Time pressure
8
The consumer decision-making process and level of purchase involvement
Lecture 2: Buyer Behaviour in Consumer and Organisational Markets
Lecture Objectives
Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying
Need recognition/problem
awareness
Information search
Evaluation Of alternatives
Purchase
Post-purchase evaluation of alternatives
9
Choice Criteria Used When Evaluating Alternatives
Buying to specific requirements
Reciprocal buying
Derived demand
Negotiations
4
The Buying Centre Gatekeepers
Buyers
control the flow
choose suppliers
英国大学市场营销培训讲义英文版
10
Reverse marketing
Supplier sells by taking initiative
Supplier
Traditional marketing
.... .
Reverse marketing
Buyer
information is required. Example: re-ordering photocopying
paper
13
Time taken for decision
Buying Situation Implications
Modified Rebuy
New Task
Straight Rebuy
Limited evaluation media search
Extensive search
Many alternatives evaluated on many choice criteria Extensive evaluation including media search
10
Sony
The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad.
problem. Often this involves
.... .
development of specifications for products and suppliers as well as procedures for future purchases. High information requirement from many
英国大学市场营销讲义2002 Promo Mix
Publicity: Non-personal stimulation of demand for a product, service
or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon radio, television or stage that is not paid for by the sponsors.
Objectives Setting
Communication objectives Sales objectives
Budget Decisions
Affordable approach Per cent of sales Competitive parity Objective and task
Campaign Evaluation Communication impact Sales impact
Media Decision Reach, frequency, impact Main media types Specific media vehicles Media timing
Elements of the Communication Process
MSc Marketing and Management
The Promotional Mix
Topics
Elements of the mix and definitions The scope of sales promotions Advertising objectives and limitations Developing and advertising campaign Gaining synergy in the mix Video cases
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Initial contact (1)
Research brief (2)
Research proposal (2/3)
Exploratory research
Main data collection stage (3/4)
Data analysis and interpretation (4)
Descriptive or experimental
The second stage
Objective - a firm decision is taken to go ahead with research. Commence detailed background studies and prepare data collection methods/instruments.
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
A marketing information system
Marketing environment
The company Customers Competitors Suppliers Distributors Economic Social Legal Technological Physical forces
Research proposal • What will be done • How much will it cost • How long will it take
Exploratory research • Literature review • Secondary sources • Publicly available data
research
Report writing and presentation (5)
CHANAKA JAYAWARDHENA
BSP 022 MARKETING MANAGEMENT
4
Marketing research - what is involved?
Preliminary stage
Objective is to identify/understand the research question and the background scenario
Initial contact
• Research brief • Background information • Sources of information • Scale of the project • The timetable
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Qualitative methods •Consultation with experts •Observation
Stage three
The objective is to design the data collection instrument • Plan • Design • Ordering of topics • Types of questions • Wording and instructions • Layout • Scaling • Probes and prompts • Piloting (testing)
Lecture 5: Marketing Research
Lecture Objectives
Research - Why? Processes Involved Analysis Reporting
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Marketing research
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Marketing information system
Internal continuous data
Internal ad-hoc data
Environmental scanning
Marketing research external continuous data external ad-hoc data
Choose methods (channel where applicable) Decisions on Quantitative methods • Face to face interviews • Mail surveys • Telephone interviews • Internet surveys (email and web based)
Marketing decision-making
Strategic new products and markets competitive strategy
Tactical sales force monitoring advertising copy
2
The Marketing Research Process
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Identify population and select sample •Simple random sampling •Stratified random sampling •Cluster sampling
The provision of information about markets and the reaction of these various products, price, distribution and promotion actions.
Why is marketing research important? List 5 reasons