市场营销1英文PPT36
合集下载
市场营销英文课件(PPT)
Even small changes in an existing product can make it new.
A company can add new products through acquisition of other companies.
第十六页，共三十八页。
第十七页，共三十八页。
第十页，共三十八页。
After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
第二页，共三十八页。
International Product and Brand Strategy
第三页，共三十八页。
The question of Diversification v.s Standardization.
For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much.
The products include the tangible products and intangible services or a combination of them.
第五页，共三十八页。
2.1 Consumer Products
A company can add new products through acquisition of other companies.
第十六页，共三十八页。
第十七页，共三十八页。
第十页，共三十八页。
After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
第二页，共三十八页。
International Product and Brand Strategy
第三页，共三十八页。
The question of Diversification v.s Standardization.
For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much.
The products include the tangible products and intangible services or a combination of them.
第五页，共三十八页。
2.1 Consumer Products
市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
“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
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
市场营销讲义英文274页PPT
The Marketing Plan
Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls
Opportunities
Corporate Headquarters Planning
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Skills
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
市场营销策略英文课件 (1)
3-2
The Strategies and Marketing tactics of 3M company: Case study 1/4 (pp 56)
• The Minnesota Mining and Manufacturing co (3M, co) begun making sandpaper in 1902.
• Strategies used to grow: alliances, mergers, and acquisitions of other companies; internal growth through innovation and development; improving existing products for existing and new customer (market expansion and market development); aggressive development of international markets; related diversification.
professionals improve the quality of care, we are a global leader in medical and oral care products, and drug delivery and health information systems. 5. Industrial and Transportation Business We provide thousands of innovative products including tapes, abrasives, adhesives, specialty materials and filtration systems to dozens of diverse markets – from automotive to aerospace to renewable energy to electronics. 6. Safety, Security and Protection Services Business Our products—personal protective equipment, safety and security products, track and trace solutions and more — increase the safety, security and productivity of people, facilities and systems around the world. We are also a leading supplier of roofing granules for asphalt shingles.
The Strategies and Marketing tactics of 3M company: Case study 1/4 (pp 56)
• The Minnesota Mining and Manufacturing co (3M, co) begun making sandpaper in 1902.
• Strategies used to grow: alliances, mergers, and acquisitions of other companies; internal growth through innovation and development; improving existing products for existing and new customer (market expansion and market development); aggressive development of international markets; related diversification.
professionals improve the quality of care, we are a global leader in medical and oral care products, and drug delivery and health information systems. 5. Industrial and Transportation Business We provide thousands of innovative products including tapes, abrasives, adhesives, specialty materials and filtration systems to dozens of diverse markets – from automotive to aerospace to renewable energy to electronics. 6. Safety, Security and Protection Services Business Our products—personal protective equipment, safety and security products, track and trace solutions and more — increase the safety, security and productivity of people, facilities and systems around the world. We are also a leading supplier of roofing granules for asphalt shingles.
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
市场营销英语版本PPT演示课件
. Slide 2
Objectives
Learn how companies and marketers are responding to new challenges.
.
Slide 3
The New Economy
Consumer benefits from the digital revolution include:
English
for Sales and Marketing
Yan Tai University
. Slide 0
Chapter 1
Defining Marketing for the Twenty-First Century
.
Slide 1
Objectives
Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies.
. Slide 5
Marketing Tasks
Marketing practices may pass through three stages:
Entrepreneurial marketing Formulated marketing Intrepreneurial marketing
.
Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment
Objectives
Learn how companies and marketers are responding to new challenges.
.
Slide 3
The New Economy
Consumer benefits from the digital revolution include:
English
for Sales and Marketing
Yan Tai University
. Slide 0
Chapter 1
Defining Marketing for the Twenty-First Century
.
Slide 1
Objectives
Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies.
. Slide 5
Marketing Tasks
Marketing practices may pass through three stages:
Entrepreneurial marketing Formulated marketing Intrepreneurial marketing
.
Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment
市场营销知识培训(英文版)(ppt 273页)
sensitive) • Offer feedback • Reduce transaction costs
2020/7/2
Customer Development
Suspects
Prospects
First-time customers
Repeat customers
Clients Advocates Partners
2020/7/2
Objectives
• Tracking & Identifying Opportunities in the Macroenvironment
• Demographic, Economic, Natural, Technological, Political, & Cultural Developments
management • Demand measurement and forecast
2020/7/2
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.
2020/7/2
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
2020/7/2
Customer Development
Suspects
Prospects
First-time customers
Repeat customers
Clients Advocates Partners
2020/7/2
Objectives
• Tracking & Identifying Opportunities in the Macroenvironment
• Demographic, Economic, Natural, Technological, Political, & Cultural Developments
management • Demand measurement and forecast
2020/7/2
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.
2020/7/2
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
市场营销讲义英文
Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Skills
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
Customers
C1
C2
C3
P r
P1
+
+
+
Highly profitable product
o d
P2
+
u c
P3
-
t
s
P4
+
Profitable
product
-
Losing product
-
Mixed-bag product
High profit customer
Mixed-bag customer
Issues in the Technological Environment
Varying R & D Budgets
Increased Regulation
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
……
Course evaluation
The course will be evaluated using the following methods:
Contribution to the course: +/-10%mark. Case study, 30% mark. Assignment, 20% mark. Final exam, 50% mark.
constrain and provide opportunities for marketing. Developing the frameworks that formulates marketing
strategies. Researching market potentials. Designing marketing mix to entry and penetrate markets. …
Marketing
市场营销
--- the art of getting and keeping customers.
About the course
The good start is an half of success.
Overall objectives
At the conclusion of the course, students should be capable of: Understanding, listing, and explaining the factors, which
Lecture One Introduction
Marketing in a changing world
Objects in lecture 1
Understanding the concept of marketing,including its definition,purpose,and role in creating exchange.
Methodology
This subject will involve lectures, discussions, presentations, and workshop activities.
Approach to learning
Facilitate learning rather than prescribing Learn by doing Case studies, and projects>exam Group work, but do not neglect individual work Relevant - real issues rather than text book
1.The preliminary concepts of marketing
Needs, Wants and Demands
A human need is a state of felt deprivation of some basic satisfaction.
Wants are desires for specific satisfiers of these deeper needs.(★)
《市场营销学教程》晁钢令 主编， 上海财经大学出版社， 2000年。
Recommended references:
Basic Marketing 11nd edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993.
Textbook and references
examples Contemporary – up-to-date Utilise technology
Textbook and references
Textbook:
Principles of Marketing, 9th Ed. Philip Kotler and Gary Armstrong. Prentice Hall.
Contact address
You can contact me by email at : zunl@ or by phone 651110003110, or personally in my office 109.
Part One
Understanding marketing and the marketing process
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
Distinguish key marketing concepts which are often misunderstood or confused.
Understanding marketing management tasks. Contrast the periods of marketing evolution.
l
Journals:
Journal of Marketing
MarketБайду номын сангаасng 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）
Demands are wants for specific products that are backed by an ability and willingness to buy them.(★)
Value, Cost and Satisfaction
Value is the consumer’s estimate of the product’s overall capacity to satisfy his or her needs.