市场营销学英文PPT
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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.
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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
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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.
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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
市场营销学英文版最新版教学课件第13章
13-4. Explain how sales promotion campaigns are developed and implemented.
First Stop: Salesforce You Need a Great Sales Force to Sell Salesforce
Salesforce’s “Customer Success Platform” helps its customers “supercharge their sales.”
A good compensation plan both motivates salespeople and directs their activities.
Supervising Salespeople
• Help salespeople work smart by doing the right things in the right ways
13-2. Identify and explain the six major sales force management steps.
Learning Objectives (2 of 4)
13-3. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
• Tools of supervision:
– Call plan – Time-and-duty analysis – Sales force automation system
Figure 13.2 How Salespeople Spend Their Time
First Stop: Salesforce You Need a Great Sales Force to Sell Salesforce
Salesforce’s “Customer Success Platform” helps its customers “supercharge their sales.”
A good compensation plan both motivates salespeople and directs their activities.
Supervising Salespeople
• Help salespeople work smart by doing the right things in the right ways
13-2. Identify and explain the six major sales force management steps.
Learning Objectives (2 of 4)
13-3. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
• Tools of supervision:
– Call plan – Time-and-duty analysis – Sales force automation system
Figure 13.2 How Salespeople Spend Their Time
市场营销学英文课件PPTCh18精品教案课件讲义PPT下载后可编辑
Review Advertising Goals and Budget
Create Messages Pretest Ads
Select Media
Schedule and Run Ads Evaluate Advertising Effectiveness Adjust Advertising As Needed
Disadvantages
• Poor color reproduction (N) • Cluttered/no guarantee of position • Less extensive reach • Requires long notice (M) • May be costly • Frequently limited by production schedule
Advantages and Disadvantages of Direct Mail
Advantages
• Can target precisely and tailor message • Can deliver lengthy, complex message to be saved for future reference • Can deliver samples • Many creative possibilities • No competing ads • Easy to measure performance • Difficult for competitors to
Slide 18-2 Figure 18.2
The Process of Managing Advertising
Review Advertising Goals and Budget
Create Messages Pretest Ads
Select Media
Schedule and Run Ads Evaluate Advertising Effectiveness Adjust Advertising As Needed
Disadvantages
• Poor color reproduction (N) • Cluttered/no guarantee of position • Less extensive reach • Requires long notice (M) • May be costly • Frequently limited by production schedule
Advantages and Disadvantages of Direct Mail
Advantages
• Can target precisely and tailor message • Can deliver lengthy, complex message to be saved for future reference • Can deliver samples • Many creative possibilities • No competing ads • Easy to measure performance • Difficult for competitors to
Slide 18-2 Figure 18.2
The Process of Managing Advertising
Review Advertising Goals and Budget
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
市场营销学英文版最新版教学ppt课件第11章
Price Decision• Price policy must fit the retailers’– Target market and positioning– Product and service assortment– Competition– Economic factors• Retailers practice either– Everyday low pricing (EDLP)– High-low pricing
Marketing: An IntroductionThirteenth Edition
Chapter 11Retailing and Wholesaling
Learning Objectives (1 of 2)11-1. Explain the role of retailers in the distribution channel and describe the major types of retailers. 11-2. Describe the major retailer marketing decisions. 11-3. Discuss the major trends and developments in retailing.11-4. Explain the major types of wholesalers and their marketing decisions.
Major Types of Retail Organizations
Learning Objective 11-1 Summary• Retailing - selling goods or services directly to final consumers• Shopper marketing - turning shoppers into buyers• Omni-channel retailing - integrates in-store, online, and mobile shopping• Retailers classified by amount of service, product line sold, and relative prices• Corporate and contractual retail organizations
“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?
《英文版营销》课件
The means by which a company communicates its value proposition to customers This includes advertising, public relationships, sales promotion, and personal selling
01
Marketing Overview
Definition of Marketing
Marketing Definition
The process of creating, communicating, and delivering value to customers through the satisfaction of their needs and wants
Product differentiation
Market Segmentation
Developing unique features or services that differentiate a product from its competitors
Targeting specific customer groups with products that meet their unique needs
02
It helps businesses identify the most profitable target market and develop marketing strategies that are detailed to the specific needs and preferences of that market segment
市场营销学英文课件PPTCh11精品教案课件讲义PPT下载后可编辑
Implications of Q=P-E Model
Service performance Delight consumer P>E
Consumer gets what is expected: Vulnerable to competition
P=E
Consumer lost
P<E
When things go wrong: P<E
Is my stockbroker willing to answer my questions? Does my broker refrain from acting busy or being rude when I ask questions?
Does my broker try to determine what my specific financial objectives are?
Intangibility
The customer owns objects that can be used, resold, or given to others.
Slide 11-1b Table 11.1
Characteristics that Distinguish Services from Goods
Three Types of Marketing in Service Industries Company
Internal marketing External marketing
Cleaning/ maintenance services
Financial/ banking services
Restaurant industry
Categories of Service Mix
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
市场营销学英文版最新版教学课件第6章
First Stop: Dunkin’ Donuts Targeting the Average Joe
Dunkin’ Donuts targets everyday Joes who just don’t get what Starbucks is all about.
Learning Objective 6-1
Demographic Segmentation
Age and life-cycle segmentation
• Dividing a market into different age and life-cycle
groups Gender segmentation
• Dividing a market into different segments based on
– Social class – Lifestyle – Personality characteristics
• The products people buy reflect their lifestyles.
Psychographic Segmentation (2 of 2)
VF Corporation offers a closet full of more than 30 premium lifestyle brands.
6-1. Define the major steps in designing a customer value-driven marketing strategy: market segmentation, targeting, differentiation, and positioning
6-2. List and discuss the major bases for segmenting consumer and business markets.
市场营销学第14章(英文)课件
Integrated marketing communications is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands
• Broadcast • Print • Internet • Outdoor
市场营销学第14章（英文）
The Promotion Mix
Major Promotion Tools
Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service
市场营销学第14章（英文）
The Promotion Mix
Major Promotion Tools
市场营销学第14章（英文）
The Promotion Mix
Major Promotion Tools
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
• Catalog • Telemarketing • Kiosks
市场营销学第14章（英文）
Integrated Marketing Communications
The New Marketing Communications Landscape
• Broadcast • Print • Internet • Outdoor
市场营销学第14章（英文）
The Promotion Mix
Major Promotion Tools
Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service
市场营销学第14章（英文）
The Promotion Mix
Major Promotion Tools
市场营销学第14章（英文）
The Promotion Mix
Major Promotion Tools
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
• Catalog • Telemarketing • Kiosks
市场营销学第14章（英文）
Integrated Marketing Communications
The New Marketing Communications Landscape
市场营销学双语课件1PPT13WhatisMarketing课件
Marketing Management
Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
不是从消费者需求出发而是从企业生产出发 改善 生产和渠道认为消费者会欢迎质量最优、性能最好 和功能最多的产品产生于20世纪20年代末至50年代前表现为 “我卖什么，顾 客就买什么”以满足顾客需求为出发点即“ 顾客 需要什么，就生产什么”社会的福利
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.
现实购买者
潜在购买者
Modern Marketing System
供应商
最终用户
营销中介
竞争者
公司（市场营销者）
环 境
环 境
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.
Marketing Management
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。
发现 和 创造需求, 或者改变 或 降低需求
需 求 管 理
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
市场营销学英文版最新版教学课件第1章
Wants
• Form taken by human needs when shaped by culture and individual personality
Demands
• Human wants that are backed by buying power
Customer Needs, Wants, and Demands (2 of 2)
Staying close to customers: Target’s energetic new CEO
Market Offerings
• Products, services, information or experiences
– Offered to satisfy a need or want
Understanding the Marketplace and Customer Needs
• Five core customer and marketplace concepts:
– Needs, wants, and demands – Market offerings – Value and satisfaction – Exchanges and relationships – Markets
– Strong relationships are built by consistently delivering superior customer value.
Markets
• All actual and potential buyers of a product • Sellers and Consumers market • Customer-managed relationships
• Form taken by human needs when shaped by culture and individual personality
Demands
• Human wants that are backed by buying power
Customer Needs, Wants, and Demands (2 of 2)
Staying close to customers: Target’s energetic new CEO
Market Offerings
• Products, services, information or experiences
– Offered to satisfy a need or want
Understanding the Marketplace and Customer Needs
• Five core customer and marketplace concepts:
– Needs, wants, and demands – Market offerings – Value and satisfaction – Exchanges and relationships – Markets
– Strong relationships are built by consistently delivering superior customer value.
Markets
• All actual and potential buyers of a product • Sellers and Consumers market • Customer-managed relationships