市场营销英文课件

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市场营销英文课件(PPT)

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
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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

科特勒市场营销讲义英文版课件

科特勒市场营销讲义英文版课件

Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting

市场营销英文课件01

市场营销英文课件01

Qualities an international marketer should have


Look at Mini-Case 1.3
3. Levels of International Marketing Involvement and Marketing Concepts in Each Level

Multinational Marketing Multi-domestic Marketing Concepts To cater for the differential customers, companies stress the separate marketing mixes in each country according to the business climate there. Look at Mini-Case 1.4


(3) Selection of Target Markets and Entry Modes
(4) Development and Implementation of International Marketing Program (5) Control of Marketinቤተ መጻሕፍቲ ባይዱ Process
Module One
Deciding Whether to Internationalize
Introduction

In face of globalization, many firms attempt to:
expand their sales into foreign markets to increase their competitiveness make greater profits, acquire larger global market share facilitate access to new products ideas and latest technology

“市场营销”讲义(英文PPT 273页)

“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

市场营销英文版科特勒PPT课件

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

新职业英语市场营销英语(第三版)教学课件Unit_2

新职业英语市场营销英语(第三版)教学课件Unit_2

Warming-up Activity
Warming-up Activity Task 1 Warming-up Activity Task 2
- 3 - 2022/9/5
Warming-up: Task 1
» The elements may include quality, price, after-sales service, appearance, function, etc.
1. Introduction
Many products do well when they are first launched on the market and Nutri-Grain was no exception. From its launch in 1997 it was immediately successful, gaining almost 50% share of the growing cereal bar market in just two years.
- 21 - 2022/9/5
Speaking task 1
» Sample
A: How about the sales of our new product these days? B: It’s declining. A: What’s the main problem? B: I think the major problem is that the sales promotion is not effective. A: I want to have a meeting to discuss it. B: OK, I will arrangpeaking task 2
» Sample A: Good morning, Madam. Is there anything I can do for you? B: Good morning. I’d like to buy a desktop vacuum. A: Would you like to have a look at our vacuum here? B: Yes, thank you. Well, this one looks very nice. Can you tell me about this type? A: Yes, of course. This model is our latest product. It was launched this spring. As you can see, it has a round shape. Compared with our other products, it is smaller in size and lighter in weight. B: What color does this type have? A: Red, purple and white.

市场营销英语(第二版)课件下

市场营销英语(第二版)课件下

Advertising objectives
How to measure advertising’s effectiveness? By increasing in sales??
Audience
Get the right message to the right audience.
Target audience is not the same as a target market.
the unexpected
Purchase decision
Post-purchase evaluation
•It is particularly important to marketers as it will determine whether the consumer will repurchase the product and how they will influence other people in terms of purchasing the product.
Post-purchase evaluation
•Consumers evaluate the product in terms of what was promised before they purchased it and how it actually performed after they purchased it. •3 outcomes 1)Disappointment 2)Satisfaction 3)delight
Information search
•External: Personal sources (family, friends etc.) Commercial sources (adverts) Third-party reports (magazines, websites, etc.)

市场营销英语课件

市场营销英语课件
—— Official definition of marketing by American Marketing Association
营销是指一个计划和实施的全过程,能够将一定的想法、物品和服务形成产品概念、制定 价格并且将其分销出去,从而达成满足个人和组织要求的交换。
——美国营销协会关于营销的正式定义
Unit 4
Consumer Markets and Consumer Behavior
Unit 5
Organizational Markets and Buying Behavior
CONTENTS
06 07 08 09 10
Unit 6
Marketing Research and Information System
CONTENTS
11 12 13 14 15 16
Unit 11
Pricing
Unit 12
Marketing Channels and Physical Distribution
Unit 13
Marketing Communication Strategy and Integrated Marketing Communication
市场营销英语
(修订第二版)
CONTENTS
01 02 03 04 05
Unit 1
Introduction to Marketing
Unit 2
Strategic Planning and Marketing Management Process
Unit 3
Analysis of Marketing Environment
营销人员的战略工具箱被称作营销组合,其中包含的因素可以被人为操作和组合运用,从 而在市场上获得所期望的反应。这些因素包括产品本身、产品的价格、可获得该产品的地 点以及使之为消费者所知的促销手段。

市场营销ppt图片课件

市场营销ppt图片课件

30
Media Adv
20
Cons. Promo
10
0
1986 88 90 92 94 1996
Year ©2000 Prentice Hall Cox Direct 19th Annual Survey of Promotional Practices
在日常生活中,随处都可以看到浪费 粮食的 现象。 也许你 并未意 识到自 己在浪 费,也 许你认 为浪费 这一点 点算不 了什么
selectivity; low cost
Limitations:
Audio only; fleeting exposure; lower attention;
nonstandardized rates; fragmented audiences
Magazines Advantages:
High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership
在日常生活中,随处都可以看到浪费 粮食的 现象。 也许你 并未意 识到自 己在浪 费,也 许你认 为浪费 这一点 点算不 了什么
Objectives
Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations
©2000 Prentice Hall
在日常生活中,随处都可以看到浪费 粮食的 现象。 也许你 并未意 识到自 己在浪 费,也 许你认 为浪费 这一点 点算不 了什么

市场营销讲稿(英文版)(ppt 36页)

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

市场营销讲义英文274页PPT

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

市场营销英语版本PPT演示课件

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

市场营销英文课件 (15)

市场营销英文课件 (15)

Evolving Views of Marketing’s Role
Production Marketing
rHeusmouarnces
Customer
Finance
e. The customer as the controlling function and marketing as the integrative function
Review
Starting point
Focus
Means
Ends
Factory
Existing products
Selling and Profits through promotion sales volume
(a) The selling concept
Market
Customer needs
Integrated marketing
Profits through customer
satisfaction
(b) The marketing concept
Traditional Organization Chart
Top Management Middle Management Front-line people
Customers
Resource markets
Manufacturer markets
Government markets
Consumer markets
Intermediary markets
The Four Cs
Product
Marketing Mix
Place
Customer Solution
Price
ConvenPromotion ience

~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kotler16_exs

~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kotler16_exs

recognized AFLAC campaign to enhance
• Old ads: “warm and fuzzy” similar to
brand awareness
• Incredibly successful: name recognition is
other insurance ads now 91%; sales
advertising strategy • Evaluating advertising
campaigns
• Advertising objectives can be classified by primary purpose:
▪ Inform
❖ Introducing new products
• Learn how companies use public relations to communicate with their publics.
16 - 2
Case Study
AFLAC
• A few years ago, • 1999: AFLAC
only 13% of U.S.
developed the “duck”
Key Decisions
• Setting objectives • Setting the budget • Developing the
▪ Persuade
❖ Becomes more important as competition increases
❖ Comparative advertising
▪ Remind
❖ Most important for mature products
16 - 6
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5. Natural Environment
5.1 Natural Resources 5.2 Climate, Topography and Access to Markets---Look at Mini-Case 3.3. 5.3 Hydrology

6. Demographic Environment
2.1 Home Country Environment (1) Promotional Activities Sponsored by Governmental Organizations (2) Information Service (3) Export-facilitating Activities
Look at Mini-Case 3.6

Religion

Christianity Islam Buddhism Impact of Religions on International Business



Religious holidays Consumption pattern

7.3 Cultural Influence on Business Customs
6.1 Population Size and Growth 6.2 Urbanization 6.3 Age
7. Cultural Environment
Cultural
difference is one of the major differences between domestic marketing and international marketing. In international markets, culture is pervasive in all marketing activities—pricing, promotion, distribution, products design and manufacturing. also has a general influence on the communication between the multinational companies and local government, local suppliers, channel members, etc.
(3) What examples of cultural difference can you think of that affect international marketing activities? How did companies overcome these differences?

2.2 Host Country Environment

Political Risk

Import Restrictions Market Control Labor Restrictions Expropriation/Nationalization Risks Related to Terrorism
Measures to Minimize Political Risks

Joint Venture and Localization Insurance Promotion of Public Relationship---Look at Mini-Case3.2
Trade and Non-trade Barriers

Skill Training 3.1

1. Do you think there are any possibilities that the notebook computer will be replaced by its substitute? Why?
2. Is the buyer’s bargaining power strong or weak in PC industry in China? Why?
Look
(2)
Non-Verbal Language
Values
Western
cultures place more stress on individual achievement and competitiveness, prefer flat organization structures in which power distance is short cultures focus more on harmony and collectivism and adopt the hierarchical organizational structure in which the senior executives have more authority than the ordinary employees.
Low-Income Countries

Influence of Economic Organizations on Marketing Activities

The World Trade Organization (WTO)
The China-ASEAN Free Trade Area European Union

Language
Language
(1)
Verbal Language Verbal language is important in information collection and evaluation efforts.
Lack
of language knowledge may lead to problems in translation. at Mini-Case 3.5
4. Analysis of Technological Environment
The more a country spend on technological innovation, the more advanced its technology will be.


For example, the wide use of webs makes it possible for Chinese consumers to buy products in US online and facilitate direct marketing.
Culture
includes systems of values, and values are among the building blocks of culture.
7.2 Elements of Culture and Their Influences on International Marketing
Task Three
Analysis of the International Marketing Environment
I Importance of International Business Environment Analysis
II Analysis of International Business Environment



North American Free Trade Agreement (NAFTA)
2 Political/Legal Environment

The political /legal environment consists of two primary parts: the home country environment and the host country environment.

Culture
Look
at Mini-Case 3.4
7.1 Definition of Culture
Culture
refers to the continuously changing totality of behaviors, arts, beliefs, customs and attitudes shared and learned by a group of people.
Eastern
Aesthetics

Aesthetics refers to the attitude towards beauty and good taste in art, music and folklore of a culture.

When companies sell products to foreign markets, it is important for them to evaluate such aesthetic factors as product appearance, package design, color, brand name and symbols.

3. Brainstorm a new technology that emerges in today’s market (it can be not related to PC industry). What older technologies may be replaced by this new option? What can the marketers selling products that used outdated technology do to maintain their share of market?

3 Analysis of International Competition Environment

Generally, the analysis of a country’s competitive environment usually use Porter’s Five Forces framework, which includes:
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