市场营销_英文版.ppt
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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
市场营销学英文版最新版教学课件第3章
Suppliers (2 of 2)
Honda has developed healthy, long-term supplier relationships.
Marketing Intermediaries (1 of 2)
• Marketing intermediaries help the company to
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
Figure 3.1 - Actors in the Microenvironment
The Company
• Interrelated groups in a company form the internal environment
• Departments share the responsibility for understanding customer needs and creating customer value.
Learning Objective 3-2 Summary
• Demographic environment
– Age and family structures – Geographic population shifts – Education characteristics – Population diversity
Learning Objective 3-1
【市场营销英文版】08Market Segmentation and Targeting1
Market Segmentation and Targeting
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Targeting
Types of Targeting Decisions: • Single-segment concentration • Selective specialization • Product specialization • Market specialization • Full market coverage
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Targeting
Types of Targeting Decisions: • Single-segment concentration • Selective specialization • Product specialization • Market specialization • Full market coverage
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
市场营销学英文版最新版教学课件第11章
Learning Objective 11-3
Discuss the major trends and developments in retailing.
Segmentation, Targeting, Differentiation, and Positioning Decisions (2 of 2)
Which Wich Superior Sandwiches succeeds by positioning itself strongly away from larger competitors.
First Stop: Walmart The World’s Largest
Retailer-the World’s Largest Company
“Save money. Live better.” Says Walmart’s CEO, “We’re obsessed with delivering value to customers.”
• Omni-channel retailing: Creating a seam-less crosschannel buying experience that integrates in-store, online, and mobile shopping
Types of Retailers
– Everyday low pricing (EDLP) – High-low pricing
Promotion Decision
• Retailers use various combinations of the five promotion tools:
– Advertising – Personal selling – Sales promotion – Public relations (PR) – Direct and social media marketing
【市场营销英文版】04Demand
Multiple Factor Index Method: identify all potential factors that could create sales, assign a weight measure to each, then create a function/model. One problem is that weight assignments due to their arbitrary nature could cause inaccurate total estimates.
Market forecast: market demand estimate when using a specified marketing effort.
Market potential: the limit approached by market demand as marketing efforts approach infinity for a given marketing environment.
Demand: Estimating Current Demand
Methods Used to create estimates
TMP: potential number of buyers x the average quantity purchased by a buyer x price (most common method used)
Demand: Measurement
Company demand and Sales forecasts Company demand is the company’s estimated share of market demand at alternative levels of company marketing effort in a given time period. Company sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment. Company sales potential is the sale limit approached by the company demand as company marketing effort increase relative to competitors.
Market forecast: market demand estimate when using a specified marketing effort.
Market potential: the limit approached by market demand as marketing efforts approach infinity for a given marketing environment.
Demand: Estimating Current Demand
Methods Used to create estimates
TMP: potential number of buyers x the average quantity purchased by a buyer x price (most common method used)
Demand: Measurement
Company demand and Sales forecasts Company demand is the company’s estimated share of market demand at alternative levels of company marketing effort in a given time period. Company sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment. Company sales potential is the sale limit approached by the company demand as company marketing effort increase relative to competitors.
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.
~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.)
TESCO(乐购市场营销战略)英文PPT课件
Opportunities
Improve communication of the brand Very high knowledge of TESCO Chips can be used to introduce the brand Tasting, testers Different size of products
medium
TESCO Albert, Hypernova
Clever
Julius Meinl Spar
higher
TESCO Premium
SWOT analysis – TESCO Value
Strength
Weaknesses
One of the best known own brands in the CR/SR Customers know what to expect (value for money ratio) Regularly purchased Good design – easy to find
Propose a marketing strategy for own brands development
Current TESCO own brands development TESCO Premium Brand implementation strategy
TESCO own brands overview
Quantitative research
3 HMs + 2 DSs (CR) & 3 HMs +1 DS (SR)
In–store; questioners
20 minutes, 100 questioners/store
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17 - 3
Definition
Salesperson
An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
17 - 8
Managing the Sales Force
Sales Force Strategy and Structure
Sales Force Size
Many companies use the workload approach to set sales force size
Other Issues
Straight salary Straight commission Salary plus bonus Salary plus commission
17 - 14
Managing the Sales Force
Compensating Salespeople
Compensation plans should direct the sales force toward activities that are consistent with overall marketing objectives.
Annual call plans and time-and-duty analysis can time-andhelp provide direction Sales force automation systems assist in creating more efficient sales force operations The Internet is the fastest-growing sales fastesttechnology tool
Definition
Salesperson
An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
17 - 8
Managing the Sales Force
Sales Force Strategy and Structure
Sales Force Size
Many companies use the workload approach to set sales force size
Other Issues
Straight salary Straight commission Salary plus bonus Salary plus commission
17 - 14
Managing the Sales Force
Compensating Salespeople
Compensation plans should direct the sales force toward activities that are consistent with overall marketing objectives.
Annual call plans and time-and-duty analysis can time-andhelp provide direction Sales force automation systems assist in creating more efficient sales force operations The Internet is the fastest-growing sales fastesttechnology tool
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
市场营销英文版Chapter-13Marketing-Channels-and-Supply-Chain-Management
13 - 17
How a Distributor Reduces the Number of Channel Transactions
1 2 3 4 5 6 7 8 9
= Manufacturer
13 - 18
A. Number of contacts without a distributor MxC=3X3=9
13 - 2
Case Study
Caterpillar
Dominates world’s markets for heavy construction and mining equipment. Independent dealers are key to success Dealer network is linked via computers
13 - 1
Objectives
Comprehend how companies select, motivate, and evaluate channel members. Understand the nature and importance of marketing logistics and integrated supply chain management.
Factory
Ship
• Produce to forecast
Supplier
Ship
• Produce to forecast • Produce to order with lead time
13 - 8
What is a Supply Chain?
P&G or other manufacturer Jewel or third party Jewel Supermarket Customer wants detergent and goes to Jewel
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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
Introduction to Marketing(市场营销概论 英文版)1.5 production orientation
1.5.1 Firms concentrate on improving productive efficiency and bringing down costs公司专注于改善生产效率并 减少成本。understanding customer requirement was not important.了解顾客的要求不重要
• Figure1.1 1 identify needs and wants of specifically defined target markets确认目标 市场的需要和想要 2 decide which needs and wants to meet i.e. concentrate on certain segments of the target market决定满足哪些需要和想要 i.e.专注特定目 标市场的细分 3 design products and services of value which meet prospective customer’s needs设计满足潜在顾客需要的产品和服务 4 Test products and services and modify if necessary检测产品和服务，如 果有必要的话做出相应的修改 5 achieve organisational goals through customer satisfaction通过顾客的满 意实现组织的目标 6 continuous feedback连续的反馈
sales orientation销售导向：company sells what it makes，it does not make what it can sell公司卖它生产出的产品，而不生产它能卖 的产品.
1.5.2 The sales concept states that effective demand must be created through persuasion using sales techniques.销售概念表明通过销售技巧的说 服能创造出有效的需求
• Figure1.1 1 identify needs and wants of specifically defined target markets确认目标 市场的需要和想要 2 decide which needs and wants to meet i.e. concentrate on certain segments of the target market决定满足哪些需要和想要 i.e.专注特定目 标市场的细分 3 design products and services of value which meet prospective customer’s needs设计满足潜在顾客需要的产品和服务 4 Test products and services and modify if necessary检测产品和服务，如 果有必要的话做出相应的修改 5 achieve organisational goals through customer satisfaction通过顾客的满 意实现组织的目标 6 continuous feedback连续的反馈
sales orientation销售导向：company sells what it makes，it does not make what it can sell公司卖它生产出的产品，而不生产它能卖 的产品.
1.5.2 The sales concept states that effective demand must be created through persuasion using sales techniques.销售概念表明通过销售技巧的说 服能创造出有效的需求
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7-2
Case Study
Gulfstream Aerospace
• Sells jets exclusively • Multiple people are for corporate use involved in the decision • 300 – 500 • Buying influences customers worldwide include the CEO, pilot, board members, even • Rational, objective, spouses and human factors influence business • Company has been buyer’s decisions highly successful
7-3
Definition
• Business Buyer Behavior:
The buying behavior of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit.
First-time purchase
7-9
New task
Business Buyer Behavior
• Systems Selling:
Buying a packaged solution to a problem from a single seller.
Convenience is a major benefit
Case Study
Gulfstream Aerospace
• Sells jets exclusively • Multiple people are for corporate use involved in the decision • 300 – 500 • Buying influences customers worldwide include the CEO, pilot, board members, even • Rational, objective, spouses and human factors influence business • Company has been buyer’s decisions highly successful
7-3
Definition
• Business Buyer Behavior:
The buying behavior of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit.
First-time purchase
7-9
New task
Business Buyer Behavior
• Systems Selling:
Buying a packaged solution to a problem from a single seller.
Convenience is a major benefit
市场营销 第十三章(英文)
VERTICAL MARKETING SYSTEMS
Vertical Marketing Systems
Corporate Systems
• Forward Integration • Backward Integration
Contractual Systems
• Wholesaler-Sponsored Voluntary Chains
13-4
FIGURE 13-1 Terms used for marketing intermediaries vary in specificity and use in consumer and business markets
13-5
LO1
NATURE AND IMPORTANCE OF MARKETING CHANNELS
• Information • Convenience
• Variety • Profitability
• Pre- or Post-Sale Service
13-21
LO3
Jiffy Lube and Petco
What buyer requirements have been satisfied?
Multichannel Marketing
13-12
FIGURE 13-5 Consumer electronic marketing channels are similar to those for consumer and business offerings
13-13
CHANNEL STRUCTURE & ORGANIZATION
LO4
Recognize how conflict, cooperation, and legal considerations affect marketing channel relationships.
Vertical Marketing Systems
Corporate Systems
• Forward Integration • Backward Integration
Contractual Systems
• Wholesaler-Sponsored Voluntary Chains
13-4
FIGURE 13-1 Terms used for marketing intermediaries vary in specificity and use in consumer and business markets
13-5
LO1
NATURE AND IMPORTANCE OF MARKETING CHANNELS
• Information • Convenience
• Variety • Profitability
• Pre- or Post-Sale Service
13-21
LO3
Jiffy Lube and Petco
What buyer requirements have been satisfied?
Multichannel Marketing
13-12
FIGURE 13-5 Consumer electronic marketing channels are similar to those for consumer and business offerings
13-13
CHANNEL STRUCTURE & ORGANIZATION
LO4
Recognize how conflict, cooperation, and legal considerations affect marketing channel relationships.