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市场营销学双语课件汇总(ppt 106页)3

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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.
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

国际市场营销双语课件

国际市场营销双语课件
国际市场营销双语课件
Marketing
• “an organizational function and a set of processes
for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.
Company
Micro-environment
T
New discoveries and innovations Speed of technology transfer Rates of obsolescence Internet Information technology
国际市场营销双语课件
Five Forces Model
Technological factors • 科技因素
国际市场营销双语课件
Monopolies
legislation
Environmental
protection laws
Taxation policy
Employment laws
Government policy
Legislation
P
S
Demographics
International Marketing Mix (Product, pricing, promotion and place)
国际市场营销双语课件
Part 1,2 Part 3
Part 4
Some useful tools:

市场营销第一章(英文)(ppt文档)

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

国际市场营销英文ppt课件

国际市场营销英文ppt课件
D. Capture value from customers to create profits and customer equity E. Understand the marketplace and customer needs and wants
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.

国际市场营销双语-精品.ppt

国际市场营销双语-精品.ppt

国际市场营销学
2
Marketing Promotion
国际市场营销学
3
内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
9
1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易： 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
10
国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的：获取利润
Business Purpose: Earning profit 交换对象：商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.

市场营销双语教学PPT

市场营销双语教学PPT
to know and understand the customer so well that the product or service
fits him and sells itself.
Coping with (从事) exchange processes—part of this definition—calls for (要求) a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customer through creating, delivering, and communicating superior customer value.
loyal? 如何减少顾客需求的本钱并使顾客保持长 期的忠诚？
l How can we tell which customers are more important? 如何识别哪些顾客是更 重要的？
l
How
can
we
payback
from
communications?
的回报率？
measure
the
marketing
如何衡量来自营销沟通
1.2 Marketing concepts and tools营销观念与工具
Marketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.

市场营销原理英文课件 (3)

市场营销原理英文课件 (3)
the company recognizes a problem or need • Internal stimuli
– Need for new product or production equipment
• External stimuli – Idea from a trade show or advertising
New task is a purchase decision that requires thorough research such as a new product
Business Buyer Behavior
Major Types of Buying Situations • Systems selling involves the purchase of a
The Buying Process
Performance review involves a critique of supplier performance to the purchase terms
Business Buyer Behavior
E-Procurement
• Online purchasing • Company-buying
Business Buyer Behavior
The Model of Business Buyer Behavior
Business Buyer Behavior
Major Types of Buying Situations
Straight rebuy is a routine purchase decision such as reorder without any modification

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

国际市场营销双语课件

国际市场营销双语课件

国际市场营销双语
15
、素质、行为、制度、形象 。
• 狭义的文化是指社会的意识形态以及与之相适应的礼仪制 度、组织结构、行为方式等物化的精神。
国际市场营销双语
6
4.1.3 文化的基本特征
• 1. 文化的中心 • 2. 文化管理的方式 • 3. 文化的首要任务
国际市场营销双语
7
4.1.4 文化的要素
• 从组织的角度来看，美国学者彼得斯和沃特曼认为有7种 基本要素：战略(Strategy)、结构(Structure)、体制 (System)、人员(Staff)、技能(Skill)、行为方式 (Style)、共同价值观(Shared Value)。其中，前3个要素
• 文化的要素 • 文化的变迁 • 各国的商务习惯
国际市场营销双语
4
4.1.1 文化的基础
• 作为一名营销者，若要了解一个社会的行为及其基 本态度，就必须掌握关于该社会的一些地理及历史 知识。
• 不同的地理环境和不同的历史背景就会形成特定的 亚文化，特定的亚文化必然会影响消费群体和商业 模式的形成。
国际市场营销双语
11
4.1.6 各国的商务习惯
• 美国 ，“赚钱是这个国家的主要目标。美国人看重金钱 与其说是为了生存，不如说是作为一生成就的证明” 。
• 日本，商界是最注重谦恭的。 • 韩国，商人尊重其长辈可以获得其好感。
国际市场营销双语
12
4.2 Social Environment of International Marketing
国际市场营销双语
5
4.1.2 文化的涵义
• 广义的文化是指人类在社会历史实践过程中创造的物质财 富和精神财富的总和。

市场营销学双语课件

市场营销学双语课件
• Customer Value – 顾客所得与所付出之比. 所得包括功能利益和情感利益;而所付出包 括金钱、时间、精力以及体力。
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异，是顾客的一种主 观感觉状态，是顾客对企业产品和服务满 足需要程度的体验和综合评估.
Societal Marketing Concept
社会 (人类 福利)
Societal Marketing Concept
顾客 (需求)
公司 (盈利)
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。
需
求
管
理
发现 和 创造需求, 或者 改变 或 降低需求
盈利性 客户关系
吸引新的客户并 保留现有的客户
Marketing Management Philosophies
Production Concept Product Concept Selling Concept
Who Purchases Products and Services?
现实 购买者
Market –是指
某种产品的现实 购买者与潜在购 买者需求的总和.
潜在 购买者
Modern Marketing System
供应商 公司 （市场营销者）
环
竞争者
境
环
营销 中介
境
最终用户
Marketing Management
市场营销学双语课 件
商务策划学院同你一起 营销人生 策划成功
What is Marketing?
• 营销是个人和集体通过创造产品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。

市场营销学双语课件汇总1

市场营销学双语课件汇总1
Brand Beliefs
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied would I be with each product?
information
•Advertising, salespeople •Receives most information
from these sources
•Mass Media •Consumer-rating groups
•Handling the product •Examining the product •Using the product
Few differences
between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
VarietySeeking Behavior
Habitual Buying Behavior
影响消费者行为的因素: 心理
Motivation
Beliefs and Attitudes
Psychological Factors
Perception
Learning
马斯洛的需求层次理论
Self Actualization
(Self-development)
Esteem Needs (self-esteem, status)
• Values

市场营销学双语课件

市场营销学双语课件
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异，是顾客的一种主 观感觉状态，是顾客对企业产品和服务满 足需要程度的体验和综合评估.
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.
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.
市场营销学双语课件
营销人生 策划成功
What品和服务，以销售方 式与别人交换产品和服务，提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。
• More simply: Marketing is the delivery of customer satisfaction at a profit.
Core Marketing Concepts
需要、欲望 与需求
产品 和 服务
Core Marketing Concepts
市场
价值, 满意度, 和质量
交换, 交易, 和关系
What Motivates a Consumer to Take Action?
• Needs -通常是指对人类基本生存条件的满足期望 . i.e.比如人们需要食物、衣着、蔽护所、安全等。
•
9、一个人即使已登上顶峰，也仍要自 强不息 。上午 6时24 分59秒 上午6时 24分06 :24:592 0.8.17

市场营销学英文课件

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

市场营销学双语资料

市场营销学双语资料

一、填空题1、企业跨国营销发展五个阶段？the five stages of International MarketingDevelopment?国内营销（domestic marketing）、出口营销（exporting marketing）、国际营销（international marketing）、多国营销（multinational markrting）、全球营销（global marketing）2、企业哪几种形式进入外国市场？What kinds of forms to enter foreignmarkets?出口进入模式、投资进入模式、契约进入模式、互联网进入模式3、经营哲学演变五个阶段？the five stages of the evolution of managementphilosophy?以生产为导向的传统营销观念（traditional marketing concept）以国外顾客为导向的营销新观念（new marketing concept）以外部环境为导向的营销战略观念（stategic marketing concept）以全球市场为导向的全球营销观念（global marketing concept）4、中间商按是否拥有所有权可分为哪两种？whether by ownership ofintermediaries which can be divided into two?经销中间商、代理中间商5、产品整体观念五个层次？the five levels of product?核心产品（core product）、一般产品（actual product）、期望产品（expected product）、附加产品（augmented product）、潜在产品（potential product）6、战略联盟分为哪三种类型？which is divided into three types of strategicalliances?水平战略联盟、垂直战略联盟、混合战略联盟7、波特提出哪三种竞争战略？Porter proposed three types of competitivestrategies ?总成本领先战略（overall cost leadership）差异化战略（differentiation）重点集中战略（the narrow focus advantage）8、出口方式进入国际市场，典型的间接分销渠道？371制造商—出口中间商—进口中间商—经销商—最终消费者9、定价的方法？pricing methods/techniques成本导向定价法（cost-based pricing）需求导向定价法（demand-based pricing）竞争导向定价法（competition-based pricing）10、重点竞争战略的概念？the concept of key competitive strategy ?重点集中战略是指企业或事业部将经营重点集中在市场或产品的某一部分。

市场营销学英文版最新版教学课件第3章

市场营销学英文版最新版教学课件第3章

Demographic Environment (1 of 3)
• Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Customers
• Five types of customer markets
– Consumer markets – Business markets – Reseller markets – Government markets – International markets
Figure 3.2 - Major Forces in the Company’s Macroenvironment
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
• The U.S. population contains several generational groups:
– Baby Boomers – Generation X – Millennials (or Generation Y) – Generation Z
Demographic Environment (3 of 3)
Figure 3.1 - Actors in the Microenvironment

04878_国际市场营销双语教学教案ppt课件

04878_国际市场营销双语教学教案ppt课件
国际市场营销双语教学教案 ppt课件
2024/1/26
1
目录
• 课ቤተ መጻሕፍቲ ባይዱ介绍与教学目标
• 国际市场营销基本概念与理论
• 跨文化交流与沟通在国际市场营销中应用
• 产品策略在国际市场营销中实践
• 价格策略在国际市场营销中运用
• 渠道策略在国际市场营销中拓展
• 促销策略在国际市场营销中创新
• 总结回顾与展望未来发展趋势
16
04
产品策略在国际市场营销中 实践
2024/1/26
17
产品定位与差异化战略
产品定位
根据目标市场需求和竞争态势， 明确产品在市场中的定位，包括 产品特点、目标消费者群体、价
格策略等。
2024/1/26
差异化战略
通过独特的产品设计、功能、品质 、服务等方面与竞争对手区分开来 ，形成独特的竞争优势，提高市场 份额和盈利能力。
8
国际市场营销环境分析
01
02
03
04
政治环境
分析目标国家的政治稳定性、 政策连续性、对外关系等因素
。
经济环境
研究目标国家的经济发展水平 、市场规模、消费者购买力等
。
社会文化环境
了解目标国家的文化传统、价 值观念、消费习惯等。
技术环境
关注目标国家的技术发展水平 、创新能力和知识产权保护等
。
2024/1/26
2024/1/26
27
电子商务平台利用和整合
2024/1/26
电子商务平台选择
根据产品特性和目标市场，选择合适的电子商务平台，如亚马逊 、阿里巴巴等。
线上线下融合
将线上电子商务平台与线下实体店相结合，实现O2O模式，提高 消费者购物体验和品牌认知度。
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Multibrands
New Brands
品牌战略
Line Extension
– Existing brand names extended to new forms, sizes, and flavors of an existing product category.
Brand Extension
Employees
Greater Service Value
服务性企业的营销战略
Managing Service Differentiation
– Develop offer, delivery and image with competitive advantages.
Managing Service Quality
Variability Perishability
Can’t be seen, tasted, felt, heard, or smelled before purchase.
Can’t be separated from service providers.
Quality depends on who provides them and when, where and how.
Length - total number of items within the lines
Depth - number of versions of each product
Product Mix all the product
lines offered
服务的特性
Intangibility Inseparability
– Empower employees – Become “Customer obsessed” – Develop high service quality standards – Watch service performance closely
Managing Service Productivity
Advantages of
Brand Names
Brand Equity
Identification Loyalty
Credibility
Awareness
品牌决策
Brand Name Selection
Selection Protection
Brand Sponsor
Manufacturer’s Brand Private Brand Licensed Brand Co-branding
Brand Strategy
Line Extensions Brand Extensions
Multibrands New Brands
品牌战略决策
Brand Name
Existing
New
Product Category
Existing
New
Line Extension
Brand Extension
包装
Competitive Advantages
Sales Tasks
Packaging
Product Safety
Identifies
Labeling Promotes
Describes
Consistency
产品组合决策
Width - number of different product
lines
产品整体概念
Augmented Product
Delivery & Credit
Installation
Brand Name
Quality Level
Packaging
Core Benefit
or Service
Features Design
AfterSale Service
Actual Product
Can’t be stored for later sale or use.
服务质量链
Internal Service Quality
Health Service Profits and Growth
Satisfied and Loyal Customers
Satisfied and Productive Service
– Train current or new employees – Increase quantity by decreasing quality – Utilize technology
– Existing brand names extended to new product categories.
Multibrands
– New brand names introduced in the same product category.
New Brands
– New brand names in new product categories.
什么是产品?
Anything that can be offered to a market for attention, acquisition, use or consumption.
Satisfies a want or a need.
Includes:
– Physical Products – Services – Persons – Places – Organizations – Ideas – Combinations of the above
Warranty
Core Product
产品层次
Product Attributes
Байду номын сангаас
Branding
Packaging
Labeling
Product Support Services
产品特性决策
Quality
Features
Design
品牌
Consistency
Quality & Value
Attributes Association