市场营销学双语课件汇总1

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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

市场营销学(双语)课程Chapter 1

3. 1910 Wisconsin School -----------marketing (selling philosophy)
Marketing management orientations
1. Production concept
Consumers prefer products that are widely available and inexpensive
estimating that consumers will not buy enough of the firm’s products unless it undertakes a large0scale selling and promotion effort
The opportunity for companies ：
Aggressive selling Trying to attractive the customer to purchase the company has is
the route to success
Important article: Theodore Levitt (1960) market myopia
Watching a video
Keeping several questions in the mind: 1. What is market? 2. What is marketing? 3. Why one team win and another lost
the game? What are critical factors?
system) ：collecting all useful resource, improving production ability, decreasing cost, and expending market effectively Success lies in producing the product more effectively

国际市场营销双语教程课件 cha1

Chapter 1 International Marketing in General
• Learning Objectives • 本章学习目标：
• 1. International marketing and its definition. • 国际市场营销及其定义。 • 2. Different company orientations toward international marketing. • 企业进入国际市场的不同的价值取向。 • 3. Driving forces direct companies going international. • 企业进入国际市场的驱动力。 • 4. Obstacles preventing companies from successful marketing. • 企业进入国际市场会面临的障碍。
• The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.
Control:
• Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plan’s successes and failures.
Stages of InternationalMarketing Involvement
International Marketing
Global Marketing

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

第一章国际市场营销双语ppt课件

• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国际经济组织
精品课件
1.1The Concepts of Marketing
Technological factors
• 社会文化因素 • 科技因素
精品课件
Monopolies
legislation
Environmental
protection laws
Taxation policyΒιβλιοθήκη Employment laws
Government policy
Legislation
P
S
精品课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.

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
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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
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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

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

国际市场营销双语教学教案1-PPT课件

2
2.What International Marketing Is?
(1) International Marketing. The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations. It much retains the basic marketing tenets of “satisfaction”and “exchange”;Also, it focuses on international transactions.
6
-- Independent of trade,currency flows set exchange rates, which are the values of currencies relative to each other. These exchange rates in turn have now begun to determine the level of trade. -- Policymakers have sought to restrict the impact of global trade and financial flows by erecting barriers, charging tariffs, designing quotas, and implementing other import regulations.
Business Institute, Jiang Han University

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

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
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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。
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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。
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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
。
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电子商务平台利用和整合
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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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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
• Perceptions
Subculture
• Groups of people with shared value systems based on common life experiences.
• Hispanic Consumers
• African American Consumers
Evaluation Procedures
购买决定过程
Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior
购买决定过程
Step 1. Need Recognition
Need Recognition
• Asian American Consumers
• Mature Consumers
Social Class
• People within a social class tend to exhibit similar buying behavior.
• Occupation
• Income
• Education
Difference between an actual state and a desired state
Internal Stimuli
• Hunger
• Thirst • A person’s normal
needs
External Stimuli
• TV advertising • Magazine ad • Radio slogan •Stimuli in the
• Wealth
影响消费者行为的因素: 社会 Groups
•Membe rship
•Referen ce Family •Husba nd, wife, kids •Influen cer, buyer, user
Roles and Status
Social Factors
影响消费者行为的因素: 个人
购买决定过程
Step 3. Evaluation of Alternatives
Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
environment
购买决定过程
Step 2. Information Search
Personal Sources Commercial Sources
Public Sources Experiential Sources
•Family, friends, neighbors •Most influential source of
市场营销学双语课件汇总1
2020年4月23日星期四
消费者行为模型
Product Price Place Promotion
营销和其他刺激
Buyer’s Decision Process
购买者黑箱
Product Choice Brand Choice Dealer Choice
购买者反应
Economic Technological Political Cultural
Personal Influences
Age and Family Life Cycle Station
Personality & Self-Concept
Lifestyle Identification
Activities
Interests
Opinions
Characteristics Affecting Consumer Behavior
Purchase Timing Purchase Amount
影响消费者行为的因素
Culture Social Personal Psychological
Buyer
影响消费者行为的因素: 文化
• Most basic cause of a person's wants and behavior.
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
购买决定的类型
Significant differences
between brands

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