市场营销专业英语课件.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

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

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

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

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

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.)

=A is composed of a,b,c,d =A is comprised of a,b,c,d (However, a,b,c,d compose or comprise A. f.e. E2n0g20la/1n2d/1,0 Scotland and Wales compose the island of Great Britain) 9
Buyer responses Pro duct choice Brand choice Dealer choice Purchase timing Purchase amount
Source: Russell S. Winer, Marketing Management, 清华大学出版社， 2002
Words and Expressions 2
dealer n. 经销商 turn or change A into B e. 把A转变成B
nature of sth. n. 某事物的特征或本质
influence=affect vt. 影响…
satisfy or meet a need e. 满足需求
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2.3.2 The Buyer Decision Process for New Products (购买者对新产品的决策过程模型)
Stages in the Adoption Process（采纳过程模型）
Consumers go through five stages in the process of adopting a new product:
Adoption: The consumer decides to make full and regular use of the new product.

—— 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。

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

• This concept leads towards “Marketing Myopia” which means organization fall with love with their existing products that they never think about other alternatives. If a organization is only focused in producing best desktop computers for customer without keeping in mind that customer is willing for portable solution such as laptop and PDA.
Production Concept
Customers buy the products which are produced on mass level at low cost and widely available in the market. This concept totally phase out customer, production take place without taking customers needs and wants into consideration. This concept works well when the demand of product is more than supply or product cost is required to be reduced by following the practice of mass production.
• Factors like pollution, population and health