国际市场营销重点

一．市场营销

1.Marketing: a social land managerial process by which individuals and groups obtain what they need and what through creating and exchanging products and value with others.

2.三者差异

Needs: state of felt deprivation including physical, social, and individual needs. Wants: from that a human need takes, as shared by culture and individual personality.

Demands: human wants backed by buying power.

3. Marketing vsselling的差异:

Marketing Selling

Starting market factory

Focus customer products existing products

Means integrated marketing selling and promoting

Ends profits through satisfaction profits through volume

二．市场营销的环境

1．Marketing environment: Micro— customers suppliers the company itself competitors intermediaries publics

Macro--- policy economy culture

Demographic natural technological (PEST) 2. Globalization is the process of interaction and integration between the businesses and peopleof different countries.

全球化的标志：Globalization of production

Globalization of market

三．消费者的行为分析

1. The process of buying behavior

Need recognition information search evaluation decision

Purchase decision post purchase behavior

2. The factors of buying behavior

Cultural: culture sub-culture social class

Social: reference groups family roles and status

Personal: age and life-cycle occupation economic situation

lifestyle personality and self-concept

Psychological: motivation perception learning benefit and attitude

3. Types of buying behavior:

Complex buying behavior

Dissonance reducing buying behavior

Variety seeking buying behavior

Habitual buying behavior

四．市场细分

1.Market segmentation: dividing a market into distinct group on buyer with different needs, characteristic, or behavior who might require separate products or marketing mixes.

2. Four bases of segmentation:

GeographicDemographic Psychographic Behavioral

3. Marketing targeting: the process of evaluating each marketing segment’s attractiveness and selecting one or more segment to enter.

4.Strategies to target the marketing targeting:

undifferentiated marketing differentiated marketing Concentrated marketing

5. Marketing positioning: the development of a product and marketing mix to occupy

a specific place in the minds of customers within target market.

五．进入国际市场的战略选择

1.Exporting 美赞臣

2.Turnkey Projects 迪拜

3．Licensing 阿迪达斯

4.Franchising 麦当劳和肯德基

5.Joint Ventures 东风雪铁龙

6.Strategic Alliances (EAS) 吉利和沃尔沃

7.OEM 苹果

六．产品价格分销促销组合

（一）产品

1. 4P：producer price place promotion

4C：customer cost convenient communication

2. Product: Anything that can be offered to the market for attention acquisition use, or consumption and that might satisfy people’s want or need.（Anything that can enter the market and satisfy people’s needs.）

3. The levels of product:

Core benefit actual product augmented product

4. The classification of product:

Convenience product Shopping product

Specialty product Unsought product

5. Branding:a brand is a name,term,sign,symbol or design,or a combination of them,that identifies the maker or seller of a product or service.

6. How to develop branding strategy?

Distinctive name attractive symbol Customized slogan goodwill creation event association

7. PLC theory: introduction growth maturity decline

(二) 价格

1. Narrowly, price is the amount of money charged for a product or service. Broadly, price is the sum of all the values that consumers exchange for the benefits of having or using the product or service.

2. The pricing strategy for new products:

Market penetration（适合便利品，便宜的）Market-skimming（适合奢侈品，高科技等）

3. The factors influencing pricing decision:

Cost: fixed costs variable costs

Competition: market and demand

The market and demand set the upper limit

The costs set he lower limit of price

4. The purpose of pricing

Make profits maintain the market share beat rival and improve its competitiveness

(三) 分销

1. Distribution: the process that goods are distributed from the manufacturer to end user.

Channel: A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumers. 2. Channel functions:Information collecting、Promotion、Contact、Matching、

Negotiation、

Physical distribution、Financing、Risk taking

3. Interdependent organizations of distribution: wholesaler、retailer

（四）促销组合

1. Marketing mix: anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need.

2. Marketing communication mix(促销组合)：Advertising promotion Personal selling

Sales promotion Public relations 3. Sales promotion advantages:

Wide assortment of tools

Attracts consumer attention

Offers stormy incentives to buy

Invites and rewards quick consumer response

Effects are short-lived

Can bring side-effect to its image

4. Personal selling advantage:

Involves personal interaction between two or more people

Allows relationship building

Most expensive promotion tool

Not suitable for all products and buyers

5. Public relation advantages

Very believable

Reaches people who avoid salespeople and ads

Can dramatize a company or product

Planned use can be effective and economized

Disadvantages: risk if losing control-rumors

七．绿色产品绿色市场

1. Green products: are typically durable, non-toxic, made from recycled material, or minimally packaged.

2.Green marketing:which is also called environmental or ecological marketing,consists of all activities designed to create and improve any products aiming to satisfy human needs or wants,with minimal harmful impact on the natural environment.

3. Why do we advocate green marketing?

企业：Organizations share social responsibility, reduce costs and wests

政府: Governmental bodies are forcing firms to become more responsible;

竞争者：Competitors’environmental activities pressure firms to change their environmental marketing activities.

八．市场服务

1. Service: any act performance that one party can offer to another that is essentially intangible and do not result in the ownership of anything.

2. Characteristics of service: intangibility inseparability

Rerishability variability

3. Quality of service: reliability responsiveness assurances

Empathy tangibles