国际市场营销双语教学教案10-PPT精品.ppt
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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:
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:
国际市场营销 International Marketing Chapter 10课件
❖ 5. target audience: In marketing and advertising, a target audience, or target group is the primary group of people that something, usually an advertising campaign, is aimed at appealing to. 目标受众
❖ 9. call report: a report on a sales call 拜访客户的纪录 ❖ 10. consumer promotion: Consumer promotion is used to
encourage potential consumers to try a product and, hopefully, to purchase it again. 对最终消费者的营业推广
❖ – mass communication to more targeted communication and one-to-one dialogue
2021/6/28
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I. What is Marketing Communications Mix?
❖ Question 1: Does marketing communications equals to these specific promotion tools?
❖ 2. promotion mix: a company’s total marketing communications mix 推广组合
❖ 3. sales call: Usually pre-arranged and face-to-face
meeting between a salesperson and a customer or
❖ 9. call report: a report on a sales call 拜访客户的纪录 ❖ 10. consumer promotion: Consumer promotion is used to
encourage potential consumers to try a product and, hopefully, to purchase it again. 对最终消费者的营业推广
❖ – mass communication to more targeted communication and one-to-one dialogue
2021/6/28
14
I. What is Marketing Communications Mix?
❖ Question 1: Does marketing communications equals to these specific promotion tools?
❖ 2. promotion mix: a company’s total marketing communications mix 推广组合
❖ 3. sales call: Usually pre-arranged and face-to-face
meeting between a salesperson and a customer or
国际市场营销双语-精品.ppt
国际市场营销学
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Marketing Promotion
国际市场营销学
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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.
国际市场营销英文版PPT课件
Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural
values 2) existence of subcultures 3) shift of secondary cultural values through time
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Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
• It provides important opportunities to improve customer value
Prosperity production employment demand
Recession production employment demand
Recovery production employment demand
• Consumer Income It influences whether or not consumers 6
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• Business cycles and Spending patterns Spending patterns are linked to the
business cycle. The level of business activity that moves from prosperity to recession, to recovery.
国际市场营销双语教程课件 cha10
Stages in Promotional Campaign Planning
Determine the target audience Determine campaign objectives
Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness
represented by the same agency
Decision-Making Authority
• Centralized or decentralized decisions about advertising? – Centralization= scale, synergy, consistency – Decentralization= proximity, flexibility, sensibility
• Development of media schedule
– target audience characteristics – campaign objectives – budget
• Media vehicle chosen based on
– media availability in market – product or service offered
coverage. • The value of outside expertise
– Creative development skills – Media buying savvy – Specialty marketing knowledge • Conflict in the use of mega-agencies – Conflicts of interest when two competitors are
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.
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.
国际市场营销双语版第10章
（二）全球性公司 全球性公司是一种在处理国内业务与国外业务的方式上没有 差异的组织形态。The global company is an organization form which has no difference in the way of dealing with domestic business and foreign business. 在这种结构中，全球范围的经营决策权都集中在总部，而不 分国内国外，不仅注重投资决策，而且也注重资源、人力资 源管理、市场调研以及其他的活动。而且经营者和管理层必 须具备全球性的意识和管理国内与国际性业务的能力。
（二）国际市场营销计划的类别 1.从期限看，国际市场营销计划可分为短期计划和长期计 划 短期计划又称为经营计划，执行期一般为一年。长期计划 又称战略计划，执行期限一般3-5年，甚至更长。 2.从制订和执行主体看，国际市场营销计划又可分为总 （母）公司计划和子（分）公司计划 一般来说，母公司偏重于经营计划。战略规划与经营计划 区别在于，前者的目的是决定营销目标和基本战略，而后 者的作用则在于将这些目标和战略付诸实施。前者是创造 性的原则计划，后者是从属于前者的具体计划。
10.2.3 国际企业组织结构形式 （一）区域型组织结构 Regional organizational structure 当企业的组织结构是依据区域划分时，其划分的基础是以世 界上的主要区域为主的。 某些因素使得许多企业喜欢采用区域型的组织结构，区域型 集团的壮大就是其中一个因素。当一个区域内的国家是按照 经济利益整合起来的时候，将此区域看作一个独立的个体是 较为合理的。对国家进行整合时，可以将区域内的产品与技 术加以整合。如果一家公司的产品线很窄或者需要相同的科 技与操作技术时，这家公司通常也会偏好采用区域型的组织 结构，因为公司的产品越相似，就越需要区域性的信息。
国际市场营销双语课件
国际市场营销双语
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、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
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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
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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
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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
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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
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4.2 Social Environment of International Marketing
国际市场营销双语
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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。
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5. Strategies Overcoming the Price Escalation
(1) Reorganize the channel of distribution;
(2) Adapt the product; (3) Use new or more economical tariff or tax classifications; (4) Assemble or produce overseas
边际成本 2.00 0.00 0.10 0.00 2.10 0.00 0.00 1.00 1.25 4.35 1.09 5.44
5
4. Export-Related Costs
(1) The cost of modifying the product for foreign markets; (2)Operational costs of the export operation: personnel, market research, additional shipping and insurance costs, communications costs with foreign customers, and overseas promotional costs; (3) Costs incurred in entering the foreign markets; tariffs and taxes; risks associated with a buyer in a different market; and risks from dealing in other than the exporter’s domestic currency, i.e., foreign exchange risk.
7
6. Terms of Sale
Incoterms are the internationally accepted standard definitions
3
3. Export Pricing Strategy
(1) The standard worldwide price. It may be the same price regardless of the buyer or may be based on average unit costs of fixed, variable, and export-related costs. Uniform pricing is advisable when customers worldwide are aware of the prices charged, and when there is little chance of differentiating the product or the service to warrant price differences. (2)Dual pricing. Domestic and export prices are differentiated, and two approaches to pricing products for export are available: cost-driven and market-driven methods.
2
2. The Setting of Export Prices
The process to set the export price (1) Assessment of pricing environments: external as market-related factors and industry-related factors; internal as marketing mix, company characteristics and management attitudes. (2) Pricing policy selection: objectives, competitive posture, decision control and flexibility. (3) Pricing strategy determination: standard worldwide price, differentiation. (4) Setting of specific price
4
出口定价对比
生产成本 原材料
固定成本 额外国外成本
生产杂费 总生产成本 国内营销成本
管理成本 国外营销成本 其他国外成本
小计 边际利润（25%）
销售价格
标准定价 2.00 1.00 0.00 0.50 3.50 1.50 0.75 0.00 0.00 5.75 1.44 7.19
成本加成 2.00 1.00 0.10 0.50 3.60 0.00 0.75 1.00 1.25 6.60 1.65 8.25
Business Institute, Jiang Han University
Internatห้องสมุดไป่ตู้onal Marketing Lecture 10
Instructor Li Zhihong Sept.2009
1
Chapter 10 Export Pricing
1. Teaching and learning Targets. After studying this chapter, you should be able to: (1) Propose scenarios in which export prices are higher/lower than domestic prices. (2) Discuss the use of the currency of quotation as a competitive tool. (3) Suggest different importer reactions to a price offer and how you, as an exporter, could respond to them.
5. Strategies Overcoming the Price Escalation
(1) Reorganize the channel of distribution;
(2) Adapt the product; (3) Use new or more economical tariff or tax classifications; (4) Assemble or produce overseas
边际成本 2.00 0.00 0.10 0.00 2.10 0.00 0.00 1.00 1.25 4.35 1.09 5.44
5
4. Export-Related Costs
(1) The cost of modifying the product for foreign markets; (2)Operational costs of the export operation: personnel, market research, additional shipping and insurance costs, communications costs with foreign customers, and overseas promotional costs; (3) Costs incurred in entering the foreign markets; tariffs and taxes; risks associated with a buyer in a different market; and risks from dealing in other than the exporter’s domestic currency, i.e., foreign exchange risk.
7
6. Terms of Sale
Incoterms are the internationally accepted standard definitions
3
3. Export Pricing Strategy
(1) The standard worldwide price. It may be the same price regardless of the buyer or may be based on average unit costs of fixed, variable, and export-related costs. Uniform pricing is advisable when customers worldwide are aware of the prices charged, and when there is little chance of differentiating the product or the service to warrant price differences. (2)Dual pricing. Domestic and export prices are differentiated, and two approaches to pricing products for export are available: cost-driven and market-driven methods.
2
2. The Setting of Export Prices
The process to set the export price (1) Assessment of pricing environments: external as market-related factors and industry-related factors; internal as marketing mix, company characteristics and management attitudes. (2) Pricing policy selection: objectives, competitive posture, decision control and flexibility. (3) Pricing strategy determination: standard worldwide price, differentiation. (4) Setting of specific price
4
出口定价对比
生产成本 原材料
固定成本 额外国外成本
生产杂费 总生产成本 国内营销成本
管理成本 国外营销成本 其他国外成本
小计 边际利润（25%）
销售价格
标准定价 2.00 1.00 0.00 0.50 3.50 1.50 0.75 0.00 0.00 5.75 1.44 7.19
成本加成 2.00 1.00 0.10 0.50 3.60 0.00 0.75 1.00 1.25 6.60 1.65 8.25
Business Institute, Jiang Han University
Internatห้องสมุดไป่ตู้onal Marketing Lecture 10
Instructor Li Zhihong Sept.2009
1
Chapter 10 Export Pricing
1. Teaching and learning Targets. After studying this chapter, you should be able to: (1) Propose scenarios in which export prices are higher/lower than domestic prices. (2) Discuss the use of the currency of quotation as a competitive tool. (3) Suggest different importer reactions to a price offer and how you, as an exporter, could respond to them.