市场营销英文课件07
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市场营销英文版科特勒PPT课件
User’s Needs
MIS Offerings
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 8
Developing Marketing Information
Marketers obtain information from
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 7
Assessing Marketing Information Needs
Characteristics of a Good MIS
Internal data Marketing intelligence Marketing research
– Real value: How to use information
Red Bull: Vitamin water, low sugar
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 5
Marketing Information and Customer Insights
Marketing Information Systems (MIS)
Marketing information system (MIS) consists of people and procedures for:
– Assessing the information needs – Developing needed information – Helping decision makers use the information
MIS Offerings
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 8
Developing Marketing Information
Marketers obtain information from
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 7
Assessing Marketing Information Needs
Characteristics of a Good MIS
Internal data Marketing intelligence Marketing research
– Real value: How to use information
Red Bull: Vitamin water, low sugar
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 5
Marketing Information and Customer Insights
Marketing Information Systems (MIS)
Marketing information system (MIS) consists of people and procedures for:
– Assessing the information needs – Developing needed information – Helping decision makers use the information
市场营销讲义英文275页PPT
Objectives
Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast
Opportunities
Corporate Headquarters Planning
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
国际营销 英语chapter 7
• Government markets include various government agencies . • Marketers selling goods to these markets must be careful in
pricing because of limited purchasing power of the customers. Government purchase calls for bid.
‹# ›
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
• Dividing an overall market into homogeneous groups on the basis of their locations. • Attentions are paid to geographical differences in needs and wants . (localization) • To avoid fierce competition, firms often seek untapped potential markets in small or remote areas. • Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
• Bought by ultimate consumers for personal use.
• Consumer markets refer to consumer goods buyers.
pricing because of limited purchasing power of the customers. Government purchase calls for bid.
‹# ›
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
• Dividing an overall market into homogeneous groups on the basis of their locations. • Attentions are paid to geographical differences in needs and wants . (localization) • To avoid fierce competition, firms often seek untapped potential markets in small or remote areas. • Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
• Bought by ultimate consumers for personal use.
• Consumer markets refer to consumer goods buyers.
“市场营销”讲义(英文PPT 273页)
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
商务英语Unit7MarketingPPT课件
Unit 7
Marketing
Quotation
“Communication is the most important form of marketing.”
Akio Morita (1921 – 1999) Co-founder
of Sony
Starting up A ‘The four Ps’ form the basis of the marketing mix.
If
you want to market a product successfully, you need
to get this mix right. Match the ‘Ps’ 1 to 4 to the
definitions a) to d) a) the cost to the buyer of
forecast wants to sell in a period
4 sales
figures b) How much a company thinks it will sell in a period
target
c) How much a company has
sold in a period
a) A business which advises
b) Information about what customers want and need
c) A group of customers of similar age, income level and social group
behavior a) description of a typical customer
goods
1 Product
Marketing
Quotation
“Communication is the most important form of marketing.”
Akio Morita (1921 – 1999) Co-founder
of Sony
Starting up A ‘The four Ps’ form the basis of the marketing mix.
If
you want to market a product successfully, you need
to get this mix right. Match the ‘Ps’ 1 to 4 to the
definitions a) to d) a) the cost to the buyer of
forecast wants to sell in a period
4 sales
figures b) How much a company thinks it will sell in a period
target
c) How much a company has
sold in a period
a) A business which advises
b) Information about what customers want and need
c) A group of customers of similar age, income level and social group
behavior a) description of a typical customer
goods
1 Product
市场营销英文课件07
Look at Mini-Case 7.2
PPT文档演模板
市场营销英文课件07
1. Factors Affecting International Product Positioning
Market Characteristics
Competitors’ Positioning
Product Characteristics
Convenience products Shopping products Specialty Products Unsought products
2.2 Industrial roducts
Materials and Parts Capital items Supplies and business services
3. Re-positioning
PPT文档演模板
市场营销英文课件07
III International Product
Strategies
After international marketers position their products, they need to develop the product strategies according to the position.
PPT文档演模板
市场营销英文课件07
3. Levels of International Products
PPT文档演模板
Look at M市场i营n销i英-文C课件a0s7 e
II International Product Positioning
International product positioning refers to efforts to influence consumer’s understanding of a product.
市场营销讲稿(英文版)(ppt 36页)
The aim of Marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or services fits… and sells itself. (Drucker, 1973)
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
consists of all activities that bring buyers and sellers together
Analysis, Plan, implement, control
Marketing mix(4ps)
Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
consists of all activities that bring buyers and sellers together
Analysis, Plan, implement, control
Marketing mix(4ps)
Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and
市场营销学英文PPT
Chapter 1- slide 15
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Production concept is the idea that consumers will favor products that are available or highly affordable
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 3
What Is Marketing?
The Marketing Process
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 4
• Value and satisfaction
Marketers
• Set the right level of expectations • Not too high or low
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 8
Chapter 1- slide 6
Understanding the Marketplace and Customer Needs
• Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want • Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
市场营销英语版本PPT演示课件
. Slide 2
Objectives
Learn how companies and marketers are responding to new challenges.
.
Slide 3
The New Economy
Consumer benefits from the digital revolution include:
English
for Sales and Marketing
Yan Tai University
. Slide 0
Chapter 1
Defining Marketing for the Twenty-First Century
.
Slide 1
Objectives
Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies.
. Slide 5
Marketing Tasks
Marketing practices may pass through three stages:
Entrepreneurial marketing Formulated marketing Intrepreneurial marketing
.
Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment
Objectives
Learn how companies and marketers are responding to new challenges.
.
Slide 3
The New Economy
Consumer benefits from the digital revolution include:
English
for Sales and Marketing
Yan Tai University
. Slide 0
Chapter 1
Defining Marketing for the Twenty-First Century
.
Slide 1
Objectives
Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies.
. Slide 5
Marketing Tasks
Marketing practices may pass through three stages:
Entrepreneurial marketing Formulated marketing Intrepreneurial marketing
.
Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment
个人珍藏市场营销原理课件管理学经典教材英文版菲利普科特勒kotler07
• Economic trends • Supply conditions • Technological change • Regulatory and
political environments • Competitive
developments • Culture and customs
7 - 11
Objectives
• Be able to define the business market and explain how business markets differ from consumer markets.
• Know the major factors that influence business buyer behavior.
7 - 14
Business Buying Process
• Eight Stages:
▪ Stage 1: Problem Recognition ▪ Stage 2: General Need Description ▪ Stage 3: Product Specification
❖ Value analysis helps to reduce costs
structure • Systems
7 - 12
Major Influences on Business Buyers
Key Factors
• Environmental • Organizational • Interpersonal • Individual
• Authority • Status • Empathy • Persuasiveness
7 - 19
Institutional and Government Markets
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International Product and Brand Strategy
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.
2.2 Industrial Products
Materials and Parts Capital items Supplies and business services
Look at Mini-Case 7.1
International product positioning refers to efforts to influence consumer’s understanding of a product.
Market Characteristics
Competitors’ Positioning
Product Characteristics Corporate Resources
(1) (2) (3) (4) (5) (6)
Attribute Positioning Price/Quality Positioning Product User Positioning Application Positioning Product Class Positioning Competitor Positioning
When making the strategies of product mix, international marketers have to consider the following factors.
Corporate Resource The Economic Situation in Target Markets Consumers’ Characteristics in Target Markets
A product line is a set of individual products which are closely related and perform the same function.
The total number of product lines a company offered is called product width. The product length refers to the number of all the individual products in all the product lines. The product line depth refers to the number of all the different types of an individual product. The product consistency refers to the extent to which the different product lines in a company are related.
2.1 Deciding to Brand or Not Owning a Brand No Brand
2.2 Deciding a Brand Sponsor Manufacturer’s Brand Distributor’s or Retailers’ Brand Licensing Co-Branding----Look at Mini-Case 7.5
Designing the International Marketing Program
Once the company has selected the markets and decided how to enter the target markets, the next step is to design the international marketing mix strategies.
(2) Product Mix Contraction
2.1 Forms of New Product A fresh idea can be turned into a new product and start a new product life cycle.
Variations on an existing product idea can also make a product new. Even small changes in an existing product can make it new. A company can add new products through acquisition of other companies.
(1) Product Mix Expansion The product mix expansion consists of mix extension and product line extension. Mix extension refers to the addition of product lines into the existing product mix. Line extension refers to a new product added to a product line. Downward Stretch----Look at Mini-Case 7.3 Upward Stretch----look at Mini-Case 7.4 Two-way Stretch
Its objective is to enable a product to create a clear, unique, and advantageous position in the consumer’s mind.
“the best driving car,” “the most economical car,” or “the safest car.” Look at Mini-Case 7.2
According to the American Marketing Association, a brand is a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors. 1.1 Related Concepts of a Brand 1.2 Benefits of a Brand
2.3 Choosing a Brand Strategy
(1) Line Extension--companies use an established product’s brand name to launch a new, slightly different item in the same product category.
(1) Idea Generation Internal Idea Source External Source (2) Idea Screening (3) Concept Development and Testing
(4) Business Analysis
(5) Product Development (6) Market Testing (7) Commercialization
Introduction Stage Growth Stage Maturity Stage----look at Mini-Case 7.4 Decline Stage
PLC for Different Products Not all products will follow the above mentioned product life cycle. For example, fashion products are introduced, and then decline. After a period of time, those products may resurge to repeat the life cycle. Product Life Cycle across Countries A product can be in different PLC stages in different countries.
3.1 Product Life Cycle (PLC) Product life cycle describes the stages a new product goes through in the marketplace.
Most products have a life span and will be eventually replaced by another new product.
For other products such as the food, raw material and some industrial products, standardization of marketing mix strategies is applicable