全球营销英文版最新版教学课件第14章
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营销管理(第14版 全球版) Kotler_MM_14e_12_sppt_GE
12-7
耐用性和有形性
易耗品 耐用品
服务
Copyright © 2012 Pearson Education
12-8
消费品分类
便利品 选购品 特殊品 非寻求品
Copyright © 2012 Pearson Education
12-9
产业用品分类
▪ 材料和零部件 ▪ 资本项目 ▪ 补给品和商业服务
12-15
图12.3 产品条目对整条产品线的总销 售额和利润的贡献
Copyright © 2012 Pearson Education
12-16
图12.4 纸张产品线的产品地图
Copyright © 2012 Pearson Education
12-17
产品线拓展
向下拓展 向上拓展 双向拓展
Copyright © 2012 Pearson Education
品牌？ ▪ 企业如何使用包装、标签、担保和保证作为营
销工具？
Copyright © 2012 Pearson Education
12-3
什么是产品?
产品是指提供给市场以满足需要和欲望的任 何东西，包括有形的产品、服务、体验、事 件、人物、场所、产权、组织、信息和想法.
Copyright © 2012 Pearson Education
12-22
包装的目标
▪ 识别品牌 ▪ 传达描述性和说服性的信息 ▪ 便于产品的运输和保护 ▪ 有助于家庭储藏 ▪ 有助于产品消费
Copyright © 2012 Pearson Education
12-23
标签的功能
Copyright © 2012 Pearson Education
全球营销学ppt课件
Why? Where shall we go? ▪ What shall we know before plunging ourselves into the storming sea? ▪ How can we survive and thrive in a foreign market?
Global Marketing -- Introduction
▪ 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销 学》, 机械工业出版社，2005
▪ 马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管 理》，中国人民大学出版社，2005
▪ 《国际市场营销学》，李威 王大超主编，机械工业出 版社，2008年7月第一版
▪ 闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》， 清华大学出版社，2004
1. Overview of Marketing
What is marketing?
▪ The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals. 是一个策划和实施 构思、产品和服务的概念、
▪ Examples: Coca-Cola and McDonald’s P10-11
Global Marketing VS Domestic
Marketing
▪ More difficult: language, law, culture, trade and non-trade barriers, market research, and communication;
Global Marketing -- Introduction
▪ 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销 学》, 机械工业出版社，2005
▪ 马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管 理》，中国人民大学出版社，2005
▪ 《国际市场营销学》，李威 王大超主编，机械工业出 版社，2008年7月第一版
▪ 闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》， 清华大学出版社，2004
1. Overview of Marketing
What is marketing?
▪ The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals. 是一个策划和实施 构思、产品和服务的概念、
▪ Examples: Coca-Cola and McDonald’s P10-11
Global Marketing VS Domestic
Marketing
▪ More difficult: language, law, culture, trade and non-trade barriers, market research, and communication;
营销管理14版 Kotler_MM_14e_05_ippt
5-11
Establishing Value
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
5-12
Measuring Satisfaction
▪ Periodic surveys ▪ Customer loss rate ▪ Mystery shoppers ▪ Monitor competitive performance
▪ Business database ▪ Data warehouse ▪ Data mining
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
5-25
Using the Database
▪ To identify prospects ▪ To target offers ▪ To deepen loyalty ▪ To reactivate customers ▪ To avoid mistakes
customers and all customer touch points to maximize customer loyalty.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
5-19
Framework for CRM
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
5-15
Maximizing Customer Lifetime Value
“全球营销策略课件精品PPT”
通过全球品牌和独特的产品设计，赢得了全
可口可乐
2
球消费者的青睐。
利用全球广告活动和品牌传播，成为全球最
知名的饮料品牌之一。
3
微软
通过全球合作伙伴网络和市场推广，推动了 其软件产品的销售和普及。
根据不同市场的需求和竞争情况，制定合适
定价弹性
2
的定价策略。
了解产品在不同市场的价格弹性，调整定价
以适应需求。
3
本地成本
考虑本地成本和汇率变动对定价的影响。
全球分销策略
直销
自己建立销售和分销渠道来直接销售产品。
代理商
与当地代理商合作，利用其销售网络来分销产品。
合作伙伴
与跨国公司或当地公司合作，共享销售和分销资源。
为什么需要全球营销策略？
1 市场增长
开拓新市场，获得更多销售 增长的机会。
2 成本效益
通过规模经济效应和资源整 合，降低营销成本。
3 特殊需求
满足特定国家或地区的市场需求和文化习俗。
全球营销的挑战和机遇
1 文化差异
2 语言障碍
3 竞争压力
理解和适应不同国家和地区 的文化差异，以便有效营销。
通过翻译和本地化来解决语 言障碍，确保传达准确的信 息。
电子邮件营销
通过发送电子邮件营销活动，与 潜在客户和现有客户进行沟通。
全球营销的监测和评估
1
数据分析
收集和分析销售数据和行业趋势，了解营销效果。
2
客户反馈
与客户进行沟通和调研，了解其对产品和营销活动的意见。
3
定期评估
Байду номын сангаас
定期评估营销策略的有效性和可行性，做出调整和改进。
英文国际市场营销chapter-14ppt课件
• A company’s global pricing policy may make or break its overseas expansion efforts (due to foreign exchange complications)
• Firms also face significant challenges in coordinating (standardizing or adapting) their pricing strategies across various countries they operate in
Chapter 14
Pricing for International Markets
Chapter Learning Objectives
1. Components of pricing as competitive tools in international marketing
2. The pricing pitfalls directly related to international marketing
6. The mechanics of price quotations
Introduction
• Pricing strategy forms another cornerstone of a global marketing program–it represents one of the most critical and complex issues in global marketing (due to economic, financial, and mathematical implications)
• Parallel imports develop when importers buy products from distributors in one country and sell them in another to distributors who are not part of the manufacturer’s regular distribution system
• Firms also face significant challenges in coordinating (standardizing or adapting) their pricing strategies across various countries they operate in
Chapter 14
Pricing for International Markets
Chapter Learning Objectives
1. Components of pricing as competitive tools in international marketing
2. The pricing pitfalls directly related to international marketing
6. The mechanics of price quotations
Introduction
• Pricing strategy forms another cornerstone of a global marketing program–it represents one of the most critical and complex issues in global marketing (due to economic, financial, and mathematical implications)
• Parallel imports develop when importers buy products from distributors in one country and sell them in another to distributors who are not part of the manufacturer’s regular distribution system
国际市场营销英文ppt课件
D. Capture value from customers to create profits and customer equity E. Understand the marketplace and customer needs and wants
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.
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
4
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
5
• 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.
《英文版营销》课件
The means by which a company communicates its value proposition to customers This includes advertising, public relationships, sales promotion, and personal selling
01
Marketing Overview
Definition of Marketing
Marketing Definition
The process of creating, communicating, and delivering value to customers through the satisfaction of their needs and wants
Product differentiation
Market Segmentation
Developing unique features or services that differentiate a product from its competitors
Targeting specific customer groups with products that meet their unique needs
02
It helps businesses identify the most profitable target market and develop marketing strategies that are detailed to the specific needs and preferences of that market segment
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14-11
The Strategic/Consultative Selling Model
Evolved in response to: •Increased competition •More complex products •More emphasis on customer needs •Long-term relationships
– Over 50% of users are in Europe, 33% in U.S. – Founders rejected Google’s $6 billion
takeover offer
14-8
Sales Promotion: Issues and Problems
• Fraud
– Pepsi promotion with Apple
14-20
Close
• Ask for the sale • Must be culturally
sensitive
14-21
Servicing the Sale
• To ensure customer satisfaction
14-13
The Strategic/Consultative Selling Model
• Customer Strategy – plan that ensures that the sales professional will be maximally responsive to customer needs
14-2
Sales Promotion
• Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand
• Presentation Strategy – consists of setting objectives for each sales call and establishing a presentation plan to meet those objectives
14-14
The Strategic/Consultative Selling Model
14-12
The Strategic/Consultative Selling Model
• Personal Selling Philosophy – commitment to the marketing concept and a willingness to adopt the role of problem solver/partner
• Regulatory Hurdles – Governments can set up quotas or tariffs that affect the sales force
• Currency Fluctuations – increase and decrease in local currencies can make certain products unaffordable
• Relationship Strategy – game plan for establishing and maintaining high-quality relationships with prospects/customers
• Product Strategy – plan that can assist the sales representative in selecting and positioning products to satisfy customer needs
• Provide accountability for communications activity
• Provide method of collecting
additional data for database
Home and Garden shows attraccture in the retailing industry can affect the use of sales promotions
14-5
Sampling
• Sampling
– Provides consumer with opportunity to try product at no cost
• The strategic/ consultative selling model
• Salesforce Nationality Decisions
• Direct marketing’s advantages and direct marketing channels
• Marketing communication and promotion mix integration
• Market maturity can also be different from country to country
• Local perceptions of a particular promotional tool or program can vary
• Local regulations may rule out use of a particular promotion in certain countries
Global Marketing
Global Marketing Communications
Decisions II: Advertising and Public Relations
Chapter 14
14-1
Learning Objectives
• Define sales promotion and identify promotion tactics and tools
• Must completely understand the decision-making process and the roles of each participant
14-17
Presentation
• Prospect’s needs are assessed and matched to the company’s products
– Price vs. non-price promotions
– Consumer vs. trade promotions
14-3
Sales Promotion
• Provide a tangible incentive to buyers
• Reduce the perceived risk associated with purchasing a product
• Regulations vary by country • Cultural dispositions to coupons
and other sales promotions
– Malaysians see coupon usage as embarrassing
– Islam frowns on gambling so sweepstakes may not work
• Couponing accounts for 70% of consumer
promotion spending in the U.S.
• Free-standing inserts, in-pack, on-pack, cross
coupons
14-7
Social Couponing
• Hot online trend • Groupon is industry leader
– May be distributed in stores,
in the mail, through print media,
at events, or door-to-door
Wine tasting in South Africa
• Kikkoman soy sauce launched a sampling program
• Market Unknowns – lack of knowledge of market conditions, the accepted way of doing business, or positioning of the product may derail the sales team’s efforts
in supermarkets in the U.S.; today the U.S.
contributes 85% of profit from international
operations
14-6
Couponing
• Couponing
– Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product
– Deals are made with local retailers with Groupon taking a percentage of proceeds
– Grown from 1 country to 35 mainly through acquisition
– 40 million users in 300 global markets by 2010
• The style and message of the presentation must be tailored to the audience
The Strategic/Consultative Selling Model
Evolved in response to: •Increased competition •More complex products •More emphasis on customer needs •Long-term relationships
– Over 50% of users are in Europe, 33% in U.S. – Founders rejected Google’s $6 billion
takeover offer
14-8
Sales Promotion: Issues and Problems
• Fraud
– Pepsi promotion with Apple
14-20
Close
• Ask for the sale • Must be culturally
sensitive
14-21
Servicing the Sale
• To ensure customer satisfaction
14-13
The Strategic/Consultative Selling Model
• Customer Strategy – plan that ensures that the sales professional will be maximally responsive to customer needs
14-2
Sales Promotion
• Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand
• Presentation Strategy – consists of setting objectives for each sales call and establishing a presentation plan to meet those objectives
14-14
The Strategic/Consultative Selling Model
14-12
The Strategic/Consultative Selling Model
• Personal Selling Philosophy – commitment to the marketing concept and a willingness to adopt the role of problem solver/partner
• Regulatory Hurdles – Governments can set up quotas or tariffs that affect the sales force
• Currency Fluctuations – increase and decrease in local currencies can make certain products unaffordable
• Relationship Strategy – game plan for establishing and maintaining high-quality relationships with prospects/customers
• Product Strategy – plan that can assist the sales representative in selecting and positioning products to satisfy customer needs
• Provide accountability for communications activity
• Provide method of collecting
additional data for database
Home and Garden shows attraccture in the retailing industry can affect the use of sales promotions
14-5
Sampling
• Sampling
– Provides consumer with opportunity to try product at no cost
• The strategic/ consultative selling model
• Salesforce Nationality Decisions
• Direct marketing’s advantages and direct marketing channels
• Marketing communication and promotion mix integration
• Market maturity can also be different from country to country
• Local perceptions of a particular promotional tool or program can vary
• Local regulations may rule out use of a particular promotion in certain countries
Global Marketing
Global Marketing Communications
Decisions II: Advertising and Public Relations
Chapter 14
14-1
Learning Objectives
• Define sales promotion and identify promotion tactics and tools
• Must completely understand the decision-making process and the roles of each participant
14-17
Presentation
• Prospect’s needs are assessed and matched to the company’s products
– Price vs. non-price promotions
– Consumer vs. trade promotions
14-3
Sales Promotion
• Provide a tangible incentive to buyers
• Reduce the perceived risk associated with purchasing a product
• Regulations vary by country • Cultural dispositions to coupons
and other sales promotions
– Malaysians see coupon usage as embarrassing
– Islam frowns on gambling so sweepstakes may not work
• Couponing accounts for 70% of consumer
promotion spending in the U.S.
• Free-standing inserts, in-pack, on-pack, cross
coupons
14-7
Social Couponing
• Hot online trend • Groupon is industry leader
– May be distributed in stores,
in the mail, through print media,
at events, or door-to-door
Wine tasting in South Africa
• Kikkoman soy sauce launched a sampling program
• Market Unknowns – lack of knowledge of market conditions, the accepted way of doing business, or positioning of the product may derail the sales team’s efforts
in supermarkets in the U.S.; today the U.S.
contributes 85% of profit from international
operations
14-6
Couponing
• Couponing
– Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product
– Deals are made with local retailers with Groupon taking a percentage of proceeds
– Grown from 1 country to 35 mainly through acquisition
– 40 million users in 300 global markets by 2010
• The style and message of the presentation must be tailored to the audience