市场营销英文原版16
国际市场营销第16版chapter 5
7 Understand important new terms
International Marketing
Business and Organizational Customers
— A big opportunity!
International Marketing
Who are business and organizational customers?
More professional purchasing effort
Buying decisions
More complex More formalized Close supplier-customer relationship
International Marketing
Overlapping needs of individual influencers and the customer organization
Chapபைடு நூலகம்er 5
Business and Organizational Customers and Their Buying
Behavior
International Marketing
Learning Objectives
1 Describe who the business and organizational customers are.
•Utilities •Office Supplies •Bulk chemicals
市场营销(英文版)
formation
信息处理方式
消费者如何处理和记忆信息，如选择 性注意、记忆重构等。
态度形成与改变
探究消费者态度形成的因素，以及如 何通过营销手段改变消费者态度。
05
Digital Marketing and Social Media Marketing
Digital marketing strategy
Product positioning
Determine how your product compares to competitors and position it accordingly. Use descriptors and branding to differentiate your product from the competition.
Sales promotion
Use temporary sales and promotions to boost sales and attract customers. This can include discounts, bundle offers, or limited-time offers.
• Brand management and brand building
01
Marketing Overview
Definition and Concepts
• Definition: Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to achieve a profitable exchange with target customers.
Marketing市场营销(英文版)
Marketing市场营销(英文版)Marketing, also known as marketings, is a crucial aspect of any business. It involves promoting and selling products or services to customers. Effective marketing strategies help businesses expand their customer base, increase brand awareness, and ultimately drive sales.One of the key components of marketing is understanding the target market. This involves researching and analyzing the demographics, preferences, and behaviors of potential customers. With this information, businesses can develop tailored marketing campaigns to attract the right audience. By focusing on the needs and desires of their target market, companies can ensure their marketing efforts are both effective and efficient.Another important aspect of marketing is branding. Developing a strong brand identity is essential for businesses to differentiate themselves from competitors. This is done through various elements such as logos, slogans, and brand messaging. A well-defined brand helps businesses build trust and credibility with customers, leading to increased loyalty and repeat purchases.In today's digital age, online marketing has become increasingly important. With the growing use of technology and internet, businesses have unprecedented opportunities to reach a wider audience. Online marketing strategies include social media marketing, search engine optimization (SEO), content marketing, and email marketing. These tools enable businesses to connect with customers on platforms they frequently use, increasing their visibility and engagement.Another effective marketing technique is influencer marketing.This involves collaborating with influential individuals, such as celebrities or social media personalities, to promote products or services. By leveraging the popularity and credibility of these influencers, businesses can reach a larger audience and gain credibility and trust from their followers.Marketing also involves analyzing and measuring the effectiveness of marketing campaigns. This is done through metrics such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLTV). By tracking these metrics, businesses can evaluate the success of their marketing efforts and make any necessary adjustments to optimize their strategies.In conclusion, marketing plays a vital role in business success. It helps businesses understand their target market, build strong brands, and reach a wider audience through various channels. By implementing effective marketing strategies, businesses can increase their customer base, boost brand awareness, and ultimately drive sales.在一个竞争激烈的商业环境中，有效的营销策略是企业取得成功的关键。
市场营销(英文版)
Marketing (English Version) In today's fastpaced business world, marketing plays a pivotal role in the success of any organization. It is theart and science of understanding customer needs and creating products or services that satisfy those needs. Effective marketing strategies can differentiate a brand, increase customer loyalty, and drive business growth. Let's delve into the key aspects of marketing and explore how it can benefit your business.Marketing (English Version)The Heart of Business GrowthAt its core, marketing is about building relationships.It's about connecting with your audience in a way that resonates with their values and aspirations. To achieve this, a holistic approach is essential, one that integrates traditional tactics with digital innovation to create a seamless and engaging customer experience.Understanding the Customer JourneySegmentation and TargetingNot all customers are created equal, and effective marketing acknowledges this diversity. Segmenting your audience based on demographics, psychographics, behaviors, or other relevant factors allows you to tailor your message todifferent groups. This targeted approach ensures that your marketing efforts are more relevant and, consequently, more effective.The Power of StorytellingStories are a universal language that can evoke emotions and create lasting memories. In marketing, storytelling is a powerful tool that can humanize your brand and make it more relatable. By crafting narratives that align with yourbrand's values and mission, you can forge a deeper connection with your audience and inspire them to take action.Leveraging Digital ChannelsMeasuring SuccessMarketing is an investment, and like any investment, it needs to be measured for return. Key performance indicators (KPIs) such as conversion rates, customer acquisition costs, and customer lifetime value provide a clear picture of your marketing efforts' effectiveness. By analyzing these metrics, you can refine your strategies, optimize your budget, and ensure that your marketing activities contribute to your business's bottom line.Continuous ImprovementMarketing (English Version)The Art of Persuasion and EngagementThe essence of marketing lies in its ability to persuade and engage. It's not just about selling products; it's about selling an experience, a lifestyle, and a vision. Here's how businesses can harness the full potential of marketing to achieve their goals.Crafting a Compelling Brand IdentityInfluencing Consumer BehaviorUnderstanding the psychology behind consumer behavior is crucial for marketers. By identifying the triggers that lead to purchasing decisions, you can design campaigns that nudge potential customers towards conversion. This involves not only the rational aspects of product features and benefits but also the emotional appeal that can often be the deciding factor in a consumer's choice.The Role of Content MarketingContent marketing is the strategic creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. It's about educating your customers, entertaining them, and providing solutions to their problems. From blog posts to videos, infographics to podcasts, highquality content can establish your brand as an authority in your industry and build trust with your audience.Collaborating with InfluencersCustomer Engagement and Retention Ethical Marketing Practices。
市场营销中英版
1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)❖Deciding what products to offer❖Setting prices❖Developing sales promotions and advertising campaigns❖Making products readily available to customers2. The marketing Concepts(市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)❖The Production Concept 生产观念❖The Selling Concept 推销观念❖The Marketing Concept 市场营销观念The Production Concept 生产观念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单) The Marketing Concept市场营销观念Difference between Selling and Marketing销售与营销的区别3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉）Consumer products消费品：produced for and purchased byhouseholds for their use.Industrial products 工业产品：are sold primarily for use inproducing other products.2)Price（价格：消费者为获得产品所必须支付的金额）Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing(亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透定价法---心理定价策略）设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。
国际营销英文版第16版第11章PPT
India
Since its independence in 1950, the world’s largest democracy had set a poor example as a model for economic growth It was among the last of the economically important developing nations to throw off traditional insular policies. India’s growth had been constrained and shaped by policies of import substitution and an aversion to free markets Now however, times have changed, and India has embarked on the most profound transformation India has taken the following steps: • Privatizing state-owned companies as opposed to merely selling shares in them • The government is now willing to reduce its take below 51 percent and to give management control to so-called strategic investors • Recasting the telecom sector’s regulatory authority and demolishing the monopolies enjoyed by SOEs • Signing a trade agreement with the United States to lift all quantitative restrictions on imports • Maintaining momentum in the reform of the petroleum sector • Planning the opening of domestic long-distance phone services, housing, and real estate and retail trading sectors to foreign direct investment
国际营销英文版第16版第9章PPT
LO1 The importance of time zones for trade relationships and marketing operations LO2 The political and economic changes affecting global marketing LO3 The connection between the economic level of a country and the marketing task LO4 The variety of stages of economic development among American nations LO5 Growth factors and their role in economic development LO6 Marketing’s contribution to the growth and development of a country’s economy LO7 The foundational market metrics of American nations LO8 The growing importance of trading associations among American nations
市场营销英文版科特勒PPT课件
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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?
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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
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