全球营销英文版最新版教学课件第13章
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GlobalMarketingDecisions全球营销沃伦J基课件
Sales Promotion: Global or Local
• In countries with low levels of economic development, low incomes limit the range of promotional tools available
• Market maturity can also be different from country to country
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Sales Force Nationality
• Expatriates • Host country • Third country • Other options
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– Identify customers and accumulate detailed information about them
– Differentiate customers and rank them in terms of their value to the company
– Interact with customers and develop more cost efficient and effective forms of interaction
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
国际营销英文版最新版教学课件unit13
• Market offerings and business-to-consumer (B2C) marketing
• Product adaptation
Quality 1 of 5
Product life cycles becoming shorter and focusing on:
• Importance of quality • Competitive prices • Innovative products
• Predict diffusion time before making financial commitment • Identify product features that provoke resistance • Provide opportunity to lessen resistance and hasten acceptance
Products and Culture 5 of 7
Rate of acceptance or resistance can be predicted Five characteristics of innovation basis
1. Relative advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability
Quality 2 of 5
Quality Defined
• Market-perceived quality
• Consumer perceptions of quality
• Performance quality
• Firm’s perception of quality • Expected as a given in competitive market • Firms often misrepresent performance quality
• Product adaptation
Quality 1 of 5
Product life cycles becoming shorter and focusing on:
• Importance of quality • Competitive prices • Innovative products
• Predict diffusion time before making financial commitment • Identify product features that provoke resistance • Provide opportunity to lessen resistance and hasten acceptance
Products and Culture 5 of 7
Rate of acceptance or resistance can be predicted Five characteristics of innovation basis
1. Relative advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability
Quality 2 of 5
Quality Defined
• Market-perceived quality
• Consumer perceptions of quality
• Performance quality
• Firm’s perception of quality • Expected as a given in competitive market • Firms often misrepresent performance quality
营销英语课件第13-14章
Keeps Consumers
to Another
Thinking About a Product
i.e. Avis vs. Hertz
i.e. Coca-Cola
13-12
Advertising objectives can be classified by primary purpose: to inform, persuade, or remind. Think of examples of ads that address each of these objectives. Using Table 13-1, discuss why your examples fit the chosen objective.
Informative Advertising
Persuasive Advertising
Inform Consumers or
Build Selective Demand
Build Primary Demand
i.e Sony DVD Players
i.e DVD Players Advertising Objective
Selecting specific media vehicles.
Specific media within each general media type.
Deciding on media timing.
Scheduling advertising over the course of a year.
Public Relations
Very Believable, Dramatize a Company or Product, Underutilized
“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。
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
世界行销讲座之全球营销
these that, through the exchange process, satisfies consumer or business customer needs; a bundle of attributes including features, function, benefits, and uses. Products have:
Marketing: Real People, Real Decisions
Chapter Learning Objectives
When you have completed your study of this chapter, you should be able to:
• Define the marketing concept. • Define the objective of marketing. • Understand the basics of marketing
1-5
Marketing: Real People, Real Decisions
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
• Marketplace: any location or
medium used to conduct an exchange.
1-6
Marketing: Real People, Real Decisions
(Almost) Anything Can Be Marketed
Marketing: Real People, Real Decisions
Chapter Learning Objectives
When you have completed your study of this chapter, you should be able to:
• Define the marketing concept. • Define the objective of marketing. • Understand the basics of marketing
1-5
Marketing: Real People, Real Decisions
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
• Marketplace: any location or
medium used to conduct an exchange.
1-6
Marketing: Real People, Real Decisions
(Almost) Anything Can Be Marketed
英文国际市场营销chapter-13ppt课件
Chapter 13
Personal Selling and Sales Management
Chapter Learning Objectives
1. The role of interpersonal selling in international marketing
2. The considerations in designing an international sales force
• The sales representative is the final link in the culmination of a company’s marketing and sales effort
• Advances in information technology are allowing coordination across advertising, marketing research, and personal selling efforts
• Sales and marketing executives can be recruited via the traditional media of advertising (including newspapers, magazines, job fairs, and the Internet), employment agencies or executive search firms
Selecting Sales and Marketing Personnel
• To select personnel for international marketing positions effectively, management must choose individuals who have the following traits:
Personal Selling and Sales Management
Chapter Learning Objectives
1. The role of interpersonal selling in international marketing
2. The considerations in designing an international sales force
• The sales representative is the final link in the culmination of a company’s marketing and sales effort
• Advances in information technology are allowing coordination across advertising, marketing research, and personal selling efforts
• Sales and marketing executives can be recruited via the traditional media of advertising (including newspapers, magazines, job fairs, and the Internet), employment agencies or executive search firms
Selecting Sales and Marketing Personnel
• To select personnel for international marketing positions effectively, management must choose individuals who have the following traits:
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- William Roedy, Director, MTV Europe
13-6
Spending, 2011
13-7
Standardization vs. Adaptation
• Primary Issue
– Must the specific advertising message and media strategy be changed from region to region or country to country?
• Emotional approach – Tugs at the heartstrings or uses humor
13-19
Advertising Appeal
• Selling proposition
– The promise or claim that captures the reason for buying the product or the benefit that ownership confers
-Trevor Edwards, VP for global brand and category management at Nike
13-4
Globalization and Product Cultures
• Products such as coffee and beer have emerged as true global products
• Buyer perception
– What kind of brand awareness does the company want to project?
13-16
Creating Global Advertising
• Creative strategy—a statement or concept of what a particular message or campaign will say
13-17
The Big Idea
“The Big Idea is easier to illustrate
than define, and easier to illustrate by what it is not than by what it is. It is not a “position”…It is not an “execution”… It is not a slogan. The Big Idea is the bridge between an advertising strategy, temporal and worldly, and an image, powerful and lasting.”
• Think of cultural and legal issues
13-8
Standardization vs. Adaptation
• Four difficulties that compromise an organization’s communication efforts
– The message may not get through to the intended recipient.
– Each ‘organization’ has units specializing in direct marketing, marketing services, public relations, or research
• Individual agencies are considered brands
“We have an integrated marketing model that involves all elements of the marketing mix from digital to sports marketing, from event marketing to advertising to entertainment, all sitting at the table driving ideas.”
– The effectiveness of the message can be impaired by noise.
13-9
Standardization vs. Adaptation
“I can think of very few truly global ads that work. Brands are often at different stages around the world, and that means there are different advertising jobs to do.”
• National responsiveness
– Is the global agency familiar with local culture and buying habits of a particular country?
• Area coverage
– Does the agency cover all relevant markets?
-Randall RothenberFra bibliotek, author
13-18
Advertising Appeal
• Rational approach
– Depend on logic and speak to the consumer’s intellect; based on the consumer’s need for information
negative impact on companies recently
13-3
IMC
• Integrated Marketing Communications (IMC) is becoming more popular because of the challenges of communicating across national borders
• A basic pan-regional or global communication concept for which copy, artwork, or other elements can be adapted as required for individual countries
13-11
Michael Conrad, Chief Creative Officer, Leo Burnett Worldwide
13-10
Pattern Advertising
• A middle ground between 100% standardization and 100% adaptation
– Starbucks and the coffee culture
– Irish pubs in the U.S. – German-style beer
halls in Japan
13-5
Worldwide Market Segments
“Eighteen-year olds in Paris have more in common with 18-yearolds in New York than with their own parents. They buy the same products, go to the same movies, listen to the same music, sip the same colas. Global advertising merely works on that premise.”
Global Marketing
Global Marketing Communications
Decisions I: Advertising and Public Relations
Chapter 13
13-1
Introduction
• Marketing communications tell customers about the benefits and values that a company, product, or service offers
13-12
Advertising Agencies: Organizations and Brands
• Understanding the term organization is key
– Umbrella corporations/holding companies have one or more ‘core’ advertising agencies
& 2012 Revenue
13-14
Top 10 Global Advertising Agency Brands
13-15
Selecting an
Advertising Agency
• Company organization
– Companies that are decentralized may want to leave the choice to the local subsidiary
– Full service brands create advertising, and provide services such as market research, media buying, and direct marketing
13-13
Top 8 Global Advertising Organizations
13-2
Learning Objectives
• Define global advertising and companies that are highest spenders
13-6
Spending, 2011
13-7
Standardization vs. Adaptation
• Primary Issue
– Must the specific advertising message and media strategy be changed from region to region or country to country?
• Emotional approach – Tugs at the heartstrings or uses humor
13-19
Advertising Appeal
• Selling proposition
– The promise or claim that captures the reason for buying the product or the benefit that ownership confers
-Trevor Edwards, VP for global brand and category management at Nike
13-4
Globalization and Product Cultures
• Products such as coffee and beer have emerged as true global products
• Buyer perception
– What kind of brand awareness does the company want to project?
13-16
Creating Global Advertising
• Creative strategy—a statement or concept of what a particular message or campaign will say
13-17
The Big Idea
“The Big Idea is easier to illustrate
than define, and easier to illustrate by what it is not than by what it is. It is not a “position”…It is not an “execution”… It is not a slogan. The Big Idea is the bridge between an advertising strategy, temporal and worldly, and an image, powerful and lasting.”
• Think of cultural and legal issues
13-8
Standardization vs. Adaptation
• Four difficulties that compromise an organization’s communication efforts
– The message may not get through to the intended recipient.
– Each ‘organization’ has units specializing in direct marketing, marketing services, public relations, or research
• Individual agencies are considered brands
“We have an integrated marketing model that involves all elements of the marketing mix from digital to sports marketing, from event marketing to advertising to entertainment, all sitting at the table driving ideas.”
– The effectiveness of the message can be impaired by noise.
13-9
Standardization vs. Adaptation
“I can think of very few truly global ads that work. Brands are often at different stages around the world, and that means there are different advertising jobs to do.”
• National responsiveness
– Is the global agency familiar with local culture and buying habits of a particular country?
• Area coverage
– Does the agency cover all relevant markets?
-Randall RothenberFra bibliotek, author
13-18
Advertising Appeal
• Rational approach
– Depend on logic and speak to the consumer’s intellect; based on the consumer’s need for information
negative impact on companies recently
13-3
IMC
• Integrated Marketing Communications (IMC) is becoming more popular because of the challenges of communicating across national borders
• A basic pan-regional or global communication concept for which copy, artwork, or other elements can be adapted as required for individual countries
13-11
Michael Conrad, Chief Creative Officer, Leo Burnett Worldwide
13-10
Pattern Advertising
• A middle ground between 100% standardization and 100% adaptation
– Starbucks and the coffee culture
– Irish pubs in the U.S. – German-style beer
halls in Japan
13-5
Worldwide Market Segments
“Eighteen-year olds in Paris have more in common with 18-yearolds in New York than with their own parents. They buy the same products, go to the same movies, listen to the same music, sip the same colas. Global advertising merely works on that premise.”
Global Marketing
Global Marketing Communications
Decisions I: Advertising and Public Relations
Chapter 13
13-1
Introduction
• Marketing communications tell customers about the benefits and values that a company, product, or service offers
13-12
Advertising Agencies: Organizations and Brands
• Understanding the term organization is key
– Umbrella corporations/holding companies have one or more ‘core’ advertising agencies
& 2012 Revenue
13-14
Top 10 Global Advertising Agency Brands
13-15
Selecting an
Advertising Agency
• Company organization
– Companies that are decentralized may want to leave the choice to the local subsidiary
– Full service brands create advertising, and provide services such as market research, media buying, and direct marketing
13-13
Top 8 Global Advertising Organizations
13-2
Learning Objectives
• Define global advertising and companies that are highest spenders