国际市场营销双语共29页
第三章国际市场营销双语
This chapter includes
• 3.1 The Economic Environment of The World • 3.2 Economic Environment of Individuanl Country • 国际市场营销的全球经济 环境 • 目标市场国的经济环境
3.1 The Economic Environment of the World
3.2.4 金融财政因素
• 对于任何一个国家来说，金融财政因素都是一个非常敏感 的问题，所以为了确保金融稳定，各国经常采取严格调控 的措施。国际市场营销人员需要考虑的金融因素很多，例 如：金融政策、汇率、外汇流、付款程序、贷款服务等。
3.3.5 自然环境
• • • • • 某些原料的短缺 能源成本的变化 环境污染严重 政府加强对环境保护的干预 绿色营销的兴起
• 但是，我们相信一线城市仍会持续发展。总体而言，中国 市场会扩展奢侈品市场。”与此同时，全球另外一家奢侈 品集团——法国巴黎春天集团，在中国的销售收入增速从 2005年的5.2%增加到2010年的17.4%。2011年上半年，在 中国大陆的销售额增长更是高达54%。法国巴黎春天主席 兼CEO亨利•皮诺说：“很明显到2011年6月底为止，中国 是法国巴黎春天集团最大的消费市场。所以，中国市场第 一次超过了美国成为法国巴黎春天集团最大的消费市场， 成为法国巴黎春天集团旗下9大品牌的最大消费市场。 • 各大品牌不仅加快在中国开店的速度、扩大店面的规模， 还开始了赴港上市的步伐。2011年6月，意大利品牌普拉 达在香港上市之后，美国皮包品牌Coach也于2011年底登 陆香港市场.这些赴港吸金的奢侈品品牌表示，上市的主 要目的不是筹集资金，而是要提高品牌知名度并加强与亚 洲投资者的沟通。
第一章国际市场营销双语ppt课件
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
精品课件
1.1The Concepts of Marketing
Technological factors
• 社会文化因素 • 科技因素
精品课件
Monopolies
legislation
Environmental
protection laws
Taxation policyΒιβλιοθήκη Employment laws
Government policy
Legislation
P
S
精品课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
国际市场营销(双语版)7.InternationalProductPricing
成本加成定价法 Markup Pricing
产品售价= 单位产品总成本×（1+加成率）
产品售价=
进货价格 1-加成率
Vanessa Chen Applied Foreign Languages Department, PYP
成本加成定价法
1. 例：某小型收录机单位成本100元,利润率 为40%,则其价格: 100X(1+40%)＝140（元）
Price Elasticity of Demand
需求价格弹性：E＝（(QP22--
Q1）/ P1）/
Q1 P1
A. Inelastic Demand Demand Hardly Changes With a Small Change in Price.
P2
P1
Price
Quantity DemandQe2d pQe1r Period
Maximum Current Profit, Etc.
Market Share Leadership Low as Possible Prices to Become
the Market Share Leader.
Product Quality Leadership High Prices to Cover Higher
而加深消费者对商品价值的理解从而提高其愿意支付的价格限度的主要方法是搞好产品的市场定位突出产品特征加深消费者对产品的印象二需求差异定价法需求量定价法需求弹性定价法地区差别定价法季节差别定价顾客差别定价产品差别定价vanessachenappliedforeignlanguagesdepartmentpyp认知价值定价法为什么要为卡特彼勒公司的拖拉机多付10000美元90000相当于竞争对手的拖拉机的价格7000更耐用6000更可靠5000更优质的服务2000零部件更长时间的担保110000顾客认知价值10000折扣额100000最终价格vanessachenappliedforeignlanguagesdepartmentpyp需求弹性定价法某种商品售价是36元需求弹性为05如何变动价格才能促使某种商品销售量增加二需求弹性值需求变化率价格变化率价格变化率需求变化率需求弹性值20054036x40144降价后的价格36144216元vanessachenappliedforeignlanguagesdepartmentpyp差别定价1对不同顾客群定不同价格2不同花色式样定不同价格3不同部位位置定不同价格4不同时间定不同价格vanessachenappliedforeignlanguagesdepartmentpypcompetitionbasedpricingsealedbidcompanysetspricesbasedthinkcompetitorschargegoingratecompanysetspricesbasedwhatcompetitorschargingvanessachenappliedforeignlanguagesdepartmentpyp73pricingstrategiestactics一新产品定价策略二心理定价策略三折扣与折让策略四系列产品定价策略五地区定价策略六价格变动策略vanessachenappliedforeignlanguagesdepartmentpyp73pricingstrategiestactics一高价策略1
国际市场营销(双语)ch0531 Global customers
14%
Population with income>$2500 2.3%
Average household size
5.2
Growth Rate
3.5%
* One of the lowest rates of access in the world
Chapter 5/ 17
Latin America
Chapter 5/ 14
JAPAN
•Home of most demanding customers •Home market of global customers •Home market of global competitors •Significant market of global competitors •Major source of industry innovation.
Developed Countries Global Buyers Global Marketing Plan Summary
Chapter 5/ 2
Learning Objectives
Become familiar with different regional markets Learn how transitional & developing markets
Chapter 5/ 9
Eastern & Central Europe Before – After Market Economy
Before After
% World GNP 6.9%
2.5%
GNP per Capita $3,665 $2,219
Chapter 5/ 10
Marketing in Eastern & Central Europe
国际市场营销(双语版) 国际市场营销战略
· Expand the market demand is mainly from three aspects: (1) looking for new users; (2) the development of new uses; (3) to increase usage.
· （2）不同策略群体的竞争者。凡采取不同竞争策略 的 企业，可以划为不同策略群体。在不同的策略群体 之 间也存在着竞争：企业具有相同的目标市场，从而 相 互之间存在着争夺市场的竞争；策略差异的不明确 性 ，使顾客混淆了企业之间的差别；企业策略的多元 性 ，使不同策略群体企业的策略发生了交叉；企业可 能 改变或扩展自己的策略，加入另一策略群体的行列。
选择本企业 的竞争对策
1. 确定企业的竞争对手
· How to determine the competitors of the enterprise: (1) From the perspective of the industry to find competitors;(2) To find the competitors from the market, consumer demand perspective; (3) To find the competitors from the perspective of market segmentation.
①阵地防御（Position Defense）。 ②侧翼防御（Flanking Defense）。 ③先发防御（Preemptive Defense）。
· ④反攻防御（Counteroffensive Defense）。当市场领导者遭 到对手发动降价或促销攻势，或改进产品、占领市场阵地等 进攻时，应主动反攻入侵者的主要市场阵地，以切断进攻者 的后路。但有时企业在反攻以前会稍作停顿，有很多理由使 企业不能急于行事，因为在等待过程中企业可更全面地了解 竞争者，发现其过失，找到反击的突破口。
国际市场营销(双语版)3.TheInternationalMarketingResearch
Vanessa Chen Applied Foreign Languages Department, PYP
教学目标
Understand the procedure and methods to conduct the marketing research 掌握市场调查的程序和方法
(4) Analyse the information 分析信息
Statistical methods:
Excel, SPSS, Minitab
Researchers can use them to build tables and graphs, and draw the conclusion.
Vanessa Chen School of Foreign Languages & Trade, GZPYP
(5) Report the findings 撰写调研总结报告
the research report contains the following parts:
Cover (封面) Contents (目录) Abstract (摘要) Introduction (引言) Methodology and result analysis (方法与数据分析) Conclusion and suggestions (结论与建议) Appendix (附录)
Secondary data
由他人搜集并整理的现成资料。 •内部二手资料，会计账目，销售记录等 •外部的二手资料
Vanessa Chen School of Foreign Languages & Trade, GZPYP
International marketing research approaches国际市场营销调研方法
国际市场营销(双语版)3.TheInternationalMarketingResearch
(5) Report the findings 撰写调研总结报告
the research report contains the following parts:
Cover (封面) Contents (目录) Abstract (摘要) Introduction (引言) Methodology and result analysis (方法与数据分析) Conclusion and suggestions (结论与建议) Appendix (附录)
(4) Analyse the information 分析信息
Statistical methods:
Excel, SPSS, Minitab
Researchers can use them to build tables and graphs, and draw the conclusion.
Vanessa Chen School of Foreign Languages & T
Vanessa Chen School of Foreign Languages & Trade, GZPYP
五、提出结论
1. 使用飞机上电话服务的主要原因是：有紧急情况，紧迫的商业 交易，飞行时间上的混乱，等等。用电话来消磨时间的现象是不大 会发生的。绝大多数的电话是商人所打的，并且他们要报销单。
The problems defining should not be too narrow or too broad.
Background information search.
国际市场营销(双语)课程International-Marketing-Case-Study
International Marketing Case StudyChrombach FoodsThe marketing management of Chrombach Foods were identifying problems encountered in the last 6 months of rapid expansion in the eastern Lander of the unified Germany.The companyChrombach Foods was a major supplier of catering products to German restaurants, cafes and takeaways. It had grown rapidly as the number of snack type meals eaten in Germany had increased since the 1960s - as a result of economic expansion such demographic trends as ageing populations and smaller households. The number of customers supplied had grown from 200 in the first year of operation, in the early 1960s, to 12,500 at the beginning of the 1990s. Profit had risen throughout the last 5 years (Table7A). But the rate of increase had slowed, in the last 2 years, as a result of the higher costs of servicing the new market areas within Germany.Table 7A. Sales and profitability over the last five years, year 5 most recent in millions of Euro.Yr 1Yr 2Yr 3Yr 4Yr 5 Sales110125135165175 Profit1517192223 Throughout its development, Chrombach concentrated on supplying the smaller, independent outlet in medium to large towns. The company avoided rural outlets, and did not supply the chains because the specific demands on manufacturing and credit policies that this would cause would create substantial difficulties. This policy had been encouraged by Chrombach's limited penetration of chain restaurants and takeaways. Its customers were typically run by the owner, with the assistance of family or long serving staff. They supplied local clientele with a range of value for money meals, and opened long hours. With such customers, Chrombach had to regularly supply quality products. Generally, customers required daily delivery; or every 2 days at the most. This was because of the perishability of product, lack of storage space on the premises, and demand for maximum freshness of supply. Sales were always made by the van driver of the refrigerated delivery vehicle, who delivered product, and collected orders for the following delivery. The company had always emphasised the recruitment of local delivery staff who understood local conditions, and could discuss requirements in the local dialect with the cafe owners. This also allowed the van drivers to sell additional product not included in the original order. This type of sale made up a regular 15 per cent of total sales.Chrombach currently manufactured three main product groups. A substantial proportion of its business had always been in meat products - sausage, pates, and a variety of hams. Their overall contribution to turnover and profit had declined over the years as the company introduced other products. These included cheese and a variety of sauces. Though both meat and cheese products were perishable, they had relatively long shelf lives under normal conditions, but there could be occasional problems at the height of the。