市场营销2英文PPT25
市场营销案例分析英文
市场营销案例分析英文Title: Market Analysis of a Successful Marketing CampaignIntroduction:In this report, we will analyze a successful market marketing campaign to understand the strategies employed and the factors contributing to its success. The campaign chosen for analysis is the "XYZ Company's Product Launch Campaign" that targeted the global consumer electronics market.1. Background:Provide an overview of the XYZ Company, its industry, and the product being launched. Discuss the market conditions and competition faced by the company during the campaign.2. Objectives:Outline the specific objectives of the marketing campaign, such as increasing brand awareness, expanding market share, or boosting sales. Explain how these objectives aligned with the overall business goals of the XYZ Company.3. Target Market Analysis:Describe the target market segment(s) identified for the campaign. Provide demographic, psychographic, and behavioral characteristics of the target audience. Include data on market size, growth potential, and consumer preferences.4. Marketing Strategy:Explain the marketing strategies employed by XYZ Company to reach its target audience. Discuss the 4Ps of marketing (Product, Price, Place, Promotion) and how they were adapted to meet the campaign objectives. Provide examples of specific marketing tactics used.5. Competitive Analysis:Analyze the competitive landscape during the campaign period. Identify major competitors and their marketing strategies. Compare XYZ Company's positioning, product differentiation, and pricing strategies with competitors. Highlight any unique selling propositions that gave XYZ Company a competitive advantage.6. Campaign Execution:Detail the execution of the marketing campaign, including the timeline, budget allocation, and channels utilized. Discuss the integration of traditional and digital marketing channels and the rationale behind the selection of each channel. Provide examples of campaign materials used, such as advertisements, social media posts, and website content.7. Results and Evaluation:Present the results achieved by the marketing campaign. Include data on key performance indicators (KPIs) such as brand awareness, customer acquisition, sales growth, and return on investment (ROI). Compare the actual results with the campaign objectives and discuss any deviations.8. Lessons Learned:Highlight the key lessons learned from the campaign. Discuss the strengths and weaknesses of the marketing strategies employed. Identify any challenges faced and how they were overcome. Provide recommendations for future marketing campaigns based on the insights gained.Conclusion:Summarize the key findings from the analysis of the successful marketing campaign. Emphasize the importance of strategic planning, target audience understanding, and effective execution in achieving marketing objectives. Highlight the significance of continuous evaluation and improvement in future marketing initiatives.Note: The above content is a fictional example and does not represent any real marketing campaign or company.。
市场营销英文课件(PPT)
A company can add new products through acquisition of other companies.
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After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
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International Product and Brand Strategy
第三页，共三十八页。
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.
The products include the tangible products and intangible services or a combination of them.
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2.1 Consumer Products
市场营销基础知识[英文版]
![市场营销基础知识[英文版]](https://img.taocdn.com/s3/m/ec7021a39b89680202d82528.png)
市场营销基础知识[英文 版]
To accompany A Framework for Marketing Management, 2nd Edition
Objectives
▪ Understand the new economy. ▪ Learn the tasks of marketing. ▪ Become familiar with the major
To accompany A Framework nd Edition
Marketing Defined
▪ The AMA managerial definition:
“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
▪ Learn how companies and marketers are responding to new challenges.
To accompany A Framework for Marketing Management, 2nd Edition
The New Economy
▪ Consumer benefits from the digital revolution include:
To accompany A Framework for Marketing Management, 2nd Edition
市场营销案例分析英文
Case One：Xiangjiang Wildlife Park1 Company IntroductionXiangjiang Wildlife Park, located in Guangzhou Province, is a comprehensive project for the development of the tourism resources in Pearl River Delta and promotion of the environmental protection and investment. It combines animal and plant protection, researching, culture, tourism, science education as a whole.1.1 Company Values:Adopt a customer-oriented mentality when providing serviceTreat everyone sincerely and passionatelyKeep moving in harmoniousEnjoy happiness together2 BackgroundXiangjiang Wildlife Park officially opened to the public when the Asian financial crisis had given a negative effect on China economy. The market of tourism is not optimistic during that time. However, in the first year it opened the park has created several miracles in tourism industry:Host more than 80000 tourists on the first day it opened, serve 30000 students on a spring trip and firstly achieve highest record of hosting more than 3000000 tourists by the first year it opened. The reason why Xiangjiang Wildlife Park can make such a big success is that the park has implemented proper “Integrated Marketing Communications”.Integrated Marketing Communications is the concept under which a company carefully integrates and coordinates its many communications channels to deliver clear, consistent and compelling message about organizationand its products.(Kotleret al.1999)3 The actions taken by Xiangjiang Wildlife Park3.1Establish “wild & interesting” scenery spotsEstablish “wild & interesting” scenery spots which are much different from others according to tourists’ mentality—seeking new, strange, special and interesting things.(1) Construct with high start and high standard. The park specialize on massive crocodile breeding and watching and characterize with large amount of free-roaming animals features, meanwhile combining with a variety of animal shows and unique flavor and style of food.(2)Highlight the slogan "return to nature". The park replace the traditional trench heavy iron cage with glass and ditch in order to minimize the distance between human and animal, man and nature.(3)Pay attention to environmental landscape. Build natural landscape perfectly combined with animals and plants.(4)Break the traditional monotony zoo exhibition mode and make full use of modern tourist attractions’ service and entertainment functions. The park sets up a parrot, elephant, beast performance field, as well as the world's largest Crocodile show field.(5)Follow the consumer-oriented rules, respect the consumer's expected cost and consumption habits, always pay attention to reach effective communication principle with consumers and d evelop the park according to consumers’ needs.The park employed professional advertising company into the park. With the help of professional assistance, the Marketing Department and Public Relations Department has done lots of market investigation and environmental design, and planned several integrated marketing communication activities which has brought positive sensational effects.3.2 Start from the environmentAccording to the idea "what consumers want, what we offer" ,the park try theirbest to meet consumers requirements. Because the wildlife park is not the place only for people to watch rare animals, but also the place which allow people to relax and entertainment. Walking into the park, you can not only watch a variety of rare animals, but also can see the flowers garden, fruit decorated branches, melons hanging scaffolding, waterside pavilions, springs forest, vegetation and trees. All these elegant scenery make urban people who have lived in reinforced concrete construction for a long time really appreciate the nature of the "Wild & Interesting".On the basis of the modern entertainment and services, the park give full play to the function of the modern tourist attractions: There are five animal performances for visitors taking turns every day, parrots, elephants, wild beasts, tigers and crocodiles, which make the tourists open their eyes. As a result of that, the park get one more function of a circus. Meanwhile there are also many styles of fast food restaurants, a food street, a dessert gallery, as well as the China's only crocodile restaurant.3.3 Focus on white tigerSeveral marketing studies show that locking the focus can lead to higher advertising effectiveness. So the park come up with the marketing idea "just say one thing". As a result of that, the park chose the sacred, powerful and rare white tiger as its image spokesman.The tiger-related activities have always attracted large amount of attention and aroused media’s coverage. Moreover the white tiger troupe from the United States makes the park even crowded of tourists.White Tiger image has left a deep impact on people. People will think of the XiangJiang Wildlife Park when talking about the white tiger. The park tickets and the largest outdoor post billboards among province both use the white tiger as main character.3.4 Draw support from media to do public relationshipThe park is good at capturing "golden opportunity" of advertising. The park carefully planned a series of public relations activities which attracted intense public attention and active participation In this way it can get help from the mass media toplay a strong influence on public opinion.When the park opened, the Miss China campaign was underway. The TV show is recorded in the park, in which the Miss China performed with several animals in the wildlife. The audience are deeply impressed by the beautiful natural scenery in the park. And thus the Xiangjiang Wildlife Park has become an overnight success.In addition, "the animal world in children’s eyes" drawing contest an d photography contest, held by the park on the International Children's Day, made a perfect combination of art and education. The activity is highly acclaimed by the mass media and people can not help focusing on the Xiangjiang Wildlife Park.3.5 Actively participate in public benefit activities to promote the image of the parkXiangjiang Wildlife Park has always stressed on financing and organizing various social welfare activities since it opened. The park has implemented the free ticket policy for the elderly, young children and people with disabilities into the park. So far there have been over 300 000 people who have enjoyed entering the park free of charge, and the number of teenagers who enter the park with half-price also exceeded 200 000.In addition, the park focused on animal protection, research, culture, science and education programs, for which the park equipped with a number of scientific and technical researchers and also invited foreign and domestic experts to come to the park giving people lectures. As a result of that, tourists who come to visit the park can learn more about the ecological balance and think more of our survival environment. Xiangjiang Wildlife Park start to establish their own long-term image at a high scale of level and win consumers’ heart by focusing on the public benefit activities.4 Analysis and conclusionThese are the values that guide our business, our product development, and our brand. They're what we look for in every employee. As our company continues to evolve and grow, these five values remain constant.The key of the park’s success lies in that the park stressed on as well as insistedon its company value and achieved efficient integrated communication.The company values serve as a compass for our actions and describe how we behave. They guide the way we work with our business partners, within our communities and with each other.Company values help companies in the decision-making processes. As the core value of the park is customer-oriented, all activities of the park are market-centered and consumer-centered. They use what consumer needs and desires as a starting point and try to meet their needs through relevant and efficient advertising, public relations, promotions and marketing, media and other means of communication and organically integration. In this way they have achieved long-term business interests. For example, according to tourists’ mentality—seeking new, strange, special and interesting things, the park establish “wild & interesting” scenery spo ts which are much different from others.Company values educate clients and potential customers about what the company is about and clarify the identity of the company. Especially in this competitive world, having a set of specific company values that speak to the public is definitely a competitive advantage.Xiangjiang Wildlife Park elaborately planned a series public activities that can cause intense public interest and active participation, which had a strong influence on public opinion. At the same time the company carried out "green marketing" and insisted on the principle of harmonious development. With the growing emphasis on a range of social and environmental problems such as ecological balance and environmental protection, "green business" will become increasingly popular among consumers. The park try to resonate with consumers by expressing the voices of consumers on a common issue.Company values are becoming primary recruiting and retention tools. As an energetic warm friendly company, the park attracts large quantities of skilled employers who hold the same value as the company to work for it. Different from most cases, parks are hard to attract talents due to the distant working location. With the help of the enthusiastic and talent workers, the Xiangjiang Wildlife Park stand asa giant and grow fast in his field.Case Two：Alibaba Group1 Company Introduction1.1 Alibaba Group introductionAlibaba Group is a privately owned company of Internet-based e-commerce business including business-to-business online web portals, online retail and payment services, a shopping services. In 2012, two of Alibaba’s portals together handled $170 billion in sales, more than competitor eBay and combined.The company began in 1999 with the website , a business-to-business portal to connect Chinese manufactures with overseas buyers. Its consumer-to-consumer portal Taobao, similar to eBay, features nearly a billion products and is one of the 20 most-visited websites globally. Alibaba Group’s sites account for over 60% of the parcels delivered in China. Alipay, an online payment escrow service, accounts for roughly half of all online payment transactions within China. The vast majority of these payments occure using Alibaba services.1.2 Dream, mission, vision and valuesDream: Create a different world through the development of new business modeMission: To make doing business easyVision: Through the development of IT, solve the problems of small-firm’s procurement, marketing, management and financingValues:Client is God. Provide the best service to the customers and maintain the images of the company.Collaborate together. Share resource together and take responsibility together so that many common people can do uncommon things.Hug with changes. When some changes happen we should adapt it and solve it rationally. When something always immutable and frozen we should create more changes bravely.Honesty. Honesty is a significant value in Chinese culture.Passion. Keep positive and never give up.Work dedicated, finish work on time, insist on learning to improve and use time properly.2 BackgroundAs Alibaba has launched various services systems it is hard to analyze them at the same time. We focus on studying the case of Tmall to see how company value and marketing communication strategy work for the success of Tmall. was introduced in April 2008 as a business-to-consumer online retail platform to complement the Taobao consumer-to-consumer portal and became a separate business in June 2011. As of October 2013 it was the eighth most visited web site in China, offering global brands to an increasingly affluent Chinese consumer base.3 The actions taken by Alibaba Group3.1 Public relationsPublic relations emphasize two-way communication between the enterprise and the public. The purpose is to establish mutual understanding between enterprise and public. Public relations can be distinguished from customer relations because its concerns go beyond the creation of mutually beneficial relationships with actual or potential customers.(1) Rename from “Taobao”to“Tmall”. Reestablish the brand.On January 11th, 2012, “Taobao” mall officially changed its name to “Tmall”. This words comes from Chinese homophonic cat. Cat was picky on quality, brand,environment, which represents fashion, sexy and quality. This is precisely what they want to build with the new brand. Meanwhile, the change of its name is to let the consumer be clearer about the positioning of this website. On this platform, consumers can shop more effectively and get good quality products.(2)Tmall annual festivalThe “Tmall annual festival” marked the start of Tmall independent brand. Since then, Tmall can show their best according to their own personal orientation. At the same time, with the aid of such a distinctive brand image, the brand influence was improved.(3) Adjust the relationship with the merchantsOn October 2011, taobao mall announced new rules for 2012, to increase the deposit from 10000 yuan to 50 000, 100 000, 150 000, three levels. The technical service fee raised from 6000 yuan a year to 30 000 and 60 000 yuan a year. With high deposit, the threshold of the enterprises is raised up so that product quality and consumers right are assured. At the same time, Tmall promised to offer the best platform and service, also to rule merchants to do legitimate business, without damaging the benefits of consumers. Otherwise merchants will be punished. A series of actions from the perspective of consumers will in exchange for consumers’ trust and loyalty. In this way, Tmall get double win with the consumers.3.2 AdvertisingAd is traditionally defined as any paid form of non-personal communication about a product, a service or a company with the intention to sell the product or service or to influence opinion on and attitudes towards the product, service or company. Each of the elements in this definition merits a brief explanation. Advertising marketing can greatly improve product popularity, promote the brand. Tmall, of course, made a lot efforts in advertising.(1)TV advertisingIn the television AD, Tmall utilize celebrity effect and promotion to push public. Especially during festivals, people will buy a lot discount products online, whichbrings billions of income.(2)Online advertisementOn the internet, Tmall is an intensive player. They take every opportunity in almost all network activities. Such practices, such as buffer advertisment sometimes have side effects on consumers. However, some other nicer advertisement, will stimulate consumers shopping enthusiasm.(3)SponsorTmall sponsored Hunan TV programs, such as soap series. The reason Tmall select Hunan TV as their sponsoring subject, is they have strong brand effect, which will definitely help promotion. On the other hand, with a big population watch Hunan TV, the brand will be known by more people. In addition, 20 o’clock is the time that most audience are housewives and youth chasing idol drama, also include some white-collar staffs. These people are the main force of online shopping. The directional, targeted advertisement to this group is an intelligent choice.3.3 Sales promotionSales promotion is a good way which uses incentives to attract consumers to buy the product of products. The marketing method works well for Tmall. Basically there are two following ways:(1) Holiday discounts. Such as 11th November is the shopping carnival of Tmall. All products are 50% discount off, which bring a lot of buyers coming online. This activity stimulated business transactions a lot.(2)MembershipYou can directly register as a free member of Tmall. In this way, consumers and shop owners are connected. Members can get credit (credits can used to buy certain products), return security, birthday gift bag and etc. Membership offers many preferential discounts, so that consumers will be loyalty. All of these plays a key role in the development of Tmall.4 Analysis and conclusionTmall, as China's most representative B2C website, leads businessmen to shift from store management to network operation. Most series of brands pay attention to the online trading platform, which is considered to be an important means and way to achieve strategic transformation, brand extension, channel expansion and to win customers. In my opinion, the main reason for the success of Tmaill are as following three points:（1）Accurate position of service“At first, the turnover of Tmall is not positive due to the reason that its service orientation is not clear and no one has taken the initiative to study what its strengths are, what are the customers' needs. Whereas, there will be a turnover of around 200 000RMB each month. But we need to give us a clear positioning of service, we need to know what we are selling, then what we can get. Through the data analysis, we made some changes of our products. Later based on the feedback of our customers, we clear the position of our services.The reason of Tmall’s success lies in the accurate position of its service: uphold the values of the company,----"customers come first, embrace change, teamwork, integrity, dedication and passion," with the whole new meaning to build a new B2C service platform, and to promote integrated, lively and efficient online trading culture. By integrating thousands of brands, manufacturers and building a one-stop solution bridge between businesses and consumers, Tmall try to upgrade the Taobao platform to "everywhere" win-win situation platforms between supply and demand of consumer. Try to create mutual assistance and lively, family-trading environment so that each person in the Tmall can not only conduct transactions more quickly but also to make more friends.（2）Positive enterprise cultureAnother reason of Tmall’s success is to own a group of like-minded talents to fight for it. Since its opening, the company has been constructing the organization around the company's corporate values for a long time. As a result of that Tmall has formed a clear efficient organizational structure with various departments cooperating and division.When facing of new opportunities and challenges, the company can response and react efficiently and sensitively, as well as figuring out solutions quickly. In human resource management, Tmall developed a strict management system and the rules of incentives and disincentives, while also giving a democracy liberal warm working atmosphere, as a result of that fully mobilize the enthusiasm of the staff work.（3）Efficient integrated marketing communications strategyTmall combines public relations, advertising and sales promotion nicely, manages all the information resource about products and service, keeps the principle of “convey the same voice, establish outstanding image”, which help the consumers and potential consumers touch the integrated information, so that they want to buy and even keep buying. By renaming, brand carnival and the adjustment of relationship with merchants, Tmall has improved their brand image and status, got rid of the once cheap, low quality products image, and rebuilt fashion, sexy, quality as their new image. Secondly, they vigorously push forward the promotion to targeted consumers, with the aim of improving brand popularity and development. Thirdly, through the sales promotion, consumers are stimulated to buy, at the same time, through membership, further add weight for strengthen customer loyalty. In a word, all of these methods are used for the development and prosperous of Tmall.5 What I learn from this assignmentBy talking with the two sales staff, I realized that a long-term integrated marketing communications is a persuasive communication planning process to implement different strategies to customers and potential customers. The most important thing is to communicate. Communicate with customers, communicate with the team and other departments of the company, communicate with the media, communicate with the exhibition company and communicate with the relevant approval authorities, etc. In particular, the communication to a number of contact points should start at the same time, so that we should work hard and stress on the communication skills.Secondly, the range of integrated marketing communications can neither be simplistic nor single. We can never stay on the media integration "issue with one voice on different media".Meanwhile, we also shouldn’t extend it to the corporation planning, production, and so on all aspects of marketing. The so-called integrated marketing communication, much more than the establishment of an appropriate department, pick up a few people, change the name of the integration of marketing communications head. More importantly, we should know how to combine them.Thirdly, company values serve as the a core and spiritual pillar for a company. Once established and recognized by all members, it will have long-term stability, and even become a common belief in the faith of generations. When an individual's values consistent with the company values, employees will work for the enterprise just as for their dreams. If a company can make the values accepted by all employees, then the company will have the power to overcome various difficulties.6appendix5.1 Interviewee 1Name: Cheng LeePosition: Planning CommissionerDaily work: Be responsible for publicity and promotion of the brand of Xiangjiang Wildlife Park, develop marketing activity plan, write reports and activity summary. Plan and create radio, television and newspaper ads. Plan various promotional activities.5.1 Interviewee 2Name: Xiangkun ZhangPosition: Sales managerDaily work: Fully be responsible for the daily management of the Department of Sales.Develop and implement marketing plan according to the company the sales department task and annual sales targets. Ensure the monthly sales reaching plan combined with market conditions. Professional guidance to the departmental staff inorder to achieve individual performance.。
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.
市场营销方案 英文
市场营销方案英文Market Marketing PlanIntroduction:In today's competitive business environment, effective marketing plays a crucial role in the success and growth of a company. This marketing plan aims to outline a comprehensive strategy to promote our products and services while ensuring we reach our target audience and achieve our business objectives.Target Market:Understanding our target market is essential for developing an effective marketing plan. Our target market includes young professionals between the ages of 25-35, with a monthly income of $3000-$5000. This group is technology-savvy and values convenience and quality when making purchasing decisions. Product Analysis:Our company offers a range of innovative and high-quality products that cater to the needs and preferences of our target market. These products include smartphones, laptops, smartwatches, and other electronic gadgets. Through rigorous market research, we have identified the features and benefits that are in high demand among our target market.Competitor Analysis:To gain a competitive edge, it is crucial to analyze our competitors' strengths and weaknesses. This analysis will help us tailor our marketing strategies to differentiate ourselves from our competitors. By emphasizing our unique selling propositions suchas superior quality, affordability, and excellent customer service, we can effectively position ourselves in the market.Marketing Objectives:1. Increase brand awareness by 30% through targeted marketing campaigns.2. Increase market share by 10% within the next fiscal quarter.3. Achieve a customer satisfaction rating of at least 90% through exceptional customer service.4. Increase online sales by 20% within the next six months through an optimized e-commerce platform.Marketing Strategies:1. Digital Marketing: Utilize various digital marketing channels such as search engine optimization (SEO), social media marketing, email marketing, and pay-per-click (PPC) advertising to increase brand visibility and drive targeted traffic to our website.2. Influencer Marketing: Collaborate with popular social media influencers, bloggers, and tech enthusiasts to endorse and promote our products online. This will enhance brand credibility and reacha wider audience.3. Content Marketing: Create valuable and engaging content such as blog posts, articles, videos, and infographics related to our products. This will not only attract potential customers but also position us as an industry expert.4. Referral Program: Implement a referral program that offers incentives such as discounts or rewards to customers who refer their friends and family to purchase our products. This will encourage word-of-mouth marketing and loyalty among our customers.5. Strategic Partnerships: Form partnerships with local businesses, technology forums, and industry events to showcase our products. Collaborating with these entities will expand our reach and credibility.6. Customer Retention Program: Implement a customer loyalty program that rewards repeat purchases and offers exclusive benefits. This will encourage customer loyalty and generate repeat business.Budget and Timeline:Allocate a budget of $100,000 for marketing activities over the next fiscal year. This budget will cover expenses related to digital advertising, influencer collaborations, content creation, event sponsorships, and customer loyalty programs. The marketing activities will be executed over the next 12 months with regular monitoring, analysis, and adjustment of strategies based on market trends and customer feedback.Conclusion:This market marketing plan provides a clear roadmap to promote our products and services effectively. By understanding our target market, analyzing our competitors, and implementing a variety of marketing strategies, we aim to achieve our marketing objectives and foster long-term success and growth for our company.。
新职业英语市场营销英语(第三版)教学课件Unit_2
Warming-up Activity
Warming-up Activity Task 1 Warming-up Activity Task 2
- 3 - 2022/9/5
Warming-up: Task 1
» The elements may include quality, price, after-sales service, appearance, function, etc.
1. Introduction
Many products do well when they are first launched on the market and Nutri-Grain was no exception. From its launch in 1997 it was immediately successful, gaining almost 50% share of the growing cereal bar market in just two years.
- 21 - 2022/9/5
Speaking task 1
» Sample
A: How about the sales of our new product these days? B: It’s declining. A: What’s the main problem? B: I think the major problem is that the sales promotion is not effective. A: I want to have a meeting to discuss it. B: OK, I will arrangpeaking task 2
» Sample A: Good morning, Madam. Is there anything I can do for you? B: Good morning. I’d like to buy a desktop vacuum. A: Would you like to have a look at our vacuum here? B: Yes, thank you. Well, this one looks very nice. Can you tell me about this type? A: Yes, of course. This model is our latest product. It was launched this spring. As you can see, it has a round shape. Compared with our other products, it is smaller in size and lighter in weight. B: What color does this type have? A: Red, purple and white.
市场营销英文课件
5. Natural Environment
5.1 Natural Resources 5.2 Climate, Topography and Access to Markets---Look at Mini-Case 3.3. 5.3 Hydrology
6. Demographic Environment
2.1 Home Country Environment (1) Promotional Activities Sponsored by Governmental Organizations (2) Information Service (3) Export-facilitating Activities
Look at Mini-Case 3.6
Religion
Christianity Islam Buddhism Impact of Religions on International Business
Religious holidays Consumption pattern
7.3 Cultural Influence on Business Customs
6.1 Population Size and Growth 6.2 Urbanization 6.3 Age
7. Cultural Environment
Cultural
difference is one of the major differences between domestic marketing and international marketing. In international markets, culture is pervasive in all marketing activities—pricing, promotion, distribution, products design and manufacturing. also has a general influence on the communication between the multinational companies and local government, local suppliers, channel members, etc.
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population Increasing ethic diversity
Demographic Environment
Demographic
Cultural Political
Key Forces in the
Macroenvironment
Economic Natural
Technological
Demographic environment
Changing age structure of the population
resource management
Natural Environment
Government Intervention
Shortage of Raw Materials
Key Areas of Concern in the Natural Environment
Increased Pollution
Company
Reseller Markets
Business Markets
Types of Publics
Internal
Financial
Media
General Local
Government
Citizen Action
The Company’s Macro-environment
Indirect (Macro-)Environments:
Energy Costs
Technological environment
Fast pace of technological change High R&D budget Concentration on minor improvements Increased regulation
Technological Environment
publics
Internal Environment
Top Management
Accounting
Finance
Marketing
Manufacturing
R&D
Purchasing
Customer Markets
International Markets
Consumer Markets
Government Markets
Concerns for
Marketers
Changes in Consumer Spending Patterns
Natural environment
Shortages of raw materials Increased cost of energy Increased pollution Government intervention in natural
Part One
Understanding marketing and the marketing process
Lecture Three
The marketing Environment
At a glance
Describe the environmental forces that affect the economy’s ability to serve its customers
upper-class middle-class under-class
Changing consumer spending patterns
Engel’s laws
Economic Environment
Economic
Changes
Development Key
in Income
Economic
Explain the key changes in the political and cultural environments
Discuss how companies can react to the marketing environments
The Company’s Microenvironment
Demographic environment Economic environment Natural environment Technological environment Political environment Cultural environment
The Macro-environment
Direct (nal structure suppliers competitors marketing intermediaries customers and general publics
The Microenvironment
Suppliers
Growing Ethnic Diversity
Age Structures
Education
Key Demographic
Trends
Changing Family
Structure
Geographic Shifts
Economic environment
Changes in income
income distribution
Explain how changes in the demographic and economic environments affect marketing decisions
Identify the major trends in the firm’s natural and technological environments
Publics
Key Forces
Company
in the
Microenvironment
Competitors
Intermediaries
Customer Markets
Competitors
The Company’s micro-
environment
Suppliers
Firm Intermediaries Customers