全球营销英文版最新版教学课件第7章
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中职教育-国际营销英语课件：Unit 7 Place (Distribution).ppt
Physical distribution
Physical distribution as a key component of the marketing mix because of its central role in creating time, place, and possession utility and in achieving distribution efficiencies.
Physical distribution
Physical distribution encompasses all activities involved in moving goods from where they are produced to where they are purchased or consumed. The combination of order processing, merchandise-handling, inventory, storage, and transportation functions represents the physical distribution system.
Geography
BDI (Brand Development Index) : sales-to-population ratio relative to other markets in the company’s system.
CDI (Category Development Index) data: provides a good benchmark for the success rate potential for different expansion markets.
全球营销学课件Ch7 Global market entry stategies
Other Contractual Entry Modes
Other Contractual entry modes include: (1) Contract Manufacturing Entry Mode : A means of enterprises by providing parts and components assembly to foreign companies or to provide detailed specifications by imitation. The enterprises themselves are responsible for marketing. (2) International management contract model : Management companies to foreign companies to assume the form of the contract some or all management tasks, to extract the management fees, some of their profits to a specific price or to purchase the company's stock as a reward. General application in the field of management services (3) International project contracting : enterprises signed contracts with foreign enterprises and the completion of a project, and then the other side of the project delivery approach to access to foreign markets.
全球营销英文版最新版教学课件第1章
~Jagdish Bhagwati~
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
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
© 2005 Prentice
14
Hall3/24/20207/18/2020
Sales Force Nationality
• Expatriates • Host country • Third country • Other options
© 2005 Prentice
15
Hall3/24/20207/18/2020
– 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
市场营销学英文版最新版教学课件第7章
Learning Objective 7-2 Summary
• Product attribute decisions – quality, features, and style and design
• Branding, packaging, and labeling decisions • Product support services – enhance customer service
7-2. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
Learning Objectives (2 of 4)
First Stop Go Pro: Be a Hero
GoPro’s runaway success comes from understanding that it’s selling much more than wearable sportsaction video cameras.
Learning Objective 7-1
• Market offerings include both tangible goods and services
• Companies create and manage customer experiences with their brands or companies.
– To differentiate their offers from that of the competitors
Samsung’s bulging Galaxy mobile devices line now offers a size for any need or preference.
全球营销学ppt课件
▪ 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
▪ 教学中使用较多的英文案例，培养学生的英文思 维能力，提高学生的分析能力； 强调学生自学能力的培养； 运用多媒体教学。
Text Structure
▪ Introduction to global marketing（Ch1） ▪ The global marketing environment （Ch2,3,4） ▪ Approaching Global markets （Ch6,7） ▪ Global marketing mix （Ch 8, 11, 9, 10 ） 10 chapters: 1, 2,3, 4, 6, 7, 8, 11, 9, 10
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
▪ The essence of marketing is to surpass the competition at the task of creating perceived value for customers. Value Equation: V=B/P
▪ 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
▪ 教学中使用较多的英文案例，培养学生的英文思 维能力，提高学生的分析能力； 强调学生自学能力的培养； 运用多媒体教学。
Text Structure
▪ Introduction to global marketing（Ch1） ▪ The global marketing environment （Ch2,3,4） ▪ Approaching Global markets （Ch6,7） ▪ Global marketing mix （Ch 8, 11, 9, 10 ） 10 chapters: 1, 2,3, 4, 6, 7, 8, 11, 9, 10
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
▪ The essence of marketing is to surpass the competition at the task of creating perceived value for customers. Value Equation: V=B/P
国际营销 英语chapter 7
• Government markets include various government agencies . • Marketers selling goods to these markets must be careful in
pricing because of limited purchasing power of the customers. Government purchase calls for bid.
‹# ›
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
• Dividing an overall market into homogeneous groups on the basis of their locations. • Attentions are paid to geographical differences in needs and wants . (localization) • To avoid fierce competition, firms often seek untapped potential markets in small or remote areas. • Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
• Bought by ultimate consumers for personal use.
• Consumer markets refer to consumer goods buyers.
pricing because of limited purchasing power of the customers. Government purchase calls for bid.
‹# ›
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
• Dividing an overall market into homogeneous groups on the basis of their locations. • Attentions are paid to geographical differences in needs and wants . (localization) • To avoid fierce competition, firms often seek untapped potential markets in small or remote areas. • Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
• Bought by ultimate consumers for personal use.
• Consumer markets refer to consumer goods buyers.
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.
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Americans spent almost $55 billion on 83.3 million dogs in 2013. Who owns whom?
7-of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond
• Asia is home to 500 million consumers aged 16 and under
• Half of Japan’s population will be age 50 or older by 2025
7-11
Segmenting by Income and Population
– Recognizes existence of within-country differences
– Emphasizes micro-level differences
– Segments micro markets within and between countries
7-7
Global Market Segmentation
– Some services are free in developing nations so there is more purchasing power
• For products with low enough price, population is a more important variable
7-16
Psychographic Segmentation
• The Euroconsumer:
– Successful Idealists–5% to 20% of the population; consists of persons who have achieved professional and material success while maintaining commitment to abstract or socially responsible ideals
• Use product-market grid
• Segment markets • Position the brand in
the mind of the customer
7-2
Market Segmentation
• Represents an effort to identify and categorize groups of customers and countries according to common characteristics
7-17
Psychographic Segmentation
• The Euroconsumer:
– Comfortable Belongers
• 25% to 50% of a country’s population
• conservative
• most comfortable with the familiar
• Focus on the segments that can be reached most effectively, efficiently, and profitably
7-4
Positioning
• Positioning is required to differentiate the product or brand in the minds of the target market.
• Income is a valuable segmentation variable
– 2/3s of world’s GNP is generated in the Triad but only 12% of the world’s population is in the Triad
• Do not read into the numbers
7-19
Behavior Segmentation
• Focus on whether people purchase a product or not, how much, and how often they use it
• User status • 80/2 Rule or Law of Disproportionality or
• content with the comfort of home, family, friends, and community
– Disaffected Survivors
• lack power and affluence
• harbor little hope for upward mobility
7-15
Psychographic Segmentation
• Grouping people according to attitudes, values, and lifestyles
– SRI International and VALS 2
• Porsche example
– Top Guns (27%): Ambition, power, control – Elitists (24%): Old money, car is just a car – Proud Patrons (23%): Car is reward for hard work – Bon Vivants (17%): Car is for excitement, adventure – Fantasists (9%): Car is form of escape
• In India, the number of people under the age of 14 is greater than the entire US population
• In the EU, the number of consumers aged 16 and under is rapidly approaching the number of consumers aged 60-plus
• In focusing on the needs and wants of one gender, do not miss opportunities to serve the other
• Companies may offer product lines for both genders
– Nike, Levi Strauss
• tend to be either resentful or resigned
• concentrated in highcrime urban inner city
• attitudes tend to affect the rest of society
7-18
Psychographic Segmentation: Sony’s U.S. Consumer Segments
– Relies on clustering of national markets
– Less emphasis on withincountry segments
• Unconventional Wisdom
– Assumes emergence of segments that transcend national boundaries
• Demographics • Psychographics • Behavioral
characteristics • Benefits sought
Skiing became a sport in Norway where it was invented 4,000 years ago.
7-8
• By 2030, 20% of Americans will be over 65 • African-, Asian-, and Hispanic-Americans have a $2.5 trillion
buying power
7-10
Demographic Facts and Trends
• Global Elite–affluent consumers who are well traveled and have the money to spend on prestigious products with an image of exclusivity
7-14
Gender Segmentation
Demographic Segmentation
• Income • Population • Age distribution • Gender • Education • Occupation
What are the trends?
7-9
Demographic Facts and Trends
Global Marketing
Segmentation, Targeting, and
Positioning Chapter 7
7-1
Learning Objectives
• Identify like groups of potential customers
• Choose the groups to target
7-5
Global Market Segmentation
• Defined as the process of identifying specific segments—whether they be country groups or individual consumer groups—of potential customers with homogeneous attributes who are likely to exhibit similar responses to a company’s marketing mix.
7-of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond
• Asia is home to 500 million consumers aged 16 and under
• Half of Japan’s population will be age 50 or older by 2025
7-11
Segmenting by Income and Population
– Recognizes existence of within-country differences
– Emphasizes micro-level differences
– Segments micro markets within and between countries
7-7
Global Market Segmentation
– Some services are free in developing nations so there is more purchasing power
• For products with low enough price, population is a more important variable
7-16
Psychographic Segmentation
• The Euroconsumer:
– Successful Idealists–5% to 20% of the population; consists of persons who have achieved professional and material success while maintaining commitment to abstract or socially responsible ideals
• Use product-market grid
• Segment markets • Position the brand in
the mind of the customer
7-2
Market Segmentation
• Represents an effort to identify and categorize groups of customers and countries according to common characteristics
7-17
Psychographic Segmentation
• The Euroconsumer:
– Comfortable Belongers
• 25% to 50% of a country’s population
• conservative
• most comfortable with the familiar
• Focus on the segments that can be reached most effectively, efficiently, and profitably
7-4
Positioning
• Positioning is required to differentiate the product or brand in the minds of the target market.
• Income is a valuable segmentation variable
– 2/3s of world’s GNP is generated in the Triad but only 12% of the world’s population is in the Triad
• Do not read into the numbers
7-19
Behavior Segmentation
• Focus on whether people purchase a product or not, how much, and how often they use it
• User status • 80/2 Rule or Law of Disproportionality or
• content with the comfort of home, family, friends, and community
– Disaffected Survivors
• lack power and affluence
• harbor little hope for upward mobility
7-15
Psychographic Segmentation
• Grouping people according to attitudes, values, and lifestyles
– SRI International and VALS 2
• Porsche example
– Top Guns (27%): Ambition, power, control – Elitists (24%): Old money, car is just a car – Proud Patrons (23%): Car is reward for hard work – Bon Vivants (17%): Car is for excitement, adventure – Fantasists (9%): Car is form of escape
• In India, the number of people under the age of 14 is greater than the entire US population
• In the EU, the number of consumers aged 16 and under is rapidly approaching the number of consumers aged 60-plus
• In focusing on the needs and wants of one gender, do not miss opportunities to serve the other
• Companies may offer product lines for both genders
– Nike, Levi Strauss
• tend to be either resentful or resigned
• concentrated in highcrime urban inner city
• attitudes tend to affect the rest of society
7-18
Psychographic Segmentation: Sony’s U.S. Consumer Segments
– Relies on clustering of national markets
– Less emphasis on withincountry segments
• Unconventional Wisdom
– Assumes emergence of segments that transcend national boundaries
• Demographics • Psychographics • Behavioral
characteristics • Benefits sought
Skiing became a sport in Norway where it was invented 4,000 years ago.
7-8
• By 2030, 20% of Americans will be over 65 • African-, Asian-, and Hispanic-Americans have a $2.5 trillion
buying power
7-10
Demographic Facts and Trends
• Global Elite–affluent consumers who are well traveled and have the money to spend on prestigious products with an image of exclusivity
7-14
Gender Segmentation
Demographic Segmentation
• Income • Population • Age distribution • Gender • Education • Occupation
What are the trends?
7-9
Demographic Facts and Trends
Global Marketing
Segmentation, Targeting, and
Positioning Chapter 7
7-1
Learning Objectives
• Identify like groups of potential customers
• Choose the groups to target
7-5
Global Market Segmentation
• Defined as the process of identifying specific segments—whether they be country groups or individual consumer groups—of potential customers with homogeneous attributes who are likely to exhibit similar responses to a company’s marketing mix.