市场营销学英文版最新版教学课件第10章
合集下载
高职《市场营销学》完整教学课件(2024)
个人因素
包括年龄、生命周期阶段、职业、经济状况等， 决定消费者的购买能力和需求偏好。
ABCD
2024/1/29
社会因素
包括家庭、参照群体和社会角色等，对消费者购 买决策具有直接影响。
心理因素
包括动机、感知、学习和信念等，影响消费者对 产品的认知和评价。
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04 目标市场战略制定
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04
03
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消费者购买行为类型及过程
购买行为类型
包括复杂型购买行为、协调型购买行 为、变换型购买行为和习惯型购买行 为。
购买过程
包括需求认知、信息收集、方案评价 、购买决策和购后行为等阶段。
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影响消费者购买行为的因素
文化因素
包括文化、亚文化和社会阶层等，对消费者价值 观、审美和购买习惯产生深远影响。
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将多种产品组合在一起销售，以整体价格优 势吸引消费者购买。这种策略适用于提高销 售额和市场份额。
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07 分销渠道设计与管理
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分销渠道类型及功能
直接渠道
生产商直接向最终用户销售产品或服 务，减少中间环节，降低流通成本。
间接渠道
生产商通过中间商向最终用户销售产 品或服务，利用中间商的资源、经验 和网络优势，扩大销售范围。
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新产品开发流程管理
新产品开发流程
包括创意产生、概念形 成、产品开发、市场测 试和上市推广五个阶段 。
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创意来源与评估
鼓励企业内部员工和外 部合作伙伴提出创新想 法，并进行评估筛选。
新产品开发团队组建
市场营销英文课件(PPT)
Even small changes in an existing product can make it new.
A company can add new products through acquisition of other companies.
第十六页，共三十八页。
第十七页，共三十八页。
第十页，共三十八页。
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
第二页，共三十八页。
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.
第五页，共三十八页。
2.1 Consumer Products
A company can add new products through acquisition of other companies.
第十六页，共三十八页。
第十七页，共三十八页。
第十页，共三十八页。
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
第二页，共三十八页。
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.
第五页，共三十八页。
2.1 Consumer Products
2024年度《市场营销学》完整ppt课件
03
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02
处理危机事件
及时应对和处理危机事件，减少负 面影响并恢复品牌形象。
社会责任履行
积极履行社会责任，关注环保、公 益等问题，提升品牌美誉度。
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27
07
品牌建设与管理
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品牌定位与品牌形象塑造
品牌定位
确定品牌在目标市场中的独特位置，与竞争对手区分开来，满足消 费者特定需求。
销售观念阶段
企业开始重视销售和推广，以 销售为中心。
市场营销观念阶段
企业开始以客户为中心，关注 市场需求和客户满意度。
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市场营销的核心概念
需要、欲望和需求
产品
价值、成本和满意
交换和交易
关系和网络
需要是基本的人类要求， 欲望是特定满足需要的具 体物品，需求是具备购买 力和购买欲望的欲望。
6
关系是企业和客户之间建 立的长期互动和合作，网 络是企业与客户、供应商、 合作伙伴等建立的复杂联 系和互动。
02
市场分析
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消费者行为分析
消费者需求识别
消费者心理与行为特征
通过市场调研和数据分析，识别消费 者的真实需求和潜在需求。
研究消费者的心理特征和行为习惯， 以便更好地满足其需求。
社交媒体营销
01
社交媒体营销 概述
02
社交媒体平台 选择
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社交媒体内容 策划与传播
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04
社交媒体数据 分析与优化
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内容营销
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01
内容营销概念及重要性
02
内容创作技巧与方法
2024/3/23
02
处理危机事件
及时应对和处理危机事件，减少负 面影响并恢复品牌形象。
社会责任履行
积极履行社会责任，关注环保、公 益等问题，提升品牌美誉度。
04
27
07
品牌建设与管理
2024/3/23
28
品牌定位与品牌形象塑造
品牌定位
确定品牌在目标市场中的独特位置，与竞争对手区分开来，满足消 费者特定需求。
销售观念阶段
企业开始重视销售和推广，以 销售为中心。
市场营销观念阶段
企业开始以客户为中心，关注 市场需求和客户满意度。
2024/3/23
5
市场营销的核心概念
需要、欲望和需求
产品
价值、成本和满意
交换和交易
关系和网络
需要是基本的人类要求， 欲望是特定满足需要的具 体物品，需求是具备购买 力和购买欲望的欲望。
6
关系是企业和客户之间建 立的长期互动和合作，网 络是企业与客户、供应商、 合作伙伴等建立的复杂联 系和互动。
02
市场分析
2024/3/23
7
消费者行为分析
消费者需求识别
消费者心理与行为特征
通过市场调研和数据分析，识别消费 者的真实需求和潜在需求。
研究消费者的心理特征和行为习惯， 以便更好地满足其需求。
社交媒体营销
01
社交媒体营销 概述
02
社交媒体平台 选择
2024/3/23
社交媒体内容 策划与传播
03
04
社交媒体数据 分析与优化
34
内容营销
2024/3/23
01
内容营销概念及重要性
02
内容创作技巧与方法
国际营销英文版最新版教学课件unit10
• Major flaws in one factor could destroy union unless other factors strong enough to offset weakness
• Nations must give up part of sovereignty
• Advantages of union must be clear-cut and significant • Benefits must greatly outweigh the disadvantages
• Distance across time zones most important
• Trade tends to travel more easily in north-south directions than it did in ancient times
• Issues of legal and illegal immigration important
Chapter 10
Europe, Africa, and the Middle East
Learning Objectives
10-1 The reasons for economic union
10-2 Patterns of international cooperation
10-3 The evolution of the European Union
1. Regional Cooperation Groups 2. Free Trade Area 3. Customs Union 4. Common Market 5. Political Union
Patterns of Multinational Cooperation 2 of 6
• Nations must give up part of sovereignty
• Advantages of union must be clear-cut and significant • Benefits must greatly outweigh the disadvantages
• Distance across time zones most important
• Trade tends to travel more easily in north-south directions than it did in ancient times
• Issues of legal and illegal immigration important
Chapter 10
Europe, Africa, and the Middle East
Learning Objectives
10-1 The reasons for economic union
10-2 Patterns of international cooperation
10-3 The evolution of the European Union
1. Regional Cooperation Groups 2. Free Trade Area 3. Customs Union 4. Common Market 5. Political Union
Patterns of Multinational Cooperation 2 of 6
市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
市场营销学英文版最新版教学ppt课件第11章
Price Decision• Price policy must fit the retailers’– Target market and positioning– Product and service assortment– Competition– Economic factors• Retailers practice either– Everyday low pricing (EDLP)– High-low pricing
Marketing: An IntroductionThirteenth Edition
Chapter 11Retailing and Wholesaling
Learning Objectives (1 of 2)11-1. Explain the role of retailers in the distribution channel and describe the major types of retailers. 11-2. Describe the major retailer marketing decisions. 11-3. Discuss the major trends and developments in retailing.11-4. Explain the major types of wholesalers and their marketing decisions.
Major Types of Retail Organizations
Learning Objective 11-1 Summary• Retailing - selling goods or services directly to final consumers• Shopper marketing - turning shoppers into buyers• Omni-channel retailing - integrates in-store, online, and mobile shopping• Retailers classified by amount of service, product line sold, and relative prices• Corporate and contractual retail organizations
市场营销学英文课件Ch09精品教案课件讲义下载后可编辑
Marketing Strategy for Unsought Goods
Use aggressive personal selling Use very persuasive advertising Point of purchase advertising important May have limited number of outlets
Product Mix for Kraft General Foods
Breakfast Food
Baked Goods
• Alpha-bits •Country Kitchen Syrup •Fruit & Fiber •Grape-nuts •honeycomb •Log Cabin Syrup •Pebbbles •Post 40% Bran
Marketing Strategy for Shopping Goods
Selective distribution Can be placed in back of store Stress brand differences in advertising and personal selling, packaging
Classification Figure
Willingness to Expend Effort for Purchase
Unsought Goods
Convenience Products:
Very little or minimum effort
Shopping Products:
Considerable amount of effort
Satisfied & Switching Cost
市场营销学英文版最新版教学课件第11章
Learning Objective 11-3
Discuss the major trends and developments in retailing.
Segmentation, Targeting, Differentiation, and Positioning Decisions (2 of 2)
Which Wich Superior Sandwiches succeeds by positioning itself strongly away from larger competitors.
First Stop: Walmart The World’s Largest
Retailer-the World’s Largest Company
“Save money. Live better.” Says Walmart’s CEO, “We’re obsessed with delivering value to customers.”
• Omni-channel retailing: Creating a seam-less crosschannel buying experience that integrates in-store, online, and mobile shopping
Types of Retailers
– Everyday low pricing (EDLP) – High-low pricing
Promotion Decision
• Retailers use various combinations of the five promotion tools:
– Advertising – Personal selling – Sales promotion – Public relations (PR) – Direct and social media marketing
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• Marketing intermediaries transform the assortments of products made by producers into the assortments wanted by consumers.
• Intermediaries bridge the major time, place, and possession gaps that separate goods and services from users.
– Transaction, information, communication, matching, negotiation, physical distribution, financing, and risk taking
Learning Objective 10-2
Discuss how channel members interact and how they organize to perform the work of the channel.
Learning Objective 10-1 Summary
• Value delivery network
• Intermediaries form the marketing channel (or distribution channel)
• Marketing channel functions:
Figure 10.1 - How a Distributor Reduces the Number of Channel Transactions
How Channel Members Add Value
• Intermediaries create greater efficiency in making goods available to target markets.
• Physical distribution • Financing • Risk taking
Number of Channel Levels (1 of 2)
• Channel level: A layer of intermediaries that performs work in bringing the product and its ownership closer to the final buyer
Channel Behavior (1 of 2)
• Channel conflict: Disagreements among marketing channel members on goals, roles, and rewards
– Horizontal conflict occurs among firms at the same level of the channel.
Figure 10.3 Comparison of Conventional Distribution Channel with Vertical Marketing System
Vertical Marketing Systems
• A vertical marketing system (VMS) consists of producers, wholesalers, and retailers acting as a unified system.
• Downstream partners serve as distribution channels that link the firm and its customers.
Value Delivery Network (1 of 2)
A network composed of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value
Disintermediation (2 of 2)
Spotify is rapidly disintermediating both traditional music stores and music download services.
Learning Objective 10-2 Summary
• Interdependent organizations that help make a product or service available for use or consumption
• Channel decisions
– Affect every other marketing decision – Can lead to competitive advantage – May involve long-term commitments to other firms
Learning Objectives (2 of 4)
10-4. Explain how companies select, motivate, and evaluate channel members.
10-5. Discuss the nature and importance of marketing logistics and integrated supply chain management.
• There are three types of VMSs:
– Corporate – Contractual – Administered
Horizontal Marketing System (1 of 2)
Two or more companies at one level join together to follow a new marketing opportunity.
– Harder to control – Generates conflict
Figure 10.4 – Multichannel Distribution System
Disintermediation (1 of 2)
• Occurs when product or service producers cut out marketing channel intermediaries or when radically new types of channel intermediaries displace traditional ones
– Vertical conflict occurs between different levels of the same channel.
Channel Behavior (2 of 2)
“There’s a huge connection” between franchisee satisfaction and customer service.
First Stop: Uber Radically Reshaping Urban Transportation
Uber lets passengers hail the nearest cab from any location using its smartphone app.
Learning Objective 10-1
Key Functions Performed by Channel Members
Help to complete transactions
• Information • Promotion • Contact • Matching • Negotiation
Help to fulfill the completed transactions
10-2. Discuss how channel members interact and how they organize to perform the work of the channel.
10-3. Identify the major channel alternatives open to a company.
– Direct marketing channel: No intermediary levels – Indirect marketing channels: One or more
intermediary levels
Number of Channel Levels (2 of 2)
• Types of flows that connect the institutions in the channel:
Horizontal Marketing System (2 of 2)
General Mills and Nestlé operate a joint venture—Cereal Partners Worldwide.
Multichannel Distribution Systems
• A single firm sets up two or more marketing channels to reach customer segments.
Value Delivery Network (2 of 2)
Pepsi manages a huge network to create customer value and establish the brand’s positioning.
Marketing Channels (Distribution Channels)
• Horizontal and vertical channel conflict • Conventional distribution system, vertical
• Intermediaries bridge the major time, place, and possession gaps that separate goods and services from users.
– Transaction, information, communication, matching, negotiation, physical distribution, financing, and risk taking
Learning Objective 10-2
Discuss how channel members interact and how they organize to perform the work of the channel.
Learning Objective 10-1 Summary
• Value delivery network
• Intermediaries form the marketing channel (or distribution channel)
• Marketing channel functions:
Figure 10.1 - How a Distributor Reduces the Number of Channel Transactions
How Channel Members Add Value
• Intermediaries create greater efficiency in making goods available to target markets.
• Physical distribution • Financing • Risk taking
Number of Channel Levels (1 of 2)
• Channel level: A layer of intermediaries that performs work in bringing the product and its ownership closer to the final buyer
Channel Behavior (1 of 2)
• Channel conflict: Disagreements among marketing channel members on goals, roles, and rewards
– Horizontal conflict occurs among firms at the same level of the channel.
Figure 10.3 Comparison of Conventional Distribution Channel with Vertical Marketing System
Vertical Marketing Systems
• A vertical marketing system (VMS) consists of producers, wholesalers, and retailers acting as a unified system.
• Downstream partners serve as distribution channels that link the firm and its customers.
Value Delivery Network (1 of 2)
A network composed of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value
Disintermediation (2 of 2)
Spotify is rapidly disintermediating both traditional music stores and music download services.
Learning Objective 10-2 Summary
• Interdependent organizations that help make a product or service available for use or consumption
• Channel decisions
– Affect every other marketing decision – Can lead to competitive advantage – May involve long-term commitments to other firms
Learning Objectives (2 of 4)
10-4. Explain how companies select, motivate, and evaluate channel members.
10-5. Discuss the nature and importance of marketing logistics and integrated supply chain management.
• There are three types of VMSs:
– Corporate – Contractual – Administered
Horizontal Marketing System (1 of 2)
Two or more companies at one level join together to follow a new marketing opportunity.
– Harder to control – Generates conflict
Figure 10.4 – Multichannel Distribution System
Disintermediation (1 of 2)
• Occurs when product or service producers cut out marketing channel intermediaries or when radically new types of channel intermediaries displace traditional ones
– Vertical conflict occurs between different levels of the same channel.
Channel Behavior (2 of 2)
“There’s a huge connection” between franchisee satisfaction and customer service.
First Stop: Uber Radically Reshaping Urban Transportation
Uber lets passengers hail the nearest cab from any location using its smartphone app.
Learning Objective 10-1
Key Functions Performed by Channel Members
Help to complete transactions
• Information • Promotion • Contact • Matching • Negotiation
Help to fulfill the completed transactions
10-2. Discuss how channel members interact and how they organize to perform the work of the channel.
10-3. Identify the major channel alternatives open to a company.
– Direct marketing channel: No intermediary levels – Indirect marketing channels: One or more
intermediary levels
Number of Channel Levels (2 of 2)
• Types of flows that connect the institutions in the channel:
Horizontal Marketing System (2 of 2)
General Mills and Nestlé operate a joint venture—Cereal Partners Worldwide.
Multichannel Distribution Systems
• A single firm sets up two or more marketing channels to reach customer segments.
Value Delivery Network (2 of 2)
Pepsi manages a huge network to create customer value and establish the brand’s positioning.
Marketing Channels (Distribution Channels)
• Horizontal and vertical channel conflict • Conventional distribution system, vertical