市场营销学双语课件汇总1
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推荐-市场营销学双语课件2 6市场营销管理1 精品
Control
Measure Results
Evaluate Results
Take Corrective
Action
营销规划程序
Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Marketing Strategy Action Programs Budgets Controls
Achieve Marketing Objectives
Develop Marketing Plans & Budget
Marketing Implementation
Turn Marketing Plans into
Action Plans to Achieve Marketing Objectives
Developing Growth Strategg Markets
Existing Products
1. 市场 渗透
New 2. 市场 Markets 开发
New Products 3. 产品 开发
4. 多元化发展
产品/ 市场 拓展矩阵
• 市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores.
• 基于竞争优势的营销战略
– Market-Leader – Market Challenger – Market-Follower – Market-Nicher
科特勒市场营销讲义英文版课件
Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting
市场营销学(双语)课程Chapter 1
3. 1910 Wisconsin School -----------marketing (selling philosophy)
Marketing management orientations
1. Production concept
Consumers prefer products that are widely available and inexpensive
estimating that consumers will not buy enough of the firm’s products unless it undertakes a large0scale selling and promotion effort
The opportunity for companies ：
Aggressive selling Trying to attractive the customer to purchase the company has is
the route to success
Important article: Theodore Levitt (1960) market myopia
Watching a video
Keeping several questions in the mind: 1. What is market? 2. What is marketing? 3. Why one team win and another lost
the game? What are critical factors?
system) ：collecting all useful resource, improving production ability, decreasing cost, and expending market effectively Success lies in producing the product more effectively
Marketing management orientations
1. Production concept
Consumers prefer products that are widely available and inexpensive
estimating that consumers will not buy enough of the firm’s products unless it undertakes a large0scale selling and promotion effort
The opportunity for companies ：
Aggressive selling Trying to attractive the customer to purchase the company has is
the route to success
Important article: Theodore Levitt (1960) market myopia
Watching a video
Keeping several questions in the mind: 1. What is market? 2. What is marketing? 3. Why one team win and another lost
the game? What are critical factors?
system) ：collecting all useful resource, improving production ability, decreasing cost, and expending market effectively Success lies in producing the product more effectively
国际市场营销双语教程课件 cha1
Chapter 1 International Marketing in General
• Learning Objectives • 本章学习目标：
• 1. International marketing and its definition. • 国际市场营销及其定义。 • 2. Different company orientations toward international marketing. • 企业进入国际市场的不同的价值取向。 • 3. Driving forces direct companies going international. • 企业进入国际市场的驱动力。 • 4. Obstacles preventing companies from successful marketing. • 企业进入国际市场会面临的障碍。
• The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.
Control:
• Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plan’s successes and failures.
Stages of InternationalMarketing Involvement
International Marketing
Global Marketing
• Learning Objectives • 本章学习目标：
• 1. International marketing and its definition. • 国际市场营销及其定义。 • 2. Different company orientations toward international marketing. • 企业进入国际市场的不同的价值取向。 • 3. Driving forces direct companies going international. • 企业进入国际市场的驱动力。 • 4. Obstacles preventing companies from successful marketing. • 企业进入国际市场会面临的障碍。
• The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.
Control:
• Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plan’s successes and failures.
Stages of InternationalMarketing Involvement
International Marketing
Global Marketing
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
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-精品.ppt
国际市场营销学
2
Marketing Promotion
国际市场营销学
3
内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
9
1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易： 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
10
国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的：获取利润
Business Purpose: Earning profit 交换对象：商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.
市场营销双语教学PPT
to know and understand the customer so well that the product or service
fits him and sells itself.
Coping with (从事) exchange processes—part of this definition—calls for (要求) a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customer through creating, delivering, and communicating superior customer value.
loyal? 如何减少顾客需求的本钱并使顾客保持长 期的忠诚？
l How can we tell which customers are more important? 如何识别哪些顾客是更 重要的？
l
How
can
we
payback
from
communications?
的回报率？
measure
the
marketing
如何衡量来自营销沟通
1.2 Marketing concepts and tools营销观念与工具
Marketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.
fits him and sells itself.
Coping with (从事) exchange processes—part of this definition—calls for (要求) a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customer through creating, delivering, and communicating superior customer value.
loyal? 如何减少顾客需求的本钱并使顾客保持长 期的忠诚？
l How can we tell which customers are more important? 如何识别哪些顾客是更 重要的？
l
How
can
we
payback
from
communications?
的回报率？
measure
the
marketing
如何衡量来自营销沟通
1.2 Marketing concepts and tools营销观念与工具
Marketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.
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Brand Beliefs
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied would I be with each product?
information
•Advertising, salespeople •Receives most information
from these sources
•Mass Media •Consumer-rating groups
•Handling the product •Examining the product •Using the product
Few differences
between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
VarietySeeking Behavior
Habitual Buying Behavior
影响消费者行为的因素: 心理
Motivation
Beliefs and Attitudes
Psychological Factors
Perception
Learning
马斯洛的需求层次理论
Self Actualization
(Self-development)
Esteem Needs (self-esteem, status)
• Values
• Perceptions
Subculture
• Groups of people with shared value systems based on common life experiences.
• Hispanic Consumers
• African American Consumers
Evaluation Procedures
购买决定过程
Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior
购买决定过程
Step 1. Need Recognition
Need Recognition
• Asian American Consumers
• Mature Consumers
Social Class
• People within a social class tend to exhibit similar buying behavior.
• Occupation
• Income
• Education
Difference between an actual state and a desired state
Internal Stimuli
• Hunger
• Thirst • A person’s normal
needs
External Stimuli
• TV advertising • Magazine ad • Radio slogan •Stimuli in the
• Wealth
影响消费者行为的因素: 社会 Groups
•Membe rship
•Referen ce Family •Husba nd, wife, kids •Influen cer, buyer, user
Roles and Status
Social Factors
影响消费者行为的因素: 个人
购买决定过程
Step 3. Evaluation of Alternatives
Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
environment
购买决定过程
Step 2. Information Search
Personal Sources Commercial Sources
Public Sources Experiential Sources
•Family, friends, neighbors •Most influential source of
市场营销学双语课件汇 总1
2020年4月23日星期四
消费者行为模型
Product Price Place Promotion
营销和其他刺激
Buyer’s Decision Process
购买者黑箱
Product Choice Brand Choice Dealer Choice
购买者反应
Economic Technological Political Cultural
Personal Influences
Age and Family Life Cycle Station
Personality & Self-Concept
Lifestyle Identification
Activities
Interests
Opinions
Characteristics Affecting Consumer Behavior
Purchase Timing Purchase Amount
影响消费者行为的因素
Culture Social Personal Psychological
Buyer
影响消费者行为的因素: 文化
• Most basic cause of a person's wants and behavior.
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
购买决定的类型
Significant differences
between brands
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied would I be with each product?
information
•Advertising, salespeople •Receives most information
from these sources
•Mass Media •Consumer-rating groups
•Handling the product •Examining the product •Using the product
Few differences
between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
VarietySeeking Behavior
Habitual Buying Behavior
影响消费者行为的因素: 心理
Motivation
Beliefs and Attitudes
Psychological Factors
Perception
Learning
马斯洛的需求层次理论
Self Actualization
(Self-development)
Esteem Needs (self-esteem, status)
• Values
• Perceptions
Subculture
• Groups of people with shared value systems based on common life experiences.
• Hispanic Consumers
• African American Consumers
Evaluation Procedures
购买决定过程
Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior
购买决定过程
Step 1. Need Recognition
Need Recognition
• Asian American Consumers
• Mature Consumers
Social Class
• People within a social class tend to exhibit similar buying behavior.
• Occupation
• Income
• Education
Difference between an actual state and a desired state
Internal Stimuli
• Hunger
• Thirst • A person’s normal
needs
External Stimuli
• TV advertising • Magazine ad • Radio slogan •Stimuli in the
• Wealth
影响消费者行为的因素: 社会 Groups
•Membe rship
•Referen ce Family •Husba nd, wife, kids •Influen cer, buyer, user
Roles and Status
Social Factors
影响消费者行为的因素: 个人
购买决定过程
Step 3. Evaluation of Alternatives
Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
environment
购买决定过程
Step 2. Information Search
Personal Sources Commercial Sources
Public Sources Experiential Sources
•Family, friends, neighbors •Most influential source of
市场营销学双语课件汇 总1
2020年4月23日星期四
消费者行为模型
Product Price Place Promotion
营销和其他刺激
Buyer’s Decision Process
购买者黑箱
Product Choice Brand Choice Dealer Choice
购买者反应
Economic Technological Political Cultural
Personal Influences
Age and Family Life Cycle Station
Personality & Self-Concept
Lifestyle Identification
Activities
Interests
Opinions
Characteristics Affecting Consumer Behavior
Purchase Timing Purchase Amount
影响消费者行为的因素
Culture Social Personal Psychological
Buyer
影响消费者行为的因素: 文化
• Most basic cause of a person's wants and behavior.
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
购买决定的类型
Significant differences
between brands