市场营销学英文PPT
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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.
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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.
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
市场营销学英文版最新版教学课件第13章
13-4. Explain how sales promotion campaigns are developed and implemented.
First Stop: Salesforce You Need a Great Sales Force to Sell Salesforce
Salesforce’s “Customer Success Platform” helps its customers “supercharge their sales.”
A good compensation plan both motivates salespeople and directs their activities.
Supervising Salespeople
• Help salespeople work smart by doing the right things in the right ways
13-2. Identify and explain the six major sales force management steps.
Learning Objectives (2 of 4)
13-3. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
• Tools of supervision:
– Call plan – Time-and-duty analysis – Sales force automation system
Figure 13.2 How Salespeople Spend Their Time
First Stop: Salesforce You Need a Great Sales Force to Sell Salesforce
Salesforce’s “Customer Success Platform” helps its customers “supercharge their sales.”
A good compensation plan both motivates salespeople and directs their activities.
Supervising Salespeople
• Help salespeople work smart by doing the right things in the right ways
13-2. Identify and explain the six major sales force management steps.
Learning Objectives (2 of 4)
13-3. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
• Tools of supervision:
– Call plan – Time-and-duty analysis – Sales force automation system
Figure 13.2 How Salespeople Spend Their Time
市场营销学英文课件PPTCh18精品教案课件讲义PPT下载后可编辑
Review Advertising Goals and Budget
Create Messages Pretest Ads
Select Media
Schedule and Run Ads Evaluate Advertising Effectiveness Adjust Advertising As Needed
Disadvantages
• Poor color reproduction (N) • Cluttered/no guarantee of position • Less extensive reach • Requires long notice (M) • May be costly • Frequently limited by production schedule
Advantages and Disadvantages of Direct Mail
Advantages
• Can target precisely and tailor message • Can deliver lengthy, complex message to be saved for future reference • Can deliver samples • Many creative possibilities • No competing ads • Easy to measure performance • Difficult for competitors to
Slide 18-2 Figure 18.2
The Process of Managing Advertising
Review Advertising Goals and Budget
Create Messages Pretest Ads
Select Media
Schedule and Run Ads Evaluate Advertising Effectiveness Adjust Advertising As Needed
Disadvantages
• Poor color reproduction (N) • Cluttered/no guarantee of position • Less extensive reach • Requires long notice (M) • May be costly • Frequently limited by production schedule
Advantages and Disadvantages of Direct Mail
Advantages
• Can target precisely and tailor message • Can deliver lengthy, complex message to be saved for future reference • Can deliver samples • Many creative possibilities • No competing ads • Easy to measure performance • Difficult for competitors to
Slide 18-2 Figure 18.2
The Process of Managing Advertising
Review Advertising Goals and Budget
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”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
市场营销学英文课件PPTCh12精品教案课件讲义PPT下载后可编辑
Relevant Costs are
expected to occur in future as a result of some marketing action • different among alternatives
•
Sunk Costs are
• opposite of relevant costs • past expenditures for a given activity
Estimating Demand
• Consider Demographic Factors
– How many potential buyers are in the market?
• Consider Psychological Factors
– Price indicator of quality?
Super Value
High
Product Quality
Premium Value
High Value
Med
Overcharging
Medium Value
Good-Value
Low
Rip-Off
False Economy
Economy
• Demand Curve:
Influences on Shape of Demand Curve Market Structure
• FC = $ 17,000 • Selling Price = $36.00 • Unit Variable Cost = $15.00 1. What if FC are $20,000? Break-even in bears? 2. What if have original fixed costs and a selling price of $40.00? Break-even in bears?
expected to occur in future as a result of some marketing action • different among alternatives
•
Sunk Costs are
• opposite of relevant costs • past expenditures for a given activity
Estimating Demand
• Consider Demographic Factors
– How many potential buyers are in the market?
• Consider Psychological Factors
– Price indicator of quality?
Super Value
High
Product Quality
Premium Value
High Value
Med
Overcharging
Medium Value
Good-Value
Low
Rip-Off
False Economy
Economy
• Demand Curve:
Influences on Shape of Demand Curve Market Structure
• FC = $ 17,000 • Selling Price = $36.00 • Unit Variable Cost = $15.00 1. What if FC are $20,000? Break-even in bears? 2. What if have original fixed costs and a selling price of $40.00? Break-even in bears?
《英文版营销》课件
The means by which a company communicates its value proposition to customers This includes advertising, public relationships, sales promotion, and personal selling
01
Marketing Overview
Definition of Marketing
Marketing Definition
The process of creating, communicating, and delivering value to customers through the satisfaction of their needs and wants
Product differentiation
Market Segmentation
Developing unique features or services that differentiate a product from its competitors
Targeting specific customer groups with products that meet their unique needs
02
It helps businesses identify the most profitable target market and develop marketing strategies that are detailed to the specific needs and preferences of that market segment