英文课件 国际市场营销 chapter 10
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(1) core component, (2) packaging component, and (3) support services component • These components include all a product’s tangible and intangible elements and provide the bundle of utilities the market receives from use of the product
Physical or Mandatory Requirements and Adaptation
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Products may have to change in a number of ways to meet the physical or mandatory requirements of a new market, ranging from simple package changes to total redesign of the physical core product Product homologation is used to describe the changes mandated by local product and service standards • Legal, economic, political, technological, and climatic requirements of the local marketplace often dictate product adaptation Changes may also have to be made to accommodate climatic differences
Quality
• • Intense global competition is placing new emphasis on manufacturing quality products Quality, as a competitive tool, is the deciding factor in world markets
Barriers to Entering Global Markets for Consumer Services • Most services are inseparable and require production and consumption to occur almost simultaneously; thus, exporting is not a viable entry method for them Globally, consumer services marketers face the following four barriers: protectionism, controls on transborder data flows, protection of intellectual property, and cultural requirements for adaptation
Quality can be defined on two dimensions: (1) market-perceived quality and (2) performance quality • • • Quality is associated with customer satisfaction Quality is also measured in many industries by objective third parties such as JD Power and Associates Customer satisfaction indexes developed are now being used to measure satisfaction across a wide variety of consumer products and services
Introduction
• The opportunities for international marketers of consumer goods and services today have never been greater • New consumers are springing up in many emerging markets, which promise to be huge markets in the future • In the more mature markets consumers’ tastes become more sophisticated and complex due to increases in purchasing power • The difference between tangible products and services • The difference between business-to-consumer and business-tobusiness markets
Chapter 10
Products and Services for Consumers
Chapter Learning Objectives
1. The importance of offering a product suitable for the intended market 2. The relationship between product acceptance and the market into which it is introduced 3. The importance of quality and how quality is defined
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Green Marketing and Product Development • At the forefront of the “green movement,” with strong public opinion and specific legislation favoring environmentally friendly marketing and products • Green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities • The designation that a product is “environmentally friendly” is voluntary, and environmental success depends on the consumer selecting the eco-friendly product • In some countries each level of the distribution chain is responsible for returning all packaging, packing, and other waste materials up the chain
t Components for Adaptation • A product is multidimensional, and the sum of all its features determines the bundle of satisfactions (utilities) received by the consumer The many dimensions of products can be divided into three distinct components:
The many dimensions of a product can be divided into three distinct components as illustrated in the model below:
Marketing Consumer Services Globally Advice regarding adapting products for international consumer markets also applies to adapting services or intangible products However, many consumer services are distinguished by four unique characteristics: 1. 2. 3. 4. • intangibility, inseparability, heterogeneity, and perishability There are several services opportunities in global markets from travel and tourism, TV, movies, to financial services
Products and Culture
A product is more than a physical item: It is a bundle of satisfactions (or utilities) that the buyer receives
1. Facets of products include its form, taste, color, odor, and texture; how it functions in use; the package; the label; the warranty; manufacturer’s and retailer’s servicing; the confidence or prestige enjoyed by the brand; the manufacturer’s reputation; The adoption of some products by consumers can be affected as much by how the product concept conforms with norms, values, and behavior patterns Thus, many facets of products are influenced by culture, which markets must pay attention to
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国际市场营销双语教学教案10-PPT精品.ppt
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5. Strategies Overcoming the Price Escalation
(1) Reorganize the channel of distribution;
(2) Adapt the product; (3) Use new or more economical tariff or tax classifications; (4) Assemble or produce overseas
边际成本 2.00 0.00 0.10 0.00 2.10 0.00 0.00 1.00 1.25 4.35 1.09 5.44
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4. Export-Related Costs
(1) The cost of modifying the product for foreign markets; (2)Operational costs of the export operation: personnel, market research, additional shipping and insurance costs, communications costs with foreign customers, and overseas promotional costs; (3) Costs incurred in entering the foreign markets; tariffs and taxes; risks associated with a buyer in a different market; and risks from dealing in other than the exporter’s domestic currency, i.e., foreign exchange risk.
5. Strategies Overcoming the Price Escalation
(1) Reorganize the channel of distribution;
(2) Adapt the product; (3) Use new or more economical tariff or tax classifications; (4) Assemble or produce overseas
边际成本 2.00 0.00 0.10 0.00 2.10 0.00 0.00 1.00 1.25 4.35 1.09 5.44
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4. Export-Related Costs
(1) The cost of modifying the product for foreign markets; (2)Operational costs of the export operation: personnel, market research, additional shipping and insurance costs, communications costs with foreign customers, and overseas promotional costs; (3) Costs incurred in entering the foreign markets; tariffs and taxes; risks associated with a buyer in a different market; and risks from dealing in other than the exporter’s domestic currency, i.e., foreign exchange risk.
国际市场营销 International Marketing Chapter 10课件
❖ 5. target audience: In marketing and advertising, a target audience, or target group is the primary group of people that something, usually an advertising campaign, is aimed at appealing to. 目标受众
❖ 9. call report: a report on a sales call 拜访客户的纪录 ❖ 10. consumer promotion: Consumer promotion is used to
encourage potential consumers to try a product and, hopefully, to purchase it again. 对最终消费者的营业推广
❖ – mass communication to more targeted communication and one-to-one dialogue
2021/6/28
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I. What is Marketing Communications Mix?
❖ Question 1: Does marketing communications equals to these specific promotion tools?
❖ 2. promotion mix: a company’s total marketing communications mix 推广组合
❖ 3. sales call: Usually pre-arranged and face-to-face
meeting between a salesperson and a customer or
❖ 9. call report: a report on a sales call 拜访客户的纪录 ❖ 10. consumer promotion: Consumer promotion is used to
encourage potential consumers to try a product and, hopefully, to purchase it again. 对最终消费者的营业推广
❖ – mass communication to more targeted communication and one-to-one dialogue
2021/6/28
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I. What is Marketing Communications Mix?
❖ Question 1: Does marketing communications equals to these specific promotion tools?
❖ 2. promotion mix: a company’s total marketing communications mix 推广组合
❖ 3. sales call: Usually pre-arranged and face-to-face
meeting between a salesperson and a customer or
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
International Marketing 国际市场营销 课件
The existence of lucrative markets in foreign countries Saturated （ 饱 和 的 ） markets in the home country Response to incoming competitive activity
Further reasons for firms becoming involved in international marketing (1)Today, new product development typically requires so much expenditure that in many cases firms intending to introduce new products must adopt an international perspective. (2)The higher turnover derived from international sales might enable a firm to initiate new product research and development that in the long term will give it a competitive edge. (3)Corporate plans can be anchored (v. 抛 锚 、 锚 定 ) against a wider range of (international) opportunities.
亚洲: 欧洲： 非洲： 拉丁美洲： 北美洲： 大洋洲： 南极洲： 大西洋: 太平洋： 印度洋： 北冰洋：
Asia Europe Africa Latin America/South America North America Oceania Antarctica Atlantic Ocean Pacific Ocean Indian Ocean Arctic Ocean
Chapter_10_Negotiation_and_Conclusion_of_Contracts_in_International_Sales_of_Goods
《联合国国际货物销售合同公约》第14条（1）款规 定：“向一个或一个以上特定的人提出的订立合同的 建议，如果十分确定并且表明发价人在得到接受时承 受约束的意旨，即构成发价。一个建议如果写明货物 并且明示或暗示地规定数量和价格或规定如何确定数 量和价格，即为十分确定。”
In other words, it refers to trading terms put forward by offerors to offerees, on which the offerors are willing to conclude business with the offerees. 即：发盘是交易的一方向另一方提出各 项交易条件，并愿意按这些条件达成交 易、签订合同买卖某种商品的意思表示。
询盘，又称为“询价”或“邀请发盘”，是指买 方为了购买或者卖方为了销售货物而向对方提出 有关交易条件的询问。询盘在法律上称为“要约 邀请”（Invitation to offer）。我国《合同法》规 定：要约邀请是希望他人向自己发出要约的意思 表示。询盘的主要目的是诱使对方发盘。
Inquiry
The seller and the buyer both can make an inquiry.
Offer
There are two kinds of offers: Firm offer with engagement Non-firm offer without engagement
Invitation for Offer
Examples For Model A, We quote USD800 per set CIF Sydney. We are glad to quote for your reference as follows:… We offer subject to your reply reaching us within 5 days … We quote for Item AA …, subject to our final confirmation
In other words, it refers to trading terms put forward by offerors to offerees, on which the offerors are willing to conclude business with the offerees. 即：发盘是交易的一方向另一方提出各 项交易条件，并愿意按这些条件达成交 易、签订合同买卖某种商品的意思表示。
询盘，又称为“询价”或“邀请发盘”，是指买 方为了购买或者卖方为了销售货物而向对方提出 有关交易条件的询问。询盘在法律上称为“要约 邀请”（Invitation to offer）。我国《合同法》规 定：要约邀请是希望他人向自己发出要约的意思 表示。询盘的主要目的是诱使对方发盘。
Inquiry
The seller and the buyer both can make an inquiry.
Offer
There are two kinds of offers: Firm offer with engagement Non-firm offer without engagement
Invitation for Offer
Examples For Model A, We quote USD800 per set CIF Sydney. We are glad to quote for your reference as follows:… We offer subject to your reply reaching us within 5 days … We quote for Item AA …, subject to our final confirmation
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
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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.
国际市场营销双语教程课件 cha10
Stages in Promotional Campaign Planning
Determine the target audience Determine campaign objectives
Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness
represented by the same agency
Decision-Making Authority
• Centralized or decentralized decisions about advertising? – Centralization= scale, synergy, consistency – Decentralization= proximity, flexibility, sensibility
• Development of media schedule
– target audience characteristics – campaign objectives – budget
• Media vehicle chosen based on
– media availability in market – product or service offered
coverage. • The value of outside expertise
– Creative development skills – Media buying savvy – Specialty marketing knowledge • Conflict in the use of mega-agencies – Conflicts of interest when two competitors are
市场营销学英文版最新版教学课件第10章
市场营销学英文版最新版教学课件第10章
Marketing: An Introduction
Thirteenth Edition
Chapter 10
Marketing Channels: Delivering Customer Value
Learning Objectives (1 of 4)
10-1. Explain why companies use marketing channels and discuss the functions these channels perform.
Key Functions Performed by Channel Members
Help to complete transactions
• Information • Promotion • Contact • Matching • Negotiation
Help to fulfill the completed transactions
– 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:
• 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
Marketing: An Introduction
Thirteenth Edition
Chapter 10
Marketing Channels: Delivering Customer Value
Learning Objectives (1 of 4)
10-1. Explain why companies use marketing channels and discuss the functions these channels perform.
Key Functions Performed by Channel Members
Help to complete transactions
• Information • Promotion • Contact • Matching • Negotiation
Help to fulfill the completed transactions
– 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:
• 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
国际市场营销第16版chapter 10
International Marketing
Decisions
A complete plan spells out the reasons for decisions
Micro-efforts
help the economy grow
Advertising
consumers are not puppets
Marketing Products
needs and wants change; reflects our own values; Not all needs are met
Chapter 10
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
International Marketing
Learning Objectives
1 understand why marketing must be evaluated differently at the micro and macro levels.
International Marketing
How Should Marketing Be Evaluated?
Be evaluated at the micro and macro levels !
International Marketing
QUESTIONS AND PROBLEMS
Explain why marketing must be evaluated at two levels. What criteria should be used to evaluate each level of marketing? Defend your answer. Explain why your criteria are better than alternative criteria.
国际市场营销学培训讲义(英文版)PPT课件( 22页)
Marketing Mix
4CS
Product customer wants and needs
Price
customer cost
Promotion customer communication
Place
customer convenience
6PS
----Political ----Public relation 10PS ----Probing ---Partition ---Prioritizing ---position
- To take advantages of the regulations and polices of domestic and foreign market - To acquire resources. - To avoid risk - To expand product life cycle
- The attractiveness of International market
- The saturation of domestic market needs and intensive market competition
- (be continue)
The scope and challenge of International Marketing
International corporations…. These companies’ business were located all around
the world….. More and more companies engage in International
marketing….. See next page Let’s try to think some Chinese International companies…. again, try to think about some foreign-owned Chinese companies….