市场营销组合英文课件
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市场营销策略英文课件 (4)
1. Communications and media quality in most countries for general public and business readers has a great influence in shaping broad social attitudes and values
is a group of organisations, companies (mobile phone industry businesses) offering goods or services that are similar and close substitutes for one another
: is the long term business prospects of the needs and attitudes of customers, suppliers and competitors, therefore your strategic plans depend on these future long term forecasts and risks or guess-estimates a business makes.
4-2
Case study on Mobile phone
• First mobile phones in 1983, were big, limited networks, low quality reception and bulky
• By 2000 less than 1 million users, more networks, better quality in all aspects • By 2005 more than 2 BILLION users !!!!! The world has gone mad, bizerk for
is a group of organisations, companies (mobile phone industry businesses) offering goods or services that are similar and close substitutes for one another
: is the long term business prospects of the needs and attitudes of customers, suppliers and competitors, therefore your strategic plans depend on these future long term forecasts and risks or guess-estimates a business makes.
4-2
Case study on Mobile phone
• First mobile phones in 1983, were big, limited networks, low quality reception and bulky
• By 2000 less than 1 million users, more networks, better quality in all aspects • By 2005 more than 2 BILLION users !!!!! The world has gone mad, bizerk for
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
市场营销英文课件07
Look at Mini-Case 7.2
PPT文档演模板
市场营销英文课件07
1. Factors Affecting International Product Positioning
Market Characteristics
Competitors’ Positioning
Product Characteristics
Convenience products Shopping products Specialty Products Unsought products
2.2 Industrial roducts
Materials and Parts Capital items Supplies and business services
3. Re-positioning
PPT文档演模板
市场营销英文课件07
III International Product
Strategies
After international marketers position their products, they need to develop the product strategies according to the position.
PPT文档演模板
市场营销英文课件07
3. Levels of International Products
PPT文档演模板
Look at M市场i营n销i英-文C课件a0s7 e
II International Product Positioning
International product positioning refers to efforts to influence consumer’s understanding of a product.
市场营销英文课件 (15)
Evolving Views of Marketing’s Role
Production Marketing
rHeusmouarnces
Customer
Finance
e. The customer as the controlling function and marketing as the integrative function
Review
Starting point
Focus
Means
Ends
Factory
Existing products
Selling and Profits through promotion sales volume
(a) The selling concept
Market
Customer needs
Integrated marketing
Profits through customer
satisfaction
(b) The marketing concept
Traditional Organization Chart
Top Management Middle Management Front-line people
Customers
Resource markets
Manufacturer markets
Government markets
Consumer markets
Intermediary markets
The Four Cs
Product
Marketing Mix
Place
Customer Solution
Price
ConvenPromotion ience
市场营销知识培训(英文版)(ppt 273页)
sensitive) • Offer feedback • Reduce transaction costs
2020/7/2
Customer Development
Suspects
Prospects
First-time customers
Repeat customers
Clients Advocates Partners
2020/7/2
Objectives
• Tracking & Identifying Opportunities in the Macroenvironment
• Demographic, Economic, Natural, Technological, Political, & Cultural Developments
management • Demand measurement and forecast
2020/7/2
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
2020/7/2
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
2020/7/2
Customer Development
Suspects
Prospects
First-time customers
Repeat customers
Clients Advocates Partners
2020/7/2
Objectives
• Tracking & Identifying Opportunities in the Macroenvironment
• Demographic, Economic, Natural, Technological, Political, & Cultural Developments
management • Demand measurement and forecast
2020/7/2
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
2020/7/2
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
市场营销策略英文课件 (5)
Maturity
Decline or extension
Competitive Growth Turbulence
Time (years, 1-5 years cycles)
8-3
Stages in a Product Life Cycle
• Introductory/launch of a brand
1. Try to become First choice of market segments and positions (i.e., be the Top of the Mind (TOM) brand with highest scores on consumer memory and awareness perceptions) 2. Try to Define (change) the (new) rules of the game in the competitive sector, e.g., iphones, electric cars, new fashion 3. Create and gain Distribution/retail sales advantages 4. Try to achieve Economies of scale and experience (be a learning organisations and up-skilling of staff) 5. High switching costs (high entry barriers, of high investment costs) for early adopters (stop followers from copying soon) 6. Possibility of positive network effects with all stakeholders 7. Possibility of pre-empting/getting scarce resources, e.g., get the minerals or materials before the competitors 8-11
市场营销英文课件07
The product line depth refers to the number of all the different types of an individual product.
The product consistency refers to the extent to which the different product lines in a company are related.
Introduction Stage Growth Stage Maturity Stage----look at Mini-Case 7.4 Decline Stage
PLC for Different Products Not all products will follow the above
The total number of product lines a company offered is called product width.
The product length refers to the number of all the product lines.
Look at Mini-Case 7.2
Market Characteristics Competitors’ Positioning Product Characteristics Corporate Resources
(1) Attribute Positioning (2) Price/Quality Positioning (3) Product User Positioning (4) Application Positioning (5) Product Class Positioning (6) Competitor Positioning
The product consistency refers to the extent to which the different product lines in a company are related.
Introduction Stage Growth Stage Maturity Stage----look at Mini-Case 7.4 Decline Stage
PLC for Different Products Not all products will follow the above
The total number of product lines a company offered is called product width.
The product length refers to the number of all the product lines.
Look at Mini-Case 7.2
Market Characteristics Competitors’ Positioning Product Characteristics Corporate Resources
(1) Attribute Positioning (2) Price/Quality Positioning (3) Product User Positioning (4) Application Positioning (5) Product Class Positioning (6) Competitor Positioning
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Promotion
• The third P is about promoting your products and services. This may include • advertising, • personal selling sales promotions • Public Relations is also included within Promotion by many marketing people, although PR people tend to see it as a separate discipline.
Marketing mix
• The marketing mix was first developed by McCarthy over 40 years ago. It was designed to suggest that you should have a balanced mix of marketing activities within your marketing plan.
Brand name
Packaging
Warranty
Functionality
Price
• The second P is the price of your product and decisions surrounding overall pricing strategies. Pricing can be a very complex area. Most people believe they should undercut their competitors but this is not always a wise strategy.
• Consumers place value on higher priced products so it's best if we test various pricing levels of our products and over time we'll find the right pricing level that maximizes our profits. • Even if we decide not to charge for a service it's useful to realise that this is still a pricing strategy.
Product
• The first P is product. This should define the features and appearance of goods and services. Here are some examples of the product decisions to be made: • Brand name • Packaging • Warranty • Functionality
place
• The final P is about ‘place’ – the location where the service is actually going to be delivered. Many retailers will tell us it's all about "location, location, location" and this still holds true today.
Elements of the marketing mix
• The 4 Ps - The main four ele described as "the 4 P's" • product • price • promotion • place