市场营销_英文版.ppt
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市场营销学英文版最新版教学课件第12章
Learning Objectives (2 of 4)
12-3. Describe and discuss the major decisions involved in developing an advertising program.
12-4. Explain how companies use public relations to communicate wit
Description
Advertising
• Reaches masses of buyers at a low cost per exposure
• Builds a long-term image for a product • Can trigger quick sales • Has a public nature and is viewed as legitimate • Very expressive • Impersonal and lacks the direct persuasiveness of
Setting the Advertising Budget
Coca-Cola spends hundreds of millions of dollars annually, but is that “half enough or twice too much”?
Advertising Strategy
• Factors changing the face of today’s marketing communications:
– Changing consumers – Changing marketing strategies – Advancements in digital technology
市场营销学英文版最新版教学课件第3章
Suppliers (2 of 2)
Honda has developed healthy, long-term supplier relationships.
Marketing Intermediaries (1 of 2)
• Marketing intermediaries help the company to
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
Figure 3.1 - Actors in the Microenvironment
The Company
• Interrelated groups in a company form the internal environment
• Departments share the responsibility for understanding customer needs and creating customer value.
Learning Objective 3-2 Summary
• Demographic environment
– Age and family structures – Geographic population shifts – Education characteristics – Population diversity
Learning Objective 3-1
【市场营销英文版】08Market Segmentation and Targeting1
Market Segmentation and Targeting
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Targeting
Types of Targeting Decisions: • Single-segment concentration • Selective specialization • Product specialization • Market specialization • Full market coverage
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Targeting
Types of Targeting Decisions: • Single-segment concentration • Selective specialization • Product specialization • Market specialization • Full market coverage
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
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
【市场营销英文版】04Demand
Multiple Factor Index Method: identify all potential factors that could create sales, assign a weight measure to each, then create a function/model. One problem is that weight assignments due to their arbitrary nature could cause inaccurate total estimates.
Market forecast: market demand estimate when using a specified marketing effort.
Market potential: the limit approached by market demand as marketing efforts approach infinity for a given marketing environment.
Demand: Estimating Current Demand
Methods Used to create estimates
TMP: potential number of buyers x the average quantity purchased by a buyer x price (most common method used)
Demand: Measurement
Company demand and Sales forecasts Company demand is the company’s estimated share of market demand at alternative levels of company marketing effort in a given time period. Company sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment. Company sales potential is the sale limit approached by the company demand as company marketing effort increase relative to competitors.
Market forecast: market demand estimate when using a specified marketing effort.
Market potential: the limit approached by market demand as marketing efforts approach infinity for a given marketing environment.
Demand: Estimating Current Demand
Methods Used to create estimates
TMP: potential number of buyers x the average quantity purchased by a buyer x price (most common method used)
Demand: Measurement
Company demand and Sales forecasts Company demand is the company’s estimated share of market demand at alternative levels of company marketing effort in a given time period. Company sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment. Company sales potential is the sale limit approached by the company demand as company marketing effort increase relative to competitors.
新职业英语市场营销英语(第三版)教学课件Unit_2
Warming-up Activity
Warming-up Activity Task 1 Warming-up Activity Task 2
- 3 - 2022/9/5
Warming-up: Task 1
» The elements may include quality, price, after-sales service, appearance, function, etc.
1. Introduction
Many products do well when they are first launched on the market and Nutri-Grain was no exception. From its launch in 1997 it was immediately successful, gaining almost 50% share of the growing cereal bar market in just two years.
- 21 - 2022/9/5
Speaking task 1
» Sample
A: How about the sales of our new product these days? B: It’s declining. A: What’s the main problem? B: I think the major problem is that the sales promotion is not effective. A: I want to have a meeting to discuss it. B: OK, I will arrangpeaking task 2
» Sample A: Good morning, Madam. Is there anything I can do for you? B: Good morning. I’d like to buy a desktop vacuum. A: Would you like to have a look at our vacuum here? B: Yes, thank you. Well, this one looks very nice. Can you tell me about this type? A: Yes, of course. This model is our latest product. It was launched this spring. As you can see, it has a round shape. Compared with our other products, it is smaller in size and lighter in weight. B: What color does this type have? A: Red, purple and white.
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler12_exs
Economic conditions Competitive situation Laws / regulations Distribution system Consumer perceptions Cost considerations
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
市场营销英语(第二版)课件下
Advertising objectives
How to measure advertising’s effectiveness? By increasing in sales??
Audience
Get the right message to the right audience.
Target audience is not the same as a target market.
the unexpected
Purchase decision
Post-purchase evaluation
•It is particularly important to marketers as it will determine whether the consumer will repurchase the product and how they will influence other people in terms of purchasing the product.
Post-purchase evaluation
•Consumers evaluate the product in terms of what was promised before they purchased it and how it actually performed after they purchased it. •3 outcomes 1)Disappointment 2)Satisfaction 3)delight
Information search
•External: Personal sources (family, friends etc.) Commercial sources (adverts) Third-party reports (magazines, websites, etc.)