留学(英国考文垂大学)营销课件 Week 6
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考文垂大学 商科课程 企业财务战略 第七讲课件
Link with notion of Competitive and Financial Advantage:
Gained by identifying/satisfying customer needs better than competitors whilst making a satisfactory profit ie: Giving better VALUE - from customer perspective
Both Competence to undertake separate value activities and ability to manage linkages between these
The Value Chain
“The value chain concept can be helpful in understanding how value is created and lost. The value chain describes the activities within and around an organisation which together create a product or service. “ (Johnson and Scholes,2002, p.160)
VALUE CHAIN: Support Activities
Procurement: Function of purchasing raw materials and other inputs used in the value-creating activities
How goods, services and materials are purchased for use in any/all of the primary activities, so it occurs in many parts of the organisation Aim is to secure lowest price/highest quality possible
营销管理精要英文版最新版教学课件第1章
• Consumer markets • Business markets • Global markets • Nonprofit & governmental markets
Figure 1-1 A Simple Marketing System
Core Marketing Concepts (1 of 9)
The Scope of Marketing
• Marketing is about identifying and meeting human and social needs
• AMA’s formal definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
• Earned media: word of mouth, buzz, or viral marketing
Core Marketing Concepts (6 of 9)
• Impressions: occur when consumers view a communication
• Engagement: the extent of a customer’s attention and active involvement with a communication
Who Markets?
• A marketer is someone who seeks a response-attention, a purchase, a vote, a donation-from another party, called the prospect
Figure 1-1 A Simple Marketing System
Core Marketing Concepts (1 of 9)
The Scope of Marketing
• Marketing is about identifying and meeting human and social needs
• AMA’s formal definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
• Earned media: word of mouth, buzz, or viral marketing
Core Marketing Concepts (6 of 9)
• Impressions: occur when consumers view a communication
• Engagement: the extent of a customer’s attention and active involvement with a communication
Who Markets?
• A marketer is someone who seeks a response-attention, a purchase, a vote, a donation-from another party, called the prospect
国际营销英文版最新版教学课件unit09
Countries once hostile to foreign trade
• Now see it as necessary to economic growth
Trade through 21st century changing
• Transition from socialist to market-driven economies • Liberalization of trade, investment policies in developing
Americas, Europe, and Asia
• Industrialized, industrializing, underdeveloped countries in each bloc
Exhibit 9.1 Three Regional Trading Areas Roughly Defined by Time Zones
9-7 The foundational market metrics of American nations
9-8 The growing importance of trading associations among American nations
International Time Zones
Learning Objectives 2 of 2
9-5 Growth factors and their role in economic development
9-6 Marketing’s contribution to the growth and development of a country’s economy
• Incentives to force a high domestic rate of savings and direct capital to update infrastructure
• Now see it as necessary to economic growth
Trade through 21st century changing
• Transition from socialist to market-driven economies • Liberalization of trade, investment policies in developing
Americas, Europe, and Asia
• Industrialized, industrializing, underdeveloped countries in each bloc
Exhibit 9.1 Three Regional Trading Areas Roughly Defined by Time Zones
9-7 The foundational market metrics of American nations
9-8 The growing importance of trading associations among American nations
International Time Zones
Learning Objectives 2 of 2
9-5 Growth factors and their role in economic development
9-6 Marketing’s contribution to the growth and development of a country’s economy
• Incentives to force a high domestic rate of savings and direct capital to update infrastructure
英国产品设计留学院校排名
英国产品设计留学院校排名产品设计是一种将需求和目的转换为可用工具的创造行为，是为把一种idea通过具体的载体表达出来预设的制造过程。
接下来，美行思远小编就来给大家介绍一下英国产品设计留学院校排名，供大家参考。
1、皇家艺术学院皇家艺术学院（简称RCA）是世界上最有影响力的且只有研究生教学的艺术设计学院。
RCA的授课教师都是世界闻名的艺术家、实践家和理论家，学生能在设计师云集的环境中学习知识，在艺术氛围浓厚的环境中做设计。
学校集中而个性化的教学形式，一流的技术设施和研究中心，共同缔造了其独一无二、充满创造力的学术氛围。
皇家艺术学院不仅欢迎世界各地的学生，还在国际领域与顶尖艺术设计文化类机构和商业机构关系良好。
2、中央圣马丁艺术与设计学院位于伦敦市中心的中央圣马丁艺术与设计学院(Central Saint Martins College of Art and Design)是英国最大、最著名的艺术与设计学院之一，属于伦敦艺术大学的一部分。
成立于1989年，由2个学校合并而成：中央艺术与设计学校（始建于1896年，英国皇家女子艺术学院1908年并入）和圣马丁艺术学校（始建于1854年）。
3、爱丁堡艺术学院爱丁堡艺术学院Edinburgh Collegeof Art（简称ECA）是一所集艺术、设计、创意及表演的艺术院校，为爱丁堡大学（University of Edinburgh）超过2000名学生提供艺术与设计、建筑、艺术史和音乐学等高等教育。
爱丁堡艺术学院拥有大约200名教职研究人员，是欧洲最顶尖的艺术院校之一，享有国际级盛誉；它的宗旨是通过创意实践的学术研究、学习、教学和教育来促进批判性探讨。
4、拉夫堡大学拉夫堡大学始建于1909年，是一所综合性的公立大学，距今已有100多年的悠久历史。
经过一个多世纪的发展，拉夫堡大学在科研、教学和体育方面独树一帜，成绩斐然，在国际上享有盛誉。
拉夫堡大学在2014TIMES英国大学排名中名列英国第21名，在2015卫报英国大学排名中名列第15名，在2015年英国《完全大学指南》排名中名列第13名，其与工业和材料相关的设计专业更是名列世界前茅。
unit 2营销英语课件
(2)–1
AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO:
1. Understand the definition of marketing environment. 2. Describe the characteristics of marketing environment .
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun
(2)–12
2. Economic Environment
1) The consumer purchasing power
UNIT 2 THE MARKETING ENVIRONMENT
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun
Copyright 2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun
(2)–6
(I) The Elements in the company’s Microenvironment
3. Understand how can a company react to the marketing environment.
国际营销英文版最新版教学课件unit05
Chapter 5
The Cultural Environment of Global Markets
Learning Objectives
5-1 The necessity for adapting to cultural differences
5-2 How and why management styles vary around the world
Management Styles around the World 5 of 8
Communication Styles continued
• Face-to-face communication
• Meanings of words differ widely among languages • Edward T. Hall’s high-context/low-context continuum
• Personal life
• To Japanese, personal life is company life
• Affiliation and social acceptance • Power and achievement
Exhibit 5.1 Annual Hours Worked
Management Styles around the World 3 of 8
Management Objectives and Aspirations
• Personal security and job mobility
• Cultures higher in individualism (Individualism versus Collectivism, or IDV) make risker R&D investments
The Cultural Environment of Global Markets
Learning Objectives
5-1 The necessity for adapting to cultural differences
5-2 How and why management styles vary around the world
Management Styles around the World 5 of 8
Communication Styles continued
• Face-to-face communication
• Meanings of words differ widely among languages • Edward T. Hall’s high-context/low-context continuum
• Personal life
• To Japanese, personal life is company life
• Affiliation and social acceptance • Power and achievement
Exhibit 5.1 Annual Hours Worked
Management Styles around the World 3 of 8
Management Objectives and Aspirations
• Personal security and job mobility
• Cultures higher in individualism (Individualism versus Collectivism, or IDV) make risker R&D investments
国际营销英文课件-Trade System
◦ A binding import quota will push up the price of the import because the quantity demanded will exceed the quantity supplied by domestic producers.
Various trade restriction or barriers - Non-tariff Barrier
Various trade restriction or
barriers -Tariff Barrier
Revenue Tariff
- It is designed to raise money for the government. It is also commonly used by developing countries to help infant industries compete in global markets. The ways of irmestrpicotisoninorg tariffs
Protective tariff (Import tax)
- It is designed to raise the retail price of imported products so that domestic goods will be more competitive and foreign business will be discouraged from shipping certain goods into the country. It is meant to save jobs for domestic workers to keep industries from bankruptcy because of foreign competition.
Various trade restriction or barriers - Non-tariff Barrier
Various trade restriction or
barriers -Tariff Barrier
Revenue Tariff
- It is designed to raise money for the government. It is also commonly used by developing countries to help infant industries compete in global markets. The ways of irmestrpicotisoninorg tariffs
Protective tariff (Import tax)
- It is designed to raise the retail price of imported products so that domestic goods will be more competitive and foreign business will be discouraged from shipping certain goods into the country. It is meant to save jobs for domestic workers to keep industries from bankruptcy because of foreign competition.
国际营销英文版最新版教学课件unit02
advantage • As competition increases, so does tendency toward
protectionism
Global trade benefits all
• Provides more business opportunities for marketers • Provides wider selection of goods and services for
Trade Barriers—An International Marketer’s Minefield
Tariff and Nontariff Barriers
• Until recently, use has been reduced in recent years • Election of nationalistic leaders threatens this effort • Some countries attempt to control trade for their own
Italy
Total Trade 3889.7 636.0 582.4 557.0 240.2 171.2 119.4 109.4 82.5 74.3 68.3
Exports 1546.8 130.4 282.4 243.0
67.7 53.5 48.3 56.3 33.6 25.7 18.3
Imports 2342.9 505.6 300.0 314.0 136.5 117.7
Balance of Merchandise Trade
• Role of U.S. in global trade evolved through time
• Favorable balance until 1979, a constant trade deficit is now the norm
protectionism
Global trade benefits all
• Provides more business opportunities for marketers • Provides wider selection of goods and services for
Trade Barriers—An International Marketer’s Minefield
Tariff and Nontariff Barriers
• Until recently, use has been reduced in recent years • Election of nationalistic leaders threatens this effort • Some countries attempt to control trade for their own
Italy
Total Trade 3889.7 636.0 582.4 557.0 240.2 171.2 119.4 109.4 82.5 74.3 68.3
Exports 1546.8 130.4 282.4 243.0
67.7 53.5 48.3 56.3 33.6 25.7 18.3
Imports 2342.9 505.6 300.0 314.0 136.5 117.7
Balance of Merchandise Trade
• Role of U.S. in global trade evolved through time
• Favorable balance until 1979, a constant trade deficit is now the norm
市场营销英文课件
5. Natural Environment
5.1 Natural Resources 5.2 Climate, Topography and Access to Markets---Look at Mini-Case 3.3. 5.3 Hydrology
6. Demographic Environment
2.1 Home Country Environment (1) Promotional Activities Sponsored by Governmental Organizations (2) Information Service (3) Export-facilitating Activities
Look at Mini-Case 3.6
Religion
Christianity Islam Buddhism Impact of Religions on International Business
Religious holidays Consumption pattern
7.3 Cultural Influence on Business Customs
6.1 Population Size and Growth 6.2 Urbanization 6.3 Age
7. Cultural Environment
Cultural
difference is one of the major differences between domestic marketing and international marketing. In international markets, culture is pervasive in all marketing activities—pricing, promotion, distribution, products design and manufacturing. also has a general influence on the communication between the multinational companies and local government, local suppliers, channel members, etc.
营销英语课件第7-8章
Tailoring brands/promotions to local customer groups, i.e Sears
Individual Marketing
Tailoring products and programs to the needs of individual customers, i.e. Dell
drivers of a proposed new sports car.
Explain your choices.
7-10
Segmenting Business Markets
Operating Characteristics Purchasing Approaches Situational Factors
Analyze current segment sales, growth rates, and expected profitability for various segments.
Segment Structural Attractiveness
Consider effects of: competitors, availability of substitute products, and the power of buyers & suppliers.
7-5
Step 1. Market Segmentation Geographic Segmentation
World Region or Country
City or Metro Size Density or Climate
7-6
Step 1. Market Segmentation
Demographic Segmentation
Individual Marketing
Tailoring products and programs to the needs of individual customers, i.e. Dell
drivers of a proposed new sports car.
Explain your choices.
7-10
Segmenting Business Markets
Operating Characteristics Purchasing Approaches Situational Factors
Analyze current segment sales, growth rates, and expected profitability for various segments.
Segment Structural Attractiveness
Consider effects of: competitors, availability of substitute products, and the power of buyers & suppliers.
7-5
Step 1. Market Segmentation Geographic Segmentation
World Region or Country
City or Metro Size Density or Climate
7-6
Step 1. Market Segmentation
Demographic Segmentation