国际营销英文版(自己亲手整理)Word格式文档下载.docx
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国际营销英文版(自己亲手整理)Word格式文档下载.docx
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g.Marketingchannels
h.SupplyChain
i.Competition
j.MarketingEnvironment
3、SimpleMarketingSystem
IndustryGoods/SericesMarket
(acollectionofsellers)(acollectionofbuyers)
money
4.CompanyOrientations(导向)TowardstheMarketplace
(1)productionconcept生产导向expandresources
à
Consumerspreferproductsthatarewidelyavailableandinexpensivedailycommodities(生活须品)(成本)(价格)
(2)productConcept产品导向researchdevelopment,innovation
Consumersfavorproductsthatofferthemostquality,performanceorInnovativefeatures.
(reliability)(speed)
Risky
(3)sellingconcept销售导向advertise,promotesales
Consumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproducts.
(4)marketingconcept市场导向
focusesonneeds/wantsoftargetmarkets&
deliveringvaluebetterthanCompetitors
5.CustomerDeliveredValue
(a)theSellingconcept
Startingpointfocusmeansends
(b)themarketingConcept
6.EvolvingViewsofMarketing’srole
aMarketingasanequalfunctionb.Marketingasmoreimportantfunction.
Production
Customer
Marketing
C.Marketingasthemajorfunctiond.ThecustomerastheControllingfactor
othersectionsneedtoServeforMarketingandachievethemarketingneeds
e.ThecustomerastheControllingfunctionandmarketingastheintegrativefunction.
projectmanager项目经理→SolveCustomer’sproblemsandContactthecustomers
7.need、want、demand
need:
basicrequirementsforpeople’ssurvival(food,clothes)
want:
moreadvanced/specificrequirements(coke,KFC)
demand:
notonlyspecificrequirementsbutalsotheabilityofpayment
8.TheFourPsTheFourCs
MarketingMix(营销组合)
【Combinationoftechniquesandskillsandmarketingcondition】
Ø
Product→CustomerSolution(notonlyConsiderthequality,performance,featuresofproductsbutalsobrand,relatedservice)
Price→定价costofproduction,profits,demand,competitors.
Promotion→specificmethodsusedtopushcustomerstobuyproduct(gifts.discount,Coupon)givestimulators
place→movetheproductfromthemanufacturer
wherewebuy→retailers(distributionchannels),wherethemarketlocated
TheFourCs
Convenienceforplace
CustomerSolutionproducts+services
CustomerCostcustomersaremorelikelytobutProductswithmoreconvenience
CommunicationforPromotioninformationabouttheproduct,company,promotionalinformation(benefits)thoughmedia,face-to-facecommunications
9.CustomerSatisfaction
customerSatisfaction→value→benefit÷
cost
①increasethebenefitsandreducethecostsatthesametime→technologychangeiphone,car
②increasethebenefitsreservethecoststeadyatthesametime→手机、加量不如价
③reservethebenefitsandreducethecostsatthesametime→促销(NewArrival)
④increasethebenefitsbymorethanincreasingthecost→iphonePlus
⑤reducethecostbymorethanreducingthebenefits
10.transaction交易
fiveConditionsmustbesatisfiedtoachievetransaction
①atleasttwoparties
②eachpartymusthavesomethingvalvetotheotherparty
③eachpartyiscapableoftheabilityofcommunicationanddelivery
④eachpartybelievesappropriateordesirabletodealwithotherparties→bothofthemcanbenefitfromthetransactionnotazeroSumgamebutawin-wingame
onewinneroneloser
⑤eachpartyisfreetoacceptorrejecttheexchangeandoffer→notmuchinterference(government)
11.Scopeofmarket
10termsofentitycanbemarketed
a)Goods产品(physicalgoods实物)
b)Service服务(insurance,security,medication)
c)idea(innovation,creation,newtech,smallcompanywithtechnologysellitself)
d)persons(组织人)
e)information→Culturerelatedproducts→movie
f)property→expensiveproduct(realproperty不动产house,building)
realestate房地产(persuadetobuyrealproperty)
financialproperty(stock、bound债秀、future期货)
g)experience体验→themepark、翔伞、真人CS
h)event→Olympicgames,Expo,Shows,tradefair
i)place→scenicsports,cities,countries(investment)
j)organization→(universities,hospital,museum)
12.FourlevelsofCompetition
1)brandcompetition
companySeesthecompetitorsasothercompaniesofferingsameproductsorServicestotheSamecustomersatsimilarprices
大众Vs丰田topandsecondinsales,samelevelofsales
price花冠、高夫w迈腾-suv途锐in
2)indu
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