国际市场营销PPT课件

INTERNATIONALMARKETING**SelfIntroduction Name:ZuoYu-ling Office:III-503 Education:Master’sdegree ProfessionalTitle:associateprofessor*Questions Whatismarketing? Howdoesmarketingwork? Ismarketingimportant?Why? Whatisthepurposeofthecourse? Whatdoyouwanttolearninthiscourse? Whatarethetasksnecessaryforsuccessfulmarketingmanagement?*Whatismarketing? Marketingdealswithidentifyingandmeetinghumanandsocialneeds.Oneoftheshortestdefinitionsofmarketingis“meetingneedsprofitably” Marketingistheprocessofcommunicatingthevalueofaproductorservicetocustomers,forthepurposeofsellingthatproductorservice.*HistoryoftheDefinitionofMarketing •1935 AsadoptedbytheNationalAssociationofMarketingTeachers,anAmericanMarketingAssociationpredecessororganization:[Marketingis]theperformanceofbusinessactivitiesthatdirecttheflowofgoodsandservicesfromproducerstoconsumers.* 1985 [Marketingis]theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.* 2004 Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.”*Thenewdefinitionreads: “Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.” (2007)*TheMarketingProcess Designacustomer-drivenmarketingstrategy Understandthemarketplaceandcustomerneedsandwants Constructamarketingprogramthatdeliverssuperiorvalue Buildprofitablerelationshipsandcreatecustomerdelight Capturevaluefromcustomerstocreateprofitsandcustomerquality*Howdoesmarketingwork? Identification,selectionanddevelopmentofaproduct. Determinationofitsprice. Selectionofadistributionchanneltoreachthecustomer’splace. Developmentandimplementationofapromotionalstrategy.*Theimportanceofmarketing Marketingisaveryimportantaspectinbusinesssinceitcontributesgreatlytothesuccessoftheorganization. MarketingPromotesProductAwarenesstothePublic MarketingHelpsBoostProductSales MarketingBuildsCompanyReputation*NatureandPurposeoftheCourse 1.Introduceyoutokeymarketingideasandphenomena,especiallythecorethemeofdeliveringbenefitstocustomers. 2.Developyourskillsinmarketinganalysisandplanning. 3.Familiarizeyouwiththetacticsofthemarketing(Productstrategy,advertisingandcommunications[Promotion],anddistribution[Place],andPrice-4P's)*NatureandPurposeoftheCourse 4.Enhanceyourproblemsolvinganddecisionmakingabilitiesininternationalmarketing. 5.Provideyouwithaforum(bothwrittenandoral)forpresentinganddefendingyourownrecommendationsandcriticallyexamininganddiscussingthoseofothers.*Content PrefacePartOne:AConceptualOverviewChapter1Marketing:AUniversalDisciplineChapter2MarketingManagementPhilosophiesPartTwo:InternationalMarketingEnvironmentsChapter3EconomicEnvironmentChapter4SocialandCulturalEnvironmentChapter5CompetitiveEnvironmentPartThree:StrategicMarketingPlanningChapter6MarketingResearchChapter7MarketSegmentation,TargetingandPositioningChapter8MarketEntryandExpansionChapter9ConsumerBehaviorandInfluencePartFour:TheGlobalMarketingMixStrategiesChapter10ProductStrategiesChapter11ServiceStrategiesChapter12PricingStrategiesChapter13DistributionStrategiesChapter14PromotionStrategies*MarketingManagementTasks Developmarketstrategiesandplans制定营销战略和营销计划 Capturemarketinginsights获取营销洞察 Connectwithcustomers与顾客建立起联系 Buildstrongbrands塑造强势品牌 Shapemarketofferings设计市场供应物 Delivervalue交付价值 Communicatevalue传播价值 Createlong-termgrowth实现长期成长***Requirements Attendtheclassontime. Mobilesoff. Nevermissorforgetyourhomework. Nocheating.* Regularperformance(50%) Finalexam(50%) BreakdownofAssessment*Evaluationoftheregularperformance Activities Percentages ClassParticipation 10% PerformanceinClass10% Quizzes10% Homework 20%*Attendance Absence:-2’ Privateaffairleave:-1’ Sickleave:-0.5’ Beinglate:-0.5’*ReferenceBooks PhilipKotler,MarketingManagement:(12ndedition).2010 Czinkota,M&Ronkainen,I.InternationalMarketing（6thedition）.Florida:HarcourtCollegePublishers.2001*Journals 《销售与市场》、《中国策划》、《中国营销》、《国际融资》、《世界经济研究》、《国际经济合作》、《国际商务研究》、《国际经济评论》、《世界经济与政治》、《世界经济》等。*Newspapers JournalofInternationalMarketing、《国际商报》、《财经时报》、《经济学消息报》、《经济日报》、《经济参考报》、《21世纪经济报道》《中华工商时报》、《参考消息》、Fortune、HarvardBusinessReview，等专业刊物。*Chapter1AUniversalDiscipline*ChapterObjectives Introducethecoreconceptsonmarketing Identifythethreeprinciplesofmarketing Lookatthedevelopmentofdomestictoglobalmarketing Understandtheimportanceofglobalmarketing*Twomajorfunctionsofbusinesses: Productionofgoodsandservices Marketingthosegoodsandservices*1.1Thecoreconceptsonmarketing Discussion: Whatismarket? Whatismarketing*Amarketisaplacewherethingsareboughtandsold.UnderstandingtheMarketItisoftendefinedas“aplacewherebuyersandsellersmeet”traditionalmarket**Componentsofmarket Market＝Population十Purchasingpower十Purchasingdesire*Therelationsamongthem潜在市场大小有限**Componentsofmarket市场的“男人”（MAN）法则*Whatismarketing? Marketingiseverywhere!** …….Everyday,wearebombardedwithtelevisioncommercials,newspaperads,directmailcampaignsandsalescalls. -----PhilipKotler*DifferenceBetweenSellingandMarketing* Selling Marketing Emphasisisontheproduct. Emphasisisoncustomers'wants. Companyfirstmakestheproductandthenfiguresouthowtosellit. Companyfirstdeterminescustomers'wantsandthenfiguresouthowtomakeanddeliveraproducttosatisfythosewants.* Selling Marketing Managementissales-volume-oriented. Managementisprofit-oriented. Planningisshort-run,intermsoftoday'sproductsandmarkets. Planningislongterm,inthesenseofnewproducts,tomorrow'smarkets,andfu­turegrowth. Stressesneedsofseller. Stresseswantsofbuyers.ComparisonbetweenSelling&MarketingConcepts*Theoriginalmarketingconcept Theoriginalconceptofmarketingfocusedmarketingontheproduct,onmakinga“better”productfortheobjectiveofprofits,andthemeanstoachievingtheobjectivewasselling,orpersuadingthepotentialcustomertoexchangehisorhermoneyforthecompany’sproduct. 市场营销的原始概念认为市场营销重点研究的是产品，是制造出“更好”的产品来获利，而实现获利的途径是销售产品或说服潜在客户购买公司产品。*Thenewconceptofmarketing Focusedmarketingonthecustomer.Theobjectivewasstillprofit,butthemeanstoachievingtheobjectivehasbeenexpandedtoincludetheentire“marketingmix”orfourPs(product,price,placeandpromotion).*Thestrategicconcept Itshiftedthefocusofmarketingfromthecustomerortheproducttothecustomerinthecontextofbroaderexternalenvironment. Theobjectiveshiftfromprofittostakeholderbenefits.*Whatarestakeholders? Stakeholdersareindividualsorgroupswhohaveaninterestintheactivityofacompany.Theyinclude: Employees Managers Customers Society government* Profitsarearewardforperformance(definedassatisfyingcustomersinasociallyresponsibleoracceptableway). Marketingmustfocusonthecustomers,thestakeholders’benefitsanddelivervaluetothem.*Theevolutionofmarketingconceptproductpre-19601960-1990KnowledgeandrelationshipWayofdoingbusinessTellingandsellingintegratedmarketingmixcustomersellingprofitAfunctionvalueMutuallybeneficialrelationshipeverything1990-now* concept old new strategic Era Focus Means End Marketingis Marketingcanbedefinedasasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers. 所谓市场营销，是指个人和组织通过创造并同他人交换产品和价值换取可以满足其需要和欲望的一种社会性管理的过程。 ----------PhilipKotler* Needs,Wants,andDemandsWhatMotivatesaConsumertoTakeAction?*Canyoudistinguishthem?****SummaryOverviewMarketerswhofollowthemarketingconceptareconcernedwithsatisfyingtheneedsofconsumers,butwhatexactlyareneeds,andwhattypesofneedsarethere?KeyIssuesNeedsarethebasicforcesthatmotivateconsumerstodosomething.Wantsarelearnedneeds;thatis,theyareneedsexpressedasadesireforaparticularneed-satisfier:Forexample,considerthestatement,“Ineedfood,”comparedto,“Iwantahamburger.”DiscussionQuestion:Whataresomeofthepossibleunderlyingneedsandwantsfora.)deodorant;b.)atelevision;c.)ataxpreparationservice?Adriveisastronginternalstimulusthatencouragesactiontoreduceaneed.Whenadriveisstrongenough,itcompelsapersontoseeksatisfactionforaneedandoftenintheformofapreferredwant.Consumersseekbenefitstomeettheirneedsandwants.Inotherwords,whenconsumersevaluatethemarketingmixforaproductorservice,theydosoinrelationtohowwellthatparticularproductorservicewillhelptomeettheirneeds.Thissliderelatestomaterialonp.111.:Indicatesplacewhereslide“builds”toincludethecorrespondingpoint.:::: Needisastateoffeltdeprivation. Needsbecomewantswhentheyaredirectedtospecificobjectsthatmightsatisfytheneeds.Wantistheformthatahumanneedtakesasshapedbycultureandindividualpersonality. Demandsarehumanwantsthatarebackedbybuyingpower.Needs,Wants,andDemands*需要、欲望和需求需要（Need）：指没有得到某些满足的感受状态欲望（Want）：想得到需要的具体满足物的愿望，是普通需求中的特殊需要，非必需的需要需求（Demand）：对于有能力购买并且愿意购买的某个产品的欲望。推销汽车、珠宝——推销蔬菜**Humanneeds Humanneedsarestatesoffeltdeprivation. Physicalneeds–food,clothing,shelterandsafety Socialneeds–belongingandaffection Individualneeds–knowledgeandself-expression**Wants Needsbecomewantswhentheyaredirectedtospecificobjectsthatmightsatisfytheneeds. Astheyareshapedbycultureandindividualpersonality. AhungryAmericanandChinese*WhatWillSatisfyConsumer’sNeedsandWants?•Products–anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyaneedorwant. •Examples:persons,places,organizations,activities,andideas.•Services-activitiesorbenefitsofferedforsalethatareessentiallyintangibleanddon’tresultintheownershipofanything. •Examples:banking,airlines,haircuts,andhotels.*Demands Whenbackedbybuyingpower,wantsbecomedemands.*他们知道我们的一切吗?15%的人在刷牙后才将牙刷蘸湿Toothcleaningactivityresearch14%的人从来不蘸湿牙刷只有37%的美国人使用一个牙刷会超过1个月47%的人在刷牙前先把牙刷蘸湿24%的人在刷牙前后均蘸湿牙刷我们最喜欢的牙膏颜色是蓝色* Companiesmustmeasurenotonlyhowmanypeoplewanttheirproductbutalsohowmanypeoplewouldactuallybewillingtobuyandcanaffordit.* Box1.1 Customerrelationships:keepingcustomerssatisfied Conclusion:satisfiedcustomerscomebackagainandagain.Ithelpstocementaprofitablelong-termcustomerrelationship.*TheThreePrinciplesofMarketingCUSTOMERVALUEDIFFERENTIATIONFOCUS*HowDoConsumersChooseAmongProductsandServices? CustomerValue-benefitthatthecustomergainsfromowningandusingaproductcomparedtothecostofobtainingtheproduct. •CustomerSatisfaction-dependsontheproduct’sperceivedperformanceindeliveringvaluerelativetoabuyer’sexpectations.LinkedtoQualityandTotalQualityManagement(TQM).*CUSTOMERVALUE Thecustomer’sassessmentoftheproduct’soverallcapacitytosatisfyhisorherneeds.Itisthedifferencebetweenthevaluethatcustomergainsfromowningandusingaproductandthecostofobtainingtheproduct. 客户价值指的是客户对产品满足其需要的总体能力的评价。客户价值是客户从拥有和使用某种产品中得到的价值与其获得该产品的成本之间的差额。*KeyElementsofMarketing–1.CustomerValue Goal:createcustomervaluethatisgreaterthanthevaluecreatedbycompetitors Strategy: Expandorimproveproductand/orservicebenefits Reducetheprice Combinethesetwoelements*CustomerDeliveredValue顾客让渡价值Customervalue顾客价值Productvalue产品价值Servicesvalue服务价值Personnelvalue人员价值Imagevalue形象价值Customercost顾客成本Monetarycost货币成本Timecost时间成本Energycost体力成本Psychiccost精神成本CustomerDeliveredvalue=Customervalue-Customercost*customerdeliveredvalue* Totalcustomervalue Product,service,personnel,imagevalues minus Totalcustomercost Monetary,time,energy,psychiccosts equals Customerdeliveredvalue ProfittothecustomerMarketerscanenhancethevalueofanofferingtothecustomerby: TCC不变，TCV增加——购买增加 TCC不变，TCV降低——购买降低 TCV不变，TCC增加——购买降低 TCV不变，TCC降低——购买增加 TCC,TCV同时增加——档次增加 TCC,TCV同时降低——档次降低*But，你能准确的评价产品的利益和成本吗?天啊！我不能，这是不可能的啊，但是感知价值可以帮助我做出购买决策。*设计(外观,包装)品牌广告和促销如何提升消费者的感知价值?概念(limitededition)*七爷的故事《大宅门》里最经典的片段：白景齐一包大便典当了2000两银子。　　白景齐：“这可是我们白家的传家之宝，见不得光，我现在是迫不得已，先典当在你这，2000两银子，一分不少！”　　店家第一反应一定是：白家老号的传家之宝一定非常值钱。（感知价值）　　店家同意成交，给了白景齐2000两白银。（接受高价格）　　自始至终，消费者（店家）都没有看到产品（“传家宝”）怎么就同意购买了呢？　　这说明：感知价值而不是产品的实体价值才是产品高溢价的根源。七爷：白景琦大宅门*Customersatisfaction Customer’ssatisfactiondependsontheproduct’sperformancerelativetoabuyer’sexpectations. Expectationsarebasedonthecustomer’spastbuyingexperiences,theopinionsoffriendsandassociates,andmarketerandcompetitorinformationandpromises.* Marketersmustbecarefultosettherightlevelofexpectations. Iftheysetexpectationstoolow,theymayfailtoattractenoughbuyers. Iftheysettoohigh,buyersarelikelytobedisappointed. Example:HolidayInn–NoSurprisewhichpromisedconsistentlytrouble-freeaccommodationsandservice.* Honda---onereasonourcustomersaresosatisfiedisthatwearen’t. Cigna---We’llneverbe100percentsatisfieduntilyouare,too. Theyareraisingexpectationsanddeliveringperformancetomatch.Theyembracetotalcustomersatisfaction.* Smartcompaniesaimtodelightcustomersbypromisingonlywhattheycandeliver,thendeliveringmorethantheypromise. Tomakecustomerssatisfiedsothattheycanbecomerepeatorloyalcustomers.*CUSTOMERSATISFACTION Iftheproduct’sperformancefallsshortofthecustomer’sexpectation,thebuyerisdissatisfied.Iftheperformancematchesexpectations,thebuyerissatisfied.Iftheperformanceexceedsexpectations,thebuyerisdelighted.*Attracting&RetainingCustomers Customervalue Deliverthehighestcustomerperceivedvalue Customersatisfaction Perceivedperformance<Expectations Perceivedperformance=Expectations Perceivedperformance>Expectations Customerloyalty*Principle2:CompetitiveorDifferentialAdvantage Competitiveadvantageisatotaloffervis-à-visrelevantcompetitionthatismoreattractivetocustomers. 竞争优势，企业为客户提供的，比同类产品更具吸引力的产品和服务的总和。 Price,lifequality,thesuperiorperformance,brandreputation…*KeyElementsofMarketing–2.Differentiation Goal:createcompetitiveadvantagethroughdifferentiation Advantagecanexistinanyelementofacompany’soffer Onewaytopenetrateanewnationalmarketistoofferasuperiorproductatalowerprice.*Principle3:Focus Focusisrequiredtosucceedinthetaskofcreatingcustomervalueatacompetitiveadvantage. 要成功实现在竞争优势的基础上为客户创造价值的目标，重点战略不可或缺。*KeyElementsofMarketing–3.Focus Goal:aconcentrationofattention&resources Requirementtocreatecustomervalueatacompetitiveadvantage Aviablewayforsmall&mediumsizedcompaniestoachievedominantpositioninworldmarket Aclearfocusoncustomerneeds&wants*1.3FromDomestictoGlobalMarketing Domesticmarketing:istargetedexclusivelyonthehome-countrymarket. Globalmarketing:focusuponleveragingcompany’sassets,experience,andproductsgloballyanduponadaptingtowhatistrulyuniqueanddifferentineachcountry.* Thedrivingmotivesforglobalmarketingare: totakeadvantageofopportunitiesforgrowthandexpansion; tosurvive.*Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.Marketingismanagingprofitablecustomerrelationships.MarketingandInternationalMarketing*InternationalMarketing:Marketingconcepts,processes,andprinciplesareuniversallyapplicableallovertheworld*市场营销与国际市场营销 国际市场营销，简称国际营销，是指企业超越本国国境进行的市场营销活动。 国际营销与国内营销在定义上的唯一区别在于国际营销活动是在一个以上国家进行的。说明了国际营销活动的多样性和复杂性。 国际营销与国内营销的区别不在于概念的不同，而是实施营销计划的环境不同，尽管它们的营销基本概念、方式与程序相同。*CharacteristicsoftheInternationalMarketing BiggermarketandStrongerCompetition HugeComplexity DifferentStandards HigherRiskandMoreDifficulties*WhatisMarketed? Goods Services EventsandExperiences Persons PlacesandProperties Organizations Information Ideas*Differencesbetweenmarketingandinternationalmarketing Environment Competition,legalrestraint,governmentcontrols,weather,fickleconsumers…**ProblemsininternationalmarketingModifiedproductsandpromotionalmethodsTurbulentandunpredictableforeignmarketenvironmentsmightbe.Longdistributionchannelsandmanyintermediaries.Internationalmarketingmanagers’marketingskills.Diversenationallaws(advertising,consumerprotection,salespromotions,directmarketing,etc),Carefulpricingdecisionsduetocurrencyexchangeratefluctuations.Moreexpensivemarketresearch,canbeextremelyproblematic.Competitors’behaviormaybedifficulttoobserve.Specialpackagingandlabeling…*Examplesofdifferentglobalbusinessbehavior:SouthAmericans:Sitorstandveryclosetoeachother—nosetonose;Americans:keepbackingawayastheSouthAmericanmovescloser.JapaneseexecutivesrarelysaynotoanAmericanbusinessexecutive.Americanscometothepointquickly.France:wholesalersdon’twanttopromoteaproduct.Theyaskretailerswhattheywantanddeliverit.American:exchangebusinesscard,givesacursoryglanceandstuffsitinapocket;Japanese:dutifullystudy,carefullynotingcompanyaffiliationandrank.Handcardtothemostimportantpersonfirst.……*1.4StagesofInternationalMarketingInvolvementIngeneral,firmsgothroughfivedifferentphasesingoinginternational:*二、企业跨国营销形态的演进第一章国际市场营销导论2.出口营销(ExportingMarketing)1.国内营销(DomesticMarketing)国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。企业进入国际市场的第一个阶段。起目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。2．出口营销（ExportingMarketing）**3.国际市场营销(InternationalMarketing)企业进入国际市场的第二阶段。国际市场营销是扩大国内营销策略和计划到世界范围。4.多国营销(MultinationalMarketing)企业为每一个国家制定一种营销战略，以适应每个不同条件的国家的需要。5.全球营销(GlobalMarketing)企业跨国经营的最高阶段。全球营销是以全球文化的共同性及差异性为前提，主要侧重于文化的共同性，实行统一的营销传略，同时也注意各国需求的差异性而实行本土化营销策略。*1.4ImportanceofInternationalmarketing Internationalarenaisofgreatimportancetocompaniesmaximizinggrowthpotential 75%ofmarketpotentialisoutsidetheUS 94%ofmarketpotentialforGermancompaniesisoutsideofGermany Alargenumberofindustrieswillbedominatedbyahandfulofglobalcompanies*ImportanceofGlobalMarketing Internationalarenaisofgreatimportancetocompaniesmaximizinggrowthpotential 75%ofmarketpotentialisoutsidetheUS 94%ofmarketpotentialforGermancompaniesisoutsideofGermany Alargenumberofindustrieswillbedominatedbyahandfulofglobalcompanies*MarketingMixE.J.McCarthy’s4Ps Product产品 Price价格 Place分销 Promotion促销**密西根大学教授杰罗姆·麦卡锡1960年提出的4Ps理论，横扫了授予企管硕士学位的商学院。它的伟大在于它把营销简化并便于记忆和传播。当然，对于专业人士而言，它的简单也正是它的不足。PhilipKotler’s“bigmarketingtheory”. Probing市场研究 Partitioning市场细分 Prioritizing目标优选 Positioning产品定位 Product产品 Price价格 Place分销 Promotion促销 Political　Power政治力量 Public　Relations公共关系*Transformationofmarketingtheories4Ps Product产品 Price价格 Place分销 Promotion促销4Cs Customer顾客需求和欲望 Cost成本 Convenience方便 Communication沟通4Rs Relationship关联 Reaction反应 Relation关系 return回报*Questions&Answers*********SummaryOverviewMarketerswhofollowthemarketingconceptareconcernedwithsatisfyingtheneedsofconsumers,butwhatexactlyareneeds,andwhattypesofneedsarethere?KeyIssuesNeedsarethebasicforcesthatmotivateconsumerstodosomething.Wantsarelearnedneeds;thatis,theyareneedsexpressedasadesireforaparticularneed-satisfier:Forexample,considerthestatement,“Ineedfood,”comparedto,“Iwantahamburger.”DiscussionQuestion:Whataresomeofthepossibleunderlyingneedsandwantsfora.)deodorant;b.)atelevision;c.)ataxpreparationservice?Adriveisastronginternalstimulusthatencouragesactiontoreduceaneed.Whenadriveisstrongenough,itcompelsapersontoseeksatisfactionforaneedandoftenintheformofapreferredwant.Consumersseekbenefitstomeettheirneedsandwants.Inotherwords,whenconsumersevaluatethemarketingmixforaproductorservice,theydosoinrelationtohowwellthatparticularproductorservicewillhelptomeettheirneeds.Thissliderelatestomaterialonp.111.:Indicatesplacewhereslide“builds”toincludethecorrespondingpoint.::::***密西根大学教授杰罗姆·麦卡锡1960年提出的4Ps理论，横扫了授予企管硕士学位的商学院。它的伟大在于它把营销简化并便于记忆和传播。当然，对于专业人士而言，它的简单也正是它的不足。