國際商務(wù)導(dǎo)論FundamentalsofBusiness2課件

國際商務(wù)導(dǎo)論

FundamentalsofBusinessLecture2:Marketing:AnOverview國際商務(wù)導(dǎo)論

FundamentalsofBusinesWhattocovertoday：Whatismarketing?Marketingmix:the4P’sFunctions/proceduresofmarketingMarketingenvironmentMarketingresearchMarketsegmentationExercisesWhattocovertoday：Whatisma1.Whatismarketing?

Casestudy:

GeneralMotors’MarketingApproachReadthestoryofGM’smarketingeffortsovertime,andtrytocaptureasmanykeyconceptsaboutmarketingasyoucan.WhatdoyouthinkledtoGM’ssuccessinsellingtheircarsbeforethe1980s,andwhydidtheirmarketsharefallinrecentdecades?1.Whatismarketing?CaseKeymarketingconcepts:customerneedspricerangesbrandsstylesandidentitymarketingstrategycustomerloyaltymarketsegmentdesign,quality,cost…Keymarketingconcepts:customeMarketingis:--findingtheneedsofthecustomersandsatisfyingthemataprofit--howyoudesignanddefineyourproducts,distributeyourproducts,promoteyourproducts,andmaintainarelationshipwithyourcustomers--theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives(Source:TheAmericanMarketingAssociation,MarketingNews,September15,2004,p.17)Marketingis:--findingthene

Howdoes市場營銷differfrom銷售?marketingselling--marketingstartsfromthecustomers,whilesellingstartsfromtheproducts--marketinginvolvesabroaderrangeofactivities/functionsthansellingHowdoesthemarketingconcept營銷理念--thebeliefthatawholecompanymustbecoordinatedtoserveitspresentandpotentialcustomersandtodosoataprofitCRM(customerrelationshipmanagement)customersatisfaction(short-term)customerloyalty(long-term)higher&moresustainableprofitthemarketingconcept營銷理念--tWhatdoestheneedsofcustomersmeantoacompany?“Kodak’sfutureisintotalcustomersatisfaction.”

--EastmanKodak“I(theCEO)wanteveryoneinIBMtobeobsessedwithsatisfyingourcustomers.”--IBM“Weaimtoredoubleourefforts…towardonesimplegoal:meetingtheneedsofourcustomers.”--AppleComputer(Source:annualreports)Whatdoestheneedsofcustome2.Marketingmix營銷組合:the4P’sProduct產(chǎn)品Price價格Promotion促銷Place/distribution分銷2.Marketingmix營銷組合:the4PListening:

Developingamarketingmix(07:46)Wordbank:trademark商標(biāo)warranty質(zhì)量保證Tasks:Listentothefirstpartoftherecording,andnotedownthedefinitionofamarketingmixListentothesecondpart,andmatchthefourelementsofmarketingmixListening:

DevelopingamarkeTask1:

Definitionofamarketingmix

Decisionsaboutmarketinginvolvesstrategiesforfourareasofmarketingactivities:production,distribution,promotion,andpricing.Afirm’smarketingmixblendsthefourstrategiesthatfittheneedsandpreferencesofaspecifictargetmarket.Marketingsuccessdependsnotonthefourindividualstrategies,butontheuniquecombination.Task1:

DefinitionofamarkeTask2:MatchingDistributionstrategyProductstrategyPricingstrategyPromotionalstrategya.--alsoincludesdecisionsaboutpackagedesign,abrandname,trademarks,warranties,productimage,newproductdevelopmentandcustomerserviceb.--ensuresthatcustomersreceivetheirpurchaseintheproperquantitiesattherighttimeandlocationsc.--useseffectiveblendingofadvertising,personalselling,salespromotionandpublicrelationsinachievingitsgoalsofinforming,persuadingandinfluencingpurchasingdecisionsd.--helpssetprofitableandjustifiablepricesforthefirm’sproductofferingsTask2:MatchingDistributions3.Functions/proceduresofmarketingmarket(ing)research市場調(diào)查acquiring產(chǎn)品獲得selling銷售transportation運(yùn)輸storaging儲存financeandcredit金融與信用risktaking風(fēng)險(xiǎn)承擔(dān)standardizationandgrading標(biāo)準(zhǔn)化與分級3.Functions/proceduresofmar4.Marketingenvironment營銷環(huán)境TechnologicaladvancesSocial-culturaltrendsEconomicfluctuationsLipstickeffect口紅效應(yīng)Hemlinetheory/index裙長理論/指數(shù)

4.Marketingenvironment營銷環(huán)境T5.Marketingresearch市場調(diào)查--allmarketingstrategies/activitiesbeginwithmarketingresearch--thesystematicsearchforinformationthatuncoverscustomerneeds,howtheseneedsdifferamongcustomers,andwhetherornotacompany’sproductsappealtocustomers;alsocalledconsumeranalysis消費(fèi)者分析,orneedanalysis需求分析--whenmarketingresearchcorrectlyidentifiescustomerneeds,thechancethatproductdevelopmentwillcreateaproductcustomerswanttobuyincreases5.Marketingresearch市場調(diào)查--aListening:

Fivecrucialquestionstoaskbeforeconductingmarketingresearch(00:24)

Q1:Whatistheneedcategory?Q2:Whoneedsusandwhy?Q3:Whoisbuying?Q4:Whoisusingtheproducts?Q5:Whatisthebuyingprocess?Listening:

Fivecrucialquest5.1ProceduresofmarketingresearchIdentifyingcustomers’existingneedsforaparticularproductLocatingunmetneedsthattheproductdoesnotsatisfySearchingforwaystomakeaproductthatbettersuitsthoseunmetneeds5.1Proceduresofmarketingre5.2ApproachestomarketingresearchProduct-orientedapproach:--focusesonthecharacteristicsofexistingproducts,eitherthecompany’sown,orthecompetitors’Customer-orientedapproach:individualinterviews(FtF,telephone)questionnaires(FtF,mail,online)spotobservationtradefairs/showroomsexperimentsfocusgroups5.2ApproachestomarketingreFocusgroup焦點(diǎn)小組--agroupofpeoplebroughttogethertosharetheirthoughtsandfeelingsaboutaparticularproductanduncoverhowandwhyitsatisfiesordoesnotsatisfytheirneeds--size:usu.between8-30,widerepresentativeness--severalfocusgroupsareoftenheldtoensuretheaccuracyoftheinformationcollectedFocusgroup焦點(diǎn)小組--agroupof國際商務(wù)導(dǎo)論FundamentalsofBusiness2課件國際商務(wù)導(dǎo)論FundamentalsofBusiness2課件6.Marketsegmentation市場細(xì)分goalofmarketsegmentation:--tooptimizethefitbetweenthepurchasingbehaviourofcustomersinagivenmarketsegment,andthemarketingmixofthefirm,andtherebymaximizesalestothatsegmentproductpositioning產(chǎn)品定位:--theprocessofcustomizingortailoringaproducttoaspecificmarketsegment6.Marketsegmentation市場細(xì)分goaAthleticshoesSporting

CasualcomfortRunning/joggingAerobicsBasket-ballFootballTennisWalkingBasicFashionMarketsegmentsofathleticshoes:AthleticSportingCasualRunni6.1Variablesforidentifyingmarketsegmentsgeographicvariables地理區(qū)域因素demographicvariables人口統(tǒng)計(jì)因素psychologicalvariables心理因素product-usevariables產(chǎn)品用途因素6.1Variablesforidentifying6.2ApproachestomarketsegmentationOncemarketsegmentshavebeenidentified,acompanyhastodecidewhethertomakeproductstoserveone,several,orallsegments.Shouldallcompaniesproduceawiderangeofproductsaimedatvariousmarketsegments?Operatingcostsincreasewhenadifferentproductismadeforonespecificsegment,butsalesrevenuesincreasemorethancostsdowhenarangeofproductsarealignedwiththeneedsofcustomergroupsindifferentsegmentsandthusattractsmanymorecustomers.6.2Approachestomarketsegme3segmentationapproachesleadingto3marketingstrategies:Nomarketsegmentation:acompanychoosesnottorecognizemarketsegments,andmakeasingleproducttotargettheaverage,ortypicalcustomers;leadingtomassmarketing

Highmarketsegmentation:acompanychoosestorecognizethedifferencesbetweencustomergroups,andmakeadifferentproducttotargeteachdifferentsegment;leadingtomultiple-segmentmarketingFocusedmarketsegmentation:acompanychoosestofocusonjustoneortwosegments,andmakeaproducttotargetjustthesesegments;leadingtofocusedmarketing3segmentationapproacheslead國際商務(wù)導(dǎo)論FundamentalsofBusiness2課件customergroup消費(fèi)者群體:agroupofpeoplewhohaveasimilarneedforaparticularproduct;subgroupwithineachcustomergroup:peoplewhohaveanevenmorespecificneedforaproducttargetmarket目標(biāo)市場:agroupofindividualsororganizationswithsimilartraitsandneedsthatacompanyaimstocaterto,e.g.Park’n’shopvs.Taste6.3Relatedconcepts:

customergroup消費(fèi)者群體:agroupCasestudy:ANichePlayerCasestudy: