市場營銷英文教學課件7

1、Module ThreeDesigning theInternationalMarketing ProgramOnce the company has selected the markets and decided how to enter the target markets, the next step is to design the international marketing mix strategies. The marketing mix (product, price, place and promotion) is the combination of marketing

2、 activities that an organization engages in to best meet the needs of its targeted customers. IntroductionTask Seven International Product andBrand StrategyThe question of Diversification v.s Standardization.For most products, adaption to local preference is a must. But adaption to every local marke

3、t may cost a company too much. For other products such as the food, raw material and some industrial products, standardization of marketing mix strategies is applicableI Introduction to International ProductsInternational products refer to commercially distributed goods that are offered to the globa

4、l marketplace for use or consumption to satisfy needs of international customers.The products include the tangible products and intangible services or a combination of them.1. Definition of International Products2.1 Consumer ProductsConvenience productsShopping productsSpecialty ProductsUnsought pro

5、ducts2.2 Industrial ProductsMaterials and PartsCapital itemsSupplies and business services2. Category of International Products3. Levels of International Products Look at Mini-Case 7.1 International product positioning refers to efforts to influence consumers understanding of a product. Its objectiv

6、e is to enable a product to create a clear, unique, and advantageous position in the consumers mind.“the best driving car,” “the most economical car,” or “the safest car.”Look at Mini-Case 7.2II International Product PositioningMarket CharacteristicsCompetitors PositioningProduct CharacteristicsCorp

7、orate Resources1. Factors Affecting International Product Positioning(1) Attribute Positioning(2) Price/Quality Positioning(3) Product User Positioning(4) Application Positioning(5) Product Class Positioning(6) Competitor Positioning3. Re-positioning2. Approaches to Position International ProductsAf

8、ter international marketers position their products, they need to develop the product strategies according to the position.1. International Product Mix StrategyThe international product mix consists of all the product lines and items that a company offers to its target international consumers.A prod

9、uct line is a set of individual products which are closely related and perform the same function.III International ProductStrategiesThe total number of product lines a company offered is called product width.The product length refers to the number of all the individual products in all the product li

10、nes.The product line depth refers to the number of all the different types of an individual product.The product consistency refers to the extent to which the different product lines in a company are related.When making the strategies of product mix, international marketers have to consider the follo

11、wing factors.Corporate ResourceThe Economic Situation in Target MarketsConsumers Characteristics in Target Markets1.2 International Product Mix Optimization(1) Product Mix ExpansionThe product mix expansion consists of mix extension and product line extension. Mix extension refers to the addition of

12、 product lines into the existing product mix.Line extension refers to a new product added to a product line.Downward Stretch-Look at Mini-Case 7.3Upward Stretch-look at Mini-Case 7.4Two-way Stretch (2) Product Mix ContractionStrategies to Optimize Product Mix2.1 Forms of New ProductA fresh idea can

13、be turned into a new product and start a new product life cycle.Variations on an existing product idea can also make a product new. Even small changes in an existing product can make it new. A company can add new products through acquisition of other companies.2. New Product DevelopmentProcess of Ne

14、w Product Development(1) Idea GenerationInternal Idea SourceExternal Source(2) Idea Screening(3) Concept Development and Testing(4) Business Analysis(5) Product Development(6) Market Testing(7) Commercialization3.1 Product Life Cycle (PLC)Product life cycle describes the stages a new product goes th

15、rough in the marketplace. Most products have a life span and will be eventually replaced by another new product.3. International Product Life Cycle Strategy3.2 Stages of the PLCIntroduction StageGrowth StageMaturity Stage-look at Mini-Case 7.4 Decline Stage3.2 Stages of the PLCPLC for Different Prod

16、uctsNot all products will follow the above mentioned product life cycle. For example, fashion products are introduced, and then decline. After a period of time, those products may resurge to repeat the life cycle.Product Life Cycle across CountriesA product can be in different PLC stages in differen

17、t countries.According to the American Marketing Association, a brand is a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors.1.1 Related Concepts of a Brand1.2 Ben

18、efits of a BrandIV International BrandingStrategy2. Branding Decision in the International Market2.1 Deciding to Brand or NotOwning a BrandNo Brand2.2 Deciding a Brand SponsorManufacturers BrandDistributors or Retailers BrandLicensingCo-Branding-Look at Mini-Case 7.52.3 Choosing a Brand Strategy(1)

19、Line Extension-companies use an established products brand name to launch a new, slightly different item in the same product category.Look at Mini-Case 7.6(2) Multi-Brand-a marketing strategy underwhich two or more similar and competing products of a firm are marketed under different brand names.(3)

20、 Brand Extension-a marketing strategy in which a firm markets a different category of products under an already established and well known brand name.(4) New Brands-a company introduces a completely new category of products and create a new brand or purchase an established brand from other companies

21、. Look at Mini-Case 7.7 (1) Developing Brand Vision(2) Establishing Brand PositionThe Use of Perceptual Mapping to Position a Brand(3) Fulfilling Brand Promise(4) Communicating Brand PositionIntegrated marketing communications strategy2.4 How to Create a Strong Brand2.4 How to Create a Strong Brand

22、Firstly, brand position should be continuously communicated to consumers so as to build a good perception of the brand in customers minds.Secondly, the company needs to train its employees to be customer-oriented.Lastly, brand strengths and weakness should be examined regularly to see whether the br

23、and needs to be repositioned. 3. Managing a BrandDiversification 多樣化product line 產(chǎn)品線Standardization 標準化product mix 產(chǎn)品組合convenient product 便利品return on investment 投資回報率specialty product特殊品PLC 產(chǎn)品生命周期high-end 高端的Overcapacity 產(chǎn)能過剩營銷實訓練習-營銷英語技能訓練1. 惠普推出的新產(chǎn)品具有什么特點？新產(chǎn)品的開發(fā)依據(jù)是什么？惠普在經(jīng)歷了一些列的質量事件后，決心在中國市場重振旗鼓，鑒

24、于筆記本的競爭取決于價格、外觀和售后，惠普決定在外觀上下功夫。G系列擁有華麗的金屬外觀，人性化的設計體驗，配以主流功能和配置。共有炫酷黑、霓彩紅、香檳金三種顏色供選擇。配置上采用全新32納米英特爾酷睿TM i3/i5處理器，搭載支持DX11特效的ATI RadeonTM HD5470獨立顯卡，配以500G超大硬盤，加上預裝正版windows7操作系統(tǒng)，產(chǎn)品設計與風格煥然一新，因此在國內(nèi)同價位筆記本電腦市場上成為領頭羊，一改消費者眼中“傲慢”與“遲鈍”的形象?；萜赵撔庐a(chǎn)品的設計是基于過去的失敗經(jīng)驗和對市場進一步調(diào)研分析的結果。案例分析2. 惠普G 系列電腦的產(chǎn)品定位有什么特點？G系列產(chǎn)品的定位更

25、加注重時尚的外表和色彩，配以主流配置，主要定位于喜歡時尚款式產(chǎn)品的年輕消費者，不同顏色的推出，使目標消費者的范圍更加廣泛。3. 惠普提供的各種服務，屬于產(chǎn)品五個層次中的什么產(chǎn)品？提供這樣的服務目的在于什么？惠普提供的售后服務 “客戶關懷增強計劃”主要增強和延展現(xiàn)有客戶關懷計劃，進一步為受影響的客戶提供延長保修期限的服務，希望以此消除客戶的顧慮。該服務屬于產(chǎn)品的第三層次，期望服務，對任何消費者來說，都希望商品提供商為有問題的產(chǎn)品負責到底。案例分析“金牌服務雙百行動”中的“百校行”和“1010行動”屬于附加產(chǎn)品，這種服務有別于其他的競爭者，是惠普提供的特有的服務高校師生和社區(qū)、商圈的一種服務，該服務對于消費者來說可以獲得實在的利益，對于惠普來說，提供這些服務可以改變消費者心中售后不夠的形象，增加品牌價值的宣傳。4. 鑒于電腦產(chǎn)品是高科技產(chǎn)品，更新?lián)Q代快，惠普該新產(chǎn)品在產(chǎn)品生命周期的不同 階段可以采取什么營銷策略？電腦產(chǎn)品作為高科技電子產(chǎn)品，更新?lián)Q代快，在引入期要多做宣傳，增加客戶的認知；在增長期，競爭開始加劇，公司可以提供更多的版本或者更新版本，適當降價來保持銷售。在成熟期，應該促銷優(yōu)惠給顧客更多的返利，吸引