市场营销英文教学课件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 多样化product line 产品线Standardization 标准化product mix 产品组合convenient product 便利品return on investment 投资回报率specialty product特殊品PLC 产品生命周期high-end 高端的Overcapacity 产能过剩营销实训练习-营销英语技能训练1. 惠普推出的新产品具有什么特点？新产品的开发依据是什么？惠普在经历了一些列的质量事件后，决心在中国市场重振旗鼓，鉴

24、于笔记本的竞争取决于价格、外观和售后，惠普决定在外观上下功夫。G系列拥有华丽的金属外观，人性化的设计体验，配以主流功能和配置。共有炫酷黑、霓彩红、香槟金三种颜色供选择。配置上采用全新32纳米英特尔酷睿TM i3/i5处理器，搭载支持DX11特效的ATI RadeonTM HD5470独立显卡，配以500G超大硬盘，加上预装正版windows7操作系统，产品设计与风格焕然一新，因此在国内同价位笔记本电脑市场上成为领头羊，一改消费者眼中“傲慢”与“迟钝”的形象。惠普该新产品的设计是基于过去的失败经验和对市场进一步调研分析的结果。案例分析2. 惠普G 系列电脑的产品定位有什么特点？G系列产品的定位更

25、加注重时尚的外表和色彩，配以主流配置，主要定位于喜欢时尚款式产品的年轻消费者，不同颜色的推出，使目标消费者的范围更加广泛。3. 惠普提供的各种服务，属于产品五个层次中的什么产品？提供这样的服务目的在于什么？惠普提供的售后服务 “客户关怀增强计划”主要增强和延展现有客户关怀计划，进一步为受影响的客户提供延长保修期限的服务，希望以此消除客户的顾虑。该服务属于产品的第三层次，期望服务，对任何消费者来说，都希望商品提供商为有问题的产品负责到底。案例分析“金牌服务双百行动”中的“百校行”和“1010行动”属于附加产品，这种服务有别于其他的竞争者，是惠普提供的特有的服务高校师生和社区、商圈的一种服务，该服务对于消费者来说可以获得实在的利益，对于惠普来说，提供这些服务可以改变消费者心中售后不够的形象，增加品牌价值的宣传。4. 鉴于电脑产品是高科技产品，更新换代快，惠普该新产品在产品生命周期的不同 阶段可以采取什么营销策略？电脑产品作为高科技电子产品，更新换代快，在引入期要多做宣传，增加客户的认知；在增长期，竞争开始加剧，公司可以提供更多的版本或者更新版本，适当降价来保持销售。在成熟期，应该促销优惠给顾客更多的返利，吸引