市场营销英文课件07

DesigningtheInternationalMarketingProgramOncethecompanyhasselectedthemarketsanddecidedhowtoenterthetargetmarkets,thenextstepistodesigntheinternationalmarketingmixstrategies.Themarketingmix(product,price,placeandpromotion)isthecombinationofmarketingactivitiesthatanorganizationengagesintobestmeettheneedsofitstargetedcustomers.InternationalProductandBrandStrategyThequestionofDiversificationv.sStandardization.Formostproducts,adaptiontolocalpreferenceisamust.Butadaptiontoeverylocalmarketmaycostacompanytoomuch.Forotherproductssuchasthefood,rawmaterialandsomeindustrialproducts,standardizationofmarketingmixstrategiesisapplicableInternationalproductsrefertocommerciallydistributedgoodsthatareofferedtotheglobalmarketplaceforuseorconsumptiontosatisfyneedsofinternationalcustomers.Theproductsincludethetangibleproductsandintangibleservicesoracombinationofthem.2.1ConsumerProductsConvenienceproductsShoppingproductsSpecialtyProductsUnsoughtproducts2.2IndustrialProductsMaterialsandPartsCapitalitemsSuppliesandbusinessservicesLookatMini-Case7.1Internationalproductpositioningreferstoeffortstoinfluenceconsumer’sunderstandingofaproduct.Itsobjectiveistoenableaproducttocreateaclear,unique,andadvantageouspositionintheconsumer’smind.“thebestdrivingcar,”“themosteconomicalcar,”or“thesafestcar.”LookatMini-Case7.2MarketCharacteristicsCompetitors’PositioningProductCharacteristicsCorporateResources(1)AttributePositioning(2)Price/QualityPositioning(3)ProductUserPositioning(4)ApplicationPositioning(5)ProductClassPositioning(6)CompetitorPositioning3.Re-positioningAfterinternationalmarketerspositiontheirproducts,theyneedtodeveloptheproductstrategiesaccordingtotheposition.1.InternationalProductMixStrategyTheinternationalproductmixconsistsofalltheproductlinesanditemsthatacompanyofferstoitstargetinternationalconsumers.Aproductlineisasetofindividualproductswhicharecloselyrelatedandperformthesamefunction.Thetotalnumberofproductlinesacompanyofferediscalledproductwidth.Theproductlengthreferstothenumberofalltheindividualproductsinalltheproductlines.Theproductlinedepthreferstothenumberofallthedifferenttypesofanindividualproduct.Theproductconsistencyreferstotheextenttowhichthedifferentproductlinesinacompanyarerelated.Whenmakingthestrategiesofproductmix,internationalmarketershavetoconsiderthefollowingfactors.CorporateResourceTheEconomicSituationinTargetMarketsConsumers’CharacteristicsinTargetMarkets(1)ProductMixExpansionTheproductmixexpansionconsistsofmixextensionandproductlineextension.Mixextensionreferstotheadditionofproductlinesintotheexistingproductmix.Lineextensionreferstoanewproductaddedtoaproductline.DownwardStretch----LookatMini-Case7.3UpwardStretch----lookatMini-Case7.4Two-wayStretch(2)ProductMixContraction2.1FormsofNewProductAfreshideacanbeturnedintoanewproductandstartanewproductlifecycle.Variationsonanexistingproductideacanalsomakeaproductnew.Evensmallchangesinanexistingproductcanmakeitnew.Acompanycanaddnewproductsthroughacquisitionofothercompanies.(1)IdeaGenerationInternalIdeaSourceExternalSource(2)IdeaScreening(3)ConceptDevelopmentandTesting(4)BusinessAnalysis(5)ProductDevelopment(6)MarketTesting(7)Commercialization3.1ProductLifeCycle(PLC)Productlifecycledescribesthestagesanewproductgoesthroughinthemarketplace.Mostproductshavealifespanandwillbeeventuallyreplacedbyanothernewproduct.IntroductionStageGrowthStageMaturityStage----lookatMini-Case7.4DeclineStagePLCforDifferentProductsNotallproductswillfollowtheabovementionedproductlifecycle.Forexample,fashionproductsareintroduced,andthendecline.Afteraperiodoftime,thoseproductsmayresurgetorepeatthelifecycle.ProductLifeCycleacrossCountriesAproductcanbeindifferentPLCstagesindifferentcountries.AccordingtotheAmericanMarketingAssociation,abrandisaname,term,sign,symbol,ordesign,oracombinationofthese,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthecompetitors.1.1RelatedConceptsofaBrand1.2BenefitsofaBrand2.1DecidingtoBrandorNotOwningaBrandNoBrand2.2DecidingaBrandSponsorManufacturer’sBrandDistributor’sorRetailers’BrandLicensingCo-Branding----LookatMini-Case7.52.3ChoosingaBrandStrategy(1)LineExtension--companiesuseanestablishedproduct’sbrandnametolaunchanew,slightlydifferentiteminthesameproductcategory.LookatMini-Case7.6(2)Multi-Brand--amarketingstrategyunderwhichtwoormoresimilarandcompetingproductsofafirmaremarketedunderdifferentbrandnames.(3)BrandExtension--amarketingstrategyinwhichafirmmarketsadifferentcategoryofproductsunderanalreadyestablishedandwellknownbrandname.(4)NewBrands--acompanyintroducesacompletelynewcategoryofproductsandcreateanewbrandorpurchaseanestablishedbrandfromothercompanies.LookatMini-Case7.7(1)DevelopingBrandVision(2)EstablishingBrandPositionTheUseofPerceptualMappingtoPositionaBrand(3)FulfillingBrandPromise(4)CommunicatingBrandPositionIntegratedmarketingcommunicationsstrategyFirstly,brandpositionshouldbecontinuouslycommunicatedtoconsumerssoastobu