《国际市场营销教程课件.ppt》由会员分享，可在线阅读，更多相关《国际市场营销教程课件.ppt（35页珍藏版）》请在三一办公上搜索。
1、国际市场营销(双语教学),山西财经大学国际贸易学院 药朝诚,International Marketing,第三部分 营 销 战 略 Marketing Strategy,3,战 略 The Strategy,Strategy means“Art of Generals”in Greek.In economics,it is defined as“major operation plan of long term designed to serve for companys overall development goal.”,4,What is Marketing Strategy?,Mar
2、keting is Marketing is management process responsible for identifying,anticipating and satisfying customer requirements profitably”.Marketing Strategy is Process of assessing the firms environment to detect competitive advantages and then exploiting those advantages to reach specific goalsMarketing
3、strategy is forward-looking,long-term and relatively stable,carefully considered and relevant to the circumstanced of the specific business(or specific product),in order to reach a long term business goal.,5,Business Strategic Goals,1.Goal of GrowthProducts;Variety;Quality;Total outputValue of Total
4、 AssetsSales and Growth rateProfitability and Growth rate,6,Business Strategic Goals,2.CompetitionTechnological capacityProduct pricingProduct quality Market share(absolute and relative)CI and BI,7,Business Strategic Goals,3.Stability Operation SafetyProfitabilitySolvency Polymeric&Synergistic,8,Wha
5、t is Marketing Strategy?,Two sources of competitive advantagesCapabilities advantages Products,Brand,Scale,Technology,FinancePositional advantagesBusiness occupies some advantageous geographyBusiness occupies some advantageous place(s)in the perceptions of,most significantly,customers.,9,What is Mar
6、keting Strategy?,In essence,marketing strategy is the process by which the firm Assesses the advantages associated with different perceptual positionsSelects optimal position(s)for its business(es)Acquires the selected position(s)Maintains the acquired position(s),10,Importance of the Marketing Stra
7、tegy,“Without marketing strategy,companies just like planes flying in air turbulences through thunder storms,finally may crashed down,or perhaps fuel exhausted.-Alvin Toffler,The Third Wave,11,WE will learn,To define the business by defining its product(s)and its customersTo develop a complete marke
8、ting strategyExplains how business advantages will be exploited and/or enhanced;explains why one should expect that projected outcome(s)will be realizedTo communicate the strategy to those who must implement and/or finance it,12,Why does marketing strategy matter?,An example,the golf ball marketUnti
9、l a few years ago,market dominated by just two manufacturers,Acushnet,primary brand Titleist,and Spalding,primary brand Top-FliteTitleist desired position:“highest quality”balls for“serious golfers”Top-Flite desired position:“excellent”balls for“smart golfers”,13,Two Competitors,Acushnet Company is
10、a leading maker of golf balls,clubs,shoes,gloves,and other golfing equipment and accessories.Its Titleist brand of golf balls is the#1 seller in the US.Spalding,founded in 1876,is one of the oldest sporting goods manufacturers in the world.In addition to its own name brand of athletic and sports equ
11、ipment,the company markets products under Top-Flite,Ben Hogan,Strata Etonic and Dudley brands.Spalding is the official ball of the NBA,WNBA.,A Review,The marketing strategy,15,Why does marketing strategy matter?,Multi-layer constructionSoft cover material,Titleist,Top-Flite,Two layer constructionFir
12、m cover material,ProductFeatures,AveragePrice,High,Moderate,AggressiveFocused on feature benefitsHeavy tour players,AggressiveFocused on feature benefitsFocused on sensible prices,Selective,Intensive,Promotion,Distribution,16,Why does marketing strategy matter?,Titleist brand isLargest selling golf
13、ball(by units)in the worldAlso the most expensive!Same industry and same external environmentsBut,vastly different performances due at least in part to different marketing strategies,17,战 略 思 考 The Strategic Consideration,A(marketing)definition of your businessYour business is most usefully defined
14、in terms of what you sell and to whomExample,golf equipment businessTitleist sells highest quality equipment to people serious about their golf scoresTop-Flite sells excellent quality equipment to people smart enough to know there is no need to be serious about their scores,18,战 略 思 考 The Strategic
15、Consideration,Goal(s)Reaching what specific goal(s)will allow the firm to maximize long-run profitability?Example,personal computer businessDell sought overall market leadership of the personal computer businessApple Computer sought to maintain lead position in,and expand the size of,a niche of devo
16、tees,19,战 略 思 考 The Strategic Consideration,ScopeWhat will the firm sell;to whom;where;etc?Example,golf equipment businessTitleist limited distribution to on course shops and better off site retailers;limitation in distribution scope helped achieve desired perception among customersTop-Flite distrib
17、uted almost anywhere there was an outlet,which helped achieve desired perception among customers,20,战 略 思 考 The Strategic Consideration,Competitive advantageHow should customers and others perceive the business?ExampleWal-Marts marketing managers exploit their firms supply chain,human resources,I.T.
18、,store locations,supplier relations,etc.to hold lowest price position and better service in consumer perceptionsMeetAll distinguishes itself as a local company making use of nationalism.,21,战 略 思 考 The Strategic Consideration,LogicWhy should a business smart person believe the business is going to r
19、each its goal(s)?ExampleWal-Marts advantages of internationalization strategy supported its goal of keeping leadership in its mass marketingAMWAYs advantages of high-tech,products,bonus system,political PR skills supported its goal of keeping leadership in its mass marketing,22,战略分析Strategic Analysi
20、s,CustomerChannelCompetitorCompany,23,Customers,The customer is the end user of the“product”Channel is intermediary that moves product from manufacturer to customer and payment from customer to manufacturerThe customer is the decision-maker about whether or not to acquire the offering,24,Customer An
21、alysis,Who are the customers and why?How many of them are there;will there be?How is the buying done?Where do they get information;buy?How do they make their purchase decisions?What are(will be)their under-served needs?Are there relevant differences(segments)?,25,Customer Analysis:Decision-making pr
22、ocess,Needrecognition,Informationsearch,Evaluation ofalternatives,Purchasedecision,Postpurchasebehavior,26,Competitor Analysis,Who are the competitors?Who(else)do customers buy from now?Who might join in the future?What are their Strategies?Assumptions?Vulnerabilities/Weakness?,27,Company Analysis,W
23、hat are the businesss goals?As relates goals and strategy,what areInternal strengths?Internal weaknesses?Environmental opportunities?Environmental threats?,28,Company Analysis:SWOT,Identify the variables that contribute to businesss success(or failure)Determine the relative“weights”of each contribut
24、ing variableAssess the businesss“performance”on each variable,29,Channel Analysis,What are all the means by which customers might acquire the product?Within each Margin or volume driven?Capable of providing customers expertise?Capable of providing customers convenience?Cost-effective,30,Analysis Yie
25、lds Strategy:An example,Play more than once per week,CommittedGolfers,CasualGolfers,Play less than once per week,PlayingIntensity,PrimaryConsiderations,1.Ability to hold greens2.Distance3.Flight trajectory 抛物线,1.Distance2.Price2.Durability,1.Golf Pro2.Golf Publications3.Friends,1.Advertisements2.Fri
26、ends3.Golf Publications,1.On course golf shop2.Golf specialty store,1.On course golf shop2.Mass merchandiser,Main Sourcesof Information,Main Placesof Purchase,SampleProportion,0.22,0.78,31,Analysis Yields Strategy:An example?,Highest quality golf balls Most played on PGA tour,Titleist,Top-Flite,Inex
27、pensive golf balls Fly a long way,CustomerPerception,Primary Placesof Distribution,1.On course golf shops2.Golf specialty stores,1.On course golf shops2.Mass merchandisers,0.98,0.95,CustomerAwareness,You are Top-Flite Chief Marketing OfficerTop-Flite has a new owner that has a history of leadership
28、in golf equipment sales and revenueWhat is your strategy?,32,差异化营销战略Marketing Strategy Differentiation,MARKETPENETRATION,MARKETDEVELOPMENT,MARKETS,OFFERINGS,Existing,New,Existing,New,NEW OFFERINGDEVELOPMENT,DIVERSIFICATION,33,Marketing strategy is the process of optimally positioning the businessPro
29、per analyses of 4Cs reveals the optimal strategyThe strategy determines the 4Ps,Recap,34,Recap,In this course,you will learn To develop a complete marketing strategy that explains how your business will exploit its advantages and why anyone should expect the realization of projected outcomesTo communicate the strategy to all those who need to understand it,35,思考题,What is the Marketing Strategy?What are the 4Ps?3.Draw up the Ansoff Metrix,
