国际市场营销教程课件.ppt

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1、国际市场营销国际市场营销(双语教学双语教学)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战 略 The StrategyStrategy 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.”3What 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.4Business Strategic Goals1.Goal of GrowthProducts;Variety;Quality;Total outputValue of Total As

4、setsSales and Growth rateProfitability and Growth rate5Business Strategic Goals2.CompetitionTechnological capacityProduct pricingProduct quality Market share(absolute and relative)CI and BI6Business Strategic Goals3.Stability Operation SafetyProfitabilitySolvency Polymeric&Synergistic7What is Market

5、ing 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.8What is Marketing Strateg

6、y?In essence,marketing strategy is the process by which the firm 1.Assesses the advantages associated with different perceptual positions2.Selects optimal position(s)for its business(es)3.Acquires the selected position(s)4.Maintains the acquired position(s)9Importance of the Marketing Strategy“Witho

7、ut 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 10WE will learn To define the business by defining its product(s)and its customersTo develop a complete marketing strateg

8、yExplains 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 11Why does marketing strategy matter?An example,the golf ball marketUntil a few years

9、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”12Two CompetitorsAcushnet Company is a leading maker o

10、f 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 equipment,the compan

11、y markets products under Top-Flite,Ben Hogan,Strata Etonic and Dudley brands.Spalding is the official ball of the NBA,WNBA.13A Review The marketing strategyWhy does marketing strategy matter?Multi-layer constructionSoft cover materialTitleistTop-FliteTwo layer constructionFirm cover materialProductF

12、eaturesAveragePriceHighModerateAggressiveFocused on feature benefitsHeavy tour playersAggressiveFocused on feature benefitsFocused on sensible pricesSelectiveIntensivePromotionDistribution15Why does marketing strategy matter?Titleist brand isLargest selling golf ball(by units)in the worldAlso the mo

13、st expensive!Same industry and same external environmentsBut,vastly different performances due at least in part to different marketing strategies16战 略 思 考 The Strategic Consideration1.A(marketing)definition of your businessYour business is most usefully defined in terms of what you sell and to whomE

14、xample,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 scores17战 略 思 考 The Strategic Consideration2.Goal(s)Reaching what spec

15、ific 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 devotees18战 略 思 考 The Strategic Considerati

16、on3.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 distributed almost anywhere there was an outlet

17、,which helped achieve desired perception among customers19战 略 思 考 The Strategic Consideration4.Competitive advantageHow should customers and others perceive the business?ExampleWal-Marts marketing managers exploit their firms supply chain,human resources,I.T.,store locations,supplier relations,etc.t

18、o hold lowest price position and better service in consumer perceptionsMeetAll distinguishes itself as a local company making use of nationalism.20战 略 思 考 The Strategic Consideration5.LogicWhy should a business smart person believe the business is going to reach its goal(s)?ExampleWal-Marts advantag

19、es 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 21战略分析Strategic AnalysisCustomerChannelCompetitorCompany22Customer

20、sThe 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 offering23Customer AnalysisWho are the customers and why?How many of t

21、hem 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)?24Customer Analysis:Decision-making processNeedrecognitionInformationsearchEvaluation ofal

22、ternativesPurchasedecisionPostpurchasebehavior25Competitor AnalysisWho are the competitors?Who(else)do customers buy from now?Who might join in the future?What are their Strategies?Assumptions?Vulnerabilities/Weakness?26Company AnalysisWhat are the businesss goals?As relates goals and strategy,what

23、areInternal strengths?Internal weaknesses?Environmental opportunities?Environmental threats?27Company Analysis:SWOTIdentify the variables that contribute to businesss success(or failure)Determine the relative“weights”of each contributing variableAssess the businesss“performance”on each variable28Cha

24、nnel AnalysisWhat 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-effective29Analysis Yields Strategy:An example Play more than once per weekCommittedGolfersCas

25、ualGolfers Play less than once per weekPlayingIntensityPrimaryConsiderations1.Ability to hold greens2.Distance3.Flight trajectory 抛物线1.Distance2.Price2.Durability1.Golf Pro2.Golf Publications3.Friends1.Advertisements2.Friends3.Golf Publications1.On course golf shop2.Golf specialty store1.On course g

26、olf shop2.Mass merchandiserMain Sourcesof InformationMain Placesof PurchaseSampleProportion0.220.7830Analysis Yields Strategy:An example?Highest quality golf balls Most played on PGA tourTitleistTop-Flite Inexpensive golf balls Fly a long wayCustomerPerceptionPrimary Placesof Distribution1.On course

27、 golf shops2.Golf specialty stores1.On course golf shops2.Mass merchandisers0.980.95CustomerAwarenessYou are Top-Flite Chief Marketing OfficerTop-Flite has a new owner that has a history of leadership in golf equipment sales and revenueWhat is your strategy?31差异化营销战略Marketing Strategy Differentiatio

28、nMARKETPENETRATIONMARKETDEVELOPMENTMARKETSOFFERINGSExistingNewExistingNewNEW OFFERINGDEVELOPMENTDIVERSIFICATION32Marketing strategy is the process of optimally positioning the businessProper analyses of 4Cs reveals the optimal strategyThe strategy determines the 4PsRecap33RecapIn this course,you wil

29、l 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 it34思考题1.What is the Marketing Strategy?2.What are the 4Ps?3.Draw up the Ansoff Metrix35