USYD MoC MKTG6013期末复习资料 国际市场营销课程.docx
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USYD MoC MKTG6013期末复习资料 国际市场营销课程.docx
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USYDMoCMKTG6013期末复习资料国际市场营销课程
6013期末复习资料
WEEK1:
AnIntroductiontoInternationalMarketingWorldTradingEnvironment国际市场贸易环境介绍
1、Themarketingenvironment营销环境
(1)Marketinginvolves:
市场涉及
-Focusingontheneedsandwantsofcustomers
-Identifyingthebestmethodofsatisfyingthoseneedsandwants
-Orientingthecompanytowardstheprocessofprovidingthatsatisfaction
-Meetingorganisationalobjectives
(2)MarketingManagementTasks:
营销管理任务
-StrategicAnalysis
-Innovation
-ManagingmultipleBusinessUnits
-CompetingandCreatingSCAs
-DevelopingGrowthPlatforms
(3)Differentlevelsofinternationalmarketing:
国际营销层级
-Domesticmarketing
-Internationalmarketing
-Globalmarketing
(4)Theexternalinternationalmarketingenvironment外部国际营销环境
2、Sustainability可持续性
TripleBottomLineModel:
JohnElkington(1994)
2、Differences-international&domesticmarketing国内/国际营销差异
(1)Culture:
Oftendiverseandmulticulturalconsumertastesandbehaviour
(2)Markets:
Widespreadandsometimesfragmented–difficulttoaccess
(3)Technology:
Levelsofadoptionvary
(4)Politics:
Regimesvaryinstability,politicalriskbecomesanimportantvariableoneaseofdoingbusiness.
(5)Governments:
Canbeastronginfluenceinregulatingimportersandforeignbusinessventures
(6)Economies:
Varyinglevelsofdevelopment
(7)Finance:
Manydifferingfinancesystemsandregulatorybodiestofacilitatetransactions
(8)Stakeholdersl:
Commercial,homecountryandhostcountry
(9)Businesscultureandpractices:
Diverserules,culturallyinfluenced
(10)Control:
Difficulttocontrolandcoordinateacrossmarkets
3、ExternalFactorsImpactingBusiness/WorldTradingSituations
4、TradeAreas贸易范围
(1)NAFTA:
freetradearea
US,Canada,Mexicoandistheworld’srichestsinglemarket
(2)Mercosur:
customsunion
Brazil,Paraguay,Uruguay,VenezuelaandArgentina
(3)APEC:
PECmembersaccountforapproximately40.5percentoftheworld’spopulation,approximately54.2percentofworldGDPandabout43.7percentofworldtrade
(4)ASEAN:
freetradearea(AFTA)tocompleteAsianEconomicRegionby2020).ASEANtradeisnowUS$1trillionandtheyhaveacombinedGDPofUS$1.5trillion
(5)ASEAN-ChinaFreeTradeArea(ACFTA):
acombinedGDPofuptoUS$6trillionandtotaltradevolumeofUS$4.5trillion
5、Aneedforinternationalmarketingstrategy国际市场策略
ØToday’sdigitallyenabled,e-commercialworldisanagentfortremendous,veryfastmovingchange,withitsaccompanyingchallengesandopportunities.
ØParticipantsonbothsidesoftheexchangeprocesspossessawholenewsetoftechnologicallyenabledopportunities,possibilitiesandchallengesforimprovedwaysofoperating.
ØUnderstandinghowcustomerbenefitandbusinesssuccesscanbecreatedandoperationallyretainedwithinthecontextofthesechangesprovidesamajorstrategicchallengeformarketingintheyearsahead!
ØStrategicchoicesneedtobeproactiveanddrivenbythemarketandtheenvironment
6、RecentTrendsinCommerce近期商业变化趋势
Dynamicandchangingenvironmentbroughtaboutby:
变化的原因是
(1)Digitalrevolution
(2)Increasinglycomplexregulatory&politicalchange
(3)Hypercompetition
(4)Wellinformedconsumers
(5)Globalmarketeconomy
Fundamentalchangesinmarketing&businesspractice:
根本变化在于
(1)Powershifttoconsumers
(2)Significantincreaseinproductselection&transactionefficiency
(3)Changingvaluepropositions
(4)Shiftingdemandpatterns
(5)Newsourcesofcompetitiveadvantage.
(6)Privacy,securityðicalconcerns
7、D’Aveni’sideasonHypercompetition超级竞争
Therearefourarenasinwhichhypercompetitionmaybeseen超级竞争4个竞技场
(1)CostandQuality:
Higherqualityhastobeachievedevenascostsarebeinglowered
(2)TimingandKnow-How:
Beingfirstisimportantwhenexploitingthefirm’sspecialknow-how
(3)Strongholds:
Thecompanyneedstodefinesomegeographicorothermarketsegmentinwhichitisstrong,andtheresomeentrybarrierscanbebuiltanddefended
(4)FinancialResources:
Financialstrengthisnecessaryforthecompanytokeeptheleadingcompetitiveedgebyaccessingnewtechnologyandacquiringcompetitors
SCAsbroughtbyhypercompetition
D’Aveni’s7strategiesforDisruption7种破坏策略
WEEK2:
CultureandCrossculturalmanagement–customeranalysis文化及跨文化管理
1、Whatisculture?
文化是啥?
(1)Culture:
Thesumtotaloflearnedbeliefs,valuesandcustomsthatservetodirectcustomerbehaviourinaparticularmarket
(2)Beliefs:
Alargenumberofmentalandverbalprocesseswhichreflectourknowledgeandassessmentofproductsandservices
(3)Values:
Theindicatorsconsumersusetoserveasguidesforwhatisappropriatebehaviour,theytendtoberelativelyenduringandstableovertimeandwidelyacceptedbymembersofaparticularmarket
(4)Customs:
Overtmodesofbehaviourthatconstituteculturallyapprovedoracceptablewaysofbehavinginspecificsituations.Customsareevidentatmajoreventsinoneslifee.g.birth,marriage,deathandatkeyeventsintheyeare.g.Christmas,Easter,Ramadan,etc.
2、LayersofCultureHofstede(2003)霍夫斯泰德文化层级理论
(1)Anationallevel
accordingtoone’scountrywhichdeterminesourbasicculturalassumptions.
(2)Aregional/ethnic/religious/linguisticaffiliationlevel
determiningbasicculturalbeliefs.
(3)Agenderlevel
accordingtowhetherapersonwasbornasagirlorasaboy.
(4)Agenerationlevel
whichseparatesgrandparents,parentsandchildren.
(5)Asocialclasslevel
associatedwitheducationalopportunities,aperson’soccupationorprofession.
3、ACulturalFramework文化框架
4、CulturalInfluencesonBuyerBehavior购买行为的文化影响
5、Culturalimplicationsforconsumerbehaviour消费者行为的文化内涵
Determinetherelevantmotivationsoftheculture.
Determinecharacteristicbehaviourpatterns.
Determinewhatbroadculturalvaluesarerelevanttothisproduct.
Determinecharacteristicformsofdecision-making.
Evaluatecommunicationmethodsappropriatetotheculture.
Determineappropriateinstitutionsforthisproductinthemindsoftheconsumers.
6、Languageandmeaning语言及含义(示例)
Internationalemojis-UbiquitouslanguageviaSmartphones-TheFrenchincludeanemojisin19.8percentoftextmessages-Russia10.9percent-Indonesia3.2percent
7、Whybotherwithcustomeranalysis?
顾客分析?
Ifthecompanyunderstandsanddefinesitscustomermarketsegmentswell,itcanthenMATCHbuyerpreferenceswiththeorganisation’scapabilitiessoastoleveragecompetenciesandgaincompetitiveadvantage.
8、Threecoreelementsofcustomeranalysis顾客分析三大核心元素
Segmentation、Customermotivation、Unmetneeds
9、Segmentation市场细分
Identificationofcustomergroupsthatresponddifferentlyfromothergroupstocompetitiveofferings.Thus,asuccessfulsegmentationstrategyrequirestheconceptualization,development,andevaluationofatargetedcompetitiveoffering.Answerthequestions:
Whoarethebiggestcurrentcustomers?
Themostprofitable?
Themostattractivepotentialcustomers?
ApproachestoDefiningSegments定义市场细分的方法
-CustomerCharacteristics:
Geographic,Sex,Age,Occupation,Income,Education,Lifestyle
-Productrelatedapproaches:
Usage/application,Benefitssought,Pricesensitivity,Competitors,Brandloyalty
10、Customermotivations消费者动机
Whatelementsoftheproduct/servicedocustomersvaluemost?
Whatarethecustomers’objectives?
Whatbenefitaretheyreallybuying?
Howdosegmentsdifferintheirmotivationpriorities?
Whatmacroenvironmentaltrendsaredrivingchangeincustomermotivationsandpriorities?
11、Unmetneeds未被满足的需求
Whyaresomecustomersdissatisfied?
Whyaresomechangingbrandsorsuppliers?
Whatisthedegreeofcustomerloyaltyfortheproductorservice?
Whataretheunmetneedsthatcustomerscanidentify?
Aretheresomeofwhichconsumersareunaware?
12、Themeaningofmarketemergence市场出现的意义
ØEffectivecustomerneedsanalysisgivesrisetonewmarketopportunitiesand,often,definitionofnewmarkets.
ØTojudgetheworthofanynewemergentmarket,anestimateofmarketpotentialisimportant.Howmanypotentialcustomersmakeupthisnewmarket?
Whoelsemaybeservingthesecustomers?
ØCustomer-BasedApproachestoidentifycompetitors
ØCustomerchoices–Whatbrandwouldyoubuyifyourfavoritewasunavailable?
Applicationassociations–Whatapplicationsandbrandsarerelevant?
Whatproductsubstitutes?
DirectandIndirectcompetitors.
Ø“Havinggreatproductsisnotenough.Youneedtomakewhatcustomerswanttobuy.”--DavidAaker
13、The“new”Cokedisaster!
新可乐灾难(示例)
Ø1985Coca-ColafacedintensecompetitivepressurefromPepsiwhichforcedthemintochangingtheformulaoftheiriconicproduct.
ØWHY?
Marketingsuccessisoftenaboutinnovation:
1)Cokewantedtostopthetaste-testadvertisingastheywereperceivedasinferiortoPepsiintermsoftaste
2)Cokewantedtobeseenasmodern,new,youngandtrendytowinbacklostcustomers.
14、CrystalPepsi水晶百事(示例)
ØPepsimadethesamemistakethinkingthatinnovationwasthekeytobeatingCokeinthe“ColaWars”-1993launchedCrystalPepsi-aclearcola.-By1994theproductwastakenoffthemarket.
ØConsumersdidn’taccepttheproductatall.Itdidn’ttastethesameandthelookwastoounfamiliartowinconsumersover.
15、Lessonslearnt学到了什么
ØNeedtounderstandthemarketandwhatconsumertastesandtrendsareinfluencingpurchasebehaviour.
ØDifferentsuccessfactorsarerelevantindifferentindustries(innovationnothighlyregardedinsoftdrinkindustry)
ØKeypartofsuccessinthisindustryisbrandequity,communicatingpositioningclearlywithcustomersandtherelationshipscreatedthroughastrongbrand.
WEEK3:
GainingMarketKnowledge–Usesandapplicationsofmarketresearch洞察市场的方式——市场调查
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