管理学基础英语Chapter 11教学课件.pptx

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1、PPT模板下载：/moban/行业PPT模板：/hangye/节日PPT模板：/jieri/PPT素材下载：/sucai/PPT背景图片：/beijing/PPT图表下载：/tubiao/优秀PPT下载：/xiazai/PPT教程：/powerpoint/Word教程：/word/Excel教程：/excel/资料下载：/ziliao/PPT课件下载：/kejian/范文下载：/fanwen/试卷下载：/shiti/教案下载：/jiaoan/字体下载：/ziti/管理学基础英语Chapter 11International ManagementNinth EditionLuthans|DohN

2、inth EditionFundamentals of ManagementEnglish Course forEnglish Course forFundamentals of Management管理学基础英语Chapter11UnderstandingMarketandCustomersFundamentals of ManagementEnglish Course for1.Incontextoftheabovecase,intermsofbigandsmallcustomers,whichgroupismoreimportant?2.Whatwillyoudototreatyours

3、mallcustomersastreatingthebigones?管理学基础英语Chapter11Fundamentals of ManagementEnglish Course forEnglish Course forFundamentals of Management管理学基础英语Chapter11FromSalesObsessiontoMarketingEffectivenessFundamentals of ManagementEnglish Course for管理学基础英语Chapter11Toshowexecutiveshowtotellwhetheranorganizati

4、onunderstandsandpracticesmarketingandifso,howwellThiscanbedonebymeansofamarketingeffectivenessaudit.Theauditisaformforratingmarketingeffectivenessineachoffivemajorfunctions;theresultingscoretellswheretheorganizationfallsonascalerangingfromnomarketingeffectivenesstosuperioreffectiveness.Toshowtopmana

5、gementhowtorespondtoalowormediocrescorebyinjectingmoremarketingthinkingintothedivisionorcompanyFundamentals of ManagementEnglish Course for管理学基础英语Chapter11Salesanddistributionarethemajorelementsofthemarketingmix,withadvertisingplayingaveryminorrole.Fundamentals of ManagementEnglish Course for管理学基础英语

6、Chapter11Salesexecutives:Salesvolumeratherthanprofits.Short-runratherthanlong-runterms.Individualcustomersratherthanmarketsegmentclasses.Fieldworkratherthandeskwork.Marketingexecutives:Profitplanning.Long-runtrends,threats,andopportunities.Customertypesandsegmentdifferences.Goodsystemsformarketanaly

7、sis,planning,andcontrol.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Dilemma:Nooneinthecompanyisatrainedmarketingmanager.Thewholeindustrymaybedevoidoftrainedmarketingmanagers.Yettrainedmarketersoutsidetheindustryarenotknowledgeableabouttheindustrysproductsandcustomersbuyingpatterns.So

8、lution:Promotatopsalesmanagertoanewtitlevicepresidentofmarketing.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11MarketingexecutiveisAnexpertatdemandstimulation.Anexpertindemandmanagement.Effectiveatsystemsmanagement.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Theyknow:Ho

9、wtocombinethetoolsofmarketingtocreateanefficientimpactonchosenmarkets.Buyerswants,buyinginfluences,channels,andcompetition.Howtouseproductfeatures,personalselling,advertising,salespromotion,price,andservicetostimulatepurchasingbehavior.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11They

10、can:Workwithavariedandchangingsetofdemandproblems.Beskilledatmoretasksthansimplystimulatingdemand.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Theycan:Beabletodevelopmarketingstrategiesandplansthatareprofitable.Theseplansshouldstrikeabalancebetweentheneedsofthemarketingmix(salesforcee

11、ffort,advertising,productquality,service),businessfunctions(manufacturing,finance,marketing),andtheexternalsystem(customers,distributors,suppliers)fromthevantagepointofprofit.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Customerphilosophy.Integratedmarketingorganization.Adequatemarket

12、inginformation.Strategicorientation.Operationalefficiency.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Keymanagersrecognizetheprimacyofstudyingthemarket,distinguishingthemanyopportunities,selectingthebestpartsofthemarkettoserve,andgearinguptooffersuperiorvaluetothechosencustomersinter

13、msoftheirneedsandwants.Somemanagementsareproductoriented.Theythinkthetrickistomakeagoodproductandgooutandsellit.Somearetechnologyoriented.Theyarefascinatedwiththechallengeofnewtechnologiesandpaylittleattentiontothesizeandrequirementsofthemarket.Stillothersaresalesoriented.Theythinkanythingcanbesoldw

14、ithsufficientsaleseffort.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Themajormarketingfunctionsmustbeintegratedandcontrolledbyahigh-levelmarketingexecutive.Variousmarketingpositionsmustbedesignedtoservetheneedsofimportantmarketsegments,territories,andproductlines.Marketingmanagementm

15、ustbeeffectiveinworkingwithotherdepartmentsandearningtheirrespectandcooperation.Theorganizationmustreflectawell-definedsystemfordeveloping,evaluating,testing,andlaunchingnewproductsbecausetheyconstitutetheheartofthebusinesssfuture.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Effective

16、marketingcallsfortheexecutivestohaveadequateinformationforplanningandallocatingresourcesproperlytodifferentmarkets,products,territories,andmarketingtools.ThesignofthequalityofinformationisWhethermanagementpossessesrecentstudiesofcustomersperceptions,preferences,andbuyinghabits.Thepresenceofgoodinfor

17、mationregardingthesalespotentialandprofitabilityofdifferentmarketsegments,customers,territories,products,channels,andordersizes.Thecontrollermustworkcloselywithmarketingandprovidearesponsiveaccountingsystemthatgivesprofitinformationbylineitem.Skillfulmarketersneedinformationtoevaluatetheresultsofthe

18、irmarketingexpenditures.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11First,thisrequiresaformalsystemforannualandlong-rangemarketingplanning.Second,thesystemshouldleadtoacorestrategythatisclear,innovative,anddata-based.Third,managementshouldlookaheadtowardcontingentactionsthatmightbere

19、quiredbynewdevelopmentsinthemarketplace.Andlast,marketingplansdonotbearfruitunlesstheyareefficientlycarriedoutatvariouslevelsoftheorganization.Theinterestsofthecustomersmustbeofparamountconcerntoemployeesthroughouttheorganization.Marketingmanagementmusthavetherightamountofresourcestodothejob.Italsom

20、usthavesystemsthatenableittoreactquicklyandintelligentlytoon-the-spotdevelopments.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Amarketingimprovementplanwiththeseneeds:1.Trainingofofficers,throughseminars,forexample,toprovideabetterunderstandingofmodernmarketing.2.Hiringofconsultantsto

21、bringintothecompanyspecificmarketingimprovementsthatareneeded.3.Creationofnewpositionsinthemarketingorganization.4.Personneltransferswherenecessary.5.Increasedinvestmentorsometimesjustmoreefficientinvestmentinmarketingresearch.6.Installmentofimprovedformalplanningprocedures.Fundamentals of Managemen

22、tEnglish Course for管理学基础英语Chapter111.Wetendtoconfusemarketingeffectivenesswithsaleseffectiveness.2.Onewaytoviewthedifferencebetweenmarketingandsalesisintermsofthedifferencebetweenseedingafieldandharvestingthecrops.3.Marketingexecutivesareresponsibleforthisyearsprofitsaswellaslong-runprofitability.4.

23、Marketingthinkingisnoteasytointroduceintoanorganization.5.Thecorporationhastheresponsibilityofassessingmarketingeffectivenessineachdivision.6.Insomedivisions,topmanagementmayneedtointervene.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Demarketingmaybeconsidered“unselling”or“marketingi

24、nreverse”,which includesgeneralandselectivedemarketing.Althoughtheconceptof demarketinglacksaprecisetheoreticaldefinition,itreferstoanattemptby thefirmtodiscourageallorsomeofitscustomersfrommakingpurchases eithertemporarilyor permanently.Sincetheinitialinterestsinthesubject areaofhowtomarketstrategi

25、callyintimesofshortagesbegan,different viewpointshavebeenofferedastohowthefirmshouldpursuedemarketing.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Audit Effectiveness is for anyone practicing in auditing or accounting automation,as well as for those with an academic or research intere

26、st in the challenges posed by technological advances for auditors in particular,and for managers in general.Marketing effectiveness is the measure of how effective a given marketers go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the

27、short-and long-term.It is also related to Marketing ROI and Return on Marketing Investment(ROMI).Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11Saleseffectivenessreferstotheabilityofacompanyssalesprofessionalsto“win”ateachstage ofthecustomersbuyingprocess,andultimatelyearnthebusinessont

28、herighttermsandintherighttimeframe.Improvingsaleseffectivenessisnotjustasalesfunctionissue;itsacompany issue,asitrequiresdeepcollaborationbetweensalesandmarketingtounderstandwhatisworkingandnotworking,andconti-nuousimprovementoftheknowledge,messages,skills,andstrategies thatsalespeopleapplyastheywor

29、ksalesopportunities.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11The 4C s of Marketing Mix Tostayinthemarketforlongandtofindapositionincustomersminds,youhavetothinklikecustomersandformstrategieswhichbenefitboththeparties.The4Csmarketingconceptfocusesonnichemarketingunlikemassmarketing

30、whichwaspropagatedbythe4Ps.Themoreyouknowtheconsumer,thebetterareyourtargetingstrategies,andmoreistheconversionrate.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11The 4CThe 4Cs of Marketing Mix are:s of Marketing Mix are:Consumerwantsandneeds:Forgetproduct.StudyConsumerwantsandneeds.In

31、this highly competitive environment,your product will not create its own demand if it isnt desired by the consumer.You need to study the consumer wants and needs before developing the product as its the needs and wants which trigger demand.This not only will help you in developing a desired product

32、but also will help you:in developing a positioning strategy for your product,and in marketing your product as per your customers needs.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11The 4CThe 4Cs of Marketing Mix are:s of Marketing Mix are:Cost:Forgetprice.Understandtheconsumerscosttosa

33、tisfythatwantorneed.Priceisonlyasubsetoftotalcostincurredtosatisfythewantorneed.Theconsumerincurmuchmoreexpenditureinacquiringyourgoodorservice.Thecostsubsetofmarketing4Csincludemonetaryaswellasnonmonetarycosts.Someofthemare:PriceTheistheamountthecustomerpaystothesellertoacquiretheproduct.Additional

34、costofacquiringThecostincurredtodrivetoanoutlettopurchaseyourproduct,orthecostincurredwhileresearchingaboutyourproduct,etc.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11The 4CThe 4Cs of Marketing Mix are:s of Marketing Mix are:CostofconscienceSupposeyouredealinginanonvegetarianfoodprod

35、uct.Yourconsumermightincuracostofconsciencewhenhebuysandeatyournonvegetarianproduct.OpportunitycostThisreferstoabenefityourconsumercouldhavereceived,butgaveup,tobuyyourproductorservice.ThecostsubsetofMarketing4CsisareflectionoftotalcostofownershipunlikethePricesubsetofMarketing4Pswhichconsideronlyth

36、epriceaspectofthecost.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11The 4Cs of Marketing Mix are:The 4Cs of Marketing Mix are:Convenience:Forgetplace.Thinkconveniencetobuy.Convenienceisthekeytomoresales.Mostofyourcustomerschooseaproductbasedontheconvenienceofpurchase.Thefocusshouldbeon

37、-:toresearchandfindoutallthechannelsofdistributionyourcustomersconsiderwhilemakingapurchase;towalkonyourcustomerspathandsellingyourproductonthechannelsheissearchingon;toremoveallthebarriersyourcustomersfacewhilebuyingyourproduct.Theconvenienceaspectofmarketing4Csisoftenneglectedbybusinesseswhopriori

38、tizegreaterprofitmarginsovercustomersconvenience.However,convenienceresultinmorebenefitstothebrandinthelongrun.Fundamentals of ManagementEnglish Course for管理学基础英语Chapter11The 4Cs of Marketing Mix are:The 4Cs of Marketing Mix are:Communication:Forgetpromotion.Thewordiscommunication.Whilepromotionisma

39、nipulativeandisforcedtothebuyer,communicationiscooperativeandisapprovedbyboththesellerandthebuyer.Consumeralwayswanttohearwhatsinitforme?,whiletheselleralwayswanttotellthisisthebestproductinthemarket.Aneffectivecommunicationconsidersboththesidesandresultsinawin-winsituation.Communicationaspectofmark

40、eting4Csassertsagiveandtakerelationshipbetweenthesellerandthebuyer,unlikepromotionaspectofmarketing4Pswhichdoesntconsiderconsumerspointofviewatall.Fundamentals of ManagementEnglish Course forEnglish Course forFundamentals of Management管理学基础英语Chapter11CocaColaCRMCaseStudyFundamentals of ManagementEng

41、lish Course for1.WhatdidCoca-Colarealizeduringtheprocessofitstryingtoreachouttotheircustomers?2.InCoca-ColasnewCRMsystem,whatdid“thespeedofdelivery”referto?3.Accordingtothetext,whyCoca-ColadecidedtorelyuponSalesForce?4.Fromthiscase,whatdidyoulearnabouthandlingcustomerrelationship?管理学基础英语Chapter11Fun

42、damentals of ManagementEnglish Course forEnglish Course forFundamentals of Management管理学基础英语Chapter11HuaweiSmartphoneStrategyCaseAnalysisFundamentals of ManagementEnglish Course for1.WhatarethefiveforcesdevelopedbyMichaelPorter?2.WhatisHuaweis“dual-channel”strategy?Andwhatistheeffectofthestrategy?管理学基础英语Chapter11