國際行銷之定義.pptVIP

Introduction to InternationalMarketing Management 好的行銷是…? 提供高品質的產品? 訂定便宜的價格? 提高業務人員的銷售技巧? 時常發放折價券? 頻繁地播放廣告? Definition of Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007, AMA) Marketing is meeting needs profitably. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 國際行銷之定義 當行銷者的國籍和消費者（或使用者）所在國不同時，將商品（或服務）由行銷者流行至消費者（或使用者）的企業活動。 國際行銷之種類 外銷管理(export marketing)或國際貿易(international trade)：在母國生產，但外銷至他國的行銷活動，此時所管理的是如何將產品順利地外銷至他國。 國外行銷(foreign marketing)：在地主國生產服務當地的客戶，此時所管理的是如何在地主國從事有效的行銷活動。 全球行銷(global marketing)：當所服務的市場眾多時，各市場間應如何整合與協調。 STP concept Market segmentation: dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mix. Steps for market segmentation Identify bases (ex. geographic, demographic, psychographic, and behavior) of segmenting Develop profiles of resulting segments Market segment: a group of consumers who respond in a similar way to a given set of marketing efforts. Case: 統一泡麵 2006 1970 1999 1983 1989 1991 1991 1978 STP concept Target marketing: the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Steps for target marketing Evaluate the attractiveness of each segment Select the target segments A company with limited resources might decide to serve only one or a few special segments or “market niches”. E.g. Arm Hammer, Oshkosh Truck, and Veterinary Pet Insurance. Case: Veterinary Pet Insurance Facts More than 60% of all U.S. households own one dog or one cat or both. There are more than 60 million dogs, 68million cats, and 2 million rabbits in U.S.. Spend $28.5 billion a year on th