《国际市场营销学》第14章促销策略1课件.ppt

1、第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets How to let foreign consumers know and accept my products?it is a headache to me.?第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International MarketsWhat any practical ideas do you have for your products in order to make it

2、 known by the consumers worldwide?第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets Coca Cola made lots of advertisements in the world markets第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for Internationa

3、l Markets第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets报纸广告报纸广告户外牌架广告户外牌架广告车身广告车身广告第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets But Amway seldom made advertisement through public medium.It usually uses personal sales to let consumers get familiar

4、 with its products.Amway会议推销上门推销上门推销第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International MarketsQuestions:1.What products do you have in your company?2.What are you going to do in order to make your products known and accepted by the consumers worldwide?To make advertisement everywhere a

5、s Coco Cola?Or do as Amway with direct selling?第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International MarketsBefore you correctly answer above question,you need to learn Promotion Strategies for International Markets第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International MarketsDe

6、finition of Promotion Strategies:促销策略定义促销策略定义 It is a decision by using advertisements,personal sales,sales promotion,public relations,etc.,to transmit the company and its products information to the consumers in the international markets.It is helpful for companies to make their products and fames

7、well known and accepted globally.第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International MarketsDefinition of Promotion Strategies:促销策略定义促销策略定义 它是通过广告、人员推销、营业推广、公它是通过广告、人员推销、营业推广、公共关系等方式，把公司及其产品信息传递给共关系等方式，把公司及其产品信息传递给国际市场消费者的一种决策。它有利于企业国际市场消费者的一种决策。它有利于企业的产品和名声在全球广被接受。的产品和名声在全球广被接受。第十四章第十四

8、章 国际市场促销策略国际市场促销策略 Promotion Strategies for International MarketsDefinition of Promotion Strategies:促销策略定义促销策略定义In another simple words,it is any kind of communications between the seller and the buyers about introductions for the products or services.简单的说，它是买卖方之间任何关于介绍产简单的说，它是买卖方之间任何关于介绍产品或介绍服务方面的沟

9、通。品或介绍服务方面的沟通。第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets一.一.International Advertisement Strategies二.二.Advertisement is necessary for the new 三.三.company or for the new product to get into四.四.the market.Also it is very important for a 五.五.company to share the market port

10、ion to 六.六.make profits from existed products.第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets一.一.International Advertisement Strategies二.二.广告对于新公司或新产品进入市场很广告对于新公司或新产品进入市场很有必有必三.三.要，而且对于一家企业去分摊市场上已有要，而且对于一家企业去分摊市场上已有产产四.四.品的市场份额继而创造利润亦非常重要。品的市场份额继而创造利润亦非常重要。Yes,it is really Y

11、es,it is really necessary for us to necessary for us to make an outstanding make an outstanding advertisement in advertisement in Japan if we want to Japan if we want to take back the watch take back the watch marketsmarkets第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets一.一.

12、International Advertisement Strategies二.二.But Advertising internationally will cost 三.三.you a large amount of money.And sometimes 四.四.it can not help sales if you advertise through 五.五.an unsuitable medium and at a wrong place 六.六.and in a wrong period.So it is risky.Where is my money?Where is my mo

13、ney?Your money has been Your money has been used for advertisementused for advertisement第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets一.一.International Advertisement Strategies二.二.但是国际广告需要花费大量资金，而但是国际广告需要花费大量资金，而且如且如三.三.果你的广告是通过不合适的媒介且在不恰果你的广告是通过不合适的媒介且在不恰当当四.四.的时间和地点做出时，它还

14、并不会给销售的时间和地点做出时，它还并不会给销售带带五.五.来帮助。所以广告有风险。来帮助。所以广告有风险。第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets一.一.International Advertisement Strategies二.二.So,international advertisement strategies三.三.require you to know how to make correct 四.四.decisions on advertising target,adverti

15、sing 五.五.budget,processing information,selecting 六.六.medium and estimating effect.第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets1.International Advertisement Target Strategies refer to Page 290In the different stages of products lifecycle,theadvertisement targets are differ

16、ent.在产品生命周期的不同阶段，广告的目标在产品生命周期的不同阶段，广告的目标也不尽相同。也不尽相同。第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets1.International Advertisement Target Strategies Three advertisement targets as follows:P290 information notification,信息告知；信息告知；purchase guidance,劝导购买；劝导购买；usage solidification,

17、巩固使用。巩固使用。For different stages of products lifecycle,what advertisement target are you going to choose?第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets1.International Advertisement Target Strategies Lifecycle advertisement target Leading in stage-information notification grow

18、ing up,mature-purchase guidance decline stage-usage solidification第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets3D TV in leading in第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets3D TV in leading in第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for I

19、nternational Markets3D TV in leading in第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets3D TV in growing up第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets3D TV in growing up第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets3D TV i

20、n growing up第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets3D TV in growing up3D TV in mature第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets 电台里的电信座机电话广告：电台里的电信座机电话广告：打电话，还是座机好，打电话，还是座机好，声音清晰稳定，没有辐射，价格更便宜。声音清晰稳定，没有辐射，价格更便宜。Family phones in declineNot

21、 only a simple timer,also a fashion on wrist.不仅是简单的计时工具，更是腕上的时装不仅是简单的计时工具，更是腕上的时装第十四章第十四章 国际市场促销策略国际市场促销策略 Promotion Strategies for International Markets一.一.International Advertisement Strategies二.二.Questions:1.In which stages of products lifecycle do your companys products stand?2.What kind of advertisement target are you going to choose for your products?