国际市场营销学 （原书第18版）课件 第14章　面向企业的产品和服务全球视角　英特尔的繁荣以及无法逃避的衰退.pptx

Chapter14ProductsandServicesforBusinesses?McGraw-HillEducation.Allrightsreserved.Authorizedonlyforinstructoruseintheclassroom.?NoreproductionorfurtherdistributionpermittedwithoutthepriorwrittenconsentofMcGraw-HillEducation.

LearningObjectives14-1 Theimportanceofderiveddemandinindustrialmarkets14-2 Howdemandisaffectedbytechnologylevels14-3 Characteristicsofanindustrialproduct14-4 TheimportanceofISO9000certification14-5 Thegrowthofbusinessservicesandnuancesoftheirmarketing14-6 Theimportanceoftradeshowsinpromotingindustrialgoods14-7 Theimportanceofrelationshipmarketingforindustrialproductsandservices

IntroductionProductsinInternationalMarketsConsumergoods(business-to-consumer)Industrialgoods(business-to-business)IssuesofstandardizationversusadaptationnotasrelevantMarketingacrosscountrymarketsmoresimilarthandifferentIndustrialproductsareusedincreatingothergoodsandservicesIndustrialconsumersareseekingprofitBusinessserviceshighlycompetitivegrowthmarket

DemandinGlobalBusiness-to-Business

(B2B)Markets1of5IndustrialmarketdemandBynaturemorevolatileAffectedbystagesofindustrialandeconomicdevelopmentincountryLeveloftechnologyofproductsandservicesmakestheirsalemoreappropriateinsomecountriesthanothers

DemandinGlobalBusiness-to-Business

(B2B)Markets2of5TheVolatilityofIndustrialDemandHuge,cyclicalswingsindemandinherentThreefactorsexacerbateupsanddownsSellerstendbedependentonsmallnumberofcustomersProfessionalbuyerstendtoactinconcertChangesinmarketsacceleratedbyderiveddemandIndustrialdemandderivedfromconsumerdemand

DemandinGlobalBusiness-to-Business

(B2B)Markets3of5TheVolatilityofIndustrialDemandcontinuedWaystomanageinherentvolatilityMaintainbroadproductlinesandmarketcoverageRaisepricesfasterandreduceadexpendituresduringboomsIgnoremarketsharea