營銷核心概念

1、core concepts of marketingcore concepts of marketing t1 products (goods, services, and ideas) value, cost, and satisfaction needs, wants, and demands exchange and transactions relationships and networks markets marketers and prospects flow structure in a flow structure in a modern exchange economymo

2、dern exchange economy t2 government markets manufacturer markets consumer markets intermediary markets resource markets actors and forces in aactors and forces in a modern marketing systemmodern marketing system t3 environment suppliers company (marketer) marketing inter- mediaries end-user market c

3、ompetitors selling and marketingselling and marketing concepts contrastedconcepts contrasted t4 factory existing products selling and promotion profits through sales volume target market integrated marketing profits through customer satisfaction customer needs starting point focusmeansends (b) the m

4、arketing concept (a) the selling concept evolving views of marketings roleevolving views of marketings role t5a a. marketing as an equal function b. marketing as a more important function finance production marketing human resources finance human resources marketing production evolving views of mark

5、etings roleevolving views of marketings role t5b c. marketing as the major function d. the customer as the controlling factor marketing finance human resources production customer human resources finance production marketing evolving views of marketings roleevolving views of marketings role t5c e. t

6、he customer as the controlling function and marketing as the integrative function customer marketing production human resources finance determinants of customer delivered valuedeterminants of customer delivered value product value services value personnel value image value monetary cost time cost en

7、ergy cost total customer value t6 psychic cost total customer cost customer delivered value t6 the generic value chainthe generic value chain t7 primary activities support activities firm infrastructure human resource management technology development procurement inbound logistics outbound logistics

8、 marketing and sales service opera- tions margin margin levi strauss levi strauss value-delivery networkvalue-delivery network t8 order du pont (fibers) milliken (fabric) levis (apparel) sears (retail) customer orderorderorder deliverydeliverydeliverydelivery levels of relationship marketinglevels o

9、f relationship marketing t9 many customers/ distributors medium number of customers/ distributors few customers/ distributors accountableproactivepartnership proactiveaccountablereactive accountablereactive basic or reactive high margin medium margin low margin the profit trianglethe profit triangle

10、 t10 value creation competitive advantage internal operations strategic planning, implementation, and strategic planning, implementation, and control processcontrol process t11 corporate planning division planning business planning product planning organizing implementing measuring results diagnosin

11、g results taking corrective action the boston consulting groups the boston consulting groups growth-share matrixgrowth-share matrix t12 3 ? market growth rate relative market share stars cash cow question marks dogs ? ? ? 5 4 2 1 6 8 7 market attractiveness: competitive- position market attractivene

12、ss: competitive- position portfolio classificationportfolio classification t13 hydraulic pumps joints clutches flexible diaphragms aerospace fittings fuel pumps relief valve the strategic-planning gapthe strategic-planning gap t14 desired sales diversification growth integrative growth intensive gro

13、wth current portfolio ) three intensive growth strategies: ansoffs three intensive growth strategies: ansoffs product/market expansion gridproduct/market expansion grid t15 1. market- penetration strategy (diversification strategy) 3. product- development strategy 2. market- development strategy opp

14、ortunity matrixopportunity matrix t16a 1 4 2 3 1. company develops a more powerful lighting system 2. company develops a device for measuring the energy efficiency of any lighting system 3. company develops a device for measuring illumination level 4. company develops a software program to teach lig

15、hting fundamentals to tv studio personnel threat matrixthreat matrix t16b 1 4 2 3 1.competitor develops a superior lighting system 2.major prolonged economic depression 3.higher costs 4.legislation to reduce number of tv studio licenses the mckinsey 7-s frameworkthe mckinsey 7-s framework skills str

16、ategy structure systems t17 shared values staff style marketing-mix strategymarketing-mix strategy sales promotion advertising sales force public relations direct mail and telemarketing target customers distri- bution channels t19 company products services prices factors influencing company factors

17、influencing company marketing strategy marketing strategy t20 target customers product promotion placeprice marketing information system marketing planning system marketing organization system marketing organization and implementation competitors marketing intermediaries publics suppliers the market

18、ingthe marketing information systeminformation system t21 marketing managers analysis planning implemen- tation control assessing information needs distributing information internal records marketing environment test markets marketing channels competitors publics macro- environment forces marketing

19、information system developing information marketing intelligence marketing research marketing decision support analysis the marketing research processthe marketing research process t22 define the problem and research objectives develop the research plan collect the informa- tion analyze the informa-

20、 tion present the findings ninety types of demand measurement (6 x ninety types of demand measurement (6 x 5 x 3)5 x 3) t23 short runmedium runlong run model of buyer behaviormodel of buyer behavior t24 marketing stimuli product price place promotion other stimuli economic technological political cu

21、ltural buyers decisions product choice brand choice dealer choice purchase timing purchase amount buyers characteristics cultural social personal psychological buyers decision process problem recognition information search evaluation decision postpurchase behavior see figure 6-5see figure 6-2 maslow

22、s hierarchymaslows hierarchy of needsof needs t25 self- actualization (self-development and realization) 1. 5. 4. 3. 2. five-stage consumer buyer decision processfive-stage consumer buyer decision process t26 steps between evaluation of alternatives and a steps between evaluation of alternatives and

23、 a purchase decisionpurchase decision t27 purchase intention unantici- pated situational factors attitude of others purchase decisioin how customers use orhow customers use or dispose of productsdispose of products t28 product get rid of it temporarily loan it give it away direct to consumer get rid

24、 of it permanently keep it rent it store it convert to new purpose use for original purpose trade it sell it throw it away to intermediary through middleman to be used to be (re)sold major influences on industrial buying behaviormajor influences on industrial buying behavior t29 level of demand econ

25、omic outlook interest rate rate of techno- logical change political and regulatory developments competitive developments social responsi- bility concerns objectives policies procedures organizational structures systems interests authority status empathy persuasive- ness age income education job posi

26、tion personality risk attitudes culture environmental business buyer interpersonal organizational individual five forces determining segment structural five forces determining segment structural attractivenessattractiveness potential entrants (threat of mobility) buyers (buyer power) suppliers (supp

27、lier power) industry competitors (segment rivalry) substitutes (threats of substitutes) barriers and profitabilitybarriers and profitability t31 low, stable returns high, risky returns low, risky returns high, stable returns product / market battlefield for toothpasteproduct / market battlefield for

28、 toothpaste topoltopol plain toothpaste toothpaste with fluoride gel smokers toothpaste striped colgate-palmolive procter & gamble colgate-palmolive procter & gamble colgate-palmolive procter & gamble lever bros. beecham colgate-palmolive procter & gamble lever bros. colgate-palmolive procter & gamb

29、le colgate-palmolive procter & gamble colgate-palmolive procter & gamble colgate-palmolive procter & gamble colgate-palmolive procter & gamble lever bros. beecham product segmentation customer segmentation children / teensage 19-35age 36+ strategic groups in the major strategic groups in the major a

30、ppliance industryappliance industry t33 group a narrow line lower mfg. cost very high service high price lowhigh group d broad line medium mrg. cost low service low price group c moderate line medium mfg. cost medium service medium price group b full line low mfg. cost good service medium price steps in market segmentation, targeting,and steps in market segmentation, targeting,and posit