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1、objectivescourse/text organizationdefining marketingcore concepts of marketing product or offering value and satisfactionneeds, wants, and demands exchange and transactions relationships and networks target markets & segmentation marketing channels supply chain competition marketing environments
2、imple marketing systemindustry(a collection of sellers)market(a collection of buyers)goods/servicesmoneycommunicationinformationmanufacturermarketsgovernmentmarketsconsumermarketsintermediarymarketsresourcemarketsstructure of flowsmarketingmixproductpricepromotionplacethe four cscustomersolutioncust
3、omercostcommunicationconven-ienceproduction conceptproduct conceptselling conceptmarketing conceptconsumers prefer products that are widely available and inexpensive consumers favor products that offer the most quality, performance, or innovative featuresconsumers will buy products only ifthe compan
4、y aggressivelypromotes/sells these productsfocuses on needs/ wants of target markets & delivering value better than competitorscompany orientations towards the marketplacemarketintegratedmarketingprofits throughcustomersatisfactioncustomerneeds(b) the marketing conceptfactoryexistingproductssell
5、ing andpromotionprofits throughsales volumestartingpointfocusmeansends(a) the selling conceptcustomer delivered valuecustomersfront-line peoplemiddle managementtopmanagementtraditional organization chartcustomer-oriented organization chartcustomersfront-line peoplemiddle managementtopmanage-mentcust
6、omerscustomersevolving views of marketings rolea. marketing as anequal functionfinanceproductionmarketinghumanresourcesb. marketing as a moreimportant functionfinancehumanresourcesmarketingproductionevolving views of marketings rolec. marketing as themajor functionmarketingfinancehumanresourcesprodu
7、ctiond. the customer as thecontrolling factorcustomerhumanresourcesfinanceproductionmarketingevolving views of marketings rolee. the customer as the controllingfunction and marketing as theintegrative functioncustomermarketingproductionhumanresourcesfinancereviewobjectivesdeterminants of customer de
8、livered valueimage valuepersonnel valueservices valueproduct valuetotalcustomervaluemonetary costtime costenergy costpsychic costtotalcustomercostcustomerdeliveredvaluesatisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outco
9、me) in relation to his or her expectations.resourcesorganizationandaligning.high performance businessprocessesby improving critical business.stake-holdersset strategies to satisfy key.marginmarginthe generic value chainprimary activitiessupportactivitiesprocurementserv-icetechnology developmenthuman
10、 resource managementfirm infrastructureinboundlogisticsopera-tionsout-boundlogisticsmarket-ingandsaleslevi strauss value-delivery networkdeliverysears(retail)levis(apparel)orderdeliveryordercustomerdeliverydu pont(fibers)orderdeliveryordermilliken(fabric)satisfied customers:levels of relationship ma
11、rketingmanycustomers/distributorsmediumnumber ofcustomers/distributorsfewcustomers/distributorsaccountableproactivepartnershipproactiveaccountablereactiveaccountablereactivebasic orreactivehighmarginmediummarginlowmargininactive orex-customerscustomer developmentpartnersadvocatesclientsrepeatcustome
12、rsfirst-timecustomerssuspectsprospectsdisqualifiedprospectscustomer/product profitability analysisp1highlyprofitableproductp2profitableproductp3losingproductp4mixed-bagproductproducts+highprofitcustomer+-+-losingcustomerc1c2c3customersthe profit trianglevalue creationcompetitive advantageinternal op
13、erationsquality#1reviewobjectivesmarket-oriented strategic planningobjectivesskillsresourcesopportunitiesmarket-oriented strategic planningobjectivesskillsresourcesopportunitiesprofitandgrowthcorporate headquarters planningstrategic-planning, implementation, and control processmeasuringresultsdiagno
14、singresultstakingcorrectiveactioncorporateplanningdivisionplanningbusinessplanningproductplanningorganizingimplementinggood mission statements:limited number of goalsstress major policies & valuesdefine competitive scopesthe boston consulting groups growth-share matrixmarket growth rate3?questio
15、n marks?21cash cow6dogs87relative market sharestars54market attractiveness: competitive- position portfolio classificationreliefvalveflexiblediaphragmsfuelpumpsaerospacefittingsclutcheshydraulicpumpsjoints)the strategic-planning gapdesiredsalesintegrative growthintensive growthcurrentportfolio three
16、 intensive growth strategies: ansoffs product/market expansion grid4. diversification2. marketdevelopmentnewmarkets1. marketpenetrationexistingmarketsexistingproducts3. productdevelopmentnewproducts1423opportunity matrixthreat matrix1423the mckinsey 7-s frameworkskillssharedvaluesstaffstylestrategys
17、tructuresystemssell the productthe value-delivery processmake the productprocuredesignproductmakeprice selladvertise/promotedistribute servicechoose the valueprovide the value communicate the value(a) traditional physical process sequence(b) value creation & delivery sequencestrategic marketingt
18、actical marketingthe marketing planexecutive summary & table of contentscurrent marketing situationopportunity & issue analysisobjectivesmarketing strategyaction programsprojected profit-and-losscontrolscompetitorsmarketingintermediariespublicssuppliers factors influencing company marketing
19、strategymarketinginformationsystemmarketingplanningsystemmarketingorganizationsystemmarketingorganization andimplementationproductpromotionplacepricetargetcustomersreviewobjectivesa consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and a
20、ccurate information to marketing decision makers.a is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.defining the problem & research objectivesexploratoryresearchdescriptiveresearchcausalresearchtest cause- and-effe
21、ct relationships.tests hypotheses about cause- and-effect relationships.sheds light on problem - suggest solutions ornew ideas.ascertain magnitudes.research approachesbehavioralfocus-groupsurveyexperimentalobservationalsecondary-data sourcesthe marketing research processgood marketing research:ninet
22、y types of demand measurement (6 x 5 x 3)short runmedium runlong rundemandmarketdemandcompanydemandestimating current demandestimating future demandreviewobjectivesmacroenvironmental forcesmacroenvironmental forcesdemographic environmentworldwide population growthpopulation age mixethnic marketshous
23、ehold patternseducational groupsgeographical shifts in populationshift from mass market to micromarketseconomic environmentincome distributionsubsistence economiesraw-material-exporting economiesindustrializing economiesindustrial economiessavings, debt, & credit availabilitynaturalenvironment h
24、igher pollutionlevelsincreased costsof energyshortage of raw materialschanging roleof governmentaccelerating paceof changeunlimited opportunitiesfor innovationincreasedregulationissues in the technologicalenvironmentvaryingr & d budgetspolitical-legalenvironmentincreasedlegislationspecial-intere
25、stgroupssocial/cultural environmentviewsthat expressvaluessocial/cultural environmentreviewobjectivessimple response modelmodel of buying behaviorbuyers decisionprocessproblem recognitioninformation searchevaluationdecisionpostpurchase behaviorotherstimulieconomictechnologicalpoliticalculturalbuyers
26、characteristicsculturalsocialpersonalpsychologicalbuyers decisionsproduct choicebrand choicedealer choicepurchase timingpurchase amountmarketingstimuliproductpriceplacepromotionculturecultural factorssubculturesocial classbuyersocial factorsreferencegroupsroles &statusesfamilyinfluences on consu
27、mer behaviorpersonal influencesage and family life cycle stagelifestyleoccupation &economic circumstancespersonality & self-conceptpsychological factorsperceptionlearningbeliefs &attitudesmotivationmaslows hierarchyof needspsychological needs(food, water, shelter)1safety needs(security,
28、protection)2social needs(sense of belonging, love)3esteem needs(self-esteem, recognition)4self-actualization(self-developmentand realization)5four types of buying behaviorcomplexbuyingbehaviordissonance-reducing buyingbehaviorvariety-seekingbehaviorhabitualbuyingbehaviorsignificantdifferencesbetween
29、brandsfewdifferencesbetweenbrandshighinvolvementlowinvolvementconsumer buyingprocessinformationsearchevaluation ofalternativespurchasedecisionpostpurchasebehaviortotalsetdecision making setsaware-nesssetconsid-erationsetchoicesetdecisionsteps between evaluation of alternatives and a purchase decisio
30、npurchasedecisionunanticipatedsituationalfactorsattitudeof otherspurchaseintentionhow customers use ordispose of productsproductget rid of ittemporarilyget rid of itpermanentlykeep itloan itrent itstore itconvertto newpurposeuse fororiginalpurposegive itawaytrade itsell itthrow itawaydirect toconsum
31、ertointermediarythroughmiddlemanto beusedto be(re)soldreviewobjectivesbusiness vs. consumer marketsbusiness vs. consumer marketsutilitiesoffice suppliesbulk chemicalsnew vehicleselec. equipconsultantscomputer equip.custom furnitureinstalled componentsbuildingsweapon systemsparticipants in the busine
32、ss buying processgatekeepersinitiatorsbuyersinfluencersdecidersusersapproversmajor influences on industrial buying behaviorlevel ofdemandeconomicoutlookinterest raterate of techno-logical changepolitical andregulatorydevelopmentscompetitivedevelopmentssocial responsi-bility concernsenvironmentalobje
33、ctivespoliciesproceduresorganizationalstructuressystemsorganizationalinterestsauthoritystatusempathypersuasive-nessinterpersonalageincomeeducationjob positionpersonalityrisk attitudescultureindividualbusinessbuyerorganizational factorspurchasing-departmentupgradingcross-functionalrolescentralizedpur
34、chasingdecentralized purchasing of smallticket itemsinternetpurchasinglong-termcontractspurchasing-performanceevaluation &pro. buyersleanproductionproblem recognitiongeneral need descriptionproduct specificationsupplier searchproposal solicitationsupplier selectionorder routine specificationperf
35、ormance reviewgovernment marketsdomestic suppliersopen bidscost minimizationpublic reviewpaperworkreviewobjectivesfive forces determining segment structural attractivenesspotential entrants(threat ofmobility)buyers(buyer power)substitutes(threats ofsubstitutes)suppliers(supplier power)industrycompet
36、itors(segment rivalry)barriers and profitabilitylow, stablereturnshigh, stablereturnslow, riskyreturnshigh, riskyreturnsindustry competitionlowhighstrategic groups in the major appliance industrygroup anarrow linelower mfg. costvery high servicehigh pricegroup dbroad linemedium mfg. costlow servicel
37、ow pricegroup cmoderate linemedium mfg. costmedium servicemedium pricegroup bfull linelow mfg. costgood servicemedium priceanalyzing competitorscompetitors expansion plansmarketsproductsindividualuserscommercial & industrialeducationalpersonalcomputershardwareaccessoriessoftwaredelldellhypotheti
38、cal market structure & strategies40%marketleader30%marketchallenger20%marketfollowerexpand marketdefend market shareexpand market shareattack leaderstatus quoimitate10%marketnicherspecial-izedefense strategiesdefender(5)mobiledefenseoptimal market shareprofitabilitymarket share0%25%50%75%100%opt
39、imal market shareattack strategiesattackerdefender(3) encirclement attack(4) bypass attack(2) flank attack(5) guerilla attack(1) frontal attackspecific attack strategies“nichemanship”balancecompetitioncustomer+ fighter orientation+ alert+ exploit weaknesses- reactive+ id opportunities+ long-run prof
40、it+ emerging needs & groupsreviewobjectivessteps in market segmentation, targeting,and positioning1. identifysegmentationvariables andsegment themarket2. develop profiles ofresultingsegments3. evaluateattractivenessof eachsegment4. select thetargetsegment(s)5. identifypossiblepositioningconcepts
41、 foreach targetsegment6. select,develop, andcommunicatethe chosenpositioningconceptbasic market-preference patternsmarket-segmentation procedurebases for segmenting consumer marketsoccasions, benefits, uses, or attitudesbehavioralgeographicregion, city or metrosize, density, climatedemographicage, g
42、ender, family size and life cycle, race, occupation, or income .lifestyle or personalitypsychographicbases for segmenting business markets measurableaccessiblesubstantialdifferential segments must be large or profitable enough to serve. segments can be effectively reached and served.actionable size,
43、 purchasing power, profiles of segments can be measured. segments must respond differently to different marketing mix elements & actions. must be able to attract and serve the segments.effective segmentationheavy and light users of common consumer products75%71%25%29%79%21%75%25%17%17%83%83%13%
44、5%87%19%81%95% additional segmentation criteriafive patterns of target market selectionm1 m2 m3 p1p2p3m1 m2 m3 p1p2p3m1 m2 m3 p1p2p3m1 m2 m3 p1p2p3p1p2p3m1 m2 m3 segment-by-segmentinvasion planreviewobjectivesthe bcg competitiveadvantage matrixvolumefragmentedstalematedspecializedproduct differentia
45、tionformfea-turesperfor-mancequalityconform-ancequalitydura-bilityrelia-bilityrepair-abilitystyledesigndeliveryservices differentiationorderingeasemaintenance& repaircustomertraininginstallationcustomerconsultingmiscellaneousservicesdifferentiationmediaatmospheresymbolseventsimage differentiatio
46、naffordableaffordablesuperiorsuperiorprofitableprofitablepreemptivepreemptivedistinctivedistinctiveimportantimportantperceptual mapjapanesedeer parksales & profit life cyclesfour introductorymarketing strategiesmaturity stagedecline stagemarket evolutionmarket-fragmentation andmarket-consolidati
47、on strategiesmcjxyzkfgldeabhxmcabdefgjklyzhreviewobjectiveswhy new products failchallenges in npdnew product development processprobability of successconcept development & testing1. develop product ideas into alternative product concepts2. concept testing - test the productconcepts with groups o
48、f target customers3. choose the best oneproduct & brand positioningbaconandeggspancakesinstantbreakfastcoldcerealhotcerealbrand cbrand bbrand aconjoint analysis-| | |-0| | |-| |-| |consumer-goods market testingsales-waveresearchtest offering trail toa sample of consumers insuccessiveperiods.simu
49、latedtest markettest in a simulated shopping environmentto a sample of consumers.standardtest marketfull marketing campaignin a small number of representative cities.controlled test marketa few stores that have agreed to carry newproducts for a fee.commercializationwhenwherewhomproductpriceplaceprom
50、otion2 1/2%innovators13 1/2%earlyadopters34%earlymajority34%latemajority16%laggardstime of adoption innovationsadopter categorization of the basis of relative time of adoption of innovationscharacteristics of the innovation rate of adoptionobjectivesmajor decisions in international marketingdeciding
51、 whetherto go abroaddeciding whichmarkets to enterdeciding how toenter the marketdeciding on themarketing programdeciding on themarketing organizationchallenges in going globalcriteria for entryfive models of entryinto foreign marketsdirectinvest-mentjointventureslicensingdirectexportingindirectexpo
52、rtingamount of commitment, risk, control, and profit potentialjoint ventureinternationalization processno exportexport via agentssales subsidiariesproduction abroadfive international productand promotion strategiesdualadaptationproductadaptationstraightextensioncommuni-cationadaptationproductinventi
53、onpricing challengesprice escalationdumping chargesgray marketstransfer priceswhole-channel concept for international marketingsellersellers internationalmarketing headquarterschannels betweennationschannels withinforeign nationsfinal buyersmarketing organizationexport departmentinternational divisi
54、onglobal organizationrussiaasiaeuropemiddle eastafricausasouth americaaustraliacanadaantarcticagreenlandobjectivescomponents of the market offeringvalue-based pricesservices mixand qualityproduct featuresand qualityattractiveness ofthe market offeringfive product levelspotential productaugmented pro
55、ductexpected productbasic productcore benefitbuy less frequently gather product information fewer purchase locations compare for: suitability & quality price & style special purchase efforts unique characteristics brand identification few purchase locations new innovations products consumers
56、 dont want to think about. require much advertising & personal sellingbuy frequently & immediately low priced many purchase locations includes: staple goods impulse goods emergency goodsconsumer-goods classificationproduct mix - number of different product lines - total number of itemswithin
57、 the lines- number of versions of each productall the product lines offeredconsistencyproduct-line lengthtwo-way product-line stretch: marriott hotelsqualityeconomysuperiorstandardgoodhighaboveaverageaveragelowfairfield inn(vacationers)courtyard(salespeople)marriott(middlemanagers)marriottmarquis(to
58、pexecutives)what is a brand?attributesbenefitsvaluescultureuserpersonalitybrand equityno brand loyalty(customer will change)satisfied customer(no reason to change)satisfied & switching costvalues the brand(brand as friend)devoted to brandan overview ofbranding decisionsbrandingdecisionbrandno br
59、andbrand-sponsordecisionmanu-facturerbranddistribu-tor(private)brandlicensedbrandbrand-namedecisionindividualbrandnamesblanketfamilynameseparatefamilynamescompany-individualnamesbrand-repositioning decisionreposi-tioningnoreposi-tioningbrand-strategydecisionlineextensionbrandextensionmulti-brandsnew
60、brandscobrandsbrand strategiesbrandextensionnewbrand nameproduct categorylineextensionexistingexistingmultibrandsnewnewbrandsgood brand names:suggestproductbenefitsdistinctivelack poorforeignlanguagemeaningssuggestproductqualitieseasy to:pronouncerecognizerememberwhy package crucial as a marketing toollabelsobjectivescategories of service mixservicesinseparabilityservices cannotbe separatedfrom the
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