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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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