市場(chǎng)營(yíng)銷(xiāo)重點(diǎn)整合

市場(chǎng)營(yíng)銷(xiāo)重點(diǎn)整合29/29理解21世紀(jì)的營(yíng)銷(xiāo)營(yíng)銷(xiāo)的概念營(yíng)銷(xiāo)既是一種組織職能，也是為了組織自身及利益相關(guān)者的利益而創(chuàng)造、傳播、傳遞顧客價(jià)值，管理顧客關(guān)系的一系列過(guò)程。簡(jiǎn)單的說(shuō)，就是滿(mǎn)足需求的同時(shí)獲利。（Marketingisanorganizationalfunctionandasetofprocessforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.）Marketingmanagement:Theartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.Whatismarketed:goods,services,experiences,events,persons,places,properties,organizations,information,andideasWhatisamarket:EconomistsdescribeamarketasacollectionofbuyersandsellerswhotransactoveraparticularproductorproductclassAmarketerissomeonewhoseeksaresponsefromanotherparty,calledtheprospect.Needs（需要），Wants（欲望），andDemands（需求）Needsarethebasichumanrequirements.Theneedsbecomewantswhentheyaredirectedtospecificobjectthatmightsatisfytheneed,andwantsareshapedbyone'ssociety.Demandsarewantsforspecificproductsbackedbyanabilitytopay.（建立于經(jīng)濟(jì)基礎(chǔ)之上）營(yíng)銷(xiāo)哲學(xué)生產(chǎn)導(dǎo)向—隨處可得、價(jià)格低廉的商品，適合于發(fā)展中國(guó)家TheProductionConcept–widelyavailableandinexpensive,makesenseindevelopingcountry產(chǎn)品導(dǎo)向—高質(zhì)量、高性能并且創(chuàng)新的商品TheProductConcept–consumersfavorthoseproductsthatofferthemostquality,performance,orinnovativefeatures.銷(xiāo)售導(dǎo)向—積極地銷(xiāo)售和推廣“非渴望商品”TheSellingConcept–mostaggressivelywithunsoughtgoods營(yíng)銷(xiāo)導(dǎo)向—為顧客尋找適合的商品TheMarketingConcept–findtherightproductsforcustomers全方位營(yíng)銷(xiāo)導(dǎo)向—所有的事物都與營(yíng)銷(xiāo)有關(guān)TheHolisticMarketingConcept–Everythingmatterswithmarketing全方位營(yíng)銷(xiāo)的內(nèi)容績(jī)效營(yíng)銷(xiāo)PerformanceMarketing財(cái)務(wù)可衡性Financialaccountability—使用更多的財(cái)務(wù)指標(biāo)評(píng)估其營(yíng)銷(xiāo)努力創(chuàng)造的直接價(jià)值和間接價(jià)值社會(huì)責(zé)任營(yíng)銷(xiāo)Socialresponsibilitymarketing—組織的任務(wù)是在保持或強(qiáng)化消費(fèi)者和社會(huì)福利的方式下，確定目標(biāo)市場(chǎng)的需求、需要和興趣，比競(jìng)爭(zhēng)對(duì)手更有效果地、更有效率地傳遞顧客期望的滿(mǎn)意整合營(yíng)銷(xiāo)IntegratedMarketing關(guān)鍵主題采用大量不同的營(yíng)銷(xiāo)活動(dòng)來(lái)宣傳和傳遞價(jià)值；協(xié)調(diào)所有的營(yíng)銷(xiāo)活動(dòng)以實(shí)現(xiàn)其總體效果的最大化。4P：產(chǎn)品Product、價(jià)格Price、地點(diǎn)Place、促銷(xiāo)Promotion4C：顧客解決方案、顧客成本、方便性、溝通內(nèi)部營(yíng)銷(xiāo)InternalMarketing員工對(duì)塑造長(zhǎng)期的顧客關(guān)系非常重要挑選有積極態(tài)度的員工訓(xùn)練、激勵(lì)和對(duì)員工授權(quán)建立員工績(jī)效標(biāo)準(zhǔn)監(jiān)督員工行為并獎(jiǎng)賞績(jī)效好的員工關(guān)系營(yíng)銷(xiāo)RelationshipMarketing與重要團(tuán)體顧客、員工、營(yíng)銷(xiāo)伙伴及金融界成員建立長(zhǎng)期互惠的關(guān)系，以便獲得并保持長(zhǎng)期的業(yè)績(jī)和業(yè)務(wù)基本概念需要、欲望、需求：需要是人類(lèi)的基本要求；當(dāng)要求指向特定的商品時(shí)，成為欲望；有能力購(gòu)買(mǎi)的某商品的欲望成為需求交換、交易：交換是創(chuàng)造價(jià)值的過(guò)程；在達(dá)成共識(shí)時(shí)，交易產(chǎn)生，交易是買(mǎi)賣(mài)雙方價(jià)值的交換目標(biāo)市場(chǎng)、定位、細(xì)分：Marketingmanagementtask:Developingmarketingstrategiesandplans;Capturingmarketinginsights;Connectingwithcustomers;Buildingstrongbrands;Shapingmarketoffering;Deliveringvalue;Communicatingvalue;Creatinglong-termgrowthDevelopingandImplementingMarketingStrategiesandPlansPhasesofvalueCreationandDelivery:Choosingthevalue:（STP）Segmentation,targeting,positioningProvidingthevalueCommunicationTheValueChain(valuedeliverynetwork):atoolforidentifyingwaystocreatemorecustomervalueCoreCompetencies(核心能力)特點(diǎn)(1)Itisasourceofcompetitiveadvantageinthatitmakesasignificantcontributiontoperceivedcustomerbenefits;(2)Ithasapplicationsinawidevarietyofmarket;(3)Itisdifficultforcompetitorstoimitate.HolisticMarketing:integratingthevalueexploration,valuecreation,andvaluedeliveryactivitieswiththepurposeofbuildinglong-term,mutuallysatisfyingrelationshipsandco-prosperityamongkeystakeholders.Strategicplanning:theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.戰(zhàn)略規(guī)劃層次公司層面(thecorporatelevel)、部門(mén)層面(divisionlevel)、業(yè)務(wù)單位層面(businessunitlevel)和產(chǎn)品層面(productlevel)Marketingplanisthecentralinstrumentfordirectingandcoordinatingthemarketingeffort.Strategicmarketingplanlaysoutthefirm’stargetmarketsandvalueproposition,basedonthebestmarketopportunities.Tacticalmarketingplanspecifiesthemarketingtactics,includingproductfeatures,promotion,pricing,andservice.CorporateHeadquarters’PlanningActivities:Definethecorporatemission(Amissionshouldbeshort,memorable,andasmeaningfulaspossible)Establishstrategicbusinessunits(SBUS)AssignresourcestoeachSBUAssessgrowthopportunitiesAbusinesscanbedefinedintermsofthreedimensions:CustomergroupsCustomerneedstechnologyAssessingGrowthOpportunities:（評(píng)價(jià)增長(zhǎng)機(jī)會(huì)）Intensivegrowth（集中增長(zhǎng)）Integrativegrowth（一體化增長(zhǎng)）Diversificationgrowth（多元化增長(zhǎng)）建立戰(zhàn)略業(yè)務(wù)單位（SBU）Strategicbusinessunit戰(zhàn)略經(jīng)營(yíng)單位是企業(yè)值得為其專(zhuān)門(mén)制定一種經(jīng)驗(yàn)戰(zhàn)略的最小經(jīng)驗(yàn)單位。SUB的特征有自己的業(yè)務(wù)，有競(jìng)爭(zhēng)對(duì)手(Ithasitsownsetofcompetitors)擁有一定的資源，能夠相對(duì)獨(dú)立或有區(qū)別的開(kāi)展業(yè)務(wù)活動(dòng)(Itisasinglebusinessorcollectionofrelatedbusinessthatcanbeplannedseparatelyfromtherestofthecompany)有相應(yīng)的管理班子從事經(jīng)營(yíng)戰(zhàn)略管理工作(Ithasamanagerresponsibleforstrategicplanningandprofitperformancewhocontrolsmostofthefactorsaffectingprofit)SWOTAnalysisTheoverallevaluationofabusiness’sstrengths,weaknesses,opportunities,andthreats.【It’sawayofmonitoringtheexternalandinternalenvironment】Externalenvironment:Opportunitiesandthreat【marketopportunityanalysis（MOA）】Internalenvironment:StrengthsandweaknessesMarketPlan:Awrittendocumentthatsummarizeswhatthemarketerhaslearnedaboutthemarketplace,whatobjectivesaretobeachievedthroughmarketing,andhow.Executivesummaryandtableofcontents.SituationanalysisMarketingstrategyFinancialprojectionsImplementationcontrols增長(zhǎng)機(jī)會(huì)類(lèi)型密集式成長(zhǎng)：市場(chǎng)滲透、產(chǎn)品開(kāi)發(fā)、市場(chǎng)開(kāi)發(fā)、多角化一體化成長(zhǎng)：前向、后向、水平一體化多角化成長(zhǎng)：同心多角化、水平多角化、綜合多角化研方法與工具調(diào)研方法：觀察研究法、焦點(diǎn)小組法、調(diào)查法、行為數(shù)據(jù)法、實(shí)驗(yàn)法調(diào)研工具：?jiǎn)柧?、定性測(cè)量、機(jī)械裝置UnderstandingMarkets,MarketDemand,andthemarketingEnvironmentMarketinginformationsystem(MIS):distributedneeded,timely,andaccurateinformationtomarketingdecisionmakers.Internalrecordssystem（內(nèi)部記錄）:Theheartoftheinternalrecordssystemistheorder-to-paymentcycle.Marketingintelligencesystem（銷(xiāo)售情報(bào)）isthesetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.Marketingresearchsystemisthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.Sixstepsofeffectivemarketingresearch:Definetheproblem,decisionalternatives,andresearchobjectivesDeveloptheresearchplanCollecttheinformationAnalyzetheinformationPresentthefindingsMakethedecisionMarketstomeasure:Thepotentialmarket:thesetofconsumerwhohavesufficientinterestinamarketoffer.Theavailablemarket:thesetofconsumerswhohaveinterest,income,andaccesstoaparticularoffer.Thetargetmarket:thepartofthequalifiedavailablemarketthatthecompanydecidestopursue.Thepenetratedmarket（滲透市場(chǎng)）：thesetofconsumerswhoarebuyingthecompany’sproduct.Marketdemand:Thetotalvolumethatwouldbeboughtbyadefinedcustomergroupinadefinedgeographicalareainadefinedtimeperiodinadefinedmarketingenvironmentunderadefinedmarketingprogram.Companydemand:Thecompany’sestimatedshareofmarketdemandatalternativelevelsofcompanymarketingeffortinagiventimeperiod.宏觀環(huán)境分析自然環(huán)境（Naturalenvironment）：原材料的短缺；能源成本的增加；反對(duì)污染的壓力；政府職能的變化人文環(huán)境（Demographicenvironment）：人口增加、人口年齡組合、種族市場(chǎng)、教育水平、家庭類(lèi)型、人口的地理遷移經(jīng)濟(jì)環(huán)境（Economicenvironment）：收入分配；儲(chǔ)蓄、負(fù)債和信貸能力社會(huì)-文化環(huán)境（Social-Culturalenvironment）：對(duì)自己、他人的看法；組織觀、社會(huì)觀、自然觀、宇宙觀政治-法律環(huán)境（Political-Legalenvironment）：企業(yè)立法加強(qiáng)；特殊利益集團(tuán)的成長(zhǎng)技術(shù)環(huán)境（Technologicalenvironment）：技術(shù)變革步伐加快；無(wú)限的創(chuàng)新機(jī)會(huì)；變化著的研發(fā)預(yù)算；對(duì)技術(shù)變革的監(jiān)管力度增大創(chuàng)造顧客價(jià)值和顧客關(guān)系Creatingcustomervalue,satisfaction,andloyaltyCustomerperceivedvalue(CPV)感知價(jià)值的概念，如何提升顧客的感知價(jià)值CPVisthedifferencebetweentheprospectivecustomer’sevaluationofallthebenefitsandallthecostsofanofferingandtheperceivedalternatives.顧客感知價(jià)值是潛在顧客對(duì)產(chǎn)品及其已知的替代品的所有利益與所有成本評(píng)價(jià)的差額。顧客感知價(jià)值的決定因素：Satisfactionisaperson’sfeelingsofpleasureordisappointmentthatresultfromcomparingaproduct’sperceivedperformance(oroutcome)toexpectations.滿(mǎn)意度：產(chǎn)品可感知效果與顧客期望的函數(shù)；全面質(zhì)量是價(jià)值創(chuàng)造與顧客滿(mǎn)意的關(guān)鍵Quality(orgrade)isthetotalityoffeaturesandcharacteristicsofaproductorservicethatbearonitsabilitytosatisfystatedorimpliedneeds.MaximizingcustomerlifetimevalueProfitablecustomer:aperson,household,orcompanythatovertimeyieldsarevenuestreamthatexceedsbyanacceptableamountthecompany’scoststreamforattracting,selling,andservicingthatcustomer.Customerprofitabilityanalysis(CPA)isthebestconductedwithanaccountingtechniquecalledActivity-BasedCosting(ABC)Customerlifetimevalue(CLV)describesthenetpresentvalueofthestreamoffutureprofitsexpectedoverthecustomer’slifetimepurchases.Cultivatingcustomerrelationships(培養(yǎng)顧客關(guān)系)Customerrelationshipmanagement（CRM）istheprocessofcarefullymanagingdetailedinformationaboutindividualcustomersandallcustomer“touchpoint”tomaximizecustomerloyalty.Four-stepframework:IdentifyyourprospectsandcustomersDifferentiatecustomersintermsofa.theirneedsb.theirvaluetoyourcompanyInteractwithindividualcustomerstoimproveyourknowledgeabouttheirindividualneedsandtobuildstrongerrelationshipsCustomizeproducts,services,andmessagestoeachcustomerBuildingloyaltyFourkeymarketingactivitiesthatcompaniesareusingtobuildcustomerloyaltyInteractingwithcustomersDevelopingloyaltyprograms：Frequencyprograms（FPs）aredesignedtoproviderewardstocustomerswhobuyfrequentlyandinsubstantialamounts.ClubmembershipprogramsPersonalizingmarketingCreatinginstitutionaltiesCustomerdatabasesanddatabasemarketingCustomerdatabaseisanorganizedcollectionofcomprehensiveinformationaboutindividualcustomersorprospects.Databasemarketingistheprocessofbuilding,maintainingandusingcustomerdatabasesandotherdatabasestomakecontact,facilitatetransactions,andbuildcustomerrelationship.關(guān)系營(yíng)銷(xiāo)的概念與其層次關(guān)系營(yíng)銷(xiāo)，是把營(yíng)銷(xiāo)活動(dòng)看成是一個(gè)企業(yè)與顧客發(fā)生互動(dòng)作用的過(guò)程，其核心是建立良好的顧客關(guān)系。關(guān)系營(yíng)銷(xiāo)的五層次：基本營(yíng)銷(xiāo)、反應(yīng)營(yíng)銷(xiāo)、責(zé)任營(yíng)銷(xiāo)、主動(dòng)營(yíng)銷(xiāo)、合作營(yíng)銷(xiāo)如何加強(qiáng)顧客關(guān)系-忠誠(chéng)計(jì)劃增加財(cái)務(wù)收益：頻次計(jì)劃與俱樂(lè)部計(jì)劃增加社交收益：與顧客互動(dòng)以及個(gè)性化營(yíng)銷(xiāo)增加結(jié)構(gòu)性或制度上的聯(lián)系顧客資產(chǎn)與顧客終身價(jià)值顧客資產(chǎn)：企業(yè)所有顧客終身價(jià)值現(xiàn)值的總和。顧客資產(chǎn)的三個(gè)驅(qū)動(dòng)因素：價(jià)值資產(chǎn)、品牌資產(chǎn)、關(guān)系資產(chǎn)顧客終身價(jià)值：顧客壽命期內(nèi)預(yù)期購(gòu)買(mǎi)產(chǎn)品的未來(lái)利潤(rùn)的凈現(xiàn)值A(chǔ)nalyzingconsumermarkets分析消費(fèi)者市場(chǎng)Consumerbehavioristhestudyofhowindividuals,groups,andorganizationsselect,buy,useanddisposeofgoods,services,ideas,orexperiencetosatisfytheirneedsanddesire.消費(fèi)者行為的營(yíng)銷(xiāo)因素CulturalfactorsCultureisthemostfundamentaldeterminantofaperson’swantsandbehavior.文化因素：文化、亞文化、社會(huì)階層（socialclass）Socialfactors社會(huì)因素：Referencegroupconsistofallofthegroupsthathaveadirect（facetoface）orindirectinfluenceonaperson’sattitudesorbehavior【參考群體：membershipgroup成員群體（直接影響）、primarygroup基本群體、secondarygroup次要群體、aspirationalgroup崇拜群體、dissociativegroup隔離群體】family家庭（最重要的消費(fèi)者購(gòu)買(mǎi)組織）rolesandstatuses社會(huì)角色、地位Personalfactors個(gè)人因素：Ageandstageinthelifecycle年齡和生命周期階段、Occupationandeconomiccircumstances職業(yè)和經(jīng)濟(jì)環(huán)境、personalityandself-concept個(gè)性和自我概念、lifestyleandvalues生活方式和價(jià)值觀消費(fèi)者心理過(guò)程motivation動(dòng)機(jī)perception認(rèn)知（selectiveattention選擇性注意、選擇性保留、選擇性扭曲、潛意識(shí)）learning學(xué)習(xí)memory記憶Thebuyingdecisionprocess:Thefive-stagemodelProblemrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPurchasebehaviorIdentifyingmarketsegmentsandtargets識(shí)別市場(chǎng)細(xì)分個(gè)目標(biāo)市場(chǎng)TargetmarketingrequiresthatmarketersIdentifyandprofiledistinctgroupsofbuyerswhodifferintheirneedsandpreferences（marketsegmentation）;Selectoneormoresegmentstoenter（markettargeting）;Establishandcommunicatetheoffering’sbenefitstoeachtargetsegment（marketpositioning）市場(chǎng)細(xì)分與其層次企業(yè)根據(jù)消費(fèi)者需求的不同，把整個(gè)市場(chǎng)劃分成不同的消費(fèi)者群的過(guò)程。其客觀基礎(chǔ)是消費(fèi)者需求的異質(zhì)性。市場(chǎng)細(xì)分的層次：細(xì)分營(yíng)銷(xiāo)Segmentmarketing:Amarketsegmentofagroupofconsumerswhoshareasimilarsetofneedsandwants.補(bǔ)缺營(yíng)銷(xiāo)Nichemarketing:Anicheisamorenarrowlydefinedcustomergroupseekingadistinctivemixofbenefits.本地化營(yíng)銷(xiāo)Localmarketing顧客定制IndividualMarketing(customization定制化)細(xì)分變量地理變量（geographicsegmentation）：城市規(guī)模、人口密度、氣候人口變量（demographicsegmentation）：年齡和生命周期、生活階段和家庭規(guī)模、年收入與職業(yè)、受教育程度、世代、社會(huì)階層心理變量（psychographicsegmentation）：生活方式、個(gè)性行為變量（behavioralsegmentation）：場(chǎng)合、利益、使用者狀態(tài)、使用率、購(gòu)買(mǎi)者準(zhǔn)備階段、忠誠(chéng)度、態(tài)度有效的細(xì)分標(biāo)準(zhǔn)EffectiveSegmentationCriteria可衡量measurable足夠大substantial可接近accessible差異性differentiable可操作actionable選擇細(xì)分市場(chǎng)目標(biāo)市場(chǎng)的五種模式單一細(xì)分市場(chǎng)single-segmentconcentration多個(gè)細(xì)分市場(chǎng)（有選擇的專(zhuān)業(yè)化）selectivespecialization特定產(chǎn)品（產(chǎn)品專(zhuān)業(yè)化）productspecialization特定市場(chǎng)（市場(chǎng)專(zhuān)業(yè)化）marketspecialization整個(gè)市場(chǎng)fullmarketcoverage選擇細(xì)分市場(chǎng)的三個(gè)因素：逐個(gè)進(jìn)入細(xì)分市場(chǎng)、不斷更新市場(chǎng)細(xì)分計(jì)劃、目標(biāo)市場(chǎng)的到的選擇創(chuàng)建品牌資產(chǎn)Creatingbrandequity品牌概念Brand:aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitor.品牌：是一個(gè)名稱(chēng)、術(shù)語(yǔ)、標(biāo)識(shí)、符號(hào)、設(shè)計(jì)或是它們的某種組合，用于識(shí)別某一經(jīng)銷(xiāo)商或某一群經(jīng)銷(xiāo)商群體的商品與服務(wù)，并且使之同其競(jìng)爭(zhēng)者的商品與服務(wù)區(qū)分開(kāi)來(lái)。Brandingisendowingproductsandserviceswithpowerofabrand.品牌化：把品牌的力量賦予產(chǎn)品和服務(wù)，即建立差異性TheroleofBrands:SignifyqualityCreatebarrierstoentryServeasacompetitiveadvantageSecurepricepremium基于顧客的品牌資產(chǎn)Brandequity:theaddedvalueendowedonproductsandservices品牌資產(chǎn)：品牌所具有的獨(dú)特的市場(chǎng)影響力Customer-basedbrandequityisthedifferentiateeffectthatbrandknowledgehasoncustomerresponsetothatbrand’smarketing.基于顧客的品牌資產(chǎn)：品牌知識(shí)對(duì)于顧客對(duì)該品牌營(yíng)銷(xiāo)的反應(yīng)的不同影響品牌資產(chǎn)源自顧客反映的差異反映方面的差異由顧客的品牌知識(shí)引起的，即顧客在長(zhǎng)期的經(jīng)驗(yàn)中對(duì)品牌的所知、所感、所見(jiàn)和所聞組成品牌資產(chǎn)的顧客的差異化反應(yīng)通過(guò)與品牌營(yíng)銷(xiāo)的各方面相關(guān)的知覺(jué)、偏好和行為表現(xiàn)出來(lái)Brandpromise:themarketer’svisionofwhatthebrandmustbeanddoforconsumer.Brandelements（品牌要素）：Thosetrademarkabledevicesthatservetoidentifyanddifferentiatethebrand.Brandelementchoicecriteria:ForbuildingthebrandMemorableMeaningfulLikeableFordefendingthebrandTransferableAdaptableProtectibleBrandcontactisanyinformation-bearingexperienceacustomerorprospecthaswiththebrand,productcategory,ormarketthatrelatestothefirm’sproductorservice.Holisticmarketersemphasizethreekeythemesindesigningbrand-buildingmarketingprograms:Personalization:personalizingmarketingmeansensuringthatthebrandanditsmarketingareasrelevantaspossibletoasmanycustomersaspossible.Integration:Integratingmarketingisaboutmixingandmatchingmarketingactivitiestomaximizetheirindividualandcollectiveeffects.Internalization:品牌共鳴模型品牌延伸及其優(yōu)劣勢(shì)品牌延伸：公司將已有的品牌名稱(chēng)用在新產(chǎn)品。分為兩類(lèi)：產(chǎn)品線延伸（母品牌領(lǐng)域），類(lèi)別延伸（不同于母品牌領(lǐng)域）優(yōu)勢(shì)：提高新產(chǎn)品成功的機(jī)會(huì)；降低上市宣傳活動(dòng)的成本；可以為母品牌提供反饋劣勢(shì)：品牌稀釋?zhuān)黄放频耐暾院湍芰κ艿劫|(zhì)疑；損害母品牌的形象；與母品牌自相殘殺Creatingthebrandpositioninganddealingwithcompetition設(shè)立定位和應(yīng)對(duì)競(jìng)爭(zhēng)市場(chǎng)定位的概念Positioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthemindsofthetargetmarket.Thegoalistolocatethebrandinthemindsofconsumerstomaximizethepotentialbenefittothefirm.定位是指公司為自己的產(chǎn)品或形象在目標(biāo)顧客心中占有一定的特殊地位而采取的行動(dòng)。其目標(biāo)是在消費(fèi)者心中定位品牌以最大化公司的潛在收益。如何進(jìn)行市場(chǎng)定位確定競(jìng)爭(zhēng)參照系（需要識(shí)別目標(biāo)市場(chǎng)和競(jìng)爭(zhēng)的性質(zhì)）Competitiveframeofreference選定品牌聯(lián)想的理想差異點(diǎn)和相似點(diǎn)Points-of-difference(PODs):attributesorbenefitsthatconsumersstronglyassociatewithabrand,positivelyevaluate,andbelievetheycouldn’tfindtothesameextentwithacompetitivebrand.Points-of-parity(POPs):associationsthataren’tnecessarilyuniquetothebrandbutmayinfactbesharedwithotherbrands.Waystoconveyabrand’scategorymembership:Categorymembership:productsorsetsofproductswithwhichabrandcompetesandwhichfunctionasclosesubstitutes.AnnouncingcategorybenefitsComparingtoexemplarsRelyingontheproductdescriptor差異化戰(zhàn)略differentiationstrategiesCompetitiveadvantage:acompanyabilitytoperforminoneormorewaysthatcompetitorscan’torwon’tmatch.產(chǎn)品服務(wù)員工渠道形象樣式訂購(gòu)難易程度工作能力覆蓋率符號(hào)標(biāo)語(yǔ)屬性產(chǎn)品投遞禮貌專(zhuān)業(yè)氛圍性能質(zhì)量安裝可信可靠績(jī)效事件質(zhì)量一致性客戶(hù)培訓(xùn)響應(yīng)能力分銷(xiāo)品牌接觸耐久可靠性客戶(hù)咨詢(xún)溝通能力可維修性維護(hù)和修理風(fēng)格設(shè)計(jì)波特五力模型激烈的細(xì)分市場(chǎng)競(jìng)爭(zhēng)（同行業(yè)者競(jìng)爭(zhēng)）Threatofintensesegmentrivalry新進(jìn)入者的威脅（流動(dòng)性威脅）Threatofnewentrants替代產(chǎn)品的威脅（替代產(chǎn)品）Threatofsubstituteproduct購(gòu)買(mǎi)者的討價(jià)還價(jià)能力（購(gòu)買(mǎi)能力）Threatofbuyers’growingbargainingpower供應(yīng)商的討價(jià)換件能力（供應(yīng)能力）Threatofsuppliers’growingbargainingpower競(jìng)爭(zhēng)戰(zhàn)略CompetitivestrategiesStrategicgroupisagroupoffirmsfollowingthesamestrategyinagiventargetmarket.市場(chǎng)領(lǐng)導(dǎo)者戰(zhàn)略Market-leaderstrategies擴(kuò)大總體市場(chǎng)Expandingthetotalmarket轉(zhuǎn)變未使用者、進(jìn)入新的細(xì)分市場(chǎng)、吸引競(jìng)爭(zhēng)對(duì)手的顧客、增加使用場(chǎng)合、增加每次使用量、尋找新用途保護(hù)市場(chǎng)份額Defendingmarketshare陣地防御Positiondefense側(cè)翼防御Flankdefense先發(fā)制人的防御Preemptivedefense反擊防御Counteroffensivedefense運(yùn)動(dòng)防御Mobiledefense收縮防御Contractiondefense擴(kuò)大市場(chǎng)份額Expandingmarketshare市場(chǎng)挑戰(zhàn)者戰(zhàn)略Market-challengerstrategies確定戰(zhàn)略目標(biāo)和對(duì)手選擇總體攻擊戰(zhàn)略正面攻擊、側(cè)翼攻擊、包圍攻擊、迂回攻擊、游擊戰(zhàn)選擇具體攻擊戰(zhàn)略?xún)r(jià)格折扣、低價(jià)商品、威望商品、產(chǎn)品擴(kuò)散、產(chǎn)品創(chuàng)新、服務(wù)改進(jìn)等等市場(chǎng)追隨者戰(zhàn)略Market-followerstrategies充當(dāng)造假者、仿制者、模范者、改造者市場(chǎng)補(bǔ)缺者戰(zhàn)略Market-incherstrategies成為小市場(chǎng)中的市場(chǎng)領(lǐng)導(dǎo)者，關(guān)鍵概念是專(zhuān)業(yè)化制定產(chǎn)品戰(zhàn)略Settingproductstrategyandmarketingthroughthelifecycle產(chǎn)品層次：顧客價(jià)值等級(jí)體系A(chǔ)productisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.產(chǎn)品是指能夠通過(guò)交換滿(mǎn)足消費(fèi)者或用戶(hù)某一需求和欲望的任何有形物品和無(wú)形服務(wù)。Fiveproductlevels:Eachleveladdsmorecustomervalue,andtogetherthelevelsconstituteacustomervaluehierarchy（顧客價(jià)值等級(jí)）.核心利益（corebenefit）：顧客購(gòu)買(mǎi)的實(shí)際基本的服務(wù)或利益基本產(chǎn)品（basicproduct）：品的基本形式，由五個(gè)特征構(gòu)成，包括品質(zhì)、式樣、特征、商標(biāo)及包裝期望產(chǎn)品（expectedproduct）：顧客購(gòu)買(mǎi)時(shí)希望商品應(yīng)滿(mǎn)足的一些列屬性和條件增值產(chǎn)品（augmentedproduct）：增加的服務(wù)與利益潛在產(chǎn)品（potentialproduct）：產(chǎn)品在未來(lái)可能進(jìn)行的所有改進(jìn)和變革產(chǎn)品分類(lèi)Productclassifications耐用性和有形性Durabilityandtangibility：非耐用產(chǎn)品Nondurablegoods：啤酒、肥皂；耐用產(chǎn)品Durablegoods：冰箱；無(wú)形產(chǎn)品Intangible：服務(wù)消費(fèi)品分類(lèi)Consumer-goods：便利品conveniencegoods、選購(gòu)品shoppinggoods、特購(gòu)品specialtygoods、非搜尋商品unsoughtgoods工業(yè)品分類(lèi)Industrial-goods：原材料和零部件materialsandparts、資本品capitalitems、供應(yīng)物和商品服務(wù)suppliesandbusinessservices產(chǎn)品組合Aproductsystemisagroupofdiversebutrelateditemsthatfunctioninacompatiblemanner.產(chǎn)品組合的基本概念產(chǎn)品組合productmix（productassortment）：isasetofallproductsanditemsaparticularmarketeroffersforsale企業(yè)提供給市場(chǎng)的全部產(chǎn)品線和產(chǎn)品項(xiàng)目的組合或結(jié)構(gòu)，即企業(yè)的業(yè)務(wù)經(jīng)營(yíng)范圍產(chǎn)品線productlines：產(chǎn)品組合中某一產(chǎn)品大類(lèi)，是一組密切相關(guān)的產(chǎn)品產(chǎn)品項(xiàng)目producttype：產(chǎn)品線中不同品牌和細(xì)類(lèi)的特定產(chǎn)品，即產(chǎn)品線內(nèi)的不同品種及同一品種的不同品牌產(chǎn)品組合的四個(gè)維度長(zhǎng)度：產(chǎn)品項(xiàng)目的總數(shù)；平均長(zhǎng)度=產(chǎn)品項(xiàng)目總數(shù)/產(chǎn)品線數(shù)目寬度：產(chǎn)品線的數(shù)目深度：產(chǎn)品項(xiàng)目中每一品牌所含不同花色、規(guī)格、質(zhì)量的產(chǎn)品數(shù)目的多少。平均深度=每一品牌的深度之和/品牌總數(shù)關(guān)聯(lián)度：各條產(chǎn)品線在最終用途、生產(chǎn)條件、分銷(xiāo)渠道等方面的相關(guān)程度產(chǎn)品線延伸：向上延伸、向下延伸、雙向延伸產(chǎn)品的生命周期Productlifecycle導(dǎo)入期Introduction成長(zhǎng)期growth成熟期maturity衰退期decline特點(diǎn)銷(xiāo)售少lowsales快速增長(zhǎng)rapidlyrisingsales高峰peaksales衰退decliningsales成本單位顧客成本高h(yuǎn)ighcostpercustomer平均成本averagecostpercustomer低成本lowcostpercustomer低成本lowcostpercustomer利潤(rùn)虧損negative上升risingprofits高利潤(rùn)highprofits衰退decliningprofits顧客創(chuàng)新者innovators早期采用者earlyadopters中期使用者middlemajority落后者laggards競(jìng)爭(zhēng)者極少few逐漸增加穩(wěn)定但開(kāi)始衰退減少營(yíng)銷(xiāo)目標(biāo)創(chuàng)造產(chǎn)品知名度并增加試用createproductawarenessandtrial最大化市場(chǎng)份額包圍市場(chǎng)份額最大化利潤(rùn)削減開(kāi)支并榨取品牌利益戰(zhàn)略產(chǎn)品基本產(chǎn)品offerabasicproduct產(chǎn)品延伸、服務(wù)擔(dān)保品牌多樣化淘汰疲軟產(chǎn)品和型號(hào)價(jià)格成本加成定價(jià)chargecost-plus市場(chǎng)滲透價(jià)格與競(jìng)爭(zhēng)者匹敵或打擊競(jìng)爭(zhēng)者的價(jià)格削價(jià)分銷(xiāo)選擇性分銷(xiāo)buildselectivedistribution密集分銷(xiāo)更密集分銷(xiāo)淘汰不盈利的網(wǎng)點(diǎn)廣告在早期使用者和分銷(xiāo)商中建立品牌知名度在大眾市場(chǎng)建立品牌知名度和興趣強(qiáng)化品牌差異點(diǎn)和利益降低到保持堅(jiān)定忠誠(chéng)顧客所需的水平促銷(xiāo)大力促銷(xiāo)以吸引試用利用量多消費(fèi)者需求，減少促銷(xiāo)增加促銷(xiāo)，鼓勵(lì)品牌轉(zhuǎn)換減少到最低水平新產(chǎn)品的類(lèi)型新產(chǎn)品問(wèn)世能夠開(kāi)創(chuàng)一個(gè)全新市場(chǎng)的產(chǎn)品新產(chǎn)品線使得公司首次進(jìn)入已有市場(chǎng)的新產(chǎn)品現(xiàn)有產(chǎn)品線的補(bǔ)充補(bǔ)充公司現(xiàn)有產(chǎn)品線的新產(chǎn)品現(xiàn)有產(chǎn)品的改進(jìn)提供性能更優(yōu)越或顧客感知價(jià)值更高的新產(chǎn)品，并替代現(xiàn)行產(chǎn)品市場(chǎng)再定位定位于新市場(chǎng)或新的細(xì)分市場(chǎng)的現(xiàn)有產(chǎn)品成本降低以較低成本提供相似性能的新產(chǎn)品第11章DesigningandmanagingservicesAserviceisanyactorperformancethatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.Majorcharacteristicsofservices:Intangibility（無(wú)形的）Inseparability（不可分離的）Variability（多變的）Perishability（非持久性的）Holisticmarketingforservice:Externalmarketing:thenormalworkofpreparing,pricing,distributing,andpromotingtheservicetocustomers.Internalmarketing:trainingandmotivatingemployeestoservecustomerswell.Interactivemarketing:theemployees’skillinservingclients制定價(jià)格戰(zhàn)略和流程DevelopingpricingstrategiesandprogramsSettingtheprice:SelectthepricingobjectiveTogainthemaximumcurrentprofitWantmaximummarketshare（market-penetrationpricing市場(chǎng)滲透定價(jià)法）Market-skimmingpricing（高價(jià)法）Aimtobeproduct-qualityleadersDeterminingdemandEstimatingcostsAnalyzingcompetitors’costs,prices,andoffersSelectingapricingmethodSelectingthefinalpricePricediscountsandallowanceCashdiscountQuantitydiscountFunctionaldiscountSeasonaldiscountallowance影響定價(jià)的因素內(nèi)部因素（指企業(yè)通過(guò)特定水平的價(jià)格制定或調(diào)整所要達(dá)到的預(yù)期目的）定價(jià)目標(biāo)：維持生存、當(dāng)期利潤(rùn)最大化、市場(chǎng)占有率最大化（市場(chǎng)滲透定價(jià)法）、市場(chǎng)撇脂最大化、產(chǎn)品質(zhì)量最優(yōu)化產(chǎn)品成本：生產(chǎn)、銷(xiāo)售、儲(chǔ)運(yùn)、共同成本等外部因素市場(chǎng)需求產(chǎn)品市場(chǎng)的供求情況（需求是價(jià)格的高限）價(jià)格彈性（價(jià)格的供給彈性和需求彈性）缺乏彈性的商品，適合穩(wěn)定的價(jià)格或適當(dāng)提價(jià)；富有彈性的商品，適合適當(dāng)降價(jià)以擴(kuò)大銷(xiāo)量競(jìng)爭(zhēng)者的產(chǎn)品和價(jià)格：競(jìng)爭(zhēng)環(huán)境、競(jìng)爭(zhēng)方式、競(jìng)爭(zhēng)者的反映模式政府的政策法令基本定價(jià)方法成本導(dǎo)向定價(jià)法成本加成定價(jià)法：在產(chǎn)品成本的基礎(chǔ)上加上標(biāo)準(zhǔn)差價(jià)，但只在價(jià)格可以達(dá)到銷(xiāo)售額的情況下有意義。增量分析定價(jià)法：增量利潤(rùn)=增量收入-增量成本（適用范圍）目標(biāo)定價(jià)法：產(chǎn)品價(jià)格=總成本×（1+目標(biāo)收益率）/銷(xiāo)售量需求導(dǎo)向定價(jià)法認(rèn)知價(jià)格定價(jià)法：以顧客對(duì)本企業(yè)產(chǎn)品的認(rèn)知價(jià)值作為定價(jià)基礎(chǔ)的定價(jià)法，關(guān)鍵是傳遞比競(jìng)爭(zhēng)對(duì)手更多的價(jià)值，并展現(xiàn)給潛在的顧客。反向定價(jià)法：以購(gòu)買(mǎi)者習(xí)慣或愿意接受的價(jià)格作為起點(diǎn)，通常要參考其他競(jìng)爭(zhēng)產(chǎn)品的價(jià)格，常用于分銷(xiāo)渠道中的批發(fā)商、零售商的定價(jià)。產(chǎn)品價(jià)格=市場(chǎng)可接受的零售價(jià)×（1-批發(fā)零售率）×（1-進(jìn)銷(xiāo)差率）競(jìng)爭(zhēng)導(dǎo)向定價(jià)法隨行就市定價(jià)法：難以估算成本，企業(yè)打算與同行和平共處，如果另定價(jià)，很難了解消費(fèi)者的反映。投標(biāo)定價(jià)法：投標(biāo)價(jià)格，指企業(yè)以競(jìng)爭(zhēng)者可能的報(bào)價(jià)為基礎(chǔ)，兼顧本身應(yīng)有利潤(rùn)確定的價(jià)格，主要適用于對(duì)工程進(jìn)行投標(biāo)的企業(yè)。修訂價(jià)格策略折扣定價(jià)策略為鼓勵(lì)顧客購(gòu)買(mǎi)，酌情降低其基本價(jià)格，類(lèi)型有：現(xiàn)金折扣、數(shù)量折扣、功能折扣、季節(jié)折扣、價(jià)格轉(zhuǎn)讓。影響因素：競(jìng)爭(zhēng)對(duì)手機(jī)競(jìng)爭(zhēng)能力、折扣的成本均衡性、市場(chǎng)總體價(jià)格水平下降地區(qū)定價(jià)策略決定對(duì)于賣(mài)到不同地方的顧客某種產(chǎn)品，是分別制定不同的價(jià)格還是相同的價(jià)格。主要類(lèi)型：原產(chǎn)地定價(jià)、統(tǒng)一交貨定價(jià)、分區(qū)定價(jià)、基點(diǎn)定價(jià)、運(yùn)費(fèi)免收定價(jià)。促銷(xiāo)定價(jià)策略特價(jià)吸引品、現(xiàn)金回扣、心理折扣等差別定價(jià)策略（價(jià)格歧視）企業(yè)按照兩種或著兩種以上不反映成本費(fèi)用的比例差異的價(jià)格銷(xiāo)售某種產(chǎn)品或服務(wù)。主要類(lèi)別：顧客差別定價(jià)、產(chǎn)品形式定價(jià)、產(chǎn)品部位差別定價(jià)、銷(xiāo)售時(shí)間差別定價(jià)。產(chǎn)品組合定價(jià)策略產(chǎn)品大類(lèi)定價(jià)、選擇品定價(jià)、補(bǔ)充產(chǎn)品定價(jià)、分布定價(jià)、副產(chǎn)品定價(jià)、產(chǎn)品系列定價(jià)。升降價(jià)的情況降價(jià)提價(jià)產(chǎn)能過(guò)剩﹃擴(kuò)大銷(xiāo)售通貨膨脹﹃保持盈利競(jìng)爭(zhēng)壓力﹃保持份額供不應(yīng)求﹃限制需求成本優(yōu)勢(shì)﹃控制市場(chǎng)設(shè)計(jì)和管理整合營(yíng)銷(xiāo)渠道Designingandmanagingintegratedmarketingchannels營(yíng)銷(xiāo)渠道的概念、推式與拉式戰(zhàn)略Marketingchannels(alsocalledtradechannelsordistributionchannels):setofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption營(yíng)銷(xiāo)渠道是產(chǎn)品或者服務(wù)在投入使用或者消費(fèi)過(guò)程中涉及的一系列相互聯(lián)系的組織。Marketingchannelsystem:theparticularsetofmarketingchannelsemployedbyafirm.推式戰(zhàn)略pushstrategy：生產(chǎn)商利用銷(xiāo)售人員和貿(mào)易推廣資金，誘使中間商承接、推廣和向終端顧客銷(xiāo)售產(chǎn)品（品牌忠誠(chéng)度低）拉式戰(zhàn)略pullstrategy：生產(chǎn)商利用廣告和促銷(xiāo)，促使顧客向中間商購(gòu)買(mǎi)產(chǎn)品，從而誘導(dǎo)中間商訂購(gòu)商品（品牌忠誠(chéng)度較高）ChannellevelsZero-levelchannel（alsocalledadirectmarketingchannel）渠道策略的制定Identifyingmajorchannelalternatives中間商的類(lèi)型typesofintermediaries：商人中間商merchants、代理中間商agents、輔助商facilitators中間商的數(shù)量numberofintermediaries：獨(dú)家分銷(xiāo)（排他型）exclusivedistribution、選擇性分銷(xiāo)selectivedistribution、密集型分銷(xiāo)intensivedistribution渠道成員的權(quán)利與義務(wù)termsandresponsibilitiesofchannelmembers：價(jià)格政策pricepolicy、分銷(xiāo)商的區(qū)域權(quán)利distributors’territorialrights.Channel-managementdecisions:SelectingchannelmembersTrainingandmotivatingchannelmembersEvaluatingchannelmembersModifyingchannelarrangements渠道沖突的類(lèi)型渠道沖突：渠道中的某個(gè)成員的行為阻礙了其它成員達(dá)到其目標(biāo)垂直渠道沖突：同一渠道不同層次之間的利益沖突水平渠道沖突：渠道中同一層次的成員之間利益沖突多重渠道沖突：源于生產(chǎn)商同時(shí)利用兩個(gè)或兩個(gè)以上的分銷(xiāo)渠道進(jìn)入同一個(gè)目標(biāo)市場(chǎng)管理零售、批發(fā)和物流零售的概念、零售店的類(lèi)型Retailingincludesallofactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersforpersonal,nonbusinessuse.零售：包括將商品或服務(wù)直接銷(xiāo)售給最終消費(fèi)者供其個(gè)人進(jìn)行非商業(yè)性使用的過(guò)程中所涉及的一切活動(dòng)。Retailerorretailstoreisanybusinessenterprisewhosesalesvolumecomesprimarilyfromretailing零售商：商店零售商、無(wú)店鋪零售商、零售組織零售商服務(wù)：自助零售、自選零售、有限服務(wù)零售、完全服務(wù)零售主要的零售商店類(lèi)型：專(zhuān)業(yè)商店specialtystore百貨商店Departmentstore超級(jí)市場(chǎng)supermarket便利店Conveniencestore折扣店Discountstore折價(jià)零售店Off-priceretailer超級(jí)商店superstore目錄商店CatalogshowroomPrivatelabels(alsocalledreseller,store,house,ordistributorbrand):isonedevelopedbyretailersandwholesalers.Directproductprofitability(DPP):tomeasureaproduct’shandlingcostfromthetimeitreachesthewarehouseuntilacustomerbuysitinthestore.批發(fā)商類(lèi)型Wholesalingincludesalltheactivitiesinsellinggoodsorservicestowhobuyforresaleorbusinessuse.商業(yè)批發(fā)商Merchantwholesalers獨(dú)立公司，對(duì)其所經(jīng)營(yíng)的商品擁有所有權(quán)。可分為：完全服務(wù)批發(fā)商full-servicewholesalers、有限服務(wù)批發(fā)商limited-servicewholesalers、分銷(xiāo)商、工廠供應(yīng)批發(fā)商經(jīng)紀(jì)人與代理商Brokersandagents促成買(mǎi)賣(mài)雙方達(dá)成協(xié)議，僅執(zhí)行有限的職能，專(zhuān)門(mén)經(jīng)營(yíng)或提供專(zhuān)門(mén)服務(wù)生產(chǎn)商與零售商的銷(xiāo)售所和采購(gòu)所Manufacturers’andretailers’branchesandoffices買(mǎi)方或賣(mài)方自己進(jìn)行批發(fā)業(yè)務(wù)，不經(jīng)過(guò)獨(dú)立的批發(fā)商其他批發(fā)商專(zhuān)業(yè)批發(fā)商specializedwholesalers，如農(nóng)產(chǎn)品集貨商Wholesalersareoftenbetterathandlingoneormoreofthesefunctions:SellingandpromotingBuyingandassortmentbuildingBulkbreakingWarehousingTransportationFinancingRiskbearingMarketinformationManagementSupplychainmanagement(SCM)Integratedlogisticssystem(ILS)集成物流系統(tǒng)設(shè)計(jì)和管理整合營(yíng)銷(xiāo)傳播Designingandmanagingintegratedmarketingcommunications營(yíng)銷(xiāo)傳播的概念與傳播渠道Marketingcommunicationsarethemeansbywhichfirmsattempttoinform,persuade,andremindconsumers-directlyorindirectly-abouttheirproductsandbrandstheysell.營(yíng)銷(xiāo)傳播是公司直接或間接地嘗試讓消費(fèi)者了解自己的產(chǎn)品和品牌，勸說(shuō)和提醒消費(fèi)者購(gòu)買(mǎi)這些產(chǎn)品和品牌的手段。Personalcommunicationschannels個(gè)人傳播渠道：提倡者渠道、專(zhuān)家渠道、社會(huì)渠道Nonpersonalcommunicationschannels大眾傳播渠道：媒體、促銷(xiāo)、時(shí)間和體驗(yàn)、公共關(guān)系IntegrationofcommunicationschannelsIntegratedmarketingcommunications(IMC)aretheconceptofmarketingcommunicationsplanningthatrecognizestheaddedvalueofacomprehensiveplan.不同傳播手段的優(yōu)劣勢(shì)marketingcommunicationsmixadvertising廣告：建立產(chǎn)品的長(zhǎng)期形象，增加短期銷(xiāo)售，有效達(dá)到消費(fèi)者，成本較高salespromotion銷(xiāo)售促銷(xiāo)：信息傳播，激勵(lì)，邀請(qǐng)；創(chuàng)造短期銷(xiāo)售佳績(jī)eventsandexperiences事件和體驗(yàn)：消費(fèi)者親身參與，吸引力大，軟性銷(xiāo)售publicrelationsandpublicity公共關(guān)系和宣傳：高度可行性，消除顧客的抵觸心理，戲劇化吸引顧客注意力directmarketing直復(fù)營(yíng)銷(xiāo)：非公共性、即時(shí)性、互動(dòng)性personalselli