SessionGoodmorning第一部分早晨好

Session#1–Good

morning第一部分：早晨好Marketing

in

the

Twenty-first

CenturyProduct

Concept產(chǎn)品概念“Buildabettermousetrapandtheywillbuyit”制作一個更好的誘餌使他們購買“Theycanhaveanycaraslongasit’sblackonblack”由于他們希望要黑色的,他們可以得到任何車Emphasisisonproductproduction在產(chǎn)品生產(chǎn)時強(qiáng)調(diào)Knowas“PRODUCTCONCEPT”稱之為產(chǎn)品概念Examples“Oldandnew”舉例:老的和新的HenryFord(ModelT)福特（T型）BigThreeAutoMakersU.S.美國三大汽車制造商Euro-Disney(Createapark–“they”willvisit!歐洲-迪斯尼（建一個他們要參觀的公園）Marketing

Concept市場概念What什么

Who誰When什么時候Why為什么Where在哪How

如何Focus

shifts

from

product

toCUSTOMER

wants

and

needs將焦點從產(chǎn)品移向顧客的希望和要求Examples:舉例:Honda/Toyota/DatsunentranceintoU.S.automaker(smallversuslargeauto)Honda/Toyota/Datsun進(jìn)入美國汽車生產(chǎn)（少量的同大量的對比）BeingabletorecognizeYOURcustomerschangeinwantsandneeds.承認(rèn)你的顧客在希望和需求上的變化An“ON-GOINGPROCESS”一個持續(xù)的過程N(yùn)issanhasfailedtodoso,andhaslostmarketshareNissan在此失敗了,失去了市場份額Marketing

Defined市場定義MARKETINGIS:市場是:Asocialprocess一個社會進(jìn)程Bywhichindividualsandgroupsobtainwhattheyneedandwant在此個體和團(tuán)體獲得他們的希望和需求Throughcreating,offering,freelyexchangingproductsandservicesovalueofothers通過產(chǎn)生、提供自由交換產(chǎn)品和其他價值的服務(wù)Management

Must

Be

Supportive管理必須具有支持性Centralization

style集中風(fēng)格Willhindermarketingprogress會阻礙市場進(jìn)程Decisionmakingisstatic-notinteractive決策是靜止的而不是交互的Oneor“onlyafew”membersoftheorganizationismakingthedecisions組織中的一個或“幾個”成員決策Thinkingmoreabout“me”thenthe“customers”perspective考慮“我”的前景多于“顧客”前景BigThree–“whatkindofcarshouldwebuildnow”三大制造商“我們現(xiàn)在要制造哪中汽車？”Decentralization

style分散風(fēng)格

Encourages“groupparticipation”鼓勵“小組參與”Many

members

of

theorganization

bring

to

tabledifferent

views組織中的許多成員帶來不同的觀點Thinking

about

“customer”

isbroadened.考慮“顧客”變寬How

can

we

“as

departments”help

create

a

customerorganization:我們?nèi)绾巍白鳛橐粋€部門”幫助建立一個顧客組織Marketing-production-shipping-etc.Core

Concepts

of

Marketing市場的核心概念Target

markets

&

segmentation目標(biāo)市場和分割Needs,Wants,and

Demands需求、希望和要求Product

Offerings產(chǎn)品提供Value

and

Satisfaction價值和滿意度Exchange

and

Transactions交換和交易Relationship

and

Network

Building關(guān)系和網(wǎng)絡(luò)建立Marketing

Channels

(Distribution)市場通道（分配）Supply

Chain供應(yīng)鏈Competition競爭Marketing

Environment市場環(huán)境Simple

Marketing

System單一市場系統(tǒng)INDUSTRY–acollectionofsellers.工業(yè)和銷售員的聚集MARKET–acollectionofbuyers.市場和購買人員的聚集RELATIONSHIPSBEINGCREATED:產(chǎn)生關(guān)系:GoodsandServicesprovidedbyindustry–工業(yè)提供產(chǎn)品和服務(wù)Money(capital)isprovidedbybuyers–購買人員提供金錢（資本）Communicationisbeingprovidedbyindustry(advertising/promotion)工業(yè)提供聯(lián)絡(luò)（廣告/促銷）Informationisbeingprovidedbycustomers(tobuyornottobuy(what,when,why,where,who)顧客提供信息（買或不買（什么、何時、為什么、何處、誰）Structure

of

Flows流動結(jié)構(gòu)Manufacturer

markets

create“goods

and

services”for制造商市場---制造“產(chǎn)品和服務(wù)”Intermediary

markets

who

disperse“goods

and

services”for中間商市場---傳播“產(chǎn)品和服務(wù)”Consumer

markets

who

provide“money”for顧客市場---提供“金錢”Intermediary

markets

who

provide“money”for中間商市場---提供“金錢”Manufacturers

provide“money”for制造商---提供“金錢”Resource

Markets

who

provide“money”for資源市場---提供“金錢”Consumer

markets“jobs”and

is

governed

by顧客市場“工作”由---控制Government

markets

who

regulate–“services”“product”-“moneyvaluation”–business

dealings-and

generate

tax/revenue

bases;-(政府市場---規(guī)定“服務(wù)”“產(chǎn)品”-“金錢價值”-業(yè)務(wù)處理-產(chǎn)生稅收/稅票TheFourPs(a.k.a.MarketingMix)4P（aka市場組合）Product

(tangible

and

intangible

stuff)產(chǎn)品（有形和無形材料）Promotion

(advertising,direct

selling,etc)促銷（廣告、直銷等）Place

(channels

of

distribution–goods

available

where)地點（分配通道-產(chǎn)品適于何處）Price

(the

value

of

the

exchange)HOW

ABOUT

THE“cousins”of

the

4

Ps–the

four

Cs4P的“表姐”4C如何Customer

solution顧客解決方案Customer

cost顧客成本Convenience方便Communication溝通CompanyOrientationsTowardtheMarketplacetoday!如今公司以市場為導(dǎo)向！PRODUCTIONCONCEPT–consumerpreferproductsthatarewidelyavailableandinexpensive.生產(chǎn)概念:顧客喜歡那些用途廣泛價格不貴的產(chǎn)品PRODUCTCONCEPT-consumersfavorproductsthatofferthemostquality,performance,orinnovativefeatures.產(chǎn)品概念:顧客喜愛那些質(zhì)量、效果好或有創(chuàng)新特點的產(chǎn)品SELLINGCONCEPT-consumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproducts.銷售概念:顧客購買那些公司有攻勢地促銷/銷售的產(chǎn)品MARKETINGCONCEPT-focusesonneeds/wantsoftargetmarketanddeliveringvaluebetterthancompetitors.市場概念:集中于目標(biāo)市場的希望和需求以及帶來比競爭對手更好的價值Customer

Delivered

Value交付顧客價值SELLINGCONCEPT銷售概念Startingpoint:Factory起點:工廠Focus:Existingproducts焦點:現(xiàn)有產(chǎn)品Means:Sellingandpromotion方法:銷售和促銷Ends:Profitsthroughsalesvolume結(jié)果:通過銷售量的贏利MARKETINGCONCEPT市場概念:Startingpoint:Market起點:Focus:Customerneeds焦點:顧客需求Means:Integratedmarketing方法:整合的市場Ends:Profitsthroughcustomersatisfaction.結(jié)果:通過顧客滿意的贏利Traditional

Organization

Chart傳統(tǒng)組織圖Top

Management最高管理Middle

Management中級管理Front-line

Management基層管理Customers顧客Customer-OrientatedOrganizationalChart顧客導(dǎo)向的組織圖CUSTOMERS顧客Front-line

People基層人員Middle

Management中級管理Top

Management高層管理“Marketing

as

an

equal

function”市場角色參與觀念“市場作為平等的職能”Evolving

Views

of

Marketing’s

Role“Marketing

as

a

more

important

function”市場角色參與觀念“市場作為更重要的職能”Evolving

Views

of

Marketing’s

Role“Marketing

as

the

MAJOR

function”O(jiān)ther

departments

are

support

units!市場角色參與觀念“市場作為主要的職能”其他部門作為支持部門Evolving

Views

of

Marketing’s

Role“The

CUSTOMER

as

the

controlling

factor”市場角色參與觀念“顧客作為控制因素”Session#1-continued第一部分:繼續(xù)Building

CustomerSatisfactionthrough

Quality,

Service,

and

Value!Determinants

of

CustomerDelivered

Value“When

combined=customer’s

delivered

valued”交付顧客價值的判定“結(jié)合時=交付顧客的價值TOTALCUSTOMERVALUEdeterminedby:全部顧客價值由下列確定:Imagevalue形象價值Personalvalue個人價值Servicesvalue服務(wù)價值Productvalue產(chǎn)品價值TOTALCUSTOMERCOSTdeterminedby:全部顧客成本由下列確定:Monetarycost金錢成本Timecost時間成本Energycost能源成本Psychiccost心理成本So

what’s

this

thing

called

SATISFACTION因此什么叫做滿意Isittangibleorintangible,canItouchit,smellit,feelit,orisitofmyimagination?它是有形的還是無形的、摸的著、聞的到、感覺的到？或者還是我的想象中虛構(gòu)的？SATISFACTION?滿意？Isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationhisorherexperience通過比較產(chǎn)品感覺到的效果（或特點）人的滿意或失望的感覺同他或她的經(jīng)驗有關(guān)嗎？High

Performance

Business高性能的業(yè)務(wù)Set

strategies

to

satisfy

KEY–“Stakeholders”設(shè)立滿意關(guān)鍵策略--“利益相關(guān)者”By

improving

critical

business–“Processes”通過改進(jìn)關(guān)鍵業(yè)務(wù)--“進(jìn)程”And

aligning–“Resources”with

the“Organization”并對齊--“資源”和“組織”The

Generic

Value

Chain“Will

mean

higher

MARGINS”普通價值鏈“將意味著更高的邊際”SUPPORTACTIVITIES:支持活動:Firminfrastructure公司基礎(chǔ)組織Humanresourcemanagement人力資源管理Technologydepartment技術(shù)部門Procurement采購PRIMARYACTIVITIES:初級活動:Inboundlogistics回本地的物流Operations作業(yè)Outboundlogistics開往外地的物流Marketingandsales市場和銷售Servicedepartments服務(wù)部門Example

of

Value

Chain“Remember–competitionisbetweenNETWORKS,notcompanies. ThewinneristhecompanywiththebetterNETWORK!價值鏈舉例“記住:競爭是網(wǎng)絡(luò)間的而不是公司間的，成功者擁有更好網(wǎng)絡(luò)的公司LeviStrauss’Value-DeliveryNetwork:LeviStrauss的交付價值網(wǎng)絡(luò)StartswithSears(retail)whosubmitsanORDERtoLevi’s(apparel)Sears（零售商）開始，他將一個訂單交給Levi（服裝商）ThenLevi’s(apparel)whosubmitsanORDERtoMilliken(fabricmaker)然后Levi（服裝商）將訂單交給Milliken（織布商）TheMilliken(fabric)DELIVERSfabrictoLevi’s(apparel)whoDELIVERS(product)toSears(retail)Milliken（織布商）將織物交付給Levi（服裝商）他將（產(chǎn)品）交付給Sears（零售商）Example

of

Value

Chain“Remember–competitionisbetweenNETWORKS,notcompanies. ThewinneristhecompanywiththebetterNETWORK!價值鏈舉例“記住:競爭是網(wǎng)絡(luò)間的而不是公司間的，成功者擁有更好網(wǎng)絡(luò)的公司DuPont(Fibers)inventsnewfiberprocessing,whoNOTIFIESMilliken(fabric)whoORDERSnewfibermaterialDuPont（纖維商）發(fā)明了新的新的纖維生產(chǎn)工藝，，他通知了購買新纖維原料的Milliken（織物商）Sears(retailer)whowilleventuallysellnew“improved”producttoCUSTOMERwhowillORDERnewproductifsatisfiedwiththeNETWORKSPERFORMANCESears（零售商）最終將銷售新“改進(jìn)”的產(chǎn)品給如果滿意網(wǎng)絡(luò)效果并訂購新產(chǎn)品的顧客SATISFIED

CUSTOMERS顧客滿意Are

loyal

customers是忠實的顧客Buy

more

(new

products

&

upgrades)購買更多（新產(chǎn)品和升級產(chǎn)品）Spread

favorable

word-of-mouth傳播贊許Are

more

brand

loyal

(less

price

sensitive)更忠于品牌（對價格名感度低）Offer

feedback提供反饋Reduce

transaction

costs降低交易成本Customer

Development顧客開發(fā)ThreeTYPESofcustomers:三種顧客:Suspects懷疑型的Prospects期望型的Disqualifiedprospects失望型的Themostimportanttobusinessesis:對業(yè)務(wù)來說最重要的是:PROSPECTS!期望Prospectevolution:期望演變Customer

Development顧客開發(fā)First-timecustomers第一次的顧客Repeatcustomers重復(fù)的顧客Clients客戶Advocates擁護(hù)者Partners伙伴CAVEAT:IfyourprospectsareMISHANDLEDtheycanbecome:“Inactivecustomers”or“EX-customers”警告:如果你的期望者受到錯誤處理，他們會變成的怠惰顧客或前顧客The

Profit

Triangle利潤三角形PROFIT(thecentralfocus)isaffectedby:利潤（中央焦點）受到下列的影響:Internaloperations內(nèi)部作業(yè)Competitiveadvantage競爭優(yōu)勢Valuecreation價值產(chǎn)生GoodStuffRight?Well,let’stalkQUALITY好材料？讓我們談?wù)勝|(zhì)量WhatisQUALITY?Thinkaboutitamoment(consideringyourfieldofwork)andcreateadefinitionforus–STARTNOW!質(zhì)量是什么？想一想（考慮以下你的工作領(lǐng)域）給我們一個定義--現(xiàn)在開始GENERICDEFINITIONof“Quality”產(chǎn)生“質(zhì)量”的定義Isthetotalityoffeaturesandcharacteristicsofaproductorserviceonitsabilitytosatisfystatedorimpliedneeds.同產(chǎn)品或服務(wù)的滿足能力以及潛在需求相關(guān)的性質(zhì)和特點的總和Session#1

continued第一部分--繼續(xù)Creating

Winning

Markets:Developing

Market-OrientatedStrategic

Plans建立成功的市場Market-Oriented

Strategic

Planning市場導(dǎo)向的策略規(guī)劃Contains

FIVE“components”or“CONCERNS:包含五個“成份”或“關(guān)切點”O(jiān)rganizationalobjectives組織目標(biāo)Organizationalskills組織技巧Organizationalresources組織資源Organizationalopportunities組織機(jī)遇Organizational

profit

and

growth組織利潤和成長Corporate

Headquarters

Planning公司總部規(guī)劃NormallyhasFOURmajorcomponents:通常有4個主要部分:Definethecorporatemission確定公司使命Establishstrategicbusinessunits(SBUs)建立戰(zhàn)略業(yè)務(wù)部門（SBUs)AssignresourcestoSBUs向SBUs分配資源Plannewbusiness,downsizeolder(orlessprofitable)businesses計劃新業(yè)務(wù)，老（或利潤少的）業(yè)務(wù)小型化Strategic-Planning,Implementation,and

Control

Processe戰(zhàn)略計劃、實施和控制過程Asnotedbytheheading–strategicplanningencompassesthreesub-sections:如總部中提到的：戰(zhàn)略計劃包括三部分Planning–corporateplanning;divisionalplanning;businessplanand;productplanning.計劃：公司計劃、區(qū)域計劃、業(yè)務(wù)計劃和產(chǎn)品計劃Implementation–involvesorganizingandimplementingthevision(實施：涉及組織和實施視角Controlfunction–measuresresults;diagnosingresults(nothingasplanned)and;takingcorrectiveaction(remembertheoperativewordhereis‘TIMING’–TQMobservation)控制功能：衡量結(jié)果、診斷結(jié)果（所有的都不按計劃）采取糾正措施（注：這里的動作詞是“適時”--TQM觀察）FINALLY–REMEMBERTHATTHESEAREASARECOOPERATIVEANDNOTINDEPENDENTOFEACHOTHER–You’renotinavacuum!最后--記住在這里要團(tuán)結(jié)不要獨立--你不是在真空中！MISSION

STATEMENTS使命聲明Answerformewhatamissionstatementis?回答我使命聲明是什么？GREATMissionStatementHAVE:偉大的使命聲明具有：Limitednumberofgoals有限的目標(biāo)數(shù)量Stressesmajorpoliciesandvalues強(qiáng)調(diào)主要方針和價值Definescompetitivescores規(guī)定有競爭力的得分Soundtoosimple?太簡單嗎？ItshouldbeSIMPLEandEASILYUNDERSTOODBYALLMEMBERSOFYOURORGANIZATION應(yīng)該簡單讓你的組織中的所有成員都容易懂得。Strategic-PlanningGap戰(zhàn)略計劃差距What?Anotherterm?Ohno!什么？另一個小隊？沒有！Simplyput:It’sthedifferencebetweenYOURCOMPANIES“currentportfolio-businesspractices”lessthe“desiredsales”簡單地提出：你的公司間的區(qū)別“目前業(yè)務(wù)量操作”少于“理想銷售”It’sthatareathatyouneedtofulfilltoachievetheDESIRECSALESarsetbyyourstrategicplan.是那個由你的戰(zhàn)略計劃中設(shè)定的你需要完成達(dá)到理想銷售的區(qū)域Whichinvolvesdifferentlevelsofgrowth:哪個涉及到增長中的不同水平？Intensivegrowth,followedby集中增長，伴隨Integrativegrowth,followedby綜合增長，伴隨Diversificationgrowth變化增長Intensive

Growth

Strategies:集中增長戰(zhàn)略Existingproducts/Existingmarkets:MARKETPENETRATION現(xiàn)有產(chǎn)品/現(xiàn)有市場:市場滲透Existingproducts/NewMarkets:MARKETDEVELOPMENT現(xiàn)有產(chǎn)品/新市場:市場開發(fā)NewProducts/Existingmarkets:MARKETDEVELOPMENT新產(chǎn)品/現(xiàn)有市場:市場開發(fā)NewProducts/NewMarkets:DIVERSIFICATION新產(chǎn)品/新市場:多樣化The

McKinsey

7-S

Frameworkfor

a

successful

strategic

planMcKinsey成功戰(zhàn)略計劃的7-S框架The

first

three

element

that

MUSTinteractare:必須相互影響的首先三個成份是strategy-戰(zhàn)略structure

of

organization-組織結(jié)構(gòu)systems

of

organization.組織系統(tǒng)These

three

sub-sections

mustwork

closely

together

–

NO

GAPS–

NO

DEPARTMENTALFIGHTING這三部分必須緊密地一起工作--沒有差距--沒有部門之爭Then,whentheorganizationhasitACTtogetheritmustinsurethatEVERONES–然后，當(dāng)組織要一起行動時，必須保證每個部分的:skills技巧sharedvalues價值共享staff員工styleARE風(fēng)格是COMPATIBLEANDCANWORKTOGETHERSMOOTHLY!有競爭性并可以平滑地一起工作The

Value-Delivery

Process交付價值過程TRADITIONALPHYSICALPROCESSSEQUENCE:傳統(tǒng)自然過程順序:Maketheproduct(designproduct,procure,make)制作產(chǎn)品（設(shè)計產(chǎn)品、采購、制作）Selltheproduct(price,sell,advertise/promote,DistributeServices.銷售產(chǎn)品（價格、銷售、廣告/促銷、分配、服務(wù)）VALUECREATIONANDDELIVERYSEQUENCE:價值產(chǎn)生和交付順序:ChoosetheValue(knownasstrategicmarketing)選擇價值（稱作戰(zhàn)略市場學(xué)）ProvidetheValue提供價值CommunicatetheValue溝通價值NOTE:ProvidethevalueandcommunicatingthevalueisknownasTACTICALMARKETING!注:提供價值和溝通價值稱作技術(shù)市場學(xué)）The

Marketing

Plan市場計劃Executive

Summary

&

Table

of

Contents執(zhí)行小結(jié)和內(nèi)容列表Current

Marketing

Situation目前市場狀況Opportunity

&

Issue

Analysis機(jī)會與事件分析Objectives目標(biāo)Marketing

Strategy市場戰(zhàn)略Action

Programs行動計劃Projected

Profit

and

Loss

(Pro

Forma)設(shè)計利潤和損失（利潤組成）Controls控制Factors

Influencing

Company

Marketing

Strategy影響公司市場戰(zhàn)略的因素WHATDOYOUTHINKISMOSTIMPORTANT?你認(rèn)為什么是最重要的？ThemostimportantinfluenceisTARGETMARKET最重要的影響是目標(biāo)市場MarketingMix(4Ps)Product,Promotion,Place,Price.市場組合(4Ps)產(chǎn)品、促銷、地點和價格Internalconsiderations:a)marketingplanning,marketinginformasystems,marketingorganizationandimplementationand,marketingorganizationsystem.內(nèi)部考慮：a)市場計劃、市場信息系統(tǒng)、市場組織和實施、市場組織系統(tǒng)Externalconsiderations:a)Suppliers,Marketingintermediaries,and,competitors.外部考慮：a)供應(yīng)商、市場中間商、公眾和競爭對手Environmentalconsiderations:a)demographic/economicconsideratTechnical/physicalenvironmentalconsiderations;c)Political/leenvironment,and;Social/culturalenvironment.環(huán)境考慮：a)人口統(tǒng)計學(xué)的/經(jīng)濟(jì)的；b)技術(shù)的/物理環(huán)境的考慮；政治的/法律環(huán)境的等等；d)社會/文化環(huán)境Session#1–GoodAfternoonSession#1 – 下午好PresentedbyDr.JohnBonagofskyGathering

Information

andMeasuring

MarketingDemandMarketing

Information

System市場信息系統(tǒng)Consists

of:考慮People人equipment設(shè)備and

procedures

to和程序來gather匯總sort篩選analyze分析evaluate,評價and

distribute分配needed按需求timely按時間and

accurate準(zhǔn)確information信息to

marketingdecision

makers對決策者做市場營銷Marketing

Intelligence

System市場營銷情報系統(tǒng)Is

a

set

of是一系列procedures程序and

sources資源used

by

managers被管理者使用to

obtain來獲得everyday每天information信息About

developments關(guān)于開發(fā)In

the

marketingenvironment.在市場營銷環(huán)境下Defining

the

Problem

and

ResearchObjectives確定問題和研究目標(biāo)ExploratoryResearch–shedslightonproblem;suggsolutions;ornewideas.探索性研究-闡明問題的真相,提供答案或新構(gòu)想DescriptiveResearch–Ascertainmagnitudesoftheproblemorsurroundingatmosphere.描述性研究-查明問題或周圍環(huán)境的夸張程度CausalResearch–Testcause-and-effectrelationshTesthypothesesaboutcause-and-effectrelationship因果性研究-測定因果關(guān)系；測定因果關(guān)系的假設(shè)Marketing

Research

Approaches市場營銷研究方法Observational-觀察研究法

Focus-groups-深度集體研究法

Survey-調(diào)查研究法

Behavioral-行為研究法

Experimental-實驗研究法Secondary-Data

Sources二手?jǐn)?shù)據(jù)資源Internal

sources-內(nèi)部資源

Government

Publications-政府發(fā)布

Periodicals

and

books-期刊雜志和書籍

Commercial

Data-商務(wù)數(shù)據(jù)On-line-在線Associations-協(xié)會Business

Information-商務(wù)信息The

Marketing

Research

Process市場營銷研究過程Defining

the

problem

and

research

objectives確定問題和研究目標(biāo)Developing

the

research

plan開發(fā)研究計劃Collecting

the

information搜集信息Analyze

the

information分析信息Present

your

findings目前所發(fā)現(xiàn)的Good

Marketing

Research完善的市場營銷研究Is

scientific科學(xué)的Is

creative有創(chuàng)意的Uses

multiple

methods使用多種方法Realizes

the

interdependence

of

models

and

data實現(xiàn)模式與數(shù)據(jù)的獨立性Acknowledges

the

cost

and

value

of

information承認(rèn)信息的成本與價值Maintains“healthy”skepticism保持“健康”的構(gòu)架Is

ethical倫理性Market

Demand市場需求Whoorwhatisit?是誰或是什么？Inactuality,itcontainstwocomponents:事實上包括兩個組成部分：Componentsarenotofequalsize–WHY?組成部分大小不相等-為什么？Estimating

Future

Demand估計未來需求Survey

of

Buyers’Intentions購買者意愿調(diào)查Composite

of

Sales

Force

Opinion銷售人員意見綜合法Expert

Opinion專家意見Past

Sales

Analysis過去的銷售分析Market

Test

Method市場測試法EstimatingMarketDemandMarketersMustConsider估計市場需求,市場人員必須考慮Total

Market

Potential總的市場潛力

Area

Market

Potential區(qū)域市場潛力

Industry

Sales行業(yè)銷售情況Market

Share市場分額Session#1afternoon-continuedSePsrseiseonnt#e1db下y午-繼續(xù)Dr.JohnBonagofskyScanningtheMarket

EnvironmentMacroenvironmental

Forces宏觀力量Worldtradeenablers世界貿(mào)易得以實現(xiàn)Asianeconomicpower亞洲經(jīng)濟(jì)強(qiáng)大Riseoftradeblocs貿(mào)易封鎖增加Internationalmonetarycrisis(willleavenonationuntouched)國際金融危機(jī)（波及所有國家）Useofbarterandcountertrade(exchangeproducesforotherthancash/monetarycurrency)易貨交易與相對貿(mào)易的使用（除了現(xiàn)金/貨幣之外,還有產(chǎn)品交換）Movetowardmarketeconomiesbymanynations許多國家走向市場經(jīng)濟(jì)Globallifestyle“becomingthenorm–ratherthantheexception”全球生活方式“比預(yù)期的更加正?；盡icroenvironment

Forces

continue微觀力量（續(xù)）Opening

of“new”markets開放“新”市場Emerging

transnational

firms兼并跨國企業(yè)Cross-border

strategic

alliances跨國界戰(zhàn)略聯(lián)盟Regional

ethnic

and

religious

conflict地區(qū)種族和宗教沖突Global

branding

(have

a

preference

for

product/service

that

exceedsnational

impact

–

and

now

becomes

a

world

brand)國際品牌（對產(chǎn)品/服務(wù)喜好程度超過國家的影響-現(xiàn)已成為國際品牌）Demographic

EnvironmentalConsiderations人口統(tǒng)計環(huán)境的考慮Worldwide

Population

Growth世界人口增長Population

Age

Mix人口年齡結(jié)構(gòu)Ethnic

Markets種族市場Educational

Groups教育人口群Household

Patterns家庭結(jié)構(gòu)Geographical

Shifts

in

Population人口的地理遷移Shift

from“Mass”marketing

to“Micromarketing”從“大眾”市場遷移到“個體市場”Economic

EnvironmentalConsideration經(jīng)濟(jì)環(huán)境考慮IncomeDistributionofNationsShifts:國家的所得分配Subsistenceeconomies自己自足的經(jīng)濟(jì)Raw-material-exportingeconomies原料出口經(jīng)濟(jì)Industrializingeconomies工業(yè)化中的經(jīng)濟(jì)Industrialeconomies工業(yè)化的經(jīng)濟(jì)CAVEAT:Aswedealwithdifferentnationswemustconsidtheireconomicstate–andmoldourmarketingplanstofineeds/wants.注意:由于我們面對不同的國家，我們必須考慮其經(jīng)濟(jì)狀況-制訂適合他們需求/希望的市場營銷計劃模式。Issues

In

The

TechnologicalEnvironment技術(shù)環(huán)境的問題Accelerating

Pace

of

Change變化的步調(diào)加快Unlimited

Opportunities

for

Innovation無可限量的重新機(jī)會Varying

Research

and

Development

Budgets(R&D)差異頗大的研究發(fā)展預(yù)賽

Increased

Regulation

Expected增加變動的規(guī)章Political-Legal

Environment政治-法律環(huán)境Increaselegislationbeingenactedbymanynationstoprotecttheirnationalinterests.為了保護(hù)國家的利益,許多國家增加了管制企業(yè)的法令Specialinterestgroupsactivelychallenging“foreignintervention”特殊利益團(tuán)體積極地與“國外的干涉”挑戰(zhàn)Views

That

Express

VALUES體現(xiàn)價值的觀點Of

Oneself-自我

Of

Others-他人Of

the

Universe-世界

Of

Nature-自然Of

Organizations-組織

Of

Society-社會Social/Cultural

EnvironmentConsiderations社會/文化環(huán)境考慮HighPersistenceofCoreCulturalValuespresentinmanynations許多國家核心文化價值觀的高持續(xù)性Existenceofsub-cultureexistentinmanynationsandco-existinsub(U.S.:BlackAmericans,NativeAmericans,JapaneseAmericans,ChineAmericans,MexicanAmericans,etc)許多國家和地區(qū)存在次文化和共同生存的情況（美國:美國黑人，土生土長美國人，美裔華人，美裔墨西哥人，等等）ShiftofSecondaryCulturalValuesThroughTimewillaffectcompaniemarketingplans隨著時間的變化，次文化價值觀的推移將一向公司未來市場營銷計劃Session#1–AfternooncontinueSession#1下午-繼續(xù)PresentedbyDr.JohnBonagofskyAnalyzing

Consumer

Marketsand

Buying

BehaviorSimple

Response

Model簡單反應(yīng)模式Stimulus–must

be

created刺激-必須有刺激Organism–who

are

you

trying

to

reach有機(jī)體-你想試圖接觸誰Response–what

do

you

want

them

to

do?反應(yīng)-你想讓他們做什么Simple

Model

of

Buyer

Behavior購買者行為的簡單模式MARKETING

STIMULI:市場營銷刺激a)Product 產(chǎn)品c)Promotion促銷b)

Placed)

Price地方價格Whicharecalledwhat?這些稱作什么？MARKETINGMIX–Right!市場營銷組合-對！OTHERSTIMULI:其他刺激Economic經(jīng)濟(jì)political政治technological技術(shù)cultural文化CAVAET:Theseconsiderationsmustbeusedtotrytoaffectbuyer’sreactions.注意：這些方面的考慮必須用于影響購買者的反應(yīng)Simple

Model

of

Buyer

Behavior購買者行為的簡單模式BUYER’S

CHARACTERISTICS:購買者的特性Culturalsocialpersonal文化社會個人psychological心理BUYER’S

DECISION

PROCESS:購買者的決策過程Problem

recognition問題認(rèn)知Information

search信息搜集EvaluationDecision評估決策5)Post

purchase

behavior(try

to

avoid

post-dissonance)購后行為（試圖避免購后不一致）Simple

Model

of

Buying

Behaviorcontinued購買行為的簡單模式（續(xù)）AfterBuyer’sdecisionprocess–購買者決策過程之后THEBUYER’SDECISIONISMADEON:購買者做決策:Product

choiceBrand

choiceDealer

choice產(chǎn)品的選擇品牌的選擇

經(jīng)銷商的選擇Purchase

timing購買時機(jī)Purchase

amount購買數(shù)量Cultural

Consideration

Affecting

theBUYER文化的考慮影響購買者BUYERattheheartofthecircle!購買者在循環(huán)的中心！Immediatelyinfluencedbyhis“SOCIALCLASS”馬上受其“社會階層”影響Theninfluencedbyhis“Subcultural”influences,and然后受其“次文化”影響Finallyinfluencedbyhis“Cultural”heritaorinfluences.Buyers

Affected

by

Social

Factors購買者受社會因素的影響ReferenceGroups(personsheldinhighesteem–bossmanager,supervisor,etc.參考群體（出在高層次的人-老板，經(jīng)理，監(jiān)督者，等）FamilyMembers(parents,siblings,etc)家庭成員（父母，同胞，等）RolesandStatus(inherentbeliefbythebuyer(s)thatheyshouldactinaccordancewithsetrolesorstatusInHawaii–businesspeopledon’tweardresssuitstwork–morecausal!Hence,thesaleofsuitsarelimiforbusinessattire.角色與形勢（購買者固有的信仰就是：他們的行為應(yīng)按照一系列的角色與形勢！在Hawaii-生意人在工作時不穿西裝-更隨意！因此，西裝的銷售很有限）Influences

on

ConsumerBehavior消費者行為的影響PersonalInfluencesmightinclude:個人因素的影響可能包括:AgeandFamilyLifeCycleStages年齡與生命周期階段OccupationandEconomicCircumstancesofthebuyer購買者的職業(yè)與經(jīng)濟(jì)狀況LifestyleoftheBuyer購買者的生活形態(tài)PersonalityandSelf-conceptofthebuyer購買者的的人格與自我功能Buyers

Psychological

Factors

that

need

to

beconsidered需考慮購買者的心理因素Motivation

of

Buyer(s)-購買者的動機(jī)

Perception

of

Buyer(s)-購買者的感覺Learning

status

of

Buyer(s)-購買者的了解情況Beliefs

of

Buyer(s)-購買者的信任程度

Attitudes

of

Buyer(s)-購買者的態(tài)度Maslow’s

Hierarchy

of

Needs馬斯洛需求理論Fromthebottomup:自下而上 1)Psychologicalneeds(food,water,shelter)生理需求（食品，水避難所）2)Safetyneeds(security,protection)安全需求（安全，保護(hù)） 3)Socialneeds(senseofbelonging,love,affection)社會需求（歸屬感，愛，影響） 4)Esteem-needs(self-esteem,recognition)尊重需求（自我尊重，認(rèn)可） 5)Self-actualization(self-developmentandrealization)自我實現(xiàn)（自我發(fā)展和實現(xiàn)） CAVEAT:Maslowstatedthatnoonewouldeverfullsatisfythelastneed(Self-actualization)注意:馬斯洛指出沒有一個人對最后的需求（自我實現(xiàn)）完全滿意Four

Types

of

Buying

Behavior購買行為的四種形式Complex

buying

beha復(fù)雜的購買行為Variety-seeking

beh尋求多樣化的購買行為Dissonance-reducingbuyingBehavior.降低不協(xié)調(diào)的購買行為HabitualBuyingBehaviorSignificantdifferencesbetweenbrandsANDhighinvolvementbybuyer:品牌之間顯著的差異,購買者高度介入SignificantdifferencesbetweenbrandsANDlowinvolvementbybuyer:品牌之間顯著的差異,購買者低度介入FewdifferencesbetweenbrandsANDhighinvolvementbybuyer:品牌之間顯差異甚小,購買者高度介入FewDifferencebetweenBrandsANDlowinvolvementbybuyer:品牌之間差異甚小,購買者低度介入習(xí)慣性的購買行為Consumer

Buying

Process消費者購買過程Buyer(s)Problemrecognition購買者的問題認(rèn)知Buyer(s)Informationsearch購買者的信息搜集Buyer(s)Evaluationofalternatives購買者的評估方案Buyer(s)Purchasedecision(s)購買者的采購決策Buyer(s)Postpurchasebehavior(happy,sad,dissonance)購買者的購后行為（高興,悲傷,不和諧）Steps

Between

Evaluation

ofAlternativesand

a

Purchase

Decision評價方案與購買決定的步驟AttheEvaluationstage,thebuyer(s)purchaseintentioaffectedby:評估階段，購買者的采購意圖受如下情況影響:Attitudesofothers其他人的態(tài)度Unanticipatedsituationalfactors(inheritancereceivegotpromotion,gotdemoted,etc)未預(yù)料情況因素（受遺傳，失業(yè)，晉升，降級等）Finally,thebuyer(s)maketheDECISION最后，購買者做決定How

Customers

Use

or

Dispose

ofProducts顧客如何使用或支配產(chǎn)品GetRidofittemporarily–rentitorloanit.臨時放棄-出賃或出租Getridofitpermanently–giveitaway(toberesoltobeused),tradeit,sellit(todirectcustomers,tmiddleman,tointermediary),throwitaway.永久放棄-舍讓（脫手或他人使用）,折換,出售（直接賣給顧客,經(jīng)由中間商,賣給中間商）,丟棄Keepit–Useitfororiginalpurpose,converttonewpurpose,storeit.繼續(xù)保留-依原用途使用,轉(zhuǎn)換成新品使用,束之高閣Session2–GoodAfternoon第二部分:下午好Developing

NewMarketing

OfferingsWhy

New

Products/Services

Fail為什么新產(chǎn)品/服務(wù)失敗OverestimatedDemand過分估計需要PoorDesign設(shè)計低劣PoorMarketingExecution市場執(zhí)行低劣HighDevelopmentCosts高額開發(fā)成本StrongCompetitiveReaction(Rememberthosepeskycompetitors?)強(qiáng)烈競爭反應(yīng)（記得那些討厭的競爭者嗎？）Challenges

in

New

Product

Development新產(chǎn)品開發(fā)中的挑戰(zhàn)Idea

Shortage建議缺欠Fragmented

Markets分散的市場Social

and

Governmental

Constraints社會和政府強(qiáng)制Cost成本Capital

Shortage資本缺欠Need

for

Speed速度需求Shorter

Product

Life

Cycles縮短產(chǎn)品生命周期New

Product

Development

Process新產(chǎn)品開發(fā)過程Idea

Generation建議產(chǎn)生Idea

Screening建議篩選Concept

Development

and

Testing概念開發(fā)和檢測Market

Strategy

Development市場戰(zhàn)略開發(fā)Business

Analysis業(yè)務(wù)分析Product

Development產(chǎn)品開發(fā)Market

Testing市場測試Commercialization商業(yè)化Probability

of

Success成功的概率Overall

Probability

of

Success成功的所有概率EQUALS等于Probability

of

Technical

Completion技術(shù)完成的概率MULTIPLED

BY乘Probability

of

commercialization

given

technical

completion技術(shù)完成的商業(yè)化概率MULTIMPLED

BY乘Probability

of

economic

success

given

commercialization商業(yè)化的經(jīng)濟(jì)成功概率Concept

Development

and

Testing概念開發(fā)和檢測Develop

Product

Ideas

into

Alternative

Product

Concepts將產(chǎn)品概念開發(fā)成可替代的產(chǎn)品概念Concept

Testing

–

Test

the

Product

Concepts

with

Groups

of

TargetCustomers概念檢測--用目標(biāo)顧客群測試產(chǎn)品概念Choose

the

Best

One選擇最佳者Characteristics

of

the

Innovation

Rate

of

Adoption

of

new

Id新觀點接受的創(chuàng)新率的特性Relative

Advantage–over

competition–you’re

FIRST相關(guān)優(yōu)勢--通過競爭--你第一Compatibility–competitors

have

nothing

to

compare

with兼容性--競爭者無以為比較Complexity–yours

is

the

first復(fù)雜性--你的是第一的Divisibility–you

can

devise

new

uses

or

product

lines可分割性--你可以發(fā)明新用途或產(chǎn)品線Communicability–you

are

first

to

communicate

the

idea可傳達(dá)性--你第一個傳達(dá)觀點Major

Decision

in

International

Marketing國際市場的主要決策Deciding

whether

to

go

abroad決定是否出國Deciding

which

markets

to

enter決定進(jìn)入哪個