營銷學(xué)導(dǎo)論(雙語)——第一章.ppt

1、Marketing:An Introduction,Name:安書芳 Tel:5011621 Email:, Copyright 2005 Pearson Education Canada Inc.,What Is Marketing?,Chapter 1,3,Chapter Objectives,When you have completed your study of this chapter, you should be able to: 1、Define marketing and outline the steps in the marketing process. 2、Explai

2、n the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.,4,3、Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. 4、Discuss customer relationship man

3、agement and strategies for building lasting customer relationships.,Chapter Objectives,5,5、Describe the major trends and forces that are changing the marketing landscape in this new age of relationships.,Chapter Objectives,6,What is Marketing?,Simple Definition: Marketing is managing profitable cust

4、omer relationships. Goals: Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction.,7,Marketing Defined,A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and va

5、lue with others.,8,The marketing process,1、understangding the marketplace and consumer needs 2、desiging a customer-driven marketing strategy 3、construct a marketing program that delivers superior value 4、building profitable relationships and create consumer velues 5、capture value from customers to c

6、reate profits and customer quality,9,Understangding the marketplace and consumer needs,The marketing process begins，continues，and ends with consumers. as a first step,marketers need to understand customer needs and wants and the marketplace.,10,Needs, Wants, & Demands,Need: State of felt deprivation

7、 including physical, social, and individual needs. Physical: Food, clothing, shelter, safety Social: Belonging, affection Individual: Learning, knowledge, self-expression,11,Wants: Form that a human need takes, as shaped by culture and individual personality. Wants + Buying Power = Demand (456班）,Nee

8、ds, Wants, & Demands,12,Marketing Offer（products）,Needs and Wants Fulfilled through a Marketing Offer : Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. 產(chǎn)品：企業(yè)提供給市場的能夠滿足人類需要和欲望的所有的物品。, Copyright 2005 Pearson Education Canada Inc.,A pro

9、duct can be: A tangible good A service An idea A person A place,Anything Can Be Marketed,14,Value & Satisfaction（價(jià)值和滿意）,If performance is lower than expectations, satisfaction is low If performance is higher than expectations, satisfaction is high,15,創(chuàng)造價(jià)值讓顧客滿意,以麥當(dāng)勞例，人們不會(huì)僅僅因?yàn)橄矚g漢堡包而涌向全世界11，000個(gè)麥當(dāng)勞快餐店。

10、其他一些餐館制作的漢堡包味道也許更好。人們是沖著某個(gè)系統(tǒng)而來，并不僅僅是漢堡包。這是一個(gè)有效運(yùn)轉(zhuǎn)的系統(tǒng)，該系統(tǒng)向全世界傳送一個(gè)高標(biāo)準(zhǔn)，即麥當(dāng)勞公司所謂的QSCV質(zhì)量（Quality）、服務(wù)（Service）、清潔（Cleanliness）和價(jià)值（Value）。麥當(dāng)勞公司的有效就在于它和它的供應(yīng)商、特許經(jīng)營店業(yè)主、雇員以及其他有關(guān)人員共同向顧客提供了他們所期望的高價(jià)值。,16,Exchange vs. Transaction（交換和交易）,Exchange: Act of obtaining a desired object from someone by offering something

11、in return. （以某物作為回報(bào)，從別人那里獲得所需之物的行為。）,Transaction: A trade of values between two parties. One party gives X to another party and gets Y in return. Can include cash, credit, or check.,17,What is a Market?,The set of actual and potential buyers of a product. （某產(chǎn)品的現(xiàn)實(shí)與潛在的購買者的集合。） These people share a nee

12、d or want that can be satisfied through exchange relationships. （這些人擁有共同的需要和欲望，并且能夠通過交換關(guān)系得到滿足。）,18,Desiging a customer-driven marketing strategy（制定以顧客為導(dǎo)向的營銷戰(zhàn)略）,Marketing Management（市場營銷管理） The art and process of choosing target markets and building profitable relationships with them. （是選擇目標(biāo)市場并與之建立可贏

13、利性關(guān)系的藝術(shù)和過程。） The marketing managers aim is to get, keep, and grow target customers by creating, delivering and communicating superior customer value. （市場營銷的目的在于通過創(chuàng)造、交付并溝通優(yōu)異的顧客價(jià)值，來獲得、保持并發(fā)展目標(biāo)顧客。）,19,To design a winning marketing strategy,Questions to ask: What customers will we serve? What is our targ

14、et market? How can we best serve these customers? What is our value proposition?,20,Segmentation & Target Marketing,Market Segmentation（市場細(xì)分）: Divide the market into segments of customers Target Marketing（目標(biāo)市場）: Select the segment to cultivate,21,Marketing Management（營銷管理）,Demand Management Finding

15、and increasing demand, also changing or reducing demand, such as in demarketing. Demarketing Temporarily or permanently reducing the number of customers or shifting their demand,22,不同需求情況下企業(yè)市場營銷管理的任務(wù),負(fù)需求,無需求,潛在需求,下降需求,無序需求,充分需求,過量需求,有害需求,扭轉(zhuǎn)性營銷,刺激性營銷,開發(fā)性營銷,恢復(fù)性營銷,同步性營銷,維持性營銷,限制性營銷,抵制性營銷,23,1、負(fù)需求指絕大多數(shù)人

16、對(duì)某種產(chǎn)品或服務(wù)不僅沒有需求，而且有厭惡情緒的一種需求狀況。 例如：素食主義者對(duì)所有肉類有負(fù)需求；有些顧客害怕冒險(xiǎn)而不敢乘飛機(jī)等。 營銷任務(wù)扭轉(zhuǎn)型營銷。調(diào)查研究，尋找產(chǎn)生負(fù)需求的原因，對(duì)癥下藥。分析人們?yōu)槭裁床幌矚g這些產(chǎn)品，并針對(duì)目標(biāo)顧客的需求重新設(shè)計(jì)產(chǎn)品、訂價(jià)，作更積極的促銷，或改變顧客對(duì)某些產(chǎn)品或服務(wù)的信念等，把負(fù)需求變?yōu)檎枨?。諸如宣傳老年人適當(dāng)吃甜食可促進(jìn)腦血液循環(huán)，乘坐飛機(jī)出事的概率比較小等。,24,案例：,歐美人對(duì)動(dòng)物內(nèi)臟很反感，不喜歡吃動(dòng)物內(nèi)臟。怎樣把這個(gè)負(fù)需求變?yōu)檎枨竽兀繉＜易隽藗€(gè)實(shí)驗(yàn)：他們找來了40個(gè)家庭主婦，將之分為兩個(gè)小組。專家告訴第一小組的20個(gè)人，運(yùn)用傳統(tǒng)的方式怎樣

17、把動(dòng)物的內(nèi)臟做成菜，怎樣做才好吃。而他們則和第二小組的20個(gè)家庭主婦圍坐在一塊座談，在聊天中告訴她們動(dòng)物內(nèi)臟富含哪些礦物質(zhì)，對(duì)人體有哪些好處，并贈(zèng)送了相應(yīng)的菜譜。一個(gè)月后，第一小組只有3%的家庭婦女開始食用動(dòng)物內(nèi)臟，第二小組有30%的婦女食用動(dòng)物內(nèi)臟。,25,2、無需求市場上對(duì)某種產(chǎn)品或勞務(wù)既無負(fù)需求，也無正需求，只是漠不關(guān)心，毫無興趣。 通常情況下，市場對(duì)下列產(chǎn)品無需求： a.人們一般認(rèn)為無價(jià)值的廢舊物資； b.人們一般認(rèn)為有價(jià)值，但在特定環(huán)境下無價(jià)值的東西； c.新產(chǎn)品或消費(fèi)者平時(shí)不熟悉的物品等。 營銷任務(wù)刺激性營銷。通過有效的促銷手段，把產(chǎn)品利益同人們的自然需求及興趣結(jié)合起來，設(shè)法引起消

18、費(fèi)者的興趣，刺激需求。,26,3、潛在需求：多數(shù)消費(fèi)者對(duì)市場上現(xiàn)實(shí)不存在的某種產(chǎn)品或勞務(wù)的強(qiáng)烈需求。 營銷任務(wù)開發(fā)性營銷。調(diào)查潛在需求，提供能滿足潛在需求的產(chǎn)品或勞務(wù)，變潛在需求為現(xiàn)實(shí)需求。 4、下降需求：市場對(duì)一個(gè)或幾個(gè)產(chǎn)品的需求呈下降趨勢的情況。 營銷任務(wù)恢復(fù)性營銷。設(shè)法使已經(jīng)冷淡的興趣得以恢復(fù)。 恢復(fù)性營銷實(shí)施的前提：處于衰退期的產(chǎn)品或勞務(wù)有出現(xiàn)新生命周期的可能性。,27,5、不規(guī)則需求：在不同時(shí)間、不同季節(jié)需求量不同，需求與供給不同步。 營銷任務(wù)同步性營銷。調(diào)節(jié)需求與供給的矛盾，使二者達(dá)到同步。 6、充分需求：當(dāng)前的需求量在時(shí)間上同預(yù)期需求已達(dá)到一致。 營銷任務(wù)維持性營銷。密切注視消費(fèi)

19、者偏好的變化和競爭狀況，不斷提高產(chǎn)品質(zhì)量，盡可能維持現(xiàn)有需求水平。,28,7、過量需求：需求量超過了賣方所能供給或所愿供給的水平。 營銷任務(wù)限制性營銷。提高價(jià)格、減少服務(wù)項(xiàng)目或供給網(wǎng)點(diǎn)、勸導(dǎo)節(jié)約等。 8、有害需求：對(duì)社會(huì)或購買者的長期利益或短期利益有害的需求。 營銷任務(wù)抵制性營銷。采取抵制措施，宣傳其危害性，勸說消費(fèi)者放棄,29,企業(yè)營銷管理的類型與任務(wù),30,Value Proposition(價(jià)值主張）,The set of benefits or values a company promises to deliver to consumers to satisfy their need

20、s.（123班） （公司承諾交付給消費(fèi)者并滿足消費(fèi)者需要的一組利益和價(jià)值）,31,Marketing Management Philosophies（營銷管理哲學(xué)）,Production Concept（生產(chǎn)觀念） Product Concept（產(chǎn)品觀念） Selling Concept（推銷觀念） Marketing Concept（市場營銷觀念） Societal Marketing Concept（社會(huì)營銷觀念）,32,Production Concept（生產(chǎn)觀念）,The idea that consumer will favor products that are availab

21、le and highly affordable. 該觀念認(rèn)為消費(fèi)者喜歡那些隨處能夠買得到，并且價(jià)格便宜的產(chǎn)品。 The compony should Increase productivity, and improve the efficiency of health distribution. 企業(yè)應(yīng)該提高生產(chǎn)效率和分銷效率。,33,Product Concept（產(chǎn)品觀念）,The idea that consumers will favor products that offer the most quality, performance,and features and that t

22、he organization should therefore devote its energy to making continuous product improvements. 該觀念認(rèn)為消費(fèi)者喜歡那些高質(zhì)量、多功能、有特色的產(chǎn)品。企業(yè)應(yīng)該集中精力改進(jìn)產(chǎn)品，提供優(yōu)質(zhì)的產(chǎn)品。 Marketing Myopia(營銷近視癥）,34,Marketing Myopia（營銷近視癥）,Sellers pay more attention to the specific products they offer than to the benefits and experiences produc

23、ed by the products. They focus on the “products” and lose sight of the “needs”and“wants” 只關(guān)注產(chǎn)品，而忽視顧客的需要和欲望。,35,Selling Concept（推銷觀念）,The idea that consumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort. 該觀念認(rèn)為，消費(fèi)者不會(huì)足量的購買一個(gè)企業(yè)的產(chǎn)品，除非擴(kuò)大銷售規(guī)模、加大促

24、銷努力。 The concept is typically practiced with unsought goods-those that buyers do not normally think of buying. 該觀念比較典型地使用在“費(fèi)渴求類商品”上，即購買者通常不會(huì)想到要去購買的商品。,36,Marketing Concept（市場營銷觀念）,The marketing management Philosophies that holds that achieving organizational goals depends on knowing the needs and wa

25、nts of target markets and delivering the desired satisfactions better than competitors do. 該觀念認(rèn)為實(shí)現(xiàn)組織目標(biāo)的關(guān)鍵在于正確地確定目標(biāo)市場的需要和欲望，并且比競爭對(duì)手更好地傳遞目標(biāo)市場所期望獲得滿足的東西。,37,Societal Marketing Concept（社會(huì)營銷觀念）,A principle of enlightened marketing that holds that a compony should make good marketing decisions by consider

26、ing consumers wants, the company requirements, consumers long-run interests, and society long-run interests. 該觀念認(rèn)為企業(yè)要想制定一個(gè)成功的營銷決策，必須要考慮到消費(fèi)者的需要、企業(yè)的需要、消費(fèi)者的長期利益和社會(huì)的長期利益。,38,Preparing marketing plan and program,The Marketing Mix(The 4 Ps)（營銷組合） A combination of: The product itself. The price of the prod

27、uct. The place it is made available. The activities that introduce it to consumers (promotion). A desiredresponse created among predefined consumers.,The Marketing Mix (cont.),40,Customer Relationship Management（顧客關(guān)系管理）,Customer Relationship Management The overall process of building and maintaining

28、 profitable customer relationships by delivering superior customer value and satisfaction. 通過傳遞優(yōu)異的顧客價(jià)值并使顧客滿意，來建立并維護(hù)可贏利性顧客關(guān)系的全過程。,41,Relationship Building Blocks,The key to building lasting customer relationships is to create superior customer value and satisfaction. 建立持久顧客關(guān)系的關(guān)鍵在于創(chuàng)造優(yōu)異的顧客價(jià)值并使顧客滿意。,42,

29、Customer Perceived Value（顧客感知價(jià)值）,Customers evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. 與競爭對(duì)手相比，顧客購買該公司產(chǎn)品所獲得的整體顧客價(jià)值與所支付的整體顧客成本之間的差額。,43,Customer Satisfaction（顧客滿意）,The extent to which a products perceived performa

30、nce matches a buyers expectations. 顧客通過對(duì)一個(gè)產(chǎn)品的可感知的效能與他的期望值相比較后，所形成的愉悅或失望的感覺狀態(tài)。（456班）,44,Customer Relationship Levels and Tools（顧客關(guān)系水平與手段）,Componies can build customer relationshipa at many levels, depending on the nature of the target marke（企業(yè)可以根據(jù)目標(biāo)市場的類型建立不同水平的顧客關(guān)系） tools: Financial Benefits（金融利益） So

31、cial Benefits（社會(huì)利益） Structural Ties（結(jié)構(gòu)性關(guān)系） Focus on profitable customers（致力于可贏利性的顧客）,45,The Changing Nature of Customer Relationships（顧客關(guān)系特征的變化）,Relating with More Carefully Selected Customer （與精心挑選的顧客建立關(guān)系） Relating for Long Term （建立長期關(guān)系） Relating Directly （建立直接聯(lián)系）,46,Partner Relationship Marketing（

32、合作伙伴關(guān)系營銷）,Partners inside the firm（公司內(nèi)部的合作伙伴） All employees customer focused （所有以客戶為中心的員工） Teams coordinate efforts toward customers （致力于客戶的協(xié)作團(tuán)隊(duì)） Partners outside the firm（公司外部的合作伙伴） Supply chain management（供應(yīng)鏈管理) Strategic alliances(戰(zhàn)略聯(lián)盟）,47,Capturing Value From Customer（從顧客身上獲得價(jià)值）,Creating custome

33、r loyalty and retention （建立并保持顧客忠誠） customer lifetime value（顧客終身價(jià)值） The value of entire stream of purchases that the customer would make over a lifetime of patronage. （每個(gè)顧客在未來可能為企業(yè)帶來的收益總和。）（123班）,48,Growing Share of Customer（提高顧客份額） Share of Customer（顧客份額） The portion of the customers purchasing in its product categories that a company gets. （指一家企業(yè)的產(chǎn)品或服務(wù)在一個(gè)顧客該類產(chǎn)品消費(fèi)中所占的比重。）,49,Building cus