中国经济大学mba教辅加里阿姆斯特朗《市场营销学》教师手册.doc

中国经济管理大学MBA教辅加里阿姆斯特朗市场营销学教师手册Contents中国经济管理大学MBA教辅加里·阿姆斯特朗市场营销学教师手册ContentsPrefaceChapter 1: Marketing: Managing Profitable Customer Relationships1Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships21Chapter 3: The Marketing Environment39Chapter 4: Managing Marketing Information56Chapter 5: Consumer and Business Buyer Behavior76Chapter 6: Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers100Chapter 7: Product, Services, and Branding Strategy119Chapter 8: New-Product Development and Product Life-Cycle Strategies142Chapter 9: Pricing Considerations and Strategies159Chapter 10: Marketing Channels and Supply Chain Management185Chapter 11: Retailing and Wholesaling208Chapter 12: Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations224Chapter 13: Integrated Marketing Communication: Personal Selling and Direct Marketing250Chapter 14: Marketing in the Digital Age272Chapter 15: The Global Marketplace294Chapter 16: Marketing and Society: Social Responsibility and Marketing Ethics316Video Case Notes335Chapter 1Marketing: Managing Profitable Customer RelationshipsPreviewing the ConceptsChapter Objectives1. Define marketing and outline the steps in the marketing process.2.Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.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 management and strategies for building lasting customer relationships.5.Describe the major trends and forces that are changing the marketing landscape in this new age of relationships.Just the BasicsChapter OverviewMarketing is all about customer relationshipsprofitable customer relationships. Whether your company sells expensive systems to a few key customers or toothpaste to millions, understanding the customer is the heart of a successful business. Although everyone within a company must be obsessed with making sure the customer is happy, one of the many roles of marketing is growing current customers and acquiring new ones.Marketing is defined as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. Figure 1-1 of the text shows a model of the marketing process that includes understanding the marketplace and customer needs and wants; designing a customer-driven marketing strategy; constructing a marketing program that delivers superior value; building profitable relationships and creating customer delight; and capturing value from customers to create profits and customer equity. The chapter reviews these five steps, focusing on the relationship aspect of marketing.Chapter Outline1.Introduction a.A has come to define Internet shopping.b.It is a company that is completely customer-driven. Even with millions of customers, they are able to develop a relationship with each and every one.c.Amazon wants to make each customer feel that their experience is unique and personal.d.Successful companies of all types share Amazons passion for marketing and understanding and satisfying customers needs.2.What Is Marketing?a. A simple definition of marketing is managing profitable customer relationships.b. Marketing must both attract new customers and grow the current customers.c. Every organization must perform marketing functions, not just for-profit companies. Non-profits also must also perform marketing.Marketing Definedd. Most people think of marketing as selling and/or advertising, “telling and selling.”e.Marketing must focus on satisfying customer needs.f.The formal definition of marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others.Use Key Term Marketing here.Use Chapter Objective 1 here.The Marketing Processg.Figure 1-1 shows the five-step marketing process.· Understand the marketplace and customer needs and wants.· Design a customer-driven marketing strategy.· Construct a marketing program that delivers superior value.· Build profitable relationships and create customer delight.· Capture value from customers to create profits and customer equity.h.The first four steps create value for customers and build relationships with them.i.The last step captures value from the customer in return for the value delivered.Use Figure 1-1 here.Lets Discuss ThisAt this point, stop and ask students if the marketing process just described was what they had in mind when they signed up for this class. Did they understand the full extent of marketing? What was their conception of marketing when they first walked through the door?3. Understanding the Marketplace and Consumer Needsa. Companies must first understand what the customer needs and wants, as well as the marketplace in which they operate.b. Five core marketplace concepts are reviewed in this section:· Needs, wants, and demands;· Marketing offers (products, services, and experiences);· Value and satisfaction;· Exchanges, transactions, and relationships; and· Markets.Needs, Wants, and Demandsc. Human needs are felt deprivation.d. They include physical needs (food, clothing, safety); social needs (belonging, affection); and individual needs (knowledge, self-expression).e. These needs are not created by marketing; they are intrinsic to humans.f. Human needs take the form of wants when culture and personality are applied. They are shaped by society.g. Wants become demands when they are backed by buying power.h. Value and satisfaction are the motives for people to demand products.i.Marketing research helps companies understand customers needs, wants, and demands.Use Key Terms Needs, Wants, and Demands here.Use Discussing the Issues 1 here.Use Application Questions 1 here.Applying the ConceptIf time permits, have the students break into groups to discuss the concepts of needs, wants and demands as they were applied to their decision-making process for applying to college, and accepting the offer from the University they are attending. Have them discuss their groups responses in terms of the needs, wants, and demands, rather than how they might describe it to their friends or family.Marketing OffersProducts, Services, and Experiencesj. A marketing offer is a combination of products, services, information or experiences offered to satisfy a need or want.k. Marketing offers can also include such things as persons, places, organizations, information, and ideas.l. Marketing myopia is paying more attention to the individual products offered, rather than the need satisfied, or benefits produced.m. Companies should focus on brand meaning and brand experience, rather than just the product attributes.n. Experiences have emerged as differentiating factors for many companies, including Disney, Harley Davidson, and Barnes & NobleUse Key Term Marketing Offer here.Use Marketing at Work 1-1 here.Value and Satisfactiono.Consumers make their choices based on their perception of the value offered by each company.p.Companies have to be able to set the right level of expectationsset them too low, and they may succeed in satisfying them, but they wont be able to attract many customers. If they set expectations too high, they could risk disappointing customers.Exchange, Transactions, and Relationshipsq. A core concept in marketing is exchange, which is the act of obtaining a desired object from someone by offering them something in return.r. A transaction consists of a trade of values between two parties, and is the unit of measurement in marketing.s. Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences.Use Key Terms Exchange and Transaction here.Use Chapter Objectives 2 here.Marketst. A market is defined as the set of actual and potential buyers of a product.u. Marketers must manage markets to create the desired exchange relationships.v. Sellers search for buyers, identify their needs, design good marketing offers, set prices for them, promote them, and store and deliver them.w. Marketing generally involves serving a market of final buyers in the face of competitors.x. A companys success depends on how well their entire system meets the needs of the consumer; the system includes their suppliers, their products and services, and any marketing intermediaries they use.Use Figure 1-2 here.4. Designing a Customer-Driven Marketing Strategya.Marketing management is defined as the art and science of choosing target markets and building profitable relationships with them.Use Key Term Marketing Management here.Selecting Customers to Serveb. The company must decide whom it will serve by dividing the market into segments of customers (market segmentation) and selecting which segments to serve (target marketing).c. Some marketers need to reduce demand for their product; this is defined as demarketing.Use Key Term Demarketing here.Use Discussing the Issues 2 here.Deciding on a Value Propositiond. A company must decide how it will differentiate and position itself.e. A companys value proposition is the set of benefits or values it promises to deliver; these value propositions differentiate one brand from another.f. Companies must define value propositions that give them advantage in the marketplace.Marketing Management Orientationsg. Companies must decide on their philosophy to guide their marketing strategy.h. There are five alternative philosophies.i. The production concept says that consumers will favor products that are available and affordable.j. In the product concept, consumers favor products that are highest in quality, performance, and innovative features.k. Companies that utilize the selling concept undertake large-scale selling and promotional effort to get consumers to buy.l. The marketing concept says that the company needs to understand the needs and wants of the target markets and deliver satisfaction better than their competitors do.m. The societal marketing concept is a relatively new concept that asks companies to not overlook consumer long-run welfare while meeting their short-run wants.n. Figure 1-3 illustrates the differences between the selling concept and the market concept.Use Key Terms Production Concept, Product Concept, Selling Concept, Marketing Concept, and Societal Marketing Concept here.Use Figures 1-3 and 1-4 here.Use Chapter Objectives 3 here.Use Discussing the Issues 3 here.5. Preparing a Marketing Plan and Programa. The marketing strategy outlines which customers the company will serve.b. Guided by that strategy, marketing programs are developed to deliver value to the target customers.c. The marketing mix is the set of tools the company uses to implement the strategy.d. The marketing tools are classified into four categories, called the four Ps of marketing: product, price, place, and promotion.Use Speed Bump here.6. Building Customer Relationshipsa. The previous discussion covered the first three steps in the marketing processunderstanding the marketplace and customer needs; designing a customer-driven marketing strategy; and constructing marketing programs.b. The fourth and most important step is building profitable customer relationships.Customer Relationship Managementc. Customer Relationship Management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.d. A customer evaluates the difference between all the benefits and all the costs of a marketing offer; this is the customer perceived value.e. The perceived values and costs may not be accurate or objective.f. Customer satisfaction depends on the products perceived performance versus the customers expectations.g. The key is to match customer expectations with company performance.h. The marketer must balance customer satisfaction level with profitability.i. There are levels of customer relationships.j. The basic relationship level is at one extreme and is exhibited in markets with many low-margin customers.k. Full partnerships are developed in markets that have few customers and high marginsl. Many companies today develop customer loyalty and retention programs.m. One way of doing that is by offering financial benefits, such as frequency marketing programs.n. Companies can also add social benefits, such as club marketing programs.o. Yet another approach is structural ties such as FedExs Web links to its customers.Use Key Terms Customer Relationship Management, Customer Satisfaction, and Customer Perceived Value here.Use Discussing the Issues 4 here.Use Marketing at Work 1-2 here.Use Application Questions 2 here.The Changing Nature of Customer Relationshipsp. Todays companies are building lasting relationships that are direct. They are targeting fewer, but more profitable customers.q. In addition to delivering value to customers, companies are assessing the value they get from customers.r. Companies are also trying to use CRM to build profitable, long-term relationships with customers that will enable them to retain the customers they wish to serve.s. Direct marketing is growing; some companies sell only through direct channels, such as Dell and Expedia.Partner Relationship Marketingt. Companies work with many partners and engage in partner relationship management.u. Inside the company, every functional area could interact with customers; no longer is the marketing department solely responsible for understanding customers. Many companies are forming cross-functional selling teams, which can consist of sales and marketing people, operations specialists, financial analysts, and more.v. Outside the firm, the company may deal with distributors, retailers, and others. The supply chain stretches from raw materials to components to final products that are carried to final buyers.w. Connections must also be made with the members of the supply chain.Use Key Term Partnership Relationship Management here.Use Discussing the Issues 5 here.7. Capturing Value from Customersa. In the last step in the marketing process, the company captures value from the customer.b. Satisfied cust