市场营销讲义（英文.ppt

《市场营销讲义（英文.ppt》由会员分享，可在线阅读，更多相关《市场营销讲义（英文.ppt（273页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、市场营销讲义（英文）市场营销讲义（英文）ObjectivesCourse OrganizationTasks of MarketingMajor Concepts&Tools of MarketingMarketplace OrientationsMarketings Responses to New ChallengesDefining MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating,offering

2、,and freely exchanging products and services of value with others.-Philip Kotler(p.7)Simple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformationProduction ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer prod

3、ucts that are widely available and inexpensive Consumers favor products that offer the most quality,performance,or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/wants of target markets&delivering value better than competit

4、orsCompany Orientations Towards the MarketplaceObjectivesDefine value&satisfaction-understand how to deliver themThe nature of high-performance businessesHow to attract&retain customersImproving customer profitabilityTotal quality managementResourcesOrganizationandaligning.High Performance BusinessP

5、rocessesBy improving critical business.Stake-holdersSet strategies to satisfy key.Satisfied Customers:Are loyal longerBuy more(new products&upgrades)Spread favorable word-of-mouthAre more brand loyal(less price sensitive)Offer feedbackReduce transaction costsInactive orex-customersCustomer Developme

6、ntPartnersAdvocatesClientsRepeatcustomersFirst-timecustomersSuspectsProspectsDisqualifiedprospectsCustomer/Product Profitability AnalysisP1HighlyprofitableproductP2ProfitableproductP3LosingproductP4Mixed-bagproductProducts+Highprofitcustomer+-Mixed-bagMixed-bagcustomercustomer+-LosingcustomerC1C2C3C

7、ustomersObjectivesCorporate and division strategic planingBusiness unit planningThe marketing processProduct level planningThe marketing planMarket-Oriented Strategic PlanningObjectivesSkillsResourcesOpportunitiesMarket-Oriented Strategic PlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowth

8、Corporate Headquarters PlanningDefine the corporate missionEstablish strategic business units(SBUs)Assign resources to SBUsPlan new business,downsize older businessesThe Marketing PlanObjectivesComponents of a marketing information systemCriteria of good marketing researchDecision support systems fo

9、r marketing managementDemand measurement and forecastA marketing information system(MIS)marketing information system(MIS)consists of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.A marketing intellig

10、ence systemmarketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.Research ApproachesBehavioralFocus-groupSurveyExperimentalObservationalSecondary-Data SourcesInternal SourcesGovernment Publicat

11、ionsPeriodicals and BooksCommercial DataOn-LineAssociationsBusiness InformationGood Marketing Research:Is scientificIs creativeUses multiple methodsRealizes the interdependence of models&dataAcknowledges the cost&value of informationMaintains“healthy”skepticismIs ethicalDemandMarketDemandCompanyDema

12、ndEstimating Current DemandTotal Market PotentialArea Market PotentialIndustry SalesMarket ShareEstimating Future DemandSurvey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test MethodObjectivesTracking&Identifying Opportunities in the MacroenvironmentDe

13、mographic,Economic,Natural,Technological,Political,&Cultural DevelopmentsMacroenvironmental ForcesWorld trade enablersAsian economic powerRise of trade blocsInternational monetary crisesUse of barter&countertradeMove towards market economies“Global”lifestylesMacroenvironmental ForcesOpening of“new”m

14、arketsEmerging transnational firmsCross-border strategic alliancesRegional ethnic&religious conflictGlobal brandingDemographic EnvironmentWorldwide Population GrowthPopulation Age MixEthnic MarketsHousehold PatternsEducational GroupsGeographical Shifts in PopulationShift from Mass Market to Micromar

15、ketsEconomic EnvironmentIncome DistributionSubsistence economiesRaw-material-exporting economiesIndustrializing economiesIndustrial economiesSavings,Debt,&Credit AvailabilityNaturalEnvironment Higher PollutionLevelsIncreased Costsof EnergyShortage of Raw MaterialsChanging Roleof GovernmentAccelerati

16、ng Paceof ChangeUnlimited Opportunitiesfor InnovationIncreasedRegulationIssues in the TechnologicalEnvironmentVaryingR&D BudgetsPolitical-LegalEnvironmentIncreasedLegislationSpecial-InterestGroupsSocial/Cultural EnvironmentOfOfOrganizationsOrganizationsOfOfNatureNatureOfOfOneselfOneselfOfOfSocietySo

17、cietyOfOfthe Universethe UniverseOfOfOthersOthersViewsThat ExpressValuesSocial/Cultural EnvironmentObjectivesInfluences on Buying BehaviorBuyer Decision MakingSimple Response ModelStimulusOrganismResponseCultureCultural FactorsSubcultureSocial ClassBuyerSocial FactorsReferenceGroupsRoles&StatusesFam

18、ilyInfluences on Consumer BehaviorPersonal InfluencesAge and Family Life Cycle StageLifestyleOccupation&Economic CircumstancesPersonality&Self-ConceptPsychological FactorsPerceptionLearningBeliefs&AttitudesMotivationFour Types of Buying BehaviorComplexBuyingBehaviorDissonance-Reducing BuyingBehavior

19、Variety-SeekingBehaviorHabitualBuyingBehaviorSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvementTotalSetDecision Making SetsAware-nessSetConsid-erationSetChoiceSetDecisionObjectivesHow Business&Consumer Markets DifferOrganizational Buying SituationsParticipant

20、s in the Business Buying ProcessMajor Influences on Organizational BuyersBusiness Buyer Decision MakingInstitutional&Government BuyingOrganizational FactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralized Purchasing of SmallTicket ItemsInternetPurchasingLong-Term

21、ContractsPurchasing-PerformanceEvaluation&Pro.BuyersLeanProductionProblem RecognitionGeneral Need DescriptionProduct SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewPostPurchasePurchaseInfoSearch/EvalNeedNeedRecognitionRecognitionInstit

22、utional MarketsCaptive PatronsCaptive PatronsLow BudgetsLow BudgetsGovernment MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperworkObjectivesIdentifying CompetitorsEvaluating CompetitorsCompetitive Intelligence SystemsCompetitive StrategiesCustomer vs.Competitor OrientationIndust

23、ry CompetitionNumber of Sellers-Degree of DifferentiationEntry,Mobility,Exit barriersCost StructureDegree of Vertical IntegrationDegree of GlobalizationAnalyzing CompetitorsCompetitorCompetitorActionsActionsObjectivesObjectivesStrengths&Strengths&WeaknessesWeaknessesReactionReactionPatternsPatternsS

24、trategiesStrategiesCompetitors Expansion PlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDellHypothetical Market Structure&StrategiesMarketleaderMarketchallengerMarketfollowerExpand MarketDefend Market ShareExpand Market ShareAttack lead

25、erStatus quoImitateMarketnicherSpecial-izeDefense StrategiesAttackerAttacker(3)(3)PreemptivePreemptivedefensedefense(4)(4)Counter-Counter-offensiveoffensivedefensedefenseDefender(1)(1)PositionPositiondefensedefense(5)Mobiledefense(2)(2)Flank defenseFlank defense(6)(6)ContractionContractiondefensedef

26、enseAttack StrategiesAttackerDefender(3)Encirclement attack(4)Bypass attack(2)Flank attack(5)Guerilla attack(1)Frontal attackSpecific Attack StrategiesPrice-discountPrice-discountCheaper goodsCheaper goodsPrestige goodsPrestige goodsProduct proliferationProduct proliferationProduct innovationProduct

27、 innovationImproved servicesImproved servicesDistribution innovationDistribution innovationManufacturing cost reductionManufacturing cost reductionIntensive advertising promotionIntensive advertising promotion“Nichemanship”End-user specialistEnd-user specialistVertical-level specialistVertical-level

28、 specialistCustomer-size specialistCustomer-size specialistSpecific-customer specialistSpecific-customer specialistGeographic specialistGeographic specialistProduct or product-line specialistProduct or product-line specialistProduct-feature specialistProduct-feature specialistJob-shop specialistJob-

29、shop specialistQuality-price specialistQuality-price specialistService specialistService specialistChannel specialistChannel specialistBalanceCompetitionCustomer+Fighter orientation+Alert+Exploit weaknesses-Reactive+ID opportunities+Long-run profit+Emerging needs&groupsObjectivesIdentifying Market S

30、egmentsChoosing Target MarketsMarket-Segmentation ProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfilingBases for Segmenting Consumer MarketsOccasions,Benefits,Uses,or AttitudesBehavioralGeographicRegion,City or MetroSize,Density,ClimateDemographicAge,Gender,Family size and Life

31、 cycle,Race,Occupation,or Income.Lifestyle or PersonalityPsychographicBases for Segmenting Business MarketsDemographicOperating VariablesPurchasing ApproachesSituational FactorsPersonal Characteristics MeasurableAccessibleSubstantialDifferential Segments must be large or profitable enough to serve.S

32、egments can be effectively reached and served.Actionable Size,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 SegmentationAdditional Segmentation CriteriaEthic

33、al Choice of Market TargetsSegment Interrelationships&SupersegmentsSegment-by-Segment Invasion PlansIntersegment CooperationObjectivesIdentify Differentiating AttributesChoosing&Communicating Effective PositioningMarketing Strategies Along the Product Life CycleMarketing Strategy&Market EvolutionPro

34、duct DifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesignDeliveryServices DifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServicesDifferentiationPersonnelChannelImage Differentiation

35、Differences WorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportantPositioning is the act of designing the companys offering and image to occupy a distinctive place in the the target markets mind.P 298 P 298Sales&Profit Life CyclesIntroductionIntroductionGrowthGrowthMaturityMatur

36、ityDeclineDeclineTimeSales&profits($)Four IntroductoryMarketing StrategiesRapid-Rapid-skimmingskimmingstrategystrategyRapid-Rapid-penetrationpenetrationstrategystrategySlow-Slow-penetrationpenetrationstrategystrategySlow-Slow-skimmingskimmingstrategystrategyPriceLowLowHighHighPromotionHighHighLowLow

37、Maturity StageMarket ModificationProduct ModificationMarketing-Mix ModificationDecline StageDecrease investmentResolve uncertainties-stable investmentSelective nichesHarvestingDivestingMarket EvolutionEmergenceGrowthMaturityDeclineObjectivesChallenges in New Product Development(NPD)Challenges in New

38、 Product Development(NPD)Organizational Structure&NPDOrganizational Structure&NPDStages&Management of NPDStages&Management of NPDDiffusion&Adoption of New ProductsDiffusion&Adoption of New ProductsWhy New Products Fail“Over Championing”Over Championing”Overestimated DemandOverestimated DemandPoor De

39、signPoor DesignPoor Marketing ExecutionPoor Marketing ExecutionHigh Development CostsHigh Development CostsStrong Competitive ReactionStrong Competitive ReactionChallenges in NPDIdea ShortageIdea ShortageFragmented MarketsFragmented MarketsSocial&Governmental ConstraintsSocial&Governmental Constrain

40、tsCostCostCapital ShortageCapital ShortageNeed for SpeedNeed for SpeedShorter Product Life CyclesShorter Product Life CyclesProbability of SuccessProbabilityProbabilityof technicalof technicalcompletioncompletionOverallOverallprobabilityprobabilityof successof success=Probability ofProbability ofcom

41、mercializationcommercializationgiven technicalgiven technicalcompletioncompletionXProbability ofProbability ofeconomiceconomicsuccess givensuccess givencommercializationcommercializationXConcept Development&Testing1.Develop Product Ideas into Alternative Product Concepts2.Concept Testing-Test the Pr

42、oductConcepts with Groups of Target Customers3.Choose the Best OneConsumer-Goods Market TestingSales-WaveResearchTest offering trail toa sample of consumers insuccessiveperiods.SimulatedTest MarketTest in a simulated shopping environmentto a sample of consumers.StandardTest MarketFull marketing camp

43、aignin a small number of representative cities.Controlled Test MarketA few stores that have agreed to carry newproducts for a fee.CommercializationWhenWhereWhomProductPricePlacePromotionCharacteristics of the Innovation Rate of AdoptionRelative advantageRelative advantageCompatibilityCompatibilityCo

44、mplexityComplexityDivisibilityDivisibilityCommunicabilityCommunicabilityObjectivesFactors to Consider Before Going GlobalFactors to Consider Before Going GlobalSelecting Foreign MarketsSelecting Foreign MarketsForeign Market EntryForeign Market EntryProduct Adaption for Global MarketingProduct Adapt

45、ion for Global MarketingManagement&Organization of Global ActivitiesManagement&Organization of Global ActivitiesMajor Decisions in International MarketingDeciding whetherto go abroadDeciding whichmarkets to enterDeciding how toenter the marketDeciding on themarketing programDeciding on themarketing

46、organizationChallenges in Going GlobalShifting bordersShifting bordersUnstable governmentsUnstable governmentsForeign-exchangeForeign-exchangeCorruptionCorruptionTechnological piratingTechnological piratingCriteria for EntryMarket AttractivenessMarket AttractivenessRiskRiskCompetitive AdvantageCompe

47、titive AdvantageFive Models of EntryInto Foreign MarketsDirectinvest-mentJointventuresLicensingDirectexportingIndirectExportingAmount of commitment,risk,control,and profit potentialInternationalization ProcessNo ExportExport via AgentsSales SubsidiariesProduction AbroadFive International Productand

48、Promotion StrategiesDualadaptationPromotionProductProductadaptationAdaptAdaptproductproductStraightextensionDo not changeDo not changeproductproductDo not changeDo not changepromotionpromotionCommuni-cationadaptationAdaptAdaptpromotionpromotionDevelop newDevelop newproductproductProductinventionPric

49、ing ChallengesPrice EscalationDumping chargesGray marketsTransfer pricesWhole-channel Concept for International MarketingSellerSellers internationalmarketing headquartersChannels betweennationsChannels withinforeign nationsFinal buyersObjectivesProduct CharacteristicsProduct CharacteristicsBuilding&

50、Managing the Product Mix&Product LinesBuilding&Managing the Product Mix&Product LinesBrand DecisionsBrand DecisionsPackaging&LabelingPackaging&LabelingSpecialty ProductsSpecialty ProductsUnsought ProductsUnsought ProductsShopping ProductsShopping ProductsBuy less frequently Gather product informatio