市场营销讲义英文.ppt

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1、市场营销讲义英文 Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望ObjectivesObjectivesCourse OrganizationTasks of MarketingMajor Concepts&Tools of MarketingMarketplace OrientationsMarketings Responses to New ChallengesDefining MarketingDefining MarketingMarketing is a

2、 societal process by which individuals and groups obtain what they need and want through creating,offering,and freely exchanging products and services of value with others.-Philip Kotler(p.7)Simple Marketing SystemSimple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)

3、Goods/servicesMoneyCommunicationInformationProduction ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality,performance,or innovative featuresConsumers will buy products only ifth

4、e company aggressivelypromotes/sells these productsFocuses on needs/wants of target markets&delivering value better than competitorsCompany Orientations Company Orientations Towards the MarketplaceTowards the MarketplaceObjectivesObjectivesDefine value&satisfaction-understand how to deliver themThe

5、nature of high-performance businessesHow to attract&retain customersImproving customer profitabilityTotal quality managementResourcesOrganizationandaligning.High Performance BusinessHigh Performance BusinessProcessesBy improving critical business.Stake-holdersSet strategies to satisfy key.Satisfied

6、Customers: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 DevelopmentCustomer DevelopmentPartnersAdvocatesClientsRepeatcustomersFirst-timec

7、ustomersSuspectsProspectsDisqualifiedprospectsCustomer/Product Customer/Product Profitability AnalysisProfitability AnalysisP1HighlyprofitableproductP2ProfitableproductP3LosingproductP4Mixed-bagproductProducts+Highprofitcustomer+-Mixed-bagMixed-bagcustomercustomer+-LosingcustomerC1C2C3CustomersObjec

8、tivesObjectivesCorporate and division strategic planingBusiness unit planningThe marketing processProduct level planningThe marketing planMarket-Oriented Strategic Market-Oriented Strategic PlanningPlanningObjectivesSkillsResourcesOpportunitiesMarket-Oriented Strategic Market-Oriented Strategic Plan

9、ningPlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowthCorporate Headquarters Corporate Headquarters PlanningPlanningDefine the corporate missionEstablish strategic business units(SBUs)Assign resources to SBUsPlan new business,downsize older businessesThe Marketing PlanThe Marketing PlanOb

10、jectivesObjectivesComponents of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecastA marketing information system(MIS)marketing information system(MIS)consists of people,equipment,and procedures to gather,s

11、ort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.A marketing intelligence systemmarketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.Rese

12、arch ApproachesResearch ApproachesBehavioralFocus-groupSurveyExperimentalObservationalSecondary-Data SourcesSecondary-Data SourcesInternal SourcesGovernment PublicationsPeriodicals and BooksCommercial DataOn-LineAssociationsBusiness InformationGood Marketing Research:Good Marketing Research:Is scien

13、tificIs creativeUses multiple methodsRealizes the interdependence of models&dataAcknowledges the cost&value of informationMaintains“healthy”skepticismIs ethicalDemandDemandMarketDemandCompanyDemandEstimating Current DemandEstimating Current DemandTotal Market PotentialArea Market PotentialIndustry S

14、alesMarket ShareEstimating Future DemandEstimating Future DemandSurvey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test MethodObjectivesObjectivesTracking&Identifying Opportunities in the MacroenvironmentDemographic,Economic,Natural,Technological,Polit

15、ical,&Cultural DevelopmentsMacroenvironmental ForcesMacroenvironmental ForcesWorld trade enablersAsian economic powerRise of trade blocsInternational monetary crisesUse of barter&countertradeMove towards market economies“Global”lifestylesMacroenvironmental ForcesMacroenvironmental ForcesOpening of“n

16、ew”marketsEmerging transnational firmsCross-border strategic alliancesRegional ethnic&religious conflictGlobal brandingDemographic EnvironmentDemographic EnvironmentWorldwide Population GrowthPopulation Age MixEthnic MarketsHousehold PatternsEducational GroupsGeographical Shifts in PopulationShift f

17、rom Mass Market to MicromarketsEconomic EnvironmentEconomic EnvironmentIncome DistributionSubsistence economiesRaw-material-exporting economiesIndustrializing economiesIndustrial economiesSavings,Debt,&Credit AvailabilityNaturalEnvironment Higher PollutionLevelsIncreased Costsof EnergyShortage of Ra

18、w MaterialsChanging Roleof GovernmentAccelerating Paceof ChangeUnlimited Opportunitiesfor InnovationIncreasedRegulationIssues in the TechnologicalEnvironmentVaryingR&D BudgetsPolitical-LegalEnvironmentIncreasedLegislationSpecial-InterestGroupsSocial/Cultural EnvironmentSocial/Cultural EnvironmentOfO

19、fOrganizationsOrganizationsOfOfNatureNatureOfOfOneselfOneselfOfOfSocietySocietyOfOfthe Universethe UniverseOfOfOthersOthersViewsThat ExpressValuesSocial/Cultural EnvironmentSocial/Cultural EnvironmentObjectivesObjectivesInfluences on Buying BehaviorBuyer Decision MakingSimple Response ModelSimple Re

20、sponse ModelStimulusOrganismResponseCultureCultural FactorsCultural FactorsSubcultureSocial ClassBuyerSocial FactorsSocial FactorsReferenceGroupsRoles&StatusesFamilyInfluences on Consumer Influences on Consumer BehaviorBehaviorPersonal InfluencesAge and Family Life Cycle StageLifestyleOccupation&Eco

21、nomic CircumstancesPersonality&Self-ConceptPsychological FactorsPsychological FactorsPerceptionLearningBeliefs&AttitudesMotivationFour Types of Buying Four Types of Buying BehaviorBehaviorComplexBuyingBehaviorDissonance-Reducing BuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorSignificantd

22、ifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvementTotalSetDecision Making SetsAware-nessSetConsid-erationSetChoiceSetDecisionObjectivesObjectivesHow Business&Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying ProcessMajor Influence

23、s on Organizational BuyersBusiness Buyer Decision MakingInstitutional&Government BuyingOrganizational FactorsOrganizational FactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralized Purchasing of SmallTicket ItemsInternetPurchasingLong-TermContractsPurchasing-Perfo

24、rmanceEvaluation&Pro.BuyersLeanProductionProblem RecognitionGeneral Need DescriptionProduct SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewPostPurchasePurchaseInfoSearch/EvalNeedNeedRecognitionRecognitionInstitutional MarketsCaptive Pa

25、tronsCaptive PatronsLow BudgetsLow BudgetsGovernment MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperworkObjectivesObjectivesIdentifying CompetitorsEvaluating CompetitorsCompetitive Intelligence SystemsCompetitive StrategiesCustomer vs.Competitor OrientationIndustry CompetitionI

26、ndustry CompetitionNumber of Sellers-Degree of DifferentiationEntry,Mobility,Exit barriersCost StructureDegree of Vertical IntegrationDegree of GlobalizationAnalyzing CompetitorsAnalyzing CompetitorsCompetitorCompetitorActionsActionsObjectivesObjectivesStrengths&Strengths&WeaknessesWeaknessesReactio

27、nReactionPatternsPatternsStrategiesStrategiesCompetitors Expansion PlansCompetitors Expansion PlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDellHypothetical Market Structure Hypothetical Market Structure&Strategies&StrategiesMarketlead

28、erMarketchallengerMarketfollowerExpand MarketDefend Market ShareExpand Market ShareAttack leaderStatus quoImitateMarketnicherSpecial-izeDefense StrategiesDefense StrategiesAttackerAttacker(3)(3)PreemptivePreemptivedefensedefense(4)(4)Counter-Counter-offensiveoffensivedefensedefenseDefender(1)(1)Posi

29、tionPositiondefensedefense(5)Mobiledefense(2)(2)Flank defenseFlank defense(6)(6)ContractionContractiondefensedefenseAttack StrategiesAttack StrategiesAttackerDefender(3)Encirclement attack(4)Bypass attack(2)Flank attack(5)Guerilla attack(1)Frontal attackSpecific Attack StrategiesSpecific Attack Stra

30、tegiesPrice-discountPrice-discountCheaper goodsCheaper goodsPrestige goodsPrestige goodsProduct proliferationProduct proliferationProduct innovationProduct innovationImproved servicesImproved servicesDistribution innovationDistribution innovationManufacturing cost reductionManufacturing cost reducti

31、onIntensive advertising promotionIntensive advertising promotion“Nichemanship”“Nichemanship”End-user specialistEnd-user specialistVertical-level specialistVertical-level specialistCustomer-size specialistCustomer-size specialistSpecific-customer specialistSpecific-customer specialistGeographic speci

32、alistGeographic specialistProduct or product-line specialistProduct or product-line specialistProduct-feature specialistProduct-feature specialistJob-shop specialistJob-shop specialistQuality-price specialistQuality-price specialistService specialistService specialistChannel specialistChannel specia

33、listBalanceBalanceCompetitionCustomer+Fighter orientation+Alert+Exploit weaknesses-Reactive+ID opportunities+Long-run profit+Emerging needs&groupsObjectivesObjectivesIdentifying Market SegmentsChoosing Target MarketsMarket-Segmentation Market-Segmentation ProcedureProcedureSurveyMotivationsAttitudes

34、BehaviorAnalysisFactorsClustersProfilingBases for Segmenting Bases for Segmenting Consumer MarketsConsumer MarketsOccasions,Benefits,Uses,or AttitudesBehavioralGeographicRegion,City or MetroSize,Density,ClimateDemographicAge,Gender,Family size and Life cycle,Race,Occupation,or Income.Lifestyle or Pe

35、rsonalityPsychographicBases for Segmenting Bases for Segmenting Business MarketsBusiness MarketsDemographicOperating VariablesPurchasing ApproachesSituational FactorsPersonal Characteristics MeasurableAccessibleSubstantialDifferential Segments must be large or profitable enough to serve.Segments can

36、 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 SegmentationEffective SegmentationAdditional Segmentation Ad

37、ditional Segmentation CriteriaCriteriaEthical Choice of Market TargetsSegment Interrelationships&SupersegmentsSegment-by-Segment Invasion PlansIntersegment CooperationObjectivesObjectivesIdentify Differentiating AttributesChoosing&Communicating Effective PositioningMarketing Strategies Along the Pro

38、duct Life CycleMarketing Strategy&Market EvolutionProduct DifferentiationProduct DifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesignDeliveryServices DifferentiationServices DifferentiationOrderingEaseMaintenance&RepairCustomerTrainingIns

39、tallationCustomerConsultingMiscellaneousServicesDifferentiationDifferentiationPersonnelChannelImage DifferentiationImage DifferentiationDifferences WorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportantPositioning is the act of designing the companys offering and image to occupy

40、 a distinctive place in the the target markets mind.P 298 P 298Sales&Profit Life CyclesSales&Profit Life CyclesIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineTimeSales&profits($)Four IntroductoryFour IntroductoryMarketing StrategiesMarketing StrategiesRapid-Rapid-skimmingskimmings

41、trategystrategyRapid-Rapid-penetrationpenetrationstrategystrategySlow-Slow-penetrationpenetrationstrategystrategySlow-Slow-skimmingskimmingstrategystrategyPriceLowLowHighHighPromotionHighHighLowLowMaturity StageMaturity StageMarket ModificationProduct ModificationMarketing-Mix ModificationDecline St

42、ageDecline StageDecrease investmentResolve uncertainties-stable investmentSelective nichesHarvestingDivestingMarket EvolutionMarket EvolutionEmergenceGrowthMaturityDeclineObjectivesObjectivesChallenges in New Product Development(NPD)Challenges in New Product Development(NPD)Organizational Structure&

43、NPDOrganizational Structure&NPDStages&Management of NPDStages&Management of NPDDiffusion&Adoption of New ProductsDiffusion&Adoption of New ProductsWhy New Products FailWhy New Products Fail“Over Championing”Over Championing”Overestimated DemandOverestimated DemandPoor DesignPoor DesignPoor Marketing

44、 ExecutionPoor Marketing ExecutionHigh Development CostsHigh Development CostsStrong Competitive ReactionStrong Competitive ReactionChallenges in NPDChallenges in NPDIdea ShortageIdea ShortageFragmented MarketsFragmented MarketsSocial&Governmental ConstraintsSocial&Governmental ConstraintsCostCostCa

45、pital ShortageCapital ShortageNeed for SpeedNeed for SpeedShorter Product Life CyclesShorter Product Life CyclesProbability of SuccessProbability of SuccessProbabilityProbabilityof technicalof technicalcompletioncompletionOverallOverallprobabilityprobabilityof successof success=Probability ofProbabi

46、lity ofcommercializationcommercializationgiven technicalgiven technicalcompletioncompletionXProbability ofProbability ofeconomiceconomicsuccess givensuccess givencommercializationcommercializationXConcept Development&TestingConcept Development&Testing1.Develop Product Ideas into Alternative Product

47、Concepts2.Concept Testing-Test the ProductConcepts with Groups of Target Customers3.Choose the Best OneConsumer-Goods Market TestingConsumer-Goods Market TestingSales-WaveResearchTest offering trail toa sample of consumers insuccessiveperiods.SimulatedTest MarketTest in a simulated shopping environm

48、entto a sample of consumers.StandardTest MarketFull marketing campaignin a small number of representative cities.Controlled Test MarketA few stores that have agreed to carry newproducts for a fee.CommercializationCommercializationWhenWhereWhomProductPricePlacePromotionCharacteristics of the Innovati

49、on Rate of Characteristics of the Innovation Rate of AdoptionAdoptionRelative advantageRelative advantageCompatibilityCompatibilityComplexityComplexityDivisibilityDivisibilityCommunicabilityCommunicabilityObjectivesObjectivesFactors to Consider Before Going GlobalFactors to Consider Before Going Glo

50、balSelecting Foreign MarketsSelecting Foreign MarketsForeign Market EntryForeign Market EntryProduct Adaption for Global MarketingProduct Adaption for Global MarketingManagement&Organization of Global ActivitiesManagement&Organization of Global ActivitiesMajor Decisions in International MarketingMaj