市场营销英语版完整版课件全书电子教案教材课件(完整).ppt

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1、2000 Prentice HallObjectivesObjectivesCourse OrganizationTasks of MarketingMajor Concepts&Tools of MarketingMarketplace OrientationsMarketings Responses to New Challenges2000 Prentice HallDefining MarketingDefining MarketingMarketing is a societal process by which individuals and groups obtain what

2、they need and want through creating,offering,and freely exchanging products and services of value with others.-Philip Kotler(p.7)2000 Prentice HallSimple Marketing SystemSimple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation2

3、000 Prentice HallProduction 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 ifthe company aggressivelyprom

4、otes/sells these productsFocuses on needs/wants of target markets&delivering value better than competitorsCompany Orientations Company Orientations Towards the MarketplaceTowards the Marketplace2000 Prentice HallObjectivesObjectivesDefine value&satisfaction-understand how to deliver themThe nature o

5、f high-performance businessesHow to attract&retain customersImproving customer profitabilityTotal quality management2000 Prentice HallResourcesOrganizationandaligning.High Performance BusinessHigh Performance BusinessProcessesBy improving critical business.Stake-holdersSet strategies to satisfy key.

6、2000 Prentice HallSatisfied Customers:Satisfied Customers:Are loyal longerBuy more(new products&upgrades)Spread favorable word-of-mouthAre more brand loyal(less price sensitive)Offer feedbackReduce transaction costs2000 Prentice HallInactive orex-customersCustomer DevelopmentCustomer DevelopmentPart

7、nersAdvocatesClientsRepeatcustomersFirst-timecustomersSuspectsProspectsDisqualifiedprospects2000 Prentice HallCustomer/Product Customer/Product Profitability AnalysisProfitability AnalysisP1HighlyprofitableproductP2ProfitableproductP3LosingproductP4Mixed-bagproductProducts+Highprofitcustomer+-Mixed-

8、bagMixed-bagcustomercustomer+-LosingcustomerC1C2C3Customers2000 Prentice HallObjectivesObjectivesCorporate and division strategic planingBusiness unit planningThe marketing processProduct level planningThe marketing plan2000 Prentice HallMarket-Oriented Strategic Market-Oriented Strategic PlanningPl

9、anningObjectivesSkillsResourcesOpportunities2000 Prentice HallMarket-Oriented Strategic Market-Oriented Strategic PlanningPlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowth2000 Prentice HallCorporate Headquarters Corporate Headquarters PlanningPlanningDefine the corporate missionEstablish

10、 strategic business units(SBUs)Assign resources to SBUsPlan new business,downsize older businesses2000 Prentice HallThe Marketing PlanThe Marketing Plan2000 Prentice HallObjectivesObjectivesComponents of a marketing information systemCriteria of good marketing researchDecision support systems for ma

11、rketing managementDemand measurement and forecast2000 Prentice HallA 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 mark

12、eting intelligence systemmarketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.2000 Prentice HallResearch ApproachesResearch ApproachesBehavioralFocus-groupSurveyExperimentalObservational2000 P

13、rentice HallSecondary-Data SourcesSecondary-Data SourcesInternal SourcesGovernment PublicationsPeriodicals and BooksCommercial DataOn-LineAssociationsBusiness Information2000 Prentice HallGood Marketing Research:Good Marketing Research:Is scientificIs creativeUses multiple methodsRealizes the interd

14、ependence of models&dataAcknowledges the cost&value of informationMaintains“healthy”skepticismIs ethical2000 Prentice HallDemandDemandMarketDemandCompanyDemand2000 Prentice HallEstimating Current DemandEstimating Current DemandTotal Market PotentialArea Market PotentialIndustry SalesMarket Share2000

15、 Prentice HallEstimating Future DemandEstimating Future DemandSurvey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test Method2000 Prentice HallObjectivesObjectivesTracking&Identifying Opportunities in the MacroenvironmentDemographic,Economic,Natural,Tec

16、hnological,Political,&Cultural Developments2000 Prentice HallMacroenvironmental ForcesMacroenvironmental ForcesWorld trade enablersAsian economic powerRise of trade blocsInternational monetary crisesUse of barter&countertradeMove towards market economies“Global”lifestyles2000 Prentice HallMacroenvir

17、onmental ForcesMacroenvironmental ForcesOpening of“new”marketsEmerging transnational firmsCross-border strategic alliancesRegional ethnic&religious conflictGlobal branding2000 Prentice HallDemographic EnvironmentDemographic EnvironmentWorldwide Population GrowthPopulation Age MixEthnic MarketsHouseh

18、old PatternsEducational GroupsGeographical Shifts in PopulationShift from Mass Market to Micromarkets2000 Prentice HallEconomic EnvironmentEconomic EnvironmentIncome DistributionSubsistence economiesRaw-material-exporting economiesIndustrializing economiesIndustrial economiesSavings,Debt,&Credit Ava

19、ilability2000 Prentice HallNaturalEnvironment Higher PollutionLevelsIncreased Costsof EnergyShortage of Raw MaterialsChanging Roleof Government2000 Prentice HallAccelerating Paceof ChangeUnlimited Opportunitiesfor InnovationIncreasedRegulationIssues in the TechnologicalEnvironmentVaryingR&D Budgets2

20、000 Prentice HallPolitical-LegalEnvironmentIncreasedLegislationSpecial-InterestGroups2000 Prentice HallSocial/Cultural EnvironmentSocial/Cultural EnvironmentOfOfOrganizationsOrganizationsOfOfNatureNatureOfOfOneselfOneselfOfOfSocietySocietyOfOfthe Universethe UniverseOfOfOthersOthersViewsThat Express

21、Values2000 Prentice HallSocial/Cultural EnvironmentSocial/Cultural Environment2000 Prentice HallObjectivesObjectivesInfluences on Buying BehaviorBuyer Decision Making2000 Prentice HallSimple Response ModelSimple Response ModelStimulusOrganismResponse2000 Prentice HallCultureCultural FactorsCultural

22、FactorsSubcultureSocial ClassBuyer2000 Prentice HallSocial FactorsSocial FactorsReferenceGroupsRoles&StatusesFamily2000 Prentice HallInfluences on Consumer Influences on Consumer BehaviorBehaviorPersonal InfluencesAge and Family Life Cycle StageLifestyleOccupation&Economic CircumstancesPersonality&S

23、elf-Concept2000 Prentice HallPsychological FactorsPsychological FactorsPerceptionLearningBeliefs&AttitudesMotivation2000 Prentice HallFour Types of Buying Four Types of Buying BehaviorBehaviorComplexBuyingBehaviorDissonance-Reducing BuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorSignific

24、antdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvement2000 Prentice HallTotalSetDecision Making SetsAware-nessSetConsid-erationSetChoiceSetDecision2000 Prentice HallObjectivesObjectivesHow Business&Consumer Markets DifferOrganizational Buying SituationsParticipants in th

25、e Business Buying ProcessMajor Influences on Organizational BuyersBusiness Buyer Decision MakingInstitutional&Government Buying2000 Prentice HallOrganizational FactorsOrganizational FactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralized Purchasing of SmallTicket

26、 ItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation&Pro.BuyersLeanProduction2000 Prentice HallProblem RecognitionGeneral Need DescriptionProduct SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewPostPurchasePurchase

27、InfoSearch/EvalNeedNeedRecognitionRecognition2000 Prentice HallInstitutional MarketsC Ca ap pt ti iv ve e P Pa at tr ro on ns sL Lo oww B Bu ud dg ge et ts s2000 Prentice HallGovernment MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperwork2000 Prentice HallObjectivesObjectivesIde

28、ntifying CompetitorsEvaluating CompetitorsCompetitive Intelligence SystemsCompetitive StrategiesCustomer vs.Competitor Orientation2000 Prentice HallIndustry CompetitionIndustry CompetitionNumber of Sellers-Degree of DifferentiationEntry,Mobility,Exit barriersCost StructureDegree of Vertical Integrat

29、ionDegree of Globalization2000 Prentice HallAnalyzing CompetitorsAnalyzing CompetitorsCompetitorCompetitorActionsActionsObjectivesObjectivesStrengths&Strengths&WeaknessesWeaknessesReactionReactionPatternsPatternsStrategiesStrategies2000 Prentice HallCompetitors Expansion PlansCompetitors Expansion P

30、lansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDell2000 Prentice HallHypothetical Market Structure Hypothetical Market Structure&Strategies&StrategiesMarketleaderMarketchallengerMarketfollowerExpand MarketDefend Market ShareExpand Market

31、 ShareAttack leaderStatus quoImitateMarketnicherSpecial-ize2000 Prentice HallDefense StrategiesDefense StrategiesAttackerAttacker(3)(3)PreemptivePreemptivedefensedefense(4)(4)Counter-Counter-offensiveoffensivedefensedefenseDefender(1)(1)PositionPositiondefensedefense(5)Mobiledefense(2)(2)Flank defen

32、seFlank defense(6)(6)ContractionContractiondefensedefense2000 Prentice HallAttack StrategiesAttack StrategiesAttackerDefender(3)Encirclement attack(4)Bypass attack(2)Flank attack(5)Guerilla attack(1)Frontal attack2000 Prentice HallSpecific Attack StrategiesSpecific Attack StrategiesPrice-discountChe

33、aper goodsPrestige goodsProduct proliferationProduct innovationImproved servicesDistribution innovationManufacturing cost reductionIntensive advertising promotion2000 Prentice Hall“Nichemanship”Nichemanship”End-user specialistEnd-user specialistVertical-level specialistVertical-level specialistCusto

34、mer-size specialistCustomer-size specialistSpecific-customer specialistSpecific-customer specialistGeographic specialistGeographic specialistProduct or product-line specialistProduct or product-line specialistProduct-feature specialistProduct-feature specialistJob-shop specialistJob-shop specialistQ

35、uality-price specialistQuality-price specialistService specialistService specialistChannel specialistChannel specialist2000 Prentice HallBalanceBalanceCompetitionCustomer+Fighter orientation+Alert+Exploit weaknesses-Reactive+ID opportunities+Long-run profit+Emerging needs&groups2000 Prentice HallObj

36、ectivesObjectivesIdentifying Market SegmentsChoosing Target Markets2000 Prentice HallMarket-Segmentation Market-Segmentation ProcedureProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfiling2000 Prentice HallBases for Segmenting Bases for Segmenting Consumer MarketsConsumer Market

37、sOccasions,Benefits,Uses,or AttitudesBehavioralGeographicRegion,City or MetroSize,Density,ClimateDemographicAge,Gender,Family size and Life cycle,Race,Occupation,or Income.Lifestyle or PersonalityPsychographic2000 Prentice HallBases for Segmenting Bases for Segmenting Business MarketsBusiness Market

38、sDemographicOperating VariablesPurchasing ApproachesSituational FactorsPersonal Characteristics2000 Prentice Hall MeasurableAccessibleSubstantialDifferential Segments must be large or profitable enough to serve.Segments can be effectively reached and served.Actionable Size,purchasing power,profiles

39、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 Segmentation2000 Prentice HallAdditional Segmentation Additional Segmentation CriteriaCriteriaEthical Choice of Mar

40、ket TargetsSegment Interrelationships&SupersegmentsSegment-by-Segment Invasion PlansIntersegment Cooperation2000 Prentice HallObjectivesObjectivesIdentify Differentiating AttributesChoosing&Communicating Effective PositioningMarketing Strategies Along the Product Life CycleMarketing Strategy&Market

41、Evolution2000 Prentice HallProduct DifferentiationProduct DifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesign2000 Prentice HallDeliveryServices DifferentiationServices DifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstalla

42、tionCustomerConsultingMiscellaneousServices2000 Prentice HallDifferentiationDifferentiationPersonnelChannel2000 Prentice HallImage DifferentiationImage Differentiation2000 Prentice HallDifferences WorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportant2000 Prentice HallPositionin

43、g is the act of designing the companys offering and image to occupy a distinctive place in the the target markets mind.P 298 P 2982000 Prentice HallSales&Profit Life CyclesSales&Profit Life CyclesIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineTimeSales&profits($)2000 Prentice Hall

44、Four IntroductoryFour IntroductoryMarketing StrategiesMarketing StrategiesRapid-Rapid-skimmingskimmingstrategystrategyRapid-Rapid-penetrationpenetrationstrategystrategySlow-Slow-penetrationpenetrationstrategystrategySlow-Slow-skimmingskimmingstrategystrategyPriceLowLowHighHighPromotionHighHighLowLow

45、2000 Prentice HallMaturity StageMaturity StageMarket ModificationProduct ModificationMarketing-Mix Modification2000 Prentice HallDecline StageDecline StageDecrease investmentResolve uncertainties-stable investmentSelective nichesHarvestingDivesting2000 Prentice HallMarket EvolutionMarket EvolutionEm

46、ergenceGrowthMaturityDecline2000 Prentice HallObjectivesObjectivesChallenges in New Product Development(NPD)Challenges in New Product Development(NPD)Organizational Structure&NPDOrganizational Structure&NPDStages&Management of NPDStages&Management of NPDDiffusion&Adoption of New ProductsDiffusion&Ad

47、option of New Products2000 Prentice HallWhy New Products FailWhy New Products Fail“Over Championing”Over Championing”Overestimated DemandOverestimated DemandPoor DesignPoor DesignPoor Marketing ExecutionPoor Marketing ExecutionHigh Development CostsHigh Development CostsStrong Competitive ReactionSt

48、rong Competitive Reaction2000 Prentice HallChallenges in NPDChallenges in NPDIdea ShortageIdea ShortageFragmented MarketsFragmented MarketsSocial&Governmental ConstraintsSocial&Governmental ConstraintsCostCostCapital ShortageCapital ShortageNeed for SpeedNeed for SpeedShorter Product Life CyclesShor

49、ter Product Life Cycles2000 Prentice HallProbability of SuccessProbability of SuccessProbabilityProbabilityof technicalof technicalcompletioncompletionOverallOverallprobabilityprobabilityof successof success=Probability ofProbability ofcommercializationcommercializationgiven technicalgiven technical

50、completioncompletionXProbability ofProbability ofeconomiceconomicsuccess givensuccess givencommercializationcommercializationX2000 Prentice HallConcept Development&TestingConcept Development&Testing1.Develop Product Ideas into Alternative Product Concepts2.Concept Testing-Test the ProductConcepts wi