Principles of Marketing 8
principles of marketing (Armstrong & Kotler) ch3
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Focused on consistent products and
“Plan to Win”
reliable service—core competencies. Introduced the “It’s what I eat and what I do. . . I’m loving it” ad campaign and revamped Web site to help consumers understand how to live balanced, active lives. Involved nutrition experts in menu redesign. Added upscale restaurants, such as McCafe coffee shops and offered healthier food options: Go Active! Adult Happy Meal; white meat McNuggets; various salads. Results: Increased sales by 42% while profits quadrupled.
• Resellers • Physical distribution firms • Marketing services agencies • Financial intermediaries
Prentice Hall, Copyright 2009 3-9
The Microenvironment
Customers:
►Five
types of markets that may purchase a company’s goods and services.
principles of marketing
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Principles of MarketingMarketing is a broad field that involves various activities aimed at promoting products or services to consumers. To achieve success in marketing, it is essential to understand and apply the key principles that guide effective marketing strategies. In this document, we will discuss the fundamental principles of marketing and how they can be applied to drive business growth.1. Customer OrientationOne of the primary principles of marketing is customer orientation. This principle emphasizes the importance of understanding and meeting customer needs and wants. Successful marketers strive to create products or services that provide value to customers and address their specific preferences and desires. By focusing on the customer, businesses can build strong relationships, increase customer loyalty, and ultimately drive sales.2. Segmentation, Targeting, and PositioningAnother crucial principle in marketing is segmentation, targeting, and positioning (STP). The market is diverse, and targeting all consumers with a single marketing strategy may not be effective. Therefore, marketers use segmentation to divide the market into distinct groups based on demographics, psychographics, or behavior.After segmenting the market, marketers select specific target segments that align with their business goals andcapabilities. Once the target audience is identified, positioning comes into play. Positioning involves creating a unique and compelling brand image in the minds of consumers, differentiating the product or service from competitors. By leveraging STP, marketers can develop tailored marketing campaigns that resonate with the target audience, leading to higher engagement and conversion rates.3. Marketing MixThe marketing mix is a set of core elements that marketers manipulate to achieve their objectives. It consists of the four Ps: Product, Price, Place, and Promotion. These elements work together to create a comprehensive marketing strategy.•Product: This element focuses on developing and offering products or services that meet customer needs. It includes product design, features, packaging, quality, andbranding.•Price: The price element involves determining the optimal pricing strategy for a product or service. It takesinto consideration factors such as production costs,competitor pricing, and perceived value by customers.•Place: This element refers to the distribution and availability of the product or service. It involves selectingappropriate distribution channels and ensuring that theproduct is accessible to the target audience.•Promotion: Promotion encompasses all activities that communicate and promote the product or service tothe target audience. It includes advertising, public relations, sales promotions, and direct marketing.By carefully managing the marketing mix, businesses can create a compelling offering that attracts customers and drives sales.4. Integrated Marketing CommunicationIntegrated Marketing Communication (IMC) is the concept of coordinating all marketing communication efforts to deliver a consistent and unified message. This principle recognizes that customers receive information through various channels, and consistency across these channels is crucial for effective marketing.IMC involves integrating different communication tools, such as advertising, public relations, sales promotions, and direct marketing, to create a seamless and synchronized message. By coordinating these efforts, businesses can reinforce their message, enhance brand awareness, and establish a strong brand identity in the minds of consumers.5. Continuous Monitoring and AdaptationMarketing is not a one-time effort but an ongoing process that requires continuous monitoring and adaptation. Successful marketers regularly track key performance indicators, market trends, and customer feedback to evaluate the effectiveness of their strategies. They are also prepared to make necessary adjustments to their marketing plans to stay relevant and meet changing consumer demands.Continuous monitoring enables businesses to identify opportunities, identify potential pitfalls, and optimize their marketing efforts in real-time. By staying agile and responsive, marketers can maintain a competitive edge, improve customer satisfaction, and drive long-term business growth.In conclusion, these principles of marketing provide a foundation for creating effective marketing strategies. By putting the customer at the center, segmenting the market, leveraging the marketing mix, implementing integrated marketing communication, and continuously monitoring and adapting, businesses can effectively promote their products or services, engage their target audience, and achieve their marketing objectives.。
市场营销原理principles of marketing
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“通才教育”与“职业教育”
2019年5月14
感谢你的观看
16
三、理念基础 营销观念Marketing Concept
3、销售观念 (Selling Concept) (推销观念)
时代背景:20世纪20年代末到二战结束前。 泰罗的“科学管理” 社会产品增多;消费水平低,市场萧条, 产品积压;尤为30年代大危机。 公司重视销售,增设销售机构和销售人员。如美皮尔斯堡面粉公 司第一次成立了商情调研部门,加销队伍。 口号:“本公司旨在销售面粉”。“能销售什么就生产什么……”
广泛应用:竞选等非营利机构,发表演说与选民握手,亲吻儿童, 捐赠
局限:只顾销售不顾售后满意。
2019年5月14
感谢你的观看
17
三、理念基础 营销观念Marketing Concept
4、市场营销观念(Marketing Concept)
时代背景: 二战后尤为50年代后,市场环境发生变化
2、无需求——刺激营销既无负需求也无正需求,漠不关心,需
刺激。
3、潜在需求)—— 开发性营销如对折叠自行车的需求
2019年5月14
感谢你的观看
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四、营销管理
各种需求状况及其相应的营销任务:
4、衰退需求
——恢复性营销(remarketing)
5、不规则需求
——同步营销 季节、日期等
公司高级管理对销售的描述:”不是到外面兜售“而仅仅是”从 柜台上寄给顾客“,亨利.福特曾傲慢地说”不管顾客需要什么, 我们的汽车就是黑色的“
买得起:成本高,价格高,提高生产率,降低成本,扩销路。
福特的营销哲学:努力使T型车达到完美,从而降低成本使更多
市场营销原理(第13版)终稿
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和
第1章 营销:创造和获取顾客价值
市 场 营 销 原 理
• 学习目标
定义市场营销,并指出市场营销过程的步骤。 解释理解顾客和市场的重要性,比较五个核心的市场概念。 识别顾客导向的市场营销战略的关键要素,讨论指导营销战略的营销管理导向。 讨论顾客关系管理,解释为顾客创造价值并获得顾客回报的战略。 描述在关系时代推动市场营销变革的主要趋势和力量。
(推销观念采用由内而外的视角。相反,市场营销观念采用由外而内的视角。)
起点 推销观念 工厂 中心 现存产品 手段 推销和促销 目的 通过提高销 量获得利润 通过创造顾客 满意获得利润
营销观念
市场
顾客需求 图1-3
整合营销 推销观念和营销观念比较
11
PRINCIPLES
OF
MARKETING.
第1章 营销:创造和获取顾客价值
15
PRINCIPLES
OF
MARKETING.
第1章 营销:创造和获取顾客价值
市 场 营 销 原 理
顾客感知价值(customer-perceived value)指与其他竞争产品相比,顾客拥有或使用某一种市场提供物的总利益与 总成 本之间的差异。 顾客满意(customer satisfaction)取决于顾客对产品的感知效能与顾客预期的比较。
﹡客户关系水平与工具
公司能够根据目标市场的特点,将客户关系划分为不同的等级:一种极端的情况是,拥有众多低毛利顾客的公司会 追求与他们建立基本关系。另一种情况是,拥有毛利很高但数量少的顾客的公司则希望与关键顾客建立充分关系。 为建立客户关系,公司可以在财务性和社会性利益之外,增加结构性纽带。
从顾客处获得价值回报
从顾客处获得价 值以创造利润和 顾客权益
市场营销原理principlesofmarketing
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市场导向定价
根据市场需求和竞争情况 制定定价策略,以吸引目 标顾客。
差异化定价
通过产品特性和品牌形象 来创造高附加值,并实施 溢价定价策略。
渠道设计与管理
渠道选择
了解不同渠道的优缺点,并选 择最适合产品的分销渠道。
供应链管理
探讨供应链管理的重要性,并 优化供应链以提供高效的产品 分发。
客户关系管理
建立和维护良好的客户关系, 提供优质的客户服务。
市场传播与推广
1 传播渠道
选择适合目标受众的传 播渠道,通过广告、公 关和促销等手段传达营 销信息。
2 品牌推广
制定品牌推广策略,增 强品牌知名度和品牌形 象。
3 社交媒体营销
利用社交媒体平台进行 精准定位和有效推广, 与目标顾客进行互动。
产品策周期的不同阶段,并针对每个阶段制定相应的发展策略。
2
新产品开发
学习新产品开发的流程,从市场需求分析到产品设计和测试。
3
产品定价
确定产品定价策略,考虑成本、竞争市场和目标顾客的需求。
定价策略与方法
成本导向定价
根据产品成本和期望利润 确定最低价格,以确保盈 利。
握调查、观察和数据分析等工具。
3
市场细分
了解如何将大市场划分为细分市场, 更好地满足不同目标受众的需求。
消费者行为研究
了解消费者心理和决策过程,探究市 场需求的根源。
目标市场选择
市场定位
买家人格
确定目标市场并制定定位策略, 使产品与竞争对手区别开来。
创建买家人格,理解目标受众 的特征和行为,以更精确地满 足他们的需求。
市场营销原理 Principles of Marketing
探索市场营销的基本原理和概念,从市场分析到品牌管理,了解市场营销策 略和方法,打造成功的营销计划。
国开(中央电大)专科《商务英语2》形考任务(单元自测1至8)试题及答案
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国开(中央电大)专科《商务英语2》形考任务(单元自测1至8)试题及答案国开(中央电大)专科《商务英语2》形考任务(单元自测1至8)试题及答案 (电大网上形考必备资料) 说明:课程代码:04010。
适用专业及层次:电子商务、物流管理专科。
平台考试网址:http://。
单元自测 1 试题及答案题目顺序是随机的,使用查找功能(Ctrl+F)进行搜索 [题目]—As you know, I’m not quite familiar with how to shoponline. —It’s a piece of cake! I’ll show you how to do it. [答案]First of all, you should find a good e-commerce site. [题目]Consumers can’t digest too much information on a web page, resulting______ low rates of return. [答案] in [题目]—Great! Maybe from now on,I should try to buy goods online. —________________. [答案] Why not?Go ahead. Just give it a try. [题目]I know personal selling is also avery effective tool for building ______buyers’ confidence. [答案] up [题目]—I think we can use two or more kinds of media together in anadvertising campaign. —________________. [答案]That’s quite right. Wecan attract more people. [题目]In China, Taobao is one of _______e-commerce sites. [答案] the most popular [题目]In my opinion, the firstthing _______ is what tools we should use. (考点:不定式结构的用法) [答案] to be discussed [题目]It can be aimed _______ individuals with selectsurfing behavior. [答案] at [题目]—Morning, Daniel. Today I’d like todiscuss the promotional events of our products with you.—________________. [答案] Ok. I think we should draw up a thorough plan,first. [题目]—Uh, I think online shopping is very time-consuming.—________________. [答案]I somewhat agree with you, but not completely.二、翻译:从以下A、B、C三个选项中选出与英文最适合的中文翻译。
弗罗斯特 网络营销第8版英文版PPT课件emktg7_ppt02
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© 2018
2-3
Strategic Planning
• The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing market opportunities.
© 2018
2-6
Strategy
• Strategy is the means to achieve a goal.
• E-business strategy
– Deploys enterprise resources to reach performance objectives and create competitive advantage.
• A portal is a point of entry to the internet that combines diverse content from many sources.
© 2018
2-14
Enterprise-Level E-Business Models, cont.
• Social network sites are those that bring users together to share interests and personal or professional profiles.
Enterprise resource planning (ERP)
Mass customization Crowdsourcing Freemium Location-based marketing
PrinciplesofMarketingOutline营销学原理题纲
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Chapter 1Marketing: Managing Profitable Customer Relationships一What Is Marketing?1.Definition2.The Marketing Process3.Wavy’s preferred definition二Understanding the Marketplace and Customer Needs1.Customer Needs, Wants, and Demand2.Market Offerings—Product, Services, and Experiences3.Customer Value and Satisfaction4.Exchanges and Relationships5.Markets are the set of actual and potential buyers of a product6.Marketing systemElements of a Marketing System三Designing a Customer-Driven Marketing Strategy1.Marketing management2.Selecting Customers to Serve3. Market segmentationTarget marketing4.Choosing a Value Proposition5.Marketing Management OrientationsProduction conceptProduct conceptSelling conceptMarketing conceptSocietal concept四Building Customer RelationshipsCustomer Relationship Management (CRM)Chapter 2Company and Marketing Strategy:Partnering to Build Customer Relationships一Companywide Strategic Planning: Defining Marketing’s Role1.Strategic Planning for a businessStrategic Planning2.Steps in the Strategic Planning Process3. Defining a Market-Oriented Missiona)The mission statementb)Market-oriented mission statementSetting Company Objectives and Goalsa)Business objectivesb)Marketing objectivesDesigning the Business Portfolio1)Definition1)Analyzing the business portfolio1)Strategic business unit (SBU)1)The Boston Group Approacha.Growth share matrixa.SBUs are classified as: Stars; Cash cows; Questionmarks; Dogs.Developing Strategies for Growth and Downsizinga)Product/market expansion gridb)P roduct/market expansion grid strategiesi.Market penetrationi.Market developmenti.Product developmenti.Diversification二Marketing Strategy and the Marketing Mix1.Marketing Strategy1.Customer-Centered Marketing StrategyMarket segmentationMarket segmentTarget marketingMarket positioning1.Developing the Marketing MixThe Four PsThe 4 Ps versus The 4 Cs三.Managing the Marketing Effort1.The Marketing Effort1.Marketing Analysis1.SWOT AnalysisChapter 4Managing Marketing Information一Assessing Marketing Information Needs Marketing information system (MIS)二Developing Marketing InformationMarketing ResearchDefinitionSteps in the marketing research processa)Defining the problem and research objectivesb)Developing the research planc)Implementing the pland)Interpreting and reporting the findingsChapter 5Consumer Markets and Consumer Buyer Behavior 一Model of Consumer Behavior二Characteristics Affecting Consumer BehaviorFactors Influencing Consumer Behavior三Types of Buying Decision Behaviorplex Buying Behavior1.Dissonance-Reducing Buying Behavior1.Habitual Buying Behavior1.Variety-Seeking Buying Behavior四The Buyer Decision Process1.Post-Purchase DecisionCustomer satisfactionNew productAdoption process1.Stages in the Adoption ProcessAwarenessInterestEvaluationTrialAdoption1.Individual Differences in InnovationEarly adoptersEarly majorityLate majorityLaggards1.Adoption Categorization on the Basis of Relative TimeAdoption of InnovationsChapter 7Customer-Driven Marketing Strategy:Creating Value for Target CustomersChapter Concepts:(1)Market Segmentation(2)Market Targeting(3)Differentiation and Positioning一Market Segmentation1.Definition1.Segmenting Consumer Markets1. Geographic segmentation1. Demographic segmentation1. Psychographic segmentation1. Behavioral segmentation1.Requirements for Effective SegmentationMeasurableAccessibleSubstantialDifferentiableActionable二Market Targeting1.Evaluating Market Segments2.Target Marketing StrategiesDepends on:Company resourcesProduct variabilityProduct life-cycle stageMarket variabilityCompetitor’s marketing strategies三Differentiation and Positioning1.Product position2.Choosing a Target Market3.Choosing a Differentiation and Positioning Strategy4.Choosing the Right Competitive Advantage5.Developing a Positioning StatementChapter 8Product, Services, and Branding Strategy一What Is a ProductProducts, Services, and Experiences二Services MarketingNature and Characteristics of a ServiceIntangibilityInseparabilityVariabilityPerishability三What Is a Product1.Levels of Product and Services2.Product and Service Classificationsanizations, Persons, Places, and Ideas四Product and Services Decisions1.Individual Product and Service Decisions1.Product Line Decisions1.Product Mix Decisions五Branding Strategy: Building Strong Brands1.Definition of Brand equity and Customer equity2.Brand strategy decisions include:3. Brand positioning4. Brand name selection5. Brand sponsorship6. Brand developmentChapter 9New-Product Development and Product Life-CycleStrategies一New-Product Development Strategy1. A firm can obtain new products through:2. Acquisition3. New-product development4.Reasons for new product failure二New-Product Development Process1.Major Stages in New-Product Development2.Idea Generation3.Concept Development and Testing4.Marketing Strategy Development三New-Product Development ProcessCommercialization四Managing New-Product DevelopmentSuccessful new-product development should be:Customer centeredTeam centeredSystematic五Product Life-Cycle Strategies1.Product Life Cycle2.Production Life-Cycle Stages3.Modifying Strategies4.Production Life-Cycle Stages六Additional Product and Service Considerations1.Product Decisions and Social Responsibility2.International Product and Service MarketingChapter 10Pricing ConceptsUnderstanding and Capturing Customer Value Chapter Outline1.What Is a Price?2.Factors to Consider When Setting Prices一What Is a Price?Definition二Factors to Consider When Setting Prices1.Customer Perception of Valuepany and Product Costs1.Costs at Different Levels of Production1.Costs as a Function of Production Experience1.Break-Even Analysis and Target Profit Pricing1.Other Internal and External Consideration Affecting PriceDecisionsChapter 11Pricing Products: Pricing Strategies Chapter Outline1.New-Product Pricing Strategies2.Product Mix Pricing Strategies3.Price Adjustment Strategies4.Price Changes5.Public Policy and Pricing一New-Product Pricing StrategiesPricing StrategiesMarket skimming pricingMarket penetration pricing二Product Mix Pricing Strategies1.Product line pricing2.Optional product pricing3.Captive product pricing4.By-product pricing5.Product bundle pricing三Price Adjustment Strategies1.Discount and allowance pricing2.Segmented pricing3.Psychological pricing4.Promotional pricing5.Geographical pricing6.Dynamic pricing7.International pricing四Price Changes1.Initiating Pricing ChangesPrice cutsPrice increases2.Buyer Reactions to Pricing Changes3.Responding to Price Changes五Public Policy and Pricing1.Pricing Within Channel LevelsPrice fixingPredatory pricing2.Pricing Across Channel LevelsRobinson Patman ActRetail (resale) price maintenance。
市场营销原理principles of marketing
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二、概念基础
(一)市场、市场营销与市场营销学
1、市场 market
(分工、前身、概念分析)
我国古代文献《易经》
总结:“市场营销是企业的
2、市场营销 marketi营 务ng销 从活 生动 产, 者是到引消导费商者品或或使劳用
引导产品与劳务从生产者流向消费者者的或企使业用整者体的活企动业(活销动售。活
市场营销是引导产品及劳务从生动产,者4至p策消略费)者,或通使过用满者足的顾企
原理知识——知道为什么(Know-Why) 是自然原理与规律的科学知识
技能知识——知道怎样运用(Know-How) 是做一些事物的技能和能力
人力知识——知道谁有知识(Know-Who) 是有关知识在哪里的信息
docin/sundae_meng
为什么学营销
三、管理
“ 最早出美国,二战后美对倒闭
企业调查,91.7%管理不善。 先进技术;科学管理
docin/sundae_meng
为什么要学营销? (学习的重要性))
四、改革 现代企业制度的十六个大字:
产权清晰、权责明确、政企分开、管理 科学
原体委主任吴杰的观点 现代产权制度的十六字方针:归属清 晰、权责明确、保护严格、流转顺畅
docin/sundae_meng
重要性
五、营销专家对营销的评说
业活动,以满足顾客并实现企业目客标需求来实现企业利润目标
市场营销是一个完整的企业活动即以计划、“产。品、定价、推
principles of marketing (Armstrong & Kotler) ch2
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Prentice Hall, Copyright 2009 2-6
Mission statement
IBM At Microsoft, we work to help people
and businesses throughout the world realize their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible.
Prentice Hall, Copyright 2009 2-7
Mission statement
Pepsi "We have absolute clarity about what
we do ‘WE SELL HIGH QUALITY FOOD AND BEVERAGE PRODUCTS.’ Our success will ensure: customers will build their business, employees build their futures, and shareholders build their wealth."
Prentice Hall, Copyright 2009 2-9
The Mission Statement
Should be realistic Should be specific Should fit the market environment Should be based on distinctive
PRINCIPLES OF MARKETING
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Place
Where can buyers buy your product or service? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
BUY 30 YUAN
C
ASE STUDY
STU DY
GET or
This Monday we planed a marketing event in supermarkets for Nepia that buying 30 yuan Nepia’s goods get a Nepia’s toy of Kitty Cat or Kami. Now we use marketing-mix to analysis it.
Product
What does the customer want from the product/servic e? What features does it have to meet these needs? Are there any features you've missed out? Are you including costly features that the customer won't actually use?
{Sales}
unidirectional makes the profit
hardly build up connect between sellers and buyers
{Marketing}
bidirectional
《国际市场营销》(英)教学大纲
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《国际市场营销》(英)教学大纲Subject Outline课程代码:3025021总学时:56学时总学分:3.5学分适用专业:国际经济与贸易专业、经济学专业(本科)一、课程性质、目的、任务:本课程是国际经济与贸易专业、经济学专业本科的学科基础课。
课程除介绍市场及国际商务的基本原理外,主要研究企业从国内贸易扩展到国际贸易时,面对不同的文化背景,如何进行产品开发、市场调研、产品促销、产品分销及市场评估等活动,从而能达到扩大产品国际市场占有率的目的。
二、课程教学的基本要求:使学生系统掌握国际市场营销的原理及其在国际商务中的运用;了解政府及不同文化背景对国际市场营销的影响;掌握市场调研、产品销售等方法;培养和提高正确分析和解决国际市场营销活动中的各种问题的能力。
三、教学方法和教学手段的建议:本课程采用双语教学。
使用原版外文教材。
要求在教学中根据学生的适应情况逐步采用英语讲授。
除课堂讲解外,大量采用案例教学,以提高学生解决实际问题的能力。
运用多媒体教学手段,辅以录像教学。
四、大纲的使用说明:本课程建议学时为56学时。
如遇课时增减,或使用不同的教材,教学内容可作适当调整。
1. 说明:This course examines the impact of economic, cultural, political, legal and other environmental influences on international marketing. Within this context, we will discuss how to identify and analyze worldwide marketing opportunities, and examine product, pricing, distribution and promotion strategies. The course is structured to provide ample opportunity for interaction among students, and between students and the instructor. Students are expected to read current periodicals and journals to keep abreast of current international developments. The course will primarily consist of lectures, discussions, presentations, cases, and group projects.主要章节和课时分配Part1. Introduction Time: 4 hoursCH1. Marketing and International MarketingCH2. GlobalizationPart2. Environment of Global Marketing Time: 8 hoursCH3. The Cultural EnvironmentCH4. The Economic EnvironmentCH5. The Legal EnvironmentCH6. The Political EnvironmentPart3. Global Marketing Opportunities & Strategies Time: 20 hours CH7. Marketing Research and Information SystemCH8. Consumer Markets & Consumer Buyer BehaviorCH9. Business market & Business buyer behaviorCH10. Market Segmentation, Targeting & PositioningCH11. Market Entry ModePart4. Global Marketing Operations Time: 24 hours CH12. Products and Services StrategiesCH13. Pricing StrategiesCH14. Promotional StrategiesCH15. Distribution Strategies主要教学内容:PART1.INTRODUCTION TIME: 4 hours1. Course introduction:2. An overview:——What’s selling?——What’s marketing?——The primary differences3. International marketing4. Concept & theories of marketing——Market——Marketing strategy——Marketing segmentation——Buyer behavior research——Marketing research and forecast——Marketing management5. History and Development of International marketing——Export marketing strategy——International marketing strategy——Global marketing strategyPART2. ENVIRONMENT OF GLOBAL MARKETINGCH3. CULTURAL FACTORS TIME: 2 hours1. Material force/condition (technology, economy)2. System of society (organization, education, social structure, media)3. Human and universe (religious belief, superstition)4. Aesthetics (painting and calligraphy, plastic arts, folktale, music, drama)5. The language6. Values (the time conception, the attitude to innovation and wealth, an awareness of risk, local customs)CH4. COMMERCIAL CUSTOMS AND PRACTICES TIME: 2 hours1. Culture and commercial customs (Imperative, Adiaphorous, Exclusive)2. Operating structure——Power structure——Management target and ambition3. Operating patternCH5. ECNOMICS ENVIRONMENT TIME: 2 hours1. Scale of market——Demographic environment——Income2. Characteristics of local economy——Natural environment——Infrastructure——CivilizationCH6. POLITICAL AND LEGAL ENVIRONMENT TIME: 2 hours1. Political Environment——The Stable Political Situation——The Successive Policy of Government——Political Risks2.Legal Environment——Mother Country Laws——Host Country Laws——International Conventions and CustomsPART3. GLOBAL MARKETING OPPORTUNITIES& TRATEGIESCH.7 MARKETING RESEARCH &INFORMATION SYSTEM TIME: 2 hours1. Marketing information system——Assessing information——Developing information——Distributing information2. The marketing research process——Defining the problem and research objectives——Developing the research plan——Implementing the research planCH.8 CONSUMER MARKETS &CONSUMER BUYER BEHA VIOR TIME: 4 hours1. Model of Consumer behavior2. Characteristics affecting consumer behavior3. Four types of buying decision behavior4. The buyer decision processCH.9 BUSINESS MARKET &BUSINESS BUYER BEHAVIOR TIME: 2 hours1. Business market2. Business buyer behavior3. International and government marketCH.10 MARKET SEGMENTATION, TARGETING & POSITIONING TIME: 4 hours 1.Market Segmentation2.Market Targeting3.PositioningCH.11 MARKET ENTRY MODE TIME: 4 hours1.Export2.Contractual3.Direct InvestmentCASES: TIME: 4 hoursPART4. GLOBAL MARKETING OPERATIONSCH.12 PRODUCTS AND SERVICES STRATEGIES TIME: 4 hours1.Product Classification2.Product Decisions——Branding——Packing3.International Product Policy——Standardization——Modification4.New Product Development Strategy5.International Product Life Cycle StrategyCH.13 PRICING STRATEGIES TIME: 4 hours1.General Pricing Approaches2.The factors influencing priding3.New-product Pricing Strategy4.Product Mix Pricing Strategy5.Product Adjustment Strategy6.Price ChangesCH.14 PROMOTION STRATEGIES TIME: 4 hours1.The Communication Mix TIME: 4 hours2.Steps in Developing Effective Communication3.Setting Total Promotion Budget and Mix4.Advertising5.Sales Promotion6.Public Relations7.Direct MarketingCH.15 DISTRIBUTION STRATEGIES TIME: 4 hours1.Nature of Distribution Channels2.Channel Behavior and Organization3.Channel Design Decisions4.Channel Management DecisionsCASE: TIME: 8 hours4.5. 教材:International Marketing Strategy Planning, Marketing Entry &Implementation (3rd edition). By Roger Bebbett, Jim Blythe6. 参考书:1). Principles of Marketing (9th edition). By Philip Kotler, Gary Armstrong2). International Marketing (11th edition). By Philip R. Cateora, John L. Graham7. 考核方式:1). Class Participation and Assignments: 10%2). Presentation (group): 20%3). Final Exam: 70%。
Principles-of-Marketing-Outline-营销学原理题纲
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Chapter 1Marketing:Managing Profitable CustomerRelationships一What Is Marketing?1.Definition2.The Marketing Process3.Wavy’s preferred definition二Understanding the Marketplace and Customer Needs1.Customer Needs, Wants,and Demand2.Market Offerings—Product, Services, and Experiences3.Customer Value and Satisfaction4.Exchanges and Relationships5.Markets are the set of actual and potential buyers of a product6.Marketing systemElements of a Marketing System三Designing a Customer-Driven Marketing Strategy1.Marketing management2.Selecting Customers to Serve3. Market segmentationTarget marketing4.Choosing a Value Proposition5.Marketing Management OrientationsProduction conceptProduct concept&Selling concept&Marketing conceptSocietal concept四Building Customer RelationshipsCustomer Relationship Management (CRM)Chapter 2Company and Marketing Strategy:Partnering to Build Customer Relationships一Companywide Strategic Planning:Defining Marketing’s Role 1.Strategic Planning for a businessStrategic Planning2.Steps in the Strategic Planning Process3.&Defining a Market-Oriented Missiona)The mission statementb)Market-oriented mission statementSetting Company Objectives and Goalsa)Business objectivesb)Marketing objectives&Designing the Business Portfolio1)Definition1)Analyzing the business portfolio1)Strategic business unit (SBU)1)The Boston Group Approacha.Growth share matrixa.SBUs are classified as:Stars; Cash cows;Question marks;Dogs。
principles of marketing (Armstrong & Kotler) ch4
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Marketing Information System
Marketing information system (MIS):
► Consists
of people and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights. Assess information needs Develop needed information Analyze and use information
Firms use customer insights to develop
competitive advantage. Customer insight teams are replacing traditional market research departments.
Prentice Hall, Copyright 2009 4-6
4-9
Marketing intelligence:
►
Marketing research:
►
Prentice Hall, Copyright 2009
Internal database
USSA是一家向美国军职人员及其家庭提供财务服务的公
司,它拥有一个关于顾客购买历史及信息的数据库。为更 新数据库,公司按时调查遍布世界的500万顾客的信息, 包括有无子女,是否搬家以及准备何时退休。USSA利用 数据库来修改营销方案,以满足个体顾客的特殊需求。例 如,如果子女在上大学,公司想这些子女提供如何管理信 用卡的信息;如果子女还小,公司赠送有关如何支付教育 费用的小册子;如果准备退休,公司会提供不动产信息。 通过充分应用数据库,USSA向每位顾客提供专门服务, 拥有很高的顾客忠诚度和销售增长。这家约值105亿美元 的公司留住了97%的顾客。
principles of marketing中文版
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principles of marketing中文版《市场营销原理》中文版的学习主要涉及市场营销的基本概念、市场营销组合、消费者行为、市场分析、市场竞争、产品策略、价格策略、促销策略、分销渠道策略以及服务营销等方面。
以下是我为你准备的有关这些主题的详细信息:一、市场营销的基本概念市场营销是关于人类经济活动的一门科学,其目的是通过满足消费者需求来创造价值。
市场营销者通过理解并预测消费者的需求,以及他们自身所能提供的满足方式,来制定和实施营销策略。
二、市场营销组合市场营销组合是影响销售的主要因素,包括产品(Product)、价格(Price)、地点(Place)和促销(Promotion)。
这四个要素的适当组合和协调使用,对于营销成功至关重要。
三、消费者行为消费者行为是研究消费者如何看待、理解和行动产品和服务的学科。
了解消费者的需求、喜好、经济条件和行为习惯,是制定和调整营销策略的关键。
四、市场分析市场分析是对市场状况、趋势和潜在需求进行的研究。
市场营销者通过市场分析,了解市场容量、竞争对手、目标客户以及他们所提供的产品或服务的需求变化。
五、市场竞争市场竞争是指多个公司在同一市场或领域竞争的现象。
为了在竞争中取得优势,公司需要理解并利用竞争环境,创新产品和服务,以及有效地进行市场推广。
六、产品策略产品策略涉及产品的设计、特性、功能以及产品与消费者的关系。
一个成功的产品策略应该考虑到消费者的需求、产品的质量、价格、外观以及生命周期等因素。
七、价格策略价格是市场营销组合中非常重要的一部分。
有效的价格策略应该考虑到产品的成本、消费者的支付意愿以及竞争者的价格。
八、促销策略促销策略涉及如何吸引和保持消费者的注意,激发他们的兴趣和欲望,从而购买产品或服务。
这包括广告、销售推广、公共关系和直接营销等多种手段。
九、分销渠道策略分销渠道是产品从生产者到达消费者所经过的路径,包括直接销售和间接销售两种方式。
有效的分销渠道策略需要考虑产品的特性、消费者的需求以及渠道伙伴的利益。
Principles of marketingPPT学习教案
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Companywide Strategic Planning
Company
Disney Nike
Product-Oriented Definition We sell books, videos, CDs, toys, consumer electronics and other products online
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Marketing Strategy and the Marketing Mix
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Marketing Strategy and the Marketing Mix
Market segmentatiCounstoismtehr-eDdriivveinsiMonarokeftiangmSatrrakteegt yinto distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes
Time consuming Expensive Focus on current businesses, not future planning
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Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities
marketing philosophy
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Read each of the description and then place a number in the circles to indicate the following:
The company is 1) Marketing-oriented 2) production-oriented 3) product-oriented 4) selling-oriented
Company C ( )
“The customer can have any color so long as it’s black.”
Company D ( )
Customers can be very fickle sometimes. We’ve just had to change a specification because the customer wanted something else at the last minute. This also affected our production schedules and our delivery department, and everything had to be recosted. Still at least everyone pulled together on this one.
1903年,亨利· 福特创建福特 汽车公司。生产出的第一批实 用、高质、定价合理 的福特 车而生意兴隆。 1907年,福特公司及时调整市 场营销策略,实行“薄利多 销”,生意再次魔术般回升。 20年代中期,美国经济增长和 居民收入、生活水平提高,广 大消费者开始追求时髦。“T 型车”简陋、低价的形象已不 能招徕顾客,但福特公司忽视 市场现实,顽固坚持“不管顾 客需要什么颜色的汽车,我只 生产黑色的”观念,终致1927 年“T型车”的彻底停产。 You can have any color, as long as it is black
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Branding Strategy: Building Strong Brands (cont)
2. Brand Name Selectiona. Should suggest something about the products benefits and qualities. b. Easy to pronounce, recognize, remember. c. Should be distinctive. d. Should be extendable e. Name should translate easily into foreign languages. f. Capable of registration and legal protection.
What is a Product? (cont)
• Industrial products- products bought by individuals and organizations for further processing or for use in conducting a business. Three groups of industrial products: 1. Material and parts-raw material, manufactured material and parts.
Principles of Marketing
Chapter 8 Product, Services, and Branding Strategy
What is a product?
Product-anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Service-any activity/benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
Branding Strategy: Building Strong Brands (cont)
4. Brand development: a. Line extension-using a successful brand name to introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, , added ingredients or package sizes b. Brand extension-using a successful brand name to launch a new or modified product in a new category.
What is a Product? (cont)
3. Place marketing- activities undertaken to create, maintain, or change attitudes or behavior toward particular places. 4. Ideas (social ideas)-the use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their wellbeing and that of society.
What is a Product? (cont)
• Product and service classifications 1. Consumer products- products bought by final consumer for personal consumption. 2. Convenience products- products that the customer usually buys frequently, immediately and with a minimum of comparison and buying effort.
Branding Strategy: Buildingty- the positive differential effect that knowing the brand name has on customer response to the product or service. • Building Strong Brands: 1. Branding Positioning-position their brands clearly in target customers minds.
What is a Product? (cont)
• Products, services and experiences- tangible goods, services and memorable customer experience. • Levels of product and services: 1. Core benefit-what is the buyer really buying. 2. Actual product-brand name, quality level, packaging, design, features. 3. Augmented product-delivery and credit, installation, warranty, after-sale service.
What is a Product? (cont)
2. Capital items-industrial products that aid in the buyers production or operations. (installation, accessory equipment) 3. Supplies and services-operating supplies and repair and maintenance items. (lubricants, coal, paper, pencils, paint, nails, brooms)
Product and Service Decisions
• Individual product and Service decisions a. Product and service attributes: 1. Product quality-ability of a product to perform its functions; it includes the products overall durability, reliability, precision, ease of operation and repair, and other valued attributes.
Product and Service Decisions (cont)
• Product line decisions-a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. • Product mix decisions- set of all product lines and items that a particular seller offers for sale.
Product and Service Decisions (cont)
1. Packaging-activities of designing and producing the container or wrapper for a product. 2. Labeling-identify the product or brand. 3. Product support service- customer services- surveys.
Product and Service Decisions (cont)
2. Product features- offered with varying features. 3. Product style and design-appearance of a product; usefulness as well as to its looks. • Branding: a name, term, sign, symbol or design or combination of these that identifies the maker or seller of a product or service.
What is a Product? (cont)
4. Specialty product- products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. 5. Unsought product- products that the consumer either does not know about or knows about but does not normally think of buying.