曹老师营销组合第二部分Marketing-Mix-Placing
promotional mix
Promotional Mix
(3) Customer information needs Some potential customers need to be provided with detailed, complex information to help them evaluate a purchase (e.g. buyers of equipment for nuclear power stations, or health service managers investing in the latest medical technology). In this situation, personal selling is almost always required - often using selling teams rather than just one individual. By contrast, few consumers need much information about products such as baked beans or bread. Promotional tools such as brand advertising and sales promotion are much more effective in this case.
Personal Selling Sales Promotion
Publicity
Promotional Mix
• Factors that determine the type of promotional tools used: (1) Resource availability and the cost of each promotional tool Advertising (particularly on television and in the national newspapers can be very expensive). The overall resource budget for the promotional campaign will often determine which tools the business can afford to use.
13个整合营销的基本理论
13个整合营销基本理论要做好品牌营销、写好策划案，必然会用到一些科学理论，掌握下面13条营销基本理论知识，迅速提升你的整合营销的专业度！1：SWOT分析定义：SWOT分析法，又称态势分析法，通过分析研究对象内部优势（strengeths）、劣势（weaknesses）和外部机会(（opportunities）和威胁（theats）等，从中得出一系列相应的结论，从而能够将研究对象内部资源与外部环境有机地结合起来。
制定计划的基本思路是：发挥优势因素，克服弱点因素，利用机会因素，化解威胁因素；考虑过去，立足当前，着眼未来。
组合策略：SO、ST、WO、WT2：二八法则20% 80%定义：19世纪末20世纪初意大利经济学家巴莱多发现的。
他认为，在任何一组东西中，最重要的只占其中一小部分，约20%，其余80%尽管是多数，却是次要的，因此又称二八定律。
通俗讲，就是20%的产品和20%的顾客，通常带来80%的企业利润。
3：STP分析定义：STP分析即市场细分（Segmentation）、选择目标市场（Targeting）和产品定位（Positioning），是指企业根据一定的标准对整体市场进行细分后，从中选择一个或者多个细分市场作为自身的目标市场，并针对目标市场进行市场定位。
使用：如同质化严重的大环境中，若不改变策略和寻找细分市场，很容易被早在市场上的领头羊干下去，那么STP分析的目的就是为了帮促企业寻找某个细分市场并解决某一些群体需求的定位。
4：PEST分析定义：PEST分析是指宏观环境的分析，P是政治(politics)，E是经济(economic)，S是社会(society)，T是技术(technology)。
在分析一个企业集团所处的背景的时候，通常是通过这四个因素来进行分析企业集团所面临的状况。
使用：目的是分析四个因素从总体上把握宏观环境，并评价这些因素对企业战略目标和战略制定的影响。
一般职员有个概念性的认知并且了解其各术语的意义就够了，有空的话这个理论可以帮助你理解上层领导的政策方向。
4P营销理论概述
4P营销理论4P营销理论(The Marketing Theory of 4Ps)，4P理论产生于20世纪60年代的美国，随着营销组合理论的提出而出现的。
1953年，尼尔·博登（NeilBorden）在美国市场营销学会的就职演说中创造了“市场营销组合”（Marketingmix）这一术语，其意是指市场需求或多或少的在某种程度上受到所谓“营销变量”或“营销要素”的影响。
为了寻求一定的市场反应，企业要对这些要素进行有效的组合，从而满足市场需求，获得最大利润。
杰罗姆·麦卡锡（E.Jerome McCarthy）于1960年在其《基础营销》（Basic Marketing）一书中第一次将企业的营销要素归结四个基本策略的组合，即著名的“4P’s”理论：产品（Product）、价格（Price）、渠道（Place）、促销（Promotion），由于这四个词的英文字头都是P，再加上策略(Strategy)，所以简称为“4P’s”。
1967年，菲利普·科特勒在其畅销书《营销管理：分析、规划与控制》第一版进一步确认了以4Ps为核心的营销组合方法，即：[1]产品（Product）：注重开发的功能，要求产品有独特的卖点，把产品的功能诉求放在第一位。
价格 (Price)：根据不同的市场定位，制定不同的价格策略，产品的定价依据是企业的品牌战略，注重品牌的含金量。
是指顾客购买产品时的价格，包括折扣、支付期限等。
价格或价格决策，关系到企业的利润、成本补偿、以及是否有利于产品销售、促销等问题。
影响定价的主要因素有三个：需求、成本、竞争。
最高价格取决于市场需求，最低价格取决于该产品的成本费用，在最高价格和最低价格的幅度内，企业能把这种产品价格定多高则取决于竞争者同种产品的价格。
渠道 (Place)：企业并不直接面对消费者，而是注重经销商的培育和销售网络的建立，企业与消费者的联系是通过分销商来进行的。
市场营销组合(MarketingMix)
市场营销组合（MarketingMix）目录[隐藏]市场营销组合概述市场营销组合的产生与进展图1 4'P组合图2：11'P组合11P分别是：1.产品(Product)质量、功能、款式、品牌、包装；2.价格(Price)合适的定价，在产品不一致的生命周期内制订相应的价格；3.促销(Promotion)特别是好的广告；6.公共关系(PublicRelations)利用新闻宣传媒体的力量，树立对企业有利的形象报道，消除或者减缓对企业不利的形象报道；7.探查(Probe)即探索，就是市场调研，通过调研熟悉市场对某种产品的需求状况如何，有什么更具体的要求；8.分割(Partition)即市场细分的过程。
按影响消费者需求的因素进行分割；9.优先(Priorition)即选出我的目标市场；10.定位(Position)即为自己生产的产品给予一定的特色，在消费者心目中形成一定的印象。
或者者说就是确立产品竟争优势的过程；市场营销策略组合作为现代市场营销理论中的一个重要概念，在其进展过程中，营销组合因素即P的数目有增加的趋势，但应当看到，传统的4P理论仍然是基础。
卖方立场买方立场产品(product)价格(price)分销(promotion)促销(place)购买成本（Cost）便利（convenience）沟通（communication）市场营销组合的特点（1）市场营销组合是一个变量组合（2）营销组合的层次（4）市场营销组合务必具有充分的应变能力市场营销组合策略影响企业营销有两类因素，一类是企业外部环境给企业带来的机会与威胁，这些是企业很难改变的；另一类则是企业本身能够通过决策加以操纵的。
企业本身能够操纵的因素归纳起来要紧有下列四方面：市场营销组合策略应用的约束条件(一)企业营销战略目标市场的需要决定了市场营销组合的性质。
企业要规划合理的市场营销组合,首先要分析目标市场各个方面的条件。
根据目标市场下列三个方面的条件,能够分析它们对各个基本策略的影响,从而推断哪种营销组合更切实可行、更具有吸引力与更有利可图。
Marketing Mix市场营销策略组合,4P课件
衰退期
销售量急剧下降，利润迅速减少
精
1、立刻放弃连变动成本都无法补偿的产品 2、对疲软产品进行处理 3、对于滞销产品，分析其滞销原因，使其销 售量回升
8
How to develop new product ?
假设A家具公司的生产项目是沙发，其竞争对手是B、 C两个家具公司。通过市场调研和分析，得出三个公 司占据的市场位置如下：
精
9
Packaging & Programming
• Packaging
The combination of related and complementary travel and hospitality services into a single-price offering.
services--to taste, feel ,see, hear or smell them--before they buy.
• Inseperability Some services must be created and
dispensed simutaneously.
精
5
Characteristics of Tourism Product
---- Kotler
A product is the set of tangible and intangible attributes that might satisfy wants.
精
4
Characteristics of Tourism Product
• Intangibility It's impossible for customers to sample
营销理论—p、c、r、s、v和i营销组合
营销理论—4P、4C、4R、4S、4V和4I营销组合总结：其实不能完全倡导某一种营销组合理念，不同行业不同发展阶段不同区域不同市场下的企业，其应用的营销组合没有最好，只有不合适，所以并非最先进的理念就是最合适的，反之，就西方最先进的营销理念而言，相对滞后的理念反而是相对合适的。
比如制造业，还停留在相对合理的4P，他们其实不直接面对消费者，他们只是被动地接受定单，或有意识地山寨知名或流行的产品；而低端服务业则更多采用4C，强调方便易获取和满意，中端服务业需要4R，强调与市场的交互感知与作用；而互联网企业则需要更多的4S，快速占领市场，而对于巨无霸性的企业，可以用4V理念，因为他们有动力、能力，有实力去架构4V的管理体系；在网络时代，传统的营销经典已经难以适用。
消费者们君临天下，媒体是传统传播时代的帝王，而YOU才是网络传播时代的新君。
2006年，美国《时代》周刊将年度人物给了“YOU”。
YOU是所有坐在电脑前的你我他,既是在虚拟世界里遨游的比特人，也是现实生活中的消费者。
当时，以维基百科、Youtube和Myspace为代表的互联网新事物风生水起,彰显出开放、包容、创新、合作的特性，展现了更为广阔的想象与实践的空间。
高速繁衍扩大的YOU群体，已经在社会和商业领域里展现出无处不在的影响力。
每个人都是嵌在网络上的一个节点，彼此交流互动、分享协作、创新生产。
YOU时代是一个i时代，是一个个人主义价值观流行，人们的自我感受与自我要求高度张扬的时代。
YOU时代也是一个Youth时代，这个时代年轻人的活动量最大、话语权最大、影响力最大。
他们一向好动善变，结合他们获得的更多信息，使得他们拥有更多的资源，也影响着更多拥有资源的人。
最为重要的是，他们成了家庭、工作场所、媒体与流行文化的核心与宠儿，他们借助于互联网与大众媒体，把大众文化塑造得更加年轻化，这种年轻化的大众文化成为一种新的社会范式。
YOU时代也是一个Tou(透)时代，信息渗透与传播更为充分，人们不那么容易被愚弄,消费者要求知情权，公众要求政务公开，在公众中有更多的人成为对许多问题与技术有发言权的业余专家。
欧莱雅市场营销策略
毕业设计（论文）题目浅析欧莱雅市场营销管理学院专业工商管理年级姓名指导教师（2013 年6月）摘要本文从欧莱雅发展历程出发，运用营销理论模型分析了欧莱雅在中国的环境、市场竞争环境、市场细分与定位、品牌关注度以及营销策略分析，尽管存在一些问题，如有些品牌品种接近，价格有交叉，广告各成一体，互不干涉，导致重复性浪费，市场细分有待进一步完善，挖掘潜在的细分市场。
分析了欧莱雅集团在中国跨国经营的成功竞争策略。
在企业战略管理理论阐述的基础上，运用定量与定性相结合的方法，阐明了欧莱雅集团在中国跨国经营的成功之道。
但欧莱雅的这些战略经验，依然值得我们研究并借鉴。
关键词：化妆品，营销理论模型，营销策略分析，欧莱雅(中国)AbstractIn this paper, the development process from L'Oreal starting, use of marketing theory model analysis L'Oreal environment in China, the market competition environment, market segmentation and positioning, brand awareness and marketing strategy, although there are still some problems, such as close to some brand varieties, prices are cross, advertising into one, do not interfere with each other, resulting in repeated waste market segmentation, needs to be further improved, and tap the potential market segments. Analysis of the L'Oreal Group in the successful competition strategy of Chinese multinational management. Based on the enterprise strategic management theory, combining quantitative and qualitative methods, expounds the L'Oreal Group in Chinese transnational business success. But these strategic L'Oreal experience, is still worthy of our study and reference.Key words: Cosmetics, Marketing Theory, Marketing Strategy Analysis , L'Oreal目录1绪论 (1)1.1题目背景及目的 (1)1.1.1题目背景 (1)1.1.2研究目的 (2)1.2国内外研究状况 (2)1.2.1国内研究状况 (2)1.2.2国外研究状况 (3)1.3题目研究方法 (3)1.4论文构成及研究内容 (4)2营销理论 (5)2.14P营销理论 (5)2.1.1 4P营销理论概述 (5)2.1.2影响4P营销理论的因素 (5)2.1.34P营销理论维度 (6)2.24C营销理论 (7)2.2.14C营销理论概述 (7)2.2.2影响4C营销理论的因素 (8)2.2.34C营销理论维度 (10)3欧莱雅公司现状及其营销策略问题 (12)3.1欧莱雅公司现状 (12)3.1.1欧莱雅在中国 (13)3.2欧莱雅营销策略存在问题 (14)3.2.1营销渠道多造成层次不分明 (15)3.2.2营销品牌过多影响公司资源分配 (16)3.2.3国际化产品本土化不足影响发展 (16)4欧莱雅公司现行营销策略分析 (18)4.1目标市场多渠道选择成因 (18)4.2多品牌产品细分营销形成的原因 (18)4.3产品国际化策略的常规化 (19)5欧莱雅公司市场营销管理建议 (20)5.1欧莱雅集团应该对产品进行梳理 (20)5.2欧莱雅集团应该重新制定市场营销费用的运用 (20)5.3欧莱雅集团应进一步完善产品市场细分 (21)结论 (22)参考文献： (23)致谢 (24)1绪论1.1题目背景及目的1.1.1题目背景2008年由美国次贷危机引起的全球金融危机已经进入后金融危机时代，世界格局发生五大趋势和变化：一、世界经济逐步进入复苏轨道；二、是世界经济、金融、贸易格局发生变化；三、世界新技术革命蓬勃兴起；四、是世界能源价格大幅度上涨成为必然趋势；五、是世界贸易保护主义再度兴起。
marketing_mix市场营销组合
Product Place/
Distribution Promotion
Goods, services, or ideas that satisfy customer needs
从“4P”到“4C”
Product 产品 Pricing 定价 Customer 顾客
Cost 成本
Convinience 便利 Communication 沟通
Placing 分销
Promotioning 促销
Marketing Mix
• To reflect service products and the service elements of physical goods, the traditional marketing mix has now been extended to 7P's (Booms and Bitner). • product • price • promotion • placement (or distribution) • people (the use of appropriate staff and people ) • physical evidence (customers’ perceptions based on their sight of the service provision ) • process (the systems used to assist the organization in delivering the service )
市场营销组合策
要求：营销部门要与研发、技术部门密切合作。营销 部门及时把市场客户需要传递给研发部，同时要求企业 强调售前和售后服务，特别是产品性能规格介绍、包装 承运、安装调试、操作培训甚至维修等技术方面的服务。
定价方面
特点：产业市场上的产品价格比较 稳定，价格需求弹性一般不大。
要求：虽然定价策略较少成为决定 性因素，但在大批量购买的原材料、 零部件营销中，数量折扣和商业折扣 也是必要的。
分销方面
特点：产业市场的分销一般为直接渠道或短 渠道，销售渠道选择余地较少。近年产业市场 分销的发展趋势之一是利用国际互联网，由于 网上购买的要约报价很容易，采购方可以接触 更多的潜在卖主，从而降低采购成本。 要求：为保持渠道稳定，企业更强调交货及 时、准确及与分销商建立长期合作关系，开展 关系营销，让分销商成为公司的一部分，利益 共享，风险共担。
产品方面
特点： 产业市场上的产品结构往往较复杂，有较高的 技术要求，特别是技术性能好、质量高、功能强的产品 常常可赢得绝对的竞争优势。以产品为导向，以设计制 造和工艺技术为重点，通常是企业经营战略的一般模式。 但是习惯于突出高技术开发，以高水准的产品获取竞争 优势，而容易忽视市场分析，对用户需要考虑不够；在 产业市场上，用户也可以用自己的设备生产它们所学要 的产品，而不一定非得购买；产品包装一般更具保护性 质，而不是促销性质；产品通常按规格要求购买等。
市场营销组合策略
市场营销组合（marketing mix)就是指企业 为追求目标市场预期的营销水平，综合运用企业可 以控制的各种市场营销要素，并对之进行最佳组合， 即著名的“4P’s”理论：产品（Product）、价格 （Price）、渠道（Place）、促销（Promotion）， 由于这四个词的英文字头都是P，再加上策略 (Strategy)，所以简称为“4P’s”。 市场营销学主要是以“4P’s”理论为核心， 许多基本原理和内容多是围绕着这四个营销要素展 开的。
4p市场营销理论论文范文
4p市场营销理论论文范文按照经典的市场营销中的4P理论，其发展策略应用对企业的发展起着举足轻重的作用。
下面是店铺为大家推荐的4p营销理论论文，供大家参考。
4p营销理论论文篇一：《凤阳启航考研机构营销分析》一，启航考研机构简介：启航教育的前身是1998年成立的北京启航考试学校。
办学11年来，启航以其不懈的努力和不断的追求，成就了其在考研培训行业中的崇高地位。
如今的启航，已经成长成为以研究生考试教育培训为核心，拥有短期考研培训系统、职业教育系统、咨询服务系统、发展研究系统等多个发展平台，是一家将普研教育与高端教育相结合，研究生教育与职业教育相结合，国内教育与国际教育相结合，教育培训与人生职业规划相结合，集教育培训、教育产品研发、教育服务等于一体的，大型综合性教育培训机构目前安徽科技学院有多家考研教育机构其中包括海文考研，海天考研，文登考研，学府考研，启航考研，在这些考研机构中，经过我的调查，其实力相当，在过去都有过辉煌的历史，比如08级学生有许多都报了海天考研机构，09级学生报学府考研机构的较多，10级的情况目前据我了解报启航考研机构的显著地高于其他考研机构。
风水轮流转，但为什么今年在众多考研机构中启航却以绝对的优势抢的一碗羹呢，这是有诸多原因的，特别是启航在安徽科技学院市场分析中做得比其他考研机构优越。
二，启航考研机构营销策略的4P分析1产品策略(Product)：启航考研在全国范围内推出了许多不同的产品，主要包括以下几个产品：(一)龙腾计划(高端辅导)经营理念：启航考研龙腾计划，以职业发展为导向,深度挖掘比较优势,在纵横比较中,精心锻造出绝对优势,使自己在某些方面具备可以傲视同侪的实力，启航教育认为，每个人都有属于自己的“比较优势”。
只不过，并非每个人都能准确地看到自己的优势。
所以，有的人盲目自卑，有的人避实就虚。
看清楚自己，扬长避短，选择合适的目标和方向，是考研和人生路上的第一步。
然而，仅仅发掘“比较优势”还不够。
《营销课件：MarketingMix》
价格（Price）的定义和重要性
1
价格定义
价格是在成本基础上，对产品或服务进
价格重要性
2
行买卖的货币赔偿。
价格是营销组合中最直接的元素，是消
费者购买产品的决策因素之一。
3
定价的方法
成本加成法、竞争对手法、市场需求法、
定价策略
4
等级定价法等。
高价定位、低价策略、折扣和促销策略、 多价策略等。
促销（Promotion）的定义和重要性
促销定义
促销是指通过广告、推广和 营销活动等手段，达到销售 增加和品牌知名度提升等目 的。
重要性
促销是企业实现盈利和目标 的重要手段，是营销活动的 重要组成部分。
推广和营销活动
线上渠道、线下渠道、互动 营销、两性营销，如何选择 和创新。
地址（Place）的定义和重要性
1
地址定义
地址是指产品到达顾客手中的各种渠道，
定义和重要性，渠道设计和管理， 市场调查和消费者行为等。
产品（Product）的定义重要性
产品定义
产品是指企业在市场上提供 的供顾客使用的物品或服务。
产品重要性
产品是营销组合中最基础的 元素，是满足消费者需求的 核心。
产品策略
产品策略是指企业通过研发、 创新等手段来影响产品的外 部形态、性能、功能等，以 满足消费者需求。
结语：学习营销组合的重要性 及价值
营销组合的知识对于企业和个人都具有重要意义。希望本次课程能够帮助大 家更好地理解和掌握营销组合的基本概念和运用方法，从而更加有效地开展 营销活动，实现自己的目标和利益。
地址重要性
2
包括制造商、零售商、经销商等。
地址是满足不同顾客购买需求的重要渠
MarketingMixModelling-SYNERGY营销组合模型的协同作用
Title:Which part of my marketing spend really works? – Marketing Mix Modelling may have an answer.AuthorShaun DoyleShaun Doyle is a senior consultant at Synergy Company.Mr. Shaun Doyle has extensive experience in the design, development and implementation of customer-focused database marketing systems in a number of business sectors, and has helped design and build more than 150 marketing databases and campaign management for blue chip enterprises in financial services, retail, mail order, utilities, charity, media and telecommunications sectors. He has worked in US, Europe, Asia and Australia.He was previously VP Intelligent Marketing Solutions at SAS. In this role he worked with various parts of the SAS organisations to develop business-orientated solutions for marketing, in particular SAS Marketing Automation (MA) Solution and SAS Industry specific solutions for Telco and Retail banking. He was founder and chairman of Intrinsic, a campaign management vendor acquired by SAS in March 2001.SynopsisThe last few years has seen a growth in the use of statistical techniques to monitor the effectiveness of integrated marketing activities. This paper explores one of these techniques, Marketing Mix Modelling (MMM) and describes at a high level the key components of an MMM solution.Introduction“I waste half of the money I spend in advertising. I just don't know which half.“ Is a famous quote first attributed to John Wanamaker a US store merchant in 1862. The sad news is that we still hear it all too often today. However the reality is that in today’s modern marketing function there is no excuse for not measuring the effectiveness of all marketing activities.The following paper explores the use of marketing mix modelling (MMM) to manage marketing spend.Marketing MixThe following section provides a brief description of marketing mix.The marketing mix model (also known as the 4 P’s) can be used by marketers as a tool to assist in implementing a marketing strategy. It is important to understand that the marketing mix principles are controllable variables. The marketing mix can be adjusted on a frequent basis to meet the changing needs of the target market and the other dynamics of the marketing environment.The 4P's are a part of the organisation’s strategic planning process and consists of analysing:• Product• Price• Place• PromotionThe function of the marketing mix is to help develop a package (mix) that will not only satisfy the needs of the customers within the target markets, but simultaneously to maximize the performance of the organization.Marketing Mix Modelling has been used to address the four 4 P’s but my primary focus in this paper will be on P for Promotion.What is driving the development of MMM?With advertising being a major part of most marketing budgets it is not surprising that it is getting a great deal of attention from finance. Showing a clear and measurable ROI on marketing spend is now becoming the norm, as it should do. Marketing competes for limited corporate resources with other functions in any business and must justify its slice. For some organisations MMM could provide a valuable tool in managing spend across the marketing mix.What have been the key enablers for MMM?There are a number of factors that have led to the development of marketing mix modelling and other approaches to the measurement of marketing effectiveness. These include:•Availability of good quality and granular internal and external data that is needed to support the statistical analysis•Availability of technology to store and process the potentially large volumes of data•Availability of advanced analytics techniques such as:o Forecastingo Behavioural modellingo Simulationo Optimisationo Activity based costing (ABC)• A body of knowledge on how to use these techniques to manage marketing effectiveness•Visionary organisations that that have given the science credibility in the commercial market place. These companies include:o Coca Colao Pepsio Bayero Proctor and Gambleo Bristol-Myers SquibbWhat problem is MMM trying to address?Sales of products and services are driven by a complex array of factors, so measuring the effectiveness of marketing needs to recognise and understand these factors.The following are some of the key factors that have been shown to affect sales in the consumer goods sector:• Retail price• Wholesale price• Packaging•Channel promotional activity• Seasonality• Economy• Weather• Competitive activities• Advertising• Ad-copy•In store merchandising• Co-branding• Events•Direct marketing activitiesUnderstanding the interaction between these factors is the key to the effective management of marketing investment. The complexity of this problem means that it can only readily be addressed through solid statistical based analysis such as that provided by MMM.What does MMM do?Marketing Mix Modelling applies statistical processes to determine: •The factors that drive sales•The relevant importance of each of these factors•Return on investment for various activities•The optimal mix of spending in each of the activitiesWhat is involved in marketing mix modelling?The following provides as overview of the key steps in MMM:•Build a model that analyses and predicts historical sales•Test the predictive ability of the model on a hold out sample•Refit using all the data and predict the future•Compare actual to forecast sale performance and determine incremental revenue•Apply financial data and determine ROI•Model the influence of individual factors•Simulate the impact of different marketing plans•Develop and deploy the optimal marketing plansWhat are the usual data inputs for MM?Central to the success of MMM is available internal and external data at the right level of detail.The following are examples of the types of data that are typically used: •Monthly/Weekly sales data with causal factorso Including competitive informationo Preferably, ACNielsen/IRI and/or Retailer POS data •Monthly/weekly advertising national media spendo National/Local TV, Cable, Printo Preferably, GRP’so Pounds•Marketing event calendarso Consumer promotionso Trade promotionso Other related consumer events•Other data sourceso Economico Demographico WeatherWhat are the phases in a typical project?MMM projects are normally broken into a number of phases. The following is an example:•Phase 1 Develop initial model and analyse ROIDefine projectCollect dataBuild analysis environmentDevelop and test model(s)Analyse ROI•Phase 2 Market test•Phase 3 Refine model and determine optimal mixExtend dataRefine modelBuild simulationsDeploy and measure refined marketing plansA typical project would take 4-6 months, with the models being re-calibrated on monthly or quarterly basis there after.What are the critical success factors?The following factors have been found to be critical to success:•Quality of data•Breath of internal and external data•Granularity of data (minimum monthly)•Availability of robust statistical functionality•Accurate historical marketing and pricing data•Technical architecture that support the required performanceWhat are the key components of a solution?A comprehensive MMM solution will need to consist of the following components•Extract Transform Load ETL capabilityMMM requires a wide range of data to be obtained on a regular basis, thesolution should have extensive extract, transform and load (ETL) capability to manage the complex data management problem. Most solutions require: o Data to be loaded from a large number of sourceso The management of both internal and external datao The matching of data from different sourceso The manipulation of large volumes of datao The aggregation of datao Creation of derived data items (>500)• Forecasting capabilityThe ability to apply complex forecasting techniques against large data sets is important; many applications can only copy with small data volumes. This will not be adequate for MMM.•Predictive modelling capabilityIn addition to being able to forecast, a good MMM solution should be able tomodel the drivers for the forecasts and determine impact of these drivers.• Simulation capabilityIn order to do ‘what if ‘analysis, a MMM solution should be able to support arange of simulation techniques. As an example a user may want to test theimpact of increasing advertising spend in a particular region for product A on sales.• Optimisation capabilityA natural extension to the simulation capabilities is to allow an optimisationprocess to determine what the optimal spend mix should be. This capability is only now being added to MMM solutions but is proving popular.• Reporting capabilityOnce the model has been developed and deployed monitoring the performance becomes more critical. A good MMM solution will either provide solid reporting or integrate with one of the standard reporting environments. The availability of pre-canned reports will reduce the time to market, costs of delivery and show aproven domain expertise on the side of the vendor.• Data modelIf a vendor has a proven track record in an industry they will have developed a standard underlying data model. Although not essential the availability of anindustry specific data model will reduce the development time and ensure you benefit from best practice learnt overtime by the vendor.What are the benefits of MMM?The implementation of a MMM solution will allow an organisation to:•Measure on a regular basis the effectiveness of the advertising and other marketing spend•Optimise the marketing spends by understanding the drivers of sales and their impact•Simulate changes in the marketing planWhat to look for in a solution?There are a number of specialist consulting firms that can develop bespoke Marketing Mix Models and these should be considered when an organisation has limited resource and/or skills in this area. This can be a costly route where more than one or two models are to be developed. It also results in a black box solution with no real transfer of knowledge and development of internal domain expertise. However it has provided a valuable testing ground for some organisations.(Typical spend per model is £50-100K, excluding external data.)When looking for a technology vendor to deliver an MMM solution the usual basic rules apply. Look for:• Financial viability• Product vision• Functionality•Integration between componentsThe following specific advice is given for those looking to implement a Marketing Mix Model solution.• Proven technologyThis is an embryonic technology area and as such an organisation should look for proven technology or recognise the potential risk associated with usingleading edge vendor.• Structured methodologyIt is important that the vendor can demonstrate a structured and rigorousmethodology. Look to documentation and reference sites to access this aspect of the solution.•Experienced delivery teamThere are few people that really have experience in this area so make sure that you review the credentials of the consultants being used by the vendor. It is not adequate to have expertise in the various statistical methods, it is important the individuals have directly relevant MMM work experience.•Repeatability of modelsThe solution should be implemented in a manner that allows the models to be recalibrated and/or where necessary re-built on a regular basis with ease.Processes will need to be modified to monitor the impact of changes in themarketing mix. The associated measurement systems should produce therequired reports and metrics in an automated and consistent manner.•Exploit existing technology investmentWhere possible the solution should leverage the existing investment intechnology, particularly reporting.• Partnership approachIt is likely that both the client organisation and the vendor will be learning as the project evolves. Make sure your vendor is really looking to work in partnership.You may want: to add additional functionality, test new statistical approaches, add new data sets. Make sure you do not buy from a “hit and run” vendor, unless that is what you are looking for.•Make sure vendor is independent of outcomeA number of the mainstream advertising agencies have started to develop MMMsolutions, their choice as a vendor class needs to be done with extreme care. Asa group that is directly affected by the outcome of any marketing mix changes(e.g. reduction in advertising spend) their work may be influenced by the potentialoutcome.•Carefully evaluate external data costsThe cost of the external data can be significant. Make sure that each source is carefully evaluated and where possible only pay for the data that is used. Many of the vendors act as re-sellers of the data and add heavy margins. Where possible negotiate hard with the vendor or go direct for the data provider. Remember that this type of data can be used in other parts of the organisation so make sure the licence does not limit use to the MMM.The technology and professional services costs for a comprehensive solution will push the costs of an MMM solution between £500K-1m. So a solid business case will be required, as for any major investment.ConclusionsPressures from finance to ensure effective return on marketing spend is forcing most marketing departments to look seriously at where the money is being spent across the marketing mix. CMO’s are now realising that evidence based decisioning needs to become a fundamental discipline in marketing. The last few years has seen the application of advanced statistics in the form of Marketing Mix Modelling (MMM) to the problem of balancing spend across the marketing mix. It is a new application of proven statistical techniques but the technology solutions are still immature so care is required when selecting a vendor. But with the high level of spend on advertising and other elements of the marketing means the business impact of better decisioning is significant. I believe that MMM will have an important role to play for large organisations with heavy marketing spend especially in advertising.With MMM there really is no excuse for not know which half of your advertising spend is working.AcknowledgementsI special note of thanks to Charlie Chase, MMM guru at SAS Inc. for stimulating my interest in this area.Further readingMarketing Management Analytics/marketing-mix-models.htmSAS Inc, GlobalPointlogic, Hollandhttp://www.pointlogic.nlMaking Sense Out of Marketing OptimizationArticle published in DM Direct NewsletterOctober 12, 2001 IssueBy David S. CoppockThe Value of Survey Data in Marketing Mix ModelsPresented by J. Dennis Bender and Ross Link at the American Marketing Association Advanced Research Techniques Forum, June ’96, Beaver Creek, ColoradoEnd of paper。
营销(市场导向)
Marketing Mix 营销组合
营销组合
Production 产品 Price 价格 Promotion 促销 Place 分销
Production 产品
保证
基本品牌 质量 实在的产品
名字 支持
包装
服务
增值的品牌
信任、自豪
Marketing Strategy 营销战略 Marketing Mix 营销组合 Action plan 行动计划
Marketing Mission 营销任务
存在的理由！
Marketing Mission 营销任务
业务范围
核心业务
外围业务
Marketing Planning 营销计划
Marketing Audit 营销审计 Marketing Mission 营销任务
Marketing Audit 营销审计 Marketing Mission 营销任务 Marketing Strategy 营销战略
Marketing Mix 营销组合 Action plan 行动计划
Marketing Audit 营销审计
Where are we now？现在的位置是什么？ Where are we heading？我们的方向是什么？ How did we get there？我们是怎么到这个位置？
Marketing Strategy 营销战略 Marketing Mix 营销组合
Action plan 行动计划
Marketing Strategy 营销战略
Segmentation （细分）
不同的顾客有不同的要求 不同的顾客有不同的敏感性
市场营销组合有哪些内容
市场营销组合有哪些内容市场营销组合(Marketing Mix)是企业市场营销战略的一个重要组成部分，是指企业开展营销活动所应用的各种可控因素的组合。
市场营销的主要目的是满足消费者的需要。
以下是为你精心整理的市场营销组合的具体内容，希望你喜欢。
市场营销组合的具体内容市场营销组合内容：4P组合1960年，麦卡锡(E.J.McCarthy)在《基础营销》一书中提出了著名的4P组合。
麦卡锡认为，企业从事市场营销活动，一方面要考虑企业的各种外部环境，另一方面要制订市场营销组合策略，通过策略的实施，适应环境，满足目标市场的需要，实现企业的目标。
麦卡锡绘制了一幅市场营销组合模式图，图的中心是某个消费群，即目标市场，中间一圈是四个可控要素：产品(Product)、渠道(Place)、价格(Price)、促销(Promotion)，即4P组合。
在这里，产品就是考虑为目标市场开发适当的产品，选择产品线、品牌和包装等;价格就是考虑制订适当的价格;地点就是讲要通过适当的渠道安排运输储藏等把产品送到目标市场，促销就是考虑如何将适当的产品，按适当的价格，在适当的地点通知目标市场，包括销售推广、广告、培养推销员等。
图的外圈表示企业外部环境，它包括各种不可控因素，包括经济环境、社会文化环境、政治法律环境等。
麦卡锡指出，4ps 组合的各要素将要受到这些外部环境的影响和制约。
市场营销组合内容：6PS和10PS组合以后，市场营销组合又由4ps发展为6ps，6ps是由科特勒提出的，它是在原4P的基础上再加政治(Politics)和公共关系(Publicrelations)。
6pS组合主要应用实行贸易保护主义的特定市场。
随后，科特勒又进一步把6ps发展为10ps。
他把已有的6ps称为战术性营销组合，新提出的4P：研究(Probing)、划分(Partitioning)即细分(Segmentation)。
优先(Prioritizing)即目标选定(Targeting)、定位(Positioring)，称为战略营销，他认为，战略营销计划过程必须先于战术性营销组合的制订，只有在搞好战略营销计划过程的基础上，战术性营销组合的制订才能顺利进行。
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3.1 Consumer Marketing Channels
0-level channel Manufacturer 1-level channel Manufacturer 2-level channel Mfg Ret/7
16
5. Channel management Decision
Selecting channel members
Motivating channel members Evaluating channel members
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Channel Management Decisions
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Intensive distribution
It aims to provide saturation coverage of the
market by using all available outlets. For many
products, total sales are directly linked to the
prepared to "shop around" .
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Exclusive distribution
It is an extreme form of selective distribution
in which only one wholesaler, retailer or distributor is used in a specific geographical
11
4. Channel design decision
Analyzing consumer service needs Setting channel objectives and constraints Identifying major alternatives Evaluating the major alternatives
6
= Customer
= Distributor
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2. Distribution Channel Functions
Information Promotion Financing Physical Distribution Negotiation Contact
Risk Taking
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3.2 Industrial Marketing Channels
Manufacturer
Industrial distributors
Manufacturer’s representative
Manufacturer’s sales branch
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Consumer
PART TWO
MARKETING MIX
- DISTRIBUTION (PLACING) PROF. TIMOTHY CAO (曹玉廷)
NINGBO UNIVERSITY & CSULA(U.S.A.)
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The learning objectives
The nature of distribution channels Functions of a distribution channel Channel members Distribution intensity
number of outlets used. Intensive distribution is
usually required where customers have a range
of acceptable brands to choose from.
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Selective distribution
An independent logistics provider that
performs any or all of the functions required to get their clients’ product to market.
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A set of interdependent organizations
involved in the process of making a product or service available for use or consumption by
the consumer or business user.
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How a Distributor Reduces the Number of Channel Transactions
1 2 3 4 5 6 7 8 9
= Manufacturer
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A. Number of contacts without a distributor MxC=3X3=9
major logistics function
Integrated logistics management Third-party logistics
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Major logistics function
Order processing Warehousing Inventory transportation
Consumer
Wholesaler Wholesaler
Jobber
Retailer
Consumer
3-level channel Mfg
Retailer
Consumer
9
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Approaches of Direct Marketing
Direct mail Telemarketing Online Marketing Direct response television marketing Direct selling
This involves a producer using a limited number of
outlets in a geographical area to sell products.
advantage of this approach
Selective distribution works best when consumers are
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1.The nature of distribution channels
What is distribution?
Why are marketing intermediaries used?
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What is distribution channel?
Matching
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3. Channel members
Distribution channels can have a number of
levels.
Kotler defined the simplest level, that of direct
contact with no intermediaries involved, as the
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Number of marketing intermediaries （分销密度/渠道宽度）
Intensive distribution （密集分销） Selective distribution （选择分销）
Exclusive distribution （独家分销）
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Integrated logistics management
Cross-functional teamwork inside the
company Building channel partnerships
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Third-party logistics
= Customer
5
How a Distributor Reduces the Number of Channel Transactions
1 4 Store 2 5
B. Number of contacts with a distributor MxC=3+3=6
3
= Manufacturer
Selecting Training Motivating Evaluating
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FEEDBACK
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4.physical distribution and logistics management
Physical distribution(marketing logistics)