营销管理授课讲义
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Connecting with Customers:
• Building Relationships • Matching Technology • Appreciating Diversity • Extending Globally • Maintaining Ethics
1- C 1999 by Prentice-
lifetime value of
a customer to the
firm:
the amount of profit a company can expect to reap over the course of the relationship.
customer
loyalty:
a measure of how often customers purchase a particular brand as they select from a product class.
营销管理/邱
20
技术环境
Internet Communication Technology Transportation Technology Product Technology Vs.
Process Technology
营销管理/邱
21
竞争环境
品牌竞争者 产品竞争者 竞争的五个来源(Porter 1980)
Bargaining power of buyers Bargaining power of
suppliers Substitutes Potential entrants Rivalry Among existing
firms
营销管理/邱
22
机构环境
定义
Consist of all the organizations involved in marketing products and services
•Objective Assessment (industry or benchmarks)
•Static (status quo)
•Dynamic (continuous improvement)
2- C 1999 by Prentice-
5 Hall, Inc.
行銷管理/邱
13
营销环境概论
环境产生市场机会与威胁
2- C 1999 by Prentice-
2 Hall, Inc.
行銷管理/邱
11
Creating Personal
Relationships
with customers
Exhibit Empathy
Develop Trust
Maintain Commitment
Reward Loyalty
2- C 1999 by Prentice-
customer utility
Exchange: a process facilitated by the marketing function in which two or more parties provide something of value to the other.
Utility: the want-satisfying potential of a good or service.
Four Fundamental Types:
•Form •Place •Time •Ownership
1- C 1999 by Prentice-
3 Hall, Inc.
行銷管理/邱
3
The Marketing
concept
THE MARKETING The PCuOrpNoCseEoPfT Marketing
包含
Marketing research firms, advertising agencies, wholesalers, retailers, suppliers, and customers
趋势
Downsizing (outsourcing) Consolidation (for EOS) Virtual organizations Relationship perspectives
Satisfaction
Loyalty
2- C 1999 by Prentice-
1 Hall, Inc.
行銷管理/邱
10
Marketers Strive for
satisfaction and loyalty
customer
satisfaction:
customers?positive, neutral, or negative feelings about the value they receive as a result of using a particular organization offering in specific situations.
Affects Market Size
Direct Influences on Specific Marketing Activities
环境监视（Environmental Scanning）
Identifying relevant factors and trends and assessing their potential impact on organization’s markets and marketing activities
营销管理/邱
23
策略计划（The Strategic Planning）
组织阶层（Organizational Levels）
总公司阶层(Corporate)
Corporate strategic plan
事业单位阶层(Business)
Business strategic plan
功能单位阶层(Marketing)
To understand the customer’s needs and wants
To create customer value through satisfaction and quality
To operate more effectively and efficiently than competitors
Marketing strategic plan
营销管理/邱
24
总公司所要制订的策略决策 （Corporate Strategy Decisions）
Vision Objectives and resource
allocation Corporate growth
strategies Business-Unit Composition
行銷管理/邱
15
营销所面对的大环境
社会环境
人口统计环境 文化环境
经济环境 政治与法律环境 技术环境 竞争环境 机构环境
营销管理/邱
16
社会环境(I)
人口统计环境
Population growth Population Density Urbanization Age Structure 家庭结构
7 Hall, Inc.
行銷管理/邱
7
Marketing Exchange
types
Pure Transaction
One-time exchange of value
Repeated
Transaction
Preference and
loyalty
Relationships
Interactive, ongoing, two-way connections
行M銷i管x理/邱
5
生产、销售与营销导向观念：
Hale Waihona Puke 生產導向觀念 銷售導向觀念 行銷導向觀念
把產品做到最 好，就能順利 賣出產品
有一群人銷售 力強的銷售人 員，無論任何 產品皆能順利 賣出
以買者需求為 發展任何產品 的基礎
行銷管理/邱
6
Marketing Themes
into the 21st century
Environmentalism
Popular culture
营销管理/邱
18
经济环境
Income
GDP Per capita income Disposable income Income distribution Wealth
Economy growth
营销管理/邱
19
政治与法律环境
1- C 1999 by Prentice-
4 Hall, Inc.
行銷管理/邱
4
Marketing Strategy
process
Analyzing the Competitive
Situation
Targeting
Positioning
Developing
the
Marketing
1- C 1999 by Prentice5 Hall, Inc.
Double income, Core family, Single parent
营销管理/邱
17
社会环境(II)
文化环境
Cultural diversity Changing roles Emphasize on health and
fitness Desire for convenience Consumerism
1- C 1999 by Prentice-
1 Hall, Inc.
行銷管理/邱
9
Organizational Systemsthat produce quality goods and
services
Use Technology to Create
Customer Value
Quality
Creates Relationships
1- C 1999 by Prentice-
8 Hall, Inc.
行銷管理/邱
8
Marketing
is
The Marketing Mix
(The 4 Ps)
• Product • Price • Promotion • Place
Combined withTTahregFetirm Markets
营销管理授课讲义
营销管理/邱
1
Markets
definition and types
Markets: all individuals and organizations with the potential desire and ability to acquire a particular good or service.
营销管理/邱
25
Vision
核心价值（Core value）
Are the small set of guiding principles that represent the enduring tenets of an organization
核心目的（Core purpose）
Reflects the company’s reason for being or its essential motivation for doing work
营销管理/邱
14
Developing Marketing Strategy
Selecting and Analyzing a Target Market
Creating and Maintaining a Marketing Mix
Product place price promotion
Types of Markets •Consumer Markets •Business-to-Business Markets •Non-profit Markets •Internal Markets
1- C 1999 by Prentice-
2 Hall, Inc.
行銷管理/邱
2
Marketing Creates Exchange that provides
4 Hall, Inc.
行銷管理/邱
12
The Nature of
quality
Quality = the degree of excellence that products/services exhibit
•Subjective Assessments (consumer perceptions)
全球政治环境 Toward free market economies Free trade WTO, EU, NAFTA, APEC Embargoes and sanctions are still used frequently
法律环境 公平交易法 限制竞争行为 不公平竞争行为 不当多层次传销 消费者保护法 食品卫生相关法律
• Building Relationships • Matching Technology • Appreciating Diversity • Extending Globally • Maintaining Ethics
1- C 1999 by Prentice-
lifetime value of
a customer to the
firm:
the amount of profit a company can expect to reap over the course of the relationship.
customer
loyalty:
a measure of how often customers purchase a particular brand as they select from a product class.
营销管理/邱
20
技术环境
Internet Communication Technology Transportation Technology Product Technology Vs.
Process Technology
营销管理/邱
21
竞争环境
品牌竞争者 产品竞争者 竞争的五个来源(Porter 1980)
Bargaining power of buyers Bargaining power of
suppliers Substitutes Potential entrants Rivalry Among existing
firms
营销管理/邱
22
机构环境
定义
Consist of all the organizations involved in marketing products and services
•Objective Assessment (industry or benchmarks)
•Static (status quo)
•Dynamic (continuous improvement)
2- C 1999 by Prentice-
5 Hall, Inc.
行銷管理/邱
13
营销环境概论
环境产生市场机会与威胁
2- C 1999 by Prentice-
2 Hall, Inc.
行銷管理/邱
11
Creating Personal
Relationships
with customers
Exhibit Empathy
Develop Trust
Maintain Commitment
Reward Loyalty
2- C 1999 by Prentice-
customer utility
Exchange: a process facilitated by the marketing function in which two or more parties provide something of value to the other.
Utility: the want-satisfying potential of a good or service.
Four Fundamental Types:
•Form •Place •Time •Ownership
1- C 1999 by Prentice-
3 Hall, Inc.
行銷管理/邱
3
The Marketing
concept
THE MARKETING The PCuOrpNoCseEoPfT Marketing
包含
Marketing research firms, advertising agencies, wholesalers, retailers, suppliers, and customers
趋势
Downsizing (outsourcing) Consolidation (for EOS) Virtual organizations Relationship perspectives
Satisfaction
Loyalty
2- C 1999 by Prentice-
1 Hall, Inc.
行銷管理/邱
10
Marketers Strive for
satisfaction and loyalty
customer
satisfaction:
customers?positive, neutral, or negative feelings about the value they receive as a result of using a particular organization offering in specific situations.
Affects Market Size
Direct Influences on Specific Marketing Activities
环境监视（Environmental Scanning）
Identifying relevant factors and trends and assessing their potential impact on organization’s markets and marketing activities
营销管理/邱
23
策略计划（The Strategic Planning）
组织阶层（Organizational Levels）
总公司阶层(Corporate)
Corporate strategic plan
事业单位阶层(Business)
Business strategic plan
功能单位阶层(Marketing)
To understand the customer’s needs and wants
To create customer value through satisfaction and quality
To operate more effectively and efficiently than competitors
Marketing strategic plan
营销管理/邱
24
总公司所要制订的策略决策 （Corporate Strategy Decisions）
Vision Objectives and resource
allocation Corporate growth
strategies Business-Unit Composition
行銷管理/邱
15
营销所面对的大环境
社会环境
人口统计环境 文化环境
经济环境 政治与法律环境 技术环境 竞争环境 机构环境
营销管理/邱
16
社会环境(I)
人口统计环境
Population growth Population Density Urbanization Age Structure 家庭结构
7 Hall, Inc.
行銷管理/邱
7
Marketing Exchange
types
Pure Transaction
One-time exchange of value
Repeated
Transaction
Preference and
loyalty
Relationships
Interactive, ongoing, two-way connections
行M銷i管x理/邱
5
生产、销售与营销导向观念：
Hale Waihona Puke 生產導向觀念 銷售導向觀念 行銷導向觀念
把產品做到最 好，就能順利 賣出產品
有一群人銷售 力強的銷售人 員，無論任何 產品皆能順利 賣出
以買者需求為 發展任何產品 的基礎
行銷管理/邱
6
Marketing Themes
into the 21st century
Environmentalism
Popular culture
营销管理/邱
18
经济环境
Income
GDP Per capita income Disposable income Income distribution Wealth
Economy growth
营销管理/邱
19
政治与法律环境
1- C 1999 by Prentice-
4 Hall, Inc.
行銷管理/邱
4
Marketing Strategy
process
Analyzing the Competitive
Situation
Targeting
Positioning
Developing
the
Marketing
1- C 1999 by Prentice5 Hall, Inc.
Double income, Core family, Single parent
营销管理/邱
17
社会环境(II)
文化环境
Cultural diversity Changing roles Emphasize on health and
fitness Desire for convenience Consumerism
1- C 1999 by Prentice-
1 Hall, Inc.
行銷管理/邱
9
Organizational Systemsthat produce quality goods and
services
Use Technology to Create
Customer Value
Quality
Creates Relationships
1- C 1999 by Prentice-
8 Hall, Inc.
行銷管理/邱
8
Marketing
is
The Marketing Mix
(The 4 Ps)
• Product • Price • Promotion • Place
Combined withTTahregFetirm Markets
营销管理授课讲义
营销管理/邱
1
Markets
definition and types
Markets: all individuals and organizations with the potential desire and ability to acquire a particular good or service.
营销管理/邱
25
Vision
核心价值（Core value）
Are the small set of guiding principles that represent the enduring tenets of an organization
核心目的（Core purpose）
Reflects the company’s reason for being or its essential motivation for doing work
营销管理/邱
14
Developing Marketing Strategy
Selecting and Analyzing a Target Market
Creating and Maintaining a Marketing Mix
Product place price promotion
Types of Markets •Consumer Markets •Business-to-Business Markets •Non-profit Markets •Internal Markets
1- C 1999 by Prentice-
2 Hall, Inc.
行銷管理/邱
2
Marketing Creates Exchange that provides
4 Hall, Inc.
行銷管理/邱
12
The Nature of
quality
Quality = the degree of excellence that products/services exhibit
•Subjective Assessments (consumer perceptions)
全球政治环境 Toward free market economies Free trade WTO, EU, NAFTA, APEC Embargoes and sanctions are still used frequently
法律环境 公平交易法 限制竞争行为 不公平竞争行为 不当多层次传销 消费者保护法 食品卫生相关法律