“市场营销”讲义
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businesses
The Marketing Plan
Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls
information Maintains “healthy” skepticism Is ethical
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Customers
C1
C2
C3
P r
P1
+
+
+
Highly profitable product
o d
P2
+
u c
P3
-
t
s
P4
+
Profitable
product
-
Losing product
-
Mixed-bag product
High profit customer
Mixed-bag customer
Issues in the Technological Environment
Varying R & D Budgets
Increased Regulation
A 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.
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
Associations Business Information
Good Marketing Research:
Is scientific Is creative Uses multiple methods Realizes the interdependence of
models & data Acknowledges the cost & value of
Defining Marketing
Marketing is a 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)
Objectives
Tracking & Identifying Opportunities in the Macroenvironment
Demographic, Economic, Natural, Technological, Political, & Cultural Developments
Losing customer
Objectives
Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Estimating Future Demand
Survey of Buyers’ Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
Customer Development
Suspects
Prospects
First-time customers
Repeat customers
Clients Advocates Partners
Disqualified prospects
Inactive or ex-customers
Customer/Product Profitability Analysis
Objectபைடு நூலகம்ves
Components of a marketing information system
Criteria of good marketing research Decision support systems for marketing
management Demand measurement and forecast
Demographic Environment
Worldwide Population Growth Population Age Mix Ethnic Markets Educational Groups Household Patterns Geographical Shifts in Population Shift from Mass Market to Micromarkets
A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.
High Performance Business
Set strategies to satisfy key...
By improving critical business...
Stakeholders
Processes
and aligning...
Resources
Organization
Satisfied Customers:
Research Approaches
Observational Focus-group Survey Behavioral Experimental
Secondary-Data Sources
Internal Sources Government Publications Periodicals and Books Commercial Data On-Line
Consumers prefer products that are
Production Concept
widely available and inexpensive
Product Concept Selling Concept Marketing Concept
Consumers favor products that offer the most quality, performance,
Macroenvironmental Forces
Opening of “new” markets Emerging transnational firms Cross-border strategic alliances Regional ethnic & religious conflict Global branding
Objectives
Define value & satisfaction - understand how to deliver them
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
Changing Role of Government
Higher Pollution Levels
Natural Environment
Shortage of Raw Materials
Increased Costs of Energy
Accelerating Pace of Change
Unlimited Opportunities for Innovation
Opportunities
Corporate Headquarters Planning
Define the corporate mission Establish strategic business units
(SBUs) Assign resources to SBUs Plan new business, downsize older
Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Skills
or innovative features
Consumers will buy products only if the company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value better than competitors
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
The Marketing Plan
Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls
information Maintains “healthy” skepticism Is ethical
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Customers
C1
C2
C3
P r
P1
+
+
+
Highly profitable product
o d
P2
+
u c
P3
-
t
s
P4
+
Profitable
product
-
Losing product
-
Mixed-bag product
High profit customer
Mixed-bag customer
Issues in the Technological Environment
Varying R & D Budgets
Increased Regulation
A 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.
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
Associations Business Information
Good Marketing Research:
Is scientific Is creative Uses multiple methods Realizes the interdependence of
models & data Acknowledges the cost & value of
Defining Marketing
Marketing is a 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)
Objectives
Tracking & Identifying Opportunities in the Macroenvironment
Demographic, Economic, Natural, Technological, Political, & Cultural Developments
Losing customer
Objectives
Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Estimating Future Demand
Survey of Buyers’ Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
Customer Development
Suspects
Prospects
First-time customers
Repeat customers
Clients Advocates Partners
Disqualified prospects
Inactive or ex-customers
Customer/Product Profitability Analysis
Objectபைடு நூலகம்ves
Components of a marketing information system
Criteria of good marketing research Decision support systems for marketing
management Demand measurement and forecast
Demographic Environment
Worldwide Population Growth Population Age Mix Ethnic Markets Educational Groups Household Patterns Geographical Shifts in Population Shift from Mass Market to Micromarkets
A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.
High Performance Business
Set strategies to satisfy key...
By improving critical business...
Stakeholders
Processes
and aligning...
Resources
Organization
Satisfied Customers:
Research Approaches
Observational Focus-group Survey Behavioral Experimental
Secondary-Data Sources
Internal Sources Government Publications Periodicals and Books Commercial Data On-Line
Consumers prefer products that are
Production Concept
widely available and inexpensive
Product Concept Selling Concept Marketing Concept
Consumers favor products that offer the most quality, performance,
Macroenvironmental Forces
Opening of “new” markets Emerging transnational firms Cross-border strategic alliances Regional ethnic & religious conflict Global branding
Objectives
Define value & satisfaction - understand how to deliver them
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
Changing Role of Government
Higher Pollution Levels
Natural Environment
Shortage of Raw Materials
Increased Costs of Energy
Accelerating Pace of Change
Unlimited Opportunities for Innovation
Opportunities
Corporate Headquarters Planning
Define the corporate mission Establish strategic business units
(SBUs) Assign resources to SBUs Plan new business, downsize older
Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Skills
or innovative features
Consumers will buy products only if the company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value better than competitors
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges