营销管理,科特勒,第十二版,第17章英文

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科特勒市场营销讲义英文版课件

Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting

市场营销学泰斗菲利普科特勒的营销管理最新版

12-11
Organizational Arrangements
▪ Organizing New-Product Development
▪ Product managers ▪ New-product managers ▪ High-level management committee ▪ New product department ▪ Venture teams
▪ The product can be introduced within five years ▪ The product has a market potential of at least
$50 million and a 15 percent growth rate. ▪ The product would provide at least 30 percent
products 5. Repositioning 6. Cost reductions
Copyright © 2003 Prentice-Hall, Inc.
12-4
Challenges in New-Product Development
▪ Incremental innovation ▪ Disruptive technologies
Copyright © 2003 Prentice-Hall, Inc.
12-17
Table 12.2 Product-Idea Rating Device
Product Success Requirements
Relative Weight
(a)
Product Score
(b)
Product Rating
Copyright © 2003 Prentice-Hall, Inc.

营销管理课件-科特勒(英文版)

©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
Product
• A product is anything that can be offered to satisfy a need or a want
• What are some travel and tourism ―products‖ that you can list?
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
The Travel Industry
• The travel industry is the world‘s largest • One billion international travelers by 2010 • Over $1.5 trillion in receipts by 2010
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

营销管理科特勒 12版中文

Marketing ManagementChapter 1 Defining Marketing for the 21st Centurypany Orientations Toward the Marketplace 公司对待市场的导向答：指导组织从事其营销活动的5种竞争观念包括：生产观念、产品观念、推销观念、营销观念、全方位营销观念生产观念是指导卖者行为的最古老的观念之一。

生产观念认为，消费者喜欢那些可以随处得到的、价格低廉的产品。

产品观念认为，消费者喜欢高质量、多功能和具有某些创新特色的产品。

推销观念认为，如果对消费者和企业顺其自然的话，他们不会足量购置某一组织的产品。

因此，该组织必须主动推销和积极促销。

营销观念认为，实现组织诸目标的关键在于正确确定目标市场的需要和欲望，并且对于它所选定的目标市场比竞争对手更有效地创造、传递和沟通更优的顾客价值。

全方位营销观念是根据制定营销方案、设计营销步骤和实施营销活动来认识到自身的宽度和相互依存性。

全方位营销观念认识到与营销相关的每一件事都很重要，并且一个清晰的、整合的组织营销透视图是必要的。

全方位营销的4个组成局部是：关系营销、整合营销、内部营销和社会责任营销。

〔百度：全方位营销观念指企业针对个别客户的需求，整合企业的全面的关系网络，通过掌握客户占有率、顾客忠诚度和客户终生价值来到达获利性的成长。

〕Chapter 2 Developing Marketing Strategies and Plans1.Corporate and Division Strategies Planning 公司和部门的战略方案答：公司总部通过准备使命、政策、战略和目标，为它的各个部门和业务单元制定它们的方案建立了框架。

所有公司最高管理层必须着手做的4个方案活动：〔1〕确定公司使命〔2〕建立战略业务单元〔3〕为每个战略业务单元安排资源〔4〕评估增长时机〔方案新业务或放弃老业务〕〔1〕确定公司使命一个组织的存在是为了完成某些事。

菲利普科特勒《营销管理》

精品PPT
1-17
1-17
营销管理(guǎnlǐ)的任务
• 改进营销管理的基本 • 提供价值
结构和战略
• 调整市场供应品
• 评价营销导向(dǎo xiànɡ)和顾客价值
• 传递价值 • 传播价值
• 选择价值 • 建立品牌
• 创造长期增长和价值
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MARKETING MANAGEMENT IN CHINA
精品PPT
2-23
2-23
战略规划、实施(shíshī)和控制过程
规划公司(ɡōnɡ
sī)规划部门规划
业务单位规划
产品规划
实施
组织
执行
控制
衡量结果
诊断结果
采取修正措施
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营销管理（中国版）
第Ⅰ篇：营销(yínɡ xiāo)管理的基础第1章
理解(lǐjiě)21世纪的营销
菲利普·科特勒 - 凯文·莱恩·凯勒 - 卢泰宏