~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler06_exs
合集下载
市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler12-exs
• Product Line Pricing
Setting price steps between product line items.
Price points
• Optional-Product备选产品 Pricing
Pricing optional or accessory products sold with the main product
Trade-in allowances以旧换 新折让
Promotional allowances
12 - 8
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Promotional • Geographical • International
• Types of discounts
Cash discount Quantity discount Functional (trade) discount Seasonal discount
• Allowances
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
• Easily copied by competitors
• Creates dealprone“优惠倾向” consumers
• May erode侵蚀 brand’s value
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
Setting price steps between product line items.
Price points
• Optional-Product备选产品 Pricing
Pricing optional or accessory products sold with the main product
Trade-in allowances以旧换 新折让
Promotional allowances
12 - 8
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Promotional • Geographical • International
• Types of discounts
Cash discount Quantity discount Functional (trade) discount Seasonal discount
• Allowances
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
• Easily copied by competitors
• Creates dealprone“优惠倾向” consumers
• May erode侵蚀 brand’s value
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
个人珍藏市场营销原理课件管理学经典教材英文版菲利普科特勒kotler06
6-1
Case Study
Harley-Davidson
• Harley “Hogs” account for 1/5 of U.S. cycle sales
• Sales have exceeded supply for years
• 1986-2000: Four stock splits, increase of 7,100%
▪ Activities, interests, and opinions
▪ Lifestyle segmentation
• Personality and selfconcept
▪ Brand personality
6 - 11
Characteristics Affecting Consumer Behavior
Few Differences
Dissonancereducing buying
behavior
Habitual buying behavior
6 - 15
The Buyer Decision Process
• Five Stages:
▪ Need recognition ▪ Information search ▪ Evaluation of alternatives ▪ Purchase decision ▪ Postpurchase behavior
• Cultural • Social • Personal • Psychological
• Motivation
▪ Needs provide motives for consumer behavior
▪ Motivation research ▪ Maslow’s hierarchy of needs
Case Study
Harley-Davidson
• Harley “Hogs” account for 1/5 of U.S. cycle sales
• Sales have exceeded supply for years
• 1986-2000: Four stock splits, increase of 7,100%
▪ Activities, interests, and opinions
▪ Lifestyle segmentation
• Personality and selfconcept
▪ Brand personality
6 - 11
Characteristics Affecting Consumer Behavior
Few Differences
Dissonancereducing buying
behavior
Habitual buying behavior
6 - 15
The Buyer Decision Process
• Five Stages:
▪ Need recognition ▪ Information search ▪ Evaluation of alternatives ▪ Purchase decision ▪ Postpurchase behavior
• Cultural • Social • Personal • Psychological
• Motivation
▪ Needs provide motives for consumer behavior
▪ Motivation research ▪ Maslow’s hierarchy of needs
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler01_exs
Customer profitability analysis separates winners from losers.
Growing “share of customer”
CrossCross-selling and upupselling are helpful.
Direct sales to buyers are growing.
Social marketing campaigns
1 - 20
Globalization
Competition New opportunities
Greater concern for environmental and social responsibility Increased marketing by nonprofit and publicpublic-sector entities
1 - 14
CRM
Key Concepts
Attracting, retaining and growing customers Building customer relationships and customer equity
Customer relationship levels and tools
1-9
Marketing Management Marketing Management
Management Orientations
Production concept Product concept Selling concept Marketing concept
Societal marketing concept
Target market typically dictates type of relationship
Growing “share of customer”
CrossCross-selling and upupselling are helpful.
Direct sales to buyers are growing.
Social marketing campaigns
1 - 20
Globalization
Competition New opportunities
Greater concern for environmental and social responsibility Increased marketing by nonprofit and publicpublic-sector entities
1 - 14
CRM
Key Concepts
Attracting, retaining and growing customers Building customer relationships and customer equity
Customer relationship levels and tools
1-9
Marketing Management Marketing Management
Management Orientations
Production concept Product concept Selling concept Marketing concept
Societal marketing concept
Target market typically dictates type of relationship
~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普科特勒kotler04_exs
• Demand quickly outstripped supply
• The new VW beetle enjoyed crossgenerational appeal
• Earned many awards
• Beetle now accounts for over 25% of company sales
The Macroenvironment
• Key Technological Trends
§The technological environment is characterized by rapid change.
§New technologies create new opportunities and markets but make old technologies obsolete.
• Born between 1965 and 1976
• First latchkey children
• Maintain a cautious economic outlook
• Share new cultural concerns
• Represent $125 billion in annual purchasing power
• Challenging target for marketers
The Macroenvironment
• Key Demographic Trends
§Changing American household §Geographic population shifts §Better-educated, more white-collar
• The Natural Environment
• The new VW beetle enjoyed crossgenerational appeal
• Earned many awards
• Beetle now accounts for over 25% of company sales
The Macroenvironment
• Key Technological Trends
§The technological environment is characterized by rapid change.
§New technologies create new opportunities and markets but make old technologies obsolete.
• Born between 1965 and 1976
• First latchkey children
• Maintain a cautious economic outlook
• Share new cultural concerns
• Represent $125 billion in annual purchasing power
• Challenging target for marketers
The Macroenvironment
• Key Demographic Trends
§Changing American household §Geographic population shifts §Better-educated, more white-collar
• The Natural Environment
~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler16_exs
16 - 13
Advertising
• Advertising to International Markets
Standardizing worldwide advertising
Advantages include lower advertising costs, greater global advertising coordination, and consistent global image Drawbacks include ignoring differences in culture, demographics, and economic conditions.
Free goods Push money Specialty advertising items
16 - 19Biblioteka Sales Promotion
• Developing the advertising strategy
• Evaluating advertising campaigns
• Measuring sales effect
Past vs. current sales comparison Experimentation
16 - 12
Select specific media vehicles Decide on media timing
16 - 10
Advertising
Major Media Types
• Newspapers
• Television
• Radio
• Magazines
• Direct Mail
• Outdoor
Advertising
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler12_exs
Economic conditions Competitive situation Laws / regulations Distribution system Consumer perceptions Cost considerations
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler02_exs
The BCG growthgrowthshare matrix classifies SBUs into one of four categories using the:
Market growth rate SBU’s relative market share within the market.
• Competitor analysis guides competitive marketing strategy development. • Strategy leads to tactics by way of the marketing mix:
The “Four Ps” – product, price, place, promotion (seller viewpoint) The “Four Cs” – customer solution, cost, convenience, and communication (customer viewpoint)
Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 2
Objectives
• Understand company-wide strategic companyplanning and its four steps. • Learn how to design business portfolios and develop strategies for growth and downsizing. • Understand marketing’s role in strategic planning and how marketers partner with others.
Market growth rate SBU’s relative market share within the market.
• Competitor analysis guides competitive marketing strategy development. • Strategy leads to tactics by way of the marketing mix:
The “Four Ps” – product, price, place, promotion (seller viewpoint) The “Four Cs” – customer solution, cost, convenience, and communication (customer viewpoint)
Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 2
Objectives
• Understand company-wide strategic companyplanning and its four steps. • Learn how to design business portfolios and develop strategies for growth and downsizing. • Understand marketing’s role in strategic planning and how marketers partner with others.
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler17_exs
17 - 3
Definition
Salesperson
An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
17 - 8
Managing the Sales Force
Sales Force Strategy and Structure
Sales Force Size
Many companies use the workload approach to set sales force size
Other Issues
Straight salary Straight commission Salary plus bonus Salary plus commission
17 - 14
Managing the Sales Force
Compensating Salespeople
Compensation plans should direct the sales force toward activities that are consistent with overall marketing objectives.
Annual call plans and time-and-duty analysis can time-andhelp provide direction Sales force automation systems assist in creating more efficient sales force operations The Internet is the fastest-growing sales fastesttechnology tool
Definition
Salesperson
An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
17 - 8
Managing the Sales Force
Sales Force Strategy and Structure
Sales Force Size
Many companies use the workload approach to set sales force size
Other Issues
Straight salary Straight commission Salary plus bonus Salary plus commission
17 - 14
Managing the Sales Force
Compensating Salespeople
Compensation plans should direct the sales force toward activities that are consistent with overall marketing objectives.
Annual call plans and time-and-duty analysis can time-andhelp provide direction Sales force automation systems assist in creating more efficient sales force operations The Internet is the fastest-growing sales fastesttechnology tool
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler15_exs
Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
15 - 13
Developing Effective Communication
15 - 15
Setting the Promotional Budget and Mix
Setting the Total Promotional Budget
Affordability Method
Budget is set at a level that a company can afford
Media fragmentation is increasing as well
Improvements in information technology are facilitating segmentation
15 - 4
Integrated Marketing Communications
Percentage-ofPercentage-of-Sales Method
Past or forecasted sales may be used
CompetitiveCompetitive-Parity Method
Budget matches competitors’ outlays
15 - 16
15 - 17
Setting the Promotional Budget and Mix
Setting the Overall Promotion Mix
Determined by the nature of each promotion tool and the selected promotion mix strategy
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler13_exs
Number of marketing intermediaries
Intensive, selective, and exclusive distribution
Responsibilities of channel members
13 - 14
Channel Design Decisions
Step 4: Evaluating Major Alternatives
13 - 2
Case Study
Caterpillar
Dominates world’s Caterpillar stresses markets for heavy dealer profitability, construction and extraordinary dealer mining equipment. support, personal relationships, dealer Independent dealers performance and full, are key to success honest, and frequent Dealer network is communications linked via computers
Economic criteria Control issues Adaptive criteria
13 - 15
Channel Design Decisions
Designing International Distribution Channels
Global marketers usually adapt their channel strategies to structures that exist within foreign countries Key challenges:
~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler16_exs
recognized AFLAC campaign to enhance
• Old ads: “warm and fuzzy” similar to
brand awareness
• Incredibly successful: name recognition is
other insurance ads now 91%; sales
advertising strategy • Evaluating advertising
campaigns
• Advertising objectives can be classified by primary purpose:
▪ Inform
❖ Introducing new products
• Learn how companies use public relations to communicate with their publics.
16 - 2
Case Study
AFLAC
• A few years ago, • 1999: AFLAC
only 13% of U.S.
developed the “duck”
Key Decisions
• Setting objectives • Setting the budget • Developing the
▪ Persuade
❖ Becomes more important as competition increases
❖ Comparative advertising
▪ Remind
❖ Most important for mature products
16 - 6
个人珍藏市场营销原理课件管理学经典教材英文版菲利普科特勒kotler07
• Economic trends • Supply conditions • Technological change • Regulatory and
political environments • Competitive
developments • Culture and customs
7 - 11
Objectives
• Be able to define the business market and explain how business markets differ from consumer markets.
• Know the major factors that influence business buyer behavior.
7 - 14
Business Buying Process
• Eight Stages:
▪ Stage 1: Problem Recognition ▪ Stage 2: General Need Description ▪ Stage 3: Product Specification
❖ Value analysis helps to reduce costs
structure • Systems
7 - 12
Major Influences on Business Buyers
Key Factors
• Environmental • Organizational • Interpersonal • Individual
• Authority • Status • Empathy • Persuasiveness
7 - 19
Institutional and Government Markets
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler06_ex
44、卓越的人一大优点是：在不利与艰 难的遭遇里百折不饶。——贝多芬
45、自己的饭量自己知道。——苏联
20、懦弱的人只会裹足不前，莽撞的 人只能 引为烧 身，只 有真正 勇敢的 人才能 所向披 靡。
41、学问是异常珍贵的东西，从任何源泉吸 收都不可耻。——阿卜·日·法拉兹
42、只有在人群中间，才能认识自 己。——德国
43、重复别人所说的话，只需要教育； 而要挑战别人所说的话，则需要头脑。—— 玛丽·佩蒂博恩·普尔
~个人珍藏~市场营销
勒kotler06_exs（精选）
16、自己选择的路、跪着也要把它走 完。 17、一般情况下)不想三年以后的事， 只想现 在的事 。现在 有成就 ，以后 才能更 辉煌。
18、敢于向黑暗宣战的人，心里必须 充满光 明。 19、学习的关键--重复。
45、自己的饭量自己知道。——苏联
20、懦弱的人只会裹足不前，莽撞的 人只能 引为烧 身，只 有真正 勇敢的 人才能 所向披 靡。
41、学问是异常珍贵的东西，从任何源泉吸 收都不可耻。——阿卜·日·法拉兹
42、只有在人群中间，才能认识自 己。——德国
43、重复别人所说的话，只需要教育； 而要挑战别人所说的话，则需要头脑。—— 玛丽·佩蒂博恩·普尔
~个人珍藏~市场营销
勒kotler06_exs（精选）
16、自己选择的路、跪着也要把它走 完。 17、一般情况下)不想三年以后的事， 只想现 在的事 。现在 有成就 ，以后 才能更 辉煌。
18、敢于向黑暗宣战的人，心里必须 充满光 明。 19、学习的关键--重复。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Perception
Selective attention, selective distortion, selective retention
Learning
Drives, stimuli, cues, responses and reinforcement
Beliefs and attitudes
6-7
Characteristics Affecting Consumer Behavior
African Americans
35 million consumers purchase $527 billion worth of goods and services. Growing more affluent / sophisticated. Price and brand name conscious; quality and selection are important. Certain media target this group.
Buzz marketing
Family
Children can influence
Roles and Status
6 - 11
Characteristics Affecting Consumer Behavior
Key Factors
Cultural Social Personal Psychological
Brand personality
6 - 12
Characteristics Affecting Consumer Behavior
Brand Personality Dimensions
Sincerity Ruggedness Excitement Competence
Sophistication
Age and life cycle Occupation Economic situation Lifestyle
Activities, interests, and opinions Lifestyle segmentation
Personality and selfselfconcept
6-3
Definitions
Consumer Buying Behavior
Buying behavior of individuals and households that buy products for personal consumption.
Consumer Market
All individuals/households who buy products for personal consumption.
6-8
Characteristics Affecting Consumer Behavior
Asian Americans
10 million consumers purchase $229 billion worth of goods and services. Fastest growing, most affluent subculture. Many nationalities comprise this group. Consumer packaged goods companies now target this group more heavily.
6-9
Characteristics Affecting Consumer Behavior
Mature Consumers
75 million consumers aged 50+ will grow to 115 million within 25 years. Mature consumers control 50% of all discretionary income. Attractive market for travel, restaurant, and cosmetics products, among others.
6-5
Characteristics Affecting Consumer Behavior
Key Factors
Cultural Social Personal Psychological Culture Subculture
Hispanic consumers African Americans Asian Americans Mature consumers
Social Class
6-6
Characteristics Affecting Consumer Behavior
Hispanics
35 million consumers purchase $425 billion worth of goods and services. Expected to grow 64% in 20 years. Spanish media makes group easy to reach. Brand loyal group.
6-2
Case Study
HarleyHarley-Davidson
Harley “Hogs” Fiercely loyal clientele account for 1/5 of revolves around 7 core U.S. cycle sales customer types Sales have exceeded Harley owners use their supply for years bikes to express their lifestyle and attitudes 1986-2000: Four 1986stock splits, increase Advertising reflects the Harley mystique of 7,100%
6-4
Model of Consumer Behavior
Stimulus Response Model
Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses. Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses.
6 - 13
Characteristics Affecting Consumer Behavior
Key Factors
Cultural Social Personal Psychological
Motivation
Needs provide motives for consumer behavior Motivation research Maslow’s hierarchy of needs
Needs can be triggered by:
Internal stimuli
Normal needs become strong enough to drive behavior
External stimuli
Advertisements Friends of friends
6 - 18
The Buyer Decision Process
Consumer Markets and Consumer Buyer Behavior
Chapter 6
Objectives
Be able to define the consumer market and construct a simple model of consumer buyer behavior. Know the four major factors that influence consumer buyer behavior.
Process Stages
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
Consumers exhibit heightened attention or actively search for information. Sources of information:
VarietyVariety-seeking buying behavior Habitual buying behavior
6 - 16
Few Differences
The Buyer Decision Process
Five Stages:
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
6 - 14
Characteristics Affecting Consumer Behavior
Maslow’s Hierarchy of Needs
SelfSelf-actualization Esteem Needs Social Needs Safety Needs Physiological Needs
6 - 17
The Buyer Decision Process
Process Stages
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior