项目经理英文课件 (4)

• What is Marketing? • Evolution of Marketing • Implementing Marketing • Market Classification • Developing Marketing Strategies • Marketing Research • Selling the Project
(Pride, Hughes & Kapoor, 1998, p321)
50’s 30’s
19C
60’s
Now
20’s
Now
Permission marketing
The Marketing Concept is a business philosophy that involves the entire organization in the process of satisfying customers needs while achieving organizational goals
The American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
Analyze strength and number of competitor already selling
Take either total market approach or market segmentation approach
• Creating a Marketing Mix
50’s
60’s
70’s
Production exceeds supply 20’s
Advertising industry develops
19C
Industrial Revolution Demand outpaced supply WW1
Figure 11.2 Evolution of the customer orientation
– Common to use a wide variety of segmentation bases (see Table 11.2) – Organizations control important elements of marketing which must combine in a way to reach the target market (marketing mix) – Organizations can vary elements of the marketing mix
Anthony F. Tardugno; Thomas R. DiPasquale; Robert E. Matthews (2000) IT Services: Costs, Metrics, Benchmarking, and Marketingby Prentice Hall, ISBN-10: 0-13-019195-7Print ISBN-13: 978-0-13-019195-3, Chapter 5
4. Market Classification
What is a Market?
A group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products
People & Organisations
8
Exchange
Selling
Distribution
Hale Waihona Puke BuyingSelling
Buying
Transport
Storage
Selling
Finance
Buying
Transport
8
Gather Market Info
Standardize Risk Taking
For example
Marketing to enterprise executives should focus on governance issues
(e.g., decision making, funding, metrics, and architecture)
Marketing to managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
Examine potential markets for effects on sales, costs and profits
Determine if you have sufficient resources to produce marketing mix
Ensure fit with the organization’s overall objectives
Producers consist of individuals and business organizations that intend to make a
profit by buying certain products to use in the manufacture of other products
How do customers feel about your brand image?
Look at specific customer stories
Mobilize your resources
Build and sell your product
Organizations need to reflect on implementation of marketing concept
James Cadle and Donald Yeates (2004) Project Management for Information Systems, Pearson Education, ISBN 0 273 68580 5, Chapter 17
Why is marketing important?
Consumer
Industrial
Reseller
Producer Government Institutional
For the IT organization marketing entails knowing primary internal markets
enterprise executives
A target market is a group of persons for whom a firm develops and maintains a marketing mix suitable for their specific needs and preferences
How to select a Target Market
Understand potential and existing customers
Identify their wants and needs
Look at the market – are their needs being met?
Can you deliver the goods?
Can you do it well, fast or cheap?
3. Implementing Marketing
Is Your Business "Sales" or "Marketing" Driven? By Les Altenberg
/pdf%20files/salesvmarketing.pdf
Consumer
Industrial
Reseller
Producer Government Institutional
Consumer
Industrial
Reseller
Producer Government Institutional
Industrial
Purchases products for use in day-to-day operations or in making other products for profit.
Process
Physicals
Personalization
Peer to Peer
Participation
Predictive models
2. Evolution of Marketing
What Next? 80’s
90’s
Now
Marketing Mix (4 Ps)
WW2
Customer orientation 30’s
Ask questions: Can the product be improved? Is it being promoted properly? Is it being distributed efficiently? Is the price too high? Make modifications on basis of this feedback
• What is Marketing?
What is Marketing?
What is Marketing?
Plan & Execute
Conception Pricing Promotion Distribution
Exchange
Satisfaction
Goods and Services
5. Developing Marketing Strategies
A Marketing Strategy is a plan that will enable an organization to make the best use of its resources
Marketing Strategies consist of selection and analysis of target market & creation and maintenance of an appropriate marketing mix.
Governments at all levels, purchase goods and services to maintain operations
and to provide citizens with products such as roads, education, water, defense And institutional organizations include churches, civic clubs, charitable groups. Not driven by profit, ROI
Storage
The marketing mix
Price Promotion Product Place
The marketing mix
Price Promotion People Product Place
Process
Physicals
The marketing mix
Price Promotion People Product Place
operation and line managers
work-area managers
Production/end users
You need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group