Marketing management strategy Lecture 6
Lecture 5_students
Marketing Management MKTG90004Semester 1, 2014Recap⏹What is Value❑Perceived Benefits❑Perceived Costs⏹Relationship Marketing⏹Understanding Competitive StrategiesAgenda⏹What are the different ways to Segment markets⏹Understand the different Targeting strategies⏹Product Positioning and Perceptual MapsStep 1: Segmentation Variables for Consumer Markets= What are their Attitudes and Values?= State of Mind= What are their characteristics ?= State of Being= Where are they?= Why/how do they use product or service?⏹Pampers❑This ad is an example ofgeographic segmentationPsychographic Segmentation/vals/Behavioral SegmentationGrouping customers into market segments according to their behaviors & benefits they seek from a product.❑Segmenting byBenefits SoughtLoyalty-based segmentationEmotive loyalistsInertial loyalists Deliberative loyalistsLifestyle switchersDeliberative switchers Dissatisfied switchersLoyalistsSwitchersCustomer Base Behaviour•Rarely reassess purchase decisions•Strongly feel that the chosen brand is best for them•Infrequently reassess purchase decisions•Uninvolved: Don’t consider change or feel it is not worth the effort•Frequently reassess purchase decisions•Reaffirm chosen brand through rational criteria •Reassess purchase decisions because of change in needs•Frequently reassess purchase decisions•Chosen new brand through rational criteria •Actively dissatisfied•May be prompted to re-evaluate because of specific experienceCombination of Segmentation Bases⏹Geo-Demographic Segmentation❑Marketing segmentation that clusters people in zipcode areas and smaller neighborhood units based onlifestyle and demographic information⏹Potential Rating Index for Zip Markets (PRIZM)❑/MyBestSegments/Default.jsp?ID=20❑/MyBestSegments/Default.jsp?ID=20 &SubID=&pageName=ZIP%2BCode%2BLook-upStep 2: Develop Market Segment Profiles⏹Describe the similarities among potentialcustomers within a segment, and explain thedifferences among people and organisations in different segments.❑Will most likely consist of more than one variable❑Used to assess whether the firm can use itscapabilities to match potential customer needs.Market Segment Profiles for Soft DrinksBRAND TARGETCHARACTERISTICSPEPSI16-24 yearsMain: 19 year old malesOutgoing, peer influenced. Leader, recognised for attitude,individuality. Seen as anti-social due to spirited attitudeDIET PEPSIFemale 25-39 years Main: female 29 yearsActively pursues a healthy lifestyle, focus on eating ad drinking well. Wants excitement, and fun lifestylePEPSIMAXMale 18-29 years Main: Male 29 yearsActive male motivated by adrenalin rush, pushing boundaries. Extreme lifestyle fits with close group of friendsMOUNTAIN DEWMale and Female 13-18 yearsActive group, lifestyle is important, outdoorsStep 3: Evaluate Market SegmentsStep 4: Select Market Segments⏹After evaluating different segments, a company hopes to find one or more market segments worth entering. It must then decide which and how many segments to serve.⏹A target market consists of a set of buyers sharing common needs or characteristics that the company decides to serve. The company can adopt one of three market-coverage strategiesStep 4: Select Market SegmentsSegment 1Segment 2Segment 3 CompanyMarketingMixSegment 1Segment 2Segment 3 CompanyMarketingMixCompany Mix 1Company Mix 2Company Mix 3MarketA. Undifferentiated MarketingB. Differentiated MarketingC. Concentrated MarketingApproaches to Positioning⏹By Attribute⏹By Price and Quality⏹With respect to Use or Application ⏹By Product User⏹With respect to Product Class⏹With respect to CompetitorPromoting DifferencesCriteriafor Determining Which Differencesto PromoteAffordableSuperiorProfitablePreemptiveDistinctiveImportantCommun-icableAffordable Profitable Preemptive ImportantPerceptual Mapping⏹Perceptual mapping can be used to❑show how (potential) customers view a company’scurrent or potential offerings❑show how customers view competitors' offerings❑see what kind of offerings different segments see as ideal ❑see what offerings are likely to appeal to which segments ❑help with combining and segmenting—by revealingwhich segments view the market in similar (or dissimilar) waysNondeodorantDeodorantHigh moisturizingLow moisturizing12457863•Zest •Lever 2000•Safeguard•Dial•Lifebuoy•Lava•Lux•Dove•Tone Positioning of Different Bar SoapsPositioning and Product DifferentiationSome Repositioning Campaigns⏹Cadillac: “It’s not your father’s car.”⏹Orange juice: “It isn’t just for breakfast anymore.”⏹Milk Moustache campaign-/Step 6: Developing Marketing Mix⏹Once target market has been selected, necessary to deliver the desired position to target consumers via marketing mix:⏹Product/brand strategies⏹Pricing strategies⏹Promotion strategies⏹Distribution strategiesTakeaways⏹Segmentation Bases⏹Targeting Strategies⏹Product Positioning❑Perceptual Mapping。
Lecture_1
Integrated customer focus
Push! Push! Sell! Sell! by promotion
Sales Orientation
Short term gains in profit via sales increases
Production & assembly line refinement
Relationship Marketing
Quality
Customer
Marketing
Relationship Marketing
Transactional Marketing
Focus on single sales
Emphasis upon product features
Short timescales Low emphasis on customer retention Limited customer commitment Moderate customer contact Quality is essentially the concern of production and no one else
High customer commitment and contact that uses information to build the relationship
Quality is the concern of all - failure to recognise this create minor mistakes which lead to major problems
Develop Marketing Products and Services Market to Customers Feedback
MarketingManagement市场营销管理与蓝海战略
第一章：基本市场营销管理概念
1.1市场营销定义：在适当的地点 （Place）， 通过合适的方式 （Promotion）， 以合适的价格 （Price）， 将消费者所需的商品 （Product）， 卖给消费者
第一章：基本市场营销管理概念
1.2 市场营销学的发展创建期（20世纪初）19世纪末，各主要资本主义国家经过工业革命，生产力迅速提高，市场规模极速扩大，供求关系也逐步变化。市场也开始由卖方向买方转化，市场营销活动日益成为影响企业效益的重要因素。市场营销学开始在美国创立。
第一章：基本市场营销管理概念
1.3市场营销核心观念：营销的整个过程是： 研究、市场细分、定位、制定目标、客户价值、客户成本、客户方便程度、客户沟通、实施、最后一步是控制。
第一章：基本市场营销管理概念
1.3.1 目标市场与市场细分市场：一个特定或某类产品进行交易的买 方和卖方的集合。<经济学> ：卖方构成产业，买方构成市场。 <市场营销学>市场细分：根据消费者所喜欢或需要的产品，把他们分成具有明显特征的消费群体。
第一章：基本市场营销管理概念
1.3.2 需要，欲望与需求需要（Needs）欲望（Desire）需求（Demand）
第一章：基本市场营销管理概念
1.3.2 需要，欲望与需求需要（Needs）：人类的基本要求，因某些基本要求没能得到满足而产生的一种心理感受。欲望（Desire）：人们趋向某些特定的目标（方式或物质）以满足其需要。需求（Demand）：对某一特定产品或服务有购买能力及意愿的欲望。
第三章：营销组合策略
3.1.2 产品组合
个人
一次性
制品
象牙雪Dreft汰渍奇尔DashBoldGainEra
Glennm佳洁士
最新marketing management-PPT精品资料
Market Segmentation
Market segment – division of heterogonous market into homogonous market based on different characteristics
Segmentation Based: Geographic bases - city, region Demographic bases - sex, race, marital Psychographics - a person’s attitude, lifestyle Product-related - brand loyalty
Find the best locations for plants, warehouses and retail outlets
Market
Market is people with the authority, financial ability, and willingness to purchase a product
Promotion
Advertising Personal Selling Sales Promotion Public Relations
Marketing Mix
Target Costumers
Intended Positioning
Price
List price Discounts Allowances Credit Terms
Marketing Mix is the combination of products, price, promotion, and distribution, used to satisfy the needs of the target market
如何写marketing strategy
Part B
Internal Analysis
Step 6
• What are the businesses resources – tangible and intangible?
– List all the resources that are possessed by the business. – Tangible – for example people, location, access to natural resources. – Intangible – knowledge, patents, brands.
Step 8
• What are our core competencies?
– CC are capabilities that serve as a source of competitive advantage for a firm over its rivals
Step 9
• Value chain analysis.
Section A
External Analysis
Step One
• What industry do we compete in?
– You need to clearly identify the industry in which we compete. – Nature and type of industry hard to define. – Key point – focus on the customer needs you are satisfying and the value you provide.
Step 10
• Weaknesses – what major weaknesses does the business have compared to the competition AND market conditions.
marketing management-PPT
Target Marketing
Target market - a group of people that has similar wants and needs which a firm directs its marketing activities Undifferentiated approach – one marketing mix for a product to the total market Market Segmentation approach – the division of the total market into segment with marketing mix directed to different segment
Market Segmentation
Market segment – division of heterogonous market into homogonous market based on different characteristics Segmentation Based: Geographic bases - city, region Demographic bases - sex, race, marital Psychographics - a person’s attitude, lifestyle Product-related - brand loyalty
Marketing Mix
Product
Variety Quality Design Features Brand Name Packaging Services
Price
List price Discounts Allowances Credit Terms
Kotler14_basic_Marketing management课件
Primary Research
Learn how to collect primary research data through surveys, interviews, and observations.
Market Segmentation
Understand the importance of market segmentation and how it helps target specific customer groups.
Building a Strong Brand
1
Brand Identity
Understand the components of a
Brand Positioning
2
strong brand identity and its impact on customer loyalty.
Explore different brand
Secondary Research
Explore various sources of secondary research data and how to analyze it effectively.
Competitive Analysis
Learn how to analyze competitors and identify opportunities for market growth.
Learn about the traditional product-centric approach to marketing.
2
Customer-Centric Approach
Explore the shift towards a customer-centric approach and the benefits it offers.
Kotler11_basic_Marketing management课件
市场营销管理是指通过有效的营销活动，实现企业或组织在目标市场上的销 售目标。
市场营销管理的重要性
竞争优势
通过市场营销管理，企业可以建立竞争优势，获得更多市场份额。
企业增长
良好的市场营销管理有助于企业扩大业务，并增加利润。
顾客满意度
市场营销管理能够帮助企业理解顾客需求，并提供满足需求的产品和服务。
市场营销管理的四个P
产品
选择合适的产品、 品牌和包装，以满 足顾客需求。
价格
确定产品的定价策 略，以达到销售和 利润目标。
渠道
选择和管理适当的 分销渠道，确保产 品能够到达目标市 场。
推广
开展广告、促销和 公关活动，提高产 品的知名度和销量。
市场营销策略
1
目标市场
确定最有潜力的目标市场，以便更好地满足顾客需求。
市场营销组合
1 产品策略
确定产品的特性、定位和定价策略。
ห้องสมุดไป่ตู้
2 价格策略
制定定价决策，包括定价水平和定价方法。
3 推广策略
4 渠道策略
通过广告、促销和公关等手段将产品推向 市场。
选择合适的分销渠道，以便将产品送达目 标市场。
市场营销计划
1
目标设定
明确确定销售和市场份额的目标，并制定相应的策略。
2
执行计划
制定具体的行动计划，包括产品开发、促销活动和渠道管理。
3
控制和评估
通过定期监测和评估市场活动的效果，及时调整市场策略。
总结
市场营销管理是企业成功的关键之一，通过明确的市场营销策略和有效的市场营销组合，企业可以实现 销售增长和竞争优势。
2
定位
通过与竞争对手的差异化，建立品牌的独特形象。
企业行销管理与策略概述(英文版)
企业行销管理与策略概述（英文版）Introduction to Corporate Marketing Management and StrategyMarketing is a crucial aspect of any business and plays a significant role in its success. Effective marketing management is essential for a company to identify, anticipate, and satisfy customer needs profitably. This article provides an overview of corporate marketing management and outlines some strategies commonly employed by businesses.Corporate marketing management involves the planning, organizing, directing, and controlling of a company's marketing activities. It encompasses a wide range of functions, including market research, product development, advertising, pricing, distribution, and customer relationship management. By effectively managing these activities, companies can create value for their customers and gain a competitive advantage in the market.One of the key components of corporate marketing management is market research. This involves gathering and analyzing data about customers, competitors, and market trends. Market research helps companies identify market opportunities and develop strategies to exploit them. It also enables businesses to understand customer preferences and design products or services that meet their needs effectively.Product development is another important aspect of corporate marketing management. Companies need to continuously innovate and create new products or improve existing ones to stay competitive in the market. Effective product development requirescompanies to understand customer demands, conduct research and development activities, and align their product offerings with market trends and preferences.Advertising and promotion are vital tools for companies to communicate their offerings to customers and create awareness in the market. Companies can employ various promotional methods, such as advertising, public relations, sales promotions, and online marketing, to reach their target audience and influence their purchase decisions.Pricing also plays a crucial role in marketing management. Companies need to determine appropriate pricing strategies that consider factors such as production costs, competitor pricing, customer willingness to pay, and overall market conditions. Effective pricing strategies can help companies attract customers, maximize profitability, and achieve long-term success.Distribution management is another critical function of marketing management. Companies need to determine the most efficient and effective distribution channels to deliver their products or services to customers. This may involve working with wholesalers, retailers, or direct selling to consumers. Companies also need to manage their supply chain effectively to ensure timely delivery of products and maintain customer satisfaction.Furthermore, customer relationship management (CRM) is a crucial aspect of marketing management. Building strong relationships with customers is essential for companies to retain existing customers and attract new ones. CRM involves activitiessuch as customer segmentation, customer satisfaction surveys, loyalty programs, and personalized marketing approaches.In summary, corporate marketing management involves various activities to drive the success of a business. Through effective market research, product development, advertising, pricing, distribution, and customer relationship management, companies can create value for customers, gain a competitive advantage, and achieve long-term success. By continuously evaluating market trends, understanding customer needs, and adapting strategies accordingly, companies can stay ahead in a dynamic and ever-changing business environment.一、企业市场营销管理的重要性企业市场营销管理是企业成功的关键之一。
Kotler01_basic_Marketing management课件
本课件将帮助您更深入地了解市场营销管理基本知识。了解市场营销是什么， 以的使命
了解公司的核心价值观，并为实现公司目标而制定一个清晰的使命陈述。
2
进行SWOT分析
了解公司的优势、劣势、机遇和威胁。确定市场营销活动的方向。
3
设定目标和计划
结合在一起。在消费者服务方面建立
长期稳定的关系。
3
创建客户忠诚度
通过客户体验，设立优质的客户服务， 跨越边界，赢得更多客户忠诚度，增 强品牌实力。
分析市场营销环境
了解市场环境
掌握商业条件和政策，分析市 场趋势和未来发展机会。
竞争环境分析
评估自己在市场上的位置和竞 争对手的策略，并对潜在风险 进行风险管理。
应对市场环境变化
了解并适应市场环境的变化， 确保您的营销策略与变化保持 一致。
管理市场营销
1
组织市场活动
确保策略正在执行，确定跟进人员，以实现市场和产品的有效营销。
2
营销预算
制定清晰、透明的营销预算，为市场调研、营销计划、客户活动分配必要的支出。
3
评估市场绩效
了解您的市场营销策略的强弱点，并通过对销售绩效的控制和改进来确定您的营 销策略的效果。
明确目标、制定计划和策略，来达到公司的长期业务目标。
4
营销组合
细化您的营销战略，以满足您特定市场的需求。了解您的产品、价格、营销渠道和宣 传。
理解市场和客户需求
市场调研
确定您的目标市场，并分析您的竞争对手和 消费者购买行为。
客户需求
了解您的客户，他们的需求和偏好，制定您 的市场营销计划以满足他们的需求并获得客 户的好感度。
结论
市场营销管理：摆脱市场萎缩的关键
科特勒营销管理下载MarketingManagement4.pptx
Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services
be separated from their providers
Services cannot
be stored for later sale or use
Intangibility Use cues to make it tangible
Variability Standardize
• 14、Thank you very much for taking me with you on that splendid outing to London. It was the first time that I had seen the Tower or any of the other fam ous sights. If I'd gone alone, I couldn't have seen nearly as much, because I wouldn't have known my way about.
1在企业内部，只有成本。 21世纪，没有危机感是最大的危机。 如果有一个项目，首先要考虑有没有 人来做 。 如果没有人做，就要放弃，这是一个 必要条 件。 20世纪是生产率的世纪，21世纪是质 量的世 纪，质 量是和 平占领 市场最 有效的 武器。 把一件简单的事做好就不简单，把每 一件平 凡的事 做好就 不平凡 。 自古以来的伟人，大多是抱着不屈不 挠的精 神，从 逆境中 挣扎奋 斗过来 的。2020/11/2613:3420.11.26 科学技术的进步将会给人们的生活带 来巨大 的影响 ，而人 们要不 断适应 这种时 代的变 化，而 不要坐 等未来 ，失去 自我发 展的良 好机2020/11/26会。2020年11月26日 星期四 1时34分15秒 不只奖励成功，而且奖励失败。 一个人想要成功，就要学会在机遇从 头顶上 飞过时 跳起来 抓住它 。这样 逮到机 遇的机 会就会 增大。13:34:1513:3420.11.26 公平不是总存在的，在生活学习的各 个方面 总有一 些不能 如意的 地方。 但只要 适应它 ，并坚 持到底 ，总能 收到意 想不到 的成效 。 花费数百元买一本书，便可以获得别 人的智 慧经验 。然而 ，如果 你全盘 模仿， 不加思 考，那 有时就 会画虎 不成反 类犬。 不能搞平均主义，平均主义惩罚表现 好的， 鼓励表 现差的 ，得来 的只是 一支坏 的职工 队伍。20.11.2613:34 利人为利已的根基，商业经营上老是 为自己 着想， 而不顾 及到他 人，利 也就可 能随之 “飞” 了。 管理就是把复杂的问题简单化，把混 乱的事 情规范 化。 质量等于利润。20.11.2613:3413:34:15 失败并非坏事，一次失败能教会你许 多，甚 至比你 大学里 所学的 还有用 。 喷泉的高度不会超过它的源头;一个人 的事业 也是这 样，他 的成就 绝不会 超过自 己的信 念。2020/11/26 机会并不会自动地转化为钞票 只花一元钱的顾客，比花一百元的顾 客，对 生意的 兴隆更 具有根 本性的 影响力 。13:34:1519:1120.11.26 做事，不止是人家要我做才做，而是 人家没 要我做 也争着 去做。 这样， 才做得 有趣味 ，也就 会有收 获。20.11.2620.11.26 战略越精炼，就越容易被彻底地执行 。 他之所以为自己所领导的微软而感到 自豪， 是因为 在这个 团体中 聚集了 一大批 与他一 样热爱 微软事 业的人 。2020年11月26日星 期四1时 34分15秒 一个成功的决策，等于90%的信息加 上10% 的直觉 。 我们并不鄙弃一切有恶习的人，但我 们鄙弃 一点美 德都没 有的人 。20.2.1820.11.2613:3413:34:1520.11.2620.11.2613:3419:09:5820.2.1820.11.2613:3413:34:1513:34:15 在市场竞争的条件下，首先是员工素 质的竞 争。 建立自信的最快最确实的方法，就是 去做你 害怕的 事，直 到你获 得成功 的经验 。 管理不是独裁，一个家公司的最高管 理阶层 必须有 能力领 导和管 理员工 。 在没出现不同意见之前，不做出任何 决策。 下午1时 34分15秒20.11.26细 节的不 等式意 味着1% 的错误 会导致 100% 的错误 。 第一，不许说竞争对手的坏话；第二 ，不许 说竞争 对手的 坏话； 第三， 还是不 许说竞 争对手 的坏话 。 加强用水设备管理，堵塞水的跑冒滴 漏！ 我今天就要打败你，我不睡觉也要打 败你， 这是我 们的文 化。 今后的世界，并不是以武力统治，而 是以创 意支配 。 省钱就是挣钱。下午1时34分2020年11月26日 1时34分 失败是成大事者之母。 创新就是创造一种资源。 幸运之神会光顾世界上的每一个人， 但如果 她发现 这个人 并没有 准备好 要迎接 她时， 她就会 从大门 里走进 来，然 后从窗 子里飞 出去。 一个有信念者所开发出的力量，大于99个只 有兴趣 者。 产品质量是生产出来的，不是检验出 来的。2020年11月26日星期 四1时34分15秒 将合适的人请上车，不合适的人请下 车。2020年11月26日 星期四1时34分 15秒 授权并信任才是有效的授权之道。 领导者是能够将一群人带到他们自认 为去不 了的地 方的人 。
营销策略英文演讲
营销策略英文演讲Ladies and gentlemen, distinguished guests, and esteemed members of the audience,I stand before you today to shed light on the significance of marketing strategies in an increasingly competitive business landscape. Marketing, with its diverse range of tools and approaches, holds the power to propel businesses towards success, enabling them to conquer new markets, win over customers, and create long-term brand loyalty. Today, I will highlight some essential marketing strategies that can significantly impact the growth and profitability of businesses.First and foremost, it is vital to understand the target audience. Any marketing strategy must revolve around the needs, preferences, and behaviors of the customers we aim to reach. Conducting thorough market research to identify our target audience's demographics, interests, and pain points allows us to tailor our communication efforts in a way that resonates with them effectively. By understanding our customers, we can create personalized messages and targeted campaigns that establish an emotional connection with their desires, ultimately increasing the likelihood of conversion.In today's digital era, online marketing plays a pivotal role in any business' success. A strong digital presence is crucial for reaching and engaging with customers effectively. Utilizing various online platforms, such as social media, search engine optimization, and email marketing, allows businesses to expand their reach, build brand awareness, and establish meaningful connections with theirtarget audience. However, it is essential to approach online marketing strategically, ensuring that our efforts are consistent, cohesive, and aligned with our overall business objectives.Another powerful marketing strategy is the implementation of content marketing. Rather than bombarding customers with blatant advertisements, content marketing involves providing valuable, relevant, and informative content that addresses the pain points of our target audience. By creating high-quality content through blog posts, videos, podcasts, or social media posts, we position ourselves as trusted industry experts, consequently building credibility and trust with potential customers. When done right, content marketing can establish long-term relationships, enhance brand loyalty, and generate sustainable customer engagement.Furthermore, leveraging the power of influencer marketing can amplify our brand's reach and credibility. By collaborating with influential individuals in our industry, we can tap into their existing audience and benefit from their endorsement. When influencers recommend our products or services, their followers are more likely to trust and consider making a purchase. However, it is essential to choose the right influencer who aligns with our brand values and target audience to ensure authenticity and maximize the impact of this strategy.Lastly, data-driven decision making is crucial for effective marketing. By analyzing data and metrics, we can gain valuable insights into customer behavior, campaign performance, and market trends. This information allows us to refine our marketing strategies, optimize our campaigns, and make data-backeddecisions that drive growth and improve ROI. The availability of data and analytics tools enables marketers to continuously measure and evaluate the success of their efforts, ensuring ongoing improvement and adaptability in an ever-evolving business environment.In conclusion, marketing strategies are the backbone of any successful business. By understanding our target audience, embracing digital marketing, implementing content marketing, leveraging influencer collaborations, and applying data-driven decision making, we set ourselves up for success in the highly competitive marketplace. By staying agile, proactive, and open to innovation, we can seize opportunities, connect with customers, and achieve sustainable growth. Let us embrace these strategies and embark on a journey of excellence in marketing. Thank you.。
市场营销策略英文课件 (10)
Source: Reprinted with permission from Journal of Marketing, published by the American Marketing Association, A. Parasuraman, Valerie A. Zeithaml, and Leonard L. Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Fall 1985, p. 44.
10-4
Four Common Strategic Traps During a Shakeout Period
1. Failure to anticipate transition from growth to maturity, some are over optimistic about future sales growth, may have excess capacity which can increase prices/costs 2. No clear competitive advantage as growth slows 3. Assumption that an early advantage will insulate firm from price or service competition 4. Sacrificing market share in favor of short-run profit
Low cost of quality and overall cost leadership
10-7
Dimensions of Product Quality e.g., Mercedes-Benz, Porsche, Toyota and Honda cars
(销售管理)世界级权威精粹讲座第二章企业战略与营销管理
（销售管理）世界级权威精粹讲座第二章企业战略与营销管理第二章企业战略与营销管理Strategic Planning& Marketing Process学习目的和要求：1、正确认识市场营销在企业中的地位2、了解企业战略计划与业务战略计划的内涵3、了解“波士顿矩阵”等战略分析工具4、学会用SWOT分析等方法来进行营销战略决策5、了解企业市场营销的管理过程我们在讨论“整合营销”观念时提到，企业必须加强内部各部门之间的协调，以保证企业的总体目标得以顺利实现。
这就涉及到企业的营销活动同企业总体战略之间的关系。
我们将在本章中讨论企业战略的含义及其形成过程，明确如何在企业战略的指导下来开展营销活动和制定营销方案。
第一节市场营销在企业中的地位错误的偏见对于市场营销在企业中的地位在很长时期中是一个模糊的问题。
在最初阶段，很多企业都把市场营销仅作为一种有助于产品销售增长的策略和手段，如至今为止，中国的很多企业仍然是将营销部（市场部）同销售部合二而一的（这在西方企业市场营销产生的初期阶段也是如此）；当人们认识到以顾客需要的满足为导向的市场营销观念应当成为企业的一种经营哲学，而对企业的整体经营活动产生影响时，又出现了将市场营销的地位不恰当地提高的倾向，如有不少人认为，市场营销应当是企业决策层次的指导思想，而不是执行层次的工作。
对市场营销在企业中地位认识的不正确，必须会对市场营销在企业中的运用带来影响。
组织的抵制是影响市场营销在企业中运用的主要方面。
当一个企业建立了市场营销部门以后，经常会发生同其他各部门（如生产、研发、财务等）之间的摩擦。
原因在于，市场营销强调企业的全部经营活动必须以市场为导向，以顾客需求的满足为核心，这就在一定程度显示出市场营销职能似乎比企业的其他职能更为重要。
而当市场营销部门事实上只是一个同其他部门相并列的部门时，其他部门是难以接受这种相对重要性的认识的。
所以往往会对市场营销部门所提出对企业整体经营行为有影响的计划和方案采取消极和抵制的态度，这就使得一些营销计划和方案很难得到落实。
第二章战规划
一项或多 项相关业 务集合
有自己的 竞争者
专职经理 和利润
- 16 -
2、战略业务单位
MARKETING MANAGEMENT
企业总体 战略计划
确定企业任务 使命
建立战略 业务单位
资源分配
新业务 发展计划
也称投资组合分配，即为所建立的 不同战略业务单位分配需要的资源
BCG Boston Consulting Group
-7-
营销策略（4P策略）
第二节、 营销战略计划的制定过程 战略计划、执行和控制过程
MARKETING MANAGEMENT
公司计划 部门计划 业务计划 产品计划
组织 执行
评价结果 分析原因 采取措施
-8-
第二节 营销战略计划的制定过程
MARKETING MANAGEMENT
（一）企业层面的战略计划
MARKETING MANAGEMENT
保持优势: 1、以最快的可行速度
发展
2、集中力量，保存力 量
巩固投资：
1、向市场领先者挑战 2、有选择的加强实力 3、加强薄弱环节
有选择发展：
1、集中有限力量 2、努力克服缺点 3、如无明显增长就放
弃
选择发展
1、重点投资最有吸引
选择和维持：
有限发展和缩减
力的市场
BCG法用于企业的投资组合状态分析
投资组合是否健康？
静态分析
不能有太多的问题类和瘦狗类业务单位；
不能有太少的明星类和金牛类业务单位；
动态分析
业务单位从动态上遵循产品生命周期
问题类
明星类
金牛类
瘦狗类
瘦狗类
- 19 -
2、战略业务单位 为不同业务单位选择策略
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The Consumer Buying Process (Exhibit 6.1)
Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Evaluation
Байду номын сангаас
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The goal is to identify specific customer needs, then design a marketing program that can satisfy those needs. The firm must have a comprehensive understanding of its current and potential customers, including their motivations, behaviors, needs, and wants.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Consumer Buying Process: Information Search
Marketing activities can stimulate a desire for information
Passive information search Active information search
Sources of information
Internal sources External sources
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
“What” to buy “Where” to buy
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Lecture
Segmentation and Targeting
6
BMA351 Marketing Management
Segmentation and Target Marketing
Concerned with the individuals, institutions, or groups of individuals or institutions that have similar needs that can be met by a particular product offering
Want
A consumer’s desire for a specific product that will satisfy the need
Demand
Occurs when a consumer’s ability and willingness to purchase a specific product backs up their want for the product
The Consumer Buying Process: Need Recognition
Need
Occurs when the consumer’s current level of satisfaction does not equal their desired level of satisfaction
The Consumer Buying Process: Information Search (continued)
The amount of time, effort, and expense dedicated to information search depends on:
Degree of risk involved in the purchase (financial risk, social risk, emotional risk, personal risk) Amount of expertise with the product category Actual cost of the search
Delight Satisfaction Dissatisfaction Cognitive dissonance (postpurchase doubt)
Cognitive dissonance is more likely to occur when:
Dollar value of the purchase increases Opportunity costs of rejected alternatives are high Purchase decision is emotionally involving
The Consumer Buying Process: Evaluation of Alternatives
Consumers evaluate products as bundles of attributes, each having a different level of importance (e.g., brand attributes, product features, aesthetic attributes, price) Important considerations
Evoked set
A narrowed down set of alternatives that the customer is considering
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Products must be in the evoked set Consumers’ choice criteria must be understood Marketing programs must be designed to:
Change the priority of choice criteria Change consumers’ opinions about product or brand image
Segmentation is critical to the success of most firms and has helped improve our standard of living.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Consumer Buying Process: Purchase Decision
The intention to purchase and the act of buying are distinct concepts. Potential intervening factors (car example):
The Consumer Buying Process: Postpurchase Evaluation
The connection between the buying process and developing long-term customer relationships Four possible outcomes
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Factors Affecting the Consumer Buying Process
Decision-Making Complexity
The primary reason for variations in the buying process
Individual Differences