06Philip Kotler-Consumer Markets and Consumer Buyer Behavior

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~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

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

CH19 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

Measurement
Communication impact Sales impact
Media
Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation
Evidence Scientific Evidence Technical Expertise Personality Symbol Slice of Life
Lifestyle
Typical Message Execution Styles
Fantasydoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition
2000 Prentice Hall
Limitations: Little audience selectivity; creative limitations
Objectives
Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations
2000 Prentice Hall
Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image

菲利普科特勒的“市场营销”讲义

内容营销技巧
成功的内容营销需要掌握一些关键技巧，包括确定目标受众、了解他们的需求和兴趣、创建高质量的内容、选择合适的发布渠道、以及跟踪和分析效果等。
搜索引擎优化（SEO）与搜索引擎营销（SEM）
搜索引擎优化（SEO）
搜索引擎营销（SEM）
SEO是一种技术，通过优化网站的结构、内容和链接等，来提高网站在搜索引擎中的排名，从而获得更多的流量和曝光。
品牌形象与价值观
建立品牌形象，传达品牌的核心价值观和理念。
定位策略
根据目标市场和竞争环境，为品牌制定独特的定位策略。
产品定价策略
成本导向定价
根据产品的生产成本、预期利润和竞争状况来制定价格。
需求导向定价
根据市场需求和消费者愿意支付的价格来制定价格。
竞争导向定价
根据竞争对手的价格水平来制定价格。
SEM是一种使用搜索引擎广告来实现营销目标的方法。它包括关键词广告、展示广告和
视频广告等。
社交媒体营销策略与技巧
要点一
社交媒体营销策略
社交媒体营销是一种使用社交媒体平台来推广品牌、吸引客户和建立社区的方法。它需要制定明确的策略，包括确定目标受众、选择合适的平台、创建有吸引力的内容、以及跟踪和分析效果等。来自VS数字营销的趋势
随着互联网的发展，数字营销的趋势正在向社交媒体、移动设备、搜索引擎、大数据和人工智能等方向发展。同时，内容营销和用户体验也越来越受到重视。
内容营销策略与技巧
内容营销策略
内容营销是一种通过创建有价值的、与目标受众相关的内容来吸引和保留客户的方法。它的目的是通过提供有价值的信息和服务来建立品牌信任和忠诚度。
详细描述
可口可乐是一家具有百年历史的公司，为了适应消费者需求的变化和市场挑战，不断进行品牌重塑。其中，最为成功的一次重塑是推出新口号“享受可口可乐”，同时配合以一系列广告宣传，成功地吸引了年轻消费者群体。此外，可口可乐还通过与不同品牌合作，推出限量版产品等策略，不断为品牌注入新鲜感与活力。

市场营销原理菲利普科特勒

菲利普·科特勒（Philip Kotler）是现代营销学之父，被誉为“现代营销学之父”和“营销界的爱因斯坦”，是西北大学凯洛格管理学院S.C.强生荣誉教授，美国密歇根大学商学院博士，哈佛大学企业管理硕士。

他的书籍《市场营销原理》被全球许多商学院用作教材，其中包括哈佛商学院、沃顿商学院、麻省理工学院斯隆管理学院、斯坦福大学商学院、西北大学凯洛格管理学院等知名商学院。

此外，他的著作也被许多世界500强公司用作培训教材，包括IBM、通用电气、3M、惠普、宝洁等。

科特勒教授的著作不仅在学术界受到高度评价，也广泛应用于实际商业领域，对全球商业发展产生了深远影响。

他的《市场营销原理》出版了多个版本，并在不断更新和修订以反映最新的市场营销趋势和策略。

如果您对市场营销有兴趣，可以阅读科特勒教授的著作，了解更多关于市场营销原理和实践的信息。

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

菲利普科特勒的营销理论（主要）

菲利普科特勒的营销理论（主要）第一篇：菲利普科特勒的营销理论(主要)菲利普科特勒的营销理论一、市场营销是“创造价值及提高全世界的生活水准”的关键所在，它能在“赢利的同时满足人们的需求”。

市场营销学涉及市场安排、市场调查以及客户关系管理等，科特勒认为，市场营销是“创造价值及提高全世界的生活水准”关键所在，它能在“赢利的同时满足人们的需求。

”他一直试图将有关市场营销的探讨提升到产品与服务之上，他深信世界上最有成就感的市场营销工作应该“带给人们更多的健康和教育，使人们的生活质量有根本的改观。

”二、在一个产品泛滥而客户短缺的世界里，以客户为中心是成功的关键。

”市场营销必须成为商业活动的中心，它的重点必须是在客户身上。

每个企业都必须在市场营销上下功夫，以建立品牌形象，维系客户的忠诚度。

，三、优秀的企业满足需求；杰出的企业创造市场在科特勒之前市场营销是4P营销组合（product：产品，pricing：价格，place：渠道，promotion：促销）的同义词，随着市场营销概念的不断拓宽，科特勒认为虽然它们仍然是市场营销中重要的基础材料，但每一项都发展出自己的子工具，他提出了由供给组合（产品、服务、价格）、促销组合、分销渠道、目标顾客组成的营销组合模式。

“企业必须积极地创造并滋养市场”。

“优秀的企业满足需求；杰出的企业创造市场。

”是他的名言。

四、全面营销观念全面营销是指营销应贯穿于“事情的各个方面”（涉及整合营销、关系营销、内部营销和社会责任营销等4个方面），而且要有广阔的统一的视野。

1．整合营销：整合营销是以整合企业内外部资源为手段，重组再造企业的经营行为，充分调动一切积极因素，以实现企业目标的全面、一致化的营销2.关系营销：关系营销是企业与关键成员（顾客、供应商、分销商）建立长期满意的关系，以保持长期的业务和绩效的活动过程3．内部营销：内部营销是指将雇员当作顾客，将工作当作产品，在满足内部顾客需要的同时实现组织目标4．社会营销：营销不仅仅要从微观角度注重消费者利益、企业利益；而且要从宏观角度注重社会利益，注重企业的社会责任。

菲利普·科特勒介绍

与中国关系
科特勒晚年的事业重点是在中国，
他每年来华六七次，为平安保险、 TCL、创维、云南药业集团、中国网通等公司作咨询。显然，相对于经济平稳发展的欧美国家，中国充满机会。1999年底，有着近三十年历史的科特勒咨询集团（KMG）在中国设立了分部，为中国企业提供企业战略，营销战略和业绩提升咨询服务。
Thanks!
菲利普·科特勒
————介绍
了解方面：
人相服务的主与英国权Βιβλιοθήκη 物概况关荣誉
美国、要
外国企著
业
作
中威媒体
国《金融
关系
时报》评价
姓名：菲利普·科特勒（Philip Kotler）
国籍：美国
出生日期：1931年
代表作品：《营销管理》《混沌时代的管理和营销》
现代营销学之父
人物概况
菲利普·科特勒博士，是现代营销集大成者，被誉为“现代营销学之父”，任西北大学凯洛格管理学院终身教授，是西北大学凯洛格管理学院国际市场学S·C·强生荣誉教授。美国管理科学联合市场营销学会主席，美国市场营销协会理事，营销科学学会托管人，管理分析中心主任，杨克罗维奇咨询委员会成员，哥白尼咨询委员会成员。
1995年，科特勒获得国际销售和营销管理者组织颁发的“营销教育者奖”。
服务的美国、外国企业
IBM、通用电气（General Electric）、 AT&T、默克（Merck）、霍尼韦尔（Honeywell）、美洲银行（Bank of America）、北欧航空（SAS Airline）、米其林（Michelin）等等
英国权威媒体《金融时报》评价
科特勒对营销与管理的贡献主要体现在三个方面：

CH06 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

C HAPTER 6--A NALYZING C ONSUMER M ARKETS AND B UYING B EHAVIOR OVERVIEW:In addition to a company’s marketing mix and factors present in the external environment, a buyer is also influenced by personal characteristics and the process by which he/she makes decisions. A buyer’s cultural characteristics, including values, perceptions, preferences, and behavior learned through family or other key institutions, is the most fundamental determinant of a person’s wants and behavior. Consumer markets and consumer buying behavior have to be understood before sound marketing plans can be developed.The consumer market buys goods and services for personal consumption. It is the ultimate market in the organization of economic activities. In analyzing a consumer market, one needs to know the occupants, the objects, and the buyers' objectives, organization, operations, occasions and outlets.The buyer's behavior is influenced by four major factors: cultural (culture, subculture, and social class), social (reference groups, family, and roles and statuses), personal (age and life cycle state, occupation, economic circumstances, lifestyle, and personality and self-concept), and psychological (motivation, perception, learning, and beliefs and attitudes). All of these provide clues as to how to reach and serve buyers more effectively.Before planning its marketing, a company needs to identify its target consumers and their decision processes. Although many buying decisions involve only one decision maker, some decisions may involve several participants, who play such roles as initiator, influencer, decider, buyer, and user. The marketer's job is to identify the other buying participants, their buying criteria, and their influence on the buyer. The marketing program should be designed to appeal to and reach the other key participants as well as the buyer.The amount of buying deliberateness and the number of buying participants increase with the complexity of the buying situation. Marketers must plan differently for four types of consumer buying behavior: complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior. These four types are based on whether the consumer has high or low involvement in the purchase and whether there are many or few significant differences among the brands.In complex buying behavior, the buyer goes through a decision process consisting of need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. The marketer's job is to understand the buyer's behavior at each state and what influences are operating. This understanding allows the marketer to develop an effective and efficient program for the target market.LEARNING OBJECTIVES:After reading this chapter students should:∙Understand the major factors influencing consumer behavior∙Know and Recognize the types of buying decision behavior∙Understand the stages in the buying decision processCHAPTER OUTLINE:I.IntroductionII. A Model of Consumer BehaviorIII.Major Factors Influencing Buyer BehaviorA.Cultural Factors1.Culture - values, perceptions, and preferences that are the mostfundamental determinant of a person’s wants and behavior.2.Subcultures - nationalities, religions, racial groups, geographical regions3.Social Class - hierarchically ordered divisions in a society; membersshare similar values, interests and behavior. (see Table 6-1)B.Social Factors1.Reference groups - all groups that have an influence on attitudes orbehavior.2.Family - the most influential primary reference group.3.Roles and statuses - activities a person is expected to perform and thestatus associated with each.C.Personal Factors1.Age and life cycle stage - people buy different goods over their lifetime.2.Occupation and Economic circumstances -a)blue collar v. white collarb)spending income, savings and assets, debts, borrowing power,and attitude toward spending versus saving --- all impactsproduct choice.3.Lifestyle - pattern of living as expressed by activities, interests, opinions4.Personality and self-concept. - each person has distinguishingpsychological characteristics that influence buying behavior.5.Psychological Factorsa)Motivation - correlated to the strength of a need (Freud, Maslow,Herzberg)b)Perception - selective attention, selective distortion, selectiveretentionc)Learning - changes in behavior arising from experience.d)Beliefs and attitudes - a belief is a descriptive thought a personholds about something; an attitude is a person’s e nduringfavorable or unfavorable evaluations, emotional feelings, andaction tendencies toward some object or idea.IV.The Buying Decision ProcessA.Buying Roles - five different roles: initiator, influencer, decider, buyer and userB.Buying Behaviorplex buying behavior - high involvement, significant differenceamong brands2.Dissonance-reducing buying behavior - high involvement, little or noperceived difference among brands. Purchase is fairly quick.3.Habitual buying behavior - low involvement, little or no brand difference4.Variety-seeking buying behavior - low involvement but perceivedsignificant brand differences. May occur to relieve boredom.C.The Stages in the Buying Decision Process1.Problem recognition - difference between actual state and desired statermation search - both internal and external sources3.Evaluation of alternatives - different process for every consumer,involves weighing product attributes and their ability to deliver benefits4.Purchase decision - form a preference and intention to buy. Actualpurchase can be influenced further by attitudes of others andunanticipated situational factors.5.Postpurchase behavior - satisfaction or dissatisfaction will lead tosubsequent behavior that can have both positive and negative effects. V.SummaryMarketing and Advertising1. Business travelers have specific needs to be addressed through buying behavior, as this Sheraton Four Points Hotels ad indicates. What personal and psychological factors in the buying process have been incorporated into this ad? In terms of the buying decision for hotel accommodations during a business trip, which role or roles are being addressed by this ad? Which stage of the consumer buying process is this ad most likely geared toward? Why?Answer: Among the personal factors incorporated into the Sheraton Four Points Hotels ad are: buyer's occupation, lifestyle, personality, and self-concept. Among the psychological factors incorporated into the ad are: motivation, perception, learning, and beliefs and attitudes. The consumer's role in the working world as someone who must travel on business is being addressed by this ad. In addition, the ad seems to be addressing consumers who have higher status roles in the work world, compared to those who have lower status roles. This ad is mostly likely geared toward the information search stage in the consumer buying process, because it offers information to help the buyer learn about this Sheraton Hotels brand, its features, and its benefits.Focus on TechnologyCookies—tiny bits of data about on-line activities that are stored on a user's computer—are controversial. On-line marketers like cookies because they reveal what consumers are buying, which sites they are visiting, and other personal details. Based on cookie data, CDnow and are two of a growing number of marketers that can create personalized Web pages geared to individual consumers' preferences and purchasing patterns.Many companies post their Internet privacy policies so consumers can see how cookie data are collected and used. Still, privacy advocates worry about allowing marketers access to personal information. Consumers who use Internet browsers by Netscape and Microsoft can block cookies, but the default setting for these programs allows cookies. As a result, consumers may not even know that cookies are being stored on their computers. If you headed the marketing department at on-line bookseller , what would you say in your privacy policy? How would you expect this policy to influence consumer attitudes and behavior?Answer: Students will offer a variety of responses. They might include the following types of messages in a privacy policy for : reassurance that the company will not release personal information without the consumer's knowledge and approval; and a guarantee that personal information will be strictly safeguarded against unauthorized access. These messages would encourage consumers to have a positive attitude toward giving personal information rather than worrying about misuse of the information; they would also encourage consumers to feel good about buying from the company. Marketing for the MillenniumPsychographic research has gone digital. Marketers getting ready for the new millennium can use psychographic research tools such as SRI Consulting's iVALS and Forrester Research's Technographics to segment consumers based on technology types. The iVALS approach, for example, groups consumers into10 segments: Wizards, Pioneers, Upstreamers, Socialites, Workers, Surfers, Mainstreamers, Sociables, Seekers, and Immigrants.To see how iVALS operates, visit SRI Consulting's Web site and take the latest survey, which includes questions about new media (/vals/surveynew.html). Also examine the section on iVALS types (/vals/ivals.segs.html). Why would marketers want to use this type of psychographic segmentation? Which marketers (or products) would benefit most from the application of iVALS segmentation? Why?Answer: Marketers would want to use iVALS to better understand how segments of consumers and businesspeople feel about and use technology. In turn, this understanding can help marketers develop strategies for targeting the right segment for the right kind of technological product use. It can also help marketers understand the reasons why these people behave as they do, which allows marketers to craft appropriate messages and choose suitable media for reaching targeted segments at the right time with the right product. Segmentation using iVALS would most benefit marketers of electronics products, telecommunications for home and office, and other products that incorporate technology in some way. Students may offer additional ideas.YOU'RE THE MARKETER: SONIC MARKETING PLANEvery marketer has to study consumer markets and behavior prior to developing its marketing plan. This enables marketers to understand who constitutes the market, what and why the market buys, who participates in the buying, and how, when, and where the market buys.You are responsible for researching and analyzing the market for Sonic's shelf stereos. Look again at the company's current situation, then answer these questions about the market and buyer behavior (noting the need for additional research where necessary):∙What cultural, social, personal, and psychological factors have the most influence on buyers of shelf stereos? What research tools would help you better understand the effect on buyerattitudes and behavior?∙Which specific factors should Sonic's marketing plan focus on?∙What buying roles and buying behaviors relate to shelf stereo products?∙What kind of marketing activities should Sonic plan to coincide with each stage of the consumer buying process?After you have analyzed your markets and consumer behavior, consider the implications for Sonic's marketing efforts. As your instructor directs, summarize your findings and conclusions in a written marketing plan or type them into the Marketing Situation, SWOT/Issue Analysis, and TargetMarkets/Positioning sections of the Marketing Plan Pro software.Answer: Students are likely to come up with a variety of responses to these questions, depending on the rest of their marketing plan ideas and the strategies they want Sonic to pursue. As a sample, students may say that the target market's values of material comfort, practicality, and similar cultural values all influence buyers of shelf stereos. Social factors that may influence these buyers are the viewpoint of opinion leaders, the interaction and roles of family members in buying shelf stereos. Personal factors having the most influence might include age and life-cycle stage, economic circumstances, and lifestyle. Psychological factors having the most influence on such purchases might include perception and beliefs and attitudes. among the buying roles, Sonic might choose to use its advertising to target the initiator and the decider (students may suggest and support the choice of other roles). Sonic also needs more research to determine whether its products are considered high or low involvement and what type of buying behavior is associated with purchases of shelf stereos.Finally, Sonic should plan activities for every stage of the consumer buying process. Sonic's goal in the first stage is to help consumers recognize a need for a new shelf stereo, using advertising and other activities (students will offer many ideas). In the second stage, Sonic needs to be sure it provides as muchinformation in as much depth as consumers require, not just from commercial sources but from public sources and experiential sources. Personal sources will work in Sonic's favor if friends and others are satisfied with Sonic's products. In the third stage, Sonic must be sure its brand-building activities contribute to the consumer's evaluation of the product as having the right benefits and attributes to satisfy their needs. In the fourth stage, Sonic should plan marketing activities that ensure a positive buying situation as well as lower perceived risk. In the fifth and final stage, Sonic's marketing activities should reassure consumers that they have made the right decision and continue to provide satisfaction when customers need service or have other contact with the company.。

营销大师菲利普·科特勒

营销大师菲利普·科特勒营销大师菲利普·科特勒1931年，菲利普·科特勒出生于美国芝加哥。

1948～1950年，科特勒就读于德保罗大学(Depaul)。

之后，他拿到芝加哥大学的经济学硕士学位和麻省理工学院的经济学博士学位。

1961年，科特勒开始任西北大学的市场学教授。

除《营销管理》外，科特勒博士还是《营销学原理》和《营销学导论》的作者。

其《非营利机构营销学》现在已出第5版，是这一领域最畅销的图书。

科特勒还为第一流的刊物，如《哈佛商业评论》、《斯隆管理杂志》等，撰写过100多篇论文。

1985年，科特勒被提名为“美国杰出的营销学教育工作者奖”的第一位获奖人，该奖是美国市场营销协会新设的一个奖项。

同年，医疗保健营销学会设立了奖励优秀医疗保健营销学者的“菲利普·科特勒奖”。

1989年，科特勒获得了“查尔斯·库利奇?配林奖”，这是授予市场营销领域内当年杰出领先者的一种荣誉奖项。

1995年，科特勒获得国际销售和营销管理者组织颁发的“营销教育者奖”。

科特勒除任美国营销协会理事等职以外，还是许多世界著名公司在营销战略、整合营销、营销组织方面的顾问，这些公司包括IBM、GE、AT&T等。

菲利普·科特勒是世界市场营销学权威之一。

他对市场营销学的影响可通过其多产的著作来体现。

目前，他的许多著作被译为20多种语言，他还撰写了100篇以上的论文。

科特勒语录：营销者必须知道何时培养大市场；何时专注于现有市场；何时创立新品牌和何时延伸现有品牌；何时在市场渠道中采取‘推’的策略，何时采取‘拉’的策略；何时保护国内市场；何时进攻性地进入国外市场；何时提供更多的利益，何时降价；何时为销售人员、广告和其他市场工具增加预算，何时削减预算。

好客户是一种财富，当这些财富被妥善经营和服务时，他们一生的花费，将像小溪一样，源源不断地流入公司。

这可是一笔不小的数目。

在竞争异常激烈的市场中，公司经营的第一条原则就是通过与众不同的方式，不间断地满足客户的需要以支持他们对自己产品的忠诚。

philipkolter市场营销第一章重点解析

--- Monetary transaction ---Barter transaction
Whereas exchange is the concept of marketing，A transaction is marketing’s unit of measurement.
Relationships and s
For exchange potential to exist, five conditions must be satisfied:
1. There are at least two parties. 2. Each party has something that might be of value to the other party. 3. Each party is capable of communication and delivery. 4. Each party is free to accept or reject the exchange offer. 5. Each party believes it is appropriate or desirable to deal with the
1.Exchange and Transactions 2.Relationships and Networks 3.Marketing Channels 4.Supply Chain 5. Competition
Exchange
Exchange is the act of obtaining a desired product from someone by offering something in return.
1.Relationship marketing :aims to build long-term mutually

菲利普科特勒的“市场营销”讲义》全

©2000 Prentice Hall
Planning new business and downsizing older business
Penetration:
more usage
more users
new users
competitor’s user
New markets
new target user group
©2000 Prentice Hall
Business Strategic Planning
SWOT Analysis O: an area of buyer need in which a company can perform profitably T: a challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to deterioration in sales or profit.
©2000 Prentice Hall
Market-orientation business definitions
Company Product-orientation Market-orientation
Poppy
Sea World Kmart
Xerox
We make lipsticks
We run a theme park We run discount stores
©2000 Prentice Hall

PowerPoint by
Milton M. Pressley
Creative Assistance by D. Carter and S. Koger

philip kolter市场营销第一章重点解析

Information support system Supplier Wholesaler
Consumer
Competition
includes all of the actual and potential rival offerings and substitutes that a buyer might consider.
批注本地保存成功开通会员云端永久保存去开通
Marketing in the Twenty-First Century
--Philip Kotler
A framework of marketing management
I. Brief introduction of marketing
II. Core concepts of marketing III. Marketing Environment
Targeting
After market have been segmented, targeting aims at evaluating and comparing different segments in order to select one of the highest potential.
Four levels of competition, based on degree of product substitutability:
---Brand competition ---Industry competition
---Form competition
---Generic competition
Selling channels –distributors, retailers, banks and insurance

Philip Kotler菲利普·科特勒：动荡时代的营销管理

精心整理PhilipKotler菲利普·科特勒：动荡时代的营销管理在依存度日益增强的全球化时代，在间歇性繁荣和经济下滑过程中，动荡已经成为一种常态。

在此基础上，营销理念开始更多地关注企业内部，以及企业与客户的关6月8荡已经成为常态，这是不是意味着动荡与非动荡将并存？在你的这本新书中，你的很多观点是否与你的《营销管理》一书中的很多观点相冲突？这是不是说营销理论在新的市场环境中面临很多挑战？菲利普·科特勒：我认为现在的营销理论和以前的营销理论都是一样的，没有什么变化，只是在不同的情况下营销理论的运用方式会有所不同。

这里“不同的情况”是指出现了经济衰退或者是出现了通货膨胀、经济动荡的时候应该如何运用营销理论。

现在动荡比以往更多，已经成为一种常态。

所以企业一定要做好准备，随时进行变个版则是不断波动。

所以我在《混沌时代的管理和营销》这本书中要教给大家的是，如果出现动荡或者出现不稳定性、出现风险的时候，企业怎么应对。

我的建议是，企业可以采取以下三项措施：第一，建立预警体系；第二，进行情景规划；第三，进行有灵活性的预算。

正式的预警体系指的是，我们对一些主要领域应该进行紧密地观测，如果在这些领域出现动荡的话，到时候你不应该觉得震惊。

举个例子，对于生产电动车电池的企业来说，不仅可以制造出行驶四五十英里不用充电的电池，你还要紧密观测中国、印度企业，它们的要求可能是要行驶100英里不用充电，对此你不要感到惊奇。

对于这样的企业你应该紧密观测，看有没有其他技术人员突然有了一个突破性的发明，应该采取什么样的对策？菲利普·科特勒：对企业来说，最棘手的就是在经济危机的情况下如何应对。

我不愿意看到企业裁减员工、削减营销预算，但我同样不希望企业无所事事，因为现在是采取行动的时候。

当然，我也不愿意看到企业出现恐慌。

这时候对于一个企业来说，应该坐下来和员工一起商量大家今后朝着什么方向前进，大家的愿景是什么，要看一下在5年后大家的愿景能否实现。

andConsumerBuying(营销管理,菲利普·科特勒教材)

people who get satisfaction from their jobs)
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing foMr HarokseptiitnaglitfyoranHdoTspoiutarilsitmy,a4ntdh Teoduitriiosnm, 4th edition KKoottlleerr,,BBoowweenn,,aannddMMaakkeennss
Marketing foMr HarokseptiitnaglitfyoranHdoTspoiutarilsitmy,a4ntdh Teoduitriiosnm, 4th edition KKoottlleerr,,BBoowweenn,,aannddMMaakkeennss
Personal Characteristics Affecting Consumer Behavior
• Cultural Factors • Social Factors • Personal Factors • Psychological Factors
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Personal Factors
• Personality is a person’s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her environment
Marketing foMr HarokseptiitnaglitfyoranHdoTspoiutarilsitmy,a4ntdh Teoduitriiosnm, 4th edition KKoottlleerr,,BBoowweenn,,aannddMMaakkeennss

营销战略家：菲利普·科特勒人物简介

菲利普·科特勒的营销理论将在数字化
时代为企业提供新的营销策略和方法
• 关注数字化时代消费者需求的变化，
• 利用大数据、人工智能等技术，实现
提供满足消费者需求的产品和服务
精准营销和个性化服务
• 调整数字化时代的4P营销组合策略，
• 利用社交媒体、内容营销等新兴营销
实现差异化竞争和可持续发展
手段，提高品牌知名度和影响力
菲利普·科特勒在学术界的地位与影响
菲利普·科特勒是全球公认的市场营销战略家
• 为市场营销学科的发展奠定基础，为市场营销学者和实践者提供指导
• 获得多项国际奖项，成为全球市场营销领域的权威人物
菲利普·科特勒对市场营销领域的影响深远
• 提出市场营销观念，强调市场需求导向和企业社会责任
• 提出4P营销组合理论，强调企业在市场营销活动中的主动性和控制权
者需求的产品和服务
整4P营销组合策略
• 企业应关注市场细分、目标市场和定
• 企业应关注竞争对手和市场细分，实
位，实现差异化竞争
现差异化竞争和可持续发展
菲利普·科特勒的营销思想对新兴市场的启示
菲利普·科特勒
的营销思想将
帮助新兴市场
企业提高市场
竞争力
菲利普·科特勒
的营销思想将
帮助新兴市场
企业提高客户
满意度和忠诚
• 成立市场营销科学院，为市场营销学者提供交流和合作平台
1955年开始在麻省理工学院任教
• 成为当时最年轻的市场营销教授
• 教授市场营销、统计学、数学等课程
1962年成为全球知名的市场营销学者
• 出版《市场营销管理》一书，成为市场营销领域的经典教材
• 提出市场营销观念，强调市场需求导向和企业社会责任

CH01 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

PART ONE -- UNDERSTANDING MARKETINGMANAGEMENTCHAPTER1--M ARKETING IN THE T WENTY-F IRST C ENTURY OVERVIEWMarketing is the company function charged with defining customer targets and the best way tosatisfy their needs and wants competitively and profitably. Since consumers and business buyersface an abundance of suppliers seeking to satisfy their every need, companies cannot survive today by simply doing a good job. They must do an excellent job if they are to remain in theincreasingly competitive global marketplace. Recent studies have demonstrated that the key toprofitable company performance is knowing and satisfying target customers with competitivelysuperior offers. This process takes place today in an increasingly global, technical andcompetitive environmentMarketing has its origins in the fact that humans have needs and wants. Needs and wants create astate of discomfort in people, which is relieved through acquiring products to satisfy these needs and wants. Since many products can satisfy a given need, product choice is guided by the concepts of value, cost, and satisfaction. These products are obtainable in several ways: self-production, coercion, begging and exchange. Most modern societies work on the principle of exchange, which means that people specialize in producing particular products and trade them for the other things they need. They engage in transactions and relationship-building. A market is a group of people who share a similar need. Marketing encompasses those activities that represent working with markets and attempting to actualize potential exchanges.Marketing management is the conscious effort to achieve desired exchange outcomes with targetmarkets. The marketer's basic skill lies in influencing the level, timing, and composition ofdemand for a product, service, organization, place, person, idea or some form of information. There are five alternative philosophies that can guide organizations in their efforts to carry out their marketing goal(s). The production concept holds that consumers will favor products that are affordable and available, and therefore management's major task is to improve production and distribution efficiency and bring down prices. The product concept holds that consumers favor quality products that are reasonably priced, and therefore little promotional effort is required. The selling concept holds that consumers will not buy enough of the company's products unless they are stimulated through a substantial selling and promotion effort.Heading towards more enlightened views of the role of marketing, the marketing concept holdsthat the main task of the company is to determine the needs, wants, and preferences of a targetgroup of customers and to deliver the desired satisfactions. Its four princ iples are target market, customer needs, integrated marketing, and profitability. The marketing concept places primary focus on the needs and wants of customers who comprise the target market for a particular product. Rather than coax customers into purchasing a product they may not find satisfying, the emphasis is on determining the types of markets to be satisfied, and creating the product thatachieves this satisfaction objective. Choosing target markets and identifying customer needs is no small task; a marketer must dig beyond a customer’s stated needs. Once this is accomplished, a marketer can offer for sale the products that will lead to the highest satisfaction. This encourages customer retention and profit, which is best achieved when all areas/departments of a company become “customer-focused”.Moving beyond the marketing concept, the societal marketing concept holds that the main task of the company is to generate customer satisfaction and long-run consumer and societal well-being as the key to satisfying organizational goals and responsibilities.Interest in marketing is intensifying as more organizations in the business sector, the nonprofit sector, and the global sector recognize how marketing contributes to improved performance in the marketplace. The result is that marketers are re-evaluating various marketing concepts and tools focus on relationships, databases, communications and channels of distribution, as well as marketing outside and inside the organization.LEARNING OBJECTIVES:After reading this chapter students should:∙Know why marketing is important to contemporary organizations∙Understand the core concepts of marketing∙Know the basic tasks performed by marketing organizations and managers∙Understand the differences between the various orientations to the marketplace∙Know the components of the marketing concept and why they are critical to successful marketing practice∙Know why marketing has been found to be critical to different types of organizations and in different environments.CHAPTER OUTLINE:I.Introduction --- Importance of Marketing in Contemporary Organizations - with rapidchanges come both challenges and opportunities, marketing allows organizations to take advantage of these opportunitiesII.Marketing TasksA.Scope of Marketing -- Involves a broadened View of Marketing - to types ofentities (goods, services, and ideas)1.Products are anything offered for sale or exchange that satisfies a need orwant.2.Products can be goods, services, ideas -- and also people, places,activities, organizations and information.B. A Broadened View of Marketing Tasks - Decisions Marketers Make -1.Consumer Markets and Business Markets - Each requires new tools andcapabilities to better understand and respond to the customer.2.Global Markets, Nonprofit and Governmental Markets - Becoming moresophisticated in recognizing and dealing with marketing challenges anddecisions.III.Marketing Concepts and ToolsA.Defining Marketing1.Marketing Defined - a social and managerial process by whichindividuals and groups obtain what they need and want through creating,offering, and exchanging products of value with others.B.Core Marketing Concepts1.Target Markets and Segmentation - Every product or service containsfeatures which a marketer must translate into benefits for a target market.It is these benefits the consumer perceives to be available in a productand directly impacts the perceived ability to meet the consumer need(s)or want(s).2.Marketers and Prospects - a marketer is someone actively seeking one ormore prospects for an exchange of values. A prospect has beenidentified as willing and able to engage in the exchange.3.Needs, Wants, and Demands - to need is to be in a state of feltdeprivation of some basic satisfaction. Wants are desires for specificsatisfiers of needs. Demands are wants for specific products that arebacked by an ability and willingness to buy them.4.Product or offering - Anything offered for sale that satisfies a need orwant. Products consist of three primary components: goods, servicesand ideas. The physical product provides the desired service or action.5.Value and Satisfaction - Value is the consumer’s estimate of theproduct’s overall capacity to satisfy his or her needs determinedaccording to the lowest possible cost of acquisition, ownership and use.6.Exchange and Transactions - exchange means obtaining a desiredproduct by offering something desirable in return. Five conditions mustbe satisfied (p.11) A transaction is the trade of values (involves severaldimensions).7.Relationships and Networks - Relationship marketing seeks long-term,“win-win” transactions between marketers and key parties (suppliers,customers, distributors) The ultimate outcome of relationship marketingis a unique company asset called a marketing network of mutuallyprofitable business relationships.8.Marketing Channels - Reaching the target market is critical. To do thisthe marketer can use two-way communication channels (media-newspapers through the Internet), versus more traditional means. Themarketer also must decide on the distribution channel, trade channels andselling channels (to effect transactions).9.Supply chain - the long channel process that reaches from the rawmaterials and components to the final product / buyers. Perceived as avalue delivery system.petition - Includes actual and potential rival offerings and substitutes.A broad view of competition assists the marketer to recognize the levelsof competition, based on substitutability: brand, industry, form andgeneric.11.Marketing Environment - Includes the task (immediate actors in theproduction, distribution and promotional environments) and the broadenvironments (demographic, economic, natural, technological, political-legal and social-cultural).12.Marketing Mix - the set of marketing tools the firm uses to pursuemarketing objectives with the target market. Involves recognition anduse of the four Ps and the four Cs in the short run and the long run.pany Orientations Toward the MarketplaceA. The Production Concept - Assumes consumers will favor those products that arewidely available and low in cost.B. The Product Concept - Assumes consumers will favor those products that offerthe best combination of quality, performance, or innovative features.C.The Selling Concept - Assumes organizations must undertake aggressive sellingand promotion efforts to enact exchanges with otherwise passive consumers.D.The Marketing Concept _- Assumes:1.The key to achieving organizational goals consists of being moreeffective than competitors in integrating marketing activities towarddetermining and satisfying the needs and wants of target markets.2.Target Market - no company can operate in every market and satisfyevery need.3.Customer Needs - it’s not enough to just find the market; marketers mustalso understand their customer's needs and wants. This is not a simpletask.4.Integrated Marketing - all of a company’s departments must worktogether to serve the customer’s interests. This begins among the variousmarketing functions and carries out into other departments.5.Profitability - the ultimate purpose of marketing is to help organizationsachieve profitability goals.6.Hurdles to Adopting a Marketing Concepta)Organized Resistance - some departments see marketing as athreat to their power in the organizationb)Slow Learning - despite efforts by management, learning comesslowc)Fast Forgetting - there is a strong tendency to forget marketingprinciples7.ProfitabilityE.The Societal Marketing Concept1.Societal Marketing Concept - the organization’s task is to determine theneeds, wants, and interests of target markets and to deliver the desiredsatisfactions more effectively and efficiently than competitors in a waythat preserves or enhances the consumer’s and the society’s well-being. V.How Business and Marketing are Changingpany Responses and Adjustments - the focus here is on reengineering thefirm, outsourcing goods and services, e-commerce, benchmarking, alliances(networking), partner-suppliers, market-centered (versus product centered), localand global marketing (versus only local), and decentralization to encourageinnovative thinking and marketing.B.Marketer Responses and Adjustments - Focus on relationship marketing (versustransactional marketing), creation of customer lifetime value orientation, focuson customer share marketing versus only market share, target marketing (versusmass marketing), individualization of marketing messages and offerings,customer databases for data-mining, integrated marketing communications forconsistent images, consideration of channel members as partners, recognition ofevery employee as a marketer, and model and fact-based decision making versusintuition alone.VI.SummaryMARKETING A ND ADVERTISING1. The A ir Canada ad in Figure 1 stresses the time-saving aspect of its flights between the United States and Canada as well as the frequent flier mileage benefits. How do these two elements affect the ratio of benefits to cost in the value equation? Other than advertising lower ticket prices, how else can Air Canada use its advertising to affect the value perceived by customers? Suggest at least two specific value-enhancing approaches Air Canada might take.Answer: By reducing the amount of time needed to fly between the United States and Canada, Air Canada lowers the total costs in the denominator of the value equation, which raises the value ratio. In addition, the frequent flyer benefits add to the numerator of the value equation, again raising the value ratio. Two other ways Air Canada can use its advertising to affect the value perceived by customers are: (1) invite travelers to use specially-equipped Air Canada waiting lounges with office amenities such as e-mail access and fax machines, which boosts the benefits; and (2) invite customers to sign up for a special service that automatically notifies up to three relatives and/or business associates when a customer's plane arrives at its destination, which cuts the psychic costs and adds to the emotional benefits. Students may offer other value-enhancing ideas.2. The marketing network of Dow Chemical Company consists of a wide range of stakeholders, including customers, employees, suppliers, distributors, and volunteers and beneficiaries of nonprofit organizations such as Habitat for Humanity. Why would Dow advertise its support of Habitat for Humanity? What effect does the company expect this ad to have on its relationships with various stakeholders? How can Dow build on strong stakeholder relationships to compete more effectively in the construction industry?Answer: Dow advertises its support of Habitat for Humanity because it believes in the societal marketing concept. Some students may argue that Dow is also enhancing the emotional benefits that customers perceive in its products and enhancing its relationship marketing by creating a stronger social tie with customers and other stakeholders. In addition, Dow is putting a more human face on its corporation and products. Dow expects this ad to encourage customers (both consumers and businesses), suppliers, and other global stakeholders to choose and support Dow products because the company is conscientiously balancing profitability and customer satisfaction with concern for society's well-being.Dow can build on strong stakeholder relationships to compete more effectively in the construction industry in various ways. One suggestion: create specialized programs to attract and retain construction customers that are particularly interested in supporting social causes s uch as Habitat for Humanity. Another suggestion: expand this type of program to include the wholesale and retail companies that carry Dow products, which strengthens channel relationships and motivates channel members to do an even better job of selling Dow construction products. Students are likely to offer other creative ideas.FOCUS ON TECHNOLOGYCharles Schwab, based in San Francisco, is a giant discount brokerage firm offering a wide range of investment and financial services options. When someone visits a Schwab office or calls the company, employees can immediately bring up that customer's online records and talk knowledgeably about investments and services suited to that customer's individual situation. Schwab also invites customers to open accounts, locate financial research, place trades, and track market trends on its Web site. Browse the Schwab Web site (), looking at the offerings and the online demonstration of Schwab capabilities. How does this Web site confirm Schwab's focus on the customer? Why is employee access to complete and current customer records especially important in the brokerage business? What other parts of Schwab must be properly coordinated to ensure integrated marketing for customer satisfaction?Answer: The Schwab Web site can be customized to fit each customer's interests; it also offers a wide range of information, resources, and tools to help customers address their financial needs. In this way, Schwab confirms its focus on the customer. Brokerage employees need access to complete and current customer records because securities trading requires speedy response. Outdated or incomplete information can cost customers money and aggravation—making customers angry and ultimately driving them away.Other parts of Schwab that must be coordinated to ensure integrated marketing for customer satisfaction are: external marketing, with the marketing mix accurately reflecting Schwab's features and benefits; internal marketing, with all employees trained and motivated to provide excellent customer service; all layers of management, ready to assist the front-line people who handle customer transactions and customer service; and all company departments ready to work together to respond to and satisfy Schwab's customers.MARKETING FOR THE MILLENNIUME-commerce is growing exponentially because of its convenience, savings, selection, personalization, and information. Still, figuring out exactly how to reach the right cybercustomers can be challenging for even the largest marketers. Kraft, Kellogg, and other companies are learning to use targeted banner advertisingto reach the customer segments most likely to be interested in their products. These companies boosted online sales significantly by placing banner ads on Peapod, a Internet-based grocery shopping service. Untargeted ad banners, by comparison, are inexpensive but draw less customer response. Visit Peapod's Web site () and type in your zip code, as directed. Then sign in to take the shopping demonstration showing which products are offered and how the service operates. What types of products could potentially benefit from advertising on this site? What kind of information would these marketers want from Peapod in order to determine the value of targeted banner advertising on this site? How might Kellogg use banner advertising on Peapod to support a new cereal product? To support an existing cereal product?Answer: Branded grocery products in particular can potentially benefit from advertising on Peapod's Web site—as long as online customers can purchase these products from Peapod. This Web advertising would reinforce the messages of other marketing communications such as broadcast commercials and print ads, building consumer demand and preference for the branded products. In addition, grocery products that represent impulse purchases (such as snacks) would benefit from advertising on Peapod, because consumers can make an immediate purchase to satisfy the wants generated by these ads.Marketers would want to know how many consumers view Peapod's ads; how many consumers have responded (if this information is available) to previous ads; how many other products in the marketer's category are advertising at the same time on Peapod banners (to gauge competition); ho w long the banner will run; and how fees will be calculated (according to number of clicks, number of times page is accessed, or other method?). Students may suggest other questions, as well.Kellogg can use banner advertising on Peapod to support a new cereal product by starting with a banner that highlights the new cereal's main feature and benefit while clearly identifying the target audience ("Try Cereal X, a good tasting, low-sugar cereal for children," for example). It can also use the banner to remind consumers when to watch for the new product on Peapod's listings; when to watch for commercials andprint ads promoting the new product; when to check for special new-product pricing. Kellogg can use banner advertising on Peapod to support an existing cereal product by reinforcing the name and main feature/benefit ("Special K has all essential vitamins for healthy bodies," for example), reminding consumers to watch for the product's advertising in other media ("See ad in this week's newspaper"), urging consumers to stock up during price specials, and so on. Students will have other creative ideas for ways that Kellogg can use banner advertising on Peapod.。

菲利普·科特勒

积极地创造并滋养市场。“优秀的企业满
足需求；杰出的企业创造市场。”这是他的名言。
著作二：《混沌时代的管理和营销》
2009年5月，由菲利普·科特勒博士与约翰·卡斯林博士联手推出的新作《混沌时代的管理和营销》在中国正式面世。在《混沌时代的管理和营销》一书中，菲利普·科特勒和约翰·卡斯林进行了耐人寻味的论述：这些混乱的时期并非失常，而是常态的新面孔。
市场营销学涉及市场安排、市场调查以及客户关系管理等，科特勒曾经写到，市场营销是“创造价值及提高全世界的生活水准”关键所在，它能在“赢利的同时满足人们的需求。”他一直试图将有关市场营销的探讨提升到产品与服务之上，1987年出版的《高度可见性》（HighVisibility， 1998）就是围绕着市场营销的地点、理念和知名度展开的，他的一些论著专门针对特殊的听众，其中包括了非营利性机构、宗教、甚至博物馆等。他深信世界上最有成就感的市场营销工作应该“带给人们更多的健康和教育，使人们的生活质量有根本的改观。”
二、优秀的企业满足需求；杰出的企业创造市场
三、研究互联网对市场营销概念的影响
一、《营销管理》再版达12次以上
科特勒博士著作众多，许多都被翻译为20多种语言，被58 个国家的营销人士视为营销宝典。其中，《营销管理》一书更是被奉为营销学的圣经。
菲利普·科特勒的《营销管理》（Marketing Management: Application, Planning, Implementation and Control，1967第一版，与凯文·凯勒合著）不断再版已是第十二次再版，是世界范围内使用最广泛的营销学教科书，该书成为现代营销学的奠基之作，它被选为全球最佳的50本商业书籍之一，许多海外学者把该书誉为市场营销学的“圣经”。