体育营销榜 中山大学吴柏林教授“体验经济·体验营销”绝密资料
中山大学吴柏林教授 研究生课程“营销管理”绝密资料_03
The number of hours required to produce a unit of output. (for example, one pound of potatoes) The opportunity cost of sacrificing one good for another.
03-4
Interdependence and Trade
A general observation . . .
Individuals and nations rely on specialized production and exchange as a way to address problems caused by scarcity.
Farmer Rancher
03-19
The Principle of Comparative Advantage
Differences in the costs of production determine the following:
Who
should produce what? How much should be traded for each product?
Patterns of production and trade are based upon differences in opportunity costs.
03-8
A Parable for the Modern Economy
Imagine . . .
only two goods: potatoes and meat only two people: a potato farmer and a cattle rancher
男人对自己狠一点_柒牌男装品牌重生策略 中山大学吴柏林教授“体验经济·体验营销”绝密资料
柒牌从名牌到品牌的历练２００２年世界杯期间，柒牌的一支广告片《心动篇》被评为当年十大恶俗广告和恶俗广告语。
当我们接手柒牌时，我们面对如何扭转这个局面，让柒牌从“名牌”转换为有美誉度的大品牌？柒牌在前期传播过程中，由于品牌表达过于露骨和粗糙的性暗示，给品牌留下了暧昧、低级、庸俗的负面影响，这不能不说是柒牌的一个硬伤。
我们都知道，名牌是指高知名度的品牌名，而品牌则还包括了美誉度和忠诚度等。
毋庸置疑，柒牌已经是一个名牌了，现在摆在叶茂中策划机构面前的任务，就是如何让柒牌成为一个真正的品牌。
一张白纸可以画最美的图画，而重塑一个带有负面印象的品牌可就难多了。
我们先要扭转消费者心智中已形成的柒牌认知，然后再输入柒牌新形象，比起正常的品牌塑造，双倍的难度都不止。
所以我们需要一个重量级的解决方案。
什么样的男人让女人心动？这真是一个难题，既要保留柒牌带给消费者原有的“心动”感受，又必须改变其低劣的性暗示传播印象，如何找到两全其美而又自然承接的价值点？围绕这个思路，我们不做限制，放胆去想！于是，我们提出了这样一个问题“让女人心动的男人到底是什么样的”？我们希望能够找到一个最大化符合当今社会主流价值的男人形象。
这样的形象将最有力量。
坚毅？正直？奋发？幽雅？体贴？正当我们百无头绪的时候，有一组社会调查震撼了我们：全国目前有３０％的家庭面临生存问题，作为一家之主的男人，感到前所未有的压力。
２０年的改革开放，社会的竞争日益激烈、国企下岗，失业率上升。
而男人身为家里的经济支柱，社会的脊梁，面对严峻的社会重压，普遍存在着一种信心危机，对周遭环境日渐严酷的变化，他们开始怀疑自己，是奋斗崛起还是沉沦下去？一个明朗的答案跳了出来：当然是前者！那么，何不让柒牌告诉大家：一个让女人心动的男人当然会选择坚强，选择奋起！非常巧的是，柒牌的标志是一面迎风飘扬的旗帜，很象一个迎风而立的男人。
那不就是一个柒牌男人应有的形象吗？方向开始变得清晰：激励男人的自信，无论他目前所面临的是成功还是失败；呼唤起男人内心的男儿气概：不畏惧艰难、勇往直前；打造一个积极、乐观、勇敢、迎风而立的男人形象。
【精品】体育营销分析PPT课件
动时间从2007年12月开始，持续到2008年奥运会结束。此 计划，旨在鼓舞所有中国人凝聚在一起，舞动2008年奥运 会；打响了阿迪开拔奥运战略运动的枪声！
阿迪达斯牵手08奥运 签约仪式
案例二—阿迪达斯奥运推广战略
二、城市路演，以实际行动，号召全民参与
科比的效应
科比热也引起了广告主的关注，娃哈哈一直希望抓住年轻一代，在互动中与他们建
立起沟通的关系。娃哈哈的啤儿茶爽赞助了“拜师科比篮球争霸赛”，让自己的产品更直接 地进入到校园市场，和运动场上、场下的大学生群体有了一个更亲密的接触。
“当然，我们也认识到光靠一两场活动来树立一个品牌是不现实的。我们透过新浪科比项目 首先要影响到60万大学生群体。然后，继续在更多的校园内外开展3V3这种喜闻乐见的篮球 赛，继续将这一概念做大。”娃哈哈市场部部长陈新华表示。
以科比博客为主线，巨星与网友之间的互动交流、虚拟和现实对接，赋予了博客强大的影 响力，全面带动了宗师官网、论坛流量持续走高。而论坛为网友设置的“向科比提问”快
速通道受到持续关注，页面访问总数达3318989次。
案例一—科比“互动”
科比的活动
拜师科比篮球争霸赛 2009年NBA季后赛期间，科比再次成为瞩目的焦点，科比的粉丝们大力支持洛 杉矶湖人队勇夺总冠军。新浪抓住这个热点，通过借势营销，策划了全国范围的 “拜师科比篮球争霸赛”，在全国44所高校开赛，共有3369支球队超过13500 余人报名参赛，直接影响在校人数超过60万。
社会舆论环境，起到积极的推动作用。阿迪达斯在08奥运前，举行了两次大型，有力推动与塑 造阿迪达斯的品牌传播和舆论宣传。
“签约08奥运合作伙伴”欢喜宴，定下奥运攻略基调。
名人广告与名人细分 中山大学吴柏林教授“体验经济·体验营销”绝密资料
２０４《商场现代化》２００６年２月（上旬刊）总第４５７期名人广告在促销中有重要作用，因此很多有实力的企业将其作为品牌战略的重要组成部分。
然而名人广告也存在一些问题，其中最突出的是名人与产品、名人与目标市场不统一，造成产品定位不准确，削弱广告的说服力，甚至会损害品牌形象。
解决这一问题的基本策略是对名人进行细分。
一、名人领域细分就像没有一种产品能满足消费者全方位的需要一样，没有一位名人具有全方位的影响力。
名人的名气源于一定的领域，名人只能在自己所从事活动的相关领域内对消费需求产生一定的影响。
如果选择外交家基辛格和篮球明星乔丹分别为国际时事杂志和运动鞋做形象代言人，应该有相当好的传播效果；如果互换产品后再让他们做形象代言人，效果甚至还不如普通人。
罗纳尔多是足球明星，做体育用品的形象代言人应该能很好地吸引消费者；然而作为“金嗓子喉片”广告的角色就显得苍白无力，罗纳尔多精湛的球技和“喉片”实在没有什么关联。
不能准确选择一定领域的名人从事广告活动，结果必然是名人与产品的错位。
二、名人性别细分在一般情况下，适合某一性别消费者使用的产品，或由某一性别消费者作出购买决策的产品，应由同一性别的名人来传播产品信息。
巩俐主演的野力干红葡萄酒的广告典雅、华贵，有很强的感染力，因为红葡萄酒也是适合女性饮用的酒。
设想让巩俐主演主要由男性消费的白酒的广告，则使人感到可笑。
同样，大阳牌摩托车的目标消费者是青年男性，由巩俐主演的“大阳摩托，心随我动”的广告难以打动目标消费者。
这是名人与目标受众的在性别上的错位。
三、名人年龄细分在一般情况下，适合某一年龄段消费者使用的产品，或由某一年龄段消费者作出购买决策的产品，应由该年龄段的名人来传播产品信息。
肯德基快餐的主要消费群之一是儿童，而购买决策者很可能是慈爱的祖辈，于是就让活泼可爱的儿童和和蔼慈祥的老人来影响目标消费者。
虽然其中的儿童和老人不是名人，但从这则成功的电视广告中也可看出产品信息传递者和名人广告与名人细分王佩玮 郭 旭 华东理工大学软件与信息管理学院［摘 要］ 名人细分是实施名人广告策略的前提。
联合品牌 中山大学吴柏林教授“体验经济·体验营销”绝密资料
!""#年第!期总第!"期!!!!!!!!!!!!!!!!!!!!江西财经大学学报$%&’()*%+$,)(-.,&(,/0’1,23%++,()(40)(504%(%6,41!(%7!!!""#189:;<(%7!"!!!!!!!!!!!!!!!收稿日期"!""#="#="$作者简介"许基南，江西财经大学工商管理学院副院长，副教授，博士，研究方向：企业管理和产业经济。
几乎所有的知名电脑品牌都在和英特尔联合；２００２年１０月１２日，海尔与万达集团联姻，共同进军房地产行业，推出其联合品牌产品“万达海尔房”；柯尼卡的广告强调美国航空公司和肯特证券都使用柯尼卡复印机设备；爱立信与索尼合作，推出联合品牌索尼爱立信手机；联合品牌的例子比比皆是。
一、联合品牌及其经济学解释１、联合品牌联合品牌是两个或两个以上现有的企业品牌进行合作的一种形式，通过联合，借助相互的竞争优势，形成为具有单个企业品牌不具有的竞争力。
２、联合品牌的经济学解释以两家企业的品牌作为研究对象，同时假设：其一、一种品牌不代表不同产品，不考虑品牌延伸；其二、两种品牌针对同一细分市场，在同一竞争区域内销售，品牌间可替代性强。
那么这两个品牌之间的博弈关系就可以通过库诺特（Ｃｏｒｕｎｏｔ）模型来做解释。
我们用ｑｉ∈［０，∞）代表第ｉ个品牌的产量，ｃｉ（ｑｉ）代表成本函数，ｐ＝ｐ（ｑ１＋ｑ２）代表逆需求函数（Ｐ是价格，Ｑ（Ｐ）是原需求函数）。
第ｉ个品牌的利润函数为：!ｉ（ｑ１，ｑ２）＝ｑｉｐ（ｑ１＋ｑ２）－ｃａ（ｑｉ），ｉ＝１，２（ｑ＊１，ｑ＊２）是纳什均衡的产量意味着：ｑ＊１∈ａｒｇｍａｘ"１（ｑ１，ｑ＊２）＝ｑ１ｐ（ｑ１＋ｑ＊２）－ｃ１（ｑ１）ｑ＊２∈ａｒｇｍａｘ#２（ｑ＊１，ｑ２）＝ｑ２ｐ（ｑ＊１＋ｑ２）－ｃ２（ｑ２）得到纳什均衡必须满足一阶导数为零：!$１!ｑ１＝ｐ（ｑ１＋ｑ２）＋ｑ１ｐ!（ｑ１＋ｑ２）－ｃ!（ｑ１）＝０!%２!ｑ２＝ｐ（ｑ１＋ｑ２）＋ｑ２ｐ!（ｑ１＋ｑ２）－ｃ!（ｑ２）＝０假定每个企业具有相同的不变单位成本，即：ｃ１（ｑ１）＝ｃｑ１，ｃ２（ｑ２）＝ｃｑ２需求函数为：ｐ＝ａ－（ｑ１＋ｑ２）最优化的一阶条件为：!&１!ｑ１＝ａ－（ｑ１＋ｑ２）－ｑ１－ｃ＝０!’２!ｑ２＝ａ－（ｑ１＋ｑ２）－ｑ２－ｃ＝０反应函数为：ｑ＊１＝Ｒ１（ｑ２）＝１２（ａ－ｑ２－ｃ）ｑ＊２＝Ｒ２（ｑ１）＝１２（ａ－ｑ１－ｃ）解两个反应函数，得到纳什均衡为：ｑ＊１＝ｑ＊２＝１２（ａ－ｃ）利润为：(１（ｑ＊１，ｑ＊２）＝)２（ｑ＊１，ｑ＊２）＝１９（ａ－ｃ）２若品牌１和品牌２实施联合，则联合品牌的最优产量和均衡利润的计算为：ＭａｘＱ*＝Ｑ（ａ－Ｑ－ｃ）联合品牌的最优产量：Ｑ＊＝１２（ａ－ｃ）＜ｑ＊１＋ｑ＊２＝２３（ａ－ｃ）联合品牌的利润为：+＝１４（ａ－ｃ）２＞２９（ａ－ｃ）２可以看出，联合品牌的总产量小于品牌１和品牌２单独竞争时的总产量，同时，联合品牌的总利润反而大于品牌１和品牌２单独竞争时的总利润。
中山大学吴柏林教授 “广告策划——实务与案例”绝密资料_KOTLER01
Part I Understanding Marketing ManagementChapter 1 – Defining Marketing for the Twenty-First CenturyI. Chapter Overview/Objectives/OutlineA. OverviewMarketing is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively and profitably. Since consumers and business buyers face an abundance of suppliers seeking to satisfy their every need, companies and nonprofit organizations cannot survive today by simply doing a good job. They must do an excellent job if they are to remain in the increasingly competitive global marketplace. Many studies have demonstrated that the key to profitable performance is to know and satisfy target customers with competitively superior offers. This process takes place today in an increasingly global, technical, and competitive environment.Marketing management is the conscious effort to achieve desired exchange outcomes with target markets. The marketer’s basic skill lies in influencing the level, timing, and composi tion of demand for a product, service, organization, place, person, idea, or some form of information.There are several 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.The marketing concept moves toward a more enlightened view of the role of marketing. The marketing concept holds that the main task of the company is to determine the needs, wants, and preferences of a target group of customers and to deliver the desired satisfactions. The four principles of the marketing concept 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 that achieves 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.”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 continues to intensify 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 reevaluating various marketing concepts and tools that focus on relationships, databases, communications and channels of distribution, as well as marketing outside and inside the organization.B. Learning Objectives∙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 is critical to different types of organizations and in different environments.C. Chapter OutlineIntroductionI.The New EconomyA.Focus on the digital revolution (Internet and related) and the impact onbusinesses and consumers in terms of capabilities.1.For Consumers - Multiple new capabilities related to increases in buyingpower, variety of goods and services available, information, interactivity,and product comparability.2.For Companies - Enhanced marketing reach, direct connectivity,information on all of the stakeholders and competitors, communications(internal and external), customized services and products, enhancedlogistics, and enhanced training.B.The Information Age Versus the Industrial Age1.Management has to recognize the potential quickly2.Marketing - “Meeting needs profitably”II.Marketing TasksA.Radical Marketing - Breaking the Existing Marketing Rules1.Firms are moving closer to the customer versus expensive research andmass marketing.2.Stages in marketing practice - entrepreneurial, formulated, andintrepreneurial.3.Focus on formulated marketing versus creative marketing.B.Scope of Marketing - Involves a Broadened View of Marketing1.Products - Anything offered for sale or exchange that satisfies aneed or want.2.Products can be goods, services, and ideas.3.Includes people, places, activities, organizations, and information.C.The Decisions That Marketers Make1.Focus on demand states and marketing tasks, along with the questionsthat marketers ask to remain aware and focused.2.Consumer markets and business markets each requires new tools andcapabilities to better understand and respond to the customer.3.Global Markets, Nonprofit markets, and governmental marketsbecoming more sophisticated in recognizing and dealing with marketingchallenges and decisions.III.Marketing Concepts and ToolsA.Defining Marketing1. A social and managerial process by which individuals and groups obtainwhat they need and want through creating, offering, and exchangingproducts of value with others.B.Core Marketing Concepts1.Target Markets and Segmentationa)Every product or service contains features that a marketer musttranslate into benefits for a target market.b)The consumer perceives these benefits to be available in aproduct and directly impacts the perceived ability to meet theconsumer need(s) or want(s).2.Marketplace, Marketspace, and Metamarketa)Marketplace - physicalb)Marketspace - digitalc)Metamarket - cluster of complementary goods and servicesacross diverse set of industries. Includes metamediaries.3.Marketers and Prospectsa) A marketer is someone actively seeking one or more prospectsfor an exchange of values.b) A prospect is willing and able to engage in the exchange.4.Needs, Wants, and Demandsa)To need is to be in a state of felt deprivation of some basicsatisfaction.b)Wants are desires for specific satisfiers of needs.c)Demands are wants for specific products backed by an abilityand willingness to buy them.5.Product or offeringa)Value proposition - Benefits companies offer to satisfycustomer needs.b)Brand - An offering from a known source. Brand image isthe associations that are connected to the brand.6.Value and Satisfactiona)Customer value triad - Combination of quality, service, and price(QSP).b)Value is the consumer’s estimate of the product’s overallcapacity to satisfy his or her needs.c)Marketers respond by changes in the triad.7.Exchange and Transactionsa)Five conditions must be satisfied.b)An exchange means obtaining a desired product by offeringsomething desirable in return.c) A transaction is the trade of values (involves several dimensions).8.Relationships and Networksa)Relationship marketing seeks long-term, “win-win” transactionsbetween marketers and key parties (suppliers, customers,distributors).b)The ultimate outcome of relationship marketing is a uniquecompany asset called a marketing network of mutually profitablebusiness relationships.9.Marketing Channelsa)Reaching the target market is critical.b)Achieved via two-way communication channels (media-newspapers through the Internet), and physical channels (productand service).c)The marketer also must decide on the distribution channel, tradechannels, and selling channels (to effect transactions).10.Supply chaina)Refers to the long channel process that reaches from the rawmaterials and components to the final product/buyers.b)Perceived as a value delivery system.petitiona)Includes actual and potential rival offerings and substitutes.b) A broad view of competition assists the marketer to recognizethe levels of competition based on substitutability: brand,industry, form, and generic.12.Marketing Environmenta)The task environment includes: immediate actors in theproduction, distribution, and promotional environmentsb)The broad environments include: demographic, economic,natural, technological, political-legal, and social-cultural.13.Marketing Programa)Marketing mix - The set of marketing tools the firm uses topursue marketing objectives in the target market.b)Involves recognition and use of the four Ps (product, price, place,and, promotion) and the four Cs (customer solution, customercost, convenience, and communication) in the short run and thelong 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 - Assumesthe key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets.1.Target Market - No company can operate in every market and satisfyevery need.2.Customer Needs - It is not enough to just find the market.a)Marketers must also understand their customer’s needs andwants. Not a simple task.b)Key marketer actions: Responsive marketing, anticipativemarketing, and creative marketingE.Integrated Marketing - When all a firm’s departments must work together toserve customer interests(a company-wide activity).1.Involves external and internal marketing.2.Profitability - The ultimate purpose of marketing is to help organizationsachieve their objectives.3.Hurdles to Adopting a Marketing Orientationa)Organized Resistance - Some departments see marketing as athreat to their power in the organizationb)Slow Learning - Despite efforts by management, learning comesslowly.c)Fast Forgetting - There is a strong tendency to forget marketingprinciples.4.The Customer Concept - Moving beyond the marketing concept—especially for firms with considerable customer informationF.The Societal Marketing Concept1.The organization’s task is to determine the needs, wants, andinterests of target markets.2.Also to deliver the desired satisfactions more effectively andefficiently than competitors.3.And in a way that preserves or enhances the consumer’s and thesociety’s well-being.a)Cause-related marketing - Firms with an image act to enhancetheir reputation, etc., via causes.V.How Business and Marketing are ChangingA.Major new forces changing the way marketing process1.Customers expect more and better2.Rising brand competition3.Store-based retailers sufferingB.Trends of Company Responses and Adjustments1.Reengineering key processes versus functional depts.2.Outsourcing everything3.e-commerce trend4.Benchmarking based on world-class performers5.Alliances, supplier-partnerships, market-centered, global/local anddecentralized.C.Marketer Responses and Adjustments1.Focus on relationship marketing (versus transactional marketing)2.Creation of customer lifetime value orientation3.Focus on customer share marketing versus only market share4.Target marketing (versus mass marketing)5.Individualization of marketing messages and offerings6.Customer databases for data-mining7.Integrated marketing communications for consistent images8.Consideration of channel members as partners9.Recognition of every employee as a marketer10.Model and fact-based decision making versus intuition aloneVI.SummaryII. LecturesA. “Marketing Enters the 21st Century”The focus in this discussion is on the increasingly important role of the marketing processin the ever-changing domestic and global business environment.Teaching Objectives∙To explain the concepts related to understanding the role and potential of marketing in the larger business environment.∙To provide students a new and possibly different perspective on the role of marketing in business and society.∙To indicate areas where the marketing process and concept will be useful to the student in assessing business developments.DiscussionI NTRODUCTIONMany observers argue that all new or important directions in management thought and practice are marketing oriented. Marketing is no longer something done when a company has extra revenue to invest. It must be implemented for a business to survive.The marketing concept has changed dramatically over the last several decades, and recently the focus increasingly has moved to customers (versus products and selling), marketing globally, and the various technology issues that impact the market. In addition, there is renewed emphasis in marketing on creating and innovating with new and better products and services rather than just competing against other firms and following the marketing patterns established by competitors.The marketing concept is a matter of increased marketing activity, but it also implies better marketing programs and implementation efforts. In addition, the internal market in every company (marketing your company and products to and with the employees of the company) has become as challenging as the external marketplace due to diversity and many other social/cultural issues.C HANGES IN C ONSUMER B EHAVIORThere have been many major marketing shifts during the last few decades that have shaped marketing in the 21st century. There is a view among professional marketers that there is no longer the substantial product loyalty that existed over the last few decades. Product and brand loyalty, many argue, has been replaced by something more akin to a consumer decision that is based on the absence of a better product or service. In addition, there are major changes in the way customers look at market offerings. During the 1980s customers were optimistic, and in the early 1990s they were pessimistic. Later in the 1990s, consumers appeared rather optimistic, but still cautious at times. The following chart demonstrates some of the major shifts that have occurred to the present:1980s 1990s PresentConspicuous consumer Frugal consumer, becomingmore well-off Suspicious but generally well-off consumerImage driven Value and quality driven Highly eclecticTrusting Skeptical and cynical A “prove it” attitudeBrand loyal Does not exhibit loyalty Believes that there is alwayssomething betterEmotional buyer Informed buyer Highly informed and specialized Dreamers Escapists Focused on personal needs Overindulgent Health, wellness-conscious Health, wellness and someoverindulgence, withoutexpectation of costs orconsequencesOverworked Burnt-out, stressed out andplacing tremendous value onconvenience and time Reliant on technology and telecommunications to save time in making purchase decisionsIndustrious Baby Boomer Responsible Baby Boomer Unconvinced Generation Xer Increasingly it is clear that while the 4 Ps (product, price, promotion, and place) have value for the consumer, the marketing strategies of the 21st century will use the four “4 Cs” as added critical marketing variables:1.Care: It has replaced service in importance. Marketers must really care about theway they treat customers, meaning that customers are really everything.2.Choice: Marketers need to reassess the diversity and breadth of their offeringsinto a manageable good-better-best selection.munity: Even national marketers must be affiliated, attached toneighborhoods wherever they operate stores.4.Challenge: The task of dealing with the ongoing reality of demographic change.E ND OF THE M ASS M ARKETDuring the late 1990s, we witnessed the death of the concept of mass market. Regardless, some marketers continue to argue that database marketing will never replace mass marketing for most products. The view is that communicating with users by e-mail, Web site, mail, telephone, or fax will never become cost-efficient enough to justify the return. However, the success of the Internet provides considerable evidence that one-to-one marketing is and will be appropriate for many packaged goods and other high- and low-involvement products that in the past sold almost exclusively with brand advertising.Through the 1970s, only high-end retailers and personal-service firms could afford to practice one-to-one marketing. For the most part, they did it the old-fashioned way with personal selling and index-card files. In the 1980s, as the mainframe computer became more practical, airlines got into the act with a proliferation of frequent flyer programs. Frequency marketing programs such as these relied on monthly statement mailings and large, batch-processed databases of customer records.During the 1990s, bookstore chains, supermarkets, warehouse clubs, and even restaurants began to track individual purchase transactions to build their “share of the customer.”Many of these programs now run on PC platforms or workstation environments much more powerful than the most capable mainframes of the 1970s. It is possible today to track 5 or 6 million customers for the same real cost as tracking a single customer in 1950. With Internet-based databases and remote access, this capability literally has exploded in the last few years. The situation will become even more interesting as one-to-one marketing becomes even increasingly pervasive. With an increasingly powerful array of much more efficient, individually interactive vehicles, the options are virtually unlimited, including on-site interactivity, Web site connections, fax-response, e-mail, and interactive television.Most households today either have direct Internet access, or with TV sets that also provide real-time interactivity through the Internet. We are closing rapidly on the time where individuals will interact with their television and/or computer simply by speaking to it. Via various Web sites, computers work for us to enable us to remember transactions and preferences and find just the right entertainment, information, products, and services. Likewise, online capabilities enable providers to anticipate what a consumer might want today or in the future. Unfortunately, the system has been slower to protect consumers from commercial intrusions that they may not find relevant or interesting.The increasing level of market definition and refinement (and resulting opportunities for marketers) is possible through the massive social, economic, and technological changes of the past three decades. There is no longer a U.S. mass market because lifestyles have changed so dramatically. Some of the important demographic shifts have been:∙Increasing diversity of the population. The United States has always been an immigrant nation. However, large numbers of immigrants from Latin Americaand Asia have increased the proportion of minorities in the country to one inthree, up from one in five in 1980. This diversity is even more noticeable in theyounger market.∙Changing family and living patterns. There has been a substantial rise in the divorce rate, cohabitation, non-marital births, and increased female participationin the labor force. In addition, married couples with one earner make up only 15percent of all households. Dual-earner households have become much morecommon—the additional income is often necessary for the family to pay theirbills. Thus, the stereotypical family of the 1950s has been replaced by two olderand harried, working parents with much less time available.∙Emergence of a new children’s market. Minorities are over-represented in the younger age brackets due to the higher fertility and the younger populationstructure of many recent immigrants. The result is that one in three children inthe United States is black, Hispanic, or Asian. In addition, nearly all of today’schildren grow up in a world of divorce and working mothers. Many are doingthe family shopping and have tremendous influence over household purchases.In addition, they may simply know more than their elders about productsinvolving new technology such as computers.∙Income and education increases are two other important demographic factors impacting the marketing management arena. Generally, incomeincreases with age, as people are promoted and reach their peak earning years, and the level of education generally has increased over the last fewdecades. Family units today often have higher incomes because they may havetwo earners. Accordingly, there is an increased need for products and servicesbecause they likely have children and are homeowners.In sum, the need for market analysis and marketing decision-making, and managers to perform those tasks has never been greater. But, as the course will demonstrate, the complexities of, and analytical tools required for, these activities have never been greater. Be prepared for a challenging experience.B. “The Changing Image of Marketing”Focus: the changing perceptions of marketing in the contemporary business environment.Teaching Objectives∙To explain the concepts related to understanding the role and potential of marketing in the larger business environment.∙To provide students a new and possibly different perspective on the role of marketing in business and society.∙To indicate areas where the marketing process and concept will be useful to the student in assessing business developments.DiscussionI NTRODUCTIONWhat image comes to mind when you hear the word “marketing”? So me people think of advertisements or brochures, while others think of public relations (for instance, arranging for clients to appear on TV talk shows). The truth is, all of these—and many more things—make up the field of marketing. The Knowledge Exchange Business Encyclopedia defines marketing as “planning and executing the strategy involved in moving a good or service from producer to consumer.”With this definition in mind, it’s apparent that marketing and many other business activities are related in some ways. In simplified terms, marketers and others help move goods and services through the creation and production process; at that point, marketers help move the goods and services to consumers. But the connection goes even further: Marketing can have a significant impact on all areas of the business and vice versa.M ARKETING B ASICSIn introductory marketing you learned some basics—first the four P’s, and then the six P’s: ∙Product—What are you selling? (It might be a product or a service.)∙Price—What is your pricing strategy?∙Place or distribution—How are you distributing your product to get it into the marketplace?∙Promotion—How are you telling consumers in your target group about your product?∙Positioning—What place do you want your product to hold in theconsumer’s mind?∙Personal relationships—How are you building relationships with your target consumers?The sum of the above is called the marketing mix. It is important to have as varied a mix as possible in marketing efforts, since each piece plays a vital role and boosts the overall impact. Let’s take a closer look at the basic P’s of marketing and particularly at how they might affect what you do in business.▪ProductMarketers identify a consumer need and then provide the product or service to fill that need. The marketer’s job is to pinpoint and understand existing needs, expand upon them, and identify new ones. For example, because there are more singles and small families these days than in years past, marketers might see a need for products to be sold in smaller quantities and offered in smaller packages.How can this impact other professionals in the business/marketing process? Let’s say your company has developed a new product that generates enormous consumer demand. Your marketing department may ask you to find a way to speed up the workflow in order to crank out more products faster. A year after the product is introduced, however, the market might be flooded with cheap imitations. Since one marketing strategy is to keep products price-competitive, a marketer may then ask you to find a way to make the product less expensively. This relationship works both ways. There may be production and industrial engineers who may see a way to change the work process that would create additional options for consumers. Those engineers will also be instrumental in design and development of products for which human factors and ergonomics are important considerations. Maybe there’s room to add another product line. For instance, that product X is still blue but new product Y is red. You can suggest this to your marketing department; it, in turn, would do research to gauge potential consumer demand for the new line.▪PriceIdeally, a marketer wants to be proactive in setting price rather than simply react to the marketplace. To that end, the marketer researches the market and competition and plots possible price points, looking for gaps that indicate opportunities. When introducing a new product, the marketer needs to be sure that the price is competitive with that of similar products or, if the price is higher, that the consumers perceive they’re getting more value for their money.Various other technical professionals can have an important impact on marketers’ pricing decisions. Again, you may be asked to determine if productivity can be enhanced so that the product can be manufactured and then sold—for a lower price.▪Place or distributionWhat good is a product if you can’t get it to people who want to purchase it? When marketers tackle this issue, they try to figure out what the optimum distribution channels would be. Forexample, should the company sell the product to distributors who then wholesale it to retailers or should the company have its own direct sales force?Marketers also look at where the product is placed geographically. Is it sold regionally, nationally, and internationally? Will the product be sold only in high-end stores or strictly to discounters? The answers to all of these questions also help shape how a product can be distributed in the best way.Such distribution questions are potentially of great significance to many professionals, including industrial and other types of engineers in a company. For instance, whether a product will be marketed regionally or internationally can have enormous implications for package design as well as obvious areas of the supply chain: logistics, transportation, distribution, and warehousing.▪PromotionPromotion encompasses the various ways marketers get the word out about a product—most notably through sales promotions, advertising, and public relations.Sales promotions are special offers designed to entice people to purchase a product. These can include coupons, rebate offers, two-for-one deals, free samples, and contests.Advertising encompasses paid messages that are intended to get people to notice a product. This can include magazine ads, billboards, TV and radio commercials, Web site ads, and so forth. Perhaps the most important factor in advertising success is repetition. We’re all bombarded with an enormous number of media messages every day, so the first few times a prospective customer sees an ad, it usually barely makes a dent. Seeing the ad over and over is what burns the message into people’s minds. That’s why it’s good to run ads as frequently as possible.Public relations refers to any non-paid communication designed to plant a positive image of a company or product in consumers’ minds. One way to accomplish this is by getting the company or product name in the news. This is know n as media relations, and it’s an important aspect of public relations.As with price, changes in demand created by promotions can have a direct impact on the work of many other professionals.▪PositioningBy employing market research techniques and competitive analysis, the marketer identifies how the product should be positioned in the consumer’s mind. As a luxury, high-end item? A bargain item that clearly provides value? A fun product? Is there a strong brand name that supports how the image is fixed in the consumer’s mind? Once the marketer answers these kinds of questions, he or she develops, through a host of vehicles, the right image to establish the desired position.This, too, can affect the work you do. If an upscale image is wanted, the materials used in the product and packaging are likely to be different from those used in a bargain product—a fact that could make the workflow significantly more complex. On the other hand, with your engineering knowledge, you may be able to suggest alternative materials that would preserve the desired image but be easier or less expensive to use.。
牵手奥运冠军 中山大学吴柏林教授“体验经济·体验营销”绝密资料
特别报道聪明的企业不会在明星价值最高的时候签约#本刊记者付惠君北京时间!""#年&月!&日!点#"分，第!&届雅典奥运会田径赛场，男子%%"米栏决赛。
中国选手刘翔一路领先，率先冲过终点，以%!秒’%的平世界纪录成绩夺得金牌。
这枚金牌也是中国田径男选手的第一枚奥运金牌！此时此刻，重庆隆鑫集团的会议室里欢声雷动，聚集在大屏幕前的员工们忘情欢呼，因为此前，隆鑫已签下刘翔作为企业摩托车形象代言人，并且作出承诺，只要刘翔能在奥运会夺冠，将重奖%""万现金。
“我们没想到刘翔会拿冠军，这是意外之喜。
”隆鑫集团营销部负责人杨静说，“说实话，公司实行体育营销是有一定风险的，好在我们把‘宝’押对了。
但仔细想想，所谓的风险其实也不大，只要刘翔进入决赛，我们就会继续用他，当时对他的期望值是最好进入三甲。
而刘翔进入决赛的底线几乎是可以肯定的。
”据介绍，隆鑫一直以来都看好体育营销的路线，而隆鑫的品牌核心价值诉求“突破、挑战极限”，与田径非常吻合。
在敲定刘翔之前，隆鑫也拿他同其他运动员比较过，但经过一段时期的观察和分析，觉得刘翔的近期表现一直不错，经过集团内部开会讨论后，最终决定用刘翔。
今年#月与刘翔签约后，为了最大程度地扩大影响力，隆鑫开始了一系列的主题营销活动，(月至&月在全国范围内组织开展了“百年奥运梦，百万隆鑫情”签名活动，庆祝奥运百年盛典，支持中国奥运体育代表团出征雅典，并将巨型签名旗带到全国各地，召集隆鑫用户为中国奥运健儿签名助威。
奥运会后，隆鑫马上趁热打铁，迅速在中央电视台%)&套推出以刘翔夺冠为主题的隆鑫广告片，再次提升隆鑫品牌的知名度。
’月%’日，他们在重庆召开新闻发布会，重奖刘翔，并顺势推出了“翔”系列摩托车。
隆鑫的确是把“宝”押对了。
且不说刘翔的成功和骤然升起的人气让隆鑫这个品牌的知名度提高不少，单是他们与刘翔签的那份合同，价值就已翻了番。
体验营销 主题12 设计体验主题 中山大学吴柏林教授“体验经济·体验营销”绝密资料
主题12 设计体验主题[主题要点]企业确定营销目标后，必须为满足这些需求而设计提供物——体验。
而体验设计的第一个环节是体验主题的设计。
所谓体验主题，是指企业向顾客提供体验时最核心、最能引起顾客共鸣的部分，整个体验营销策略都要紧紧围绕体验主题而展开。
如一些主题博物馆、主题公园、游乐区、或以主题设计为导向的一场活动等。
这些“体验”和“主题”并非随意出现。
※设计体验主题的前提。
体验主题的设计必须围绕消费者这个中心点来进行，只有对顾客心理需求进行充分的调研、分析、把握，才能设计出好的体验主题。
在设计的时候，只要充分把握好人的优点和缺点，把人的敏感区域激发出来，引领他们在设定的“程序”里去完成体验，就能引起顾客的共鸣。
一个好的体验主题可以将企业多方面的努力聚集到这一中心上来，加深消费者体验度。
※设计体验主题的出发点。
体验主题应与企业的商业性质和经营宗旨相一致。
与企业的商业性质和产品特性不相符的体验主题，往往会使顾客感到不伦不类，很难产生感召力。
例如，耐一克公司用于展销运动鞋的芝加哥耐克城，处处显示了运动的主题；销售化妆品的日本资生堂公司4S专卖店，处处以女性的美为主题。
这都与企业的经营性质极为契合。
另外，企业向顾客提供的体验必须与自身定位或经营宗旨相一致。
只有这样，才能树立起一贯的企业形象，有力地吸引目标顾客。
如美国西南航空公司，将自己定位于票价低廉、没有附加服务的航空公司，虽然它不像其他航空公司那样为顾客提供诸如按摩等服务，但这家公司同样也取得了成功。
※设计体验主题的素材。
体验主题的设计主要通过对现实或虚幻世界的模拟来实现，设计素材可以从自然界、哲学或心理学的概念、宗教政治历史、艺术、时尚和大众文化五个领域来获取。
※体验主题的设计原则。
设计精炼的主题是经营体验的第一步，也是主题设计成功的关键一步，设计体验营销的主题应该遵循以下几个原则。
表2.2.1 设计体验主题的原则[参考案例] 迪斯尼乐园的“梦幻”旅程1955年，被外界称为“世纪工程”的第一家迪斯尼主题乐园在美国洛杉矶建成开放并获得极大成功。
Mankiw Economics Chap_11 中山大学吴柏林教授“曼昆·经济学原理”绝密资料
“The best things in life are free. . .”
When a good does not have a price attached to it, private markets cannot ensure that the good is produced and consumed in the proper amounts.
No
National defense Knowledge Uncongested nontoll roads
The Free-Rider Problem
A free-rider is a person who receives the benefit of a good but avoids paying for it.
Common resources are rival goods because one person’s use of the common resource reduces other people’s use.
Tragedy of the Commons
The Tragedy of the Commons is a story with a general lesson: When one person uses a common resource, he or she diminishes another person’s enjoyment of it.
“The best things in life are free. . .”
In such cases, government policy can potentially remedy the market failure that results, and raise economic well-being.
中山大学吴柏林教授“体验经济·体验营销”绝密资料 轶名 体验营销的基本理论
体验营销的基本理论一、前言1、体验营销的发展史美国学者约瑟夫·派恩和詹姆斯·吉尔摩在《体验经济》一书中写到：体验经济是继农业经济、工业经济、服务经济之后第四个经济发展阶段；体验经济是企业以服务为舞台，以商品为道具，以消费者为中心，创造能够使消费者参与、值得消费者回忆的活动。
体验营销是1998年美国战略地平线LLP公司的两位创始人B－josephpine Ⅱ和JamesHgilmore提出的。
他指出：“从消费者的感官，情感，思考，行动，关联五个方面重新定义，设计营销理念。
”他们认为，消费者消费时是理性和感性兼具的，消费者在消费前，消费中和消费后的体验，是研究消费者行为与企业品牌经营的关键。
国外体验营销理论的发展经历了早期萌芽阶段、发展实践阶段，在这一阶段，关于体验消费、体验营销的基础理论已经基本形成，但没有完全达成一致，但体验营销深远的营销意义则受到了众多大企业的关注，体验营销开始逐渐在实际市场竞争中展开应用。
目前全球正在实施体验营销的有拉斯维加斯、戴尔、星巴克、麦当劳、耐克公司、环球影业等多家大型机构。
1998年《中国日报》对中国手机购买者所做的调查中发现，51%的消费者在新机型一上市时就购买，只有37%的人考虑价格，11%的消费者考虑功能；另有资料表明，我国北京、上海、深圳等地的人均GDP已达3000美元以上，人均休闲时间比五年前多了一倍。
事实表明，随着中国经济的进一步发展，消费需求多样化和个性化趋势的日益明显，消费者对心理和精神的需求已超越消费者对物质的需求而成为人们的主导需求，体验经济在中国已初露端倪。
如今我国许多大企业都已开始了实施体验营销的步伐，并取得一定成果。
中国移动推出的“动感地带”业务，从宣传口号“我的地盘我选择”开始，到彩铃、百宝箱、无限上网、音乐下载等无一不体现了个性化的定制服务，在加上举办的“街舞挑战赛”、“周杰伦演唱会”、“结盟麦当劳”等一系列活动，都引起年轻人的高度共鸣，带给他们与众不同的体验，并激发了他们的消费热情。
体验营销 主题20 店铺体验策略 中山大学吴柏林教授“体验经济·体验营销”绝密资料
主题20 店铺体验策略[主题要点]店铺体验策略属于企业的环境管理工作，是企业重要的体验营销策略和竞争手段，通过对店铺内外进行构思、设计，为消费者提供一种特殊的、美好的体验和感觉，从而吸引顾客光顾与消费，实现体验价值。
店铺设计主要包括外观设计、内部环境设计、营业布局和商品配置、商品陈列等。
※店铺外观设计。
店铺外观设计主要指对店铺建筑外观、招牌、门面、出入口、橱窗等进行的体验设计。
各部分的重要作用和设计要求详见表3.1.1。
表3.1.1 店铺外观设计※店铺内部环境设计。
店铺内部环境包括店堂的装修、设备设施配置、营业布局和通道以及店铺的环境气氛四个主要方面。
具体设计要求如表3.1.2所示。
表3.1.2 店铺内部环境设计※商品配置。
店铺的商品配置是将所经营的各类商品精心规划安排在最适合的部位进行陈列和销售。
※商品陈列。
即商品在商场内摆放和展示的形式。
商品陈列的目的是为了恰到好处地展示商品，突出宣传商品的特点，吸引顾客的注意，方便顾客挑选，增加商品销售出去的机会，同时还可以美化店容、展现商店经营风貌和特色。
商品陈列的合理性标准是整洁丰满、艺术美观。
[参考案例]李宁旗舰，店铺体验2004年6月26日，李宁公司在北京的第一家旗舰店驶入了北京最繁华的王府井商圈，而在这个过程中，他们充分采用了体验营销这一先进方法。
※背景介绍。
该店占地面积达700多平力米，分上下两层，第一层男子区，第二层女子区。
该旗舰店经营体育用品的种类包括篮球、足球、网球、青少年时尚运动等体育领域的训练及专业用品。
2004年8月28日，该旗舰店的姊妹店——李宁“赢之殿”在王府井重装上阵。
“赢之殿”店内面积达到500平力米，在短短的两个月内，李宁公司在北京打造两大旗舰，以领航终端，占据商战的最高点。
※体现文化精髓。
王府井两家旗舰店中，除展示李宁的系列主流产品，给顾客提供舒适的购物空间外，还专门设置了李宁文化展示专区，展示公司和品牌的发展历程及所倡导的文化精髓——“一切皆有可能”。
华润怡宝体育营销成就品牌进阶之路
Marketing | 市场营销MODERN BUSINESS现代商业26华润怡宝体育营销成就品牌进阶之路陈越 华润怡宝饮料(中国)有限公司华南分公司 广东深圳 518057摘要:华润怡宝持续深耕体育领域多年，目前已创造优异可观的成绩，得到业界一致肯定。
在2017年获得“2017中国体育产业年度营销奖”，被媒体称赞为“教科书式的营销典范”，这一切让怡宝更坚定地走体育营销之路。
关键词:华润怡宝；体育营销2012-2016年我国体育行业产值和增加值五年年均复合增长率分别18.94%和19.87%，增长十分迅速。
《全民健身计划(2011-2015)》显示，截至 2014 年底，中国“经常参加体育锻炼人”的人数比例已达 33.9%，到 2020 年每周参加 1 次及以上体育锻炼的人数要达到 7 亿，经常参加体育锻炼的人数达到 4.35 亿。
相比 2007 年，尤其是 20-40岁人群，锻炼人群比例翻了一番，中青年人群运动需求的崛起，形成巨大的市场消费影响力。
这也成为中国体育营销市场体量增长重要基础。
一、体育营销是怡宝品牌战略升级的重要载体自2015年怡宝品牌30周年之际，怡宝品牌主张升级为“心纯净，行至美”，开启刷新品牌形象的进阶之路。
运动场景，已经成为中国饮料主要的消费场景之一。
怡宝以体育营销作为品牌升级的重要载体，一方面，与主要消费场景进行强关联，倡导全民健康的生活方式，强化怡宝“健康、纯净”的功能价值。
另一方面，体育运动承载的“专注、行动、协同、超越自我”等精神内涵，与怡宝品牌理念高度契合，丰富了怡宝的品牌内涵。
向热衷运动的中国消费者，尤其年轻人，传递更纯净、更美好的价值观、情感、态度，推动中国大众体育的蓬勃发展，展现了怡宝作为饮用水行业领导者的企业担当，也有助于怡宝扩大在年轻人市场的影响力，实施品牌年轻化战略。
(二)品牌和理念的选择消费者对一个品牌的接受度取决于这一品牌的影响能力，而微电影广告就是推动企业品牌影响力的最好方式之一。
体验营销 主题03 产品心理属性设计 中山大学吴柏林教授“体验经济·体验营销”绝密资料
主题03 产品心理属性设计[主题要点]产品心理属性设计就是在产品制作、包装过程中对构成产品的各个因素，如产品的质量、技术含量、产品结构、价格、服务、性能、包装、商标、外观、手感、色泽等进行设计，以满足消费者的心理体验需求。
在当前个性化消费时代，人们对产品的设计提出了很多要求，在产品整体概念中所包涵的心理属性因素越来越重要，这种心理属性因素将越来越多地成为营销成败的关键性因素。
※产品心理属性的表现形式。
人们可以通过对产品的品牌名称、商标、包装、服务等要素的设计来体现该产品满足消费者心理体验的属性。
※产品心理属性的层次结构。
在一个目标市场的顾客看来，产品的心理属性并不是并列等同的，而是表现出一种层次结构。
根据一个产品心理属性与其他产品心理属性相比较后出现差异的大小程度，可将一产品的心理属性界定为三大类：基本属性、差异性、显著特性。
详见表1.3.1表1.3.1 产品心理属性的层次结构※产品心理属性的传达途径。
当产品心理属性设计完成以后，就要通过一定的途径将其传达给消费者，让消费者得到全面的心理体验，实现产品的体验价值。
这就需要从人们的视觉、听觉、触觉、嗅觉与味觉五种感觉系统出发，增强人们的知觉体验和产品的感官体验。
1.3.2详见表※产品心理属性设计指标。
当产品通过一定的传达途径将蕴含于自身要素中的心理属性传递给消费者的时候，便形成消费者自身独特的体验，实现了产品的体验价值。
但如何衡量这一价值的高低优劣，还要借助产品心理属性设计指标来完成，使消费者的体验结果及时反馈给体验的制造者，并及时对产品的心理属性设计进行调整，以期达到更好的效果。
详见表1.3.2表1.3.3 产品心理属性设计指标[参考案例] “宜家”的启示当人们的物质生活水准达到一定程度以后，人们购买商品的目的不再是出于生活的必需，而是出于满足一种情感上的渴求，或者是追求某种特定产品与理想的自我概念的吻合。
因此，企业体验营销应重视这方面的分析研究，以发掘出有价值的营销机会。
体验经济时代下的体育产品营销策略
Marketing营销策略 2012年5月035体验经济时代下的体育产品营销策略研究河南工程学院体育部 李雯娟摘 要：体验经济反映了人类的消费行为和消费心理进入了一种更高的精神消费境界，它为体育产品营销发展带来机遇的同时也对产品营销提出了新的更高要求。
本文深入剖析了体验经济视角下体育产品的特点，在对体育产品进行SWOT分析的基础上，针对问题提出了体育产品5p's营销策略。
关键词：体验经济 体育产品 营销策略中图分类号：F272 文献标识码：A 文章编号：1005-5800(2012)05(c)-035-021 体验经济与体育产品体验经济概念源于美国经济学家约瑟夫·派恩和詹姆斯·H·吉尔摩二人在合著的《体验经济》中指出，在激烈的市场竞争压力下，经营者为了不断追求独特的卖点，一种新的经济形态——体验经济正从服务经济中分离出来，其最鲜明的特征是企业提供一种让客户身在其中并且难以忘怀的体验。
甚至可以说，体验经济就是顺应“以人为本”时代大潮的产物。
体验经济以消费者表面的和潜在的需求为依据，当充分挖掘到消费者的需求时，他们会主动地为体验付费。
一方面,消费者体会到体验的美妙感觉后，其消费行为往往受非理性因素的支配，这时，他们认为通过进一步的货币支出可以得到更高级的体验，甚至是高峰体验，必然意愿支付额外的费用；另一方面，在体验经济时代，企业——作为一个体验策划者——不仅提供产品和服务，而且还提供最终的体验，充满感性的力量，就会使得消费者精神上得到丰富的体验。
随着体验经济时代到来，消费者除了享受企业提供的产品本身，更关注在服务过程中的感受和体验，人们对体育的消费观念和消费方式发生了巨大的变化，并使其对体育需求的结构、内容、形式也有所改变。
基于体验经济视域下，体育产品具有以下新特点：1.1 对情感需要的比重增加在体验经济时代，消费者在享受丰富的物质生活同时,更加追求精神情感上得到满足。
中山大学吴柏林教授“体验经济·体验营销”绝密资料 体验式营销 18页
2001 年8月21日，联想推出了全新的商用电脑——开天系列。联想副总裁陈绍 鹏宣称：这一产品系列体现了联想对产业的思考和对客户的理解，是用联想用 “全面客户体验”理念打造的“全三维品质”精品。联想认为，在全面客户体验 时代，不仅需要对用户深入和全方位的了解，而且还应把对使用者的全方位体验 和尊重凝结在产品层面，让用户感受到被尊重、被理解和被体贴。 9月4日，惠普公司与康柏公司达成250亿美元的并购交易，成为IT新老大。消 息传来，举世震惊。惠普公司总裁费奥利娜(Carly Fiorina) 提出了构造“全面客 户服务模式”(Total Customer Experience)，带领新惠普由传统的产品经济、服 务经济全面转向体验经济。 10月25日，被微软公司形容为设计最佳和性能最可靠的新一代操作系统 Windows XP全球面市，比尔盖茨宣称该新操作系统为人们“重新定义了人、软 件和网络之间的体验关系”。“XP”来自“Experience”，其中文意思即是体验。 12月2日，美国未来学家阿尔文托夫勒来到中央电视台《对话》节目现场。 这位曾经预测了“第三次浪潮”到来的托夫勒再次向大家预言：服务经济的下一 步是走向体验经济，人们会创造越来越多的跟体验有关的经济活动，商家将靠提 供体验服务取胜。 一时间，体验这个词在各种媒体上一下子热了起来，不但在IT领域，传统产 业的企业也纷纷一起来关注体验。但到底何谓体验，何谓体验式营销，如何执行 一个体验式营销战略呢？看了下文，我想你将会有一个较为深度的认识。
1、到底何谓体验？
所谓体验“experiences”就是人们响应某些刺激“stimulus”（例如， 是由企业营销活动为消费者在其购买前与购买后所提供的一些刺激） 的个别事件“private events”。体验通常是由于对事件的直接观察或 是参与造成的，不论事件是真实的，还是虚拟的。体验会涉及到顾客 的感官、情感、情绪等感性因素，也会包括知识、智力、思考等理性 因素，同时也可因身体的一些活动。体验的基本事实会清楚的反射于 语言中，例如描述体验的动词：喜欢、赞赏、讨厌、憎恨等，形容词： 可爱的、诱人的、刺激的、酷毙的等等。根据心理语言学家已经研究 表明，类似这些与体验相关的词汇在人类的各种语言（如：汉语、英 语、德语、日语等）中都是存在的。 体验通常不是自发的而是诱发的，当然诱发并非意味顾客是被动 的，而是说明营销人员必须采取体验媒介。最后一点，体验是非常复 杂的，没有两种体验是完全相同的，人们只能通过一些标准，来将体 验分成不同的体验形式。企业的营销人员如其关心一些特别的个别体 验，还不如探讨一下营销战略，考虑你要为顾客提供那一类体验形式， 并如何才能提供永久的新奇。
论体育明星品牌代言人策略 中山大学吴柏林教授 研究生课程“营销管理”绝密资料
论体育明星品牌代言人策略张华鑫,田 坤,袁慎强(聊城大学,山东聊城 252059)摘 要:运用文献资料、综合分析法对体育明星品牌代言人策略进行研究,提出体育明星品牌代言人策略的理念及相关内容,以实现将企业体育明星品牌代言人策略整合到产品的总体市场开拓中去,实现企业品牌的扩张和价值的提升。
关键词:体育明星;品牌代言人;策略;企业中图分类号:G 80-05 文献标识码:A 文章编号:1006-2076(2007)04-0038-03收稿日期:2007-04-01作者简介:张华鑫(1963- ),女,山东聊城人,教授,研究方向体育产业。
On strategy of sports star as brand spokesmenZH ANG Hua -xin ,TIAN Kun ,YUAN Shen -qiang(Institute o f Physical Education ,Liaocheng Univer sity ,Liaocheng 252059,China )Abstract :With the method of documentary and com prehensive analysis ,this thesis detected the connotation and strategy of sports star as spokesmen ,and put forward the connotation ,management ideas and related contents ,s o as to put the strategy into the market development of products and to realize the corporation brand expansion and the prom otion of profits.K ey w ords :sports star ;brand spokesmen ;strategy ;corporation 营销专家学者的研究认为,“未来的营销是品牌的战争———品牌互争长短的竞争”[1]。
营销组合4P范式的不可替代性 中山大学吴柏林教授 研究生课程“营销管理”绝密资料
2007年第6期 科技管理研究Science and Technol ogyM anage ment Research 2007No 16收稿日期:2006-12-30,修回日期:2007-03-06文章编号:1000-7695(2007)06-0215-04营销组合4P 范式的不可替代性吴长顺,朱 玲(中山大学管理学院,广东广州 510275)摘要:营销组合范式从4P 发展至4C 、4R,引起学者的热烈反应和广泛讨论。
在前人研究的基础上,将4P 、4C 、4R 从产品、定价、渠道、促销四个方面进行对比,得出4P 理论是具有实操性的营销组合工具,能为消费者提供实际的价值方案,更符合营销工具的实质,是营销学不可替代的理论根基。
关键词:营销组合;4P;4C;4R 中图分类号:F27017文献标识码:A1 营销组合的演进与发展营销学的正式确立以营销组合4P 为标志。
4P 从1960年产生开始,便受到众多理论研究者和实践工作者的热捧,随着营销环境的改变、营销实践的变革和理论研究的发展,4P 理论也经受着越来越多的考验和质疑。
111 营销组合4P 范式的产生与缺陷营销学的发展历史可以追溯到19世纪,从1890年开始,随着商业的繁荣发展,营销学理论获得越来越多的关注。
1957年,A lders on 在其著作《Marketing Behavi or and Executive Acti on 》中指出营销决策应考虑六个因素:产品,营销渠道,价格,促销(广告),促销(人员推销),地点决策。
随后,Kelley 和Lazer 在1958年出版的《Managerial Marketing:Per 2s pectives and V iewpoints 》围绕四个营销组合的要素进行研究:产品、价格、分销渠道、沟通。
在此基础上,美国密执根州大学教授麦卡锡(Jer omeM cCarthy )在1960年出版的《Basic Marketing 》一书中率先提出营销组合的4P 理论:Pr oduct (产品)、Price (价格)、Place (分销)、Pr omoti on (促销)。