市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler12-exs
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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.
• Assess each SBU:
The BCG growthshare matrix classifies SBUs into one of four categories using the:
Market
growth rate SBU’s relative market share within the market.
2- 7
Strategic Planning
• Business portfolio: “the collection of businesses and products that make up the company.” • Designing the business portfolio is a key element of the strategic planning process.
2- 10
Strategic Planning
Portfolio Design
• Step 1: Analyze the current business portfolio • Step 2: Shape the future business portfolio
• Determine the future role of each SBU and choose the appropriate resource allocation strategy:
2- 9
Strategic Planning
BCG Growth-Share Matrix
High Market Growth
Low Market Growth
Stars
Question Marks Dogs
Cash Cows
The BCG growthshare matrix classifies SBUs into one of four categories using the:
Market
growth rate SBU’s relative market share within the market.
2- 7
Strategic Planning
• Business portfolio: “the collection of businesses and products that make up the company.” • Designing the business portfolio is a key element of the strategic planning process.
2- 10
Strategic Planning
Portfolio Design
• Step 1: Analyze the current business portfolio • Step 2: Shape the future business portfolio
• Determine the future role of each SBU and choose the appropriate resource allocation strategy:
2- 9
Strategic Planning
BCG Growth-Share Matrix
High Market Growth
Low Market Growth
Stars
Question Marks Dogs
Cash Cows
市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
营销管理,科特勒,第十二版,第13章英文PPT
13-5
Service Distinctions
Equipment-based or people-based Service processes Client’s presence required or not Personal needs or business needs Objectives and ownership
13-3
Service Sectors
Government Private, nonprofit Business Manufacturing Retail
13-4
Categories of Service Mix
Pure tangible good Good with accompanying service Hybrid Service with accompanying goods Pure service
13-9
Matching Demand and Supply
Demand side Differential pricing Nonpeak demand Complementary services Reservation systems Supply side Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion
13-6
Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability
市场营销英文版科特勒PPT课件
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 7
Assessing Marketing Information Needs
Characteristics of a Good MIS
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 13
Consider a local business near campus. . .
How would they conduct exploratory research?
WhatDmeigvhtetlhoeypwinangt tMo fiandrkoeuttiinndgesIcnripftoivremresaetairochn?
What relationships might they explore in causal research?
Marketing Research Defining the Problem and Research Objectives
Internal Data
Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
• Cookies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler12_exs
Economic conditions Competitive situation Laws / regulations Distribution system Consumer perceptions Cost considerations
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler02_exs
The BCG growthgrowthshare matrix classifies SBUs into one of four categories using the:
Market growth rate SBU’s relative market share within the market.
• Competitor analysis guides competitive marketing strategy development. • Strategy leads to tactics by way of the marketing mix:
The “Four Ps” – product, price, place, promotion (seller viewpoint) The “Four Cs” – customer solution, cost, convenience, and communication (customer viewpoint)
Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 2
Objectives
• Understand company-wide strategic companyplanning and its four steps. • Learn how to design business portfolios and develop strategies for growth and downsizing. • Understand marketing’s role in strategic planning and how marketers partner with others.
Market growth rate SBU’s relative market share within the market.
• Competitor analysis guides competitive marketing strategy development. • Strategy leads to tactics by way of the marketing mix:
The “Four Ps” – product, price, place, promotion (seller viewpoint) The “Four Cs” – customer solution, cost, convenience, and communication (customer viewpoint)
Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 2
Objectives
• Understand company-wide strategic companyplanning and its four steps. • Learn how to design business portfolios and develop strategies for growth and downsizing. • Understand marketing’s role in strategic planning and how marketers partner with others.
营销管理课件-科特勒(英文版)
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
Product
• A product is anything that can be offered to satisfy a need or a want
• What are some travel and tourism ―products‖ that you can list?
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
The Travel Industry
• The travel industry is the world‘s largest • One billion international travelers by 2010 • Over $1.5 trillion in receipts by 2010
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
市场营销原理课件(英文版)菲利普·科特勒
13 - 19
Marketing Logistics and Supply Chain Management
Channel Members Are Connected Via A Variety of Flows
• Physical Flow • Information Flow
• Payment Flow
• Promotion Flow
• Flow of Ownership
13 - 9
Channel Behavior and Organization
13 - 6
Nature & Importance of Marketing Channels
Key Functions Performed by Channel Members
• Information • Negotiation
• Promotion
• Contact • Matching
• Physical Distribution
Exclusive territorial agreements Tying agreements
13 - 18
Marketing Logistics and Supply Chain Management
• Marketing Logistics
Outbound distribution Inbound distribution Reverse distribution Involves the entire supply chain management system
Administered VMS管理型
13 - 11
Channel Behavior and Organization
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• Product Line Pricing
Setting price steps between product line items.
Price points
• Optional-Product备选产品 Pricing
Pricing optional or accessory products sold with the main product
Trade-in allowances以旧换 新折让
Promotional allowances
12 - 8
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Promotional • Geographical • International
• Types of discounts
Cash discount Quantity discount Functional (trade) discount Seasonal discount
• Allowances
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
• Easily copied by competitors
• Creates dealprone“优惠倾向” consumers
• May erode侵蚀 brand’s value
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Types of geographic pricing strategies:
FOB-origin pricing Uniform-delivered
12 - 2
Case Study
mLife: AT&T Wireless
• Price is #1 factor • mLife ad campaign
influencing choice of attempted to build the
cellular companies
AT&T wireless brand
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• The price is used to say something about the product.
• Certain conditions must exist for segmented pricing to be effective
• 最重要的是：细分市场必须反映不同消费者 感知价值的真实差异
12 - 9
Price Adjustment Strategies
Conditions Necessary for Segmented Pricing Effectiveness
12 - 11
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Temporarily pricing products below the list price or even below cost
Pricing Strategies
Chapter 12
Objectives
• Learn the major strategies for pricing imitative and new products.
• Understand how companies find a set of prices that maximizes the profits from the total product mix.
• Methods of Increasing Price • Alternatives to Increasing Price
Reducing product size, using less expensive materials, unbundling the product.
strong initial success
12 - 3
Definitions
• Market-Skimming Pricing
Setting a high price for a new product to skim maximum revenues layer by layer from segments willing to pay the high price.
pricing Zone pricing地区定价
法 Basing-point pricing基
本点定价法
Freight-absorption pricing无运费定价法 （适用于市场渗透）
12 - 14
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
Price-quality relationship Reference prices参考价格 Differences as small as five
cents can be important Numeric digits may have
symbolic and visual qualities that psychologically influence the buyer
• Prices in wireless
so consumers would
industry dropped
consider value rather
25% in three years than just price
• Few companies were • Campaign met with
profitable
宰市场
12 - 16
Price Changes
• Price Increases are Desirable:
If a firm can increase profit, faces cost inflation, or faces greater demand than can be supplied.
12 - 15
Price Changes
• Initiating Price Cuts is Desirable When a Firm:
Has excess capacity生产能力过剩 Faces falling market share due to
price competition Desires to be a market share leader主
Services: two-part pricing二分定价 strategy
Fixed fee plus a variable usage rate
12 - 6
Product Mix Pricing Strategies
• By-Product副产品 Pricing
Pricing low-value by-products to get rid of them
• Costs of segmentation can not exceed revenues earned
• Segmented pricing must reflect real differences in customers’ perceived value
12 - 10
Price Adjustment Strategies
• Market-Penetration Pricing
Setting a low price for a new product in order to attract a large number of buyers and a large market share.
12 - 4
Product Mix Pricing Strategies
12 - 1
Objectives
• Learn how companies adjust their prices to take into account different types of customers and situations.
• Know the key issues related to initiating and responding to price changes.
• Product Bundle产品束 Pricing
Pricing bundles of products sold together
12 - 7
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented
• Psychological心理定价
Setting price steps between product line items.
Price points
• Optional-Product备选产品 Pricing
Pricing optional or accessory products sold with the main product
Trade-in allowances以旧换 新折让
Promotional allowances
12 - 8
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Promotional • Geographical • International
• Types of discounts
Cash discount Quantity discount Functional (trade) discount Seasonal discount
• Allowances
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
• Easily copied by competitors
• Creates dealprone“优惠倾向” consumers
• May erode侵蚀 brand’s value
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Types of geographic pricing strategies:
FOB-origin pricing Uniform-delivered
12 - 2
Case Study
mLife: AT&T Wireless
• Price is #1 factor • mLife ad campaign
influencing choice of attempted to build the
cellular companies
AT&T wireless brand
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• The price is used to say something about the product.
• Certain conditions must exist for segmented pricing to be effective
• 最重要的是：细分市场必须反映不同消费者 感知价值的真实差异
12 - 9
Price Adjustment Strategies
Conditions Necessary for Segmented Pricing Effectiveness
12 - 11
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Temporarily pricing products below the list price or even below cost
Pricing Strategies
Chapter 12
Objectives
• Learn the major strategies for pricing imitative and new products.
• Understand how companies find a set of prices that maximizes the profits from the total product mix.
• Methods of Increasing Price • Alternatives to Increasing Price
Reducing product size, using less expensive materials, unbundling the product.
strong initial success
12 - 3
Definitions
• Market-Skimming Pricing
Setting a high price for a new product to skim maximum revenues layer by layer from segments willing to pay the high price.
pricing Zone pricing地区定价
法 Basing-point pricing基
本点定价法
Freight-absorption pricing无运费定价法 （适用于市场渗透）
12 - 14
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
Price-quality relationship Reference prices参考价格 Differences as small as five
cents can be important Numeric digits may have
symbolic and visual qualities that psychologically influence the buyer
• Prices in wireless
so consumers would
industry dropped
consider value rather
25% in three years than just price
• Few companies were • Campaign met with
profitable
宰市场
12 - 16
Price Changes
• Price Increases are Desirable:
If a firm can increase profit, faces cost inflation, or faces greater demand than can be supplied.
12 - 15
Price Changes
• Initiating Price Cuts is Desirable When a Firm:
Has excess capacity生产能力过剩 Faces falling market share due to
price competition Desires to be a market share leader主
Services: two-part pricing二分定价 strategy
Fixed fee plus a variable usage rate
12 - 6
Product Mix Pricing Strategies
• By-Product副产品 Pricing
Pricing low-value by-products to get rid of them
• Costs of segmentation can not exceed revenues earned
• Segmented pricing must reflect real differences in customers’ perceived value
12 - 10
Price Adjustment Strategies
• Market-Penetration Pricing
Setting a low price for a new product in order to attract a large number of buyers and a large market share.
12 - 4
Product Mix Pricing Strategies
12 - 1
Objectives
• Learn how companies adjust their prices to take into account different types of customers and situations.
• Know the key issues related to initiating and responding to price changes.
• Product Bundle产品束 Pricing
Pricing bundles of products sold together
12 - 7
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented
• Psychological心理定价