市场营销原理(亚洲版.第2版V2011.10)_Ch04V120124

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《市场营销原理(第11版)》课后习题答案

第1章营销管理有价值的顾客关系1. “顾客价值和满意”是了解市场和消费者需求的五大核心概念之一其他四项核心概念是什么这五个概念中有没有一个概念比其他概念更重要说出支持你答案的理由。

答 1 其他四个核心概念是 ①需要、欲望和需求 ②营销供给物产品、服务和体验③交换和关系 ④市场。

它们与“顾客价值和满意”共同构成了了解市场和消费者需求的五大核心概念其具体定义如下需要 need 是指人们感到缺乏的一种状态包括对食物、衣服、保暖和安全的基本物质需要对归属感和情感的社会需要对知识和自我实现的个人需要等等。

这些需要不是营销员创造的而是人类所固有的。

欲望 want 是由需要派生出来的一种形式它受社会文化和人们个性的限制。

当考虑到支付能力的时候欲望就转换为需求demand 。

营销供给物 marketing offer 是提供给某个市场未满足某种需要和欲望的产品、服务、信息和体验的组合。

交换 exchange 是指从他人那里取得想要的物品同时以某种物品作为回报的行为。

市场 market 指某种产品的实际购买者和潜在购买者的集合。

这些购买者都具有某种欲望或需要并且能够通过交换得到满足。

( 2 这五个概念并没有哪个明显的比另外的概念更重要但如果非要选择一个最为重要的概念出来那么可以认为“市场”这一概念是重中之重。

因为市场是所有营销任务的最基本的关注点和目标。

而营销的核心就是基于这样的一个理念存在一个市场它是某种产品的实际购买者和潜在购买者的集合这些购买者都具有某种欲望或需要并且能够通过交换得到满足。

2. 比较下列两种营销管理理念 “推销观念”和“营销观念”。

你能举出一个仍然把“推销观念”作为营销管理理念的市场或市场类型吗答 1 推销观念 selling concept 的基本假设是如果组织不进行大规模的促销和推销顾客就不会购买足够多的产品。

营销观念 marketing concept 认为实现组织目标的关键在于正确确定目标市场的欲望和需要并比竞争者更有效地满足顾客的欲望和需要。

市场营销原理(亚洲版.第2版V2011.10)_Ch01V120212

Copyright © 2009 Pearson Education South Asia Pte Ltd
营销财务分析（绩效考核）
1-13
理解市场和客户需要制定客户导向的营销战略
建立可盈利的客户关系并创造客户愉悦制定传递超额价值的营销计划
从客户获取价值来创造利润和顾客权益
Copyright © 2009 Pearson Education South Asia Pte Ltd
exchange exchange
需要 need 关系 relationship
理解市场和客户需要
产品、营销供给（ Market Offerings）——产品、服务和产品体验 • • 营销供给是提供给市场以满足需要或欲望的一系列产品、服务、信息或体验的组合。营销近视（Marketing Myopia）仅仅聚焦于消费者现有的欲望而忽视消费者的利益和体验。
（5）国内学者刘子安：）国内学者刘子安：
营销是市场经济的函数。营销是市场经济的函数。即市场经济不仅是营销产生的经济基础，而济不仅是营销产生的经济基础，且决定营销的水平。且决定营销的水平。
（6）营销之父菲利普科特勒的定义）营销之父菲利普·科特勒的定义
营销定义 • • 营销是公司创造价值，建立牢固的客户关营销系以便从客户身上获取价值的过程。营销是向能使企业赢利的消费者提供顾客营销是向能使企业赢利的消费者提供顾客满意，双重目标是通过提供有竞争优势满意，其双重目标是通过提供有竞争优势的价值来吸引新顾客，通过提供顾客满意售后服务（二次销售）来保持现有顾客。售后服务（二次销售）已成为企业竞争的重点，即所谓“ 已成为企业竞争的重点，即所谓“真正的营销开始于将产品销售出去” 营销开始于将产品销售出去”

市场营销原理与实务(第二版)第1章-市场营销的内涵

二、营销管理观
（一）生产观念
19世纪末到20世纪20年代
生产观念认为，消费者喜爱那些随处可以买到的价格低廉的产品，因此，企业应致力于提高生产率和扩大销售覆盖面。
（二）产品观念
20世纪20年代初
产品观念认为，消费者喜欢那些质量高、功能多、有特色的产品，因此，企业应致力于生产高档次的产品，并不断地加以改进。
（二）4C组合
20世纪90年代初期，美国营销专家罗伯特·劳特朋强调每一种营销工具应从顾客需求出发，为顾客提供利益，提出了与4P相对应的4C，即：
顾客（Customer），研究顾客的需求和欲望，制造他们想要的产品。
成本（Cost），考虑顾客愿意付出的价格而不是从成本角度考虑。
便利（Convenience），强调企业提供给顾客的便利比营销渠道更重要，为顾客提供全方位的服务。
（四）市场营销观念
市场营销观念形成于20世纪50年代。
市场营销观念认为，实现组织诸目标的关键在于正确确定目标市场的需要和欲望，并且比竞争对手更有效、更有利地传送目标市场所期望满足的东西。
（二）市场的构成要素
从营销角度看，市场必须具有三个要素：有某种需要的人，为满足这种需要的购买能力和购买欲望，即
市场＝人口＋购买力＋欲望
二、市场营销
其中比较威权的定义有两种：
（一）2004年8月，美国市场营销协会（AMA）的最新定义：市场营销既是一种组织职能，也是为了组织自身及利益相关者的利益而创造、沟通、传递客户价值，管理客户关系的一系列过程。可以理解为市场营销是创造并管理盈利性的客户关系，建立永久的顾客忠诚。
沟通（Communication），强调企业应重视与顾客的双向沟通，以积极的方式适应顾客的情感，建立基于共同利益之上的新型的顾客关系。

现代企业管理学之市场营销原理

现代企业管理学之市场营销原理市场营销原理是现代企业管理学中非常重要的一部分。

市场营销原理主要关注如何有效地满足消费者需求，并通过各种营销策略和手段来提高企业的销售额和市场份额。

首先，市场营销原理强调以消费者为中心。

现代企业管理学认为，了解消费者的需求和偏好是企业成功的关键。

市场营销原理提倡通过市场调研和消费者调查等手段来深入了解消费者的需求，并根据这些需求来开发产品和提供服务。

其次，市场营销原理强调市场定位和差异化竞争。

市场营销原理认为，市场竞争激烈，企业需要通过市场定位来找到自己的竞争优势，并与竞争对手区别开来。

市场营销原理提倡通过产品特色、品牌形象、营销渠道等方式来实现差异化竞争，从而吸引消费者并赢得市场份额。

第三，市场营销原理强调市场细分和目标市场选择。

市场细分是指将整个市场划分为多个细分市场，每个细分市场都有不同的需求和偏好。

市场营销原理认为，在有限的资源下，企业应该选择适合自己的目标市场，并制定相应的营销策略来满足这些市场的需求。

此外，市场营销原理还强调市场营销组合的重要性。

市场营销组合是指企业在市场上采取的各种营销手段和策略的组合。

市场营销原理认为，企业应该综合运用产品、价格、促销和渠道等营销要素，通过有机组合来实现目标市场的营销目标。

最后，市场营销原理还强调市场营销的长期性和持续性。

市场营销原理认为，企业需要建立并维护与消费者的良好关系，通过提供优质的产品和服务来赢得消费者的信任和忠诚度。

市场营销原理提倡建立良好的品牌形象，并通过不断创新和改进，保持竞争优势和市场地位。

综上所述，市场营销原理是现代企业管理学中非常重要的一部分。

它强调以消费者为中心，倡导市场定位和差异化竞争，强调市场细分和目标市场选择，强调市场营销组合的重要性，以及强调市场营销的长期性和持续性。

市场营销原理的正确应用和实践将有助于企业获得更好的市场竞争力和经济效益。

市场营销原理是现代企业管理学中的基石，也是企业在市场竞争中取得成功的重要法宝。

市场营销原理(亚洲版第2版V201110)_Ch07V120128

A Global Perspective
7
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Philip Kotler Gary Armstrong Swee Hoon Ang Siew Meng Leong Chin Tiong Tan Oliver Yau Hon-Ming
和发挥比较优势
有利于企业发挥专业化优势，深化服务内容，增强
客户忠诚度，达到可持续发展
7-10
市场细分
消费者市场细分
• 地理细分(Geographic Segmentation)—把市场划分为不同的地理单位，如国家、州、地区、县、镇以及居民区。
• 人口统计细分(Demographic Segmentation)—指用人口统计变量如年龄、性别、家庭人口、家庭生命周期、收入、职业、教育、宗教、种族、年代及国籍，把市场划分为不同的群体。
划分细分范围建立细分依据筛选细分变量进行市场调查评估细分市场选择目标市场设计营销策略
目标市场
含义目标营销是指企业在市场细分的基础上，结合市场
竞争情况，就是选择与本企业营销宗旨最相适应、销售潜力最大、获利最丰的那部一分市场作为自己争取的目标，并为其制定相应的营销策略的过程，然后采取相应的市场营销手段，打入或占领这个市场。
该市场进入与退出的限制程度:政府管制、行业规定、技术标准、资本规模、人才要求
供应商威胁
现有竞争者威胁
购买者威胁
取
决
① 现有的替代品的销
于
量与市场份额对产品的威胁程度； ② 密切关注与自己产主要分析品有关的科技发展动向。预测新的替

市场营销原理消费者市场与消费者行为 129页PPT文档

14 © 2019 Principles of Marketing: An Asian Perspective
5.1 消费者行为模式
消费者反应
消费者反应包括购买和对品牌或商店的忠诚。
15 © 2019 Principles of Marketing: An Asian Perspective
5.1 消费者行为模式
5.2 影响消费者行为的特征
文化
20 © 2019 Principles of Marketing: An Asian Perspective
5.2 影响消费者行为的特征
文化 •文化因素对消费者有着深远的影响，只有当我们在不同文化的国度旅行时，我们才能意识到它的影响。 •文化反映出我们从家庭和其他重要的机构中学习基本价值观、观念、需要和行为方式。
5.1 消费者行为模式
7 © 2019 Principles of Marketing: An Asian Perspective
5.1 消费者行为模式
消费者行为模式
8 © 2019 Principles of Marketing: An Asian Perspective
消费者购买行为指的是最终消费者的购买行为——那些为个人和家庭购买产品和服务的消费者。
4 © 2019 Principles of Marketing: An Asian Perspective
开题案例 Hello Kitty- 吸引消费者
一个人可以生活在一个凯蒂猫的世界：在凯蒂猫的卧室醒来，用凯蒂猫的工具吃早餐，在一台凯蒂猫电脑上工作，在凯蒂猫的电视机前放松，骑凯蒂猫摩托车去沙滩，穿着凯蒂猫的泳衣在凯蒂猫冲浪板上冲浪。
5.1 消费者行为模式
消费者行为模式 •营销者面对的中心问题是：消费者对公司可能采取的各种营销手段会有什么反应？ •研究的起点是消费者购买行为的刺激—反应模式。

市场营销原理精华

市场营销原理（principles of Marketing）菲利普·科特勒什么是营销？营销是在某种利润水平下让顾客满意。

目标包括：向顾客承诺高价值来吸引新顾客，以及让顾客满意来留住现有顾客。

今天，营销不能再按传统的方式理解为‚劝说和推销‛，而应是满足顾客需求，如果营销人员能够很好地理解消费者的需要，开发出具有较高价值的产品，并能有效的定价、分销和促销，那么他们就很容易销售这些产品。

因此，推销和广告只是广泛的‚营销组合‛中的一部分，而营销组合则是一组共同作用以满足顾客需求和建立顾客关系的营销工具。

宽泛的讲，营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。

更深一层，我们可以讲营销（Marketing）定义为：企业为了从顾客身上获得利益回报，创造顾客价值和建立牢固顾客关系的过程。

营销过程了解市场及顾客需求和欲望↓设计顾客驱动的营销战略↓构建传递卓越价值的营销方案↓建立有利可图的关系，并使顾客满意↓从顾客身上收获价值，从而创造利润和顾客资产了解市场和消费者需求营销的基石是人类的需要。

需要（need）：指人们感到缺乏的一种状态。

需要不是营销人员创造的，而是人类所固有的。

欲望(want)：由人所在的社会决定，由满足需要的东西表现出来。

当考虑到支付能力的时候，欲望就转换为需求(demand)。

营销供给物——产品、服务、体验营销供给物（marketing offer）是提供给某个市场来满足某种需要和欲望的产品、服务、信息和体验的组合。

营销供给物不局限于实体产品，还包括那些用来出售的不可触摸、也不会设计所有权的服务、活动和利益。

许多销售商过多的注重实物产品本身，而忽视了产品所提供的利益，这往往会导致错误。

这些销售商得了‚营销近视症‛。

正是由于这些营销人员被直接欲望所驱动，忽视了对用户需要的仔细分析，他们忘记产品只是消费者用来解决问题的工具。

例子：1、钻头制造商可能认为用户想要的是钻头，但事实上，用户真正想要的是孔。

市场营销学原理第11章

27 © 2012 Principles of Marketing: An Asian Perspective
11.2 产品组合定价策略
产品捆绑定价
•
利用产品捆绑定价，商家通常把几种产品组合在一起出售，售价低于分别购买这些产品的价格。
•
产品捆绑定价促进了那些顾客在其他情况下可能不会购买的产品的销售，但是捆绑产品的价格必须足够低，才能吸引顾客购买整个组合。
11.2 产品组合定价策略
可选择产品定价
Tune旅店采用可选产品定价的方式来收取客人想要添加服务的费用。这些附加功能包括空调，毛巾，化妆品盒，电视机的使用。
24 © 2012 Principles of Marketing: An Asian Perspective
11.2 产品组合定价策略
28 © 2012 Principles of Marketing: An Asian Perspective
11.2 产品组合定价策略
产品捆绑定价
电信公司，比如新加坡的SingTel公司，当顾客购买捆绑服务和产品——手机，电话和网络连接，该公司将为顾客提供捆绑价格，并给予一定的折扣。
29 © 2012 Principles of Marketing: An Asian Perspective
11.1 新产品定价策略
15 © 2012 Principles of Marketing: An Asian Perspective
11.1 新产品定价策略
回顾重要概念
描述新产品定价的主要策略。
16 © 2012 Principles of Marketing: An Asian Perspective
34 © 2012 Principles of Marketing: An Asian Perspective

市场营销原理(完整)

供需
供<求
价
供需
三种供求态势下的价格
供<求
市场价格市场竞争市场表现
供>求
市场价格市场竞争市场表现
供=求
市场价格
市场竞争
市场表现
（2）消费者收入水平
个人总收入、个人可支配收入、个人可任意支配收入
货币收入和实际收入
消费者储蓄和信贷
人民币实际购买能力汇率计算法购买力计算法
（3）宏观经济状况
（1）起源（视觉识别系统Visual Identity）（2）发展（理念识别系统Mind Identity、行为识别系统Behavior Identity）（3）三者关系理念
（动态）
（静态）
行为
视觉
2、企业识别系统创作要点
（1）名称
（2）标志（3）代表色
（4）企业精神
（5）企业理念
第一章
2005年
10万元以上商品消费继续升级
6，000美元
2、人口因素
（1）人口总量
（2）地理分布（3）年龄结构（4）家庭单位和规模
（5）性别
3、文化因素
（1）文化涵义物质文化
广义文化
狭义文化（2）传统和风俗习惯（3）价值观（4）语言文字
价值观
规章制度
科学技术
精神文化
制度文化
（4）企业文化
3、营销要兼顾企业、顾客、社会三者利益
（1）企业和顾客的关系
对顾客的关心 9 8 7 6 5 4 3 2 1 1.9 9.9
5.5
1.1
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6 7 8 9 对自身任务的关心

市场营销原理(亚洲版.第2版V2011.10)_Ch02V120209

识别市场机会目标市场战略设计营销策略管理营销活动
明确经营目标
市场细分
市场选择
市场定位
营销组合
营销预算
营销计划
营销组织
营销执行
营销控制
理想状态提出经营问题
内部环境诊断经营单位任务分析
现实状态
外部环境分析
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2008/5/9
shaoanzhao@
4
4
公司战略规划：定义营销的作用
战略规划 • 战略规划是发展和保持该组织的目标和能力，其适应不断变化的市场机会的战略进程。使命陈述：该组织的目的，在宏观环境中要完成什么——应达到4个标准：以市场为导向；适应市场环境；
基于独特的能力；具有激励性；具有一定弹性。
的业务单元。（公司部门
产品线单一产品或品牌）
特征：有自己的业务/有共同的性质与要求/有资源/有竞争对手/有管理班子管理战略
。
Copyright © 2009 Pearson Education South Asia Pte Ltd 2-19
公司战略规划：定义营销的作用
分析现有的业务组合
区分依据:是否有共同的经营主线
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1、界定企业使命
企业使命又称企业宗旨，是管理者为企业生产经营长期发展确定的总方向、总目标、总特征和总的指导思想。思考和回答三个问题：本企业是干什么的？本企业是为谁服务的？本企业是用什么方式提供服务的？
参考因素
1．企业历史和文化 2．所有者、管理者的意图 3．市场环境的发展变化。 4．资源条件、核心能力和优势。 5．企业的社会责任。

市场营销原理-亚洲版复习整理

Chapter 1 Marketing: Managing Profitable Customer Relationships Marketing:goal of marketing: attract new customers by promising superior valuekeep and grow current customers by delivering satisfaction definition (it involves satisfying customer needs)process:1. Understanding the marketplace and customer needsNeeds: physical needs (food, clothing, warmth, safety)social needs (belonging and affection)individual needs(knowledge, self-expression)Wants: wants are shaped by one’s society and are described in terms of objects that will satisfy needs. (Food—Big Mac, rice)Demands: given their wants and resources, people demand products with benefits that add up to the most value and satisfaction需要（已有）→欲望→需求（创造）Market offerings: 营销对象physical productsservices, activities or benefits offered for sale(not result in ownership)entities(persons, places, organizations, information, ideas)marketing myopia: 营销近视the customer will have the same need but want the new productsolution: look beyond the attributes and existing customer wantsproduct benefits and experiences, and customer’s needsoffer superior customer value(create brand experiences)e.g. Disney World, F1 raceCustomer value and satisfaction:customers form expectations about the value and satisfaction thatvarious market offerings will deliver and buy accordingly价值=总收益-总成本marketers: set the right level of expectationsExchanges交换（包含donation）bring about a response(votes, membership,audience, acceptance)Relationship交易关系goal: retain customers and grow their businessMarkets: marketing means managing markets to bring about profitable customer relationshipsMarketing system:actor: suppliers, company, competitors, intermediaries, final usersaffected by major environmental forces: demographic, economic,physical, technological, political/legal, social/cultural each party adds value for the next level. success depends on the entire system.2. Designing a customer-driven marketing strategyMarketing management: 营销管理Selecting customers to serve: market segmentation, target marketingdemarketing(reduce/shift demand temporarily or permanently, e.g.奢侈品，旅游景点，限量版)customer management, demand management 需求与资源匹配select only customers that it can serve well and profitably Choosing a value proposition: differentiate, position the productMarketing management orientations:经营理念(philosophy guiding these marketingstrategies)Production concept: consumers favor products that are available and highly affordable.生产观念Management focuses on improving production and distribution efficiency.Marketing short-sightedness, losing sight of satisfying customer needs.(e.g.亨利福特T型车，代工企业)Product concept: consumers favor products that offer the most in quality, performance, 产品观念and innovative features.Marketing strategy focuses on making continuous product improvement.Focusing only on products can lead to marketing myopia.(e.g. mousetrap compared with chemical spray, services, 4 Ps)Selling concept: undertaking a large-scale selling and promotion推销观念practiced with unsought goods(buyers do not normally think of buying,e.g. insurance, blood donations)大萧条时期Focus on creating sales transaction rather than on building long-term,profitable customer relationshipsSell what they make rather than making what the market wantsProduct-centered “make and sell ”Marketing concept: customer-centered “sense and respond”营销观念Find the right product for your customers对比：Selling concept & Marketing conceptCustomer driven & Customer driving P10Societal concept: companies should balance three considerations in setting their 社会营销观念marketing strategies: company profits, consumer wants, andsociety’s interests.e.g. 垃圾食品，石油危机，外部性，企业道德（J&J召回）3. Preparing an integrated marketing plan and programdeliver the intended value to target customerstransform the marketing strategy into actionmarketing mix: 营销组合major tools: product price promotion placeintegrated marketing program整合营销计划: blend all marketing mix tools into a comprehensive plan that communicates and delivers theintended value to chosen customers.4. Building customer relationships (most important)Customer relationship management (CRM) 客户关系管理: deals with all the aspects of acquiring, keeping and growing customers.Customer value: buy from the firm that offers greatest perceived value.Do not judge product value and cost accuratelyCustomer satisfaction: higher level satisfaction lead to greater loyalty, thusbetter company performancePromise only what they can deliver, deliver more than promise(Samsung, focus on the delight factor, design, style, image,brand experience, brand personality, overall company culture)Do not attempt to maximize customer satisfactionGenerate customer value profitablyCustomer relationship levels: basic relationship (low-margin customers)full relationship (high-margin customers) Customer relationship tools: frequency marketing programs(reward customers who buy frequently or in large amounts)club marketing programs(offer members special benefits and create member communities)structural ties, financial and social benefits Changing nature of customer relationships:more carefully selected customers: selective relationship managementcustomer profitability analysisrelating for the long term: retain current customersrealities: changing demographics, more sophisticatedcompetitors and overcapacity mean fewer customers,higher cost to attract new onesrelating directly: virtually buying, telephone, mail, online.Partner relationship management:合作伙伴关系管理Inside the company: link all departments to create customer valueevery functional area, electronicallyform cross-functional customer teamsoutside the firm: suppliers, channel partners, and competitorsmarketing channels: distributors, retailers to buyerssupply chain: raw material to final product to buyerssupply chain managementstrategic alliance (e.g. McDonald & Sinopec)5. Capturing value from customersCreating customer loyalty and retention:Aim of CRM is to create not just customer satisfaction but customer delightCustomer lifetime value:顾客生命价值Aim high in building customer relationships (long-term)Growing share of customer:Share of customer:顾客份额Offer greater variety, train employees to cross-sell and up-sell(e.g.Amanzon sell other products, recommend related products)Building customer equity:Ultimate aim of CRM is to produce high customer equityCustomer equity:顾客资产A better measure of a firm’s performance than current sales or market shareView customer as assets that need to be managed and maximizedClassify customers: potential profitability, projected loyalty, requiredifferent relationship management strategies Build the right relationships with the right customersNew landscape: digital age, globalization, ethics and social responsibility, not-for-profit marketing (school, hospital, museum, zoo, church,government agency)Chapter 2 company and marketing strategy: partnering to buildcustomer relationships (overall strategic planning process) Companywide strategic planning公司层面战略规划：1. Defining a market-oriented mission (mission statement使命陈述)market oriented and defined in terms of customer needs. (product-oriented vs. market-oriented)fit the market environmentbased on its distinctive competenciesmotivating(not as making more sales or profits)2. Setting company objectives and goalsTurn mission into detailed supporting objectives for each level of managementA hierarchy of objectives, including business objectives（公司目标，有时间限制，有数据，可测量，具化）and marketing objectives（营销目标）Marketing strategies and programs must be developed to support these marketing objectivesIn this way, translate mission into a set of objectives for the current period3. Designing the business portfolio（业务组合）Fit its strengths and weaknesses to the opportunities in the environmentA. Analyzing the current business portfolio (major activity in strategic planning)(1)Identify the key business making up the companyStrategic business unit (SBU战略业务单元): company division, product linewithin a division, single product or brand(2)Assess the attractiveness of its various SBUs(3)Decide how much support each deservesBCG矩阵growth-share matrix(market growth rate—attractivenessrelative market share—company strength) Stars明星类:need heavy investmentCash cows现金牛:need less investment, produce a lot of cashQuestion marks问题类:require a lot of cash. Management must think hardabout which question marks it should try to build into stars Dogs狗类:do not promise to be large source of cashFour strategies for each SBU: Invest more to build its shareInvest just enough to hold its shareHarvest the SBU (milking short term cash)Divest the SBU (selling or phasing it out) Life cycle of SBU: Q→S→CC→DProblems: difficult in defining SBUs and measuring market share and growth, time consuming and costly to implement, focus oncurrent businesses, not future planningSolution: customized approach, decentralize strategic planning, cross-functional teams.B. Shaping the future portfolio—growth and downsizingGrowth:Finding business and products the company should consider in the futureMarketing has the main responsibility for achieving profitable growth forthe company, must identify, evaluate, and select market opportunities andlay down strategies for capturing themProduct/market expansion grid 产品/市场扩展方格, 安索洛夫方格(Indentify company growth opportunities) Market penetration: new stores, advertising, prices, service, menu市场渗透selection, store designMarket development: new demographic markets, new geographical 市场开发markets出口转内销，发现新用途Product development: modified or new products 新品种，新口味产品开发Diversification: starting up or buying new businesses多样化Downsizing: 精简Environment changes, making some products or markets less profitableFirm may have grown too fast or entered areas where it lacks experienceSome products or business units age and die(prune, harvest, divest them, focus on promising growth opportunities) Planning marketing and other functional strategies (4)Major functional departments work together to accomplish strategic objectives 1. Partnering with other company departmentsValue chain价值链: Each department carries out value-creating activities to design, produce, market, deliver, and support the firm’s products 2. Partnering with others in the marketing systemValue-delivery network 价值传递网络: Company, suppliers, distributors andultimately customers who partner with each otherto improve performance of the entire system Marketing strategy: 营销战略segmentation, targeting, differentiation and positioningMarketing mix: 4 Ps (4 Cs: from buyer’s view) 从4 Cs出发，以4Ps为框架执行Chapter 4 Managing marketing information (marketplace elements) Marketing information system(MIS)营销信息系统P871. Assessing marketing information needsBalances the information users would like to have against what they really need and what is feasible to offerIssues to consider:Amount of information (provide the information decision makers should have) Availability of information (cannot provide needed information, not available or because of MIS limitation, petitor’s strategy, resulting change)Cost (additional information isn’t worth obtaining, costs vs. benefits)2. Developing marketing informationA. Internal data:Internal database: 内部数据库data sources within the company networkAdvantage: can be assessed more quickly and cheaplyDisadvantage: incomplete (记录过去情况)or in the wrong form(不同部门之间格式转换) age quickly, large amount of information, must be wellintegrated and readily accessibleB. Marketing intelligence: 营销情报publicly available informationGoal: improve strategic decision making, assess and track competitors’ actions, provide early warning of opportunities and threatsSources: published information, products, sales, new patents, annual reports, business publications, trade show exhibits, press releases,advertisements, web page.C. Marketing research: 市场调查formal studies of specific situations (e.g.consumer satisfaction, purchase behavior, marketpotential, market share, effectiveness of 4 Ps)(1)Defining the problem and research objectivesTypes of objectives:Exploratory research探索性调查gather preliminary information todefine the problem and suggest hypotheses Descriptive research描述性调查describe things(e.g. market potentialfor a product, demographics and attitudesof consumers who buy the product) Casual research因果性调查test hypotheses about cause-and-effectrelationshipsManagers start with exploratory research and later follow with descriptive or casual research(2)Developing the research plan✧Determine the exact information neededResearch objectives must be translated into specific information needs✧Develop a plan for gathering it effectivelyResearch plan: sources of existing data, specific research approaches, contact methods, sampling plans and instruments to gather new data Secondary data二手数据:Internal database, external database (business, government, internet)Advantage: quickly, lower cost, provide data that an individual company can’tcollect on its own (not directly available, too expensive to collect) Disadvantage:availability (may not exist), relevance (fits needs), accuracy(reliable sources), current (up-to-date) impartial (软新闻)Primary data一手数据:Research approaches:Observational research观察法调查Best suited for exploratory researchObserving relevant people, actions and situationsEthnographic research人类学研究sending trained observersSurvey research问卷调查Most widely used, gathering descriptive information (knowledge,attitudes, preferences, buying behavior), asking directlyAdvantage: flexibilityDisadvantage: unable or unwilling to respond, give misleading orpleasing answers, don’t have time, privacy concerns Experimental research实验法调查Gathering casual information 广告效果测试，口味测试，价格测试Contact methodsMail questionnaires邮寄问卷Telephone interviewing电话采访interviewer biasPersonal interviewing人员调查Individual interviewing: 采用便捷样本Group interviewing(focus group interviewing): 焦点小组访谈6~10人Online marketing researchInternet survey, online panels, experiments, online focus groups Sampling plan:抽样计划Sampling unit(who is to be surveyed)与企业本身产品的目标市场一致Sample sizeSampling procedureProbability sample简单随机抽样，分层抽样（年龄），集群抽样（区域）Nonprobability sample 便捷样本，判断样本，配额样本Research instruments:调查工具Questionnaire: closed-end questions (easier to interpret and tabulate)open-end questions (exploratory)Simple, direct, unbiased wording; in a logical orderMechanical devices: people meters, checkout skinner, eye camera➢Present the plan to managementPresented in a written proposal: problems, objectives, information needed, the way the results will help decision making, research cost(3)Implementing the research planCollecting data: marketing research staff or outside firmsThe most expensive and the most subject to error(Refuse to cooperate, biased, interviewer mistakes or shortcuts) Processing the information: isolate important information and findings, check data for accuracy and completeness, code it for analysis Analyzing the information: tabulate the results, compute statistical measure (4)Interpreting and reporting the findingsManagers and researchers work together closely, share responsibility3. Analyzing marketing informationAdvanced statistical analysis to learn more about the relationships within a set of data, involving a collection of analytical models that will help marketers make better decisionCustomer touch point: customer purchases, sales force contacts, service andsupport calls, web site visits, satisfaction surveys, creditand payment interactions, research studies Analyze and use individual customer data:CRM: managing detailed information about individual customers and carefully managing customer touch point to maximize customer loyaltyConsists of sophisticated software and analytical tools, integratecustomer information from all sources, analyze it in depth, apply theresults to build stronger customer relationshipsData warehouses: 数据仓库a companywide electronic database of finely detailedcustomer informationData mining: sift through data and dig out interesting findings about customersCRM is one part of an effective overall customer relationship management strategy 4. Distributing and using marketing informationChapter 5 Consumer markets and consumer buyer behavior Model of consumer behavior:Stimulus response model: marketing stimuli营销刺激物: 4 PsP117 other stimuli: economic, technological, political, culturalbuyer’s black box: characteristics, decision process Characteristics affecting consumer behavior:●Cultural factors:Culture: the most basic cause of a person’s wants and behavior, from family and other important institutions (school) Cultural shifts: new products Subculture: within a culture民族，宗教，种族，地域Social class: permanent and ordered divisions, measured by a combination of occupation, income, education, wealth, and other variables●Social factors:Groups:群体Membership groups成员群体direct influence, to which a person belongsReference groups参照群体direct or indirect points of comparison or referenceAspirational groups期望群体reference groups to which a person wishes to belongOpinion leaders意见领袖people within a reference group who, because of specialskills, knowledge, personality, or other characteristics, exert socialinfluence on others. (influentials or leading adopters)Buzz marketing口碑营销enlist or even create opinion leaders to spread the wordOnline social networking: blogs, social networking sites like , a newform of buzz marketingFamily: the most important consumer buying organizationHusband-wife involvement: courting the opposite sexChildren: highly regarded in Asian cultures, children-related industry Roles and status: people choose products appropriate to their roles and statues ●Personal factors:Age and life-cycle stage:年龄、生命周期阶段RBC Royal Bank five life-stage segmentsYouth: 小于18，教育资金Getting started: 18—35 贷款，信用卡Builder: 35—50 鼎盛期，贷款Accumulators: 50—60 财富积累，理财Preservers: 大于60 财产转移，继承Occupation: bluecollar workers vs. executivesEconomic situation: include trends in personal income, savings, interest rates Lifestyle: a person’s pattern of living as expressed in his or her psychographics AIO dimension: activity, interest, opinionVALS: lifestyle classification P124 8种Primary motivation: ideals(knowledge and principles)achievements (demonstrate success)self-expression (activity, variety, risk)Resources: income, education, health, self-confidence, energy…Personality andBrand personality: the specific mix of human traits attributed to a particular brandConsumers are likely to choose brands with personalities that match their ownSelf-concept (self-image)Premise: people’s possessions contribute to and reflect their identitiesReal self: 真实self-image:自我looking-glass self:他人ideal self:理想●Psychological factors:Motivation动机: A need that is sufficiently pressing to direct the person to seeksatisfaction of the needSigmund Freud theory: people are largely unconscious about the realpsychological forces shaping their behavior Abraham Maslow: human needs are arranged in a hierarchy, peopleare driven by particular needs at particular timesPhysiological, safety, social, esteem, self-actualization needs Perception感知:Three perceptual processes:Selective attention选择性注意screen out most of the informationSelective distortion选择性歪曲/曲解interpret information in a way that willsupport what they already believe Selective retention选择性保留retain information that supports their attitudes andbeliefsLearning学习Changes in an individual’s behavior arising from experience and occurs through interplay of drives, stimuli, cues, responses and reinforcementMarketer: associating the product with strong drives, usingmotivating cues, and providing positive reinforcement Beliefs and attitudes信念和态度Belief: A descriptive thought that a person has about something based on knowledge, opinion, or faithAttitude: A person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.It is difficult to change. Fit into existing attitudes.Types of buying behavior decisionBased on degree of buyer involvement and degree of differences among brands:1. Complex buying behavior复杂性购买行为Highly involved, significant differencesExpensive, risky, purchased infrequently, highly self-expressiveMarketer: understand the information-gathering and evaluation behavior of consumers, help buyers learn about attributes and their relativeimportance, differentiate brand’s features, and motivate storesalespeople and buyer’s acquaintancesFocus on product增加产品特性2. Dissonance-reducing buying behavior减少失调购买行为Highly involved, little differenceExpensive, risky, infrequent purchaseBuyers primarily response to a good price or to purchase conveniencePostpurchase dissonance: notice disadvantage or hear favorable words abouta product not purchasedMarketer: after-sale communications should provide evidence and supportFocus on CRM（投诉处理、维修等）3. Habitual buying behavior习惯性购买行为low involved, little differenceLow-cost, frequently purchasedBrand familiarity rather than brand conviction (passively receive information) Marketer: use sales and price promotion to stimulate products trial, ad stresses a few key points, more visual symbols and imaginary, highrepetition of short-duration message, better use TV ad, based onclassical conditioning theory(buyers learn to identify a certainproduct by a symbol repeatedly attached to it)Focus on distribution4. Variety-seeking buying behavior寻求多样化购买行为low involved, significant differencesConsumers do a lot of brand switching for variety rather than dissatisfactionMarket leader: encourage habitual buying behavior by dominating shelf space, keeping shelves full stocked, running frequent reminder advertising Challenger firms: encourage variety seeking by offering lower prices, specialdeals, coupons and free sample, and advertising reasons forsomething newFocus on distribution and promotionThe buyer decision process1. Need recognition需求确认Internal stimuli (normal need rises to a drive) external stimuli (ad, discussion) 2. Information search信息收集Personal sources: family, friends, neighbors, acquaintances) most effectiveCommercial sources: ad, salespeople, web, dealers, packaging, diaplayPublic sources 公开: mass media, consumer-rating organizations, Internetsearches 质量检测Experiential sources体验性: handling, examining, using the product使用经历3. Evaluation of alternatives方案评价process information to arrive at brand choicesCareful calculations and logical thinking; buy on impulse and rely on intuition 4. Purchase decision购买决策Between purchase intention and decision:Attitudes of others, unexpected situational factors5. Post-purchase behavior购买后行为Consumer expectations and products’ perceived performanceCognitive dissonance认知失调: Discomfort caused by postpurchase conflictConsumer satisfaction is a key to building profitable relationships withconsumers—to keeping and growing consumers andreaping their customer lifetime valueMarketer: measure customer satisfaction regularly, set up systems that encourage customers to complainThe buyer decision process for new productsStages in adoption process采纳过程from first learning to final regular user Awareness: become aware, but lack of informationInterest: seek informationEvaluation: consider whether trying it make senseTrial: try the new product in a small scaleAdoption: make full and regular use of itIndividual differences in innovativenessInnovator: venturesomeEarly adopter: guided by respect, opinion leader, early but cautiouslyEarly majority: deliberate, before the average personLate majority: skeptical, after majority of people have tried itLaggards: tradition bound, suspicious, adopt only when they become tradition 采纳曲线/扩散曲线time of adoption/diffusion of innovations P135Firm: research characteristics of innovators and early adaptors and direct market to them Innovators: younger, better educated, higher in income, more receptive to unfamiliar things, rely more on their own values and judgment, more willing to takerisks, less brand loyal, take advantage of special promotionInfluence of product characteristics on rate of adoptionRelative advantage相对优势: superior to existing productsCompatibility: fits the value and experiences of potential consumersComplexity: difficult to understand or useDivisibility: tried on a limited basis (e.g.price)Communicability: results of using can be observed or described to others Chapter 7 Customer-driven marketing strategy: creating value for targetcustomers (STP 营销核心)Market segmentationSegmenting consumer markets1. Geographic segmentation地理划分Nations, regions, states, counties, cities, density, climate, neighborhoodsCompanies: localize products, ad, promotion and sales efforts; cultivate as-yet untapped territory; developing stores in higher-density urban areas2. Demographic segmentation人口划分most popular, consumer needs, wants andusage rates vary closely with it, easier to measure Age and life-cycle stage: guard against stereotype, positive image and appeals Gender: clothing, cosmetics, toiletries, magazinesIncome: automobile, clothing, cosmetics, financial services, travelAffluent or low-income3. Psychographic segmentation心理划分Social class, lifestyle, personality characteristics4. Behavioral segmentation行为划分best starting point for building market segments,buyers’ knowledge, attitudes, uses, or response to a product Occasions: holidays, special occasions (e.g. Valentine’s day, wedding, birth day)Benefits sought: different benefits buyers seek from the producte.g.不同功效的牙膏,match each segment’s benefit preferencesUser status: nonusers, ex-users, potential users, first-time users, regular userse.g. blood banks, recruit new first-time donors and remind ex-donorspotential users: consumers facing life-stage changes(newlyweds) Usage rate: light, medium, heavy product usersHeavy users: a small percentage of the market but account for ahigh percentage of total consumptionLoyalty status: Completely loyal (buy one brand all the time)Pinpoint its target market and develop marketing appealsSomewhat loyal (loyal to two or three brands, favor one brandwhile sometimes buying others)Detect which brands are most competitive with its ownNot loyal (want something different, buy whatever’s on sale)Marketing weaknessUsing multiple segmentation bases: identify smaller, better-defined target Segmenting international marketsUsing one or a combination of several variables: geographic location, economicfactors, political and legal factors, cultural factors Intermarket segmentation: forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries Requirements for effective segmentationMeasurable: 可测量性size, purchasing power, and profiles of the segments Accessible:可接近性can be effectively reached and servedSubstantial:显著性large or profitable enough, a segment should be the largest。

市场营销原理-亚洲版复习整理

市场营销原理-亚洲版复习整理Chapter 1 Marketing: Managing Profitable Customer Relationships Marketing:goal of marketing: attract new customers by promising superior valuekeep and grow current customers by delivering satisfaction definition (it involves satisfying customer needs)process:1. Understanding the marketplace and customer needsNeeds: physical needs (food, clothing, warmth, safety)social needs (belonging and affection)individual needs(knowledge, self-expression)Wants: wants are shaped by one’s society and are described in terms of objects that will satisfy needs. (Food—Big Mac, rice) Demands: given their wants and resources, people demand products with benefits that add up to the most value and satisfaction需要（已有）→欲望→需求（创造）Market offerings: 营销对象physical productsservices, activities or benefits offered for sale(not result in ownership)entities(persons, places, organizations, information, ideas) marketing myopia: 营销近视the customer will have the same need but want the new productsolution: look beyond the attributes and existing customer wantsproduct benefits and experiences, and customer’s needsoffer superior customer value(create brand experiences)e.g. Disney World, F1 raceCustomer value and satisfaction:customers form expectations about the value and satisfaction thatvarious market offerings will deliver and buy accordingly价值=总收益-总成本marketers: set the right level of expectationsExchanges交换（包含donation）bring about a response(votes, membership,audience, acceptance)Relationship交易关系goal: retain customers and grow their businessMarkets: marketing means managing markets to bring about profitable customer relationshipsMarketing system:actor: suppliers, company, competitors, intermediaries, final usersaffected by major environmental forces: demographic, economic,physical, technological, political/legal, social/cultural each party adds value for the next level. success depends on the entire system.2. Designing a customer-driven marketing strategyMarketing management: 营销管理Selecting customers to serve: market segmentation, target marketingdemarketing(reduce/shift demand temporarily or permanently, e.g.奢侈品，旅游景点，限量版)customer management, demand management 需求与资源匹配select only customers that it can serve well and profitably Choosing a value proposition: differentiate, position the product Marketing management orientations:经营理念(philosophy guiding these marketingstrategies)Production concept: consumers favor products that are available and highly affordable.生产观念Management focuses on improving production and distribution efficiency.Marketing short-sightedness, losing sight of satisfying customer needs.(e.g.亨利福特T型车，代工企业)Product concept: consumers favor products that offer the most in quality, performance, 产品观念and innovative features.Marketing strategy focuses on making continuous product improvement.Focusing only on products can lead to marketing myopia.(e.g. mousetrap compared with chemical spray, services, 4 Ps)Selling concept: undertaking a large-scale selling and promotion推销观念practiced with unsought goods(buyers do not normally think of buying,e.g. insurance, blood donations)大萧条时期Focus on creating sales transaction rather than on building long-term,profitable customer relationshipsSell what they make rather than making what the market wantsProduct-centered “make and sell ”Marketing concept: customer-centered “sense and respond”营销观念Find the right product for your customers对比：Selling concept & Marketing conceptCustomer driven & Customer driving P10Societal concept: companies should balance three considerations in setting their 社会营销观念marketing strategies: company profits, consumer wants, andsociety’s interests.e.g. 垃圾食品，石油危机，外部性，企业道德（J&J召回）3. Preparing an integrated marketing plan and programdeliver the intended value to target customerstransform the marketing strategy into actionmarketing mix: 营销组合major tools: product price promotion placeintegrated marketing program整合营销计划: blend all marketing mix tools into a comprehensive plan that communicates and delivers theintended value to chosen customers.4. Building customer relationships (most important)Customer relationship management (CRM) 客户关系管理: deals with all the aspects of acquiring, keeping and growing customers.Customer value: buy from the firm that offers greatest perceived value.Do not judge product value and cost accuratelyCustomer satisfaction: higher level satisfaction lead to greater loyalty, thusbetter company performancePromise only what they can deliver, deliver more thanpromise(Samsung, focus on the delight factor, design, style, image, brand experience, brand personality, overall company culture)Do not attempt to maximize customer satisfactionGenerate customer value profitablyCustomer relationship levels: basic relationship (low-margin customers)full relationship (high-margin customers) Customer relationship tools: frequency marketing programs(reward customers who buy frequently or in large amounts) club marketing programs(offer members special benefits and create member communities)structural ties, financial and social benefits Changing nature of customer relationships:more carefully selected customers: selective relationship managementcustomer profitability analysisrelating for the long term: retain current customersrealities: changing demographics, more sophisticatedcompetitors and overcapacity mean fewer customers,higher cost to attract new onesrelating directly: virtually buying, telephone, mail, online.Partner relationship management:合作伙伴关系管理Inside the company: link all departments to create customer valueevery functional area, electronicallyform cross-functional customer teamsoutside the firm: suppliers, channel partners, andcompetitorsmarketing channels: distributors, retailers to buyerssupply chain: raw material to final product to buyerssupply chain managementstrategic alliance (e.g. McDonald & Sinopec)5. Capturing value from customersCreating customer loyalty and retention:Aim of CRM is to create not just customer satisfaction but customer delightCustomer lifetime value:顾客生命价值Aim high in building customer relationships (long-term)Growing share of customer:Share of customer:顾客份额Offer greater variety, train employees to cross-sell and up-sell(e.g.Amanzon sell other products, recommend related products)Building customer equity:Ultimate aim of CRM is to produce high customer equityCustomer equity:顾客资产A better measure of a firm’s performance than current sales or market shareView customer as assets that need to be managed and maximizedClassify customers: potential profitability, projected loyalty, requiredifferent relationship management strategies Build the right relationships with the right customersNew landscape: digital age, globalization, ethics and social responsibility, not-for-profit marketing (school, hospital, museum,zoo, church,government agency)Chapter 2 company and marketing strategy: partnering to buildcustomer relationships (overall strategic planning process) Companywide strategic planning公司层面战略规划：1. Defining a market-oriented mission (mission statement使命陈述)market oriented and defined in terms of customer needs. (product-oriented vs. market-oriented)fit the market environmentbased on its distinctive competenciesmotivating(not as making more sales or profits)2. Setting company objectives and goalsTurn mission into detailed supporting objectives for each level of managementA hierarchy of objectives, including business objectives（公司目标，有时间限制，有数据，可测量，具化）and marketing objectives（营销目标）Marketing strategies and programs must be developed to support these marketing objectives In this way, translate mission into a set of objectives for the current period3. Designing the business portfolio（业务组合）Fit its strengths and weaknesses to the opportunities in the environmentA. Analyzing the current business portfolio (major activity in strategic planning)(1)Identify the key business making up the companyStrategic business unit (SBU战略业务单元): company division, product linewithin a division, single product or brand(2)Assess the attractiveness of its various SBUs(3)Decide how much support each deservesBCG矩阵growth-share matrix(market growth rate—attractivenessrelative market share—company strength) Stars明星类:need heavy investmentCash cows现金牛:need less investment, produce a lot of cash Question marks问题类:require a lot of cash. Management must think hardabout which question marks it should try to build into stars Dogs狗类:do not promise to be large source of cashFour strategies for each SBU: Invest more to build its share Invest just enough to hold its shareHarvest the SBU (milking short term cash)Divest the SBU (selling or phasing it out) Life cycle of SBU: Q→S→CC→DProblems: difficult in defining SBUs and measuring market share and growth, time consuming and costly to implement, focus oncurrent businesses, not future planningSolution: customized approach, decentralize strategic planning, cross-functional teams.B. Shaping the future portfolio—growth and downsizingGrowth:Finding business and products the company should consider in the futureMarketing has the main responsibility for achieving profitable growth forthe company, must identify, evaluate, and select marketopportunities andlay down strategies for capturing themProduct/market expansion grid 产品/市场扩展方格, 安索洛夫方格(Indentify company growth opportunities) Market penetration: new stores, advertising, prices, service, menu 市场渗透selection, store designMarket development: new demographic markets, new geographical 市场开发markets出口转内销，发现新用途Product development: modified or new products 新品种，新口味产品开发Diversification: starting up or buying new businesses多样化Downsizing: 精简Environment changes, making some products or markets less profitableFirm may have grown too fast or entered areas where it lacks experienceSome products or business units age and die(prune, harvest, divest them, focus on promising growth opportunities) Planning marketing and other functional strategies (4)Major functional departments work together to accomplish strategic objectives 1. Partnering with other company departmentsValue chain价值链: Each department carries out value-creating activities to design, produce, market, deliver, and support the firm’s products 2. Partnering with others in the marketing systemValue-delivery network 价值传递网络: Company, suppliers, distributors andultimately customers who partner with each otherto improve performance of the entire system Marketing strategy: 营销战略segmentation, targeting, differentiation and positioningMarketing mix: 4 Ps (4 Cs: from buyer’s view) 从4 Cs出发，以4Ps为框架执行Chapter 4 Managing marketing information (marketplace elements) Marketing information system(MIS)营销信息系统P871. Assessing marketing information needsBalances the information users would like to have against what they really need and what is feasible to offerIssues to consider:Amount of information (provide the information decision makers should have) Availability of information (cannot provide needed information, not available or because of MIS limitation, /doc/297350782.html,petitor’s strategy, resulting change)Cost (additional information isn’t worth obtaining, costs vs. benefits)2. Developing marketing informationA. Internal data:Internal database: 内部数据库data sources within the company networkAdvantage: can be assessed more quickly and cheaplyDisadvantage: incomplete (记录过去情况)or in the wrong form(不同部门之间格式转换) age quickly, large amount of information, must be wellintegrated and readily accessibleB. Marketing intelligence: 营销情报publicly available informationGoal: improve strategic decision making, assess and track competitors’ actions, provide early warning of opportunities and threatsSources: published information, products, sales, new patents, annual reports, business publications, trade show exhibits, press releases,advertisements, web page.C. Marketing research: 市场调查formal studies of specific situations (e.g.consumer satisfaction, purchase behavior, marketpotential, market share, effectiveness of 4 Ps)(1)Defining the problem and research objectivesTypes of objectives:Exploratory research探索性调查gather preliminary information todefine the problem and suggest hypotheses Descriptive research描述性调查describe things(e.g. market potential for a product, demographics and attitudesof consumers who buy the product) Casual research因果性调查test hypotheses about cause-and-effectrelationshipsManagers start with exploratory research and later follow with descriptive or casual research(2)Developing the research planDetermine the exact information neededResearch objectives must be translated into specific information needsDevelop a plan for gathering it effectivelyResearch plan: sources of existing data, specific research approaches, contact methods, sampling plans and instruments to gather new data Secondary data二手数据:Internal database, external database (business, government, internet)Advantage: quickly, lower cost, provide data that an individual company can’tcollect on its own (not directly available, too expensive to collect) Disadvantage:availability (may not exist), relevance (fits needs), accuracy(reliable sources), current (up-to-date) impartial (软新闻)Primary data一手数据:Research approaches:Observational research观察法调查Best suited for exploratory researchObserving relevant people, actions and situationsEthnographic research人类学研究sending trained observers Survey research问卷调查Most widely used, gathering descriptive information (knowledge,attitudes, preferences, buying behavior), asking directlyAdvantage: flexibilityDisadvantage: unable or unwilling to respond, give misleading orpleasing answers, don’t have time, privacy concerns Experimental research实验法调查Gathering casual information 广告效果测试，口味测试，价格测试Contact methodsMail questionnaires邮寄问卷Telephone interviewing电话采访interviewer biasPersonal interviewing人员调查Individual interviewing: 采用便捷样本Group interviewing(focus group interviewing): 焦点小组访谈6~10人Online marketing researchInternet survey, online panels, experiments, online focus groups Sampling plan:抽样计划Sampling unit(who is to be surveyed)与企业本身产品的目标市场一致Sample sizeSampling procedureProbability sample简单随机抽样，分层抽样（年龄），集群抽样（区域）Nonprobability sample 便捷样本，判断样本，配额样本Research instruments:调查工具Questionnaire: closed-end questions (easier to interpret and tabulate)open-end questions (exploratory)Simple, direct, unbiased wording; in a logical orderMechanical devices: people meters, checkout skinner, eye cameraPresent the plan to managementPresented in a written proposal: problems, objectives, information needed, the way the results will help decision making, research cost(3)Implementing the research planCollecting data: marketing research staff or outside firmsThe most expensive and the most subject to error(Refuse to cooperate, biased, interviewer mistakes or shortcuts) Processing the information: isolate important information and findings, check data for accuracy andcompleteness, code it for analysis Analyzing the information: tabulate the results, compute statistical measure (4)Interpreting and reporting the findingsManagers and researchers work together closely, share responsibility3. Analyzing marketing informationAdvanced statistical analysis to learn more about the relationships within a set of data, involving a collection of analytical models that will help marketers make better decision Customer touch point: customer purchases, sales force contacts, service andsupport calls, web site visits, satisfaction surveys, creditand payment interactions, research studies Analyze and use individual customer data:CRM: managing detailed information about individual customers and carefully managing customer touch point to maximize customer loyaltyConsists of sophisticated software and analytical tools, integratecustomer information from all sources, analyze it in depth, apply theresults to build stronger customer relationshipsData warehouses: 数据仓库 a companywide electronic database of finely detailedcustomer informationData mining: sift through data and dig out interesting findings about customersCRM is one part of an effective overall customer relationship management strategy 4. Distributing and using marketing informationChapter 5 Consumer markets and consumer buyer behavior Model of consumer behavior:Stimulus response model: marketing stimuli营销刺激物: 4 Ps P117 other stimuli: economic, technological, political, culturalbuyer’s black box: characteristics, decision process Characteristics affecting consumer behavior:●Cultural factors:Culture: the most basic cause of a person’s wants and behavior, from family and other important institutions (school) Cultural shifts: new products Subculture: within a culture民族，宗教，种族，地域Social class: permanent and ordered divisions, measured by a combination of occupation, income, education, wealth, and other variables●Social fact ors:Groups:群体Membership groups成员群体direct influence, to which a person belongsReference groups参照群体direct or indirect points of comparison or referenceAspirational groups期望群体reference groups to which a person wishes to belongOpinion leaders意见领袖people within a reference group who, because of specialskills, knowledge, personality, or other characteristics, exert socialinfluence on others. (influentials or leading adopters)Buzz marketing口碑营销enlist or even create opinion leaders to spread the wordOnline social networking: blogs, social networking sites like /doc/297350782.html,, a newform of buzz marketingFamily: the most important consumer buying organization Husband-wife involvement: courting the opposite sexChildren: highly regarded in Asian cultures, children-related industry Roles and status: people choose products appropriate to their roles and statues ●Personal factors:Age and life-cycle stage:年龄、生命周期阶段RBC Royal Bank five life-stage segmentsYouth: 小于18，教育资金Getting started: 18—35 贷款，信用卡Builder: 35—50 鼎盛期，贷款Accumulators: 50—60 财富积累，理财Preservers: 大于60 财产转移，继承Occupation: bluecollar workers vs. executivesEconomic situation: include trends in personal income, savings, interest rates Lifestyle: a person’s pattern o f living as expressed in his or her psychographics AIO dimension: activity, interest, opinionVALS: lifestyle classification P124 8种Primary motivation: ideals(knowledge and principles)achievements (demonstrate success)self-expression (activity, variety, risk)Resources: income, education, health, self-confidence, energy…Personality andBrand personality: the specific mix of human traits attributed to a particular brandConsumers are likely to choose brands with personalitiesthat match their ownSelf-concept (self-image)Premise: people’s possessions contribute to and reflect their identitiesReal self: 真实self-image:自我looking-glass self:他人ideal self:理想●Psychological factors:Motivation动机: A need that is sufficiently pressing to direct the person to seeksatisfaction of the needSigmund Freud theory: people are largely unconscious about the realpsychological forces shaping their behavior Abraham Maslow: human needs are arranged in a hierarchy, people are driven by particular needs at particular timesPhysiological, safety, social, esteem, self-actualization needs Perception感知:Three perceptual processes:Selective attention选择性注意screen out most of the informationSelective distortion选择性歪曲/曲解interpret information in a way that willsupport what they already believe Selective retention选择性保留retain information that supports their attitudes and beliefsLearning学习Changes in an individual’s behavior arising from experience and occurs through interplay of drives, stimuli, cues, responses and reinforcementMarketer: associating the product with strong drives, using motivating cues, and providing positive reinforcementBeliefs and attitudes信念和态度Belief: A descriptive thought that a person has about something based on knowledge, opinion, or faithAttitude: A person’s r elatively consistent evaluations, feelings, and tendencies toward an object or idea.It is difficult to change. Fit into existing attitudes.Types of buying behavior decisionBased on degree of buyer involvement and degree of differences among brands:1. Complex buying behavior复杂性购买行为Highly involved, significant differencesExpensive, risky, purchased infrequently, highly self-expressiveMarketer: understand the information-gathering and evaluation behavior of consumers, help buyers learn about attributes and their relativeimportance, differentiate brand’s features, and motivate storesalespeople and buyer’s acquaintancesFocus on product增加产品特性2. Dissonance-reducing buying behavior减少失调购买行为Highly involved, little differenceExpensive, risky, infrequent purchaseBuyers primarily response to a good price or to purchase conveniencePostpurchase dissonance: notice disadvantage or hear favorable words abouta product not purchasedMarketer: after-sale communications should provide evidence and supportFocus on CRM（投诉处理、维修等）3. Habitual buying behavior习惯性购买行为low involved, little differenceLow-cost, frequently purchasedBrand familiarity rather than brand conviction (passively receive information) Marketer: use sales and price promotion to stimulate products trial, ad stresses a few key points, more visual symbols and imaginary, highrepetition of short-duration message, better use TV ad, based onclassical conditioning theory(buyers learn to identify a certainproduct by a symbol repeatedly attached to it)Focus on distribution4. Variety-seeking buying behavior寻求多样化购买行为low involved, significant differencesConsumers do a lot of brand switching for variety rather than dissatisfactionMarket leader: encourage habitual buying behavior by dominating shelf space, keeping shelves full stocked, running frequent reminder advertising Challenger firms: encourage variety seeking by offering lower prices, specialdeals, coupons and free sample, and advertising reasons for something newFocus on distribution and promotionThe buyer decision process1. Need recognition需求确认Internal stimuli (normal need rises to a drive) external stimuli (ad, discussion) 2. Information search信息收集Personal sources: family, friends, neighbors, acquaintances)most effectiveCommercial sources: ad, salespeople, web, dealers, packaging, diaplayPublic sources 公开: mass media, consumer-rating organizations, Internetsearches 质量检测Experiential sources体验性: handling, examining, using the product使用经历3. Evaluation of alternatives方案评价process information to arrive at brand choicesCareful calculations and logical thinking; buy on impulse and rely on intuition 4. Purchase decision购买决策Between purchase intention and decision:Attitudes of others, unexpected situational factors5. Post-purchase behavior购买后行为Consume r expectations and products’ perceived performanceCognitive dissonance认知失调: Discomfort caused by postpurchase conflictConsumer satisfaction is a key to building profitable relationships withconsumers—to keeping and growing consumers andreaping their customer lifetime valueMarketer: measure customer satisfaction regularly, set up systems that encourage customers to complainThe buyer decision process for new productsStages in adoption process采纳过程from first learning to final regular user Awareness: become aware, but lack of informationInterest: seek informationEvaluation: consider whether trying it make senseTrial: try the new product in a small scaleAdoption: make full and regular use of itIndividual differences in innovativenessInnovator: venturesomeEarly adopter: guided by respect, opinion leader, early but cautiouslyEarly majority: deliberate, before the average personLate majority: skeptical, after majority of people have tried it Laggards: tradition bound, suspicious, adopt only when they become tradition 采纳曲线/扩散曲线time of adoption/diffusion of innovations P135Firm: research characteristics of innovators and early adaptors and direct market to them Innovators: younger, better educated, higher in income, more receptive to unfamiliar things, rely more on their own values and judgment, more willing to take risks, less brand loyal, take advantage of special promotion Influence of product characteristics on rate of adoptionRelative advantage相对优势: superior to existing productsCompatibility: fits the value and experiences of potential consumersComplexity: difficult to understand or useDivisibility: tried on a limited basis (e.g.price)Communicability: results of using can be observed or described to others Chapter 7 Customer-driven marketing strategy: creating value for targetcustomers (STP 营销核心)Market segmentationSegmenting consumer markets1. Geographic segmentation地理划分Nations, regions, states, counties, cities, density, climate, neighborhoodsCompanies: localize products, ad, promotion and sales efforts; cultivate as-yet untapped territory; developing stores in higher-density urban areas2. Demographic segmentation人口划分most popular, consumer needs, wants andusage rates vary closely with it, easier to measure Age and life-cycle stage: guard against stereotype, positive image and appeals Gender: clothing, cosmetics, toiletries, magazines Income: automobile, clothing, cosmetics, financial services, travelAffluent or low-income3. Psychographic segmentation心理划分Social class, lifestyle, personality characteristics4. Behavioral segmentation行为划分best starting point for building market segments,buyers’ knowledge, attitudes, uses, or response to a product Occasions: holidays, special occasions (e.g. Valentine’s day, wedding, birth day)Benefits sought: different benefits buyers seek from the producte.g.不同功效的牙膏,match each segment’s benefit preferencesUser status: nonusers, ex-users, potential users, first-time users, regular userse.g. blood banks, recruit new first-time donors and remind ex-donorspotential users: consumers facing life-stage changes(newlyweds) Usage rate: light, medium, heavy productusersHeavy users: a small percentage of the market but account for ahigh percentage of total consumptionLoyalty status: Completely loyal (buy one brand all the time) Pinpoint its target market and develop marketing appealsSomewhat loyal (loyal to two or three brands, favor one brandwhile sometimes buying others)Detect which brands are most competitive with its ownNot loyal (want something di fferent, buy whatever’s on sale) Marketing weaknessUsing multiple segmentation bases: identify smaller, better-defined target Segmenting international marketsUsing one or a combination of several variables: geographic location, economicfactors, political and legal factors, cultural factors Intermarket segmentation: forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries Requirements for effective segmentationMeasurable: 可测量性size, purchasing power, and profiles of the segments Accessible:可接近性can be effectively reached and servedSubstantial:显著性large or profitable enough, a segment should be the largestpossible homogenous groupDifferentiable:可区分性conceptually distinguishable, respond differently todifferent marketing mix elements and programs Actionable:。