杜克大学marketig讲义
杜克大marketing讲义 (14)-精品文档
Social Marketing:
Brand Building & Social Change
Looking Beyond Profit
U.S. Nonprofit Sector
– – – – over 1 million organizations revenues of $670 billion annually 84 million adult volunteers employs 1 in 12 adults
Social Marketing
Population Media Center
/index.html
Social Marketing
Avon Breast Cancer Awareness Crusade
avoncompany/women/avoncrusade/
Beyond Profit: Nonprofit & Social Marketing
Compliments of: Martha Lunbeck Nonprofit Consd Profit
Nonprofit Marketing:
Start with the Customer
Questions?
Nonprofit Marketing
Questions?
Looking Beyond Profit
Social Marketing: A Definition
Social marketing is the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well being and that of society. (Andreasen)
杜克大学marketig讲义 (22)-PPT精品文档
Steps in Developing a Promotional Plan
Carlson
1. Identify Target Audience 2. Determine the Communication Objective 3. Design the Message
Carlson
Sales Promotion
Communication, Incentive, Invitation
Publicity and Public Relations
Credibility, Reach, Dramatization
14
4. AIDAS and the Promotion Mix
Carlson
Format: How To Say It Symbolically
Print (Color, Headline, Illustration, Demonstration, Testimonial, Payoff, Image); Radio (Voice, Vocalization, Script); TV (All above)
Marketing 360: Class 8
Professor Kurt Carlson
Promotion
Kurt Carlson Mkt 360 Term 2, 2019/2/21 2019
Three C’s Customer Company Competition Four P’s Product Promotion Price Place
Carlson
Potential new buyers Current users Influencers People who may not buy but influence decisions of those who may
杜克大学marketing讲义 (6)-精选文档
– Its costs go up
When some of them are shifted to intermediaries
– Manufacturer’s costs are lower, but intermediaries will add their charges
In moving goods from producers to consumers,
channels overcome gaps in:
– time – place – possession
Carlson©
Marketing Channels
Channels exist when they are more efficient than
Distribution/Place (Marketing Channels)
Marketing Management (Marketing 360) Professor Kurt Carlson
Carlson©
Agenda
The function of channels Channel design
If intermediaries are more efficient than manufacturer,
prices should be lower than under direct distribution
– All else equal, consumers will purchase from the system giving the lowest price, which explains why efficiency is necessary for channels to exist
杜克大marketing讲义 (24)-PPT课件
Product strategy creates value for the customer
Promotion strategy communicates value of offerings to the customer Distribution policy delivers value to the customer Pricing strategy is the only one of the 4P’s devoted solely to capturing value for the firm!
Carlson
5. Consider competitors and their reactions 6. Put it all together and set the price (this is the tricky part) 7. Assess customers’ psychological response 8. Monitor prices realized at transaction level
4
Var. Cost Price
Source: McKinsey & Co., based on average economics of 2,463 companies
Common Pricing Approaches
Cost-plus P = (FC-Target Profit)/Q + VC The problem: Unit sales, Q, are typically a function of price, P Sales force -driven The sales force can set the best price The problem:
国际市场营销学培训讲义(英文版)
国际市场营销学培训讲义(英文版) International Marketing Training HandbookSession 1: Introduction to International Marketing1.1 Definition of International Marketing- Explanation of international marketing and its importance in today's globalized world.- Overview of key concepts, such as globalization, market segmentation, and cultural diversity.1.2 Benefits and Challenges of International Marketing- Discussion on the advantages of expanding into international markets, such as increased sales and new business opportunities. - Identification of common challenges, such as cultural differences, legal and regulatory complexities, and competitive pressures.1.3 International Marketing Strategies- Introduction to different strategies for entering international markets, including exporting, licensing, joint ventures, and direct investment.- Examination of factors influencing strategy selection, such as market potential, risk assessment, and resource allocation. Session 2: Market Research and Analysis2.1 Understanding Global Consumers- Analysis of cultural differences and their impact on consumer behavior.- Identification of global consumer segments and trends to targeteffectively.2.2 Market Research Methods- Overview of primary and secondary research methods for gathering market intelligence.- Explanation of techniques for analyzing market data, such as surveys, focus groups, and data mining.2.3 Assessing Market Potential- Examination of key factors to consider when evaluating market potential, including market size, growth rate, and competition.- Introduction to tools and frameworks for assessing market attractiveness and competitiveness.Session 3: Market Entry Strategies3.1 Exporting and Importing- Discussion on the advantages and disadvantages of exporting and importing.- Explanation of export and import processes, including logistics, documentation, and international trade regulations.3.2 Licensing and Franchising- Overview of licensing and franchising as market entry strategies. - Examination of the benefits, risks, and considerations involved in entering into licensing and franchising agreements.3.3 Joint Ventures and Strategic Alliances- Introduction to joint ventures and strategic alliances as collaborative market entry strategies.- Analysis of the advantages, challenges, and factors for successful partnerships.Session 4: Product and Brand Management4.1 Adaptation vs. Standardization- Examination of product and brand adaptation strategies to suit local market preferences.- Discussion on the benefits and risks of standardizing products and brands across international markets.4.2 Product Development and Innovation- Overview of product development processes for international markets.- Introduction to strategies for fostering innovation and staying competitive in global markets.4.3 Branding and Positioning- Explanation of brand building and positioning strategies for global brands.- Examination of the role of culture, communication, and customer perception in successful international branding.Session 5: Communication and Promotion5.1 Integrated Marketing Communications- Introduction to integrated marketing communications (IMC) and its role in international marketing.- Explanation of different promotional tools and channels, such as advertising, public relations, and digital marketing.5.2 Cultural Sensitivity in Communication- Discussion on the importance of cultural sensitivity and adaptation in international communication.- Analysis of successful cross-cultural marketing campaigns and the lessons learned.5.3 Digital Marketing in International Markets- Overview of digital marketing strategies and tactics for reaching global audiences.- Examination of the challenges and opportunities in leveraging digital platforms for international marketing.Note: This training handbook provides an overview of key topicsin international marketing and can be customized to suit specific training objectives and participant needs.Session 6: Pricing and Distribution6.1 Pricing Strategies in International Markets- Explanation of factors affecting pricing decisions in international markets, such as currency fluctuations, local market conditions, and competition.- Introduction to pricing strategies, such as cost-based pricing, market-based pricing, and value-based pricing.6.2 Distribution Channels and Logistics- Overview of distribution channel options in international markets, including direct sales, distributors, agents, and e-commerce.- Examination of logistics considerations, such as transportation, warehousing, and customs regulations.6.3 Channel Management and Relationship Building- Discussion on the importance of effective channel management and relationship building with international partners.- Introduction to strategies for selecting, managing, and incentivizing channel partners.Session 7: Legal and Ethical Considerations7.1 International Legal Framework- Overview of international trade laws and regulations, such as tariff and non-tariff barriers, intellectual property protection, and contract laws.- Explanation of the role of international organizations, such as the World Trade Organization (WTO), in promoting fair trade practices.7.2 Ethical Issues in International Marketing- Analysis of ethical dilemmas and challenges in international marketing, such as cultural sensitivity, advertising standards, and environmental sustainability.- Discussion on the importance of corporate social responsibility (CSR) in international business practices.7.3 Risk Management and Compliance- Introduction to risk management strategies for mitigating legal and ethical risks in international marketing.- Explanation of compliance standards, such as anti-corruption laws and data privacy regulations, that businesses need to adhere to in global markets.Session 8: Market Expansion and Growth8.1 Emerging Markets and Opportunities- Analysis of emerging markets and their potential for business expansion and growth.- Discussion on strategies for entering and succeeding in emerging markets, such as adaptation to local conditions and collaboration with local partners.8.2 International Business Development- Overview of strategies and considerations for expanding and growing international business operations.- Discussion on factors such as market diversification, innovation, and strategic partnerships.8.3 Sustainable International Marketing- Examination of sustainability and responsible business practices in international marketing.- Introduction to concepts such as green marketing, social entrepreneurship, and inclusive business models.Session 9: Cross-Cultural Communication and Negotiation9.1 The Importance of Cross-Cultural Communication- Explanation of the challenges and opportunities presented by cross-cultural communication in international business.- Analysis of cultural dimensions and their impact on communication styles and business practices.9.2 Cross-Cultural Negotiation- Overview of negotiation strategies and techniques in cross-cultural settings.- Examination of cultural norms and practices that influence negotiation processes and outcomes.9.3 Managing Cultural Differences- Discussion on strategies for managing and leveraging cultural differences in international business.- Introduction to intercultural competence skills, such as empathy, adaptability, and cultural intelligence.Session 10: International Marketing Plan10.1 Developing an International Marketing Plan- Step-by-step guide to developing an international marketing plan. - Explanation of key components, such as market analysis, target market selection, marketing objectives, and implementation strategies.10.2 Evaluating and Monitoring International Marketing Performance- Introduction to metrics and tools for evaluating the performance of international marketing activities.- Discussion on the importance of monitoring and adjusting strategies based on market feedback and changing conditions. 10.3 Case Studies and Best Practices in International Marketing- Analysis of real-world case studies and best practices in international marketing.- Examination of successful international marketing campaigns and their underlying strategies and tactics.Note: This training handbook provides an overview of key topics in international marketing and can be customized to suit specific training objectives and participant needs. The content can be expanded upon by incorporating additional case studies, interactive exercises, and group discussions to enhance participant engagement and learning.。
杜克大学maketing讲义
Carlson©
Break-Even Quantity: firm’s total revenues equal total cost; below BEQ, the firm has a loss; above BEQ, the firm shows a profit.
$
Total revenue Profit
▪ Let d be the unit decrease in sales of a current
product for each unit sold of a new product, and let u be the unit contribution of the cannibalized product.
Should IBM launch the new PC?
▪ Relevant FC = $10M
BE = 27778 Yes, Launch!
Carlson©
Sensitivity Analysis
▪ What if the margin was, .10, .20, .30, .40, .50, or .60?
▪ Aห้องสมุดไป่ตู้vice
Carlson©
Why Use Math in Marketing?
▪ Decisions will be made. You can make them with
or without the benefit of quantitative analysis.
▪ It is hard to argue that you will make better
decisions without analysis. Arguments supported by analysis are more persuasive.
杜克学marketing讲义
of suppliers
of customers
Customers
Rivalry among existing firms
Threat of substitute offerings
Substitutes
Carlson©
Rivalry More Intense If:
Numerous or equally balanced competitors Slow industry growth High fixed costs Low customer loyalties or switching costs Added capacity comes in large increments Diverse competitors High strategic stakes High exit barriers
-------------------------
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---------------------------------
Carlson©
Carlson©
Strengths and Weaknesses
MAJOR
Marketing
STRENGTH
1. Company reputation
--------
2. Market share
--------
3. Customer satisfaction
--------
4. Customer retention
杜克大学marketing讲义 17)
Carlson©
2. Set the Objectives
Hierarchy of effects model
Awareness Knowledge
Liking
Preference Conviction Purchase
Post Purchase
▪ Sales Promotion
– Communication, Incentive, Invitation
▪ Publicity and Public Relations
– Credibility, Reach, Dramatization
Carlson©
4. Method Effectiveness
Advertising Personal Selling Sales Promotion Publicity and PR
Consumer Products
High
Medium High
Low
Industrial Products
Medium
High Medium
Low
Carlson©
4. AIDAS and Method Effectiveness
– Rosie, Bryant Gumble, and Tickle Me Elmo
Carlson©
1. Audience Communication Issues
▪ What information do they need? ▪ How must the message be structured
Awareness Interest Advertising
杜克大学markeing讲义
Carlson©
SWOT: Opportunities and Threats
Attractiveness Seriousness
Success Probability
High Low
High
1
2
Low
3
4
Probability of Occurrence
High Low
High
1
2
Low
3
4
Opportunities - e.g., Technology 1. ___________________ 2. ___________________ 3. ___________________ 4. ___________________
to Enter
Carlson©
1. Define Corporate Mission
What is our business? Who is the customer? What is the value to the customer? What will our business be? What should our business be?
The GE-McKinsey Matrix
5
3.33
1.67
0 5 Strong 3.33 Medium 1.67 Weak 0
BUSINESS STRENGTH
Carlson©
Low
SBU Profiling for GEMcKinsey Matrix
Market Attractiveness
Carlson©
2. Identify SBUs
Strategic Business Units (SBUs) are flexible and
杜克大学mareting讲义 (8)-文档资料
Carlson©
What is a Product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need.
Chick-fil-A
Carlson©
Innovation and Diffusion
“People welcome innovation; it’s change they don’t like”
Carlson©
Innovation and Diffusion
Innovation:
good, service, or idea that is perceived as new.
Improvements: titanium golf drivers
Repositioning: Subway “Eat Fresh” & Prozac for PMS Cost Reductions: Hybrid cars
Source: Booz, Allen, & Hamilton
Carlson©
Carlson©
Why Position Your Product?
Too many companies and too many products!
Customers often need a rationale to buy.
It is the means of linking a product to a need.
杜克大学mareting讲义
customers needs at a profit.
Carlson©
Selling vs. Marketing
The seller’s aim is to sell what they can make. The marketer’s aim is to make what can be sold. In theory, good marketing would make sales
Product Price Promotion Place (Distribution)
Carlson©
Product
Customers don’t buy 1/4” drills, they buy 1/4”
holes.
The Product is a set of benefits from which
The 4 Ps: The Marketing Plan
Product Price Promotion
Place (distribution)
Implementation and Control
Carlson©
The Situation: The 3 C’s
Customer Analysis Competitor Analysis Company Analysis
customers derive value.
It is not a set of features.
Carlson©
Price
What is the value to customers of the benefits
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Television
Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses
Promotion
Selling
__
Print & broadcast ads Packaging-outer Packaging inserts Mailings Catalogs Motion pictures House magazines Brochures & booklets Posters & leaflets Directories Reprints of ads Billboards Display signs Point of purchase displays Audiovisual material Symbols & logos1Biblioteka Today’s Agenda
The promotional mix 7 steps in developing a promotional plan
2
Carlson
Promotional Mix
Promotional Mix
Marketing Mix
Carlson
Notice that all 4 Ps can be used to communicate. Today we will focus on ‘promotional’ communications.
Demonstrations
Couponing
Rebates
Low-interest financing
Entertainment
Trade-in allowances
Trading stamps
Tie-ins
Sales presentations Sales meetings Telemarketing Incentive programs Salesmen samples Fairs & trade shows
1. Target Audience: Communication Considerations
What information do they need? How will they decode the message? How must the message be structured for this to Happen?
Limitations: Little audience selectivity; creative limitations
19
4. The Promotional Mix: Profiles of Other Media Types
Medium
Advantages
Limitations
Yellow Pages Local & Low Cost
Contests, games, Press Kits
sweepstakes Speeches
lotteries
Seminars
Premiums& gifts Annual reports
Sampling
Charitable
Fairs/trade shows donations
Exhibits
Public relations
20
4. The Promotional Mix: A Simple Ads Evaluation Sheet
Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences
Magazines
Advantages:
High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership
6
Carlson
2. Set the Objectives
Hierarchy of effects model
Awareness Knowledge
Liking
Preference Conviction
Purchase
Post-purchase
Carlson
Cognition
Affect
Action
4
Carlson
1. Identify Target Audience
Potential new buyers Current users Influencers
People who may not buy but influence decisions of those who may
5
Carlson
Awareness Advertising
Interest
Desire
Action Satisfaction
Personal Selling
Sales Promotion
Publicity
Carlson
Good
Average
Poor
15
4. The Promotional Mix: Sales Promotion (Sampling)
Sender
Receiver
Carlson
13
4. Decide On Promotional Mix
Advertising
Public, Pervasive, Expressive, Impersonal
Personal Selling
Personal, Cultivative, Responsiveness of Buyer
16
Carlson
4. The Promotional Mix:
Common Communication/Promotion Tools
______________________________________________________
Advertising
Sales
Publicity
Personal
10
Carlson
3. Designing the Message
Sender
Receiver
Carlson
11
3. Designing the Message: Non-Overlapping Fields of Experience
Sender
Receiver
Carlson
12
3. Designing the Message: Overlapping Fields of Experience
3
Steps in Developing a Promotional Plan
1. Identify Target Audience 2. Determine the Communication Objective 3. Design the Message 4. Decide on the Promotional Mix 5. Allocate the Promotional Budget 6. Measure the Results 7. Manage and Coordinate the Process
Source: Who Should Say It
- Source Credibility (As Earlier Discussed)
9
Carlson
3. Designing the Message
Who Should Say It? Someone who…
has high recognition elicits positive affect is appropriate for the product
4. The Promotional Mix: Profiles of Major Media Types
Newspapers
Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability
Marketing 360: Class 8
Professor Kurt Carlson
Kurt Carlson Mkt 360 Term 2, 22002109/5/14
Promotion
Three C’s Customer Company Competition
Four P’s Product Promotion Price Place
Increase market share among first time purchasers from 2% to 5% within 1 year
Carlson
8
3. Designing the Message
Content: What To Say
- Theme, Idea
Structure: How To Say It Logically
- Conclusion Drawing, One vs. Two Sided Messages - Appeal (Rational, Emotional, Moral)
Format: How To Say It Symbolically