菲利普科特勒-市场营销英文版ManagingProduct解析
市场营销双语 科特勒 亚洲版 期末总结_超详细版
Chapter 1Marketing: managing profitable customer relationships营销：管理有价值的顾客关系What is marketing?⏹ A social and managerial process whereby individuals and groups obtain what they need and want through creatingand exchanging products and value with others.⏹广义上，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。
⏹狭义上，营销是指和顾客建立有利可图、充满价值的交换关系。
⏹总之，营销就是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。
营销过程的五个步骤1.Understand the marketplace and customer needs and wants了解市场及顾客需求和欲望2.Design a customer-driven marketing strategy设计顾客驱动的营销战略3.Construct a marketing program that delivers superior value构建传递卓越价值的营销方案4.Build profitable relationships and create customer delight建立有利可图的关系，并使顾客满意5.Capture value from customers to create profits and customer quality从顾客身上收获价值，从而创造利润和顾客资产顾客驱动下的营销战略●Selecting customers to serve 选择服务对象✧What customers will we serve?✧Marketers select customers that can be served profitably✧通过把市场划分为不同的顾客和选择它将要针对的那部分顾客来实现。
菲利普科特勒-市场营销英文版课件 Managing Advertising
Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Informative Advertising Build Primary Demand
Direct Mail Advantages:
Limitations:
©2000 Prentice Hall
Audience selectivity; flexibility, no ad competition within same medium; allows personalization Relative high cost; “junk mail” image
Magazines Advantages:
Limitations:
Outdoor Advantages:
Flexibility; high repeat exposure; low cost; low message competition
Limitations:
©2000 Prentice Hall
Objectives
Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations
©2000 Prentice Hall
Contests
©2000 Prentice Hall
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
菲利普科特勒-市场营销英文版-Designing-and-ManagingPPT课件
Push Versus Pull Strategy
Producer
Marketing activities
IntermediariesMa源自keting activities
End users
Demand
Push Strategy
Marketing activities
Producer
Demand
Short-term Incentives to Encourage Trial or Purchase.
Protect and/or Promote Company’s Image/products.
Personal Presentations.
Direct Communications With Individuals to Obtain an Immediate Response.
Intermediaries
Demand End users
©2000 Prentice Hall
Pull Strategy
14
©2000 Prentice Hall
Step 2. Determining the Communication Objectives Buyer Readiness Stages
Awareness Knowledge Liking Preference Conviction Purchase
6
Step 3. Designing the Message
Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive
11
©2000 Prentice Hall
Step 7. Measure Results Step 8. Manage the IMC Process
市场营销双语科特勒亚洲版期末总结_超详细版
Chapter 1Marketing: managing profitable customer relationships营销：管理有价值的顾客关系What is marketing?⏹ A social and managerial process whereby individuals and groups obtain what they need and want through creatingand exchanging products and value with others.⏹广义上，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。
⏹狭义上，营销是指和顾客建立有利可图、充满价值的交换关系。
⏹总之，营销就是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。
营销过程的五个步骤1.Understand the marketplace and customer needs and wants了解市场及顾客需求和欲望2.Design a customer-driven marketing strategy设计顾客驱动的营销战略3.Construct a marketing program that delivers superior value构建传递卓越价值的营销方案4.Build profitable relationships and create customer delight建立有利可图的关系，并使顾客满意5.Capture value from customers to create profits and customer quality从顾客身上收获价值，从而创造利润和顾客资产顾客驱动下的营销战略●Selecting customers to serve 选择服务对象✧What customers will we serve?✧Marketers select customers that can be served profitably✧通过把市场划分为不同的顾客和选择它将要针对的那部分顾客来实现。
菲利普科特勒-市场营销英文版课件 Managing Product
©2000 Prentice Hall
Product Mix
Width - number of different product lines
Length - total number of items within the lines Depth - number of versions of each product
©2000 Prentice Hall
Brand Strategies
Product Category Existing Existing Brand Name Line Extension New Brand Extension
New
Multibrands
New Brands
©20oducts Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods Specialty Products Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations
Product Mix all the product lines offered
©2000 Prentice Hall
Product-Line Length
Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning
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
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Product Mix
Width - number of different product lines
Length - total number of items within the lines Depth - number of versions of each product
©2000 Prentice Hall
Brand Strategies
Product Category Existing Existing Brand Name Line Extension New Brand Extension
New
Multibrands
New Brands
©2000 Prentice Hall
Good Brand Names:
Distinctive
Lack Poor Foreign Language Meanings
Suggest Product Qualities
Suggest Product Benefits
Easy to: Pronounce Recognize Remember
Product Mix all the product lines offered
©2000 Prentice Hall
Product-Line Length
Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning
Convenience Products Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods Specialty Products Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations
©2000 Prentice Hall
What is a Brand?
User
Culture
Personality
Attributes
Benefits
Values
©2000 Prentice Hall
Brand
Equity
Devoted to Brand Values the Brand (brand as friend) Satisfied & Switching Cost Satisfied Customer (no reason to change) No Brand Loyalty (customer will change)
©2000 Prentice Hall
Why Package Crucial as a Marketing Tool
Self-service Consumer affluence Company & brand image Opportunity for innovation
©2000 Prentice Hall
Objectives
Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling
©2000 Prentice Hall
Consumer-Goods Classification
Shopping Products Buy less frequently > Gather product information > Fewer purchase locations > Compare for: • Suitability & Quality • Price & Style
Unsought Products New innovations > Products consumers don’t want to think about. >Require much advertising & personal selling
Labels
Promote
Describe Identify
©2000 Prentice Hall