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PPT课件

营销大师介绍——菲利普•科特勒
菲利普科特勒“对全球经济发展对具影响力的十位管理大师之一”,被称为“现代营销之父”。他多次获得美国国家级勋章和褒奖,包括“保尔D康弗斯奖”、“营销卓越献奖”、“查尔斯库利奇奖”。他是美国营销学会(AMA)第一届“营销教育奖”的获得者,也是至今唯一3次获得过《营销杂志》年度最佳论文奖――阿尔法卡巾帕普西奖(Alpha Kappa Psi Award)的人。
重要性
五、营销专家对营销的评说
现代市场营销是一门内涵十分丰富的科学市场营销立足于人类营销的实践活动以其高屋建瓴的思想理念,独特而系统的理论和方法现在,市场营销学所阐释的有关企业营销活动的原理、思想、方法已被公认为工商界人士必备的专业知识。一项调查显示,企业家普遍认为,不懂市场营销就无法维持企业的生存和发展。 70年代对美国主要公司的总经理的一项典型调查得出结论:任何企业管理人员,如果没有营销学知识,就不可能取得成功。
买得起:成本高,价格高,提高生产率,降低成本,扩销路。
福特的营销哲学:努力使T型车达到完美,从而降低成本使更多的
人买得
起汽车。
改革前的中国此观念盛行:供不应求,埋头生产,不问市场,生产什么, 收购什么。
三、理念基础营销观念Marketing Concept
2、产品观念(Product Concept)
讨论可以检验学习效果
一、认识基础二、概念基础三、理念基础
你们认为:
四、新世纪的挑战
为什么要学营销？怎么理解营销？
怎样全面理解市场的概念？
如何理解营销观念？怎样演变？各观念的主要区别？
如何理解营销管理？
营销新挑战——营销发展新趋势
重要声明:
营销课程的所有课件系任课教师王益锋老师独立、辛勤制作而得,版权归制做人王益锋一人独家所有,任何个人、组织未经许可不得阅抄、复制、转赠。的营

市场营销学原理

市场营销学原理市场营销学原理是指在市场经济条件下，根据市场规律和消费者需求，采取一系列策略和手段，促进产品和服务的销售。

市场营销学的核心原理可以概括为以下几点：1. 市场导向：市场营销的核心是以市场为导向，实现产品和服务与消费者需求的有效匹配。

市场导向的核心思想是“顾客至上”，即根据消费者的需求和偏好来开发和推广产品，达到满足消费者需求的目标。

2. 市场细分：市场营销学认为，市场是由各种不同的需求组成的，应该根据不同的市场细分来设计和实施营销策略。

市场细分可以根据消费者的地理位置、年龄、性别、收入水平等特征来划分，以更好地满足不同群体的需求。

3. 目标市场选择：在进行市场细分的基础上，需要选择最有利于企业发展的目标市场。

目标市场的选择应该考虑市场规模、增长潜力、竞争程度等因素，以确定最有效的市场定位和营销策略。

4. 市场定位：市场定位是指企业通过研究竞争对手和市场需求，确定自己产品在市场中的地位和差异化特点。

市场定位可以通过产品特性、定价策略、服务支持等方面来实现，以使消费者在众多选择中选择该产品。

5. 产品策略：产品策略是指企业对产品的定位和设计，包括产品特性、品牌形象、包装设计等方面。

产品策略应该以消费者需求为中心，关注产品的创新、品质和功能性，以提高产品的竞争力和市场份额。

6. 促销策略：促销策略是指通过各种销售促进活动来推广产品和服务。

促销策略可以包括广告、促销活动、公关、直销等手段，以提高产品的知名度和市场销售额。

7. 价格策略：价格策略是指企业根据市场需求、成本和竞争状况确定产品的售价。

价格策略可以包括定价、折扣、套餐等方式，以吸引消费者和提高产品销售。

8. 渠道策略：渠道策略是指企业通过建立和管理销售渠道，将产品送达消费者手中。

渠道策略可以包括直销、经销商、代理商等方式，以确保产品能够迅速到达市场并满足消费者需求。

综上所述，市场营销学原理是通过市场导向、市场细分、目标市场选择、市场定位、产品策略、促销策略、价格策略和渠道策略等一系列步骤和手段，有效推广和销售产品和服务。

市场营销第二版

市场营销第二版
【实用版】
目录
1.市场营销学的基本理论
2.企业如何制定营销战略
3.市场营销策略的运用
4.市场营销的方法
5.旅游市场营销的特点
6.市场营销在海外市场的应用
正文
市场营销学是一门研究如何在动态环境中审时度势，扬长避短，制订营销战略计划方案的学科。

在《市场营销第二版》这本书中，作者详细地阐述了现代市场营销学的基本理论和市场营销的策略方法。

首先，书中介绍了市场营销学的基本理论，包括产品、定价、分销和促销等方面的内容。

这些理论帮助企业了解市场，制定合适的营销策略。

其次，书中讲述了企业如何制定营销战略。

在制定战略时，企业需要考虑外部环境、内部条件以及竞争对手等因素，以便在市场中占据有利地位。

接着，书中阐明了市场营销策略的运用。

在产品、定价、分销和促销等方面，企业需要巧妙地运用策略，以便开拓和占领市场。

此外，书中还介绍了市场营销的方法，包括调查、预测技术等。

这些方法帮助企业了解市场，识别市场，从而更好地制定营销策略。

旅游市场营销是市场营销学的一个重要分支。

在《旅游市场营销第二版》这本书中，作者详细介绍了旅游市场营销的特点。

旅游市场营销需要
考虑旅游产品的特殊性，以及旅游消费者的需求和行为等因素。

最后，书中还专门介绍了如何在海外市场开展营销活动。

在海外市场，企业需要考虑文化差异、法规政策以及市场环境等因素，以便更好地开展营销活动。

综上所述，《市场营销第二版》这本书详细介绍了现代市场营销学的基本理论和市场营销的策略方法，以及旅游市场营销的特点和在海外市场的应用。

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-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:。

市场营销原理.pptx

流行开发
外形变
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再生开
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起用外
五、品牌、商标与包装
• 品牌、商标和包装都是产品整体的重要组成部分，成功的她们可以提高产品的身价，吸引消费者，树立企业形象，提高企业竞争能力。
• 一、品牌的有关概念 • 1、品牌（Brand）： • 2、品牌名称（Brand Name）：
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牌、蝴蝶牌缝纫机、飞鸽牌自行车。
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二、品牌（商标）策略选择
• 3）要简洁明快，便于识别、认读和记忆。 • 4）要与众不同，寓意深刻，引人注目。 • 5）品牌名称要与产品专用名称统一。 • 如何对品牌来命名？
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品牌命名的方法
• 1、效用命名。
• • 香水的品牌是一项重要的产品属性。雷夫隆公司就曾经使用过像彩妮、
琼铎、Ciara、Scoundrel等品牌，来创造以及支持每一种香水定位的形象。其他竞争厂商也取了诸如Opium,Joy、White Linen、Obsession、 Passion、Eternity、UnIn-hibited,Youth DewfnExclamationl等等品牌，
包装过程（工艺操作过程）包装装璜。
产品包装的三个层次：
内包装（Primary Package）（小包装）外包装（大包装）（储运包装）
（Shipping Package）中层包装（Secondary Package ）（中
包装）（销售包装）
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包装和标签策略
包装的作用：1）保护产品使用价值 2）便利经营和消费； 3）便利识别产品 4）促进产品销售。人称 “无声的推销员”

市场营销原理2

百度文库市场营销原理学习小组讨论报告讨论题目：明星代言效果分析讨论时间：2011年10月28日——2011年10月31日学习小组成员：管理学院10公共事业管理专业第五小组胡强龙1002060024 黄海芬1002060025 黄怡明1002060029 黄珍爱1002060030 姜林宏1002060031在这个经济发展迅速，各类信息充斥着我们生活的社会，企业如何让自己的产品吸引住消费者的眼球，满足消费者的需求，最终建立一种长期而稳定的客户关系，是企业持续发展不得不思考的问题。

而明星代言往往是打开市场快捷方便并行之有效的营销策略。

利用明星的知名度，最大限度地吸引社会注意力，使产品迅速为消费者所认识。

同时，把消费者与明星相关联的形象和价值观转移到产品或品牌身上。

但是有成功的经验也有失败的教训，并非所有企业的明星代言策略都有成效，如何充分利用明星代言的优势克服不利因素，为企业树立良好的社会形象，为产品打开销路铺平道路。

我们小组分别选取了三个有代表性的成功与失败案例，进行深入分析，讨论明星代言给企业带来的营销效果。

明星代言成功案例：蒙牛酸酸乳——张含韵2005年似乎一日之间，人们就知道了蒙牛酸酸乳。

它成为继碳酸饮料、茶饮料、果汁饮料、运动饮料之后的奶制品饮料。

蒙牛酸酸乳采用优质鲜牛奶，不仅口感清新爽滑，而且酸甜中不失牛奶的营养健康。

如今它更以多彩的包装在中国奶制品饮料界独树一帜。

蒙牛酸酸乳的成功可以说不得不归功于05年蒙牛与湖南卫视娱乐节目超级女声的整合营销，而以超级女声张含韵为代言人的系列广告起到了推波助澜的作用。

此后蒙牛推出了一系列以青春偶像为代言人的广告作品，更是帮蒙牛获得了惊人的销售业绩。

案例分析：1.通过张含韵这则电视广告的播出以及冠名超级女声的强势营销，蒙牛获得了巨大的销售收益，2004年蒙牛酸酸乳销售额只有7亿，2005年蒙牛计划向市场投放20亿袋印有“2005蒙牛酸酸乳超级女声”的产品，销售额至少在20亿元左右。

市场营销学原理第7章

7.1 市场细分
性别细分
性别细分很早就用于服装，化妆品，杂志行业。
24 © 2012 Principles of Marketing: An Asian Perspective
7.1 市场细分
性别细分
欧莱雅推出了男士皮肤护理专家的产品和称为 “男士万岁”的男士美容生产线。其广告语是： “现在巴黎欧莱雅为男士们带来了美容技术和专业知识…因为你也值得拥有。”男士护肤品日渐受到人们的青睐源于如今亚洲男士对他们的皮肤护理问题越来越关注。中国台湾地区，韩国和日本男士尤其注重皮肤保养。在马来西亚，欧莱雅的碧欧泉目标群体定位于首次使用护肤品的25-30岁的白人男性。
25 © 2012 Principles of Marketing: An Asian Perspective
7.1 市场细分
性别细分
耐克加快了其占领女性运动品牌的步伐。耐克已经对女士服装生产线进行了全面的革新，建立了线上销售网站，并且在许多大城市开设了耐克女性运动品牌商店。
7.1 市场细分
忠诚度
36 © 2012 Principles of Marketing: An Asian Perspective
7.1 市场细分
客户忠诚度类别
37 © 2012 Principles of Marketing: An Asian Perspective
7.1 市场细分
商业市场细分经营因素采购方式情境因素个性因素
7.1 市场细分
地理细分
针对中国市场，联合利华推出了针对性的品牌——清扬
16 © 2012 Principles of Marketing: An Asian Perspective

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

第01章营销——创造和获取顾客价值

生产观念认为，消费者青睐买得到的、价格低廉的产品。
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 16
设计顾客导向的市场营销战略
营销管理导向
产品观念认为，消费者会偏好那些具有最高质量、性能水平和富有创新特点的产品。所以，企业应该专注于持续的产品改善。
设计顾客导向的市场营销战略
营销管理导向
生产观念
产品观念
推销观念
营销观念
社会营销观念
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 15
设计顾客导向的市场营销战略
营销管理导向
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 10
设计顾客导向的市场营销战略
营销管理指选择目标市场并与之建立有价值的关系的艺术和科学。
–我们为那些顾客服务？ –如何才能最好地服务这些顾客？
理解市场和顾客需求
交换是一种为从他人那里得到想要的物品而提供某些东西作为对价的行为。
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 9
理解市场和顾客需求
公司供应商竞争者主要的环境力量市场营销中介消费者

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。

市场营销学原理第10章

10.1 价格是什么
增值定价法
面对进口产品的威胁，雄鹿伞没有选择降低价格，而是选择了用稀奇古怪的设计、炫酷的色彩和增值特性来让产品卖到更高的价格。
23 © 2012 Principles of Marketing: An Asian Perspective
10.1 价格是什么
基于成本定价基于成本定价的方法所指定的价格不但能够弥补生产、分销和促销产品的全部成本，还能包括适当的利润获得，以回报公司所作出的努力和承担的风险。
10.1 价格是什么
基于竞争定价
•消费者会根据竞争者为相似产品的定价而做出对产品的价值判断。 •不论你索取什么样的价格（或高、或低、或中等价格），一定要确定给予消费者
高于该价格的产品价值。
38 © 2012 Principles of Marketing: An Asian Perspective
开题案例宿务太平洋航空
宿务太平洋航空理解顾客的需要，并添加更多的顾客价值。
宿务太平洋一个机组人员在飞行过程中表演Lady Gaga的 “Just Dance”。
5
© 2012 Principles of Marketing: An Asian Perspective
10.1 价格是什么
6
能弥补成本并达到利润目标的价格。
•然后利用营销，来说服顾客感到他们的消费是值得的。
14 © 2012 Principles of Marketing: An Asian Perspective
10.1 价格是什么
基于成本的定价
•如果定价过高，公司要么降价，要么降低预计的销量，这都会减少。
公司的利益。
© 2012 Principles of Marketing: An Asian Perspective

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
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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。