科特勒市场营销讲义

C3
+
--
Losing customer
Highly profitable product
Profitable product
Losing product
Mixed-bag product
Objectives
Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan
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Customer Development
Suspects
Prospects
wenku.baidu.com
First-time customers
Repeat customers
Clients Advocates Partners
Disqualified prospects
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High Performance Business
Set strategies to satisfy key...
By improving critical business...
Stakeholders
Processes
and aligning...
Resources
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Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
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Organization
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Satisfied Customers:
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges
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Resources
Profit and Growth
Skills
Opportunities
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Corporate Headquarters Planning
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
Inactive or ex-customers
Customer/Product Profitability Analysis
P r
P1
o d
P2
u c
P3
t
s
P4
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Customers
C1
+ +
+
High profit customer
C2
+
-
Mixed-bag customer
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Consumers favor products that offer the most quality, performance,
or innovative features
Consumers will buy products only if the company aggressively
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Market-Oriented Strategic Planning
Objectives
Resources
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Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Defining Marketing
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)
Information
Company Orientations Towards the Marketplace
Consumers prefer products that are
Production Concept
widely available and inexpensive
Product Concept Selling Concept Marketing Concept
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value better than competitors
Objectives
Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profitability Total quality management