营销管理,科特勒,第十二版,第16章英文PPTPPT课件
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科特勒市场营销讲义英文版课件
Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting
ch16ProfessionalSales(营销管理,菲利普·科特勒教材)
Achieving Sales-Force Objectives
• Sales Volume • Upselling and Second Chance Selling • Market Share or Market Penetration • Product-Specific Objectives
Nature of Hospitality Sales
• Prospecting – locating and cultivating new customers
• Targeting – allocating scarce time among prospects and customers
• Communicating – providing information about the company’s products and services
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
MarketinMgafrokreHtinogspfiotralHityosapnidtalTiotyurainsdmT, o4uthriesmdi,ti4otnh edition KKoottlleerr,,BBoowweenn,,aannddMMaakkeennss
Upselling and Second Chance Selling
• Selling additional services or upgrading rooms and food and beverage
• Encourages cooperation and teamwork between departments
Chapter Objectives
科特勒市场营销讲义课件.pptx
Threat Matrix
1. Competitor develops a superior lighting system2. Major prolonged economic depression3. Higher costs4. Legislation to reduce number of TV studio licenses
Levels of Relationship Marketing
Customer Development
Suspects
Customer/Product Profitability Analysis
The Profit Triangle
Value creation
Competitive advantrganizationTasks of MarketingMajor Concepts & Tools of MarketingMarketplace OrientationsMarketing’s Responses to New Challenges
Course/Text Organization
Part I - Understanding Marketing ManagementPart II - Analyzing Marketing OpportunitiesPart III - Developing Marketing StrategiesPart IV - Shaping the Market OfferingPart V - Managing & Delivering Marketing Programs
(b) Value creation & delivery sequence
ProfessionalSales(营销管理,菲利普·科特勒教材)
MarketinMgafrokreHtinogspfiotralHityosapnidtalTiotyurainsdmT, o4uthriesmdi,ti4otnh edition KKoottlleerr,,BBoowweenn,,aannddMMaakkeennss
Chapter Objectives
• Explain the role and nature of pe the sales force
• Describe the basics of managing the sales force
• Identify the key issues in recruiting, selecting, training, and compensating salespeople
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Chapter 16 Professional
Sales
Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
MarketinMgafrokreHtinogspfiotralHityosapnidtalTiotyurainsdmT, o4uthriesmdi,ti4otnh edition KKoottlleerr,,BBoowweenn,,aannddMMaakkeennss
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
营销管理课件-科特勒(英文版)
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
Product
• A product is anything that can be offered to satisfy a need or a want
• What are some travel and tourism ―products‖ that you can list?
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
The Travel Industry
• The travel industry is the world‘s largest • One billion international travelers by 2010 • Over $1.5 trillion in receipts by 2010
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
矿产
矿产资源开发利用方案编写内容要求及审查大纲
矿产资源开发利用方案编写内容要求及《矿产资源开发利用方案》审查大纲一、概述
㈠矿区位置、隶属关系和企业性质。
如为改扩建矿山, 应说明矿山现状、
特点及存在的主要问题。
㈡编制依据
(1简述项目前期工作进展情况及与有关方面对项目的意向性协议情况。
(2 列出开发利用方案编制所依据的主要基础性资料的名称。
如经储量管理部门认定的矿区地质勘探报告、选矿试验报告、加工利用试验报告、工程地质初评资料、矿区水文资料和供水资料等。
对改、扩建矿山应有生产实际资料, 如矿山总平面现状图、矿床开拓系统图、采场现状图和主要采选设备清单等。
二、矿产品需求现状和预测
㈠该矿产在国内需求情况和市场供应情况
1、矿产品现状及加工利用趋向。
2、国内近、远期的需求量及主要销向预测。
㈡产品价格分析
1、国内矿产品价格现状。
2、矿产品价格稳定性及变化趋势。
三、矿产资源概况
㈠矿区总体概况
1、矿区总体规划情况。
2、矿区矿产资源概况。
3、该设计与矿区总体开发的关系。
㈡该设计项目的资源概况
1、矿床地质及构造特征。
2、矿床开采技术条件及水文地质条件。
~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler16_exs
recognized AFLAC campaign to enhance
• Old ads: “warm and fuzzy” similar to
brand awareness
• Incredibly successful: name recognition is
other insurance ads now 91%; sales
advertising strategy • Evaluating advertising
campaigns
• Advertising objectives can be classified by primary purpose:
▪ Inform
❖ Introducing new products
• Learn how companies use public relations to communicate with their publics.
16 - 2
Case Study
AFLAC
• A few years ago, • 1999: AFLAC
only 13% of U.S.
developed the “duck”
Key Decisions
• Setting objectives • Setting the budget • Developing the
▪ Persuade
❖ Becomes more important as competition increases
❖ Comparative advertising
▪ Remind
❖ Most important for mature products
16 - 6
科特勒营销管理下载_Marketing_Management16
1 32
45 6
Байду номын сангаас
A. Number of contacts without a distributor MxC=3X3=9
7 8 9
= Manufacturer
= Customer
How a Distributor Reduces the Number of Channel Transactions
Incompatibility Difference in Perception Dependence
Legal & Ethical Issues in Channel Relations
Exclusive Dealing Exclusive Territories Tying Agreements Dealers’ Rights
Levels of the Channel
Administered Leadership is Assumed by One or
a Few Dominant Members
Contractual Contractual Agreement Among
Channel Members
Conventional Distribution Channel vs. Vertical Marketing Systems
谢谢大家！
Objectives
Work Performed by Marketing Channels Channel-Design Decisions Channel-Management Decisions Channel Dynamics
How a Distributor Reduces the Number of Channel Transactions
市场营销学泰斗菲利普科特勒的营销管理最新版ppt课件
▪ What challenges does a company face in developing new products?
▪ What organizational structures are used to manage new-product development?
▪ What are the main stages in developing new products, and how can they be managed better?
精选ppt
Copyright © 2003 Prentice-Hall, Inc.
12-16
Some of the most notable “drop-errors” have come from the most recognizable names in American business. Xerox saw the potential of the copy machine, IBM and Eastman Kodak did not. IBM thought the personal computer market would be miniscule. Can you think of any “drop-errors” that the company didn’t survive?
精选ppt
12-7
Copyright © 2003 Prentice-Hall, Inc.
Organizational Arrangements
▪ New-product deployment requires specific
criteria – one company established the
▪ What organizational structures are used to manage new-product development?
▪ What are the main stages in developing new products, and how can they be managed better?
精选ppt
Copyright © 2003 Prentice-Hall, Inc.
12-16
Some of the most notable “drop-errors” have come from the most recognizable names in American business. Xerox saw the potential of the copy machine, IBM and Eastman Kodak did not. IBM thought the personal computer market would be miniscule. Can you think of any “drop-errors” that the company didn’t survive?
精选ppt
12-7
Copyright © 2003 Prentice-Hall, Inc.
Organizational Arrangements
▪ New-product deployment requires specific
criteria – one company established the