市场营销知识培训英文版

《市场营销知识培训英文版》由会员分享，可在线阅读，更多相关《市场营销知识培训英文版（275页珍藏版）》请在装配图网上搜索。

1、ObjectivesCourse/Text OrganizationDefining MarketingCore Concepts of Marketing Product or Offering Value and SatisfactionNeeds,Wants,and Demands Exchange and Transactions Relationships and Networks Target Markets&Segmentation Marketing Channels Supply Chain Competition Marketing EnvironmentSimple Ma

2、rketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformationManufacturermarketsGovernmentmarketsConsumermarketsIntermediarymarketsResourcemarketsStructure of FlowsMarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCustomerCost

3、CommunicationConven-ienceProduction ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality,performance,or innovative featuresConsumers will buy products only ifthe company aggressi

4、velypromotes/sells these productsFocuses on needs/wants of target markets&delivering value better than competitorsCompany Orientations Towards the MarketplaceMarketIntegratedmarketingProfits throughcustomersatisfactionCustomerneeds(b)The marketing conceptFactoryExistingproductsSelling andpromotionPr

5、ofits throughsales volumeStartingpointFocusMeansEnds(a)The selling conceptCustomer Delivered ValueCustomersFront-line peopleMiddle ManagementTopManagementTraditional Organization ChartCustomer-Oriented Organization ChartCustomersFront-line peopleMiddle managementTopmanage-mentCustomersCustomersEvolv

6、ing Views of Marketings Rolea.Marketing as anequal functionFinanceProductionMarketingHumanresourcesb.Marketing as a moreimportant functionFinanceHumanresourcesMarketingProductionEvolving Views of Marketings Rolec.Marketing as themajor functionMarketingFinanceHumanresourcesProductiond.The customer as

7、 thecontrolling factorCustomerHumanresourcesFinanceProductionMarketingEvolving Views of Marketings Rolee.The customer as the controllingfunction and marketing as theintegrative functionCustomerMarketingProductionHumanresourcesFinanceReviewObjectivesDeterminants of Customer Delivered ValueImage value

8、Personnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdeliveredvalueSatisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance(or outcome)in relation to his or

9、her expectations.ResourcesOrganizationandaligning.High Performance BusinessProcessesBy improving critical business.Stake-holdersSet strategies to satisfy key.MarginMarginThe Generic Value ChainPrimary ActivitiesSupportActivitiesProcurementServ-iceTechnology DevelopmentHuman resource managementFirm i

10、nfrastructureInboundLogisticsOpera-tionsOut-boundLogisticsMarket-ingandsalesLevi Strauss Value-Delivery NetworkDeliverySears(Retail)Levis(Apparel)OrderDeliveryOrderCustomerDeliveryDu Pont(Fibers)OrderDeliveryOrderMilliken(Fabric)Satisfied Customers:Levels of Relationship MarketingManycustomers/distr

11、ibutorsMediumnumber ofcustomers/distributorsFewcustomers/distributorsAccountableProactivePartnershipProactiveAccountableReactiveAccountableReactiveBasic orreactiveHighmarginMediummarginLowmarginInactive orex-customersCustomer DevelopmentPartnersAdvocatesClientsRepeatcustomersFirst-timecustomersSuspe

12、ctsProspectsDisqualifiedprospectsCustomer/Product Profitability AnalysisP1HighlyprofitableproductP2ProfitableproductP3LosingproductP4Mixed-bagproductProducts+Highprofitcustomer+-+-LosingcustomerC1C2C3CustomersThe Profit TriangleValue creationCompetitive advantageInternal operationsQuality#1ReviewObj

13、ectivesMarket-Oriented Strategic PlanningObjectivesSkillsResourcesOpportunitiesMarket-Oriented Strategic PlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowthCorporate Headquarters PlanningStrategic-Planning,Implementation,and Control ProcessMeasuringresultsDiagnosingresultsTakingcorrectivea

14、ctionCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingGood Mission Statements:Limited number of goalsStress major policies&valuesDefine competitive scopesThe Boston Consulting Groups Growth-Share MatrixMarket Growth Rate3?Question marks?21Cash cow6Dogs87Relative

15、Market ShareStars54Market Attractiveness:Competitive-Position Portfolio ClassificationReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJoints)The Strategic-Planning GapDesiredsalesIntegrative growthIntensive growthCurrentportfolio Three Intensive Growth Strategies:Ansoffs

16、 Product/Market Expansion Grid4.Diversification2.MarketdevelopmentNewmarkets1.MarketpenetrationExistingmarketsExistingproducts3.ProductdevelopmentNewproducts1423Opportunity MatrixThreat Matrix1423The McKinsey 7-S FrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystemsSell the productThe Value-

17、Delivery ProcessMake the productProcureDesignproductMakePrice SellAdvertise/promoteDistribute ServiceChoose the ValueProvide the Value Communicate the Value(a)Traditional physical process sequence(b)Value creation&delivery sequenceStrategic marketingTactical marketingThe Marketing PlanExecutive Summ

18、ary&Table of ContentsCurrent Marketing SituationOpportunity&Issue AnalysisObjectivesMarketing StrategyAction ProgramsProjected Profit-and-lossControlsCompetitorsMarketingintermediariesPublicsSuppliers Factors Influencing Company Marketing StrategyMarketinginformationsystemMarketingplanningsystemMark

19、etingorganizationsystemMarketingorganization andimplementationProductPromotionPlacePriceTargetcustomersReviewObjectivesA consists of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.A is a set of proced

20、ures and sources used by managers to obtain everyday information about developments in the marketing environment.Defining the Problem&Research ObjectivesExploratoryResearchDescriptiveResearchCausalResearchTest cause-and-effect relationships.Tests hypotheses about cause-and-effect relationships.Sheds

21、 light on problem-suggest solutions ornew ideas.Ascertain magnitudes.Research ApproachesBehavioralFocus-groupSurveyExperimentalObservationalSecondary-Data SourcesThe Marketing Research ProcessGood Marketing Research:Ninety Types of Demand Measurement(6 x 5 x 3)Short runMedium runLong runDemandMarket

22、DemandCompanyDemandEstimating Current DemandEstimating Future DemandReviewObjectivesMacroenvironmental ForcesMacroenvironmental ForcesDemographic EnvironmentWorldwide Population GrowthPopulation Age MixEthnic MarketsHousehold PatternsEducational GroupsGeographical Shifts in PopulationShift from Mass

23、 Market to MicromarketsEconomic EnvironmentIncome DistributionSubsistence economiesRaw-material-exporting economiesIndustrializing economiesIndustrial economiesSavings,Debt,&Credit AvailabilityNaturalEnvironment Higher PollutionLevelsIncreased Costsof EnergyShortage of Raw MaterialsChanging Roleof G

24、overnmentAccelerating Paceof ChangeUnlimited Opportunitiesfor InnovationIncreasedRegulationIssues in the TechnologicalEnvironmentVaryingR&D BudgetsPolitical-LegalEnvironmentIncreasedLegislationSpecial-InterestGroupsSocial/Cultural EnvironmentViewsThat ExpressValuesSocial/Cultural EnvironmentReviewOb

25、jectivesSimple Response ModelModel of Buying BehaviorBuyers decisionprocessProblem recognitionInformation searchEvaluationDecisionPostpurchase behaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyerscharacteristicsCulturalSocialPersonalPsychologicalBuyers decisionsProduct choiceBrand choiceD

26、ealer choicePurchase timingPurchase amountMarketingstimuliProductPricePlacePromotionCultureCultural FactorsSubcultureSocial ClassBuyerSocial FactorsReferenceGroupsRoles&StatusesFamilyInfluences on Consumer BehaviorPersonal InfluencesAge and Family Life Cycle StageLifestyleOccupation&Economic Circums

27、tancesPersonality&Self-ConceptPsychological FactorsPerceptionLearningBeliefs&AttitudesMotivationMaslows Hierarchyof NeedsPsychological needs(food,water,shelter)1Safety needs(security,protection)2Social needs(sense of belonging,love)3Esteem needs(self-esteem,recognition)4Self-actualization(self-devel

28、opmentand realization)5Four Types of Buying BehaviorComplexBuyingBehaviorDissonance-Reducing BuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvementConsumer BuyingProcessInformationsearchEvaluation ofalter

29、nativesPurchasedecisionPostpurchasebehaviorTotalSetDecision Making SetsAware-nessSetConsid-erationSetChoiceSetDecisionSteps Between Evaluation of Alternatives and a Purchase DecisionPurchasedecisionUnanticipatedsituationalfactorsAttitudeof othersPurchaseintentionHow Customers Use orDispose of Produc

30、tsProductGet rid of ittemporarilyGet rid of itpermanentlyKeep itLoan itRent itStore itConvertto newpurposeUse fororiginalpurposeGive itawayTrade itSell itThrow itawayDirect toconsumerTointermediaryThroughmiddlemanTo beusedTo be(re)soldReviewObjectivesBusiness vs.Consumer MarketsBusiness vs.Consumer

31、MarketsUtilitiesOffice SuppliesBulk chemicalsNew vehiclesElec.EquipConsultantsComputer equip.Custom furnitureInstalled componentsBuildingsWeapon systemsParticipants in the Business Buying ProcessGatekeepersInitiatorsBuyersInfluencersDecidersUsersApproversMajor Influences on Industrial Buying Behavio

32、rLevel ofdemandEconomicoutlookInterest rateRate of techno-logical changePolitical andregulatorydevelopmentsCompetitivedevelopmentsSocial responsi-bility concernsEnvironmentalObjectivesPoliciesProceduresOrganizationalstructuresSystemsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpe

33、rsonalAgeIncomeEducationJob positionPersonalityRisk attitudesCultureIndividualBusinessBuyerOrganizational FactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralized Purchasing of SmallTicket ItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation&P

34、ro.BuyersLeanProductionProblem RecognitionGeneral Need DescriptionProduct SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewGovernment MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperworkReviewObjectivesFive Forces De

35、termining Segment Structural AttractivenessPotential Entrants(Threat ofMobility)Buyers(Buyer power)Substitutes(Threats ofsubstitutes)Suppliers(Supplier power)IndustryCompetitors(Segment rivalry)Barriers and ProfitabilityLow,stablereturnsHigh,stablereturnsLow,riskyreturnsHigh,riskyreturnsIndustry Com

36、petitionLowHighStrategic Groups in the Major Appliance IndustryGroup ANarrow lineLower mfg.costVery high serviceHigh priceGroup DBroad lineMedium mfg.costLow serviceLow priceGroup CModerate lineMedium mfg.costMedium serviceMedium priceGroup BFull lineLow mfg.costGood serviceMedium priceAnalyzing Com

37、petitorsCompetitors Expansion PlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDellDellHypothetical Market Structure&Strategies40%Marketleader30%Marketchallenger20%MarketfollowerExpand MarketDefend Market ShareExpand Market ShareAttack le

38、aderStatus quoImitate10%MarketnicherSpecial-izeDefense StrategiesDefender(5)MobiledefenseOptimal Market ShareProfitabilityMarket share0%25%50%75%100%Optimal market shareAttack StrategiesAttackerDefender(3)Encirclement attack(4)Bypass attack(2)Flank attack(5)Guerilla attack(1)Frontal attackSpecific A

39、ttack Strategies“Nichemanship”BalanceCompetitionCustomer+Fighter orientation+Alert+Exploit weaknesses-Reactive+ID opportunities+Long-run profit+Emerging needs&groupsReviewObjectivesSteps in Market Segmentation,Targeting,and Positioning1.Identifysegmentationvariables andsegment themarket2.Develop pro

40、files ofresultingsegments3.Evaluateattractivenessof eachsegment4.Select thetargetsegment(s)5.Identifypossiblepositioningconcepts foreach targetsegment6.Select,develop,andcommunicatethe chosenpositioningconceptBasic Market-Preference PatternsMarket-Segmentation ProcedureBases for Segmenting Consumer

41、MarketsOccasions,Benefits,Uses,or AttitudesBehavioralGeographicRegion,City or MetroSize,Density,ClimateDemographicAge,Gender,Family size and Life cycle,Race,Occupation,or Income.Lifestyle or PersonalityPsychographicBases for Segmenting Business Markets MeasurableAccessibleSubstantialDifferential Seg

42、ments must be large or profitable enough to serve.Segments can be effectively reached and served.Actionable Size,purchasing power,profiles of segments can be measured.Segments must respond differently to different marketing mix elements&actions.Must be able to attract and serve the segments.Effectiv

43、e SegmentationHeavy and Light Users of Common Consumer Products75%71%25%29%79%21%75%25%17%17%83%83%13%5%87%19%81%95%Additional Segmentation CriteriaFive Patterns of Target Market SelectionM1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3P1P2P3M1 M2 M3 Segment-by-SegmentInvasion PlanReview

44、ObjectivesThe BCG CompetitiveAdvantage MatrixVolumeFragmentedStalematedSpecializedProduct DifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesignDeliveryServices DifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstallationCustom

45、erConsultingMiscellaneousServicesDifferentiationMediaAtmosphereSymbolsEventsImage DifferentiationAffordableAffordableSuperiorSuperiorProfitableProfitablePreemptivePreemptiveDistinctiveDistinctiveImportantImportantPerceptual MapJapaneseDeer ParkSales&Profit Life CyclesFour IntroductoryMarketing Strat

46、egiesMaturity StageDecline StageMarket EvolutionMarket-Fragmentation andMarket-Consolidation StrategiesMCJXYZKFGLDEABHXMCABDEFGJKLYZHReviewObjectivesWhy New Products FailChallenges in NPDNew Product Development ProcessProbability of SuccessConcept Development&Testing1.Develop Product Ideas into Alte

47、rnative Product Concepts2.Concept Testing-Test the ProductConcepts with Groups of Target Customers3.Choose the Best OneProduct&Brand PositioningBaconandeggsPancakesInstantbreakfastColdcerealHotcerealBrand CBrand BBrand AConjoint Analysis-|-0|-|-|Consumer-Goods Market TestingSales-WaveResearchTest of

48、fering trail toa sample of consumers insuccessiveperiods.SimulatedTest MarketTest in a simulated shopping environmentto a sample of consumers.StandardTest MarketFull marketing campaignin a small number of representative cities.Controlled Test MarketA few stores that have agreed to carry newproducts

49、for a fee.CommercializationWhenWhereWhomProductPricePlacePromotion2 1/2%Innovators13 1/2%Earlyadopters34%Earlymajority34%Latemajority16%LaggardsTime of adoption innovationsAdopter Categorization of the Basis of Relative Time of Adoption of InnovationsCharacteristics of the Innovation Rate of Adoptio

50、nObjectivesMajor Decisions in International MarketingDeciding whetherto go abroadDeciding whichmarkets to enterDeciding how toenter the marketDeciding on themarketing programDeciding on themarketing organizationChallenges in Going GlobalCriteria for EntryFive Models of EntryInto Foreign MarketsDirec

51、tinvest-mentJointventuresLicensingDirectexportingIndirectExportingAmount of commitment,risk,control,and profit potentialJoint VentureInternationalization ProcessNo ExportExport via AgentsSales SubsidiariesProduction AbroadFive International Productand Promotion StrategiesDualadaptationProductadaptat

52、ionStraightextensionCommuni-cationadaptationProductinventionPricing ChallengesPrice EscalationDumping chargesGray marketsTransfer pricesWhole-channel Concept for International MarketingSellerSellers internationalmarketing headquartersChannels betweennationsChannels withinforeign nationsFinal buyersM

53、arketing OrganizationExport DepartmentInternational DivisionGlobal OrganizationRUSSIAASIAEUROPEMIDDLE EASTAFRICAUSASOUTH AMERICAAUSTRALIACANADAANTARCTICAGREENLANDObjectivesComponents of the Market OfferingValue-based pricesServices mixand qualityProduct featuresand qualityAttractiveness ofthe market

54、 offeringFive Product LevelsPotential productAugmented productExpected productBasic productCore benefitBuy less frequently Gather product information Fewer purchase locations Compare for:Suitability&Quality Price&Style Special purchase efforts Unique characteristics Brand identification Few purchase

55、 locations New innovations Products consumers dont want to think about.Require much advertising&personal sellingBuy frequently&immediately Low priced Many purchase locations Includes:Staple goods Impulse goods Emergency goodsConsumer-Goods ClassificationProduct Mix-number of different product lines-

56、total number of itemswithin the lines-number of versions of each productall the product lines offeredConsistencyProduct-Line LengthTwo-Way Product-Line Stretch:Marriott HotelsQualityEconomySuperiorStandardGoodHighAboveaverageAverageLowFairfield Inn(Vacationers)Courtyard(Salespeople)Marriott(Middlema

57、nagers)MarriottMarquis(Topexecutives)What is a Brand?Brand EquityNo Brand Loyalty(customer will change)Satisfied Customer(no reason to change)Satisfied&Switching CostValues the Brand(brand as friend)Devoted to BrandAn Overview ofBranding DecisionsBrandingDecisionBrandNo brandBrand-SponsorDecisionMan

58、u-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnamesBrand-Repositioning DecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrandsBrand Strateg

59、iesBrandExtensionNewBrand NameProduct CategoryLineExtensionExistingExistingMultibrandsNewNewBrandsGood Brand Names:SuggestProductBenefitsDistinctiveLack PoorForeignLanguageMeaningsSuggestProductQualitiesEasy to:PronounceRecognizeRememberWhy Package Crucial as a Marketing ToolLabelsObjectivesCategori

60、es of Service MixServicesInseparabilityServices cannotbe separatedfrom theirprovidersPerishabilityServices cannotbe stored forlater sale or useIntangibilityServices cannotbe seen,tasted,felt,heard,orsmelled beforepurchaseVariabilityQuality ofservices dependson who providesthem and when,where,and how

61、ServicesInseparabilityIncreaseproductivity ofprovidersPerishabilityMatch supplyand demandIntangibilityUse cues tomake it tangibleVariabilityStandardizeserviceproduction&deliveryThree Types of Marketingin Service IndustriesInternalmarketingExternalmarketingInteractivemarketingCleaning/maintenanceserv

62、icesFinancial/bankingservicesRestaurantindustryService DifferentiationOfferDeliveryImageService-Quality ModelExpected serviceManagement perceptionsof consumer expectationsGap 1Service delivery(includingpre-and post-contacts)Gap 3Translation of perceptionsto service-quality specificationsGap 2Gap 5Pe

63、rceived serviceExternalcommuni-cations toconsumersGap 4Personal needsPast experienceWord-of-mouthcommunicationsDeterminants of Service QualityServiceExcellenceImportance-Performance AnalysisA.Concentrate hereB.Keep up the good workD.Possible overkillC.Low priorityExtremely importantSlightly importan

64、tExcellent performanceFair performance1291113121434567810#=#=AttributesAttributesComplaint ResolutionObjectivesPriceHigh MediumLowHighLow Product QualityMedPremium Value Medium ValueEconomyOverchargingRip-OffFalse EconomyHigh ValueSuperValueGood-ValuePrice-Quality StrategiesSetting Pricing Policy1.S

65、electing the pricingobjective2.Determining demand3.Estimating costs4.Analyzing competitorscosts,prices,and offers5.Selecting a pricingmethod6.Selecting final priceTypes of CostsTotal CostsSum of the Fixed and Variable Costs for a Given Level of ProductionFixed Costs(Overhead)Costs that dontvary with

66、 sales or production levels.Executive SalariesRent Variable CostsCosts that do varydirectly with the level of production.Raw materialsThe Three Cs Modelfor Price SettingCostsCompetitorsprices andprices ofsubstitutesCustomersassessmentof uniqueproductfeaturesLow PriceNo possibleprofit atthis priceHigh PriceNo possibledemand atthis pricePricing MethodsSome important pricing definitionsPromotional PricingPsychological PricingA32 oz.$2.19B26 oz.$1.99Assume Equal QualityDiscriminatory PricingTimeProd