1、2022-3-61 Marketing Management2022-3-6整體課程安排$為何學習市場營銷為何學習市場營銷$西方理論精華西方理論精華$中國特色的營銷中國特色的營銷$案例討論案例討論2022-3-62022-3-6彼得彼得德魯克論管理德魯克論管理市場營銷的知識框架市場營銷的知識框架2022-3-62022-3-6企業(yè)家看中國市場環(huán)境企業(yè)家看中國市場環(huán)境跨國公司：中國本土化是勝跨國公司：中國本土化是勝 利之本利之本中國市場環(huán)境的中國市場環(huán)境的5大特征大特征轉(zhuǎn)型市場營銷的轉(zhuǎn)型市場營銷的10個奇異點個奇異點中國轉(zhuǎn)型市場的營銷特征中國轉(zhuǎn)型市場的營銷特征2022-3-6北京電信的營銷策略（

2、演示）北京電信的營銷策略（演示）中國電信的營銷策略（演示）中國電信的營銷策略（演示）肯德基（肯德基（KFC）在中國）在中國阿吉特公司阿吉特公司海爾如何實現(xiàn)國際化海爾如何實現(xiàn)國際化商務(wù)通創(chuàng)造新市場商務(wù)通創(chuàng)造新市場2022-3-62022-3-62022-3-62022-3-6營銷基本理論營銷基本理論營銷管理營銷管理 不可控因素不可控因素 市場研究市場研究 可控因素可控因素 特殊領(lǐng)域營銷特殊領(lǐng)域營銷2022-3-6Marketing systemMarket concept(need, want,demand;customer-orientation)Environment(macro-,micr

3、o-)Market researchBuying behavior(consume,organization-business,government)Marketing researchMarket segmentation(target market)Marketing mixture(4ps)Special marketing(international,service)2022-3-62022-3-62022-3-62022-3-6DemandDemands=wants+buying power2022-3-6Satisfaction. is a persons feelings of

4、pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations.2022-3-6Satisfied Customers:Are loyal longerBuy more (new products & upgrades)Are more brand loyal (less price sensitive)Offer feedbackReduce transaction costs

5、Spread favorable word-of-mouth (Virual Mktg)2022-3-6Vs Dissatisfied Customers ?# # /2022-3-6I dont care無所謂Interesting原來如此原來如此Deal成交成交Make your customer become your salesman讓客戶成為你的銷售讓客戶成為你的銷售員員 Thats very good真是不錯真是不錯公司產(chǎn)品公司產(chǎn)品及服務(wù)及服務(wù)客戶客戶 的的需要及喜好需要及喜好2022-3-6- Kotler2022-3-6與客戶的關(guān)系與客戶的關(guān)系2/32/3的客戶離開某供應(yīng)商是因

6、為客戶關(guān)懷不夠的客戶離開某供應(yīng)商是因為客戶關(guān)懷不夠. . - Xerox Research93%93%的的CEOCEO認為認為 客戶管理是企業(yè)成功和更富競爭力的最重要的因素客戶管理是企業(yè)成功和更富競爭力的最重要的因素. . - Yankee Group客戶滿意度如果有了客戶滿意度如果有了5%5%的提高的提高, ,企業(yè)的利潤將加倍企業(yè)的利潤將加倍! ! - - 世界經(jīng)紀人文摘網(wǎng)站世界經(jīng)紀人文摘網(wǎng)站一個非常滿意的客戶的購買意愿將六倍于一個滿意的客戶一個非常滿意的客戶的購買意愿將六倍于一個滿意的客戶! ! - Harvard Business Review2022-3-61. A customer

7、is the most important person ever生活中最重要的人生活中最重要的人.What is a Customer?2. A customer is not dependent on us .we are dependent on him. 客戶不依賴我們客戶不依賴我們.我們依賴他我們依賴他3. A customer is not an interruption of our work.he is the purpose of it.客人并沒有打斷我們的工作客人并沒有打斷我們的工作.他是工作的意義他是工作的意義5. A customer is not someone to

8、 argue or match wits with. Nobody ever won an argument with a customer. 不可與客人爭辨不可與客人爭辨 , 沒人能戰(zhàn)勝客戶沒人能戰(zhàn)勝客戶6. A customer is a person who brings us his wants. It is our job to handle them profitably to him & to ourselves. 客戶讓我們了解他的需要客戶讓我們了解他的需要, 我們的工作是在盈利情況下滿足他的需要我們的工作是在盈利情況下滿足他的需要- Philip Kotler客人是什

9、么客人是什么? ?4. We are not doing a favor by serving him.he is doing us a favor by giving us the opportunity to do so. 服務(wù)客戶并非替他行方便服務(wù)客戶并非替他行方便.相反的是客戶給我們恩惠讓我們替他服務(wù)相反的是客戶給我們恩惠讓我們替他服務(wù)2022-3-6市務(wù)經(jīng)理的職能市務(wù)經(jīng)理的職能 : 不斷帶領(lǐng)公司往取悅客戶的方向走不斷帶領(lǐng)公司往取悅客戶的方向走取悅客戶是在市場里成功的關(guān)鍵取悅客戶是在市場里成功的關(guān)鍵 !市務(wù)人員的角色市務(wù)人員的角色2022-3-62022-3-62022-3-62022

10、-3-6282022-3-6definition of marketingunderlying conceptsmarketplace orientationsrole of the marketing in the organisationcustomer satisfaction2022-3-6Defining MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freel

11、y exchanging products and services of value with others. - Kotler (2000 p. 7)2022-3-6Underlying conceptsneeds, wants and demandstarget markets and segmentationproduct or offeringvalue and satisfactionexchange and transactionsrelationships and networkschannelscompetiitonenvironment2022-3-6Simple Mark

12、eting SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation2022-3-6MarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCustomerCostCommunicationConven-ience2022-3-6Marketplace orientationsProduction - produce as cheaply as possi

13、ble Product - the better mousetrapSelling - foot in the door Marketing - what do consumers wantSocietal marketing2022-3-6Evolving Views of Marketings Rolea. Marketing as anequal functionFinanceProductionMarketingHumanresourcesb. Marketing as a moreimportant functionFinanceHumanresourcesMarketingProd

14、uction2022-3-6Evolving Views of Marketings Rolec. Marketing as themajor functionMarketingFinanceHumanresourcesProductiond. The customer as thecontrolling factorCustomerHumanresourcesFinanceProductionMarketing2022-3-6Evolving Views of Marketings Rolee. The customer as the controllingfunction and mark

15、eting as theintegrative functionCustomerMarketingProductionHumanresourcesFinance2022-3-6Determinants of Customer Delivered ValueImage valuePersonnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdeliveredvalue2022-3-6Satisfact

16、ion. is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations.2022-3-6Satisfied Customers:Are loyal longerBuy more (new products & upgrades)Spread favorable word-of-mouthAre more brand loyal

17、(less price sensitive)Offer feedbackReduce transaction costs2022-3-6In summary.definition of marketingunderlying conceptsmarketplace orientationsrole of the marketing in the organisationcustomer satisfaction2022-3-62022-3-6432022-3-6Macroenvironmental trendsndemographicneconomicnnaturalntechnologica

18、lnpolitical-legalnsocial-cultural2022-3-6Environmental forcesMicro environmentnwithin the control of the company - generally internal such as strategies, structures and organisational cultureMacro environmentnexternal and outside the company 2022-3-6Macroenvironmental ForcesWorld trade enablersAsian

19、 economic powerRise of trade blocsInternational monetary crisesUse of barter & countertradeMove towards market economies“Global” lifestyles2022-3-6Macroenvironmental ForcesOpening of “new” marketsEmerging transnational firmsCross-border strategic alliancesRegional ethnic & religious conflict

20、Global branding2022-3-6Demographic environmentworldwide population growthage mixethnic marketseducationhousehold patternsgeographic shiftsmass markets to micromarkets2022-3-6Economic environmentincome distributionnsubsistencenraw material exportingnindustrializingnindustrialsavings, debt and credit

21、availability2022-3-6Natural environmentchanging role of governmenthigher pollution levelsshortage of raw materialsincreased costs of energy2022-3-6Technological environmentaccelerating pace of changeopportunities for innovationincreased regulationvarying R & D budgets2022-3-6Political legal envi

22、ronmentincreased legislationspecial interest groupsntrading blocks (WTO)2022-3-6Social/Cultural EnvironmentViewsThat ExpressValues2022-3-6Social/Cultural Environment2022-3-6In summary.Marketers need to ntracking & identifying opportunities in the macroenvironmentwdemographic, weconomic, wnatural

23、, wtechnological, wpolitical, & cultural.2022-3-62022-3-6572022-3-6Consumer buying behaviournfactors influencing buyer behaviournbuying rolesnstages in the decision processntypes of decisionsOrganisational buying behaviournbusiness verses consumer marketsnparticipants in organisational buying202

24、2-3-6uThe behaviour that consumers display in:useekingupurchasinguusinguevaluatingudisposing of products and services they expect will satisfy their needsSource: Schiffman et al (1996) 2022-3-6Model of Buying BehaviorBuyers decisionprocessProblem recognitionInformation searchEvaluationDecisionPostpu

25、rchase behaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyerscharacteristicsCulturalSocialPersonalPsychologicalBuyers decisionsProduct choiceBrand choiceDealer choicePurchase timingPurchase amountMarketingstimuliProductPricePlacePromotion2022-3-6Factors influencing buyer behaviourculturals

26、ocialpersonalPsychological（心理上的）2022-3-6Cultural factorsculture nfundamental to buying behavioursubculturengeographic, religious, racialsocial classnincome, occupation, education2022-3-6Social factorsreference groupsnmembershipnaspirationalnDisassociate（分離）familynorientation/procreation(生殖)social ro

27、les and status（地位）2022-3-6Personal factorsage and stage（階段） in the life cycleoccupation and economic circumstancesLife stylepersonalityself concept2022-3-6Psychological factorsMotivation（動機）Perception（感受）learningBeliefs（信仰） and attitudes（態(tài)度）2022-3-6Buying rolesInitiator（發(fā)起人）influencerdeciderbuyeruse

28、r2022-3-6Stages of the decision processproblem recognitioninformation searchAlternative evaluationchoicepost purchase evaluation2022-3-6Types of decisionsroutine (habitual buying)limited problem solving (dissonance 不和諧reducing)high involvement (complex)2022-3-6Organisational buying behaviourBusiness

29、 verses consumer marketsnfewer buyersnlarger buyersncloser relationshipsngeographically concentratednprofessional purchasing2022-3-6Factors influencingenvironmentalorganisationalinterpersonalindividual2022-3-6uProblem recognitionuInformation searchuEvaluation of suppliersuSelection of supplier -bid/

30、no biduPurchaseuUseuPost purchase evaluation2022-3-6uRe-buyuModified re-buyuNew task2022-3-6In summary.buying behaviour (both business and consumer) influenced by many factorstypes of decisionsrolesprocesses 2022-3-62022-3-6752022-3-6OutlineMarketing Information Systems (MIS)What is Marketing Resear

31、ch?nMarketing Research as a Business ToolThe Research ProcessBarriers to use of marketing researchEthics2022-3-6DefinitionsnA marketing information system (MIS) consists of people, equipment and procedures to gather, sort, analyse and evaluate. timely and accurate information to decision makers (Kot

32、ler 2000)nMarketing research . systematic design, collection, analysis and reporting of findings relevant to a specific problem (Kotler 2000)2022-3-6Marketing information systemsinternal recordsmarketing intelligencemarketing research2022-3-6Marketing Research as a Business Toolresearch only a tool

33、that can be used to make more informed decisionsresearch will not make the decision reduces but does not eliminate uncertaintypossible applicationsnentire marketing management process2022-3-6Marketing information systemProblemdefinitionResearch design(or plan)Samplingwhohow manyData collectionanalys

34、isinterpretationRecommendationsreport writingThe Marketing Research Process2022-3-6Problem definitionProblem definition processnManagement problemnResearch problemnResearch objectivesestimate value of information2022-3-6Marketing information systemProblemdefinitionResearch design (or plan)Samplingwh

35、ohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process2022-3-6Research designsplan by which information is gathered to meet objectivesnprimary vs secondary datanqualitative data vs quantitative data3 basic designsnexploratory ndescriptive ncausal 20

36、22-3-6Research designsExploratorynnew product developmentncreative developmentndiagnosing problemsDescriptivenquestionnairesndescribing attitudes/profilesCausal (experiments)ntest markets2022-3-6Research designsQuestionnairesnmust be based on research objectivesndata must be in suitable form for ana

37、lysisContact methodsnmailntelephonenpersonalnonline2022-3-6Marketing information systemProblemdefinitionResearch design (or plan)Samplingwhohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process2022-3-6SamplingDefine populationSample frame (how to ge

38、t to population)Sampling methodnprobabilitynnon probabilitySample sizeDraw the sample2022-3-6Marketing information systemProblemdefinitionResearch design (or plan)Samplingwhohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process2022-3-6Data analysisT

39、urns raw data into informationBased on research objectives (not question by question)2022-3-6Marketing information systemProblemdefinitionResearch designdesk vs fieldqual vs quantSamplingwhohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process2022-3

40、-6Barriers to use of marketing researchnarrow conception of marketing researchuneven calibre of researcherslate and/or erroneous findingspersonality and presentational differences2022-3-6EthicsMarketing Research Society of AustralianCode of Professional BehaviourRemember 3 parties involved in ethics

41、nrespondentsnresearchersnclients2022-3-62022-3-6942022-3-6Outlinecorporate strategic planningthe strategic marketing planning processanalytical toolsthe marketing planidentifying market segmentschoosing target markets2022-3-6Corporate PlanningDefine the corporate missionEstablish strategic business

42、units (SBUs)Assign resources to SBUsPlan new business, downsize older businesses2022-3-6Strategic-Planning, Implementation, and Control ProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementing2022-3-6Mission

43、statementslimited number of goalsstress major policies and valuesdefine competitive scopes2022-3-6The Boston Consulting Groups Growth-Share MatrixMarket Growth Rate3?Question marks?21Cash cow6Dogs87Relative Market ShareStars542022-3-6Market Attractiveness: Competitive- Position Portfolio Classificat

44、ionReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJoints2022-3-6)The Strategic-Planning GapDesiredsalesIntegrative growthIntensive growthCurrentportfolio 2022-3-6Three Intensive Growth Strategies: Ansoffs Product/Market Expansion Grid4. Diversification2. Marketdevelopme

45、ntNewmarkets1. MarketpenetrationExistingmarketsExistingproducts3. ProductdevelopmentNewproducts2022-3-61423Opportunity Matrix1. Company develops a more powerful lighting system2. Company develops a device for measuring the energy efficiency of any lighting system3. Company develops a device for meas

46、uring illumination level4. Company develops a software program to teach lighting fundamentals to TV studio personnel2022-3-6Threat Matrix1.Competitor develops a superior lighting system2.Major prolonged economic depression3.Higher costs4.Legislation to reduce number of TV studio licenses14232022-3-6

47、The McKinsey 7-S FrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystems2022-3-6Sell the productThe Value-Delivery ProcessMake the productProcureDesignproductMakePrice SellAdvertise/promoteDistribute ServiceChoose the ValueProvide the Value Communicate the Value(a) Traditional physical process

48、 sequence(b) Value creation & delivery sequenceStrategic marketingTactical marketing2022-3-6The marketing planexecutive summary & table of contentscurrent marketing situationopportunity and issue analysisobjectivesmarketing strategyaction programmesfinancial analysiscontrols2022-3-6Steps in

49、Market Segmentation, Targeting,and Positioning1. Identifysegmentationvariables andsegment themarket2. Develop profiles ofresultingsegments3. Evaluateattractivenessof eachsegment4. Select thetargetsegment(s)5. Identifypossiblepositioningconcepts foreach targetsegment6. Select,develop, andcommunicatet

50、he chosenpositioningconcept2022-3-6Bases for segmenting consumer marketsGeographic nregion, city, climateDemographic nage gender, family sizePyschographic nlifestyle or personalityBehaviouralnoccasions, benefits, uses or attitudes2022-3-6Bases for Segmenting Business MarketsDemographicOperating vari

51、ablesPurchasing approachesSituational factorsPersonal characteristics2022-3-6 MeasurableAccessibleSubstantialDifferential Segments 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. Segm

52、ents must respond differently to different marketing mix elements & actions. Must be able to attract and serve the segments.Effective Segmentation2022-3-6In summary.Strategic planning is the fundamental basis for marketing decisionsSTP - segment, target, position2022-3-62022-3-61142022-3-6Outlin

53、eProduct characteristicsBrandingPackaging & labelingNew product developmentServices2022-3-6Five Product LevelsPotential productAugmented productExpected productBasic productCore benefit2022-3-6Types of consumer-goods Convenience productsnbought frequently and immediatelyShopping productsnbuy les

54、s frequently, more effortSpecialty productsnspecial purchase effortsUnsought goodsnnew or dont want to think about it2022-3-6Product mixWidthnnumber of different product linesLengthntotal number of items within the lineDepthnnumber of versions of each product2022-3-6Brand Something that identifies a

55、 product as being different to other products/ belonging to a specific companynnamensymbolndesign2022-3-6An Overview ofBranding DecisionsBrandingDecisionBrandNo brandBrand-SponsorDecisionManu-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameS

56、eparatefamilynamesCompany-individualnamesBrand-Repositioning DecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrands2022-3-6Brand StrategiesBrandExtensionNewBrand NameProduct CategoryLineExtensionExistingExistingMultibrandsNewNewBrands2022

57、-3-6Brand namesdistinctivesuggest product qualitiessuggest product benefitseasy to pronounce, recognize, remembersuitable in international markets2022-3-6Packaging as a marketing toolSelf-serviceConsumer affluenceCompany & brand imageOpportunity for innovation2022-3-6New ProductsReasons for fail

58、uren“Over championing”nOverestimated demandnPoor designnPoor marketing executionnHigh development costsnStrong competitive reaction2022-3-6Challenges in NPDIdea shortageFragmented marketsSocial & governmental constraintsCostCapital shortageNeed for speedShorter product life cycles2022-3-6New Pro

59、duct Development Process2022-3-62 1/2%Innovators13 1/2%Earlyadopters34%Earlymajority34%Latemajority16%LaggardsTime of adoption innovationsAdopter Categorization of the Basis of Relative Time of Adoption of Innovations2022-3-6Characteristics of the Rate of AdoptionRelative advantageCompatibilityCompl

60、exityDivisibilityCommunicability2022-3-6Services2022-3-6Characteristics of servicesIntangibilityncannot be seen, felt, tasted, touched before purchaseInseparabilityncannot be separated from their providers, for example, hairdresser2022-3-6Characteristics of servicesVariabilitynquality of service can vary at each offer Perishabilityncannot be stored for lat