Marketing:

Background&Concepts1IntroductiontoBuisinessMarketing:

Background&ConceWhatisMarketingSocialdefinitionAsocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offeringandfreelyexchangingproductsandservicesofvaluewithothers.2IntroductiontoBuisinessWhatisMarketingSocialdefiniWhatisMarketing?ManagementDefinitionItistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.3IntroductiontoBuisinessWhatisMarketing?3Introductio15-Marketing-商務(wù)英語函電課件15-Marketing-商務(wù)英語函電課件TheMarketingConceptAcustomerorientationBackedbyintegratedmarketingAimedatgeneratingcustomersatisfaction&repurchaseasthekeytosatisfyingtheorganizationalgoalsMeetingtheneedsandwantsofcustomers6IntroductiontoBuisinessTheMarketingConceptAcustomeTheMarketingConcept(Cont’d)FocusMeansEndSalesConceptProductsSelling&promotionProfitsthroughsalesvolumeMarketingconceptCustomerneedsIntegratedmarketingProfitsthroughcustomersatisfactionSalesConceptvs.MarketingConcept7IntroductiontoBuisinessTheMarketingConcept(Cont’d)MarketingFocusvs.SalesFocusThefocusofmarketingconceptisoncustomers’needsandwants,nottheproductitself.SalesMarketingScott“Wesellgrassseedsandfertilizer.”“Weofferyouagreen,healthyyard.”Disney“Werunthemeparks.”“Weofferyouadreamy,fantasticexperience.”8IntroductiontoBuisinessMarketingFocusvs.SalesFocuCustomerSatisfaction&DowJones9IntroductiontoBuisinessCustomerSatisfaction&DowJoCustomerSatisfaction&ProfitsProfitsthroughcustomersatisfaction(onecustomer)NormalprofitsNormalprofitsIncreasedusageIncreasedusageReducedsellingeffortsReducedsellingeffortsPricepremiumPricepremiumReferralsReferralsAcquisitioncosts10IntroductiontoBuisinessCustomerSatisfaction&ProfitCostofLosing/AttractingCustomersCostofLostCustomers#Accounts=64000Loss=5%forpoorservice=3200accountsLossinRevenue/Account=$40000TotalRevenueLoss=$128MMMargin=10%LossinProfits=$12.8MMHowtoIncreaseRetentionRate?CostofAverageSalesCall=$300Average#CallstoConvertCustomer=4CostofNewCustomer=$1200AnnualRevenuefromCustomer=$5000#LoyalYears=2ProfitMargin=10%LifetimeValue=$1000Firmisspendingmoreonattractingnewcustomersthantheyareworth!11IntroductiontoBuisinessCostofLosing/AttractingCustCostofattractinganewcustomercanbeupto5timesthecostofkeepingacurrentonehappy.CostofOffensiveMarketing>CostofDefensiveMarketingSomecompanieshaveincreasedprofitsfrom25%to85%byreducingdefectionsby5%.CostofLosing/AttractingCustomers12IntroductiontoBuisinessCostofattractinganewcustoImplementmarketingstrategyviamarketingmixEvaluatethesuccessofmarketingplanConductamarketingreviewBuildamarketingstrategyDevelopinganEffectiveMarketingPlan13IntroductiontoBuisinessImplementmarketingstrategyvConductaMarketingReview3-CAnalysisOpportunityIdentificationAnalysisofCUSTOMERneeds,trends,perceptions&behaviorAssessmentofCOMPANYcapabilities¤tmarketingpositionAnalysisofCOMPETITORScurrentposition,capabilities&actions14IntroductiontoBuisinessConductaMarketingReview3-CSegmentationWhatitisTheprocessofpartitioningmarketsintogroupsofpotentialcustomerswithsimilarneedsand/orcharacteristicswhoarelikelytoexhibitsimilarpurchasebehavior.Demographic(age,gender,occupation,income,education,ethnicity,etc.)GeographicPsychographics(socialclass,lifestyle,personality)Behavioral(purchaseoccasions,benefitssought,usagerate,loyaltystatus,etc.)15IntroductiontoBuisinessSegmentation15IntroductiontoTheCompetitiveEnvironmentDegreeofcaptivityExpanding,static,stagnantordecliningEthical&non-ethicalEntrybarriersExitbarriersLegalconstraintsDifferentiationLuxurygoodsGoodvaluesRivalryBuyergroupsSuppliergroupsOrganizationalstandpointInternalmarketing16IntroductiontoBuisinessTheCompetitiveEnvironmentDegBuildaMarketingStrategyGenericStrategiesForDIFFERENTIALADVANTAGE*ProductDifferentiation*CostLeadership*SpecialMarketFocusSelectionofTARGETMARKETandDevelopmentofaPOSITIONINGSTATEMENT

17IntroductiontoBuisinessBuildaMarketingStrategyGeneMarketingStrategies7CategoriesofStrategies(p.247)Pioneeringor“firstinthefield”“Followtheleader”“Metoo”or“all-comers”SupplyledTechnologyledStaffledMarketled18IntroductiontoBuisinessMarketingStrategies18IntroducImplementation:TheMarketingMix4P’s:-Toolsanorganizationusestopursueitsmarketingobjectives.ProductPricePlace

Promotion19IntroductiontoBuisinessImplementation:TheMarketingProductAproductisanyofferingcateredtosatisfycustomerneedsandwants.Needs:basichumanrequirements.Wants:needsdirectedtospecificobjects/servicesthatmightsatisfytheneed.Demand:thewantsforspecificproductsbackedbyanabilitytopay.20IntroductiontoBuisinessProductAproductisanyofferiProductVarietyProductranges&portfolios:totalrangeofproductsofferedbyanorganization.MarketShareMarketGrowthHighHighLowLowCashCowDogStarQuestionMark21IntroductiontoBuisinessProductVarietyMarketShareMarProductBranding&QualityBranding:knownresource,givescredence&confidence.Quality&durabilityPackagingUsedtopresenttheproducttoitsbestadvantageandtoprotectituptothepointofconsumption.Appearance&Design22IntroductiontoBuisinessProductBranding&Quality22IntProductLevels23IntroductiontoBuisinessProductLevels23IntroductiontProductLifeCycleDevelopmentTimeWithdrawalSalesSalesIntroductionGrowthMaturitySaturationDeclineProfitCurve24IntroductiontoBuisinessProductLifeCycleDevelopmentTAnsoff’sProduct-MarketGridCurrentproductsNewproductsCurrentMarketsMarketpenetrationstrategy(turncustomersintoregular/loyalcustomers)Productdevelopmentstrategy(sellnewproductstoregularcustomers)NewMarketsMarketdevelopmentstrategy(lurecustomersfromcompetitors)Diversificationstrategy(mostrisky)Usefulinbusinessunitstrategyprocesstodeterminebusinessgrowthopportunities.25IntroductiontoBuisinessAnsoff’sProduct-MarketGridCuPrice+=PriceProfitCostListprices,discounts,financing,allowances,etc.26IntroductiontoBuisinessPrice+=PriceProfitCostListpriPriceFactorsaffectingthepricingpolicyCostsPrice>TotalAverageCostInshort-term,okaytopricebelowTAC,butgreaterthanmarginalcost.CompetitorsMonopolistPerfectCompetition27IntroductiontoBuisinessPriceFactorsaffectingthepriPriceFactorsaffectingthepricingpolicyCustomersExpectationsaboutpriceandcapabilitytopay.BusinessobjectivesTomaximizeprofitsToachieveatargetreturnoninvestmentToachieveatargetsalesfigureToachieveatargetmarketshareTomatchthecompetition,ratherthantoleadthemarket28IntroductiontoBuisinessPriceFactorsaffectingthepriPromotionWhatitisCombinationofmethodsusedtogeneratepublicawareness,identity,confidence,desireandconvictioninaproductandultimatelyitsadoptionandusagebythegeneralpublic.Advertising,publicrelations,message,directsales,sales,media,budget,etc.Image&IdentityInternalpromotion

Meansbywhichconfidenceandawarenessoftheorganization’sproducts&servicesisgeneratedamongitsstaff.29IntroductiontoBuisinessPromotionWhatitis29IntroductPublicRelationsWhatitisManagementofrelationshipb/etheorganizationandthepublicatlarge(thecommunity,itscustomersandclients,andthemedia,etc.)inordertomaintain,preserve,andimprovepositiveandeffectiveimagesandrelationships;tobuildconfidenceandcredibility;andtoresolveproblemswhentheyarise.

Issuingofbrochures&informationondifferentmediaaboutorganizationPlacementofstoriesfavorabletothemselvesEngagementinmoregeneralcustomerandmarketliaisonactivitiesEngagementinpositivePRinrelationtotheirstaff30IntroductiontoBuisinessPublicRelationsWhatitis30InPlacePlaceincludescompanyactivitiesinvolvedinmakingtheproductavailabletotargetconsumers.

ChannelsofdistributionExtentofmarketcoverageManagingdiscrepanciesofquantityandassortmentRetaillocationsManagementofinventory,transportation,andlogistics.31IntroductiontoBuisinessPlacePlaceincludescompanyacDistributionChannelsIntermediaries32IntroductiontoBuisinessDistributionChannelsIntermedi3C/4PFrameworkCustomerCompanyCompetitorProductPricePlacePromotionTacticsStrategy33IntroductiontoBuisiness3C/4PFrameworkCustomerProductMarketingSystemShortTermControllableFactorsProductPlacePricePromotionLongTermFactorsTechnologicalEconomicSocio/CulturalLegal34IntroductiontoBuisinessMarketingSystemShortTermConMarketingResearch&DevelopmentFindoutasmuchaspossibleaboutthemarketbeforebeingcommittedtoanirretrievablestep.Whatdoesthecustomerneed?Whoisthetargetaudienceandhowmuchcanyoufindoutaboutthem?Whatisthecompetition?Arethereanygapsinthemarket?Wouldtheproductbeacceptableinthemarket?Whataretheorganizationcapabilitiesandcapacities?35IntroductiontoBuisinessMarketingResearch&DevelopmeQuestion&Answer36IntroductiontoBuisinessQuestion&Answer36IntroductioMarketing:

Background&Concepts37IntroductiontoBuisinessMarketing:

Background&ConceWhatisMarketingSocialdefinitionAsocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offeringandfreelyexchangingproductsandservicesofvaluewithothers.38IntroductiontoBuisinessWhatisMarketingSocialdefiniWhatisMarketing?ManagementDefinitionItistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.39IntroductiontoBuisinessWhatisMarketing?3Introductio15-Marketing-商務(wù)英語函電課件15-Marketing-商務(wù)英語函電課件TheMarketingConceptAcustomerorientationBackedbyintegratedmarketingAimedatgeneratingcustomersatisfaction&repurchaseasthekeytosatisfyingtheorganizationalgoalsMeetingtheneedsandwantsofcustomers42IntroductiontoBuisinessTheMarketingConceptAcustomeTheMarketingConcept(Cont’d)FocusMeansEndSalesConceptProductsSelling&promotionProfitsthroughsalesvolumeMarketingconceptCustomerneedsIntegratedmarketingProfitsthroughcustomersatisfactionSalesConceptvs.MarketingConcept43IntroductiontoBuisinessTheMarketingConcept(Cont’d)MarketingFocusvs.SalesFocusThefocusofmarketingconceptisoncustomers’needsandwants,nottheproductitself.SalesMarketingScott“Wesellgrassseedsandfertilizer.”“Weofferyouagreen,healthyyard.”Disney“Werunthemeparks.”“Weofferyouadreamy,fantasticexperience.”44IntroductiontoBuisinessMarketingFocusvs.SalesFocuCustomerSatisfaction&DowJones45IntroductiontoBuisinessCustomerSatisfaction&DowJoCustomerSatisfaction&ProfitsProfitsthroughcustomersatisfaction(onecustomer)NormalprofitsNormalprofitsIncreasedusageIncreasedusageReducedsellingeffortsReducedsellingeffortsPricepremiumPricepremiumReferralsReferralsAcquisitioncosts46IntroductiontoBuisinessCustomerSatisfaction&ProfitCostofLosing/AttractingCustomersCostofLostCustomers#Accounts=64000Loss=5%forpoorservice=3200accountsLossinRevenue/Account=$40000TotalRevenueLoss=$128MMMargin=10%LossinProfits=$12.8MMHowtoIncreaseRetentionRate?CostofAverageSalesCall=$300Average#CallstoConvertCustomer=4CostofNewCustomer=$1200AnnualRevenuefromCustomer=$5000#LoyalYears=2ProfitMargin=10%LifetimeValue=$1000Firmisspendingmoreonattractingnewcustomersthantheyareworth!47IntroductiontoBuisinessCostofLosing/AttractingCustCostofattractinganewcustomercanbeupto5timesthecostofkeepingacurrentonehappy.CostofOffensiveMarketing>CostofDefensiveMarketingSomecompanieshaveincreasedprofitsfrom25%to85%byreducingdefectionsby5%.CostofLosing/AttractingCustomers48IntroductiontoBuisinessCostofattractinganewcustoImplementmarketingstrategyviamarketingmixEvaluatethesuccessofmarketingplanConductamarketingreviewBuildamarketingstrategyDevelopinganEffectiveMarketingPlan49IntroductiontoBuisinessImplementmarketingstrategyvConductaMarketingReview3-CAnalysisOpportunityIdentificationAnalysisofCUSTOMERneeds,trends,perceptions&behaviorAssessmentofCOMPANYcapabilities¤tmarketingpositionAnalysisofCOMPETITORScurrentposition,capabilities&actions50IntroductiontoBuisinessConductaMarketingReview3-CSegmentationWhatitisTheprocessofpartitioningmarketsintogroupsofpotentialcustomerswithsimilarneedsand/orcharacteristicswhoarelikelytoexhibitsimilarpurchasebehavior.Demographic(age,gender,occupation,income,education,ethnicity,etc.)GeographicPsychographics(socialclass,lifestyle,personality)Behavioral(purchaseoccasions,benefitssought,usagerate,loyaltystatus,etc.)51IntroductiontoBuisinessSegmentation15IntroductiontoTheCompetitiveEnvironmentDegreeofcaptivityExpanding,static,stagnantordecliningEthical&non-ethicalEntrybarriersExitbarriersLegalconstraintsDifferentiationLuxurygoodsGoodvaluesRivalryBuyergroupsSuppliergroupsOrganizationalstandpointInternalmarketing52IntroductiontoBuisinessTheCompetitiveEnvironmentDegBuildaMarketingStrategyGenericStrategiesForDIFFERENTIALADVANTAGE*ProductDifferentiation*CostLeadership*SpecialMarketFocusSelectionofTARGETMARKETandDevelopmentofaPOSITIONINGSTATEMENT

53IntroductiontoBuisinessBuildaMarketingStrategyGeneMarketingStrategies7CategoriesofStrategies(p.247)Pioneeringor“firstinthefield”“Followtheleader”“Metoo”or“all-comers”SupplyledTechnologyledStaffledMarketled54IntroductiontoBuisinessMarketingStrategies18IntroducImplementation:TheMarketingMix4P’s:-Toolsanorganizationusestopursueitsmarketingobjectives.ProductPricePlace

Promotion55IntroductiontoBuisinessImplementation:TheMarketingProductAproductisanyofferingcateredtosatisfycustomerneedsandwants.Needs:basichumanrequirements.Wants:needsdirectedtospecificobjects/servicesthatmightsatisfytheneed.Demand:thewantsforspecificproductsbackedbyanabilitytopay.56IntroductiontoBuisinessProductAproductisanyofferiProductVarietyProductranges&portfolios:totalrangeofproductsofferedbyanorganization.MarketShareMarketGrowthHighHighLowLowCashCowDogStarQuestionMark57IntroductiontoBuisinessProductVarietyMarketShareMarProductBranding&QualityBranding:knownresource,givescredence&confidence.Quality&durabilityPackagingUsedtopresenttheproducttoitsbestadvantageandtoprotectituptothepointofconsumption.Appearance&Design58IntroductiontoBuisinessProductBranding&Quality22IntProductLevels59IntroductiontoBuisinessProductLevels23IntroductiontProductLifeCycleDevelopmentTimeWithdrawalSalesSalesIntroductionGrowthMaturitySaturationDeclineProfitCurve60IntroductiontoBuisinessProductLifeCycleDevelopmentTAnsoff’sProduct-MarketGridCurrentproductsNewproductsCurrentMarketsMarketpenetrationstrategy(turncustomersintoregular/loyalcustomers)Productdevelopmentstrategy(sellnewproductstoregularcustomers)NewMarketsMarketdevelopmentstrategy(lurecustomersfromcompetitors)Diversificationstrategy(mostrisky)Usefulinbusinessunitstrategyprocesstodeterminebusinessgrowthopportunities.61IntroductiontoBuisinessAnsoff’sProduct-MarketGridCuPrice+=PriceProfitCostListprices,discounts,financing,allowances,etc.62IntroductiontoBuisinessPrice+=PriceProfitCostListpriPriceFactorsaffectingthepricingpolicyCostsPrice>TotalAverageCostInshort-term,okaytopricebelowTAC,butgreaterthanmarginalcost.CompetitorsMonopolistPerfectCompetition63IntroductiontoBuisinessPriceFactorsaffectingthepriPriceFactorsaffectingthepricingpolicyCustomersExpectationsaboutpriceandcapabilitytopay.BusinessobjectivesTomaximizeprofitsToachieveatargetreturnoninvestmentToachieveatargetsalesfigureToachieveatargetmarketshareTomatchthecompetition,ratherthantoleadthemarket64IntroductiontoBuisinessPriceFactorsaffectingthepriPromotionWhatitisCombinationofmethodsusedtogeneratepublicawareness,identity,confidence,desireandconvictioninaproductandultimatelyitsadoptionandusagebythegeneralpublic.Advertising,publicrelations,message,directsales,sales,media,budget,etc.Image&IdentityInternalpromotion

Meansbywhichconfidenceandawarenessoftheorganization’sproducts&servicesisgeneratedamongitsstaff.65IntroductiontoBuisinessPromotionW