市場(chǎng)營銷學(xué)課程講義

1、1Teaching Notes Prepared by Prof. Fan Xiaoping2Teaching Notes Prepared by Prof. Fan Xiaoping3Teaching Notes Prepared by Prof. Fan Xiaoping4Teaching Notes Prepared by Prof. Fan Xiaoping5Teaching Notes Prepared by Prof. Fan Xiaoping6Teaching Notes Prepared by Prof. Fan Xiaoping7Teaching Notes Prepared

2、 by Prof. Fan Xiaoping8Teaching Notes Prepared by Prof. Fan Xiaoping9Probing市場(chǎng)調(diào)研Partitioning市場(chǎng)細(xì)分Positioning市場(chǎng)定位Prioritying市場(chǎng)擇優(yōu)People人，理解人，調(diào)動(dòng)員工的積極性(內(nèi)部)，滿足顧客需要(外部)市場(chǎng)營銷組合Product 產(chǎn)品Price 價(jià)格Place 分銷Promotion 促銷Political Power政治權(quán)力Public Relation公共關(guān)系Teaching Notes Prepared by Prof. Fan Xiaoping10Teaching N

3、otes Prepared by Prof. Fan Xiaoping11Teaching Notes Prepared by Prof. Fan Xiaoping12Teaching Notes Prepared by Prof. Fan Xiaoping13Teaching Notes Prepared by Prof. Fan Xiaoping14營銷文化假設(shè)前提基本內(nèi)容企業(yè)任務(wù)以產(chǎn)定銷生產(chǎn)觀念顧客接受買得起買得到的任何產(chǎn)品企業(yè)一切經(jīng)營活動(dòng)以生產(chǎn)為中心努力提高生產(chǎn)率擴(kuò)大規(guī)模降低成本產(chǎn)品觀念只要質(zhì)量好有特色就能占領(lǐng)市場(chǎng)企業(yè)根本任務(wù)是提高質(zhì)量與特色持續(xù)改進(jìn)產(chǎn)品質(zhì)量強(qiáng)化產(chǎn)品特色推銷觀念顧客不會(huì)

4、主動(dòng)購買產(chǎn)品和足量消費(fèi)刺激誘導(dǎo)購買，推銷是中心工作強(qiáng)化推銷力量，增加銷量，開拓市場(chǎng)以銷定產(chǎn)營銷觀念只要滿足顧客需要，企業(yè)就能成功以顧客需要為中心滿足需要實(shí)現(xiàn)利潤發(fā)現(xiàn)滿足需要進(jìn)行整合營銷生產(chǎn)與經(jīng)營顧客需要的產(chǎn)品社會(huì)觀念滿足顧客同時(shí)兼顧社會(huì)利益正確處理欲望、利益、社會(huì)關(guān)系兼顧現(xiàn)在需要與社會(huì)個(gè)人長(zhǎng)遠(yuǎn)利益Teaching Notes Prepared by Prof. Fan Xiaoping15企業(yè)競(jìng)爭(zhēng)力鋒芒企業(yè)競(jìng)爭(zhēng)力鋒芒爭(zhēng)奪份額，挑戰(zhàn)對(duì)手、尋找機(jī)會(huì)，擴(kuò)張領(lǐng)地爭(zhēng)奪份額，挑戰(zhàn)對(duì)手、尋找機(jī)會(huì)，擴(kuò)張領(lǐng)地競(jìng)爭(zhēng)行為特點(diǎn)與績(jī)效競(jìng)爭(zhēng)行為特點(diǎn)與績(jī)效市場(chǎng)份額，盈利特性、品牌忠誠，企業(yè)形象市場(chǎng)份額，盈利特性、品牌忠誠，

5、企業(yè)形象企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)成本優(yōu)勢(shì)，差異優(yōu)勢(shì)、市場(chǎng)地位，品牌形象成本優(yōu)勢(shì)，差異優(yōu)勢(shì)、市場(chǎng)地位，品牌形象競(jìng)爭(zhēng)資源要素競(jìng)爭(zhēng)資源要素有形資產(chǎn)，無形技能、市場(chǎng)條件，行業(yè)結(jié)構(gòu)有形資產(chǎn)，無形技能、市場(chǎng)條件，行業(yè)結(jié)構(gòu)轉(zhuǎn)換能力轉(zhuǎn)換能力轉(zhuǎn)換方式轉(zhuǎn)換方式轉(zhuǎn)換效率轉(zhuǎn)換效率投資于競(jìng)爭(zhēng)投資于競(jìng)爭(zhēng)優(yōu)勢(shì)的培育優(yōu)勢(shì)的培育與資源開發(fā)與資源開發(fā)Teaching Notes Prepared by Prof. Fan Xiaoping16市場(chǎng)占有率市場(chǎng)占有率企業(yè)規(guī)模、財(cái)務(wù)資源能力企業(yè)規(guī)模、財(cái)務(wù)資源能力進(jìn)入障礙進(jìn)入障礙垂直一體化垂直一體化工藝技術(shù)、工廠規(guī)模、低工藝技術(shù)、工廠規(guī)模、低成本投入成本投入品牌聲譽(yù)、產(chǎn)品技術(shù)、營品牌聲譽(yù)

6、、產(chǎn)品技術(shù)、營銷、分銷與售后服務(wù)能力銷、分銷與售后服務(wù)能力成本優(yōu)勢(shì)成本優(yōu)勢(shì)差異優(yōu)勢(shì)差異優(yōu)勢(shì)市場(chǎng)地位市場(chǎng)地位競(jìng)爭(zhēng)優(yōu)勢(shì)競(jìng)爭(zhēng)優(yōu)勢(shì)競(jìng)爭(zhēng)力鋒競(jìng)爭(zhēng)力鋒芒芒專利與技術(shù)、品牌聲譽(yù)與專利與技術(shù)、品牌聲譽(yù)與形象、反擊挑戰(zhàn)的能力形象、反擊挑戰(zhàn)的能力市場(chǎng)壟斷性市場(chǎng)壟斷性Teaching Notes Prepared by Prof. Fan Xiaoping17Teaching Notes Prepared by Prof. Fan Xiaoping18Teaching Notes Prepared by Prof. Fan Xiaoping19Teaching Notes Prepared by Prof. Fan

7、 Xiaoping20商場(chǎng)如戰(zhàn)場(chǎng)，只有超越對(duì)手，才能獲得生存！快魚吃慢魚！面對(duì)競(jìng)爭(zhēng)，每個(gè)企業(yè)要做的不過是比自己的競(jìng)爭(zhēng)對(duì)手稍勝一籌！Teaching Notes Prepared by Prof. Fan Xiaoping21v 人們?yōu)槭裁促I洗衣機(jī)?v “為了洗衣”？v 為什么廠家不斷地推出新的洗衣機(jī)？v “一種輕松、一種解脫、一種高效率”v 人們追求更輕松、更解脫、更高效率Teaching Notes Prepared by Prof. Fan Xiaoping22是為了保障、安全感、身價(jià)體現(xiàn)、投資、愛是為了保障、安全感、身價(jià)體現(xiàn)、投資、愛心體現(xiàn)、高品質(zhì)生活延續(xù)、負(fù)責(zé)的延續(xù)、無心體現(xiàn)、高品質(zhì)生活延續(xù)、負(fù)責(zé)的延續(xù)、無憂慮生活、面子、保全財(cái)產(chǎn)、防損防災(zāi)、以憂慮生活、面子、保全財(cái)產(chǎn)、防損防災(zāi)、以最低成本創(chuàng)造一定價(jià)值、最低成本創(chuàng)造一定價(jià)值、是為了：Teaching Notes Prepared by Prof. Fan Xiaoping23Teaching Notes Prepared by Prof. Fan Xiaoping24Teaching Notes Prepared by Prof. Fan X