2010市場營銷策略

1、市場營銷策略PRODUCT 獲得和留住顧客的最好方法是持續(xù)的計算怎樣使他們失去更少而獲得更多。Philip Kotler產(chǎn)品策略定義產(chǎn)品DEFINING PRODUCT產(chǎn)品：指能夠提供(0ffer)給市場以滿足需要和欲望的任何東西。P.163A Product is anything that can be offered to a market for attention, acquisition（獲得）, use, or consumption and that might satisfy a want or need.Including physical goods, service,

2、experiences, events, persons, places, properties(財產(chǎn)), organizations, information & ideas.A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible(基本無形的) and do not result in the ownership（所有權(quán)） of anything. Salt Soft drinks

3、 Detergents Automobiles Cosmetics Fast- food outlets Fast- food outlets Advertising agencies Airlines Investment management Consulting Teaching有形產(chǎn)品為主Tangibledominant無形服務(wù)為主IntangibledominantBrandNameQualityLevelPackagingDesignFeaturesDelivery& CreditInstallationWarrantyAfter-SaleServiceCoreBenefit or

4、ServiceActual ProductCore ProductAugmented Product產(chǎn)品三層次Three Product Levels特殊品 Specialty Products 非渴求品 Unsought Products 便利品/日用品Convenience Products選購品 Shopping Products 購買頻率低 Buy less frequently 搜集產(chǎn)品信息 Gather product information 營銷點較少 Fewer purchase locations Compare for: 適用性和質(zhì)量 Suitability & Quali

5、ty 價格和式樣 Price & Style 特殊的購買努力 獨特的品質(zhì) Unique characteristics 顯著的品牌 Brand identification 少量的營銷點 Few purchase locations New innovations 消費者不知道或不想購買需要廣告和人員推銷的支持 Require much advertising &personal selling經(jīng)常/立即購買價格低 Low priced 營銷點眾多Many purchase locations Includes: 日用品 Staple goods 沖動品 Impulse goods 急需品 E

6、mergency goods消費品的分類Consumer-Goods Classification產(chǎn)品組合Product Mix產(chǎn)品組合的寬度(width)產(chǎn)品線名稱衣物清潔劑牙 膏化妝品紙尿布洗發(fā)水香皂護膚品碗碟清潔劑產(chǎn)品線長度(length)象牙雪汰漬醉夫特快樂Febreze博得甘伊拉佳潔仕格利玉蘭油香榭麗人蜜絲佛陀邦寶適露膚(luvs)海飛絲飄柔潘婷沙宣波特費茲克象牙舒膚佳佳美玉蘭油柯克斯玉蘭油納克斯馬克利爾黎明象牙歡樂液體小瀑布請參見： 產(chǎn)品組合Product MixWidth - number of different product linesLength - total numb

7、er of itemswithin the linesDepth - number of versions of each productProduct Mix - all the product lines offeredConsistency品牌深度：TIDE 漂白汰漬：您的白色衣服亮白如新，彩衣光艷如初，并殺掉99.9%細(xì)菌 清潔潤絲汰漬：不僅僅去除污漬，還防止衣服上的臟污累積； 山脈之春汰漬：把博大野外的清新氣息帶入室內(nèi)清爽的山中空氣和剛剛盛開的野花的氣息； 高效汰漬：專為高效大容量機器配置生產(chǎn)的，它沒有過多的泡沫； 自由汰漬：在保證不著色和不添加香味的基礎(chǔ)上提供所有的去污好處 護衣汰

8、漬：防止破壞棉質(zhì)衣服使其更加耐穿； 快速行動汰漬片：輕便且去污力強，都集中以一個小小的藍白色小片里，放入您的口袋正好合適產(chǎn)品組合的長度Product-Line Length產(chǎn)品線擴展 Line Stretching向下擴展 Downmarket向上擴展 Upmarket雙向延伸 Two-way產(chǎn)品線填補 Line Filling產(chǎn)品線現(xiàn)代化 Line Modernization產(chǎn)品線特色化和削減 Line Featuring & Line PruningTwo-Way Product-Line Stretch: Marriott HotelsQualityEconomySuperiorStan

9、dardGoodPriceHighAboveaverageAverageLowFairfield Inn(Vacationers)Courtyard(Salespeople)Marriott(Middlemanagers)MarriottMarquis(Topexecutives)導(dǎo)入期Introduction成長期Growth成熟期Maturity衰退期DeclinePLC 分析 Profit & Sales Life Cycles總市場銷售額時間產(chǎn)品生命周期個階段的特點Characteristics of each stage of PLCRapid-skimmingStrategy快速撇

10、脂Rapid-penetrationStrategy快速滲透Slow-penetrationStrategy緩慢滲透Slow-skimmingStrategy緩慢撇脂Price定價LowHighPromotion促銷HighLow導(dǎo)入期的營銷策略Four Introductory Marketing StrategiesMarketing Objectives： Create product awareness and trialMarketing ObjectivesProductPrice最大限度的占有市場份額Maximize market share提供產(chǎn)品的擴展品、服務(wù)和擔(dān)保等Offe

11、r new product features, extensions, service, and warranty市場滲透價格Price to penetrate marketDistribution建立密集廣泛的分銷Increase number of distribution outletsAdvertising在大量市場中建立知名度和興趣Build awareness and interest in the mass market成熟期營銷策略Growth Marketing Strategies衰退期策略Decline Marketing Strategies資料來源：Kathryn

12、Harrigan P.371減少投資 Decrease investment不確定因素未解決前穩(wěn)定原有投資水平 Resolve uncertainties - stable investment選準(zhǔn)利基市場 Selective niches收獲 Harvesting剝離（放棄） Divesting導(dǎo)入期Introduction成長期Growth成熟期Maturity衰退期Decline特 征銷售低劇增最大衰退，低成本單位成本高降低低下降利潤虧本增長高下降顧客創(chuàng)新者，較少早期接受者，迅速增加大量保守者，下降競爭者很少增多數(shù)量穩(wěn)定，開始下降下降營銷目標(biāo)創(chuàng)建產(chǎn)品知名度，爭取試用市場分額達到最大保護市

13、場份額的同時爭取最大利潤減少開支，擠出品牌剩余價值戰(zhàn) 略產(chǎn)品提供基本產(chǎn)品提供產(chǎn)品擴展，服務(wù)、擔(dān)保品牌型號多樣化逐漸減少衰退產(chǎn)品價格成本加成制定能滲透市場的價格定價與競爭者抗衡或戰(zhàn)勝他們降價銷售選擇性銷售密集性銷售更密集性銷售有選擇的減少無利潤銷售點廣告在早期接受者和經(jīng)銷商中建立產(chǎn)品知名度在大量市場建立產(chǎn)品知名度和激發(fā)興趣強調(diào)產(chǎn)品差異和利益降低到維持住絕對忠誠著所需要的程度促銷加強促銷，引誘試用利用中毒消費者的需要，減少促銷加強促銷鼓勵轉(zhuǎn)換品牌降低到最低水平資料來源：Philip Kotler , Marketing Management: Analysis, Planning, Impleme

14、ntation, and Control, 11th ed.BRAND Whats a name? That which we call a rose by any other name would smell as sweet. William Shakespeare品 牌Brand品牌是一種名稱、術(shù)語、標(biāo)記、符號或設(shè)計，或是他們的組合運用，其目的是借以辨認(rèn)某個銷售者或某群銷售者的產(chǎn)品或服務(wù)，并使之于競爭對手的產(chǎn)品和服務(wù)區(qū)別開來。P.172品牌名稱品牌標(biāo)記 商 標(biāo) /brand500/top500_1.hrm A brand is a name, terms, symbol, and/or

15、special design that is intended to identify the goods or/and services of one sellerr or group of sellers. A brand differentiates one sellers products from those of competitors.A BRAND NAME consists of words, letters, and/or numbers that can be vocalized.A BRAND MARK is the part of the brand that app

16、ears in the form of a symbol, design, or distinctive coloring or lettering.A TRADEMARK is a brand that is given legal protection because, under the law, it has been appropriated by one seller. Thus trademark is essentially a legal term.品牌化決策使用品牌不使用品牌品牌使用者策略制造商品牌經(jīng)銷商品牌許可品牌品牌名稱決策個別名稱家族品牌分類品牌公司加個別名稱品牌重新

17、定位決策重新定位不重新定位品牌戰(zhàn)略決策產(chǎn)品線擴展品牌延伸多品牌新品牌合作品牌品牌化決策一覽表An Overview of Branding DecisionsNEW PRODUCT 應(yīng)該是誰最后設(shè)計產(chǎn)品？顧客，當(dāng)然！Philip Kotler新產(chǎn)品開發(fā)Developing New Market Offerings 新產(chǎn)品：指在結(jié)構(gòu)、功能或形態(tài)上發(fā)生改變，并推向了市場的產(chǎn)品。P.182全新產(chǎn)品 Brand-new product換代產(chǎn)品 Update product改進產(chǎn)品 Improvement product仿制產(chǎn)品 Imitation productWhy New Products Fai

18、l“Over Championing”O(jiān)verestimated DemandPoor DesignPoor Marketing ExecutionHigh Development CostsStrong Competitive ReactionWhy New Products Fail新產(chǎn)品開發(fā)程序New Product Development Process創(chuàng)意形式創(chuàng)意篩選概念形成和測驗營銷戰(zhàn)略商業(yè)分析產(chǎn)品開發(fā)市場試銷 商品化價格策略PricePrice is the sum of all the values that consumers exchange for the benefit

19、s of having or using the product or service.Price has been the major factor affecting buyer choice; nonprice factors have become increasingly important in buyer-choice behavior.Price is the only element in the marketing mix that produces revenues; all others represent costs.選擇定價目標(biāo)1確定需求及需求彈性2估算產(chǎn)品成本3分

20、析競爭者成本、價格和提供物4選擇定價方法5選定最終價格6定價的步驟Steps of pricing制定價格的3C模式Pricing 3c Model顧客評估獨特的產(chǎn)品特征Customers Demand Schedule競爭者和替代品的價格Competitors& Substitution Prices成 本Cost Function高價格在這個價格上不可能有需求低價格在這個價格上不可能獲利企業(yè)三種基本定價法Three companys kinds of pricing approaches 成本加成定價法 Cost-plus Pricing 目標(biāo)利潤定價法Target-return Pric

21、ing 盈虧平衡定價法 Break-even Pricing成本導(dǎo)向定價法 認(rèn)知價值定價法 Perceived Value Pricing 逆向定價法Reversely Pricing 習(xí)慣定價法 Regularly Pricing需求導(dǎo)向定價法 隨行就市定價法 Going-rate Pricing 密封投標(biāo)定價法Auction-type Pricing 集團定價法Group Pricing競爭導(dǎo)向定價法不同基準(zhǔn)的定價法產(chǎn)品成本價值價格顧客顧客價值成本價格產(chǎn)品成本基準(zhǔn)定價法價值基準(zhǔn)定價法新產(chǎn)品定價策略 New product pricing strategies市場撇脂定價法 Market-s

22、kimming Pricing市場滲透定價法 Market-penetrating Pricing滿意定價法 Market-satisfy Pricing新產(chǎn)品定價策略 (Contd)New product pricing strategiesMarket Skimming 為新產(chǎn)品制定高價以從目標(biāo)市場上獲取最大利潤Setting a High Price for a New Product to “Skim” Maximum Revenues from the Target Market.銷售量很少，但利潤率很高Results in Fewer, But More Profitable Sa

23、les.Use Under These Conditions:產(chǎn)品質(zhì)量和形象必須能支撐它的高價位Products Quality and Image Must Support Its Higher Price.單位成本不能高到抵消高價位帶來的利潤Costs Cant be so High that They Cancel the Advantage of Charging More.競爭對手不能輕易進入市場和影響高價位Competitors Shouldnt be Able to Enter Market Easily and Undercut the High Price.新產(chǎn)品定價策略 (

24、Contd)New product pricing strategies Market Penetration 以較低的初始價格迅速和深入地滲透進市場Setting a Low Price for a New Product in Order to “Penetrate” the Market Quickly and Deeply.快速吸引大量的購買者，贏得較大的市場份額Attract a Large Number of Buyers and Win a Larger Market Share.Use Under These Conditions:這個市場必須對價格非常敏感Market Mus

25、t be Highly Price-Sensitive so a Low Price Produces More Market Growth.生產(chǎn)和分銷成本必須隨著銷量的增長而下降Production/ Distribution Costs Must Fall as Sales Volume Increases.低價格要能阻止競爭，否則，價格優(yōu)勢只能是短暫的Must Keep Out Competition & Maintain Its Low Price Position or Benefits May Only be Temporary.折扣定價策略Discount pricing調(diào)整基礎(chǔ)

26、價格，以回報消費者的某些行為Adjusting basic price to reward customers for certain responses數(shù)量折扣 Quantity Discount現(xiàn)金折扣 Cash Discount功能折扣 Functional Discount季節(jié)折扣 Seasonal Discount折讓 Trade-In & Promotional Allowance區(qū)分需求定價法Price discriminationSelling products at different prices even though there is no difference in

27、cost顧客細(xì)分定價 Customer - Segment產(chǎn)品式樣定價 Product - Form渠道定價 Distribution Pricing地點定價 Location Pricing時間定價 Time Pricing形象定價 Image Pricing心理定價法Psychological pricing整數(shù)定價尾數(shù)定價聲望定價招徠定價心理定價小貼士：Considers the psychology of prices and not simply the economics.Customers use price less when they can judge quality of

28、 a product.Price becomes an important quality signal when customers cant judge quality; price is used to say something about a product. Price CutsPrice IncreasesWhy?Excess CapacityFalling Market ShareDominate Market Through Lower CostsWhy?Cost InflationOverdemand: Company Cant Supply All Customers N

29、eeds價格調(diào)整Initiating Price Changes附：降價的陷阱削價可能帶來以下幾個陷阱：低質(zhì)量的陷阱不牢固的市場份額陷阱錢袋陷阱經(jīng)銷商不悅的陷阱買漲不買落的陷阱消費者如何看待降價有新型號出現(xiàn)目前的型號銷售得不好公司陷入財務(wù)困境質(zhì)量下降價格會繼續(xù)走低消費者這樣看待降價對競爭對手調(diào)價的反應(yīng)Assessing/Responding to Competitors Price Changes競爭對手降價了嗎？降價會不利于我們的市場份額和利潤嗎？能夠/應(yīng)該采取有效行動嗎？維持，繼續(xù)監(jiān)視競爭對手的價格變化減價提高顧客感知的質(zhì)量改善質(zhì)量/提高價格建立低價格的“戰(zhàn)斗品牌”維持目前的價格水平。繼續(xù)

30、觀察競爭者的價格此價格嚴(yán)重?fù)p害我們的銷售了嗎？是永久調(diào)整嗎？調(diào)了多少？低于2推出鼓勵再次購買的折價券24調(diào)整幅度為競爭者的一半超過4調(diào)整到競爭者的水平競爭者調(diào)整價格了嗎？否否是是價格反應(yīng)程序Price-reaction Program 分銷策略 ObjectivesWork Performed by Marketing ChannelsChannel-Design DecisionsChannel-Management DecisionsChannel DynamicsWhat is a distribution channel?分銷渠道是指促使產(chǎn)品或服務(wù)順利的被使用或消費的一整套相互依存的組

31、織。DISTRIBUTION CHANNEL is a set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user.Marketing Channel decisions are among the most important decisions that management faces and will

32、directly affect every other marketing decision.How a Marketing Intermediary Reduces the Number of Channel Transactions分銷渠道的作用Distribution Channel FunctionsOrdering定購Payments支付貨款Communication接洽Transfer轉(zhuǎn)移Negotiation談判Financing融資Risk Taking風(fēng)險承擔(dān)Physical Distribution實體分銷Information研究These Functions Shoul

33、d be Assigned to the Channel Member Who Can Perform Them Most Efficiently and Effectively to Provide Satisfactory Assortments of Goods and Services to Target Customers.WholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-level channelWholesalerRetailerConsumerManufacturer2-level cha

34、nnelManufacturer3-level channel1-level channelManufacturer消費者市場營銷渠道Consumer Marketing ChannelsIBMs Distribution ChannelsIBM DirectPC StoresAgents Dealers IBM sales forceBy phone, web , or mailVarious retailersFranchised storesFor middle men or business users with small demandSome industrial users wi

35、th large demand For large or middle business usersEnd UsersRailNations largest carrier, cost-effective for shipping bulk products, piggybackTruckFlexible in routing & time schedules, efficient for short-hauls of high value goodsWaterLow cost for shipping bulky, low-value, non perishable goods, slowe

36、st formPipelineShip petroleum, natural gas, and chemicalsfrom sources to marketsAirHigh cost, ideal when speed is needed or distance markets have to be reachedTransportation Modes顧客需要的服務(wù)產(chǎn)出水平Customers Desired Service Levels批量大小 Lot size等候時間 Waiting time空間便利 Spatial convenience產(chǎn)品品種 Product variety服務(wù)支持

37、 Service backup影響渠道結(jié)構(gòu)的主要因素Channel influence factors 產(chǎn)品因素 產(chǎn)品價值易腐易毀性體積重量時尚性標(biāo)準(zhǔn)化程度技術(shù)含量生命周期企業(yè)因素企業(yè)規(guī)模營銷能力聲譽地位渠道經(jīng)驗市場因素市場規(guī)模市場聚集度購買數(shù)量 不同渠道成本和附加值webphoneretailsagentsSale institutes直接渠道非直接渠道直接渠道低 每次交易成本 高低 銷售附加值 高 資料來源：William T. Gregor and Eileen M. Friars, Money Merchandising: Retail Revolution in Consumer F

38、inancial Service (Cambridge MA: The MAC Group,1998)選擇渠道成員Selecting FEEDBACK& ADJUSTMENT激勵渠道成員Motivating培訓(xùn)渠道成員Training評價渠道成員Evaluating渠道管理策略 Channel Management Decisions促銷策略 What Is Promotion?促銷：企業(yè)通過人員或非人員推銷的方式，將產(chǎn)品或勞務(wù)的信息傳送給目標(biāo)顧客，從而引起興趣，促進購買，實現(xiàn)企業(yè)產(chǎn)品銷售的一系列活動。P.242Communication by marketers that informs,

39、persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.告知功能 Informative function 說服功能 Persuasive function影響功能 Influence function整合營銷/促銷組合Integrated Marketing CommunicationAdvertisingPublic relationPersonal sellingSales promotionDirect marketing一致、清

40、晰、吸引人的公司和產(chǎn)品形象Advertising Spending for 1999 Product Life-Cycle StageType of Product/ MarketPush vs. Pull StrategyBuyer/ Readiness Stage促銷組合的影響因素Factors in Developing Promotion Mix StrategiesStrategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand

41、.Pull StrategyStrategy Selected Depends on:Type of Product-Market &Product Life-Cycle StageStrategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.Push Strategy推或拉的策略Push vs. Pull StrategyProducerProducerIntermediariesMarketingactivitiesEnd usersMark

42、etingactivitiesDemandIntermediariesDemandPush StrategyPull StrategyEnd usersMarketing activitiesDemand推或拉的策略Push Versus Pull Strategy消費者購買決策過程Consumer Buying Process確認(rèn)需求Problem recognition收集信息Information search選擇判斷Evaluation of alternatives購買決策Purchase decision購后評價Postpurchase behavior認(rèn)識理解信任成交導(dǎo)入期Int

43、roduction成長期Growth成熟期Maturity衰退期DeclinePLC 分析Profit & Sales Life Cycles總市場銷售額時間PHILIP KOTLERWhat is advertising廣告是對觀念、產(chǎn)品和服務(wù)而采取的任何有明確經(jīng)辦人的非人員的有償性推介和促銷Advertising is Any Paid Form of Nonpersonal Presentation and Promotion of Ideas, Goods, or Services by an Identified Sponsor.Advertising is centuries ol

44、d.U.S. advertisers spend in excess of $212 billion each year; worldwide spending exceeds $414 billion.Advertising is used by:Business firms,Nonprofit organizations,Professionals, andSocial agencies. PHILIP KOTLER營業(yè)推廣Sales Promotion營業(yè)推廣/銷售促進：企業(yè)在某一段時期內(nèi)采用特殊的手段對消費者實行強烈的刺激，以促進企業(yè)銷售迅速增長的一種策略。P252一種短期的行動，目的

45、是鼓勵購買的積極性，或宣傳一件產(chǎn)品、或提供一種服務(wù)。A mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service.Offers reasons to buy now. Philip Kotler & Gary Armstrong Why the increase in Sales Promotion?Growing retailer powerDeclining brand loyaltyIncreased promotional sensitivityBrand proliferationFragmentation of consumer marketShort-term focusIncreased managerial accountabilityCompetitionClutterConsumer-Promotion ObjectivesCons