市場營銷重點整合

市場營銷重點整合29/29理解21世紀的營銷營銷的概念營銷既是一種組織職能，也是為了組織自身及利益相關者的利益而創(chuàng)造、傳播、傳遞顧客價值，管理顧客關系的一系列過程。簡單的說，就是滿足需求的同時獲利。（Marketingisanorganizationalfunctionandasetofprocessforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.）Marketingmanagement:Theartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.Whatismarketed:goods,services,experiences,events,persons,places,properties,organizations,information,andideasWhatisamarket:EconomistsdescribeamarketasacollectionofbuyersandsellerswhotransactoveraparticularproductorproductclassAmarketerissomeonewhoseeksaresponsefromanotherparty,calledtheprospect.Needs（需要），Wants（欲望），andDemands（需求）Needsarethebasichumanrequirements.Theneedsbecomewantswhentheyaredirectedtospecificobjectthatmightsatisfytheneed,andwantsareshapedbyone'ssociety.Demandsarewantsforspecificproductsbackedbyanabilitytopay.（建立于經濟基礎之上）營銷哲學生產導向—隨處可得、價格低廉的商品，適合于發(fā)展中國家TheProductionConcept–widelyavailableandinexpensive,makesenseindevelopingcountry產品導向—高質量、高性能并且創(chuàng)新的商品TheProductConcept–consumersfavorthoseproductsthatofferthemostquality,performance,orinnovativefeatures.銷售導向—積極地銷售和推廣“非渴望商品”TheSellingConcept–mostaggressivelywithunsoughtgoods營銷導向—為顧客尋找適合的商品TheMarketingConcept–findtherightproductsforcustomers全方位營銷導向—所有的事物都與營銷有關TheHolisticMarketingConcept–Everythingmatterswithmarketing全方位營銷的內容績效營銷PerformanceMarketing財務可衡性Financialaccountability—使用更多的財務指標評估其營銷努力創(chuàng)造的直接價值和間接價值社會責任營銷Socialresponsibilitymarketing—組織的任務是在保持或強化消費者和社會福利的方式下，確定目標市場的需求、需要和興趣，比競爭對手更有效果地、更有效率地傳遞顧客期望的滿意整合營銷IntegratedMarketing關鍵主題采用大量不同的營銷活動來宣傳和傳遞價值；協調所有的營銷活動以實現其總體效果的最大化。4P：產品Product、價格Price、地點Place、促銷Promotion4C：顧客解決方案、顧客成本、方便性、溝通內部營銷InternalMarketing員工對塑造長期的顧客關系非常重要挑選有積極態(tài)度的員工訓練、激勵和對員工授權建立員工績效標準監(jiān)督員工行為并獎賞績效好的員工關系營銷RelationshipMarketing與重要團體顧客、員工、營銷伙伴及金融界成員建立長期互惠的關系，以便獲得并保持長期的業(yè)績和業(yè)務基本概念需要、欲望、需求：需要是人類的基本要求；當要求指向特定的商品時，成為欲望；有能力購買的某商品的欲望成為需求交換、交易：交換是創(chuàng)造價值的過程；在達成共識時，交易產生，交易是買賣雙方價值的交換目標市場、定位、細分：Marketingmanagementtask:Developingmarketingstrategiesandplans;Capturingmarketinginsights;Connectingwithcustomers;Buildingstrongbrands;Shapingmarketoffering;Deliveringvalue;Communicatingvalue;Creatinglong-termgrowthDevelopingandImplementingMarketingStrategiesandPlansPhasesofvalueCreationandDelivery:Choosingthevalue:（STP）Segmentation,targeting,positioningProvidingthevalueCommunicationTheValueChain(valuedeliverynetwork):atoolforidentifyingwaystocreatemorecustomervalueCoreCompetencies(核心能力)特點(1)Itisasourceofcompetitiveadvantageinthatitmakesasignificantcontributiontoperceivedcustomerbenefits;(2)Ithasapplicationsinawidevarietyofmarket;(3)Itisdifficultforcompetitorstoimitate.HolisticMarketing:integratingthevalueexploration,valuecreation,andvaluedeliveryactivitieswiththepurposeofbuildinglong-term,mutuallysatisfyingrelationshipsandco-prosperityamongkeystakeholders.Strategicplanning:theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.戰(zhàn)略規(guī)劃層次公司層面(thecorporatelevel)、部門層面(divisionlevel)、業(yè)務單位層面(businessunitlevel)和產品層面(productlevel)Marketingplanisthecentralinstrumentfordirectingandcoordinatingthemarketingeffort.Strategicmarketingplanlaysoutthefirm’stargetmarketsandvalueproposition,basedonthebestmarketopportunities.Tacticalmarketingplanspecifiesthemarketingtactics,includingproductfeatures,promotion,pricing,andservice.CorporateHeadquarters’PlanningActivities:Definethecorporatemission(Amissionshouldbeshort,memorable,andasmeaningfulaspossible)Establishstrategicbusinessunits(SBUS)AssignresourcestoeachSBUAssessgrowthopportunitiesAbusinesscanbedefinedintermsofthreedimensions:CustomergroupsCustomerneedstechnologyAssessingGrowthOpportunities:（評價增長機會）Intensivegrowth（集中增長）Integrativegrowth（一體化增長）Diversificationgrowth（多元化增長）建立戰(zhàn)略業(yè)務單位（SBU）Strategicbusinessunit戰(zhàn)略經營單位是企業(yè)值得為其專門制定一種經驗戰(zhàn)略的最小經驗單位。SUB的特征有自己的業(yè)務，有競爭對手(Ithasitsownsetofcompetitors)擁有一定的資源，能夠相對獨立或有區(qū)別的開展業(yè)務活動(Itisasinglebusinessorcollectionofrelatedbusinessthatcanbeplannedseparatelyfromtherestofthecompany)有相應的管理班子從事經營戰(zhàn)略管理工作(Ithasamanagerresponsibleforstrategicplanningandprofitperformancewhocontrolsmostofthefactorsaffectingprofit)SWOTAnalysisTheoverallevaluationofabusiness’sstrengths,weaknesses,opportunities,andthreats.【It’sawayofmonitoringtheexternalandinternalenvironment】Externalenvironment:Opportunitiesandthreat【marketopportunityanalysis（MOA）】Internalenvironment:StrengthsandweaknessesMarketPlan:Awrittendocumentthatsummarizeswhatthemarketerhaslearnedaboutthemarketplace,whatobjectivesaretobeachievedthroughmarketing,andhow.Executivesummaryandtableofcontents.SituationanalysisMarketingstrategyFinancialprojectionsImplementationcontrols增長機會類型密集式成長：市場滲透、產品開發(fā)、市場開發(fā)、多角化一體化成長：前向、后向、水平一體化多角化成長：同心多角化、水平多角化、綜合多角化研方法與工具調研方法：觀察研究法、焦點小組法、調查法、行為數據法、實驗法調研工具：問卷、定性測量、機械裝置UnderstandingMarkets,MarketDemand,andthemarketingEnvironmentMarketinginformationsystem(MIS):distributedneeded,timely,andaccurateinformationtomarketingdecisionmakers.Internalrecordssystem（內部記錄）:Theheartoftheinternalrecordssystemistheorder-to-paymentcycle.Marketingintelligencesystem（銷售情報）isthesetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.Marketingresearchsystemisthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.Sixstepsofeffectivemarketingresearch:Definetheproblem,decisionalternatives,andresearchobjectivesDeveloptheresearchplanCollecttheinformationAnalyzetheinformationPresentthefindingsMakethedecisionMarketstomeasure:Thepotentialmarket:thesetofconsumerwhohavesufficientinterestinamarketoffer.Theavailablemarket:thesetofconsumerswhohaveinterest,income,andaccesstoaparticularoffer.Thetargetmarket:thepartofthequalifiedavailablemarketthatthecompanydecidestopursue.Thepenetratedmarket（滲透市場）：thesetofconsumerswhoarebuyingthecompany’sproduct.Marketdemand:Thetotalvolumethatwouldbeboughtbyadefinedcustomergroupinadefinedgeographicalareainadefinedtimeperiodinadefinedmarketingenvironmentunderadefinedmarketingprogram.Companydemand:Thecompany’sestimatedshareofmarketdemandatalternativelevelsofcompanymarketingeffortinagiventimeperiod.宏觀環(huán)境分析自然環(huán)境（Naturalenvironment）：原材料的短缺；能源成本的增加；反對污染的壓力；政府職能的變化人文環(huán)境（Demographicenvironment）：人口增加、人口年齡組合、種族市場、教育水平、家庭類型、人口的地理遷移經濟環(huán)境（Economicenvironment）：收入分配；儲蓄、負債和信貸能力社會-文化環(huán)境（Social-Culturalenvironment）：對自己、他人的看法；組織觀、社會觀、自然觀、宇宙觀政治-法律環(huán)境（Political-Legalenvironment）：企業(yè)立法加強；特殊利益集團的成長技術環(huán)境（Technologicalenvironment）：技術變革步伐加快；無限的創(chuàng)新機會；變化著的研發(fā)預算；對技術變革的監(jiān)管力度增大創(chuàng)造顧客價值和顧客關系Creatingcustomervalue,satisfaction,andloyaltyCustomerperceivedvalue(CPV)感知價值的概念，如何提升顧客的感知價值CPVisthedifferencebetweentheprospectivecustomer’sevaluationofallthebenefitsandallthecostsofanofferingandtheperceivedalternatives.顧客感知價值是潛在顧客對產品及其已知的替代品的所有利益與所有成本評價的差額。顧客感知價值的決定因素：Satisfactionisaperson’sfeelingsofpleasureordisappointmentthatresultfromcomparingaproduct’sperceivedperformance(oroutcome)toexpectations.滿意度：產品可感知效果與顧客期望的函數；全面質量是價值創(chuàng)造與顧客滿意的關鍵Quality(orgrade)isthetotalityoffeaturesandcharacteristicsofaproductorservicethatbearonitsabilitytosatisfystatedorimpliedneeds.MaximizingcustomerlifetimevalueProfitablecustomer:aperson,household,orcompanythatovertimeyieldsarevenuestreamthatexceedsbyanacceptableamountthecompany’scoststreamforattracting,selling,andservicingthatcustomer.Customerprofitabilityanalysis(CPA)isthebestconductedwithanaccountingtechniquecalledActivity-BasedCosting(ABC)Customerlifetimevalue(CLV)describesthenetpresentvalueofthestreamoffutureprofitsexpectedoverthecustomer’slifetimepurchases.Cultivatingcustomerrelationships(培養(yǎng)顧客關系)Customerrelationshipmanagement（CRM）istheprocessofcarefullymanagingdetailedinformationaboutindividualcustomersandallcustomer“touchpoint”tomaximizecustomerloyalty.Four-stepframework:IdentifyyourprospectsandcustomersDifferentiatecustomersintermsofa.theirneedsb.theirvaluetoyourcompanyInteractwithindividualcustomerstoimproveyourknowledgeabouttheirindividualneedsandtobuildstrongerrelationshipsCustomizeproducts,services,andmessagestoeachcustomerBuildingloyaltyFourkeymarketingactivitiesthatcompaniesareusingtobuildcustomerloyaltyInteractingwithcustomersDevelopingloyaltyprograms：Frequencyprograms（FPs）aredesignedtoproviderewardstocustomerswhobuyfrequentlyandinsubstantialamounts.ClubmembershipprogramsPersonalizingmarketingCreatinginstitutionaltiesCustomerdatabasesanddatabasemarketingCustomerdatabaseisanorganizedcollectionofcomprehensiveinformationaboutindividualcustomersorprospects.Databasemarketingistheprocessofbuilding,maintainingandusingcustomerdatabasesandotherdatabasestomakecontact,facilitatetransactions,andbuildcustomerrelationship.關系營銷的概念與其層次關系營銷，是把營銷活動看成是一個企業(yè)與顧客發(fā)生互動作用的過程，其核心是建立良好的顧客關系。關系營銷的五層次：基本營銷、反應營銷、責任營銷、主動營銷、合作營銷如何加強顧客關系-忠誠計劃增加財務收益：頻次計劃與俱樂部計劃增加社交收益：與顧客互動以及個性化營銷增加結構性或制度上的聯系顧客資產與顧客終身價值顧客資產：企業(yè)所有顧客終身價值現值的總和。顧客資產的三個驅動因素：價值資產、品牌資產、關系資產顧客終身價值：顧客壽命期內預期購買產品的未來利潤的凈現值Analyzingconsumermarkets分析消費者市場Consumerbehavioristhestudyofhowindividuals,groups,andorganizationsselect,buy,useanddisposeofgoods,services,ideas,orexperiencetosatisfytheirneedsanddesire.消費者行為的營銷因素CulturalfactorsCultureisthemostfundamentaldeterminantofaperson’swantsandbehavior.文化因素：文化、亞文化、社會階層（socialclass）Socialfactors社會因素：Referencegroupconsistofallofthegroupsthathaveadirect（facetoface）orindirectinfluenceonaperson’sattitudesorbehavior【參考群體：membershipgroup成員群體（直接影響）、primarygroup基本群體、secondarygroup次要群體、aspirationalgroup崇拜群體、dissociativegroup隔離群體】family家庭（最重要的消費者購買組織）rolesandstatuses社會角色、地位Personalfactors個人因素：Ageandstageinthelifecycle年齡和生命周期階段、Occupationandeconomiccircumstances職業(yè)和經濟環(huán)境、personalityandself-concept個性和自我概念、lifestyleandvalues生活方式和價值觀消費者心理過程motivation動機perception認知（selectiveattention選擇性注意、選擇性保留、選擇性扭曲、潛意識）learning學習memory記憶Thebuyingdecisionprocess:Thefive-stagemodelProblemrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPurchasebehaviorIdentifyingmarketsegmentsandtargets識別市場細分個目標市場TargetmarketingrequiresthatmarketersIdentifyandprofiledistinctgroupsofbuyerswhodifferintheirneedsandpreferences（marketsegmentation）;Selectoneormoresegmentstoenter（markettargeting）;Establishandcommunicatetheoffering’sbenefitstoeachtargetsegment（marketpositioning）市場細分與其層次企業(yè)根據消費者需求的不同，把整個市場劃分成不同的消費者群的過程。其客觀基礎是消費者需求的異質性。市場細分的層次：細分營銷Segmentmarketing:Amarketsegmentofagroupofconsumerswhoshareasimilarsetofneedsandwants.補缺營銷Nichemarketing:Anicheisamorenarrowlydefinedcustomergroupseekingadistinctivemixofbenefits.本地化營銷Localmarketing顧客定制IndividualMarketing(customization定制化)細分變量地理變量（geographicsegmentation）：城市規(guī)模、人口密度、氣候人口變量（demographicsegmentation）：年齡和生命周期、生活階段和家庭規(guī)模、年收入與職業(yè)、受教育程度、世代、社會階層心理變量（psychographicsegmentation）：生活方式、個性行為變量（behavioralsegmentation）：場合、利益、使用者狀態(tài)、使用率、購買者準備階段、忠誠度、態(tài)度有效的細分標準EffectiveSegmentationCriteria可衡量measurable足夠大substantial可接近accessible差異性differentiable可操作actionable選擇細分市場目標市場的五種模式單一細分市場single-segmentconcentration多個細分市場（有選擇的專業(yè)化）selectivespecialization特定產品（產品專業(yè)化）productspecialization特定市場（市場專業(yè)化）marketspecialization整個市場fullmarketcoverage選擇細分市場的三個因素：逐個進入細分市場、不斷更新市場細分計劃、目標市場的到的選擇創(chuàng)建品牌資產Creatingbrandequity品牌概念Brand:aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitor.品牌：是一個名稱、術語、標識、符號、設計或是它們的某種組合，用于識別某一經銷商或某一群經銷商群體的商品與服務，并且使之同其競爭者的商品與服務區(qū)分開來。Brandingisendowingproductsandserviceswithpowerofabrand.品牌化：把品牌的力量賦予產品和服務，即建立差異性TheroleofBrands:SignifyqualityCreatebarrierstoentryServeasacompetitiveadvantageSecurepricepremium基于顧客的品牌資產Brandequity:theaddedvalueendowedonproductsandservices品牌資產：品牌所具有的獨特的市場影響力Customer-basedbrandequityisthedifferentiateeffectthatbrandknowledgehasoncustomerresponsetothatbrand’smarketing.基于顧客的品牌資產：品牌知識對于顧客對該品牌營銷的反應的不同影響品牌資產源自顧客反映的差異反映方面的差異由顧客的品牌知識引起的，即顧客在長期的經驗中對品牌的所知、所感、所見和所聞組成品牌資產的顧客的差異化反應通過與品牌營銷的各方面相關的知覺、偏好和行為表現出來Brandpromise:themarketer’svisionofwhatthebrandmustbeanddoforconsumer.Brandelements（品牌要素）：Thosetrademarkabledevicesthatservetoidentifyanddifferentiatethebrand.Brandelementchoicecriteria:ForbuildingthebrandMemorableMeaningfulLikeableFordefendingthebrandTransferableAdaptableProtectibleBrandcontactisanyinformation-bearingexperienceacustomerorprospecthaswiththebrand,productcategory,ormarketthatrelatestothefirm’sproductorservice.Holisticmarketersemphasizethreekeythemesindesigningbrand-buildingmarketingprograms:Personalization:personalizingmarketingmeansensuringthatthebrandanditsmarketingareasrelevantaspossibletoasmanycustomersaspossible.Integration:Integratingmarketingisaboutmixingandmatchingmarketingactivitiestomaximizetheirindividualandcollectiveeffects.Internalization:品牌共鳴模型品牌延伸及其優(yōu)劣勢品牌延伸：公司將已有的品牌名稱用在新產品。分為兩類：產品線延伸（母品牌領域），類別延伸（不同于母品牌領域）優(yōu)勢：提高新產品成功的機會；降低上市宣傳活動的成本；可以為母品牌提供反饋劣勢：品牌稀釋；品牌的完整性和能力受到質疑；損害母品牌的形象；與母品牌自相殘殺Creatingthebrandpositioninganddealingwithcompetition設立定位和應對競爭市場定位的概念Positioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthemindsofthetargetmarket.Thegoalistolocatethebrandinthemindsofconsumerstomaximizethepotentialbenefittothefirm.定位是指公司為自己的產品或形象在目標顧客心中占有一定的特殊地位而采取的行動。其目標是在消費者心中定位品牌以最大化公司的潛在收益。如何進行市場定位確定競爭參照系（需要識別目標市場和競爭的性質）Competitiveframeofreference選定品牌聯想的理想差異點和相似點Points-of-difference(PODs):attributesorbenefitsthatconsumersstronglyassociatewithabrand,positivelyevaluate,andbelievetheycouldn’tfindtothesameextentwithacompetitivebrand.Points-of-parity(POPs):associationsthataren’tnecessarilyuniquetothebrandbutmayinfactbesharedwithotherbrands.Waystoconveyabrand’scategorymembership:Categorymembership:productsorsetsofproductswithwhichabrandcompetesandwhichfunctionasclosesubstitutes.AnnouncingcategorybenefitsComparingtoexemplarsRelyingontheproductdescriptor差異化戰(zhàn)略differentiationstrategiesCompetitiveadvantage:acompanyabilitytoperforminoneormorewaysthatcompetitorscan’torwon’tmatch.產品服務員工渠道形象樣式訂購難易程度工作能力覆蓋率符號標語屬性產品投遞禮貌專業(yè)氛圍性能質量安裝可信可靠績效事件質量一致性客戶培訓響應能力分銷品牌接觸耐久可靠性客戶咨詢溝通能力可維修性維護和修理風格設計波特五力模型激烈的細分市場競爭（同行業(yè)者競爭）Threatofintensesegmentrivalry新進入者的威脅（流動性威脅）Threatofnewentrants替代產品的威脅（替代產品）Threatofsubstituteproduct購買者的討價還價能力（購買能力）Threatofbuyers’growingbargainingpower供應商的討價換件能力（供應能力）Threatofsuppliers’growingbargainingpower競爭戰(zhàn)略CompetitivestrategiesStrategicgroupisagroupoffirmsfollowingthesamestrategyinagiventargetmarket.市場領導者戰(zhàn)略Market-leaderstrategies擴大總體市場Expandingthetotalmarket轉變未使用者、進入新的細分市場、吸引競爭對手的顧客、增加使用場合、增加每次使用量、尋找新用途保護市場份額Defendingmarketshare陣地防御Positiondefense側翼防御Flankdefense先發(fā)制人的防御Preemptivedefense反擊防御Counteroffensivedefense運動防御Mobiledefense收縮防御Contractiondefense擴大市場份額Expandingmarketshare市場挑戰(zhàn)者戰(zhàn)略Market-challengerstrategies確定戰(zhàn)略目標和對手選擇總體攻擊戰(zhàn)略正面攻擊、側翼攻擊、包圍攻擊、迂回攻擊、游擊戰(zhàn)選擇具體攻擊戰(zhàn)略價格折扣、低價商品、威望商品、產品擴散、產品創(chuàng)新、服務改進等等市場追隨者戰(zhàn)略Market-followerstrategies充當造假者、仿制者、模范者、改造者市場補缺者戰(zhàn)略Market-incherstrategies成為小市場中的市場領導者，關鍵概念是專業(yè)化制定產品戰(zhàn)略Settingproductstrategyandmarketingthroughthelifecycle產品層次：顧客價值等級體系Aproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.產品是指能夠通過交換滿足消費者或用戶某一需求和欲望的任何有形物品和無形服務。Fiveproductlevels:Eachleveladdsmorecustomervalue,andtogetherthelevelsconstituteacustomervaluehierarchy（顧客價值等級）.核心利益（corebenefit）：顧客購買的實際基本的服務或利益基本產品（basicproduct）：品的基本形式，由五個特征構成，包括品質、式樣、特征、商標及包裝期望產品（expectedproduct）：顧客購買時希望商品應滿足的一些列屬性和條件增值產品（augmentedproduct）：增加的服務與利益潛在產品（potentialproduct）：產品在未來可能進行的所有改進和變革產品分類Productclassifications耐用性和有形性Durabilityandtangibility：非耐用產品Nondurablegoods：啤酒、肥皂；耐用產品Durablegoods：冰箱；無形產品Intangible：服務消費品分類Consumer-goods：便利品conveniencegoods、選購品shoppinggoods、特購品specialtygoods、非搜尋商品unsoughtgoods工業(yè)品分類Industrial-goods：原材料和零部件materialsandparts、資本品capitalitems、供應物和商品服務suppliesandbusinessservices產品組合Aproductsystemisagroupofdiversebutrelateditemsthatfunctioninacompatiblemanner.產品組合的基本概念產品組合productmix（productassortment）：isasetofallproductsanditemsaparticularmarketeroffersforsale企業(yè)提供給市場的全部產品線和產品項目的組合或結構，即企業(yè)的業(yè)務經營范圍產品線productlines：產品組合中某一產品大類，是一組密切相關的產品產品項目producttype：產品線中不同品牌和細類的特定產品，即產品線內的不同品種及同一品種的不同品牌產品組合的四個維度長度：產品項目的總數；平均長度=產品項目總數/產品線數目寬度：產品線的數目深度：產品項目中每一品牌所含不同花色、規(guī)格、質量的產品數目的多少。平均深度=每一品牌的深度之和/品牌總數關聯度：各條產品線在最終用途、生產條件、分銷渠道等方面的相關程度產品線延伸：向上延伸、向下延伸、雙向延伸產品的生命周期Productlifecycle導入期Introduction成長期growth成熟期maturity衰退期decline特點銷售少lowsales快速增長rapidlyrisingsales高峰peaksales衰退decliningsales成本單位顧客成本高highcostpercustomer平均成本averagecostpercustomer低成本lowcostpercustomer低成本lowcostpercustomer利潤虧損negative上升risingprofits高利潤highprofits衰退decliningprofits顧客創(chuàng)新者innovators早期采用者earlyadopters中期使用者middlemajority落后者laggards競爭者極少few逐漸增加穩(wěn)定但開始衰退減少營銷目標創(chuàng)造產品知名度并增加試用createproductawarenessandtrial最大化市場份額包圍市場份額最大化利潤削減開支并榨取品牌利益戰(zhàn)略產品基本產品offerabasicproduct產品延伸、服務擔保品牌多樣化淘汰疲軟產品和型號價格成本加成定價chargecost-plus市場滲透價格與競爭者匹敵或打擊競爭者的價格削價分銷選擇性分銷buildselectivedistribution密集分銷更密集分銷淘汰不盈利的網點廣告在早期使用者和分銷商中建立品牌知名度在大眾市場建立品牌知名度和興趣強化品牌差異點和利益降低到保持堅定忠誠顧客所需的水平促銷大力促銷以吸引試用利用量多消費者需求，減少促銷增加促銷，鼓勵品牌轉換減少到最低水平新產品的類型新產品問世能夠開創(chuàng)一個全新市場的產品新產品線使得公司首次進入已有市場的新產品現有產品線的補充補充公司現有產品線的新產品現有產品的改進提供性能更優(yōu)越或顧客感知價值更高的新產品，并替代現行產品市場再定位定位于新市場或新的細分市場的現有產品成本降低以較低成本提供相似性能的新產品第11章DesigningandmanagingservicesAserviceisanyactorperformancethatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.Majorcharacteristicsofservices:Intangibility（無形的）Inseparability（不可分離的）Variability（多變的）Perishability（非持久性的）Holisticmarketingforservice:Externalmarketing:thenormalworkofpreparing,pricing,distributing,andpromotingtheservicetocustomers.Internalmarketing:trainingandmotivatingemployeestoservecustomerswell.Interactivemarketing:theemployees’skillinservingclients制定價格戰(zhàn)略和流程DevelopingpricingstrategiesandprogramsSettingtheprice:SelectthepricingobjectiveTogainthemaximumcurrentprofitWantmaximummarketshare（market-penetrationpricing市場滲透定價法）Market-skimmingpricing（高價法）Aimtobeproduct-qualityleadersDeterminingdemandEstimatingcostsAnalyzingcompetitors’costs,prices,andoffersSelectingapricingmethodSelectingthefinalpricePricediscountsandallowanceCashdiscountQuantitydiscountFunctionaldiscountSeasonaldiscountallowance影響定價的因素內部因素（指企業(yè)通過特定水平的價格制定或調整所要達到的預期目的）定價目標：維持生存、當期利潤最大化、市場占有率最大化（市場滲透定價法）、市場撇脂最大化、產品質量最優(yōu)化產品成本：生產、銷售、儲運、共同成本等外部因素市場需求產品市場的供求情況（需求是價格的高限）價格彈性（價格的供給彈性和需求彈性）缺乏彈性的商品，適合穩(wěn)定的價格或適當提價；富有彈性的商品，適合適當降價以擴大銷量競爭者的產品和價格：競爭環(huán)境、競爭方式、競爭者的反映模式政府的政策法令基本定價方法成本導向定價法成本加成定價法：在產品成本的基礎上加上標準差價，但只在價格可以達到銷售額的情況下有意義。增量分析定價法：增量利潤=增量收入-增量成本（適用范圍）目標定價法：產品價格=總成本×（1+目標收益率）/銷售量需求導向定價法認知價格定價法：以顧客對本企業(yè)產品的認知價值作為定價基礎的定價法，關鍵是傳遞比競爭對手更多的價值，并展現給潛在的顧客。反向定價法：以購買者習慣或愿意接受的價格作為起點，通常要參考其他競爭產品的價格，常用于分銷渠道中的批發(fā)商、零售商的定價。產品價格=市場可接受的零售價×（1-批發(fā)零售率）×（1-進銷差率）競爭導向定價法隨行就市定價法：難以估算成本，企業(yè)打算與同行和平共處，如果另定價，很難了解消費者的反映。投標定價法：投標價格，指企業(yè)以競爭者可能的報價為基礎，兼顧本身應有利潤確定的價格，主要適用于對工程進行投標的企業(yè)。修訂價格策略折扣定價策略為鼓勵顧客購買，酌情降低其基本價格，類型有：現金折扣、數量折扣、功能折扣、季節(jié)折扣、價格轉讓。影響因素：競爭對手機競爭能力、折扣的成本均衡性、市場總體價格水平下降地區(qū)定價策略決定對于賣到不同地方的顧客某種產品，是分別制定不同的價格還是相同的價格。主要類型：原產地定價、統(tǒng)一交貨定價、分區(qū)定價、基點定價、運費免收定價。促銷定價策略特價吸引品、現金回扣、心理折扣等差別定價策略（價格歧視）企業(yè)按照兩種或著兩種以上不反映成本費用的比例差異的價格銷售某種產品或服務。主要類別：顧客差別定價、產品形式定價、產品部位差別定價、銷售時間差別定價。產品組合定價策略產品大類定價、選擇品定價、補充產品定價、分布定價、副產品定價、產品系列定價。升降價的情況降價提價產能過剩﹃擴大銷售通貨膨脹﹃保持盈利競爭壓力﹃保持份額供不應求﹃限制需求成本優(yōu)勢﹃控制市場設計和管理整合營銷渠道Designingandmanagingintegratedmarketingchannels營銷渠道的概念、推式與拉式戰(zhàn)略Marketingchannels(alsocalledtradechannelsordistributionchannels):setofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption營銷渠道是產品或者服務在投入使用或者消費過程中涉及的一系列相互聯系的組織。Marketingchannelsystem:theparticularsetofmarketingchannelsemployedbyafirm.推式戰(zhàn)略pushstrategy：生產商利用銷售人員和貿易推廣資金，誘使中間商承接、推廣和向終端顧客銷售產品（品牌忠誠度低）拉式戰(zhàn)略pullstrategy：生產商利用廣告和促銷，促使顧客向中間商購買產品，從而誘導中間商訂購商品（品牌忠誠度較高）ChannellevelsZero-levelchannel（alsocalledadirectmarketingchannel）渠道策略的制定Identifyingmajorchannelalternatives中間商的類型typesofintermediaries：商人中間商merchants、代理中間商agents、輔助商facilitators中間商的數量numberofintermediaries：獨家分銷（排他型）exclusivedistribution、選擇性分銷selectivedistribution、密集型分銷intensivedistribution渠道成員的權利與義務termsandresponsibilitiesofchannelmembers：價格政策pricepolicy、分銷商的區(qū)域權利distributors’territorialrights.Channel-managementdecisions:SelectingchannelmembersTrainingandmotivatingchannelmembersEvaluatingchannelmembersModifyingchannelarrangements渠道沖突的類型渠道沖突：渠道中的某個成員的行為阻礙了其它成員達到其目標垂直渠道沖突：同一渠道不同層次之間的利益沖突水平渠道沖突：渠道中同一層次的成員之間利益沖突多重渠道沖突：源于生產商同時利用兩個或兩個以上的分銷渠道進入同一個目標市場管理零售、批發(fā)和物流零售的概念、零售店的類型Retailingincludesallofactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersforpersonal,nonbusinessuse.零售：包括將商品或服務直接銷售給最終消費者供其個人進行非商業(yè)性使用的過程中所涉及的一切活動。Retailerorretailstoreisanybusinessenterprisewhosesalesvolumecomesprimarilyfromretailing零售商：商店零售商、無店鋪零售商、零售組織零售商服務：自助零售、自選零售、有限服務零售、完全服務零售主要的零售商店類型：專業(yè)商店specialtystore百貨商店Departmentstore超級市場supermarket便利店Conveniencestore折扣店Discountstore折價零售店Off-priceretailer超級商店superstore目錄商店CatalogshowroomPrivatelabels(alsocalledreseller,store,house,ordistributorbrand):isonedevelopedbyretailersandwholesalers.Directproductprofitability(DPP):tomeasureaproduct’shandlingcostfromthetimeitreachesthewarehouseuntilacustomerbuysitinthestore.批發(fā)商類型Wholesalingincludesalltheactivitiesinsellinggoodsorservicestowhobuyforresaleorbusinessuse.商業(yè)批發(fā)商Merchantwholesalers獨立公司，對其所經營的商品擁有所有權。可分為：完全服務批發(fā)商full-servicewholesalers、有限服務批發(fā)商limited-servicewholesalers、分銷商、工廠供應批發(fā)商經紀人與代理商Brokersandagents促成買賣雙方達成協議，僅執(zhí)行有限的職能，專門經營或提供專門服務生產商與零售商的銷售所和采購所Manufacturers’andretailers’branchesandoffices買方或賣方自己進行批發(fā)業(yè)務，不經過獨立的批發(fā)商其他批發(fā)商專業(yè)批發(fā)商specializedwholesalers，如農產品集貨商Wholesalersareoftenbetterathandlingoneormoreofthesefunctions:SellingandpromotingBuyingandassortmentbuildingBulkbreakingWarehousingTransportationFinancingRiskbearingMarketinformationManagementSupplychainmanagement(SCM)Integratedlogisticssystem(ILS)集成物流系統(tǒng)設計和管理整合營銷傳播Designingandmanagingintegratedmarketingcommunications營銷傳播的概念與傳播渠道Marketingcommunicationsarethemeansbywhichfirmsattempttoinform,persuade,andremindconsumers-directlyorindirectly-abouttheirproductsandbrandstheysell.營銷傳播是公司直接或間接地嘗試讓消費者了解自己的產品和品牌，勸說和提醒消費者購買這些產品和品牌的手段。Personalcommunicationschannels個人傳播渠道：提倡者渠道、專家渠道、社會渠道Nonpersonalcommunicationschannels大眾傳播渠道：媒體、促銷、時間和體驗、公共關系IntegrationofcommunicationschannelsIntegratedmarketingcommunications(IMC)aretheconceptofmarketingcommunicationsplanningthatrecognizestheaddedvalueofacomprehensiveplan.不同傳播手段的優(yōu)劣勢marketingcommunicationsmixadvertising廣告：建立產品的長期形象，增加短期銷售，有效達到消費者，成本較高salespromotion銷售促銷：信息傳播，激勵，邀請；創(chuàng)造短期銷售佳績eventsandexperiences事件和體驗：消費者親身參與，吸引力大，軟性銷售publicrelationsandpublicity公共關系和宣傳：高度可行性，消除顧客的抵觸心理，戲劇化吸引顧客注意力directmarketing直復營銷：非公共性、即時性、互動性personalselli