市场营销专业王兰—市场营销学.pdf
Marketing 市场营销学 市场营销专业 王兰 WangLan@gengdan.edu.cn Objectives 课程目标 § § § (1) To introduce the marketing concept and marketing orientation facing to customer. 介绍基本的营销概念和面向顾客的营销导向。 (2) To encourage students to think about market opportunities by analyzing customers, competitors, collaborators, context. 鼓励学生通过分析顾客、竞争对手、合作伙伴和环境思考市场机会。 (3) To help students to develop effective segmentation, targeting and positioning. 帮助学生制定有效的市场细分、目标市场选择和定位战略。 § § § (4)To help students to remember and apply professional English vocabulary. 帮助学生记忆、应用专业的英文词汇。 (5) To cultivate student’s communicative, cooperative and suggestive competence. 培养学生沟通、合作和建议能力。 (6) To promote group work. 促进团队合作。 Contents 课程内容 Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Topic 6 Topic 7 Topic 8 Understanding Marketing Management Process 理解营销管理 Capturing Marketing Insights 获取营销洞见 Connecting with Customers 与顾客建立联接 Building Strong Brands 建立强势品牌 Creating Value (Product Strategy) 创造价值（产品策略） Reflecting Value(Price Strategy) 体现价值（价格策略） Delivering Value(Place Strategy) 传递价值（渠道策略） Communicating Value(Promotion Strategy) 传播价值（促销策略） References 参考阅读 Books Open Class 1．Philip Kotler,15th(2019), Marketing Management, Pearson http://open.sina.com.cn/course/id_883/ Philip Kotler Father of Modern Marketing 现代营销学之父 Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. 西北大学凯洛格管理学院终身教授 is the most widely used marketing textbook worldwide. 《营销管理》是世界范围内使用最广泛的营销学教科书 1 1 Defining Marketing for the New Realities 定义营销新现实 What is Marketing?P6 Marketing is the activity , set of institutions , and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients , partners , and society at large.（AMA,2007） 市场营销是创造、传播、传递和交换对顾客、 客户、合作者和整个社会有价值的产品的一系列 活动、制度和过程。（AMA,2007） What is Marketing Management? P6 Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. § 营销管理是选择目标市场并通过通过创造、 传递和传播卓越顾客价值，来获取、维持和 增加顾客的艺术和科学。 汶川地震期间最火的帖子 ——封杀王老吉 § 不能再让王老吉的凉茶出现在超市的货架上， 见一罐买一罐，坚决买空王老吉的凉茶，今年 爸妈不收礼，收礼就收王老吉。支持国货,以后 我就喝王老吉了,让王老吉的凉茶不够卖!让他们 着急去吧! What is Marketed?P6 • • • • • • • • • • Goods产品 Services服务 Events事件 Experiences体验 Persons人物 Places地点 Properties财产 Organizations组织 Information信息 Ideas观念 Who Markets?P7 谁来执行 § § § § A marketer is someone who seeks a response attention, a purchase, a vote, a donation from another party, called the prospect. 营销者是那些从潜在顾客那里寻求响应的人，如寻求他 们的注意力、购买行为、选票或捐赠等。 Marketers are indeed skilled at stimulating and influencing demand for their company’s products. 营销者往往很擅长刺激和影响消费者对其公司产品的需 求。 Demand States(P8) 需求状态 § § § § Negative 负需求 § Nonexistent 无需求 § § Latent 潜在需求 Declining 下降需求 § Irregular 不规则需求 Unwholesome不健康需求 Full 充分需求 Overfull 过度需求 Hunger Marketing 饥饿营销 How do you sell the ice to Eskimo 如何把冰卖给爱斯基摩人 Creative Development Practice 创意拓展训练 How do you sell the ice to the world? 如何把冰卖给全世界 Core marketing concepts p9 市场营销中的核心概念 需要、欲望和需求 n Needs(需要)are the basic human requirements such as for air,food,water,clothing,and shelter.是人类 对空气、食物、水、穿着和居所的基本的需求。 n These needs become wants(欲望) when directed to specific objects that might satisfy the need.这些需要在指向可以满足需要 的特定目标时就成为欲望。 Core marketing concepts p9 市场营销中的核心概念 需要、欲望和需求 n Demands(需求)are wants when directed to specific products backed by an ability to pay.是可以被购买能力满足的对特定产品的欲 望。 马斯洛这一理论在营销中主要应用于研究消费者的购买 动机，购买时的心理，购买后所达到的预期感受等。 Segmentation（市场细分）、Target markets(目标市场) and Positioning(市场定位) Offerings and Brands 产品和品牌 Marketing Channels 营销渠道 Communication Channel 传播渠道 Distribution Channel 分销渠道 Service Channel 服务渠道 Paid media、Owned media and Earned media 付费媒体、自有媒体和免费媒体 Impression and Engagement 印象与融入 Value and Satisfaction 价值与满意度 Supply Chain（供应链） § § The supply chain is a longer channel streching from raw materials to components to finished products carried to final buyers. 供应链包括了从原材料和零部件的供应到把产 成品交付给最终顾客的整个过程。 Competition（竞争） Marketing Environment 市场营销环境 § § Task Enviroment任务环境（微观） Broad Enviroment宏观环境 Company Orientation营销导向 (Marketing Concept营销观念)P20 § § The marketing concept and philosophy states that the organization should strive to satisfy its customers' wants and needs while meeting the organization's goals. 市场营销的概念和哲学指出，组织应该在实现 目标的同时努力满足客户的需求。 The Production Concept 生产观念 § § § § Time: the late 19th century and the early 20th century Background: Seller’s Market Core Idea: Production-Centric Theory生产中心 论 The order of marketing: Business to Customer Ford Model T The Product Concept 产品观念 § § § § Time: the late 19th century and the early 20th century Background: Customer like high quality product Core Idea: Marketing Myopia营销近视症 The order of marketing: Business to Customer The Selling Concept 推销观念 § § § § Time: in the 1930s and 40s Background: Market was from seller’s market to buyer’s market Core Idea: Use the selling and promotion to stimulate the demands运用推销与促销来刺激 需求的产生 The order of marketing: Business to Customer The Marketing Concept 营销观念/市场营销观念 Time: in the 1950s § Background: Buyer’s Market § Core Idea: Consumer Sovereignty消费者主权 论 § The order of marketing : Market→Business→Product→Market § The company orientation for GM The Holistic Concept 全方位营销观念 Time: in the 1970s § Background: Social Problem Arising § Core Idea: Marketing=Demands + Social Benefit + Profit Target盈利目标 § The order of marketing : The whole society→Business→Product→Market § Thank you! 1 2 Collecting Information and Forecasting Demand 信息收集和需求预测 Case： What is a Marketing Information System? 什么是营销信息系统？ P61 A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 营销信息系统由人员、设备和程序构成，它对信息进 行收集、分类、分析、评估和分发，为决策者提供所 需的及时和精确的信息。 Internal Records System 内部报告系统(P62) Order-to-payment cycle 订单付款周期 § Sales information system 销售信息系统 § Databases, warehousing, data mining 数据库、数据存储和数据挖掘 § What is a Marketing Intelligence System? 营销情报系统 P62 A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. 是指管理者使用的一整套程序和信息 来源，用以获得有关营销环境发展变 化的日常信息。 Steps to Quality Marketing Intelligence 提高营销情报质量的步骤 P63-P65 Train and motivate sales force to spot and report new developments 训练和鼓励销售人员现场观察和及时报告最新进展 § Motivate distributors , retailers and other intermediaries to pass along intelligence 激励分销商、零售商和其他中间商提供重要情报 § Hire external experts to collect intelligence 聘用外部专业人员收集情报 § mystery shopper Network internally and externally 内部与外部网络 § Set up a customer advisory panel Focus Group 建立顾客咨询小组 § Utilize government data sources 利用政府数据资源 § Buy information from outside research firms and vendors. 从外部调研公司和供应商处购买信息 § Collect marketing intelligence on the internet. 在线收集营销情报 § How to communicate and use the marketing information? The purpose of environmental analysis 营销环境分析的目的 环境分析的目的 Case：P&G’s Lesson The diaper is too thick. Hong Kong Baby Germany Baby No trial sale. The diaper of P&G. All diapers are the same. The diaper is too thin. Major Forces in the Environment 环境中的主要要素 Demographic 人口 Political-legal 政治法律 Economic 经济 Technological 技术 Socio-cultural 社会文化 Natural 自然 Population and Demographics 人口统计环境 P66 Worldwide Population Growth世界人口增长 § Population Age Mix人口年龄结构 § Ethnic Markets(Socio-cultural？)种族市场 § Educational Groups教育人口群体 § Household Patterns居户类型 § Population Gender人口性别 § Geographic Distribution地理分布 § 1995 1994 1993 1992 1991 1990 1989 1988 1987 1986 年 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 135000 130000 125000 120000 115000 110000 105000 100000 95000 1985 1984 1983 1982 1981 1980 万人 1、Population Growth In 2020 China's population is 1.4billion. 总人口 ⑴ The world‘s population is growing rapidly世界人口迅速增长 It totaled 7 billion in 2012. (2) The birth rate in developed countries goes down.发达国家人口出生率下降 Japan developed childbirth encouragement as the basic state policy in 2003. Top 10 countries with population 2010 2050 1.China 1.India 2.India 2.China 3.The United States 3.The United States 4.Indonesia 4.Indonesia 5.Brazil 5.Packistan 6.Packistan 6.Brazil 7. Bangladesh 7.Nigeria 8. Nigeria 8.Bangladesh 9. Russia 9.Democratic Republic of Congo 10.Japan 10.Ethiopia § § § 2、Population Age Mix人口年龄结构 The aging population is accelerating in many countries.许多国家人口老龄化加速 The decline in the birth rate has caused a change in market demand.出生率下降引起市 场需求变化 Group Discussion: § § What social problems will be caused by the aging society? Which industries will have opportunities as the population ages? Why? 3、Education Groups教育人口群体 § Illiterates, High School Dropouts, High School Diplomas, College Degrees, and Professional Degrees.（Foreign Classification) 文盲、高中肄业、高中毕业、大学学位或职业教 育学位。（国外分类标准） § Illiterates ,Primary Diplomas,、Middle School Diplomas, High School Diplomas, and College Degrees and Above.（China Classification） 文盲、小学、初中、高中、大学及以上（中国分 类标准） § § § § § 4、Household Patterns家庭类型 More people are divorcing or separating, choosing not to marry, marring later, or marring without the intention to have children. 越来越多的人选择离婚、不婚、晚婚或结婚不 要孩子。 Global household size is reducing. Average household size of census in china. 1953：4.33 § 1964：4.43 2010:3.10 § 1982：4.41 2020:2.62 § Copyright © 2011 Pearson Education, Inc. Publishing as1990：3.96 Prentice Hall § 2000：3.44 § 3-20 § § § 5、Population Gender人口性别 The male share of the population is 51.24% in 2020 in china. Male cosmetic appeared. § § § 6、Geographic Distribution地理分布 Southeast →Northwest Population density decrease. People moved from the countryside to the town or city in china. People moved from the city or town to the countryside in developed countries. Economic Environment经济环境 P69 Income收入 Expenditure支出 Savings, Debt, Credit储蓄、负债、信贷 1、 Income收入 § Personal Income个人收入 Total compensation received by an individual. 个人获得的全部报酬 It refers to the level of purchasing power. 反映了购买力水平 § Disposable Personal Income=PI-Income Tax-Current Transfers=Personal Consumption + Saving/Investment 个人可支配收入（DPI）= PI－所得税－经常性转移支出= 个人消费+ 储蓄/投资 Discretionary Income= DPI- Saving-Paying for Personal Necessities 可任意支配收入 = DPI－储蓄－购买生活必需品的固定开支 Group Discussion: § How to know the market size for luxury brand? § § § § § § § 2、Expenditure支出 It refers to the expenditure pattern and consumption structure. 主要是指消费者支出模式和消费结构。 It is measured by Engel coefficient/ Engel’s law. 主要采用恩格尔系数来衡量。 Engel coefficient/ Engel’s law is the proportion of income spent on food. 恩格尔系数为食物支出占个人总支出的比例。 § § § § § § According to the standards set by the Food and Agriculture Organization of the United Nations（联合国粮农组织）. Over 59% Poor贫困 50%~59% Food-and-Clothes Sufficient 温饱 40%~50% well-off小康 30%~40% Affluent富裕 Below 30% Extremely Affluent 最富裕 § § 3、Savings, Debt, Credit 储蓄、债务、信贷 Case： § § James Hilton and“Lost Horizon” Diqing Tibet Autonomous Prefecture,Yunan province. Subculture 亚文化P71 Subculture is a group of people shared values, beliefs, preferences, and behaviors emerging from their special life experiences or circumstances. § 亚文化：即特定的生活经历或生活环境形成的共 同信仰、爱好和行为的群体。 § Including: Regional Subculture区域亚文化; Ethnic Subculture民族亚文化; Racial Subculture种族亚文化; Religious Subculture宗教亚文化. § § § 喜欢色彩 厌恶色彩 德国 鲜明色彩 茶色、黑色、深蓝色、 日本 黑色、紫色、红色 绿色 印度 白色 红色、橘黄色 绿色 蓝色 新加坡 绿色、红色 黄色 港澳 蓝色、白色 - 泰国 黄色 绿色、红色 - 紫黄、暗茶色 Regional Subculture 英国 红白蓝色组 绿色 Different countries have different color 法国 灰、白、粉红 墨绿、黄 preferences. 伊斯兰 国家 巴西、 秘鲁 Saint Patrick's Day in Ireland § Ethnic Subculture § Chinese Dragons and Western Dragons § Ethnic Subculture ü China（56 ethnic groups） Mosuo People by Lugu Lake of Yunnan § § Racial Subculture HIP-HOP § Religious Subculture § Superstition迷信 Natural Environment自然环境 P72 § § § § Shortage of raw materials原料短缺 Increased energy costs能源成本的增加 Anti-pollution pressures反污染的压力 Governmental protections政府的环保 BMW Great Wall Joint Venture Technological Environment 技术环境 72 § § § § Pace of change技术变革步伐加快 Opportunities for innovation无限的创新机会 Varying R&D budgets差异较大的研发预算 Increased regulation of change科技变动管理的 增加 Discussion: § § What new technologies are changing consumer behavior? 有哪些新技术改变了消费者的行为？ 新的商业模式案例分析 The Political-Legal Environment 政治法律环境 75 Business Legislation 商业立法 Policy 政策 Antitrust Law反垄断法 § Thanks 1 3 Creating Long-Term Loyalty Relationships 创造长期顾客忠诚 Figure 5.1 Customer-Orientations P114 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-2 Dell Reestablished Its Commitment to Value Total Customer Satisfaction 总体顾客满意 (P119) Satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance(or outcome/value) to their expectations. 满意度是指一个人对产品或服务的感知性能（ 或结果）与期望之间比较后的愉悦或失望的 感觉。 Monitoring Satisfaction 监测顾客满意 (P119) § § § Periodic Surveys定期调查 Customer Loss Rate顾客流失率(CRM P132) Mystery Shoppers神秘顾客 What is Customer Perceived Value? 什么是顾客感知价值（P115） § § Customer perceived value is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. 顾客感知价值是指潜在顾客对特定的产品 及感知的替代品的全部利益的评价减去全 部成本的评价之差。 Figure 5.2 Determinants决定因素 of Customer Perceived Value P116 Brand Total customer benefit Total customer cost Product benefit Monetary货币 cost Services benefit Time cost Personal benefit Energy精力 cost Image benefit Psychological心理 cost Non-monetary cost How to improve customer satisfaction? § Customer satisfaction=Performance-Expectation § Performance=Total benefit-Total cost Group Discussion § What are some specific ways that smart phones (you can choose any brand) can improve customer value? What is Customer Relationship Management?(P132) CRM is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty. 客户关系管理是谨慎地管理单个客户和所有客 户“接触点”的细节，以最大限度地提高其 忠诚度的过程。 P132 § Personalizing个性化 Marketing: Company personnel can create strong bonds with customers by individualizing and personalizing relationships.公司通过个性化、私人化来建立 顾客关系。 § § Precision Marketing marketers collect and analyze behavioral and transactional data. 精准营销人员收集和分析行为和交易数据。 P134 § § § Permission Marketing许可营销 Participatory Marketing参与式营销 Customer Empowerment顾客授权 P134 § § Buyers Ratings and Referrals 顾客评论和推荐 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-17 1 4 Analyzing Consumer Markets 分析消费者市场 Consumer Behavior p142 § § Consumer Behavior is the study of how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. 消费者行为（Consumer behavior）研究的是个 人、群体和组织如何挑选、购买使用和处置产 品、服务、构思或体验来满足他们的需要和欲 望的过程。 What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors Social Classes P143 § § Social classes, relatively homogeneous and enduring divisions in a society, hierarchically ordered and with members who share simlar values, interests, and behavior. 社会阶层是在一个社会中具有相对同质性和持久 性的群体，他们按等级排列，每一个阶层的成员 具有类似的价值观、兴趣爱好和行为方式。 https://pit.ifeng.com/c/82Iyh9L9pGJ Social Factors Reference groups Family Social roles Status Reference Groups P144 A person's reference groups are all the groups that have a direct(face to face) or indirect influence on their attitudes or behavior. 一个人的参考群体是指直接（面对面）或间接影 响他人的看法和行为的群体。 § Primary groups 主要群体 § Secondary groups 次要群体 § Aspirational groups渴望群体 § Disassociative groups疏离群体 Fan economy 粉丝经济 § Opinion leader 意见领袖/KOL Family P145 § § § § Family of orientation consists of parents and siblings. 原生家庭包括一个人的双亲和兄弟姐妹。 Family of procreation --one's spouse and children. 再生家庭即夫妻加上子女。 Role and Status P146 § § § § A role consists of the activities a person is expected to perform. 角色由一个人应该进行的各项活动组 成。 Each role carries a status. 每一种角色都伴随着一种地位。 Personal Factors P146 § § § § Age年龄 § Life cycle stage生命 § 周期阶段 § Occupation职业 § Wealth财富 Personality个性 Values价值观 Lifestyle生活方式 Self-concept自我概念 Perception 感知/认知P151 Perception is the process by which we select,organize, and interpret information inputs to create a meaningful picture of the world. 感知/认知是一个人选择、组织并解释接收到的信 息，以形成对外部世界有意义的描绘的过程。 § § § § Selective attention 选择性注意 Selective distortion 选择性扭曲 Selective rentention 选择性保留 Selective attention 以下资料，你看到了什么图片？ 以下資料，你看到了什麼圖片？ Discuss § § § § The causes for selective attention. Information in conjunction with needs or interests.咨讯与需求或兴趣配合 The content or presentation of information is special.咨讯内容或呈现方式奇特 It's intense enough.咨讯强度够大 The Buying Decision Process: The Five-Stage Model P156 Problem Recognition 问题认知 Information Search 信息搜索 Evaluation of alternatives 方案评估 Other's Opinions Purchase Decision 购买决策 Postpurchase Behavior 购后行为 Accidents § Thanks. 1 5 Identifying Market Segments and Targets 识别细分市场和目标市 场 五谷道场——“非油炸， 更健康” Mass Marketing Target Marketing 大众营销 VS 目标营销 Mass Marketing: Views the market as a single market. 将市场看作单一的市场 § Target Marketing: Recognizes and acts on differences with a market. 识别和对市场之间的差异做出反应。 § Ø 4Ps are different for different segments. 不同的细分市场4Ps营销策略也不同 What is a Market Segmentation? 什么是市场细分？P228 Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different variables. 市场细分是指根据不同的变量，将潜在客户的 市场划分为不同的群体或细分市场的过程。 § What is a Market Segment? 什么是细分市场 P228 A market segment consists of a group of customers who share a similar set of needs and wants. 一个细分市场 （Market Segment） 由一组具有相似需要 和欲望的消费者组成。 Group Discussion § Please list at least three category indicators to classify group members. Segmenting Consumer Markets 细分消费者市场 P229 Geographic 地理 Demographic 人口 Psychographic 心理 Behavioral 行为 Geographic Segmentation P229 § § § § § § § § Geographic region地理区域 Urban and Rural Areas城市和农村 Climate and Weather气候和天气 South and North南方和北方 Resource Distribution资源分布 East and West东部和西部（One Belt One Road一带一路） Urban Hierarchy城市等级 First-tier Cities一线城市, Second-tier Cities, Thirdtier Cities, Fourth-tier Cities, Fifth-tier Cities and Sixtier Cities Demographic Segmentation P231 § § § § § § § Age 年龄 Life Stage生活阶段 Gender性别 Income收入 Generation代际/代系 Social Class社会阶层 Race and Culture种族和文化 § Age and Life Cycle § Gender § § § Life Stage(Family Life Cycle) Different life stage reflected in the family's income and consumption. 不同的生命阶段影响了家庭的收入和消费。 § § Income and Social Class High-end Goods, Normal Goods, Low-end Goods 高档品，中档品，低档品 § § Generation After 70s,80s, 90s Psychographic Segmentation （P241） § § Personality个性 Life Style生活方式 Behavioral Segmentation （P241） § Occasions时机 Behavioral Segmentation § Needs and Benefits Behavioral Segmentation: Decision Roles 决策角色 Initiator发起者 Influencer影响者 Decider决策者 Buyer购买者 User使用者 Effective Segmentation Criteria (P246) Ø Differentiable可区分 ————需求差异明显； Ø Measurable可测量 —— 市场规模可测； Ø Substantial足够大 —— 经营有利可图； Ø Accessible可接近 ————可以有效接近； (蓝海、红海、黑海) Ø Actionable可操作 —— 企业资源吻合。 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-19 What is the Target Market??? § A target market is a specific group of consumers at which a company aims its products and services . Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-20 Evaluating the Market Segments (P246补充) § § § Size and Growth细分市场规模和增长率 Overall Attractiveness细分市场的结构吸引力 Company’s Objectives and Resources企业目 标和资源 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-21 Market Coverage市场覆盖模式 P247 § Full Market Coverage整体市场覆盖化 Through differentiated or undifferentiated marketing. 通过差异化或者无差异化营销 Ø § Ø Ø Ø § Multiple Segment Specialization多元细分市场专业化 Selective Specialization选择性专业化 Product Specialization产品专业化 Market Specialization市场专业化 Single-Segment Concentration单一市场集中化 Ø Ø Ø Ø Niche strategy利基者战略 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-22 Full Market Coverage P1 P2 P3 M1 M2 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall M3 8-23 Undifferentiated 无差异营销 Marketing Mix Differentiated 差异营销 Marketing Mix A Marketing Mix B Target MarketB Marketing Mix C Target MarketA Target MarketC Target Market× Target Market·· Selective Specialization P1 P2 P3 M1 M2 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall M3 8-26 Product Specialization P1 P2 P3 M1 M2 M3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-27 Market Specialization P1 P2 P3 M1 M2 M3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-28 Single-Segment Concentration P1 P2 P3 M1 M2 M3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-29 § Thank you! 1 6 Crafting the Brand Positioning 确定品牌定位 Zbird钻石小鸟 What is Positioning? 什么是定位？P257 § § Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. 定位(positioning) 是设计公司的产品和形象以 在目标顾客心目中占据一个独特位置的行动。 Deciding on a positioning requires: 定位决策需要？ § § (1)Determining a frame of reference by identifying the target market and relevant competition. P258 通过识别目标市场和相关竞争状况确定竞争性 参考框架 Target Market Description 目标消费者描述 § Head & Shoulders 海飞丝 -Shampoo users with dandruff. 有头皮屑问题的洗发精使用者 § Nescafe雀巢咖啡 -The tasty white-collar. 讲求生活品味的白领阶层 § Nestle Infant Formula雀巢儿童奶粉 - The mother who care about the growth of children aged 1 to 12.关心1岁～12岁小孩成长的妈妈 Behavioral Segmentation: Decision Roles 决策角色（补充） Initiator发起者 Influencer影响者 Decider决策者 Buyer购买者 User使用者 Don’t let your child cry for washing his/her hair. 别让孩子为洗头而哭泣 § § Mild Shampoo 温和的洗发精 Identifying Competitors 识别竞争对手 Determine category membership 确定品类成员 § —the products or sets of products with which a brand competes and which function as close substitutes. 品牌与之竞争的产品或产品集合，或者功能与之相近的替 代品。 The type of Competitor 竞争对手类型 Strong and Weak Competitors 强竞争者与弱竞争者 § Close and Distance Competitors 近竞争者与远竞争者 § Well-behaved and Disruptive Competitors “良性”与“恶性”竞争者 § Group Discussiong Analyzing Competitors 分析竞争对手P259 Deciding on a positioning requires: (2) Identifying the optimal points of parity and points of difference brand associations given. 识别品牌联想给予的最佳的差异点和共同点 § Points-of-difference (PODs) (P310) § § Points-of-difference (PODs) are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. 差异点是消费者强烈地联想到的品牌属性或利 益，消费者给予正面评价，并相信不能同样程 度地从竞争品牌中找到这样的品牌属性或利益 。 Volvo: Safety ü Federal Express: Overnight ü Crest: No decayed tooth ü 沃尔沃：“安全” § 联邦快递：“隔天到” § 佳洁士：“没有蛀牙” § “Lee” § § Target Market: Female who is from 25 to 44. 目标市场：25-44岁的女性 Points-of-parity (POPs) (P311)共同点 Points-of-parity (POPs), on the other hand, are attribute or benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands. 共同点是那些对品牌来说并非独特，实际上可能 与其他品牌共享的一些属性或利益联想。 § These types of associations come in two basic forms: category and competitive. 这些联想有两种基本形式：品类联想和竞争性联 想。 § The way to positioning. 市场定位的方式 § § § Avoid the strong positioning.避强定位 Competitive positioning.迎头定位 Repositioning.重新定位 Marlboro § § Created in 1924. Target Market: Female Smokers § § The brand repositioning happened in the 1954. “Man always remember lovely, because of romantic only” → Marlboro 男人总是忘不了女人的爱 § § Slogan: “where there is a man, there is a Marlbolo” Cowboy+ Score Positioning Strategy 定位战略 § § Special Elements 特色成分定位 Evian Evian § The positioning of Evian: Spring water with healthy and pure.健康纯净的矿泉水 § Features特色功能定位 Breath-Shoes § Specific User特定使用者定位 § Emotional情感定位 § The First Position第一定位 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-31 § Thank you! Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-32 1 7 Setting Product Strategy 制定产品策略 4Ps--营销策略组合 § § § § Product产品: Creating Value创造价值 Price价格：Reflecting Value体现价值 Place 渠道: Delivering Value交付价值 Promotion促销 :Communicating Value传播价值 Product Levels产品层次 The Customer-Value Hierarchy 顾客价值层级 § Do you know what is a product??? What is a Product?P342 A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. 产品是任何一种能被提供给市场以满足需要 或欲望的东西，包括有形物品、服务、体验、 事件、人物、地点、财产、组织、信息和想 法等。 Figure 13.2 Five Product Levels 五个产品层次 P342 Core Benefit Basic Product Expected Product Augmented Product Potential Product Group Discussion § Choose a product to analyze the five product level. Product MixP354 产品组合 A product mix (also called a product assortment) is the set of all products and items a particular seller offers for sale. 产品组合（Product mix）是卖方提供出售的所有 产品和品目的集合。 § Product line产品线: § A group of related products manufactured by a single company. 产品线（product lines）是指产品组合中的某一产 品大类，是一组密切相关的产品。 § § § § § The width of a product mix. 产品组合的宽度 The length of a product mix. 产品组合的长度 The depth of a product mix. 产品组合的深度 The consistency of the product mix. 产品组合的紧密度 耿丹学院产品组合 国际商学院 信息工程学院 机电工程学院 人文学院 国际设计学院 市场营销 计算机科学与 技术 机械制造 应用心理学 视觉传达 财务管理 物联网 建筑学 国际汉语言 产品设计 国际经济与贸 易 数字媒体技术 城乡规划 社会工作 环境设计 金融工程 通信工程 工业设计 戏剧与美术 电子信息 工程管理 数字媒体艺术 动画 Product-Line Analysis 产品线分析 § § Sales and Profits 销售额和利润 BCG Matrix 波士顿矩阵 Product Mix Decision 产品组合决策 P357 § Line Stretching 产品线拓展 增加产品线的宽度 Down-Market Stretch Up-Market Stretch Two-Way Stretch § § § 增加产品线的长度 Line Filling 产品线填补 Line Pruning 产品线削减 减少产品线的长度、宽度 Line Updating and Featuring 产品线更新和特 色化 Product Life Cycle P325 产品生命周期 § § § § § Product have a limited life. Introduction导入期 Growth成长期 Maturity成熟期 Decline衰退期 Figure 13.5a Common PLC Patterns: Growth-Slump-Maturity 普通商品的生命周期模式: 成长-下降-成熟 Figure 13.5b Common PLC Patterns: Cycle-Recycle 普通商品的生命周期模式: 循环-再循环 Figure 13.5c Common PLC Patterns: Scalloped 普通商品的生命周期模式: 扇形模式 Figure 13.6 Style, Fashion, and Fad Life Cycles 风格、流行和时尚的生命周期 Introduction Stage Strategies 导入期策略 Marketing Features市场特征: § § § § Low sales, high costs.低销量、高成本 Less profit.利润少 It's hard to do price strategy.很难做价格决策 High risk.高风险 Introduction Stage Strategies 导入期策略 Identifying market demands. 识别市场需求 § Choosing the right time. 选择合适的时机 § Understanding consumer behavior. 了解消费者行为 § Growth Stage Strategies 成长期策略 Marketing Features市场特征: Companies begin to obtain profit. 企业开始获利 § A rapid climb in sales. 销量迅速增长 § New competitors enter. 新的竞争者进入 § Growth Stage Strategies 成长期策略 Improving your product's quality and features. 提高产品的质量和性能 § Expansion of distribution lines 扩张分销渠道 § Reach to the new customers profile. 进入新的细分市场 § Maturity Stage Strategies 成熟期策略 • • • Growth Maturity成长成熟期 Stable Maturity稳定成熟期 Decaying Maturity衰退成熟期 Maturity Stage Strategies 成熟期策略 Market Modification市场调整 • Product Modification产品调整 • Quality Improvement质量改良 ü Feature Improvement特色改进 ü Style Improvement风格改进 ü Marketing Program Modification 营销方案的调整 Price/Place/Promotion • Decline Stage Strategies 衰退期策略 Marketing Features市场特征 the rate of sales reduces visibly 销量急剧下降 • Stragegy策略 Harvest收获 •Divest剥夺 • § Thanks Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-27 1 8 Developing Pricing Strategies and Programs 制定价格策略和方案 Understanding Pricing 理解定价 P432 § § § § § § § § § Rent租金 Tuition学费 Fares交通费 Fees公共事业费 Rates费率 Tolls通行费 Wages工资 Commissions佣金 …… Steps in Setting Price 制定定价的步骤P438 Selecting the Pricing Objective选择定价目标 § Determining Demand确定需求 § Estimating Costs估计成本 § Analyzing Government’s Policies and Decrees 分析政府的政策法令 § Analyzing Competitor‘s Costs,Prices and Offers 分析竞争者的成本、价格和产品 § Selecting a Pricing Method选择一种定价方法 § Selecting the Final Price最终确定价格 § Steps in Setting Price 制定定价的步骤P438 Selecting the Pricing Objective选择定价目标 § Determining Demand确定需求 § Estimating Costs估计成本 § Analyzing Government’s Policies and Decrees 分析政府的政策法令 § Analyzing Competitor‘s Costs,Prices and Offers 分析竞争者的成本、价格和产品 § Selecting a Pricing Method选择一种定价方法 § Selecting the Final Price最终确定价格 § Step 1: Selecting the Pricing Objective 选择定价目标 P438 § § § § § § Survival生存 Maximum current profit(Price elasticity of 指企业通过特定水平的 demand)当前的利润最大化（需求的价格弹性） 价格制定或调整所要达 Maximum market share市场份额最大化 到的预期目的 Maximum market skimming当前利润最大化 Product-quality leadership产品-质量领导地位 Other pricing objectibves其他定价目标 Step 2: Determining Demand 确定需求 P441 § § § Price sensitivity价格敏感性 Estimate demand curves估计需求曲线 Price elasticity of demand需求价格弹性 Figure Inelastic and Elastic Demand 缺乏弹性需求和富有弹性需 求 Step 3: Estimating Costs 估计成本 § Types of costs成本的类型 Total costs总成本 ü Fixed costs固定成本 ü Variable costs可变成本 ü Average cost平均成本 Economies of scale规模经济 Diseconomies of scale规模不经济 ü Step 4:Analyzing Government’s Policies and Decrees 分析政府的政策法令 § Limit order限价令 § Anti-Dumping反倾销 § Anti-Subsidy反补贴 Step 5:Analyzing Competitor‘s Costs,Prices and Offers 分析竞争 者的成本、价格和产品 § FIGURE16.4 The Three Cs Model for Price Setting 价格制定的3C模型 Step 6: Selecting a Pricing Method 选择定价方法 Markup pricing加成定价法 § Add a standard markup to the product’s cost. 对产品成本进行一个标准的加成 § P (C / Q VC ) (1 r ) § Add a standard markup to sales. 对销售额进行一个标准的加成 C VC Q P (1 r )Q Figure14.5 Break-Even Chart for Determing Target-Return Price and Break-Even Volume：确定目 标收益价格和盈亏平衡销量 12 § Perceived-value pricing感知价值定价法 § 以顾客对本企业产品的认知价值为定价基础的定价法 例：某公司为其生产的冰箱定价4000元，虽然竞争者的同类产品定价只有 2000元，但该公司的冰箱却比竞争者具有更大的销售量。 为什么顾客愿意多支付2000元来购买该公司的产品？ 关键：通过市场调 该公司作出如下解释： 查对买主心目中的 n 2000元——所产冰箱与竞争产品相同的价格 n 800元——能有更长的使用寿命 n 700元——提供更优良的服务所带来的溢价 n 500元——有更长的零配件保用期所带来的溢价 认知价值有正确的 估计 § § § Value pricing价值定价法 Companies that adopt value pricing win loyal customers by charging a fairly low price for a high-quality offing. 通过低价提供高质量的产品或服务赢得忠实顾 客。 § Going-rate pricing随行就市定价法 § Auction-type pricing(English Auction , Dutch Auction, Sealed-bid Auctions)拍卖定价法 Consumer Psychology and Pricing消费者心理和定价 § § § Reference prices参考价格 Price-quality inferences价格-质量推断 Price endings价格尾数 Step 7: Selecting the Final Price 制定最终价格 Impact of other marketing activities 其他营销活动的影响 § Company pricing policies 公司定价政策 § Gain-and-risk sharing pricing 收益-风险分担定价 § Impact of price on other parties 价格对其他各方的影响 § Geographical Pricing地理定价策略 § Pricing varies by location Price Discounts and Allowances 折扣和折让 § § § § § Discount折扣 Quantity discount数量折扣 Functional discount职能折扣 Seasonal discount季节折扣 Allowance折让 Promotional Pricing Tactics 促销定价 § § § § § § § Loss-leader pricing亏本出售定价法 Special-event pricing特殊事件定价法 Cash rebates现金回扣 Low-interest financing低息贷款 Longer payment terms较长付款期限 Warranties and service contracts担保和服务合同 Psychological discounting心理折扣 Differentiated Pricing 差别定价 § § § § § § § Customer-segment pricing顾客细分市场定价 Product-form pricing产品样式定价 Image pricing形象定价 Channel pricing渠道定价 Location pricing位置定价 Time pricing时间定价 Yield pricing收益定价 Product-Mix Pricing 产品组合定价P361-362 § § § § § § Product-line pricing产品线定价 Optional-feature pricing选择品定价 Captive-product pricing附属产品定价 Two-part pricing两部分定价 By-product pricing副产品定价 Product-bundling pricing(pure bundling, mixed bundling)产品捆绑定价——完全捆绑、混合捆 绑 § Thanks. 1 9 Designing and Managing Integrated Marketing Channels 设计和管理整合营销渠道 What is a Marketing Channel? P464什么是营销渠道 A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption. p营销渠道（Marketing channels），是促使产品或 服务顺利地被使用或消费的一整套相互依存的组织。 § § § Merchants（买卖中间商）--批发商、零售商 Agents（代理商）--经纪人、制造商代理商、销 售代理人 Facilitators（辅助机构）--运输公司、独立仓库 、银行、广告代理商 Marketing Channel System 营销渠道系统 Push and Pull Strategy 465 营销活动 推进 策略 制造商 需求 中间商 最终用户 需求 营销活动 拉动 策略 需求 制造商 需求 中间商 最终用户 Multichannel Marketing P465 § § Multichannel marketing, using two or more marketing channels to reach customer segments in one market area. 多渠道营销，即在某一市场领域中，采用两种 或两种以上得营销渠道接近客户群体。 Omnichannel Marketing全渠道营销 P466 § § Omnichannel marketing, in which multiple channels work seamlessly together and match each target customer’s preferred ways of doing business, delivering the right product information and customer service regardless of whether customers are online, in the store, or on the phone. 全渠道营销意味着多种渠道无缝连接，相互协作，并 且符合每个目标顾客偏好的购物、传递正确的商品信息 和提供客户服务的方式，而无需考虑顾客是在网上、店 里还是电话那头。 小米全渠道营销案例 Integrated Marketing Channel System整合营销渠道系统P466 § § Integrated marketing channel system, the strategies and tactics of selling through one channel reflect the strategies and tactics of selling through one or more other channels. 整合营销渠道系统是指在这样一个系统中，任 一渠道销售的战略战术都体现着其他渠道的销 售战略战术。 Marketing Channel Levels 渠道层级 P471 Consumer Markets消费者市场 Designing a Marketing Channel System设计营 销渠道系统 P473 § ü ü ü ü ü § Analyzing customer needs and wants分析顾客 的需要和欲望 Desired lot size批量大小 Waiting and delivery time等侯和交货时间 Spatial convience空间便利 Product varity产品多样性 Service backup服务支持 Establishing channel objectives and constraints确立渠道目标和约束 Identifying Channel Alternatives 识别渠道方案 P475 § Types of intermediaries中间商的类型（长度） § Number of intermediaries中间商数目（宽度） Ø Ø Ø § Exclusive专营性（独家）分销 Selective选择性分销 Intensive密集分销 Terms and responsibilities条款和责任 Evaluating Major Channel Alternatives 评估主要渠道方案 § Economic criteria经济性标准 § Control and adaptive criteria可控性和适应性标准 Channel-Management Decisions 渠道管理决策 P478 § § § § Selecting channel members挑选渠道成员 Training and Motivating channel members培训 和激励渠道成员 Evaluating channel members评价渠道成员 第三方飞行 Modifying channel design and arrangements改 进渠道设计和安排 § Thanks
市场营销专业王兰—市场营销学.pdf
