市场营销MARKETING试.ppt

市 场 营 销 MARKETING 试讲人：王晓燕 INTERVIEWEE：ANGELWANG,试讲人介绍： INTRODUCTION TO INTERVIEWEE： I GRADUATED FROM SHENYANG AERONAUTICAL ENGINEERING INSTITUTE IN 1995. MAJORED IN COMPUTER SCIENCE AND APPLICATION.I HAVE BEEN ENGAGING IN INTERNATIONAL TRADE AFTER GRADUATING.I AM INTERESTED IN SPOKEN ENGLISH AND WRITTEN ENGLISH IN FOREIGN TRADE WRITING.WITH SUPPORT OF OUR LEADER AND EFFORT OF MYSELF, I AM A MEMBER OF MBA IN LIAONING UNIVERSITY IN 2003.DURING THE GRADUATED FULL TIME STUDYING STAGE,I KNOW WHAT ARE MY NEEDS AND WANTS,BE SURE TO APPLY THEORY INTO PRACTICE . MARKET INVESTIGATION REPORT 4 CUSTOMER BEHAVIOUR ANALYSES REPORT 6,WHY CHOOSE SEGMENTATION? SEGMENTATION TARKETING POSITIONING IS THE CORE AND KEY FACTOR OF MARKETING. SEGMENTATION IS THE BASE OF MARKETING.,BASE,CORE,市场细分的内容(CONTENT) 1.市场细分的定义(DEFINITION) 2.为什么要市场细分?(WHY TO SEGMENT?) 3.如何进行市场细分?(HOW TO SEGMENT?) 4.市场细分在计划中的作用(FUNCTION IN PLANNING) 5.市场细分在执行中的作用(FUNCTION IN IMPLEMENT),市场 细分,目标 客户,战略,竞争 对手,企业 目标,几方面的逻辑关系,PRODUCT,CUSTOMER,BUYER MARKET,市场细分在计划中的作用(FUNCTION IN PLANNING) 1.市场机会与企业实力是否平衡 (BALANCE BETWEEN MARKET OPPORTUNITY AND STRENGTH) 2.进入或退出市场(ENTER OR WITHDRAW MARKET) 3.目标和战略的基础(BASE OF TARGET AND STRATEGY) 4.优先级和重要性(PRIOR AND IMPORANCE) 5.竞争对手(COMPETITOR),市场细分在执行中的作用(FUNCTION IN IMPLEMENT) 1.4PS的基础(BASE OF 4PS) 2.销售方向(SELLING DIRECTION) 3.分配资源(ALLOCATION RESOURCES) 4.衡量标准(MEASUREMENT STANDARD) 5.市场调查的基础(BASE OF MARKET INVESTIGATION) 6.量化市场的概念(CONCEPT OF QUANTIFYING MARKET),总结(CONCLUSION) MARKET SEGMENTATION,TARGETING AND POSITIONING ARE CORE OF MARKETING AND THEY ARE THE KEY FACTOR TO SUCCESS MARKETING. MARKET SEGMENTATION IS THE BASE OF MARKETING, IT IS REALLY ABOUT LOOKING FOR OPPORTUNITIES;BREAKTHROUGH OPPORTUNITIES THAT GIVE YOUR ORGANIZATION A COMPETITIVE ADVANTAGE. TOO MANY COMPANIES VIEW THEIR MARKET AS BEING HOMOGENEOUS,WHEN IN ACTUAL FACT IT IS MADE UP OF MANY SMALLER SEGMENTS,ANT ONE OF WHICH MAY PROVE TO BE AN ATTRACTIVE SUB-MARKET. WITH CREASING COMPETITION,ORGANIZATIONS SHOULD BE LOOKING FOR OPPORTUNITIES TO EXPLOIT THAT WHICH WILL GIVE THEM SOME COMPETITIVE ADVANGES.TO THIS END THEY CAN ADOPT SEVERAL DIFFERENT STRATEGIES. CONTINUES,MARKET PENETRATION MARKET DEVELOPMENT PRODUCT DEVELOPMENT DIVERSIFICATION INTERNATIONAL OPPORTUNITIES BY USING THESE STRATEGIES MENTIONED ABOVE,ORGANIZATIONS MAY SUCCEED IN FINDING OUT TARGET MARKET. SEGMENTING AND TARGET MARKETING IS IMPORTANT TO ORGANIZATIONS BECAUSE IT RECOGNIZES THAT THERE ARE DIFFERENCES IN THE MARKET AND NOT ALL CUSTOMERS WANT THE SAME THING.SIMILARLY,ORGANIZATIONS,IN MOST PART DO NOT HAVE ENOUGH RESOURCES TO SATISFY ALL THE DIFFERENT NEEDS IN THE MARKET.SEGMENTING ALLOWS THEM TO SEEK OUT ATTRACTIVE SUB-MARKETWHICH