Marketing Management Process.doc

CODE BAN1213/BAN5213 MarketingLECTURE 13Marketing Management Processm Learning Objectivesl Discuss the marketing management process.l Describe the basic elements of marketing plan. 1. Marketing ProcessWithin each business unit, marketing plays a role in helping to accomplish the overall strategic objectives. Marketings role and activities in the organization are shown in Figure 2-4 on P.49 of the textbook. The Figure summarizes the entire marketing process and the forces influencing company marketing strategy. Target consumers stand in the center. The company identifies the total market, divides it into small segments, selects the most promising segments, and focuses on serving and satisfying these segments. It designs a marketing mix made up of factors under its control Product, Price, Place, and Promotion. To find the best marketing mix and put into action, the company engages in marketing analysis, planning implementation, and control. Through these activities, the company watches and adapts to the marketing environment. 2. Targeting ConsumersTo succeed in todays competitive marketplace, companies must be customer centered winning customers from competitors and keeping them by delivering greater value.今天競爭激烈, 機構要以顧客為中心, 才可以從對打低對手, Before it can satisfy consumers, a company must first understand their needs and wants.(要滿足消費者, 必先了解其需要) Thus, sound marketing requires a careful analysis of consumers. (最好的marketing就是細心分析消費者) Companies know that they cannot satisfy all customers in a given market at least not all consumers in the same way. (機構也知道不可能滿足所有人的需要) There are too many different kinds of consumes with too many different kinds of needs. (因為有太多market, 太多不同的needs)Thus, each company must divide up the total market, choose the best segments, and design strategies for profitably serving chosen segments better than its competitors do. (所以才需要把market 分開/切開不同的segments)This process involves three steps: (就是以下三個步驟 之前的segmentation已經講過)1. Market segmentation市場區隔2. Market targeting, and選定目標市場3. Market positioning產品定位2.1 Market SegmentationThe market consists of many types of customers, products and needs, (市場上有不同種類的客戶, 產品和服務) and the marketer has to determine which segments offer the best opportunity of achieving company objectives.(要決定那些segments有足夠的機會讓公司達成有利潤的目標) Consumers can be grouped and served in various ways based on geographic, demographic, psychographics, and behavioral factors. (消費者可以以為幾個不同的形式被劃分) The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing mixes is called market segmentation. (把消費者分類是按他們的needs, characteristics, behavior等)Every market has segments, but not all ways of segmenting a market are equally useful. A market segment consists of consumers who respond in a similar way to a given set of marketing efforts. When a group of consumers are divided into two separate segments, it is meaningful only when they respond differently to a given set of marketing effort. 不是隨意分類的, 每一個被分開segments, 都會對產品產生反應, 相同在同一segment, 則會反應相類似 市場區隔(Segmentation) 界定區隔變數，並進行區隔的劃分。 描述每一區隔的剖面，亦即說明每一區隔的特性與成員成分。2.2 Market Targeting區隔選定評估每一市場區隔的吸引力，並加以排序。選定目標的區隔市場。After a company has defined market segments, it can enter one or many segments of a given market. (在界定了market segment後) Market targeting involves evaluating each market segments attractiveness and selecting one or more segments to enter. (公司跟隨便evaluate 不同segments的吸引性, 然後選擇其中的segments 進入) A company should target segments in which it can generate the greatest customer value and sustain it over time.(公司選擇的守則是: 那個segment 必須能夠為客戶製造價值及可以不斷的延續下去)A company with limited resources might decide to serve only one or a few special segments or “market niches”.公司只有有限的resources, 所以只能針對個別的市場(niche market) This strategy limits sales but can be very profitable.雖然這些niche market只有有限的生意額, 但會有較大的利潤 Or a company might choose to serve several related segments perhaps those with different kinds of customers but with the same basic wants. 又或公司只選取幾個相關的segments, 因為他們都是有相同的需要, 重點就是以有限資源去服務他們Or a large company might decide to offer a complete range of products to serve all market segments. 又或大企業選擇設計一整系列的產品對付所有segments2.3 Market Positioning 產品定位尋求每一市場區隔可能的定位概念。選定、發展與傳達所選定的定位概念。After a company has decided which market segments to enter, it must decide what positions it wants to occupy in those segments. 當公司決定了進入某一個market segment, 則跟隨便要決定以甚麼的定位吸引消費者A products position is the place the product occupies relative to competitors in consumers minds. 產品的定位重點就是消費者對你公司產品的睇法, 與競爭對手有甚不同If a product is perceived to be exactly like another product on the market, consumers would have no reason to buy it. 你提供的產品與其他提供者有甚麼不同, 你替消費者想一想, 他們為什麼要購買你的產品而不買其他? (街市豬、牛肉、菜、魚檔/百佳/惠康/citysuper, 時裝/手袋店, 傢俬/電器店, Starbuck/Maccafe/港式) Market positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. 定位在消費者心目中必需清楚, 獨特, (公司要做的就是替消費者洗腦, 如何洗腦? 就是靠marketing communication tools) Thus, marketers plan positions that distinguish their products from competing brands and give them the greatest strategic advantage in their target markets. 定位計劃 你的產品與對手的產品不同之處(優勝過對手之處)就是消費者購買你的產品的原因3. Developing the Marketing Mix營銷組合 4PsMarketing mix is a set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. Normally, these variables are grouped as “4 Ps” Product, Price, Place, and Promotion.l Product means the goods-and-service combination the company offers to the target market.l Price is the amount of money customers has to pay to obtain the product.l Place includes company activities that make the product available to target consumers.l Promotion means activities that communicate the merits of the product and persuade target customers to buy it.4. Managing the Marketing Effort 如何去調配營銷上的行動The company wants to design and put into action the marketing mix that will best achieve its objectives in its target markets. The following figure shows the relationship between the four marketing management functions有四個營銷管理的活動 analysis, planning, implementation, and control. The company first develops overall strategic plans, then translates these company-wide strategic plan into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all the other marketing activities. Analysis 分析Control控制Measure results量度成果Evaluate results衡量Take Corrective Action 改善Planning設計Develop Strategic Plans總策略Develop Marketing Plans 營銷計劃Implementation實行Carry out the Plans實行以上計劃不斷吸收經驗, 作出改善, 令下一次計劃更完善5. Managing the Marketing plan?Marketing managers must plan, organize, and control marketing activities. They must develop both long-range (strategic) and short-range (tactical) plans.市務主管必須同時定立長期策略和 短期戰術計劃 Marketing planning involves designing activities relating to marketing objectives and the changing marketing environment.營銷計劃包括了營銷目標營銷環境的轉變 It is the process of anticipating future events and determining strategies to achieve organizational objectives in the future. 也都是公司如何預先做好計劃, 面對市場上的未來轉變Marketing plan is a written document that acts as a guidebook of marketing objectives for the marketing manager. It is the result of marketing planning.點解要寫marketing plan? Marketing plan寫比邊個睇? 如果你是老闆, 你心裡有一個營銷計劃, 還是否需要寫出來?Executive summary: 總綱領 prepare a short summary of the main goals and key recommendations to be presented in the plan. Basically this section is a brief overview of the proposed plan for quick management review. Current marketing situation: 市場現時的情況 present relevant background data on the market, product, competition, and distribution.Strengths, Weaknesses, Opportunities and Threats: 公司的強弱情況及市場上的機會與威脅conduct SWOT analysis to anticipate important developments that can have an impact, either positive or negative, on the firm.Marketing Objectives: 營銷計劃要達到的目標define the companys objectives for the product in the areas of sales, market share, and profit, and the issues that will affect these objectives. Marketing objective is a statement of what is to be accomplished through marketing activities. 通過某些活動可以達到營銷目標Stated objectives should meet several criteria