marketing_mix市场营销组合.ppt

MarketingMix TheMarketingProcess MarketingStrategy Atypeofmarketing orattemptingtosellthroughpersuasion ofaproducttoawideaudience Isolatingbroadsegmentsthatmakeupamarketandadaptingthemarketingtomatchtheneedsofoneormoresegments Nosegmentation Completesegmentation Focusingonsubsegmentsornicheswithdistinctivetraitsthatmayseekaspecialcombinationofbenefits Thepracticeoftailoringproductsandmarketingprogramstosuitthetastesofspecificindividualsandlocations MarketingMix Incarryingoutthemarketingfunctions thefirmneedstohaveamarketingprogramorstrategy Thisisknownasthemarketingmix thewordscreatedbyNeiiBordenin1953 TargetMarket MarketingMix MarketingMix MarketingMix MarketingMix Developmentofmarketingmix 1 4P s2 6P s3 4C s4 7P s MarketingMix AccordingtoE J McCarthy sBasicMarketingin1960 marketingmixcontainsthefollowingmajorelements 主要因素 a product b price c place d promotion MarketingMix AccordingtoPhilipKotler sMegamarketingin1986 marketingmixcontains6p s a product b price c place d promotion e power f publicrelations MarketingMix Withthedevelopmentofcybermarketing onlinemarketing PhilipKotlerintheearlyof1990 spointedout4C swhichisthenewtheoryonmarketingmix a consumer consumer swantsandneeds b cost costtosatisfywantsandneeds c convenience conveniencetobuy d communication communicationwithconsumers MarketingMix Toreflectserviceproductsandtheserviceelementsofphysicalgoods thetraditionalmarketingmixhasnowbeenextendedto7P s BoomsandBitner productpricepromotionplacement ordistribution people theuseofappropriatestaffandpeople physicalevidence customers perceptionsbasedontheirsightoftheserviceprovision process thesystemsusedtoassisttheorganizationindeliveringtheservice 服务营销组合 7Ps MarketingMix Product Theterm product referstotangible physicalproductsaswellasservices Product Theproductconsistsoftheitemandaccessoriesthatthecompanyofferstotheconsumer Thisdecisionismadeduringproductplanning Productplanninginvolves identifyingthebuyer sneeds workingupapreliminarydesignofthemerchandise checkingtoseethattheproductdesignmeetstheexpectationsofbuyers settingontheproduct sfinalspecifications 最终规格 selectingthebrandnamefortheproduct determiningthetypeofpackagingtobeused anddecidingwhatservicestoofferwiththemarket 标签策略 ProductDecisions ProductAttributes Productattributesinclude productquality theabilityofaproducttoperformitsfunctions Durability 耐久性Reliability 可靠性Precision 精确度easeofoperationandrepair 操作 维修的方便程度othervaluedattributes 其他有价值的属性productfeatures areacompetitivetoolfordifferentiatingthecompany sproductfromcompetitors products productstyle describestheappearanceofaproduct productdesign contributestoaproduct susefulnessaswellastoitslooks Branding Namethebrandsandcompanies Branding Fourcriteriaforpickingagoodbrandname Branding Branding Customer basedbrandequitypyramid Branding 品牌化决策 品牌使用者决策 品牌战略决策 BrandSponsor Amanufacturerhasfoursponsorshipoptions Theproductmaybelaunchedasamanufacturer sbrand ornationalbrand Orthemanufacturermayselltoresellerswhogiveitaprivatebrand storebrandordistributorbrand Althoughmostmanufacturerscreatetheirownbrandnames othersmarketlicensedbrands Finally twocompaniescanjoinforcesandco brandaproduct Privatebrand abrandcreatedandownedbyaresellerofaproductorservice Co brand thepracticeofusingtheestablishedbrandnamesoftwodifferentcompaniesonthesameproduct 制造商品牌 私人品牌 复合品牌 许可品牌 Corporatebrandlicensing Coca Colapartnerswithsome320licenseestoproducemorethan10 000productsin57countries ProductsrangefromfashionappareltoholidaydecorationsandevenaCoca ColaBabiedoll licensing 比如 一汽大众 上海通用 松下 小天鹅 等等 使用这种策略最成功的例子是英特尔 Intel 公司 英特尔公司是世界最大的计算机芯片制造商 它与世界主要计算机厂家都开展合作 1991年 英特尔公司推出了奔腾系列芯片 并随之制定了耗资巨大的促销计划 拟每年花1亿美元 鼓励计算机的制造商在其产品上使用 IntelInside 的标识 对参与这一计划的计算机制造商购买上也注有 IntelInside 的话 则给予5 的折扣 1992年 英特尔公司的销售额比上年增加63 Intel 的标识也随着计算机产品更广泛围的让人们认知 由于芯片是计算机的核心板 而英特尔一直是优良芯片的供应商 因此 消费者心目中形成了一种印象 计算机就应该使用英特尔公司的芯片 计算机就应该加上 IntelInside 的标识 如今 众多的计算机品牌如IBMDell HP 联想 方正 均把 IntelInside 标识加在其产品上 Intel的品牌名声也越来越大 BrandStrategy Acompanyhasfourchoiceswhenitcomestobrandstrategy Itcanintroducelineextensions existingbrandnamesextendedtonewforms sizes andflavorsofanexistingproductcategory brandextensions existingbrandnamesextendedtonewproductcategories multibrands newbrandnamesintroducedinthesameproductcategory ornewbrands newbrandnamesinnewproductcategories 产品线延伸 品牌延伸 多品牌 新品牌 Lineextension isusinganexistingbrandnameorimageandextendingittonewproducts Brandextensions Asuccessfulbrandcanbeusedasaplatformtolaunchrelatedproducts Multibrands Companiesoftenintroduceadditionalbrandsinthesamecategory P G Newbrands Acompanymaycreateanewbrandnamewhenitentersanewproductcategoryforwhichnoneofthecompany scurrentbrandnamesareappropriate 提起美国的菲利浦 莫里斯公司 人们立即就会联想到香烟 大名鼎鼎的 万宝路 牌香烟就是这家公司的拳头产品 然而 要是有人问你 卡夫 酸奶和奇妙酱 果珍 饮品 麦斯维尔 咖啡以及 米勒 啤酒是哪家公司生产的 许多中国人也许都会发愣 其实发愣的不仅仅是中国人 连美国的消费者都是要么发愣 要么认为是美国通用食品公司的产品 其实 这些产品全部出自美国烟草大王菲利浦 莫里斯公司 品牌经营策略 创品牌建立特定形象传品牌延续传统优势改品牌突出产品差异借品牌迅速打开市场 Packaging Packaginginvolvesdesigningandproducingthecontainerorwrapperforaproduct ItmayincludePrimaryContainer 首要包装 SecondaryPackage 次要包装 thatisthrownawaywhentheproductisabouttobeused ShippingPackage 储运包装 necessarytostore identify andshiptheproduct Packaging PrimaryContainer SecondaryPackage AlteringpackageofGreenGiant Labeling Thelabelmightidentifytheproductorbrand describeseveralthingsabouttheproduct whomadeit whereitwasmade whenitwasmade itscontents howitistobeused andhowtouseitsafely promotetheproductthroughattactivegraphics labeling NatureandCharacteristicsofaService Product creditafter saleservicebrandpackagingfreeProducttransportationqualitystyleinstallationwarranty CoreProduct AccessoryProduct FormProduct 产品效用 质量 品牌 包装 式样 运送 安装 信用 维修 保证 核心产品 形态产品 附加利益产品 TypesofConsumerProducts Convenienceproducts 便利品 Productboughtbyfinalconsumerforpersonalconsumption Shoppingproducts 选购品 Consumergoodthatthecustomer intheprocessofselectionandpurchase characteristicallycomparesonsuchbasesassuitability quality priceandstyles Specialtyproducts 特制品 Consumerproductwithuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffort Unsoughtproducts 非寻求品 Consumerproductthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying Stagesinthenew productprocess Stagesinthenew productprocess Thecross functionalnew productteam Stagesinthenew productprocess Stagesinthenew productprocess Stagesinthenew productprocess Marketinginformation methodsusedinthenew productprocess Product sLifeCycle PLC 产品生命周期曲线 introduction salecurve profitcurve growth maturity decline salesandprofits development Product sLifeCycle PLC MarketingMix Price Price Thepricechargedfortheproductmustbehighenoughtogivethecompanyaprofit butlowenoughtoenticetheconsumertobuy Insettingonafairprice firmswill 1 evaluatetheirowncosts 2 currentpricinglaws 3 whatthecompetitionisdoing and 4 thetypesofdiscountsandtermsofsalesthatarecustomaryintheindustry performmarketinganalysis segmentation targeting andpositioning definetheproduct distribution andpromotionaltactics understandhowquantitydemandedvarieswithprice includefixedandvariablecostsassociatedwiththeproduct evaluatelikelycompetitoractions understandlegalconstraints etc profitmaximization revenuemaximization usinginformationcollectedintheabovesteps selectapricingmethod developthepricingstructure anddefinediscounts PricingDecisionProcess PricingDecisions Pricingdecisions Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing PricingApproaches PricingApproaches Cost basedpricing addingastandardmarkuptothecostoftheproduct PricingApproaches Cost pluspricing Break evenanalysistargetprofitpricing PricingApproaches 在销量既定的条件下 企业产品的价格必须达到一定的水平才能做到盈亏平衡 收支相抵 既定的销量就称为盈亏平衡点 销售收入线与总成本线的交点 以盈亏平衡点的界限 当销售收入高于盈亏平衡点时企业盈利 反之 企业就亏损 这种制定价格的方法就称为盈亏平衡定价法 科学地预测销量和已知固定成本 变动成本是盈亏平衡定价的前提 PricingApproaches Value basedpricing settingpricebasedonbuyers perceptionsofvalueratherthanonthesellers cost PricingApproaches Competition basedpricing settingpricesbasedonthepricesthatcompetitorschargeforsimilarproducts NewProductPricingStrategies Marketing skimmingpricing settingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromthesegmentswillingtopaythehighprice thecompanymakesfewerbutmoreprofitablesales earlieradopters NewProductPricingStrategies Market penetrationpricing settingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare ProductMixPricingStrategies Productlinepricing wherethereisarangeofproductorservicesthepricingreflectthebenefitsofpartsoftherange Forexamplecarwashes Basicwashcouldbe 2 washandwax 4 andthewholepackage 6 Optionalproductpricing companieswillattempttoincreasetheamountcustomerspendoncetheystarttobuy Optional extras increasetheoverallpriceoftheproductorservice Forexampleairlineswillchargeforoptionalextrassuchasguaranteeingawindowseatorreservingarowofseatsnexttoeachother Captive productpricing settingthemainproductlowpriceandhighpriceforrelated product Productbundlepricing heresellerscombineseveralproductsinthesamepackage Thisalsoservestomoveoldstock VideosandCDsareoftensoldusingthebundleapproach By productpricing pricinglowvalueby productstogetridofthem PriceAdjustmentStrategies Discountandallowancepricing reducingpricestorewardcustomerresponseslikepayingearly Segmentedpricing adjustingpricestoallowfordifferencesincustomersorlocations Psychologicalpricing consideringthepsychologyofpricesandnotsimplytheeconomics PriceAdjustmentStrategies Promotionalpricing pricingtopromoteaproductisaverycommonapplication TherearemanyexamplesofpromotionalpricingincludingapproachessuchasBOGOF BuyOneGetOneFree Geographicalpricing isevidentwheretherearevariationsinpriceindifferentpartsoftheworld Forexamplerarityvalue orwhereshippingcostsincreaseprice Internationalpricing adjustingpricesforinternationalmarkets 定价技巧 1 撇脂定价法新产品以高价进入市场 以迅速回收投资 建立高档形象 2 渗透定价法新产品以低价进入市场 以迅速扩大市场 避免竞争 3 诱饵定价法主体产品定低价 吸引购买 关联产品定高价 弥补利润 4 心理定价法声望定价 错觉定价 整体定价 吉祥定价 RespondingtoPriceChanges MarketingMix Place Consumersareaccustomedtolookingforgoodsinaparticularplace Businessneedstohaveitsgoodsavailableintheplacesconsumerstendtofrequent Thisrequiresmovingthemerchandisefromwhereitisproducedtowhereitisdesired Suchmovemententails transportation channelsofdistribution storageThemanufactureneedstohaveastrategyfortakingcareofallthesematters Someusemiddlemensuchaswholesalerstomovetheirmerchandisetotheconsumer Othersgodirectlytothefinalbuyersthemselves Inanycase thegoodsmusteventuallybemovedtotherightplaceforpurchase MarketingMix Promotion Thepurposeofpromotionistostimulatedemandforthecompany sproducts Commonpromotionaltechniquesinclude advertising packaging branding personalselling salesmanuals enlistingofdealercooperationindisplayinggoodsatthepointofpurchase andcoupons 赠券 andpremiums 奖赏 Afirmmaynotuseallofthesepromotionaltechniquestomoveaproduct butmanywillrelyontwoorthreeofthembecauseonealonecannotusuallydothejob Promotion CaseStudy Aproduct slifecycle PLC canbedividedintoseveralstagescharacterizedbytherevenuegeneratedbytheproduct Ifacurveisdrawnshowingproductrevenueovertime itmaytakeoneofmanydifferentshapes anexampleofwhichisshownbelow CaseStudy Aproduct slifecycle PLC 产品生命周期各阶段基本策略 导入期 突出一个 快 字 成长期 强调一个 好 字 成熟期 抓住一个 优 字 衰退期 明确一个 转 字 CaseStudy Firststage developmentProductdevelopmentistheincubationstageoftheproductlifecycle Therearenosalesandthefirmpreparestointroducetheproduct Astheproductprogressesthroughitslifecycle changesinthemarketingmixusuallyarerequiredinordertoadjusttotheevolvingchallengesandopportunities CaseStudy Secondstage introductionTheprimarygoalistoestablishamarketandbuildprimarydemandfortheproductclass CaseStudy Themarketingmixmayasfollowing Product oneorfewproducts relativelyundifferentiatedPrice Generallyhigh assumingaskimpricingstrategyforahighprofitmarginastheearlyadoptersbuytheproductandthefirmseekstorecoupdevelopmentcostsquickly Insomecasesapenetrationpricingstrategyisusedandintroductorypricesaresetlowtogainmarketsharerapidly CaseStudy Place Placeisselectiveandscatteredasthefirmcommencesimplementationofthedistributionplan Promotion Promotionisaimedatbuildingbrandawareness Samplesortrialincentivesmaybedirectedtowardearlyadopters Theintroductorypromotionalsoisintendedtoconvincepotentialresellerstocarrytheproduct CaseStudy Thirdstage growthThegoalistogainconsumerpreferenceandincreasesales CaseStudy Themarketingmixmaybemodifiedasfollows Product Newproductfeaturesandpackagingoptions improvementofproductquality Price Maintainedatahighlevelifdemandishigh orreducedtocaptureadditionalcustomers Distribution Distributionbecomesmoreintensive Tradediscountsareminimalifresellersshowastronginterestintheproduct Promotion Incre