2010市场营销策略

市场营销策略,PRODUCT,获得和留住顾客的最好方法是持续的计算怎样使他们失去更少而获得更多。Philip Kotler,产品策略,定义产品DEFINING PRODUCT,产品：指能够提供(0ffer)给市场以满足需要和欲望的任何东西。P.163A Product is anything that can be offered to a market for attention, acquisition（获得）, use, or consumption and that might satisfy a want or need.Including physical goods, service, experiences, events, persons, places, properties(财产), organizations, information & ideas.A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible(基本无形的) and do not result in the ownership（所有权） of anything.,Salt Soft drinks Detergents Automobiles Cosmetics Fast- food outlets,Fast- food outlets Advertising agencies Airlines Investment management Consulting Teaching,有形产品为主Tangibledominant,无形服务为主Intangibledominant,产品三层次Three Product Levels,购买频率低 Buy less frequently 搜集产品信息 Gather product information 营销点较少 Fewer purchase locations Compare for: 适用性和质量 Suitability & Quality 价格和式样 Price & Style,特殊的购买努力 独特的品质 Unique characteristics 显著的品牌 Brand identification 少量的营销点 Few purchase locations,New innovations 消费者不知道或不想购买需要广告和人员推销的支持 Require much advertising &personal selling,经常/立即购买价格低 Low priced 营销点众多Many purchase locations Includes: 日用品 Staple goods 冲动品 Impulse goods 急需品 Emergency goods,消费品的分类Consumer-Goods Classification,产品组合Product Mix,请参见：,产品组合Product Mix,Width - number of different product lines,Length - total number of itemswithin the lines,Depth - number of versions of each product,品牌深度：TIDE 漂白汰渍：您的白色衣服亮白如新，彩衣光艳如初，并杀掉99.9%细菌 清洁润丝汰渍：不仅仅去除污渍，还防止衣服上的脏污累积； 山脉之春汰渍：把博大野外的清新气息带入室内清爽的山中空气和刚刚盛开的野花的气息； 高效汰渍：专为高效大容量机器配置生产的，它没有过多的泡沫； 自由汰渍：在保证不着色和不添加香味的基础上提供所有的去污好处 护衣汰渍：防止破坏棉质衣服使其更加耐穿； 快速行动汰渍片：轻便且去污力强，都集中以一个小小的蓝白色小片里，放入您的口袋正好合适,产品组合的长度Product-Line Length,产品线扩展 Line Stretching向下扩展 Downmarket向上扩展 Upmarket双向延伸 Two-way产品线填补 Line Filling产品线现代化 Line Modernization产品线特色化和削减 Line Featuring & Line Pruning,Two-Way Product-Line Stretch: Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Aboveaverage,Average,Low,Fairfield Inn(Vacationers),Courtyard(Salespeople),Marriott(Middlemanagers),MarriottMarquis(Topexecutives),导入期Introduction,成长期Growth,成熟期Maturity,衰退期Decline,PLC 分析 Profit & Sales Life Cycles,時間,产品生命周期个阶段的特点Characteristics of each stage of PLC,Rapid-skimmingStrategy快速撇脂,Rapid-penetrationStrategy快速渗透,Slow-penetrationStrategy缓慢渗透,Slow-skimmingStrategy缓慢撇脂,导入期的营销策略Four Introductory Marketing Strategies,Marketing Objectives： Create product awareness and trial,Marketing Objectives,Product,Price,最大限度的占有市场份额Maximize market share,提供产品的扩展品、服务和担保等Offer new product features, extensions, service, and warranty,市场渗透价格Price to penetrate market,Distribution,建立密集广泛的分销Increase number of distribution outlets,Advertising,在大量市场中建立知名度和兴趣Build awareness and interest in the mass market,成熟期营销策略Growth Marketing Strategies,衰退期策略Decline Marketing Strategies,资料来源：Kathryn Harrigan P.371,减少投资 Decrease investment不确定因素未解决前稳定原有投资水平 Resolve uncertainties - stable investment选准利基市场 Selective niches收获 Harvesting剥离（放弃） Divesting,BRAND, Whats a name? That which we call a rose by any other name would smell as sweet. William Shakespeare,品 牌Brand,品牌是一种名称、术语、标记、符号或设计，或是他们的组合运用，其目的是借以辨认某个销售者或某群销售者的产品或服务，并使之于竞争对手的产品和服务区别开来。P.172,/brand500/top500_1.hrm,A brand is a name, terms, symbol, and/or special design that is intended to identify the goods or/and services of one sellerr or group of sellers. A brand differentiates one sellers products from those of competitors.A BRAND NAME consists of words, letters, and/or numbers that can be vocalized.A BRAND MARK is the part of the brand that appears in the form of a symbol, design, or distinctive coloring or lettering.A TRADEMARK is a brand that is given legal protection because, under the law, it has been appropriated by one seller. Thus trademark is essentially a legal term.,品牌化决策,使用品牌不使用品牌,品牌使用者策略,制造商品牌经销商品牌许可品牌,品牌名称决策,个别名称家族品牌分类品牌公司加个别名称,品牌重新定位决策,重新定位不重新定位,品牌战略决策,产品线扩展品牌延伸多品牌新品牌合作品牌,品牌化决策一览表An Overview of Branding Decisions,NEW PRODUCT,应该是谁最后设计产品？顾客，当然！Philip Kotler,新产品开发Developing New Market Offerings,新产品：指在结构、功能或形态上发生改变，并推向了市场的产品。P.182全新产品 Brand-new product换代产品 Update product改进产品 Improvement product仿制产品 Imitation product,Why New Products Fail,“Over Championing”Overestimated DemandPoor DesignPoor Marketing ExecutionHigh Development CostsStrong Competitive Reaction,Why New Products Fail,新产品开发程序New Product Development Process,创意形式,创意筛选,概念形成和测验,营销战略,商业分析,产品开发,市场试销,商品化,价格策略Price,Price is the sum of all the values that consumers exchange for the benefits of having or using the product or service.Price has been the major factor affecting buyer choice; nonprice factors have become increasingly important in buyer-choice behavior.Price is the only element in the marketing mix that produces revenues; all others represent costs.,选择定价目标,1,确定需求及需求弹性,2,估算产品成本,3,分析竞争者成本、价格和提供物,4,选择定价方法,5,选定最终价格,6,定价的步骤Steps of pricing,制定价格的3C模式Pricing 3c Model,顾客评估独特的产品特征Customers Demand Schedule,竞争者和替代品的价格Competitors& Substitution Prices,成 本Cost Function,企业三种基本定价法Three companys kinds of pricing approaches,不同基准的定价法,产品,成本,价值,价格,顾客,顾客,价值,成本,价格,产品,成本基准定价法,价值基准定价法,新产品定价策略 New product pricing strategies,市场撇脂定价法 Market-skimming Pricing市场渗透定价法 Market-penetrating Pricing满意定价法 Market-satisfy Pricing,新产品定价策略 (Contd)New product pricing strategies,Market Skimming 为新产品制定高价以从目标市场上获取最大利润Setting a High Price for a New Product to “Skim” Maximum Revenues from the Target Market.销售量很少，但利润率很高Results in Fewer, But More Profitable Sales.,Use Under These Conditions:产品质量和形象必须能支撑它的高价位Products Quality and Image Must Support Its Higher Price.单位成本不能高到抵消高价位带来的利润Costs Cant be so High that They Cancel the Advantage of Charging More.竞争对手不能轻易进入市场和影响高价位Competitors Shouldnt be Able to Enter Market Easily and Undercut the High Price.,新产品定价策略 (Contd)New product pricing strategies,Market Penetration 以较低的初始价格迅速和深入地渗透进市场Setting a Low Price for a New Product in Order to “Penetrate” the Market Quickly and Deeply.快速吸引大量的购买者，赢得较大的市场份额Attract a Large Number of Buyers and Win a Larger Market Share.,Use Under These Conditions:这个市场必须对价格非常敏感Market Must be Highly Price-Sensitive so a Low Price Produces More Market Growth.生产和分销成本必须随着销量的增长而下降Production/ Distribution Costs Must Fall as Sales Volume Increases.低价格要能阻止竞争，否则，价格优势只能是短暂的Must Keep Out Competition & Maintain Its Low Price Position or Benefits May Only be Temporary.,折扣定价策略Discount pricing,调整基础价格，以回报消费者的某些行为Adjusting basic price to reward customers for certain responses数量折扣 Quantity Discount现金折扣 Cash Discount功能折扣 Functional Discount季节折扣 Seasonal Discount折让 Trade-In & Promotional Allowance,区分需求定价法Price discrimination,Selling products at different prices even though there is no difference in cost顾客细分定价 Customer - Segment产品式样定价 Product - Form渠道定价 Distribution Pricing地点定价 Location Pricing时间定价 Time Pricing形象定价 Image Pricing,心理定价法Psychological pricing,整数定价尾数定价声望定价招徕定价,心理定价小贴士：Considers the psychology of prices and not simply the economics.Customers use price less when they can judge quality of a product.Price becomes an important quality signal when customers cant judge quality; price is used to say something about a product.,Price Cuts,Price Increases,Why?Excess CapacityFalling Market ShareDominate Market Through Lower Costs,Why?Cost InflationOverdemand: Company Cant Supply All Customers Needs,价格调整Initiating Price Changes,附：降价的陷阱,削价可能带来以下几个陷阱：低质量的陷阱不牢固的市场份额陷阱钱袋陷阱经销商不悦的陷阱买涨不买落的陷阱,消费者如何看待降价,有新型号出现,目前的型号销售得不好,公司陷入财务困境,质量下降,价格会继续走低,消费者这样看待降价,对竞争对手调价的反应Assessing/Responding to Competitors Price Changes,竞争对手降价了吗？,降价会不利于我们的市场份额和利润吗？,能够/应该采取有效行动吗？,维持，继续监视竞争对手的价格变化,维持目前的价格水平。继续观察竞争者的价格,此价格严重损害我们的销售了吗？,是永久调整吗？,调了多少？,低于2推出鼓励再次购买的折价券,24调整幅度为竞争者的一半,超过4调整到竞争者的水平,竞争者调整价格了吗？,否,否,是,是,价格反应程序Price-reaction Program,分销策略 Objectives,Work Performed by Marketing ChannelsChannel-Design DecisionsChannel-Management DecisionsChannel Dynamics,What is a distribution channel?,分销渠道是指促使产品或服务顺利的被使用或消费的一整套相互依存的组织。DISTRIBUTION CHANNEL is a set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user.Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision.,How a Marketing Intermediary Reduces the Number of Channel Transactions,分销渠道的作用Distribution Channel Functions,These Functions Should be Assigned to the Channel Member Who Can Perform Them Most Efficiently and Effectively to Provide Satisfactory Assortments of Goods and Services to Target Customers.,Manufacturer,0-level channel,Manufacturer,2-level channel,Manufacturer,3-level channel,1-level channel,Manufacturer,消费者市场营销渠道Consumer Marketing Channels,IBMs Distribution Channels,RailNations largest carrier, cost-effective for shipping bulk products, piggyback,TruckFlexible in routing & time schedules, efficient for short-hauls of high value goods,WaterLow cost for shipping bulky, low-value, non perishable goods, slowest form,PipelineShip petroleum, natural gas, and chemicalsfrom sources to markets,AirHigh cost, ideal when speed is needed or distance markets have to be reached,Transportation Modes,顾客需要的服务产出水平Customers Desired Service Levels,批量大小 Lot size等候时间 Waiting time空间便利 Spatial convenience产品品种 Product variety服务支持 Service backup,影响渠道结构的主要因素Channel influence factors,产品因素 产品价值易腐易毁性体积重量时尚性标准化程度技术含量生命周期,企业因素企业规模营销能力声誉地位渠道经验,市场因素市场规模市场聚集度购买数量,不同渠道成本和附加值,web,phone,retails,agents,Sale institutes,直接渠道,非直接渠道,直接渠道,低 每次交易成本 高,低 销售附加值 高,资料来源：William T. Gregor and Eileen M. Friars, Money Merchandising: Retail Revolution in Consumer Financial Service (Cambridge MA: The MAC Group,1998),渠道管理策略 Channel Management Decisions,促销策略 What Is Promotion?,促销：企业通过人员或非人员推销的方式，将产品或劳务的信息传送给目标顾客，从而引起兴趣，促进购买，实现企业产品销售的一系列活动。P.242Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.告知功能 Informative function 说服功能 Persuasive function影响功能 Influence function,整合营销/促销组合Integrated Marketing Communication,Advertising,Public relation,Personal selling,Sales promotion,Direct marketing,一致、清晰、吸引人的公司和产品形象,Advertising Spending for 1999,促销组合的影响因素Factors in Developing Promotion Mix Strategies,Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.,Pull Strategy,Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.,Push Strategy,推或拉的策略Push vs. Pull Strategy,推或拉的策略Push Versus Pull Strategy,消费者购买决策过程Consumer Buying Process,确认需求Problem recognition,认识理解信任成交,导入期Introduction,成长期Growth,成熟期Maturity,衰退期Decline,PLC 分析Profit & Sales Life Cycles,時間,PHILIP KOTLER,What is advertising,广告是对观念、产品和服务而采取的任何有明确经办人的非人员的有偿性推介和促销Advertising is Any Paid Form of Nonpersonal Presentation and Promotion of Ideas, Goods, or Services by an Identified Sponsor.Advertising is centuries old.U.S. advertisers spend in excess of $212 billion each year; worldwide spending exceeds $414 billion.Advertising is used by:Business firms,Nonprofit organizations,Professionals, andSocial agencies.,PHILIP KOTLER,营业推广Sales Promotion,营业推广/销售促进：企业在某一段时期内采用特殊的手段对消费者实行强烈的刺激，以促进企业销售迅速增长的一种策略。P252一种短期的行动，目的是鼓励购买的积极性，或宣传一件产品、或提供一种服务。A mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service.Offers reasons to buy now. Philip Kotler & Gary Armstrong,Why the increase in Sales Promotion?,Growing retailer powerDeclining brand loyaltyIncreased promotional sensitivityBrand proliferationFragmentation of consumer marketShort-term focusIncreased managerial accountabilityCompetition