marketing principles 市场营销原理 （英文原版 下）

1,Chapter 9,New-Product Development and Product Life-Cycle Strategies,2,Road Map: Previewing the Concepts,Explain how companies find and develop new-product ideas.List and define the steps in the new-product development process.Describe the stages of the product life cycle.Explain how marketing strategies change during the products life cycle.,3,Original Products,ProductImprovements,ProductModifications,NewBrands,AcquiredCompanies,Acquired Patents,AcquiredLicenses,New-Product DevelopmentStrategy,4,Causes of New-Product Failures,One study estimated that as many as 80% of new consumer packaged products fail.Only about 40% of new consumer products are around 5 years after introduction.Why?Overestimation of market size,Product design problems,Product incorrectly positioned, priced, or advertised,Product may have been pushed despite poor marketing research findings,Costs of product development, orCompetitive actions.,5,Improving New-Product Success,New-product success depends on having a:Unique superior product (one with higher quality, features, and value in use), and aWell-defined product concept (a defined target market, product requirements, and benefits).,To create successful new products, the company must:understand its consumers, markets, and competitors, anddevelop products that deliver superior value to customers.,6,Major Stages in New-Product Development (Fig. 9-1),7,Customers,Competitors,Distributors,Suppliers,Systematic Search for New Product Ideas Obtained From Employees and Also From:,New Product Development Process New Product Development Process Step 1. Idea Generation,8,New Product Development Process Step 2. Idea Screening,Helps spot good ideas and drop poor ones as soon as possible. Many companies have systems for rating and screening ideas which estimate: Market Size Product Price Development Time & Costs Manufacturing Costs Rate of ReturnThen, the idea is evaluated against a set of general company criteria.,9,1. Develop New Product Ideas into Alternative DetailedProduct Concepts,2. Concept Testing - Test theNew-Product Concepts with Groups of Target Customers,3. Choose the One That Has theStrongest Appeal to Target Customers,New Product Development Process Step 3. Concept Development,10,DaimlerChryslers Electric Car,The companys task is to develop its fuel-cell powered electric car into alternative product concepts, find out how attractive each is to customers, and choose the best one.,11,New Product Development Process Step 4. Marketing Strategy,Part One Describes Overall:Target MarketPlanned Product PositioningSales, Market Share, & Profit Goals,Part Two Describes First-Year:Products Planned PriceDistributionMarketing Budget,Part Three Describes Long-Run:Sales & Profit GoalsMarketing Mix Strategy,12,If No, Eliminate Product Concept,Business AnalysisReview of Product Sales, Costs, and Profits Projections to See if They Satisfy Company Objectives,Step 5. Business AnalysisStep 6. Product Development,13,New Product Development ProcessStep 7. Test Marketing,Product and marketing program are introduced into more realistic market settings.Can be very expensive and time consuming.,Test the following:Positioning strategy,Advertising,Distribution,Pricing,Branding,Packaging,Budget levels.,14,When is the Right Time toIntroduceProduct?,Where to Launch aNew Product?,Introducing the New Product into the Market,New Product Development Process Step 8. Commercialization,15,Form students into groups of three to five. Each group should read the opening vignette to the chapter about Microsoft and the software industry. Each group should then answer the following questions:Comment on Microsofts ability to bring new products to the marketplace. What lies ahead for Microsoft? What secrets has Microsoft learned?,Interactive Student Assignments,16,Speeding Up New-Product Development,17,Sales and Profits Over the Products Life From Inception to Demise,Product Life Cycle (Fig. 9-2),18,Applications of the Product Life Cycle,Product class which has the longest life cycles (i.e. gas-powered cars), Product form which tends to have the standard PLC shape (i.e. minivans),Brand which can change quickly because of changing competitive attacks and responses (i.e. Ford Taurus),Style which is a basic and distinctive mode of expression (formal clothing),Fashion which is a popular style in a given field (business casual),Fad which is a fashion that enters quickly, is adopted quickly, and declines fast (pet rocks).,19,Problems Using the PLC,The PLC Concept can be applied by marketers for describing how products and markets work, but may also present some problems:,20,Summary of Characteristics, Objectives, & Strategies,Introduction Stage of the PLC,21,Summary of Characteristics, Objectives, & Strategies,Growth Stage of the PLC,22,Summary of Characteristics, Objectives, & Strategies,Maturity Stage of the PLC,23,Maturity Stage of the PLC,Company tries to increase consumption of the current product,Changing characteristics such as quality, features, or styles to attract new users,Company tries to improve sales by changing one or more marketing mix elements,Modifiying the Market,Modifying the Product,Modifying the Marketing Mix,24,Summary of Characteristics, Objectives, & Strategies,Decline Stage of the PLC,25,Pick a soft drink, car, or food product, and trace the products life cycle.Project when the product might enter a decline stage and discuss strategies to reverse the decline.,Discussion Question,26,Rest Stop: Reviewing the Concepts,Explain how companies find and develop new-product ideas.List and define the steps in the new-product development process.Describe the stages of the product life cycle.Explain how marketing strategies change during the products life cycle.,27,Chapter 10,Pricing Products:Pricing Considerations and Strategies,28,Road Map: Previewing the Concepts,Identify and explain the external and internal factors affecting a firms pricing decisions.Contrast the three general approaches to setting prices.Describe the major strategies for pricing imitative and new products.Explain how companies find a set of prices that maximizes the profits from the total product mix.Discuss how companies adjust their prices to take into account different types of customers and situations.Discuss the key issues related to initiating and responding to price changes.,29,Factors Affecting Price Decisions (Fig. 10-1),30,MarketingObjectives,SurvivalLow Prices Hoping to Increase Demand.,Current Profit Maximization Choose the Price that Produces the Maximum Current Profit, Etc.,Market Share LeadershipLow as Possible Prices to Becomethe Market Share Leader.,Product Quality LeadershipHigh Prices to Cover Higher Performance Quality and R&D.,Internal Factors Affecting Pricing Decisions: Marketing Objectives,31,Four Seasons Hotel,Four Seasons uses the product quality leadership strategy.It starts with very high quality service, then charges a price to match.,32,Value in Terms of Benefits Received for the Price Paid.,Customers Seek Products that Give Them the Best,Internal Factors Affecting Pricing Decisions: Marketing Mix Strategy,33,Types of Cost Factors that Affect Pricing Decisions,Total CostsSum of the Fixed and Variable Costs for Any Given Level of Production,34,Market andDemand,Competitors Costs, Prices, and Offers,Other External FactorsEconomic ConditionsReseller ReactionsGovernment ActionsSocial Concerns,External Factors Affecting Pricing Decisions,35,Pure CompetitionMany Buyers and Sellers Who Have Little Effect on the Price,Monopolistic CompetitionMany Buyers and Sellers Who Trade Over a Range of Prices,Pricing in Different Types of Markets,Market and Demand Factors Affecting Pricing Decisions,Oligopolistic CompetitionFew Sellers Who AreSensitive to Each Others Pricing/ Marketing Strategies,Pure MonopolySingle Seller,36,Demand Curve (Fig. 10-2),37,Price Elasticity of Demand,Price,Quantity Demanded per Period,A. Inelastic Demand - Demand Hardly Changes Witha Small Change in Price.,P2,P1,Q1,Q2,Price,Quantity Demanded per Period,P2,P1,Q1,Q2,B. Elastic Demand -Demand Changes Greatly Witha Small Change in Price.,38,Major Considerations in Setting Price (Fig. 10-3),39,Cost-Based Pricing,40,Breakeven Analysis or Target Profit Pricing (Fig. 10-4),Total Revenue,Total Cost,Fixed Cost,Target Profit($2 million),Sales Volume in Units (thousands),Cost in Dollars (millions),Tries to Determine the Price at Which a Firm Will Break Even or Make a Certain Target Profit.,41,Cost-Based Versus Value-Based Pricing (Fig. 10-5),42,After examining Figure 10-5, compare and contrast cost-based pricing and value-based pricing. What are situations that favor each pricing method?,Discussion Question,43,Competition-Based Pricing,44,New-Product Pricing Strategies,Market-Skimming Setting a High Price for a New Product to “Skim” Maximum Revenues from the Target Market.Results in Fewer, But More Profitable Sales.I.e. Intel,Use Under These Conditions:Products Quality and Image Must Support Its Higher Price.Costs Cant be so High that They Cancel the Advantage of Charging More.Competitors Shouldnt be Able to Enter Market Easily and Undercut the High Price.,45,New-Product Pricing Strategies,Market Penetration Setting a Low Price for a New Product in Order to “Penetrate” the Market Quickly and Deeply.Attract a Large Number of Buyers and Win a Larger Market Share.I.e. Dell,Use Under These Conditions:Market Must be Highly Price-Sensitive so a Low Price Produces More Market Growth.Production/Distribution Costs Must Fall as Sales Volume Increases.Must Keep Out Competition & Maintain Its Low Price Position or Benefits May Only be Temporary.,46,Form students into groups of three to five. Which pricing strategy-market skimming or market penetration-does each of the following companies use? McDonalds, Sony (television and other home electronics), Bic Corporation (pens, lighters, shavers, and related products), and IBM (personal computers).,Interactive Student Assignments,47,Product Mix-Pricing Strategies:Product Line Pricing,Involves setting price steps between various products in a product line based on:Cost differences between products,Customer evaluations of different features, and Competitors prices.,48,Product Mix-Pricing Strategies,Optional-ProductPricing optional or accessory products sold with the main product. i.e camera bag.Captive-ProductPricing products that must be used with the main product. i.e. film.,49,Product Mix-Pricing Strategies,By-ProductPricing low-value by-products to get rid of them and make the main products price more competitive.I.e. sawdust, Zoo Doo,Product-BundlingCombining several products and offering the bundle at a reduced price.I.e. theater season tickets.,50,Discount and Allowance Pricing,51,Segmented Pricing,52,Psychological Pricing,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.,Retail $100.00Cost $3.00,53,Promotional Pricing,54,Pricing products for customers located in different parts of the country or world. i.e. FOB-Origin, Uniform- Delivered, Zone, Basing- Point, & Freight-Absorption. Adjusting prices for customers in different counties. Price Depends on Costs, Consumers, Economic Conditions, Competitive Situations, & Other Factors.,Geographical Pricing,International Pricing,Other Price Adjustment Strategies,55,Initiating Price Changes,56,Being Replaced by Newer Models,Current Models Are Not Selling Well,Company is in Financial Trouble,Quality Has Been Reduced,Price May Come Down Further,Price Cuts Are Seen by Buyers As:,Reactions to Price Changes,57,Assessing/Responding to Competitors Price Changes (Fig. 10-6),58,Public Policy Issues in Pricing (Fig. 10-7),59,Rest Stop: Reviewing the Concepts,Identify and explain the external and internal factors affecting a firms pricing decisions.Contrast the three general approaches to setting prices.Describe the major strategies for pricing imitative and new products.Explain how companies find a set of prices that maximizes the profits from the total product mix.Discuss how companies adjust their prices to take into account different types of customers and situations.Discuss the key issues related to initiating and responding to price changes.,60,Chapter 11,Marketing Channels and Supply Chain Management,61,Road Map: Previewing the Concepts,Explain why companies use distribution channels and discuss the functions these channels perform.Discuss how channel members interact and how they organize to perform the work of the channel.Identify the major channel alternatives open to a company.Explain how companies select, motivate, and evaluate channel members.Discuss the nature and importance of marketing logistics and supply chain management.,62,What is a Distribution Channel?,Set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user.,63,Why are Marketing Intermediaries Used?,The use of intermediaries results from their greater efficiency in making goods available to target markets.Offers the firm more than it can achieve on its own through the intermediaries:Contacts,Experience,Specialization,Scale of operation.Purpose: match supply from producers to demand from consumers.,64,A Distributor Reduces the Number of Channel Transactions (Fig. 11-1),65,Contact,Financing,Information,Risk Taking,Promotion,Matching,Negotiation,PhysicalDistribution,These Functions Should be Assigned to the Channel Member Who Can Perform Them Most Efficiently and Effectively.,Distribution Channel Functions,66,List and briefly discuss the marketing channel functions that are involved in completing and fulfilling transactions.Which functions apply most in each of the following situations? A retailer puts in a rush re-order for a needed Christmas item that is in short supply. An Internet marketer seeks ways to identify and contact its market.,Interactive Student Assignments,67,Number of Channel Levels (Fig. 11-2),68,Channel Behavior & Organization,The channel will be most effective when:each member is assigned tasks it can do best.all members cooperate to attain overall channel goals and satisfy the target market.When this doesnt happen, conflict occurs:Horizontal Conflict occurs among firms at the same level of the channel, i.e retailer to retailer.Vertical Conflict occurs between different levels of the same channel, i.e. wholesaler to retailer.Each channel members role must be specified and conflict must be managed.,69,Conventional Distribution Channel Vs. a Vertical Marketing System (Fig. 11-3),70,Corporate VMSCommon Ownership at Different Levels of the Channel i.e. Sears,Contractual VMSContractual Agreements AmongChannel Members i.e Western Auto,Administered VMSLeadership is Assumed by One ora Few Dominant Members i.e. Kraft,Degree of Direct Control,Types of Vertical Marketing Systems,71,CorporateVMS,AdministeredVMS,Types of Vertical Marketing Systems,72,Innovations in Marketing Systems,Horizontal Marketing SystemTwo or More Companies at One Channel Level Join Together to Follow a New Marketing Opportunity.Example:Banks in Grocery Stores,Hybrid Marketing SystemA Single Firm Sets Up Two or More Marketing Channels to Reach One or More Customer Segments.Example:Retailers, Catalogs, and Sales Force,73,Hybrid Marketing Channel (Fig. 11-4),74,Changing Channel Organization,A Major Trend is Toward Disintermediation Which Means that Product and Service Producers are Bypassing Intermediaries and Going Directly to Final Buyers or That New Types of Channel Intermediaries are Emerging to Displace Traditional Ones.,75,Analyzing Consumer Service Needs,Setting Channel Objectives & Constraints,Responsibilities ofIntermediaries,Number ofIntermediaries,Types ofIntermediaries,Identifying Major Alternatives,Evaluating the Major Alternatives,Designing International Distribution Channels,Channel Design Decisions,76,IntensiveDistribution,Selective Distribution,Exclusive Distribution,Number of Marketing Intermediaries,77,Decide which distribution strategy-intensive, selective, or exclusive-is used for the following products, and why: Piaget watches, Acura automobiles, Snickers candy bars.,Discussion Question,78,Selecting Channel Members,Motivating Channel Members,Evaluating Channel Members,FEEDBACK,Channel Management Decisions,79,Marketing Logistics and Supply Chain Management,Involves getting the right product to the right customers in the right place at the right time.Marketing logistics addresses:Outbound distribution,Inbound distribution,Reverse distribution,Entire supply chain management.,80,Supply Chain Management (Fig. 11-5),81,Goals of the Logistics System,Lower Distribution Costs;Lower Customer Service Levels,Higher Distribution Costs;Higher Customer Service Levels,Goal:To Provide a Targeted Level of Customer Serviceat the Least Cost.,Maximize Profits, Not Sales,82,InventoryWhen to orderHow much to orderJust-in-time,CostsMinimize Costs ofAttaining LogisticsObjectives,WarehousingStorageDistributionAutomated,Order ProcessingReceivedProcessedShipped,LogisticsFunctions,Transportation Rail, Truck, Water, Pipeline, Air, Intermodal,Major Logistics Functions,83,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