现代营销概要菲利普科特勒(CoreMarketing)

1、Core marketing concept marketsExchange,transactions and relationshipsNeeds wants demandsProductsValue satisfaction quality Marketing.Relationship marketing The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.Marketing.Customer A

2、 customer is the most important person ever in this company-in person or by mail. A customer is not dependent on us, we are dependent on him. A customer is not an interruption of our work, he is the purpose of it. We are not doing a favor by serving him, he is doing us a favor by giving us the oppor

3、tunity to do so. .Customer A customer is not someone to argue or match wits with-nobody ever won an argument with a customer. A customer is a person who brings us his wants-it is our job to handle them profitably to him and to ourselves. .Defining the company mission Setting company objectives and g

4、oalsDesigningthe business portfolioPlanning, marketing and other functional strategiesBusiness unit,product, and market levelCorporate level-Steps in strategic planningSource: Marketing.Relative market shareHigh Low High Low Market growth rateStar Question markCash cowDog .Stars Stars are high-growt

5、h, high-shared business or products. They often need heavy investment to finance their rapid growth. Eventually, their growth will slow down, and they will turn into cash cows. Marketing .Cash cowsCash cows are low-growth, high-share businesses or products. These established and successful SBUs need

6、 less investment to hold their market share. Thus, they produce a lot of cash that the company uses to pay its bills and to support other SBUs that need investment.Question marksQuestion marks are low share business units in high-growth markets. They require a lot of cash to hold their share, let al

7、one increase it. Management has to think hard about which question marks it should try to build into stars and which should be phased out.Dogs Dogs are low-growth, low-shared business and products. They may generate enough cash to maintain themselves, but do not promise to be large sources of cash.C

8、ompetitorsPublics Marketing channelssuppliers Target consumers PlacePrice ProductPromotionMarketing analysisMarketing planning Marketing implementationMarketing control Demographic- economic environmentTechnological natural environmentSocial cultural environmentPolitical-legal environmentFactors inf

9、luencing company marketing strategy Marketing.Marketing segmentationDividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing mixes.marketing. Product Product variety Quality Design Features Brand name Packagi

10、ng Sizes Services Warranties Returns PriceList priceDiscountsAllowancesPayment periodCredit terms PlaceChannelsAssortmentsLocationsInventoryTransportationLogistics PromotionAdvertisingPersonal sellingSales promotionPublic relations TARGET CUSTOMERS INTENDEDPOSITIONINGThe four Ps of the marketing mix

11、 Marketing.ANALYSISPlanningDevelop strategicplansDeveloping marketingplansImplementationCarry out the plansControlMeasure resultEvaluate resultTake correctiveactionThe relationship between analysis, planing, implementation,and control Marketing.Contents of a marketing plan.1. Executive summaryPresen

12、ts a brief overview of the proposed plan for quick management review.2.Current marketing situation Presents relevant background data on the market, product competition and distribution.3. Threats and opportunity analysis Identifies the main threats and opportunities that might impact the product.4.

13、Objectives and issues Defines the companys objectives for the product in the areas of sales, market share, and profit, and the issues that will affect these objectives.5. Marketing strategy Presents the broad marketing approach that will be used to achieve the plans objectives.6. Action programs Spe

14、cifies what will be done, who will do it, when it will be done, and how much it will cost.7. Budgets A projected profit and loss statement that forecasts the expected financial outcomes from the plan.8. ControlsIndicates how the progress of theplan will be monitored. Set goalsWhat do we want to achi

15、eve Measure performance what is happening Evaluate performance Why is it happeningTake corrective action What should we do about itMarketing control process Marketing.Marketing intermediariesFirms that help the company to promote, sell, and distribute its goods to final buyers; they include reseller

16、s, physical distribution firms, marketing services agencies, and financial intermediaries.Demography The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.Marketing.Marketing managersAnalysisPlanningImplementationOrganizationControlMa

17、rketing environmentTargetmarketsMarketingchannelsCompetitorsPublicsMacro-environment forcesInternalrecordsAssessing informationneedsMarketing information systemDeveloping informationMarketingintelligenceDistributing informationInformationanalysisMarketingresearchMarketing decisions and communication

18、s Marketing.Culturalculturesubculturesocial classSocialreferencefamilyroles and statusPersonalage and lifecycle stageoccupationeconomic situationlifestylepersonality andself-conceptPsychologicalmotivationperceptionlearningbeliefs andattitudesBuyerFactors influencing consumer behaviorMarketing.Charac

19、teristics of Seven Major American Social Classes.Upper uppersUpper uppers are the social elite who live on inherited wealth and have well-known family backgrounds. They give large sums to charity, run debutante balls, own more than one home,and send their children to the finest schools. They are a m

20、arket for jewelry, antiques, home, and vacations. They often buy and dress conservatively rather than showing off their wealth. While small in number, upper uppers serves as a reference group for others. Less than 1 percent.Lower uppersLower uppers have earned high income and wealth through exceptio

21、nal ability in the profession or business. They usually begin in the middle class. They tend to be active in social and civic affairs and buy for themselves and their children the symbols of status,such as expensive homes, educations,swimming pools, and automobiles. They include the new rich who con

22、sume conspicuously to impress those below them. They want to be accepted in the upper-upper stratum, a status more likely to be achieved by their children than themselves.About 2 percent.Upper middlesUpper middles possess neither family status nor unusual wealth. They are primarily concerned with “c

23、areer. they have attained positions as professionals, independent businesspersons, and corporate managers. They believe in education and want their children to develop professional or administrative skills. They are joiners and highly civic-minded. They are the quality market for good homes, clothes

24、, furniture, and appliances.12 percent.Middle classesThe middle class is made up of average-pay white-and blue-collar workers who live on the better side of town and try to do the proper things. To keep up with the trends, they often buy products that are popular. Most are concerned with fashion, se

25、eking the better brand names. Better living means owning a nice home in a nice neighborhood with good school.They believe in spending more money on worthwhile experiences for their children and aiming them toward a college education.32 percent.Working classesThe working class consists of those who l

26、ead a “working class lifestyle, whatever their income, school background, or job. They depend heavily on relatives for economic and emotional support, for advice on purchases, and for assistance in times of trouble. The working class maintains sharper sex role divisions and stereotyping.38 percent.U

27、pper lowersUpper lowers are working(are not on welfare), although their living standard is just above poverty. They perform unskilled work for very poor pay although they strive toward a higher class. Often, upper lowers lack education. Although they fall near the poverty line financially, they mana

28、ge to “present a picture of self-discipline and “maintain some effort at cleanliness.9 percent.Lower lowersLower lowers are on welfare, visibly poverty stricken, and usually out of work or have “the dirtiest job. Often, they are not interested in finding a job and are permanently dependent in public

29、 aid or charity for income. Their homes, clothes, and possessions are “dirty, “raggedy, and “broken-down.7 percent. Self- actualization needs self-development and realization Esteem needs self-esteem,recognition,status Social needssense of belongings, love Safety needs security, protection Physiolog

30、ical needs hunger, thirstMaslows hierarchy needs Marketing.Perception The process by which people select, organize and interpret information to form a meaningful picture of the world.Marketing.Stages in the Adoption Process.Awareness The consumer becomes aware of the new product, but lacks informati

31、on about it.Interest The consumer seeks information about the new product.Evaluation The consumer considers whether trying the new product makes sense.Trial The consumer tries the new product on a small scale to improve his or her estimate of its value.Adoption The consumer decides to make full, reg

32、ular use of the new product.131/2%Earlyadopters34%Earlymajority34%Latemajority16%laggards21/2%InnovatorsTime of adoption of innovationsSource: Marketing.Environmentallevel of primarydemandeconomic outlookcost of moneysupply conditionsrate of technologicalchangepolitical and regulatorydevelopmentscom

33、petitivedevelopmentsOrganizationalobjectivespoliciesproceduresorganizational structuresystemsInterpersonalauthoritystatusempathypersuasivenessIndividualageeducationjob positionpersonalityrisk attitudesBuyersMajor influences on business buyer behavior Marketing.Procter & Gambles segments.Tide:Is “so

34、powerful, it cleans down to the fiber. Its the all-purpose family detergent for extra-tough laundry jobs. “tides in, dirts out. Tide with bleach is “so powerful, it whitens down to the fiber. .Cheer with Color Guard:Gives “outstanding cleaning and color protection. So your familys clothes look clean

35、, bright, and more like new. cheer is also specially formulated for use in hot, warm, or cold water-its “all tempera-cheer. Cheer free is “dermatologist tested.contains no irritating perfume or dye.Bold:Is the detergent with fabric softener. It “cleans, softens, and controls static. bold liquid adds

36、 “the fresh fabric softener scent.Gain:Originally P&Gs “enzyme detergent, was repositioned as the detergent that gives you clean, fresh-smelling clothes-it “freshens like sunshine.Era:Has “built-in stain removers. it “gets tough stains out and does a great job on your whole wash too.Oxydol:Contains

37、bleach. It “makes your white clothes really white and your colored clothes really bright. So dont reach for the bleach-grab a box of OX!.Solo:Contains detergent and fabric softener in liquid form. Its targeted heavily toward the Northeast, a strong liquid detergent market.Dreft:Is also formulated fo

38、r babys diapers and clothes. It contains borax, “natures natural sweetener for “a clean you can trust.Ivory snow:Is “Ninety-nine and forty-four one hundredths percent its the “mild, gentle soap for diapers and baby clothes.Ariel:Is a tough cleaner targeted to the Hispanic market. Its also the number

39、 one brand in Mexico and P&Gs major brand in Europe.1. Identify bases forsegmenting the market. 2. Develop profiles of resulting segments3. Develop measures of segment attractiveness4. Select the target segment(s)5. Develop positioning foreach target segment6. Develop marketingmix for each target se

40、gmentMarket segmentationMarket positioningSource: Marketing.Major Segmentation Variables for Consumer Market.Geographic.World region or countryNorth America, Western Europe, Middle East, Pacific Rim ,China, India, Canada, Mexico.Country regionPacific, Mountain, West North Central, West South Central

41、, East North Central, East South Central, South Atlantic, Middle Atlantic, New England.City or metro sizeUnder 5,000; 5,000-20,000; 20,000-50,000; 50,000-100,000; 100,000-250,000; 250,000-500,000; 500,000-1,000,000; 1,000,000-4,000,000; 4,000,000 or over.DensityUrban, suburban, rural.ClimateNorthern

42、, southern.Demographic.AgeUnder 6, 6-11, 12-19, 20-34, 35-49, 50-64, 65+.GenderMale, Female.Family size1-2, 3-4, 5+.Family lifestyleYoung, single, young,married, no children, young, married with children; older, married with children; older, married, no children under 18; older, single; other.Income

43、Under $10,000; $10,000-$20,000; $20,000-$30,000; $30,000-$50,000; $50,000-$100,000; $100,000 and over.OccupationProfessional and technical; managers, officials, and proprietors; clerical, sales; craftspeople; foremen; operatives; farmers; retired; students; homemakers; unemployed.EducationGrade scho

44、ol or less; some high school; high school graduate; some college; college graduate.ReligionCatholic, Protestant, Jewish, Muslim, Hindu, other.RaceWhite, African American, Asian, Hispanic.NationalityNorth American, south American, British, French,German,Italian, Japanese.Psychographic.Social classLow

45、er lowers, upper lower, working class, middle class, upper middles, lower uppers, upper uppers.LifestyleAchievers, strivers, strugglers.Personality Compulsive, gregarious, authoritarian, ambitious.Behavioral.Occasions Regular occasion, special occasion.BenefitsQuality, service, economy, convenience,

46、 speed.Users statusNonusers, ex-user, potential users, first-time users, regular users.Usage rateLight users, medium users, heavy users.Loyalty statusNone, medium, strong, absolute.Readiness stageUnawareness, aware, informed, interested, desirous, intending to buy.Attitude toward productEnthusiastic

47、, positive, indifferent, negative, hostile.Product differentiationServices differentiationPersonnel differentiationImage differentiationIdentify Possible Competitive Advantages Marketing .CorebenefitorserviceAfter-saleserviceWarrantyDeliveryandcreditInstallationpackagingFeaturesDesignQualitylevelBrand nameAugmented productActual productCore productThree levels of productsSource: Ma