2010市场营销策略

1、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,

2、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

3、 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IntangibledominantBrandNameQualityLevelPackagingDesignFeaturesDelivery& CreditInstallationWarrantyAfter-SaleServiceCoreBenefit or

4、ServiceActual ProductCore ProductAugmented Product产品三层次Three Product Levels特殊品 Specialty Products 非渴求品 Unsought Products 便利品/日用品Convenience Products选购品 Shopping Products 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 & Quali

5、ty 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 E

6、mergency goods消费品的分类Consumer-Goods Classification产品组合Product Mix产品组合的宽度(width)产品线名称衣物清洁剂牙 膏化妆品纸尿布洗发水香皂护肤品碗碟清洁剂产品线长度(length)象牙雪汰渍醉夫特快乐Febreze博得甘伊拉佳洁仕格利玉兰油香榭丽人蜜丝佛陀邦宝适露肤(luvs)海飞丝飘柔潘婷沙宣波特费兹克象牙舒肤佳佳美玉兰油柯克斯玉兰油纳克斯马克利尔黎明象牙欢乐液体小瀑布请参见： 产品组合Product MixWidth - number of different product linesLength - total numb

7、er of itemswithin the linesDepth - number of versions of each productProduct Mix - all the product lines offeredConsistency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

8、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 PruningTwo-Way Product-Line Stretch: Marriott HotelsQualityEconomySuperiorStan

9、dardGoodPriceHighAboveaverageAverageLowFairfield Inn(Vacationers)Courtyard(Salespeople)Marriott(Middlemanagers)MarriottMarquis(Topexecutives)导入期Introduction成长期Growth成熟期Maturity衰退期DeclinePLC 分析 Profit & Sales Life Cycles總市場銷售額時間产品生命周期个阶段的特点Characteristics of each stage of PLCRapid-skimmingStrategy快速撇

10、脂Rapid-penetrationStrategy快速渗透Slow-penetrationStrategy缓慢渗透Slow-skimmingStrategy缓慢撇脂Price定价LowHighPromotion促销HighLow导入期的营销策略Four Introductory Marketing StrategiesMarketing Objectives： Create product awareness and trialMarketing ObjectivesProductPrice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Offe

11、r new product features, extensions, service, and warranty市场渗透价格Price to penetrate marketDistribution建立密集广泛的分销Increase number of distribution outletsAdvertising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

12、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导入期Introduction成长期Growth成熟期Maturity衰退期Decline特 征销售低剧增最大衰退，低成本单位成本高降低低下降利润亏本增长高下降顾客创新者，较少早期接受者，迅速增加大量保守者，下降竞争者很少增多数量稳定，开始下降下降营销目标创建产品知名度，争取试用市场分额达到最大保护市

13、场份额的同时争取最大利润减少开支，挤出品牌剩余价值战 略产品提供基本产品提供产品扩展，服务、担保品牌型号多样化逐渐减少衰退产品价格成本加成制定能渗透市场的价格定价与竞争者抗衡或战胜他们降价销售选择性销售密集性销售更密集性销售有选择的减少无利润销售点广告在早期接受者和经销商中建立产品知名度在大量市场建立产品知名度和激发兴趣强调产品差异和利益降低到维持住绝对忠诚着所需要的程度促销加强促销，引诱试用利用中毒消费者的需要，减少促销加强促销鼓励转换品牌降低到最低水平资料来源：Philip Kotler , Marketing Management: Analysis, Planning, Impleme

14、ntation, and Control, 11th ed.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品牌名称品牌标记 商 标 /brand500/top500_1.hrm A brand is a name, terms, symbol, and/or

15、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 app

16、ears 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

17、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 DecisionsNEW 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 productWhy New Products Fai

18、l“Over Championing”Overestimated DemandPoor DesignPoor Marketing ExecutionHigh Development CostsStrong Competitive ReactionWhy 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PricePrice is the sum of all the values that consumers exchange for the benefit

19、s 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

20、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高价格在这个价格上不可能有需求低价格在这个价格上不可能获利企业三种基本定价法Three companys kinds of pricing approaches 成本加成定价法 Cost-plus Pricing 目标利润定价法Target-return Pric

21、ing 盈亏平衡定价法 Break-even Pricing成本导向定价法 认知价值定价法 Perceived Value Pricing 逆向定价法Reversely Pricing 习惯定价法 Regularly Pricing需求导向定价法 随行就市定价法 Going-rate Pricing 密封投标定价法Auction-type Pricing 集团定价法Group Pricing竞争导向定价法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-s

22、kimming 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 strategiesMarket 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 Sa

23、les.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 (

24、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 Mus

25、t 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

26、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 discriminationSelling products at different prices even though there is no difference in

27、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

28、 a product.Price becomes an important quality signal when customers cant judge quality; price is used to say something about a product. Price CutsPrice IncreasesWhy?Excess CapacityFalling Market ShareDominate Market Through Lower CostsWhy?Cost InflationOverdemand: Company Cant Supply All Customers N

29、eeds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减价提高顾客感知的质量改善质量/提高价格建立低价格的“战斗品牌”维持目前的价格水平。继续

30、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 ObjectivesWork Performed by Marketing ChannelsChannel-Design DecisionsChannel-Management DecisionsChannel DynamicsWhat 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

31、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

32、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 FunctionsOrdering定购Payments支付货款Communication接洽Transfer转移Negotiation谈判Financing融资Risk Taking风险承担Physical Distribution实体分销Information研究These Functions Shoul

33、d 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.WholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-level channelWholesalerRetailerConsumerManufacturer2-level cha

34、nnelManufacturer3-level channel1-level channelManufacturer消费者市场营销渠道Consumer Marketing ChannelsIBMs Distribution ChannelsIBM DirectPC StoresAgents Dealers IBM sales forceBy phone, web , or mailVarious retailersFranchised storesFor middle men or business users with small demandSome industrial users wi

35、th large demand For large or middle business usersEnd UsersRailNations largest carrier, cost-effective for shipping bulk products, piggybackTruckFlexible in routing & time schedules, efficient for short-hauls of high value goodsWaterLow cost for shipping bulky, low-value, non perishable goods, slowe

36、st formPipelineShip petroleum, natural gas, and chemicalsfrom sources to marketsAirHigh cost, ideal when speed is needed or distance markets have to be reachedTransportation 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

37、 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webphoneretailsagentsSale 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 F

38、inancial Service (Cambridge MA: The MAC Group,1998)选择渠道成员Selecting FEEDBACK& ADJUSTMENT激励渠道成员Motivating培训渠道成员Training评价渠道成员Evaluating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,

39、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 CommunicationAdvertisingPublic relationPersonal sellingSales promotionDirect marketing一致、清

40、晰、吸引人的公司和产品形象Advertising Spending for 1999 Product Life-Cycle StageType of Product/ MarketPush vs. Pull StrategyBuyer/ Readiness Stage促销组合的影响因素Factors in Developing Promotion Mix StrategiesStrategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand

41、.Pull StrategyStrategy Selected Depends on:Type of Product-Market &Product Life-Cycle StageStrategy 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 StrategyProducerProducerIntermediariesMarketingactivitiesEnd usersMark

42、etingactivitiesDemandIntermediariesDemandPush StrategyPull StrategyEnd usersMarketing activitiesDemand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收集信息Information search选择判断Evaluation of alternatives购买决策Purchase decision购后评价Postpurchase behavior认识理解信任成交导入期Int

43、roduction成长期Growth成熟期Maturity衰退期DeclinePLC 分析Profit & Sales Life Cycles總市場銷售額時間PHILIP KOTLERWhat 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 ol

44、d.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

45、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 accountabilityCompetitionClutterConsumer-Promotion ObjectivesCons