marketingmix市场营销组合

MarketingMixTheMarketingProcessImplementationandControlMarketingMixDecisionsMarketingStrategySituationAnalysisMarketingStrategyAtypeofmarketing(orattemptingtosellthroughpersuasion)ofaproducttoawideaudience

Isolatingbroadsegmentsthatmakeupamarketandadaptingthemarketingtomatchtheneedsofoneormoresegments.MassmarketingSegmentmarketingNichemarketingMicro-marketingNosegmentationCompletesegmentationFocusingonsubsegmentsornicheswithdistinctivetraitsthatmayseekaspecialcombinationofbenefits.Thepracticeoftailoringproductsandmarketingprogramstosuitthetastesofspecificindividualsandlocations.MarketingMixIncarryingoutthemarketingfunctions,thefirmneedstohaveamarketingprogramorstrategy.Thisisknownasthemarketingmix(thewordscreatedbyNeiiBordenin1953).TargetMarketMarketingMix

MarketingMixMarketingMixMarketingMixDevelopmentofmarketingmix:1.4P’s2.6P’s3.4C’s4.7P’sMarketingMixAccordingtoE．J．McCarthy’sBasicMarketingin1960,marketingmixcontainsthefollowingmajorelements(主要因素):(a)product(b)price(c)place(d)promotion产品策略Productstrategy定价策略Pricingstrategy分销策略Placingstrategy促销策略PromotionstrategyProductPlace/DistributionPromotionPricingGoods,services,orideasthatsatisfycustomerneedsTheready,convenient,andtimelyavailabilityofproductsActivitiesthatinformcustomersabouttheorganizationanditsproductsDecisionsandactionsthatestablishpricingobjectivesandpoliciesandsetproductpricesMarketingMixAccordingtoPhilipKotler’sMegamarketingin1986,marketingmixcontains6p’s:(a)product(b)price(c)place(d)promotion(e)power(f)publicrelationsMarketingMixWiththedevelopmentofcybermarketing/onlinemarketing,PhilipKotlerintheearlyof1990’spointedout4C’swhichisthenewtheoryonmarketingmix:(a)consumer-------consumer’swantsandneeds(b)cost

--------costtosatisfywantsandneeds(c)convenience--------conveniencetobuy(d)communication

-------communicationwithconsumers

从“4P”到“4C”Product

产品Pricing定价Placing分销Promotioning促销Customer顾客Cost成本Convinience便利Communication沟通MarketingMixToreflectserviceproductsandtheserviceelementsofphysicalgoods,thetraditionalmarketingmixhasnowbeenextendedto7P's(BoomsandBitner).productpricepromotionplacement(ordistribution)

people(theuseofappropriatestaffandpeople)physicalevidence(customers’perceptionsbasedontheirsightoftheserviceprovision)process(thesystemsusedtoassisttheorganizationindeliveringtheservice)服务营销组合（7Ps）产品Product定价Pricing分销Placing促销Promotion人People服务过程Process有形展示PhysicalEvidenceMarketingMixProductTheterm"product"referstotangible,physicalproductsaswellasservices.ProductTheproductconsistsoftheitemandaccessoriesthatthecompanyofferstotheconsumer.Thisdecisionismadeduringproductplanning.Productplanninginvolves:①identifyingthebuyer’sneeds;②workingupapreliminarydesignofthemerchandise;③checkingtoseethattheproductdesignmeetstheexpectationsofbuyers;④settingontheproduct’sfinalspecifications(最终规格);⑤selectingthebrandnamefortheproduct;⑥determiningthetypeofpackagingtobeused;⑦anddecidingwhatservicestoofferwiththemarket.产品属性产品质量产品特征产品式样产品设计品牌策略品牌化决策品牌使用者决策品牌战略决策包装策略首要包装次要包装储运包装产品服务策略标签策略ProductDecisionsProductattributesBrandingPackagingLabelingProductsupportservicesProductAttributesProductattributesinclude: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’ductstyle:ductdesign:contributestoaproduct’susefulnessaswellastoitslooks.BrandingNamethebrandsandcompaniesBrandingFourcriteriaforpickingagoodbrandnameBrandingBrandingCustomer-basedbrandequitypyramidBrandingBrandnameselectionSelectionProtection

Brandsponsormanufacturer’sbrandPrivatebrandLicensingCo-brandingBrandstrategyLineextensionsBrandextensionsMultibrandsNewbrands

品牌化决策品牌使用者决策品牌战略决策

BrandSponsorAmanufacturerhasfoursponsorshipoptions.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“Intel

Inside”的标识。对参与这一计划的计算机制造商购买上也注有“Intel

Inside”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“Intel

Inside”的标识。如今，众多的计算机品牌如IBM

Dell、HP、联想、方正，均把“Intel

Inside”标识加在其产品上，Intel的品牌名声也越来越大。BrandStrategyAcompanyhasfourchoiceswhenitcomestobrandstrategy.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PackagingPackaginginvolvesdesigningandproducingthecontainerorwrapperforaproduct.ItmayincludePrimary

Container（首要包装）Secondary

Package

（次要包装）thatisthrownawaywhentheproductisabouttobeused.Shipping

Package（储运包装）

necessarytostore,identify,andshiptheproduct

PackagingPrimary

ContainerSecondary

PackageAlteringpackageofGreenGiantLabeling–

Thelabelmightidentifytheproductorbrand;describeseveralthingsabouttheproduct—whomadeit,whereitwasmade,whenitwasmade,itscontents,howitistobeused,mote

theproductthroughattactivegraphics.labelingNatureandCharacteristicsofaServiceProduct

creditafter-saleservicebrandpackagingfreeProducttransportationqualitystyleinstallation

warrantyCoreProductAccessoryProductFormProduct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TypesofConsumerProductsConvenienceproducts（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-productprocessStagesinthenew-productprocessThecross-functionalnew-productteamStagesinthenew-productprocessStagesinthenew-productprocessStagesinthenew-productprocessMarketinginformation&methodsusedinthenew-productprocessProduct'sLifeCycle(PLC)

产品生命周期曲线introductionsalecurveprofitcurvegrowthmaturitydeclinesalesandprofitsdevelopmentProduct'sLifeCycle(PLC)MarketingMixPricePriceThepricechargedfortheproductmustbehighenoughtogivethecompanyaprofit,butlowenoughtoenticetheconsumertobuy.Insettingonafairprice,firmswill(1)evaluatetheirowncosts;(2)currentpricinglaws;(3)whatthecompetitionisdoing,and(4)thetypesofdiscountsandtermsofsalesthatarecustomaryintheindustry.

performmarketinganalysis,segmentation,targeting,andpositioningdefinetheproduct,distribution,andpromotionaltacticsunderstandhowquantitydemandedvarieswithpriceincludefixedandvariablecostsassociatedwiththeproductevaluatelikelycompetitoractions,understandlegalconstraints,etcprofitmaximization,revenuemaximizationusinginformationcollectedintheabovesteps,selectapricingmethod,developthepricingstructure,anddefinediscounts.PricingDecisionProcessPricing

DecisionsMarketingobjectivesMarketingmixstrategyCostsOrganizationalconsiderationsInternalfactorsNatureofthemarketanddemandCompetitionOtherenvironmentalfactors(economy,resellers,government)ExternalfactorsPricingdecisionsFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingFactorsaffectingpricingPricingApproachesPricingApproachesCost-basedpricing:addingastandardmarkuptothecostoftheproduct.ProductCostPriceValuecustomersPricingApproachesCost-pluspricingBreak-evenanalysistargetprofitpricingPricingApproaches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。

PricingApproachesValue-basedpricing:settingpricebasedonbuyers’perceptionsofvalueratherthanonthesellers’cost.ProductCostPriceValueCustomersPricingApproachesCompetition-basedpricing:settingpricesbasedonthepricesthatcompetitorschargeforsimilarproducts.Competitors’priceCustomersPriceNewProductPricingStrategiesMarketing-skimmingpricing:settingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromthesegmentswillingtopaythehighprice;thecompanymakesfewerbutmoreprofitablesales.[earlieradopters]NewProductPricingStrategiesMarket-penetrationpricing:settingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare.ProductMixPricing

StrategiesProductlinepricing:

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.PriceAdjustment

StrategiesDiscountandallowancepricing:reducingpricestorewardcustomerresponseslikepayingearly.Segmentedpricing:adjustingpricestoallowfordifferencesincustomersorlocations.Psychologicalpricing:consideringthepsychologyofpricesandnotsimplytheeconomics.PriceAdjustment

StrategiesPromotionalpricing:

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。RespondingtoPriceChangesMarketingMixPlaceConsumersareaccustomedtolookingforgoodsinaparticularplace.Businessneedstohaveitsgoodsavailableintheplacesconsumerstendtofrequent.Thisrequiresmovingthemerchandisefromwhereitisproducedtowhereitisdesired.Suchmovemententails①transportation②channelsofdistribution③storageThemanufactureneedstohaveastrategyfortakingcareofallthesematters.Someusemiddlemensuchaswholesalerstomovetheirmerchandisetotheconsumer.Othersgodirectlytothefinalbuyersthemselves.Inanycase,thegoodsmusteventuallybemovedtotherightplaceforpurchase.MarketingMixPromotionThepurposeofpromotionistostimulatedemandforthecompany’sproducts.Commonpromotionaltechniquesinclude:advertising,packaging,branding,personalselling,salesmanuals,enlistingofdealercooperationindisplayinggoodsatthepointofpurchase,andcoupons(赠券)andpremiums(奖赏).Afirmmaynotuseallofthesepromotionaltechniquestomoveaproduct,butmanywillrelyontwoorthreeofthembecauseonealonecannotusuallydothejob.Promotionpersonalsellingadvertisingpublicrelations(PR)salespromotion4waysforpromotionCase

Study

Aproduct'slifecycle(PLC)canbedividedintoseveralstagescharacterizedbytherevenuegeneratedbytheproduct.Ifacurveisdrawnshowingproductrevenueovertime,itmaytakeoneofmanydifferentshapes,anexampleofwhichisshownbelow:Case

StudyAproduct'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。Case

StudyFirststage---developmentProductdevelopmentistheincubationstageoftheproductlifecycle.Therearenosalesandthefirmpreparestointroducetheproduct.Astheproductprogressesthroughitslifecycle,changesinthemarketingmixusuallyarerequiredinordertoadjusttotheevolvingchallengesandopportunities.Case

StudySecondstage---introductionTheprimarygoalistoestablishamarketandbuildprimarydemandfortheproductclass.Case

StudyThemarketingmixmayasfollowing:Product

-oneorfewproducts,relativelyundifferentiatedPrice-Generallyhigh,assumingaskimpricingstrategyforahighprofitmarginastheearlyadoptersbuytheproductandthefirmseekstorecoupdevelopmentcostsquickly.Insomecasesapenetrationpricingstrategyisusedandintroductorypricesaresetlowtogainmarketsharerapidly.Case

StudyPlace-Placeisselectiveandscatteredasthefirmcommencesimplementationofthedistributionplan.Promotion-Promotionisaimedatbuildingbrandawareness.Samplesortrialincentivesmaybedirectedtowardearlyadopters.Theintroductorypromotionalsoisintendedtoconvincepotentialresellerstocarrytheproduct.Case

StudyThirdstage---growthThegoalistogainconsumerpreferenceandincreasesales.Case

StudyThemarketingmixmaybemodifiedasfollows:Product-Newproductfeaturesandpackagingoptions;improvementofproductquality.Price-Maintainedatahighleveli