市场期末总结6 25精简版

ChapterMarketing:ManagingProfitableCustomer Wedefinemarketingastheprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipsinordertocapturevaluefromcustomersinreturn.Understandthe ceandcustomerneedsandNeeds,wants,andMarketingoffers(products,servicesandexperiences)CustomervalueandsatisfactionExchangeandrelationshipDesignacustomer-drivenmarketingSelectingcustomerstoserveChoosingavaluemarketingconcept)ConstructamarketingprogramthatdeliverssuperiorBuildprofitablerelationshipsandcreatecustomerbuilding&maintainingCapturevaluefromcustomerstocreateprofitsandcustomerChapterChapter andMarketingStrategy:PartneringtoBuildCustomerRelationships 一．Strategicnning战略计Theprocessofdeveloandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities二．BusinessPortfolioAbusinessportfolioisthecollectionofbusinessesandproductsthatmakeuptheBusinessportfolionninginvolvestwosteps:yzingthecurrentbusinessShathefutureportfoliobydeveloAunitofthethathasaseparatemissionandobjectivesandthatcanbennedindependentlyfromotherbusinesses四．BCGTheBCGGrowth-ShareRelativeMarketBCG纵轴上，市场增长率度量市场的；横轴上，相对市场份额衡量公司SBU分为四种类型：yzingtheCurrentBusinessIncreaseWorkswellquestionGoodforcash

cashGoodforweakcashcows,questionmarksanddogsSellorGoodfordogsandquestionmarksSBU的市场份额；撤资：通过、淘汰或转为他用来放弃某个SBU。DeveloGrowth六．Marketingstrategy战Themarketinglogicbywhichthebusinessunithopestoachieveitsmarketing七．Marketingmix组Thesetofcontrollabletacticalmarketingtools—product,price,ce,andpromotion—thatthefirmblendstoproducetheresponseitwantsinthetargetmarket.4PVs.

CustomersolutionCustomercost4P是站在卖方的角度来看市场，4C是从买方来看。顾客感的远不只是价格，而是4C4P来实施。八．ManagingtheMarketingEffortManagingtheMarketingMarketing–Marketing

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–EvaluationoftheresultsofmarketingMarketing••–Marketing••Chapter TheMarketing 一．MicroenvironmentThe二．MacroenvironmentChapter People,equipment,andprocedurestogather,sort,yze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakersThemarketingresearchContact ResearchObservationalresearchSurveyresearchalinterviewOnlineinterviewSamplingunitSamplesizeSamplingQuestionnaireMechanicaldevicesAsegmentofthepopulationselectedformarketingresearchto populationasaprobability SimplerandomStratifiedrandomCluster(area)Non-probability JudgmentQuotasampleChapterConsumerMarketsandConsumerBuyer ModelofconsumerSocialGroups(Opinionleader)RolesandAgeandlife-cyclestageEconomicsituationalityandself-BeliefandTypesofbuyingdecision复杂 行Consumerbuyingbehaviorinsituationscharacterizedbyhighconsumerinvolvementinapurchaseandsignificantperceiveddifferencesamongbrands寻求平衡 行Consumerbuyingbehaviorinsituationscharacterizedbyhighinvolvementbutfewperceiveddifferencesamongbrands习惯 行Consumerbuyingbehaviorinsituationscharacterizedbylowconsumerinvolvementandfewsignificantperceivedbranddifferences寻求变化 行ConsumerbuyingbehaviorinsituationscharacterizedbylowconsumerinvolvementbutsignificantperceivedbranddifferencesTheadoptionprocessfornewInterest（）Evaluation（评价）Trial（试用）Adoption（采用）TimeofadoptionofChapterBusinessMarketsandBusinessBuyer CharacteristicsofBusinessBusinessmarketscontainfewerbutlargerBusinesscustomersaremoregeographicallyBusinessbuyerdemandisderivedfromfinalconsumerdemand.---deriveddemandDemandinmanybusinessmarketsismoreinelastic—notaffectedasmuchintheshortrunbypricechanges.---需求弹性小Demandinbusinessmarketsfluctuatesmoreandmorequickly.---NatureofthebuyingBusinesspurchasesinvolvemoreBusinessbuyinginvolvesamoreprofessionalpurchasingTypesofandtheBusinessbuyersusuallyfacemorecomplexbuyingdecisions.Thebusinessbuyingprocessismoreformalized.Inbusinessbuying,buyersandsellersworkcloselytogetherandbuildlong-termModelofbusinessbuyerMajortypesofbuyingStraightRebuyModifiedRebuyNew-taskSystemssellingThebusinessbuyingProblem Generalneed Product r Proposal r Chapter Stepsinmarketsegmentation,targeting,andSelectcustomersSelectcustomersto targetedcustomersDecideonavalue一MarketsegmentationDividingamarketintodistinctgroupsofbuyersonthebasisofneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.可能需要不同的产品和市场组合。二MarkettargetingTheprocessofevaluatingeachmarketsegment’sattractivenessandselectingoneormoresegmentstoenter.三DifferentiationActuallydifferentiatingthefirm’smarketofferingtocreatesuperiorcustomerPositioningArrangingforaproducttooccupyaclear,distinctive,anddesirablecerelativetocompetingproductsinthemindsoftargetconsumers.MarketSegmentingConsumerGeographicsegmentationDemographicsegmentation将市场按人口因素（、、家庭人口、家庭Psychographicsegmentation根据、生活方式或个性特点，将者Behavioralsegmentation将者分为不同的群体。Measurable可测量 purchasingpowerandAccessible可接近性 waytopromoteandservetheseg.Substantial重要性 largeenoughtobringpotentialgoodprofitDifferentiable可辨别性Actionable可操作 matchformarketingMarketTargetmarketAsetofbuyerssharingcommonneedsorcharacteristicsthatthedecidestoConcentrated(nichemarketing集中（补缺市场Micromarketing微市场HowtochooseatargetmarketingYouneedtoresourcesProductvariabilityMarketvariabilityChapterProduct,Services,andBranding产品者真正的是什么？人员必须首先确定顾客所找寻的解决问题的Coreproduct:WhatisthebuyerreallyActualproductmayhaveasmanyasfivecharacteristics:aqualitylevel,features,design,abrandname,andpackaging.Augmentedproductoffersadditionalconsumerservicesand一．消费品(Consumerproducts)---最终消费者用于个人消费的产品。可分为例如：Filmbread,例如：VCDorDVDclothes例如：Luxurycarsdesignerclothing,health非渴求品：消费者或者不了解，或者虽然了解但一般不考虑的消费品。例如：Lifeinsurance,graveyard二．产业用品(Industrialproducts)---后用来进一步加工或用于企业经营的产品。可分Aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesforonesellerorgroupofsellersandtodifferentiatethemfromthoseof（最下层）（中间）文化、个（商标BrandBrandBeliefs&BrandnamePrivatebrandCo-LineextensionsNewbrands产品线延伸/Lineextension：在一个一有产品类别中引进新产品是，使用原来的品牌。如，三元原味酸奶，红枣酸奶如，宝洁洗发水类飘柔，璐产品线就是一组以相似的方式发挥功能销售给相同的顾客群体通过相同类型的分校产品线的长度(Productlinelength)是指一条产品线所包含的产品项目的数量。产品组合的宽度(Productmixwidth)是指企业经营的不同产品线的数量。产品组合的长度(Productmixlength)是指公司所经营的产品线当中所包含的产品项目的总数 内部(Internalmarketing)是指服务企业必须有效地培训和极力企业的员工，促使他们以互动(In ctivemarketing)是指服务质量很大程度上取决于在服务过程中之间ChapterNew-productDevelopmentandProductLife-cycleNewcategoryentriesAdditionstoproductlines构思产生(Idea构思产生(Idea构思筛选构思筛选(Idea概念发展和测试(Concept概念发展和测试(Conceptdevelopmentand 商业分析• •••••商品化 产品生命周期ProductLifeCycle,PLC期不同阶段具体策略参见书中P258TableChapterPricingProducts:UnderstandingandCapturingCustomerP.S.InternalMarketingMarketingmixNaturalofthemarketand ChapterPricingProducts:PricingNew-productpricing市场撇脂定价法(Market-SkimmingPricing):ProductMixPricingProductLineSettingpricestepsbetweenproductlinePricePricingoptionaloraccessoryproductssoldwiththemainPricingproductsthatmustbeusedwiththemainHighmarginsareoftensetforServices:two-partpricingFixed avariableusagePricinglow-valueby-productstogetridofProductBundlePricingbundlesofproductssoldPriceAdjustmentStrategiesDiscount&allowanceCash数量折扣ty功能折扣（贸易折扣）Functionaltrade)SeasonalCustomer-Product-formLocationTime价格—Price-quality参考价格：当者看到产品时心里所想到的价格Reference5Differencesassmallasfivecentscanbeimportant数字具有象征意义和视觉感受，在定价时需要考虑NumericdigitsmayhavesymbolicandvisualqualitiesthatpsychologicallyinfluencethebuyerLow-interestfinancinglongerwarranties,maintenancePromotionalpricingcanhaveadverseFOB起点定价法FOB-originpricing：货物装上工具后，所有权和责任就转移给地区定价法Zonepricing：公司设计两个或的地区，在同一地区的客户适用同一个基本定价法Basing-pointpricing：以一个地点为基点，运费按基点到客户驻地的距离计算，不考虑货物的实际距离。无运费定价法Freight-absorptionpricing：销售商承担了所有的费用目的是获得所ChapterMarketingChannelsandSupplyChain ValueDeliveryThenetworkmadeupofthe,rs,distributors,andultimaycustomerswho“partner”witheachothertoimprovetheperformanceoftheentireSetofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumptionbytheconsumerorbusinessuser.（分销）是由一些相互依赖的组织构成，参与提品或服务以供消费NumberofchannelChannellevel:Alayerofintermediariesthatperformssomeworkinbringingtheproductanditsownershipcloserstothefinalbuyer.Directmarketingchannel:AmarketingchannelthathasnointermediaryIndirectmarketingchannel:ChannelcontainingoneormoreintermediaryManagingdistributionchannel管理系Adistributionchannelstructureinwhichproducers,wholesalers,andretailersactasaunifiedsystem.Onechannelmemberownstheothers,hascontractswiththem,orhassomuchpowerthattheyallcooperate.E.g.Franchiseorganization:AcontractualVMSinwhichachannelmember,calleda linksseveralstagesintheproduction-distributionprocess.调和管理工作通过常规的组织完成。ConventionaldistributionchannelAchannelconsistingofoneormoreindependentproducers,wholesalers,andretailers,eachaseparatebusinessseekingto izeitsownprofitsevenattheexpenseofprofitsforthesystemasawhole.Horizontalmarketingsystem水平系Achannelarrangementinwhichtwoormorecompaniesatoneleveljointogethertofollowanewmarketingopportunity.Hybridmarketingsystem混合系Multichanneldistributionsysteminwhichasinglefirmsetsuptwoormoremarketingchannelstoreachoneormorecustomersegments.ChannelBreadth密度(DeterminingDistributionIntensity)Intensive