SessionGoodmorning第一部分早晨好

Session#1–Good

morning第一部分：早晨好Marketing

in

the

Twenty-first

CenturyProduct

Concept产品概念“Buildabettermousetrapandtheywillbuyit”制作一个更好的诱饵使他们购买“Theycanhaveanycaraslongasit’sblackonblack”由于他们希望要黑色的,他们可以得到任何车Emphasisisonproductproduction在产品生产时强调Knowas“PRODUCTCONCEPT”称之为产品概念Examples“Oldandnew”举例:老的和新的HenryFord(ModelT)福特（T型）BigThreeAutoMakersU.S.美国三大汽车制造商Euro-Disney(Createapark–“they”willvisit!欧洲-迪斯尼（建一个他们要参观的公园）Marketing

Concept市场概念What什么

Who谁When什么时候Why为什么Where在哪How

如何Focus

shifts

from

product

toCUSTOMER

wants

and

needs将焦点从产品移向顾客的希望和要求Examples:举例:Honda/Toyota/DatsunentranceintoU.S.automaker(smallversuslargeauto)Honda/Toyota/Datsun进入美国汽车生产（少量的同大量的对比）BeingabletorecognizeYOURcustomerschangeinwantsandneeds.承认你的顾客在希望和需求上的变化An“ON-GOINGPROCESS”一个持续的过程Nissanhasfailedtodoso,andhaslostmarketshareNissan在此失败了,失去了市场份额Marketing

Defined市场定义MARKETINGIS:市场是:Asocialprocess一个社会进程Bywhichindividualsandgroupsobtainwhattheyneedandwant在此个体和团体获得他们的希望和需求Throughcreating,offering,freelyexchangingproductsandservicesovalueofothers通过产生、提供自由交换产品和其他价值的服务Management

Must

Be

Supportive管理必须具有支持性Centralization

style集中风格Willhindermarketingprogress会阻碍市场进程Decisionmakingisstatic-notinteractive决策是静止的而不是交互的Oneor“onlyafew”membersoftheorganizationismakingthedecisions组织中的一个或“几个”成员决策Thinkingmoreabout“me”thenthe“customers”perspective考虑“我”的前景多于“顾客”前景BigThree–“whatkindofcarshouldwebuildnow”三大制造商“我们现在要制造哪中汽车？”Decentralization

style分散风格

Encourages“groupparticipation”鼓励“小组参与”Many

members

of

theorganization

bring

to

tabledifferent

views组织中的许多成员带来不同的观点Thinking

about

“customer”

isbroadened.考虑“顾客”变宽How

can

we

“as

departments”help

create

a

customerorganization:我们如何“作为一个部门”帮助建立一个顾客组织Marketing-production-shipping-etc.Core

Concepts

of

Marketing市场的核心概念Target

markets

&

segmentation目标市场和分割Needs,Wants,and

Demands需求、希望和要求Product

Offerings产品提供Value

and

Satisfaction价值和满意度Exchange

and

Transactions交换和交易Relationship

and

Network

Building关系和网络建立Marketing

Channels

(Distribution)市场通道（分配）Supply

Chain供应链Competition竞争Marketing

Environment市场环境Simple

Marketing

System单一市场系统INDUSTRY–acollectionofsellers.工业和销售员的聚集MARKET–acollectionofbuyers.市场和购买人员的聚集RELATIONSHIPSBEINGCREATED:产生关系:GoodsandServicesprovidedbyindustry–工业提供产品和服务Money(capital)isprovidedbybuyers–购买人员提供金钱（资本）Communicationisbeingprovidedbyindustry(advertising/promotion)工业提供联络（广告/促销）Informationisbeingprovidedbycustomers(tobuyornottobuy(what,when,why,where,who)顾客提供信息（买或不买（什么、何时、为什么、何处、谁）Structure

of

Flows流动结构Manufacturer

markets

create“goods

and

services”for制造商市场---制造“产品和服务”Intermediary

markets

who

disperse“goods

and

services”for中间商市场---传播“产品和服务”Consumer

markets

who

provide“money”for顾客市场---提供“金钱”Intermediary

markets

who

provide“money”for中间商市场---提供“金钱”Manufacturers

provide“money”for制造商---提供“金钱”Resource

Markets

who

provide“money”for资源市场---提供“金钱”Consumer

markets“jobs”and

is

governed

by顾客市场“工作”由---控制Government

markets

who

regulate–“services”“product”-“moneyvaluation”–business

dealings-and

generate

tax/revenue

bases;-(政府市场---规定“服务”“产品”-“金钱价值”-业务处理-产生税收/税票TheFourPs(a.k.a.MarketingMix)4P（aka市场组合）Product

(tangible

and

intangible

stuff)产品（有形和无形材料）Promotion

(advertising,direct

selling,etc)促销（广告、直销等）Place

(channels

of

distribution–goods

available

where)地点（分配通道-产品适于何处）Price

(the

value

of

the

exchange)HOW

ABOUT

THE“cousins”of

the

4

Ps–the

four

Cs4P的“表姐”4C如何Customer

solution顾客解决方案Customer

cost顾客成本Convenience方便Communication沟通CompanyOrientationsTowardtheMarketplacetoday!如今公司以市场为导向！PRODUCTIONCONCEPT–consumerpreferproductsthatarewidelyavailableandinexpensive.生产概念:顾客喜欢那些用途广泛价格不贵的产品PRODUCTCONCEPT-consumersfavorproductsthatofferthemostquality,performance,orinnovativefeatures.产品概念:顾客喜爱那些质量、效果好或有创新特点的产品SELLINGCONCEPT-consumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproducts.销售概念:顾客购买那些公司有攻势地促销/销售的产品MARKETINGCONCEPT-focusesonneeds/wantsoftargetmarketanddeliveringvaluebetterthancompetitors.市场概念:集中于目标市场的希望和需求以及带来比竞争对手更好的价值Customer

Delivered

Value交付顾客价值SELLINGCONCEPT销售概念Startingpoint:Factory起点:工厂Focus:Existingproducts焦点:现有产品Means:Sellingandpromotion方法:销售和促销Ends:Profitsthroughsalesvolume结果:通过销售量的赢利MARKETINGCONCEPT市场概念:Startingpoint:Market起点:Focus:Customerneeds焦点:顾客需求Means:Integratedmarketing方法:整合的市场Ends:Profitsthroughcustomersatisfaction.结果:通过顾客满意的赢利Traditional

Organization

Chart传统组织图Top

Management最高管理Middle

Management中级管理Front-line

Management基层管理Customers顾客Customer-OrientatedOrganizationalChart顾客导向的组织图CUSTOMERS顾客Front-line

People基层人员Middle

Management中级管理Top

Management高层管理“Marketing

as

an

equal

function”市场角色参与观念“市场作为平等的职能”Evolving

Views

of

Marketing’s

Role“Marketing

as

a

more

important

function”市场角色参与观念“市场作为更重要的职能”Evolving

Views

of

Marketing’s

Role“Marketing

as

the

MAJOR

function”Other

departments

are

support

units!市场角色参与观念“市场作为主要的职能”其他部门作为支持部门Evolving

Views

of

Marketing’s

Role“The

CUSTOMER

as

the

controlling

factor”市场角色参与观念“顾客作为控制因素”Session#1-continued第一部分:继续Building

CustomerSatisfactionthrough

Quality,

Service,

and

Value!Determinants

of

CustomerDelivered

Value“When

combined=customer’s

delivered

valued”交付顾客价值的判定“结合时=交付顾客的价值TOTALCUSTOMERVALUEdeterminedby:全部顾客价值由下列确定:Imagevalue形象价值Personalvalue个人价值Servicesvalue服务价值Productvalue产品价值TOTALCUSTOMERCOSTdeterminedby:全部顾客成本由下列确定:Monetarycost金钱成本Timecost时间成本Energycost能源成本Psychiccost心理成本So

what’s

this

thing

called

SATISFACTION因此什么叫做满意Isittangibleorintangible,canItouchit,smellit,feelit,orisitofmyimagination?它是有形的还是无形的、摸的着、闻的到、感觉的到？或者还是我的想象中虚构的？SATISFACTION?满意？Isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationhisorherexperience通过比较产品感觉到的效果（或特点）人的满意或失望的感觉同他或她的经验有关吗？High

Performance

Business高性能的业务Set

strategies

to

satisfy

KEY–“Stakeholders”设立满意关键策略--“利益相关者”By

improving

critical

business–“Processes”通过改进关键业务--“进程”And

aligning–“Resources”with

the“Organization”并对齐--“资源”和“组织”The

Generic

Value

Chain“Will

mean

higher

MARGINS”普通价值链“将意味着更高的边际”SUPPORTACTIVITIES:支持活动:Firminfrastructure公司基础组织Humanresourcemanagement人力资源管理Technologydepartment技术部门Procurement采购PRIMARYACTIVITIES:初级活动:Inboundlogistics回本地的物流Operations作业Outboundlogistics开往外地的物流Marketingandsales市场和销售Servicedepartments服务部门Example

of

Value

Chain“Remember–competitionisbetweenNETWORKS,notcompanies. ThewinneristhecompanywiththebetterNETWORK!价值链举例“记住:竞争是网络间的而不是公司间的，成功者拥有更好网络的公司LeviStrauss’Value-DeliveryNetwork:LeviStrauss的交付价值网络StartswithSears(retail)whosubmitsanORDERtoLevi’s(apparel)Sears（零售商）开始，他将一个订单交给Levi（服装商）ThenLevi’s(apparel)whosubmitsanORDERtoMilliken(fabricmaker)然后Levi（服装商）将订单交给Milliken（织布商）TheMilliken(fabric)DELIVERSfabrictoLevi’s(apparel)whoDELIVERS(product)toSears(retail)Milliken（织布商）将织物交付给Levi（服装商）他将（产品）交付给Sears（零售商）Example

of

Value

Chain“Remember–competitionisbetweenNETWORKS,notcompanies. ThewinneristhecompanywiththebetterNETWORK!价值链举例“记住:竞争是网络间的而不是公司间的，成功者拥有更好网络的公司DuPont(Fibers)inventsnewfiberprocessing,whoNOTIFIESMilliken(fabric)whoORDERSnewfibermaterialDuPont（纤维商）发明了新的新的纤维生产工艺，，他通知了购买新纤维原料的Milliken（织物商）Sears(retailer)whowilleventuallysellnew“improved”producttoCUSTOMERwhowillORDERnewproductifsatisfiedwiththeNETWORKSPERFORMANCESears（零售商）最终将销售新“改进”的产品给如果满意网络效果并订购新产品的顾客SATISFIED

CUSTOMERS顾客满意Are

loyal

customers是忠实的顾客Buy

more

(new

products

&

upgrades)购买更多（新产品和升级产品）Spread

favorable

word-of-mouth传播赞许Are

more

brand

loyal

(less

price

sensitive)更忠于品牌（对价格名感度低）Offer

feedback提供反馈Reduce

transaction

costs降低交易成本Customer

Development顾客开发ThreeTYPESofcustomers:三种顾客:Suspects怀疑型的Prospects期望型的Disqualifiedprospects失望型的Themostimportanttobusinessesis:对业务来说最重要的是:PROSPECTS!期望Prospectevolution:期望演变Customer

Development顾客开发First-timecustomers第一次的顾客Repeatcustomers重复的顾客Clients客户Advocates拥护者Partners伙伴CAVEAT:IfyourprospectsareMISHANDLEDtheycanbecome:“Inactivecustomers”or“EX-customers”警告:如果你的期望者受到错误处理，他们会变成的怠惰顾客或前顾客The

Profit

Triangle利润三角形PROFIT(thecentralfocus)isaffectedby:利润（中央焦点）受到下列的影响:Internaloperations内部作业Competitiveadvantage竞争优势Valuecreation价值产生GoodStuffRight?Well,let’stalkQUALITY好材料？让我们谈谈质量WhatisQUALITY?Thinkaboutitamoment(consideringyourfieldofwork)andcreateadefinitionforus–STARTNOW!质量是什么？想一想（考虑以下你的工作领域）给我们一个定义--现在开始GENERICDEFINITIONof“Quality”产生“质量”的定义Isthetotalityoffeaturesandcharacteristicsofaproductorserviceonitsabilitytosatisfystatedorimpliedneeds.同产品或服务的满足能力以及潜在需求相关的性质和特点的总和Session#1

continued第一部分--继续Creating

Winning

Markets:Developing

Market-OrientatedStrategic

Plans建立成功的市场Market-Oriented

Strategic

Planning市场导向的策略规划Contains

FIVE“components”or“CONCERNS:包含五个“成份”或“关切点”Organizationalobjectives组织目标Organizationalskills组织技巧Organizationalresources组织资源Organizationalopportunities组织机遇Organizational

profit

and

growth组织利润和成长Corporate

Headquarters

Planning公司总部规划NormallyhasFOURmajorcomponents:通常有4个主要部分:Definethecorporatemission确定公司使命Establishstrategicbusinessunits(SBUs)建立战略业务部门（SBUs)AssignresourcestoSBUs向SBUs分配资源Plannewbusiness,downsizeolder(orlessprofitable)businesses计划新业务，老（或利润少的）业务小型化Strategic-Planning,Implementation,and

Control

Processe战略计划、实施和控制过程Asnotedbytheheading–strategicplanningencompassesthreesub-sections:如总部中提到的：战略计划包括三部分Planning–corporateplanning;divisionalplanning;businessplanand;productplanning.计划：公司计划、区域计划、业务计划和产品计划Implementation–involvesorganizingandimplementingthevision(实施：涉及组织和实施视角Controlfunction–measuresresults;diagnosingresults(nothingasplanned)and;takingcorrectiveaction(remembertheoperativewordhereis‘TIMING’–TQMobservation)控制功能：衡量结果、诊断结果（所有的都不按计划）采取纠正措施（注：这里的动作词是“适时”--TQM观察）FINALLY–REMEMBERTHATTHESEAREASARECOOPERATIVEANDNOTINDEPENDENTOFEACHOTHER–You’renotinavacuum!最后--记住在这里要团结不要独立--你不是在真空中！MISSION

STATEMENTS使命声明Answerformewhatamissionstatementis?回答我使命声明是什么？GREATMissionStatementHAVE:伟大的使命声明具有：Limitednumberofgoals有限的目标数量Stressesmajorpoliciesandvalues强调主要方针和价值Definescompetitivescores规定有竞争力的得分Soundtoosimple?太简单吗？ItshouldbeSIMPLEandEASILYUNDERSTOODBYALLMEMBERSOFYOURORGANIZATION应该简单让你的组织中的所有成员都容易懂得。Strategic-PlanningGap战略计划差距What?Anotherterm?Ohno!什么？另一个小队？没有！Simplyput:It’sthedifferencebetweenYOURCOMPANIES“currentportfolio-businesspractices”lessthe“desiredsales”简单地提出：你的公司间的区别“目前业务量操作”少于“理想销售”It’sthatareathatyouneedtofulfilltoachievetheDESIRECSALESarsetbyyourstrategicplan.是那个由你的战略计划中设定的你需要完成达到理想销售的区域Whichinvolvesdifferentlevelsofgrowth:哪个涉及到增长中的不同水平？Intensivegrowth,followedby集中增长，伴随Integrativegrowth,followedby综合增长，伴随Diversificationgrowth变化增长Intensive

Growth

Strategies:集中增长战略Existingproducts/Existingmarkets:MARKETPENETRATION现有产品/现有市场:市场渗透Existingproducts/NewMarkets:MARKETDEVELOPMENT现有产品/新市场:市场开发NewProducts/Existingmarkets:MARKETDEVELOPMENT新产品/现有市场:市场开发NewProducts/NewMarkets:DIVERSIFICATION新产品/新市场:多样化The

McKinsey

7-S

Frameworkfor

a

successful

strategic

planMcKinsey成功战略计划的7-S框架The

first

three

element

that

MUSTinteractare:必须相互影响的首先三个成份是strategy-战略structure

of

organization-组织结构systems

of

organization.组织系统These

three

sub-sections

mustwork

closely

together

–

NO

GAPS–

NO

DEPARTMENTALFIGHTING这三部分必须紧密地一起工作--没有差距--没有部门之争Then,whentheorganizationhasitACTtogetheritmustinsurethatEVERONES–然后，当组织要一起行动时，必须保证每个部分的:skills技巧sharedvalues价值共享staff员工styleARE风格是COMPATIBLEANDCANWORKTOGETHERSMOOTHLY!有竞争性并可以平滑地一起工作The

Value-Delivery

Process交付价值过程TRADITIONALPHYSICALPROCESSSEQUENCE:传统自然过程顺序:Maketheproduct(designproduct,procure,make)制作产品（设计产品、采购、制作）Selltheproduct(price,sell,advertise/promote,DistributeServices.销售产品（价格、销售、广告/促销、分配、服务）VALUECREATIONANDDELIVERYSEQUENCE:价值产生和交付顺序:ChoosetheValue(knownasstrategicmarketing)选择价值（称作战略市场学）ProvidetheValue提供价值CommunicatetheValue沟通价值NOTE:ProvidethevalueandcommunicatingthevalueisknownasTACTICALMARKETING!注:提供价值和沟通价值称作技术市场学）The

Marketing

Plan市场计划Executive

Summary

&

Table

of

Contents执行小结和内容列表Current

Marketing

Situation目前市场状况Opportunity

&

Issue

Analysis机会与事件分析Objectives目标Marketing

Strategy市场战略Action

Programs行动计划Projected

Profit

and

Loss

(Pro

Forma)设计利润和损失（利润组成）Controls控制Factors

Influencing

Company

Marketing

Strategy影响公司市场战略的因素WHATDOYOUTHINKISMOSTIMPORTANT?你认为什么是最重要的？ThemostimportantinfluenceisTARGETMARKET最重要的影响是目标市场MarketingMix(4Ps)Product,Promotion,Place,Price.市场组合(4Ps)产品、促销、地点和价格Internalconsiderations:a)marketingplanning,marketinginformasystems,marketingorganizationandimplementationand,marketingorganizationsystem.内部考虑：a)市场计划、市场信息系统、市场组织和实施、市场组织系统Externalconsiderations:a)Suppliers,Marketingintermediaries,and,competitors.外部考虑：a)供应商、市场中间商、公众和竞争对手Environmentalconsiderations:a)demographic/economicconsideratTechnical/physicalenvironmentalconsiderations;c)Political/leenvironment,and;Social/culturalenvironment.环境考虑：a)人口统计学的/经济的；b)技术的/物理环境的考虑；政治的/法律环境的等等；d)社会/文化环境Session#1–GoodAfternoonSession#1 – 下午好PresentedbyDr.JohnBonagofskyGathering

Information

andMeasuring

MarketingDemandMarketing

Information

System市场信息系统Consists

of:考虑People人equipment设备and

procedures

to和程序来gather汇总sort筛选analyze分析evaluate,评价and

distribute分配needed按需求timely按时间and

accurate准确information信息to

marketingdecision

makers对决策者做市场营销Marketing

Intelligence

System市场营销情报系统Is

a

set

of是一系列procedures程序and

sources资源used

by

managers被管理者使用to

obtain来获得everyday每天information信息About

developments关于开发In

the

marketingenvironment.在市场营销环境下Defining

the

Problem

and

ResearchObjectives确定问题和研究目标ExploratoryResearch–shedslightonproblem;suggsolutions;ornewideas.探索性研究-阐明问题的真相,提供答案或新构想DescriptiveResearch–Ascertainmagnitudesoftheproblemorsurroundingatmosphere.描述性研究-查明问题或周围环境的夸张程度CausalResearch–Testcause-and-effectrelationshTesthypothesesaboutcause-and-effectrelationship因果性研究-测定因果关系；测定因果关系的假设Marketing

Research

Approaches市场营销研究方法Observational-观察研究法

Focus-groups-深度集体研究法

Survey-调查研究法

Behavioral-行为研究法

Experimental-实验研究法Secondary-Data

Sources二手数据资源Internal

sources-内部资源

Government

Publications-政府发布

Periodicals

and

books-期刊杂志和书籍

Commercial

Data-商务数据On-line-在线Associations-协会Business

Information-商务信息The

Marketing

Research

Process市场营销研究过程Defining

the

problem

and

research

objectives确定问题和研究目标Developing

the

research

plan开发研究计划Collecting

the

information搜集信息Analyze

the

information分析信息Present

your

findings目前所发现的Good

Marketing

Research完善的市场营销研究Is

scientific科学的Is

creative有创意的Uses

multiple

methods使用多种方法Realizes

the

interdependence

of

models

and

data实现模式与数据的独立性Acknowledges

the

cost

and

value

of

information承认信息的成本与价值Maintains“healthy”skepticism保持“健康”的构架Is

ethical伦理性Market

Demand市场需求Whoorwhatisit?是谁或是什么？Inactuality,itcontainstwocomponents:事实上包括两个组成部分：Componentsarenotofequalsize–WHY?组成部分大小不相等-为什么？Estimating

Future

Demand估计未来需求Survey

of

Buyers’Intentions购买者意愿调查Composite

of

Sales

Force

Opinion销售人员意见综合法Expert

Opinion专家意见Past

Sales

Analysis过去的销售分析Market

Test

Method市场测试法EstimatingMarketDemandMarketersMustConsider估计市场需求,市场人员必须考虑Total

Market

Potential总的市场潜力

Area

Market

Potential区域市场潜力

Industry

Sales行业销售情况Market

Share市场分额Session#1afternoon-continuedSePsrseiseonnt#e1db下y午-继续Dr.JohnBonagofskyScanningtheMarket

EnvironmentMacroenvironmental

Forces宏观力量Worldtradeenablers世界贸易得以实现Asianeconomicpower亚洲经济强大Riseoftradeblocs贸易封锁增加Internationalmonetarycrisis(willleavenonationuntouched)国际金融危机（波及所有国家）Useofbarterandcountertrade(exchangeproducesforotherthancash/monetarycurrency)易货交易与相对贸易的使用（除了现金/货币之外,还有产品交换）Movetowardmarketeconomiesbymanynations许多国家走向市场经济Globallifestyle“becomingthenorm–ratherthantheexception”全球生活方式“比预期的更加正常化）”Microenvironment

Forces

continue微观力量（续）Opening

of“new”markets开放“新”市场Emerging

transnational

firms兼并跨国企业Cross-border

strategic

alliances跨国界战略联盟Regional

ethnic

and

religious

conflict地区种族和宗教冲突Global

branding

(have

a

preference

for

product/service

that

exceedsnational

impact

–

and

now

becomes

a

world

brand)国际品牌（对产品/服务喜好程度超过国家的影响-现已成为国际品牌）Demographic

EnvironmentalConsiderations人口统计环境的考虑Worldwide

Population

Growth世界人口增长Population

Age

Mix人口年龄结构Ethnic

Markets种族市场Educational

Groups教育人口群Household

Patterns家庭结构Geographical

Shifts

in

Population人口的地理迁移Shift

from“Mass”marketing

to“Micromarketing”从“大众”市场迁移到“个体市场”Economic

EnvironmentalConsideration经济环境考虑IncomeDistributionofNationsShifts:国家的所得分配Subsistenceeconomies自己自足的经济Raw-material-exportingeconomies原料出口经济Industrializingeconomies工业化中的经济Industrialeconomies工业化的经济CAVEAT:Aswedealwithdifferentnationswemustconsidtheireconomicstate–andmoldourmarketingplanstofineeds/wants.注意:由于我们面对不同的国家，我们必须考虑其经济状况-制订适合他们需求/希望的市场营销计划模式。Issues

In

The

TechnologicalEnvironment技术环境的问题Accelerating

Pace

of

Change变化的步调加快Unlimited

Opportunities

for

Innovation无可限量的重新机会Varying

Research

and

Development

Budgets(R&D)差异颇大的研究发展预赛

Increased

Regulation

Expected增加变动的规章Political-Legal

Environment政治-法律环境Increaselegislationbeingenactedbymanynationstoprotecttheirnationalinterests.为了保护国家的利益,许多国家增加了管制企业的法令Specialinterestgroupsactivelychallenging“foreignintervention”特殊利益团体积极地与“国外的干涉”挑战Views

That

Express

VALUES体现价值的观点Of

Oneself-自我

Of

Others-他人Of

the

Universe-世界

Of

Nature-自然Of

Organizations-组织

Of

Society-社会Social/Cultural

EnvironmentConsiderations社会/文化环境考虑HighPersistenceofCoreCulturalValuespresentinmanynations许多国家核心文化价值观的高持续性Existenceofsub-cultureexistentinmanynationsandco-existinsub(U.S.:BlackAmericans,NativeAmericans,JapaneseAmericans,ChineAmericans,MexicanAmericans,etc)许多国家和地区存在次文化和共同生存的情况（美国:美国黑人，土生土长美国人，美裔华人，美裔墨西哥人，等等）ShiftofSecondaryCulturalValuesThroughTimewillaffectcompaniemarketingplans随着时间的变化，次文化价值观的推移将一向公司未来市场营销计划Session#1–AfternooncontinueSession#1下午-继续PresentedbyDr.JohnBonagofskyAnalyzing

Consumer

Marketsand

Buying

BehaviorSimple

Response

Model简单反应模式Stimulus–must

be

created刺激-必须有刺激Organism–who

are

you

trying

to

reach有机体-你想试图接触谁Response–what

do

you

want

them

to

do?反应-你想让他们做什么Simple

Model

of

Buyer

Behavior购买者行为的简单模式MARKETING

STIMULI:市场营销刺激a)Product 产品c)Promotion促销b)

Placed)

Price地方价格Whicharecalledwhat?这些称作什么？MARKETINGMIX–Right!市场营销组合-对！OTHERSTIMULI:其他刺激Economic经济political政治technological技术cultural文化CAVAET:Theseconsiderationsmustbeusedtotrytoaffectbuyer’sreactions.注意：这些方面的考虑必须用于影响购买者的反应Simple

Model

of

Buyer

Behavior购买者行为的简单模式BUYER’S

CHARACTERISTICS:购买者的特性Culturalsocialpersonal文化社会个人psychological心理BUYER’S

DECISION

PROCESS:购买者的决策过程Problem

recognition问题认知Information

search信息搜集EvaluationDecision评估决策5)Post

purchase

behavior(try

to

avoid

post-dissonance)购后行为（试图避免购后不一致）Simple

Model

of

Buying

Behaviorcontinued购买行为的简单模式（续）AfterBuyer’sdecisionprocess–购买者决策过程之后THEBUYER’SDECISIONISMADEON:购买者做决策:Product

choiceBrand

choiceDealer

choice产品的选择品牌的选择

经销商的选择Purchase

timing购买时机Purchase

amount购买数量Cultural

Consideration

Affecting

theBUYER文化的考虑影响购买者BUYERattheheartofthecircle!购买者在循环的中心！Immediatelyinfluencedbyhis“SOCIALCLASS”马上受其“社会阶层”影响Theninfluencedbyhis“Subcultural”influences,and然后受其“次文化”影响Finallyinfluencedbyhis“Cultural”heritaorinfluences.Buyers

Affected

by

Social

Factors购买者受社会因素的影响ReferenceGroups(personsheldinhighesteem–bossmanager,supervisor,etc.参考群体（出在高层次的人-老板，经理，监督者，等）FamilyMembers(parents,siblings,etc)家庭成员（父母，同胞，等）RolesandStatus(inherentbeliefbythebuyer(s)thatheyshouldactinaccordancewithsetrolesorstatusInHawaii–businesspeopledon’tweardresssuitstwork–morecausal!Hence,thesaleofsuitsarelimiforbusinessattire.角色与形势（购买者固有的信仰就是：他们的行为应按照一系列的角色与形势！在Hawaii-生意人在工作时不穿西装-更随意！因此，西装的销售很有限）Influences

on

ConsumerBehavior消费者行为的影响PersonalInfluencesmightinclude:个人因素的影响可能包括:AgeandFamilyLifeCycleStages年龄与生命周期阶段OccupationandEconomicCircumstancesofthebuyer购买者的职业与经济状况LifestyleoftheBuyer购买者的生活形态PersonalityandSelf-conceptofthebuyer购买者的的人格与自我功能Buyers

Psychological

Factors

that

need

to

beconsidered需考虑购买者的心理因素Motivation

of

Buyer(s)-购买者的动机

Perception

of

Buyer(s)-购买者的感觉Learning

status

of

Buyer(s)-购买者的了解情况Beliefs

of

Buyer(s)-购买者的信任程度

Attitudes

of

Buyer(s)-购买者的态度Maslow’s

Hierarchy

of

Needs马斯洛需求理论Fromthebottomup:自下而上 1)Psychologicalneeds(food,water,shelter)生理需求（食品，水避难所）2)Safetyneeds(security,protection)安全需求（安全，保护） 3)Socialneeds(senseofbelonging,love,affection)社会需求（归属感，爱，影响） 4)Esteem-needs(self-esteem,recognition)尊重需求（自我尊重，认可） 5)Self-actualization(self-developmentandrealization)自我实现（自我发展和实现） CAVEAT:Maslowstatedthatnoonewouldeverfullsatisfythelastneed(Self-actualization)注意:马斯洛指出没有一个人对最后的需求（自我实现）完全满意Four

Types

of

Buying

Behavior购买行为的四种形式Complex

buying

beha复杂的购买行为Variety-seeking

beh寻求多样化的购买行为Dissonance-reducingbuyingBehavior.降低不协调的购买行为HabitualBuyingBehaviorSignificantdifferencesbetweenbrandsANDhighinvolvementbybuyer:品牌之间显著的差异,购买者高度介入SignificantdifferencesbetweenbrandsANDlowinvolvementbybuyer:品牌之间显著的差异,购买者低度介入FewdifferencesbetweenbrandsANDhighinvolvementbybuyer:品牌之间显差异甚小,购买者高度介入FewDifferencebetweenBrandsANDlowinvolvementbybuyer:品牌之间差异甚小,购买者低度介入习惯性的购买行为Consumer

Buying

Process消费者购买过程Buyer(s)Problemrecognition购买者的问题认知Buyer(s)Informationsearch购买者的信息搜集Buyer(s)Evaluationofalternatives购买者的评估方案Buyer(s)Purchasedecision(s)购买者的采购决策Buyer(s)Postpurchasebehavior(happy,sad,dissonance)购买者的购后行为（高兴,悲伤,不和谐）Steps

Between

Evaluation

ofAlternativesand

a

Purchase

Decision评价方案与购买决定的步骤AttheEvaluationstage,thebuyer(s)purchaseintentioaffectedby:评估阶段，购买者的采购意图受如下情况影响:Attitudesofothers其他人的态度Unanticipatedsituationalfactors(inheritancereceivegotpromotion,gotdemoted,etc)未预料情况因素（受遗传，失业，晋升，降级等）Finally,thebuyer(s)maketheDECISION最后，购买者做决定How

Customers

Use

or

Dispose

ofProducts顾客如何使用或支配产品GetRidofittemporarily–rentitorloanit.临时放弃-出赁或出租Getridofitpermanently–giveitaway(toberesoltobeused),tradeit,sellit(todirectcustomers,tmiddleman,tointermediary),throwitaway.永久放弃-舍让（脱手或他人使用）,折换,出售（直接卖给顾客,经由中间商,卖给中间商）,丢弃Keepit–Useitfororiginalpurpose,converttonewpurpose,storeit.继续保留-依原用途使用,转换成新品使用,束之高阁Session2–GoodAfternoon第二部分:下午好Developing

NewMarketing

OfferingsWhy

New

Products/Services

Fail为什么新产品/服务失败OverestimatedDemand过分估计需要PoorDesign设计低劣PoorMarketingExecution市场执行低劣HighDevelopmentCosts高额开发成本StrongCompetitiveReaction(Rememberthosepeskycompetitors?)强烈竞争反应（记得那些讨厌的竞争者吗？）Challenges

in

New

Product

Development新产品开发中的挑战Idea

Shortage建议缺欠Fragmented

Markets分散的市场Social

and

Governmental

Constraints社会和政府强制Cost成本Capital

Shortage资本缺欠Need

for

Speed速度需求Shorter

Product

Life

Cycles缩短产品生命周期New

Product

Development

Process新产品开发过程Idea

Generation建议产生Idea

Screening建议筛选Concept

Development

and

Testing概念开发和检测Market

Strategy

Development市场战略开发Business

Analysis业务分析Product

Development产品开发Market

Testing市场测试Commercialization商业化Probability

of

Success成功的概率Overall

Probability

of

Success成功的所有概率EQUALS等于Probability

of

Technical

Completion技术完成的概率MULTIPLED

BY乘Probability

of

commercialization

given

technical

completion技术完成的商业化概率MULTIMPLED

BY乘Probability

of

economic

success

given

commercialization商业化的经济成功概率Concept

Development

and

Testing概念开发和检测Develop

Product

Ideas

into

Alternative

Product

Concepts将产品概念开发成可替代的产品概念Concept

Testing

–

Test

the

Product

Concepts

with

Groups

of

TargetCustomers概念检测--用目标顾客群测试产品概念Choose

the

Best

One选择最佳者Characteristics

of

the

Innovation

Rate

of

Adoption

of

new

Id新观点接受的创新率的特性Relative

Advantage–over

competition–you’re

FIRST相关优势--通过竞争--你第一Compatibility–competitors

have

nothing

to

compare

with兼容性--竞争者无以为比较Complexity–yours

is

the

first复杂性--你的是第一的Divisibility–you

can

devise

new

uses

or

product

lines可分割性--你可以发明新用途或产品线Communicability–you

are

first

to

communicate

the

idea可传达性--你第一个传达观点Major

Decision

in

International

Marketing国际市场的主要决策Deciding

whether

to

go

abroad决定是否出国Deciding

which

markets

to

enter决定进入哪个