[管理学]Marketing-Orientati教学讲解课件.ppt

1、MARK 512 Marketing Strategy and PolicyJC Salvacruz2MARK 512 Marketing Strategy and PolicyJC Salvacruz3Process of PLANNING and EXECUTING the 4Psvideas,goods,and services to create exchanges that satisfy individual and organizational objectivesMARK 512 Marketing Strategy and PolicyJC Salvacruz4Externa

2、l Market EnvironmentMARK 512 Marketing Strategy and PolicyJC Salvacruz5PlacePromotionPriceProductC Quality Features Style/Options Brand name Packaging Services/parts Guarantees/Warranty List price Discounts Allowances Credit terms Payment period Rental/lease Advertising Personal selling Sales promot

3、ion Point-of-purchasematerials Publicity Middlemen:types and number Location Inventory levels TransportationMARK 512 Marketing Strategy and PolicyJC Salvacruz6 not a production orientationv“consumers will favor products that are available and highly affordable,thus,management should focus on improvi

4、ng production and distribution efficiency”not a product philosophyv“consumers will favor products that offer the most quality,performance,and featuresMARK 512 Marketing Strategy and PolicyJC Salvacruz7 or a selling conceptv“consumers will not buy enough of the products unless the organisation undert

5、akes a large-scale selling and promotion effort”MARK 512 Marketing Strategy and PolicyJC Salvacruz8 continuous collection of informationvabout customers needs,andvcompetitors capabilities sharing this information across departments using the information to create customer value.MARK 512 Marketing St

6、rategy and PolicyJC Salvacruz9 ValuevCustomers form expectations regarding valuevMarketers must deliver value to consumersCostsBenefitsValue concerns the difference between the benefits a customer sees from a firms market offering and the costs of obtaining those benefitsThe customers view of costs

7、and benefits is not just limited to economic(or even rational)considerations-and a low price may NOT result in superior value.MARK 512 Marketing Strategy and PolicyJC Salvacruz10Provided by marketingProvided by production with guidance of marketingTaskTimePlacePossessionUtilityValue that comesfrom s

8、atisfyinghuman needsFormTypes of Utility and How They Are ProvidedUtility is the benefit or customer value received by uses of a product.MARK 512 Marketing Strategy and PolicyJC Salvacruz11 Developing a customer-or market-centric orientation rather than product-or factory-focus.Creating an employee

9、culture that is responsive to customers and changing market conditions Measuring profits at the market level and to track market-based performance metrics.MARK 512 Marketing Strategy and PolicyJC Salvacruz12 Measuring profits at the market level and to track market-based performance metrics.Objectiv

10、eMeasuresTargetsInitiativesCUSTOMERHow do our customers see us?ObjectiveMeasuresTargetsInitiativesLEARNING andGROWTHCan we continue to improve and create value?ObjectiveMeasuresTargetsInitiativesFINANCIALHow do we look to shareholders?ObjectiveMeasuresTargetsInitiativesINTERNAL BUSINESSPROCESSWhat m

11、ust we excel at?VisionandStrategyObjectiveMeasuresTargetsInitiativesCUSTOMERHow do our customers see us?ObjectiveMeasuresTargetsInitiativesLEARNING andGROWTHCan we continue to improve and create value?ObjectiveMeasuresTargetsInitiativesFINANCIALHow do we look to shareholders?ObjectiveMeasuresTargets

12、InitiativesINTERNAL BUSINESSPROCESSWhat must we excel at?VisionandStrategyVisionandStrategyA Balanced Scorecard Perspective on PerformanceSource:A Management Guide for the deployment of strategic metrics,RatheonMARK 512 Marketing Strategy and PolicyJC Salvacruz13Production orientationCompany sells w

13、hat it canmake;primary focus on functional performance and cost.Narrow.Based on production and distribution costs.Technical research;focus on product improvement and cost cutting in the production process.Business activity or functionProduct offeringProduct linePricingResearchMarketing orientationCo

14、mpany makes what it can sell;primary focus on customers needs and market opportunities.Broad.Based on perceived benefits provided.Market research;focus on identifying new opportunities and applying new technology to satisfy customer needs.MARK 512 Marketing Strategy and PolicyJC Salvacruz14What happ

15、ens when we underwhelm our customers?Adopted from Best,Roger J.Market-Based Management:Strategies for Growing Customer Value and Profitability.Pearson-Prentice Hall,2005.MARK 512 Marketing Strategy and PolicyJC Salvacruz15 Customer Satisfaction Index(CSI)derived from customers ratings of their overa

16、ll satisfaction on a six-point scale.Very DissatisfiedModerately DissatisfiedSomewhat DissatisfiedSomewhat SatisfiedModerately SatisfiedVery Satisfied(0)(20)(40)(60)(80)(100)MARK 512 Marketing Strategy and PolicyJC Salvacruz16MARK 512 Marketing Strategy and PolicyJC Salvacruz17 Sales Market share Cu

17、stomer satisfactionMARK 512 Marketing Strategy and PolicyJC Salvacruz18MARK 512 Marketing Strategy and PolicyJC Salvacruz19MARK 512 Marketing Strategy and PolicyJC Salvacruz20Unhappy Customers Only 4%of dissatisfied customers complain Over 90%of unhappy customers wont be back Each dissatisfied custo

18、mer tells nine other peopleHappy Customers Retaining customers costs one-fifth to one-sixth less Satisfied customers are willing to pay more Each happy customer will tell five people about good serviceMARK 512 Marketing Strategy and PolicyJC Salvacruz21MARK 512 Marketing Strategy and PolicyJC Salvac

19、ruz22 Understand what different customers are worth to you Understand what your valuable customers need from youEnables you to:Concentrate on those with the best potentialMake sure you satisfy their needsBe careful:The word Value works both ways-What is their Value?-What do they Value?MARK 512 Marke

20、ting Strategy and PolicyJC Salvacruz23Not all customers are equalWho is a“good”customer?-Large account-Loyal-Always pays on time-High life-time valueMARK 512 Marketing Strategy and PolicyJC Salvacruz24 Losing a customer means losing the entire stream of purchases that the customer would make over a

21、lifetime of patronageSupermarket:$50,000 lost per sulking customer-$100/week x 50 weeks per year x 10 yearsLexus$600,000 in lifetime salesTaco Bell$12,000MARK 512 Marketing Strategy and PolicyJC Salvacruz25Value at Acquisitionvrevenues(application fee+initial purchase)vLess costs(marketing+credit ch

22、eck+account set up)Annual Value(project for each year of relationship)vrevenues(annual fee+sales+service fees+value of referrals)vLess costs(account management+cost of sales+write-offs)Net Present ValuevDetermine anticipated customer relationship lifetimevSelect appropriate discount figurevSum antic

23、ipated annual values(future profits)at chosen discount rateCustomer Equity is total sum of NPVs of all current customersMARK 512 Marketing Strategy and PolicyJC Salvacruz26MARK 512 Marketing Strategy and PolicyJC Salvacruz27You own a tennis club where the annual membership fee is$300.vThe average cl

24、ub member spends about$100 dollars a year at the club(in balls,drinks,snacks,etc.).vThe annual cost of these miscellaneous goods(the balls,drinks,snacks,etc)to you is$40 per player.vOn average people who join a tennis club have a playing career of 6 years.vHistorically,80%of the members in a given y

25、ear rejoin the following year.vThe discount rate of money is 8%a year.Based on this information,what is the life-time value of a customer?MARK 512 Marketing Strategy and PolicyJC Salvacruz285544332208.1360$8.0+08.1360$8.0+08.1360$8.0+08.1360$8.0+08.1360$8.0+360$=CLV1159$=MARK 512 Marketing Strategy

26、and PolicyJC Salvacruz29MARK 512 Marketing Strategy and PolicyJC Salvacruz30 As satisfied customers increases,so does loyalty There is a tremendous difference between the loyalty of satisfied customers and completely satisfied customers.LoyaltyHighLowLocal telephoneAirlinesPersonalComputersHospitals

27、AutomobilesSatisfactionCompletelydissatisfiedCompletelysatisfiedNon-competitiveZoneHighlycompetitiveZoneMARK 512 Marketing Strategy and PolicyJC Salvacruz31CLI=(Customer Satisfaction)x(Customer Retention)x(Customer Recommendation)MARK 512 Marketing Strategy and PolicyJC Salvacruz32CommTech is a$454

28、million business that manufactures a wide range of imaging and data transmission products for medical,industrial,and business-to-business markets.Five years ago,a new management team was put in place after several years of disappointing performance.The new management team reorganized the business an

29、d designed programs to lower unit costs,control overhead expenses,and facilitate better management of assets.The new management team also put in place an extensive sales training program that enabled the sales force to improve its sales productivity from$1.4 million to$2.2 million per salesperson.MA

30、RK 512 Marketing Strategy and PolicyJC Salvacruz331.How would you rate the companys performance over the last 5 years?2.What aspects of the companys performance were most impressive?3.Should the company follow the same strategy for the next 5 years?CommTechs 5-Year Financial PerformanceMARK 512 Mark

31、eting Strategy and PolicyJC Salvacruz34MARK 512 Marketing Strategy and PolicyJC Salvacruz35Financial Performance MetricsCostProductivityProfitabilityMarketing Performance MetricsMarketCompetitivenessCustomerMARK 512 Marketing Strategy and PolicyJC Salvacruz36Should the company drop the casual shorts

32、 and knitted sweaters product lines?MARK 512 Marketing Strategy and PolicyJC Salvacruz37Net Profits(before taxes)=Revenues ExpensesProfits casual shorts=Sales Revenues CGS Op Expenses=$10M-$8M-$3M=-$1MMARK 512 Marketing Strategy and PolicyJC Salvacruz38Profits casual shorts=SRev CGS Mktg&Sales Exp O

33、ther Op Exp-$1M =$10M-$8M-$1M-$2M-$1M =$1M -$2MMARK 512 Marketing Strategy and PolicyJC Salvacruz39Profits(before tax)=(All Product NMCs)-OEMARK 512 Marketing Strategy and PolicyJC Salvacruz40MARK 512 Marketing Strategy and PolicyJC Salvacruz41MARK 512 Marketing Strategy and PolicyJC Salvacruz42MARK

34、 512 Marketing Strategy and PolicyJC Salvacruz43 Companies often talk about their strategies.What does strategy mean?A fundamental pattern of present and planned objectives,resource deployments,and interactions of an organization with markets,competitors,and other environmental factors.MARK 512 Mark

35、eting Strategy and PolicyJC Salvacruz44A Model for Marketing Strategy FormulationSOURCE:E.Raymond Corey,Marketing Strategyan OverviewMARK 512 Marketing Strategy and PolicyJC Salvacruz45PlaceProductPricePromotionBrandType of Brand:Individual or familyManufacturer or dealerProductIdeaPhysicalgood/serv

36、iceFeaturesQuality levelAccessoriesInstallationInstructionsProduct lineWarrantyNone,full,orlimitedPackageProtection,Promotion,or bothTarget MarketMARK 512 Marketing Strategy and PolicyJC Salvacruz46Augmented ProductActual ProductCoreProductMARK 512 Marketing Strategy and PolicyJC Salvacruz47Intangib

37、ilityInseparabilityHeterogeneity(Variability)PerishabilityMARK 512 Marketing Strategy and PolicyJC Salvacruz48Brand Name Selection Brand SponsorshipBrand DevelopmentGood Brand Names:Suggest something about the product or its benefitsAre easy to say,recognize and rememberAre distinctiveAre extendable

38、Translate well into other languagesCan be registered and legally protectedMARK 512 Marketing Strategy and PolicyJC Salvacruz49Brand Name Selection Brand SponsorshipBrand DevelopmentManufacturer(national)brandsv.created and owned by the producerPrivate(store)brandsv.created and owned by the resellerv

39、Costly to establish and promotevHigher profit marginsLicensed brandsvName and character licensing has grownCo-brandingGenericMARK 512 Marketing Strategy and PolicyJC Salvacruz50Brand Name Selection Brand SponsorshipBrand DevelopmentPRODUCT CATEGORYNewLINEEXTENSIONNEW BRANDSMULTIBRANDSBRANDEXTENSIONE

40、xistingExistingbrand nameNewbrand nameMARK 512 Marketing Strategy and PolicyJC Salvacruz51Profit+$0IntroductionGrowthMaturityDeclineTimeSalesMARK 512 Marketing Strategy and PolicyJC Salvacruz52Total IndustryProfit+$0 IntroductionGrowthMaturityDeclineTimeTotal IndustrySalesLowHighNegativeInnovatorsFe

41、wRapidly rising then slowing downLower than introHigh/peak profits,then starts to declineEarly adopters and early majorityGrowing no.of imitatorsPeak sales;cyclicity sets inLowAverageMiddle/late majorityMost number,then starts to declineDecliningFallingDecliningLaggardsFurther declineSalesPricesProf

42、its(per unit)CustomersCompetitionCHARACTERISTICSMARK 512 Marketing Strategy and PolicyJC Salvacruz53 Product development Introduction Growth Maturity DeclineBegins when the company develops a new-product ideaSales are zeroInvestment costs are highProfits are negativeMARK 512 Marketing Strategy and P

43、olicyJC Salvacruz54 Product development Introduction Growth Maturity DeclineLow salesHigh cost per customer acquiredNegative profitsInnovators are targetedLittle competitionStrategies Product Offer a basic product Price Use cost-plus basis to set Distribution Build selective distribution Advertising

44、 Build awareness among early adopters and dealers/resellers Sales Promotion Heavy expenditures to create trialMARK 512 Marketing Strategy and PolicyJC Salvacruz55 Product development Introduction Growth Maturity DeclineRapidly rising salesAverage cost per customerRising profitsEarly adopters are tar

45、getedGrowing competitionStrategies Product Offer product extensions,service,warranty Price Penetration pricing Distribution Build intensive distribution Advertising Build awareness and interest in the mass market Sales Promotion Reduce expenditures to take advantage of consumer demandMARK 512 Market

46、ing Strategy and PolicyJC Salvacruz56 Product development Introduction Growth Maturity DeclineSales peakLow cost per customerHigh profitsMiddle majority are targetedCompetition begins to declineStrategies Product Diversify brand and models Price Set to match or beat competition Distribution Build mo

47、re intensive distribution Advertising Stress brand differences and benefits Sales Promotion Increase to encourage brand switchingMARK 512 Marketing Strategy and PolicyJC Salvacruz57 Product development Introduction Growth Maturity DeclineDeclining salesLow cost per customerDeclining profitsLaggards

48、are targetedDeclining competitionStrategies Product Phase out weak items Price Cut price Distribution Use selective distribution:phase out unprofitable outlets Advertising Reduce to level needed to retain hard-core loyalists Sales Promotion Reduce to minimal levelMARK 512 Marketing Strategy and Poli

49、cyJC Salvacruz58PricingobjectivesTargetMarketPricePromotionPlaceProductGeographicterm who paystransportationand howDiscounts andallowancesto whom andwhenPrice levelsover productlife cyclePriceflexibilityMARK 512 Marketing Strategy and PolicyJC Salvacruz59Overview of the Pricing ComponentPerformance

50、Objectives(sales volume,profit)Setting Prices within and across Market SegmentsIndustry PricingValue-based PricingTransactional PricingPrice Elasticity of Demand Assessing Our Competitive Advantage Price Setting Based on Customer ValueBreakeven AnalysisPricing to Maximize Profits Feasibility Analysi