1、国际商务导论国际商务导论Fundamentals of BusinessLecture 2:Marketing:An OverviewWhat to cover today：1.What is marketing?2.Marketing mix:the 4 Ps3.Functions/procedures of marketing4.Marketing environment 5.Marketing research6.Market segmentationExercises 1.What is marketing?Case study:General Motors Marketing App
2、roach1.Read the story of GMs marketing efforts over time,and try to capture as many key concepts about marketing as you can.2.What do you think led to GMs success in selling their cars before the 1980s,and why did their market share fall in recent decades?Key marketing concepts:ocustomer needsoprice
3、 rangesobrandsostyles and identityomarketing strategyocustomer loyalty omarket segmentodesign,quality,cost Marketing is:-finding the needs of the customers and satisfying them at a profit-how you design and define your products,distribute your products,promote your products,and maintain a relationsh
4、ip with your customers-the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges that satisfy individual and organizational objectives(Source:The American Marketing Association,Marketing News,September 15,2004,p.17)How doe
5、s 市场市场营销营销differ from 销售销售?-marketing starts from the customers,while selling starts from the products-marketing involves a broader range of activities/functions than sellingthe marketing concept 营销理念营销理念-the belief that a whole company must be coordinated to serve its present and potential customer
6、s and to do so at a profitCRM(customer relationship management)customer satisfaction(short-term)customer loyalty(long-term)higher&more sustainableprofitWhat does the needs of customers mean to a company?o“Kodaks future is in total customer satisfaction.”-Eastman Kodako“I(the CEO)want everyone in IBM
7、 to be obsessed with satisfying our customers.”-IBMo“We aim to redouble our efforts toward one simple goal:meeting the needs of our customers.”-Apple Computer(Source:annual reports)2.Marketing mix 营销组营销组合合:the 4 PsoProduct 产品oPrice 价格oPromotion 促销oPlace/distribution 分销Listening:Developing a marketin
8、g mix(07:46)Word bank:trademark 商标warranty 质量保证Tasks:1.Listen to the first part of the recording,and note down the definition of a marketing mix2.Listen to the second part,and match the four elements of marketing mixTask 1:Definition of a marketing mix Decisions about marketing involves strategies f
9、or four areas of marketing activities:production,distribution,promotion,and pricing.A firms marketing mix blends the four strategies that fit the needs and preferences of a specific target market.Marketing success depends not on the four individual strategies,but on the unique combination.Task 2:Mat
10、chingoDistribution strategyoProduct strategyoPricing strategyoPromotional strategya.-also includes decisions about package design,a brand name,trademarks,warranties,product image,new product development and customer serviceb.-ensures that customers receive their purchase in the proper quantities at
11、the right time and locationsc.-uses effective blending of advertising,personal selling,sales promotion and public relations in achieving its goals of informing,persuading and influencing purchasing decisionsd.-helps set profitable and justifiable prices for the firms product offerings3.Functions/pro
12、cedures of marketing1.market(ing)research 市场调查2.acquiring 产品获得3.selling 销售4.transportation 运输5.storaging 储存6.finance and credit 金融与信用7.risk taking 风险承担8.standardization and grading 标准化与分级4.Marketing environment 营销环境营销环境oTechnological advancesoSocial-cultural trendsoEconomic fluctuations nLipstick ef
13、fect 口红效应口红效应nHemline theory/index 裙长理论裙长理论/指数指数 5.Marketing research 市场市场调查调查-all marketing strategies/activities begin with marketing research-the systematic search for information that uncovers customer needs,how these needs differ among customers,and whether or not a companys products appeal to
14、customers;also called consumer analysis 消费者分析消费者分析,or need analysis 需求分析需求分析-when marketing research correctly identifies customer needs,the chance that product development will create a product customers want to buy increasesListening:Five crucial questions to ask before conducting marketing resear
15、ch(00:24)Q1:What is the need category?Q2:Who needs us and why?Q3:Who is buying?Q4:Who is using the products?Q5:What is the buying process?5.1 Procedures of marketing researchIdentifying customers existing needs for a particular product Locatingunmet needsthat the product doesnot satisfySearching for
16、ways to makea product that better suits those unmet needs5.2 Approaches to marketing researchProduct-oriented approach:-focuses on the characteristics of existing products,either the companys own,or the competitors Customer-oriented approach:oindividual interviews(FtF,telephone)oquestionnaires(FtF,m
17、ail,online)ospot observationotrade fairs/showroomsoexperimentsofocus groupsFocus group 焦点小组焦点小组-a group of people brought together to share their thoughts and feelings about a particular product and uncover how and why it satisfies or does not satisfy their needs-size:usu.between 8-30,wide represent
18、ativeness-several focus groups are often held to ensure the accuracy of the information collected6.Market segmentation 市市场细分场细分goal of market segmentation:-to optimize the fit between the purchasing behaviour of customers in a given market segment,and the marketing mix of the firm,and thereby maximi
19、ze sales to that segmentproduct positioning 产品定位产品定位:-the process of customizing or tailoring a product to a specific market segmentAthletic shoesSporting Casual comfortRunning/joggingAerobicsBasket-ballFootballTennisWalkingBasicFashionMarket segments of athletic shoes:6.1 Variables for identifying
20、market segmentsogeographic variables 地理区域因素odemographic variables 人口统计因素opsychological variables 心理因素oproduct-use variables 产品用途因素6.2 Approaches to market segmentationoOnce market segments have been identified,a company has to decide whether to make products to serve one,several,or all segments.Shou
21、ld all companies produce a wide range of products aimed at various market segments?oOperating costs increase when a different product is made for one specific segment,but sales revenues increase more than costs do when a range of products are aligned with the needs of customer groups in different se
22、gments and thus attracts many more customers.3 segmentation approaches leading to 3 marketing strategies:oNo market segmentation:a company chooses not to recognize market segments,and make a single product to target the average,or typical customers;leading to mass marketing oHigh market segmentation
23、:a company chooses to recognize the differences between customer groups,and make a different product to target each different segment;leading to multiple-segment marketingoFocused market segmentation:a company chooses to focus on just one or two segments,and make a product to target just these segme
24、nts;leading to focused marketing ocustomer group 消费者群体消费者群体:a group of people who have a similar need for a particular product;subgroup within each customer group:people who have an even more specific need for a productotarget market 目标市场目标市场:a group of individuals or organizations with similar trai
25、ts and needs that a company aims to cater to,e.g.Parknshop vs.Taste6.3 Related concepts:Case study:A Niche PlayerYour own marketing plan!Exercises1.Translation 1.产品定位 2.市场调查3.营销组合 4.市场细分5.消费者分析 6.消费者群体 7.客户关系管理 8.性价比 9.客户满意度 10.客户忠诚度2.Case study:Kodaks Flawed FocusQuestions:1.What are the market opp
26、ortunities missed by Kodak since the 1960s?2.What lessons can we draw from Kodaks flawed marketing strategies?3.Group project:choose one cosmetics brand among the following six,and then describe and evaluate its target market and marketing mix oChanel 香奈儿香奈儿oNeutrogena 露得清露得清oDHC 蝶翠诗蝶翠诗oAmway Artistry 安利安利 雅姿雅姿oVichy 薇姿薇姿oLa Mer 海蓝之谜海蓝之谜4.Supplementary reading(1)General Motors Marketing Approach(Jones,p251)(2)Kodaks Flawed Focus(Jones,p261)(3)The Four Ps of the Marketing Strategy(4)Identifying a target market(Madura,p398)
