1、欢迎大家的到来市场营销基础知识市场营销基础知识英文英文版版Objectives Understand the new economy.Learn the tasks of marketing.Become familiar with the major concepts and tools of marketing.Understand the orientations exhibited by companies.To accompany A Framework for Marketing Management,2nd EditionObjectives Learn how companie
2、s and marketers are responding to new challenges.To accompany A Framework for Marketing Management,2nd EditionThe New Economy Consumer benefits from the digital revolution include:Increased buying power.Greater variety of goods and services.Increased information.Enhanced shopping convenience.Greater
3、 opportunities to compare product information with others.To accompany A Framework for Marketing Management,2nd EditionThe New Economy Firm benefits from the digital revolution include:New promotional medium.Access to richer research data.Enhanced employee and customer communication.Ability to custo
4、mize promotions.To accompany A Framework for Marketing Management,2nd EditionMarketing Tasks Marketing practices may pass through three stages:Entrepreneurial marketingFormulated marketingIntrepreneurial marketing As marketing becomes more formulated,creativity is inhibited.To accompany A Framework
5、for Marketing Management,2nd EditionWhat Can Be Marketed?Goods Services Experiences Events Persons Places Properties Organizations Information IdeasTo accompany A Framework for Marketing Management,2nd EditionMarketing Defined Kotlers social definition:“Marketing is a societal process by which indiv
6、iduals and groups obtain what they need and want through creating,offering,and freely exchanging products and services of value with others.”To accompany A Framework for Marketing Management,2nd EditionMarketing Defined The AMA managerial definition:“Marketing is the process of planning and executin
7、g the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges that satisfy individual and organizational objectives.”To accompany A Framework for Marketing Management,2nd EditionCore Marketing Concepts Target markets and market segmentation Marketplace,market-sp
8、ace,metamarkets Marketers&prospects Needs,wants,demands Product offering and brand Value and satisfaction Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment Marketing programTo accompany A Framework for Marketing Management,2nd Editi
9、onCore Marketing Concepts Target markets&segmentationDifferences in needs,behavior,demographics or psychographics are used to identify segments.The segment served by the firm is called the target market.The market offering is customized to the needs of the target market.To accompany A Framework for
10、Marketing Management,2nd EditionCore Marketing Concepts Shopping can take place in a:Marketplace(physical entity,Lowes)Marketspace(virtual entity,Amazon)Metamarkets refer to complementary goods and services that are related in the minds of consumers.Marketers seek responses from prospects.To accompa
11、ny A Framework for Marketing Management,2nd EditionCore Marketing Concepts Needs describe basic human requirements such as food,air,water,clothing,shelter,recreation,education,and entertainment.Needs become wants when they are directed to specific objects that might satisfy the need.(Fast food)Deman
12、ds are wants for specific products backed by an ability to pay.To accompany A Framework for Marketing Management,2nd EditionCore Marketing Concepts A Product is any offering that can satisfy a need or want,while a brand is a specific offering from a known source.When offerings deliver value and sati
13、sfaction to the buyer,they are successful.To accompany A Framework for Marketing Management,2nd EditionEnhancing Value Marketers can enhance the value of an offering to the customer by:Raising benefits.Reducing costs.Raising benefits while lowering costs.Raising benefits by more than the increase in
14、 costs.Lowering benefits by less than the reduction in costs.To accompany A Framework for Marketing Management,2nd EditionCore Marketing Concepts Exchange involves obtaining a desired product from someone by offering something in return.Five conditions must be satisfied for exchange to occur.Transac
15、tion involves at least two things of value,agreed-upon conditions,a time of agreement,and a place of agreement.To accompany A Framework for Marketing Management,2nd EditionCore Marketing Concepts Relationship marketing aims to build long-term mutually satisfying relations with key parties,which ulti
16、mately results in marketing network between the company and its supporting stakeholders.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsMarketing Channels Communication channels Distribution channels Service channels Deliver messages to and receive messages from t
17、arget buyers.Includes traditional media,non-verbal communication,and store atmospherics.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsMarketing Channels Communication channels Distribution channels Service channels Display or deliver the physical products or ser
18、vices to the buyer/user.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsMarketing Channels Communication channels Distribution channels Service channels Carry out transactions with potential buyers by facilitating the transaction.To accompany A Framework for Marke
19、ting Management,2nd EditionCore Marketing Concepts A supply chain stretches from raw materials to components to final products that are carried to final buyers.Each company captures only a certain percentage of the total value generated by the supply chain.To accompany A Framework for Marketing Mana
20、gement,2nd EditionCore Marketing Concepts Four levels of competition can be distinguished by the level of product substitutability:Brand competitionIndustry competitionForm competitionGeneric competitionTo accompany A Framework for Marketing Management,2nd EditionCore Marketing Concepts The followin
21、g forces in the broad environment have a major impact on the task environment:Demographics Economics Natural environment Technological environment Political-legal environment Social-cultural environmentTo accompany A Framework for Marketing Management,2nd EditionCore Marketing Concepts The marketing
22、 program is developed to achieve the companys objectives.Marketing mix decisions include:Product:provides customer solution.Price:represents the customers cost.Place:customer convenience is key.Promotion:communicates with customer.To accompany A Framework for Marketing Management,2nd EditionCompany
23、Orientations The orientation or philosophy of the firm typically guides marketing efforts.Several competing orientations exist:Production concept Product concept Selling concept Marketing concept Customer concept Societal marketing conceptTo accompany A Framework for Marketing Management,2nd Edition
24、The Marketing Concept Achieving organizational goals requires that company be more effective than competitors in creating,delivering,and communicating customer value.Four pillars of the marketing concept:Target market Customer needs Integrated marketing ProfitabilityTo accompany A Framework for Mark
25、eting Management,2nd EditionChanges in the Marketplace Globalization,technological advances,and deregulation have created many challenges:Customers Brand manufacturers Store-based retailers Both companies and marketers have been forced to respond and adjust.To accompany A Framework for Marketing Man
26、agement,2nd EditionChapter 2To accompany A Framework for Marketing Management,2nd EditionObjectives Identify the major forces driving the new economy.Understand how business and marketing practices are changing as a result of the new economy.To accompany A Framework for Marketing Management,2nd Edit
27、ionObjectives Explore how the Internet has changed the way marketers use customer databases.Understand how marketers practice customer relationship management.To accompany A Framework for Marketing Management,2nd EditionDrivers of the New Economy Digitalization and connectivity The Internet,intranet
28、s&extranets are key Disintermediation and reintermediation Customization and customerization Industry convergenceTo accompany A Framework for Marketing Management,2nd EditionChanges in Business Practices Old Economy Product unit organization Profitable transactions Financial scorecard Stockholders M
29、arketing does the marketing New Economy Customer segment organization Lifetime value of customer Marketing scorecard Stakeholders Everyone does the marketingTo accompany A Framework for Marketing Management,2nd EditionChanges in Business Practices Old Economy Build brands via advertising Customer ac
30、quisition No customer satisfaction measurement Overpromise,underdeliver New Economy Build brands via performance Customer retention Measure customer satisfaction and retention rates Underdeliver,overpromise To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Chan
31、ging E-Business Setting up web sites Customer relationship marketingTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:E-business Business practices are changing.E-business uses electronic means and platforms to conduct business.E-commerce web sites fac
32、ilitate the online sale of products and services.E-purchasing from online suppliers.E-marketing efforts include those that inform,communicate,promote,and sell products and services over the Internet.To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:E-b
33、usinessInternet Domains B2C B2B C2C C2B B2C=Business-to-Consumer Benefits include:greater ordering convenience,lower cost,easier information and price gathering To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:E-businessInternet Domains B2C B2B C2C C2
34、B B2B=Business-to-Business Volume is 10-15%higher than B2C.Benefits include:lower costs via B2B auctions,buying alliances,greater access to information.To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:E-businessInternet Domains B2C B2B C2C C2B C2C=Con
35、sumer-to-Consumer Transactions occur via online trading sites such as eBay.Consumers are creating online product information via newsgroup and chat room dialogues.To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:E-businessInternet Domains B2C B2B C2C
36、C2B C2B=Consumer-to-Business Facilitate communication between customer and businesses.To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:E-business Brick and click firms have often faced channel conflict issues Brick and click firms tend to be more succ
37、essful than pure click e-tailer competitors because.Customer acquisition costs are lower Resources,knowledge,customer base,supplier relationships are superiorTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:Web Site Design Context Content Community Co
38、mmunication Connection Commerce CustomizationThe Seven“Cs”of Web Site DesignTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:Web Site Design Placing Ads and Promotions Online Banner ads Sponsorships Microsite Interstitials Browser ads Alliances and af
39、filiate programsTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:Web Site Design Advertising income Sponsorship income Alliance income Membership and subscription income Profile income Product and service sales income Transaction commissions and fees
40、Market research/information Referral incomeD revenue and profit models:To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:CRM Customer Relationship Marketing(CRM)allows companies to:Deliver real-time customer service Customize market offerings,products,
41、services,media,and messagesTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:CRM Effective Customer Relationship Marketing requires:Reducing customer defection rates Extending the life of the customer relationship Enhancing customer sales/profit potent
42、ial Making low-profit customers MORE profitable or terminating them Focusing on high value customersTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:CRM CRM Leads to One-on-One Marketing Four Steps for One-to-One MarketinglDont go after everyone,caref
43、ully identify your prospects and customers.lGroup customers by their needs and their value to the company;aggressively pursue the most valuable customers.lBuild stronger relationships with customers via individual interaction.lCustomize messages,services,and products for each customer.To accompany A
44、 Framework for Marketing Management,2nd EditionHow Marketing Practices are Changing:CRM Customer Databases and Database Marketing are the key to Effective CRM Database uses include:Best prospect identification Matching offers to customers Deepening customer loyalty Reactivating customer purchasing A
45、voiding serious mistakesTo accompany A Framework for Marketing Management,2nd EditionChapter 3To accompany A Framework for Marketing Management,2nd EditionObjectives Understand how companies deliver customer value and satisfaction.Identify the factors that make a high performance business.Understand
46、 how companies attract and retain customers.To accompany A Framework for Marketing Management,2nd EditionObjectives Realize how companies can improve both customer and company profitability.Understand how companies can deliver total quality.To accompany A Framework for Marketing Management,2nd Editi
47、onCustomer Value Customers seek to maximize value by estimating which offer(product/firm)delivers the most value(CPV)forming an expectation of value and acting upon it(purchase)evaluating their usage experience against the expectations Satisfaction results when expectations are equaled or surpassedT
48、o accompany A Framework for Marketing Management,2nd EditionCustomer Perceived Value Perception of delivered value is a function of:Total customer costsTotal customer value Firms at a disadvantage must:Reduce perceptions of costs or enhance perceptions of valueTo accompany A Framework for Marketing
49、Management,2nd EditionCustomer Satisfaction Satisfaction is defined as.“a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance(or outcome)in relation to his or her expectations.”To accompany A Framework for Marketing Management,2nd EditionCustomer
50、Satisfaction To maximize satisfaction.Dont exaggerate the product/services capabilities in advertising or other communications lDissatisfaction will resultlFTC may become involvedDont set expectations too low lMarket size will be limitedTo accompany A Framework for Marketing Management,2nd EditionHi
