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Marketing Management7/25/20221整体课程安排$为何学习市场营销为何学习市场营销$西方理论精华西方理论精华$中国特色的营销中国特色的营销$案例讨论案例讨论7/25/20227/25/20221.彼得彼得德鲁克论管理德鲁克论管理2.市场营销的知识框架市场营销的知识框架7/25/20227/25/2022企业家看中国市场环境企业家看中国市场环境跨国公司：中国本土化是胜跨国公司：中国本土化是胜 利之本利之本中国市场环境的中国市场环境的5大特征大特征转型市场营销的转型市场营销的10个奇异点个奇异点中国转型市场的营销特征中国转型市场的营销特征7/25/2022北京电信的营销策略（演示）北京电信的营销策略（演示）中国电信的营销策略（演示）中国电信的营销策略（演示）肯德基（肯德基（KFC）在中国）在中国阿吉特公司阿吉特公司海尔如何实现国际化海尔如何实现国际化商务通创造新市场商务通创造新市场7/25/20227/25/20227/25/20227/25/2022营销基本理论营销基本理论营销管理营销管理 不可控因素不可控因素 市场研究市场研究 可控因素可控因素 特殊领域营销特殊领域营销7/25/2022Marketing systemMarket concept(need,want,demand;customer-orientation)Environment(macro-,micro-)Market researchBuying behavior(consume,organization-business,government)Marketing researchMarket segmentation(target market)Marketing mixture(4ps)Special marketing(international,service)7/25/20227/25/20227/25/20227/25/2022DemandDemands=wants+buying power7/25/2022Satisfaction.is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance(or outcome)in relation to his or her expectations.7/25/2022Satisfied Customers:Are loyal longerBuy more(new products&upgrades)Are more brand loyal(less price sensitive)Offer feedbackReduce transaction costsSpread favorable word-of-mouth(Virual Mktg)7/25/2022Vs Dissatisfied Customers?#/7/25/2022I dont care无所谓Interesting原来如此原来如此Deal成交成交Make your customer become your salesman让客户成为你的销售让客户成为你的销售员员 Thats very good真是不错真是不错公司产品公司产品及服务及服务客户客户 的的需要及喜好需要及喜好7/25/2022-Kotler7/25/2022与客户的关系与客户的关系2/32/3的客户离开某供应商是因为客户关怀不够的客户离开某供应商是因为客户关怀不够.-Xerox Research93%93%的的CEOCEO认为认为 客户管理是企业成功和更富竞争力的最重要的因素客户管理是企业成功和更富竞争力的最重要的因素.-Yankee Group客户满意度如果有了客户满意度如果有了5%5%的提高的提高,企业的利润将加倍企业的利润将加倍!-世界经纪人文摘网站世界经纪人文摘网站一个非常满意的客户的购买意愿将六倍于一个满意的客户一个非常满意的客户的购买意愿将六倍于一个满意的客户!-Harvard Business Review7/25/20221.A customer is the most important person ever生活中最重要的人生活中最重要的人.What is a Customer?2.A customer is not dependent on us.we are dependent on him.客户不依赖我们客户不依赖我们.我们依赖他我们依赖他3.A customer is not an interruption of our work.he is the purpose of it.客人并没有打断我们的工作客人并没有打断我们的工作.他是工作的意义他是工作的意义5.A customer is not someone to argue or match wits with.Nobody ever won an argument with a customer.不可与客人争辨不可与客人争辨,没人能战胜客户没人能战胜客户6.A customer is a person who brings us his wants.It is our job to handle them profitably to him&to ourselves.客户让我们了解他的需要客户让我们了解他的需要,我们的工作是在盈利情况下满足他的需要我们的工作是在盈利情况下满足他的需要-Philip Kotler客人是什么客人是什么?4.We are not doing a favor by serving him.he is doing us a favor by giving us the opportunity to do so.服务客户并非替他行方便服务客户并非替他行方便.相反的是客户给我们恩惠让我们替他服务相反的是客户给我们恩惠让我们替他服务7/25/2022市务经理的职能市务经理的职能:不断带领公司往取悦客户的方向走不断带领公司往取悦客户的方向走取悦客户是在市场里成功的关键取悦客户是在市场里成功的关键!市务人员的角色市务人员的角色7/25/20227/25/20227/25/20227/25/20227/25/202228definition of marketingunderlying conceptsmarketplace orientationsrole of the marketing in the organisationcustomer satisfaction7/25/2022Defining MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating,offering,and freely exchanging products and services of value with others.-Kotler(2000 p.7)7/25/2022Underlying conceptsneeds,wants and demandstarget markets and segmentationproduct or offeringvalue and satisfactionexchange and transactionsrelationships and networkschannelscompetiitonenvironment7/25/2022Simple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation7/25/2022MarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCustomerCostCommunicationConven-ience7/25/2022Marketplace orientationsProduction-produce as cheaply as possible Product-the better mousetrapSelling-foot in the door Marketing-what do consumers wantSocietal marketing7/25/2022Evolving Views of Marketings Rolea.Marketing as anequal functionFinanceProductionMarketingHumanresourcesb.Marketing as a moreimportant functionFinanceHumanresourcesMarketingProduction7/25/2022Evolving Views of Marketings Rolec.Marketing as themajor functionMarketingFinanceHumanresourcesProductiond.The customer as thecontrolling factorCustomerHumanresourcesFinanceProductionMarketing7/25/2022Evolving Views of Marketings Rolee.The customer as the controllingfunction and marketing as theintegrative functionCustomerMarketingProductionHumanresourcesFinance7/25/2022Determinants of Customer Delivered ValueImage valuePersonnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdeliveredvalue7/25/2022Satisfaction.is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance(or outcome)in relation to his or her expectations.7/25/2022Satisfied Customers:Are loyal longerBuy more(new products&upgrades)Spread favorable word-of-mouthAre more brand loyal(less price sensitive)Offer feedbackReduce transaction costs7/25/2022In summary.definition of marketingunderlying conceptsmarketplace orientationsrole of the marketing in the organisationcustomer satisfaction7/25/20227/25/20227/25/202243Macroenvironmental trendsndemographicneconomicnnaturalntechnologicalnpolitical-legalnsocial-cultural7/25/2022Environmental forcesMicro environmentnwithin the control of the company-generally internal such as strategies,structures and organisational cultureMacro environmentnexternal and outside the company 7/25/2022Macroenvironmental ForcesWorld trade enablersAsian economic powerRise of trade blocsInternational monetary crisesUse of barter&countertradeMove towards market economies“Global”lifestyles7/25/2022Macroenvironmental ForcesOpening of“new”marketsEmerging transnational firmsCross-border strategic alliancesRegional ethnic&religious conflictGlobal branding7/25/2022Demographic environmentworldwide population growthage mixethnic marketseducationhousehold patternsgeographic shiftsmass markets to micromarkets7/25/2022Economic environmentincome distributionnsubsistencenraw material exportingnindustrializingnindustrialsavings,debt and credit availability7/25/2022Natural environmentchanging role of governmenthigher pollution levelsshortage of raw materialsincreased costs of energy7/25/2022Technological environmentaccelerating pace of changeopportunities for innovationincreased regulationvarying R&D budgets7/25/2022Political legal environmentincreased legislationspecial interest groupsntrading blocks(WTO)7/25/2022Social/Cultural EnvironmentViewsThat ExpressValues7/25/2022Social/Cultural Environment7/25/2022In summary.Marketers need to ntracking&identifying opportunities in the macroenvironmentwdemographic,weconomic,wnatural,wtechnological,wpolitical,&cultural.7/25/20227/25/20227/25/202257Consumer buying behaviournfactors influencing buyer behaviournbuying rolesnstages in the decision processntypes of decisionsOrganisational buying behaviournbusiness verses consumer marketsnparticipants in organisational buying7/25/2022uThe behaviour that consumers display in:useekingupurchasinguusinguevaluatingudisposing of products and services they expect will satisfy their needsSource:Schiffman et al(1996)7/25/2022Model of Buying BehaviorBuyers decisionprocessProblem recognitionInformation searchEvaluationDecisionPostpurchase behaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyerscharacteristicsCulturalSocialPersonalPsychologicalBuyers decisionsProduct choiceBrand choiceDealer choicePurchase timingPurchase amountMarketingstimuliProductPricePlacePromotion7/25/2022Factors influencing buyer behaviourculturalsocialpersonalPsychological（心理上的）7/25/2022Cultural factorsculture nfundamental to buying behavioursubculturengeographic,religious,racialsocial classnincome,occupation,education7/25/2022Social factorsreference groupsnmembershipnaspirationalnDisassociate（分离）familynorientation/procreation(生殖)social roles and status（地位）7/25/2022Personal factorsage and stage（阶段）in the life cycleoccupation and economic circumstancesLife stylepersonalityself concept7/25/2022Psychological factorsMotivation（动机）Perception（感受）learningBeliefs（信仰）and attitudes（态度）7/25/2022Buying rolesInitiator（发起人）influencerdeciderbuyeruser7/25/2022Stages of the decision processproblem recognitioninformation searchAlternative evaluationchoicepost purchase evaluation7/25/2022Types of decisionsroutine(habitual buying)limited problem solving(dissonance 不和谐reducing)high involvement(complex)7/25/2022Organisational buying behaviourBusiness verses consumer marketsnfewer buyersnlarger buyersncloser relationshipsngeographically concentratednprofessional purchasing7/25/2022Factors influencingenvironmentalorganisationalinterpersonalindividual7/25/2022uProblem recognitionuInformation searchuEvaluation of suppliersuSelection of supplier-bid/no biduPurchaseuUseuPost purchase evaluation7/25/2022uRe-buyuModified re-buyuNew task7/25/2022In summary.buying behaviour(both business and consumer)influenced by many factorstypes of decisionsrolesprocesses 7/25/20227/25/20227/25/202275OutlineMarketing Information Systems(MIS)What is Marketing Research?nMarketing Research as a Business ToolThe Research ProcessBarriers to use of marketing researchEthics7/25/2022DefinitionsnA marketing information system(MIS)consists of people,equipment and procedures to gather,sort,analyse and evaluate.timely and accurate information to decision makers(Kotler 2000)nMarketing research.systematic design,collection,analysis and reporting of findings relevant to a specific problem(Kotler 2000)7/25/2022Marketing information systemsinternal recordsmarketing intelligencemarketing research7/25/2022Marketing Research as a Business Toolresearch only a tool that can be used to make more informed decisionsresearch will not make the decision reduces but does not eliminate uncertaintypossible applicationsnentire marketing management process7/25/2022Marketing information systemProblemdefinitionResearch design(or plan)Samplingwhohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process7/25/2022Problem definitionProblem definition processnManagement problemnResearch problemnResearch objectivesestimate value of information7/25/2022Marketing information systemProblemdefinitionResearch design(or plan)Samplingwhohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process7/25/2022Research designsplan by which information is gathered to meet objectivesnprimary vs secondary datanqualitative data vs quantitative data3 basic designsnexploratory ndescriptive ncausal 7/25/2022Research designsExploratorynnew product developmentncreative developmentndiagnosing problemsDescriptivenquestionnairesndescribing attitudes/profilesCausal(experiments)ntest markets7/25/2022Research designsQuestionnairesnmust be based on research objectivesndata must be in suitable form for analysisContact methodsnmailntelephonenpersonalnonline7/25/2022Marketing information systemProblemdefinitionResearch design(or plan)Samplingwhohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process7/25/2022SamplingDefine populationSample frame(how to get to population)Sampling methodnprobabilitynnon probabilitySample sizeDraw the sample7/25/2022Marketing information systemProblemdefinitionResearch design(or plan)Samplingwhohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process7/25/2022Data analysisTurns raw data into informationBased on research objectives(not question by question)7/25/2022Marketing information systemProblemdefinitionResearch designdesk vs fieldqual vs quantSamplingwhohow manyData collectionanalysisinterpretationRecommendationsreport writingThe Marketing Research Process7/25/2022Barriers to use of marketing researchnarrow conception of marketing researchuneven calibre of researcherslate and/or erroneous findingspersonality and presentational differences7/25/2022EthicsMarketing Research Society of AustralianCode of Professional BehaviourRemember 3 parties involved in ethicsnrespondentsnresearchersnclients7/25/20227/25/20227/25/202294Outlinecorporate strategic planningthe strategic marketing planning processanalytical toolsthe marketing planidentifying market segmentschoosing target markets7/25/2022Corporate PlanningDefine the corporate missionEstablish strategic business units(SBUs)Assign resources to SBUsPlan new business,downsize older businesses7/25/2022Strategic-Planning,Implementation,and Control ProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementing7/25/2022Mission statementslimited number of goalsstress major policies and valuesdefine competitive scopes7/25/2022The Boston Consulting Groups Growth-Share MatrixMarket Growth Rate3?Question marks?21Cash cow6Dogs87Relative Market ShareStars547/25/2022Market Attractiveness:Competitive-Position Portfolio ClassificationReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJoints7/25/2022)The Strategic-Planning GapDesiredsalesIntegrative growthIntensive growthCurrentportfolio 7/25/2022Three Intensive Growth Strategies:Ansoffs Product/Market Expansion Grid4.Diversification2.MarketdevelopmentNewmarkets1.MarketpenetrationExistingmarketsExistingproducts3.ProductdevelopmentNewproducts7/25/20221423Opportunity Matrix1.Company develops a more powerful lighting system2.Company develops a device for measuring the energy efficiency of any lighting system3.Company develops a device for measuring illumination level4.Company develops a software program to teach lighting fundamentals to TV studio personnel7/25/2022Threat Matrix1.Competitor develops a superior lighting system2.Major prolonged economic depression3.Higher costs4.Legislation to reduce number of TV studio licenses14237/25/2022The McKinsey 7-S FrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystems7/25/2022Sell the productThe Value-Delivery ProcessMake the productProcureDesignproductMakePrice SellAdvertise/promoteDistribute ServiceChoose the ValueProvide the Value Communicate the Value(a)Traditional physical process sequence(b)Value creation&delivery sequenceStrategic marketingTactical marketing7/25/2022The marketing planexecutive summary&table of contentscurrent marketing situationopportunity and issue analysisobjectivesmarketing strategyaction programmesfinancial analysiscontrols7/25/2022Steps in Market Segmentation,Targeting,and Positioning1.Identifysegmentationvariables andsegment themarket2.Develop profiles ofresultingsegments3.Evaluateattractivenessof eachsegment4.Select thetargetsegment(s)5.Identifypossiblepositioningconcepts foreach targetsegment6.Select,develop,andcommunicatethe chosenpositioningconcept7/25/2022Bases for segmenting consumer marketsGeographic nregion,city,climateDemographic nage gender,family sizePyschographic nlifestyle or personalityBehaviouralnoccasions,benefits,uses or attitudes7/25/2022Bases for Segmenting Business MarketsDemographicOperating variablesPurchasing approachesSituational factorsPersonal characteristics7/25/2022 MeasurableAccessibleSubstantialDifferential Segments must be large or profitable enough to serve.Segments can be effectively reached and served.Actionable Size,purchasing power,profiles of segments can be measured.Segments must respond differently to different marketing mix elements&actions.Must be able to attract and serve the segments.Effective Segmentation7/25/2022In summary.Strategic planning is the fundamental basis for marketing decisionsSTP-segment,target,position7/25/20227/25/20227/25/2022114OutlineProduct characteristicsBrandingPackaging&labelingNew product developmentServices7/25/2022Five Product LevelsPotential productAugmented productExpected productBasic productCore benefit7/25/2022Types of consumer-goods Convenience productsnbought frequently and immediatelyShopping productsnbuy less frequently,more effortSpecialty productsnspecial purchase effortsUnsought goodsnnew or dont want to think about it7/25/2022Product mixWidthnnumber of different product linesLengthntotal number of items within the lineDepthnnumber of versions of each product7/25/2022Brand Something that identifies a product as being different to other products/belonging to a specific companynnamensymbolndesign7/25/2022An Overview ofBranding DecisionsBrandingDecisionBrandNo brandBrand-SponsorDecisionManu-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnamesBrand-Repositioning DecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrands7/25/2022Brand StrategiesBrandExtensionNewBrand NameProduct CategoryLineExtensionExistingExistingMultibrandsNewNewBrands7/25/2022Brand namesdistinctivesuggest product qualitiessuggest product benefitseasy to pronounce,recognize,remembersuitable in international markets7/25/2022Packaging as a marketing toolSelf-serviceConsumer affluenceCompany&brand imageOpportunity for innovation7/25/2022New ProductsReasons for failuren“Over championing”nOverestimated demandnPoor designnPoor marketing executionnHigh development costsnStrong competitive reaction7/25/2022Challenges in NPDIdea shortageFragmented marketsSocial&governmental constraintsCostCapital shortageNeed for speedShorter product life cycles7/25/2022New Product Development Process7/25/20222 1/2%Innovators13 1/2%Earlyadopters34%Earlymajority34%Latemajority16%LaggardsTime of adoption innovationsAdopter Categorization of the Basis of Relative Time of Adoption of Innovations7/25/2022Characteristics of the Rate of AdoptionRelative advantageCompatibilityComplexityDivisibilityCommunicability7/25/2022Services7/25/2022Characteristics of servicesIntangibilityncannot be seen,felt,tasted,touched before purchaseInseparabilityncannot be separated from their providers,for example,hairdresser7/25/2022Characteristics of servicesVariabilitynquality of service can vary at each offer Perishabilityncannot be stored for later use7/25/2022Overcoming service challengesIntangibilitynuse cues to make tangibleInseparabilitynnot always possible-use technologyVariabilitynstandardisation/trainingPerishabilitynmatch supply and demand7/25/2022Determinants of Service QualityReliabilityResponsivenessAssuranceEmpathyTangibles7/25/2022In summary.Product characteristicsBrandingPackaging&labelingNew product developmentServices7/25/20227/25/20227/25/2022136OutlinePricenSetting the pricenPricing methodsMarketing ChannelsnDesign decisionsnManagement decisionsnDynamics7/25/2022PriceHigh MediumLowHighLow Product QualityMedPremium Value Medium ValueEconomyOverchargingRip-OffFalse EconomyHigh ValueSuperValueGood-ValuePrice-Quality Strategies7/25/2022Setting pricing policySelect the pricing objectivedetermine demandestimate costsanalyse competitorsselect a pricing methodselect final price7/25/2022Types of CostsTotal CostsSum of the Fixed and Variable Costs for a Given Level of ProductionFixed Costs(Overhead)Costs that dontvary with sales or production levels.Executive SalariesRent Variable CostsCosts that do varydirectly with the level of production.Raw materials7/25/2022The Three Cs Modelfor Price SettingCostsCompetitorsprices andprices ofsubstitutesCustomersassessmentof uniqueproductfeaturesLow PriceNo possibleprofit atthis priceHigh PriceNo possibledemand atthis price7/25/2022Pricing MethodsMarkup pricingTarget return pricingPerceived value pricingValue pricingGoing-rate pricingSealed-bid pricing7/25/2022Promotional PricingLoss-leader pricingSpecial-event pricingCash rebatesLow-interest financingLonger payment termsWarranties&service contractsPsychological discounting7/25/2022Discriminatory pricingcustomer segmentproduct formlocationtime7/25/2022How a Distributor Reduces theNumber of Channel Transactions7/25/2022Store7/25/2022Distribution channel functionsrisk takingphysical distributionpaymentstransferinformationcommunicationnegotiationorderingfinancing7/25/2022WholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-level channelWholesalerRetailerConsumerMfg2-le
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