市场营销基础知识英文版课件

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市场营销基础知识英文版1ObjectivesUnderstand 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 EditionObjectivesUnderstand the new e2ObjectivesLearn how companies and marketers are responding to new challenges.To accompany A Framework for Marketing Management,2nd EditionObjectivesLearn how companies 3The New EconomyConsumer benefits from the digital revolution include:Increased buying power.Greater variety of goods and services.Increased information.Enhanced shopping convenience.Greater opportunities to compare product information with others.To accompany A Framework for Marketing Management,2nd EditionThe New EconomyConsumer benefi4The New EconomyFirm benefits from the digital revolution include:New promotional medium.Access to richer research data.Enhanced employee and customer communication.Ability to customize promotions.To accompany A Framework for Marketing Management,2nd EditionThe New EconomyFirm benefits f5Marketing TasksMarketing practices may pass through three stages:Entrepreneurial marketingFormulated marketingIntrepreneurial marketingAs marketing becomes more formulated,creativity is inhibited.To accompany A Framework for Marketing Management,2nd EditionMarketing TasksMarketing pract6What Can Be Marketed?GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeasTo accompany A Framework for Marketing Management,2nd EditionWhat Can Be Marketed?GoodsPlac7Marketing DefinedKotlers social definition:“Marketing 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.”To accompany A Framework for Marketing Management,2nd EditionMarketing DefinedKotlers soci8Marketing DefinedThe AMA managerial definition:“Marketing is 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.”To accompany A Framework for Marketing Management,2nd EditionMarketing DefinedThe AMA manag9Core Marketing ConceptsTarget markets and market segmentationMarketplace,market-space,metamarketsMarketers&prospectsNeeds,wants,demandsProduct offering and brandValue and satisfactionExchange and transactionsRelationship and networksMarketing channelsSupply chainCompetitionMarketing environmentMarketing programTo accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsTarget 10Core Marketing ConceptsTarget 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 Marketing Management,2nd EditionCore Marketing ConceptsTarget 11Core Marketing ConceptsShopping 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 accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsShoppin12Core Marketing ConceptsNeeds 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)Demands are wants for specific products backed by an ability to pay.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsNeeds d13Core Marketing ConceptsA 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 satisfaction to the buyer,they are successful.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsA Produ14Enhancing ValueMarketers 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 costs.Lowering benefits by less than the reduction in costs.To accompany A Framework for Marketing Management,2nd EditionEnhancing ValueMarketers can e15Core Marketing ConceptsExchange involves obtaining a desired product from someone by offering something in return.Five conditions must be satisfied for exchange to occur.Transaction 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 ConceptsExchang16Core Marketing ConceptsRelationship marketing aims to build long-term mutually satisfying relations with key parties,which ultimately results in marketing network between the company and its supporting stakeholders.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsRelatio17Core Marketing ConceptsMarketing ChannelsCommunication channelsDistribution channelsService channelsDeliver messages to and receive messages from target buyers.Includes traditional media,non-verbal communication,and store atmospherics.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsMarketi18Core Marketing ConceptsMarketing ChannelsCommunication channelsDistribution channelsService channelsDisplay or deliver the physical products or services to the buyer/user.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsMarketi19Core Marketing ConceptsMarketing ChannelsCommunication channelsDistribution channelsService channelsCarry out transactions with potential buyers by facilitating the transaction.To accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsMarketi20Core Marketing ConceptsA 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 Management,2nd EditionCore Marketing ConceptsA suppl21Core Marketing ConceptsFour 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 ConceptsFour le22Core Marketing ConceptsThe following forces in the broad environment have a major impact on the task environment:DemographicsEconomicsNatural environmentTechnological environmentPolitical-legal environmentSocial-cultural environmentTo accompany A Framework for Marketing Management,2nd EditionCore Marketing ConceptsThe fol23Core Marketing ConceptsThe marketing 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 EditionCore Marketing ConceptsThe mar24Company OrientationsThe orientation or philosophy of the firm typically guides marketing efforts.Several competing orientations exist:Production conceptProduct conceptSelling conceptMarketing conceptCustomer conceptSocietal marketing conceptTo accompany A Framework for Marketing Management,2nd EditionCompany OrientationsThe orient25The Marketing ConceptAchieving organizational goals requires that company be more effective than competitors in creating,delivering,and communicating customer value.Four pillars of the marketing concept:Target marketCustomer needsIntegrated marketingProfitabilityTo accompany A Framework for Marketing Management,2nd EditionThe Marketing ConceptAchieving26Changes in the MarketplaceGlobalization,technological advances,and deregulation have created many challenges:CustomersBrand manufacturersStore-based retailersBoth companies and marketers have been forced to respond and adjust.To accompany A Framework for Marketing Management,2nd EditionChanges in the MarketplaceGlob27Chapter 2Adapting Marketing to the New EconomyPowerPoint by Karen E.JamesPowerPoint by Karen E.JamesLouisiana State University-ShreveportLouisiana State University-ShreveportTo accompany A Framework for Marketing Management,2nd EditionChapter 2Adapting Marketing to28ObjectivesIdentify 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 EditionObjectivesIdentify the major f29ObjectivesExplore 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 EditionObjectivesExplore how the Inte30Drivers of the New EconomyDigitalization and connectivityThe Internet,intranets&extranets are keyDisintermediation and reintermediationCustomization and customerizationIndustry convergenceTo accompany A Framework for Marketing Management,2nd EditionDrivers of the New EconomyDigi31Changes in Business Practices Old EconomyProduct unit organizationProfitable transactionsFinancial scorecardStockholdersMarketing does the marketing New EconomyCustomer segment organizationLifetime value of customerMarketing scorecardStakeholdersEveryone does the marketingTo accompany A Framework for Marketing Management,2nd EditionChanges in Business Practices 32Changes in Business Practices Old EconomyBuild brands via advertisingCustomer acquisitionNo customer satisfaction measurementOverpromise,underdeliver New EconomyBuild brands via performanceCustomer retentionMeasure customer satisfaction and retention ratesUnderdeliver,overpromise To accompany A Framework for Marketing Management,2nd EditionChanges in Business Practices 33How Marketing Practices are ChangingE-BusinessSetting up web sitesCustomer relationship marketingTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are C34How Marketing Practices are Changing:E-businessBusiness practices are changing.E-business uses electronic means and platforms to conduct business.E-commerce web sites facilitate 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 Ch35How Marketing Practices are Changing:E-businessInternet DomainsB2CB2BC2CC2BB2C=Business-to-ConsumerBenefits include:greater ordering convenience,lower cost,easier information and price gathering To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch36How Marketing Practices are Changing:E-businessInternet DomainsB2CB2BC2CC2BB2B=Business-to-BusinessVolume 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 Ch37How Marketing Practices are Changing:E-businessInternet DomainsB2CB2BC2CC2BC2C=Consumer-to-ConsumerTransactions 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 Ch38How Marketing Practices are Changing:E-businessInternet DomainsB2CB2BC2CC2BC2B=Consumer-to-BusinessFacilitate communication between customer and businesses.To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch39How Marketing Practices are Changing:E-businessBrick and click firms have often faced channel conflict issuesBrick and click firms tend to be more successful than pure click e-tailer competitors because.Customer acquisition costs are lowerResources,knowledge,customer base,supplier relationships are superiorTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch40How Marketing Practices are Changing:Web Site DesignContextContentCommunityCommunicationConnectionCommerceCustomizationThe Seven“Cs”of Web Site DesignTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch41How Marketing Practices are Changing:Web Site DesignPlacing Ads and Promotions OnlineBanner adsSponsorshipsMicrositeInterstitialsBrowser adsAlliances and affiliate programsTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch42How Marketing Practices are Changing:Web Site DesignAdvertising incomeSponsorship incomeAlliance incomeMembership and subscription incomeProfile incomeProduct and service sales incomeTransaction commissions and feesMarket research/informationReferral incomeD revenue and profit models:To accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch43How Marketing Practices are Changing:CRMCustomer Relationship Marketing(CRM)allows companies to:Deliver real-time customer service Customize market offerings,products,services,media,and messagesTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch44How Marketing Practices are Changing:CRMEffective Customer Relationship Marketing requires:Reducing customer defection ratesExtending the life of the customer relationshipEnhancing customer sales/profit potentialMaking low-profit customers MORE profitable or terminating themFocusing on high value customersTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch45How Marketing Practices are Changing:CRMCRM Leads to One-on-One MarketingFour Steps for One-to-One MarketinglDont go after everyone,carefully 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 Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch46How Marketing Practices are Changing:CRMCustomer Databases and Database Marketing are the key to Effective CRMDatabase uses include:Best prospect identificationMatching offers to customersDeepening customer loyaltyReactivating customer purchasingAvoiding serious mistakesTo accompany A Framework for Marketing Management,2nd EditionHow Marketing Practices are Ch47Chapter 3Building Customer Satisfaction,Value,and RetentionPowerPoint by Karen E.JamesPowerPoint by Karen E.JamesLouisiana State University-ShreveportLouisiana State University-ShreveportTo accompany A Framework for Marketing Management,2nd EditionChapter 3Building Customer Pow48ObjectivesUnderstand how companies deliver customer value and satisfaction.Identify the factors that make a high performance business.Understand how companies attract and retain customers.To accompany A Framework for Marketing Management,2nd EditionObjectivesUnderstand how compa49ObjectivesRealize how companies can improve both customer and company profitability.Understand how companies can deliver total quality.To accompany A Framework for Marketing Management,2nd EditionObjectivesRealize how companie50Customer ValueCustomers seek to maximize value byestimating 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 expectationsSatisfaction results when expectations are equaled or surpassedTo accompany A Framework for Marketing Management,2nd EditionCustomer ValueCustomers seek t51Customer Perceived ValuePerception of delivered value is a function of:Total customer costsTotal customer valueFirms at a disadvantage must:Reduce perceptions of costs or enhance perceptions of valueTo accompany A Framework for Marketing Management,2nd EditionCustomer Perceived ValuePercep52Customer SatisfactionSatisfaction 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 SatisfactionSatisfact53Customer SatisfactionTo 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 EditionCustomer SatisfactionTo maximi54High Performance BusinessesKeys to SuccessStakeholdersProcessesResourcesOrganizationIdentify several stakeholder groups for your UniversityHow might the needs of these groups conflict with each other?To accompany A Framework for Marketing Management,2nd EditionHigh Performance BusinessesKey55High Performance BusinessesKeys to SuccessStakeholdersProcessesResourcesOrganizationNew product developmentCustomer attraction and retentionOrder fulfillmentReengineering work flowsBuilding cross functional teamsTo accompany A Framework for Marketing Management,2nd EditionHigh Performance BusinessesKey56High Performance BusinessesKeys to SuccessStakeholdersProcessesResourcesOrganizationResources include labor,materials,machines,energy,and informationOutsourcing vs.ownership:Own and nurture core competenciesTo accompany A Framework for Marketing Management,2nd EditionHigh Performance BusinessesKey57High Performance BusinessesKeys to SuccessStakeholdersProcessesResourcesOrganizationOrganization refers to the organizations policies,structures,and corporate cultureCorporate culture:shared experiences,stories,beliefs,and norms within an organizationTo accompany A Framework for Marketing Management,2nd EditionHigh Performance BusinessesKey58Core Business PracticesMarket SensingCustomer AcquisitionCustomer Relationship ManagementFulfillment ManagementNew Offering RealizationTo accompany A Framework for Marketing Management,2nd EditionCore Business PracticesMarket 59Customer RetentionReducing customer churn(defection)is highly desirableDefine and measure retention rateIdentify causes of attritionEstimate profit lost from customer defection(customer lifetime value)Estimate cost to reduce defection;take appropriate actionTo accompany A Framework for Marketing Management,2nd EditionCustomer RetentionReducing cus60Drivers of Customer EquityBrand EquityRelationship EquityValue EquityTo accompany A Framework for Marketing Management,2nd EditionDrivers of Customer EquityBran61Strong Customer BondsKeys to SuccessAdding Financial BenefitsAdding Social BenefitsAdding Structural TiesFrequency programsClub membershipsTo accompany A Framework for Marketing Management,2nd EditionStrong Customer BondsKeys to S62Strong Customer BondsKeys to SuccessAdding Financial BenefitsAdding Social BenefitsAdding Structural TiesPersonalize customer relationshipsTo accompany A Framework for Marketing Management,2nd EditionStrong Customer BondsKeys to S63Strong Customer BondsKeys to SuccessAdding Financial BenefitsAdding Social BenefitsAdding Structural TieCreate long-term contractsCharge less for ongoing purchasesLink product to long-term serviceTo accompany A Framework for Marketing Management,2nd EditionStrong Customer BondsKeys to S6420 80 30 RuleHalf of your profit is lost serving the bottom 30%of your customer base20%of your customersGenerate 80%of your profit308020To accompany A Framework for Marketing Management,2nd Edition20 80 30 RuleHalf of your 65Chapter 4Winning Markets Through Strategic Planning,Implementation,and ControlPowerPoint by Karen E.JamesPowerPoint by Karen E.JamesLouisiana State University-ShreveportLouis