市场营销 （英文原版课件 上）

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,Marketing: Managing Profitable Customer Relationships,Chapter 1,1,Objectives,Be able to define marketing and discuss its core concepts.,Be able to define marketing management and compare the five marketing management orientations.,Objectives,Understand customer relationship management and strategies.,Realize the major challenges facing marketers in the new “connected millennium.,Strong sales, no profits,Customer-driven to its core,Each customers experience is unique,Provides great selection, good value, discovery and convenience,A true online community,Amazon,Discussion: Will Amazon Survive?,Case Study,What is Marketing?,Marketing is managing profitable customer relationships,Attracting new customers,Retaining and growing current customers,“Marketing is NOT synonymous with “sales or “advertising,What is Marketing?,Kotlers social definition:,“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.,Goods,Services,Experiences,Events,Persons,Places,Properties,Organizations,Information,Ideas,Many Things Can Be Marketed!,What is Marketing?,Needs, wants, and demands,Marketing offers: including products, services and experiences,Value and satisfaction,Exchange, transactions and relationships,Markets,Core Marketing Concepts,What is Marketing?,Marketing Management,Marketing management is “the art and science of choosing target markets and building profitable relationships with them.,Creating, delivering and communicating superior customer value is key.,Marketing Management,Customer Management:,Marketers select customers that can be served well and profitably.,Demand Management:,Marketers must deal with different demand states ranging from no demand to too much demand.,Marketing Management,Production concept,Product concept,Selling concept,Marketing concept,Societal marketing concept,Management Orientations,Marketing Management,CRM,CRM Customer relationship management . . .“is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.,CRM,It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied.,Marketers must be concerned with the lifetime value of the customer.,CRM,Attracting, retaining and growing customers,Building customer relationships and customer equity,Customer value/satisfaction,Perceptions are key,Meeting/exceeding expectations creates satisfaction,Loyalty and retention,Benefits of loyalty,Loyalty increases as satisfaction levels increase,Delighting consumers should be the goal,Growing share of customer,Cross-selling,Key Concepts,CRM,Customer equity,The total combined customer lifetime values of all customers.,Measures a firms performance, but in a manner that looks to the future.,Key Concepts,Attracting, retaining and growing customers,Building customer relationships and customer equity,CRM,Customer relationship levels and tools,Target market typically dictates type of relationship,Basic relationships,Full relationships,Customer loyalty and retention programs,Adding financial benefits,Adding social benefits,Adding structural ties,Attracting, retaining and growing customers,Building customer relationships and customer equity,Key Concepts,Marketing Challenges,Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes.,Major marketing developments can be grouped under the theme of,Connecting,.,Marketing Challenges,Via technology,With customers,With marketing partners,With the world,Advances in computers, telecommunications, video-conferencing, etc. are major forces.,Databases allow for customization of products, messages and analysis of needs.,The Internet,Facilitates anytime, anywhere connections,Facilitates CRM,Creates marketspaces,Connecting,Marketing Challenges,Selective relationship management is key.,Customer profitability analysis separates winners from losers.,Growing “share of customer,Cross-selling and up-selling are helpful.,Direct sales to buyers are growing.,Connecting,Via technology,With customers,With marketing partners,With the world,Marketing Challenges,Partner relationship management involves:,Connecting inside the company,Connecting with outside partners,Supply chain management,Strategic alliances,Connecting,Via technology,With customers,With marketing partners,With the world,Marketing Challenges,Globalization,Competition,New opportunities,Greater concern for environmental and social responsibility,Increased marketing by nonprofit and public-sector entities,Social marketing campaigns,Connecting,Via technology,With customers,With marketing partners,With the world,Company and Marketing Strategy: Partnering to Build Customer Relationships,Chapter 2,22,Objectives,Understand company-wide strategic planning and its four steps.,Learn how to design business portfolios and develop strategies for growth and downsizing.,Understand marketings role in strategic planning and how marketers partner with others.,Objectives,Be able to describe the marketing process and the forces that influence it.,Learn the marketing management functions, including the elements of the marketing plan.,Case Study,Known for films, animation, theme parks and customer orientation,Parks offer a variety of attractions as well as cleanliness, order, and warmth,Satisfying the customer is everyones job,Disney has grown via diversification,Sales and net income have fallen,Walt Disney Company,Discussion:,How Can Disney Recover?,Strategic Planning,Strategic planning is defined as:,“The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.,Strategic Planning,Planning activities occur at the business unit, product, and market levels, and include:,Defining the purpose and mission,Setting objectives and goals,Designing the business portfolio,Developing detailed marketing and departmental plans,Strategic Planning,Mission statements should . . .,serve as a guide for what the organization wants to accomplish.,be “market-oriented rather than “product-oriented.,be neither too narrow, nor too broad.,fit with the market environment.,be motivating.,Strategic Planning,Mission statements guide the development of objectives and goals.,Objectives are developed at each level in the organization hierarchy.,Strategies are developed to accomplish these objectives.,Strategic Planning,Business portfolio: “the collection of businesses and products that make up the company.,Designing the business portfolio is a key element of the strategic planning process.,Strategic Planning,Step 1: Analyze the current business portfolio,Step 2: Shape the future business portfolio,Identify strategic business units (SBUs),Assess each SBU:,The BCG growth-share matrix classifies SBUs into one of four categories using the:,Market growth rate,SBUs relative market share within the market.,Portfolio Design,BCG Growth-Share Matrix,Strategic Planning,High RelativeMarket Share,High Market Growth,Low Market Growth,Stars,Cash Cows,Question Marks,Dogs,Low RelativeMarket Share,Strategic Planning,Step 1: Analyze the current business portfolio,Step 2:,Shape the future business portfolio,Determine the future role of each SBU and choose the appropriate resource allocation strategy:,Build,Hold,Harvest,Divest,SBUs change positions over time,Portfolio Design,Strategic Planning,Matrix approaches to formal planning share many problems:,Difficult, time-consuming, and costly to implement.,Focus only on current businesses.,Too strongly emphasize market share growth or growth via diversification.,Strategic Planning,Designing the business portfolio also involves:,Developing strategies for growth by identifying, evaluating, and selecting promising new market opportunities.,Product/market expansion grid,Developing strategies for downsizing the business portfolio.,Product/Market Expansion Grid,Strategic Planning,Existing Products,New Products,Existing Markets,New Markets,Market Penetration,Market Development,Product Development,Diversification,Planning Marketing,Marketing plays a key role in the strategic planning process.,Marketers must practice CRM,and,Partner Relationship Management.,Partnering with other departments in the company as well as other firms in the marketing system helps to build a superior,value delivery-network,.,The Marketing Process,The strategic planning and business portfolio analysis processes help to identify and evaluate marketing opportunities.,The purpose of the marketing process is to help the firm plan how to capitalize on these opportunities.,Analyzing marketing opportunities,Selecting target markets,Developing the marketing mix,Managing the marketing effort,Key Elements,The Marketing Process,The segmentation process divides the total market into,market segments.,Target marketing,determines which segment(s) are pursued.,The,market positioning,for the product is then determined.,Analyzing marketing opportunities,Selecting target markets,Developing the marketing mix,Managing the marketing effort,Key Elements,The Marketing Process,Competitor analysis guides competitive marketing strategy development.,Strategy leads to tactics by way of the marketing mix:,The “Four Ps product, price, place, promotion (seller viewpoint),The “Four Cs customer solution, cost, convenience, and communication (customer viewpoint),Analyzing marketing opportunities,Selecting target markets,Developing the marketing mix,Managing the marketing effort,Key Elements,The Marketing Process,Marketing analysis,Provides information helpful in planning, implementation, and control,Marketing planning,Strategies and tactics,Marketing implementation,Turns plans into action,Marketing control,Operating control,Strategic control,Marketing audit,Analyzing marketing opportunities,Selecting target markets,Developing the marketing mix,Managing the marketing effort,Key Elements,Marketing in the Digital Age: Making New Customer Connections,Chapter 3,42,Objectives,Be able to identify the major forces shaping the new digital age.,Understand how companies have responded to the Internet with e-business strategies.,Be able to describe the four major e-commerce domains.,Objectives,Understand how companies use e-commerce to profitably deliver greater value to customers.,Realize the promise and challenges that e-commerce presents for the future.,Invented discount brokerage category,First U.S. major player to go online,Initially offered two-tiered trading system to protect profits / stop cannibalization,Later became first true click-and-mortar full-service brokerage,Now worlds largest e-commerce site,85% online trades; 21% of trade volume; Strong stock return,Charles Schwab,Case Study,Major Forces Shaping the Digital Age,Digitalization and Connectivity,The flow of digital information requires connectivity,Intranets, Extranets, and the Internet,The Internet Explosion,Key driver of the “new economy,New Types of Intermediaries,Brick-and-mortar firms often face disintermediation from click-only competitors,The click-and-mortar business model has been highly successful,Customization and Customerization,Major Forces Shaping the Digital Age,Marketing Strategy in the Digital Age,E-business:,uses electronic means and platforms to conduct business.,E-commerce:,facilitates the sale of products and services by electronic means.,Marketing Strategy in the Digital Age,E-marketing:,Includes efforts that inform, communicate, promote, and sell products and services over the Internet.,E-commerce benefits both buyers and sellers,Marketing Strategy in the Digital Age,Buyer Benefits of E-Commerce:,Convenience,Easy and private,Greater product access/selection,Access to comparative information,Interactive and immediate,Marketing Strategy in the Digital Age,Seller Benefits of E-Commerce:,Relationship building,Reduced costs,Increased speed and efficiency,Flexibility,Global access, global reach,E-Marketing Domains,E-Commerce Domains,Targeted to consumers,Initiated by businesses,B2C,Targeted to businesses,Initiated by consumers,C2C,C2B,B2B,E-Commerce Domains,B2C,B2B,C2C,C2B,Online consumers,Now more mainstream and diverse,Has created new targeting opportunities,Online behavior differs by age,Online consumers differ from traditional off-line consumers,They initiate and control the exchange process,Value information highly,Major Domains,E-Commerce Domains,B2C,B2B,C2C,C2B,B2B sales far exceed B2C sales,B2B sales are estimated to reach $4.3 trillion in 2005,Open trading networks,E-marketspace bringing sellers and buyers together,Private trading networks,Links sellers with their own trading partners,Major Domains,E-Commerce Domains,B2C,B2B,C2C,C2B,C2C web sites help consumers exchange goods or information,eBay is one example,Auction sites facilitate the exchange process,Allow access to a much larger audience,Newsgroups / forums,Help consumers to find and share information,Major Domains,E-Commerce Domains,B2C,B2B,C2C,C2B,Allow consumers to search out sellers, learn about offers, initiate purchase, or dictate purchase terms,Ex: Priceline,Some sites facilitate the feedback process between customers and companies,Ex: Planetfeed,Major Domains,Conducting E-Commerce,Click-Only-Competitors,E-tailers, search engines and portals, ISPs, transaction sites, enabler sites,Dot s failed for many reasons,Lack of planning and research,Over emphasis on acquisition vs. retention,Poor web site design / distribution systems,Low margins,Conducting E-Commerce,Click-and-Mortar Companies,Channel conflict was initially a concern,E-commerce often created new customers, rather than cannibalizing existing ones,Many firms now enjoy greater success than their click-only competition,Trusted brand names, greater financial resources, larger customer base, industry knowledge, and strong supplier relationships were key advantages,Conducting E-Commerce,Corporate web sites,Build goodwill and relationships; generate excitement,Marketing web sites,Engage consumers and attempt to influence purchase,Web site design,7 Cs of effective web site design,E-Marketing,Creating web sites,Placing online ads and promotions,Creating or using web communities,Using E-mail and webcasting,Seven Cs of Web Site Design,Conducting E-Commerce,Context,Content,Community,Communication,Connection,Commerce,Customization,Conducting E-Commerce,Online forms of ads and promotions,Banner ads/tickers,Skyscrapers,Interstitials,Browser ads,Content sponsorships,Microsites,Viral marketing,Future of online ads,E-Marketing,Creating web sites,Placing online ads and promotions,Creating or using web communities,Using E-mail and webcasting,Conducting E-Commerce,Web communities allow members with special interests to exchange views,Social communities,Work-related communities,Marketers find well-defined demographics and shared interests useful when marketing,E-Marketing,Creating web sites,Placing on-line ads and promotions,Creating or using web communities,Using E-mail and webcasting,Conducting E-Commerce,E-mail marketing,Key tool for B2B and B2C marketing,Clutter is a problem,Enriched forms ofe-mail attempt to break through clutter,Webcasting,Auto downloading of customized content to recipients PCs,E-Marketing,Creating web sites,Placing on-line ads and promotions,Creating or using web communities,Using E-mail and webcasting,Promise and Challenges of E-Commerce,The Promise of E-Commerce,The future of B2B E-commerce is bright,A few click-only companies may succeed,Most companies will integrate online marketing into the marketing mix,Promise and Challenges of E-Commerce,Challenges: The Webs Darker Side,Few B2C companies are profitable,Limited exposure, skewed demographics,Navigating the web is often problematic,Challenge: Legal and Ethical Issues,Online privacy and security concerns,Internet fraud, the digital divide, access by vulnerable or unauthorized groups,The MarketingEnvironment,Chapter 4,66,Objectives,Know the environmental forces that affect the companys ability to serve its customers.,Realize how changes in the demographic and economic environments affect marketing decisions.,Objectives,Identify the major trends in the firms natural and technological environments.,Know the key changes in the political and cultural environments.,Understand how companies can react to the marketing environment.,Case Study,“Millennial fever set the stage to bring back the Beetle,VWs investment: $ 560 million,Demand quickly outstripped supply,The new VW beetle enjoyed cross-generational appeal,Earned many awards,Beetle now accounts for over 25% of company sales,Volkswagen,Discussion:,Will the flower-power Microbus succeed next?,Key Environments,Marketing Environment,The actors and forces that affect a firms ability to build and maintain successful relationships with customers.,Aspects of the marketing environment:,Microenvironment,Macroenvironment,Actors Affecting a Firms Ability to Serve Customers,The Microenvironment,Company,Suppliers,Customer Markets,Competitors,Publics,Marketing Intermediaries,The Microenvironment,Departments within the company impact marketing planning.,Suppliers help create and deliver customer value.,Treat suppliers as partners.,Marketing intermediaries help sell, promote, and distribute goods.,Intermediaries take many forms.,The Macroenvironment,Customer markets must be studied.,Consumer, business, government, reseller and international markets exist.,Successful companies provide better customer value than the competition.,Size and industry position help to determine the appropriate competitive strategy.,Various publics must also be considered.,Types of Publics,The Microenvironment,Financial,Media,Government,Local,General,Internal,Citizen Action,Macroenvironmental Forces,The Macroenvironment,Demographic,Economic,Natural,Technological,Political,Cultural,The Macroenvironment,Key Demographic Trends,World population growth,Changing age structure,The U.S. population consists of seven generational groups.,Baby boomers, Generation X, and Generation Y are key groups.,Distinct segments typically exist within these generational groups.,The Macroenvironment,Born between 1946 and 1964,Represent 28% of the population; earn 50% of personal income,Many mini-segments exist within the boomer group,Entering peak earning years as they mature,Lucrative market for travel, entertainment, housing, and more,Baby Boomers,Generation X,Generation Y,Key Generations,The Macroenvironment,Born between 1965 and 1976,First latchkey children,Maintain a cautious economic outlook,Share new cultural concerns,Represent $125 billion in annual purchasing power,Will be primary buyers of most goods by 2021,Baby Boomers,Generation X,Generation Y,Key Generations,The Macroenvironment,Born between 1977 and 1994,72 million strong; almost as large a group as their baby boomer parents,New products, services, and media cater to GenY,Computer, Internet and digitally saavy,Challenging target for marketers,Baby Boomers,Generation X,Generation Y,Key Generations,The Macroenvironment,Key Demographic Trends,Changing American household,Geographic population shifts,Better-educated, more white-collar workforce,Increasing Diversity,The Macroenvironment,The Economic Environment,Affects consumer purchasing power and spending patterns.,Two types of national