你不可不知的行销概念

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Ogilvy & Mather,Ref:/TN/STRAMKT/MKCONCPT/rc,15,你不可不知道的13个行销入门概念,The 13 Basic Marketing Concepts that you should know,Prepared by: Jean Lin,Prepared Date: March 1999,行销的定义,Definition of Marketing,教科书上的定义:,“ 行销是一种兼具社会性和管理性的过程 :在其中，个和团体藉由创造和交换产品 / 劳务，而获得需要及欲望的满足 ”,Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating and exchanging product and values with others., Philips Kotler ,行销发生的过程,How Marketing emerges,行销发生的过程,：,需要,和欲望,Need,& Want,市场的,形成,Market,产品,Product,使用,价值感，,满足,Usage,value,satisfaction,交换,交易,关系,Exchange,transaction,relationship,行销活动,和行销者的产生,Marketing,& Marketeer,行销的管理,Critical Element in Marketing Management,在行销发生的过程中，下列元素必须被管理,：,需要,和欲望,Need,& Want,市场的,形成,Market,产品,Product,使用,价值感，,满足,Usage,value,satisfaction,交换,交易,关系,Exchange,transaction,relationship,行销活动,和行销者,的产生,Marketing,&,Marketeer,目标市场,Target Market,产品功能/ 品质,Function & Quality of Product,价格,Pricing,通路,Channel & Place,促销,Promotion,竞争者,Competitors,因此，行销人员在过去最常提到的概念,4,P-The most often quoted concept in the past,目标市场,Target Market,产品,(,Product),价格,(,Pricing),通路,(,Place),促销,(,Promotion),行销管理的步骤,The Marketing Management Steps,分析,市场机会,Analyze,Marketing,Opportunity,调研，,选择目标市场,Research /,Select,Target Market,设定,行销策略,Design,Marketing,Strategy,计划,行销活动,Plan for,Marketing,Activities,执行,行销计划,Implementation,评估结果,Measurement,产品生命周期,The Product Life Cycle,Sales,Time,导入,成长,成熟,衰退,导入期,成长期,成熟期衰退期,总销量,低快速增加达到巅峰 下降,取得客户成本,高一般 低低,利润,负增加 高 下降,消费者特性,创新者早期使用大多数的懒人族,者增加中间人士,竞争者,少增加固定数目但 下降,开始减少,行销策略,创造知名度扩大市场 扩大得利率并降低成本并,及试用率 占有率 保卫市场占有率 尽力获利,产品生命周期 (续),The Product Life Cycle (contd),价格和价值,Price & Value,满足 (,Satisfaction),价值(,Value) =,价格 (,Price),顾客的满足包含对产品功能上的评价，及心理需求的满足,市场区隔,Segmentation,消费者可依价位接受度、需求、或生活型态等来区分、形成不同的市场区隔。行销者可依每一市场区隔的大小及潜力，来预估市场量及拟定行销策略。,在日益竞争的市场中，如何有创意的区隔市场，往往是决胜的关键。,市场定位,Positioning,通常市场市位，包含下列的要素,目标市场(,Target Market),这产品要卖给谁,理性及感性的利益点(,Rational/Emotional Consumer Benefit),这个产品对这群人提供什麽好处,竞争范畴(,Competitive frame/Source of business),这个产品与谁竞争，生意的来源是什麽,在市上造成差异的主要趋动,Priers of Uniqueness,产品的特性和功能,(,Product Features & Performance offered),服务,(,Services/e.g. Credit, delivery or repair),行活动的密集度/如广告费比例,(,Intensify of Activity adopted/e.g. Rate of advertising spending),活动的内容,(,Content of an activity/e.g. the information provided in order processing),活动所需的科技程度,(,Technology employed in performing an activity),人员的技能和经验,(,Skill & experience level of personnel employed),控制活动所需的资讯,(,Information employed to control an activity),Internal (,内部,),优势,Strength,去势,Weakness,External (,外部,),机会,Opportunity,威胁,Threat,SWOT,分析,产品/品牌/行销等企业自身可控制的,市场/竞争环境/品类/消费潮流/社会政治环境等企业无法控制的,生意的来源,Source of Business,不管是新或旧的品牌，其销量的来源必来自下列的市场区隔,New Category User,Category User,Existing User,Competitive User,Use,more,frequently,New,usage,Brand,Switch,行销的目的,Marketing Objectives,行销活动的目的,必须可被量化(销量或销售)，可被评估,必须可以达成,必须有时间的规范,