philipkolter市场营销第一章重点解析课件.ppt

Marketing in the Twenty-First Century,-Philip Kotler,Marketing in the Twenty-First,Brief introduction of marketingII. Core concepts of marketingIII. Marketing Environment,A framework of marketing management,Brief introduction of marketin,Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is “meeting needs profitably.”,Defining Marketing,Marketing deals with identifyi,Target Markets and Segmentation,Segmenting 市场细分 Targeting 目标市场选择Positioning 市场定位,Target Markets and Segmentatio,Segmenting,Market segments can be identified by examining geographic ,demographic, psychographic, and behavioral differences among buyers to divide a market into different distinct market.,Segmenting Market segments can,Targeting,After market have been segmented, targeting aims at evaluating and comparing different segments in order to select one of the highest potential.,Targeting After market have be,Positioning,Positioning means that the company set an distinguished image of their product to customers.,Positioning Positioning means,Needs, Wants, and Demands,Needs describe basic human requirements such as food, air, water, clothing, and shelter.,These needs become wants when they are directed to specific objects that might satisfy the need.,Demands are wants for specific products backed by an ability to pay.,Needs, Wants, and DemandsNeeds,Product or Offering 产品或供应品,A product is any offering that can satisfy a need or want, such as one of the 10 basic offerings of goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.,Product or Offering 产品或供应品 A,Exchange and TransactionsRelationships and NetworksMarketing ChannelsSupply Chain5. Competition,Exchange and Transactions,Exchange is the act of obtaining a desired product from someone by offering something in return. For exchange potential to exist, five conditions must be satisfied: 1. There are at least two parties.2. Each party has something that might be of value to the other party.3. Each party is capable of communication and delivery.4. Each party is free to accept or reject the exchange offer.5. Each party believes it is appropriate or desirable to deal with the other party.,Exchange,Exchange is the act of obtaini,Two-party exchange map showing want lists of both parties,Two-party exchange map showing,Transactions,A transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. - Monetary transaction -Barter transaction Whereas exchange is the concept of marketing，A transaction is marketings unit of measurement.,Transactions A transaction inv,Relationships and Networks,1.Relationship marketing :aims to build long-term mutually satisfying relations with key parties customers, suppliers, distributorsin order to earn and retain their long-term preference and business. 2. Marketing network :consists of the company and its supporting stakeholders (customers, employees, suppliers, distributors, university scientists, and others) with whom it has built mutually profitable business relationships.,Relationships and Networks 1.R,Marketing Channels,Communication channels- deliver messages to and receive messages from target buyers. (newspapers, television , telephone, billboards, posters, fliers, CDs Internet ,e-mail, ads )Distribution channels -to display or deliver the physical product or services to the buyer or user(warehouses, transportation vehicles , distributors, wholesalers, and retailers.)Selling channels distributors, retailers, banks and insurance companies,Marketing Channels Co,Supply Chain,supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers.,Supply Chain supply chain des,The picture of Supply Chain,Consumer,Retailer,Manufacturer,Supplier,Wholesaler,Suppliers supplier,Interorganizational coordination,Information support system,Making marketing plan base on consumers demand,The promotion process,Competition,includes all of the actual and potential rival offerings and substitutes that a buyer might consider. Four levels of competition, based on degree of product substitutability:-Brand competition -Industry competition -Form competition -Generic competition,Competitionincludes all of th,Brand competition,A company sees its competitors as other companies that offer similar products and services to the same customers at similar prices.,Beer:?-Nan Chang, Qing Dao, Zhu Jiang,Brand competitionA company see,Industry competition,A company sees its competitors as all companies that make the same product or class of products.,Beer:?-All the beers companies,Industry competition A c,Form competition,A company sees its competitors as all companies that manufacture products that supply the same service,Beer:?-All the alcoholic liquor products companies,Form competition A company see,Generic competition,A company sees its competitors as all companies that compete for the same consumer dollars.,Beer:?-Food -Drink,Generic competition A company,I. Marketing EnvironmentII. Marketing MixIII. Company orientations toward the marketplaceIV. How business and marketing are changing V. Company Responses and AdjustmentsVI. Marketer Responses and Adjustments,I. Marketing Environment,Marketing EnvironmentThe overall marketing environment consists of: task environmentbroad environment,Marketing Environment,The task environment includes the immediate actors involved in producing, distributing,and promoting the offering. Material suppliers and service suppliers such as marketing research agencies, advertising agencies, banking and insurance companies, are included in the supplier group.,The task environment includes,The broad environment consists of six components: demographic environment economic environment natural environment technological environment political-legal environment social-cultural environment,The broad environment consist,Marketing Mix(营销组合)Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. They are four Ps of marketing: product, price, place, and promotion.,Marketing Mix(营销组合),Marketing Mix,Target Market,ProductProduct varietyQualityDesign FeaturesBrand namePackagingSize ServicesWarrantiesReturns,PriceList priceDiscountsAllowancesPayment periodCredit terms,PromotionSales promotionAdvertisingSales forcePublic relationsDirect marketing,PlaceChannelsCoverageAssortmentsLocationsInventorytransport,Marketing MixTarget MarketProd,Robert Lauterborn suggested that the sellers four Ps correspond to the customers four Cs,Marketing Mix,product,Price,promotion,place,Customer solution,Customer cost,Communication,Convenience,Robert Lauterborn suggested th,Winning companies are those that meet customer needs economically and conveniently and with effective communication.,Winning companies are those th,Company orientations toward the marketplacethere are five competing concepts under which organizations conduct marketing activities: production concept product concept selling concept marketing concept societal marketing concept.,Company orientations toward th,Company orientations towards the marketplace,Production concept,Product concept,Selling concept,Marketing concept,Consumers prefer products that are widely available and inexpensive,Consumers favor products that offer the most quality , performance , or innovative features,Consumers will buy products only if the company aggressively promotes/sells these products,Focuses on needs/wants of target markets & delivering value better than competitors,Company orientations towards t,Factory,Existing products,Selling and promoition,Profits through sells value,Starting point,Focus,Means,Ends,Selling concept,FactoryExisting productsSellin,Marketing conceptThe marketing concept rests on four pillars: target market, customer needs, integrated marketing, and profitability(赢利).,market,Customer needs,Intergrated marketing,Profits through customer satisfaction,Marketing conceptmarketCustome,A contrast between the selling and marketing concepts,focuses on the needs of the seller,Focus on the needs of the buyer,preoccupied with the sellers need to convert his product into cash,with the idea of satisfying the needs of the customer by means of the product associated with creating, delivering and finally consuming it.,selling,marketing,A contrast between the selling,How business and marketing are changingCustomers increasingly expect higher quality and service and show less brand loyalty. They are showing greater price sensitivity in their search for valueBrand manufacturers are facing intense competition from domestic and foreign brands, which is resulting in rising promotion costs and shrinking profit margin.,How business and marketing are,Company Responses and Adjustments, Alliances: From trying to win alone to forming networks of partner firms.Outsourcing: from making everything inside the company to buying more products from outside if they can be obtained cheaper and better. Global and local: From being local to being both global and local.,Company Responses and Adjustme,Marketer Responses and Adjustments, Customer lifetime value: from making profit on each sale to making profits by managing customer lifetime value.Customer share: From a focus on gaining market share to a focus on building customer share. Individualization: From selling the same offer in the same way to everyone in the target market to individualizing and customizing messages and offerings.,Marketer Responses and Adjustm,hilipkolter市场营销第一章重点解析课件,