社会主义市场经济理论(1).ppt
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1、Session#1 Good morning第一部分:早晨好,Marketing in the Twenty-first Century二十一世纪的市场,Product Concept产品概念,“Build a better mouse trap and they will buy it”制作一个更好的诱饵使他们购买“They can have any car as long as its black on black”由于他们希望要 黑色的,他们可以得到任何车Emphasis is on product production 在产品生产时强调Know as“PRODUCT CONCEPT”称
2、之为产品概念,Examples“Old and new”举例:老的和新的Henry Ford(Model T)福特(T型)Big Three Auto Makers U.S.美国三大汽车制造商Euro-Disney(Create a park“they”will visit!欧洲-迪斯尼(建一个他们要参观的公园),Marketing Concept市场概念,What 什么Who 谁When 什么时候Why 为什么Where 在哪How 如何Focus shifts from product to CUSTOMER wants and needs 将焦点从产品移向顾客的希望和要求,Example
3、s:举例:Honda/Toyota/Datsun entrance into U.S.automaker(small versus large auto)Honda/Toyota/Datsun进入美国汽车生产(少量的同大量的对比)Being able to recognize YOUR customers change in wants and needs.承认你的顾客在希望和需求上的变化An“ON-GOING PROCESS”一个持续的过程Nissan has failed to do so,and has lost market share Nissan在此失败了,失去了市场份额,Mark
4、eting Defined市场定义,MARKETING IS:市场是:A social process 一个社会进程By which individuals and groups obtain what they need and want 在此个体和团体获得他们的希望和需求Through creating,offering,freely exchanging products and services of value of others 通过产生、提供自由交换产品和其他价值的服务,Management Must Be Supportive管理必须具有支持性,Centralization s
5、tyle 集中风格Will hinder marketing progress 会阻碍市场进程Decision making is static-not interactive 决策是静止的而不是交互的One or“only a few”members of the organization is making the decisions 组织中的 一个或“几个”成员决策Thinking more about“me”then the“customers”perspective 考虑“我”的前景多于“顾客”前景Big Three“what kind of car should we build
6、now”三大制造商“我们现在要制造哪中汽车?”,Decentralization style 分散风格Encourages“group participation”鼓励“小组参与”Many members of the organization bring to table different views 组织中的许多成员带来不同的观点Thinking about“customer”is broadened.考虑“顾客”变宽How can we“as departments”help create a customer organization:我们如何“作为一个部门”帮助建立一个顾客组织Ma
7、rketing-production-shipping-etc.市场-生产-运输等等,Core Concepts of Marketing市场的核心概念,Target markets&segmentation 目标市场和分割Needs,Wants,and Demands 需求、希望和要求Product Offerings 产品提供Value and Satisfaction 价值和满意度Exchange and Transactions 交换和交易Relationship and Network Building 关系和网络建立Marketing Channels(Distribution)市
8、场通道(分配)Supply Chain 供应链Competition 竞争Marketing Environment 市场环境,Simple Marketing System单一市场系统,INDUSTRY a collection of sellers.工业和销售员的聚集MARKET a collection of buyers.市场和购买人员的聚集RELATIONSHIPS BEING CREATED:产生关系:Goods and Services provided by industry 工业提供产品和服务Money(capital)is provided by buyers 购买人员提供
9、金钱(资本)Communication is being provided by industry(advertising/promotion)工业提供联络(广告/促销)Information is being provided by customers(to buy or not to buy(what,when,why,where,who)顾客提供信息(买或不买(什么、何时、为什么、何处、谁),Structure of Flows流动结构,Manufacturer markets create“goods and services”for 制造商市场-制造“产品和服务”Intermedia
10、ry markets who disperse“goods and services”for 中间商市场-传播“产品和服务”Consumer markets who provide“money”for 顾客市场-提供“金钱”Intermediary markets who provide“money”for 中间商市场-提供“金钱”Manufacturers provide“money”for 制造商-提供“金钱”Resource Markets who provide“money”for 资源市场-提供“金钱”Consumer markets“jobs”and is governed by
11、顾客市场“工作”由-控制Government markets who regulate“services”“product”-“money valuation”business dealings-and generate tax/revenue bases;-(政府市场-规定“服务”“产品”-“金钱价值”-业务处理-产生税收/税票,The Four Ps(a.k.a.Marketing Mix)4P(a k a 市场组合),Product(tangible and intangible stuff)产品(有形和无形材料)Promotion(advertising,direct selling,
12、etc)促销(广告、直销等)Place(channels of distribution goods available where)地点(分配通道-产品适于何处)Price(the value of the exchange)HOW ABOUT THE“cousins”of the 4 Ps the four Cs 4P的“表姐”4C如何Customer solution 顾客解决方案Customer cost 顾客成本Convenience 方便Communication 沟通,Company Orientations Toward the Marketplace today!如今公司以市
13、场为导向!,PRODUCTION CONCEPT consumer prefer products that are widely available and inexpensive.生产概念:顾客喜欢那些用途广泛价格不贵的产品PRODUCT CONCEPT-consumers favor products that offer the most quality,performance,or innovative features.产品概念:顾客喜爱那些质量、效果好或有创新特点的产品,SELLING CONCEPT-consumers will buy products only if the
14、 company aggressively promotes/sells these products.销售概念:顾客购买那些公司有攻势地促销/销售的产品MARKETING CONCEPT-focuses on needs/wants of target market and delivering value better than competitors.市场概念:集中于目标市场的希望和需求以及带来比竞争对手更好的价值,Customer Delivered Value交付顾客价值,SELLING CONCEPT 销售概念Starting point:Factory 起点:工厂Focus:Ex
15、isting products 焦点:现有产品Means:Selling and promotion 方法:销售和促销Ends:Profits through sales volume 结果:通过销售量的赢利,MARKETING CONCEPT 市场概念:Starting point:Market 起点:Focus:Customer needs 焦点:顾客需求Means:Integrated marketing 方法:整合的市场Ends:Profits through customer satisfaction.结果:通过顾客满意的赢利,Traditional Organization Cha
16、rt传统组织图,Top Management最高管理Middle Management 中级管理Front-line Management基层管理Customers顾客,Customer-Orientated Organizational Chart顾客导向的组织图,CUSTOMERS顾客Front-line People基层人员Middle Management中级管理Top Management高层管理,Evolving Views of Marketings Role“Marketing as an equal function”市场角色参与观念“市场作为平等的职能”,Evolving
17、Views of Marketings Role“Marketing as a more important function”市场角色参与观念“市场作为更重要的职能”,Evolving Views of Marketings Role“Marketing as the MAJOR function”Other departments are support units!市场角色参与观念“市场作为主要的职能”其他部门作为支持部门,Evolving Views of Marketings Role“The CUSTOMER as the controlling factor”市场角色参与观念“顾
18、客作为控制因素”,Session#1-continued第一部分:继续,Building CustomerSatisfaction through Quality,Service,and Value!通过质量、服务和价值建立顾客满意度,Determinants of CustomerDelivered Value“When combined=customers delivered valued”交付顾客价值的判定“结合时=交付顾客的价值,TOTAL CUSTOMER VALUE determined by:全部顾客价值由下列确定:Image value 形象价值Personal value 个
19、人价值Services value 服务价值Product value 产品价值,TOTAL CUSTOMER COST determined by:全部顾客成本由下列确定:Monetary cost 金钱成本Time cost 时间成本Energy cost 能源成本Psychic cost 心理成本,So whats this thing called SATISFACTION因此什么叫做满意,Is it tangible or intangible,can I touch it,smell it,feel it,or is it a figment of my imagination?它
20、是有形的还是无形的、摸的着、闻的到、感觉的到?或者还是我的想象中虚构的?SATISFACTION?满意?Is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance(or outcome)in relation to his or her experience 通过比较产品感觉到的效果(或特点)人的满意或失望的感觉同他或她的经验有关吗?,High Performance Business高性能的业务,Set strategies to s
21、atisfy KEY“Stakeholders”设立满意关键策略-“利益相关者”By improving critical business“Processes”通过改进关键业务-“进程”And aligning“Resources”with the“Organization”并对齐-“资源”和“组织”,The Generic Value Chain“Will mean higher MARGINS”普通价值链“将意味着更高的边际”,SUPPORT ACTIVITIES:支持活动:Firm infrastructure 公司基础组织Human resource management 人力资源管
22、理Technology department 技术部门Procurement 采购,PRIMARY ACTIVITIES:初级活动:Inbound logistics 回本地的物流Operations 作业Outbound logistics 开往外地的物流Marketing and sales 市场和销售Service departments 服务部门,Example of Value Chain“Remember competition is between NETWORKS,not companies.The winner is the company with the better N
23、ETWORK!价值链举例“记住:竞争是网络间的而不是公司间的,成功者拥有更好网络的公司,Levi Strauss Value-Delivery Network:Levi Strauss的交付价值网络Starts with Sears(retail)who submits an ORDER to Levis(apparel)Sears(零售商)开始,他将一个订单交给Levi(服装商)Then Levis(apparel)who submits an ORDER to Milliken(fabric maker)然后Levi(服装商)将订单交给Milliken(织布商)The Milliken(f
24、abric)DELIVERS fabric to Levis(apparel)who DELIVERS(product)to Sears(retail)Milliken(织布商)将织物交付给Levi(服装商)他将(产品)交付给Sears(零售商),Example of Value Chain“Remember competition is between NETWORKS,not companies.The winner is the company with the better NETWORK!价值链举例“记住:竞争是网络间的而不是公司间的,成功者拥有更好网络的公司,DuPont(Fibe
25、rs)invents new fiber processing,who NOTIFIES Milliken(fabric)who ORDERS new fiber material DuPont(纤维商)发明了新的新的纤维生产工艺,他通知了购买新纤维原料的Milliken(织物商)Sears(retailer)who will eventually sell new“improved”product to CUSTOMER who will ORDER new product if satisfied with the NETWORKS PERFORMANCE Sears(零售商)最终将销售新
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