现代营销概要菲利普科特勒(CoreMarketing)

CoremarketingconceptMarketingRelationshipmarketingTheprocessofcreating,maintaining,andenhancingstrong,value-ladenrelationshipswithcustomersandotherstakeholders.CustomerAcustomeristhemostimportantpersoneverinthiscompany--inpersonorbymail.Acustomerisnotdependentonus,wearedependentonhim.Acustomerisnotaninterruptionofourwork,heisthepurposeofit.Wearenotdoingafavorbyservinghim,heisdoingusafavorbygivingustheopportunitytodoso.CustomerAcustomerisnotsomeonetoargueormatchwitswith---nobodyeverwonanargumentwithacustomer.Acustomerisapersonwhobringsushiswants--itisourjobtohandlethemprofitablytohimandtoourselves.DefiningthecompanymissionSettingcompanyobjectivesandgoalsDesigningthebusinessportfolioPlanning,marketingandotherfunctionalstrategiesBusinessunit,product,andmarketlevelCorporatelevel--StepsinstrategicplanningSource:MarketingRelativemarketshareHighLowLowStarQuestionmarkCashcowDogStarsStarsarehigh-growth,high-sharedbusinessorproducts.Theyoftenneedheavyinvestmenttofinancetheirrapidgrowth.Eventually,theirgrowthwillslowdown,andtheywillturnintocashcows.MarketingCashcowsCashcowsarelow-growth,high-sharebusinessesorproducts.TheseestablishedandsuccessfulSBUsneedlessinvestmenttoholdtheirmarketshare.Thus,theyproducealotofcashthatthecompanyusestopayitsbillsandtosupportotherSBUsthatneedinvestment.QuestionmarksQuestionmarksarelowsharebusinessunitsinhigh-growthmarkets.Theyrequirealotofcashtoholdtheirshare,letaloneincreaseit.Managementhastothinkhardaboutwhichquestionmarksitshouldtrytobuildintostarsandwhichshouldbephasedout.DogsDogsarelow-growth,low-sharedbusinessandproducts.Theymaygenerateenoughcashtomaintainthemselves,butdonotpromisetobelargesourcesofcash.CompetitorsPublicsMarketingchannelssuppliersTargetconsumersPlacePriceProductPromotionDemographic-economicenvironmentTechnologicalnaturalenvironmentSocialculturalenvironmentPolitical-legalenvironmentFactorsinfluencingcompanymarketingstrategyMarketingMarketingsegmentationDividingamarketintodistinctgroupsofbuyerswithdifferentneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.marketingProductProductvarietyQualityDesignFeaturesBrandnamePackagingSizesServicesWarrantiesReturnsPriceListpriceDiscountsAllowancesPaymentperiodCredittermsPlaceChannelsAssortmentsLocationsInventoryTransportationLogisticsPromotionAdvertisingPersonalsellingSalespromotionPublicrelationsTARGETCUSTOMERSINTENDEDPOSITIONINGThefourPsofthemarketingmixMarketingANALYSISPlanningDevelopstrategicplansDevelopingmarketingplansImplementationCarryouttheplansControlMeasureresultEvaluateresultTakecorrectiveactionTherelationshipbetweenanalysis,planing,implementation,andcontrolMarketingContentsofamarketingplan1.ExecutivesummaryPresentsabriefoverviewoftheproposedplanforquickmanagementreview2.CurrentmarketingsituationPresentsrelevantbackgrounddataonthemarket,productcompetitionanddistribution.3.ThreatsandopportunityanalysisIdentifiesthemainthreatsandopportunitiesthatmightimpacttheproduct.4.ObjectivesandissuesDefinesthecompany’sobjectivesfortheproductintheareasofsales,marketshare,andprofit,andtheissuesthatwillaffecttheseobjectives.5.MarketingstrategyPresentsthebroadmarketingapproachthatwillbeusedtoachievetheplan’sobjectives.6.ActionprogramsSpecifieswhatwillbedone,whowilldoit,whenitwillbedone,andhowmuchitwillcost.7.BudgetsAprojectedprofitandlossstatementthatforecaststheexpectedfinancialoutcomesfromtheplan.8.ControlsIndicateshowtheprogressoftheplanwillbemonitored.SetgoalsWhatdowewanttoachieveMeasureperformancewhatishappeningEvaluateperformanceWhyisithappeningTakecorrectiveactionWhatshouldwedoaboutitMarketingcontrolprocessMarketingMarketingintermediariesFirmsthathelpthecompanytopromote,sell,anddistributeitsgoodstofinalbuyers;theyincluderesellers,physicaldistributionfirms,marketingservicesagencies,andfinancialintermediaries.DemographyThestudyofhumanpopulationsintermsofsize,density,location,age,gender,race,occupation,andotherstatistics.MarketingMarketingmanagersAnalysisPlanningImplementationOrganizationControlMarketingenvironmentTargetmarketsMarketingchannelsCompetitorsPublicsMacro-environmentforcesInternalrecordsAssessinginformationneedsMarketinginformationsystemDevelopinginformationMarketingintelligenceDistributinginformationInformationanalysisMarketingresearchMarketingdecisionsandcommunicationsMarketingCulturalculturesubculturesocialclassSocialreferencefamilyrolesandstatusPersonalageandlifecyclestageoccupationeconomicsituationlifestylepersonalityandself-conceptPsychologicalmotivationperceptionlearningbeliefsandattitudesBuyerFactorsinfluencingconsumerbehaviorMarketingCharacteristicsofSevenMajorAmericanSocialClassesUpperuppersUpperuppersarethesocialelitewholiveoninheritedwealthandhavewell-knownfamilybackgrounds.Theygivelargesumstocharity,rundebutanteballs,ownmorethanonehome,andsendtheirchildrentothefinestschools.Theyareamarketforjewelry,antiques,home,andvacations.Theyoftenbuyanddressconservativelyratherthanshowingofftheirwealth.Whilesmallinnumber,upperuppersservesasareferencegroupforothers.Lessthan