菲利普科特勒的“市场营销”讲义》全

©2000PrenticeHallPowerPointbyMiltonM.PressleyCreativeAssistancebyD.CarterandS.Koger1-1©2000PrenticeHallObjectivesCourseOrganizationTasksofMarketingMajorConcepts&ToolsofMarketingMarketplaceOrientationsMarketing’sResponsestoNewChallenges©2000PrenticeHallDefiningMarketingMarketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers.-PhilipKotler(p.7)©2000PrenticeHallSimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformation©2000PrenticeHallProductionConceptProductConceptSellingConceptMarketingConceptConsumerspreferproductsthatarewidelyavailableandinexpensiveConsumersfavorproductsthatofferthemostquality,performance,orinnovativefeaturesConsumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproductsFocusesonneeds/wantsoftargetmarkets&deliveringvaluebetterthancompetitorsCompanyOrientationsTowardstheMarketplace©2000PrenticeHallTheSocietalMarketingConceptSociety(HumanWelfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConcept©2000PrenticeHallObjectivesDefinevalue&satisfaction-understandhowtodeliverthemThenatureofhigh-performancebusinessesHowtoattract&retaincustomersImprovingcustomerprofitabilityTotalqualitymanagement©2000PrenticeHallAttractingandRetainingcustomersCustomeracquisitionSearchingandreachingfornewsuspects;Filteringforqualifiedprospects;AcquirethehotprospectsSmalldiscussion:Whyweneedcustomerretention?©2000PrenticeHallSatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Spreadfavorableword-of-mouthAremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncosts©2000PrenticeHallObjectivesCorporateanddivisionstrategicplaningBusinessunitplanningThemarketingprocessProductlevelplanningThemarketingplan©2000PrenticeHallMarket-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunities©2000PrenticeHallMarket-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowth©2000PrenticeHallCorporateHeadquartersPlanningDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)AssignresourcestoSBUsPlannewbusiness,downsizeolderbusinesses©2000PrenticeHallWhatisourbusiness?Whoisthecustomer?Whatisofvaluetothecustomer?Whatwillourbusinessbe?Definingthecompany’smission(使命)©2000PrenticeHallCompanyProduct-orientationMarket-orientationPoppyWemakelipsticksWeselllifestyleandself-expression;successandstatus;memories,hopsanddreamsSeaWorldWerunathemeparkWeprovidefantasiesandentertainmentKmartWerundiscountstoresWeofferproductsandservicesthatdelivervaluetomiddle-ChineseXeroxWemakecopying,faxandotherofficemachinesWemakebusinessesmoreproductivebyhelpingthemscan,store,retrieve,revise,distribute,printandpublishdocumentsMarket-orientationbusinessdefinitions©2000PrenticeHall•Whatisstrategicbusinessunit(SBU)?Aunitofthecompanythathasaseparatemissionandobjectivesandthatcanbeplannedindependentlyfromothercompanybusinesses.SBUcanbeacompanydivision,aproductlinewithadivision,orsometimesasingleproductorbrand.©2000PrenticeHallEstablishingStrategicBusinessUnitsAnSBUhasthreecharacteristics:Itisasinglebusinessorcollectionofrelatedbusinessesthatcanbeplannedseparatelyfromtherestofthecompany.IthasitsownsetofcompetitorsIthasamanagerwhoisresponsibleforstrategicplanningandprofitperformanceandwhocontrolsmostofthefactorsaffectingprofit©2000PrenticeHallPossibleSBUstrategiesBuild:increasemarketshare(Questionsmarks)Hold:preservemarketshare(strongcashcows)Harvest:increaseshort-termcashflowregardlessthelong-termeffect(weakcashcow,questionmarksanddogs)Divest:sellorliquidatethebusiness(dogsandquestionsmarksthatareactingasadragonthecompany’sprofits.)©2000PrenticeHallPlanningnewbusinessanddownsizingolderbusinessPenetration:moreusagemoreusersnewuserscompetitor’suserNewmarketsnewtargetusergroupadditionaldistributionchannelnewlocations©2000PrenticeHallBusinessstrategic-planningprocessBusinessmission---SWOTanalysis－goalformulation---strategyformulation—programformulation—implementation–feedbackandcontrol©2000PrenticeHallBusinessStrategicPlanningSWOTAnalysisO:anareaofbuyerneedinwhichacompanycanperformprofitablyT:achallengeposedbyanunfavorabletrendordevelopmentthatwouldlead,intheabsenceofdefensivemarketingaction,todeteriorationinsalesorprofit.©2000PrenticeHallTheMarketingPlanExecutiveSummary&TableofContentsCurrentMarketingSituationOpportunity&IssueAnalysisObjectivesMarketingStrategyActionProgramsProjectedProfit-and-lossControls©2000PrenticeHallObjectivesComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearch©2000PrenticeHallAmarketinginformationsystem(MIS)consistsofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.Amarketingintelligencesystemisasetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.©2000PrenticeHallmarketingi