351期末考整理

Lecture1Marketingintoday’sEconomyQ:Increasingcustomerpowerisacontinuingchallengetomarketersintoday’seconomy.Inwhatwayshaveyoupersonallyexperiencedthisshiftinpower;eitherasacustomerorasabusinessperson?Isthispowershiftuniformacrossindustriesandmarkets?Howso?Today’seconomyischaracterizedby:RapidinformationandtechnologicalchangeChangingEconomy:economic/financialanxietyIncreasingconsumerskepticism(怀疑的态度)RapidGlobalizationThecallforethicalandSocialResponsibilityAdvancedincomputer,communication,andinformationtechnologyforeverchangedtheworldandthewaysthatmarketersreachpotentialcustomers.★MarketingChallengesPowershifttoCustomersCustomersoftenmanipulate（控制）businessesbecauseoftheiraccesstoinformation,theabilitytocomparisonshop,andthecontroltheyhaveoverspending.(比较价格，利用互联网买打折物品，互相交流viaInternet)Formarketers,theyhavetomakesurethattheirproductsareuniqueandofhighquality.Example:Amazon.comMassiveIncreaseinProductSelectionWiththedevelopmentofe-commence,morecustomerschoosetoshoponlineforcheapergoods.(Car:CarsDirect.com;BooksonAmazonandticketsonPriceline.com.)Increasedtransactionefficiency,vastamountsofinformationavailableonline.Examples:Groupon团购AudienceandMediaFragmentationChangesinmediausage:Cabletelevisionin1970s(ABC---Discovery---Internet---satelliteradio---mobilecommunication)种类多样，时间有限。Example:IPADCBNWeekly合作cooperation。Traditionalandnontraditional.Formarketers,mediafragmentationdoeshaveabigadvantage:Itiseasiertoreachsmall,highlytargetedaudienceswhoaremorereceptivetospecificmarketingmessage.Example:UNIQLO优衣库和SNS合作。ChangingValuePropositionsTheGreatRecessionin2008---increasingcostsinenergy,gasoline,food---缩减开支Example:Travelagents被e-commence打败。举例：xiechengtravelling携程旅行网。IFitiscommodities,customersturntothemostconvenient,leastexpensivealternative.经济危机逼迫consumersandbusinessbuyerstorethinkvaluepropositionsandfocusonFRUGALITY(生活节俭)Example:Bookreaders—Amazon.comShiftingdemandpatternsChangesintechnology(音乐领域和新闻)Example:YouTube,youku,tudou,SinaPrivacy,security,andethicalconcernsChildrenonlineGameproblems---Example:盛大集团addictionofchildreninonlinegameisaprobleminconcerns,nowmostgamecompaniesinchinalimitsthetimeingameforminors.UnclearLegaljurisdiction（管辖权限）跨国公司：Differentlegalsystems(Withtheglobalizationofeconomy)举例,China,lowsoftaxforonlinetransactionsisincomplete.Lecture2StrategicMarketingPlanningQ:inmanyorganizations,marketingdoesnothaveaplaceofimportanceintheorganizationalhierarchy.Whydoyouthinkthishappens?Whataretheconsequencesforafirmthatgiveslittleimportancetomarketingrelativetootherbusinessfunctions?StrategicPlanningistheprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesinthelightofchangingmarketingopportunities.Itreliesondevelopingaclear:Companymission,Objectives,SoundBusinessPortfolioandCoordinatedFunctionalStrategies.TheStrategicPlanningProcessSituationAnalysisisanin-depthanalysisoftheorganization’sinternalandexternalenvironments.MarketingPlanisawrittendocumentthatprovidestheblueprintoroutlineoftheorganization’smarketingactivities,includingtheimplementation,evaluation,andcontrolofthoseactivities.ExplainshowtheorganizationwillachieveitsgoalsandobjectivesServesasa“roadmap”forimplementingthemarketingstrategyInstructsemployeesastotheirrolesandfunctionsProvidesspecificsregardingtheallocationofresources,specificmarketingtasks,responsibilitiesofindividuals,andthetimingofmarketingactivitiesOrganizationalMissionvs.OrganizationalVisionAMissionseekstoanswertheQ“Whatbusinessarewein?”ItisClearandconcise(简明的)thatexplainstheorganization’sreasonforexistence.AVisionseekstoanswertheQ“Whatdowewanttobecome?”Ittendstobefutureoriented&RepresentswheretheorganizationisheadedCorporateorBusiness-UnitStrategyCorporatestrategyisthecentralmeansforutilizingandintegratingtheorganization’sresourcesintheareasofproduction,finance,researchanddevelopment,humanresources,andmarketing,tocarryouttheorganization’smissionandachievethedesiredgoalsandobjectives.FunctionalGoalsandObjectivesFunctionalStrategyisdesignedtointegrateeffortsfocusedonachievingthearea’sstatedobjectives.Thestrategymust:FittheneedsandpurposesofthefunctionalareaBerealisticwiththeorganization’sresourcesandenvironmentBeconsistentwiththeorganization’smissiongoals,andobjectives.Theeffectsofeachfunctionalstrategymustbeevaluated.Implementation:Involvesactivitiesthatexecutethefunctionalstrategywhichhavetwotargetmarkets:Externalmarket/InternalmarketAcompanymustrelyonitsinternalmarket–itsemployees–forafunctionalstrategytobeimplementedsuccessfully.EvaluationandControl:TokeepplannedactivitiesontargetwithgoalsandobjectivesCoordinationandopencommunicationamongfunctionalareasarecriticalissuesEvaluationandcontrolisbothanendingandbeginningTheMarketingPlan:Detailedformulationoftheactionsneededtocarryoutthemarketingprogram;anactiondocument–thehandbookformarketingimplementation,evaluation,andcontrol.Agoodmarketingplanoutlineis:Comprehensive，Flexible，ConsistentandLogical.Structureofthemarketingplan1.Executivesummary.(a.Synopsis;b.Majoraspectsofthemarketingp