商务英语unit4-Marketing

Marketinghaslongbeenconsideredoneofthebasicfunctionsofbusinessorganizations.Morerecently,ithasbeenarguedthatitisthecentralfunction,towhichtheotherdepartmentsmustallbesubservient.Kotler’sdefinition:“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.”MarketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturnMarketingmanagementis“theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.”•Creating,deliveringandcommunicatingsuperiorcustomervalueiskey.DevelopmentofMarketingPhilosophySocietalMarketingConceptMarketingConceptProductionConceptProductConceptSellingConcepttraditionalmodernProductionConceptProductConceptSellingConceptMarketingConceptSocietalMarketingConcept•Consumersfavorproductsthatareavailableandhighlyaffordable•Improveproductionanddistribution•Consumersfavorproductsthatofferthemostquality,performanceandinnovativefeatures•Consumerswillbuyproductsonlyifthecompanypromotes/sellstheseproduct•Focusesonneeds/wantsoftargetmarketsanddeliveringsatisfactionbetterthancompetitors•Focusesonneeds/wantsoftargetmarketsanddeliveringsuperiorvalue•Society’swell-beingCustomerLifetimeValue:Thevalueofentirestreamofpurchasesthatacustomerwouldmakeoveralifetimeofpatronage.Customerequity:Thetotalcombinedcustomerlifetimevaluesofallcustomers.Measuresafirm’sperformance,butinamannerthatlookstothefuture.CRM–Customerrelationshipmanagement…...“istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.”Attracting,retainingandgrowingcustomersBuildingcustomerrelationshipsandcustomerequityShareofcustomerTheportionofthecustomer’spurchasingthatacompanygetsinitsproductcategories.Growingshareofcustomer•Cross-selling•Up-sellingCross-sellingistheactofsellingrelatedproductsatthetimeandpointofsale.examples:Youbuytrousers,thesalespersonoffersyoutheshirt,tie,cufflinks,shoes.Youbuyacomputer,thesalespersonoffersyouaprinter,scanner,software.Whendonewellcross-sellingwilldramaticallyimproveyoursales,profitsandcustomersatisfaction.Donepoorlyitwilldrivecustomersaway.ItisNOTpressureselling.MarketsegmentationMarketsegmentTargetmarketingMarketpositioningMarketingmixMarketsegmentationisthedivisionofamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehaviorandwhomightrequireseparateproductsormarketingmixesMarketsegmentisagroupofconsumerswhorespondinasimilarwaytoagivensetofmarketingeffortsTargetmarketingistheprocessofevaluatingeachmarketsegment’sattractivenessandselectingoneormoresegmentstoenterMarketpositioningisthearrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsofthetargetconsumerMarketingmixisthesetofcontrollabletacticalmarketingtoolsIntroductionofXiaomi•privatelyownedChineseelectronicscompany•headquarteredinBeijingChina.•oneofChina'sbiggestelectronicscompaniesthatdesigns,develops,andsellssmartphones,mobileapps,andconsumerelectronics.•Highsalesvolume•Highpopularity•Highgrowth•SuccessfulHowcanxiaomibesuccessful?AnalysisoftheSuccessofXiaomiModel1:TheMarketingTheoryof4PsProductTheproductisthephysicalproductorserviceofferedtotheconsumer.Inthecaseofphysicalproducts,italsoreferstoanyservicesorconveniencesthatarepartoftheoffering.Productdecisionsincludeaspectssuchasfunction,appearance,packaging,service,warranty,etc.PricePricingdecisionsshouldtakeintoaccountprofitmarginsandtheprobablepricingresponseofcompetitors.Pricingincludesnotonlythelistprice,butalsodiscounts,financing,andotheroptionssuchasleasing.From699rmbto2499rmbPlacePlace(orplacement)decisionsarethoseassociatedwithchannelsofdistributionthatserveasthemeansforgettingtheproducttothetargetcustomers.Thedistributionsystemperformstransactional,logistical,andfacilitatingfunctions.Distributiondecisionsincludemarketcoverage,channelmemberselection,logistics,andlevelsofservice.•Salesonline•Nophysicalshop•Lessmarketingcost•Lessadministrationexpense•QuickdeliveryPromotionPromotiondecisionsarethoserelatedtocommunicatingandsellingtopotentialconsumers.Sincethesecostscanbelargeinproportiontotheproductprice,abreak-evenanalysisshouldbeperformedwhenmakingpromotiondecisions.Itisusefultoknowthevalueofacustomerinordertodeterminewhetheradditionalcustomersareworththecostofacquiringthem.2.Hungrymarketing3.discountAnalysisoftheSuccessofXiaomiModel2:TheMarketingTheoryof3RsproductpriceplacepromotionretentionreferralsRelatedsalesBasedon4Ps顾客保留（Retention）。顾客保留是指通过持续地、积极地与顾客建立长期关系以维持和与保留现有顾客，并取得稳定收入。Retention顾客推荐（Referrals）是指老顾客通过对产品的了解和使用以及和其它产品的对比，对公司产品产生了发自内心的喜爱，并由此而导致了对公司产品的品牌忠诚。Referrals相关销售（RelatedSales)。由于老顾客对公司的产品建立了信心，因此在新产品销售的时候的广告与推销费用会大大降低，同时，老顾客在购买公司的新产品时，对价格不是很敏感。因此，相关销售的利润率往往比较高。RelatedSales