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市场营销原理课件管理学经典教材(英文版)菲利普·科特勒01_exs (1)

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市场营销原理PPT课件

市场营销原理PPT课件

营销大师介绍——菲利普•科特勒
菲利普科特勒“对全球经济发展对具影响力的十 位管理大师之一”,被称为“现代营销之父”。他多 次获得美国国家级勋章和褒奖,包括“保尔D康弗斯 奖”、“营销卓越献奖”、“查尔斯库利奇奖”。他 是美国营销学会(AMA)第一届“营销教育奖”的获得 者,也是至今唯一3次获得过《营销杂志》年度最佳论 文奖――阿尔法卡巾帕普西奖(Alpha Kappa Psi Award)的人。
重要性
五、营销专家对营销的评说
现代市场营销是一门内涵十分丰富的科学 市场营销立足于人类营销的实践活动以其高屋建瓴的 思想理念,独特而系统的理论和方法 现在,市场营销学所阐释的有关企业营销活动的原理、 思想、方法已被公认为工商界人士必备的专业知识。 一项调查显示,企业家普遍认为,不懂市场营销就无法 维持企业的生存和发展。 70年代对美国主要公司的总经理的一项典型调查得出 结论:任何企业管理人员,如果没有营销学知识,就不可 能取得成功。
买得起:成本高,价格高,提高生产率,降低成本,扩销路。
福特的营销哲学:努力使T型车达到完美,从而降低成本使更多的
人买得
起汽车。
改革前的中国此观念盛行:供不应求,埋头生产,不问市场,生产什 么, 收购什么。
三、理念基础 营销观念Marketing Concept
2、产品观念(Product Concept)
讨论可以检验学习效果
一、认识基础 二、概念基础 三、理念基础
你们认为:
四、新世纪的挑战
为什么要学营销？怎么理解营销？
怎样全面理解市场的概念？
如何理解营销观念？怎样演变？各观念的主要区别？
如何理解营销管理？
营销新挑战——营销发展新趋势
重要声明:
营销课程的所有课件系任课教师王益锋老师 独立、辛勤制作而得,版权归制做人王益锋一 人独家所有,任何个人、组织未经许可不得阅 抄、复制、转赠。的营

~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普.

~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普.
• Assess each SBU:
The BCG growthshare matrix classifies SBUs into one of four categories using the:
Market
growth rate SBU’s relative market share within the market.
2- 7
Strategic Planning
• Business portfolio: “the collection of businesses and products that make up the company.” • Designing the business portfolio is a key element of the strategic planning process.
2- 10
Strategic Planning
Portfolio Design
• Step 1: Analyze the current business portfolio • Step 2: Shape the future business portfolio
• Determine the future role of each SBU and choose the appropriate resource allocation strategy:
2- 9
Strategic Planning
BCG Growth-Share Matrix
High Market Growth
Low Market Growth
Stars
Question Marks Dogs
Cash Cows

市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler12-exs

市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler12-exs
• Product Line Pricing
Setting price steps between product line items.
Price points
• Optional-Product备选产品 Pricing
Pricing optional or accessory products sold with the main product
Trade-in allowances以旧换 新折让
Promotional allowances
12 - 8
Price Adjustment Strategies
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International
• Promotional • Geographical • International
• Types of discounts
Cash discount Quantity discount Functional (trade) discount Seasonal discount
• Allowances
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
• Easily copied by competitors
• Creates dealprone“优惠倾向” consumers
• May erode侵蚀 brand’s value
Strategies
• Discount / allowance • Segmented • Psychological • Promotional • Geographical • International

市场营销第一章(英文)(ppt文档)

市场营销第一章(英文)(ppt文档)

marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency

~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普科特勒kotler04_exs

~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普科特勒kotler04_exs
• Demand quickly outstripped supply
• The new VW beetle enjoyed crossgenerational appeal
• Earned many awards
• Beetle now accounts for over 25% of company sales
The Macroenvironment
• Key Technological Trends
§The technological environment is characterized by rapid change.
§New technologies create new opportunities and markets but make old technologies obsolete.
• Born between 1965 and 1976
• First latchkey children
• Maintain a cautious economic outlook
• Share new cultural concerns
• Represent $125 billion in annual purchasing power
• Challenging target for marketers
The Macroenvironment
• Key Demographic Trends
§Changing American household §Geographic population shifts §Better-educated, more white-collar
• The Natural Environment

市场营销英文版科特勒PPT课件

市场营销英文版科特勒PPT课件

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 7
Assessing Marketing Information Needs
Characteristics of a Good MIS
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 13
Consider a local business near campus. . .
How would they conduct exploratory research?
WhatDmeigvhtetlhoeypwinangt tMo fiandrkoeuttiinndgesIcnripftoivremresaetairochn?
What relationships might they explore in causal research?
Marketing Research Defining the Problem and Research Objectives
Internal Data
Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
• Cookies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

02市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler02_exs

2- 5
Strategic Planning
• Mission statements should . . .
serve as a guide for what the organization wants to accomplish. be “market-oriented” rather than “product-oriented”. be neither too narrow, nor too broad. fit with the market environment. be motivating.
2- 9
Strategic Planning
BCG Growth-Share Matrix
High Market Growth
Low Market Growth
Stars
Question Marks Dogs
Cash Cows
High Relative Market Share
Low Relative Market Share
Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 2
Objectives
• Understand company-wide strategic planning and its four steps. • Learn how to design business portfolios and develop strategies for growth and downsizing. • Understand marketing’s role in strategic planning and how marketers partner with others.

菲利普科特勒-市场营销英文版课件 Managing Product


©2000 Prentice Hall
Product Mix
Width - number of different product lines
Length - total number of items within the lines Depth - number of versions of each product
©2000 Prentice Hall
Brand Strategies
Product Category Existing Existing Brand Name Line Extension New Brand Extension
New
Multibrands
New Brands
©20oducts Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods Specialty Products Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations
Product Mix all the product lines offered
©2000 Prentice Hall
Product-Line Length


Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning

市场营销原理课件(英文版)菲利普·科特勒


13 - 19
Marketing Logistics and Supply Chain Management
Channel Members Are Connected Via A Variety of Flows
• Physical Flow • Information Flow
• Payment Flow
• Promotion Flow
• Flow of Ownership
13 - 9
Channel Behavior and Organization
13 - 6
Nature & Importance of Marketing Channels
Key Functions Performed by Channel Members
• Information • Negotiation
• Promotion
• Contact • Matching
• Physical Distribution
Exclusive territorial agreements Tying agreements
13 - 18
Marketing Logistics and Supply Chain Management
• Marketing Logistics
Outbound distribution Inbound distribution Reverse distribution Involves the entire supply chain management system

Administered VMS管理型
13 - 11
Channel Behavior and Organization

管理学经典教材(英文版)菲利普·科特勒kotler01_exs


• With marketing partners
• With the world
• Growing “share of customer”
Cross-selling and upselling are helpful.
• Direct sales to buyers are growing.
1 - 18

1 - 15
Marketing Challenges
• Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. • Major marketing developments can be grouped under the theme of Connecting.
1-6
What is Marketing?
Core Marketing Concepts
• Needs, wants, and demands • Marketing offers: including products, services and experiences
• Value and satisfaction
Marketing Challenges
Connecting
• Via technology
• With customers
• Partner relationship management involves:
Connecting inside the company Connecting with outside partners
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Management Orientations
• Production concept
• Selling concept
• Marketing concept
• Product concept
• Societal marketing concept
1 - 10
CRM
• CRM – Customer relationship management . . .
• It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. • Marketers must be concerned with the lifetime value of the customer.
1 - 13
CRM
Key Concepts
• Attracting, retaining and growing customers • Building customer relationships and customer equity
• Customer equity
The total combined customer lifetime values of all customers. Measures a firm’s performance, but in a manner that looks to the future.
• Globalization
Competition New opportunities
• With marketing partners
• With the world
• Greater concern for environmental and social responsibility • Increased marketing by nonprofit and public-sector entities
“is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
1 - 11
CRM
1 - 12
CRM
Key Concepts
• Attracting, retaining and growing customers • Building customer relationships and customer equity
• Customer value/satisfaction Perceptions are key Meeting/exceeding expectations creates satisfaction • Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting consumers should be the goal • Growing share of customer Cross-selling
1-2
Case Study

• Strong sales, no • Provides great profits selection, good value, discovery • Customer-driven to and convenience its core • Each customer’s • A true online experience is unique community
Target market typically dictates type of relationship
Basic relationships Full relationships

Customer loyalty and retention programs
Adding financial benefits Adding social benefits Adding structural ties
1 - 16
Marketing Challenges
Connecting
• Via technology
• With customers
• Advances in computers, telecommunications, video-conferencing, etc. are major forces.
Marketing: Managing Profitable Customer Relationships
ChapterБайду номын сангаас1
Objectives
• Be able to define marketing and discuss its core concepts. • Be able to define marketing management and compare the five marketing management orientations.
• Demand Management:
Marketers must deal with different demand states ranging from no demand to too much demand.
1-9
Marketing Management Marketing Management
1 - 17
Marketing Challenges
Connecting
• Via technology
• With customers
• Selective relationship management is key.
Customer profitability analysis separates winners from losers.
1 - 14
CRM
Key Concepts
• Attracting, retaining and growing customers • Building customer relationships and customer equity
• Customer relationship levels and tools
1-6
What is Marketing?
Core Marketing Concepts
• Needs, wants, and demands • Marketing offers: including products, services and experiences
• Value and satisfaction
Discussion: Will Survive?
1-3
What is Marketing?
• Marketing is managing profitable customer relationships
Attracting new customers Retaining and growing current customers
Supply
• With marketing partners
• With the world
chain management Strategic alliances
1 - 19
Marketing Challenges
Connecting
• Via technology
• With customers
Creating, delivering and communicating superior customer value is key.
1-8
Marketing Management
• Customer Management:
Marketers select customers that can be served well and profitably.

1 - 15
Marketing Challenges
• Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. • Major marketing developments can be grouped under the theme of Connecting.
• With marketing partners
• With the world
• Growing “share of customer”
Cross-selling and upselling are helpful.
• Direct sales to buyers are growing.
1 - 18
Marketing Challenges
Connecting
• Via technology
• With customers
• Partner relationship management involves:
Connecting inside the company Connecting with outside partners
• “Marketing” is NOT synonymous with “sales” or “advertising”