营销重点知识回顾

国际营销重点Marketing Channels营销渠道NewspapersPersonal Selling个人销售Direct Mail直邮Flyers传单RadioDefinition of MARKETING Posters Television E-mail Telephone InternetMarketing is a social process by which individuals and groups obtain what they need and want through creating, offering, and freely exchange products and services of value with others.市场营销是个人和集体通过创造、提供并同他人自由交换产品和价值以满足需求和欲望的一种社会过程。

Production concept生产观念Build products at lower pricesMinimize costs—mass production by developing assembly lineProduct concept产品营销概念Offer the best quality but ignore the customers needsSelling concept销售营销概念Maximize sales by aggressive selling—“hard sell”Marketing concept市场营销概念Fill the customers' needsRequire sound research into what customers want and needSocietal marketing社会营销观念Consider the ethical道德consequences and collective needs of societyRelationship marketing关系营销Build relationship with bussness partnersWhat is the Marketing Mix ?It is the set of marketing tools that the organization uses to pursue its marketing objectives.4P/ Marketing Mix营销组合：product，place，promotion，priceProduct: special appeal for consumers in aspects like quality, utility or image产品策略：要考虑在产品的质量、用途、外观等方面对消费者的吸引Price: take costs, rivals ' prices and pricing regulations into account定价策略：要考虑产品成本、竞争者定价、价格调整等方面Promotion: making a product and its benefits known and stimulating consumers demand for it促销策略：以各种有效方式向目标市场传递信息，以刺激其购买欲望Place: channels of distribution and timely transportation, make goods and services available分销策略：将产品和服务及时送达到消费者手中的渠道和路径Factors affecting the price:Cost, Rival, CustomersPromotion IncludingAdvertising------the most common measurePersonal selling---the most effective measureSales promotion促销--- the short-term effectPeople Relationship人际关系---the most reliable measureMarketing myopia营销近视症Make marketing decisions based on current circumstancesMarketing hyperopia营销远视症Make marketing decisions with a better vision of distant issues than of near onesMarketing macropia营销宏观症Make marketing decisions with an overly broad view of your industry.What is the consumer?Consumers are people who buy or use products/services to satisfy needs and wants.Those who purchase the product—demander需求者Those who pay for the product—buyerThose who use the product—userWhat is consumer behaviour?消费行为Consumer behaviour refers to the buying behavior of final consumers -individuals & households who buy goods and services for personal consumption.Consumer behaviour is the decision processes and acts of people involved in buying and using products. Factors Affecting Consumer Behaviour：cultural，social，personal，psychologicalWhat is Market Research市场调研the process of gathering data from the external environment to help managers make better decisions.The Process of Research1.Define the problem & research objectives2.Evaluate the problem3.Collect the information4.Analyze the information5.Present the findingsQualitative research定性研究is often called “soft”research.Quantitative research 定量研究is known as ‘hard’researchWays to Collect Data：Mail Surveys，Telephone Surveys ，Personal Interviews，ObservationMarket Segmentation市场细分Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.How to segment a market?Geographic segment地理细分，Demographic segment人口细分，Psychographic segment心理细分，Behavioral segment行为细分Requirements for Effective SegmentationMeasurable可量性，Accessible可入性，Substantial可图性，Actionable可辨性，Differentiable可行性A brand品牌is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”品牌是一种名称、术语、标记、符号或是它们的组合运用，用以识别某个销售者或某群销售者的产品或服务，并使之同竞争对手的产品和服务区别开来Advantages of Strong BrandsImproved perceptions 认知Greater loyaltyLess vulnerable to competition Less vulnerable to crises Larger margins利润More elastic有弹性的response to price changes Greater trade cooperationPossible licensing opportunitiesBrand extension opportunitiesWhat is Brand Equity品牌资产?The added value endowed to products, reflected in how consumers think, feel, and act with respect to the brand,as well as the prices, market share, and profitability that the brand commands for the firm.The main purpose of branding is to get more people to buy more stuff，for more years at a higher price. Brand Naming商标名称：Individual names个别品牌策略，Blanket family names/统一品牌策略，Separate family names/分类品牌策略（分类品牌：即企业的各类产品分别命名，在分类的基础上各类产品使用不同的品牌。