市场营销原理(亚洲版.第2版V2011.10)_Ch01V120212

Chapter 1 Marketing: Managing Profitable Customer Relationships Marketing:goal of marketing: attract new customers by promising superior valuekeep and grow current customers by delivering satisfaction definition (it involves satisfying customer needs)process:1. Understanding the marketplace and customer needsNeeds: physical needs (food, clothing, warmth, safety)social needs (belonging and affection)individual needs(knowledge, self-expression)Wants: wants are shaped by one’s society and are described in terms of objects that will satisfy needs. (Food—Big Mac, rice)Demands: given their wants and resources, people demand products with benefits that add up to the most value and satisfaction需要（已有）→欲望→需求（创造）Market offerings: 营销对象physical productsservices, activities or benefits offered for sale(not result in ownership)entities(persons, places, organizations, information, ideas)marketing myopia: 营销近视the customer will have the same need but want the new productsolution: look beyond the attributes and existing customer wantsproduct benefits and experiences, and customer’s needsoffer superior customer value(create brand experiences)e.g. Disney World, F1 raceCustomer value and satisfaction:customers form expectations about the value and satisfaction thatvarious market offerings will deliver and buy accordingly价值=总收益-总成本marketers: set the right level of expectationsExchanges交换（包含donation）bring about a response(votes, membership,audience, acceptance)Relationship交易关系goal: retain customers and grow their businessMarkets: marketing means managing markets to bring about profitable customer relationshipsMarketing system:actor: suppliers, company, competitors, intermediaries, final usersaffected by major environmental forces: demographic, economic,physical, technological, political/legal, social/cultural each party adds value for the next level. success depends on the entire system.2. Designing a customer-driven marketing strategyMarketing management: 营销管理Selecting customers to serve: market segmentation, target marketingdemarketing(reduce/shift demand temporarily or permanently, e.g.奢侈品，旅游景点，限量版)customer management, demand management 需求与资源匹配select only customers that it can serve well and profitably Choosing a value proposition: differentiate, position the productMarketing management orientations:经营理念(philosophy guiding these marketingstrategies)Production concept: consumers favor products that are available and highly affordable.生产观念Management focuses on improving production and distribution efficiency.Marketing short-sightedness, losing sight of satisfying customer needs.(e.g.亨利福特T型车，代工企业)Product concept: consumers favor products that offer the most in quality, performance, 产品观念and innovative features.Marketing strategy focuses on making continuous product improvement.Focusing only on products can lead to marketing myopia.(e.g. mousetrap compared with chemical spray, services, 4 Ps)Selling concept: undertaking a large-scale selling and promotion推销观念practiced with unsought goods(buyers do not normally think of buying,e.g. insurance, blood donations)大萧条时期Focus on creating sales transaction rather than on building long-term,profitable customer relationshipsSell what they make rather than making what the market wantsProduct-centered “make and sell ”Marketing concept: customer-centered “sense and respond”营销观念Find the right product for your customers对比：Selling concept & Marketing conceptCustomer driven & Customer driving P10Societal concept: companies should balance three considerations in setting their 社会营销观念marketing strategies: company profits, consumer wants, andsociety’s interests.e.g. 垃圾食品，石油危机，外部性，企业道德（J&J召回）3. Preparing an integrated marketing plan and programdeliver the intended value to target customerstransform the marketing strategy into actionmarketing mix: 营销组合major tools: product price promotion placeintegrated marketing program整合营销计划: blend all marketing mix tools into a comprehensive plan that communicates and delivers theintended value to chosen customers.4. Building customer relationships (most important)Customer relationship management (CRM) 客户关系管理: deals with all the aspects of acquiring, keeping and growing customers.Customer value: buy from the firm that offers greatest perceived value.Do not judge product value and cost accuratelyCustomer satisfaction: higher level satisfaction lead to greater loyalty, thusbetter company performancePromise only what they can deliver, deliver more than promise(Samsung, focus on the delight factor, design, style, image,brand experience, brand personality, overall company culture)Do not attempt to maximize customer satisfactionGenerate customer value profitablyCustomer relationship levels: basic relationship (low-margin customers)full relationship (high-margin customers) Customer relationship tools: frequency marketing programs(reward customers who buy frequently or in large amounts)club marketing programs(offer members special benefits and create member communities)structural ties, financial and social benefits Changing nature of customer relationships:more carefully selected customers: selective relationship managementcustomer profitability analysisrelating for the long term: retain current customersrealities: changing demographics, more sophisticatedcompetitors and overcapacity mean fewer customers,higher cost to attract new onesrelating directly: virtually buying, telephone, mail, online.Partner relationship management:合作伙伴关系管理Inside the company: link all departments to create customer valueevery functional area, electronicallyform cross-functional customer teamsoutside the firm: suppliers, channel partners, and competitorsmarketing channels: distributors, retailers to buyerssupply chain: raw material to final product to buyerssupply chain managementstrategic alliance (e.g. McDonald & Sinopec)5. Capturing value from customersCreating customer loyalty and retention:Aim of CRM is to create not just customer satisfaction but customer delightCustomer lifetime value:顾客生命价值Aim high in building customer relationships (long-term)Growing share of customer:Share of customer:顾客份额Offer greater variety, train employees to cross-sell and up-sell(e.g.Amanzon sell other products, recommend related products)Building customer equity:Ultimate aim of CRM is to produce high customer equityCustomer equity:顾客资产A better measure of a firm’s performance than current sales or market shareView customer as assets that need to be managed and maximizedClassify customers: potential profitability, projected loyalty, requiredifferent relationship management strategies Build the right relationships with the right customersNew landscape: digital age, globalization, ethics and social responsibility, not-for-profit marketing (school, hospital, museum, zoo, church,government agency)Chapter 2 company and marketing strategy: partnering to buildcustomer relationships (overall strategic planning process) Companywide strategic planning公司层面战略规划：1. Defining a market-oriented mission (mission statement使命陈述)market oriented and defined in terms of customer needs. (product-oriented vs. market-oriented)fit the market environmentbased on its distinctive competenciesmotivating(not as making more sales or profits)2. Setting company objectives and goalsTurn mission into detailed supporting objectives for each level of managementA hierarchy of objectives, including business objectives（公司目标，有时间限制，有数据，可测量，具化）and marketing objectives（营销目标）Marketing strategies and programs must be developed to support these marketing objectivesIn this way, translate mission into a set of objectives for the current period3. Designing the business portfolio（业务组合）Fit its strengths and weaknesses to the opportunities in the environmentA. Analyzing the current business portfolio (major activity in strategic planning)(1)Identify the key business making up the companyStrategic business unit (SBU战略业务单元): company division, product linewithin a division, single product or brand(2)Assess the attractiveness of its various SBUs(3)Decide how much support each deservesBCG矩阵growth-share matrix(market growth rate—attractivenessrelative market share—company strength) Stars明星类:need heavy investmentCash cows现金牛:need less investment, produce a lot of cashQuestion marks问题类:require a lot of cash. Management must think hardabout which question marks it should try to build into stars Dogs狗类:do not promise to be large source of cashFour strategies for each SBU: Invest more to build its shareInvest just enough to hold its shareHarvest the SBU (milking short term cash)Divest the SBU (selling or phasing it out) Life cycle of SBU: Q→S→CC→DProblems: difficult in defining SBUs and measuring market share and growth, time consuming and costly to implement, focus oncurrent businesses, not future planningSolution: customized approach, decentralize strategic planning, cross-functional teams.B. Shaping the future portfolio—growth and downsizingGrowth:Finding business and products the company should consider in the futureMarketing has the main responsibility for achieving profitable growth forthe company, must identify, evaluate, and select market opportunities andlay down strategies for capturing themProduct/market expansion grid 产品/市场扩展方格, 安索洛夫方格(Indentify company growth opportunities) Market penetration: new stores, advertising, prices, service, menu市场渗透selection, store designMarket development: new demographic markets, new geographical 市场开发markets出口转内销，发现新用途Product development: modified or new products 新品种，新口味产品开发Diversification: starting up or buying new businesses多样化Downsizing: 精简Environment changes, making some products or markets less profitableFirm may have grown too fast or entered areas where it lacks experienceSome products or business units age and die(prune, harvest, divest them, focus on promising growth opportunities) Planning marketing and other functional strategies (4)Major functional departments work together to accomplish strategic objectives 1. Partnering with other company departmentsValue chain价值链: Each department carries out value-creating activities to design, produce, market, deliver, and support the firm’s products 2. Partnering with others in the marketing systemValue-delivery network 价值传递网络: Company, suppliers, distributors andultimately customers who partner with each otherto improve performance of the entire system Marketing strategy: 营销战略segmentation, targeting, differentiation and positioningMarketing mix: 4 Ps (4 Cs: from buyer’s view) 从4 Cs出发，以4Ps为框架执行Chapter 4 Managing marketing information (marketplace elements) Marketing information system(MIS)营销信息系统P871. Assessing marketing information needsBalances the information users would like to have against what they really need and what is feasible to offerIssues to consider:Amount of information (provide the information decision makers should have) Availability of information (cannot provide needed information, not available or because of MIS limitation, petitor’s strategy, resulting change)Cost (additional information isn’t worth obtaining, costs vs. benefits)2. Developing marketing informationA. Internal data:Internal database: 内部数据库data sources within the company networkAdvantage: can be assessed more quickly and cheaplyDisadvantage: incomplete (记录过去情况)or in the wrong form(不同部门之间格式转换) age quickly, large amount of information, must be wellintegrated and readily accessibleB. Marketing intelligence: 营销情报publicly available informationGoal: improve strategic decision making, assess and track competitors’ actions, provide early warning of opportunities and threatsSources: published information, products, sales, new patents, annual reports, business publications, trade show exhibits, press releases,advertisements, web page.C. Marketing research: 市场调查formal studies of specific situations (e.g.consumer satisfaction, purchase behavior, marketpotential, market share, effectiveness of 4 Ps)(1)Defining the problem and research objectivesTypes of objectives:Exploratory research探索性调查gather preliminary information todefine the problem and suggest hypotheses Descriptive research描述性调查describe things(e.g. market potentialfor a product, demographics and attitudesof consumers who buy the product) Casual research因果性调查test hypotheses about cause-and-effectrelationshipsManagers start with exploratory research and later follow with descriptive or casual research(2)Developing the research plan✧Determine the exact information neededResearch objectives must be translated into specific information needs✧Develop a plan for gathering it effectivelyResearch plan: sources of existing data, specific research approaches, contact methods, sampling plans and instruments to gather new data Secondary data二手数据:Internal database, external database (business, government, internet)Advantage: quickly, lower cost, provide data that an individual company can’tcollect on its own (not directly available, too expensive to collect) Disadvantage:availability (may not exist), relevance (fits needs), accuracy(reliable sources), current (up-to-date) impartial (软新闻)Primary data一手数据:Research approaches:Observational research观察法调查Best suited for exploratory researchObserving relevant people, actions and situationsEthnographic research人类学研究sending trained observersSurvey research问卷调查Most widely used, gathering descriptive information (knowledge,attitudes, preferences, buying behavior), asking directlyAdvantage: flexibilityDisadvantage: unable or unwilling to respond, give misleading orpleasing answers, don’t have time, privacy concerns Experimental research实验法调查Gathering casual information 广告效果测试，口味测试，价格测试Contact methodsMail questionnaires邮寄问卷Telephone interviewing电话采访interviewer biasPersonal interviewing人员调查Individual interviewing: 采用便捷样本Group interviewing(focus group interviewing): 焦点小组访谈6~10人Online marketing researchInternet survey, online panels, experiments, online focus groups Sampling plan:抽样计划Sampling unit(who is to be surveyed)与企业本身产品的目标市场一致Sample sizeSampling procedureProbability sample简单随机抽样，分层抽样（年龄），集群抽样（区域）Nonprobability sample 便捷样本，判断样本，配额样本Research instruments:调查工具Questionnaire: closed-end questions (easier to interpret and tabulate)open-end questions (exploratory)Simple, direct, unbiased wording; in a logical orderMechanical devices: people meters, checkout skinner, eye camera➢Present the plan to managementPresented in a written proposal: problems, objectives, information needed, the way the results will help decision making, research cost(3)Implementing the research planCollecting data: marketing research staff or outside firmsThe most expensive and the most subject to error(Refuse to cooperate, biased, interviewer mistakes or shortcuts) Processing the information: isolate important information and findings, check data for accuracy and completeness, code it for analysis Analyzing the information: tabulate the results, compute statistical measure (4)Interpreting and reporting the findingsManagers and researchers work together closely, share responsibility3. Analyzing marketing informationAdvanced statistical analysis to learn more about the relationships within a set of data, involving a collection of analytical models that will help marketers make better decisionCustomer touch point: customer purchases, sales force contacts, service andsupport calls, web site visits, satisfaction surveys, creditand payment interactions, research studies Analyze and use individual customer data:CRM: managing detailed information about individual customers and carefully managing customer touch point to maximize customer loyaltyConsists of sophisticated software and analytical tools, integratecustomer information from all sources, analyze it in depth, apply theresults to build stronger customer relationshipsData warehouses: 数据仓库a companywide electronic database of finely detailedcustomer informationData mining: sift through data and dig out interesting findings about customersCRM is one part of an effective overall customer relationship management strategy 4. Distributing and using marketing informationChapter 5 Consumer markets and consumer buyer behavior Model of consumer behavior:Stimulus response model: marketing stimuli营销刺激物: 4 PsP117 other stimuli: economic, technological, political, culturalbuyer’s black box: characteristics, decision process Characteristics affecting consumer behavior:●Cultural factors:Culture: the most basic cause of a person’s wants and behavior, from family and other important institutions (school) Cultural shifts: new products Subculture: within a culture民族，宗教，种族，地域Social class: permanent and ordered divisions, measured by a combination of occupation, income, education, wealth, and other variables●Social factors:Groups:群体Membership groups成员群体direct influence, to which a person belongsReference groups参照群体direct or indirect points of comparison or referenceAspirational groups期望群体reference groups to which a person wishes to belongOpinion leaders意见领袖people within a reference group who, because of specialskills, knowledge, personality, or other characteristics, exert socialinfluence on others. (influentials or leading adopters)Buzz marketing口碑营销enlist or even create opinion leaders to spread the wordOnline social networking: blogs, social networking sites like , a newform of buzz marketingFamily: the most important consumer buying organizationHusband-wife involvement: courting the opposite sexChildren: highly regarded in Asian cultures, children-related industry Roles and status: people choose products appropriate to their roles and statues ●Personal factors:Age and life-cycle stage:年龄、生命周期阶段RBC Royal Bank five life-stage segmentsYouth: 小于18，教育资金Getting started: 18—35 贷款，信用卡Builder: 35—50 鼎盛期，贷款Accumulators: 50—60 财富积累，理财Preservers: 大于60 财产转移，继承Occupation: bluecollar workers vs. executivesEconomic situation: include trends in personal income, savings, interest rates Lifestyle: a person’s pattern of living as expressed in his or her psychographics AIO dimension: activity, interest, opinionVALS: lifestyle classification P124 8种Primary motivation: ideals(knowledge and principles)achievements (demonstrate success)self-expression (activity, variety, risk)Resources: income, education, health, self-confidence, energy…Personality andBrand personality: the specific mix of human traits attributed to a particular brandConsumers are likely to choose brands with personalities that match their ownSelf-concept (self-image)Premise: people’s possessions contribute to and reflect their identitiesReal self: 真实self-image:自我looking-glass self:他人ideal self:理想●Psychological factors:Motivation动机: A need that is sufficiently pressing to direct the person to seeksatisfaction of the needSigmund Freud theory: people are largely unconscious about the realpsychological forces shaping their behavior Abraham Maslow: human needs are arranged in a hierarchy, peopleare driven by particular needs at particular timesPhysiological, safety, social, esteem, self-actualization needs Perception感知:Three perceptual processes:Selective attention选择性注意screen out most of the informationSelective distortion选择性歪曲/曲解interpret information in a way that willsupport what they already believe Selective retention选择性保留retain information that supports their attitudes andbeliefsLearning学习Changes in an individual’s behavior arising from experience and occurs through interplay of drives, stimuli, cues, responses and reinforcementMarketer: associating the product with strong drives, usingmotivating cues, and providing positive reinforcement Beliefs and attitudes信念和态度Belief: A descriptive thought that a person has about something based on knowledge, opinion, or faithAttitude: A person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.It is difficult to change. Fit into existing attitudes.Types of buying behavior decisionBased on degree of buyer involvement and degree of differences among brands:1. Complex buying behavior复杂性购买行为Highly involved, significant differencesExpensive, risky, purchased infrequently, highly self-expressiveMarketer: understand the information-gathering and evaluation behavior of consumers, help buyers learn about attributes and their relativeimportance, differentiate brand’s features, and motivate storesalespeople and buyer’s acquaintancesFocus on product增加产品特性2. Dissonance-reducing buying behavior减少失调购买行为Highly involved, little differenceExpensive, risky, infrequent purchaseBuyers primarily response to a good price or to purchase conveniencePostpurchase dissonance: notice disadvantage or hear favorable words abouta product not purchasedMarketer: after-sale communications should provide evidence and supportFocus on CRM（投诉处理、维修等）3. Habitual buying behavior习惯性购买行为low involved, little differenceLow-cost, frequently purchasedBrand familiarity rather than brand conviction (passively receive information) Marketer: use sales and price promotion to stimulate products trial, ad stresses a few key points, more visual symbols and imaginary, highrepetition of short-duration message, better use TV ad, based onclassical conditioning theory(buyers learn to identify a certainproduct by a symbol repeatedly attached to it)Focus on distribution4. Variety-seeking buying behavior寻求多样化购买行为low involved, significant differencesConsumers do a lot of brand switching for variety rather than dissatisfactionMarket leader: encourage habitual buying behavior by dominating shelf space, keeping shelves full stocked, running frequent reminder advertising Challenger firms: encourage variety seeking by offering lower prices, specialdeals, coupons and free sample, and advertising reasons forsomething newFocus on distribution and promotionThe buyer decision process1. Need recognition需求确认Internal stimuli (normal need rises to a drive) external stimuli (ad, discussion) 2. Information search信息收集Personal sources: family, friends, neighbors, acquaintances) most effectiveCommercial sources: ad, salespeople, web, dealers, packaging, diaplayPublic sources 公开: mass media, consumer-rating organizations, Internetsearches 质量检测Experiential sources体验性: handling, examining, using the product使用经历3. Evaluation of alternatives方案评价process information to arrive at brand choicesCareful calculations and logical thinking; buy on impulse and rely on intuition 4. Purchase decision购买决策Between purchase intention and decision:Attitudes of others, unexpected situational factors5. Post-purchase behavior购买后行为Consumer expectations and products’ perceived performanceCognitive dissonance认知失调: Discomfort caused by postpurchase conflictConsumer satisfaction is a key to building profitable relationships withconsumers—to keeping and growing consumers andreaping their customer lifetime valueMarketer: measure customer satisfaction regularly, set up systems that encourage customers to complainThe buyer decision process for new productsStages in adoption process采纳过程from first learning to final regular user Awareness: become aware, but lack of informationInterest: seek informationEvaluation: consider whether trying it make senseTrial: try the new product in a small scaleAdoption: make full and regular use of itIndividual differences in innovativenessInnovator: venturesomeEarly adopter: guided by respect, opinion leader, early but cautiouslyEarly majority: deliberate, before the average personLate majority: skeptical, after majority of people have tried itLaggards: tradition bound, suspicious, adopt only when they become tradition 采纳曲线/扩散曲线time of adoption/diffusion of innovations P135Firm: research characteristics of innovators and early adaptors and direct market to them Innovators: younger, better educated, higher in income, more receptive to unfamiliar things, rely more on their own values and judgment, more willing to takerisks, less brand loyal, take advantage of special promotionInfluence of product characteristics on rate of adoptionRelative advantage相对优势: superior to existing productsCompatibility: fits the value and experiences of potential consumersComplexity: difficult to understand or useDivisibility: tried on a limited basis (e.g.price)Communicability: results of using can be observed or described to others Chapter 7 Customer-driven marketing strategy: creating value for targetcustomers (STP 营销核心)Market segmentationSegmenting consumer markets1. Geographic segmentation地理划分Nations, regions, states, counties, cities, density, climate, neighborhoodsCompanies: localize products, ad, promotion and sales efforts; cultivate as-yet untapped territory; developing stores in higher-density urban areas2. Demographic segmentation人口划分most popular, consumer needs, wants andusage rates vary closely with it, easier to measure Age and life-cycle stage: guard against stereotype, positive image and appeals Gender: clothing, cosmetics, toiletries, magazinesIncome: automobile, clothing, cosmetics, financial services, travelAffluent or low-income3. Psychographic segmentation心理划分Social class, lifestyle, personality characteristics4. Behavioral segmentation行为划分best starting point for building market segments,buyers’ knowledge, attitudes, uses, or response to a product Occasions: holidays, special occasions (e.g. Valentine’s day, wedding, birth day)Benefits sought: different benefits buyers seek from the producte.g.不同功效的牙膏,match each segment’s benefit preferencesUser status: nonusers, ex-users, potential users, first-time users, regular userse.g. blood banks, recruit new first-time donors and remind ex-donorspotential users: consumers facing life-stage changes(newlyweds) Usage rate: light, medium, heavy product usersHeavy users: a small percentage of the market but account for ahigh percentage of total consumptionLoyalty status: Completely loyal (buy one brand all the time)Pinpoint its target market and develop marketing appealsSomewhat loyal (loyal to two or three brands, favor one brandwhile sometimes buying others)Detect which brands are most competitive with its ownNot loyal (want something different, buy whatever’s on sale)Marketing weaknessUsing multiple segmentation bases: identify smaller, better-defined target Segmenting international marketsUsing one or a combination of several variables: geographic location, economicfactors, political and legal factors, cultural factors Intermarket segmentation: forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries Requirements for effective segmentationMeasurable: 可测量性size, purchasing power, and profiles of the segments Accessible:可接近性can be effectively reached and servedSubstantial:显著性large or profitable enough, a segment should be the largest。

现代企业管理学之市场营销原理市场营销原理是现代企业管理学中非常重要的一部分。

市场营销原理主要关注如何有效地满足消费者需求，并通过各种营销策略和手段来提高企业的销售额和市场份额。

首先，市场营销原理强调以消费者为中心。

现代企业管理学认为，了解消费者的需求和偏好是企业成功的关键。

市场营销原理提倡通过市场调研和消费者调查等手段来深入了解消费者的需求，并根据这些需求来开发产品和提供服务。

其次，市场营销原理强调市场定位和差异化竞争。

市场营销原理认为，市场竞争激烈，企业需要通过市场定位来找到自己的竞争优势，并与竞争对手区别开来。

市场营销原理提倡通过产品特色、品牌形象、营销渠道等方式来实现差异化竞争，从而吸引消费者并赢得市场份额。

第三，市场营销原理强调市场细分和目标市场选择。

市场细分是指将整个市场划分为多个细分市场，每个细分市场都有不同的需求和偏好。

市场营销原理认为，在有限的资源下，企业应该选择适合自己的目标市场，并制定相应的营销策略来满足这些市场的需求。

此外，市场营销原理还强调市场营销组合的重要性。

市场营销组合是指企业在市场上采取的各种营销手段和策略的组合。

市场营销原理认为，企业应该综合运用产品、价格、促销和渠道等营销要素，通过有机组合来实现目标市场的营销目标。

最后，市场营销原理还强调市场营销的长期性和持续性。

市场营销原理认为，企业需要建立并维护与消费者的良好关系，通过提供优质的产品和服务来赢得消费者的信任和忠诚度。

市场营销原理提倡建立良好的品牌形象，并通过不断创新和改进，保持竞争优势和市场地位。

综上所述，市场营销原理是现代企业管理学中非常重要的一部分。

它强调以消费者为中心，倡导市场定位和差异化竞争，强调市场细分和目标市场选择，强调市场营销组合的重要性，以及强调市场营销的长期性和持续性。

市场营销原理的正确应用和实践将有助于企业获得更好的市场竞争力和经济效益。

市场营销原理是现代企业管理学中的基石，也是企业在市场竞争中取得成功的重要法宝。

Chapter 1 Marketing: Managing Profitable Customer Relationships Marketing:goal of marketing: attract new customers by promising superior valuekeep and grow current customers by delivering satisfaction definition (it involves satisfying customer needs)process:1. Understanding the marketplace and customer needsNeeds: physical needs (food, clothing, warmth, safety)social needs (belonging and affection)individual needs(knowledge, self-expression)Wants: wants are shaped by one’s society and are described in terms of objects that will satisfy needs. (Food—Big Mac, rice)Demands: given their wants and resources, people demand products with benefits that add up to the most value and satisfaction需要（已有）→欲望→需求（创造）Market offerings: 营销对象physical productsservices, activities or benefits offered for sale(not result in ownership)entities(persons, places, organizations, information, ideas)marketing myopia: 营销近视the customer will have the same need but want the new productsolution: look beyond the attributes and existing customer wantsproduct benefits and experiences, and customer’s needsoffer superior customer value(create brand experiences)e.g. Disney World, F1 raceCustomer value and satisfaction:customers form expectations about the value and satisfaction thatvarious market offerings will deliver and buy accordingly价值=总收益-总成本marketers: set the right level of expectationsExchanges交换（包含donation）bring about a response(votes, membership,audience, acceptance)Relationship交易关系goal: retain customers and grow their businessMarkets: marketing means managing markets to bring about profitable customer relationshipsMarketing system:actor: suppliers, company, competitors, intermediaries, final usersaffected by major environmental forces: demographic, economic,physical, technological, political/legal, social/cultural each party adds value for the next level. success depends on the entire system.2. Designing a customer-driven marketing strategyMarketing management: 营销管理Selecting customers to serve: market segmentation, target marketingdemarketing(reduce/shift demand temporarily or permanently, e.g.奢侈品，旅游景点，限量版)customer management, demand management 需求与资源匹配select only customers that it can serve well and profitably Choosing a value proposition: differentiate, position the productMarketing management orientations:经营理念(philosophy guiding these marketingstrategies)Production concept: consumers favor products that are available and highly affordable.生产观念Management focuses on improving production and distribution efficiency.Marketing short-sightedness, losing sight of satisfying customer needs.(e.g.亨利福特T型车，代工企业)Product concept: consumers favor products that offer the most in quality, performance, 产品观念and innovative features.Marketing strategy focuses on making continuous product improvement.Focusing only on products can lead to marketing myopia.(e.g. mousetrap compared with chemical spray, services, 4 Ps)Selling concept: undertaking a large-scale selling and promotion推销观念practiced with unsought goods(buyers do not normally think of buying,e.g. insurance, blood donations)大萧条时期Focus on creating sales transaction rather than on building long-term,profitable customer relationshipsSell what they make rather than making what the market wantsProduct-centered “make and sell ”Marketing concept: customer-centered “sense and respond”营销观念Find the right product for your customers对比：Selling concept & Marketing conceptCustomer driven & Customer driving P10Societal concept: companies should balance three considerations in setting their 社会营销观念marketing strategies: company profits, consumer wants, andsociety’s interests.e.g. 垃圾食品，石油危机，外部性，企业道德（J&J召回）3. Preparing an integrated marketing plan and programdeliver the intended value to target customerstransform the marketing strategy into actionmarketing mix: 营销组合major tools: product price promotion placeintegrated marketing program整合营销计划: blend all marketing mix tools into a comprehensive plan that communicates and delivers theintended value to chosen customers.4. Building customer relationships (most important)Customer relationship management (CRM) 客户关系管理: deals with all the aspects of acquiring, keeping and growing customers.Customer value: buy from the firm that offers greatest perceived value.Do not judge product value and cost accuratelyCustomer satisfaction: higher level satisfaction lead to greater loyalty, thusbetter company performancePromise only what they can deliver, deliver more than promise(Samsung, focus on the delight factor, design, style, image,brand experience, brand personality, overall company culture)Do not attempt to maximize customer satisfactionGenerate customer value profitablyCustomer relationship levels: basic relationship (low-margin customers)full relationship (high-margin customers) Customer relationship tools: frequency marketing programs(reward customers who buy frequently or in large amounts)club marketing programs(offer members special benefits and create member communities)structural ties, financial and social benefits Changing nature of customer relationships:more carefully selected customers: selective relationship managementcustomer profitability analysisrelating for the long term: retain current customersrealities: changing demographics, more sophisticatedcompetitors and overcapacity mean fewer customers,higher cost to attract new onesrelating directly: virtually buying, telephone, mail, online.Partner relationship management:合作伙伴关系管理Inside the company: link all departments to create customer valueevery functional area, electronicallyform cross-functional customer teamsoutside the firm: suppliers, channel partners, and competitorsmarketing channels: distributors, retailers to buyerssupply chain: raw material to final product to buyerssupply chain managementstrategic alliance (e.g. McDonald & Sinopec)5. Capturing value from customersCreating customer loyalty and retention:Aim of CRM is to create not just customer satisfaction but customer delightCustomer lifetime value:顾客生命价值Aim high in building customer relationships (long-term)Growing share of customer:Share of customer:顾客份额Offer greater variety, train employees to cross-sell and up-sell(e.g.Amanzon sell other products, recommend related products)Building customer equity:Ultimate aim of CRM is to produce high customer equityCustomer equity:顾客资产A better measure of a firm’s performance than current sales or market shareView customer as assets that need to be managed and maximizedClassify customers: potential profitability, projected loyalty, requiredifferent relationship management strategies Build the right relationships with the right customersNew landscape: digital age, globalization, ethics and social responsibility, not-for-profit marketing (school, hospital, museum, zoo, church,government agency)Chapter 2 company and marketing strategy: partnering to buildcustomer relationships (overall strategic planning process) Companywide strategic planning公司层面战略规划：1. Defining a market-oriented mission (mission statement使命陈述)market oriented and defined in terms of customer needs. (product-oriented vs. market-oriented)fit the market environmentbased on its distinctive competenciesmotivating(not as making more sales or profits)2. Setting company objectives and goalsTurn mission into detailed supporting objectives for each level of managementA hierarchy of objectives, including business objectives（公司目标，有时间限制，有数据，可测量，具化）and marketing objectives（营销目标）Marketing strategies and programs must be developed to support these marketing objectivesIn this way, translate mission into a set of objectives for the current period3. Designing the business portfolio（业务组合）Fit its strengths and weaknesses to the opportunities in the environmentA. Analyzing the current business portfolio (major activity in strategic planning)(1)Identify the key business making up the companyStrategic business unit (SBU战略业务单元): company division, product linewithin a division, single product or brand(2)Assess the attractiveness of its various SBUs(3)Decide how much support each deservesBCG矩阵growth-share matrix(market growth rate—attractivenessrelative market share—company strength) Stars明星类:need heavy investmentCash cows现金牛:need less investment, produce a lot of cashQuestion marks问题类:require a lot of cash. Management must think hardabout which question marks it should try to build into stars Dogs狗类:do not promise to be large source of cashFour strategies for each SBU: Invest more to build its shareInvest just enough to hold its shareHarvest the SBU (milking short term cash)Divest the SBU (selling or phasing it out) Life cycle of SBU: Q→S→CC→DProblems: difficult in defining SBUs and measuring market share and growth, time consuming and costly to implement, focus oncurrent businesses, not future planningSolution: customized approach, decentralize strategic planning, cross-functional teams.B. Shaping the future portfolio—growth and downsizingGrowth:Finding business and products the company should consider in the futureMarketing has the main responsibility for achieving profitable growth forthe company, must identify, evaluate, and select market opportunities andlay down strategies for capturing themProduct/market expansion grid 产品/市场扩展方格, 安索洛夫方格(Indentify company growth opportunities) Market penetration: new stores, advertising, prices, service, menu市场渗透selection, store designMarket development: new demographic markets, new geographical 市场开发markets出口转内销，发现新用途Product development: modified or new products 新品种，新口味产品开发Diversification: starting up or buying new businesses多样化Downsizing: 精简Environment changes, making some products or markets less profitableFirm may have grown too fast or entered areas where it lacks experienceSome products or business units age and die(prune, harvest, divest them, focus on promising growth opportunities) Planning marketing and other functional strategies (4)Major functional departments work together to accomplish strategic objectives 1. Partnering with other company departmentsValue chain价值链: Each department carries out value-creating activities to design, produce, market, deliver, and support the firm’s products 2. Partnering with others in the marketing systemValue-delivery network 价值传递网络: Company, suppliers, distributors andultimately customers who partner with each otherto improve performance of the entire system Marketing strategy: 营销战略segmentation, targeting, differentiation and positioningMarketing mix: 4 Ps (4 Cs: from buyer’s view) 从4 Cs出发，以4Ps为框架执行Chapter 4 Managing marketing information (marketplace elements) Marketing information system(MIS)营销信息系统P871. Assessing marketing information needsBalances the information users would like to have against what they really need and what is feasible to offerIssues to consider:Amount of information (provide the information decision makers should have) Availability of information (cannot provide needed information, not available or because of MIS limitation, petitor’s strategy, resulting change)Cost (additional information isn’t worth obtaining, costs vs. benefits)2. Developing marketing informationA. Internal data:Internal database: 内部数据库data sources within the company networkAdvantage: can be assessed more quickly and cheaplyDisadvantage: incomplete (记录过去情况)or in the wrong form(不同部门之间格式转换) age quickly, large amount of information, must be wellintegrated and readily accessibleB. Marketing intelligence: 营销情报publicly available informationGoal: improve strategic decision making, assess and track competitors’ actions, provide early warning of opportunities and threatsSources: published information, products, sales, new patents, annual reports, business publications, trade show exhibits, press releases,advertisements, web page.C. Marketing research: 市场调查formal studies of specific situations (e.g.consumer satisfaction, purchase behavior, marketpotential, market share, effectiveness of 4 Ps)(1)Defining the problem and research objectivesTypes of objectives:Exploratory research探索性调查gather preliminary information todefine the problem and suggest hypotheses Descriptive research描述性调查describe things(e.g. market potentialfor a product, demographics and attitudesof consumers who buy the product) Casual research因果性调查test hypotheses about cause-and-effectrelationshipsManagers start with exploratory research and later follow with descriptive or casual research(2)Developing the research plan✧Determine the exact information neededResearch objectives must be translated into specific information needs✧Develop a plan for gathering it effectivelyResearch plan: sources of existing data, specific research approaches, contact methods, sampling plans and instruments to gather new data Secondary data二手数据:Internal database, external database (business, government, internet)Advantage: quickly, lower cost, provide data that an individual company can’tcollect on its own (not directly available, too expensive to collect) Disadvantage:availability (may not exist), relevance (fits needs), accuracy(reliable sources), current (up-to-date) impartial (软新闻)Primary data一手数据:Research approaches:Observational research观察法调查Best suited for exploratory researchObserving relevant people, actions and situationsEthnographic research人类学研究sending trained observersSurvey research问卷调查Most widely used, gathering descriptive information (knowledge,attitudes, preferences, buying behavior), asking directlyAdvantage: flexibilityDisadvantage: unable or unwilling to respond, give misleading orpleasing answers, don’t have time, privacy concerns Experimental research实验法调查Gathering casual information 广告效果测试，口味测试，价格测试Contact methodsMail questionnaires邮寄问卷Telephone interviewing电话采访interviewer biasPersonal interviewing人员调查Individual interviewing: 采用便捷样本Group interviewing(focus group interviewing): 焦点小组访谈6~10人Online marketing researchInternet survey, online panels, experiments, online focus groups Sampling plan:抽样计划Sampling unit(who is to be surveyed)与企业本身产品的目标市场一致Sample sizeSampling procedureProbability sample简单随机抽样，分层抽样（年龄），集群抽样（区域）Nonprobability sample 便捷样本，判断样本，配额样本Research instruments:调查工具Questionnaire: closed-end questions (easier to interpret and tabulate)open-end questions (exploratory)Simple, direct, unbiased wording; in a logical orderMechanical devices: people meters, checkout skinner, eye camera➢Present the plan to managementPresented in a written proposal: problems, objectives, information needed, the way the results will help decision making, research cost(3)Implementing the research planCollecting data: marketing research staff or outside firmsThe most expensive and the most subject to error(Refuse to cooperate, biased, interviewer mistakes or shortcuts) Processing the information: isolate important information and findings, check data for accuracy and completeness, code it for analysis Analyzing the information: tabulate the results, compute statistical measure (4)Interpreting and reporting the findingsManagers and researchers work together closely, share responsibility3. Analyzing marketing informationAdvanced statistical analysis to learn more about the relationships within a set of data, involving a collection of analytical models that will help marketers make better decisionCustomer touch point: customer purchases, sales force contacts, service andsupport calls, web site visits, satisfaction surveys, creditand payment interactions, research studies Analyze and use individual customer data:CRM: managing detailed information about individual customers and carefully managing customer touch point to maximize customer loyaltyConsists of sophisticated software and analytical tools, integratecustomer information from all sources, analyze it in depth, apply theresults to build stronger customer relationshipsData warehouses: 数据仓库a companywide electronic database of finely detailedcustomer informationData mining: sift through data and dig out interesting findings about customersCRM is one part of an effective overall customer relationship management strategy 4. Distributing and using marketing informationChapter 5 Consumer markets and consumer buyer behavior Model of consumer behavior:Stimulus response model: marketing stimuli营销刺激物: 4 PsP117 other stimuli: economic, technological, political, culturalbuyer’s black box: characteristics, decision process Characteristics affecting consumer behavior:●Cultural factors:Culture: the most basic cause of a person’s wants and behavior, from family and other important institutions (school) Cultural shifts: new products Subculture: within a culture民族，宗教，种族，地域Social class: permanent and ordered divisions, measured by a combination of occupation, income, education, wealth, and other variables●Social factors:Groups:群体Membership groups成员群体direct influence, to which a person belongsReference groups参照群体direct or indirect points of comparison or referenceAspirational groups期望群体reference groups to which a person wishes to belongOpinion leaders意见领袖people within a reference group who, because of specialskills, knowledge, personality, or other characteristics, exert socialinfluence on others. (influentials or leading adopters)Buzz marketing口碑营销enlist or even create opinion leaders to spread the wordOnline social networking: blogs, social networking sites like , a newform of buzz marketingFamily: the most important consumer buying organizationHusband-wife involvement: courting the opposite sexChildren: highly regarded in Asian cultures, children-related industry Roles and status: people choose products appropriate to their roles and statues ●Personal factors:Age and life-cycle stage:年龄、生命周期阶段RBC Royal Bank five life-stage segmentsYouth: 小于18，教育资金Getting started: 18—35 贷款，信用卡Builder: 35—50 鼎盛期，贷款Accumulators: 50—60 财富积累，理财Preservers: 大于60 财产转移，继承Occupation: bluecollar workers vs. executivesEconomic situation: include trends in personal income, savings, interest rates Lifestyle: a person’s pattern of living as expressed in his or her psychographics AIO dimension: activity, interest, opinionVALS: lifestyle classification P124 8种Primary motivation: ideals(knowledge and principles)achievements (demonstrate success)self-expression (activity, variety, risk)Resources: income, education, health, self-confidence, energy…Personality andBrand personality: the specific mix of human traits attributed to a particular brandConsumers are likely to choose brands with personalities that match their ownSelf-concept (self-image)Premise: people’s possessions contribute to and reflect their identitiesReal self: 真实self-image:自我looking-glass self:他人ideal self:理想●Psychological factors:Motivation动机: A need that is sufficiently pressing to direct the person to seeksatisfaction of the needSigmund Freud theory: people are largely unconscious about the realpsychological forces shaping their behavior Abraham Maslow: human needs are arranged in a hierarchy, peopleare driven by particular needs at particular timesPhysiological, safety, social, esteem, self-actualization needs Perception感知:Three perceptual processes:Selective attention选择性注意screen out most of the informationSelective distortion选择性歪曲/曲解interpret information in a way that willsupport what they already believe Selective retention选择性保留retain information that supports their attitudes andbeliefsLearning学习Changes in an individual’s behavior arising from experience and occurs through interplay of drives, stimuli, cues, responses and reinforcementMarketer: associating the product with strong drives, usingmotivating cues, and providing positive reinforcement Beliefs and attitudes信念和态度Belief: A descriptive thought that a person has about something based on knowledge, opinion, or faithAttitude: A person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.It is difficult to change. Fit into existing attitudes.Types of buying behavior decisionBased on degree of buyer involvement and degree of differences among brands:1. Complex buying behavior复杂性购买行为Highly involved, significant differencesExpensive, risky, purchased infrequently, highly self-expressiveMarketer: understand the information-gathering and evaluation behavior of consumers, help buyers learn about attributes and their relativeimportance, differentiate brand’s features, and motivate storesalespeople and buyer’s acquaintancesFocus on product增加产品特性2. Dissonance-reducing buying behavior减少失调购买行为Highly involved, little differenceExpensive, risky, infrequent purchaseBuyers primarily response to a good price or to purchase conveniencePostpurchase dissonance: notice disadvantage or hear favorable words abouta product not purchasedMarketer: after-sale communications should provide evidence and supportFocus on CRM（投诉处理、维修等）3. Habitual buying behavior习惯性购买行为low involved, little differenceLow-cost, frequently purchasedBrand familiarity rather than brand conviction (passively receive information) Marketer: use sales and price promotion to stimulate products trial, ad stresses a few key points, more visual symbols and imaginary, highrepetition of short-duration message, better use TV ad, based onclassical conditioning theory(buyers learn to identify a certainproduct by a symbol repeatedly attached to it)Focus on distribution4. Variety-seeking buying behavior寻求多样化购买行为low involved, significant differencesConsumers do a lot of brand switching for variety rather than dissatisfactionMarket leader: encourage habitual buying behavior by dominating shelf space, keeping shelves full stocked, running frequent reminder advertising Challenger firms: encourage variety seeking by offering lower prices, specialdeals, coupons and free sample, and advertising reasons forsomething newFocus on distribution and promotionThe buyer decision process1. Need recognition需求确认Internal stimuli (normal need rises to a drive) external stimuli (ad, discussion) 2. Information search信息收集Personal sources: family, friends, neighbors, acquaintances) most effectiveCommercial sources: ad, salespeople, web, dealers, packaging, diaplayPublic sources 公开: mass media, consumer-rating organizations, Internetsearches 质量检测Experiential sources体验性: handling, examining, using the product使用经历3. Evaluation of alternatives方案评价process information to arrive at brand choicesCareful calculations and logical thinking; buy on impulse and rely on intuition 4. Purchase decision购买决策Between purchase intention and decision:Attitudes of others, unexpected situational factors5. Post-purchase behavior购买后行为Consumer expectations and products’ perceived performanceCognitive dissonance认知失调: Discomfort caused by postpurchase conflictConsumer satisfaction is a key to building profitable relationships withconsumers—to keeping and growing consumers andreaping their customer lifetime valueMarketer: measure customer satisfaction regularly, set up systems that encourage customers to complainThe buyer decision process for new productsStages in adoption process采纳过程from first learning to final regular user Awareness: become aware, but lack of informationInterest: seek informationEvaluation: consider whether trying it make senseTrial: try the new product in a small scaleAdoption: make full and regular use of itIndividual differences in innovativenessInnovator: venturesomeEarly adopter: guided by respect, opinion leader, early but cautiouslyEarly majority: deliberate, before the average personLate majority: skeptical, after majority of people have tried itLaggards: tradition bound, suspicious, adopt only when they become tradition 采纳曲线/扩散曲线time of adoption/diffusion of innovations P135Firm: research characteristics of innovators and early adaptors and direct market to them Innovators: younger, better educated, higher in income, more receptive to unfamiliar things, rely more on their own values and judgment, more willing to takerisks, less brand loyal, take advantage of special promotionInfluence of product characteristics on rate of adoptionRelative advantage相对优势: superior to existing productsCompatibility: fits the value and experiences of potential consumersComplexity: difficult to understand or useDivisibility: tried on a limited basis (e.g.price)Communicability: results of using can be observed or described to others Chapter 7 Customer-driven marketing strategy: creating value for targetcustomers (STP 营销核心)Market segmentationSegmenting consumer markets1. Geographic segmentation地理划分Nations, regions, states, counties, cities, density, climate, neighborhoodsCompanies: localize products, ad, promotion and sales efforts; cultivate as-yet untapped territory; developing stores in higher-density urban areas2. Demographic segmentation人口划分most popular, consumer needs, wants andusage rates vary closely with it, easier to measure Age and life-cycle stage: guard against stereotype, positive image and appeals Gender: clothing, cosmetics, toiletries, magazinesIncome: automobile, clothing, cosmetics, financial services, travelAffluent or low-income3. Psychographic segmentation心理划分Social class, lifestyle, personality characteristics4. Behavioral segmentation行为划分best starting point for building market segments,buyers’ knowledge, attitudes, uses, or response to a product Occasions: holidays, special occasions (e.g. Valentine’s day, wedding, birth day)Benefits sought: different benefits buyers seek from the producte.g.不同功效的牙膏,match each segment’s benefit preferencesUser status: nonusers, ex-users, potential users, first-time users, regular userse.g. blood banks, recruit new first-time donors and remind ex-donorspotential users: consumers facing life-stage changes(newlyweds) Usage rate: light, medium, heavy product usersHeavy users: a small percentage of the market but account for ahigh percentage of total consumptionLoyalty status: Completely loyal (buy one brand all the time)Pinpoint its target market and develop marketing appealsSomewhat loyal (loyal to two or three brands, favor one brandwhile sometimes buying others)Detect which brands are most competitive with its ownNot loyal (want something different, buy whatever’s on sale)Marketing weaknessUsing multiple segmentation bases: identify smaller, better-defined target Segmenting international marketsUsing one or a combination of several variables: geographic location, economicfactors, political and legal factors, cultural factors Intermarket segmentation: forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries Requirements for effective segmentationMeasurable: 可测量性size, purchasing power, and profiles of the segments Accessible:可接近性can be effectively reached and servedSubstantial:显著性large or profitable enough, a segment should be the largest。

百度文库市场营销原理学习小组讨论报告讨论题目：明星代言效果分析讨论时间：2011年10月28日——2011年10月31日学习小组成员：管理学院10公共事业管理专业第五小组胡强龙1002060024 黄海芬1002060025 黄怡明1002060029 黄珍爱1002060030 姜林宏1002060031在这个经济发展迅速，各类信息充斥着我们生活的社会，企业如何让自己的产品吸引住消费者的眼球，满足消费者的需求，最终建立一种长期而稳定的客户关系，是企业持续发展不得不思考的问题。

而明星代言往往是打开市场快捷方便并行之有效的营销策略。

利用明星的知名度，最大限度地吸引社会注意力，使产品迅速为消费者所认识。

同时，把消费者与明星相关联的形象和价值观转移到产品或品牌身上。

但是有成功的经验也有失败的教训，并非所有企业的明星代言策略都有成效，如何充分利用明星代言的优势克服不利因素，为企业树立良好的社会形象，为产品打开销路铺平道路。

我们小组分别选取了三个有代表性的成功与失败案例，进行深入分析，讨论明星代言给企业带来的营销效果。

明星代言成功案例：蒙牛酸酸乳——张含韵2005年似乎一日之间，人们就知道了蒙牛酸酸乳。

它成为继碳酸饮料、茶饮料、果汁饮料、运动饮料之后的奶制品饮料。

蒙牛酸酸乳采用优质鲜牛奶，不仅口感清新爽滑，而且酸甜中不失牛奶的营养健康。

如今它更以多彩的包装在中国奶制品饮料界独树一帜。

蒙牛酸酸乳的成功可以说不得不归功于05年蒙牛与湖南卫视娱乐节目超级女声的整合营销，而以超级女声张含韵为代言人的系列广告起到了推波助澜的作用。

此后蒙牛推出了一系列以青春偶像为代言人的广告作品，更是帮蒙牛获得了惊人的销售业绩。

案例分析：1.通过张含韵这则电视广告的播出以及冠名超级女声的强势营销，蒙牛获得了巨大的销售收益，2004年蒙牛酸酸乳销售额只有7亿，2005年蒙牛计划向市场投放20亿袋印有“2005蒙牛酸酸乳超级女声”的产品，销售额至少在20亿元左右。