菲利普科特勒营销管理-第14版ppt第01章.ppt1

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耐用性和有形性
易耗品 耐用品
服务
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消费品分类
便利品 选购品 特殊品 非寻求品
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产业用品分类
▪ 材料和零部件 ▪ 资本项目 ▪ 补给品和商业服务
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图12.3 产品条目对整条产品线的总销 售额和利润的贡献
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图12.4 纸张产品线的产品地图
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产品线拓展
向下拓展 向上拓展 双向拓展
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品牌？ ▪ 企业如何使用包装、标签、担保和保证作为营
销工具？
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什么是产品?
产品是指提供给市场以满足需要和欲望的任 何东西，包括有形的产品、服务、体验、事 件、人物、场所、产权、组织、信息和想法.
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包装的目标
▪ 识别品牌 ▪ 传达描述性和说服性的信息 ▪ 便于产品的运输和保护 ▪ 有助于家庭储藏 ▪ 有助于产品消费
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标签的功能
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机会。
定期评估与调整
定期对营销绩效进行评估， 根据评估结果调整营销策略
和措施。
营销组合的优化与调整
营销组合设计
根据市场需求和竞争环境，设计最佳的营销组合，包括 产品、价格、渠道、促销等策略。
01
组合优化措施
根据市场反馈和绩效评估结果，采取 针对性的优化措施，如产品升级、渠 道拓展、促销策略调整等。
微观环境
包括客户、供应商、竞争对手、销售渠道等影响因素。需要对微观环境进行分析，以了解企业所处的 市场位置和竞争态势。
识别目标市场与细分
目标市场
是企业所选择作为营销对象的那部分消费 者群体。需要明确目标市场的特点、需求 和偏好，以便制定针对性的营销策略。
VS
市场细分
将整个市场按照消费者的需求、行为和偏 好等因素划分为若干个具有相似特征的细 分市场。需要对市场进行细分，以确定目 标市场并制定相应的营销策略。
个人销售促销
通过销售人员与消费者的直 接沟通，了解消费者需求、 提供个性化服务、促进销售 。
CHAPTER 05
管理营销效果
营销绩效评估与测量
评估指标设定
根据企业的战略目标和市场 环境，设定合理的营销绩效 评估指标，如市场份额、顾
客满意度等。
数据收集与分析
收集相关数据，运用统计分 析方法，对营销绩效进行深 入分析，发现存在的问题和
社交媒体与在线社区的影响 力
社交媒体和在线社区已成为消费者获取信息、表达 意见和建立联系的重要平台。
实时数据与消费者行为的 洞察
企业需要利用实时数据来洞察消费者行为， 以便更好地满足消费者需求并提高营销效果 。
可持续性与社会责任营销
可持续性成为新的竞争焦点
随着社会对可持续性的关注度不断提高，企业需要采取 更加环保和社会责任的做法来获得竞争优势。

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Question Types – Importance Scale
Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important
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Question Types – Semantic Differential
American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned
investment of marketing expenditures?
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What is a Product?
A product is anything that can be offered to a market to satisfy a want or need, including
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Product-Mix Pricing
▪ Product-line pricing ▪ Optional-feature pricing ▪ Captive-product pricing ▪ Two-part pricing ▪ By-product pricing ▪ Product-bundling pricing
Convenience Shopping Specialty Unsought
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Industrial Goods Classification
▪ Materials and parts ▪ Capital items ▪ Supplies/business services
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Ingredient Branding
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第一章 运输市场与运输市场营销
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长春培训基地
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第一章 运输市场与运输市场营销
一、市场的含义 第一节 市 场 (一)市场的概念 市场是社会分工和商品经济发展的产物。 最初含义是指买卖双方聚集交易的场所，即具备买卖双方进行商 品交换活动所需条件的地点， 现代市场指以交换过程为纽带的现代经济体系中的经济关系的总和。 美国著名市场营销权威菲力普·科特勒在《市场营销管理》一书中
的运输市场和完全垄断的运输市场。 5．按运输市场供求状况划分 划分为运输买方市场和运输卖方市场。
(无形性)运输生产不改变劳动对象的属性或
形 态，不具有实物形态的产品 2．(同时性)运输产品的生产过程与消费过程同
时进行 3．(多样性)运输业生产力三要素有特殊的组合
差别； ③在公路运输市场中，竞争不规范化。
运输市场的结构
一.运输市场构成要素
1．运输市场主体
指运输市场行为的发出者或单位，或指监护运输劳务进入市场并发生市
场交换关系的当事人。
2．运输市场客体
所谓运输市场客体，是指运输市场主体之间发生经济关系的媒介
物，或指运输市场主体之间发生交换关系的物质载体。
的需求者的集合
第四节 运输市场
二、运输市场的特征 1．运输商品的生产、交换、消费的同步性 2．运输市场的非固定性 3．运输需求的多样性与运输供给的分散性. ①时间性要求，②方便性要求，③经济性要求 4．运输供求的不均衡性 ①目前交通运输仍不能完全满足国民经济和社会
发展的需要， ②各种运输方式之间在供求关系上存在比较大的
三、市场需求的基本形态

concepts? ▪ How has marketing management changed? ▪ What are the tasks necessary for successful
marketing management?
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What is Marketing Management?
Marketing management is the art and science
of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating
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Value and Satisfaction
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Marketing Channels
Communication Distribution Service
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Key Customer Markets
▪ Consumer markets ▪ Business markets ▪ Global markets ▪ Nonprofit/Government markets
▪ Industry convergence ▪ Retail transformation ▪ Disintermediation ▪ Consumer buying power ▪ Consumer participation ▪ Consumer resistance

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Causes of Channel Conflict
▪ Goal incompatibility ▪ Unclear roles and rights ▪ Differences in perception ▪ Intermediaries’ dependence on manufacturer
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Figure 15.6 The Hybrid Grid
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Channel Conflict
▪ What types of conflict arise in channels? ▪ What causes conflict? ▪ What can marketers do to resolve it?
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Figure 15.2 Industrial Markets
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Reverse-Flow Channels
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Table 15.1 Channel Member Functions
▪ Gather information ▪ Develop and disseminate persuasive

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Intermediaries
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▪ Price policy ▪ Condition of sale ▪ Distributors’ territorial rights ▪ Mutual services and responsibilities
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Causes of Channel Conflict
▪ Goal incompatibility ▪ Unclear roles and rights ▪ Differences in perception ▪ Intermediaries’ dependence on manufacturer
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Figure 15.2 Industrial Markets
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Reverse-Flow Channels
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Online Ads
Search Ads Display Ads
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Types of Telemarketing
▪ Telesales ▪ Telecoverage ▪ Teleprospecting ▪ Customer service and technical support
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Components of the Mailing
▪ Outside envelope ▪ Sales letter ▪ Circular ▪ Reply form ▪ Reply envelope
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Whopper Freakout Integrated Interactive Media
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Online Promotional Opportunities
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