营销管理 (科特勒 14版)第1章

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营销管理14版 Kotler_MM_14e_09_sppt

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
9-3
What is a Brand?
A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them
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9-7
What is Brand Equity?
Brand equity is the added value endowed on products and services, which may be
from those of competitors.
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9-4
The Role of Brands
▪ Identify the maker ▪ Simplify product handling ▪ Organize accounting ▪ Offer legal protection
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9-29
Devising a Branding Strategy

营销管理14版 Kotler_MM_14e_05_ippt

5-11
Establishing Value
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5-12
Measuring Satisfaction
▪ Periodic surveys ▪ Customer loss rate ▪ Mystery shoppers ▪ Monitor competitive performance
▪ Business database ▪ Data warehouse ▪ Data mining
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5-25
Using the Database
▪ To identify prospects ▪ To target offers ▪ To deepen loyalty ▪ To reactivate customers ▪ To avoid mistakes
customers and all customer touch points to maximize customer loyalty.
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5-19
Framework for CRM
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5-15
Maximizing Customer Lifetime Value

营销管理14版 Kotler_MM_14e_07_sppt

▪ Conjoint analysis ▪ Benchmarks ▪ Compositional
approach ▪ Importance ratings
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7-15
Order Routine Specification
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7-17
Institutional Markets
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▪ How do business buyers make their decisions?
▪ How can companies build strong relationships with business customers?
▪ How do institutional buyers and government agencies do their buying?
▪ Approvers ▪ Buyers ▪ Gatekeepers
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7-9
Of Concern to Marketers
▪ Who are the major decision participants? ▪ What decisions do they influence? ▪ What is their level of influence? ▪ What evaluation criteria do they use?

营销管理14版 Kotler_MM_14e_07_ippt

7-18
For Review
▪ What is the business market, and how does it differ from the consumetuations do organizational buyers face?
▪ Who participates in the business-to-business buying process?
▪ How do business buyers make their decisions?
▪ How can companies build strong relationships with business customers?
▪ How do institutional buyers and government agencies do their buying?
▪ Professional purchasing
▪ Many buying influences
▪ Multiple sales calls ▪ Derived demand ▪ Inelastic demand ▪ Fluctuating demand ▪ Geographically
concentrated buyers ▪ Direct purchasing
7-12
Forms of Electronic Marketplaces
▪ Catalog sites ▪ Vertical markets ▪ Pure play auction sites ▪ Spot markets ▪ Private exchanges ▪ Barter markets ▪ Buying alliances
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营销管理14版 Kotler_MM_14e_13_sppt

13-2
What is a Service?
A service is any act of performance that one party can offer another that is essentially intangible and does not result in the
ownership of anything; its production may or may not be tied to a physical product.
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13-22
Improving Service Quality
▪ Listening ▪ Reliability ▪ Basic service ▪ Service design ▪ Recovery
▪ Encourage customer citizenship where customers help customers
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13-18
Figure 13.4 Types of Marketing in Service Industries
1
13 Designing and Managing Services
Chapter Questions
▪ How do we define and classify services and how do they differ from goods?
▪ What are the new services realities? ▪ How can we achieve excellence in services

营销管理(第14版)

社交媒体营销策略与技巧
社交媒体平台选择
根据目标受众的特点和需求，选择合适的社交媒体平台进行营销活动。
互动与社群管理
积极回应用户评论和问题，建立和维护社群关系，提高用户忠诚度和口碑传播。
内容创意与制作
通过创意和有趣的内容吸引用户关注和互动，提高品牌知名度和用户粘性。
数据分析与优化
通过数据分析了解营销活动效果，优化策略以提高营销效果。
数据驱动的营销决策与管理
数据收集与分析
通过数据收集和分析，了解消费者需求、行为和偏好，为营销决策提供科学依据。
营销效果评估与优化
通过数据评估营销活动效果，及时调整策略和优化方案，提高投资回报率。
ABCD
精准推送与个性化服务
根据数据分析结果，实现精准推送和个性化服务，提高用户满意度和转化率。
数据安全与隐私保护
趋势
随着科技的发展和消费者行为的变化，营销管理正朝着更加数据驱动、社交媒体导向和注重客户体验的方向发展。例如，大数据分析、内容营销和客户关系管理正成为现代营销的核心要素。
02 市场细分与定位
市场细分的概念与重要性
市场细分是将一个整体市场划分为若干个具有共同特征的子市场的市场分类过程。每个子市场由一组具有相似需求和欲望的消费者组成。市场细分对于企业制定营销策略、提高市场竞争力、满足消费者需求以及实现营销目标具有重要意义。
产品生命周期
产品从进入市场到最终退出市场的整个过程，包括开发、引入、成长、成熟、衰退等阶段。
品牌管理
建立、维护和发展品牌的过程，以提高消费者对品牌的认知
度和忠诚度。
营销管理的演变与趋势
演变
营销管理的发展经历了从传统营销观念到现代营销观念的转变，现代营销观念强调以消费者为中心，注重关系管理和长期价值创造。

营销管理14版 Kotler_MM_14e_10_ippt

10-10
Figure 10.1b Perceptual Map: Possibilities
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10-11
Brand Mantras
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10-3
Value Propositions
▪ Perdue Chicken ▪ More tender golden chicken at a moderate premium price
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10-16
Differentiation Strategies
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▪ How are brands successfully differentiated? ▪ What are the differences in positioning and
branding with a small business?
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营销管理14版 Kotler_MM_14e_01_ippt

concepts? ▪ How has marketing management changed? ▪ What are the tasks necessary for successful
marketing management?
1-3
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
1-14
Value and Satisfaction
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1-15
Marketing Channels
Communication Distribution Service
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1-9
Key Customer Markets
▪ Consumer markets ▪ Business markets ▪ Global markets ▪ Nonprofit/Government markets
▪ Industry convergence ▪ Retail transformation ▪ Disintermediation ▪ Consumer buying power ▪ Consumer participation ▪ Consumer resistance

营销管理14版 Kotler_MM_14e_05_sppt

▪ Google ▪ Amazon ▪ Bing ▪ J.Crew ▪ AT&T Wireless ▪ Discover Card ▪ Verizon Wireless ▪ Cheerios
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5-15
Maximizing Customer Lifetime Value
Customer Profitability Customer Equity Lifetime Value
▪ What is the lifetime value of customers and how can marketers maximize it?
▪ How can companies attract and retain customers and cultivate strong customer relationships?
potential to cause switching behavior.
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5-10
Top Brands in Customer Loyalty
▪ Apple iPhone ▪ Clairol ▪ Samsung ▪ Mary Kay ▪ Grey Goose ▪ Clinique ▪ Avis ▪ Wal-Mart
▪ Examine ratings of specific segments ▪ Monitor customer values over time

营销管理14版 Kotler_MM_14e_06_ippt

6-23
Memory
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6-24
Figure 6.3 State Farm Mental Map
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6-29
Figure 6.6 Steps Between Alternative Evaluation and Purchase
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6-30
Non-Compensatory Models of Choice
▪ Personality ▪ Values ▪ Lifestyle ▪ Self-concept
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6-12
Age and Stage of Lifecycle
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6-32
Figure 6.7 How Customers Use or Dispose of Products
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三、基本的营销理念包括什么？
供应链
从原材料和零部件的供应到把产成品交付给最终顾客的整个过程。
竞争
（任务环境、宏观环境）
任务环境：生产企业、供应商、分销商、目标顾客宏观环境：人口、经济、自然、技术、政治、社会文化
四、新的营销现实主要社会因素
简洁社会管理
满足别人并获得利润。
个人和集体伙同他人通过创造、提供、自由交换有价
值产品和服务的方式以获得自己的所需或所求。自动生成想要购买特定产品或服务的顾客，然后使顾客可以购买到这些产品或服务。
二、市场营销学的范畴是什么？ 2.营销什么？
服务
事件
体验
人物
组织
场所
信息
财产权
创意
有形商品
网络信息技术放松管制激烈竞争零售转型消费者的购买力消费者参与全球化私有化产业交融取消中间商消费者信息消费者抵制
四、新的营销现实企业的新能力
市场营销实践
整合互联网和营销计划在新、老营销传播工具中求得平衡
新的首席营销总监
五、由企业主导向市场主导转变
营推产生产观念销
That’s all THANK U
二、市场营销学的范畴是什么？
3.谁来营销？
营销者
需求转化
潜在顾客
负需求
充分需求
过度需求
无需求
不规则需求
不健康需求
潜在需求
下降需求
期望的需求
二、市场营销的范畴 4.市场
经济学定义：某一特定产品或一类产品进行交易的买卖方集合。
二、市场营销学的范畴是什么？
营销人员定义：
市场：买方集合
行业：卖方集合
21世纪的市场营销
本章主要问题
市场营销为什么很重要？市场营销学的范畴是什么？基本的营销理念包括什么？
营销管理是怎样演化的？
成功的营销管理必须完成的任务有哪些？
一、市场营销为什么很重要？ 1. 重要性
狭义：盈利率影响着财务、金融、运营、会计等业务功能。
广义：丰富生活、改进更新产品、创造就业机会。
一、市场营销为什么很重要？ 2.营销人员的工作内容
确定新产品/服务的特点，价格水平，渠道，费用
网络
一、市场营销为什么很重要？ 3.企业营销挑战
对顾客和竞争者的监督
持续地提升产
品价值或改进
营销战略
满足员工、股东、供应
商和渠道伙伴的要求
二、市场营销学的范畴是什么？ 1.什么是营销？
• 识别并满足人类和社会的需要，满足别人并获得利润
二、市场营销学的范畴是什么？
5.主要顾客市场
消费者市场
非营利组组织市场全球市场
织和政府
市场
二、市场营销学的范畴是什么？
6.市场地点、空间和大市场
市场地点
• 有形的
市场空间
• 数字化的
大市场
• 系统整合
• 简化程序
三、基本的营销理念包括什么？
需要欲望需求人类最基本的需求。存在具体商品来满足需要。有支付能力购买具体商品。
全方位营销观念
销
观念
品
观念
观
念
五、由企业主导向市场主导转变
六、更新4P
4P
产品（product）
新4P
人员（people）
价格（price）
地点（place）促销（promotion）
流程（process）
项目（program）绩效（performance）
七、营销管理的任务
制定营销战略和营销计划获取营销洞察与顾客建立起联系打造强势品牌设计市场供应物交付价值传播价值实现长期成长
明确表述的需要
秘密需要
真正需要
令人愉悦的需要
未明确表述的需要
三、基本的营销理念包括什么？
目标市场、市场定位、市场细分
市场细分→选择目标市场→开发市场供应物→获得目标市场认可
供应物和品牌
价值和满意
顾客价值三角形：质量、服务、价格满意：产品的实际表现和自己的期望
营销渠道
传播渠道、分销渠道、服务渠道

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