菲利普科特勒-市场营销英文版课件 Marketing Management

营
市场营销者必须谨慎设定恰当的预期水平。顾客价值和顾客满意是建立和管理顾客关系的关键。
销 交换与关系 市场营销发生在人们决定通过交换关系来满足需求和欲望之时。
原
交换(exchange)是一种为从他人那里得到想要的物品而提供某些东西作为对价的行为。（广义上，市
理
场营销者试图获得人们对某种市场提供物理想的反应。）
市 1.什么是市场营销
场
市场营销就是管理有价值的客户关系。优秀的市场营销对每一个组织的成功都是至关重要的。
营 市场营销有双重目的：通过承诺卓越的价值吸引新顾客以及通过创造满意来留住和发展顾客。 定义市场营销
销
广义：市场营销是一种通过创造和与他人交换价值实现个人和组织的需要和欲望的社会和管理过程。
顾客需求
整合营销
图1-3 推销观念和营销观念比较
通过创造顾客 满意获得利润
13
PRINCIPLES OF MARKETING.
第1章 营销：创造和获取顾客价值
市 场 营 销 原 理
社会营销观念(societal marketing concept)对单纯的市场营销观念忽略在消费者短期欲望与长期福利之 间可能存在的冲突提出质疑。社会营销观念认为，市场营销战略应该以维持或改善消费者和社会福利 的方式向顾客递送价值。
营 顾客需要、欲望和需求
销
市场营销最基础的概念是人类的需要。人类的需要(needs)是一种感到缺乏的状态，包括对食品、服装、 温暖和安全的基本生理需要，对归属和情感的社会需要，以及对知识和自我表达的个人需要。
原
欲望(wants)是人类需要的表现形式，受到文化和个性的影响。欲望受一个人的社会背景所决定，是明
理
识别顾客导向的市场营销战略的关键要素，讨论指导营销战略的营销管理导向。

• Exchange, transactions and relationships • Markets
1-7
Marketing Management
• Marketing management is “the art and science of choosing target markets and building profitable relationships with them.”
• With marketing partners
• With the world
• Growing “share of customer”
Cross-selling and upselling are helpful.
• Direct sales to buyers are growing.
1 - 18
“is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
1 - 11
CRM
1 - 14
CRM
Key Concepts
• Attracting, retaining and growing customers • Building customer relationships and customer equity
• Customer relationship levels and tools
Target market typically dictates type of relationship

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

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.

Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
15 - 13
Developing Effective Communication
15 - 15
Setting the Promotional Budget and Mix
Setting the Total Promotional Budget
Affordability Method
Budget is set at a level that a company can afford
Media fragmentation is increasing as well
Improvements in information technology are facilitating segmentation
15 - 4
Integrated Marketing Communications
Percentage-ofPercentage-of-Sales Method
Past or forecasted sales may be used
CompetitiveCompetitive-Parity Method
Budget matches competitors’ outlays
15 - 16
15 - 17
Setting the Promotional Budget and Mix
Setting the Overall Promotion Mix
Determined by the nature of each promotion tool and the selected promotion mix strategy

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

• Economic trends • Supply conditions • Technological change • Regulatory and
political environments • Competitive
developments • Culture and customs
7 - 11
Objectives
• Be able to define the business market and explain how business markets differ from consumer markets.
• Know the major factors that influence business buyer behavior.
7 - 14
Business Buying Process
• Eight Stages:
▪ Stage 1: Problem Recognition ▪ Stage 2: General Need Description ▪ Stage 3: Product Specification
❖ Value analysis helps to reduce costs
structure • Systems
7 - 12
Major Influences on Business Buyers
Key Factors
• Environmental • Organizational • Interpersonal • Individual
• Authority • Status • Empathy • Persuasiveness
7 - 19
Institutional and Government Markets

▪ What challenges does a company face in developing new products?
▪ What organizational structures are used to manage new-product development?
▪ What are the main stages in developing new products, and how can they be managed better?
精选ppt
Copyright © 2003 Prentice-Hall, Inc.
12-16
Some of the most notable “drop-errors” have come from the most recognizable names in American business. Xerox saw the potential of the copy machine, IBM and Eastman Kodak did not. IBM thought the personal computer market would be miniscule. Can you think of any “drop-errors” that the company didn’t survive?
精选ppt
12-7
Copyright © 2003 Prentice-Hall, Inc.
Organizational Arrangements
▪ New-product deployment requires specific
criteria – one company established the