strategies营销原理ppt课件
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市场营销学原理课程课件
• Must obtain the largest market share so that its per unit cost is the lowest in the industry
• Only works if barriers exist that prevent competitors from achieving the same low costs
©2011 Pearson Education, Inc. publishing as Prentice Hall
Threat of New Entrants: Barriers to Entry
• Economies of Scale
– Refers to the decline in per-unit product costs as the absolute volume of production per period increases
• Product differentiation
– The extent of a product’s perceived uniqueness
• Capital requirements
– Required investment for manufacturing, R&D, advertising, field sales and service, etc.
• Refers to all actions taken by firms in the industry to improve their positions and gain advantage over each other
– Price competition – Advertising battles – Product positioning – Differentiation
• Only works if barriers exist that prevent competitors from achieving the same low costs
©2011 Pearson Education, Inc. publishing as Prentice Hall
Threat of New Entrants: Barriers to Entry
• Economies of Scale
– Refers to the decline in per-unit product costs as the absolute volume of production per period increases
• Product differentiation
– The extent of a product’s perceived uniqueness
• Capital requirements
– Required investment for manufacturing, R&D, advertising, field sales and service, etc.
• Refers to all actions taken by firms in the industry to improve their positions and gain advantage over each other
– Price competition – Advertising battles – Product positioning – Differentiation
市场营销战略ppt课件
业务战略计划—战略制定
实际上是讲竞争战略。 • 全面成本领先 • 差别化 • 集中化
波特认为：战略是“创造出一个独一无二的且 有价值的定位，其中包括一系列不同的行动”。 具有战略优势的公司“采取与其竞争对手不同 或相似的的行动但却以不同的方式去做”P99。
9
业务战略计划—计划形成（后面讲） 业务战略计划—执行
业务战略计划—环境分析
SWOT分析
对公司的优势(strengths) 、劣势(weaknesses)、机会 (opportunities)和威胁(threats)的全面评估称为SWOT分析。
•通过营销环境的分析，使营销企业能识别营销 机会和发现环境威胁，以提高企业对环境的适应 性。
指在营销环境中所出现的对企 业的营销活动具有吸引力的领 域，在这一领域内，企业拥有 竞争的优势或有得到更多营销 成果的可能性。
③已有竞争对手开发出了新的制冷技术，该厂 现在还不了解；
④因为通货膨胀的影响，预期目标市场中消费 者家庭的收入将普遍减少，因此会降低市场对 冰箱产品的需求量。
在这几种威胁中，我们假定其中的①、②两项 严重程度高，出现概率（即出现的可能性）也 高；③、④两项的严重程度低，出现概率也低 。这样，就可做如图“威胁分析矩阵”。
出现概率
高
低
严高
2
1
2
1
重
程低 度
3
3 44
威胁分析
2
业务战略计划—环境分析(外部）
机会分析
①因市场疲软，行业内原有的许多小企业 退出，让出一部分市场；
②该厂有一种申请了专利保护的冰箱节电 技术，可以使自己的产品具有较大的市场 吸引力；
③该厂原来产品的生产成本低于行业平均 水平，因此还具有降低销售价格的空间；
strategies(当代国际营销,澳大利亚纽卡斯尔大学)精品文档
Step 1
Concept - salient attributes for levels of a satellite dish - developed from focus group
Attribute
Attribute Level
Number of Channels Selling Price
Individual differences Personal influences Product characteristics
Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley
Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley
Standardisation versus customisation
Forces driving a product strategy of standardisation are:
Sample profile
1. Number of channels: 30 2. Price: $50 3. Size of dish: 25”
Use of experimental method to develop small number of product profiles
Trade-off attributes against each other
Taste Patterns - Convergence
Kotabe and Helsen 2000
Taste - Patterns: Transitions
Concept - salient attributes for levels of a satellite dish - developed from focus group
Attribute
Attribute Level
Number of Channels Selling Price
Individual differences Personal influences Product characteristics
Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley
Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley
Standardisation versus customisation
Forces driving a product strategy of standardisation are:
Sample profile
1. Number of channels: 30 2. Price: $50 3. Size of dish: 25”
Use of experimental method to develop small number of product profiles
Trade-off attributes against each other
Taste Patterns - Convergence
Kotabe and Helsen 2000
Taste - Patterns: Transitions
营销战略第一原理和数据分析英文版课件Marketing Strategy Chapter 9 ver
Customer, products, and marketing are changing faster than in the past, which requires managers to identify and respond quickly to these dynamic changes
Yet, this exponential rise of approaches and techniques also presents a dilemma to managers since it is very hard to know what approach or method is applicable in a specific situation
Targeting Approaches • Online targeting and retargeting • Micro targeting on mass media
2010s and beyond
Expansive
• Mobile data • Customer journey data
• Mobile targeting
Takeaways
© Palmatier, 2017, Marketing Strategy, Palgrave. ISBN: 9781137526236.
7
MP#1: All Customers Differ Managing Customer Heterogeneity
The problem that lies within the first marketing principle is that all customers differ
© Palmatier, 2017, Marketing Strategy, Palgrave. ISBN: 9781137526236.
《MarketingStrategy(市场营销策略)课件》
产品和定价策略
产品开发
通过创新、研发和改进，提供满足市场需求的 产品。
定价策略
根据产品的特点、成本和竞争情况，制定合理 的定价策略。
推广和宣传策略
1
目标受众
确定产品目标受众，了解其需求和媒体偏好。
2
推广渠道
选择合适的媒体渠道，在目标受众中传播产品信息。
3
创意宣传
设计有吸引力和创新性的广告宣传，吸引目标受众的注意。
竞争分析
评估竞争对手的产品、定价和市场份额，发 现自身的优势和劣势。
差异化策略
通过产品特色、品牌形象和市场创新，与竞 争对手区分开来。
市场细分和定位策略
1 市场细分
将整个市场按照特定的标准和需求分成不同的细分市场，以便更好地 满足目标客户的需求。
2 定位策略
确定在特定细分市场中，以什么形象和差异化策略来定位自己的产品。队，提高销 售技巧和产品知识。
渠道选择
选择适合产品定位和分 销策略的销售渠道。
供应链管理
建立高效的供应链体系， 确保产品顺利分销和交 付。
市场营销策略概述
市场营销策略是指企业根据市场环境和目标客户需求，制定的提高销售和市 场份额的计划和行动方案。
市场分析和目标定位
1 市场分析
深入了解目标市场的需求、竞争情况和趋势，为制定目标定位提供依 据。
2 目标定位
确定目标市场的特征、需求和购买动机，以便精准定位产品和服务。
竞争分析和差异化策略
营销策略英文课件 (4)
•Cost pressures •Curb demand
Responding to competitors’ price cuts
•Ignore decrease •Undercut
•Deflect the cut
Responding to competitors’
price increases
•Respond in kind •Maintain but
Why is the product going into decline? Is the environment right for a rejuvenation
strategy? What does the product name mean to the market? Is there still a segment worth reaching? Can value be created for customers?
General Motors used a value pricing strategy.
Implementing price cuts
•Capacity utilisation •Market dominance
•Market defence
Implementing price increases
Identify the factors which influence price and pricing strategies
THE MARKETING MIX
Product Price Place Promotion
ADD FOR SEVICES:
People Processes Physical Evidence
Responding to competitors’ price cuts
•Ignore decrease •Undercut
•Deflect the cut
Responding to competitors’
price increases
•Respond in kind •Maintain but
Why is the product going into decline? Is the environment right for a rejuvenation
strategy? What does the product name mean to the market? Is there still a segment worth reaching? Can value be created for customers?
General Motors used a value pricing strategy.
Implementing price cuts
•Capacity utilisation •Market dominance
•Market defence
Implementing price increases
Identify the factors which influence price and pricing strategies
THE MARKETING MIX
Product Price Place Promotion
ADD FOR SEVICES:
People Processes Physical Evidence
营销策略英文课件 (3)
Value-Added Services Provided by Intermediaries
Value added services
Facilitating value
Transactional value
Logistical value
Value Added Services
Facilitating
Learning Outcomes
Evaluate the range of distribution channels available to companies when devising their distribution planning
Consider the factors which determine a firm’s distribution strategy
market entry
Selection Criteria for Intermediaries
Strategic Expansion plans Management quality Market coverage Partnership willingness Loyalty/cooperation
eg Bang & Olufsen
Factors Influencing Channel Strategy
Organisational Market
Channel strategy
Product
Buying Environment
Reasons for Channel Member Selection
Exclusive Distribution Characteristics
“企业管理必备课件：战略管理与市场营销”
Price
Determine optimal pricing strategies that balance customer perceptions of value with profit margins.
Promotion
Create compelling marketing messages and choose effective promotional tactics to reach and engage your audience.
on areas of improvement to
minimize risks.
3
Opportunities
Evaluate external opportunities a new possibilities for business growth.
Assess potential threats in the market and develop strategies to
目标市场和竞争对手分析
1 Target Market
Identification
Determine the key characteristics and preferences of your target market to refine your marketing strategies.
3 Market Positioning
Discover how to build strong and cohesive teams that work together towards a common goal.
Business Growth Strategies
Explore essential strategies for driving business growth and staying ahead in a competitive market.
四大营销策略(4P’S)(PPT48页)
四大营销策略（4P’S）
•
4P’S：
Product——产品
Price——价格
Place——分销
Promotion——促销
Strategy——策略
所谓的营销组合就是以上4个P的组合
Marketing Mix
产品策略
• 一、我们（企业）制造什么？ 我们（企业）制造产品！?但更重
要的是为顾客提供最需要的东西， 提供能满足他们各种欲望和需要的 复合性利益。
Pricing）。确定基点城市 • 5、免收运费定价（Freight
Absorption Pricing）
产品价格调整的策略
三、心理定价策略
四、差别定价策略
• 心理定价（Psychological P） • 1、尾数定价：用于需求价格
弹性较大的中低档商品
• 2、声望定价（整数定价）： 高档名贵商品。
• • 香水的品牌是一项重要的产品属性。雷夫隆公司就曾经使用过像彩妮、
琼铎、Ciara、Scoundrel等品牌，来创造以及支持每一种香水定位的形象。 其他竞争厂商也取了诸如Opium,Joy、White Linen、Obsession、Passion、 Eternity、UnIn-hibited,Youth DewfnExclamationl等等品牌，
包装和标签策略
• 标签（Labeling）：是附着或系挂在商 品上和商品包装上的文字、图形、雕 刻及印制的说明。内容包括：厂家名 称和地址、商品名称、成分、用法、 份量、生产时间、地点、有效期、用 法、用量、商标、质检号、注意事项 等。很多国家对此制定专门的法令。
价格策略：
定价依据；定价方法； 定价策略； 价格调整策略；价格变动和企业对策
现金流量 负数 顾客 创新使用者
•
4P’S：
Product——产品
Price——价格
Place——分销
Promotion——促销
Strategy——策略
所谓的营销组合就是以上4个P的组合
Marketing Mix
产品策略
• 一、我们（企业）制造什么？ 我们（企业）制造产品！?但更重
要的是为顾客提供最需要的东西， 提供能满足他们各种欲望和需要的 复合性利益。
Pricing）。确定基点城市 • 5、免收运费定价（Freight
Absorption Pricing）
产品价格调整的策略
三、心理定价策略
四、差别定价策略
• 心理定价（Psychological P） • 1、尾数定价：用于需求价格
弹性较大的中低档商品
• 2、声望定价（整数定价）： 高档名贵商品。
• • 香水的品牌是一项重要的产品属性。雷夫隆公司就曾经使用过像彩妮、
琼铎、Ciara、Scoundrel等品牌，来创造以及支持每一种香水定位的形象。 其他竞争厂商也取了诸如Opium,Joy、White Linen、Obsession、Passion、 Eternity、UnIn-hibited,Youth DewfnExclamationl等等品牌，
包装和标签策略
• 标签（Labeling）：是附着或系挂在商 品上和商品包装上的文字、图形、雕 刻及印制的说明。内容包括：厂家名 称和地址、商品名称、成分、用法、 份量、生产时间、地点、有效期、用 法、用量、商标、质检号、注意事项 等。很多国家对此制定专门的法令。
价格策略：
定价依据；定价方法； 定价策略； 价格调整策略；价格变动和企业对策
现金流量 负数 顾客 创新使用者
第五章 战略营销(战略STP)-参考课件
市
场
back
无差异性营销战略
整 体 市 场
营销组合
无差异性营销战略,把整体市场看作一个大的目标市场， 不进行细分，用一种产品、统一的市场营销组合对待 整体市场。 back
差异性营销战略
——是把整体市场划分为若干需求与愿望大致相同的细分 市场，然后根据企业的资源及营销实力选择部分细分市场作 为目标市场，并为各目标市场制定不同的市场营销组合策略。
差异性 营销
集中性 营销
go
go
go back
避强定位
定位
go
3制定发挥 核心竞争 优势战略 差 别 化 工 具 表 go 2企业核心
对抗性定位 go 重新定位 go
第 三 节 市 场 定 位 战 略
形式 产品差别化战略
定位
战略
服务差别化战略 人员差别化战略 形象差别化战略
竞争优势
定位
定位
步骤 定位
细分市场A
营销组合B
细分市场B 细分市场C
细分市场×
细分市场· · ·
整 体 市 场
back
△市场定位的概念
——是根据竞争者现有产品在细分市 场上所处的地位和顾客对产品某些属性的 重视程度，塑造出本企业产品与众不同的 鲜明个性或形象并传递给目标顾客，使该 产品在细分市场上占有强有力的竞争位置。
1识别潜在 竞争优势
go
要求
研究：消费者要求；竞争对手分布状况； “理想点”；本企业产品空间位置。 go
back
△市场细分的概念
１．定义 go ２．其他名称 go ３．结果 go ４．直接目的 go ５．性质 go
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quality. 3. High price will limit demand to levels that
do not exceed the firm’s production capacities. 4. Greater flexibility --- firms can easily lower
4
Market-Entry Pricing Strategies
• Market-Skimming Pricing- setting high price for a new product
• Market-skimming pricing is appropriate when: • Your new product has distinctive features strongly desired by consumers. • Demand is inelastic. • Your new product cannot be copied easily.
7
Market-Entry Pricing Strategies
– Advantages of Market-Penetration Pricing 1. Immediately enter the market. 2. Generate large sales volume and a large
5
Market-Entry Pricing Strategies
– Advantages of Skimming Pricing 1. High profit margin so R&D costs are
quickly recovered. 2. High prices can suggest high product
• Based on this competition, the demand curve is shifted to the right. – Advantages of Nonprice Competition 1. Increase in sales with no decrease in selling price 2. Companies have more control whereas customers are more loyal. – Firms employing nonprice competition should: 1. Build strong brand equity 2. Develop unique product or create attractive promotional programs e.g., 50% discount 3. Emphasize the variety and quality of the services offered to customers.
the price later
6
Market-Entry Pricing Strategies
• Market-Penetration Pricing - setting relatively low initial price for a new product. – Market-penetration is suitable when : • Market is large. • Demand is elastic. • Substantial reductions in unit costs can be achieved (through EOS). • There is a fierce competition in the market.
market share. 3. Discourage other firms from introducing
competing products.
8
DISCOUNTS AND ALLOWANCES
1. Quantity Discounts – money off which a cust will get for buying large amount There are 2 types of quantity discounts : 1.1 Non-cumulative discount - based on the size of an individual order of one or more products. 1.2 Cumulative discount - based on the total volume purchased over a specified period.E COMPETITION
• Nonprice Competition – sellers will not compete on price (maintain price) but the sellers will compete on product, distribution, and promotion.
Chapter 13 Pricing Strategies
1
Chapter 13
• Skip:
– Robinson-Patman Act (p. 372-373) – Unfair-Practices Acts (p. 378)
2
PRICE VS NONPRICE COMPETITION
• Price Competition – Price Competition –price as low as possible and accompanied by a minimum of services (compete on price). – Value pricing - aims to improve a product’s value which is the ratio of its benefits to its price and related costs. • Improve value by : 1. offers products with lower prices but the same or added benefits at the same time seeks way to reduce expenses so profits do not suffer; 2. offers a much better product with a higher price than competing entries
do not exceed the firm’s production capacities. 4. Greater flexibility --- firms can easily lower
4
Market-Entry Pricing Strategies
• Market-Skimming Pricing- setting high price for a new product
• Market-skimming pricing is appropriate when: • Your new product has distinctive features strongly desired by consumers. • Demand is inelastic. • Your new product cannot be copied easily.
7
Market-Entry Pricing Strategies
– Advantages of Market-Penetration Pricing 1. Immediately enter the market. 2. Generate large sales volume and a large
5
Market-Entry Pricing Strategies
– Advantages of Skimming Pricing 1. High profit margin so R&D costs are
quickly recovered. 2. High prices can suggest high product
• Based on this competition, the demand curve is shifted to the right. – Advantages of Nonprice Competition 1. Increase in sales with no decrease in selling price 2. Companies have more control whereas customers are more loyal. – Firms employing nonprice competition should: 1. Build strong brand equity 2. Develop unique product or create attractive promotional programs e.g., 50% discount 3. Emphasize the variety and quality of the services offered to customers.
the price later
6
Market-Entry Pricing Strategies
• Market-Penetration Pricing - setting relatively low initial price for a new product. – Market-penetration is suitable when : • Market is large. • Demand is elastic. • Substantial reductions in unit costs can be achieved (through EOS). • There is a fierce competition in the market.
market share. 3. Discourage other firms from introducing
competing products.
8
DISCOUNTS AND ALLOWANCES
1. Quantity Discounts – money off which a cust will get for buying large amount There are 2 types of quantity discounts : 1.1 Non-cumulative discount - based on the size of an individual order of one or more products. 1.2 Cumulative discount - based on the total volume purchased over a specified period.E COMPETITION
• Nonprice Competition – sellers will not compete on price (maintain price) but the sellers will compete on product, distribution, and promotion.
Chapter 13 Pricing Strategies
1
Chapter 13
• Skip:
– Robinson-Patman Act (p. 372-373) – Unfair-Practices Acts (p. 378)
2
PRICE VS NONPRICE COMPETITION
• Price Competition – Price Competition –price as low as possible and accompanied by a minimum of services (compete on price). – Value pricing - aims to improve a product’s value which is the ratio of its benefits to its price and related costs. • Improve value by : 1. offers products with lower prices but the same or added benefits at the same time seeks way to reduce expenses so profits do not suffer; 2. offers a much better product with a higher price than competing entries