杜克学marketing讲义

Social Marketing:
Brand Building & Social Change
Looking Beyond Profit
U.S. Nonprofit Sector
– – – – over 1 million organizations revenues of $670 billion annually 84 million adult volunteers employs 1 in 12 adults
Social Marketing
Population Media Center
/index.html
Social Marketing
Avon Breast Cancer Awareness Crusade
avoncompany/women/avoncrusade/
Beyond Profit: Nonprofit & Social Marketing
Compliments of: Martha Lunbeck Nonprofit Consd Profit
Nonprofit Marketing:
Start with the Customer
Questions?
Nonprofit Marketing
Questions?
Looking Beyond Profit
Social Marketing: A Definition
Social marketing is the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well being and that of society. (Andreasen)

…and I solved the
Citibank Case
– – – –
Carlson©
Product (prestige, etc.) Promotion (promotional mix) Customer (segments) Company (GE matrix)
I survived Term 2 and learned…
E-Commerce
– How is the world different? – Impact on marketing – Sputtering in B2C, but not B2B
Social Marketing
– Beyond profit – Marketing with a social agenda
Today’s Agenda
1. Marketing 360 Overview 2. Course Evaluations 3. Federal Express Case
-3 Cs -Break
-4 Ps
4. Additional Course Feedback
I survived Term 2 and learned…
…and I solved the
Reynolds Metals Case
– Push vs. Pull promotion strategy – Channel members’ motives – Evaluating profitability
Carlson©
I survived Term 2 and learned…
Case Analysis
– Real problems – How to crack a case

Agenda
Introduction Competitive Analysis
– Strengths and Weaknesses – Intelligence
Competitive Strategy
– Game Theory – Porter’s 5 Forces Framework
Carlson©
Industry Competition
An industry is …
– Group of firms whose offerings are close substitutes for each other
Competition in an industry ...
– Drives down rate of return on invested capital toward that earned in “perfect competition”
Competition Analysis
Marketing Management (Marketing 360)
Professor Kurt Carlson
Carlson©
Henderson’s Fundamental Rule of Strategy
“Induce your competitors not to invest in
those products, markets and services where you expect to invest the most … that is the fundamental rule of strategy.”
Bruce Henderson, Founder of BCG
Carlson©

To the extent that the manufacturer does them
– Its costs go up
When some of them are shifted to intermediaries
– Manufacturer’s costs are lower, but intermediaries will add their charges
In moving goods from producers to consumers,
channels overcome gaps in:
– time – place – possession
Carlson©
Marketing Channels
Channels exist when they are more efficient than
Distribution/Place (Marketing Channels)
Marketing Management (Marketing 360) Professor Kurt Carlson
Carlson©
Agenda
The function of channels Channel design
If intermediaries are more efficient than manufacturer,
prices should be lower than under direct distribution
– All else equal, consumers will purchase from the system giving the lowest price, which explains why efficiency is necessary for channels to exist