市场营销英文Chapter 5

Unit 6 Marketing Part A Marketing: Overview
• 5.the marketing company era
• In the marketing company era, overall business strategy is developed with extensive participation by the department and the use of marketing research to help the company decide how to better serve customers. • Marketing is seen as a view of customers that constantly seeks to understand their wants and needs more completely---and to translate that understanding into better products
Unit 6 Marketing Part A Marketing: Overview
• Personal selling • Personal selling is a communication method that involves paid, personal contact in the form of seller’s representative who meets with customers, usually in a face-to-face situation.
Unit 6 Marketing Part A Marketing: Overview
• 2.the production era • The production era was characterized by increased use of machines and new organizational techniques that vastly increased the amount of goods that could be made. • Demand far exceeded supply • If the company could produce an item ,there typically a ready buyer waiting for it.

No one is able to control price Stock exchanges, commodity markets are
typical pure competition industry
5.2 Analysis of A Firm’s Competitors
Market perspective
exploiter Nonviable position – weak and
poor performer
Dominant position:
◦ A firm may control the behavior of other competitors and has a wide choice of strategic options.
There are industry concept of competition and market concept of competition.
Industry
Industry is a group of firms that offer a product or class of products that are close substitutes for each other.
exam your competitors: strategies and objectives, their target market, long and short term profitability and market share
Assess your own target market and your own capacities. Establish a fit between your own competence and the market needs and wants.

Superiority to competitive products on one or more product attributes Positioned by use or application Positioned in terms of particular types of users Positioned relative to a product class Positioned directly against particular competitors
Chapter 5
Market Segmentation
Key Terms
Marketing Segmentation, Post Hoc Segmentation, Priori Segmentation, Benefit Segmentation, Psychographic Segmentation, Vertical Dimension, Horizontal Dimension, Geodemographic Segmentation, Positioning Map, Marketing Mix
A Model of the Market Segmentation Process
McGraw-Hill/Irwin
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Understanding Market Segmentation
Delineate the firm’s current situation
Not to enter the market To segment but to be a mass marketer

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SWOT analysis
Source Internal (controllable)
Strengths
Matching Strategies
Conversion Strategies
Weaknesses
External (uncontrollable)
Conversion Strategies
Opportunities
Threats
Jaguar
An important part of marketing planning is the target marketing. Here Jaguar target the wealthy young and young at heart
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Strategic thrust: the generic options
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Re-definition Marketing planning at the business level
Marketing planning at the product level
Planning at the business level
Business mission Marketing audit SWOT analysis Marketing objectives Strategic thrust Strategic objectives Re-definition
Marketing Strategy and Planning
Lecture Objectives
Planning - role/questions/processes? Strategy - components and
o o