16Philip Kotler-Advertising, Sales Promotion and Public Relations

市场营销管理及其概念MARKETING MANAGEMENTITS CONCEPTWHAT IS MARKETING MANAGEMENT?Marketing management refers to an organisational discipline that focuses on applying marketing orientation, methods and techniques practically inside business organisations and also focuses on the way a firm manages its marketing activities and resources.Marketing management also called the science and art of selecting target markets for products and services and gathering, retaining, and growing consumer market through creating,communicating and delivering superior customer value.Marketing is known as a process used for determining what kinds of products and services might become able to grab customers’ attention and to gain their interests. Furthermore, it is the strategies a business organisation needs to follow in practising sales, business development, and communication-related activities to run its regular operations.According to the definition provided by the American Association of Marketing, marketing management is a process of planning and execution of the conception, distribution, and promotion of thoughts, ideas related to goods and services for creating, exchanging andsatisfying individual as well as organisational objectives.The concept of marketing management involves marketing and management. Management is a set of processes related to planning, organizing, directing, motivating, coordinating, and controlling a business organisation’s various activities. On the other side, marketing stands as the procedure of sa tisfying customers’ wants and needs.Management of different types of marketing activities of an organisation called Marketing Management. In support of the statement made by Philip Kotler, marketing management includes planning, analysing, implementing and controlling programs that are designed for bringing the desired exchanges with the targetaudiences to gain personal as well as mutual gain.Marketing management heavily relies on the adoption and coordination of product, price, place, and promotion for achieving the required response from the target audience. It focuses on the physical and psychological factors of Marketing. The physical marketing factors focus upon fulfilment of the demand and needs to buy better products by accessing better distribution channel and other functions.On the other side, psychological factors use to focus on discovering consumers’ wants and needs along with the changing patterns of their buying behaviour, preferences, habits and more.Elements of Marketing ManagementMarketing management practices are very important for every business as it helps businesses to understand and gauge the exact need and want of their target customers. It helps companies to improve products and services for satisfying customers’ needs optimally.Expand the technique to reach potential customers.While practising marketing management activities, a company needs to focus on five different concepts such as production concept, product concept selling the concept, the marketing concept, and societal marketing concept. The production concept is oriented with the market domination of a business. This concept has emerged with the concept of capitalism during the mid-1950s.During the 1950s as per production concept, companies were primarily concerned with manufacturing, production, and issues related to production and manufacturing efficiency. Companies that follow this concept believe that primarily customers want products which are accessible and affordable.Product concept works on the basis of an assumption made that customers use to prefer products with greater price and quality and the availability of such products does not influence their buying decision.Selling concept uses to focus on making actual sales of products and services. It focuses on every possible way of selling a product, without considering the product quality or customers’ need for the product.The marketing concept is the concept of promoting a product into a market and towards its prospective customers. A company which focuses on this concept uses to place its consumers at its centre and gears its all activities towards those consumers.A company always aims to measure and understand its target customers’ wants and needs and in order to understand it the company sets and executes marketing strategies according to the market research starting from the product conception to sales.Relative to the other marketing concept, the concept of societal marketing is new. It highlights the wants and needs of a company’s target market along with the act of delivering better customer value compared to thecompetitors. Moreover, it emphasizes the significance of customer and social well-being by consumer welfare and societal welfare.Concepts of Marketing ManagementIn today’s rapidly growing and changing market competition, customers’ choice, companies use to consider all these concepts to set effective marketing strategies. The more the marketing strategies are effective the great a company becomes able to achieve its marketing objectives within less time and cost. All the five above mentioned market concepts are required to be followed properly by every business organisation in order to perform its marketing management practices in the most effective way.Besides these marketing management concepts, there are seven basic principles that arerequired to be followed by every business organisation while conducting marketing management practices. These seven marketing principles are a product (or service), price, place, promotion, people, process, and physical evidence. All these elements of marketing are tremendously significant for a company to plan, develop and market a product successfully. Now we will tell you about the Functions and Importance of Marketing Management.Functions and ImportanceMarketing management process is solely concerned with chalking out a definite program, after analysing and forecasting the prevailing market carefully. It helps an organisation to execute its plans in order to achieve its objectives. The concept of marketingmanagement becomes very important for business organisation intended to meet rapidly increasing market competition as well as the requirement for more improved distribution methods for reducing cost and increasing profits.In today’s highly competitive busi ness environment, marketing management becomes one of the most vital functions in a business enterprise. It assists a business organisation to apply marketing techniques inside and outside of the organisation and to manage resources of the organisation that are held for conducting marketing activities.The reasons for which marketing management become very important to include its ability to satisfy customers’ needs, increase a company’s market share, production of new and existingproducts, launch new and improved products, and reduce the cost of distribution and sales.It also important because it provides employment opportunities and hence fulfils social obligations, and raises a country’s per capita income. By creating and increasing demand for products and services it accelerates market growth, competition, and new product development.In terms of creating a highly effective strategy of marketing management, every business organisation is required to have a clear and strong understanding of its own business operations, market from where it operates, and the customers for whom it operates.In order to assist a company to understand the market and the behaviour of customers located in the market, marketing management takes a vital role by performing different types of functions. The key functions of marketing management are discussed below:Setting marketing objectives: Every business organisation has its own objectives and goals. Marketing objectives of an organisation include the targets it wishes to reach or achieve through marketing. These marketing objectives need to be in coherence with the organisation’s overall objectives which can be short-term or long-term depending upon the marketing type. By managing marketing related activities, a company becomes able to achieve its marketing objectives easily.Planning: The root of every business is planning. It requires that a company’s marketing managers need to aware of every factor influences the external and internal business environment that might impact the company and its business operations. The managers must be able to forecast their company’s future condition by considering the environmental conditions. Once a company sets its marketing objectives, it starts to formulate a roadmap to follow for achieving these objectives. The company plans the way and formulates strategies, devices procedures and policies to achieve the goals it has set previously.Organising: Organising is a process of implementing the plan. Organising includes identification and grouping those activities which could contribute to achieving the marketinggoals of an organisation. In the field of marketing management, organising is a way by following which a company’s management functions are organised to make each function contributes its best in the achievement of the marketing objectives. Organising includes every obligations, responsibilities, and supremacy of the people working as a member of a company’s marketing team.Directing: For the managers of a company, it is their obligation to supervise whether the employees are working effectively and efficiently in order to support the organisation to meet its goals. The managers of a company provide directions to the employees on how to work and what to achieve. Hence, the direction of a company’s management personnel motivates employees to give their best for the organisationthey work in. Proper direction of managers or management personnel not only motivates employees but also inspires them, guides them and build a good relationship with them by exercising effective leadership practices within an organisation. It ensures smooth and conflicts free working environment that ultimately assists a company to meet its marketing objectives and goals.Coordinating: It refers to the harmonious adjustments of marketing activities by an organisation. It involves the task of creating coordination among different activities of a business organisation such as product planning, development of a product, forecasting of sales, transportation, warehousing and more.Staffing: It is the procedure of hiring a required number of skilled personnel and employees for several positions in an organisation. In order to manage the existing market, skilled employees are selected through an interview and after then they placed in different positions that suit them the best. The human resource manager along with the marketing manager selects personnel and employees and then trained them to make them fully capable of providing their best for the organisation. By appropriate staffing, managers ensure the organisation about gaining the maximum benefit from the employees recruited by them. Employment of the right and highly efficient employees is a crucial task in ensuring the success of the market plan.Controlling: The procedure of comparing the planned marketing activities with results andafter that, rectifying errors, if any, is called controlling. Hence, in order to practice controlling activities, an organisation must set some standards and its actual marketing performance needs to be compared with those standards for finding out flaws or defects. Then, corrective actions need to be taken for enhancing marketing activities. Controlling ensures a company that its performance does not deviate from its standards. While performing controlling activities, the performance standards established by the marketing managers of a company are often represented in terms of products (in units) produced, number of damaged or defective products, customer service level, costs, revenue, profits and more.Evaluation: The functions of marketing management also involve analysis andevaluation of the productivity of a company’s marketing campaigns, programs as well as evaluation of its employees’ performance. This particular function of marketing management helps an organisation to detect the loopholes of its marketing activities and to reset or reshape its marketing activities to achieve its marketing objectives successfully.Functions of Marketing ManagementImpact of Marketing Management on an Organisation’s SuccessIn today’s highly competitive business world, marketing acts as the interface between an organisation and its external environment i.e. its surroundings, more specifically with customers. It becomes one of the most crucial andsignificant activities of modern corporate companies and their management.The rapidly increasing competitive pressure, ever-changing markets, shorter product life-cycles in the globalised world becoming increasingly important to consider because these allow a company to create real-time corporate value. In accordance with the growing demand for conducting marketing practices, the management of marketing activities also increased.Marketing management practices of a company help it to focus on its customers’ d emands in a consistent manner and make it more capable of capitalising its potential customers. It assists a company to make need-oriented focus to transform potential customers into actualcustomers, to create brand image and value and to build a profound insight into the customers and the industry from where it operates.Marketing management practices helps a company to reduce barriers to its growth. In terms of promoting and making a company and its products familiar to the target audience, marketing plays the most important role. The process of managing the here major marketing activities like segmenting, targeting and positioning ensures a product’s success and failure Appropriate strategies of marketing management practices helps a company to identify the most profitable customer segment i.e. the target market, and to develop marketing events and campaigns for optimising the consumers belongs to the target market.。

奢侈品顾客感知价值研究陈爱宣【摘要】This article proposed the research supposition, designed the questionnaire, the utilization many kinds of statistical method has carried on the analysis to the questionnaire, has carried on the analysis confirmation to the research supposition. The findings had discovered 7 luxury goods sensation value factor, names separately as "the quality value","the price value","the public relations value","the unique value","shows off the value","the self-gift","the value maintenance". Has discussed the sensation value factor and between the population statistic variable relations. Carry on the cluster analysis based on the luxury goods sensation value 7 factors to the sample, finally discovered the sample may divide is 5 different consumer communities, between the different community has the remarkable difference.%文章提出了研究假设,设计了调查问卷,运用多种统计方法对问卷进行分析,对研究假设进行了分析验证.研究结果发现了7个奢侈品感知价值因子,分别命名为“品质价值”、“价格价值”、“社交价值”、“独特价值”、“炫耀价值”、“自我赠礼”、“价值保持”.探讨了感知价值因子与人口统计变量之间的关系.基于奢侈品感知价值的7个因子对样本进行聚类分析,结果发现样本可以划分为5个不同的消费者群体,不同群体之间存在显著差异.【期刊名称】《价值工程》【年(卷),期】2012(031)034【总页数】3页(P177-179)【关键词】奢侈品;感知价值;因子;消费者类型【作者】陈爱宣【作者单位】浙江旅游职业学院,杭州311231【正文语种】中文【中图分类】F760 引言据世界奢侈品协会2011官方报告显示，截止2011年3月底，中国奢侈品市场消费总额占据全球份额的四分之一，中国已经成为全球奢侈品消费大国。

C HAPTER 20--M ANAGING THE S ALES F ORCEOVERVIEWMost companies use sales representatives, and many companies assign them the pivotal role in the marketing mix. Salespeople are very effective in achieving certain marketingobjectives. At the same time they are very costly. Management must give careful thought to designing and managing its personal-selling resources.Sales force design calls for decisions on objectives, strategy, structure, size and compensation. Sales force objectives include prospecting, communicating, selling and servicing, information gathering, and allocating. Sales force strategy is a question of what types and mix and selling approaches are most effective (solo selling, team selling, and so on). Sales force structure is a choice between organizing by territory, product, customer, or a hybrid combination and developing the right territory size and shape. Sales force size involves estimating the total workload and how many sales hours-and hence salespeople-would be needed. Sales force compensation involves deter-mining pay level and components such as salary, commission, bonus, expenses, and fringe benefits.Managing the sales force involves recruiting and selecting sales representatives and training, directing, motivating, and evaluating them. Sales representatives must be recruited and selected carefully to hold down the high costs of hiring the wrong persons. Sales-training programs familiarize new salespeople with the company's history, its products and policies, the characteristics of the market and competitors, and the art of selling. Salespeople need direction on such matters as developing customer and prospect targets and call norms and using their time efficiency through computer-aided information, planning and selling systems and inside support salespeople. Salespeople also need encouragement through economic and personal rewards and recognition because they must make tough decisions and are subject to many frustrations. The key idea is that appropriate sales force motivation will lead to more effort, better performance, higher rewards, higher satisfaction, and therefore still more motivation. The last management step calls for periodically evaluating each salesperson's performance to help him or her do a better job. The purpose of the sales force is to produce sales, and this involves the art of personal selling. One aspect is salesmanship, which involves a seven-step process: prospecting and qualifying, preapproach, approach, presentation and demonstration, overcoming objections, closing, and fol-low-up and maintenance. Another aspect is negotiation, the art of arriving at transaction terms that satisfy both parties. The third aspect is relationship management, the art of creating a closer working relationship and interdependence between the people in two organizations.In summary, the primary variables for the sales force / management effort include the following: (1) Setting Objectives - Objectives can be general rules for guiding salespeople or more specific expectations for behavior. Regardless, the sales objectives should address the relationship between sales, customer satisfaction, and company profit; (2) Designing Strategy- Strategy requires decisions on salesforce structure, size, and compensation. Variations inthis mixture are appropriate for differing industries, markets and sales objectives; (3) Recruiting and Selecting - Knowing in advance what characteristics will always produce good salespeople is very difficult. Selection procedures should attempt to screen candidates forboth ability and retention-related issues; (4) Training Salespeople - Issues in training center onskills such as order taking and order getting, seeing customers as people who require problem solutions; (5) Supervising Salespeople - Supervision addresses problems in directing and coordinating salespeople's organization, time management, motivation, and customer relationships; (6) Evaluating Salespeople - Evaluation requires both qualitative and quantitative measures of salesforce performance.LEARNING OBJECTIVES:After reading the chapter the student should understand:∙The key factors in designing a sales force∙How one manages a sales force successfully∙The fundamental principles of personal sellingOUTLINEI.Introduction - various classifications of sales positions ranging from least to most creativetypes of selling (deliverer, order taker, missionary, technician, demand creator, solutionvendor)II.Designing the Sales ForceA.Sales Force Objectives (tasks to perform include: prospecting, targeting,communicating, selling, servicing, information gathering, and allocating)B.Sales Force Strategy - approach can be: sales rep to buyer, sales rep to buyergroup, sales team to buyer group, conference selling or seminar selling. Acompany can utilize a direct (company) or contractual (outside) sales force.C.Sales Force StructureD.Force Size and Compensation - level and appropriate combination of components(fixed, variable, expense allowances, and benefits).III.Managing the Sales ForceA.Recruiting and Selecting Sales Representative1.What Makes a Good Sales Representative?2.Recruitment Procedures3.Applicant-Rating ProceduresB.Training Sales Representatives - several goals: to know and identify with thecompany, to know the company’s products, to know the customers’ andcompetitors’ characteristics, to know how to make effective sales presentations,and to understand field procedures and responsibilitiesC.Supervising Sales Representatives1.Developing Norms for Customer Calls2.Developing Norms for Prospect Callsing Sales Time EfficientlyD.Motivating Sales Representatives - the higher the salesperson’s motivation, thegreater his or her effort.1.Sales quotas2.Supplementary Motivators (meetings, contests, etc.)E.Evaluating Sales Representatives1.Sources of Information - sales reports including activity plans and write-ups of activity reports2.Formal Evaluation of Performance (current-to-past sales comparisons,customer-satisfaction evaluation, qualitative evaluation)IV.Principles of Personal SellingA.Professionalism - major steps involved in any sales presentationB.Prospecting and Qualifying - identify and screen out leads1.Pre-approach - learning about the prospect2.Approach - greeting the prospect3.Presentation and Demonstration - tell the product “story”4.Overcoming Objections - psychological and logical resistance5.Closing - asking for the sale6.Follow-Up and Maintenance - ensure satisfactionC.Negotiation1.Negotiation Defined - in negotiated exchange, price and other terms areset via bargaining behavior, in which two or more parties negotiate long-term binding agreements.2.When to Negotiate - appropriate whenever a zone of agreement exists3.Formulating a Negotiation StrategyD.Relationship Marketing - based on the premise that important accounts needfocused and continuous attention. Main steps in establishing a relationshipmarketing program include:1.Identify the key customers meriting relationship marketing,2.Assign a skilled relationship manager to each key customer,3.Develop a clear job description for relationship managers,4.Appoint an overall manager to supervise the relationship managers,5.Have relationship managers develop long-range goals and annualcustomer-relationship plans.V.SummaryMarketing and Advertising1. Ford uses ads such as this, which appeared in Latina magazine, to bring prospects into its dealers' showrooms. Then sales representatives take over, asking about prospects' needs and discussing features and benefits of various Ford models. What kind of training do you think dealers' sales representatives n eed? How can they qualify prospects? Why are good follow-up and maintenance skills important for dealers' sales representatives?Answer: Dealers' sales representatives need training in the features and benefits of each Ford model, as well as training in customers' and competitors' characteristics, effective sales presentation methods, and appropriate field procedures. They can qualify prospects by asking about their preferences (to see whether these match with Ford models being sold), schedule for buying, and price requirements. Good follow-up and maintenance skills keep customers coming back for service at the dealership and encourage customers to buy the next vehicle from the same dealer.2. The Xerox ad shown in Figure 2 is geared toward businesses that produce marketing materials such as brochures in color. This ad directs interested readers to call a toll-free number and ask for a "Xerox Color Specialist." Which of the six types of sales representatives is this specialist likely to be? Which of the specific sales tasks is this sales rep likely to perform?Answer: The Xerox color specialist is likely to be a solution vendor who can devise a system to solve the customer's problems. This sales rep will not do prospecting, targeting, or allocating, but wil l respond to calls from customers by communicating, selling, servicing, and information gathering.Focus on TechnologyAutomated sales management software helps companies boost the productivity of their sales representatives and better integrate sales activities with overall marketing and corporate strategies. Among the leaders in this technology is Trilogy, whose Selling Chain software includes modules for managing sales compensation, contracts, pricing, proposals, and other aspects of the sales proces s.Visit Trilogy's Web site to read about its Selling Chain software(/products/selling_chain.asp). Also click on the "SC Commission" button (in the column of products at left) to read about the sales compensation portion of this program, used by sales managers at Hewlett-Packard and many other companies. With this program, what criteria might sales managers want to use to evaluate the performance of their representatives? Why would sales managers want to track the profitability as well as the volume of sales produced by a sales representative?Answer: Using the Trilogy software, sales managers might want to evaluate their sales reps on the basis of activity (including the number of sales calls made and the number of resulting proposals, contracts, and quotes generated) as well as performance in meeting sales quotas and revenue and profit goals. Customer satisfaction is not tracked directly by the Trilogy software, but should also be included in any sales performance evaluation. Profitability as well as sales should be tracked because reps who build sales volume by discounting prices can significantly hurt the company's overall profitability.Marketing for the MillenniumMany companies are using their Web sites as tool s for building long-term relationships between sales representatives and their customers. A case in point is Texas Instruments, which has created a sophisticated Web site to support its sales of multiple product lines, including calculators and semiconductors.Visit the Texas Instruments Web site (/). Click on the privacy policy (at bottom of page) to learn why information is collected from visitors. Then return to the home page and click on the TI&ME button (at top right) to see how visitors can customize what they view on this site. What does Texas Instruments do with the information it collects from visitors? Why would a customer want to customize the Web page? Why would Texas Instruments want its customers to set up customized Web pages? What effect is this likely to have on the relationship between customers and their sales representatives? Answer: Texas Instruments' privacy policy states that the company will not provide any visitor's personally identifying information to other companies or individuals without getting the visitor's consent. The company tracks the sites from which people go to the Texas Instrument site; it also retains cookies to track specific information requested by the vi sitor, such as personalized Web pages, registrations, and so on. Customers who do not want to waste time wading through mountains of irrelevant data would find customized Web pages useful and time-saving. Knowing what interests a customer can help a sales reptailor the offer of goods and services to better meet that customer's needs; thi s strengthens the relationship between the customer and the sales rep.YOU'RE THE MARKETER: SONIC MARKETING PLANMany marketers—including nonprofit and for-profit organizations—include personal selling in their marketing plans. However, because of the high cost of maintaining a sales force, many marketers are substituting mail and telephone sales for some personal sales calls.At Sonic, you are helping Jane Melody plan sales strategy for the company's line of shelf stereos. Take a few minutes to review Sonic's current situation and the marketing strategies you have already recommended. Then answer the following questions about Sonic's use of personal selling:∙Who should Sonic's sales force be calling on? How can the sales force support Sonic's marketing plan and goals? Would Sonic benefit from major account management?∙What sales objectives and quotas should Sonic set for its sales force?∙What kind of compensation would be most appropriate for the sales force?∙What training should Sonic be providing for new and existing sales representatives?Once you have answered these questions, consider the implications for Sonic's overall marketing goals and its marketing mix. Depending on your instructor's directions, type your answers and recommendations into a written marketing plan or enter them into the Marketing Strategy/Sales Force section and the Sales Forecast section of the Marketing Plan Pro software.Answer: Sonic's sales force should be calling on wholesalers and retailers as part of the distribution strategy. The goals set for the sales force should directly link with Sonic's marketing plan and goals and with the company's overall goals. Sonic would probably benefit from major account management. This would allow for the development and nurturing of longer-term relationships with retailers and other channel members who sell large quantities of Sonic stereos. Sales objectives and quotas for Sonic's sales force should include: quotas that are higher than the sales forecast presented in the marketing plan, to encourage higher performance; objectives for unit sales, revenues, and profitability; and objectives for customer satisfaction. Sonic can structure its sales compensation in several ways. If straight salary is provided, the company should add special incentives to motivate and reward sales reps for extraordinary effort or results. If straight commission is provided, the company only pays when reps perform, which encourages sales reps to meetor exceed their quotas. However, Sonic would probably do best with a combination of salary and commission, which would pay reps for handling necessary nonsales functions while rewarding them for making or exceeding their quotas. Sonic needs to train its sales reps about the company and its goals; the products and their features and benefits; customers and competitors' characteristics; sales presentation methods; and sales procedures and responsibilities.。

Depends on: Type of Product-Market & Product LifeCycle Stage
Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
Based on Determining Objectives & Tasks, Then Estimating Costs Based on the Competitor’s Promotion Budget
Advertising Spending for 1999
Magazine Yellow Pages Internet Radio Television Outdoor Newspaper
促销策略
What Is Promotion?
促销：企业通过人员或非人员推销的方式，将产品 或劳务的信息传送给目标顾客，从而引起兴趣，促 进购买，实现企业产品销售的一系列活动。P.242 Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Budget Decisions (Money)
–Affordable Approach –Percent of sales –Competitive parity –Objective and task
5.评价目标
Measurement