市场营销原理亚洲版复习图文稿.docx

市场营销原理亚洲版复习图文稿.docx

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市场营销原理亚洲版复习图文稿

集团文件发布号：

（9816-UATWW-MWUB-WUNN-INNUL-DQQTY-19882）

市场营销原理亚洲版复习

Chapter1Marketing:

ManagingProfitableCustomerRelationships

Marketing:

goalofmarketing:

attractnewcustomersbypromisingsuperiorvalue

keepandgrowcurrentcustomersbydeliveringsatisfaction

definition（itinvolvessatisfyingcustomerneeds）

process:

1.Understandingthemarketplaceandcustomerneeds

Needs:

physicalneeds（food,clothing,warmth,safety）

socialneeds（belongingandaffection）

individualneeds（knowledge,self-expression）

Wants:

wantsareshapedbyone’ssocietyandaredescribedintermsofobjectsthatwillsatisfyneeds.（Food—BigMac,rice）

Demands:

giventheirwantsandresources,peopledemandproductswithbenefitsthatadduptothemostvalueandsatisfaction

需要（已有）→欲望→需求（创造）

Marketofferings:

营销对象

physicalproducts

services,activitiesorbenefitsofferedforsale（notresultinownership）

entities（persons,places,organizations,information,ideas）

marketingmyopia:

营销近视

　　　　　thecustomerwillhavethesameneedbutwantthenewproduct

solution:

lookbeyondtheattributesandexistingcustomerwants

productbenefitsandexperiences,andcustomer’sneeds

offersuperiorcustomervalue（createbrandexperiences）

e.g.DisneyWorld,F1race

Customervalueandsatisfaction:

customersformexpectationsaboutthevalueandsatisfactionthatvariousmarketofferingswilldeliverandbuyaccordingly

价值=总收益-总成本

marketers:

settherightlevelofexpectations

Exchanges交换（包含donation）bringaboutaresponse（votes,membership,audience,acceptance）

Relationship交易关系goal:

retaincustomersandgrowtheirbusiness

Markets:

marketingmeansmanagingmarketstobringaboutprofitablecustomerrelationships

Marketingsystem:

actor:

suppliers,company,competitors,intermediaries,finalusers

affectedbymajorenvironmentalforces:

demographic,economic,physical,technological,political/legal,social/cultural

eachpartyaddsvalueforthenextlevel.successdependsontheentiresystem.

2.Designingacustomer-drivenmarketingstrategy

Marketingmanagement:

营销管理

Selectingcustomerstoserve:

marketsegmentation,targetmarketing

demarketing（reduce/shiftdemandtemporarilyorpermanently,e.g.奢侈品，旅游景点，限量版）

customermanagement,demandmanagement需求与资源匹配

selectonlycustomersthatitcanservewellandprofitably

Choosingavalueproposition:

differentiate,positiontheproduct

Marketingmanagementorientations:

经营理念（philosophyguidingthesemarketingstrategies）

Productionconcept:

consumersfavorproductsthatareavailableandhighlyaffordable.

生产观念Managementfocusesonimprovingproductionanddistributionefficiency.

Marketingshort-sightedness,losingsightofsatisfyingcustomerneeds.

（e.g.亨利福特T型车，代工企业）

Productconcept:

consumersfavorproductsthatofferthemostinquality,performance,产品观念andinnovativefeatures.

Marketingstrategyfocusesonmakingcontinuousproductimprovement.

Focusingonlyonproductscanleadtomarketingmyopia.

（e.g.mousetrapcomparedwithchemicalspray,services,4Ps）

Sellingconcept:

undertakingalarge-scalesellingandpromotion

推销观念practicedwithunsoughtgoods（buyersdonotnormallythinkofbuying,e.g.insurance,blooddonations）大萧条时期

Focusoncreatingsalestransactionratherthanonbuildinglong-term,profitablecustomerrelationships

Sellwhattheymakeratherthanmakingwhatthemarketwants

Product-centered“makeandsell”

Marketingconcept:

customer-centered“senseandrespond”

营销观念Findtherightproductforyourcustomers

对比：

Sellingconcept&Marketingconcept

Customerdriven&CustomerdrivingP10

Societalconcept:

companiesshouldbalancethreeconsiderationsinsettingtheir

社会营销观念marketingstrategies:

companyprofits,consumerwants,andsociety’sinterests.

e.g.垃圾食品，石油危机，外部性，企业道德（J&J召回）

3.Preparinganintegratedmarketingplanandprogram

delivertheintendedvaluetotargetcustomers

transformthemarketingstrategyintoaction

marketingmix:

营销组合majortools:

productpricepromotionplace

integratedmarketingprogram整合营销计划:

blendallmarketingmixtoolsintoacomprehensiveplanthatcommunicatesanddeliverstheintendedvaluetochosencustomers.

4.Buildingcustomerrelationships（mostimportant）

Customerrelationshipmanagement（CRM）客户关系管理:

dealswithalltheaspectsofacquiring,keepingandgrowingcustomers.

Customervalue:

buyfromthefirmthatoffersgreatestperceivedvalue.

Donotjudgeproductvalueandcostaccurately

Customersatisfaction:

higherlevelsatisfactionleadtogreaterloyalty,thus

bettercompanyperformance

Promiseonlywhattheycandeliver,delivermorethanpromise

（Samsung,focusonthedelightfactor,design,style,image,brandexperience,brandpersonality,overallcompanyculture）

Donotattempttomaximizecustomersatisfaction

Generatecustomervalueprofitably

Customerrelationshiplevels:

basicrelationship（low-margincustomers）

fullrelationship（high-margincustomers）

Customerrelationshiptools:

frequencymarketingprograms

（rewardcustomerswhobuyfrequentlyorinlargeamounts）

clubmarketingprograms

（offermembersspecialbenefitsandcreatemembercommunities）

structuralties,financialandsocialbenefits

Changingnatureofcustomerrelationships:

morecarefullyselectedcustomers:

selectiverelationshipmanagement

customerprofitabilityanalysis

relatingforthelongterm:

retaincurrentcustomers

realities:

changingdemographics,moresophisticatedcompetitorsandovercapacitymeanfewercustomers,highercosttoattractnewones

relatingdirectly:

virtuallybuying,telephone,mail,online.

Partnerrelationshipmanagement:

合作伙伴关系管理

Insidethecompany:

linkalldepartmentstocreatecustomervalue

everyfunctionalarea,electronically

formcross-functionalcustomerteams

outsidethefirm:

suppliers,channelpartners,andcompetitors

marketingchannels:

distributors,retailerstobuyers

supplychain:

rawmaterialtofinalproducttobuyers

supplychainmanagement

strategicalliance（e.g.McDonald&Sinopec）

5.Capturingvaluefromcustomers

Creatingcustomerloyaltyandretention:

AimofCRMistocreatenotjustcustomersatisfactionbutcustomerdelight

Customerlifetimevalue:

顾客生命价值

Aimhighinbuildingcustomerrelationships（long-term）

Growingshareofcustomer:

Shareofcustomer:

顾客份额

Offergreatervariety,train

Buildingcustomerequity:

UltimateaimofCRMistoproducehighcustomerequity

Customerequity:

顾客资产

Abettermeasureofafirm’sperformancethancurrentsalesormarketshare

Viewcustomerasassetsthatneedtobemanagedandmaximized

Classifycustomers:

potentialprofitability,projectedloyalty,requiredifferentrelationshipmanagementstrategies

Buildtherightrelationshipswiththerightcustomers

Newlandscape:

digitalage,globalization,ethicsandsocialresponsibility,not-for-profitmarketing（school,hospital,museum,zoo,church,governmentagency）

Chapter2companyandmarketingstrategy:

partneringtobuild

customerrelationships（overallstrategicplanningprocess）

Companywidestrategicplanning公司层面战略规划：

1.Definingamarket-orientedmission（missionstatement使命陈述）

marketorientedanddefinedintermsofcustomerneeds.（product-orientedvs.market-oriented）

fitthemarketenvironment

basedonitsdistinctivecompetencies

motivating（notasmakingmoresalesorprofits）

2.Settingcompanyobjectivesandgoals

Turnmissionintodetailedsupportingobjectivesforeachlevelofmanagement

Ahierarchyofobjectives,includingbusinessobjectives（公司目标，有时间限制，有数据，可测量，具化）andmarketingobjectives（营销目标）

Marketingstrategiesandprogramsmustbedevelopedtosupportthesemarketingobjectives

Inthisway,translatemissionintoasetofobjectivesforthecurrentperiod

3.Designingthebusinessportfolio（业务组合）

Fititsstrengthsandweaknessestotheopportunitiesintheenvironment

A.Analyzingthecurrentbusinessportfolio（majoractivityinstrategicplanning）

（1）Identifythekeybusinessmakingupthecompany

Strategicbusinessunit（SBU战略业务单元）:

companydivision,productlinewithinadivision,singleproductorbrand

（2）AssesstheattractivenessofitsvariousSBUs

（3）Decidehowmuchsupporteachdeserves

BCG矩阵growth-sharematrix（marketgrowthrate—attractiveness

relativemarketshare—companystrength）

Stars明星类:

needheavyinvestment

Cashcows现金牛:

needlessinvestment,producealotofcash

Questionmarks问题类:

requirealotofcash.Managementmustthinkhardaboutwhichquestionmarksitshouldtrytobuildintostars

Dogs狗类:

donotpromisetobelargesourceofcash

FourstrategiesforeachSBU:

Investmoretobuilditsshare

Investjustenoughtoholditsshare

HarvesttheSBU（milkingshorttermcash）

DivesttheSBU（sellingorphasingitout）

LifecycleofSBU:

Q→S→CC→D

Problems:

difficultindefiningSBUsandmeasuringmarketshareandgrowth,timeconsumingandcostlytoimplement,focusoncurrentbusinesses,notfutureplanning

Solution:

customizedapproach,decentralizestrategicplanning,cross-functionalteams.

B.Shapingthefutureportfolio—growthanddownsizing

Growth:

Findingbusinessandproductsthecompanyshouldconsiderinthefuture

Marketinghasthemainresponsibilityforachievingprofitablegrowthforthecompany,mustidentify,evaluate,andselectmarketopportunitiesandlaydownstrategiesforcapturingthem

Product/marketexpansiongrid产品/市场扩展方格,安索洛夫方格

（Indentifycompanygrowthopportunities）

Marketpenetration:

newstores,advertising,prices,service,menu

市场渗透selection,storedesign

Marketdevelopment:

newdemographicmarkets,newgeographical

市场开发markets出口转内销，发现新用途

Productdevelopment:

modifiedo