Theideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.
3.Sellingconcept
Marketsituation:
S>D
Theideathatconsumerswillnotbuyenoughofthefirm'sproductsunlessitundertakesa large-scalesellingandpromotioneffort
4.Marketingconcept
Marketsituation:
S>>D
Themarketingmanagementphilosophythatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo.
5.Societalmarketingconcept
Marketsituation:
S>>D
Aprincipleofenlightenedmarketingthatholdsthatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumers'wants,thecompany'srequirements,consumers'long-runinterests,andsociety'slong-runinterests.
Customerrelationshipgroups
Short-termCustomers
Long-termCustomers
High
Profitability
Butterflies
Goodfitbetweencompany’sofferingsandcustomer’sneeds;highprofitpotential
TrueFriends
Goodfitbetweencompany’sofferingsandcustomer’sneeds;highestprofitpotential
Low
Profitability
Strangers
Littlefitbetweencompany’sofferingsandcustomer’sneeds;lowestprofitpotential
Barnacles
Littlefitbetweencompany’sofferingsandcustomer’sneeds;lowprofitpotential
Projectedloyalty
Potential
Profitability
Chapter2
TheBostonConsultingGroupApproach
TheGrowth-shareMatrix
RelativeMarketShare
High
Low
High
Star
QuestionMark（QM）
Low
CashCow（）
Dog
Market
Growth
Rate
SBUStrategies
Nexttaskistodeterminewhatobjective,strategy,andbudgettoassigntoeachSBU.
4strategiescanbepursued:
build,e.g.QM
hold,e.g.CC
harvest,
divest,e.g.QM,CC
TheSBULifeCycle
SuccessfulSBUshavealifecycle.
TheystartasQM,becomeS,thenCC,andfinallyD.
Therefore,companiesshouldexamine
notonlytheirbusinesses'currentpositionsinthegrowth-sharematrix
butalsotheirmovingpositions
Product-marketexpansiongrid
Product
Existing
New
Existing
I
Marketpenetration
II
Productdevelopment
New
III
Marketdevelopment
IV
Diversification
Market
Chapter3
Microenvironment
1.Thecompany
MKTmanagersmustworkcloselywithothercompanydepartments.
Underthemarketingconcept,allofthesefunctionsmust"thinkconsumer."
Theyshouldworkinharmonytoprovidesuperiorcustomervalueandsatisfaction
2.Suppliers
Suppliersformanimportantlinkinthecompany'soverallcustomervaluedeliverysystem.
Supplierproblemscanseriouslyaffectmarketing.
MKTmanagersmustwatchsupplyavailabilityandmonitorthepricetrendsoftheirkeyinputs
3.Marketingintermediaries
Firmsthathelpthecompanytopromote,sell,anddistributeitsgoodstofinalbuyers;theyincluderesellers,physicaldistributionfirms,marketingserviceagencies,andfinancialintermediaries.
Theyincluderesellers,physicaldistributionfirms,marketingservicesagencies,andfinancialintermediaries.
4.Customermarkets（5types）
Consumermarkets
Consistofindividualsandhouseholdsthatbuygoodsandservicesforpersonalconsumption
Businessmarkets
Resellermarkets
Governmentmarkets
Internationalmarkets
5.Competitors
Marketersmustdomorethansimplyadapttotheneedsoftargetconsumers.
Theyalsomustgainstrategicadvantagebypositioningtheirofferingsstronglyagainstcompetitors'offeringsinthemindsofconsumers.
6.Publics
Anygroupthathasanactualorpotentialinterestinorimpactonanorganization'sabilitytoachieveitsobjectives
Financialpublics
Mediapublics
Governmentpublics
Citizen-actionpublics
Localpublics
Generalpublic
Internalpublics
Macroenvironment
1.Demographicenvironment
Populationsize
Populationgrowthrate
AgestructureofthePOP
GenderstructureofthePOP
UrbanizationofChina
2.Economicenvironment
Income
GDP
GDPpercapita
Disposableincome p.c.
Averagewage
Saving
Marginalpropensitytosave
Depositp.c.
Spending
Marginalpropensitytoconsume
Engelcoefficient
3.Naturalenvironment
Shortagesofrawmaterials
Increasedpollution
Increasedgovernmentintervention
4.Technologicalenvironment
Itchangesrapidly
Newtechnologiescreatenewmarketsandnewopportunity,e.g.theInternetofthings
5.Politicalenvironment
Increasinglegislation
Sociallyresponsiblebehavior
6.Culturalenvironment
PersistenceofCulturalValues
ShiftsinSecondaryCulturalValues
Chapter5
ModelofConsumerBehavior
MKT&otherstimuli
MKT Other
Product Economic
Price Tech
Place Political
Promotion Cultural
Buyer’sblackbox
Buyercharacteristics
Buyerdecisionprocess
Buyerresponse
Productchoice
Brandchoice
Dealerchoice
Purchasetiming
Purchaseamount
→
CharacteristicsAffectingConsumerBehavior
1.Culturefactors
Culture
Subculture
SocialClass
2.Socialfactors
Groups
—Opinionleader
—Personwithinareferencegroupwhoexertssocialinfluenceonothers
Family
Socialrolesandstatus
3.Personalfactors
Ageandlifecycle
Occupation
Economicsituation
Lifestyle
Personalityandself-concept
4.Psychologicalfactors
Motivation
Perception
Learning
Beliefsandattitudes
TypesofBuyingDecisionBehavior
Involvement
H
L
H
ComplexBB
Variety-seekingBB
L
Dissonance-reducingBB
HabitualBB
Brand
Difference
Chapter6
EvaluatingMarketSegments
Inevaluatingdifferentmarketsegments,afirmmustlookatthreefactors:
-segmentsizeandgrowth
-segmentstructuralattractiveness
-AccordingtoMichaelPorter,thereare5forcesinfluencingcompetitioninanindustry:
Threatofnewentrants
Threatofsubstituteproducts
Bargainingpowerofsuppliers
Bargainingpowerofbuyers
Rivalryamongcompetitors
-companyobjectivesandresources
SelectingTargetMarketSegments
UndifferentiatedMarketing
Amarket-coveragestrategyinwhicha firmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneoffer.
Nomarketsegmentation
Oneproductforallmarket
DifferentiatedMarketing
Amarket-coveragestrategyinwhichafirmdecidestotargetseveralmarketsegmentsanddesignsseparateoffersforeach
Oneproductforonesegment
ConcentratedMarketing
Amarket-coveragestrategyinwhichafirmgoesafteralargeshareofoneorafewsegmentsorniches
Onlyoneproductforonlyonesegment
Micromarketing
Thepracticeoftailoringproductsandmarketingprogramstotheneedsandwantsofspecificindividualsandlocalcustomergroups—includeslocalmarketingandindividualmarketing
Possiblevaluepropositions
MoreforMore（MM）
MorefortheSame（MS）
MoreforLess（ML）
TheSameforLess（SL）
LessforMuchLess（LML）
Price
M
S
L
More
MM
MS
ML
TheSame
SL
Less
LML
Benefits
Chapter7
LevelsofProductandServices
Corebenefit/product
Itaddressesthequestionwhatisthebuyerreallybuying?
Actualproduct
Features,design,qualitylevel,brandname,andpackaging
Augmentedproduct
Additionalconsumerservicesandbenefits,suchasafter-saleS.,warranty,installation,deliveryandcredit
ProductMixDecisions
Width:
thenumberofP
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