marketing市场营销知识点整理.docx
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marketing市场营销知识点整理
PrinciplesofMarketing
Chapter(1——10)
Name:
Class:
TheInternationalCollegeofHenanUniversityofTechnology
Chapter1:
Marketinginachangingworld
Whatismarketing
●Marketersjobisdealingwithcustomers.
●Marketingisthedeliveryofcustomersatisfactionataprofit.
●Twogoalsofmarketing:
attractingnewcustomer;keepingcurrentcustomer.
●Marketingisthemostimportantjobinanorganization.
Marketingdefined
●Marketingisnotonlysellingandadvertising.
●Theoldsenseofmarketingis“tellingandselling”;atthepresent,theonlywaydothemarketingissatisfyingcustomerneeds.
●Adetaileddefinition:
Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.
Theprocessofmarketing
Severalimportantconceptsinthedefinition
1.Needs,wants,anddemands.
●Needs:
thebasichumanrequirement.
●Want:
Theformtakenbyahumanneedasshapedbycultureandindividualpersonality.
●Demands:
humanwantsthatarebackedbybuyingpower
2.Productsandservices
●Products:
Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.
●Productsincludephysicalobjects,services,persons,places,organizations,andideas.
●Productscanbereferredassatisfier,resource,ormarketingoffer.
3.Value,satisfaction,quality
●Customervalue:
Thedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthecostsofobtainingtheproduct.
●Customersatisfaction:
Theextenttowhichaproduct’sperceivedperformancematchesabuyer’sexpectation.
●Quality:
Thetotalityoffeaturesandcharacteristicofaproductorservicethatbearonitsabilitytosatisfycustomerneeds.
4.Exchange,Transactions,andRelationships
●Exchange:
theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
●Transaction:
Atradebetweentwopartiesthatinvolvesatleasttwothingsofvalue,agreed-uponconditions,atimeofagreement,andaplaceofagreement.
●Relationshipmarketing:
Theprocessofcreating,maintaining,andenhancingstrong,value-ladenrelationshipswithcustomerandotherstakeholders.
Eachpartyinthesystemaddsvalueforthenextlevel.Soacompany’ssuccessdependsnotonlyonitsownactionsbutalsoontherelationshipswithothers.
5.Markets
●Market:
Thesetofallactualandpotentialbuyersofaproductorservice
Marketingmanagement
●Theanalysis,planning,implementation,andcontrolofprogramsdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurposeofachievingorganizationalobjectives.
●Marketingmanagementinvolvesdemandmanagementandcustomerrelationshipmanagement.
Demandmanagement
●Generalspeakingobtainingmaximizedprofitiscompaniesgoal.
●Everycompanyhasaproductionoptimization,tomeetthisoptimizedproductionlevelmarketerneedmanagethedemand.
●Insomesense,marketingmanagementisdemandmanagement
Customerrelationshipmanagement
●Customerrelationshipmanagement’sobjectiveisincreasingcustomerloyalty.
●Manyresearchpointout,thecostofobtaininganewcustomeristentimeshigherthankeepingacurrentcustomer.
●Manycompaniesputemphasisonexplorecustomerlifetimevalue.
Marketingmanagementphilosophies
●Theproductionconcept
●Theproductconcept
●Thesellingconcept
●Themarketingconcept
●Thesocietalmarketingconcept
Threeconsiderationsunderlyingthesocietalmarketingconcept
Marketingchallengesinthenewconnectedmillennium
Technologiesforconnecting
●Themajorforcebehindthenewconnectednessistechnology.
●Thetechnologyboomhascreatedexcitingnewwaystodomarketing.
●PowerfulcomputerandITtechnologyenablemarketercontroldetailedmarketinformation.
●Virtualrealityshortentheproductlaunchperiod
●Internetfundamentallychangesthewaywedobusiness
Connectionswithcustomer
●MassmarketingVSselectivemarketing
●Short-runrelationshipVScustomer’sLifetime
●MarketingintermediariesVSconnectingdirectly
Connectionswithmarketing
●Connectinginsidethecompany(cross-functionalteam)
●Connectingwithoutsidepartners
✓Supplychainmanagement
✓Strategicalliances:
productalliance,promotionalliance,logisticsalliance,andpricingalliance
Connectionswiththeworldaroundus
●Geographicalandculturaldistancehaveshrunk.
●Companieshavetofaceglobalcompetition.
●Globaleconomybecomeinterdependent.
●Globalizationenforcecompaniespayingmoreattentiontoenvironmentalissues.
Chapter2:
StrategicPlanningandtheMarketingProcess
Strategicplanning
vCompaniesneedplanningtheirbusiness,becausestrategicplanninghelpsthecompanytoanticipateandrespondquicklytochanges.
vStrategicplanningisdifferentfromannualplanningorlong-rangeplanning,strategicplanningdealwithtakingadvantageofopportunitiesinitschangingenvironment.
vStrategicplanningdefinition:
Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.
vItinvolvesdefiningaclearcompanymission,settingsupportingobjectives,designingabusinessportfolio,andcoordinatingfunctionalstrategy.
Stepsinstrategicplanning
1.Definingthecompany’sbusinessandmission
vMissionstatementistheorganization’spurpose-whatitwantstoaccomplishinthelargerenvironment.
vMissionstatementdefinethebusinessintermsofsatisfyingbasiccustomerneeds.
vAmissionstatementshouldberealistic,specific,fittingthemarketenvironment,distinctivecompetencies,andmotivating.
◆Someexamples
Company
Product-Oriented
Definition
Market-Oriented
Definition
Disney
Werunthemeparks
Wecreatefantasies–aplacewhereAmericastillworksthewayit’ssupposedto
Revlon
Wemakecosmetics
Weselllifestyleandself-expression;successandstatus;memories,hopes,anddreams
Wal-Mart
Werundiscountstores
WedelivervaluethroughlowpricestoMiddleAmericans
Lenovo
Wesellcomputers
Wetrytohelppeoplewithaproductiveworkandaqualifiedlife.
2.Settingcompanyobjectiveandgoals
vAmissionisan“invisiblehand”guidingpeopleintheorganization
vObjectiveismoredetailed,andeachmanagerisresponsibletoreachhisobjective
vAtdifferentperiod,company’smissionistranslatedintoasetofobjectives.
3.Designingthebusinessportfolio
vBusinessportfolioisthecollectionofbusinessesandproductsthatmakeupthecompany
vTosucceedinthefuture,companyshould:
1Analyzecurrentportfolioanddecidewhichbusinessshouldreceivehowmuchinvestment
2Developgrowthstrategiesforaddingnewproductsorbusinesstotheportfolio
1.Analyzingthecurrentbusinessportfolio
vManagementbeginwithidentifythekeybusiness(SBU)makingupthecompany.
vAstrategicbusinessunitcanbeacompanydivision,aproductlinewithinadivision,orasingleproductorbrand
vThen,managementshouldassesstheattractivenessofitsvariousSBUsanddecidehowmuchsupporteachone.
vTwoapproaches:
oneisBCGapproach,theotherisGEapproach
●TheBostonConsultingGroupApproach
vTherearetwodimensions:
a)Attractivenessoftheindustry(verticalaxis)
b)StrengthofSBUintheindustry(horizontalaxis)
vFourtypesofSBU:
a)Stars:
high-growth,high-share
b)Cashcows:
low-growth,high-share
c)Questionmarks:
high-growth,low-share
d)Dogs:
low-growth,low-share
⏹TheareasofthecirclesareproportionaltotheSBU’sdollarsales.
●DiscussionofBCGApproach
Theidealportfolioshouldbe:
StrongCashcows;
SomeStars
SomeQuestionmark;
FewDogs
●SBU’slifecycle
MostSBUsstartoutasQuestionmarks,andmoveintotheStarscategoryiftheysucceed.Later,theybecomeCashcowswhenthemarketgrowthfalls.Finally,endoftheirlifecycleasDogsordieoff.
●TheGeneralElectricApproach
1.SimilarwithSCG,butmorecomprehensive
2.Industryattractivenessindexmakeupofseveralfactors
3.Businessstrengthindexincludealsomanyfactors
TheBostonConsultingGroupApproach:
BusinessUnitStrength
ThehorizontaloftheGE/McKinseymatrixisthestrengthofthebusinessunit.
Somefactorsthatcanbeusedtodeterminebusinessunitstrengthinclude.
●Marketshare
●Growthinmarketshare
●Brandequity
●Distributionchannelaccess
●Productioncapacity
●Profitmarginsrelativetocompetitors
IndustryAttractiveness
TheverticalaxisoftheGE/McKinseymatrixisindustryattractiveness,whichisdeterminedbyfactorssuchasthefollowing:
●Marketgrowthrate
●Marketsize
●Demandvariability
●Industryprofitability
●Industryrivalry
●Globalopportunities
●Macroenvironmentalfactors(PEST)
Thelimitationsofthosematrixapproach
vDifficulttime-consuming,andcostlytoimplement
vTooconcentratingoncurrent,butlittlevaluetothefuture
vMisleadthecompanyover-emphasisonthemarket-sharegrowth,andgrowththroughentryintoattractivenewmarket
Developinggrowthstrategies
OneusefuldeviceforidentifyinggrowthopportunitiesistheProduct-MarketExpansionGrid
Themarketingprocess
vMarketingprocessincludesfoursteps:
1analyzingmarketingopportunities
2selectingtargetmarkets
3developingthemarketingmix
4managingthemarketingeffort.
Connectingwithconsumer
vInamarket,therearetoomanydifferentkindsofconsumerswithtoomanydifferentkindsofneeds
vThreeconcepts:
marketsegmentation,markettargeting,marketpositioning
vMarketsegmentation:
dividingamarketintodistinctgroupsofbuyersonthebasis