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首页 营销学导论(双语)——第一章.ppt

营销学导论(双语)——第一章.ppt

营销学导论(双语)——第一章.ppt

上传者: 80后鲤好鮶 2017-09-05 评分 0 0 0 0 0 0 暂无简介 简介 举报

简介:本文档为《营销学导论(双语)——第一章ppt》,可适用于市场营销领域,主题内容包含Marketing:AnIntroductionName:安书芳Tel:Email:asfangyahoocncopyCopyrightPearso符等。

Marketing:AnIntroductionName:安书芳Tel:Email:asfangyahoocncopyCopyrightPearsonEducationCanadaInc*WhatIsMarketingChaptercopyCopyrightPearsonEducationCanadaIncChapterObjectivesWhenyouhavecompletedyourstudyofthischapter,youshouldbeableto:、Definemarketingandoutlinethestepsinthemarketingprocess、Explaintheimportanceofunderstandingcustomersandthemarketplace,andidentifythefivecoremarketplaceconceptsChapterObjectives、Identifythekeyelementsofacustomerdrivenmarketingstrategyanddiscussthemarketingmanagementorientationsthatguidemarketingstrategy、DiscusscustomerrelationshipmanagementandstrategiesforbuildinglastingcustomerrelationshipsChapterObjectives、DescribethemajortrendsandforcesthatarechangingthemarketinglandscapeinthisnewageofrelationshipsWhatisMarketingSimpleDefinition:MarketingismanagingprofitablecustomerrelationshipsGoals:AttractnewcustomersbypromisingsuperiorvalueKeepandgrowcurrentcustomersbydeliveringsatisfactionMarketingDefinedAsocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothersThemarketingprocess、understangdingthemarketplaceandconsumerneeds、desigingacustomerdrivenmarketingstrategy、constructamarketingprogramthatdeliverssuperiorvalue、buildingprofitablerelationshipsandcreateconsumervelues、capturevaluefromcustomerstocreateprofitsandcustomerqualityUnderstangdingthemarketplaceandconsumerneedsThemarketingprocessbeginscontinuesandendswithconsumersasafirststep,marketersneedtounderstandcustomerneedsandwantsandthemarketplaceNeeds,Wants,DemandsNeed:Stateoffeltdeprivationincludingphysical,social,andindividualneedsPhysical:Food,clothing,shelter,safetySocial:Belonging,affectionIndividual:Learning,knowledge,selfexpressionNeeds,Wants,DemandsWants:Formthatahumanneedtakes,asshapedbycultureandindividualpersonalityWantsBuyingPower=Demand(班)MarketingOffer(products)NeedsandWantsFulfilledthroughaMarketingOffer:Somecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwant产品:企业提供给市场的能够满足人类需要和欲望的所有的物品。copyCopyrightPearsonEducationCanadaInc*Aproductcanbe:AtangiblegoodAserviceAnideaApersonAplacecopyCopyrightPearsonEducationCanadaIncAnythingCanBeMarketedValueSatisfaction(价值和满意)Ifperformanceislowerthanexpectations,satisfactionislowIfperformanceishigherthanexpectations,satisfactionishigh创造价值让顾客满意以麦当劳例人们不会仅仅因为喜欢汉堡包而涌向全世界个麦当劳快餐店。其他一些餐馆制作的汉堡包味道也许更好。人们是冲着某个系统而来并不仅仅是汉堡包。这是一个有效运转的系统该系统向全世界传送一个高标准即麦当劳公司所谓的QSCVmdashmdash质量(Quality)、服务(Service)、清洁(Cleanliness)和价值(Value)。麦当劳公司的有效就在于它和它的供应商、特许经营店业主、雇员以及其他有关人员共同向顾客提供了他们所期望的高价值。ExchangevsTransaction(交换和交易)Exchange:Actofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn(以某物作为回报从别人那里获得所需之物的行为。)Transaction:AtradeofvaluesbetweentwopartiesOnepartygivesXtoanotherpartyandgetsYinreturnCanincludecash,credit,orcheckWhatisaMarketThesetofactualandpotentialbuyersofaproduct(某产品的现实与潜在的购买者的集合。)Thesepeopleshareaneedorwantthatcanbesatisfiedthroughexchangerelationships(这些人拥有共同的需要和欲望并且能够通过交换关系得到满足。)Desigingacustomerdrivenmarketingstrategy(制定以顾客为导向的营销战略)MarketingManagement(市场营销管理)Theartandprocessofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem(是选择目标市场并与之建立可赢利性关系的艺术和过程。)Themarketingmanager#saimistoget,keep,andgrowtargetcustomersbycreating,deliveringandcommunicatingsuperiorcustomervalue(市场营销的目的在于通过创造、交付并沟通优异的顾客价值来获得、保持并发展目标顾客。)TodesignawinningmarketingstrategyQuestionstoask:WhatcustomerswillweserveWhatisourtargetmarketHowcanwebestservethesecustomersWhatisourvaluepropositionSegmentationTargetMarketingMarketSegmentation(市场细分):DividethemarketintosegmentsofcustomersTargetMarketing(目标市场):SelectthesegmenttocultivateMarketingManagement(营销管理)DemandManagementFindingandincreasingdemand,alsochangingorreducingdemand,suchasindemarketingDemarketingTemporarilyorpermanentlyreducingthenumberofcustomersorshiftingtheirdemand不同需求情况下企业市场营销管理的任务负需求无需求潜在需求下降需求无序需求充分需求过量需求有害需求扭转性营销刺激性营销开发性营销恢复性营销同步性营销维持性营销限制性营销抵制性营销、负需求mdashmdash指绝大多数人对某种产品或服务不仅没有需求而且有厌恶情绪的一种需求状况。例如:素食主义者对所有肉类有负需求有些顾客害怕冒险而不敢乘飞机等。营销任务mdashmdash扭转型营销。调查研究寻找产生负需求的原因对症下药。分析人们为什么不喜欢这些产品并针对目标顾客的需求重新设计产品、订价作更积极的促销或改变顾客对某些产品或服务的信念等把负需求变为正需求。诸如宣传老年人适当吃甜食可促进脑血液循环乘坐飞机出事的概率比较小等。案例: 欧美人对动物内脏很反感不喜欢吃动物内脏。怎样把这个负需求变为正需求呢?专家做了个实验:他们找来了个家庭主妇将之分为两个小组。专家告诉第一小组的个人运用传统的方式怎样把动物的内脏做成菜怎样做才好吃。而他们则和第二小组的个家庭主妇围坐在一块座谈在聊天中告诉她们动物内脏富含哪些矿物质对人体有哪些好处并赠送了相应的菜谱。一个月后第一小组只有的家庭妇女开始食用动物内脏第二小组有的妇女食用动物内脏。、无需求mdashmdash市场上对某种产品或劳务既无负需求也无正需求只是漠不关心毫无兴趣。通常情况下市场对下列产品无需求:a人们一般认为无价值的废旧物资b人们一般认为有价值但在特定环境下无价值的东西c新产品或消费者平时不熟悉的物品等。营销任务mdashmdash刺激性营销。通过有效的促销手段把产品利益同人们的自然需求及兴趣结合起来设法引起消费者的兴趣刺激需求。、潜在需求:多数消费者对市场上现实不存在的某种产品或劳务的强烈需求。营销任务mdashmdash开发性营销。调查潜在需求提供能满足潜在需求的产品或劳务变潜在需求为现实需求。、下降需求:市场对一个或几个产品的需求呈下降趋势的情况。营销任务mdashmdash恢复性营销。设法使已经冷淡的兴趣得以恢复。恢复性营销实施的前提:处于衰退期的产品或劳务有出现新生命周期的可能性。、不规则需求:在不同时间、不同季节需求量不同需求与供给不同步。营销任务mdashmdash同步性营销。调节需求与供给的矛盾使二者达到同步。、充分需求:当前的需求量在时间上同预期需求已达到一致。营销任务mdashmdash维持性营销。密切注视消费者偏好的变化和竞争状况不断提高产品质量尽可能维持现有需求水平。、过量需求:需求量超过了卖方所能供给或所愿供给的水平。营销任务mdashmdash限制性营销。提高价格、减少服务项目或供给网点、劝导节约等。、有害需求:对社会或购买者的长期利益或短期利益有害的需求。营销任务mdashmdash抵制性营销。采取抵制措施宣传其危害性劝说消费者放弃企业营销管理的类型与任务需求状况营销管理任务营销方式负需求扭转需求扭转性营销无需求激发需求刺激性营销潜在需求实现需求开发性营销下降需求恢复需求恢复性营销不规则需求调节需求同步性营销充分需求维持需求维持性营销过度需求限制需求限制性营销有害需求消减需求抵制性营销ValueProposition(价值主张)Thesetofbenefitsorvaluesacompanypromisestodelivertoconsumerstosatisfytheirneeds(班)(公司承诺交付给消费者并满足消费者需要的一组利益和价值)MarketingManagementPhilosophies(营销管理哲学)ProductionConcept(生产观念)ProductConcept(产品观念)SellingConcept(推销观念)MarketingConcept(市场营销观念)SocietalMarketingConcept(社会营销观念)ProductionConcept(生产观念)Theideathatconsumerwillfavorproductsthatareavailableandhighlyaffordable该观念认为消费者喜欢那些随处能够买得到并且价格便宜的产品。ThecomponyshouldIncreaseproductivity,andimprovetheefficiencyofhealthdistribution企业应该提高生产效率和分销效率。ProductConcept(产品观念)Theideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements该观念认为消费者喜欢那些高质量、多功能、有特色的产品。企业应该集中精力改进产品提供优质的产品。MarketingMyopia(营销近视症)MarketingMyopia(营销近视症)SellerspaymoreattentiontothespecificproductstheyofferthantothebenefitsandexperiencesproducedbytheproductsTheyfocusontheldquoproductsrdquoandlosesightoftheldquoneedsrdquoandldquowantsrdquo只关注产品而忽视顾客的需要和欲望。SellingConcept(推销观念)Theideathatconsumerswillnotbuyenoughofthefirm#sproductsunlessitundertakesalargescalesellingandpromotioneffort该观念认为消费者不会足量的购买一个企业的产品除非扩大销售规模、加大促销努力。Theconceptistypicallypracticedwithunsoughtgoodsthosethatbuyersdonotnormallythinkofbuying该观念比较典型地使用在ldquo费渴求类商品rdquo上即购买者通常不会想到要去购买的商品。MarketingConcept(市场营销观念)ThemarketingmanagementPhilosophiesthatholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo该观念认为实现组织目标的关键在于正确地确定目标市场的需要和欲望并且比竞争对手更好地传递目标市场所期望获得满足的东西。SocietalMarketingConcept(社会营销观念)Aprincipleofenlightenedmarketingthatholdsthatacomponyshouldmakegoodmarketingdecisionsbyconsideringconsumers#wants,thecompany#requirements,consumers#longruninterests,andsociety#longruninterests该观念认为企业要想制定一个成功的营销决策必须要考虑到消费者的需要、企业的需要、消费者的长期利益和社会的长期利益。PreparingmarketingplanandprogramTheMarketingMix(ThePs)(营销组合)Acombinationof:TheproductitselfThepriceoftheproductTheplaceitismadeavailableTheactivitiesthatintroduceittoconsumers(promotion)Adesiredresponsecreatedamongpredefinedconsumers*TheMarketingMix(cont)CustomerRelationshipManagement(顾客关系管理)CustomerRelationshipManagementTheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction通过传递优异的顾客价值并使顾客满意来建立并维护可赢利性顾客关系的全过程。RelationshipBuildingBlocksThekeytobuildinglastingcustomerrelationshipsistocreatesuperiorcustomervalueandsatisfaction建立持久顾客关系的关键在于创造优异的顾客价值并使顾客满意。CustomerPerceivedValue(顾客感知价值)Customerrsquosevaluationofthedifferencebetweenallthebenefitsandallthecostsofamarketingofferrelativetothoseofcompetingoffers与竞争对手相比顾客购买该公司产品所获得的整体顾客价值与所支付的整体顾客成本之间的差额。CustomerSatisfaction(顾客满意)Theextenttowhichaproduct#sperceivedperformancematchesabuyerrsquosexpectations顾客通过对一个产品的可感知的效能与他的期望值相比较后所形成的愉悦或失望的感觉状态。(班)CustomerRelationshipLevelsandTools(顾客关系水平与手段)Componiescanbuildcustomerrelationshipaatmanylevels,dependingonthenatureofthetargetmarke(企业可以根据目标市场的类型建立不同水平的顾客关系)tools:FinancialBenefits(金融利益)SocialBenefits(社会利益)StructuralTies(结构性关系)Focusonprofitablecustomers(致力于可赢利性的顾客)TheChangingNatureofCustomerRelationships(顾客关系特征的变化)RelatingwithMoreCarefullySelectedCustomer(与精心挑选的顾客建立关系)RelatingforLongTerm(建立长期关系)RelatingDirectly(建立直接联系)PartnerRelationshipMarketing(合作伙伴关系营销)Partnersinsidethefirm(公司内部的合作伙伴)Allemployeescustomerfocused(所有以客户为中心的员工)Teamscoordinateeffortstowardcustomers(致力于客户的协作团队)Partnersoutsidethefirm(公司外部的合作伙伴)Supplychainmanagement(供应链管理)Strategicalliances(战略联盟)CapturingValueFromCustomer(从顾客身上获得价值)Creatingcustomerloyaltyandretention(建立并保持顾客忠诚)customerlifetimevalue(顾客终身价值)Thevalueofentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronage(每个顾客在未来可能为企业带来的收益总和。)(班)GrowingShareofCustomer(提高顾客份额)ShareofCustomer(顾客份额)Theportionofthecustomer#spurchasinginitsproductcategoriesthatacompanygets(指一家企业的产品或服务在一个顾客该类产品消费中所占的比重。)Buildingcustomerequity(建立顾客资产)CustomerEquity(顾客资产)Thetotalcombinedcustomerlifetimevaluesofallofthecompany#scustmers(企业所有的顾客为该企业带来的顾客终身价值的总和。)Buildingtherightrelationshipwiththerightcustomers(与正确的顾客建立正确的关系)NewMarketingLandscape(营销新环境)DigitalAge(数字时代)RapidGlobalization(快速全球化)EthicsSocialResponsibility(社会道德与责任)NotforProfitMarketing(非营利组织营销)Reviewing(本章回顾)、Definemarketingandoutlinethestepsinthemarketingprocess(掌握市场营销的概念及市场营销过程的步骤)、Explaintheimportanceofunderstandingcustomersneedsandthemarketplace,andidentifythefivecoremarketplaceconcepts(能够解释了解顾客需要及市场的重要性区别并掌握五组关于市场营销的核心概念)、Identifythekeyelementsofacustomerdrivenmarketingstrategyanddiscussthemarketingmanagementorientationsthatguidemarketingstrategy(识别制定以顾客为导向的营销战略的关键并掌握引导战略制定的营销观念。)Discusscustomerrelationshipmanagementandstrategiesforbuildinglastingcustomerrelationships(掌握建立持久顾客关系的关系管理及策略。)、Describethemajortrendsandforcesthatarechangingthemarketinglandscapeinthisnewageofrelationships(了解在新关系时代影响市场营销环境的主要趋势和力量。)

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