MarketingManagement第一頁，共一百九十九頁。5/7/2023整體課程安排為何學(xué)習(xí)市場營銷西方理論精華中國特色的營銷案例討論5/7/2023第二頁，共一百九十九頁。一.為何學(xué)習(xí)市場營銷5/7/2023第三頁，共一百九十九頁。二.西方理論精華1彼得·德魯克論管理市場營銷的知識框架營銷理論的發(fā)展?fàn)I銷的幾大觀念營銷領(lǐng)域的拓展5/7/2023第四頁，共一百九十九頁。二.西方理論精華2營銷環(huán)境購買行為市場調(diào)查和預(yù)測市場細(xì)分目標(biāo)市場營銷組合（4PS）跨國營銷服務(wù)營銷5/7/2023第五頁，共一百九十九頁。三.中國特色的營銷企業(yè)家看中國市場環(huán)境跨國公司：中國本土化是勝利之本中國市場環(huán)境的5大特征轉(zhuǎn)型市場營銷的10個奇異點(diǎn)中國轉(zhuǎn)型市場的營銷特征5/7/2023第六頁，共一百九十九頁。北京電信的營銷策略（演示）中國電信的營銷策略（演示）肯德基（KFC）在中國阿吉特公司海爾如何實(shí)現(xiàn)國際化商務(wù)通創(chuàng)造新市場四.案例研討5/7/2023第七頁，共一百九十九頁。一.為何學(xué)習(xí)市場營銷6000萬營銷人員需要培訓(xùn)企業(yè)的50%成本與營銷有關(guān)。找一個好工作25%-30%與營銷有關(guān)3/8的CEOS來自于營銷更易被提升5/7/2023第八頁，共一百九十九頁。2.1.1彼得.德魯克論管理管理象一個交響樂隊(duì)（只有一個指揮）1946年的〈〈企業(yè)概念〉〉的“組織”做正確的事情（而不是將事情做對）管理是藝術(shù)；5/7/2023第九頁，共一百九十九頁。2.1.2彼得.德魯克論管理1954〈〈管理實(shí)踐〉〉（創(chuàng)建管理學(xué)科）管理不僅是企業(yè)管理，最早用于非贏利機(jī)構(gòu)1973年〈〈管理：任務(wù)，責(zé)任，實(shí)踐〉〉承擔(dān)社會責(zé)任---使命，戰(zhàn)略，結(jié)構(gòu)，結(jié)果。人與權(quán)力，價值觀，結(jié)構(gòu)和方式始于價值觀，注重結(jié)構(gòu)與方式，圍繞責(zé)任。突出責(zé)任5/7/2023第十頁，共一百九十九頁。2.2市場營銷的知識框架營銷基本理論目標(biāo)營銷管理

不可控因素

市場研究可控因素

特殊領(lǐng)域營銷5/7/2023第十一頁，共一百九十九頁。MarketingsystemMarketconcept(need,want,demand;customer-orientation)Environment(macro-,micro--)MarketresearchBuyingbehavior(consume,organization--business,government)MarketingresearchMarketsegmentation(targetmarket)Marketingmixture(4ps)Specialmarketing(international,service)5/7/2023第十二頁，共一百九十九頁。2.3.1營銷理論的發(fā)展（幾個有影響的時期）1960年的4PS理論（美國密西根大學(xué)教授J。MECARTRY）PEOPLE，PACKAGING70年代PHILIPKOTLER---PR，POLITICS，戰(zhàn)略計(jì)劃過程中的PROBING（研究），PARTITIONING（劃分），PRIORITIZING（優(yōu)先），POSITIONING（定位）5/7/2023第十三頁，共一百九十九頁。2.3.2營銷理論的發(fā)展（幾個有影響的時期）1969年的定位—創(chuàng)造新的差異贏取市場70年代的社會營銷觀念—社會責(zé)任和新價值觀。90年代整合營銷傳播（IMC）（integratedmarketingcommunications）90年代末----互聯(lián)網(wǎng)營銷5/7/2023第十四頁，共一百九十九頁。2.4.1營銷的幾大核心概念需要，欲望，需求產(chǎn)品價值,滿意和質(zhì)量市場5/7/2023第十五頁，共一百九十九頁。DemandDemands=wants+buyingpower5/7/2023第十六頁，共一百九十九頁。Satisfaction….isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.5/7/2023第十七頁，共一百九十九頁。SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Aremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncostsSpreadfavorableword-of-mouth(VirualMktg)5/7/2023第十八頁，共一百九十九頁。VsDissatisfiedCustomers?##/\5/7/2023第十九頁，共一百九十九頁。Idon’tcare無所謂Interesting原來如此Deal成交Makeyourcustomerbecomeyoursalesman讓客戶成為你的銷售員

That’sverygood真是不錯公司產(chǎn)品及服務(wù)客戶的需要及喜好5/7/2023第二十頁，共一百九十九頁。-Kotler5/7/2023第二十一頁，共一百九十九頁。與客戶的關(guān)系2/3的客戶離開某供應(yīng)商是因?yàn)榭蛻絷P(guān)懷不夠. -Xerox

Research93%的CEO認(rèn)為客戶管理是企業(yè)成功和更富競爭力的最重要的因素. -YankeeGroup客戶滿意度如果有了5%的提高,企業(yè)的利潤將加倍! -世界經(jīng)紀(jì)人文摘網(wǎng)站一個非常滿意的客戶的購買意愿將六倍于一個滿意的客戶!

-HarvardBusinessReview5/7/2023第二十二頁，共一百九十九頁。1.Acustomeristhemostimportantpersonever……

生活中最重要的人…...WhatisaCustomer?2.Acustomerisnotdependentonus..wearedependentonhim.

客戶不依賴我們….我們依賴他3.Acustomerisnotaninterruptionofourwork…....heisthepurposeofit.客人并沒有打斷我們的工作……...他是工作的意義5.Acustomerisnotsomeonetoargueormatchwitswith.Nobodyeverwonanargumentwithacustomer.

不可與客人爭辨,沒人能戰(zhàn)勝客戶6.Acustomerisapersonwhobringsushiswants.Itisourjobtohandlethemprofitablytohim&toourselves.

客戶讓我們了解他的需要,我們的工作是在盈利情況下滿足他的需要-PhilipKotler客人是什么?4.Wearenotdoingafavorbyservinghim….heisdoingusafavorbygivingustheopportunitytodoso.

服務(wù)客戶并非替他行方便…...相反的是客戶給我們恩惠讓我們替他服務(wù)5/7/2023第二十三頁，共一百九十九頁。市務(wù)經(jīng)理的職能:不斷帶領(lǐng)公司往取悅客戶的方向走取悅客戶是在市場里成功的關(guān)鍵!市務(wù)人員的角色5/7/2023第二十四頁，共一百九十九頁。2.4.2營銷管理理念生產(chǎn)觀念(改進(jìn)生產(chǎn))產(chǎn)品觀念（好的產(chǎn)品）銷售觀念（銷售）營銷觀念（客戶）社會營銷/關(guān)系營銷（長期關(guān)系）5/7/2023第二十五頁，共一百九十九頁。2.5營銷領(lǐng)域的拓展非贏利組織(舉例)非傳統(tǒng)營銷(舉例)個人地方事業(yè)事件組織5/7/2023第二十六頁，共一百九十九頁。MarketingManagement5/7/2023第二十七頁，共一百九十九頁。MarketingManagement第二十八頁，共一百九十九頁。5/7/2023Outlinedefinitionofmarketingunderlyingconceptsmarketplaceorientationsroleofthemarketingintheorganisationcustomersatisfaction5/7/2023第二十九頁，共一百九十九頁。DefiningMarketing

Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers. -Kotler(2000p.7)5/7/2023第三十頁，共一百九十九頁。Underlyingconceptsneeds,wantsanddemandstargetmarketsandsegmentationproductorofferingvalueandsatisfactionexchangeandtransactionsrelationshipsandnetworkschannelscompetiitonenvironment5/7/2023第三十一頁，共一百九十九頁。SimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformation5/7/2023第三十二頁，共一百九十九頁。TheFourPsMarketingMixProductPricePromotionPlaceTheFourCsCustomerSolutionCustomerCostCommunicationConven-ience5/7/2023第三十三頁，共一百九十九頁。MarketplaceorientationsProduction-produceascheaplyaspossibleProduct-thebettermousetrapSelling-footinthedoorMarketing-whatdoconsumerswantSocietalmarketing5/7/2023第三十四頁，共一百九十九頁。EvolvingViewsofMarketing’sRolea.MarketingasanequalfunctionFinanceProductionMarketingHumanresourcesb.MarketingasamoreimportantfunctionFinanceHumanresourcesMarketingProduction5/7/2023第三十五頁，共一百九十九頁。EvolvingViewsofMarketing’sRolec.MarketingasthemajorfunctionMarketingFinanceHumanresourcesProductiond.ThecustomerasthecontrollingfactorCustomerHumanresourcesFinanceProductionMarketing5/7/2023第三十六頁，共一百九十九頁。EvolvingViewsofMarketing’sRolee.ThecustomerasthecontrollingfunctionandmarketingastheintegrativefunctionCustomerMarketingProductionHumanresourcesFinance5/7/2023第三十七頁，共一百九十九頁。DeterminantsofCustomerDeliveredValueImagevaluePersonnelvalueServicesvalueProductvalueTotalcustomervalueMonetarycostTimecostEnergycostPsychiccostTotalcustomercostCustomerdeliveredvalue5/7/2023第三十八頁，共一百九十九頁。Satisfaction….isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.5/7/2023第三十九頁，共一百九十九頁。SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Spreadfavorableword-of-mouthAremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncosts5/7/2023第四十頁，共一百九十九頁。Insummary...definitionofmarketingunderlyingconceptsmarketplaceorientationsroleofthemarketingintheorganisationcustomersatisfaction5/7/2023第四十一頁，共一百九十九頁。5/7/2023第四十二頁，共一百九十九頁。MarketingManagementTopic2UnderstandingtheMarketingEnvironment第四十三頁，共一百九十九頁。5/7/2023OutlineMacroenvironmentaltrendsdemographiceconomicnaturaltechnologicalpolitical-legalsocial-cultural5/7/2023第四十四頁，共一百九十九頁。EnvironmentalforcesMicroenvironmentwithinthecontrolofthecompany-generallyinternalsuchasstrategies,structuresandorganisationalcultureMacroenvironmentexternalandoutsidethecompany5/7/2023第四十五頁，共一百九十九頁。MacroenvironmentalForcesWorldtradeenablersAsianeconomicpowerRiseoftradeblocsInternationalmonetarycrisesUseofbarter&countertradeMovetowardsmarketeconomies“Global”lifestyles5/7/2023第四十六頁，共一百九十九頁。MacroenvironmentalForcesOpeningof“new”marketsEmergingtransnationalfirmsCross-borderstrategicalliancesRegionalethnic&religiousconflictGlobalbranding5/7/2023第四十七頁，共一百九十九頁。Demographicenvironmentworldwidepopulationgrowthagemixethnicmarketseducationhouseholdpatternsgeographicshiftsmassmarketstomicromarkets5/7/2023第四十八頁，共一百九十九頁。Economicenvironmentincomedistributionsubsistencerawmaterialexportingindustrializingindustrialsavings,debtandcreditavailability5/7/2023第四十九頁，共一百九十九頁。Naturalenvironmentchangingroleofgovernmenthigherpollutionlevelsshortageofrawmaterialsincreasedcostsofenergy5/7/2023第五十頁，共一百九十九頁。TechnologicalenvironmentacceleratingpaceofchangeopportunitiesforinnovationincreasedregulationvaryingR&Dbudgets5/7/2023第五十一頁，共一百九十九頁。Politicallegalenvironmentincreasedlegislationspecialinterestgroupstradingblocks(WTO)5/7/2023第五十二頁，共一百九十九頁。Social/CulturalEnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOftheUniverseOfOthersViewsThatExpressValues5/7/2023第五十三頁，共一百九十九頁。Social/CulturalEnvironmentHighPersistenceofExistenceofShiftsofSecondaryCultural5/7/2023第五十四頁，共一百九十九頁。Insummary...Marketersneedtotracking&identifyingopportunitiesinthemacroenvironmentdemographic,economic,natural,technological,political,&cultural.5/7/2023第五十五頁，共一百九十九頁。5/7/2023第五十六頁，共一百九十九頁。MarketingManagementTopic3UnderstandingBuyerBehaviour第五十七頁，共一百九十九頁。5/7/2023OutlineConsumerbuyingbehaviourfactorsinfluencingbuyerbehaviourbuyingrolesstagesinthedecisionprocesstypesofdecisionsOrganisationalbuyingbehaviourbusinessversesconsumermarketsparticipantsinorganisationalbuying5/7/2023第五十八頁，共一百九十九頁。ConsumerBuyingBehaviourThebehaviourthatconsumersdisplayin:seekingpurchasingusingevaluatingdisposingofproductsandservicestheyexpectwillsatisfytheirneedsSource:Schiffmanetal(1996)

5/7/2023第五十九頁，共一百九十九頁。ModelofBuyingBehaviorBuyer’sdecisionprocessProblemrecognitionInformationsearchEvaluationDecisionPostpurchasebehaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’sdecisionsProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountMarketingstimuliProductPricePlacePromotion5/7/2023第六十頁，共一百九十九頁。FactorsinfluencingbuyerbehaviourculturalsocialpersonalPsychological（心理上的）5/7/2023第六十一頁，共一百九十九頁。Culturalfactorsculturefundamentaltobuyingbehavioursubculturegeographic,religious,racialsocialclassincome,occupation,education5/7/2023第六十二頁，共一百九十九頁。SocialfactorsreferencegroupsmembershipaspirationalDisassociate（分離）familyorientation/procreation(生殖)socialrolesandstatus（地位）5/7/2023第六十三頁，共一百九十九頁。Personalfactorsageandstage（階段）inthelifecycleoccupationandeconomiccircumstancesLifestylepersonalityselfconcept5/7/2023第六十四頁，共一百九十九頁。PsychologicalfactorsMotivation（動機(jī)）Perception（感受）learningBeliefs（信仰）andattitudes（態(tài)度）5/7/2023第六十五頁，共一百九十九頁。BuyingrolesInitiator（發(fā)起人）influencerdeciderbuyeruser5/7/2023第六十六頁，共一百九十九頁。StagesofthedecisionprocessproblemrecognitioninformationsearchAl‘ternativeevaluationchoicepostpurchaseevaluation5/7/2023第六十七頁，共一百九十九頁。Typesofdecisionsrou’tine(habitualbuying)limitedproblemsolving(dissonance不和諧reducing)highinvolvement(complex)5/7/2023第六十八頁，共一百九十九頁。OrganisationalbuyingbehaviourBusinessversesconsumermarketsfewerbuyerslargerbuyerscloserrelationshipsgeographicallyconcentratedprofessionalpurchasing5/7/2023第六十九頁，共一百九十九頁。Factorsinfluencingenvironmentalorganisationalinterpersonalindividual5/7/2023第七十頁，共一百九十九頁。BuyingProcessProblemrecognitionInformationsearchEvaluationofsuppliersSelectionofsupplier-bid/nobidPurchaseUsePostpurchaseevaluation5/7/2023第七十一頁，共一百九十九頁。TypesofbuyingdecisionsRe-buyModifiedre-buyNewtask5/7/2023第七十二頁，共一百九十九頁。Insummary...buyingbehaviour(bothbusinessandconsumer)influencedbymanyfactorstypesofdecisionsrolesprocesses5/7/2023第七十三頁，共一百九十九頁。5/7/2023第七十四頁，共一百九十九頁。MarketingManagementTopic4MarketingResearch第七十五頁，共一百九十九頁。5/7/2023OutlineMarketingInformationSystems(MIS)WhatisMarketingResearch?MarketingResearchasaBusinessToolTheResearchProcessBarrierstouseofmarketingresearchEthics5/7/2023第七十六頁，共一百九十九頁。DefinitionsAmarketinginformationsystem(MIS)consistsofpeople,equipmentandprocedurestogather,sort,analyseandevaluate...timelyandaccurateinformationtodecisionmakers(Kotler2000)Marketingresearch...systematicdesign,collection,analysisandreportingoffindingsrelevanttoaspecificproblem(Kotler2000)5/7/2023第七十七頁，共一百九十九頁。Marketinginformationsystemsinternalrecordsmarketingintelligencemarketingresearch5/7/2023第七十八頁，共一百九十九頁。MarketingResearchasaBusinessToolresearchonlyatoolthatcanbeusedtomakemoreinformeddecisionsresearchwillnotmakethedecisionreducesbutdoesnoteliminateuncertaintypossibleapplicationsentiremarketingmanagementprocess5/7/2023第七十九頁，共一百九十九頁。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十頁，共一百九十九頁。ProblemdefinitionProblemdefinitionprocessManagementproblemResearchproblemResearchobjectivesestimatevalueofinformation5/7/2023第八十一頁，共一百九十九頁。Marketing

information

systemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreport

writingTheMarketingResearchProcess5/7/2023第八十二頁，共一百九十九頁。Researchdesignsplanbywhichinformationisgatheredtomeetobjectivesprimaryvssecondarydataqualitativedatavsquantitativedata3basicdesignsexploratorydescriptivecausal5/7/2023第八十三頁，共一百九十九頁。ResearchdesignsExploratorynewproductdevelopmentcreativedevelopmentdiagnosingproblemsDescriptivequestionnairesdescribingattitudes/profilesCausal(experiments)testmarkets5/7/2023第八十四頁，共一百九十九頁。ResearchdesignsQuestionnairesmustbebasedonresearchobjectivesdatamustbeinsuitableformforanalysisContactmethodsmailtelephonepersonalonline5/7/2023第八十五頁，共一百九十九頁。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十六頁，共一百九十九頁。SamplingDefinepopulationSampleframe(howtogettopopulation)SamplingmethodprobabilitynonprobabilitySamplesizeDrawthesample5/7/2023第八十七頁，共一百九十九頁。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十八頁，共一百九十九頁。DataanalysisTurnsrawdataintoinformationBasedonresearchobjectives(notquestionbyquestion)5/7/2023第八十九頁，共一百九十九頁。MarketinginformationsystemProblemdefinitionResearchdesigndeskvsfieldqualvsquantSamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第九十頁，共一百九十九頁。Barrierstouseofmarketingresearchnarrowconceptionofmarketingresearchunevencalibreofresearcherslateand/orerroneousfindingspersonalityandpresentationaldifferences5/7/2023第九十一頁，共一百九十九頁。EthicsMarketingResearchSocietyofAustraliaCodeofProfessionalBehaviourRemember3partiesinvolvedinethicsrespondentsresearchersclients5/7/2023第九十二頁，共一百九十九頁。5/7/2023第九十三頁，共一百九十九頁。MarketingManagementTopic5MarketingPlanning第九十四頁，共一百九十九頁。5/7/2023Outlinecorporatestrategicplanningthestrategicmarketingplanningprocessanalyticaltoolsthemarketingplanidentifyingmarketsegmentschoosingtargetmarkets5/7/2023第九十五頁，共一百九十九頁。CorporatePlanningDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)AssignresourcestoSBUsPlannewbusiness,downsizeolderbusinesses5/7/2023第九十六頁，共一百九十九頁。Strategic-Planning,Implementation,andControlProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionImplementationPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingControl5/7/2023第九十七頁，共一百九十九頁。Missionstatementslimitednumberofgoalsstressmajorpoliciesandvaluesdefinecompetitivescopes5/7/2023第九十八頁，共一百九十九頁。TheBostonConsultingGroup’sGrowth-ShareMatrix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate3?Questionmarks???21Cashcow6Dogs8710x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xStars545/7/2023第九十九頁，共一百九十九頁。MarketAttractiveness:Competitive-PositionPortfolioClassificationMARKETATTRACTIVENESS5.003.672.331.00LowMediumHighReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrongMediumWeakBUSINESSSTRENGTH1.002.333.675.00Invest/growSelectivity/earningsHarvest/divest5/7/2023第一百頁，共一百九十九頁。Sales1050Time(years)TheStrategic-PlanningGapDesiredsalesIntegrativegrowthIntensivegrowthCurrentportfolioStrategic-planninggapDiversification

growth5/7/2023第一百零一頁，共一百九十九頁。ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid4.Diversification2.Market developmentNewmarkets1.Market penetrationExistingmarketsExistingproducts3.Product developmentNewproducts5/7/2023第一百零二頁，共一百九十九頁。1423HighLowHighLowAttractivenessSuccessProbabilityOpportunitiesOpportunityMatrix1. Companydevelopsamorepowerfullightingsystem2. Companydevelopsadeviceformeasuringtheenergyefficiencyofanylightingsystem3. Companydevelopsadeviceformeasuringilluminationlevel4. CompanydevelopsasoftwareprogramtoteachlightingfundamentalstoTVstudiopersonnel5/7/2023第一百零三頁，共一百九十九頁。ThreatMatrix1. Competitordevelopsasuperiorlightingsystem2. Majorprolongedeconomicdepression3. Highercosts4. LegislationtoreducenumberofTVstudiolicenses1423HighLowHighLowSeriousnessProbabilityofOccurrenceThreats5/7/2023第一百零四頁，共一百九十九頁。TheMcKinsey7-SFrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystems5/7/2023第一百零五頁，共一百九十九頁。SelltheproductTheValue-DeliveryProcessMaketheproductProcureDesignproductMakePriceSellAdvertise/promoteDistributeServiceChoosetheValueProvidetheValueCommunicatetheValue(a)Traditionalphysicalprocesssequence(b)Valuecreation&deliverysequenceStrategicmarketingTacticalmarketing5/7/2023第一百零六頁，共一百九十九頁。Themarketingplanexecutivesummary&tableofcontentscurrentmarketingsituationopportunityandissueanalysisobjectivesmarketingstrategyactionprogrammesfinancialanalysiscontrols5/7/2023第一百零七頁，共一百九十九頁。StepsinMarketSegmentation,Targeting,andPositioning1. Identifysegmentationvariablesandsegmentthemarket2. DevelopprofilesofresultingsegmentsMarketSegmentation3.Evaluateattractivenessofeachsegment4.Selectthetargetsegment(s)MarketTargeting5.Identifypossiblepositioningconceptsforeachtargetsegment6.Select,develop,andcommunicatethechosenpositioningconceptMarketPositioning5/7/2023第一百零八頁，共一百九十九頁。BasesforsegmentingconsumermarketsGeographicregion,city,climateDemographicagegender,familysizePyschographiclifestyleorpersonalityBehaviouraloccasions,benefits,usesorattitudes5/7/2023第一百零九頁，共一百九十九頁。BasesforSegmentingBusinessMarketsDemographicOperatingvariablesPurchasingapproachesSituationalfactorsPersonalcharacteristics5/7/2023第一百一十頁，共一百九十九頁。MeasurableAccessibleSubstantialDifferentialSegmentsmustbelargeorprofitableenoughtoserve.Segmentscanbeeffectivelyreachedandserved.ActionableSize,purchasingpower,profilesofsegmentscanbemeasured.Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.Mustbeabletoattractandservethesegments.EffectiveSegmentation5/7/2023第一百一十一頁，共一百九十九頁。Insummary...StrategicplanningisthefundamentalbasisformarketingdecisionsSTP-segment,target,position5/7/2023第一百一十二頁，共一百九十九頁。5/7/2023第一百一十三頁，共一百九十九頁。MarketingManagementTopic6ManagingtheMarketingMix:ProductsandServices第一百一十四頁，共一百九十九頁。5/7/2023OutlineProductcharacteristicsBrandingPackaging&labelingNewproductdevelopmentServices5/7/2023第一百一十五頁，共一百九十九頁。FiveProductLevelsPotentialproductAugmentedproductExpectedproductBasicproductCorebenefit5/7/2023第一百一十六頁，共一百九十九頁。Typesofconsumer-goodsConvenienceproductsboughtfrequentlyandimmediatelyShoppingproductsbuylessfrequently,moreeffortSpecialtyproductsspecialpurchaseeffortsUnsoughtgoodsnewordon’twanttothinkaboutit5/7/2023第一百一十七頁，共一百九十九頁。ProductmixWidthnumberofdifferentproductlinesLengthtotalnumberofitemswithinthelineDepthnumberofversionsofeachproduct5/7/2023第一百一十八頁，共一百九十九頁。BrandSomethingthatidentifiesaproductasbeingdifferenttootherproducts/belongingtoaspecificcompanynamesymboldesign5/7/2023第一百一十九頁，共一百九十九頁。AnOverviewof

BrandingDecisionsBrandingDecisionBrandNobrandBrand-SponsorDecisionManu- facturer brandDistribu-tor (private) brandLicensed brandBrand-NameDecisionIndividual brand namesBlanket family nameSeparate family namesCompany- individual namesBrand-RepositioningDecisionReposi- tioningNo reposi- tioningBrand-StrategyDecisionLine extensionBrand extensionMulti- brandsNew brandsCobrands5/7/2023第一百二十頁，共一百九十九頁。BrandStrategiesBrandExtensionNewBrand

NameProductCategoryLineExtensionExistingExistingMultibrandsNewNewBrands5/7/2023第一百二十一頁，共一百九十九頁。Brandnamesdistinctivesuggestproductqualitiessuggestproductbenefitseasytopronounce,recognize,remembersuitableininternationalmarkets5/7/2023第一百二十二頁，共一百九十九頁。PackagingasamarketingtoolSelf-serviceConsumeraffluenceCompany&brandimageOpportunityforinnovation5/7/2023第一百二十三頁，共一百九十九頁。NewProductsReasonsforfailure“Overchampioning”O(jiān)verestimateddemandPoordesignPoormarketingexecutionHighdevelopmentcostsStrongcompetitivereaction5/7/2023第一百二十四頁，共一百九十九頁。ChallengesinNPDIdeashortageFragmentedmarketsSocial&governmentalconstraintsCostCapitalshortageNeedforspeedShorterproductlifecycles5/7/2023第一百二十五頁，共一百九十九頁。NewProductDevelopment

ProcessIdeaGenerationConceptDevelopmentandTestingMarketingStrategyDevelopmentIdeaScreeningBusinessAnalysisProductDevelopmentMarketTestingCommercialization5/7/2023第一百二十六頁，共一百九十九頁。21/2%Innovators131/2%Earlyadopters34%Earlymajority34%Latemajority16%LaggardsTimeofadoptioninnovationsAdopterCategorizationoftheBasisofRelativeTimeofAdoptionofInnovations5/7/2023第一百二十七頁，共一百九十九頁。CharacteristicsoftheRateofAdoptionRelativeadvantageCompatibilityComplexityDivisibilityCommunicability5/7/2023第一百二十八頁，共一百九十九頁。PureServiceServicesTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleGood5/7/2023第一百二十九頁，共一百九十九頁。CharacteristicsofservicesIntangibilitycannotbeseen,felt,tasted,touchedbeforepurchaseInseparabilitycannotbeseparatedfromtheirproviders,forexample,hairdresser5/7/2023第一百三十頁，共一百九十九頁。CharacteristicsofservicesVariabilityqualityofservicecanvaryateachofferPerishabilitycannotbestoredforlateruse5/7/2023第一百三十一頁，共一百九十九頁。OvercomingservicechallengesIntangibilityusecuestomaketangibleInseparabilitynotalwayspossible-usetechnologyVariabilitystandardisation/trainingPerishabilitymatchsupplyanddemand5/7/2023第一百三十二頁，共一百九十九頁。DeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangibles5/7/2023第一百三十三頁，共一百九十九頁。Insummary...ProductcharacteristicsBrandingPackaging&labelingNewproductdevelopmentServices5/7/2023第一百三十四頁，共一百九十九頁。5/7/2023第一百三十五頁，共一百九十九頁。MarketingManagementTopic7PricingandChannels第一百三十六頁，共一百九十九頁。5/7/2023OutlinePriceSettingthepricePricingmethodsMarketingChannelsDesigndecisionsManagementdecisionsDynamics5/7/2023第一百三十七頁，共一百九十九頁。PriceHigh

Medium

LowHighLowProductQualityMedPremiumValue

MediumValueEconomyOverchargingRip-OffFalseEconomyHighValueSuperValueGood-ValuePrice-QualityStrategies5/7/2023第一百三十八頁，共一百九十九頁。SettingpricingpolicySelectthepricingobjectivedeterminedemandestimatecostsanalysecompetitorsselectapricingmethodselectfinalprice5/7/2023第一百三十九頁，共一百九十九頁。TypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.Rawmaterials5/7/2023第一百四十頁，共一百九十九頁。TheThreeC’sModel

forPriceSettingCostsCompetitors’pricesandpricesofsubstitutesCustomers’assessmentofuniqueproductfeaturesLowPriceNopossibleprofitatthispriceHighPriceNopossibledemandatthisprice5/7/2023第一百四十一頁，共一百九十九頁。PricingMethodsMarkuppricingTargetreturnpricingPerceivedvaluepricingValuepricingGoing-ratepricingSealed-bidpricing5/7/2023第一百四十二頁，共一百九十九頁。PromotionalPricingLoss-leaderpricingSpecial-eventpricingCashrebatesLow-interestfinancingLongerpaymenttermsWarranties&servicecontractsPsychologicaldiscounting5/7/2023第一百四十三頁，共一百九十九頁。Discriminatorypricingcustomersegmentproductformlocationtime5/7/2023第一百四十四頁，共一百九十九頁。HowaDistributorReducesthe

NumberofChannelTransactions=Customer=ManufacturerA.NumberofcontactswithoutadistributorMxC=3X3=91324567895/7/2023第一百四十五頁，共一百九十九頁。HowaDistributorReducesthe

NumberofChannelTransactions=Distributor=Customer=ManufacturerB.NumberofcontactswithadistributorMxC=3+3=6Store1234565/7/2023第一百四十六頁，共一百九十九頁。Distributionchannelfunctionsrisktakingphysicaldistributionpaymentstransferinformationcommunicationnegotiationorderingfinancing5/7/2023第一百四十七頁，共一百九十九頁。WholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-levelchannelWholesalerRetailerConsumerMfg2-levelchannelMfg3-levelchannel1-levelchannelManufacturerConsumerMarketingChannels5/7/2023第一百四十八頁，共一百九十九頁。Customers’DesiredServiceLevelsLotsizeWaitingtimeSpatialconvenienceProductvarietyServicebackup5/7/2023第一百四十九頁，共一百九十九頁。Channelmanagementdecisionsselectingtrainingmotivatingevaluatingfeedback5/7/2023第一百五十頁，共一百九十九頁。CorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembersTypesofVerticalMarketingSystems5/7/2023第一百五十一頁，共一百九十九頁。ConventionalDistributionChannelvs.VerticalMarketingSystemsVerticalmarketingchannelManufacturerRetailerConventionalmarketingchannelConsumerManufacturerConsumerRetailerWholesalerWholesaler5/7/2023第一百五十二頁，共一百九十九頁。CausesofChannelConflictIncompatibilityDifferenceinperceptionDependence5/7/2023第一百五十三頁，共一百九十九頁。Legal&EthicalIssuesinChannelRelationsExclusivedealingExclusiveterritoriesTyingagreementsDealers’rights5/7/2023第一百五十四頁，共一百九十九頁。Insummary...PriceSettingth