现代营销概要菲利普科特勒(CoreMarketing)课件.pptx

Core marketing concept marketsExchange,transactions and relationshipsNeeds wants demandsProductsValue satisfaction quality Marketing MarketingRelationship marketing The process of creating,maintaining,and enhancing strong,value-laden relationships with customers and other stakeholders.Customer A customer is the most important person ever in this company-in person or by mail.A customer is not dependent on us,we are dependent on him.A customer is not an interruption of our work,he is the purpose of it.We are not doing a favor by serving him,he is doing us a favor by giving us the opportunity to do so.Customer A customer is not someone to argue or match wits with-nobody ever won an argument with a customer.A customer is a person who brings us his wants-it is our job to handle them profitably to him and to ourselves.Defining the company mission Setting company objectives and goalsDesigningthe business portfolioPlanning,marketing and other functional strategiesBusiness unit,product,and market levelCorporate level-Steps in strategic planning-Steps in strategic planningSource:MarketingSource:MarketingRelative market shareHigh Low High Low Market growth rateStar Question markCash cowDog Stars Stars are high-growth,high-shared business or products.They often need heavy investment to finance their rapid growth.Eventually,their growth will slow down,and they will turn into cash cows.Marketing Marketing Cash cowsCash cows are low-growth,high-share businesses or products.These established and successful SBUs need less investment to hold their market share.Thus,they produce a lot of cash that the company uses to pay its bills and to support other SBUs that need investment.Question marksQuestion marks are low share business units in high-growth markets.They require a lot of cash to hold their share,let alone increase it.Management has to think hard about which question marks it should try to build into stars and which should be phased out.Dogs Dogs are low-growth,low-shared business and products.They may generate enough cash to maintain themselves,but do not promise to be large sources of cash.CompetitorsPublics Marketing channelssuppliers Target consumers PlacePrice ProductPromotionMarketing analysisMarketing planning Marketing implementationMarketing control Demographic-economic environmentTechnological natural environmentSocial cultural environmentPolitical-legal environmentFactors influencing company marketing strategyFactors influencing company marketing strategy Marketing MarketingMarketing segmentationDividing a market into distinct groups of buyers with different needs,characteristics,or behavior who might require separate products or marketing mixes.marketingmarketing Product Product Product variety Product variety Quality Quality Design Design Features Features Brand name Brand name Packaging Packaging Sizes Sizes Services Services Warranties Warranties Returns Returns Price PriceList priceList priceDiscountsDiscountsAllowancesAllowancesPayment periodPayment periodCredit termsCredit terms Place PlaceChannelsChannelsAssortmentsAssortmentsLocationsLocationsInventoryInventoryTransportationTransportationLogisticsLogistics Promotion PromotionAdvertisingAdvertisingPersonal sellingPersonal sellingSales promotionSales promotionPublic relationsPublic relations TARGET TARGET CUSTOMERS CUSTOMERS INTENDED INTENDEDPOSITIONINGPOSITIONINGThe four Ps of the marketing mix Marketing MarketingANALYSISPlanningDevelop strategicplansDeveloping marketingplansImplementationCarry out the plansControlMeasure resultEvaluate resultTake correctiveactionThe relationship between analysis,planing,implementation,and control Marketing MarketingContents of a marketing plan1.Executive summaryPresents a brief overview of the proposed plan for quick management review2.Current marketing situation Presents relevant background data on the market,product competition and distribution.3.Threats and opportunity analysis Identifies the main threats and opportunities that might impact the product.4.Objectives and issues Defines the companys objectives for the product in the areas of sales,market share,and profit,and the issues that will affect these objectives.5.Marketing strategy Presents the broad marketing approach that will be used to achieve the plans objectives.6.Action programs Specifies what will be done,who will do it,when it will be done,and how much it will cost.7.Budgets A projected profit and loss statement that forecasts the expected financial outcomes from the plan.8.ControlsIndicates how the progress of theplan will be monitored.Set goalsWhat do we want to achieve Measure performance what is happening Evaluate performance Why is it happeningTake corrective action What should we do about itMarketing control process Marketing MarketingMarketing intermediariesFirms that help the company to promote,sell,and distribute its goods to final buyers;they include resellers,physical distribution firms,marketing services agencies,and financial intermediaries.Demography The study of human populations in terms of size,density,location,age,gender,race,occupation,and other statistics.MarketingMarketingMarketing managersAnalysisPlanningImplementationOrganizationControlMarketing environmentTargetmarketsMarketingchannelsCompetitorsPublicsMacro-environment forcesInternalrecordsAssessing informationneedsMarketing information systemDeveloping informationMarketingintelligenceDistributing informationInformationanalysisMarketingresearchMarketing decisions and communications Marketing MarketingCulturalculturesubculturesocial classSocialreferencefamilyroles and statusPersonalage and lifecycle stageoccupationeconomic situationlifestylepersonality andself-conceptPsychologicalmotivationperceptionlearningbeliefs andattitudesBuyerFactors influencing consumer behaviorMarketingMarketingCharacteristics of Seven Major American Social ClassesUpper uppersUpper uppers are the social elite who live on inherited wealth and have well-known family backgrounds.They give large sums to charity,run debutante balls,own more than one home,and send their children to the finest schools.They are a market for jewelry,antiques,home,and vacations.They often buy and dress conservatively rather than showing off their wealth.While small in number,upper uppers serves as a reference group for others.Less than 1 percentLower uppersLower uppers have earned high income and wealth through exceptional ability in the profession or business.They usually begin in the middle class.They tend to be active in social and civic affairs and buy for themselves and their children the symbols of status,such as expensive homes,educations,swimming pools,and automobiles.They include the new rich who consume conspicuously to impress those below them.They want to be accepted in the upper-upper stratum,a status more likely to be achieved by their children than themselves.About 2 percentUpper middlesUpper middles possess neither family status nor unusual wealth.They are primarily concerned with“career.”they have attained positions as professionals,independent businesspersons,and corporate managers.They believe in education and want their children to develop professional or administrative skills.They are joiners and highly civic-minded.They are the quality market for good homes,clothes,furniture,and appliances.12 percentMiddle classesThe middle class is made up of average-pay white-and blue-collar workers who live on the better side of town and try to do the proper things.To keep up with the trends,they often buy products that are popular.Most are concerned with fashion,seeking the better brand names.Better living means owning a nice home in a nice neighborhood with good school.They believe in spending more money on worthwhile experiences for their children and aiming them toward a college education.32 percentWorking classesThe working class consists of those who lead a“working class lifestyle,”whatever their income,school background,or job.They depend heavily on relatives for economic and emotional support,for advice on purchases,and for assistance in times of trouble.The working class maintains sharper sex role divisions and stereotyping.38 percentUpper lowersUpper lowers are working(are not on welfare),although their living standard is just above poverty.They perform unskilled work for very poor pay although they strive toward a higher class.Often,upper lowers lack education.Although they fall near the poverty line financially,they manage to“present a picture of self-discipline”and“maintain some effort at cleanliness”.9 percentLower lowersLower lowers are on welfare,visibly poverty stricken,and usually out of work or have“the dirtiest job”.Often,they are not interested in finding a job and are permanently dependent in public aid or charity for income.Their homes,clothes,and possessions are“dirty”,“raggedy,”and“broken-down”.7 percent Self-actualization needs self-development and realization Esteem needs self-esteem,recognition,status Social needssense of belongings,love Safety needs security,protection Physiological needs hunger,thirstMaslows hierarchy needs Marketing MarketingPerception The process by which people select,organize and interpret information to form a meaningful picture of the world.MarketingMarketingStages in the Adoption ProcessAwareness The consumer becomes aware of the new product,but lacks information about it.Interest The consumer seeks information about the new product.Evaluation The consumer considers whether trying the new product makes sense.Trial The consumer tries the new product on a small scale to improve his or her estimate of its value.Adoption The consumer decides to make full,regular use of the new product.131/2%Earlyadopters34%Earlymajority34%Latemajority16%laggards21/2%InnovatorsTime of adoption of innovationsSource:MarketingSource:MarketingEnvironmentallevel of primarydemandeconomic outlookcost of moneysupply conditionsrate of technologicalchangepolitical and regulatorydevelopmentscompetitivedevelopmentsOrganizationalobjectivespoliciesproceduresorganizational structuresystemsInterpersonalauthoritystatusempathypersuasivenessIndividualageeducationjob positionpersonalityrisk attitudesBuyersMajor influences on business buyer behavior Marketing MarketingProcter&Gambles segmentsTide:Is“so powerful,it cleans down to the fiber.”Its the all-purpose family detergent for extra-tough laundry jobs.“tides in,dirts out.”Tide with bleach is“so powerful,it whitens down to the fiber.”48Cheer with Color Guard:Cheer with Color Guard:Gives Gives“outstanding“outstanding cleaning cleaning and and color color protection.protection.So So your your familys familys clothes clothes look look clean,clean,bright,bright,and and more more like like new.”new.”cheer cheer is is also also specially specially formulated formulated for for use use in in hot,hot,warm,warm,or or cold cold water-its water-its“all“all tempera-cheer.”tempera-cheer.”Cheer Cheer freefree is is“dermatologist“dermatologist tested.contains tested.contains no no irritating irritating perfume perfume or or dye.”dye.”Bold:Is the detergent with fabric softener.It“cleans,softens,and controls static.”bold liquid adds“the fresh fabric softener scent.”Gain:Originally P&Gs“enzyme”detergent,was repositioned as the detergent that gives you clean,fresh-smelling clothes-it“freshens like sunshine.”Era:Has“built-in stain removers.”it“gets tough stains out and does a great job on your whole wash too.”Oxydol:Contains bleach.It“makes your white clothes really white and your colored clothes really bright.So dont reach for the bleach-grab a box of OX!”Solo:Contains detergent and fabric softener in liquid form.Its targeted heavily toward the Northeast,a strong liquid detergent market.Dreft:Is also formulated for babys diapers and clothes.It contains borax,“natures natural sweetener”for“a clean you can trust.”Ivory snow:Is“Ninety-nine and forty-four one hundredths percent”its the“mild,gentle soap for diapers and baby clothes.”Ariel:Is a tough cleaner targeted to the Hispanic market.Its also the number one brand in Mexico and P&Gs major brand in Europe.1.Identify bases for1.Identify bases forsegmenting the market.segmenting the market.2.Develop profiles of 2.Develop profiles of resulting segmentsresulting segments3.Develop measures of 3.Develop measures of segment attractivenesssegment attractiveness4.Select the target 4.Select the target segment(s)segment(s)5.Develop positioning for5.Develop positioning foreach target segmenteach target segment6.Develop marketing6.Develop marketingmix for each target segmentmix for each target segmentMarket segmentationMarket segmentationMarket Market positioningpositioningSource:MarketingSource:MarketingMajor Segmentation Variables for Consumer MarketGeographicWorld region or countryNorth America,Western Europe,Middle East,Pacific Rim,China,India,Canada,Mexico.Country regionPacific,Mountain,West North Central,West South Central,East North Central,East South Central,South Atlantic,Middle Atlantic,New England.City or metro sizeUnder 5,000;5,000-20,000;20,000-50,000;50,000-100,000;100,000-250,000;250,000-500,000;500,000-1,000,000;1,000,000-4,000,000;4,000,000 or overDensityUrban,suburban,ruralClimateNorthern,southernDemographicAgeUnder 6,6-11,12-19,20-34,35-49,50-64,65+GenderMale,FemaleFamily size1-2,3-4,5+Family lifestyleYoung,single,young,married,no children,young,married with children;older,married with children;older,married,no children under 18;older,single;otherIncomeUnder$10,000;$10,000-$20,000;$20,000-$30,000;$30,000-$50,000;$50,000-$100,000;$100,000 and overOccupationProfessional and technical;managers,officials,and proprietors;clerical,sales;craftspeople;foremen;operatives;farmers;retired;students;homemakers;unemployedEducationGrade school or less;some high school;high school graduate;some college;college graduateReligionCatholic,Protestant,Jewish,Muslim,Hindu,otherRaceWhite,African American,Asian,HispanicNationalityNorth American,south American,British,French,German,Italian,JapanesePsychographicSocial classLower lowers,upper lower,working class,middle class,upper middles,lower uppers,upper uppersLifestyleAchievers,strivers,strugglersPersonality Compulsive,gregarious,authoritarian,ambitiousBehavioralOccasions Regular occasion,special occasionBenefitsQuality,service,economy,convenience,speedUsers statusNonusers,ex-user,potential users,first-time users,regular usersUsage rateLight users,medium users,heavy usersLoyalty statusNone,medium,strong,absoluteReadiness stageUnawareness,aware,informed,interested,desirous,intending to buyAttitude toward productEnthusiastic,positive,indifferent,negative,hostileProduct differentiationServices differentiationPersonnel differentiationImage differentiationIdentify Possible Competitive Advantages Marketing Marketing CorebenefitorserviceAfter-saleserviceWarrantyDeliveryandcreditInstallationpackagingFeaturesDesignQualitylevelBrand nameAugmented productActual productCore productThree levels of productsSource: