现代营销概要菲利普科特勒(CoreMarketing)课件.pptx
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1、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 cus
2、tomer 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
3、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 goalsDesigningth
4、e 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 St
5、ars 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
6、 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 ho
7、ld 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
8、sources of cash.CompetitorsPublics Marketing channelssuppliers Target consumers PlacePrice ProductPromotionMarketing analysisMarketing planning Marketing implementationMarketing control Demographic-economic environmentTechnological natural environmentSocial cultural environmentPolitical-legal enviro
9、nmentFactors 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.marketin
10、gmarketing 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 period
11、Payment periodCredit termsCredit terms Place PlaceChannelsChannelsAssortmentsAssortmentsLocationsLocationsInventoryInventoryTransportationTransportationLogisticsLogistics Promotion PromotionAdvertisingAdvertisingPersonal sellingPersonal sellingSales promotionSales promotionPublic relationsPublic rel
12、ations TARGET TARGET CUSTOMERS CUSTOMERS INTENDED INTENDEDPOSITIONINGPOSITIONINGThe four Ps of the marketing mix Marketing MarketingANALYSISPlanningDevelop strategicplansDeveloping marketingplansImplementationCarry out the plansControlMeasure resultEvaluate resultTake correctiveactionThe relationshi
13、p 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 dist
14、ribution.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 s
15、trategy 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 f
16、rom 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 int
17、ermediariesFirms 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,occu
18、pation,and other statistics.MarketingMarketingMarketing managersAnalysisPlanningImplementationOrganizationControlMarketing environmentTargetmarketsMarketingchannelsCompetitorsPublicsMacro-environment forcesInternalrecordsAssessing informationneedsMarketing information systemDeveloping informationMar
19、ketingintelligenceDistributing informationInformationanalysisMarketingresearchMarketing decisions and communications Marketing MarketingCulturalculturesubculturesocial classSocialreferencefamilyroles and statusPersonalage and lifecycle stageoccupationeconomic situationlifestylepersonality andself-co
20、nceptPsychologicalmotivationperceptionlearningbeliefs 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 g
21、ive 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 ref
22、erence 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 sym
23、bols 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 percentUp
24、per 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 administra
25、tive 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 kee
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