philipkolter市场营销第一章重点解析课件.ppt

1、Marketing in the Twenty-First Century-Philip KotlerI.Brief introduction of marketingII.Core concepts of marketingIII.Marketing EnvironmentA framework of marketing managementMarketing deals with identifying and meeting human and social needs.One of the shortest definitions of marketing is“meeting nee

2、ds profitably.”Defining MarketingTarget Markets and SegmentationSegmenting 市场细分市场细分 Targeting 目标市场选择目标市场选择Positioning 市场定位市场定位Segmenting Market segments can be identified by examining geographic,demographic,psychographic,and behavioral differences among buyers to divide a market into different disti

3、nct market.Targeting After market have been segmented,targeting aims at evaluating and comparing different segments in order to select one of the highest potential.Positioning Positioning means that the company set an distinguished image of their product to customers.Needs,Wants,and DemandsNeeds des

4、cribe basic human requirements such as food,air,water,clothing,and shelter.These needs become wants when they are directed to specific objects that might satisfy the need.Demands are wants for specific products backed by an ability to pay.Product or Offering 产品或供应品产品或供应品 A product is any offering th

5、at can satisfy a need or want,such as one of the 10 basic offerings of goods,services,experiences,events,persons,places,properties,organizations,information,and ideas.1.Exchange and Transactions2.Relationships and Networks3.Marketing Channels4.Supply Chain5.CompetitionExchange is the act of obtainin

6、g a desired product from someone by offering something in return.For exchange potential to exist,five conditions must be satisfied:1.There are at least two parties.2.Each party has something that might be of value to the other party.3.Each party is capable of communication and delivery.4.Each party

7、is free to accept or reject the exchange offer.5.Each party believes it is appropriate or desirable to deal with the other party.Exchange Two-party exchange map showing want lists of both partiesTransactions A transaction involves at least two things of value,agreed-upon conditions,a time of agreeme

8、nt,and a place of agreement.-Monetary transaction -Barter transaction Whereas exchange is the concept of marketing，A transaction is marketings unit of measurement.Relationships and Networks 1.Relationship marketing:aims to build long-term mutually satisfying relations with key parties customers,supp

9、liers,distributorsin order to earn and retain their long-term preference and business.2.Marketing network:consists of the company and its supporting stakeholders(customers,employees,suppliers,distributors,university scientists,and others)with whom it has built mutually profitable business relationsh

10、ips.Marketing Channels Communication channels-deliver messages to and receive messages from target buyers.(newspapers,television,telephone,billboards,posters,fliers,CDs Internet,e-mail,ads )Distribution channels-to display or deliver the physical product or services to the buyer or user(warehouses,t

11、ransportation vehicles,distributors,wholesalers,and retailers.)Selling channels distributors,retailers,banks and insurance companies Supply Chain supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers.The picture of Supp

12、ly ChainConsumerRetailerManufacturerSupplierWholesalerSuppliers supplierInterorganizational coordinationInformation support systemMaking marketing plan base on consumers demandThe promotion process Competitionincludes all of the actual and potential rival offerings and substitutes that a buyer might

13、 consider.Four levels of competition,based on degree of product substitutability:-Brand competition-Industry competition-Form competition-Generic competition Brand competitionA company sees its competitors as other companies that offer similar products and services to the same customers at similar p

14、rices.Beer:?-Nan Chang,Qing Dao,Zhu Jiang Industry competition A company sees its competitors as all companies that make the same product or class of products.Beer:?-All the beers companiesForm competition A company sees its competitors as all companies that manufacture products that supply the same

15、 service Beer:?-All the alcoholic liquor products companiesGeneric competition A company sees its competitors as all companies that compete for the same consumer dollars.Beer:?-Food -DrinkI.Marketing EnvironmentII.Marketing MixIII.Company orientations toward the marketplaceIV.How business and market

16、ing are changing V.Company Responses and AdjustmentsVI.Marketer Responses and AdjustmentsMarketing EnvironmentThe overall marketing environment consists of:task environmentbroad environmentThe task environment includes the immediate actors involved in producing,distributing,and promoting the offerin

17、g.Material suppliers and service suppliers such as marketing research agencies,advertising agencies,banking and insurance companies,are included in the supplier group.The broad environment consists of six components:demographic environment economic environment natural environment technological envir

18、onment political-legal environment social-cultural environmentMarketing Mix(营销组合营销组合)Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.They are four Ps of marketing:product,price,place,and promotion.Marketing MixTarget MarketProduc

19、tProduct varietyQualityDesign FeaturesBrand namePackagingSize ServicesWarrantiesReturnsPriceList priceDiscountsAllowancesPayment periodCredit termsPromotionSales promotionAdvertisingSales forcePublic relationsDirect marketingPlaceChannelsCoverageAssortmentsLocationsInventorytransportRobert Lauterbor

20、n suggested that the sellers four Ps correspond to the customers four Cs Marketing Mix productPricepromotionplaceCustomer solutionCustomer costCommunicationConvenienceWinning companies are those that meet customer needs economically and conveniently and with effective communication.Company orientati

21、ons toward the marketplacethere are five competing concepts under which organizations conduct marketing activities:production concept product concept selling concept marketing concept societal marketing concept.Company orientations towards the marketplaceProduction conceptProduct conceptSelling conc

22、eptMarketing conceptConsumers prefer products that are widely available and inexpensiveConsumers favor products that offer the most quality,performance,or innovative featuresConsumers will buy products only if the company aggressively promotes/sells these productsFocuses on needs/wants of target mar

23、kets&delivering value better than competitorsFactoryExisting productsSelling and promoitionProfits through sells valueStarting pointFocusMeansEnds Selling conceptMarketing conceptThe marketing concept rests on four pillars:target market,customer needs,integrated marketing,and profitability(赢利).marke

24、tCustomer needsIntergrated marketingProfits through customer satisfactionA contrast between the selling and marketing conceptsfocuses on the needs of the sellerFocus on the needs of the buyerpreoccupied with the sellers need to convert his product into cashwith the idea of satisfying the needs of th

25、e customer by means of the product associated with creating,delivering and finally consuming it.sellingmarketingHow business and marketing are changingCustomers increasingly expect higher quality and service and show less brand loyalty.They are showing greater price sensitivity in their search for v

26、alueBrand manufacturers are facing intense competition from domestic and foreign brands,which is resulting in rising promotion costs and shrinking profit margin.Company Responses and Adjustments Alliances:From trying to win alone to forming networks of partner firms.Outsourcing:from making everythin

27、g inside the company to buying more products from outside if they can be obtained cheaper and better.Global and local:From being local to being both global and local.Marketer Responses and Adjustments Customer lifetime value:from making profit on each sale to making profits by managing customer lifetime value.Customer share:From a focus on gaining market share to a focus on building customer share.Individualization:From selling the same offer in the same way to everyone in the target market to individualizing and customizing messages and offerings.