菲利普科特勒的“市场营销”讲义》全.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2020年5月29日星期五,#,10 十一月 2026,菲利普科特勒的“市场营销”讲义全,Chapter 1,Marketingin the Twenty-first Century,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Course Organization,Tasks of Marketing,Major Concepts&Tools of Marketing,Marketplace Orientations,Marketings Responses to New Challenges,Course/Text Organization,Part I-Understanding Marketing Management,Part II-Analyzing Marketing Opportunities,Part III-Developing Marketing Strategies,Part IV-Shaping the Market Offering,Part V-Managing&Delivering Marketing Programs,Defining Marketing,Marketing is a societal process by which individuals and groups obtain what they need and want through creating,offering,and freely exchanging products and services of value with others.,-Philip Kotler(p.7),Simple Marketing System,Industry,(a collection,of sellers),Market,(a collection,of Buyers),Goods/services,Money,Communication,Information,Manufacturer,markets,Services,money,Government,markets,Services,money,Services,Services,money,Taxes,Taxes,goods,Taxes,goods,Taxes,goods,Money,Money,Consumer,markets,Intermediary,markets,Goods,services,Goods,services,Resources,Resources,Resource,markets,Money,Money,Structure of Flows,Core Concepts of Marketing,Product or Offering,Value and Satisfaction,Needs,Wants,and Demands,Exchange and Transactions,Relationships and Networks,Target Markets&Segmentation,Marketing Channels,Supply Chain,Competition,Marketing Environment,The Four Ps,Marketing,Mix,Product,Price,Promotion,Place,The Four Cs,Customer,Solution,Customer,Cost,Communication,Conven-,ience,Production Concept,Product Concept,Selling Concept,Marketing Concept,Consumers prefer products that are,widely available and inexpensive,Consumers favor products that,offer the most quality,performance,or innovative features,Consumers will buy products only if,the company aggressively,promotes/sells these products,Focuses on needs/wants of target,markets&delivering value,better than competitors,Company Orientations Towards the Marketplace,Market,Integrated,marketing,Profits through,customer,satisfaction,Customer,needs,(b)The marketing concept,Factory,Existing,products,Selling and,promotion,Profits through,sales volume,Starting,point,Focus,Means,Ends,(a)The selling concept,Customer Delivered Value,Customers,Front-line people,Middle Management,Top,Management,Traditional Organization Chart,Customer-Oriented Organization Chart,Customers,Front-line people,Middle management,Top,manage-,ment,Customers,Customers,The Societal Marketing Concept,Society,(Human Welfare),Consumers,(Satisfaction),Company,(Profits),Societal,Marketing,Concept,Chapter 2,Building CustomerSatisfactionthrough Quality,Service,and Value,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Define value&satisfaction-understand how to deliver them,The nature of high-performance businesses,How to attract&retain customers,Improving customer profitability,Total quality management,Determinants of Customer Delivered Value,Image value,Personnel value,Services value,Product value,Total,customer,value,Monetary cost,Time cost,Energy cost,Psychic cost,Total,customer,cost,Customer,delivered,value,Satisfaction,is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance(or outcome)in relation to his or her expectations.,Margin,Margin,The Generic Value Chain,Primary Activities,Support,Activities,Procurement,Serv-,ice,Technology Development,Human resource management,Firm infrastructure,Inbound,Logistics,Opera-,tions,Out-,bound,Logistics,Market-,ing,and,sales,Levi Strauss Value-Delivery Network,Competition is between,networks,not companies.,The winner is the company with the better network.,Delivery,Sears,(Retail),Levis,(Apparel),Order,Delivery,Order,Customer,Delivery,Du Pont,(Fibers),Order,Delivery,Order,Milliken,(Fabric),Attracting and Retaining customers,Customer acquisition,Searching and reaching for new suspects;,Filtering for qualified prospects;,Acquire the hot prospects,Small discussion:Why we need customer retention?,Satisfied Customers:,Are loyal longer,Buy more(new products&upgrades),Spread favorable word-of-mouth,Are more brand loyal(less price sensitive),Offer feedback,Reduce transaction costs,Chapter 3,Winning Markets:Market-Oriented Strategic Planning,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Corporate and division strategic planing,Business unit planning,The marketing process,Product level planning,The marketing plan,Market-Oriented Strategic Planning,Objectives,Skills,Resources,Opportunities,Market-Oriented Strategic Planning,Objectives,Skills,Resources,Opportunities,Profit,and,Growth,Strategic-Planning,Implementation,and Control Process,Measuring,results,Diagnosing,results,Taking,corrective,action,Implementation,Planning,Corporate,planning,Division,planning,Business,planning,Product,planning,Organizing,Implementing,Control,Corporate Headquarters Planning,Define the corporate mission,Establish strategic business units(SBUs),Assign resources to SBUs,Plan new business,downsize older businesses,What is our business?,Who is the customer?,What is of value to the customer?,What will our business be?,Defining the companys mission(使命),Good Mission Statements:,Limited number of goals,Stress major policies&values,Define competitive scopes,Company,Product-orientation,Market-orientation,Poppy,We make lipsticks,We sell lifestyle and self-expression;success and status;memories,hops and dreams,Sea World,We run a theme park,We provide fantasies and entertainment,Kmart,We run discount stores,We offer products and services that deliver value to middle-Chinese,Xerox,We make copying,fax and other office machines,We make businesses more productive by helping them scan,store,retrieve,revise,distribute,print and publish documents,Market-orientation business definitions,What is strategic business unit(SBU)?,A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses.,SBU can be a company division,a product line with a division,or sometimes a single product or brand.,Establishing Strategic Business Units,An SBU has three characteristics:,It is a single business or collection of related businesses that can be planned separately from the rest of the company.,It has its own set of competitors,It has a manager who is responsible for strategic planning and profit performance and who controls most of the factors affecting profit,The Boston Consulting Groups Growth-Share Matrix,20%-,18%-,16%-,14%-,12%-,10%-,8%-,6%-,4%-,2%-,0,Market Growth Rate,3,?,Question marks,?,?,?,2,1,Cash cow,6,Dogs,8,7,10 x 4x 2x 1.5x 1x,Relative Market Share,.5x .4x .3x .2x .1x,Stars,5,4,Possible SBU strategies,Build:increase market share(Questions marks),Hold:preserve market share(strong cash cows),Harvest:increase short-term cash flow regardless the long-term effect(weak cash cow,question marks and dogs),Divest:sell or liquidate the business(dogs and questions marks that are acting as a drag on the companys profits.),Planning new business and downsizing older business,Penetration:,more usage,more users,new users,competitors user,New markets,new target user group,additional distribution channel,new locations,Three Intensive Growth Strategies:Ansoffs Product/Market Expansion Grid,4.Diversification,2.Market,development,New,markets,1.Market,penetration,Existing,markets,Existing,products,3.Product,development,New,products,Business strategic-planning process,Business mission-SWOT analysisgoal formulation-strategy formulationprogram formulationimplementation feedback and control,Business Strategic Planning,SWOT Analysis,O:an area of buyer need in which a company can perform profitably,T:a challenge posed by an unfavorable trend or development that would lead,in the absence of defensive marketing action,to deterioration in sales or profit.,The Marketing Plan,Executive Summary&Table of Contents,Current Marketing Situation,Opportunity&Issue Analysis,Objectives,Marketing Strategy,Action Programs,Projected Profit-and-loss,Controls,Chapter 4,Gathering Information andMeasuring Market Demand,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Components of a marketing information system,Criteria of good marketing research,A,marketing information system(MIS),consists of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.,A,marketing intelligence system,is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.,marketing information system,Target markets,marketing channel,competitors,macroenvironmental,forces,Marketing,Environment,Analysis,Planning,Implementation,Organization,Control,Marketing,managers,The marketing information system,Internal records,Marketing intelligence,Information analysis,Marketing research,The marketing research process,Defining the problem and research objectives,Developing the research plan for collecting information,Implementing the research plan-collecting and analyzing the data,Interpreting and reporting the findings,Defining the Problem&Research Objectives,Exploratory,Research,Descriptive,Research,Causal,Research,Test cause-and-effect,relationships.,Tests hypotheses about cause-,and-effect relationships.,Sheds light on problem-,suggest solutions or,new ideas.,Ascertain magnitudes.,Developing the research plan,to outline sources of,secondary data,and spell out,-specific research approaches,-contact methods,-sampling plans,and,-instruments,that researchers will use in gathering,primary data,Research Approaches&Research Instruments,Research approaches（调研方法）:,Observational（观察调查）,focus-group（小组调查）,Survey（问卷调查）,Experimental（实验法）,Research instruments（调研工具）:,Questionnaires（问卷）,Mechanical instruments(click per eye-ball),Sampling plan样品(sample unit单位/size范围/procedure程序),Contact Methods,Good Marketing Research:,Is scientific,Is creative,Uses multiple methods,Realizes the interdependence of models&data,Acknowledges the cost&value of information,Maintains“healthy”skepticism,Is ethical,Defining market demand,Market demand,for a product or service,total volume,bought by defined consumer group,defined geographical area,defined time period,defined marketing environment,defined level and mix of industry marketing efforts,Demand,Market,Demand,Company,Demand,Chapter 5,Scanning theMarketing Environment,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Tracking&Identifying Opportunities in the Macroenvironment,Demographic,Economic,Natural,Technological,Political,&Cultural Developments,Macro environment,The BIG Picture:,Demographic,Economic,Natural,Technological,Political,Cultural,Demographic Environment,Worldwide Population Growth,Population Age Mix,Ethnic Markets,Household Patterns,Educational Groups,Geographical Shifts in Population,Shift from Mass Market to Micromarkets,Economic Environment,Income Distribution,Subsistence economies,Raw-material-exporting economies,Industrializing economies,Industrial economies,Savings,Debt,&,Credit Availability,Natural,Environment,Higher Pollution,Levels,Increased Costs,of Energy,Shortage of,Raw Materials,Changing Role,of Government,Accelerating Pace,of Change,Unlimited Opportunities,for Innovation,Increased,Regulation,Issues in the Technological,Environment,Varying,R&D Budgets,Political-,Legal,Environment,Increased,Legislation,Special-,Interest,Groups,Social/Cultural Environment,Of,Organizations,Of,Nature,Of,Oneself,Of,Society,Of,the Universe,Of,Others,Views,That Express,Values,Social/Cultural Environment,High Persistence ofCore Cultural Values,Existence ofSubcultures,Shifts of Secondary CulturalValues Through Time,Social/Cultural Environment,High Persistence of Core Cultural Values,e.g.“Classic Freedoms”of USA;“harmony-oriented”of Japan;“sharing”concepts of Africa countries,Existence of Sub-cultures,e.g.“Hush Puppies,”“Coke”,”BOBO”,Shift of secondary cultural values over time,Chapter 6,Analyzing ConsumerMarkets andBuying Behavior,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Influences on Buying Behavior,Buyer Decision Making,Model of Buying Behavior,Buyers decision,process,Problem recognition,Information search,Evaluation,Decision,Postpurchase,behavior,Other,stimuli,Economic,Technological,Political,Cultural,Buyers,characteristics,Cultural,Social,Personal,Psychological,Buyers decisions,Product choice,Brand choice,Dealer choice,Purchase timing,Purchase amount,Marketing,stimuli,Product,Price,Place,Promotion,Cultural,Culture,Subculture,Social class,Social,Household type,Reference groups,Roles and status,personal,age and,life-cycle,stage,Occupation,Education,Economic,situation,self-concept,Psychological,Motivation,Perception,Learning,Beliefs and,attitudes,Factors influencing consumer behavior,Culture,Cultural Factors,Subculture,Social Class,Buyer,Social Factors,Reference,Groups,Roles&,Statuses,Family,Reference groups,Membership groups,Indirect,groups,Primary,groups,Secondary,groups,Aspirational groups,Dissociative,groups,Reference groups,back,Opinion leaders,Influences on Consumer Behavior,Personal Influences,Age and Family Life,Cycle Stage,Lifestyle,Occupation&,Economic Circumstances,Personality&,Self-Concept,Psychological Factors,Perception,Learning,Beliefs&,Attitudes,Motivation,Maslows Hierarchyof Needs,Psychological needs,(food,water,shelter),1,Safety needs,(security,protection),2,Social needs,(sense of belonging,love),3,Esteem needs,(self-esteem,recognition),4,Self-,actualization,(self-development,and realization),5,Drive,Cue,Response,Stimuli,Reinforce,Learning,The buying decision process,Buying roles-who,Types of buying decisions,Steps in the buying process,Buying,decision,Decider,Buyer,Influencer,Initiator,User,Consumer,buying roles,Four Types of Buying Behavior,Complex,Buying,Behavior,Dissonance-,Reducing Buying,Behavior,Variety-,Seeking,Behavior,Habitual,Buying,Behavior,Significant,differences,between,brands,Few,differences,between,brands,High,Involvement,Low,Involvement,Consumer BuyingProcess,Problem,recognition,Information,search,Evaluation of,alternatives,Purchase,decision,Postpurchase,behavior,Chapter 7,Analyzing BusinessMarkets&BusinessBuying Behavior,Marketing ManagementTenth EditionPhilip Kotler,Objectives,How Business&Consumer Markets Differ,Organizational Buying Situations,Participants in the Business Buying Process,Major Influences on Organizational Buyers,Business Buyer Decision Making,Institutional&Government Buying,The characteristics of,Business markets,Fewer,buyer,Close supplier-customer relationship,Larger buyer,Geographically concentrated buyer,Derived demand,Inelastic demand,Fluctuating demand,Professional purchasing,Direct purchasing,Reciprocity,Leasing,Participants in the Business Buying Process,Gatekeepers,Initiators,Buyers,Influencers,Deciders,Users,Approvers,Major Influences on Industrial Buying Behavior,Level of,demand,Economic,outlook,Interest rate,Rate of techno-,logi