第1章变化中的市场营销.doc

第1章 变化中的市场营销一、阅读案例，感受营销，并以小组为单位讨论文中的营销现象。二、什么是市场营销？引导学生发言说说自己身边的营销现象，并述说刚才讨论的结果。The Scope of MarketingMarketing people are involved in marketing 10 types of entities: goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.Goods. Physical goods constitute the bulk of most countries production and marketing effort. The United States produces and markets billions of physical goods, from eggs to steel to hair dryers. In developing nations, goodsparticularly food, commodities, clothing, and housingare the mainstay of the economy.Services. As economies advance, a growing proportion of their activities are focused on the production of services. The U.S. economy today consists of a 7030 services-to-goods mix. Services include airlines, hotels, and maintenance and repair people, as well as professionals such as accountants, lawyers, engineers, and doctors. Many market offerings consist of a variable mix of goods and services.Experiences. By orchestrating several services and goods, one can create, stage, and market experiences. Walt Disney Worlds Magic Kingdom is an experience; so is the Hard Rock Cafe.Events. Marketers promote time-based events, such as the Olympics, trade shows, sports events, and artistic performances.Persons. Celebrity marketing has become a major business. Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and other professionals draw help from celebrity marketers. Places. Cities, states, regions, and nations compete to attract tourists, factories, company headquarters, and new residents. Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies.Properties. Properties are intangible rights of ownership of either real property (real estate) or financial property (stocks and bonds). Properties are bought and sold, and this occasions a marketing effort by real estate agents (for real estate) and investment companies and banks (for securities).Organizations. Organizations actively work to build a strong, favorable image in the mind of their publics. Philips, the Dutch electronics company, advertises with the tag line, “Lets Make Things Better.” The Body Shop and Ben & Jerrys also gain attention by promoting social causes. Universities, museums, and performing arts organizations boost their public images to compete more successfully for audiences and funds.Information. The production, packaging, and distribution of information is one of societys major industries. Among the marketers of information are schools and universities; publishers of encyclopedias, nonfiction books, and specialized magazines; makers of CDs; and Internet Web sites.Ideas. Every market offering has a basic idea at its core. In essence, products and services are platforms for delivering some idea or benefit to satisfy a core need.1、市场营销的定义：Defining MarketingWe can distinguish between a social and a managerial definition for marketing. According to a social definition, marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others.营销的社会的定义：营销是个人和群体通过创造、提供和自由地与他人交换有价值的产品和服务，借以满足他们所需和所欲的社会过程。As a managerial definition, marketing has often been described as “the art of selling products.” But Peter Drucker, a leading management theorist, says that “the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.”营销的管理定义：营销经常被说成“卖产品的艺术。”但是管理理论家领袖彼得德鲁克说“营销的目的是使剩余产品能卖出。营销的目的是很好的了解和理解顾客，使产品和服务能适合他们故能自动卖出。理想状态是，营销应该使顾客准备去买。”The American Marketing Association offers this managerial definition: Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.美国营销协会市场营销的管理定义：市场营销（管理）是设计和执行思想、产品和服务的概念、定价、推广和分销以产生交换，来满足个人和组织目标的过程。2、市场营销的重要概念（1）Needs, Wants, and Demands 需要、欲望和需求The successful marketer will try to understand the target markets needs, wants, and demands. Needs describe basic human requirements such as food, air, water, clothing, and shelter. People also have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need. Clearly, wants are shaped by ones society.成功的营销者会努力理解目标市场的需要、欲望和需求。需要描述人类基本必备的条件例如食物、空气、水、衣服和遮风挡雨。人类也有强烈的对休闲、教育和娱乐的需要。当需要被导向可能满足它的特定的目标时，需要变成了欲望。Demands are wants for specific products backed by an ability to pay. Many people want a Mercedes; only a few are able and willing to buy one. Companies must measure not only how many people want their product, but also how many would actually be willing and able to buy it. However, marketers do not create needs: Needs preexist marketers. Marketers, along with other societal influences, influence wants. Marketers might promote the idea that a Mercedes would satisfy a persons need for social status. They do not, however, create the need for social status.需求是支付能力支持的对特定产品的欲望。很多人想有一辆梅赛德斯，只有部分人有能力并愿意买一辆。公司必须不仅测度多少人想要他们的产品，还应该知道多少人愿意真正地愿意和能够购买。不管怎样，营销者不能创造需要：需要早于营销者。营销者以及其他社会力量，影响欲望。营销者可能推广这样的思想梅赛德斯能满足一个人对社会地位的需要。不过，他们不能创造对社会地位的需要。（2）Product or Offering 产品或者提供物People satisfy their needs and wants with products. A product is any offering that 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.人们通过产品来满足他们的需要和欲望。产品是提供的任何能满足一种需要或者欲望的东西，诸如10种基本的产品提供：产品、服务、体验、事件、个人、地点、财产权、组织、信息和思想。A brand is an offering from a known source. A brand name such as McDonalds carries many associations in the minds of people: hamburgers, fun, children, fast food, golden arches. These associations make up the brand image. All companies strive to build a strong, favorable brand image.品牌是来自知名来源的提供物。一个品牌名称比如麦当劳把很多联想带入人的头脑：汉堡包、有趣、孩子、快餐、金色拱门。这些联想构成了品牌形象。所有公司都在努力建设一个强大的、受钟爱的品牌形象。（3）Value and Satisfaction 价值和满意In terms of marketing, the product or offering will be successful if it delivers value and satisfaction to the target buyer. The buyer chooses between different offerings on the basis of which is perceived to deliver the most value. We define value as a ratio between what the customer gets and what he gives. The customer gets benefits and assumes costs, as shown in this equation:按照营销来说，产品或供给物如果能把价值和满意传递给目标购买者就是成功的。根据感受到的哪一种提供物传递的价值最大，购买者在不同的提供物中选择。我们把价值定义为一个顾客得到的和他付出的之比。顾客满意取决于消费者所理解的一件产品的效能与其期望值进行的比较。（4）Exchange and Transactions交换和交易Exchange, the core of marketing, involves obtaining 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 is free to accept or reject the exchange offer.5. Each party believes it is appropriate or desirable to deal with the other party.交换，作为营销的核心，就是通过提供某种东西作为回报，从某人那里获得一种想要的产品。交换要想发生，必须满足5个条件。1. 至少有两方.2. 每一方有对于另一方有价值的东西3. 每一方都能沟通和传送4. 每一方都能自由接受或者拒绝交易。5. 每一方都认为和对方交易是合适的或者值得的。Exchange is a value-creating process because it normally leaves both parties better off.交换是一个创造价值的过程，因为一般情况下交换使得双方觉得比以前更好。When an agreement is reached, we say that a transaction takes place. A transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. Usually a legal system exists to support and enforce compliance among transactors.当一个协议达成后，我们说一个交易发生了。一个交易至少涉及两件有价值的东西，认可的条件，协议的时间和协议的地点。通常存在一个法律体系来支持和强制交易双方执行。（5）Relationships and Networks 关系和网络Transaction marketing is part of a larger idea called relationship marketing. Relationship marketing aims to build long-term mutually satisfying relations with key partiescustomers, suppliers, distributorsin order to earn and retain their long-term preference and business. Effective marketers accomplish this by promising and delivering high-quality products and services at fair prices to the other parties over time. Relationship marketing builds strong economic, technical, and social ties among the parties. It cuts down on transaction costs and time. In the most successful cases, transactions move from being negotiated each time to being a matter of routine.交易营销是更大的概念即关系营销的一部分。关系营销致力于和关键相关人顾客、供应商、分销商建立长期互利的关系，以获得和保持长期的优先地位和业务。优秀的营销者通过对其他各方长期承诺和提供价格公平、高质量的产品和服务来实现这些。关系营销能在各方建立牢固的经济、技术和社会纽带。它能削减交易成本和时间。最好的状况下，交易从尚需商谈变成了例行公事。The ultimate outcome of relationship marketing is the building of a unique company asset called a marketing network. A 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 relationships. Increasingly, competition is not between companies but rather between marketing networks, with the profits going to the company that has the better network.关系营销的最终结果就是建成了一种独特的公司资产即营销网络。一个营销网络包括公司和支撑它的相关者（顾客、雇员、供应商、分销商、科学家等等），在他们的作用下建立起了互利的业务关系。逐渐地，竞争不是在公司之间而是营销网络之间展开，利润流向了拥有更好营销网络的公司。（6）Marketing Channels 营销渠道To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver messages to and receive messages from target buyers. They include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, communications are conveyed by facial expressions and clothing, the look of retail stores, and many other media. Marketers are increasingly adding dialogue channels (e-mail and toll-free numbers) to counterbalance the more normal monologue channels (such as ads). 营销者用三类营销渠道来影响目标市场。沟通渠道发送信息给目标消费者同时从消费者那里获得信息。这些渠道包括报纸、杂志、广播、电视、邮件、电话、广告牌、海报、传单、光盘、卡式录音带和网络。其实不止这些，沟通还可通过面部表情和衣着、零售店的外观以及其他很多媒介。营销者正日益增加对话的渠道（电子邮件和免费电话号码）来弥补更常见的自言自语的渠道（比如广告）。The marketer uses distribution channels to display or deliver the physical product or service(s) to the buyer or user. There are physical distribution channels and service distribution channels, which include warehouses, transportation vehicles, and various trade channels such as distributors, wholesalers, and retailers. 营销者用分销渠道来展示或者把产品或者服务送达购买者或者使用者。除了实物分销渠道还有服务分销渠道，包括仓储、运输工具，以及各种贸易渠道比如分销商、批发商和零售商。The marketer also uses selling channels to effect transactions with potential buyers. Selling channels include not only the distributors and retailers but also the banks and insurance companies that facilitate transactions. Marketers clearly face a design problem in choosing the best mix of communication, distribution, and selling channels for their offerings.营销者用销售渠道和潜在购买者达成交易。销售渠道不仅仅包括分销商和零售商，还包括银行和保险公司来促进交易。明显地，营销者面临一个设计问题：为他们的产品（提供物）选择沟通、分销和销售渠道的最佳组合方式。 （7）Supply Chain 供应链Whereas marketing channels connect the marketer to the target buyers, the supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. For example, the supply chain for womens purses starts with hides, tanning operations, cutting operations, manufacturing, and the marketing channels that bring products to customers. This supply chain represents a value delivery system. Each company captures only a certain percentage of the total value generated by the supply chain. When a company acquires competitors or moves upstream or downstream, its aim is to capture a higher percentage of supply chain value.营销渠道连接了营销者和目标购买者，而供应链则描述了更长的渠道，扩展成从原材料到送到终端消费者的最终产品。例如，坤包的供应链始于剥皮、制革、裁剪、制作，而后营销渠道把产品带给顾客。供应链描绘了一个价值传递系统。每个公司只是获取了供应链产生的全部价值的特定比例。当一个公司吞并竞争者或者向上游或者下游活动，它的目标是获取供应链价值的更大份额。（8）Competition 竞争Competition, a critical factor in marketing management, includes all of the actual and potential rival offerings and substitutes that a buyer might consider. Suppose an automobile company is planning to buy steel for its cars. The car manufacturer can buy from U.S. Steel or other U.S. or foreign integrated steel mills; can go to a minimill such as Nucor to buy steel at a cost savings; can buy aluminum for certain parts of the car to lighten the cars weight; or can buy some engineered plastics parts instead of steel.竞争，营销管理中的一个关键因素，包括消费者可能考虑的一切现有的和潜在的竞争对手的供应和替代品。设想一个汽车公司计划买钢铁造汽车。汽车制造商可以找美国钢铁或者其他美国公司或者国外规模相当的钢铁厂；为了节约成本也可以找象纽克这样的小厂购买钢铁；也可以购买铝来制造汽车的某些部件来减轻车的重量；或者用工程塑料替代钢铁。Clearly U.S. Steel would be thinking too narrowly of competition if it thought only of other integrated steel companies. In fact, U.S. Steel is more likely to be hurt in the long run by substitute products than by its immediate steel company rivals. U.S. Steel also must consider whether to make substitute materials or stick only to those applications in which steel offers superior performance.很明显美国钢铁公司如果仅仅考虑其他规模相当的钢铁公司，竞争未免过于浅显了。事实是，从长期看美国钢铁更可能被替代产品伤害而不是它的直接竞争对手钢铁公司。美国钢铁公司必须考虑是制造替代材料还是把精力投入到生产性能优越的钢铁上去。Based on degree of product substitutability, we can distinguish four levels of competition:基于产品替代的程度，我们可以把竞争划分为四个层次：1. Brand competition: A company sees its competitors as other companies that offer similar products and services to the same customers at similar prices. Volkswagen might see its major competitors as Toyota, Honda, and other manufacturers of medium-priced automobiles, rather than Mercedes or Hyundai.1.品牌竞争：当其他公司向同样的顾客以相似的价格提供类似的产品和服务时，公司视其为竞争者。大众可能把丰田、本田和其他中等价位制造商看作竞争者，而不是梅赛德斯或者现代。2. Industry competition: A company sees its competitors as all companies that make the same product or class of products. Thus, Volkswagen would be competing against all other car manufacturers.2.行业竞争：一个公司把所有生产同样和同类产品的公司都看作竞争者。这样大众公司将和其他所有汽车制造商竞争。3. Form competition: A company sees its competitors as all companies that manufacture products that supply the same service. Volkswagen would see itself competing against manufacturers of all vehicles, such as motorcycles, bicycles, and trucks.3. 形式竞争：一个公司把所有生产同类产品和提供相同服务的公司看作它的竞争者。大众会认为和所有的交通工具制造商竞争，比如摩托、自行车和卡车。4. Generic competition: A company sees its competitors as all companies that compete for the same consumer dollars. Volkswagen would see itself competing with companies that sell major consumer durables, foreign vacations, and new homes.4. 一般竞争：一个公司把所有争夺同样消费者的钱的公司都看作竞争者。大众公司会和那些兜售耐用消费品、出国度假和新房子的公司竞争。三、阅读一些不同时期的营销思想，引导学生思考营销的导向。COMPANY ORIENTATIONS TOWARD THE MARKETPLACE公司对待市场的导向Marketing management is the conscious effort to achieve desired exchange outcomes with target markets. But what philosophy should guide a companys marketing efforts? What relative weights should be given to the often conflicting interests of the organization, customers, and society?营销管理是为了达成想要的和目标市场的交换结果而付出的有意识的努力。可是应该以什么哲学来引导一个公司的营销努力？相应地如何在组织、顾客和社会的利益频繁发生冲突时平衡呢？1.The Production Concept 生产观念The production concept, one of the oldest in business, holds that consumers prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. It is also used when a company wants to expand the market. Texas Instruments is a leading exponent of this concept. It concentrates on building production volume and upgrading technology in order to bring costs down, leading to lower prices and expansion of the market. This orientation has also been a key strategy of many Japanese companies.生产观念，最古老的商业思想之一，认为消费者喜欢价格不贵、到处能买到的商品。生产导向的企业管理者致力于提高生产效率、降低成本和大量销售。这种导向在发展中国家有一定意义相对于产品特征，消费者对获得产品更热衷。在一个公司想扩张市场的时候也可以适用这种观念。德州仪器公司是这种观念的倡导者。它把精力用于提高产量和技术升级，以降低成本，降价扩张市场。这种导向也一度是很多日本公司的主要战略。2. The Product Concept 产品观念Other businesses are guided by the product concept, which holds that consumers favor those products that offer the most quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving them over time, assuming that buyers can appraise quality and performance.另外一些企业奉行产品观念。产品观念认为消费者喜欢那些质量高、性能好或者创新特色的产品。这些组织的管理者认为购买者会评价质量和性能，所以热衷于制造一流产品并不断改进。Product-oriented companies often design their products with little or no customer input, trusting that their engineers can design exceptional products. A General Motors executive said years ago: “How can the public know what kind of car they want until they see what is available?” GM today asks customers what they value in a car and includes marketing people in the very beginning stages of design.产品导向的公司经常在设计产品的时候极少或者不考虑顾客，而相信他们的工程师能设计出非凡的产品。多年前一个通用汽车的经理曾经说过：“在他们看到什么车能买到之前，公众怎么会知道自己买什么样的车？”而今天，通用汽车会问顾客看中汽车的什么，并把营销人员安排在设计的开始阶段。However, the product concept can lead to marketing myopia. Railroad management thought that travelers wanted trains rather than transportation and overlooked the growing competition from airlines, buses, trucks, and automobiles. Colleges, department stores, and the post office all assume that they are offering the public the right product and wonder why their sales slip. These organizations too often are looking into a mirror when they should be looking out of the window.无论如何，产品观念会导致营销近视。铁路管理者认为乘客需要火车而不是运输，从而忽视了来自航空、巴士、卡车和轿车日益增长的竞争。学院、百货商店和邮局都认为他们正向公众提供恰当的产品，并纳闷他们的业绩为何下滑。这些组织，在他们应该看窗外的时候，总是盯着镜子里看。3. The Selling Concept 推销观念The selling concept, another common business orientation, holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organizations products. The organization must, therefore, undertake an aggressive selli