项经理教程第五周

1、week 5anthony f. tardugno; thomas r. dipasquale; robert e. matthews (2000) it services: costs, metrics, benchmarking, and marketingby prentice hall, isbn-10: 0-13-019195-7print isbn-13: 978-0-13-019195-3, chapter 5james cadle and donald yeates (2004) project management for information systems, pears

2、on education, isbn 0 273 68580 5, chapter 17why is marketing important? what is marketing? evolution of marketing implementing marketing market classification developing marketing strategies marketing research selling the project what is marketing?what is marketing?what is marketing?plan & execu

3、teexchangesatisfactionconceptionpricingpromotiondistributionpeople &organisationsgoods and services8exchangedistributionsellingbuyingsellingbuyingtransportstoragesellingbuyingtransportstoragefinancegathermarketinfo8standardizerisktakingthe marketing mixpricepromotionproductplacethe marketing mix

4、pricepromotionproductplacepeopleprocessphysicalsthe marketing mixpricepromotionproductplacepeopleprocessphysicalspersonalizationpeer to peerparticipationpredictive models2. evolution of marketing19cww120s30sww250s60s70s80s90snowadvertising industry developscustomer orientationwhat next?industrial re

5、volutiondemand outpaced supplyproduction exceeds supplymarketing mix(4 ps)figure 11.2 evolution of the customer orientation (pride, hughes & kapoor, 1998, p321)20s30s50s60s19cnowpermission marketingnowthe marketing conceptis abusiness philosophythat involves the entire organization in the proces

6、s of satisfying customers needs while achieving organizational goalsthe american marketing association (ama) states, marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benef

7、it the organization and its stakeholders.”3. implementing marketinghttp:/ is your business sales or marketing driven?by les altenbergunderstand potential and existing customersidentify their wants and needslook at the market are their needs being met?can you deliver the goods?can you do it well, fas

8、t or cheap?how do customers feel about your brand image?look at specific customer storiesmobilize your resourcesbuild and sell your productorganizations need to reflect on implementation of marketing conceptask questions:can the product be improved?is it being promoted properly?is it being distribut

9、ed efficiently?is the price too high?make modifications on basis of this feedback4. market classificationa group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such productswhat is a market?consumerresel

10、lerindustrialproducer governmentinstitutionalindustrialpurchases products for use in day-to-day operations or in making other products for profit.producers consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other pro

11、ductsgovernments at all levels, purchase goods and services to maintain operations and to provide citizens with products such as roads, education, water, defenseand institutional organizations include churches, civic clubs, charitable groups. not driven by profit, roi consumerresellerindustrialprodu

12、cer governmentinstitutionalconsumerresellerindustrialproducer governmentinstitutionalfor the it organization marketing entails knowing primary internal markets enterprise executivesoperation and line managers work-area managersproduction/end usersyou need to predict their requirements, develop feedb

13、ack mechanisms for performance, and services relevant to the group for examplemarketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture)marketing to managers should focus on the changes and possibilities caused by its impact on bu

14、siness and the businesss impact on it 5. developing marketing strategiesa marketing strategy is a plan that will enable an organization to make the best use of its resourcesmarketing strategies consist of selection and analysis of target market & creation and maintenance of an appropriate market

15、ing mix.a target market is a group of persons for whom a firm develops and maintains a marketing mix suitable for their specific needs and preferenceshow to select a target marketexamine potential markets for effects on sales, costs and profitsdetermine if you have sufficient resources to produce ma

16、rketing mix ensure fit with the organizations overall objectivesanalyze strength and number of competitor already sellingtake either total market approach or market segmentation approach creating a marketing mix common to use a wide variety of segmentation bases (see table 11.2) organizations contro

17、l important elements of marketing which must combine in a way to reach the target market (marketing mix) organizations can vary elements of the marketing mix product; design, brand name, packaging price; base price, discounts distribution; storage, transportation promotion; information6. marketing r

18、esearch marketing research is the process of systematically gathering, recording and analyzing data concerning a particular marketing problemconducting marketing research:1. define the problem2. make a preliminary investigation3. plan the research4. gather factual information5. interpret the informa

19、tion6. reach a conclusionmarketing trends effect on it industry? growth in prime spending group decline in teenage population increase in the number of senior citizens better educated population, with greater purchasing power greater number of women working shorter workweek; more leisure time7. sell

20、ing the projectbuying and buyersresearch shows buyers go through identified stages when they buyfigure 17.1 the buying cycle (cadle & yates, 2005, p280)systems development projects have buying committees and dont often follow the stagescommittee buying influences:1.economic decision maker; autho

21、rity to spend2.technical experts; evaluate merit of solution3.end-users; indirect effect on purchase, concerned about affect on them4.champion or coach; assist in preparing solutionselling is an asking processpeople who are most successful in selling systems development project or consultancy assign

22、ments ask lots of questionsexample:customers situationcustomers problemsimplications of problemspayoff or benefit from meeting the needsprepare proposal for a potential buyer. when assessing proposals you should include:1. terms of reference2. technical details of the solution3. outlines advantages4

23、. aimed at all readers/buyers5. clear diagrams6. cross-references and navigational aids7. summarized statement of costs8. executive summarywho is the target market?reviewmarketing approaches have developed from a product-orientation to a customer-orientation it industry slow to catch on.markets are groups that have needs for products and can be classified as; consum