marketing_mix市场营销组合

1、Marketing MixThe Marketing ProcessImplementation and ControlMarketing Mix DecisionsMarketing StrategySituation AnalysisMarketing StrategyA type of marketing (or attempting to sell through persuasion) of a product to a wide audience Isolating broadsegments that make up a market and adapting the marke

2、ting to match theneeds of oneor more segments.Mass marketingSegment marketingNiche marketingMicro- marketingNo segmentationComplete segmentationFocusing on subsegments or niches with distinctive traits that mayseek a special combination of benefits.The practice oftailoring products andmarketingprogr

3、ams to suit the tastes of specific individuals andlocations.Marketing Mix In carrying out the marketing functions, the firm needs to have a marketing program or strategy. This is known as the marketing mix (the words created by Neii Borden in 1953). Target MarketMarketing Mix Marketing MixMarketing

4、MixMarketing MixDevelopment of marketing mix: 1. 4 Ps 2. 6 Ps 3. 4 Cs 4. 7 PsMarketing Mix According to EJMcCarthys Basic Marketing in1960, marketing mix contains the following major elements(主要因素): (a) product (b) price (c) place (d) promotion产品策略产品策略Product strategy定价策略定价策略Pricing strategy分销策略分销策略

5、Placing strategy促销策略促销策略Promotion strategyGoods, services, or ideas that satisfy customer needsThe ready, convenient, and timely availability of productsActivities that inform customers about the organization and its productsDecisions and actions that establish pricing objectives and policies and se

6、t product pricesMarketing Mix According to Philip Kotlers Megamarketing in1986, marketing mix contains 6ps: (a) product (b) price (c) place (d) promotion (e) power (f) public relationsMarketing Mix With the development of cyber marketing/ online marketing, Philip Kotler in the early of 1990s pointed

7、 out 4Cs which is the new theory on marketing mix: (a) consumer -consumers wants and needs (b) cost -cost to satisfy wants and needs (c) convenience -convenience to buy (d) communication -communication with consumers 从从“4P”4P”到到“4C”4C”Product 产品产品Pricing 定价定价Placing 分销分销Promotioning促销促销Customer顾客顾客C

8、ost成本成本Convinience便利便利Communication沟通沟通Marketing Mix To reflect service products and the service elements of physical goods, the traditional marketing mix has now been extended to 7Ps (Booms and Bitner). product price promotion placement (or distribution) people (the use of appropriate staff and peo

9、ple ) physical evidence (customers perceptions based on their sight of the service provision ) process (the systems used to assist the organization in delivering the service ) 服务营销组合（服务营销组合（7Ps）产品产品Product定价定价Pricing 分销分销Placing 促销促销Promotion人人People服务过程服务过程Process有形展示有形展示PhysicalEvidenceMarketing M

10、ixProduct The term product refers to tangible, physical products as well as services. Product The product consists of the item and accessories that the company offers to the consumer. This decision is made during product planning. Product planning involves: identifying the buyers needs; working up a

11、 preliminary design of the merchandise; checking to see that the product design meets the expectations of buyers; setting on the products final specifications(最终规格); selecting the brand name for the product; determining the type of packaging to be used; and deciding what services to offer with the m

12、arket. 产品属性产品属性产品质量 产品特征 产品式样 产品设计 品牌策略品牌策略品牌化决策品牌使用者决策品牌战略决策 包装策略包装策略首要包装次要包装储运包装产品服务产品服务策略策略标签策略标签策略Product DecisionsProduct attributesBrandingPackagingLabelingProductsupport servicesProduct AttributesProduct attributes include: product quality: the ability of a product to perform its functions. D

13、urability耐久性 Reliability可靠性 Precision精确度 ease of operation and repair操作、维修的方便程度 other valued attributes其他有价值的属性 product features: are a competitive tool for differentiating the companys product from competitors products. product style: describes the appearance of a product. product design: contribut

14、es to a products usefulness as well as to its looks.BrandingName the brands and companies BrandingFour criteria for picking a good brand nameBrandingBrandingCustomer-based brand equity pyramidBrandingBrand name selection SelectionProtection Brand sponsormanufacturers brandPrivate brandLicensingCo-br

15、andingBrand strategyLine extensionsBrand extensionsMultibrandsNew brands 品牌化决策品牌化决策 品牌使用者决策品牌使用者决策品牌战略决策品牌战略决策 Brand Sponsor A manufacturer has four sponsorship options. The product may be launched as a manufacturers brand (or national brand). Or the manufacturer may sell to resellers who give it a

16、private brand (store brand or distributor brand). Although most manufacturers create their own brand names, others market licensed brands. Finally, two companies can join forces and co-brand a product. Private brand: a brand created and owned by a reseller of a product or service. Co-brand: the prac

17、tice of using the established brand names of two different companies on the same product.制造商品牌 私人品牌 复合品牌 许可品牌 Corporate brand licensing: Coca-Cola partners with some 320 licensees to produce more than 10,000 products in 57 countries. Products range from fashion apparel to holiday decorations and eve

18、n a Coca-Cola Babie doll.licensing 比如“一汽大众”、“上海通用”、“松下小天鹅”等等。使用这种策略最成功的例子是英特尔（Intel）公司。英特尔公司是世界最大的计算机芯片制造商，它与世界主要计算机厂家都开展合作。1991年，英特尔公司推出了奔腾系列芯片，并随之制定了耗资巨大的促销计划，拟每年花1亿美元，鼓励计算机的制造商在其产品上使用“Intel Inside”的标识。对参与这一计划的计算机制造商购买上也注有“Intel Inside”的话，则给予5%的折扣。1992年，英特尔公司的销售额比上年增加63%，“Intel”的标识也随着计算机产品更广泛围的让人们

19、认知。由于芯片是计算机的核心板，而英特尔一直是优良芯片的供应商，因此，消费者心目中形成了一种印象，计算机就应该使用英特尔公司的芯片，计算机就应该加上“Intel Inside”的标识。如今，众多的计算机品牌如IBM Dell、HP、联想、方正，均把“Intel Inside”标识加在其产品上，Intel的品牌名声也越来越大。 Brand Strategy A company has four choices when it comes to brand strategy. It can introduce line extensions (existing brand names extend

20、ed to new forms, sizes, and flavors of an existing product category), brand extensions (existing brand names extended to new product categories), multibrands (new brand names introduced in the same product category), or new brands (new brand names in new product categories).产品线延伸 品牌延伸 多品牌 新品牌 Line e

21、xtension: is using an existing brand name or image and extending it to new products. Brand extensions: A successful brand can be used as a platform to launch related products. Multibrands: Companies often introduce additional brands in the same category (P&G). New brands: A company may create a

22、new brand name when it enters a new product category for which none of the companys current brand names are appropriate. 提起美国的菲利浦莫里斯公司，人们立即就会联想到香烟，大名鼎鼎的“万宝路”牌香烟就是这家公司的拳头产品。然而，要是有人问你“卡夫”酸奶和奇妙酱、“果珍”饮品、“麦斯维尔”咖啡以及“米勒”啤酒是哪家公司生产的，许多中国人也许都会发愣，其实发愣的不仅仅是中国人，连美国的消费者都是要么发愣、要么认为是美国通用食品公司的产品。其实，这些产品全部出自美国烟草大王菲利浦

23、莫里斯公司。 品牌经营策略：品牌经营策略： 创品牌创品牌 建立特定形象建立特定形象 传品牌传品牌 延续传统优势延续传统优势 改品牌改品牌 突出产品差异突出产品差异 借品牌借品牌 迅速打开市场迅速打开市场Packaging Packaging involves designing and producing the container or wrapper for a product. It may include Primary Container（首要包装） Secondary Package （次要包装） that is thrown away when the product is ab

24、out to be used. Shipping Package（储运包装） necessary to store, identify, and ship the productPackagingPrimary ContainerSecondary PackageAltering package of Green GiantLabeling The label might identify the product or brand; describe several things about the productwho made it, where it was made, when it

25、was made, its contents, how it is to be used, and how to use it safely. promote the product through attactive graphics.labelingProduct credit after-sale service brand packaging free Product transportation quality style installation warrantyCore ProductAccessory ProductForm Product产品产品效用效用质量质量品牌品牌包装包

26、装式样式样运送运送安装安装信用信用维修维修保证保证核心产品核心产品形态产品形态产品附加利益产品附加利益产品Types of Consumer Products Convenience products（便利品）（便利品） Product bought by final consumer for personal consumption. Shopping products （选购品）（选购品） Consumer good that the customer, in the process of selection and purchase, characteristically compare

27、s on such bases as suitability, quality, price and styles. Specialty products （特制品）（特制品） Consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Unsought products （非寻求品）（非寻求品） Consumer product that the

28、 consumer either does not know about or knows about but does not normally think of buying.Stages in the new-product processStages in the new-product processThe cross-functional new-product teamStages in the new-product processStages in the new-product processStages in the new-product processMarketin

29、g information & methods used in the new-product processProducts Life Cycle (PLC) 产品生命周期曲线产品生命周期曲线introductionsale curveprofit curvegrowthmaturitydeclinesales and profitsdevelopmentProducts Life Cycle (PLC)Marketing MixPricePrice The price charged for the product must be high enough to give the c

30、ompany a profit, but low enough to entice the consumer to buy. In setting on a fair price, firms will (1) evaluate their own costs; (2) current pricing laws; (3) what the competition is doing, and (4) the types of discounts and terms of sales that are customary in the industry. perform marketing ana

31、lysis, segmentation, targeting, and positioningdefine the product, distribution, and promotional tacticsunderstand how quantity demanded varies with priceinclude fixed and variable costs associated with the productevaluate likely competitor actions, understand legal constraints, etcprofit maximizati

32、on, revenue maximizationusing information collected in the above steps, select a pricing method, develop the pricing structure, and define discounts.Pricing Decision ProcessPricing DecisionsMarketing objectivesMarketing mix strategyCostsOrganizational considerationsInternal factorsNature of the mark

33、et and demandCompetitionOther environmental factors (economy, resellers, government)External factorsPricingdecisionsFactors affecting pricingFactors affecting pricingFactors affecting pricingFactors affecting pricingFactors affecting pricingFactors affecting pricingFactors affecting pricingFactors a

34、ffecting pricingFactors affecting pricingFactors affecting pricingFactors affecting pricingFactors affecting pricingPricing ApproachesPricing Approaches Cost-based pricing: adding a standard markup to the cost of the product.ProductCost Price Value customersPricing ApproachesCost-plus pricingBreak-e

35、ven analysis target profit pricingPricing Approaches在销量既定的条件下，企业产品的价格必须达到一定的水平才能做到盈亏平衡、收支相抵。既定的销量就称为盈亏平衡点(销售收入线与总成本线的交点,以盈亏平衡点的界限，当销售收入高于盈亏平衡点时企业盈利，反之，企业就亏损)，这种制定价格的方法就称为盈亏平衡定价法。科学地预测销量和已知固定成本、变动成本是盈亏平衡定价的前提。 Pricing Approaches Value-based pricing: setting price based on buyers perceptions of value

36、rather than on the sellers cost.ProductCost Price Value CustomersPricing Approaches Competition-based pricing: setting prices based on the prices that competitors charge for similar products.CompetitorspriceCustomers Price New Product Pricing Strategies Marketing-skimming pricing: setting a high pri

37、ce for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales. earlier adoptersNew Product Pricing Strategies Market-penetration pricing: setting a low price for a new product in order to attract a larg

38、e number of buyers and a large market share. Product Mix Pricing StrategiesProduct line pricing: where there is a range of product or services the pricing reflect the benefits of parts of the range. For example car washes. Basic wash could be $2, wash and wax $4, and the whole package $6.Optional pr

39、oduct pricing: companies will attempt to increase the amount customer spend once they start to buy. Optional extras increase the overall price of the product or service. For example airlines will charge for optional extras such as guaranteeing a window seat or reserving a row of seats next to each o

40、ther.Captive-product pricing: setting the main product low price and high price for related-product.Product bundle pricing: here sellers combine several products in the same package. This also serves to move old stock. Videos and CDs are often sold using the bundle approach.By-product pricing: prici

41、ng low value by-products to get rid of them.Price Adjustment Strategies Discount and allowance pricing: reducing prices to reward customer responses like paying early. Segmented pricing: adjusting prices to allow for differences in customers or locations. Psychological pricing: considering the psych

42、ology of prices and not simply the economics.Price Adjustment Strategies Promotional pricing: pricing to promote a product is a very common application. There are many examples of promotional pricing including approaches such as BOGOF (Buy One Get One Free). Geographical pricing: is evident where th

43、ere are variations in price in different parts of the world. For example rarity value, or where shipping costs increase price. International pricing: adjusting prices for international markets.定价技巧定价技巧 1、撇脂定价法、撇脂定价法 新产品以高价进入市场，以迅速回收投资，建立高档新产品以高价进入市场，以迅速回收投资，建立高档形象。形象。 2、渗透定价法、渗透定价法 新产品以低价进入市场，以迅速扩大市

44、场，避免竞争。新产品以低价进入市场，以迅速扩大市场，避免竞争。 3、诱饵定价法、诱饵定价法 主体产品定低价，吸引购买；关联产品定高价，弥补主体产品定低价，吸引购买；关联产品定高价，弥补利润。利润。 4、心理定价法、心理定价法 声望定价，错觉定价，整体定价，吉祥定价。声望定价，错觉定价，整体定价，吉祥定价。Responding to Price ChangesMarketing MixPlace Consumers are accustomed to looking for goods in a particular place. Business needs to have its goods

45、 available in the places consumers tend to frequent. This requires moving the merchandise from where it is produced to where it is desired. Such movement entails transportation channels of distribution storage The manufacture needs to have a strategy for taking care of all these matters. Some use mi

46、ddlemen such as wholesalers to move their merchandise to the consumer. Others go directly to the final buyers themselves. In any case, the goods must eventually be moved to the right place for purchase.Marketing MixPromotion The purpose of promotion is to stimulate demand for the companys products.

47、Common promotional techniques include: advertising, packaging, branding, personal selling, sales manuals, enlisting of dealer cooperation in displaying goods at the point of purchase, and coupons(赠券) and premiums(奖赏). A firm may not use all of these promotional techniques to move a product, but many

48、 will rely on two or three of them because one alone cannot usually do the job.Promotionpersonal sellingadvertisingpublic relations (PR)sales promotion4 ways for promotionCase Study A products life cycle (PLC) can be divided into several stages characterized by the revenue generated by the product.

49、If a curve is drawn showing product revenue over time, it may take one of many different shapes, an example of which is shown below:Case Study A products life cycle (PLC) 产品生命周期各阶段基本策略：产品生命周期各阶段基本策略： 导入期导入期 突出一个突出一个“快快”字；字； 成长期成长期 强调一个强调一个“好好”字；字； 成熟期成熟期 抓住一个抓住一个“优优”字；字； 衰退期衰退期 明确一个明确一个“转转”字。字。Case

50、Study First stage - development Product development is the incubation stage of the product life cycle. There are no sales and the firm prepares to introduce the product. As the product progresses through its life cycle, changes in the marketing mix usually are required in order to adjust to the evol

51、ving challenges and opportunities.Case Study Second stage - introduction The primary goal is to establish a market and build primary demand for the product class.Case Study The marketing mix may as following: Product - one or few products, relatively undifferentiated Price - Generally high, assuming

52、 a skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly. In some cases a penetration pricing strategy is used and introductory prices are set low to gain market share rapidly.Case Study Place - Place is selective

53、and scattered as the firm commences implementation of the distribution plan. Promotion - Promotion is aimed at building brand awareness. Samples or trial incentives may be directed toward early adopters. The introductory promotion also is intended to convince potential resellers to carry the product

54、.Case Study Third stage - growth The goal is to gain consumer preference and increase sales. Case Study The marketing mix may be modified as follows: Product - New product features and packaging options; improvement of product quality. Price - Maintained at a high level if demand is high, or reduced to capture additional customers. Distribution - Distribu