市场营销重点整合

市场营销重点整合29/29理解21世纪的营销营销的概念营销既是一种组织职能，也是为了组织自身及利益相关者的利益而创造、传播、传递顾客价值，管理顾客关系的一系列过程。简单的说，就是满足需求的同时获利。（Marketingisanorganizationalfunctionandasetofprocessforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.）Marketingmanagement:Theartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.Whatismarketed:goods,services,experiences,events,persons,places,properties,organizations,information,andideasWhatisamarket:EconomistsdescribeamarketasacollectionofbuyersandsellerswhotransactoveraparticularproductorproductclassAmarketerissomeonewhoseeksaresponsefromanotherparty,calledtheprospect.Needs（需要），Wants（欲望），andDemands（需求）Needsarethebasichumanrequirements.Theneedsbecomewantswhentheyaredirectedtospecificobjectthatmightsatisfytheneed,andwantsareshapedbyone'ssociety.Demandsarewantsforspecificproductsbackedbyanabilitytopay.（建立于经济基础之上）营销哲学生产导向—随处可得、价格低廉的商品，适合于发展中国家TheProductionConcept–widelyavailableandinexpensive,makesenseindevelopingcountry产品导向—高质量、高性能并且创新的商品TheProductConcept–consumersfavorthoseproductsthatofferthemostquality,performance,orinnovativefeatures.销售导向—积极地销售和推广“非渴望商品”TheSellingConcept–mostaggressivelywithunsoughtgoods营销导向—为顾客寻找适合的商品TheMarketingConcept–findtherightproductsforcustomers全方位营销导向—所有的事物都与营销有关TheHolisticMarketingConcept–Everythingmatterswithmarketing全方位营销的内容绩效营销PerformanceMarketing财务可衡性Financialaccountability—使用更多的财务指标评估其营销努力创造的直接价值和间接价值社会责任营销Socialresponsibilitymarketing—组织的任务是在保持或强化消费者和社会福利的方式下，确定目标市场的需求、需要和兴趣，比竞争对手更有效果地、更有效率地传递顾客期望的满意整合营销IntegratedMarketing关键主题采用大量不同的营销活动来宣传和传递价值；协调所有的营销活动以实现其总体效果的最大化。4P：产品Product、价格Price、地点Place、促销Promotion4C：顾客解决方案、顾客成本、方便性、沟通内部营销InternalMarketing员工对塑造长期的顾客关系非常重要挑选有积极态度的员工训练、激励和对员工授权建立员工绩效标准监督员工行为并奖赏绩效好的员工关系营销RelationshipMarketing与重要团体顾客、员工、营销伙伴及金融界成员建立长期互惠的关系，以便获得并保持长期的业绩和业务基本概念需要、欲望、需求：需要是人类的基本要求；当要求指向特定的商品时，成为欲望；有能力购买的某商品的欲望成为需求交换、交易：交换是创造价值的过程；在达成共识时，交易产生，交易是买卖双方价值的交换目标市场、定位、细分：Marketingmanagementtask:Developingmarketingstrategiesandplans;Capturingmarketinginsights;Connectingwithcustomers;Buildingstrongbrands;Shapingmarketoffering;Deliveringvalue;Communicatingvalue;Creatinglong-termgrowthDevelopingandImplementingMarketingStrategiesandPlansPhasesofvalueCreationandDelivery:Choosingthevalue:（STP）Segmentation,targeting,positioningProvidingthevalueCommunicationTheValueChain(valuedeliverynetwork):atoolforidentifyingwaystocreatemorecustomervalueCoreCompetencies(核心能力)特点(1)Itisasourceofcompetitiveadvantageinthatitmakesasignificantcontributiontoperceivedcustomerbenefits;(2)Ithasapplicationsinawidevarietyofmarket;(3)Itisdifficultforcompetitorstoimitate.HolisticMarketing:integratingthevalueexploration,valuecreation,andvaluedeliveryactivitieswiththepurposeofbuildinglong-term,mutuallysatisfyingrelationshipsandco-prosperityamongkeystakeholders.Strategicplanning:theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.战略规划层次公司层面(thecorporatelevel)、部门层面(divisionlevel)、业务单位层面(businessunitlevel)和产品层面(productlevel)Marketingplanisthecentralinstrumentfordirectingandcoordinatingthemarketingeffort.Strategicmarketingplanlaysoutthefirm’stargetmarketsandvalueproposition,basedonthebestmarketopportunities.Tacticalmarketingplanspecifiesthemarketingtactics,includingproductfeatures,promotion,pricing,andservice.CorporateHeadquarters’PlanningActivities:Definethecorporatemission(Amissionshouldbeshort,memorable,andasmeaningfulaspossible)Establishstrategicbusinessunits(SBUS)AssignresourcestoeachSBUAssessgrowthopportunitiesAbusinesscanbedefinedintermsofthreedimensions:CustomergroupsCustomerneedstechnologyAssessingGrowthOpportunities:（评价增长机会）Intensivegrowth（集中增长）Integrativegrowth（一体化增长）Diversificationgrowth（多元化增长）建立战略业务单位（SBU）Strategicbusinessunit战略经营单位是企业值得为其专门制定一种经验战略的最小经验单位。SUB的特征有自己的业务，有竞争对手(Ithasitsownsetofcompetitors)拥有一定的资源，能够相对独立或有区别的开展业务活动(Itisasinglebusinessorcollectionofrelatedbusinessthatcanbeplannedseparatelyfromtherestofthecompany)有相应的管理班子从事经营战略管理工作(Ithasamanagerresponsibleforstrategicplanningandprofitperformancewhocontrolsmostofthefactorsaffectingprofit)SWOTAnalysisTheoverallevaluationofabusiness’sstrengths,weaknesses,opportunities,andthreats.【It’sawayofmonitoringtheexternalandinternalenvironment】Externalenvironment:Opportunitiesandthreat【marketopportunityanalysis（MOA）】Internalenvironment:StrengthsandweaknessesMarketPlan:Awrittendocumentthatsummarizeswhatthemarketerhaslearnedaboutthemarketplace,whatobjectivesaretobeachievedthroughmarketing,andhow.Executivesummaryandtableofcontents.SituationanalysisMarketingstrategyFinancialprojectionsImplementationcontrols增长机会类型密集式成长：市场渗透、产品开发、市场开发、多角化一体化成长：前向、后向、水平一体化多角化成长：同心多角化、水平多角化、综合多角化研方法与工具调研方法：观察研究法、焦点小组法、调查法、行为数据法、实验法调研工具：问卷、定性测量、机械装置UnderstandingMarkets,MarketDemand,andthemarketingEnvironmentMarketinginformationsystem(MIS):distributedneeded,timely,andaccurateinformationtomarketingdecisionmakers.Internalrecordssystem（内部记录）:Theheartoftheinternalrecordssystemistheorder-to-paymentcycle.Marketingintelligencesystem（销售情报）isthesetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.Marketingresearchsystemisthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.Sixstepsofeffectivemarketingresearch:Definetheproblem,decisionalternatives,andresearchobjectivesDeveloptheresearchplanCollecttheinformationAnalyzetheinformationPresentthefindingsMakethedecisionMarketstomeasure:Thepotentialmarket:thesetofconsumerwhohavesufficientinterestinamarketoffer.Theavailablemarket:thesetofconsumerswhohaveinterest,income,andaccesstoaparticularoffer.Thetargetmarket:thepartofthequalifiedavailablemarketthatthecompanydecidestopursue.Thepenetratedmarket（渗透市场）：thesetofconsumerswhoarebuyingthecompany’sproduct.Marketdemand:Thetotalvolumethatwouldbeboughtbyadefinedcustomergroupinadefinedgeographicalareainadefinedtimeperiodinadefinedmarketingenvironmentunderadefinedmarketingprogram.Companydemand:Thecompany’sestimatedshareofmarketdemandatalternativelevelsofcompanymarketingeffortinagiventimeperiod.宏观环境分析自然环境（Naturalenvironment）：原材料的短缺；能源成本的增加；反对污染的压力；政府职能的变化人文环境（Demographicenvironment）：人口增加、人口年龄组合、种族市场、教育水平、家庭类型、人口的地理迁移经济环境（Economicenvironment）：收入分配；储蓄、负债和信贷能力社会-文化环境（Social-Culturalenvironment）：对自己、他人的看法；组织观、社会观、自然观、宇宙观政治-法律环境（Political-Legalenvironment）：企业立法加强；特殊利益集团的成长技术环境（Technologicalenvironment）：技术变革步伐加快；无限的创新机会；变化着的研发预算；对技术变革的监管力度增大创造顾客价值和顾客关系Creatingcustomervalue,satisfaction,andloyaltyCustomerperceivedvalue(CPV)感知价值的概念，如何提升顾客的感知价值CPVisthedifferencebetweentheprospectivecustomer’sevaluationofallthebenefitsandallthecostsofanofferingandtheperceivedalternatives.顾客感知价值是潜在顾客对产品及其已知的替代品的所有利益与所有成本评价的差额。顾客感知价值的决定因素：Satisfactionisaperson’sfeelingsofpleasureordisappointmentthatresultfromcomparingaproduct’sperceivedperformance(oroutcome)toexpectations.满意度：产品可感知效果与顾客期望的函数；全面质量是价值创造与顾客满意的关键Quality(orgrade)isthetotalityoffeaturesandcharacteristicsofaproductorservicethatbearonitsabilitytosatisfystatedorimpliedneeds.MaximizingcustomerlifetimevalueProfitablecustomer:aperson,household,orcompanythatovertimeyieldsarevenuestreamthatexceedsbyanacceptableamountthecompany’scoststreamforattracting,selling,andservicingthatcustomer.Customerprofitabilityanalysis(CPA)isthebestconductedwithanaccountingtechniquecalledActivity-BasedCosting(ABC)Customerlifetimevalue(CLV)describesthenetpresentvalueofthestreamoffutureprofitsexpectedoverthecustomer’slifetimepurchases.Cultivatingcustomerrelationships(培养顾客关系)Customerrelationshipmanagement（CRM）istheprocessofcarefullymanagingdetailedinformationaboutindividualcustomersandallcustomer“touchpoint”tomaximizecustomerloyalty.Four-stepframework:IdentifyyourprospectsandcustomersDifferentiatecustomersintermsofa.theirneedsb.theirvaluetoyourcompanyInteractwithindividualcustomerstoimproveyourknowledgeabouttheirindividualneedsandtobuildstrongerrelationshipsCustomizeproducts,services,andmessagestoeachcustomerBuildingloyaltyFourkeymarketingactivitiesthatcompaniesareusingtobuildcustomerloyaltyInteractingwithcustomersDevelopingloyaltyprograms：Frequencyprograms（FPs）aredesignedtoproviderewardstocustomerswhobuyfrequentlyandinsubstantialamounts.ClubmembershipprogramsPersonalizingmarketingCreatinginstitutionaltiesCustomerdatabasesanddatabasemarketingCustomerdatabaseisanorganizedcollectionofcomprehensiveinformationaboutindividualcustomersorprospects.Databasemarketingistheprocessofbuilding,maintainingandusingcustomerdatabasesandotherdatabasestomakecontact,facilitatetransactions,andbuildcustomerrelationship.关系营销的概念与其层次关系营销，是把营销活动看成是一个企业与顾客发生互动作用的过程，其核心是建立良好的顾客关系。关系营销的五层次：基本营销、反应营销、责任营销、主动营销、合作营销如何加强顾客关系-忠诚计划增加财务收益：频次计划与俱乐部计划增加社交收益：与顾客互动以及个性化营销增加结构性或制度上的联系顾客资产与顾客终身价值顾客资产：企业所有顾客终身价值现值的总和。顾客资产的三个驱动因素：价值资产、品牌资产、关系资产顾客终身价值：顾客寿命期内预期购买产品的未来利润的净现值Analyzingconsumermarkets分析消费者市场Consumerbehavioristhestudyofhowindividuals,groups,andorganizationsselect,buy,useanddisposeofgoods,services,ideas,orexperiencetosatisfytheirneedsanddesire.消费者行为的营销因素CulturalfactorsCultureisthemostfundamentaldeterminantofaperson’swantsandbehavior.文化因素：文化、亚文化、社会阶层（socialclass）Socialfactors社会因素：Referencegroupconsistofallofthegroupsthathaveadirect（facetoface）orindirectinfluenceonaperson’sattitudesorbehavior【参考群体：membershipgroup成员群体（直接影响）、primarygroup基本群体、secondarygroup次要群体、aspirationalgroup崇拜群体、dissociativegroup隔离群体】family家庭（最重要的消费者购买组织）rolesandstatuses社会角色、地位Personalfactors个人因素：Ageandstageinthelifecycle年龄和生命周期阶段、Occupationandeconomiccircumstances职业和经济环境、personalityandself-concept个性和自我概念、lifestyleandvalues生活方式和价值观消费者心理过程motivation动机perception认知（selectiveattention选择性注意、选择性保留、选择性扭曲、潜意识）learning学习memory记忆Thebuyingdecisionprocess:Thefive-stagemodelProblemrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPurchasebehaviorIdentifyingmarketsegmentsandtargets识别市场细分个目标市场TargetmarketingrequiresthatmarketersIdentifyandprofiledistinctgroupsofbuyerswhodifferintheirneedsandpreferences（marketsegmentation）;Selectoneormoresegmentstoenter（markettargeting）;Establishandcommunicatetheoffering’sbenefitstoeachtargetsegment（marketpositioning）市场细分与其层次企业根据消费者需求的不同，把整个市场划分成不同的消费者群的过程。其客观基础是消费者需求的异质性。市场细分的层次：细分营销Segmentmarketing:Amarketsegmentofagroupofconsumerswhoshareasimilarsetofneedsandwants.补缺营销Nichemarketing:Anicheisamorenarrowlydefinedcustomergroupseekingadistinctivemixofbenefits.本地化营销Localmarketing顾客定制IndividualMarketing(customization定制化)细分变量地理变量（geographicsegmentation）：城市规模、人口密度、气候人口变量（demographicsegmentation）：年龄和生命周期、生活阶段和家庭规模、年收入与职业、受教育程度、世代、社会阶层心理变量（psychographicsegmentation）：生活方式、个性行为变量（behavioralsegmentation）：场合、利益、使用者状态、使用率、购买者准备阶段、忠诚度、态度有效的细分标准EffectiveSegmentationCriteria可衡量measurable足够大substantial可接近accessible差异性differentiable可操作actionable选择细分市场目标市场的五种模式单一细分市场single-segmentconcentration多个细分市场（有选择的专业化）selectivespecialization特定产品（产品专业化）productspecialization特定市场（市场专业化）marketspecialization整个市场fullmarketcoverage选择细分市场的三个因素：逐个进入细分市场、不断更新市场细分计划、目标市场的到的选择创建品牌资产Creatingbrandequity品牌概念Brand:aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitor.品牌：是一个名称、术语、标识、符号、设计或是它们的某种组合，用于识别某一经销商或某一群经销商群体的商品与服务，并且使之同其竞争者的商品与服务区分开来。Brandingisendowingproductsandserviceswithpowerofabrand.品牌化：把品牌的力量赋予产品和服务，即建立差异性TheroleofBrands:SignifyqualityCreatebarrierstoentryServeasacompetitiveadvantageSecurepricepremium基于顾客的品牌资产Brandequity:theaddedvalueendowedonproductsandservices品牌资产：品牌所具有的独特的市场影响力Customer-basedbrandequityisthedifferentiateeffectthatbrandknowledgehasoncustomerresponsetothatbrand’smarketing.基于顾客的品牌资产：品牌知识对于顾客对该品牌营销的反应的不同影响品牌资产源自顾客反映的差异反映方面的差异由顾客的品牌知识引起的，即顾客在长期的经验中对品牌的所知、所感、所见和所闻组成品牌资产的顾客的差异化反应通过与品牌营销的各方面相关的知觉、偏好和行为表现出来Brandpromise:themarketer’svisionofwhatthebrandmustbeanddoforconsumer.Brandelements（品牌要素）：Thosetrademarkabledevicesthatservetoidentifyanddifferentiatethebrand.Brandelementchoicecriteria:ForbuildingthebrandMemorableMeaningfulLikeableFordefendingthebrandTransferableAdaptableProtectibleBrandcontactisanyinformation-bearingexperienceacustomerorprospecthaswiththebrand,productcategory,ormarketthatrelatestothefirm’sproductorservice.Holisticmarketersemphasizethreekeythemesindesigningbrand-buildingmarketingprograms:Personalization:personalizingmarketingmeansensuringthatthebrandanditsmarketingareasrelevantaspossibletoasmanycustomersaspossible.Integration:Integratingmarketingisaboutmixingandmatchingmarketingactivitiestomaximizetheirindividualandcollectiveeffects.Internalization:品牌共鸣模型品牌延伸及其优劣势品牌延伸：公司将已有的品牌名称用在新产品。分为两类：产品线延伸（母品牌领域），类别延伸（不同于母品牌领域）优势：提高新产品成功的机会；降低上市宣传活动的成本；可以为母品牌提供反馈劣势：品牌稀释；品牌的完整性和能力受到质疑；损害母品牌的形象；与母品牌自相残杀Creatingthebrandpositioninganddealingwithcompetition设立定位和应对竞争市场定位的概念Positioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthemindsofthetargetmarket.Thegoalistolocatethebrandinthemindsofconsumerstomaximizethepotentialbenefittothefirm.定位是指公司为自己的产品或形象在目标顾客心中占有一定的特殊地位而采取的行动。其目标是在消费者心中定位品牌以最大化公司的潜在收益。如何进行市场定位确定竞争参照系（需要识别目标市场和竞争的性质）Competitiveframeofreference选定品牌联想的理想差异点和相似点Points-of-difference(PODs):attributesorbenefitsthatconsumersstronglyassociatewithabrand,positivelyevaluate,andbelievetheycouldn’tfindtothesameextentwithacompetitivebrand.Points-of-parity(POPs):associationsthataren’tnecessarilyuniquetothebrandbutmayinfactbesharedwithotherbrands.Waystoconveyabrand’scategorymembership:Categorymembership:productsorsetsofproductswithwhichabrandcompetesandwhichfunctionasclosesubstitutes.AnnouncingcategorybenefitsComparingtoexemplarsRelyingontheproductdescriptor差异化战略differentiationstrategiesCompetitiveadvantage:acompanyabilitytoperforminoneormorewaysthatcompetitorscan’torwon’tmatch.产品服务员工渠道形象样式订购难易程度工作能力覆盖率符号标语属性产品投递礼貌专业氛围性能质量安装可信可靠绩效事件质量一致性客户培训响应能力分销品牌接触耐久可靠性客户咨询沟通能力可维修性维护和修理风格设计波特五力模型激烈的细分市场竞争（同行业者竞争）Threatofintensesegmentrivalry新进入者的威胁（流动性威胁）Threatofnewentrants替代产品的威胁（替代产品）Threatofsubstituteproduct购买者的讨价还价能力（购买能力）Threatofbuyers’growingbargainingpower供应商的讨价换件能力（供应能力）Threatofsuppliers’growingbargainingpower竞争战略CompetitivestrategiesStrategicgroupisagroupoffirmsfollowingthesamestrategyinagiventargetmarket.市场领导者战略Market-leaderstrategies扩大总体市场Expandingthetotalmarket转变未使用者、进入新的细分市场、吸引竞争对手的顾客、增加使用场合、增加每次使用量、寻找新用途保护市场份额Defendingmarketshare阵地防御Positiondefense侧翼防御Flankdefense先发制人的防御Preemptivedefense反击防御Counteroffensivedefense运动防御Mobiledefense收缩防御Contractiondefense扩大市场份额Expandingmarketshare市场挑战者战略Market-challengerstrategies确定战略目标和对手选择总体攻击战略正面攻击、侧翼攻击、包围攻击、迂回攻击、游击战选择具体攻击战略价格折扣、低价商品、威望商品、产品扩散、产品创新、服务改进等等市场追随者战略Market-followerstrategies充当造假者、仿制者、模范者、改造者市场补缺者战略Market-incherstrategies成为小市场中的市场领导者，关键概念是专业化制定产品战略Settingproductstrategyandmarketingthroughthelifecycle产品层次：顾客价值等级体系Aproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.产品是指能够通过交换满足消费者或用户某一需求和欲望的任何有形物品和无形服务。Fiveproductlevels:Eachleveladdsmorecustomervalue,andtogetherthelevelsconstituteacustomervaluehierarchy（顾客价值等级）.核心利益（corebenefit）：顾客购买的实际基本的服务或利益基本产品（basicproduct）：品的基本形式，由五个特征构成，包括品质、式样、特征、商标及包装期望产品（expectedproduct）：顾客购买时希望商品应满足的一些列属性和条件增值产品（augmentedproduct）：增加的服务与利益潜在产品（potentialproduct）：产品在未来可能进行的所有改进和变革产品分类Productclassifications耐用性和有形性Durabilityandtangibility：非耐用产品Nondurablegoods：啤酒、肥皂；耐用产品Durablegoods：冰箱；无形产品Intangible：服务消费品分类Consumer-goods：便利品conveniencegoods、选购品shoppinggoods、特购品specialtygoods、非搜寻商品unsoughtgoods工业品分类Industrial-goods：原材料和零部件materialsandparts、资本品capitalitems、供应物和商品服务suppliesandbusinessservices产品组合Aproductsystemisagroupofdiversebutrelateditemsthatfunctioninacompatiblemanner.产品组合的基本概念产品组合productmix（productassortment）：isasetofallproductsanditemsaparticularmarketeroffersforsale企业提供给市场的全部产品线和产品项目的组合或结构，即企业的业务经营范围产品线productlines：产品组合中某一产品大类，是一组密切相关的产品产品项目producttype：产品线中不同品牌和细类的特定产品，即产品线内的不同品种及同一品种的不同品牌产品组合的四个维度长度：产品项目的总数；平均长度=产品项目总数/产品线数目宽度：产品线的数目深度：产品项目中每一品牌所含不同花色、规格、质量的产品数目的多少。平均深度=每一品牌的深度之和/品牌总数关联度：各条产品线在最终用途、生产条件、分销渠道等方面的相关程度产品线延伸：向上延伸、向下延伸、双向延伸产品的生命周期Productlifecycle导入期Introduction成长期growth成熟期maturity衰退期decline特点销售少lowsales快速增长rapidlyrisingsales高峰peaksales衰退decliningsales成本单位顾客成本高highcostpercustomer平均成本averagecostpercustomer低成本lowcostpercustomer低成本lowcostpercustomer利润亏损negative上升risingprofits高利润highprofits衰退decliningprofits顾客创新者innovators早期采用者earlyadopters中期使用者middlemajority落后者laggards竞争者极少few逐渐增加稳定但开始衰退减少营销目标创造产品知名度并增加试用createproductawarenessandtrial最大化市场份额包围市场份额最大化利润削减开支并榨取品牌利益战略产品基本产品offerabasicproduct产品延伸、服务担保品牌多样化淘汰疲软产品和型号价格成本加成定价chargecost-plus市场渗透价格与竞争者匹敌或打击竞争者的价格削价分销选择性分销buildselectivedistribution密集分销更密集分销淘汰不盈利的网点广告在早期使用者和分销商中建立品牌知名度在大众市场建立品牌知名度和兴趣强化品牌差异点和利益降低到保持坚定忠诚顾客所需的水平促销大力促销以吸引试用利用量多消费者需求，减少促销增加促销，鼓励品牌转换减少到最低水平新产品的类型新产品问世能够开创一个全新市场的产品新产品线使得公司首次进入已有市场的新产品现有产品线的补充补充公司现有产品线的新产品现有产品的改进提供性能更优越或顾客感知价值更高的新产品，并替代现行产品市场再定位定位于新市场或新的细分市场的现有产品成本降低以较低成本提供相似性能的新产品第11章DesigningandmanagingservicesAserviceisanyactorperformancethatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.Majorcharacteristicsofservices:Intangibility（无形的）Inseparability（不可分离的）Variability（多变的）Perishability（非持久性的）Holisticmarketingforservice:Externalmarketing:thenormalworkofpreparing,pricing,distributing,andpromotingtheservicetocustomers.Internalmarketing:trainingandmotivatingemployeestoservecustomerswell.Interactivemarketing:theemployees’skillinservingclients制定价格战略和流程DevelopingpricingstrategiesandprogramsSettingtheprice:SelectthepricingobjectiveTogainthemaximumcurrentprofitWantmaximummarketshare（market-penetrationpricing市场渗透定价法）Market-skimmingpricing（高价法）Aimtobeproduct-qualityleadersDeterminingdemandEstimatingcostsAnalyzingcompetitors’costs,prices,andoffersSelectingapricingmethodSelectingthefinalpricePricediscountsandallowanceCashdiscountQuantitydiscountFunctionaldiscountSeasonaldiscountallowance影响定价的因素内部因素（指企业通过特定水平的价格制定或调整所要达到的预期目的）定价目标：维持生存、当期利润最大化、市场占有率最大化（市场渗透定价法）、市场撇脂最大化、产品质量最优化产品成本：生产、销售、储运、共同成本等外部因素市场需求产品市场的供求情况（需求是价格的高限）价格弹性（价格的供给弹性和需求弹性）缺乏弹性的商品，适合稳定的价格或适当提价；富有弹性的商品，适合适当降价以扩大销量竞争者的产品和价格：竞争环境、竞争方式、竞争者的反映模式政府的政策法令基本定价方法成本导向定价法成本加成定价法：在产品成本的基础上加上标准差价，但只在价格可以达到销售额的情况下有意义。增量分析定价法：增量利润=增量收入-增量成本（适用范围）目标定价法：产品价格=总成本×（1+目标收益率）/销售量需求导向定价法认知价格定价法：以顾客对本企业产品的认知价值作为定价基础的定价法，关键是传递比竞争对手更多的价值，并展现给潜在的顾客。反向定价法：以购买者习惯或愿意接受的价格作为起点，通常要参考其他竞争产品的价格，常用于分销渠道中的批发商、零售商的定价。产品价格=市场可接受的零售价×（1-批发零售率）×（1-进销差率）竞争导向定价法随行就市定价法：难以估算成本，企业打算与同行和平共处，如果另定价，很难了解消费者的反映。投标定价法：投标价格，指企业以竞争者可能的报价为基础，兼顾本身应有利润确定的价格，主要适用于对工程进行投标的企业。修订价格策略折扣定价策略为鼓励顾客购买，酌情降低其基本价格，类型有：现金折扣、数量折扣、功能折扣、季节折扣、价格转让。影响因素：竞争对手机竞争能力、折扣的成本均衡性、市场总体价格水平下降地区定价策略决定对于卖到不同地方的顾客某种产品，是分别制定不同的价格还是相同的价格。主要类型：原产地定价、统一交货定价、分区定价、基点定价、运费免收定价。促销定价策略特价吸引品、现金回扣、心理折扣等差别定价策略（价格歧视）企业按照两种或着两种以上不反映成本费用的比例差异的价格销售某种产品或服务。主要类别：顾客差别定价、产品形式定价、产品部位差别定价、销售时间差别定价。产品组合定价策略产品大类定价、选择品定价、补充产品定价、分布定价、副产品定价、产品系列定价。升降价的情况降价提价产能过剩﹃扩大销售通货膨胀﹃保持盈利竞争压力﹃保持份额供不应求﹃限制需求成本优势﹃控制市场设计和管理整合营销渠道Designingandmanagingintegratedmarketingchannels营销渠道的概念、推式与拉式战略Marketingchannels(alsocalledtradechannelsordistributionchannels):setofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption营销渠道是产品或者服务在投入使用或者消费过程中涉及的一系列相互联系的组织。Marketingchannelsystem:theparticularsetofmarketingchannelsemployedbyafirm.推式战略pushstrategy：生产商利用销售人员和贸易推广资金，诱使中间商承接、推广和向终端顾客销售产品（品牌忠诚度低）拉式战略pullstrategy：生产商利用广告和促销，促使顾客向中间商购买产品，从而诱导中间商订购商品（品牌忠诚度较高）ChannellevelsZero-levelchannel（alsocalledadirectmarketingchannel）渠道策略的制定Identifyingmajorchannelalternatives中间商的类型typesofintermediaries：商人中间商merchants、代理中间商agents、辅助商facilitators中间商的数量numberofintermediaries：独家分销（排他型）exclusivedistribution、选择性分销selectivedistribution、密集型分销intensivedistribution渠道成员的权利与义务termsandresponsibilitiesofchannelmembers：价格政策pricepolicy、分销商的区域权利distributors’territorialrights.Channel-managementdecisions:SelectingchannelmembersTrainingandmotivatingchannelmembersEvaluatingchannelmembersModifyingchannelarrangements渠道冲突的类型渠道冲突：渠道中的某个成员的行为阻碍了其它成员达到其目标垂直渠道冲突：同一渠道不同层次之间的利益冲突水平渠道冲突：渠道中同一层次的成员之间利益冲突多重渠道冲突：源于生产商同时利用两个或两个以上的分销渠道进入同一个目标市场管理零售、批发和物流零售的概念、零售店的类型Retailingincludesallofactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersforpersonal,nonbusinessuse.零售：包括将商品或服务直接销售给最终消费者供其个人进行非商业性使用的过程中所涉及的一切活动。Retailerorretailstoreisanybusinessenterprisewhosesalesvolumecomesprimarilyfromretailing零售商：商店零售商、无店铺零售商、零售组织零售商服务：自助零售、自选零售、有限服务零售、完全服务零售主要的零售商店类型：专业商店specialtystore百货商店Departmentstore超级市场supermarket便利店Conveniencestore折扣店Discountstore折价零售店Off-priceretailer超级商店superstore目录商店CatalogshowroomPrivatelabels(alsocalledreseller,store,house,ordistributorbrand):isonedevelopedbyretailersandwholesalers.Directproductprofitability(DPP):tomeasureaproduct’shandlingcostfromthetimeitreachesthewarehouseuntilacustomerbuysitinthestore.批发商类型Wholesalingincludesalltheactivitiesinsellinggoodsorservicestowhobuyforresaleorbusinessuse.商业批发商Merchantwholesalers独立公司，对其所经营的商品拥有所有权。可分为：完全服务批发商full-servicewholesalers、有限服务批发商limited-servicewholesalers、分销商、工厂供应批发商经纪人与代理商Brokersandagents促成买卖双方达成协议，仅执行有限的职能，专门经营或提供专门服务生产商与零售商的销售所和采购所Manufacturers’andretailers’branchesandoffices买方或卖方自己进行批发业务，不经过独立的批发商其他批发商专业批发商specializedwholesalers，如农产品集货商Wholesalersareoftenbetterathandlingoneormoreofthesefunctions:SellingandpromotingBuyingandassortmentbuildingBulkbreakingWarehousingTransportationFinancingRiskbearingMarketinformationManagementSupplychainmanagement(SCM)Integratedlogisticssystem(ILS)集成物流系统设计和管理整合营销传播Designingandmanagingintegratedmarketingcommunications营销传播的概念与传播渠道Marketingcommunicationsarethemeansbywhichfirmsattempttoinform,persuade,andremindconsumers-directlyorindirectly-abouttheirproductsandbrandstheysell.营销传播是公司直接或间接地尝试让消费者了解自己的产品和品牌，劝说和提醒消费者购买这些产品和品牌的手段。Personalcommunicationschannels个人传播渠道：提倡者渠道、专家渠道、社会渠道Nonpersonalcommunicationschannels大众传播渠道：媒体、促销、时间和体验、公共关系IntegrationofcommunicationschannelsIntegratedmarketingcommunications(IMC)aretheconceptofmarketingcommunicationsplanningthatrecognizestheaddedvalueofacomprehensiveplan.不同传播手段的优劣势marketingcommunicationsmixadvertising广告：建立产品的长期形象，增加短期销售，有效达到消费者，成本较高salespromotion销售促销：信息传播，激励，邀请；创造短期销售佳绩eventsandexperiences事件和体验：消费者亲身参与，吸引力大，软性销售publicrelationsandpublicity公共关系和宣传：高度可行性，消除顾客的抵触心理，戏剧化吸引顾客注意力directmarketing直复营销：非公共性、即时性、互动性personalselli