世界行销讲座之全球营销

TheWorldofMarketingChapter1LectureSlidesSolomon,Stuart,Carson,&SmithYournamehereCoursetitle/numberDate1ChapterLearningObjectivesWhenyouhavecompletedyourstudyofthischapter,youshouldbeableto:Definethemarketingconcept.Definetheobjectiveofmarketing.Understandthebasicsofmarketingplanning.Describetheevolutionofthemarketingconcept.Explainhowmarketingisimportanttobothindividualandbusinesscustomersinthemarketplace,inourdailylives,andinsociety.Explainmarketing’srolewithinanorganization.2Introduction

totheTopicWhatis

marketing?Isisadvertising?Sales?Goingtothegrocerystore?Itisafunctionalareawithinabusiness,butwhatdoesitdo?AusefuldefinitionfromtheAmericanMarketingAssociation:Marketing:

theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.Notethemanycomponentparts(includingthe4P’s)tothisdefinition,whichwillallbediscussedingoodtime.3NeedsversusWantsMarketingattemptstosatisfytheneedsofconsumers.Consumer:

theultimateuserofagoodorserviceCouldbeanindividual,business,ororganizationNeed:

recognitionofanydifferencebetweenaconsumer’sactualstateandsomeidealordesiredstate.Want:

thedesiretosatisfyneedsinspecificwaysthatareculturallyandsociallyinfluenced.Whyisthedifferencebetweenthesetworelevanttomarketers?Ifconsumersmustlearnhowtosatisfyneeds,thentheycanbeinfluencedintheprocess.4ExchangeofValueIfmarketingisallaboutexchangesofvalue,whatis

value?Customervalue:

whatthecustomergetsinthepurchase,use,andownershipofaproductrelativetothecostsandsacrificesincurred.Exchange:

theprocessbywhichsometransferofvalueoccursbetweenabuyerandseller.Mostexchangesareintheformofmoney,butbartercanalsobepopularonalocalbasis.Whatistherelationshipbetweenvalueandprice?Customerswillpayforvaluereceived;themorereceived,themoretheywillpay.Agooddealis,therefore,astateofmind?5ExchangeofValue(continued)Tobemeaningfultomarketers,wantsneedresources.Demand:

customers’desireforproductscoupledwiththeresourcestoobtainthem.Market:

allofthecustomersandpotentialcustomerswho:shareacommonneedthatcanbesatisfiedbyaspecificproduct,havetheresourcestoexchangeforit,arewillingtomaketheexchange,and,havetheauthoritytomaketheexchange.Notethatthesefourconditionsalsomakeagooddefinitionofacustomer.Marketplace:

anylocationormediumusedtoconductanexchange.6(Almost)AnythingCanBeMarketedProduct:atangiblegood,aservice,anidea,orsomecombinationofthesethat,throughtheexchangeprocess,satisfiesconsumerorbusinesscustomerneeds;abundleofattributesincludingfeatures,function,benefits,anduses.Productshave:Features:characteristicsoftheproduct,suchasmaterials,construction,andwhatitdoes.Afeatureofacomputeristhatithas512MbofRAMAdvantages:whatthefeaturesdofortheuseroftheproduct.MoreRAMallowsforgreatercomputingpower.Benefits:theoutcomesoughtbyacustomerthatmotivatesbuyingbehaviour.ThecustomerwantsmoreRAMtorunthelatestversionofasoftwareprogram.7(Almost)AnythingCanBeMarketedIdeamarketing:manyorganizations,includinggovernmentsusemarketingtosellideas,suchasnotsmoking,responsiblealcoholconsumption,safesex,andusingrecyclingprograms.Placemarketing:usingmarketingtosellplacesasadestinationfortouristsorforindustriestochoosetolocatein.TourismisbigbusinessinCanada.Peoplemarketing:usingmarketingtosellpeopleandtheirimages,suchascelebritiesendorsingproductsorrepresentingorganizations.WhywouldNikepayTigerWoods$40millionover5yearsjusttoweartheirclothingandfootwear?8TheMarketingConceptMarketing

concept:amanagementorientationthatfocusesonachievingorganizationalobjectivesbyunderstandingconsumerneedsandwantsandtheassociatedcostsofsatisfyingthem.Whichcomesfirst,theconsumerneedortheproducttosatisfyit?Itisimportanttorecognizethatmarketingdoesnotexistinisolationfromtheworldaroundit.Socialmarketing

concept:

anorientationthatfocusesonsatisfyingconsumerneedsandwantswhilealsoaddressingtheneedsofthelargersociety.“It’snoteasybeinggreen.”Kermitthefrog9MarketingPlanningStrategicplanning:

theprocessofidentifyingandanalyzingalternativewaysofachievingobjectives.FavourableTypeoffactorLocationoffactorUnfavourable

Internaltothecompany

ExternaltothecompanyIndustrypositionProductinnovation/designBrandawarenessDistributionchannelsHistoryofsuccessPricingpositionLimiteddistributionLimitedrangeofproductsLeadership/directionResourceconstraintsNewmarketsNewbrandingstrategiesExpandgloballyExpandaccessorieslineFormstrategicpartnershipsFiercecompetitionBrandnamemaybecomethegenericforthecategoryPaceoftechnologyRegulatoryenvironmentStrengthsThreatsWeaknessesOpportunities10MarketingPlanning(continued)Marketsegment:adistinctgroupofcustomerwithinalargermarket,whoaresimilartooneanotherinsomewayandwhoseneedsdifferfromothercustomersinthelargermarket.Targetmarket:themarketsegmentonwhichandorganizationfocusesitsmarketingplanandtowardwhichitdirectsitsmarketingefforts.Marketposition:thewayinwhichthetargetmarketperceivestheproductincomparisontocompetitors’brands.Tobeeffective,organizationswilldoallthreesteps,oneaftertheother,aseachonebuildsonthestepprevious.Howdomarketersachievepositioning?11Marketing’’sToolsMarketingmix:Acombinationoftheproductitself,thepriceoftheproduct,theplacewhereitismadeavailable,andtheactivitiesthatintroduceittotheconsumers,whichcreatesadesiredresponseamongasetofpredefinedconsumers.Figure1-112MarketingPlanning(continued)Relationshipmarketing:amarketingphilosophythatfocusesonbuildinglong-termrelationshipswithcustomers,suppliers,distributors,andotherkeystakeholderstosatisfymutualneeds.Thisphilosophyrecognizesthatitismoreefficienttokeepexistingcustomershappyandbuying,thantobeconstantlytryingtofindnewonestoreplacethosewhohaveleft.Italsorecognizesthevalueofteamwork,whenitcomestothesupplychain.Stakeholders:individualsororganizationswhoaffect,orareaffectedby,theactivitiesofafirm.Societyasawholehaveastakeinwhatorganizationsdo.13TheEvolutionofaConceptProductorientation:amanagementphilosophythatemphasizesthemostefficientwaystoproduceanddistributeproducts.Thisphilosophyfocusesondevelopingproductsthroughresearchanddevelopmentactivities.Thisapproachworksbestinaseller’’smarket,wheredemandisgreaterthansupply.Sellingorientation:amanagerialviewofmarketingasasalesfunction,orawaytomoveproductsoutofwarehousestoreduceinventory.Alsoknownasthehardsell,thisapproachisnecessaryintimesofabuyer’smarket,whereproductavailabilityexceedsdemand.Thinkaluminumsidingintheearly60’s,homesecuritysystemstoday,andotherunsoughtgoods.14TheEvolutionofaConcept(continued)Consumerorientation:amanagementphilosophythatfocusesonbeingproactiveandresponsiveinidentifyingandsatisfyingconsumerneedsandwants.Focusingonwhattheconsumerwantsmakesforgoodbusiness,asMatteldoeswiththeBarbie™productline.Neweraorientation:amanagementphilosophyinwhichmarketingdecisionmakingmeansadevotiontoexcellenceindesigningandproducingproductsthatbenefitthecustomerplusthefirm’’semployees,shareholders,andfellowcitizens.15MarketingCreatesValueFunctionalvalue:consumerbenefitsrelatingtoproductfeatures,characteristics,utility,performance,andoutcomes.Whatwilltheproductdoforme?Utility:theusefulnessorbenefitreceivedbyconsumersfromaproduct.Utilitycanbasedonform,place,time,andpossession.Buyingsnowtiresafterthefirstsnowfallinwinterqualifiesforallfour!Experientialvalue:consumerbenefitsrelatingtosensory,emotional,relational,andepistemicexperiences.Livetheatreandsportsareexperiencesenjoyedformanydifferentreasons.16MarketingCreatesValueSymbolic(expressive)value:consumerbenefitsrelatingtoself-conceptorself-identity,self-expression,socialmeaning,personalmeaning,orconditionalmeaning.Someproductsorservicesweconsumeforwhatwebelievetheysayaboutustoothers.Luxuryproductsareagoodexample.Cost(sacrifice)value:consumerbenefitsrelatingtoeconomiccosts,psychologicalcosts,personalinvestment,andrisk.Warehouseretailersande-tailersappealtothoseconsumerswhoappreciatevaluecreatedbylowprices,selection,andconvenienceofshopping.17MarketingandCulturePopularculture:themusic,movies,sports,books,celebrities,andotherformsofentertainmentconsumedbythemassmarket.MarketingofcelebritiesispervasiveinNorthAmericanculture,muchtothechagrinofmanyobservers.Culturalactivitiescanbedifferentiatedandtargetedtoparticularmarketsegments.Myths:storiescontainingsymbolicelementsthatexpressthesharedemotionsandidealsofaculture.Thereareonlysomanyplotandstorylinesouttheretobeused,anduniversalthemessuchasgoodversusevilhavewidespreadappealduetotheirsimplicity.18Marketing’’sRoleinSocietyEthicalbehaviourisgoodbusinessformanyreasonsbeyonditistherightthingtodo.Organizationsattempttomanagetheirpublicimagethroughcarefulpromotionalstrategies.Thepracticeofmarketingisnotbeyondcriticism,suchas:MarketerscreateartificialneedsMarketingteachesustovaluepeopleforwhattheyownratherthanwhotheyareMarketerspromisemiraclesMostofthesecriticismscenterontheissueofpersonalresponsibilityandtendtoover-estimatethepowerofmarketing.Agreeordisagree?19FamousLastWords…Forgoodorbad,marketingiseverywhere.Ourchallengefortheremainderofthiscoursewillbetotrytounderstandwhatitcandofororganizationsattemptingtoachievetheirobjectives.20谢谢1月-2303:34:1703:3403:341月-231月-2303:3403:3403:34:171月月-231月月-2303:34:172023/1/53:34:179、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Thursday,January5,202310、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。03:34:1703:34:1703:341/5/20233:34:17AM11、以我我独沈沈久，，愧君君相见见频。。。1月-2303:34:1703:34Jan-2305-Jan-2312、故人江海海别，几度度隔山川。。。03:34:1703:34:1703:34Thursday,January5,202313、乍见翻疑梦梦，相悲各问问年。。1月-231月-2303:34:1703:34:17January5,202314、他乡生白白发，旧国国见青山。。。05一月月20233:34:17上上午03:34:171月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月233:34上午午1月-2303:34January5,202316、行动动出成成果，，工作作出财财富。。。2023/1/53:34:1703:34:1705January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。3:34:17上上午3:34上上午03:34:171月-239、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。1月月-231月月-23Thursday,January5,202310、很很多多事事情情努努力力了了未未必必有有结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。03:34:1703:34:1703:341/5/20233:34:17AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。1月-2303:34:1703:34Jan-2305-Jan-2312、世世间间成成事事，，不不求求其其绝绝对对圆圆满满，，留留一一份份不不足足，，可可得得无无限限完完美美。。。。03:34:1703:34:1703:34Thursday,January5,202313、不知香香积寺，，数里入入云峰。。。1月-231月-2303:34:1703:34:17J