《市场营销讲义》

MarketingintheTwenty-firstCentury整理课件ObjectivesCourseOrganizationTasksofMarketingMajorConcepts&ToolsofMarketingMarketplaceOrientationsMarketing’sResponsestoNewChallenges整理课件Course/TextOrganizationPartI-UnderstandingMarketingManagementPartII-AnalyzingMarketingOpportunitiesPartIII-DevelopingMarketingStrategiesPartIV-ShapingtheMarketOfferingPartV-Managing&DeliveringMarketingPrograms整理课件DefiningMarketing

Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers. -PhilipKotler(p.7)整理课件CoreConceptsofMarketing

ProductorOffering

ValueandSatisfactionNeeds,Wants,andDemands

ExchangeandTransactions

RelationshipsandNetworks

TargetMarkets&Segmentation

MarketingChannels

SupplyChain

Competition

MarketingEnvironment整理课件SimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformation整理课件ManufacturermarketsServices,moneyGovernmentmarketsServices,moneyServicesServices,moneyTaxesTaxes,goodsTaxes,goodsTaxes,goodsMoneyMoneyConsumermarketsIntermediarymarketsGoods,servicesGoods,servicesResourcesResourcesResourcemarketsMoneyMoneyStructureofFlows整理课件TheFourPsMarketingMixProductPricePromotionPlaceTheFourCsCustomerSolutionCustomerCostCommunicationConven-ience整理课件ProductionConceptProductConceptSellingConceptMarketingConceptConsumerspreferproductsthatarewidelyavailableandinexpensiveConsumersfavorproductsthatofferthemostquality,performance,orinnovativefeaturesConsumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproductsFocusesonneeds/wantsoftargetmarkets&deliveringvaluebetterthancompetitorsCompanyOrientationsTowardstheMarketplace整理课件MarketIntegratedmarketingProfitsthroughcustomersatisfactionCustomerneeds(b)ThemarketingconceptFactoryExistingproductsSellingandpromotionProfitsthroughsalesvolumeStartingpointFocusMeansEnds(a)ThesellingconceptCustomerDeliveredValue整理课件CustomersFront-linepeopleMiddleManagementTopManagementTraditionalOrganizationChart整理课件Customer-OrientedOrganizationChartCustomersFront-linepeopleMiddlemanagementTopmanage-mentCustomersCustomers整理课件EvolvingViewsofMarketing’sRolea.MarketingasanequalfunctionFinanceProductionMarketingHumanresourcesb.MarketingasamoreimportantfunctionFinanceHumanresourcesMarketingProduction整理课件EvolvingViewsofMarketing’sRolec.MarketingasthemajorfunctionMarketingFinanceHumanresourcesProductiond.ThecustomerasthecontrollingfactorCustomerHumanresourcesFinanceProductionMarketing整理课件EvolvingViewsofMarketing’sRolee.ThecustomerasthecontrollingfunctionandmarketingastheintegrativefunctionCustomerMarketingProductionHumanresourcesFinance整理课件ReviewCourseOrganizationTasksofMarketingMajorConcepts&ToolsofMarketingMarketplaceOrientationsMarketing’sResponsestoNewChallenges整理课件Chapter2BuildingCustomerSatisfaction整理课件ObjectivesDefinevalue&satisfaction-understandhowtodeliverthemThenatureofhigh-performancebusinessesHowtoattract&retaincustomersImprovingcustomerprofitabilityTotalqualitymanagement整理课件DeterminantsofCustomerDeliveredValueImagevaluePersonnelvalueServicesvalueProductvalueTotalcustomervalueMonetarycostTimecostEnergycostPsychiccostTotalcustomercostCustomerdeliveredvalue整理课件Satisfactionisaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.整理课件ResourcesOrganizationandaligning...HighPerformanceBusinessProcessesByimprovingcriticalbusiness...Stake-holdersSetstrategiestosatisfykey...整理课件MarginMarginTheGenericValueChainPrimaryActivitiesSupportActivitiesProcurementServ-iceTechnologyDevelopmentHumanresourcemanagementFirminfrastructureInboundLogisticsOpera-tionsOut-boundLogisticsMarket-ingandsales整理课件LeviStrauss’

Value-DeliveryNetworkCompetitionisbetweennetworks,notcompanies.Thewinneristhecompanywiththebetternetwork.DeliverySears(Retail)Levi’s(Apparel)OrderDeliveryOrderCustomerDeliveryDuPont(Fibers)OrderDeliveryOrderMilliken(Fabric)整理课件SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Spreadfavorableword-of-mouthAremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncosts整理课件LevelsofRelationshipMarketingManycustomers/distributorsMediumnumberofcustomers/distributorsFewcustomers/distributorsAccountableProactivePartnershipProactiveAccountableReactiveAccountableReactiveBasicorreactiveHighmarginMediummarginLowmargin整理课件Inactiveorex-customersCustomerDevelopmentPartnersAdvocatesClientsRepeatcustomersFirst-timecustomersSuspectsProspectsDisqualifiedprospects整理课件Customer/ProductProfitabilityAnalysisP1HighlyprofitableproductP2ProfitableproductP3LosingproductP4Mixed-bagproductProducts+++Highprofitcustomer+-Mixed-bagcustomer+--LosingcustomerC1C2C3Customers整理课件TheProfitTriangleValuecreationCompetitiveadvantageInternaloperationsProfit整理课件QualityQualityisthetotalityoffeaturesandcharacteristicsofaproductorservicethatbearonitsabilitytosatisfystatedorimpliedneeds.#1整理课件ReviewDefinevalue&satisfaction-understandhowtodeliverthemThenatureofhigh-performancebusinessesHowtoattract&retaincustomersImprovingcustomerprofitabilityTotalqualitymanagement整理课件Chapter3WinningMarkets:整理课件ObjectivesCorporateanddivisionstrategicplaningBusinessunitplanningThemarketingprocessProductlevelplanningThemarketingplan整理课件Market-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunities整理课件Market-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowth整理课件CorporateHeadquartersPlanningDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)AssignresourcestoSBUsPlannewbusiness,downsizeolderbusinesses整理课件Strategic-Planning,Implementation,andControlProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionImplementationPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingControl整理课件GoodMissionStatements:LimitednumberofgoalsStressmajorpolicies&valuesDefinecompetitivescopes整理课件TheBostonConsultingGroup’sGrowth-ShareMatrix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate3?Questionmarks???21Cashcow6Dogs8710x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xStars54整理课件MarketAttractiveness:Competitive-PositionPortfolioClassificationMARKETATTRACTIVENESS5.003.672.331.00LowMediumHighReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrongMediumWeakBUSINESSSTRENGTH1.002.333.675.00Invest/growSelectivity/earningsHarvest/divest整理课件Sales1050Time(years)TheStrategic-PlanningGapDesiredsalesIntegrativegrowthIntensivegrowthCurrentportfolioStrategic-planninggapDiversification

growth整理课件ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid4.Diversification2.Market developmentNewmarkets1.Market penetrationExistingmarketsExistingproducts3.Product developmentNewproducts整理课件1423HighLowHighLowAttractivenessSuccessProbabilityOpportunitiesOpportunityMatrix1. Companydevelopsamorepowerfullightingsystem2. Companydevelopsadeviceformeasuringtheenergyefficiencyofanylightingsystem3. Companydevelopsadeviceformeasuringilluminationlevel4. CompanydevelopsasoftwareprogramtoteachlightingfundamentalstoTVstudiopersonnel整理课件ThreatMatrix1. Competitordevelopsasuperiorlightingsystem2. Majorprolongedeconomicdepression3. Highercosts4. LegislationtoreducenumberofTVstudiolicenses1423HighLowHighLowSeriousnessProbabilityofOccurrenceThreats整理课件TheMcKinsey7-SFrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystems整理课件SelltheproductTheValue-DeliveryProcessMaketheproductProcureDesignproductMakePriceSellAdvertise/promoteDistributeServiceChoosetheValueProvidetheValueCommunicatetheValue(a)Traditionalphysicalprocesssequence(b)Valuecreation&deliverysequenceStrategicmarketingTacticalmarketing整理课件TheMarketingPlanExecutiveSummary&TableofContentsCurrentMarketingSituationOpportunity&IssueAnalysisObjectivesMarketingStrategyActionProgramsProjectedProfit-and-lossControls整理课件CompetitorsMarketingintermediariesPublicsSuppliers

FactorsInfluencingCompany MarketingStrategyMarketinginformationsystemMarketingplanningsystemMarketingorganizationsystemMarketingorganizationandimplementationProductPromotionPlacePriceTargetcustomersDemographic/economicenvironmentSocial/culturalenvironmentTechnical/physicalenvironmentPolitical/legalenvironment整理课件ReviewCorporateanddivisionstrategicplaningBusinessunitplanningThemarketingprocessProductlevelplanningThemarketingplan整理课件Chapter4GatheringInformationand整理课件ObjectivesComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearchDecisionsupportsystemsformarketingmanagementDemandmeasurementandforecast整理课件Amarketinginformationsystem(MIS)consistsofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.Amarketingintelligencesystemisasetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.整理课件DefiningtheProblem&ResearchObjectivesExploratoryResearchDescriptiveResearchCausalResearchTestcause-and-effectrelationships.Testshypothesesaboutcause-and-effectrelationships.Shedslightonproblem-suggestsolutionsornewideas.Ascertainmagnitudes.整理课件ResearchApproachesBehavioralFocus-groupSurveyExperimentalObservational整理课件Secondary-DataSourcesInternalSourcesGovernmentPublicationsPeriodicalsandBooksCommercialDataOn-LineAssociationsBusinessInformation整理课件TheMarketingResearchProcessDefiningtheproblemandresearchobjectivesDevelopingtheresearchplanCollecttheinformationAnalyzetheinformationPresentthefindings整理课件GoodMarketingResearch:IsscientificIscreativeUsesmultiplemethodsRealizestheinterdependenceofmodels&dataAcknowledgesthecost&valueofinformationMaintains“healthy”skepticismIsethical整理课件NinetyTypesofDemandMeasurement(6x5x3)AllsalesCompanysalesProductlinesalesProductformsalesProductitemsalesIndustrysalesProductlevelTerritoryRegionU.S.A.CustomerWorldSpacelevelShortrunMediumrunLongrunTimelevel整理课件DemandMarketDemandCompanyDemand整理课件EstimatingCurrentDemandTotalMarketPotentialAreaMarketPotentialIndustrySalesMarketShare整理课件EstimatingFutureDemandSurveyofBuyers’IntentionsCompositeofSalesForceOpinionExpertOpinionPastSalesAnalysisMarketTestMethod整理课件ReviewComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearchDecisionsupportsystemsformarketingmanagementDemandmeasurementandforecast整理课件Chapter5Scanningthe整理课件ObjectivesTracking&IdentifyingOpportunitiesintheMacroenvironmentDemographic,Economic,Natural,Technological,Political,&CulturalDevelopments整理课件MacroenvironmentalForcesWorldtradeenablersAsianeconomicpowerRiseoftradeblocsInternationalmonetarycrisesUseofbarter&countertradeMovetowardsmarketeconomies“Global”lifestyles整理课件MacroenvironmentalForcesOpeningof“new”marketsEmergingtransnationalfirmsCross-borderstrategicalliancesRegionalethnic&religiousconflictGlobalbranding整理课件DemographicEnvironmentWorldwidePopulationGrowthPopulationAgeMixEthnicMarketsHouseholdPatternsEducationalGroupsGeographicalShiftsinPopulationShiftfromMassMarkettoMicromarkets整理课件EconomicEnvironmentIncomeDistributionSubsistenceeconomiesRaw-material-exportingeconomiesIndustrializingeconomiesIndustrialeconomiesSavings,Debt,&CreditAvailability整理课件NaturalEnvironmentHigherPollutionLevelsIncreasedCostsofEnergyShortageofRawMaterialsChangingRoleofGovernment整理课件AcceleratingPaceofChangeUnlimitedOpportunitiesforInnovationIncreasedRegulationIssuesintheTechnologicalEnvironmentVaryingR&DBudgets整理课件Political-LegalEnvironmentIncreasedLegislationSpecial-InterestGroups整理课件Social/CulturalEnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOftheUniverseOfOthersViewsThatExpressValues整理课件Social/CulturalEnvironmentHighPersistenceofExistenceofShiftsofSecondaryCultural整理课件ReviewTracking&IdentifyingOpportunitiesintheMacroenvironmentDemographic,Economic,Natural,Technological,Political,&CulturalDevelopments整理课件Chapter6AnalyzingConsumerMarketsand整理课件ObjectivesInfluencesonBuyingBehaviorBuyerDecisionMaking整理课件整理课件整理课件SimpleResponseModelStimulusOrganismResponse整理课件ModelofBuyingBehaviorBuyer’sdecisionprocessProblemrecognitionInformationsearchEvaluationDecisionPostpurchasebehaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’sdecisionsProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountMarketingstimuliProductPricePlacePromotion整理课件CultureCulturalFactorsSubcultureSocialClassBuyer整理课件SocialFactorsReferenceGroupsRoles&StatusesFamily整理课件InfluencesonConsumerBehaviorPersonalInfluencesAgeandFamilyLifeCycleStageLifestyleOccupation&EconomicCircumstancesPersonality&Self-Concept整理课件PsychologicalFactorsPerceptionLearningBeliefs&AttitudesMotivation整理课件Maslow’sHierarchy

ofNeedsPsychologicalneeds(food,water,shelter)1Safetyneeds(security,protection)2Socialneeds(senseofbelonging,love)3Esteemneeds(self-esteem,recognition)4Self-actualization(self-developmentandrealization)5整理课件FourTypesofBuyingBehaviorComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvement整理课件ConsumerBuying

ProcessProblemrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior整理课件TotalSetDecisionMakingSetsAware-nessSetConsid-erationSetChoiceSetDecision整理课件StepsBetweenEvaluationofAlternativesandaPurchaseDecisionEvaluationofalternativesPurchasedecisionUnanticipatedsituationalfactorsAttitudeofothersPurchaseintention整理课件HowCustomersUseor

DisposeofProductsProductGetridofittemporarilyGetridofitpermanentlyKeepitLoanitRentitStoreitConverttonewpurposeUsefororiginalpurposeGiveitawayTradeitSellitThrowitawayDirecttoconsumerTointermediaryThroughmiddlemanTobeusedTobe(re)sold整理课件ReviewInfluencesonBuyingBehaviorBuyerDecisionMaking整理课件Chapter7AnalyzingBusinessMarkets&Business整理课件ObjectivesHowBusiness&ConsumerMarketsDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusinessBuyerDecisionMakingInstitutional&GovernmentBuying整理课件Businessvs.ConsumerMarketsFewerbuyersLargerbuyersClosesupplier-customerrelationshipGeographicallyconcentratedDeriveddemandInelasticdemandFluctuatingdemand整理课件Businessvs.ConsumerMarketsProfessionalpurchasingSeveralbuyinginfluencesMultiplesalescallsDirectpurchasingReciprocityLeasing整理课件InvolvedDecisionMakingModifiedRebuyNewTaskBuyingStraightRebuyUtilitiesOfficeSuppliesBulkchemicalsNewvehiclesElec.EquipConsultantsComputerequip.CustomfurnitureInstalledcomponentsBuildingsWeaponsystems整理课件ParticipantsintheBusinessBuyingProcessGatekeepersInitiatorsBuyersInfluencersDecidersUsersApprovers整理课件MajorInfluencesonIndustrialBuyingBehaviorLevelof demandEconomic outlookInterestrateRateoftechno- logicalchangePoliticaland regulatory developmentsCompetitive developmentsSocialresponsi-

bilityconcernsEnvironmentalObjectivesPoliciesProceduresOrganizational structuresSystemsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpersonalAgeIncomeEducationJobpositionPersonalityRiskattitudesCultureIndividualBusinessBuyer整理课件OrganizationalFactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralizedPurchasingofSmallTicketItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation&Pro.BuyersLeanProduction整理课件ProblemRecognitionGeneralNeedDescriptionProductSpecificationSupplierSearchProposalSolicitationSupplierSelectionOrderRoutineSpecificationPerformanceReviewPostPurchasePurchaseInfoSearch/EvalNeedRecognition整理课件InstitutionalMarketsCaptivePatronsLowBudgets整理课件GovernmentMarketsDomesticSuppliersOpenBidsCostMinimizationPublicReviewPaperwork整理课件ReviewHowBusiness&ConsumerMarketsDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusinessBuyerDecisionMakingInstitutional&GovernmentBuying整理课件Chapter8Dealingwith整理课件ObjectivesIdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs.CompetitorOrientation整理课件Induceyourcompetitorsnottoinvestinthoseproducts,marketsandserviceswhereyouexpecttoinvestthemost…thatisthefundamentalruleofstrategy.

BruceHenderson,FounderofBCGThereisnothingmoreexhilaratingthantobeshotatwithoutresult.

WinstonChurchill整理课件FiveForcesDeterminingSegmentStructuralAttractivenessPotentialEntrants(ThreatofMobility)Buyers(Buyerpower)Substitutes(Threatsofsubstitutes)Suppliers(Supplierpower)IndustryCompetitors(Segmentrivalry)整理课件BarriersandProfitabilityLow,stablereturnsLowHigh,stablereturnsHighLowLow,riskyreturnsHigh,riskyreturnsHighEntryBarriersExitbarriers整理课件IndustryCompetitionNumberofSellers-DegreeofDifferentiationEntry,Mobility,ExitbarriersCostStructureDegreeofVerticalIntegrationDegreeofGlobalization整理课件HighLowHighLowQualityVerticalIntegrationStrategicGroupsintheMajorApplianceIndustryGroupANarrowlineLowermfg.costVeryhighserviceHighpriceGroupDBroadlineMediummfg.costLowserviceLowpriceGroupCModeratelineMediummfg.costMediumserviceMediumpriceGroupBFulllineLowmfg.costGoodserviceMediumprice整理课件AnalyzingCompetitorsCompetitorActionsObjectivesStrengths&WeaknessesReactionPatternsStrategies整理课件Competitor’sExpansionPlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDell整理课件HypotheticalMarketStructure&Strategies40%Marketleader30%Marketchallenger20%MarketfollowerExpandMarketDefendMarketShareExpandMarketShareAttackleaderStatusquoImitate10%MarketnicherSpecial-ize整理课件DefenseStrategiesAttacker(3) Preemptive defense(4) Counter- offensive defenseDefender(1)Positiondefense(5)Mobiledefense(2)Flankdefense(6)Contractiondefense整理课件OptimalMarketShareProfitabilityMarketshare0%25%50%75%100%Optimalmarketshare整理课件AttackStrategiesAttackerDefender(3)Encirclementattack(4)Bypassattack(2)Flankattack(5)Guerillaattack(1)Frontalattack整理课件SpecificAttackStrategiesPrice-discountCheapergoodsPrestigegoodsProductproliferationProductinnovationImprovedservicesDistributioninnovationManufacturingcostreductionIntensiveadvertisingpromotion整理课件“Nichemanship”End-userspecialistVertical-levelspecialistCustomer-sizespecialistSpecific-customerspecialistGeographicspecialistProductorproduct-linespecialistProduct-featurespecialistJob-shopspecialistQuality-pricespecialistServicespecialistChannelspecialist整理课件BalanceCompetitionCustomer+Fighterorientation+Alert+Exploitweaknesses-Reactive+IDopportunities+Long-runprofit+Emergingneeds&groups整理课件ReviewIdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs.CompetitorOrientation整理课件Chapter9IdentifyingMarketSegmentsandSelecting整理课件ObjectivesIdentifyingMarketSegmentsChoosingTargetMarkets整理课件StepsinMarketSegmentation,Targeting,andPositioning1. Identifysegmentationvariablesandsegmentthemarket2. DevelopprofilesofresultingsegmentsMarketSegmentation3.Evaluateattractivenessofeachsegment4.Selectthetargetsegment(s)MarketTargeting5.Identifypossiblepositioningconceptsforeachtargetsegment6.Select,develop,andcommunicatethechosenpositioningconceptMarketPositioning整理课件BasicMarket-PreferencePatterns(a)HomogeneouspreferencesSweetnessCreaminess(c)ClusteredpreferencesCreaminessSweetness(b)DiffusedpreferencesCreaminessSweetness整理课件Market-SegmentationProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfiling整理课件BasesforSegmentingConsumerMarketsOccasions,Benefits,Uses,orAttitudesBehavioralGeographicRegion,CityorMetroSize,Density,ClimateDemographicAge,Gender,FamilysizeandLifecycle,Race,Occupation,orIncome...LifestyleorPersonalityPsychographic整理课件BasesforSegmentingBusinessMarketsDemographicOperatingVariablesPurchasingApproachesSituationalFactorsPersonalCharacteristics整理课件

MeasurableAccessibleSubstantialDifferential

Segmentsmustbelargeorprofitableenoughtoserve.

Segmentscanbeeffectivelyreachedandserved.Actionable

Size,purchasingpower,profilesofsegmentscanbemeasured.

Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.

Mustbeabletoattractandservethesegments.EffectiveSegmentation整理课件HeavyandLightUsersofCommonConsumerProductsHEAVYHALFLIGHTHALFPRODUCT(%USERS)75%71%Soupsanddetergents(94%)25%29%79%21%Toilettissue(95%)Shampoo(94%)75%25%17%17%Papertowels(90%)Cakemix(74%)Cola(67%)83%83%13%5%87%19%Beer(41%)Dogfood(30%)Bourbon(20%)81%95%整理课件AdditionalSegmentationCriteriaEthicalChoiceofMarketTargetsSegmentInterrelationships&SupersegmentsSegment-by-SegmentInvasionPlansIntersegmentCooperation整理课件FivePatternsofTargetMarketSelectionSingle-segmentconcentrationProductspecializationM1M2M3P1P2P3SelectivespecializationM1M2M3P1P2P3M1M2M3FullmarketcoverageP1P2P3MarketspecializationM1M2M3P1P2P3P1P2P3M1M2M3P=ProductM=Market整理课件Segment-by-Segment

InvasionPlanCustomerGroupsTruckersRailroadsAirlinesLargecomputersProductVarietiesPersonalcomputersMid-sizecomputersCompanyBCompanyCCompanyA整理课件ReviewIdentifyingMarketSegmentsChoosingTargetMarkets整理课件Chapter10PositioningandDifferentiatingMarketOfferings整理课件ObjectivesIdentifyDifferentiatingAttributesChoosing&CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy&MarketEvolution整理课件TheBCGCompetitive

AdvantageMatrixVolumeFragmentedStalematedSpecializedSizeoftheAdvantageSmallLargeNumberofApproachestoAchieveAdvantageFewMany整理课件ProductDifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesign整理课件DeliveryServicesDifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServices整理课件DifferentiationPersonnelChannel整理课件MediaAtmosphereSymbolsEventsImageDifferentiation整理课件DifferencesWorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportant整理课件Positioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthethetargetmarket’smind.P298整理课件PerceptualMap0.81.0-1.6-1.4-1.2-1.0-0.8-0.6-0.4-0.21.00.2-0.2-0.4-0.6-0.8MagicMountainJapaneseDeerParkBuschGardensKnott’sBerryFarmLionCountrySafariMarinelandofthePacificDisneylandEconomicalFunridesExerciseFantasyGoodfoodEasytoreachEducational,animalsLittlewaitingLiveshows整理课件Sales&ProfitLifeCyclesIntroductionGrowthMaturityDeclineTimeSales&profits($)整理课件FourIntroductory

MarketingStrategiesRapid-skimmingstrategyRapid-penetrationstrategySlow-penetrationstrategySlow-skimmingstrategyPriceLowHighPromotionHighLow整理课件MaturityStageMarketModificationProductModificationMarketing-MixModification整理课件DeclineStageDecreaseinvestmentResolveuncertainties-stableinvestmentSelectivenichesHarvestingDivesting整理课件MarketEvolutionEmergenceGrowthMaturityDecline整理课件Market-Fragmentationand

Market-ConsolidationStrategies(a)Market-fragmentationstageMCJXYZKFGLDEABH(b)Market-consolidationstageXMCABDEFGJKLYZH整理课件ReviewIdentifyDifferentiatingAttributesChoosing&CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy&MarketEvolution整理课件Chapter11DevelopingNew整理课件ObjectivesChallengesinNewProductDevelopment(NPD)OrganizationalStructure&NPDStages&ManagementofNPDDiffusion&AdoptionofNewProducts整理课件WhyNewProductsFail“OverChampioning”OverestimatedDemandPoorDesignPoorMarketingExecutionHighDevelopmentCostsStrongCompetitiveReaction整理课件ChallengesinNPDIdeaShortageFragmentedMarketsSocial&GovernmentalConstraintsCostCapitalShortageNeedforSpeedShorterProductLifeCycl