上海交通大学营销管理教程英文版

MarketingManagement第一页，共一百九十九页。5/7/2023整体课程安排为何学习市场营销西方理论精华中国特色的营销案例讨论5/7/2023第二页，共一百九十九页。一.为何学习市场营销5/7/2023第三页，共一百九十九页。二.西方理论精华1彼得·德鲁克论管理市场营销的知识框架营销理论的发展营销的几大观念营销领域的拓展5/7/2023第四页，共一百九十九页。二.西方理论精华2营销环境购买行为市场调查和预测市场细分目标市场营销组合（4PS）跨国营销服务营销5/7/2023第五页，共一百九十九页。三.中国特色的营销企业家看中国市场环境跨国公司：中国本土化是胜利之本中国市场环境的5大特征转型市场营销的10个奇异点中国转型市场的营销特征5/7/2023第六页，共一百九十九页。北京电信的营销策略（演示）中国电信的营销策略（演示）肯德基（KFC）在中国阿吉特公司海尔如何实现国际化商务通创造新市场四.案例研讨5/7/2023第七页，共一百九十九页。一.为何学习市场营销6000万营销人员需要培训企业的50%成本与营销有关。找一个好工作25%-30%与营销有关3/8的CEOS来自于营销更易被提升5/7/2023第八页，共一百九十九页。2.1.1彼得.德鲁克论管理管理象一个交响乐队（只有一个指挥）1946年的〈〈企业概念〉〉的“组织”做正确的事情（而不是将事情做对）管理是艺术；5/7/2023第九页，共一百九十九页。2.1.2彼得.德鲁克论管理1954〈〈管理实践〉〉（创建管理学科）管理不仅是企业管理，最早用于非赢利机构1973年〈〈管理：任务，责任，实践〉〉承担社会责任---使命，战略，结构，结果。人与权力，价值观，结构和方式始于价值观，注重结构与方式，围绕责任。突出责任5/7/2023第十页，共一百九十九页。2.2市场营销的知识框架营销基本理论目标营销管理

不可控因素

市场研究可控因素

特殊领域营销5/7/2023第十一页，共一百九十九页。MarketingsystemMarketconcept(need,want,demand;customer-orientation)Environment(macro-,micro--)MarketresearchBuyingbehavior(consume,organization--business,government)MarketingresearchMarketsegmentation(targetmarket)Marketingmixture(4ps)Specialmarketing(international,service)5/7/2023第十二页，共一百九十九页。2.3.1营销理论的发展（几个有影响的时期）1960年的4PS理论（美国密西根大学教授J。MECARTRY）PEOPLE，PACKAGING70年代PHILIPKOTLER---PR，POLITICS，战略计划过程中的PROBING（研究），PARTITIONING（划分），PRIORITIZING（优先），POSITIONING（定位）5/7/2023第十三页，共一百九十九页。2.3.2营销理论的发展（几个有影响的时期）1969年的定位—创造新的差异赢取市场70年代的社会营销观念—社会责任和新价值观。90年代整合营销传播（IMC）（integratedmarketingcommunications）90年代末----互联网营销5/7/2023第十四页，共一百九十九页。2.4.1营销的几大核心概念需要，欲望，需求产品价值,满意和质量市场5/7/2023第十五页，共一百九十九页。DemandDemands=wants+buyingpower5/7/2023第十六页，共一百九十九页。Satisfaction….isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.5/7/2023第十七页，共一百九十九页。SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Aremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncostsSpreadfavorableword-of-mouth(VirualMktg)5/7/2023第十八页，共一百九十九页。VsDissatisfiedCustomers?##/\5/7/2023第十九页，共一百九十九页。Idon’tcare无所谓Interesting原来如此Deal成交Makeyourcustomerbecomeyoursalesman让客户成为你的销售员

That’sverygood真是不错公司产品及服务客户的需要及喜好5/7/2023第二十页，共一百九十九页。-Kotler5/7/2023第二十一页，共一百九十九页。与客户的关系2/3的客户离开某供应商是因为客户关怀不够. -Xerox

Research93%的CEO认为客户管理是企业成功和更富竞争力的最重要的因素. -YankeeGroup客户满意度如果有了5%的提高,企业的利润将加倍! -世界经纪人文摘网站一个非常满意的客户的购买意愿将六倍于一个满意的客户!

-HarvardBusinessReview5/7/2023第二十二页，共一百九十九页。1.Acustomeristhemostimportantpersonever……

生活中最重要的人…...WhatisaCustomer?2.Acustomerisnotdependentonus..wearedependentonhim.

客户不依赖我们….我们依赖他3.Acustomerisnotaninterruptionofourwork…....heisthepurposeofit.客人并没有打断我们的工作……...他是工作的意义5.Acustomerisnotsomeonetoargueormatchwitswith.Nobodyeverwonanargumentwithacustomer.

不可与客人争辨,没人能战胜客户6.Acustomerisapersonwhobringsushiswants.Itisourjobtohandlethemprofitablytohim&toourselves.

客户让我们了解他的需要,我们的工作是在盈利情况下满足他的需要-PhilipKotler客人是什么?4.Wearenotdoingafavorbyservinghim….heisdoingusafavorbygivingustheopportunitytodoso.

服务客户并非替他行方便…...相反的是客户给我们恩惠让我们替他服务5/7/2023第二十三页，共一百九十九页。市务经理的职能:不断带领公司往取悦客户的方向走取悦客户是在市场里成功的关键!市务人员的角色5/7/2023第二十四页，共一百九十九页。2.4.2营销管理理念生产观念(改进生产)产品观念（好的产品）销售观念（销售）营销观念（客户）社会营销/关系营销（长期关系）5/7/2023第二十五页，共一百九十九页。2.5营销领域的拓展非赢利组织(举例)非传统营销(举例)个人地方事业事件组织5/7/2023第二十六页，共一百九十九页。MarketingManagement5/7/2023第二十七页，共一百九十九页。MarketingManagement第二十八页，共一百九十九页。5/7/2023Outlinedefinitionofmarketingunderlyingconceptsmarketplaceorientationsroleofthemarketingintheorganisationcustomersatisfaction5/7/2023第二十九页，共一百九十九页。DefiningMarketing

Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers. -Kotler(2000p.7)5/7/2023第三十页，共一百九十九页。Underlyingconceptsneeds,wantsanddemandstargetmarketsandsegmentationproductorofferingvalueandsatisfactionexchangeandtransactionsrelationshipsandnetworkschannelscompetiitonenvironment5/7/2023第三十一页，共一百九十九页。SimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformation5/7/2023第三十二页，共一百九十九页。TheFourPsMarketingMixProductPricePromotionPlaceTheFourCsCustomerSolutionCustomerCostCommunicationConven-ience5/7/2023第三十三页，共一百九十九页。MarketplaceorientationsProduction-produceascheaplyaspossibleProduct-thebettermousetrapSelling-footinthedoorMarketing-whatdoconsumerswantSocietalmarketing5/7/2023第三十四页，共一百九十九页。EvolvingViewsofMarketing’sRolea.MarketingasanequalfunctionFinanceProductionMarketingHumanresourcesb.MarketingasamoreimportantfunctionFinanceHumanresourcesMarketingProduction5/7/2023第三十五页，共一百九十九页。EvolvingViewsofMarketing’sRolec.MarketingasthemajorfunctionMarketingFinanceHumanresourcesProductiond.ThecustomerasthecontrollingfactorCustomerHumanresourcesFinanceProductionMarketing5/7/2023第三十六页，共一百九十九页。EvolvingViewsofMarketing’sRolee.ThecustomerasthecontrollingfunctionandmarketingastheintegrativefunctionCustomerMarketingProductionHumanresourcesFinance5/7/2023第三十七页，共一百九十九页。DeterminantsofCustomerDeliveredValueImagevaluePersonnelvalueServicesvalueProductvalueTotalcustomervalueMonetarycostTimecostEnergycostPsychiccostTotalcustomercostCustomerdeliveredvalue5/7/2023第三十八页，共一百九十九页。Satisfaction….isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.5/7/2023第三十九页，共一百九十九页。SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Spreadfavorableword-of-mouthAremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncosts5/7/2023第四十页，共一百九十九页。Insummary...definitionofmarketingunderlyingconceptsmarketplaceorientationsroleofthemarketingintheorganisationcustomersatisfaction5/7/2023第四十一页，共一百九十九页。5/7/2023第四十二页，共一百九十九页。MarketingManagementTopic2UnderstandingtheMarketingEnvironment第四十三页，共一百九十九页。5/7/2023OutlineMacroenvironmentaltrendsdemographiceconomicnaturaltechnologicalpolitical-legalsocial-cultural5/7/2023第四十四页，共一百九十九页。EnvironmentalforcesMicroenvironmentwithinthecontrolofthecompany-generallyinternalsuchasstrategies,structuresandorganisationalcultureMacroenvironmentexternalandoutsidethecompany5/7/2023第四十五页，共一百九十九页。MacroenvironmentalForcesWorldtradeenablersAsianeconomicpowerRiseoftradeblocsInternationalmonetarycrisesUseofbarter&countertradeMovetowardsmarketeconomies“Global”lifestyles5/7/2023第四十六页，共一百九十九页。MacroenvironmentalForcesOpeningof“new”marketsEmergingtransnationalfirmsCross-borderstrategicalliancesRegionalethnic&religiousconflictGlobalbranding5/7/2023第四十七页，共一百九十九页。Demographicenvironmentworldwidepopulationgrowthagemixethnicmarketseducationhouseholdpatternsgeographicshiftsmassmarketstomicromarkets5/7/2023第四十八页，共一百九十九页。Economicenvironmentincomedistributionsubsistencerawmaterialexportingindustrializingindustrialsavings,debtandcreditavailability5/7/2023第四十九页，共一百九十九页。Naturalenvironmentchangingroleofgovernmenthigherpollutionlevelsshortageofrawmaterialsincreasedcostsofenergy5/7/2023第五十页，共一百九十九页。TechnologicalenvironmentacceleratingpaceofchangeopportunitiesforinnovationincreasedregulationvaryingR&Dbudgets5/7/2023第五十一页，共一百九十九页。Politicallegalenvironmentincreasedlegislationspecialinterestgroupstradingblocks(WTO)5/7/2023第五十二页，共一百九十九页。Social/CulturalEnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOftheUniverseOfOthersViewsThatExpressValues5/7/2023第五十三页，共一百九十九页。Social/CulturalEnvironmentHighPersistenceofExistenceofShiftsofSecondaryCultural5/7/2023第五十四页，共一百九十九页。Insummary...Marketersneedtotracking&identifyingopportunitiesinthemacroenvironmentdemographic,economic,natural,technological,political,&cultural.5/7/2023第五十五页，共一百九十九页。5/7/2023第五十六页，共一百九十九页。MarketingManagementTopic3UnderstandingBuyerBehaviour第五十七页，共一百九十九页。5/7/2023OutlineConsumerbuyingbehaviourfactorsinfluencingbuyerbehaviourbuyingrolesstagesinthedecisionprocesstypesofdecisionsOrganisationalbuyingbehaviourbusinessversesconsumermarketsparticipantsinorganisationalbuying5/7/2023第五十八页，共一百九十九页。ConsumerBuyingBehaviourThebehaviourthatconsumersdisplayin:seekingpurchasingusingevaluatingdisposingofproductsandservicestheyexpectwillsatisfytheirneedsSource:Schiffmanetal(1996)

5/7/2023第五十九页，共一百九十九页。ModelofBuyingBehaviorBuyer’sdecisionprocessProblemrecognitionInformationsearchEvaluationDecisionPostpurchasebehaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’sdecisionsProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountMarketingstimuliProductPricePlacePromotion5/7/2023第六十页，共一百九十九页。FactorsinfluencingbuyerbehaviourculturalsocialpersonalPsychological（心理上的）5/7/2023第六十一页，共一百九十九页。Culturalfactorsculturefundamentaltobuyingbehavioursubculturegeographic,religious,racialsocialclassincome,occupation,education5/7/2023第六十二页，共一百九十九页。SocialfactorsreferencegroupsmembershipaspirationalDisassociate（分离）familyorientation/procreation(生殖)socialrolesandstatus（地位）5/7/2023第六十三页，共一百九十九页。Personalfactorsageandstage（阶段）inthelifecycleoccupationandeconomiccircumstancesLifestylepersonalityselfconcept5/7/2023第六十四页，共一百九十九页。PsychologicalfactorsMotivation（动机）Perception（感受）learningBeliefs（信仰）andattitudes（态度）5/7/2023第六十五页，共一百九十九页。BuyingrolesInitiator（发起人）influencerdeciderbuyeruser5/7/2023第六十六页，共一百九十九页。StagesofthedecisionprocessproblemrecognitioninformationsearchAl‘ternativeevaluationchoicepostpurchaseevaluation5/7/2023第六十七页，共一百九十九页。Typesofdecisionsrou’tine(habitualbuying)limitedproblemsolving(dissonance不和谐reducing)highinvolvement(complex)5/7/2023第六十八页，共一百九十九页。OrganisationalbuyingbehaviourBusinessversesconsumermarketsfewerbuyerslargerbuyerscloserrelationshipsgeographicallyconcentratedprofessionalpurchasing5/7/2023第六十九页，共一百九十九页。Factorsinfluencingenvironmentalorganisationalinterpersonalindividual5/7/2023第七十页，共一百九十九页。BuyingProcessProblemrecognitionInformationsearchEvaluationofsuppliersSelectionofsupplier-bid/nobidPurchaseUsePostpurchaseevaluation5/7/2023第七十一页，共一百九十九页。TypesofbuyingdecisionsRe-buyModifiedre-buyNewtask5/7/2023第七十二页，共一百九十九页。Insummary...buyingbehaviour(bothbusinessandconsumer)influencedbymanyfactorstypesofdecisionsrolesprocesses5/7/2023第七十三页，共一百九十九页。5/7/2023第七十四页，共一百九十九页。MarketingManagementTopic4MarketingResearch第七十五页，共一百九十九页。5/7/2023OutlineMarketingInformationSystems(MIS)WhatisMarketingResearch?MarketingResearchasaBusinessToolTheResearchProcessBarrierstouseofmarketingresearchEthics5/7/2023第七十六页，共一百九十九页。DefinitionsAmarketinginformationsystem(MIS)consistsofpeople,equipmentandprocedurestogather,sort,analyseandevaluate...timelyandaccurateinformationtodecisionmakers(Kotler2000)Marketingresearch...systematicdesign,collection,analysisandreportingoffindingsrelevanttoaspecificproblem(Kotler2000)5/7/2023第七十七页，共一百九十九页。Marketinginformationsystemsinternalrecordsmarketingintelligencemarketingresearch5/7/2023第七十八页，共一百九十九页。MarketingResearchasaBusinessToolresearchonlyatoolthatcanbeusedtomakemoreinformeddecisionsresearchwillnotmakethedecisionreducesbutdoesnoteliminateuncertaintypossibleapplicationsentiremarketingmanagementprocess5/7/2023第七十九页，共一百九十九页。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十页，共一百九十九页。ProblemdefinitionProblemdefinitionprocessManagementproblemResearchproblemResearchobjectivesestimatevalueofinformation5/7/2023第八十一页，共一百九十九页。Marketing

information

systemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreport

writingTheMarketingResearchProcess5/7/2023第八十二页，共一百九十九页。Researchdesignsplanbywhichinformationisgatheredtomeetobjectivesprimaryvssecondarydataqualitativedatavsquantitativedata3basicdesignsexploratorydescriptivecausal5/7/2023第八十三页，共一百九十九页。ResearchdesignsExploratorynewproductdevelopmentcreativedevelopmentdiagnosingproblemsDescriptivequestionnairesdescribingattitudes/profilesCausal(experiments)testmarkets5/7/2023第八十四页，共一百九十九页。ResearchdesignsQuestionnairesmustbebasedonresearchobjectivesdatamustbeinsuitableformforanalysisContactmethodsmailtelephonepersonalonline5/7/2023第八十五页，共一百九十九页。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十六页，共一百九十九页。SamplingDefinepopulationSampleframe(howtogettopopulation)SamplingmethodprobabilitynonprobabilitySamplesizeDrawthesample5/7/2023第八十七页，共一百九十九页。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十八页，共一百九十九页。DataanalysisTurnsrawdataintoinformationBasedonresearchobjectives(notquestionbyquestion)5/7/2023第八十九页，共一百九十九页。MarketinginformationsystemProblemdefinitionResearchdesigndeskvsfieldqualvsquantSamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第九十页，共一百九十九页。Barrierstouseofmarketingresearchnarrowconceptionofmarketingresearchunevencalibreofresearcherslateand/orerroneousfindingspersonalityandpresentationaldifferences5/7/2023第九十一页，共一百九十九页。EthicsMarketingResearchSocietyofAustraliaCodeofProfessionalBehaviourRemember3partiesinvolvedinethicsrespondentsresearchersclients5/7/2023第九十二页，共一百九十九页。5/7/2023第九十三页，共一百九十九页。MarketingManagementTopic5MarketingPlanning第九十四页，共一百九十九页。5/7/2023Outlinecorporatestrategicplanningthestrategicmarketingplanningprocessanalyticaltoolsthemarketingplanidentifyingmarketsegmentschoosingtargetmarkets5/7/2023第九十五页，共一百九十九页。CorporatePlanningDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)AssignresourcestoSBUsPlannewbusiness,downsizeolderbusinesses5/7/2023第九十六页，共一百九十九页。Strategic-Planning,Implementation,andControlProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionImplementationPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingControl5/7/2023第九十七页，共一百九十九页。Missionstatementslimitednumberofgoalsstressmajorpoliciesandvaluesdefinecompetitivescopes5/7/2023第九十八页，共一百九十九页。TheBostonConsultingGroup’sGrowth-ShareMatrix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate3?Questionmarks???21Cashcow6Dogs8710x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xStars545/7/2023第九十九页，共一百九十九页。MarketAttractiveness:Competitive-PositionPortfolioClassificationMARKETATTRACTIVENESS5.003.672.331.00LowMediumHighReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrongMediumWeakBUSINESSSTRENGTH1.002.333.675.00Invest/growSelectivity/earningsHarvest/divest5/7/2023第一百页，共一百九十九页。Sales1050Time(years)TheStrategic-PlanningGapDesiredsalesIntegrativegrowthIntensivegrowthCurrentportfolioStrategic-planninggapDiversification

growth5/7/2023第一百零一页，共一百九十九页。ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid4.Diversification2.Market developmentNewmarkets1.Market penetrationExistingmarketsExistingproducts3.Product developmentNewproducts5/7/2023第一百零二页，共一百九十九页。1423HighLowHighLowAttractivenessSuccessProbabilityOpportunitiesOpportunityMatrix1. Companydevelopsamorepowerfullightingsystem2. Companydevelopsadeviceformeasuringtheenergyefficiencyofanylightingsystem3. Companydevelopsadeviceformeasuringilluminationlevel4. CompanydevelopsasoftwareprogramtoteachlightingfundamentalstoTVstudiopersonnel5/7/2023第一百零三页，共一百九十九页。ThreatMatrix1. Competitordevelopsasuperiorlightingsystem2. Majorprolongedeconomicdepression3. Highercosts4. LegislationtoreducenumberofTVstudiolicenses1423HighLowHighLowSeriousnessProbabilityofOccurrenceThreats5/7/2023第一百零四页，共一百九十九页。TheMcKinsey7-SFrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystems5/7/2023第一百零五页，共一百九十九页。SelltheproductTheValue-DeliveryProcessMaketheproductProcureDesignproductMakePriceSellAdvertise/promoteDistributeServiceChoosetheValueProvidetheValueCommunicatetheValue(a)Traditionalphysicalprocesssequence(b)Valuecreation&deliverysequenceStrategicmarketingTacticalmarketing5/7/2023第一百零六页，共一百九十九页。Themarketingplanexecutivesummary&tableofcontentscurrentmarketingsituationopportunityandissueanalysisobjectivesmarketingstrategyactionprogrammesfinancialanalysiscontrols5/7/2023第一百零七页，共一百九十九页。StepsinMarketSegmentation,Targeting,andPositioning1. Identifysegmentationvariablesandsegmentthemarket2. DevelopprofilesofresultingsegmentsMarketSegmentation3.Evaluateattractivenessofeachsegment4.Selectthetargetsegment(s)MarketTargeting5.Identifypossiblepositioningconceptsforeachtargetsegment6.Select,develop,andcommunicatethechosenpositioningconceptMarketPositioning5/7/2023第一百零八页，共一百九十九页。BasesforsegmentingconsumermarketsGeographicregion,city,climateDemographicagegender,familysizePyschographiclifestyleorpersonalityBehaviouraloccasions,benefits,usesorattitudes5/7/2023第一百零九页，共一百九十九页。BasesforSegmentingBusinessMarketsDemographicOperatingvariablesPurchasingapproachesSituationalfactorsPersonalcharacteristics5/7/2023第一百一十页，共一百九十九页。MeasurableAccessibleSubstantialDifferentialSegmentsmustbelargeorprofitableenoughtoserve.Segmentscanbeeffectivelyreachedandserved.ActionableSize,purchasingpower,profilesofsegmentscanbemeasured.Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.Mustbeabletoattractandservethesegments.EffectiveSegmentation5/7/2023第一百一十一页，共一百九十九页。Insummary...StrategicplanningisthefundamentalbasisformarketingdecisionsSTP-segment,target,position5/7/2023第一百一十二页，共一百九十九页。5/7/2023第一百一十三页，共一百九十九页。MarketingManagementTopic6ManagingtheMarketingMix:ProductsandServices第一百一十四页，共一百九十九页。5/7/2023OutlineProductcharacteristicsBrandingPackaging&labelingNewproductdevelopmentServices5/7/2023第一百一十五页，共一百九十九页。FiveProductLevelsPotentialproductAugmentedproductExpectedproductBasicproductCorebenefit5/7/2023第一百一十六页，共一百九十九页。Typesofconsumer-goodsConvenienceproductsboughtfrequentlyandimmediatelyShoppingproductsbuylessfrequently,moreeffortSpecialtyproductsspecialpurchaseeffortsUnsoughtgoodsnewordon’twanttothinkaboutit5/7/2023第一百一十七页，共一百九十九页。ProductmixWidthnumberofdifferentproductlinesLengthtotalnumberofitemswithinthelineDepthnumberofversionsofeachproduct5/7/2023第一百一十八页，共一百九十九页。BrandSomethingthatidentifiesaproductasbeingdifferenttootherproducts/belongingtoaspecificcompanynamesymboldesign5/7/2023第一百一十九页，共一百九十九页。AnOverviewof

BrandingDecisionsBrandingDecisionBrandNobrandBrand-SponsorDecisionManu- facturer brandDistribu-tor (private) brandLicensed brandBrand-NameDecisionIndividual brand namesBlanket family nameSeparate family namesCompany- individual namesBrand-RepositioningDecisionReposi- tioningNo reposi- tioningBrand-StrategyDecisionLine extensionBrand extensionMulti- brandsNew brandsCobrands5/7/2023第一百二十页，共一百九十九页。BrandStrategiesBrandExtensionNewBrand

NameProductCategoryLineExtensionExistingExistingMultibrandsNewNewBrands5/7/2023第一百二十一页，共一百九十九页。Brandnamesdistinctivesuggestproductqualitiessuggestproductbenefitseasytopronounce,recognize,remembersuitableininternationalmarkets5/7/2023第一百二十二页，共一百九十九页。PackagingasamarketingtoolSelf-serviceConsumeraffluenceCompany&brandimageOpportunityforinnovation5/7/2023第一百二十三页，共一百九十九页。NewProductsReasonsforfailure“Overchampioning”OverestimateddemandPoordesignPoormarketingexecutionHighdevelopmentcostsStrongcompetitivereaction5/7/2023第一百二十四页，共一百九十九页。ChallengesinNPDIdeashortageFragmentedmarketsSocial&governmentalconstraintsCostCapitalshortageNeedforspeedShorterproductlifecycles5/7/2023第一百二十五页，共一百九十九页。NewProductDevelopment

ProcessIdeaGenerationConceptDevelopmentandTestingMarketingStrategyDevelopmentIdeaScreeningBusinessAnalysisProductDevelopmentMarketTestingCommercialization5/7/2023第一百二十六页，共一百九十九页。21/2%Innovators131/2%Earlyadopters34%Earlymajority34%Latemajority16%LaggardsTimeofadoptioninnovationsAdopterCategorizationoftheBasisofRelativeTimeofAdoptionofInnovations5/7/2023第一百二十七页，共一百九十九页。CharacteristicsoftheRateofAdoptionRelativeadvantageCompatibilityComplexityDivisibilityCommunicability5/7/2023第一百二十八页，共一百九十九页。PureServiceServicesTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleGood5/7/2023第一百二十九页，共一百九十九页。CharacteristicsofservicesIntangibilitycannotbeseen,felt,tasted,touchedbeforepurchaseInseparabilitycannotbeseparatedfromtheirproviders,forexample,hairdresser5/7/2023第一百三十页，共一百九十九页。CharacteristicsofservicesVariabilityqualityofservicecanvaryateachofferPerishabilitycannotbestoredforlateruse5/7/2023第一百三十一页，共一百九十九页。OvercomingservicechallengesIntangibilityusecuestomaketangibleInseparabilitynotalwayspossible-usetechnologyVariabilitystandardisation/trainingPerishabilitymatchsupplyanddemand5/7/2023第一百三十二页，共一百九十九页。DeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangibles5/7/2023第一百三十三页，共一百九十九页。Insummary...ProductcharacteristicsBrandingPackaging&labelingNewproductdevelopmentServices5/7/2023第一百三十四页，共一百九十九页。5/7/2023第一百三十五页，共一百九十九页。MarketingManagementTopic7PricingandChannels第一百三十六页，共一百九十九页。5/7/2023OutlinePriceSettingthepricePricingmethodsMarketingChannelsDesigndecisionsManagementdecisionsDynamics5/7/2023第一百三十七页，共一百九十九页。PriceHigh

Medium

LowHighLowProductQualityMedPremiumValue

MediumValueEconomyOverchargingRip-OffFalseEconomyHighValueSuperValueGood-ValuePrice-QualityStrategies5/7/2023第一百三十八页，共一百九十九页。SettingpricingpolicySelectthepricingobjectivedeterminedemandestimatecostsanalysecompetitorsselectapricingmethodselectfinalprice5/7/2023第一百三十九页，共一百九十九页。TypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.Rawmaterials5/7/2023第一百四十页，共一百九十九页。TheThreeC’sModel

forPriceSettingCostsCompetitors’pricesandpricesofsubstitutesCustomers’assessmentofuniqueproductfeaturesLowPriceNopossibleprofitatthispriceHighPriceNopossibledemandatthisprice5/7/2023第一百四十一页，共一百九十九页。PricingMethodsMarkuppricingTargetreturnpricingPerceivedvaluepricingValuepricingGoing-ratepricingSealed-bidpricing5/7/2023第一百四十二页，共一百九十九页。PromotionalPricingLoss-leaderpricingSpecial-eventpricingCashrebatesLow-interestfinancingLongerpaymenttermsWarranties&servicecontractsPsychologicaldiscounting5/7/2023第一百四十三页，共一百九十九页。Discriminatorypricingcustomersegmentproductformlocationtime5/7/2023第一百四十四页，共一百九十九页。HowaDistributorReducesthe

NumberofChannelTransactions=Customer=ManufacturerA.NumberofcontactswithoutadistributorMxC=3X3=91324567895/7/2023第一百四十五页，共一百九十九页。HowaDistributorReducesthe

NumberofChannelTransactions=Distributor=Customer=ManufacturerB.NumberofcontactswithadistributorMxC=3+3=6Store1234565/7/2023第一百四十六页，共一百九十九页。Distributionchannelfunctionsrisktakingphysicaldistributionpaymentstransferinformationcommunicationnegotiationorderingfinancing5/7/2023第一百四十七页，共一百九十九页。WholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-levelchannelWholesalerRetailerConsumerMfg2-levelchannelMfg3-levelchannel1-levelchannelManufacturerConsumerMarketingChannels5/7/2023第一百四十八页，共一百九十九页。Customers’DesiredServiceLevelsLotsizeWaitingtimeSpatialconvenienceProductvarietyServicebackup5/7/2023第一百四十九页，共一百九十九页。Channelmanagementdecisionsselectingtrainingmotivatingevaluatingfeedback5/7/2023第一百五十页，共一百九十九页。CorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembersTypesofVerticalMarketingSystems5/7/2023第一百五十一页，共一百九十九页。ConventionalDistributionChannelvs.VerticalMarketingSystemsVerticalmarketingchannelManufacturerRetailerConventionalmarketingchannelConsumerManufacturerConsumerRetailerWholesalerWholesaler5/7/2023第一百五十二页，共一百九十九页。CausesofChannelConflictIncompatibilityDifferenceinperceptionDependence5/7/2023第一百五十三页，共一百九十九页。Legal&EthicalIssuesinChannelRelationsExclusivedealingExclusiveterritoriesTyingagreementsDealers’rights5/7/2023第一百五十四页，共一百九十九页。Insummary...PriceSettingth