行销管理授课讲义

营销管理/邱1营销管理授课讲义

营销管理/邱2definitionandtypesMarkets1-2Markets:allindividualsandorganizationswiththepotentialdesireandabilitytoacquireaparticulargoodorservice.TypesofMarketsConsumerMarketsBusiness-to-BusinessMarketsNon-profitMarketsInternalMarketsC1999byPrentice-Hall,Inc.营销管理/邱3thatprovidescustomerutilityMarketingCreatesExchange1-3Exchange:aprocessfacilitatedbythemarketingfunctioninwhichtwoormorepartiesprovidesomethingofvaluetotheother.Utility:thewant-satisfyingpotentialofagoodorservice.FourFundamentalTypes:FormPlaceTimeOwnershipC1999byPrentice-Hall,Inc.营销管理/邱4conceptTheMarketing1-4THEMARKETINGCONCEPTThePurposeofMarketingTounderstandthecustomer’sneedsandwantsTocreatecustomervaluethroughsatisfactionandqualityTooperatemoreeffectivelyandefficientlythancompetitorsC1999byPrentice-Hall,Inc.营销管理/邱5processMarketingStrategy1-5TargetingAnalyzingtheCompetitiveSituationPositioningDevelopingtheMarketingMixC1999byPrentice-Hall,Inc.营销管理/邱6生产、销售与营销导向观念：生产导向观念销售导向观念营销导向观念把产品做到最好，就能顺利卖出产品有一群人销售力强的销售人员，无论任何产品皆能顺利卖出以买者需求为发展任何产品的基础营销管理/邱7intothe21stcenturyMarketingThemes1-7

BuildingRelationshipsMatchingTechnologyAppreciatingDiversityExtendingGloballyMaintainingEthicsConnectingwithCustomers:C1999byPrentice-Hall,Inc.营销管理/邱8typesMarketingExchange1-8PureTransactionRepeatedTransactionRelationshipsOne-timeexchangeofvaluePreferenceandloyaltyInteractive,ongoing,two-wayconnectionsC1999byPrentice-Hall,Inc.营销管理/邱9isMarketing1-1TheMarketingMix(The4Ps)

ProductPricePromotionPlaceCombinedwithTheFirmTargetMarketsC1999byPrentice-Hall,Inc.营销管理/邱10thatproducequalitygoodsandservicesCreatesRelationshipsOrganizationalSystemsSatisfactionLoyaltyUseTechnologytoCreateCustomerValueQuality2-1C1999byPrentice-Hall,Inc.营销管理/邱11satisfactionandloyaltyMarketersStrivefor2-2lifetimevalueofacustomertothefirm:theamountofprofitacompanycanexpecttoreapoverthecourseoftherelationship.customerloyalty:ameasureofhowoftencustomerspurchaseaparticularbrandastheyselectfromaproductclass.customersatisfaction:customers?positive,neutral,ornegativefeelingsaboutthevaluetheyreceiveasaresultofusingaparticularorganizationofferinginspecificsituations.C1999byPrentice-Hall,Inc.营销管理/邱12withcustomersCreatingPersonalRelationshipsExhibitEmpathyDevelopTrustMaintainCommitmentRewardLoyalty2-4C1999byPrentice-Hall,Inc.营销管理/邱13qualityTheNatureofQuality=thedegreeofexcellencethatproducts/servicesexhibitSubjectiveAssessments(consumerperceptions)

ObjectiveAssessment(industryorbenchmarks)Static(statusquo)Dynamic(continuousimprovement)2-5C1999byPrentice-Hall,Inc.营销管理/邱14营销环境概论环境产生市场机会与威胁AffectsMarketSizeDirectInfluencesonSpecificMarketingActivities环境监视（EnvironmentalScanning）Identifyingrelevantfactorsandtrendsandassessingtheirpotentialimpactonorganization’smarketsandmarketingactivities营销管理/邱15DevelopingMarketingStrategySelectingandAnalyzingaTargetMarketCreatingandMaintainingaMarketingMixProductplacepricepromotion营销管理/邱16营销所面对的大环境社会环境人口统计环境文化环境经济环境政治与法律环境技术环境竞争环境机构环境营销管理/邱17社会环境(I)人口统计环境PopulationgrowthPopulationDensityUrbanizationAgeStructure家庭结构Doubleincome,Corefamily,Singleparent营销管理/邱18社会环境(II)文化环境CulturaldiversityChangingrolesEmphasizeonhealthandfitnessDesireforconvenienceConsumerismEnvironmentalismPopularculture营销管理/邱19经济环境IncomeGDPPercapitaincomeDisposableincomeIncomedistributionWealthEconomygrowth营销管理/邱20政治与法律环境全球政治环境TowardfreemarketeconomiesFreetradeWTO,EU,NAFTA,APECEmbargoesandsanctionsarestillusedfrequently法律环境公平交易法限制竞争行为不公平竞争行为不当多层次传销消费者保护法食品卫生相关法律营销管理/邱21技术环境InternetCommunicationTechnologyTransportationTechnologyProductTechnologyVs.ProcessTechnology营销管理/邱22竞争环境品牌竞争者产品竞争者竞争的五个来源(Porter1980)BargainingpowerofbuyersBargainingpowerofsuppliersSubstitutesPotentialentrantsRivalryAmongexistingfirms营销管理/邱23机构环境定义Consistofalltheorganizationsinvolvedinmarketingproductsandservices包含Marketingresearchfirms,advertisingagencies,wholesalers,retailers,suppliers,andcustomers趋势Downsizing(outsourcing)Consolidation(forEOS)VirtualorganizationsRelationshipperspectives营销管理/邱24策略计划（TheStrategicPlanning）组织阶层（OrganizationalLevels）总公司阶层(Corporate)Corporatestrategicplan事业单位阶层(Business)Businessstrategicplan功能单位阶层(Marketing)Marketingstrategicplan营销管理/邱25总公司所要制订的策略决策（CorporateStrategyDecisions）VisionObjectivesandresourceallocationCorporategrowthstrategiesBusiness-UnitComposition营销管理/邱26Vision核心价值（Corevalue）Arethesmallsetofguidingprinciplesthatrepresenttheenduringtenetsofanorganization核心目的（Corepurpose）Reflectsthecompany’sreasonforbeingoritsessentialmotivationfordoingwork使命宣言（MissionStatement）Tocommunicatethecorporatevisiontoallinterestparties营销管理/邱27

CORPORATEGROWTHSTRATEGIESProductsSame NewMarketsSameNewMarket PenetrationProductExpansionMarketDevelopmentDiversification3-19营销管理/邱28ProductMarketGrowth(%)HighLowRelativeMarketShare3-8QuestionMark5.SimpleGrowth-ShareMatrix(Completed)DogCashCowStarHighLow营销管理/邱29事业单位阶层的策略决策（BusinessStrategyDecisions）MarketScopeCompetitiveAdvantageCoststrategyDifferentialstrategyGeneralBusinessStrategiesMarketscopeXcompetitivestrategy营销管理/邱30营销功能单位决策行销环境分析行销策略行销工具环境分析市场区隔(Segmentation)大环境分析产业分析买者需求分析选择目标市场(TargetMarket)定位(Positioning)产品定价通路推广营销管理/邱31策略计划的执行（ExecutingStrategicplans）Cross-FunctionalteamworkMarketingTeamworkCo-MarketingAlliances营销管理/邱32Cross-FunctionalteamworkMarketing:ToattractandretaincustomersProduction:ToproduceproductsatthelowestcostFinance:TokeepwithinbudgetsAccounting:TostandardizefinancialreportsPurchasing:TopurchaseproductsatlowestcostR&D:TodevelopnewesttechnologyEngineering:Todesignproductspecification营销管理/邱33types营销规划（MarketPlanning）4-1MarketingAspectTypeofPlanningResponsibilityMarketingasaphilosophy（哲学）Marketingasastrategy（策略）Marketingasatactic（战术）Vision（愿景）Strategicmarketingplan（策略营销计划）Marketingmixplans（营销组合计划）TopexecutivesandtopmanagementteamMarketingexecutiveandothermembersofthestrategicmarketingteamManagersresponsibleforproduct,price,promotion,andplaceprogramsC1999byPrentice-Hall,Inc.营销管理/邱34市场区隔与目标市场定义产品市场选择区隔基础定义区隔市场评估各目标市场选择目标市场决定定位策略并写下产品概念发展细部的营销组合营销管理/邱35产品市场定义Needsforproductabilitywillingnessauthority注意事项由消费者的NeedsandWants想起替代性宁可大不可小营销管理/邱36区隔与目标市场选择SegmentationSubdividingamarketintosubsetsofcustomerswhobehavesimilarlyHavesimilarneedsHavesimilarcharacteristicsthatrelatetopurchasebehaviorsTargetingSelectingsubset(s)ofcustomersonwhicharebesttofocusresourcesDesignmarketingmixesforthosesegments7-1营销管理/邱37Designingamarketingprogram(includingmarketingmix)thatisconsistentwithhowthefirmwantsitsproductsperceiveddistinguishfromotherbrands7-4定位（Positioning）营销管理/邱38有效区隔的条件MeasurabilityAccessibilitySubstantialnessDurabilityDifferentialresponsiveness7-5营销管理/邱39选择目标市场大小与成长性市场估计种类MarketpotentialCompanysalespotential竞争分析成本效益分析领先示范特质公司目标与资源相符程度营销管理/邱40BASESFORSEGMENTATION

ConsumerMarketingUserRelatedDemographicsSocialClassGeographicLifestyles&PsychographicsBehavioralBenefitsUsagePriceBrandSituational7-12营销管理/邱41BASESFORSEGMENTATIONBusiness-to-BusinessUserRelatedCustomerSize/LocationBuyingProcessDecisionCriteriaTypeofOrganizationBehavioralEndUseUsage7-13营销管理/邱42ATWO-STAGESEGMENTATION EXAMPLEStage1InitialSegmentationStage2SupplementalSegmentationdescriptorsManagerialdecisionsUsage:Heavyvs.LightDemographics:Income,educationMediaSelection(e.g.magazines,TVprogramsLifestylesAdvertisingContent(e.g.,conservative,Youthfulappeals&messages7-14营销管理/邱43TargetMarketingStrategies

UndifferentiatedStrategyCompanyMixDifferentiatedStrategyMarketingMix1MarketingMix2MarketingMix3ConcentratedStrategyCompanyMarketingMixSegment1Segment2Segment3Segment1Segment2Segment3Market7-16营销管理/邱44决定定位策略并写下产品概念定位的步骤IdentifytheattributesDiagramthemostimportantdimensionsonamapLocatethebrandsonthemapIdentifytheidealpositionforbuyersdeterminethefundamentalwaytopositiontheproduct定位(positioning)vs.产品概念(Productconcept)营销管理/邱45产品\品牌概念(ProductConcept)定义problemswhathow营销管理/邱46产品概念与营销组合的关系产品定价通路推广产品概念营销管理/邱47销售潜力预估（ESTIMATINGSALESPOTENTIAL） MarketPotentialMaximumamountofindustrysalespossibleforaproductorserviceforaspecificperiodMarketForecastForthatsameperiodisafunctionofamountofmarketingeffortputforthbyallcompaniescompetinginthemarketSalesPotentialMaximumamountofcompanysalespossibleforaproductorserviceforaspecificperiodSalesForecastAmountthecompanycanexpecttoselloverspecifiedtimeperiod7-19营销管理/邱48Purposeevaluateopportunitiesbudgetmarketingeffortscontrolexpendituresassesssubsequentsalesperformances7-20DevelopingSalesForecasts营销管理/邱49QualitativeProceduresBuyersintentionsExpertopinionCompositeofsalesforceestimatesQuantitativeProceduresTrendanalysis(timeseriesanalysis)MarkettestsStatisticaldemandanalysis7-21SalesForecastsMethods营销管理/邱50MICROMARKETINGUltimateTargetMarketingCombinesMultipleInformationSourcesDemographicDescriptorsValues,Preferences,andPurchasingHabitsPinpointsDesiredCustomersHelpsIncreaseMarketingEffectiveness7-24营销管理/邱51营销研究的程序（MARKETINGRESEARCHPROCES51S）ProblemDefinitionDetermineResearchDesignDetermineDataTypesDetermineDataCollectionMethodsDevelopmentofDataCollectionFormsSampleDesignDataCollection,AnalysisandInterpretation营销管理/邱52研究设计（ResearchDesign）探索性研究叙述性研究因果性研究营销管理/邱53资料种类（DataTypes）PrimaryDataSecondaryDataInternalDataCompanyrecordsDatafrommarketingdesignsupportsystemsExternalDataProprietaryCustomresearchSyndicatedservicesNon-ProprietaryPublishedreportsCensusdataPeriodicals 营销管理/邱54FocusGroupTelephoneSurveysMailSurveysPersonalInterviewsMallinterceptsInternetSurveysObservation6-14数据收集的方法（DataCollectionMethods）营销管理/邱55问卷设计注意事项Double-barreledwordingsLoadedwordingAmbiguouswordingInappropriatevocabularyMissingalternatives营销管理/邱56抽样设计（SampleDesign）ProbabilityProbabilitysamplingSimplerandomsamplingStratifiedsamplingNonprobabilitysamplingSamplingframeTheoutlineorworkingdescriptionofthepopulationusedinthesampleselectionSamplesizeResponseratesCompletion/Completion+refusals+terminations营销管理/邱57MarketingDecisionSupportSystems(MDSS)

AllactivitiesregularlyusedtoprocessandprovidemarketinginformationIncludessoftwareandhardware营销管理/邱58DatabaseMarketingReferstocustomer/prospectinformationstoredincomputerwithsoftwaretoprocessinformationAbilitytopullapartandrecombineinformation营销管理/邱59消费者行为(ConsumerBehavior)定义个人或家庭对于产品的发掘、评估、取得、消费、与去除的行为与决策。影响消费者决策的因素个人因素社会因素情境因素营销管理/邱60消费者决策过程问题确认资讯收寻购买可能方案评估决定与购买购买后使用结果评价营销管理/邱61涉入（Involvement）定义对于产品的发掘、评估、取得、消费、与去除等行为与决策的关心程度涉入程度（LevelofInvolvement）形成原因经济风险社会心理风险菜单现风险营销管理/邱62消费者问题解决方式RoutinizedresponsebehaviorExtensiveproblemsolvingLimitedproblemsolving与涉入的关系营销管理/邱63AIETAAwareness(知晓）Interest（兴趣）Evaluation（评估）Trial（试用）Adoption（采用）营销管理/邱64消费者行为的重要构念知觉(Perception)学习(Learning)态度(Attitude)营销管理/邱65知觉(Perception)Definition:

是一种过程，个人经过这项过程来从环境中选择、组织及解释输入的讯息Procedure暴露注意解释记忆营销管理/邱66学习Definition由过去行为经验所产生的一种较长期的行为改变学习状况高涉入-->认知学习(Cognitivelearning)低涉入--->制约(ClassicalConditioning)制约Classicalconditioning（古典制约）Operantconditioning（操作制约）营销管理/邱67态度组成情感（Affective）认知（Cognitive）行为（Behavior）营销管理/邱68态度组成的一致性认知->情感&行为情感->认知&行为行为->情感&认知营销管理/邱69AttitudeChangeStrategyAffectiveComponentclassicalconditioningaffecttowardtheAdMereexposureBehaviorcomponentFreesampleForcedusageCognitiveComponentChangebeliefsaddbeliefsshiftimportance营销管理/邱70影响消费者决策的个人因素个人特质(Personality)生活形态(Lifestyles)动机(Motivation)营销管理/邱71Maslow’sHierachyofNeeds

PhysiologicalneedsSafetyneedsSocialandloveneedsSelf-esteemneedsSelf-actual-izationneedsLevel5Level4Level3Level2Level1Food,water,airSecurity,protectionfromharmAcceptance,affection,feelingsofbelonging,friendshipFeelingsofself-worth,success,prestigeBecomingallthatoneiscapableofbeing--self-fulfillment4-25营销管理/邱72影响消费者决策的社会因素文化次文化社会阶层人际间影响家庭营销管理/邱73人际间对消费行为的影响参考群体某一群人的规范与价值可以影响你的行为Types会员团体(Membership)欲望团体(Associative)避免团体(Disassociative)营销管理/邱74人际间对消费行为的影响路径信息影响(InformationalInfluences)规范影响(Normativeinfluences)价值认同影响(Valueexpressiveinfluences)营销管理/邱75家庭对消费行为的影响家庭生命周期YoungsinglesNewcouplesFull-nestersYoungchildrenAdolescentsEmptynestersWorkingRetiredSolesurvivors营销管理/邱76情境因素对消费行为的影响AnticipatedsituationsGiftgivingSocialoccasionsUnanticipatedoccurrencesTimepressuresUnexpectedexpenseChangeplans营销管理/邱77消费者满意与购后失调消费者满意(Satisfaction)的决定因素购前期望产品/服务实际表现失验（Disconfirmation)购后失调(Post-PurchaseDissonance)Isafeelingofuneasinessthatresultswhenthereisaconflictbetweentwoormorebehaviorsorbeliefs组织（工业）市场TypeProducermarkets(生产者市场）ResellerMarkets（中间商市场）GovernmentMarkets（政府市场）InstitutionalMarkets（非营利机构市场）营销管理/邱798-3组织购买者市场与消费者市场之比较特性组织购买者市场消费者市场买者数目FewLong-termcontractsandsupplierinvolvementOftenextremelylargeUsuallynearpopulationcenters Technicallytrainedbuyingagentsfollowpoliciesandconstraints.Tendtobuydirectlyfrommanufacturers Committees,technicalexpertsandmanagementinvolvedindecisionsOftenmillions Manysinglepurchases UsuallysmallWidelydispersed Nontechnicalpurchasingtosatisfypersonalpreferences Individuals,householdsmembers,orfriendsandrelatives采购影响采购方式地理集中度采购量与供货商的关系C1999byPrentice-Hall,Inc.组织（工业）市场采购者特色Betterinformed,needdetailedinformationMorerationalOrganizationalgoal+personalgoal组织（工业）市场采购者最重视的因素PriceQualityService营销管理/邱82组织购买者采购情境与方式8-8TypeDescriptionPeopleInvolved直接重购（Straightrebuy）ReorderfromcurrentsupplierOnepurchasingagent修正后重购（Modifiedrebuy）新任务采购（Newtask）Evaluatealternativesuppliersofpreviouslypurchasedproductsoranew/differentproductfromacurrentsupplierPurchasingagentplusoneorafewothersFirst-timeproductpurchaseManypeoplefromseveralareasoftheorganizationC1999byPrentice-Hall,Inc.工业产品需求的特性DeriveddemandInelasticdemandJointdemandDemandfluctuation工业市场采购决策之参与者参与者使用者(Users)影响者(Influencers)把关者(Gatekeepers)决定者(Deciders)采购者(Buyers)营销管理/邱85组织购买者市场的链接：供应链8-5SupplychainslinkallorganizationsinvolvedincreatinganddeliveringofaproductTheautomotivesupplychain:上游厂商下游厂商Miningcompany(steelfromore)Upstreamsupplier(fasteners)Directsupplier(radiators)FordChrystlerToyotaGMNissanHonda(autos)AutodealershipsRentalagenciesAutopurchasersTravelerC1999byPrentice-Hall,Inc.营销管理/邱86传统营销架构的问题程序导向比较注重交易前的营销活动缺乏成本观念缺乏因果的训练见树不见林营销管理/邱87营销管理/邱88整体策略观点的营销架构理论基础结构交换理论交换之产生乃源自于交换双方期待该交换行为对自己有利Benefit>CostExchange交易成本理论因为人性的机会主义与环境的复杂与不确定性，造成交易无法很有效率的完成代理成本理论委托人与代理人间的目标不尽相同委托人担心代理人会不遵守合约，蒙骗欺瞒。营销管理/邱89整体策略观点的营销架构主要变量主要变量外显单位效益成本买者信息搜寻成本买者道德危机成本买者专属陷入成本买者最终总成本概念个别成本的劣势往往可以借由其他成本优势来补足营销管理/邱90外显单位效益成本定义买者所需付出的产品取得总成本除以产品所带给的所有的效益之总和注意事项产品可能是有形的商品或无形服务效益包含有形或无形效益产品取得总成本包含卖价、运费、安装、服务、手续费等等营销管理/邱91买者信息搜寻成本定义因为买卖双方对交换目标物不熟悉，因此需投入时间及金钱搜集信息以减少交换的信息不对称，也就是一个买者在买一个东西之前，为了去了解此一目标物，他势必得花一段时间、成本来搜集信息，同样的，对卖方而言，也必需花一些搜寻成本来寻找适当的买方营销管理/邱92买者道德危机成本定义此成本指的是产品是否真正能表现得像厂商在交换完成前所宣称的功能其中所谈的，也是说就算交易之前买卖双方对交易目标物都已经十分清楚的来从事交易，但交易之后，卖方是否能够遵守原先承诺的功能、规格，而买方是否能够在交易后提供原先所承诺付出之物营销管理/邱93买者专属陷入成本定义买卖双方怕因为交易的形成后产生的专属资产的成本，专属资产是指交易的形成后买卖双方因为此关系所产生的特有的无形知识或有形资产，当此特定的买卖双方交易不存在时，此特有的无形知识或有形资产的价值将消失，因此，为保持专属资产的价值性，买卖双方继续交易营销管理/邱94业界常用专属资产的方法专属资产业界常用的方法特有的使用知识的专属资产公司特有的产品使用方法、公司特有软件、公司特有产品系列分法与使用方法、公司特有互补品使用方法、特有使用专利权特有的实体设备的专属资产系统DIY产品、特有耗材、特有公司规格、特有信息系统结合、特有配方、特有设备专利、特有软件忠诚客户的优惠专属资产里程数累积优惠、集点红利、累计金额优惠、红标与绿目标定价策略无形的专属资产特有信用资产、特有买者知识、特有人际关系、特有沟通效率、特有生活依归心理层面的认同专属资产特有的品牌经验、特有的品牌回忆、特有品牌心理意义特有无形社会压力的专属资产品牌特有群体压力、特有意见领袖吸引力营销管理/邱95Exercise（I）假若有一家台湾工具机的厂商，要到海外市场把它所生产的工具机卖给国外生产厂商成为它们生产工具机，该家公司的主要竞争者来自美国、德国、及日本等国际大厂。经过实际产品测试，该公司发现他们的工具机比竞争对手在功能上是相当的，最重要的是，该公司工具机的价格比主要竞争对手还低上两至三成。该家公司是刚成立的，知名度低，有用过该公司产品的厂商不多。请问该公司营销的重点应在哪里？在美国与在中国大陆销售，有何不同？营销管理/邱96Exercise(II)有一家新银行想要以比较低的贷款利率来为了争取一家大公司向它们借钱，经过几番游说之后，这家大公司还是不愿意取消与目前往来银行的借贷关系，转而向该银行借钱，假设该银行的贷款利率真的比竞争银行的利率低了好几码。请问此交易的问题可能出在哪里？该银行营销的重点应在哪里？营销管理/邱974C分析架构的注意事项4C是买者主观的知觉成本，买者本身并不一定可以理性的将各成本明确分别但厂商必须清楚分析可能的成本来源，以便制订对症下药的营销工具与策略产业、情境、产品的不同皆会影响四个C对一个交换的重要性不同四个C对交换成败的影响重要程度会因外部环境因素的不同而不同营销管理/邱984C分析架构的特性4C态势是长期动态的4C分析提供短期交换问题分析架构4C分析具有长期策略观点4C间有可能有交互影响4C帮助解释传统营销程序的原因营销管理/邱99产品（Product）定义Anidea,physicalgood,serviceorsomecombinationofthesethreethatisanelementofexchangetosatisfyindividualorbusinessobjectives.”类型实体商品（GOODS）服务（SERVICES）8-1营销管理/邱100实体商品（GOODS）与服务（SERVICES）的连续带Puretangiblegoodsoap,toothpasteTangiblegoodwithaccompanyingservicesautomobiles,computersBalancedrestaurantsMajorserviceswithminorgoodsairlineservicesincludefoodanddrink,autoservicePureServicehaircut,psychotherapy8-2营销管理/邱101服务的特性（CHARACTERISTICSOFSERVICES）

Intangiblenon-sensory:AssociatewithsomethingTangiblePerishablecannotbestored:Off-season’spriceInseparabilityunabletobeproduced,thenstored:TrainingofcontactpersonVariabilitydifficulttostandardize:Standardizedprocedure8-4营销管理/邱102

消费性产品（CONSUMERPRODUCTS）VS商业性产品（BusinessProducts）消费性产品（ConsumerProducts）PurchasedbyconsumersforpersonaluseConvenienceShoppingSpecialty商业性产品（BusinessProducts）PurchasedbyvarioustypesofbusinessesCapitalProductionComponent/subassemblies8-5营销管理/邱103组织市场产品分类9-4资本财CAPITALPRODUCTS生产财PRODUCTIONPRODUCTS零组件、耗材、及生产服务COMPONENTS&SUBASSEMBLIESInstallations:officebuildings,factories,stores,distributioncentersEquipment:drills,computers,desks,robots,lifts,trucks,airplanesRawMaterials:crudeoil,sand,gas,water,wheat,cornProcessedmaterials:refinedoil,steel,plastic,aluminumOperationsproducts:brakes,transmissions,computerchips,switches,lights, cordsOperationsservices:consulting,accounting,wasteremoval,employeefoodservicesOperatingsupplies:paper,pens,filefolders,cleaningproductsC1999byPrentice-Hall,Inc.营销管理/邱104产品的三个层面核心产品(CoreProducts)基本的功能与利益品牌化产品(BrandedProducts)包装、造型、特性、质量、与品牌名称扩大产品(AugmentedProducts)安装、运送、保证、维修与服务、采购条款与信用、退回与资源回收品牌命名注意事项ShortSimpleDistinctiveMeaningfulEaseofpronunciation无不好的联想法律因素营销管理/邱106品牌的重要性CONSUMERVIEWPOINTFacilitateBuyingPsychologicalBenefitsMARKETER’SVIEWPOINTBrandIdentity:Brand/productconcept8-10营销管理/邱107品牌建立程序BrandAwareness–recallBrandImage–impression,accurateideasofthebrand’sadvantagesandpositiveimpressionBrandLoyalty–normallypurchaseBrandEquity--value营销管理/邱108品牌权益（BRANDEQUITY）定义Valuethatbrandhasinmarketplaceduetoreputationandgoodwill是来自于BrandloyaltyamongconsumersBrandawareness,perceivedqualityStrongbrandassociationsAssetssuchaspatents,trademarks,andchannelrelationships品牌权益的好处HigherpricestobechangedEnablesleveragewithdistributorsFacilitatestheintroductionofextensionandbrandextensions8-12营销管理/邱109品牌名称的种类TypesGenericsIndividualFamilyManufacturerbrand(NationalbrandorRegionalbrand)Private(Distributorbrand,Storebrand)HybridAlternativetoDevelopingBrandName授权（Licensing）品牌结盟（Co-Branding）营销管理/邱110品牌策略9-6Generic:nobrandnameused.Individual:uniquebrandnameforeachmajorproductorline.Family:umbrellanamecoversallproductsintheline.Manufacturer(National)brandnamesynonymouswiththeowner.Private(labels):brandnameappliedtosupplierproductbywholesalerorretailer.Hybrid:twoormoreapproachesareusedC1999byPrentice-Hall,Inc.营销管理/邱111useBrandStrategy9-7Generic:

农产品、药品Individual:P&G旗下的产品，Tide,Bold,Cheer,Dreft,Era,Gain,Ivory,Oxydol,andSololaundrydetergentFamily:

波蜜

,Panasonic,SKII,捷安特Manufacturer(National)

统一,McDonald,Kodak,Johnson&Johnson,Ford,HondaPrivate(Labels):７-11,家乐福,

万客隆,B＆QHybridC1999byPrentice-Hall,Inc.营销管理/邱112品牌延伸（BRANDEXTENSIONS）定义Newproductsthatbuildonbrandequity优点InstantNameRecognitionEstablishQualityLevelsSavesonAdvertisingCosts可能风险BadproductsmaydamageimageofotherproductsDilutionofdistinctiveness8-18包装目的Protect、Convenience、Promote注意事项成本产品本身形象产品促销中间商的方便环保营销管理/邱114产品安全与责任产品责任(Productliability)产品保证(Warranties)产品回收(ProductRecall):allowsreturnofproducttogetperformanceorsafetydefectcorrected营销管理/邱115新产品的种类（DIFFERENTTYPESOFNEWPRODUCTS）完全新的产品（New-to-the-WorldProducts）:FirstPC,Firstcar新产品类别产品（New-CategoryEntries）:Productsnewtothefirm,butnottotheworld产品线延伸产品（AdditionstoProductLines）:Lineextension产品改良（ProductImprovements）:产品重新定位（Repositioning）:Productsretargetedforanewuseorapplication营销管理/邱116新产品来源（DIFFERENTSOURCESOFNEWPRODUCTS）外部（ExternalSources）收购（Acquisitions）合作方案（VariousCollaborativeArrangements）内部（InternalSources）9-2营销管理/邱117新产品发展程序（NEWPROUCTDEVELOPMENTPROCESS）(I)创意发展（IdeaGeneration）Ideas的来源可能来自Customers,Productengineers,designers,Competition,Salesrepresentatives,Otheremployees,TechnologicalChanges创意筛选（IdeaScreening）compatiblewithfirm’sobjectivesandcapabilitiesprofitpotentialconsumerneeds概念发展与测试（ConceptDevelopmentandTesting）ConceptTest购买意愿特殊点知觉利益与价值9-9营销管理/邱118商业分析（BusinessAnalysis）LikelihoodofcommercialsuccessCosts,cashflows,profit产品原型的发展（PrototypeDevelopment）试销（TestMarketing）SimulatedTestMarkets(STM)Traditionalfieldtestmarkets商品上市化（Commercialization）买者采用阶段（AdoptionProcess）Awareness（知晓）Interest（兴趣）Evaluation（评估）Trail（试用）Adoption（采用）9-12新产品发展程序NEWPROUCTDEVELOPMENTPROCESS(II)营销管理/邱119新产品发展的营销研究(I)上市前FocusGroupMarketDefinitionStudiesTargetSegmentIdentificationConceptTestingNameandPackageEvaluationProductTestsSimulatedTestMarketsTestMarkets9-20营销管理/邱120上市后Awareness,AttitudeStudiesUsageStudiesTrackingStudiesProductRefinementNewAdvertisingStrategyTests9-22新产品发展的营销研究(II)营销管理/邱121成功新产品的特性相对优点（RelativeAdvantage）与既有产品的兼容性（CompatibilitywithExistingConsumptionPatterns）可试用度（Trialability）可观察度（Observability）复杂度（Complexity）9-24营销管理/邱122产品扩散程序（TheDiffusionProcess）

TimeNoncumulativeDiffusionPattern21/2%innovators131/2%Earlyadopters34%Earlymajority34%Latemajority16%Laggards9-29营销管理/邱123产品扩散程序的各种族群

创新者（Innovators）(2.5%)Venturesome,HigherEducated,UseMultipleInformationSources早期采用者（EarlyAdopters）(13.5%)Leadersinsocialsetting,Slightlyabove-averageeducation早期大众（EarlyMajority）(34%)Deliberate（仔细思考的）,ManyInformalSocialContacts晚期大众（LateMajority）(34%)Skeptical,BelowAverageSocialStatus落后者（Laggards）(16%)FearofDebt,NeighborsandFriendsProvideInformation10-2营销管理/邱124产品生命周期与特性导入期（Introduction）Sales–LowProfit–LossesCompetition–Little成长期（Growth）Sales--RapidGrowthProfit–IncreasingCompetition--Increasing成熟期（Maturity）Sales–SlowGrowthProfits–DecreasingCompetition–Fierce衰退期（Decline）Sales–DecliningProfits–LowCompetition--Changing10-6营销管理/邱125产品生命周期各阶段的策略导入期知晓度试用成长期增加产品使用率扩大通路改进质量成熟期维持市场占有率延伸产品生命周期进入新区隔衰退期以利润为最高指导原则减少开支去除不赚钱的产品项目若无法收支平衡则卖掉或结束掉营销管理/邱126产品生命周期的例子产品种类WorldWideWeb--GrowthNewspaper–Decline产品形式Lap-topComputer–GrowthElectricTypewriter--Decline10-14营销管理/邱127产品生命周期应用的注意事项预测产品形式的兴衰比预测单一品牌的兴衰来得准不要宿命只是形式预测，不知各期与整体生命周期的长短10-15营销管理/邱128产品组合（PRODUCTMIX）定义TotalAssortmentofGoodsandServices产品组合宽度（Productmixwidth）numberofproductlinesinmix产品组合长度（Productlinelengthnumberofproductsinproductline产品组合一致性（Productmixconsistency）

relatednessofdifferentproductlines营销管理/邱129产品组合的扩增

向下延伸策略（Downwardstretchstrategy）addproductstolowerendofproductline向上延伸策略（Upwardstretchstrategy）addproductstohigherend双向延伸策略（Two-waystretchstrategy）addproductsatbothhighandlowend10-18营销管理/邱130其他产品策略相关概念产品间侵蚀（Cannibalization）theprocessofnewproductstakingawaysalesfromexistingproducts产品回收（ProductRecalls）allowsreturnofproducttogetperformanceorsafetydefectcorrected产品仿冒（ProductCounterfeiting）商标、著作权、专利营销管理/邱131价格的概念（PricingConcepts）定义Theamountofmoneyabuyerpaystoasellerinexchangeforproductsand services.”价格的不同名词Fees–priceschargedbyprofessionalsFines,rents,premiums,taxes,wagesListprices,discountprices,allowances,rebates11-1营销管理/邱132价格的特性（CHARACTERISTICSOFPRICE）TheMostFlexibleelementofMarketingMixesTotalRevenue=Price(x)QuantityPriceisoneoftheDeterminantofPerceivedValuePerceivedValue=PerceivedQuality/PricePriceElasticity–theresponsivenessofdemandtochangeinprice11-5营销管理/邱133MarketSurvivalSalesGrowthProfitabilityCompetitivePricingQualityandImageEnhancement11-7定价的目的（PRICINGOBJECTIVES）营销管理/邱134影响定价决策的因素CostCostsassociatedwithproducing,distributing,andpromotingaproductorserviceCustomersCustomerexpectationsandwillingnesstopayChannelsofdistributionadequatereturnofchannelCompetitionReactionofyourcustomersCompatibilitycompanyobjectiveandconsistencyofproductlines营销管理/邱135顾客的价格评估价格与质量的相关程度 价格信息对消费者决策的影响Best-ValueStrategy(Ide