marketing-mix市场营销组合

MarketingMix整理pptTheMarketingProcessImplementationandControlMarketingMixDecisionsMarketingStrategySituationAnalysis整理pptMarketingStrategyAtypeofmarketing(orattemptingtosellthroughpersuasion)ofaproducttoawideaudience

Isolatingbroadsegmentsthatmakeupamarketandadaptingthemarketingtomatchtheneedsofoneormoresegments.MassmarketingSegmentmarketingNichemarketingMicro-marketingNosegmentationCompletesegmentationFocusingonsubsegmentsornicheswithdistinctivetraitsthatmayseekaspecialcombinationofbenefits.Thepracticeoftailoringproductsandmarketingprogramstosuitthetastesofspecificindividualsandlocations.整理pptMarketingMixIncarryingoutthemarketingfunctions,thefirmneedstohaveamarketingprogramorstrategy.Thisisknownasthemarketingmix(thewordscreatedbyNeiiBordenin1953).整理pptTargetMarketMarketingMix

MarketingMixMarketingMix整理pptMarketingMixDevelopmentofmarketingmix:1.4P’s2.6P’s3.4C’s4.7P’s整理pptMarketingMixAccordingtoE．J．McCarthy’sBasicMarketingin1960,marketingmixcontainsthefollowingmajorelements(主要因素):(a)product(b)price(c)place(d)promotion产品策略Productstrategy定价策略Pricingstrategy分销策略Placingstrategy促销策略Promotionstrategy整理pptProductPlace/DistributionPromotionPricingGoods,services,orideasthatsatisfycustomerneedsTheready,convenient,andtimelyavailabilityofproductsActivitiesthatinformcustomersabouttheorganizationanditsproductsDecisionsandactionsthatestablishpricingobjectivesandpoliciesandsetproductprices整理pptMarketingMixAccordingtoPhilipKotler’sMegamarketingin1986,marketingmixcontains6p’s:(a)product(b)price(c)place(d)promotion(e)power(f)publicrelations整理pptMarketingMixWiththedevelopmentofcybermarketing/onlinemarketing,PhilipKotlerintheearlyof1990’spointedout4C’swhichisthenewtheoryonmarketingmix:(a)consumer-------consumer’swantsandneeds(b)cost

--------costtosatisfywantsandneeds(c)convenience--------conveniencetobuy(d)communication

-------communicationwithconsumers

整理ppt从“4P”到“4C”Product

产品Pricing定价Placing分销Promotioning促销Customer顾客Cost成本Convinience便利Communication沟通整理pptMarketingMixToreflectserviceproductsandtheserviceelementsofphysicalgoods,thetraditionalmarketingmixhasnowbeenextendedto7P's(BoomsandBitner).productpricepromotionplacement(ordistribution)

people(theuseofappropriatestaffandpeople)physicalevidence(customers’perceptionsbasedontheirsightoftheserviceprovision)process(thesystemsusedtoassisttheorganizationindeliveringtheservice)整理ppt效劳营销组合〔7Ps〕产品Product定价Pricing分销Placing促销Promotion人People服务过程Process有形展示PhysicalEvidence整理pptMarketingMix整理pptProductTheterm"product"referstotangible,physicalproductsaswellasservices.整理pptProductTheproductconsistsoftheitemandaccessoriesthatthecompanyofferstotheconsumer.Thisdecisionismadeduringproductplanning.Productplanninginvolves:①identifyingthebuyer’sneeds;②workingupapreliminarydesignofthemerchandise;③checkingtoseethattheproductdesignmeetstheexpectationsofbuyers;④settingontheproduct’sfinalspecifications(最终规格);⑤selectingthebrandnamefortheproduct;⑥determiningthetypeofpackagingtobeused;⑦anddecidingwhatservicestoofferwiththemarket.整理ppt产品属性产品质量产品特征产品式样产品设计品牌策略品牌化决策品牌使用者决策品牌战略决策包装策略首要包装次要包装储运包装产品服务策略标签策略ProductDecisionsProductattributesBrandingPackagingLabelingProductsupportservices整理pptProductAttributesProductattributesinclude:productquality:theabilityofaproducttoperformitsfunctions.Durability－耐久性Reliability－可靠性Precision－精确度easeofoperationandrepair－操作、维修的方便程度othervaluedattributes－其他有价值的属性productfeatures:areacompetitivetoolfordifferentiatingthecompany’sproductfromcompetitors’products.productstyle:describestheappearanceofaproduct.productdesign:contributestoaproduct’susefulnessaswellastoitslooks.整理pptBrandingNamethebrandsandcompanies整理pptBranding整理pptFourcriteriaforpickingagoodbrandname整理pptBranding整理ppt整理ppt整理pptBranding整理pptCustomer-basedbrandequitypyramid整理ppt整理pptBrandingBrandnameselectionSelectionProtection

Brandsponsormanufacturer’sbrandPrivatebrandLicensingCo-brandingBrandstrategyLineextensionsBrandextensionsMultibrandsNewbrands

品牌化决策品牌使用者决策品牌战略决策

整理pptBrandSponsorAmanufacturerhasfoursponsorshipoptions.Theproductmaybelaunchedasamanufacturer’sbrand(ornationalbrand).Orthemanufacturermayselltoresellerswhogiveitaprivatebrand(storebrandordistributorbrand).Althoughmostmanufacturerscreatetheirownbrandnames,othersmarketlicensedbrands.Finally,twocompaniescanjoinforcesandco-brandaproduct.Privatebrand:abrandcreatedandownedbyaresellerofaproductorservice.Co-brand:thepracticeofusingtheestablishedbrandnamesoftwodifferentcompaniesonthesameproduct.制造商品牌

私人品牌

复合品牌

许可品牌

整理ppt整理pptCorporatebrandlicensing:Coca-Colapartnerswithsome320licenseestoproducemorethan10,000productsin57countries.ProductsrangefromfashionappareltoholidaydecorationsandevenaCoca-ColaBabiedoll.整理pptlicensing整理ppt比方“一汽群众〞、“上海通用〞、“松下——小天鹅〞等等。使用这种策略最成功的例子是英特尔〔Intel〕公司。英特尔公司是世界最大的计算机芯片制造商，它与世界主要计算机厂家都开展合作。1991年，英特尔公司推出了奔腾系列芯片，并随之制定了耗资巨大的促销方案，拟每年花1亿美元，鼓励计算机的制造商在其产品上使用“Intel

Inside〞的标识。对参与这一方案的计算机制造商购置上也注有“Intel

Inside〞的话，那么给予5%的折扣。1992年，英特尔公司的销售额比上年增加63%，“Intel〞的标识也随着计算机产品更广泛围的让人们认知。由于芯片是计算机的核心板，而英特尔一直是优良芯片的供给商，因此，消费者心目中形成了一种印象，计算机就应该使用英特尔公司的芯片，计算机就应该加上“Intel

Inside〞的标识。如今，众多的计算机品牌如IBM

Dell、HP、联想、方正，均把“Intel

Inside〞标识加在其产品上，Intel的品牌名声也越来越大。整理pptBrandStrategyAcompanyhasfourchoiceswhenitcomestobrandstrategy.Itcanintroducelineextensions(existingbrandnamesextendedtonewforms,sizes,andflavorsofanexistingproductcategory),brandextensions(existingbrandnamesextendedtonewproductcategories),multibrands(newbrandnamesintroducedinthesameproductcategory),ornewbrands(newbrandnamesinnewproductcategories).产品线延伸

品牌延伸

多品牌

新品牌

整理pptLineextension:

isusinganexistingbrandnameorimageandextendingittonewproducts.Brandextensions:Asuccessfulbrandcanbeusedasaplatformtolaunchrelatedproducts.Multibrands:Companiesoftenintroduceadditionalbrandsinthesamecategory(P&G).Newbrands:Acompanymaycreateanewbrandnamewhenitentersanewproductcategoryforwhichnoneofthecompany’scurrentbrandnamesareappropriate.整理ppt提起美国的菲利浦·莫里斯公司，人们立即就会联想到香烟，大名鼎鼎的“万宝路〞牌香烟就是这家公司的拳头产品。然而，要是有人问你“卡夫〞酸奶和奇妙酱、“果珍〞饮品、“麦斯维尔〞咖啡以及“米勒〞啤酒是哪家公司生产的，许多中国人也许都会发呆，其实发呆的不仅仅是中国人，连美国的消费者都是要么发呆、要么认为是美国通用食品公司的产品。其实，这些产品全部出自美国烟草大王菲利浦·莫里斯公司。整理ppt

品牌经营策略：创品牌建立特定形象传品牌延续传统优势改品牌突出产品差异借品牌迅速翻开市场整理pptPackagingPackaginginvolvesdesigningandproducingthecontainerorwrapperforaproduct.ItmayincludePrimary

Container〔首要包装〕Secondary

Package〔次要包装〕thatisthrownawaywhentheproductisabouttobeused.Shipping

Package〔储运包装〕necessarytostore,identify,andshiptheproduct

整理pptPackaging整理pptPrimary

ContainerSecondary

Package整理pptAlteringpackageofGreenGiant整理pptLabeling–

Thelabelmightidentifytheproductorbrand;describeseveralthingsabouttheproduct—whomadeit,whereitwasmade,whenitwasmade,itscontents,howitistobeused,andhowtouseitsafely.promote

theproductthroughattactivegraphics.整理pptlabeling整理ppt整理pptNatureandCharacteristicsofaService整理pptProduct

creditafter-saleservicebrandpackagingfreeProducttransportationqualitystyleinstallation

warrantyCoreProductAccessoryProductFormProduct整理ppt产品效用质量品牌包装式样运送安装信用维修保证核心产品形态产品附加利益产品整理pptTypesofConsumerProductsConvenienceproducts〔便利品〕Productboughtbyfinalconsumerforpersonalconsumption.Shoppingproducts〔选购品〕Consumergoodthatthecustomer,intheprocessofselectionandpurchase,characteristicallycomparesonsuchbasesassuitability,quality,priceandstyles.Specialtyproducts〔特制品〕Consumerproductwithuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffort.Unsoughtproducts〔非寻求品〕Consumerproductthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.整理pptStagesinthenew-productprocess整理pptStagesinthenew-productprocess整理pptThecross-functionalnew-productteam整理pptStagesinthenew-productprocess整理pptStagesinthenew-productprocess整理pptStagesinthenew-productprocess整理pptMarketinginformation&methodsusedinthenew-productprocess整理pptProduct'sLifeCycle(PLC)整理ppt

产品生命周期曲线introductionsalecurveprofitcurvegrowthmaturitydeclinesalesandprofitsdevelopmentProduct'sLifeCycle(PLC)整理pptMarketingMix整理pptPrice整理pptPriceThepricechargedfortheproductmustbehighenoughtogivethecompanyaprofit,butlowenoughtoenticetheconsumertobuy.Insettingonafairprice,firmswill(1)evaluatetheirowncosts;(2)currentpricinglaws;(3)whatthecompetitionisdoing,and(4)thetypesofdiscountsandtermsofsalesthatarecustomaryintheindustry.

整理pptperformmarketinganalysis,segmentation,targeting,andpositioningdefinetheproduct,distribution,andpromotionaltacticsunderstandhowquantitydemandedvarieswithpriceincludefixedandvariablecostsassociatedwiththeproductevaluatelikelycompetitoractions,understandlegalconstraints,etcprofitmaximization,revenuemaximizationusinginformationcollectedintheabovesteps,selectapricingmethod,developthepricingstructure,anddefinediscounts.PricingDecisionProcess整理pptPricing

DecisionsMarketingobjectivesMarketingmixstrategyCostsOrganizationalconsiderationsInternalfactorsNatureofthemarketanddemandCompetitionOtherenvironmentalfactors(economy,resellers,government)ExternalfactorsPricingdecisions整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptFactorsaffectingpricing整理pptPricingApproaches整理pptPricingApproachesCost-basedpricing:addingastandardmarkuptothecostoftheproduct.ProductCostPriceValuecustomers整理pptPricingApproachesCost-pluspricingBreak-evenanalysistargetprofitpricing整理pptPricingApproaches在销量既定的条件下，企业产品的价格必须到达一定的水平才能做到盈亏平衡、收支相抵。既定的销量就称为盈亏平衡点(销售收入线与总本钱线的交点,以盈亏平衡点的界限，当销售收入高于盈亏平衡点时企业盈利，反之，企业就亏损)，这种制定价格的方法就称为盈亏平衡定价法。科学地预测销量和固定本钱、变动本钱是盈亏平衡定价的前提。整理pptPricingApproachesValue-basedpricing:settingpricebasedonbuyers’perceptionsofvalueratherthanonthesellers’cost.ProductCostPriceValueCustomers整理pptPricingApproachesCompetition-basedpricing:settingpricesbasedonthepricesthatcompetitorschargeforsimilarproducts.Competitors’priceCustomersPrice整理pptNewProductPricingStrategiesMarketing-skimmingpricing:settingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromthesegmentswillingtopaythehighprice;thecompanymakesfewerbutmoreprofitablesales.[earlieradopters]整理pptNewProductPricingStrategiesMarket-penetrationpricing:settingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare.整理pptProductMixPricing

StrategiesProductlinepricing:

wherethereisarangeofproductorservicesthepricingreflectthebenefitsofpartsoftherange.Forexamplecarwashes.Basicwashcouldbe$2,washandwax$4,andthewholepackage$6.Optionalproductpricing:companieswillattempttoincreasetheamountcustomerspendoncetheystarttobuy.Optional'extras'increasetheoverallpriceoftheproductorservice.Forexampleairlineswillchargeforoptionalextrassuchasguaranteeingawindowseatorreservingarowofseatsnexttoeachother.Captive-productpricing:settingthemainproductlowpriceandhighpriceforrelated-product.Productbundlepricing:

heresellerscombineseveralproductsinthesamepackage.Thisalsoservestomoveoldstock.VideosandCDsareoftensoldusingthebundleapproach.By-productpricing:pricinglowvalueby-productstogetridofthem.整理pptPriceAdjustment

StrategiesDiscountandallowancepricing:reducingpricestorewardcustomerresponseslikepayingearly.Segmentedpricing:adjustingpricestoallowfordifferencesincustomersorlocations.Psychologicalpricing:consideringthepsychologyofpricesandnotsimplytheeconomics.整理pptPriceAdjustment

StrategiesPromotionalpricing:

pricingtopromoteaproductisaverycommonapplication.TherearemanyexamplesofpromotionalpricingincludingapproachessuchasBOGOF(BuyOneGetOneFree).Geographicalpricing:

isevidentwheretherearevariationsinpriceindifferentpartsoftheworld.Forexamplerarityvalue,orwhereshippingcostsincreaseprice.Internationalpricing:adjustingpricesforinternationalmarkets.整理ppt定价技巧1、撇脂定价法新产品以高价进入市场，以迅速回收投资，建立高档形象。2、渗透定价法新产品以低价进入市场，以迅速扩大市场，防止竞争。3、诱饵定价法主体产品定低价，吸引购置；关联产品定高价，弥补利润。4、心理定价法声望定价，错觉定价，整体定价，桔祥定价。整理pptRespondingtoPriceChanges整理pptMarketingMix整理pptPlaceConsumersareaccustomedtolookingforgoodsinaparticularplace.Businessneedstohaveitsgoodsavailableintheplacesconsumerstendtofrequent.Thisrequiresmovingthemerchandisefromwhereitisproducedtowhereitisdesired.Suchmovemententails①transportation②channelsofdistribution③storageThemanufactureneedstohaveastrategyfortakingcareofallthesematters.Someusemiddlemensuchaswholesalerstomovetheirmerchandisetotheconsumer.Othersgodirectlytothefinalbuyersthemselves.Inanycase,thegoodsmusteventuallybemovedtotherightplaceforpurchase.整理pptMarketingMix整理pptPromotionThepurposeofpromotionistostimulatedemandforthecompany’sproducts.Commonpromotionaltechniquesinclude:advertising,packaging,branding,personalselling,salesmanuals,enlistingofdealercooperationindisplayinggoodsatthepointofpurchase,andcoupons(赠券)andpremiums(奖赏).Afirmmaynotuseallofthesepromotionaltechniquestomoveaproduct,butmanywillrelyontwoorthreeofthembecauseonealonecannotusuallydothejob.整理pptPromotionpersonalsellingadvertisingpublicrelations(PR)salespromotion4waysforpromotion整理pptCase

Study

Aproduct'slifecycle(PLC)canbedividedintoseveralstagescharacterizedbytherevenuegeneratedbytheproduct.Ifacurveisdrawnshowingproductrevenueovertime,itmaytakeoneofmanydifferentshapes,anexampleofwhichisshownbelow:整理pptCase

StudyAproduct'slifecycle(PLC)整理ppt

产品生命周期各阶段根本策略：导入期——突出一个“快〞字；成长期——强调一个“好〞字；成熟期——抓住一个“优〞字；衰退期——明确一个“转〞字。整理pptCase

StudyFirststage---developmentProductdevelopmentistheincubationstageoftheproductlifecycle.Therearenosalesandthefirmpreparestointroducetheproduct.Astheproductprogressesthroughitslifecycle,changesinthemarketingmixusuallyarerequiredinordertoadjusttotheevolvingchallengesandopportunities.整理pptCase

StudySecondstage---introductionTheprimarygoalistoestablishamarketandbuildprimarydemandfortheproductclass.整理pptCase

StudyThemarketingmixmayasfollowing:Product

-oneorfewproducts,relativelyundifferentiatedPrice-Generallyhigh,assumingaskimpricingstrategyforahighprofitmarginastheearlyadoptersbuytheproductandthefirmseekstorecoupdevelopmentcostsquickly.Insomecasesapenetrationpricingstrategyisusedandintroductorypricesaresetlowtogainmarketsharerapidly.整理pptCase

StudyPlace-Placeisselectiveandscatteredasthefirmcommencesimplementationofthedistributionplan.Promotion-Promotionisaimedatbuildingbrandawareness.Samplesortrialincentivesmaybedirectedtowardearlyadopters.Theintroductorypromotionalsoisintendedtoconvincepotentialresellerstocarrytheproduct.整理pptCase

StudyThirdstage---growthThegoalistogainconsumerpreferenceandincreasesales.整理pptCase

StudyThemarketingmixmaybemodifiedasfollows:Product-Newproductfeaturesandpackagingoptions;improvementofproductq