marketing市场营销知识点整理.docx

marketing市场营销知识点整理.docx

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marketing市场营销知识点整理

PrinciplesofMarketing

Chapter（1——10）

Name：

Class：

TheInternationalCollegeofHenanUniversityofTechnology

Chapter1：

Marketinginachangingworld

Whatismarketing

●Marketersjobisdealingwithcustomers.

●Marketingisthedeliveryofcustomersatisfactionataprofit.

●Twogoalsofmarketing:

attractingnewcustomer;keepingcurrentcustomer.

●Marketingisthemostimportantjobinanorganization.

Marketingdefined

●Marketingisnotonlysellingandadvertising.

●Theoldsenseofmarketingis“tellingandselling”;atthepresent,theonlywaydothemarketingissatisfyingcustomerneeds.

●Adetaileddefinition:

Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.

Theprocessofmarketing

Severalimportantconceptsinthedefinition

1.Needs,wants,anddemands.

●Needs:

thebasichumanrequirement.

●Want:

Theformtakenbyahumanneedasshapedbycultureandindividualpersonality.

●Demands:

humanwantsthatarebackedbybuyingpower

2.Productsandservices

●Products:

Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.

●Productsincludephysicalobjects,services,persons,places,organizations,andideas.

●Productscanbereferredassatisfier,resource,ormarketingoffer.

3.Value,satisfaction,quality

●Customervalue:

Thedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthecostsofobtainingtheproduct.

●Customersatisfaction:

Theextenttowhichaproduct’sperceivedperformancematchesabuyer’sexpectation.

●Quality:

Thetotalityoffeaturesandcharacteristicofaproductorservicethatbearonitsabilitytosatisfycustomerneeds.

4.Exchange,Transactions,andRelationships

●Exchange:

theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.

●Transaction:

Atradebetweentwopartiesthatinvolvesatleasttwothingsofvalue,agreed-uponconditions,atimeofagreement,andaplaceofagreement.

●Relationshipmarketing:

Theprocessofcreating,maintaining,andenhancingstrong,value-ladenrelationshipswithcustomerandotherstakeholders.

Eachpartyinthesystemaddsvalueforthenextlevel.Soacompany’ssuccessdependsnotonlyonitsownactionsbutalsoontherelationshipswithothers.

5.Markets

●Market:

Thesetofallactualandpotentialbuyersofaproductorservice

Marketingmanagement

●Theanalysis,planning,implementation,andcontrolofprogramsdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurposeofachievingorganizationalobjectives.

●Marketingmanagementinvolvesdemandmanagementandcustomerrelationshipmanagement.

Demandmanagement

●Generalspeakingobtainingmaximizedprofitiscompaniesgoal.

●Everycompanyhasaproductionoptimization,tomeetthisoptimizedproductionlevelmarketerneedmanagethedemand.

●Insomesense,marketingmanagementisdemandmanagement

Customerrelationshipmanagement

●Customerrelationshipmanagement’sobjectiveisincreasingcustomerloyalty.

●Manyresearchpointout,thecostofobtaininganewcustomeristentimeshigherthankeepingacurrentcustomer.

●Manycompaniesputemphasisonexplorecustomerlifetimevalue.

Marketingmanagementphilosophies

●Theproductionconcept

●Theproductconcept

●Thesellingconcept

●Themarketingconcept

●Thesocietalmarketingconcept

Threeconsiderationsunderlyingthesocietalmarketingconcept

Marketingchallengesinthenewconnectedmillennium

Technologiesforconnecting

●Themajorforcebehindthenewconnectednessistechnology.

●Thetechnologyboomhascreatedexcitingnewwaystodomarketing.

●PowerfulcomputerandITtechnologyenablemarketercontroldetailedmarketinformation.

●Virtualrealityshortentheproductlaunchperiod

●Internetfundamentallychangesthewaywedobusiness

Connectionswithcustomer

●MassmarketingVSselectivemarketing

●Short-runrelationshipVScustomer’sLifetime

●MarketingintermediariesVSconnectingdirectly

Connectionswithmarketing

●Connectinginsidethecompany（cross-functionalteam）

●Connectingwithoutsidepartners

✓Supplychainmanagement

✓Strategicalliances:

productalliance,promotionalliance,logisticsalliance,andpricingalliance

Connectionswiththeworldaroundus

●Geographicalandculturaldistancehaveshrunk.

●Companieshavetofaceglobalcompetition.

●Globaleconomybecomeinterdependent.

●Globalizationenforcecompaniespayingmoreattentiontoenvironmentalissues.

Chapter2：

StrategicPlanningandtheMarketingProcess

Strategicplanning

vCompaniesneedplanningtheirbusiness,becausestrategicplanninghelpsthecompanytoanticipateandrespondquicklytochanges.

vStrategicplanningisdifferentfromannualplanningorlong-rangeplanning,strategicplanningdealwithtakingadvantageofopportunitiesinitschangingenvironment.

vStrategicplanningdefinition:

Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.

vItinvolvesdefiningaclearcompanymission,settingsupportingobjectives,designingabusinessportfolio,andcoordinatingfunctionalstrategy.

Stepsinstrategicplanning

1.Definingthecompany’sbusinessandmission

vMissionstatementistheorganization’spurpose-whatitwantstoaccomplishinthelargerenvironment.

vMissionstatementdefinethebusinessintermsofsatisfyingbasiccustomerneeds.

vAmissionstatementshouldberealistic,specific,fittingthemarketenvironment,distinctivecompetencies,andmotivating.

◆Someexamples

Company

Product-Oriented

Definition

Market-Oriented

Definition

Disney

Werunthemeparks

Wecreatefantasies–aplacewhereAmericastillworksthewayit’ssupposedto

Revlon

Wemakecosmetics

Weselllifestyleandself-expression;successandstatus;memories,hopes,anddreams

Wal-Mart

Werundiscountstores

WedelivervaluethroughlowpricestoMiddleAmericans

Lenovo

Wesellcomputers

Wetrytohelppeoplewithaproductiveworkandaqualifiedlife.

2.Settingcompanyobjectiveandgoals

vAmissionisan“invisiblehand”guidingpeopleintheorganization

vObjectiveismoredetailed,andeachmanagerisresponsibletoreachhisobjective

vAtdifferentperiod,company’smissionistranslatedintoasetofobjectives.

3.Designingthebusinessportfolio

vBusinessportfolioisthecollectionofbusinessesandproductsthatmakeupthecompany

vTosucceedinthefuture,companyshould:

1Analyzecurrentportfolioanddecidewhichbusinessshouldreceivehowmuchinvestment

2Developgrowthstrategiesforaddingnewproductsorbusinesstotheportfolio

1.Analyzingthecurrentbusinessportfolio

vManagementbeginwithidentifythekeybusiness（SBU）makingupthecompany.

vAstrategicbusinessunitcanbeacompanydivision,aproductlinewithinadivision,orasingleproductorbrand

vThen,managementshouldassesstheattractivenessofitsvariousSBUsanddecidehowmuchsupporteachone.

vTwoapproaches:

oneisBCGapproach,theotherisGEapproach

●TheBostonConsultingGroupApproach

vTherearetwodimensions:

a）Attractivenessoftheindustry（verticalaxis）

b）StrengthofSBUintheindustry（horizontalaxis）

vFourtypesofSBU:

a）Stars:

high-growth,high-share

b）Cashcows:

low-growth,high-share

c）Questionmarks:

high-growth,low-share

d）Dogs:

low-growth,low-share

⏹TheareasofthecirclesareproportionaltotheSBU’sdollarsales.

●DiscussionofBCGApproach

Theidealportfolioshouldbe:

StrongCashcows;

SomeStars

SomeQuestionmark;

FewDogs

●SBU’slifecycle

MostSBUsstartoutasQuestionmarks,andmoveintotheStarscategoryiftheysucceed.Later,theybecomeCashcowswhenthemarketgrowthfalls.Finally,endoftheirlifecycleasDogsordieoff.

●TheGeneralElectricApproach

1.SimilarwithSCG,butmorecomprehensive

2.Industryattractivenessindexmakeupofseveralfactors

3.Businessstrengthindexincludealsomanyfactors

TheBostonConsultingGroupApproach:

BusinessUnitStrength

ThehorizontaloftheGE/McKinseymatrixisthestrengthofthebusinessunit.

Somefactorsthatcanbeusedtodeterminebusinessunitstrengthinclude.

●Marketshare

●Growthinmarketshare

●Brandequity

●Distributionchannelaccess

●Productioncapacity

●Profitmarginsrelativetocompetitors

IndustryAttractiveness

TheverticalaxisoftheGE/McKinseymatrixisindustryattractiveness,whichisdeterminedbyfactorssuchasthefollowing:

●Marketgrowthrate

●Marketsize

●Demandvariability

●Industryprofitability

●Industryrivalry

●Globalopportunities

●Macroenvironmentalfactors（PEST）

Thelimitationsofthosematrixapproach

vDifficulttime-consuming,andcostlytoimplement

vTooconcentratingoncurrent,butlittlevaluetothefuture

vMisleadthecompanyover-emphasisonthemarket-sharegrowth,andgrowththroughentryintoattractivenewmarket

Developinggrowthstrategies

OneusefuldeviceforidentifyinggrowthopportunitiesistheProduct-MarketExpansionGrid

Themarketingprocess

vMarketingprocessincludesfoursteps:

1analyzingmarketingopportunities

2selectingtargetmarkets

3developingthemarketingmix

4managingthemarketingeffort.

Connectingwithconsumer

vInamarket,therearetoomanydifferentkindsofconsumerswithtoomanydifferentkindsofneeds

vThreeconcepts:

marketsegmentation,markettargeting,marketpositioning

vMarketsegmentation:

dividingamarketintodistinctgroupsofbuyersonthebasisofneeds,characteristics,orbehaviorswhomightrequireseparateproductsormarketingmixes

vMarkettarg