Kotler_Marketing management 14e_03
美国科特勒集团高级营销精英研修
英研修2023-10-29contents •课程介绍•教学内容•教学方法•教学师资•教学设施•课程收益目录01课程介绍课程背景针对高级营销精英的深度研修，提升营销战略思维和实战能力结合全球最新营销趋势，专注于实战案例分析和行业前沿探讨源自美国科特勒集团（KotlerMarketing Group）的经典营销课程掌握高级营销战略与战术，提升企业竞争力熟练运用创新营销工具与渠道，实现高效营销深入了解全球营销趋势，提升跨文化营销能力课程目标课程特色汇集美国科特勒集团核心团队及业界顶级专家，为您带来最前沿的营销理念与实战经验名师授课实战导向国际化视野行业交流课程中穿插大量实战案例，通过小组讨论、角色扮演等方式，提高学员的实际操作能力课程涉及全球最新营销趋势，培养学员具备国际化视野，为全球化营销做好准备课程中安排行业大咖分享，为学员提供与业界精英深度交流的机会，拓展人脉资源02教学内容营销策略探讨市场定位、目标市场选择、竞争分析、营销组合策略等，培养制定营销策略的能力。
营销规划学习如何制定长期和短期的营销计划，包括产品推广、品牌建设、销售渠道等方面的规划。
营销策略与规划了解客户购买行为的心理过程，培养与客户建立信任和关系的能力。
销售心理学学习有效的销售技巧，包括沟通技巧、谈判技巧、客户关系管理等。
销售技巧销售技巧与实战市场调研学习如何进行市场调研，包括问卷调查、访谈、数据分析等，以获取市场需求和竞争信息。
市场分析培养对市场趋势、竞争格局、消费者行为等方面的分析能力，为制定营销策略提供依据。
市场调研与分析学习有效的沟通技巧，包括倾听、表达、反馈等，以提高与客户的沟通效果。
谈判技巧培养谈判策略和技巧，包括协商、让步、达成共识等，以实现双赢的谈判结果。
沟通技巧营销沟通与谈判VS03教学方法营销大师科特勒的营销理论体系，包括营销策略、营销渠道、消费者行为等。
教授营销理论营销工具介绍营销案例分析介绍各种营销工具，如市场调研、广告、公关、促销等，以及如何运用这些工具进行有效的营销。
营销管理(第14版 全球版) Kotler_MM_14e_07_sppt_GE
Copyright © 2012 Pearson Education
7-9
组织购买过程的阶段
▪ 问题识别 ▪ 总需求说明 ▪ 产品规格确定 ▪ 供应商的寻找 ▪ 提案征集 ▪ 供应商的选择 ▪ 常规订购具体规定 ▪ 绩效评估
Copyright © 2012 Pearson Education
7-10
▪ 多重购买的影响 ▪ 直接购买
▪ 多次销售访问
Copyright © 2012 Pearson Education
7-5
采购类型
直接重购 调整性重购 新采购任务
Copyright © 2012 Pearson Education
7-6
系统采购和销售
Copyright © 2012 Pearson Education
▪ 零库存采购计划 ▪ 供应商管理库存 ▪ 连续补货
Copyright © 2012 Pearson Education
7-15
组织间客户关系类型
▪ 基本买卖型 ▪ 梗概型 ▪ 合约交易型 ▪ 客户供应型
▪ 合作体系型 ▪ 协作型 ▪ 相互适应型 ▪ 顾客至上型
Copyright © 2012 Pearson Education
Copyright © 2012 Pearson Education
7-13
顾客价值调研方法
▪ 内部工程评价 ▪ 实地使用价值评估 ▪ 目标群体价值评估 ▪ 直接问卷调查
▪ 联合分析 ▪ 基准 ▪ 组合方法 ▪ 重要等级
Copyright © 2012 Pearson Education
7-14
常规订购具体规定
7-16
行业市场
Copyright © 2012 Pearson Education
Kotler16_basic_Marketing management课件
市场研究
市场研究简介
介绍市场研究的基本概念和 作用。
市场研究类型
概述市场研究的各种类型， 如定性研究和定量研究。
市场研究流程
详细解释市场研究的流程， 包括问题定义、数据收集和 分析等。
市场细分、目标市场和定位
1
市场细分
解释市场细分的概念和重要性。
2
目标市场选择
讨论如何选择适合的目标市场。
3
定位策略
探讨全球市场环境的特点和 影响。
全球营销组合
介绍全球营销组合的策略和 实施。
市场伦理与社会责任
市场伦理
解释市场伦理的概念和重要性。
社会责任
讨论市场营销中的社会责任和可持续发展。
营销指标
1 营销指标简介
介绍营销指标的作用 和意义。
2 关键营销指标
探讨常用的关键营销 指标。
3 基于指标的营销
决策
解释如何根据营销指 标进行决策。
分销策略
简介
解释分销策略的概念和重 要性
市场渠道类型 探讨不同类型的市场渠道
渠道设计
介绍如何设计有效的市场 渠道
品牌管理
品牌管理简介
讨论品牌管理的基本概念和 作用。
打造强大品牌
解释如何打造和维护一个强 大的品牌。
品牌资产
探讨品牌资产的重要性和衡 量方法。
广告与推广
1
广告与推广简介
概述传统广告和数字广告的区别和特点。
介绍不同的定位策略，如差异化定位和专注定位。
产品开发
1 产品开发简介
解释产品开发的过程和步骤。
2 产品生命周期
探讨产品生命周期的不同阶段。
3 新产品开发过程
详细介绍新产品开发的流程和策略。
营销管理kotler_mm14_ch08_dppt-bb
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 17 of 26
Behavioral Segmentation 行为细分p247
Initiator
发起者
Usage occasions使用场合
User status使用状况
Slide 11 of 26
Generation 世代p238
Gen X (1964-1978) X世代 Baby Boomers (1946-1964) 婴儿潮 Silent Generation (1925-1945) 沉默的一代
Millennials (Gen Y) – (1979-1994) 千禧一代（Y世代） -78 Million people 7800万人 -$187 annual spending power 每年的消费水平为1870亿美元
5.
How should a company choose the most attractive target markets?
1.什么是市场细分的不同层次？ 2.公司如何将市场划分为几个细分市场？ 3.有效的市场细分的要求是什么？ 4.组织市场应该怎样细分？ 5.公司如何选择最具吸引力的目标市场？
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 4 of 26
Bases for Segmenting Consumers 细分消费者市场的基础p232
Geographic 地理细分 Demographic 人口统计细分
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
营销管理14版 Kotler_MM_14e_07_sppt
▪ Conjoint analysis ▪ Benchmarks ▪ Compositional
approach ▪ Importance ratings
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
7-15
Order Routine Specification
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
7-17
Institutional Markets
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
▪ How do business buyers make their decisions?
▪ How can companies build strong relationships with business customers?
▪ How do institutional buyers and government agencies do their buying?
▪ Approvers ▪ Buyers ▪ Gatekeepers
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
7-9
Of Concern to Marketers
▪ Who are the major decision participants? ▪ What decisions do they influence? ▪ What is their level of influence? ▪ What evaluation criteria do they use?
Marketing-Management---12th-Edition---KotlerKeller电子教案
Chapter 2: Developing Marketing Strategies and Plans GENERAL CONCEPT QUESTIONSMultiple Choice1. A key ingredient of the marketing management process is insightful, ________marketing strategies and plans that can guide marketing activities.a. creativeb. measurablec. macrod. microe. nicheAnswer: a Page: 35 Level of difficulty: Medium2. According to a chapter story about H&M clothing stores, H&M is able to putproducts out quickly and inexpensively by all of the following EXCEPT ________.a. having few middlemen and owning no factoriesb. buying large volumesc. having extensive experience in the clothing industryd. having a great knowledge of which goods should be bought from which marketse. having total control of its distribution channel from the time the goods areproduced until the time they are soldAnswer: e Page: 36 Level of difficulty: Hard3. The task of any business is to deliver ________ at a profit.a. customer needsb. productsc. customer valued. products and servicese. improved qualityAnswer: c Page: 36 Level of difficulty: Medium4. In a hypercompetitive economy such as ours, a company can win only by fine-tuningthe value delivery process and choosing, providing, and ________ superior value.a. communicatingb. selecting target markets withc. composingd. developinge. researchingAnswer: a Page: 36 Level of difficulty: Medium5. The traditional view of marketing is that the firm makes something and then________ it.a. marketsb. sellsc. distributesd. pricese. servicesAnswer: b Page: 36 Level of difficulty: Easy6. Today, the “mass-market” is actually splintering into numerous ________, each withits own wants, perceptions, preferences, and buying criteria.a. micromarketsb. market targetsc. macromarketsd. customer cliquese. demographic unitsAnswer: a Page: 37 Level of difficulty: Medium7. The first phase of the value creation and delivery sequence is ________ thatrepresents the “homework” marketing must do before any product exists.a. choosing the valueb. market researchc. target marketingd. service consideratione. projective thinkingAnswer: a Page: 37 Level of difficulty: Medium8. The last step in the value creation and delivery sequence is ________ the value wherethe sales force, sales promotion, advertising, and other communication tools announce and promote the product.a. developingb. distributingc. communicatingd. reversinge. researchingAnswer: c Page: 37 Level of difficulty: Medium9. The Japanese have refined the value delivery process to include a component thatemphasizes ________.a. zero servicingb. zero customer feedback timec. zero promotiond. zero dependency on intermediariese. zero marketing costsAnswer: b Page: 38 Level of difficulty: Medium10. The ________ is a tool for identifying ways to create more customer value.a. value chainb. customer surveyc. brand loyalty indexd. promotion channele. supplier databaseAnswer: a Page: 38 Level of difficulty: Easy11. The ________ identifies nine strategically relevant activities that create value andcost in a specific business.a. value propositionb. value chainc. mission statementd. annual reporte. manager’s logAnswer: b Page: 38 Level of difficulty: Medium12. The ________ in the value chain cover the sequence of bringing materials into thebusiness (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service).a. operations processb. manufacturing processc. primary activitiesd. secondary activitiese. tertiary activitiesAnswer: c Page: 38 Level of difficulty: Medium13. Procurement, technology development, human resource management, and firminfrastructure are handled in certain specialized departments and are called ________.a. materials handlingb. support activitiesc. inventory activitiesd. primary activitiese. benchmark activitiesAnswer: b Page: 38 Level of difficulty: Hard14. The firm should estimate its competitors’costs and performances as ________against which to compare its own costs and performance.a. competitionb. standardsc. challengesd. benchmarkse. moveable standardsAnswer: d Page: 38 Level of difficulty: Easy15. The firm’s success depends not only on how well each department performs its work,but also on how well the various departmental activities are coordinated to conduct ________.a. core strategiesb. satellite businessesc. core valuesd. core business processese. core technologiesAnswer: d Page: 38 Level of difficulty: Medium16. With respect to core business processes, all the activities involved in gathering marketintelligence, disseminating it within the organization, and acting on the information is referred to as the ________.a. market sensing processb. market research processc. target marketing processd. market pulse processe. deployment processAnswer: a Page: 38 Level of difficulty: Medium17. With respect to the core business processes, all the activities involved in researching,developing, and launching new high-quality offerings quickly and within budget are referred to as the ________.a. new product processb. new offering realization processc. product development processd. product launch processe. return on investment processAnswer: b Page: 38 Level of difficulty: Hard18. With respect to the core business processes, the ________ is considered to be all theactivities involved in defining target markets and prospecting for new customers.a. customer acquisition processb. customer relationship management processc. fulfillment management processd. customer prospecting processe. customer equity processAnswer: a Page: 38 Level of difficulty: Medium19. A good way to describe the ________ would be discuss all the activities involved inbuilding deeper understanding, relationships, and offerings to individual customers.a. customer acquisition processb. customer relationship management processc. customer prospecting processd. customer fulfillment management processe. customer equity processAnswer: b Page: 38 Level of difficulty: Medium20. Another way to describe a value delivery network (partnering with specific suppliersand distributors) is to call it a ________.a. teamwork groupb. cabalc. domestic power centerd. link to relationshipse. supply chainAnswer: e Page: 39 Level of difficulty: Easy21. The key to utilizing organizational core competencies is to ________ that make upthe essence of the business.a. make the competencies pay for themselvesb. own all intermediaries who come in contact with your goods and servicesc. own and nurture the resources and competenciesd. emphasize global promotionse. segment workforcesAnswer: c Page: 39 Level of difficulty: Hard22. We can say that a ________ has three characteristics: (1) It is a source of competitiveadvantage in that it makes a significant contribution to perceived customer benefits,(2) it has applications in a wide variety of markets, and (3) it is difficult forcompetitors to imitate.a. core competencyb. business strategyc. core technologyd. strategic business unite. winning strategyAnswer: a Page: 39 Level of difficulty: Medium23. Core competencies tend to refer to areas of special technical and production expertise,where ________ tend to describe excellence in broader business processes.a. process benchmarksb. distinctive capabilitiesc. core business valuesd. value statementse. mission statementsAnswer: b Page: 40 Level of difficulty: Medium24. George Day sees market-driven organizations as excelling in three distinctivecapabilities: ________, customer linking, and channel bonding.a. target marketingb. market researchc. fulfilling customer needsd. market sensinge. customer service relationshipsAnswer: d Page: 40 Level of difficulty: Medium25. Competitors find it hard to imitate companies such as Southwest Airlines, Dell, orIKEA because they are unable to copy their ________.a. product innovationsb. distribution strategyc. pricing policiesd. activity systemse. logistics systemAnswer: d Page: 40 Level of difficulty: Hard26. One conception of holistic marketing views it as “integrating the value exploration,________, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity among key stakeholders.”a. value creationb. value propositionc. value managementd. value researche. value chainAnswer: a Page: 40 Level of difficulty: Hard27. Holistic marketers achieve profitable growth by expanding customer share,________, and capturing customer lifetime value.a. undermining competitive competenciesb. building customer loyaltyc. milking the market for product desiresd. renewing a customer basee. inspecting all market share dataAnswer: b Page: 40 Level of difficulty: Medium28. The holistic marketing framework is designed to address three key managementquestions. Which of the following is one of those questions?a. Value claims—how does the company deal with value erosion?b. Value proposition—how can value propositions be made profitable?c. Value chain—are there weak links in the company’s value chaind. Value network—how can a company effectively network?e. Value exploration—how can a company identify new value opportunities? Answer: e Page: 41 Level of difficulty: Hard29. The customer’s ________ reflects existing and latent needs and includes dimensionssuch as the need for participation, stability, freedom, and change.a. competence spaceb. resource spacec. emotional spaced. relationship spacee. cognitive spaceAnswer: e Page: 41 Level of difficulty: Medium30. The company’s ________ can be described in terms of breadth—broad versusfocused scope of business; and depth—physical versus knowledge-based capabilities.a. business missionb. core strategyc. cognitive spaced. competency spacee. resource spaceAnswer: d Page: 41 Level of difficulty: Medium31. The collaborator’s ________ involves horizontal partnerships, where companieschoose partners based on their ability to exploit related market opportunities, and vertical partnerships, where companies choose partners based on their ability to serve their value creation.a. resource spaceb. competency spacec. cognitive spaced. rational spacee. service spaceAnswer: a Page: 41 Level of difficulty: Medium32. Business realignment may be necessary to maximize core competencies. Which of thefollowing would be one of the steps in this realignment process?a. Reviewing all macro relationships.b. Reviewing global outreach projections.c. Redefining the business concept (the “big idea”).d. Reviewing successes from e-commerce (if any).e. Revamping the ethics statement.Answer: c Page: 41 Level of difficulty: Medium33. ________ allows the company to discover who its customers are, how they behave,and what they need or want. It also enables the company to respond appropriately, coherently, and quickly to different customer opportunities.a. Network managementb. Strategic managementc. Marketing managementd. Customer relationship managemente. Total quality managementAnswer: d Page: 41 Level of difficulty: Medium34. To respond effectively and provide value delivery, the company requires ________ tointegrate major business processes (e.g., order processing, general ledger, payroll, and production) within a single family of software modules.a. human resource managementb. internal auditing managementc. internal resource managementd. strategic managemente. marketing managementAnswer: c Page: 41 Level of difficulty: Hard35. With respect to value delivery, ________ allows the company to handle complexrelationships with its trading partners to source, process, and deliver products.a. a value matrixb. a global distribution policyc. a business development strategyd. business partnership managemente. total quality managementAnswer: d Page: 41 Level of difficulty: Medium36. Successful marketing requires having capabilities such as understanding ________,creating customer value, delivering customer value, capturing customer value, and sustaining customer value.a. customer loyaltyb. customer perksc. customer retentiond. customer valuee. customer benefitsAnswer: d Page: 41 Level of difficulty: Easy37. According to a McKinsey research study, which of the following is one of the mainchallenges that marketing must face in the twenty-first century?a. The threat of ethics-based lawsuits.b. Doing more with less.c. Hostile takeover attempts.d. Increasing control by big government.e. Being independent of the distribution process.Answer: b Page: 42 Level of difficulty: Medium38. Strategic planning in the twenty-first century calls for action in three key areas.Which of these key areas deals specifically with devising a long-term game plan for achieving long-run objectives?a. Creating a viable business opportunity.b. Producing a strategic fit.c. Developing an investment portfolio.d. Expanding core competencies.e. Establishing a strategy.Answer: e Page: 42 Level of difficulty: Medium39. Most large companies consist of four organizational levels: the ________, thedivision level, the business unit level, and the product level.a. board of director levelb. major stakeholder levelc. management team leveld. corporate levele. strategic levelAnswer: d Page: 43 Level of difficulty: Easy40. The ________ is the central instrument for directing and coordinating the marketingeffort.a. strategic planb. marketing planc. tactical pland. customer value statemente. corporate missionAnswer: b Page: 43 Level of difficulty: Medium41. The ________ lays out the target markets and the value proposition that will beoffered, based on an analysis of the best market opportunities.a. organizational planb. strategic marketing planc. corporate tactical pland. corporate missione. customer value statementAnswer: b Page: 43 Level of difficulty: Medium42. In which of the following plans would we most likely find directions forimplementing and addressing daily challenges and opportunities in product features, promotion, merchandising, pricing, sales channels, and service areas.a. The tactical marketing plan.b. The target marketing plan.c. The deployment plan.d. The product launch plan.e. The product development plan.Answer: a Page: 43 Level of difficulty: Easy43. If you wanted to find out more about target markets and the organization’s valueproposition, which of the following types of plans would most likely contain information that might be useful to you in your quest?a. The marketing plan.b. The organizational plan.c. The strategic marketing plan.d. The tactical marketing plan.e. The marketing mix plan.Answer: c Page: 43 Level of difficulty: Medium44. The ________ process consists of corporate, division, business, and product planning.a. implementingb. controllingc. innovationd. planninge. competitiveAnswer: d Page: 44 Level of difficulty: Medium45. All corporate headquarters undertake four planning activities, the first of which is________.a. defining the corporate missionb. establishing strategic business units and assigning resources (SBUs)c. assigning resources to each SBUd. assessing growth opportunitiese. understanding target marketsAnswer: a Page: 44 Level of difficulty: Easy46. A clear, thoughtful mission statement provides employees with a shared sense ofpurpose, direction, and ________.a. profitabilityb. target market feasibilityc. opportunityd. continuous improvemente. quality productsAnswer: c Page: 44 Level of difficulty: Medium47. Mission statements are at their best when they reflect a ________.a. marketb. strengthc. competencyd. visione. valueAnswer: d Page: 44 Level of difficulty: Medium48. Which of the following terms matches to the phrase “it is a single business orcollection of related businesses that can be planned separately from the rest of the company”?a. Strategic business unit.b. Diverse business unit.c. Growth business unit.d. Niche market unit.e. Specialized business unit.Answer: a Page: 47 Level of difficulty: Easy49. Market-penetration, product-development, and market-development strategies wouldall be examples of ________ strategies.a. concentricb. conglomeratec. horizontald. intensive growthe. integrative growthAnswer: d Page: 48 Level of difficulty: Hard50. A(n) ________ is when a company might seek new businesses that have norelationship to its current technology, products, or markets.a. concentric strategyb. conglomerate strategyc. horizontal strategyd. intensive growth strategye. integrative strategyAnswer: b Page: 49 Level of difficulty: Medium51. Which of the following terms most closely matches to “the shared experiences,stories, beliefs, and norms that characterize an organization”?a. Organizational dynamics.b. A business mission.c. An ethical/value statement.d. Customer relationships.e. Corporate culture.Answer: e Page: 50 Level of difficulty: Medium52. The first step in the business unit strategic-planning process deals with which of thefollowing?a. Goal formulation.b. Business mission.c. Strategy formulation.d. Program formulation.e. SWOT analysis.Answer: b Page: 51 Level of difficulty: Medium53.When a business gets to know market segments intimately and pursues either costleadership or differentiation within the target segment it is referred to as a ________.a. defined strategyb. focused strategyc. value-added strategyd. competitive advantage strategye. customer-focused strategyAnswer: b Page: 56 Level of difficulty: Hard54. If a firm pursues a ________ strategy, it must be good at engineering, purchasing,manufacturing, and physical distribution.a. differentiationb. overall cost leadershipc. focusd. domestic customer relationshipe. market shareAnswer: b Page: 56 Level of difficulty: Medium55. To keep their strategic alliances thriving, corporations have begun to developorganizational structures to support them and have come to view the ability to form and manage partnerships as core skills. This is called ________.a. value managed partnershipb. synergistic partnershipc. centralized partnershipd. partner relationship managemente. win-win relationship managementAnswer: d Page: 57 Level of difficulty: Hard56. Traditionally, most businesses focused on stockholders. Today, the focus is on whatare called ________.a. stakeholdersb. partnersc. regulatorsd. consumer triadse. supply-chain relationshipsAnswer: a Page: 58 Level of difficulty: Easy57. A ________ is a written document that summarizes what the marketer has learnedabout the marketplace and indicates how the firm plans to reach its marketing objectives.a. strategic planb. marketing planc. sales pland. target market plane. competitive analysis planAnswer: b Page: 60 Level of difficulty: Easy58. Which of the following permits senior management to grasp the marketing plan’smajor thrust?a. The situation analysis.b. The marketing strategy.c. The executive summary and table of contents.d. Financial projections.e. Implementation and controls.Answer: c Page: 60 Level of difficulty: Medium59. Most marketing plans cover ________.a. one yearb. two yearsc. three yearsd. four yearse. five yearsAnswer: a Page: 60 Level of difficulty: Easy60. The most frequently cited shortcomings of current marketing plans, according tomarketing executives, are lack of realism, insufficient competitive analysis, and a ________ focus.a. long-termb. profitc. short-rund. producte. priceAnswer: c Page: 60 Level of difficulty: EasyTrue/False61.The traditional view of marketing is that the firm makes something and then sells it. Answer: True Page: 36 Level of difficulty: Easy62. The traditional view of marketing begins with a first step called strategic marketing. Answer: False Page: 36 Level of difficulty: Hard63. The formula, segmentation, targeting, and positioning (STP) is the essence ofstrategic marketing.Answer: True Page: 37 Level of difficulty: Medium64. The Japanese have extended the value delivery process by adding the concept of zeropromotions after five years.Answer: False Page: 38 Level of difficulty: Medium65. The customer relationship management process is all the activities involved inreceiving and approving orders, shipping the goods on time, and collecting payment. Answer: False Page: 38 Level of difficulty: Hard66. A principle of the value chain is that every firm is a synthesis of activities performedto design, produce, market, deliver, and support its product.Answer: True Page: 38 Level of difficulty: Easy67. Another name for a company’s value delivery network is “the intermediary team.”Answer: False Page: 39 Level of difficulty: Medium68. A core competency is usually common among competitors in a given industry. Answer: False Page: 39 Level of difficulty: Medium69. Holistic marketing focuses on the integration of value exploration, value creation,and value delivery as a means to build long-term relationships with consumers. Answer: True Page: 40 Level of difficulty: Medium70. If a manager asks “How can my company identify new value opportunities?,” he orshe is examining a management question identified as being value creation. Answer: False Page: 41 Level of difficulty: Hard71. According to McKinsey research, a recommendation to managers and CEOs who areconcerned about marketing performance was that marketers must test and develop programs more quickly as they enhance planning processes and research approaches. Answer: True Page: 42 Level of difficulty: Medium72. The marketing plan is the central instrument for directing and coordinating themarketing effort.Answer: True Page: 43 Level of difficulty: Easy73. A mission statement has as its primary focus the product and how to make it. Answer: False Page: 44 Level of difficulty: Medium74. One of the characteristics of a good mission statement is that it has an expansivenumber of goals for doing business.Answer: False Page: 44 Level of difficulty: Medium75. A good illustration of a market definition of the business a company is in would be“We sell gasoline.”Answer: False Page: 46 Level of difficulty: Medium76. If a company sought to expand the number of existing products sold to its currentmarkets, it would use an integrative growth strategy labeled as “market-penetration strategy.”Answer: True Page: 48 Level of difficulty: Hard77. If a company sought to grow via a strategy that required the company to seek newbusinesses that have no relationship to its current technology, products, or markets, the company would be using a diversification strategy called a conglomerate strategy. Answer: True Page: 49 Level of difficulty: Medium78. Scenario analysis can be used to assist companies in appraising how well theircorporate culture might match (or not match) potential business partners or acquisitions.Answer: True Page: 51 Level of difficulty: Medium79. Once an organization has established a business mission in its business unit strategic-planning process, it may proceed to the second step of the planning process called goal formulation.Answer: False Page: 51 Level of difficulty: Medium80. Good illustrations of microenvironment actors in the strategic planning process wouldbe demographics, technology, and the social-cultural arena.Answer: False Page: 52 Level of difficulty: Hard81. To evaluate opportunities, companies can use Market Opportunity Analysis (MOA)to determine the attractiveness and probability of success.Answer: True Page: 53 Level of difficulty: Easy82. An environmental threat is a challenge posed by an unfavorable trend or developmentthat would lead, in the absence of defensive marketing action, to lower sales or profit. Answer: True Page: 53 Level of difficulty: Medium83. Once a SWOT analysis has been completed, the strategic planner is ready to proceedto the goal formulation stage of the strategic planning process model.Answer: True Page: 54 Level of difficulty: Medium84. In applying MBO (management by objectives) all objectives are treated as beingequally important—objective discrimination is not allowed.Answer: False Page: 54 Level of difficulty: Medium85. For an MBO (management by objectives) system to work, one of the four criteria thatthe unit’s objectives must meet is that objectives must be stated quantitatively whenever possible.Answer: True Page: 55 Level of difficulty: Medium86. A strategy is a game plan for achieving what the business unit wants to achieve. Answer: True Page: 56 Level of difficulty: Easy87. Firms choosing a generic strategy centering on focus must be good at engineering,purchasing, manufacturing, and physical distribution.Answer: False Page: 56 Level of difficulty: Hard88. One of the four major categories of strategic alliance involves sharing personnel (e.g.,human resource alliance) to staff alliance member marketing departments. Answer: False Page: 57 Level of difficulty: Medium89. Partner Relationship Management (PRM) can be thought of as a corporation’sdevelopment of structures that support strategic alliances and treats the formation and management of partnerships as a core skill.Answer: True Page: 57 Level of difficulty: Medium90. Companies normally measure their profit performance using ROI; however, thisapproach suffers because profits are arbitrarily measured and subject to manipulation. Answer: True Page: 58 Level of difficulty: Medium91. A marketing vision statement is a written document that summarizes what themarketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives.Answer: False Page: 60 Level of difficulty: Hard92. Marketing plans are becoming more production-oriented because of the high costs ofdoing business in today’s economy.Answer: False Page: 60 Level of difficulty: Medium93. The marketing plan should open with a situation analysis.Answer: False Page: 60 Level of difficulty: Easy94. When a manager reaches the marketing strategy section of a marketing plan, he or shewill define the mission and marketing and financial objectives.Answer: True Page: 60 Level of difficulty: Medium95. One of the key questions to ask in evaluating a marketing plan is whether the plan issimple or not.Answer: True Page: 61 Level of difficulty: Medium。
营销管理(科特勒)
市场营销的目的
市场营销的目的就是去很好地了解和理解顾客以让产品适合顾客并实现
自我销售。
让销售变得多余
销售是把产品“推”到用户面前
营销是把用户“拉”到产品面前
.
什么是市场营销？
市场营销（marketing）关乎人类与社会需要的识别和满足。
美国市场营销协会（American Marketing Association） 市场营销是创造、传播、传递和交换对顾客、客户、合作者和整个社会有价值 的市场供应物的一种活动、制度和过程。
.
营销的核心概念
供应物和品牌
付费媒体、 自有媒体和 免费媒体
印象 与融入
价值与满意度
供应链
竞争
（竞品、替代品）
需要、
欲望
和需求
.
营销环境： 任务环境 宏观环境
营销观念的演变
推
产
销
品
观
生产 观
念
观念 念
全方位营销观念 营 销 观 念
由企业主导向市场主导转变
.
全方位营销
全面营销理论认为营销应贯穿于“事情的各个方. 面”而且要有广阔的、统一的视野。
.
什么是营销管理？
营销管理（marketing management）
顾客价值 是选择目标市场并通过创造、传递和传播卓越
，来获取、维持
和增加顾客的艺术和科学。
.
营销什么？
营销十个主要类型的实体： 观念
信息
产品 服务
组织 财产
营销的实体
（整合营销）
事件 体验
地点
人物
.
谁来执行？
营销者（marketer）是那些从潜在顾客（prospect）那里
global marketing management 专业
global marketing management 专业
“Global Marketing Management”通常指全球营销管理专业，是一个涉及市场营销和国际商务领域的学科。
该专业主要研究全球化背景下的市场营销策略、品牌管理、国际
市场分析、跨文化沟通等方面的知识和技能。
学生将学习如何制定和
执行全球市场营销计划，以满足不同国家和地区的消费者需求。
全球营销管理专业的课程设置通常包括市场营销学、国际商务、
消费者行为学、品牌管理、国际市场营销、跨文化沟通、数字营销等。
学生通过学习这些课程，将掌握全球市场营销的基本理论和方法，了
解国际市场的特点和趋势，培养跨文化沟通和团队合作的能力。
毕业后，全球营销管理专业的学生可以在跨国公司、国际贸易公司、广告公司、市场调研公司等单位从事市场营销、品牌管理、国际
商务等方面的工作。
他们可以在全球范围内开展市场调研、制定营销
策略、管理品牌形象、开拓国际市场等工作。
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Copyright © 2012 Pearson Education
3-18
Table 3.4 Most Popular American Leisure Activities
Reading TV Watching Spending time with family Going to movies Fishing
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3-10
Needs and Trends
Fad
Trend
Megatrend
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3-11
Major Forces in the Environment
Demographic
3-5
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Internal Records and Marketing Intelligence
Order-to-payment cycle Sales information system Databases, warehousing, data mining Marketing intelligence system
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
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Market Demand Functions
3-23
Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
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How can we measure market demand? Potential market Available market Target market Penetrated market
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3-26
A Vocabulary for Demand Measurement
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3-3
Case Study: MEDC
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3-4
Table 3.2 Information Needs Probes
What decisions do you regularly make? What information do you need to make these decisions? What information do you regularly get? What studies do you periodically request? What information would you want that you are not getting now? What are the four most helpful improvements that could be made in the present marketing information system?
3-20
Natural Environment
Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
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3-17
Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe
1
3 Collecting Information and Forecasting Demand
Chapter Questions
What are the components of a modern marketing information system? What are useful internal records? What makes up a marketing intelligence system? What are some influential macro environment developments? How can companies accurately measure and forecast demand?
3-22
Consumer Environmental Segments
Genuine Greens Not Me Greens Go-with-the-Flow Greens Dream Greens Business First Greens Mean Greens
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Copyright © 2012 Pearson Education
3-13
Perspective on the Global Demographic Environment
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3-14
Economic Environment
Consumer Psychology
3-16
Income Distribution
Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies
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3-2
Copyright © 2012 Pearson Education
What is a Marketing Information System?
A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
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3-28
Estimating Current Demand: Total Market Potential
Calculations
Multiple potential number of buyers by average quantity each purchases times price Chain-ratio method
Copyright © 2012 Pearson Education
3-9
Sources of Competitive Information
Independent customer goods and service review forums Distributor or sales agent feedback sites Combination sites offering customer reviews and expert opinions Customer complaint sites Public blogs
Copyright © 2012 Pearson Education
3-29Βιβλιοθήκη Estimating Current Demand: Area Market Potential
Copyright © 2012 Pearson Education
3-8
Steps to Quality Marketing Intelligence
Train sales force to scan for new developments Motivate channel members to share intelligence Hire external experts to collect intelligence Network externally Utilize a customer advisory panel Utilize government data sources Purchase information
Political-legal Technological Natural
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Economic Socio-cultural
Population and Demographics