中山大学吴柏林教授基于消费者洞察的广告策略,绝密资料网络视频版01aPPT课件

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CH11 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

C HAPTER 11--D EVELOPING N EW M ARKET O FFERINGSOVERVIEW:Most firms recognize the necessity for and advantages of regularly developing new products and services. Mature and declining products eventually must be replaced with newer products. New product development strategy thus is one of the most important activities for any firm in the contemporary marketplace. If the firm does not obsolete its own products, sooner or later someone else will, and all firms should remember that a good idea may not be a good investment. New products can fail, and the risks of innovation are as great as the rewards. The key to successful innovation lies in developing better organizational arrangements for handling new product ideas and developing sound research and decision procedures at each stage of the new-product-development process.The new-product-development process consists of eight stages: idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, and commercialization. The purpose of each stage is to decide whether the idea should be further developed or dropped. The company should minimize thechances that poor ideas will move forward and good ideas will be rejected.With regard to the adoption of new products, consumers and/or organizations respond at different rates, depending on their characteristics and the product's characteristics. Manufacturers try to bring their new products to the attention of potential early adopters, particularly those with opinion leader characteristics.LEARNING OBJECTIVES:After reading the chapter the student should understand:∙The main risks in developing new products.∙The organizational structures used in managing new-product development.∙The new-product-development process.∙The consumer-adoption process.CHAPTER OUTLINE:I.IntroductionII.Challenges in New-Product Development - companies that fail to develop new products put themselves at risk; at the same time new product development is risky.III.Effective Organizational Arrangements - successful new-product development requires top management commitment and planning.IV.Managing the New-Product Development Process - eight stage processA.Idea Generation - ideas come from a variety of sources. Idea generatingtechniques include: attribute listing. forced relationships, morphological analysis,need/problem identification, brainstorming, and synectics.B.Idea Screening - not all ideas can be pursued, but must be sent to a committeewhere they are considered either: promising, marginal, or a reject. In this stagethe company runs the risk of either accepting a bad idea or rejecting a good one. V.Managing the Development Process: Concept to StrategyA.Concept Development and Testing - attractive ideas must be refined into testableproduct concepts.1.Concept Development- A product concept is an elaborate version of theidea expressed in meaningful consumer terms.2.Concept Testing - product concepts should be presented to an appropriategroup of target consumers to gauge their reactions. Customer-drivenengineering is an engineering effort that attaches high importance toincorporating customer preferences in the final design. Consumerpreferences can be measured through conjoint analysis.B.Marketing-Strategy DevelopmentC.Business Analysis - Performing sales, cost and profit projections on the proposedproduct to determine satisfaction of company objectives.1.Estimating Sales - sum of three different types of sales (first-time,replacement, repeat) Must yield a satisfactory profit.2.Estimating Costs and Profits - Illustrated in the Text.VI.Managing the Development Process: Development to CommercializtionA.Product Development - represents a substantial jump in investment. Productcontinues to move through functional and consumer tests.1.Techniques for measuring consumer preferences - simple rank-ordermethod, paired comparison, and monadic-ratingB.Market TestingC.Consumer-Goods Market Testing - least costly to most costly1.Sales-wave research - consumers who initially try the product at no costare reoffered the product, or a competitor’s product, at slightly reducedprices.2.Simulated store technique - consumers are questioned about brandfamiliarity and preferences, shown advertisements, given a small amountof money and sent to a mock store where there purchases are recordedand analyzed.3.Controlled test marketing - organizations work with a panel of storeswilling to test market a product for a fee.4.Test markets - organizations choose entire market areas in which tointroduce their products.D.Business-Goods Market Testing - testing also offers benefits. Examples oftesting are alpha, beta and trade show.mercialization1.When (Timing) - first entry, late entry, parallel entry2.Where (Geographical Strategy), single market, many markets, national3.To Whom (Target-Market Prospects) - identifying prime prospects4.How (Introductory Market Strategy) - involves many activitiesVII.The Consumer-Adoption Process - How do potential customers learn about new products, try them, and adopt or reject them? Followed by a consumer-loyalty process.A.Stages in the Adoption Process (awareness, interest, evaluation, trial, adoption)B.Factors Influencing the Adoption Process1.People differ markedly in their readiness to try new products2.Personal influence plays a large role in the adoption of new products3.The characteristics of the innovation affect its rate of adoption4.Like people, organizations vary in their readiness to adopt an innovation VIII.SummaryMarketing and Advertising1. Orville Redenbacher markets a number of popcorn products for consumers. The firm recently introduced Double Feature microwave popcorn, shown in the ad in Figure2. How could this idea have been described as a product concept during the product development process? Suggest an appropriate concept statement. What forms of consumer testing would be appropriate for this popcorn product? Why? Would you have used controlled test marketing or test markets to gauge consumer reaction prior to launching this product? Explain your answer.Answer: One way this product concept might have been described during the product development process is "Double Feature microwave popcorn comes with extra-large kernels and extra sauce with real butter. The packet goes into the microwave for three minutes, then you pour the butter sauce over the kernels. This product comes in a carton of three packets priced at $2.89 per box." (Students may offer other concept statements.)The company should have consumers test the product, in a test kitchen or in their homes, by following all the directions and then eating the popcorn. This will help Orville Redenbacher determine whether the product is attractive and appealing to the target market. Students who argue for controlled test marketing may say that this approach allows the company to try out different marketing mixes in a limited way, without the expense and risks of a full test market approach. Students who argue in favor of test markets may say that this is the best way to test consumer and trade ma rketing mixes and forecast future sales more reliably.Focus on TechnologyDuring the new-product-development process, marketers can use conjoint analysi s to analyze offers, identify the most appealing, and learn how customers see the relative importance of each attribute. Because the most appealing offer is not necessarily the most profitable, marketers must also estimate the potential market share and profits to be gained from the top alternatives. Because of the complexity of this technique, marketers use sophisticated software to score the results.For a hands-on demonstration of how conjoint analysis looks from the respondents' perspective, point your Web browser to SurveySite (/), the home page of an online market research firm. Click on "demos" to locate the conjoint analysis sample. After you have completed this sample, click on the explanation of conjoint analysis. Based on this sample conjoint analysis, what attributes are being tested?Why would the automaker want to test these attributes? Which of the product concepts do you think would prove most appealing to those being surveyed? Why?Answer: Attributes being tested in the sample include: model look; price; transmission options; warranty options; audio options; safety options; and interior features. An automaker would test these attributes to find out which combination of attributes would most appeal to the segment being targeted for a particular car. Students' answers about the most appealing product concept will vary, depending on personal preferencesMarketing for the MillenniumAt the start of the new millennium, turbulent business environments and extreme competitive pressures are everyday phenomena for companies with a pres ence on the Web. To stay ahead of the curve, these marketers are taking the new product development process two steps at a time, overlapping concept development and implementation as they continue to gather information on the fly.To see new product development on the fast track, look at Microsoft, which has a special place on its Web site () for program previews (translation: beta versions of soon-to-be-released software). Months before its Office 2000 software was introduced, the company offered preview versions for the bargain price of $19.95. A disclaimer noted the beta version "is not at the level of performance and compatibility of the final, generally available, product offering." The entire r isk of the use or results of the use of this software remains with the user, and Microsoft Corporation makes no warranties, either express or implied." Why would users want to participate in this beta testing—and pay for the privilege? What does Microsoft stand to gain? How early in the development process should Microsoft start beta testing? Answer: Users would participate in beta testing of Office 2000 and similar products because they want to offer their feedback about the program and have a chance to evaluate it before they consider buying the completed product at a considerably higher price. Students may identify additional reasons, as well. Microsoft, for its part, gains input from a large pool of potential purchasers; this input will help the company fix problems and add features before the actual commercial release. Microsoft should start beta testing after the program is fully functional but well in advance of the actual release date, so there is sufficient time to find and fix problems.YOU'RE THE MARKETER: SONIC MARKETING PLANProduct strategy is based on the choices companies make as they segment their markets, identify target audiences and research their needs, and create an appropriate market positioning. With this foundation, marketers are ready to plan for new-product development and management.Now you are considering Sonic's new-product-development options. Look back at the company's situational analysis and the parts of the marketing plan you have developed so far. Then answer these questions (noting the need for additional research where necessary):∙What kinds of new products would help Sonic achieve its goals and compete more effectively in the marketplace—while meeting the needs of its targeted segments? Be specific.∙Working alone or with other students, generate four or five ideas for new products, and indicate how you can screen these ideas.∙Develop the most promising idea into a product concept and indicate how you plan to test this concept. What dimensions must be tested?∙Assuming that this idea has tested well, develop a marketing strategy for the introduction of the new product. Include a description of the target market; your positioning for the product;the estimated sales, profit, and market-share goals for the first two years; your price strategy;your channel strategy; and the marketing budget you will set for this new product introduction. As your instructor directs, summarize your product-development and management ideas in a written marketing plan or type them into the Product Development/Management section of the Marketing Plan Prosoftware. Be sure to include long-range estimates of sales, profits, and budget requirements for each new product you plan to introduce.Answer: Students may suggest various new products to help Sonic meet its sales goals and compete more effectively. For example, they may suggest developing new systems with s maller but more powerful speakers, to improve product performance and fit with customers' need for space-saving systems. New product ideas can be screened through an idea committee and by rating against preset criteria. Students may say that new product concepts can be tested by asking consumers in the targeted segment to read a description, look at a picture, handle a prototype, or even through virtual reality. Conjoint analysis might also be used. Dimensions to be tested include: communicability and believability; need level; gap level; perceived value; purchase intention; and user targets, purchase occasions, purchasing frequency. The marketing strategy suggested by students should fit with the overall goals and ideas proposed in their marketing plans.。

CH12 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

C HAPTER 12--D ESIGNING G LOBAL M ARKET O FFERINGS OVERVIEW:Companies no longer can focus only on their domestic market, no matter how large the market.Many industries are global industries, and their leading firms achieve lower costs and higherbrand awareness. Protectionist measures can only slow down the invasion of superior goods; the best company defense is a sound global offense. At the same time, global marketing is risky dueto shifting borders, unstable governments, foreign exchange problems, technological pirating,high product- and communication-adaptation costs, and other factors. The steps in goinginternational include:1)understand the international marketing environment, particularly the international tradesystem. In considering a particular foreign market, the firm must assess the economic,political, legal, and cultural characteristics.2)consider what proportion of foreign to total sales to seek, whether to do business in a fewor many countries, and what types of countries to enter.3)decide which particular markets to enter, and this calls for evaluating the probable rate ofreturn on investment against the level of risk.4)decide how to enter each attractive market. Many companies start as indirect or directexporters and then move to licensing, joint ventures, and finally direct investment; thiscompany evolution has been called the internationalization process.5)decide on the extent to which the product, promotion, price, and distribution should beadapted to individual foreign markets.6)develop an effective organization for pursuing international marketing. Most firms startwith an export department and graduate to an international division. A few become globalcompanies, which means that top management plans and organizes on a global basis. LEARNING OBJECTIVES:After reading the chapter the student should understand:∙The importance of international markets∙The riskiness of international markets∙How to make international marketing decisions∙Differing entry strategies∙Differing marketing organizationsCHAPTER OUTLINE:I.IntroductionII.Deciding Whether to Go Abroad - there are several factors that might draw a companyinto the international arenaIII.Deciding which Markets to Enter - a company must define its international objectives andpoliciesIV.Deciding How to Enter the MarketA.Indirect Export - work through independent intermediaries to export productsB.Direct Export - a company handles its own exports, through a domesticdepartment, overseas sales branch, traveling reps, or foreign-baseddistributors/agents.C.Licensing - sell a foreign company the rights to your manufacturing processD.Joint Ventures - join with local investors to share ownership and controlE.Direct Investment - direct ownership of foreign-based operationsF.The lntemationalization Process: no regular export activities, export viaindependent reps, establishment of one or more sales subsidiaries, establishementof production facilities abroad.V.Deciding on the Marketing ProgramA.Product - straight extension, product adaptation, product inventionB.Promotion - communication (promotion) adaptation, dual (product andpromotion) adaptationC.Price - uniform price, market-based price, cost-based priceD.Place (Distribution Channels) - links include seller’s international marketin gheadquarters, channels between nations, and channels within nationsVI.Deciding on the Marketing OrganizationA.Export Department -firm ships goods to other countries.B.International Division - firm becomes involved in several international marketsand venturesC.Global Organization - firm no longer thinks of itself as a national marketer. Allmanagement and staff are involved in worldwide pursuits.VII.SummaryMarketing and Advertising1. A BC Carpet, which is headquartered in New York City, placed this ad to let U.S. consumers know that its carpets and floor coverings are also sold in the main branch of the Harrods department store in London, England. Why would A BC want to announce this arrangement to consumers in New York City? Is this an example of exporting, a joint venture, or direct investment? How would A BC benefit from entering the UK market in this way?Answer: ABC may have two reasons for announcing that its carpets are sold in London as well as in New York City. First, it can enhance its own image by connection with the prestigious Harrods department store. Second, it may have found through research that some U.S. consumers also travel to London, so it wants to let these consumers know that ABC carpets can be purchased there, as well. This is an example of exporting, because ABC is sending its carpets to be sold at Harrods; it is not setting up a special business jointly with Harrods, nor is it directly investing in facilities in Harrods or in London. ABC would benefit from this arrangement by avoiding the expense, risk, and commitment that joint ventures and direct investment entail while testing sales opportunities through exporting.Focus on TechnologyDetails, details—the exporter's day is filled with details, including a blizzard of government paperwork. Now technology is helping exporters cut through the federal paper chase. The U.S. Customs Service, U.S. Department of Commerce, and other federal agencies have jointly developed the Automated Export System (AES), an electronic version of the multiple forms exporters used to have to complete by hand for several government agencies. With AES, exporters input data only once, using the Electronic Data Interchange (EDI) format, then transmit the form to the U.S. Customs Service. This system streamlines the exporting process, saving time and improving the accuracy of the data collected.Visit the U.S. Customs Service Web site (/). Follow the Importing/Exporting link to the Exporting section, then click on Automated Export System to read a little about AES. Does thissystem affect the distribution channels between nations or the channels within foreign nations? Why do you think the U.S. government developed AES? Who benefits from exped iting the paperwork associated with exporting? Explain your answers.Answer: The Automated Export System affects the distribution channels between nations, because it deals with the way products are exported from the United States to distributors in other countries. Once products leave the United States, the AES has no influence on the channels within foreign nations. The U.S. government probably developed this system to speed up the detailed, complex process of exporting products while gathering more accurate data about the products being exported. Both exporters and the government benefit from needing fewer people to handle the paperwork and to check the accuracy of the data.Marketing for the MillenniumMarketers participating in global e-commerce need to speak the languages of their target customers. Two good examples are the Web sites of Reebok (/) and Nestlé(/html/network.html). The Reebok home page is a gateway for specialized Web sites designed for consumers in Europe, France, Germany, Italy, Spain, the United Kingdom, Hong Kong, and Korea. The Nestlé site links to company sites for Taiwan, Australia, Brazil, Chile, New Zealand, Switzerland, Spain, Germany, France, Japan, Sweden, Greece, and the United Kingdom.Point your Web browser to either the Reebok or the Nestlé Web site, then follow two of the links to company sites in other languages. What visual differences and similarities do you notice between the sites in other languages? Which of the sites (if any) allow online purchases? How do the sites encourage consumers to contact the company? Why are local contact points (phone, mail, address) important for local customers?Answer: Students' answers will vary according to their choice of Web sites. In general, sites based in other countries or using other languages will have some visual differences. Few if any of these sites allow online purchases because Nestlé and Reebok both emphasize distribution through retail channels. Many of the sites invite feedback via e-mail, although some also provide addresses and phone numbers of regional offices. Local contact points allow local customers to get help with problems or have qu estions answered in their own language.YOU'RE THE MARKETER: SONIC MARKETING PLANGlobal marketing offers a way for companies of all sizes to grow by expanding their customer base beyond the domestic market. However, the complexities of global marketing demand careful planning and proper execution.As Jane Melody's assistant, you are researching the global market for Sonic's shelf stereo systems. Review the company's current situation and the research you have already gathered for your marketing plan. Then answer these questions about Sonic's global marketing strategy (noting the need for additional research where necessary):∙If Sonic wants to start marketing its products in other countries, should it use exporting, licensing, joint ventures, or direct investment? Why?∙What international markets seem most promising for Sonic? For data about international trade and marketing in specific countries, visit the Web site of the U.S. Department of CommerceInternational Trade Administration (); also check the links on the Web site ofthe University of Michigan Center for International Business Education and Research(/busres.htm).∙Is global standardization or adaptation most appropriate for Sonic? To answer, you will have to research electronics standards in your chosen market(s) as well as consumer behavior andcompetitive products. How can you collect such data?What marketing-mix strategy and tactics are most appropriate for Sonic to use in other countries?After you have examined potential global markets and marketing mix-strategies and tactics, summarize your ideas in a written marketing plan or them into the appropriate sections of th e Marketing Plan Pro software, including Markets, SWOT and Issue Analysis, and Marketing Strategy.Answer: To get started in global commerce, Sonic should begin by exporting its products to other countries. This minimizes the investment, risk, and commit ment and allows the company to fairly easily change its mind and stop selling in other countries. Sonic may want to first investigate Canada and Mexico as potential markets for its products, if local economies are sound and competition is not too fierce. Shipping products to those markets is less expensive than shipping to overseas markets. Also, Canada and Mexico are major trading partners with the United States, so much assistance is available to exporters targeting those countries. Through research, students may identify additional countries that seem promising.Some global adaptation is a must for Sonic, because of the variation in electrical standards around the world. Also, consumers in different markets may have different needs and preferences; and the competition can vary widely from country to country, which will affect Sonic's marketing strategy. Sonic may be ableto obtain this kind of information from distributors in other countries as well as from U.S. agencies that assist companies with exporting. Students will have many different ideas for marketing mix strategy and tactics; these should be consistent with Sonic's overall goals and mission and with all the other strategy elements.。

CH13 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

PART IV – SHAPING THE MARKET OFFERING CHAPTER13--M ANAGING P RODUCT L INES,B RANDS, ANDP ACKAGINGOVERVIEW:Product is the first and most important element of the marketing mix. A product is anything thatcan be offered to a market for attention, acquisition, use, or consumption and that might satisfy awant or need. Products can be physical objects, services, persons, places, organizations, andideas. Product strategy calls or making coordinated decisions on product mixes, product lines,brands, packaging, and labeling.A product can be considered on five levels. The core benefit is the essential use-benefit, problem-solving service that the buyer primarily buys when purchasing a product. The generic product is the basic version of the product. The expected product is the set of attributes and conditions thatthe buyer normally expects in buying the product. The augmented product is additional servicesand benefits that the seller adds to distinguish the offer from competitors. The potential product isthe set of possible new features and services that might eventually be added to the offer.All products can be classified according to their durability (nondurable goods, durable goods, andservices). Consumer goods are usually classified according to consumer shopping habits(convenience, shopping, specialty, and unsought goods). Industrial goods are classified according to how they enter the production process (materials and parts, capital items, and supplies and services).Most companies handle more than one product, and accordingly product mix can be described aspossessing a certain width, length, depth, and consistency. These four dimensions are the tools fordeveloping the company's product strategy. The various lines making up the product mix have tobe periodically evaluated for profitability and growth potential. The company's better lines shouldreceive disproportionate support; weaker lines should be phased down or out; and new lines should be added to fill the profit gap.Each product line consists of product items. The product-line manager should study the sales andprofit contributions of each item in the product line as well as how the items are positionedagainst competitors' items. This provides information for making several product-line decisions.Line stretching involves the question of whether a particular line should be extended downward,upward, or both ways; line filling, whether additional items should be added within the present range of the line; line modernization raises the question of whether the line needs a new look and whether the new look should be installed piecemeal or all at once; line featuring, which items to feature in promoting the line; and line pruning, how to detect and remove weaker product items from the line.Companies should develop brand policies for the individual product items in their lines. Theymust decide on product attributes (quality, features, design), whether to brand at all, whether to do producer or distributor branding, whether to use family brand names or individual brand names, whether to extend the brand name to new products, whether to create multiple brands, and whether to reposition any of them.Physical products require packaging decisions to create such benefits as protection, economy, convenience, and promotion. Marketers have to develop a packaging concept and test it functionally and psychologically to make sure it achieves the desired objectives and is compatible with public policy. Physical products also require labeling for identification and possible grading, description, and promotion of the product. Sellers may be required by law to present certain minimum information on the label to inform and protect consumers.LEARNING OBJECTIVES:After reading the chapter the student should understand:∙The levels of the product∙How a company can build and manage its product mix and product lines∙How a company can make better brand decisions∙How packaging and labeling can be used as a marketing toolCHAPTER OUTLINE:I.Introduction What Is a Product? - Definition. - Anything that can be offered to a marketto satisfy a want or need.II.The Product and the Product MixA.Five Levels of a Product - core benefit, basic product, expected product, augmentedproduct (beyond expectations, where most competition takes place), and potentialproduct (future augmentation possibilities)B.Product Hierarchy - seven levels of product hierarchy: need family, product family,product class, product line, product type, brand, and itemC.Product Classifications1.Durability and Tangibility - nondurable goods, durable goods, services2.Consumer-Goods Classification - convenience, specialty, shopping,unsought3.Industrial-Goods Classification - materials and parts, capital items,supplies and business servicesD.Product-Mix Decisions - a product mix is the set of all products and items that aparticular sellers offers for sale to buyers. Marketer must consider width, length,depth, and consistency.III.Product-Line Decisions - a product line is a group of products that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same channels, or fall within given price ranges.A.Product-Line Analysis - sales and profits of each item1.Product-line sales and profits2.Product-line market profile - positioning against competitorsB.Product-Line Length - a line is too short if the manager can increase profits byadding items; the line is too long if the manager can increase profits by droppingitems.1.Line-stretching decisiona.Downward stretch - enter on the low endb.Upward stretch - enter on the high endc.Two-way stretch - both directionsd.Line-filling decision - adding more itemsC.Line Modernization - update to reflect current trends, themesD.Line-Featuring - select one or a few items in the line to featureE.Line-Pruning - when a product is depressing profits, or a company is short ofproduction capacity.IV.Brand Decisions - traditionally, market power has rested with brand-name companies.A.What is a brand? a name, term, sign, symbol, or design, or a combination of them,intended to identify the goods or services of one seller or group of sellers and todifferentiate them from those of the competition. A brand has six levels of meaning.B.The Concept and Measurement of Brand Equity - brand awareness, brandacceptibility, brand preference, brand loyalty. High brand equity provides a numberof competitive advantages.C.Challenges in Branding1.Branding Decision: To Brand or not to Brand?2.Brand-Sponsor Decision - manufacturer’s, distributor’s, or licensedbrand name3.Brand-name decision - individual, blanket family, separate family, orcombination. Desirable qualities in a brand name, p. 451 of text.4.Brand--strategy decisiona.Line extensions - additional items in the same product categoryb.Brand extensions - existing brand name in a new productcategoryc.Multibrands - additional brand names in the same productcategoryd.New Brands - new brand names in a new product categorye.Cobrands - two well-known brand names combine in oneproduct offeringf.Brand-repositioning decision - however well the brand ispositioned in the market, it may have to be repositioned later. V.Packaging and Labeling DecisionsA.Packaging requires decision on concept, size, shape, materials, color, text, and brandmark. Many marketers have called packaging the 5th P. Various factors havecontributed to packaging’s growing use as a marketing tool: self-service, consumeraffluence, company and brand image, and innovation opportunity.bels are a subset of products which can be used to identify, grade, describe orpromote the product.VI.SummaryMarketing and Advertising1. The toothpaste products made by Tom's of Maine are positioned as environmentally friendly, with natural rather than artificial ingredients. The ad in Figure 1 is for the company's fluoride toothpaste. Whatis the core benefit of this product? What are the basic, expected, and augmented products? Analyze this ad, and explain what elements of product and packaging strategy are incorporated into the ad's theme and copy. Answer: The core benefit of Tom's fluoride toothpaste is healthy teeth. The basic product includes fluoride, the main ingredient in fighting cavities. The expected product includes good taste, whitening agents, and an easy-to-squeeze container. The augmented product includes natural ingredients and earth-friendly packaging. The potential product may contain numerous attributes, such as more effective cavity-fighting ingredients, a more convenient tube or dispenser, and so on. One key element of the product strategy incorporated into this ad's theme and copy is the use of only natural ingredients rather than artificial additives; students may identify additional elements. One key element of the packaging strategy incorporated into this ad is the use of earth-friendly packaging materials; students may identify additional elements.2. Figure 2 shows a Zippo ad aimed at business markets. Based on this ad and your knowledge of Zippo, discuss the company's product mix. Why would Zippo put its brand name on the three products shown in the ad? How would you categorize the brand strategy represented by this ad? What does this strategy imply about Zippo's perception of its brand equity? Explain your answer.Answer: Zippo is using a brand extension strategy to put its name on flashlights, pens, and pocket knives. This gives the new products immediate brand recognition and smoothes the way for earlier acceptance. Zippo perceives that it has high brand equity and it wants to use that equity to expand into new product categories.Focus on TechnologyWhat's in a name? For marketers, brand names are valuable assets that must be selected with care. Some companies hire a specialized marketing research firm to create and test potential brand names, whereas others prefer to handle the process internally. Now "do-it-yourself" marketers can use brand-name-development technology offered by Namestormers.The company's Web site () explains how its NamePro software can be used to generate brand names and offers a free downloadable demonstration. Also on the Web site is an explanation of NameWave, a Web-based service that presents up to 40 brand-name ideas for products in categories selected by the user. What are the advantages of using NamePro or NameWave? What are the disadvantages? If you were responsible for developing a product's brand name, would you choose one of these options? Why or why not?Answer: The major advantage of using NamePro or NameWave is the availability of a convenient, structured, controlled system for generating potential brand names. One major disadvantage is that neither system fully integrates an individual product's benefits or qualities or customer perceptions of the product. Students may identify other advantages and disadvantages. Students may suggest using either NamePro or NameWave as a preliminary first step in the process of developing a brand name, because the cost is relatively reasonable and the systems can generate numerous ideas for further study and evaluation. On the other hand, students may not want to use these options because they prefer to use a more customized, individualized process of choosing a brand name.Marketing for the MillenniumAs noted earlier, Pampers is an aggressive brand builder on and off the Internet. In addition to its traditional advertising schedule, Pampers maintains a value-added Web site () offering advice and answers to parents' questions about child development and—what else?—toilet training.Visit the Pampers site and browse the "What's New" section to see the kind of information parents can find here. Next, go to the "Pampers Diapers" section and click on the two links that lead to information about having Pampers delivered to your home and buying Pampers in your local area. After you enter your zip code, you will see banner ads for several retailers. Why would these retailers want links to the PampersWeb site? Why would Procter & Gamble highlight these links? How does this site contribute to brand building for all participating retailers as well as for Pampers?Answer: Retailers want to link to the Pampers site because they hope visitors to that site will buy the diapers at their stores. Procter & Gamble is building stronger relationships with channel members by highlighting retailer links on its Web site. Because the site contains an enormous amount of authoritative information, it should give consumers a positive image of Pampers and the retailers, contributing to brand building for all involved.YOU'RE THE MARKETER: SONIC MARKETING PLANDecisions about products and branding are critical to the success of any marketing plan. During the planning stages, marketers must consider a variety of issues related to product-mix, product-line length, brand equity, and brand strategies.At Sonic, you are helping Jane Melody manage product lines and branding for the company's shelf stereos. Look again at the company's current situation, the target market, and the product strategy data already in the marketing plan. Then answer these questions to plan Sonic's product programs (noting the need for additional research where necessary):∙What is the core benefit of your product? What elements of the potential product should you consider incorporating?∙Analyze your current product mix and your current product line. What specific changes do you recommend—and why?∙What are the attributes and benefits suggested by the Sonic brand?∙What specific line and brand extensions, new brands, or other brand strategies do you recommend for Sonic—and why?Consider how your answers to these questions will influence Sonic's marketing efforts. Then, as your instructor directs, summarize your recommendations in a written marketing plan or type them into the Marketing Strategy and Program sections of the Marketing Plan Pro software.Answer: The core benefit of Sonic's shelf stereo system is a space-saving way to enjoy music. Students may suggest variations on this core benefit; they may also have many ideas for the potential product, including a longer warranty period, a more decorative speaker design, and a smaller chassis. Sonic has a product line of shelf stereos that range in price from $150 to $400, somewhat below competing brands. It is planning to stretch the line by adding one lower-priced model and two higher-priced models. Its product mix is narrow and getting longer, with the addition of the three new models. Students should offer a variety of changes to the product strategy. The Sonic brand suggests attributes such as reasonable price and well-made products, with related benefits such as value for the money and product reliability.Students may offer various suggestions for line and brand extensions, new brands, and other brand strategies. Evaluate these suggestions in the context of how they fit with the target market's needs, the company's strengths, and the competitive situation (as discussed by students in their marketing plans).。

CH19 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

Measurement
Communication impact Sales impact
Media
Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation
Evidence Scientific Evidence Technical Expertise Personality Symbol Slice of Life
Lifestyle
Typical Message Execution Styles
Fantasydoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition
2000 Prentice Hall
Limitations: Little audience selectivity; creative limitations
Objectives
Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations
2000 Prentice Hall
Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image

联想双品牌危机中山大学吴柏林教授研究生课程“营销管理”绝密资料

Case Research50市场观察・广告主／２００７．１０案例研究２００７年８月１日，联想集团（Ｌｅｎｏｖｏ）首款在上盖带有Ｌｅｎｏｖｏ标志的ＴｈｉｎｋＰａｄ皮壳版笔记本电脑正式发售，中国国内售价高达５万元；与此形成鲜明对比的是，８月２日，联想在北京推出的“天福”系列电脑，价格最低的一款只有１４９９元。

同出一门，价格天地差异，可以看出联想在Ｌｅｎｏｖｏ和Ｔｈｉｎｋ上不同的品牌诉求。

但为了淡化ＩＢＭ和产品品牌Ｔｈｉｎｋ之间的联系，联想不断促进企业品牌Ｌｅｎｏｖｏ和Ｔｈｉｎｋ之间的融合，而这最终有可能导致双品牌危机的爆发。

企业并购导致双品牌现象频频出现企业之间的大规模并购，促使双（多）品牌现象频频出现。

世界经济稳步增长、产业加速整合等多种因素促使企业并购、大宗并购案正逐渐增多。

通过并购，大型企业之间可以迅速的形成强强联合体，短时间内迅速做大。

２００２年，惠普（ＨＰ）斥资２４０亿美元收购康柏（Ｃｏｍｐａｑ）；经过３年的整合期之后，惠普２００６财年收入达到了９１７亿美元，首次超过ＩＢＭ成为全球最大的ＩＴ公司。

跨国并购也成为中国内资企业实现技术跨越式发展，以及全球市场的重要途径。

２００７年８月７日，联想集团宣布正在就收购欧洲ＰＣ厂商Ｐａｃｋａｒｄ　Ｂｅｌｌ进行磋商。

联想主要目的就是得到其品牌的基础上，利用其在欧洲的渠道与售后服务网点。

２００７年８月２４日，全球最大的硬盘供应商希捷（Ｓｅａｇａｔｅ）公司首席执行官Ｗｉｌｌ－ｉａｍ　Ｗａｔｋｉｎｓ表示，一家中国科技公司近日表达了收购该公司的意愿。

在大型企业的并购发生之后，在同一企业之下双产品品牌共存现象普遍，双品牌战略重要性凸显。

企业通过收购得到被收购方的品牌之后，利用该品牌的知名度，可以进军新市场。

联想通过收购ＩＢＭ的ＰＣ业务以及Ｐａｃｋａｒｄ　Ｂｅｌｌ不仅可以进入北美和欧洲市场，更可以在一定程度上利用其渠道使Ｌｅｎｏｖｏ品牌走向世界。

双品牌运作规则企业的品牌策略有两个层次：一个是企业品牌层次；一个是产品品牌层次。

中山大学吴柏林教授 “广告策划——实务与案例”绝密资料_KOTLER01

Part I Understanding Marketing ManagementChapter 1 – Defining Marketing for the Twenty-First CenturyI. Chapter Overview/Objectives/OutlineA. OverviewMarketing is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively and profitably. Since consumers and business buyers face an abundance of suppliers seeking to satisfy their every need, companies and nonprofit organizations cannot survive today by simply doing a good job. They must do an excellent job if they are to remain in the increasingly competitive global marketplace. Many studies have demonstrated that the key to profitable performance is to know and satisfy target customers with competitively superior offers. This process takes place today in an increasingly global, technical, and competitive environment.Marketing management is the conscious effort to achieve desired exchange outcomes with target markets. The marketer’s basic skill lies in influencing the level, timing, and composi tion of demand for a product, service, organization, place, person, idea, or some form of information.There are several alternative philosophies that can guide organizations in their efforts to carry out their marketing goal(s). The production concept holds that consumers will favor products that are affordable and available, and therefore management’s major task is to improve production and distribution efficiency and bring down prices. The product concept holds that consumers favor quality products that are reasonably priced, and therefore little promotional effort is required. The selling concept holds that consumers will not buy enough of the company’s products unless they are stimulated through a substantial selling and promotion effort.The marketing concept moves toward a more enlightened view of the role of marketing. The marketing concept holds that the main task of the company is to determine the needs, wants, and preferences of a target group of customers and to deliver the desired satisfactions. The four principles of the marketing concept are: target market, customer needs, integrated marketing, and profitability. The marketing concept places primary focus on the needs and wants of customers who comprise the target market for a particular product.Rather than coax customers into purchasing a product they may not find satisfying, the emphasis is on determining the types of markets to be satisfied, and creating the product that achieves this satisfaction objective. Choosing target markets and identifying customer needs is no small task; a marketer must dig beyond a customer’s stated needs. Once this is accomplished, a marketer can offer for sale the products that will lead to the highest satisfaction. This encourages customer retention and profit, which is best achieved when all areas/departments of a company become “customer-focused.”Beyond the marketing concept, the societal marketing concept holds that the main task of the company is to generate customer satisfaction and long-run consumer and societal well being as the key to satisfying organizational goals and responsibilities.Interest in marketing continues to intensify as more organizations in the business sector, the nonprofit sector, and the global sector recognize how marketing contributes to improved performance in the marketplace. The result is that marketers are reevaluating various marketing concepts and tools that focus on relationships, databases, communications and channels of distribution, as well as marketing outside and inside the organization.B. Learning Objectives∙Know why marketing is important to contemporary organizations.∙Understand the core concepts of marketing.∙Know the basic tasks performed by marketing organizations and managers.∙Understand the differences between the various orientations to the marketplace.∙Know the components of the marketing concept and why they are critical to successful marketing practice.∙Know why marketing is critical to different types of organizations and in different environments.C. Chapter OutlineIntroductionI.The New EconomyA.Focus on the digital revolution (Internet and related) and the impact onbusinesses and consumers in terms of capabilities.1.For Consumers - Multiple new capabilities related to increases in buyingpower, variety of goods and services available, information, interactivity,and product comparability.2.For Companies - Enhanced marketing reach, direct connectivity,information on all of the stakeholders and competitors, communications(internal and external), customized services and products, enhancedlogistics, and enhanced training.B.The Information Age Versus the Industrial Age1.Management has to recognize the potential quickly2.Marketing - “Meeting needs profitably”II.Marketing TasksA.Radical Marketing - Breaking the Existing Marketing Rules1.Firms are moving closer to the customer versus expensive research andmass marketing.2.Stages in marketing practice - entrepreneurial, formulated, andintrepreneurial.3.Focus on formulated marketing versus creative marketing.B.Scope of Marketing - Involves a Broadened View of Marketing1.Products - Anything offered for sale or exchange that satisfies aneed or want.2.Products can be goods, services, and ideas.3.Includes people, places, activities, organizations, and information.C.The Decisions That Marketers Make1.Focus on demand states and marketing tasks, along with the questionsthat marketers ask to remain aware and focused.2.Consumer markets and business markets each requires new tools andcapabilities to better understand and respond to the customer.3.Global Markets, Nonprofit markets, and governmental marketsbecoming more sophisticated in recognizing and dealing with marketingchallenges and decisions.III.Marketing Concepts and ToolsA.Defining Marketing1. A social and managerial process by which individuals and groups obtainwhat they need and want through creating, offering, and exchangingproducts of value with others.B.Core Marketing Concepts1.Target Markets and Segmentationa)Every product or service contains features that a marketer musttranslate into benefits for a target market.b)The consumer perceives these benefits to be available in aproduct and directly impacts the perceived ability to meet theconsumer need(s) or want(s).2.Marketplace, Marketspace, and Metamarketa)Marketplace - physicalb)Marketspace - digitalc)Metamarket - cluster of complementary goods and servicesacross diverse set of industries. Includes metamediaries.3.Marketers and Prospectsa) A marketer is someone actively seeking one or more prospectsfor an exchange of values.b) A prospect is willing and able to engage in the exchange.4.Needs, Wants, and Demandsa)To need is to be in a state of felt deprivation of some basicsatisfaction.b)Wants are desires for specific satisfiers of needs.c)Demands are wants for specific products backed by an abilityand willingness to buy them.5.Product or offeringa)Value proposition - Benefits companies offer to satisfycustomer needs.b)Brand - An offering from a known source. Brand image isthe associations that are connected to the brand.6.Value and Satisfactiona)Customer value triad - Combination of quality, service, and price(QSP).b)Value is the consumer’s estimate of the product’s overallcapacity to satisfy his or her needs.c)Marketers respond by changes in the triad.7.Exchange and Transactionsa)Five conditions must be satisfied.b)An exchange means obtaining a desired product by offeringsomething desirable in return.c) A transaction is the trade of values (involves several dimensions).8.Relationships and Networksa)Relationship marketing seeks long-term, “win-win” transactionsbetween marketers and key parties (suppliers, customers,distributors).b)The ultimate outcome of relationship marketing is a uniquecompany asset called a marketing network of mutually profitablebusiness relationships.9.Marketing Channelsa)Reaching the target market is critical.b)Achieved via two-way communication channels (media-newspapers through the Internet), and physical channels (productand service).c)The marketer also must decide on the distribution channel, tradechannels, and selling channels (to effect transactions).10.Supply chaina)Refers to the long channel process that reaches from the rawmaterials and components to the final product/buyers.b)Perceived as a value delivery system.petitiona)Includes actual and potential rival offerings and substitutes.b) A broad view of competition assists the marketer to recognizethe levels of competition based on substitutability: brand,industry, form, and generic.12.Marketing Environmenta)The task environment includes: immediate actors in theproduction, distribution, and promotional environmentsb)The broad environments include: demographic, economic,natural, technological, political-legal, and social-cultural.13.Marketing Programa)Marketing mix - The set of marketing tools the firm uses topursue marketing objectives in the target market.b)Involves recognition and use of the four Ps (product, price, place,and, promotion) and the four Cs (customer solution, customercost, convenience, and communication) in the short run and thelong run.pany Orientations Toward the MarketplaceA.The Production Concept - Assumes consumers will favor those products that arewidely available and low in cost.B.The Product Concept - Assumes consumers will favor those products that offerthe best combination of quality, performance, or innovative features.C.The Selling Concept - Assumes organizations must undertake aggressive sellingand promotion efforts to enact exchanges with otherwise passive consumers.D.The Marketing Concept - Assumesthe key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets.1.Target Market - No company can operate in every market and satisfyevery need.2.Customer Needs - It is not enough to just find the market.a)Marketers must also understand their customer’s needs andwants. Not a simple task.b)Key marketer actions: Responsive marketing, anticipativemarketing, and creative marketingE.Integrated Marketing - When all a firm’s departments must work together toserve customer interests(a company-wide activity).1.Involves external and internal marketing.2.Profitability - The ultimate purpose of marketing is to help organizationsachieve their objectives.3.Hurdles to Adopting a Marketing Orientationa)Organized Resistance - Some departments see marketing as athreat to their power in the organizationb)Slow Learning - Despite efforts by management, learning comesslowly.c)Fast Forgetting - There is a strong tendency to forget marketingprinciples.4.The Customer Concept - Moving beyond the marketing concept—especially for firms with considerable customer informationF.The Societal Marketing Concept1.The organization’s task is to determine the needs, wants, andinterests of target markets.2.Also to deliver the desired satisfactions more effectively andefficiently than competitors.3.And in a way that preserves or enhances the consumer’s and thesociety’s well-being.a)Cause-related marketing - Firms with an image act to enhancetheir reputation, etc., via causes.V.How Business and Marketing are ChangingA.Major new forces changing the way marketing process1.Customers expect more and better2.Rising brand competition3.Store-based retailers sufferingB.Trends of Company Responses and Adjustments1.Reengineering key processes versus functional depts.2.Outsourcing everything3.e-commerce trend4.Benchmarking based on world-class performers5.Alliances, supplier-partnerships, market-centered, global/local anddecentralized.C.Marketer Responses and Adjustments1.Focus on relationship marketing (versus transactional marketing)2.Creation of customer lifetime value orientation3.Focus on customer share marketing versus only market share4.Target marketing (versus mass marketing)5.Individualization of marketing messages and offerings6.Customer databases for data-mining7.Integrated marketing communications for consistent images8.Consideration of channel members as partners9.Recognition of every employee as a marketer10.Model and fact-based decision making versus intuition aloneVI.SummaryII. LecturesA. “Marketing Enters the 21st Century”The focus in this discussion is on the increasingly important role of the marketing processin the ever-changing domestic and global business environment.Teaching Objectives∙To explain the concepts related to understanding the role and potential of marketing in the larger business environment.∙To provide students a new and possibly different perspective on the role of marketing in business and society.∙To indicate areas where the marketing process and concept will be useful to the student in assessing business developments.DiscussionI NTRODUCTIONMany observers argue that all new or important directions in management thought and practice are marketing oriented. Marketing is no longer something done when a company has extra revenue to invest. It must be implemented for a business to survive.The marketing concept has changed dramatically over the last several decades, and recently the focus increasingly has moved to customers (versus products and selling), marketing globally, and the various technology issues that impact the market. In addition, there is renewed emphasis in marketing on creating and innovating with new and better products and services rather than just competing against other firms and following the marketing patterns established by competitors.The marketing concept is a matter of increased marketing activity, but it also implies better marketing programs and implementation efforts. In addition, the internal market in every company (marketing your company and products to and with the employees of the company) has become as challenging as the external marketplace due to diversity and many other social/cultural issues.C HANGES IN C ONSUMER B EHAVIORThere have been many major marketing shifts during the last few decades that have shaped marketing in the 21st century. There is a view among professional marketers that there is no longer the substantial product loyalty that existed over the last few decades. Product and brand loyalty, many argue, has been replaced by something more akin to a consumer decision that is based on the absence of a better product or service. In addition, there are major changes in the way customers look at market offerings. During the 1980s customers were optimistic, and in the early 1990s they were pessimistic. Later in the 1990s, consumers appeared rather optimistic, but still cautious at times. The following chart demonstrates some of the major shifts that have occurred to the present:1980s 1990s PresentConspicuous consumer Frugal consumer, becomingmore well-off Suspicious but generally well-off consumerImage driven Value and quality driven Highly eclecticTrusting Skeptical and cynical A “prove it” attitudeBrand loyal Does not exhibit loyalty Believes that there is alwayssomething betterEmotional buyer Informed buyer Highly informed and specialized Dreamers Escapists Focused on personal needs Overindulgent Health, wellness-conscious Health, wellness and someoverindulgence, withoutexpectation of costs orconsequencesOverworked Burnt-out, stressed out andplacing tremendous value onconvenience and time Reliant on technology and telecommunications to save time in making purchase decisionsIndustrious Baby Boomer Responsible Baby Boomer Unconvinced Generation Xer Increasingly it is clear that while the 4 Ps (product, price, promotion, and place) have value for the consumer, the marketing strategies of the 21st century will use the four “4 Cs” as added critical marketing variables:1.Care: It has replaced service in importance. Marketers must really care about theway they treat customers, meaning that customers are really everything.2.Choice: Marketers need to reassess the diversity and breadth of their offeringsinto a manageable good-better-best selection.munity: Even national marketers must be affiliated, attached toneighborhoods wherever they operate stores.4.Challenge: The task of dealing with the ongoing reality of demographic change.E ND OF THE M ASS M ARKETDuring the late 1990s, we witnessed the death of the concept of mass market. Regardless, some marketers continue to argue that database marketing will never replace mass marketing for most products. The view is that communicating with users by e-mail, Web site, mail, telephone, or fax will never become cost-efficient enough to justify the return. However, the success of the Internet provides considerable evidence that one-to-one marketing is and will be appropriate for many packaged goods and other high- and low-involvement products that in the past sold almost exclusively with brand advertising.Through the 1970s, only high-end retailers and personal-service firms could afford to practice one-to-one marketing. For the most part, they did it the old-fashioned way with personal selling and index-card files. In the 1980s, as the mainframe computer became more practical, airlines got into the act with a proliferation of frequent flyer programs. Frequency marketing programs such as these relied on monthly statement mailings and large, batch-processed databases of customer records.During the 1990s, bookstore chains, supermarkets, warehouse clubs, and even restaurants began to track individual purchase transactions to build their “share of the customer.”Many of these programs now run on PC platforms or workstation environments much more powerful than the most capable mainframes of the 1970s. It is possible today to track 5 or 6 million customers for the same real cost as tracking a single customer in 1950. With Internet-based databases and remote access, this capability literally has exploded in the last few years. The situation will become even more interesting as one-to-one marketing becomes even increasingly pervasive. With an increasingly powerful array of much more efficient, individually interactive vehicles, the options are virtually unlimited, including on-site interactivity, Web site connections, fax-response, e-mail, and interactive television.Most households today either have direct Internet access, or with TV sets that also provide real-time interactivity through the Internet. We are closing rapidly on the time where individuals will interact with their television and/or computer simply by speaking to it. Via various Web sites, computers work for us to enable us to remember transactions and preferences and find just the right entertainment, information, products, and services. Likewise, online capabilities enable providers to anticipate what a consumer might want today or in the future. Unfortunately, the system has been slower to protect consumers from commercial intrusions that they may not find relevant or interesting.The increasing level of market definition and refinement (and resulting opportunities for marketers) is possible through the massive social, economic, and technological changes of the past three decades. There is no longer a U.S. mass market because lifestyles have changed so dramatically. Some of the important demographic shifts have been:∙Increasing diversity of the population. The United States has always been an immigrant nation. However, large numbers of immigrants from Latin Americaand Asia have increased the proportion of minorities in the country to one inthree, up from one in five in 1980. This diversity is even more noticeable in theyounger market.∙Changing family and living patterns. There has been a substantial rise in the divorce rate, cohabitation, non-marital births, and increased female participationin the labor force. In addition, married couples with one earner make up only 15percent of all households. Dual-earner households have become much morecommon—the additional income is often necessary for the family to pay theirbills. Thus, the stereotypical family of the 1950s has been replaced by two olderand harried, working parents with much less time available.∙Emergence of a new children’s market. Minorities are over-represented in the younger age brackets due to the higher fertility and the younger populationstructure of many recent immigrants. The result is that one in three children inthe United States is black, Hispanic, or Asian. In addition, nearly all of today’schildren grow up in a world of divorce and working mothers. Many are doingthe family shopping and have tremendous influence over household purchases.In addition, they may simply know more than their elders about productsinvolving new technology such as computers.∙Income and education increases are two other important demographic factors impacting the marketing management arena. Generally, incomeincreases with age, as people are promoted and reach their peak earning years, and the level of education generally has increased over the last fewdecades. Family units today often have higher incomes because they may havetwo earners. Accordingly, there is an increased need for products and servicesbecause they likely have children and are homeowners.In sum, the need for market analysis and marketing decision-making, and managers to perform those tasks has never been greater. But, as the course will demonstrate, the complexities of, and analytical tools required for, these activities have never been greater. Be prepared for a challenging experience.B. “The Changing Image of Marketing”Focus: the changing perceptions of marketing in the contemporary business environment.Teaching Objectives∙To explain the concepts related to understanding the role and potential of marketing in the larger business environment.∙To provide students a new and possibly different perspective on the role of marketing in business and society.∙To indicate areas where the marketing process and concept will be useful to the student in assessing business developments.DiscussionI NTRODUCTIONWhat image comes to mind when you hear the word “marketing”? So me people think of advertisements or brochures, while others think of public relations (for instance, arranging for clients to appear on TV talk shows). The truth is, all of these—and many more things—make up the field of marketing. The Knowledge Exchange Business Encyclopedia defines marketing as “planning and executing the strategy involved in moving a good or service from producer to consumer.”With this definition in mind, it’s apparent that marketing and many other business activities are related in some ways. In simplified terms, marketers and others help move goods and services through the creation and production process; at that point, marketers help move the goods and services to consumers. But the connection goes even further: Marketing can have a significant impact on all areas of the business and vice versa.M ARKETING B ASICSIn introductory marketing you learned some basics—first the four P’s, and then the six P’s: ∙Product—What are you selling? (It might be a product or a service.)∙Price—What is your pricing strategy?∙Place or distribution—How are you distributing your product to get it into the marketplace?∙Promotion—How are you telling consumers in your target group about your product?∙Positioning—What place do you want your product to hold in theconsumer’s mind?∙Personal relationships—How are you building relationships with your target consumers?The sum of the above is called the marketing mix. It is important to have as varied a mix as possible in marketing efforts, since each piece plays a vital role and boosts the overall impact. Let’s take a closer look at the basic P’s of marketing and particularly at how they might affect what you do in business.▪ProductMarketers identify a consumer need and then provide the product or service to fill that need. The marketer’s job is to pinpoint and understand existing needs, expand upon them, and identify new ones. For example, because there are more singles and small families these days than in years past, marketers might see a need for products to be sold in smaller quantities and offered in smaller packages.How can this impact other professionals in the business/marketing process? Let’s say your company has developed a new product that generates enormous consumer demand. Your marketing department may ask you to find a way to speed up the workflow in order to crank out more products faster. A year after the product is introduced, however, the market might be flooded with cheap imitations. Since one marketing strategy is to keep products price-competitive, a marketer may then ask you to find a way to make the product less expensively. This relationship works both ways. There may be production and industrial engineers who may see a way to change the work process that would create additional options for consumers. Those engineers will also be instrumental in design and development of products for which human factors and ergonomics are important considerations. Maybe there’s room to add another product line. For instance, that product X is still blue but new product Y is red. You can suggest this to your marketing department; it, in turn, would do research to gauge potential consumer demand for the new line.▪PriceIdeally, a marketer wants to be proactive in setting price rather than simply react to the marketplace. To that end, the marketer researches the market and competition and plots possible price points, looking for gaps that indicate opportunities. When introducing a new product, the marketer needs to be sure that the price is competitive with that of similar products or, if the price is higher, that the consumers perceive they’re getting more value for their money.Various other technical professionals can have an important impact on marketers’ pricing decisions. Again, you may be asked to determine if productivity can be enhanced so that the product can be manufactured and then sold—for a lower price.▪Place or distributionWhat good is a product if you can’t get it to people who want to purchase it? When marketers tackle this issue, they try to figure out what the optimum distribution channels would be. Forexample, should the company sell the product to distributors who then wholesale it to retailers or should the company have its own direct sales force?Marketers also look at where the product is placed geographically. Is it sold regionally, nationally, and internationally? Will the product be sold only in high-end stores or strictly to discounters? The answers to all of these questions also help shape how a product can be distributed in the best way.Such distribution questions are potentially of great significance to many professionals, including industrial and other types of engineers in a company. For instance, whether a product will be marketed regionally or internationally can have enormous implications for package design as well as obvious areas of the supply chain: logistics, transportation, distribution, and warehousing.▪PromotionPromotion encompasses the various ways marketers get the word out about a product—most notably through sales promotions, advertising, and public relations.Sales promotions are special offers designed to entice people to purchase a product. These can include coupons, rebate offers, two-for-one deals, free samples, and contests.Advertising encompasses paid messages that are intended to get people to notice a product. This can include magazine ads, billboards, TV and radio commercials, Web site ads, and so forth. Perhaps the most important factor in advertising success is repetition. We’re all bombarded with an enormous number of media messages every day, so the first few times a prospective customer sees an ad, it usually barely makes a dent. Seeing the ad over and over is what burns the message into people’s minds. That’s why it’s good to run ads as frequently as possible.Public relations refers to any non-paid communication designed to plant a positive image of a company or product in consumers’ minds. One way to accomplish this is by getting the company or product name in the news. This is know n as media relations, and it’s an important aspect of public relations.As with price, changes in demand created by promotions can have a direct impact on the work of many other professionals.▪PositioningBy employing market research techniques and competitive analysis, the marketer identifies how the product should be positioned in the consumer’s mind. As a luxury, high-end item? A bargain item that clearly provides value? A fun product? Is there a strong brand name that supports how the image is fixed in the consumer’s mind? Once the marketer answers these kinds of questions, he or she develops, through a host of vehicles, the right image to establish the desired position.This, too, can affect the work you do. If an upscale image is wanted, the materials used in the product and packaging are likely to be different from those used in a bargain product—a fact that could make the workflow significantly more complex. On the other hand, with your engineering knowledge, you may be able to suggest alternative materials that would preserve the desired image but be easier or less expensive to use.。

中山大学吴柏林教授,基于消费者洞察的广告策略,绝密资料,网络视频版_04

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对消费者行为的深层把握
一、消费者的动机与需求_ 二、消费者的认知心理_ 三、消费者的态度与说服心理_ 四、消费者的情感与情绪_ 五、消费者的自我意识_
2013-8-4
Wu Bolin Consumer Behavior
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四、消费者的情感与情绪

CH07 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

CHAPTER7--A NAL YZING B USINESS M ARKETS AND B USINESS B UYINGB EHAVIOROVERVIEW:Business markets consist of individuals and organizations that buy goods for purposes of furtherproduction, resale, or redistribution. Businesses (including government and nonprofitorganizations) are a market for raw and manufactured materials and parts, installations, accessory equipment, and supplies and services. The variables impacting the business buyer are similar tothose of the consumer buyer in some ways but very different in others. In general, the businessbuyer is generally much more technical, price-oriented, educated for the job, and risk averse thanthe consumer buyer. Also, with the business buying environment there is more concern for thestatus and power of potential vendors, and persuasiveness and empathy play relatively lower roles. The industrial market buys goods and services for the purpose of increasing sales, cutting costs,or meeting social and legal requirements. Compared with the consumer market, the industrialmarket consists of: fewer buyers, larger buyers, close supplier/customer relationships,geographically concentrated buyers, derived demand that is relatively inelastic and fluctuating;professional purchasing with several more buying influences involved, direct purchasing,reciprocity, and leasing. Industrial buyers make decisions that vary with the buying situation orbuyclass. Buyclasses comprise three types: straight rebuys, modified rebuys, and new tasks. Thedecision-making unit of a buying organization, the buying center, consists of persons who playany of seven roles: initiators, users, influencers, deciders, approvers, buyers and gatekeepers.The industrial marketer needs to know: Who are the major participants? In what decisions do theyexercise influence? What is their relative degree of influence? And what evaluation criteria doeseach decision participant use? The industrial marketer also needs to understand the majorenvironmental, organizational, interpersonal, and individual influences operating in the buyingprocess. The buying process itself consists of eight stages called buyphases: problem recognition,general need description, product specification, supplier search, proposal solicitation, supplier selection, order-routine specification, and performance review. As industrial buyers become more sophisticated, industrial marketers must upgrade their marketing capabilities.The institutional and government market shares many practices with the business market and hassome additional characteristics. Institutional buyers are less concerned with profit than with otherconsiderations when they define the products and services to buy for the people under their care.Government buyers tend to require many forms and favor open bidding and their own nationalswhen they choose their suppliers. Suppliers must be prepared to adapt their offers to the special needs and procedures found in institutional and government markets.LEARNING OBJECTIVES:After reading this chapter students should:∙Know the who, what, and how of the business market∙Know the who, what, and how of the institutional and government markets CHAPTER OUTLINE:I.IntroductionII.What is Organizational Buying?A.The Business Market versus the Consumer Market. Characterized by:1.Fewer buyersrger buyers3.Close supplier-customer relationship4.Geographically concentrated buyers5.Derived demand6.Inelastic demand7.Fluctuating demand8.Professional purchasing9.Several buying influences10.Direct purchasing11.Reciprocity12.LeasingB.Buying Situations - Straight rebuy (reorder on a routine basis), Modified rebuy(product specs, prices, delivery requirements, or other terms may be modified),New task (a purchaser buys a product or service for the first time with majorsubdecisions involved in the buying decision)C.Systems Buying and Selling - many purchasers prefer to buy a total solution totheir problem from one seller.D.Participants in the Business Buying Process - initiators, users, influencers,deciders, approvers, buyers, gatekeepersE.Major Influences on Business Buyers1.Environmental factors - level of demand, economic outlook, interest rateanizational factors - objectives, policies, procedures, structures,systems. There are several organizational trends about which businessmarketers should know.3.Interpersonal factors - everyone in the buying center has differinginterests, authority, status, empathy, and persuasiveness.4.Individual factors - every business buyer is an individualF.The Purchasing/Procurement Process1.Problem recognition2.General need description3.Product specifications - search for ways to lower costs4.Supplier search - seek the most appropriate bidders5.Proposal solicitation - Request for Proposal (RFP)6.Supplier selection - each bidder rated on specified criteria7.Order routine specification - final negotiations8.Performance review - through both internal and external methodsIII.Institutional and Government Markets - institutions tend to have low budgets and captive clienteles. Government is also a major buyer of goods and services. Decision topurchase is usually based on cost. Paperwork is considerable.IV.SummaryMARKETING A ND ADVERTISING1. Marketers of milk and other products can choose between a number of materials for use in containers and other packaging. This American Plastics Council ad describes the latest advances that make plastic containers a better choice. Where should the industry group place ads like this? What other methods might the industry group use to convince its markets of the value of using plastic for packaging food s and other products?Answer: The market for this American Plastics Council ad includes beverage marketers such as Hood (milk), Evian (water); supermarket chains that sell private label beverages; and supermarket chains that buy plastic grocery bags. Therefore, this ad should be placed in publications that reach the target audience, such as Supermarket News, as well as in general business publications such as Business Week that reach executives in these business organizations. Other methods the council might use to convince its markets of the value of using plastic include: making speeches to meetings of the target audience, such as supermarket executives; preparing press releases with information about the cost-benefits of using plastic packaging and bags; hosting exhibits at trade shows attended by the targeted groups; sending out periodic newsletters to educate members of the target audience about the benefits of using plastic; posting detailed information and studies on the council's Web site; mounting a consumer campaign as a "pull" strategy to encourage marketers and retailers to use more plastic packaging. Students may suggest additional methods.2. This Kinko's ad targets businesses of all sizes. Is the information in this ad geared toward a straight rebuy, a modified rebuy, or a new task? Would buyers, approvers, or initiators be most likely to respond to this ad? How does the ad relate to problem recognition and supplier selection in the business purchasing process? What kind of performance review might a business buyer apply to its purchasing of Kinko's color duplication services?Answer: This Kinko's ad is probably geared toward a modified rebuy, since the ad copy refers to previously created "dull, dingy business materials" that need brightening. Initiators would be most likely to respond to this ad, since they would recognize the need for brighter, more colorful business materials. In this case, the initiators would often be the users of the color materials, which is why they are aware that better color would give the company's materials more impact. A business buyer might review the performance of the purchase of Kinko's color copying services by contacting the end users to ask for their evaluations. If the users believe that Kinko's color materials are making the company look better and having other positive effects, the buyer will give Kinko's performance a good rating and continue to buy.FOCUS ON TECHNOLOGYTechnology is changing the way government organizations buy goods and services. For e xample, the city of Fort Collins, Colorado buys all kinds of products, such as computers and flooring. These days, the purchasing agent announces the city's needs and requests for proposals on a special page on its Web site (/CITY_HA LL/PURCHASING/bidlist.htm). Another page (/CITY_HA LL/PURCHASING/index.htm) explains the city's purchasing process and offers standard documents for downloading by suppliers.Visit both of these pages and see what Fort Collins requires of its suppliers. How does this technology benefit the city? How does it benefit suppliers who want to provide goods and services to the city? What other information about the city's purchasing process might a supplier want to see on these pages? Answer: Fort Collins benefits in several ways from the use of Internet technology to post and solicit proposals for purchasing goods and services:∙Lower costs due to less paper and postage and fewer personnel needed to handle the solicitation and processing of proposals and bids;∙Ability to efficiently reach suppliers of all sizes and types, which widens the pool of potential bidders;∙Higher productivity due to use of standardized forms downloaded from the Web site. Suppliers who want to provide goods and services to the city also benefit in several ways: ∙Lower costs due to less paper and postage and fewer personnel needed to handle the preparation and submission of proposals and bids;∙Ability to quickly and efficiently identify opportunities to submit proposals and bid for purchases made by Fort Collins;∙Ability to compete more effectively with suppliers of any size for purchases made by Fort Collins.A supplier reviewing the Fort Collins Web site might want to see additional information about the city's purchasing process, such as: supplier selection criteria; decision and notification dates for projects up for bid; and any prerequisites for successful bidders, such as performance bonds. Students may have other suggestions, as well.MARKETING FOR THE MILLENNIUMThe "cyberbuying bazaar" is busier than ever before as more businesses go online in search of MRO (maintenance, repair, and operations) materials. Business-to-business electronic commerce can streamline the purchasing process for MRO items, saving time and money for both parties.GE Information Services (GEIS) is a leader in helping businesses use the Internet to buy from and sell to other businesses. Visit the Electronic Marketplaces page on the GEIS Web site(/html/emindx..html), where you will see various products for business-to-business buying and selling. Then click on the link to TPN Register Buyer Services, a service specifically designed for MRO items. Why would a business buyer want to access information about suppliers usin g the Thomas Register Classification System? Why is reducing cycle time important for MRO items? Why would a supplier want to participate in this service? What potential disadvantages can you see for suppliers? Answer: The Thomas Register Classification System shows information about a large number of suppliers in a given classification, widening the potential pool of sellers from whom the buyer can purchase goods and services. Reducing cycle time for MRO items allows companies to maintain lower inventory levels of these fairly routine purchases and avoid delays in delivery that can disrupt operations. Suppliers would want to participate because they will be introduced to a wider market of potential customers. Two potential disadvantages for suppliers are:∙Lower loyalty on the part of purchasers, who can more easily locate competing suppliers; and ∙More competition from competing suppliers who are listed in the system. (Students may cite additional disadvantages, as well.)YOU'RE THE MARKETER: SONIC MARKETING PLA NLike consumer marketers, business-to-business marketers need to understand their markets and the behavior of members of the buying center in order to develop appropriate marketing plans.At Sonic, you have decided to investigate the business market for the company's shelf stereo systems, such as small restaurants and stores that want to play music for their customers. Given Sonic's current situation and your knowledge of business marketing, answer the following questions:∙In addition to restaurants and stores, what other types of businesses might want to buy a shelf stereo system?∙How can you find out the overall size of business markets such as small restaurants? (Check the U.S. Census Web site listing of businesses by SIC—eating places are SIC 5812, forexample—at /epcd/cbp/view/us94.txt; also check state Web sites for morestati stics, as well as other sources.)∙What specific needs could Sonic's product address for these businesses?∙What type of purchase would a Sonic system represent for these businesses? Who would participate in and influence this type of purchase? What are the implications for yourmarketing strategy?Think about the opportunities, threats, and issues represented by the business markets you have researched. Summarize your findings and conclusions in a written marketing plan or type them into the Marketing Situation, SWOT/Issue Analysis, and Target Markets/Positioning sections of the Marketing Plan Pro software.Answer: How students draft the business-to-business part of Sonic's marketing plan depends on the results of the research they conduct. Looking up all retail establishments on the U.S. Census Web site, for example, they will find under the 52 SIC for retail trade: 1.56 million total retail stores, 1.32 million stores with 1-19 employees, 216,800 stores with 20-99 employees, 25,376 stores with 100-499 employees, and 738 stores with 499+ employees. Under SIC 5400 food stores, they will find 182,512 total stores, 149,648 stores with 1-19 employees, 25,720 stores with 20-99 employees, 7,128 stores with 100-499 employees, and 25 with 499+ employees. In addition, under SIC 5812 eating places, students will find 367,205 total restaurants, 252,954 with 1-19 employees, 110,332 with 20-99 employees, 3,872 with 100-499 employees, and 47 with 499+ employees.In addition, students may choose to target businesses state by state, researching the market on the Internet by accessing state Web sites. On the Connecticut Web site, for example, the Research Division of the Department of Economic and Community Development (/ecd/research/) contains links to statewide retail statistics and other data, as well as details about consumer markets.At first glance, the statistics seem to indicate a sizable business market for shelf stereo systems. However, not every store or restaurant is likely to be interested in such products. Larger establishments may already have sound systems or may be part of chains that use a central purchasing process. Smaller establishments, on the other hand, may be a better—and potentially larger—market if Sonic can reach them with an appropriate marketing strategy.Students should identify the specific needs that shelf stereos will address for such businesses. These might include: providing background music throughout the establishment during business hours to make the shopping or dining experience more pleasant for consumers and providing background music for workersin non-public areas, which can enhance productivity. More research may be needed to ascertain whether these businesses are interested in shelf stereos and exactly how the buying process works in these establishments.Buying a Sonic sound system would be a new task buying situation, because these establishments have probably never purchased a stereo system before. Research will reveal the role of owners or managers, who are likely to be deciders and buyers (and may play other roles, as well). Sonic should consider the behavior and attitudes of these key buying center members when developing targeting and marketing mix strategies for the business market.。

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04-035 银 G4痔栓马桶许愿
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痔
痔
痔
痔
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痔痔痔
痔
痔
敬修堂化痔栓 30s
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在动机系统中，通常还可能出现相互抵触的动机成份。
这被称为动机冲突。
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动机冲突有以下几种表现形式：
双趋式双避式趋避式双重趋避式
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双趋式
消费者面对两个具有吸引力的目标，可是因某种原因无法同时满足，二者只能选择其一。
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你饿了吗？
吃还有什么能比
更重要？
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9501+96-Music12 日清01-04
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06-011 Chamallows 太好吃丢了孩子
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口渴不知季节……
基于消费者洞察的 _01a
.——实务与案例.北京:机械工业出版社.2010年4月
一、消费者的动机与需求（上）
课程视频:
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对消费者行为的深层把握
一、消费者的动机与需求_ 二、消费者的认知心理_ 三、消费者的态度与说服心理_ 四、消费者的情感与情绪_ 五、消费者的自我意识_
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讨论：女孩与剃刀
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讨论：女孩与剃刀
• 无论如何，你不可能让消费者购买她并不需要的东西……
• 女孩？
•
男朋友？
•
父亲？
• “毛手毛脚”……你说谁？
• 夏天来了……
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第二，指向个体所在环境中可满足需要的对象。这使得行为具有明显的选择性。
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内外刺激
需要N1 需要N2 需要N3
…… 需要Nj
…… 需要Nk
……
动机
行为
目标 (达成与否)
反馈（包括正、负反馈）
人类动机—行为过程基本模式
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–
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3．需要、动机与消费行为
刺激需要
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学习紧张动机
行为
需要对象的满足
认知过程
紧张消除
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（二）需要、动机与消费行为激发
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1.马斯洛需要层次理论（人的需要有五个层次）
自我实现的需要尊重的需要········ 爱与归属的需要安全的需要········ 生理的需要········
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吃饭了吗？
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爱德吃饭了吗？1997
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消费者
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双避式
消费者在两个都需要回避的情境当中，实际上只能回避一个，而不能同时回避两个。
–
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消费者
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趋避式
消费者面对的是积极与消极并存的一种情境。具体来讲，要实现一个可满足的目标，同时又得付出一定的代价。
31Biblioteka 尿不出你还笑的出吗？2020/11/12
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11-016SEE 该配眼镜了！
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剃刀对于男人…
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吉列剃刀三层 0209
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HX3D_11_13 012 剃刀之战
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消费者
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亚太Avseq28 冰淇淋
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双重趋避式
消费者所面对的两个目标，两者都是利弊共存。
╋
–
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消费者
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勿做“惊人之举”！勿做“惊人之举”！
勿做“惊人之举”！
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2．动机
动机推动有机体寻求满足需要目标的动力。
动机有两个构成成份：
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第一，唤起身体的能量，激活起紧张状态。其功能表现在对其行为的发动、加强、维持、直到终止。
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一、消费者的动机与需求
（一）需要/动机与消费行为（二）需要/动机与行为激发
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（一）需要、动机与消费行为
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1．需要
人类的一切活动，包括消费者的行为，都是建立在需要的基础之上的。
需要是人类活动的根本动力。
需要只是一种潜伏的状态，只有当需要有了明确的对象，它才获得了激励和引导活动的机能，成为推动机体活动的推动力。
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动机的显性与隐性
显性动机
高品质
卡
更舒适
迪
我的朋友
拉
都有……
克
隐性动机
显示成功
强有力
更性感
让女性看起来
更有魅力
有意识公开承认
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无意识不愿公开承认
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需要的多样性导致动机的多样性