Kotler chapter 12 - product
市场营销原理(第13版)终稿
和
第1章 营销：创造和获取顾客价值
市 场 营 销 原 理
• 学习目标
定义市场营销，并指出市场营销过程的步骤。 解释理解顾客和市场的重要性，比较五个核心的市场概念。 识别顾客导向的市场营销战略的关键要素，讨论指导营销战略的营销管理导向。 讨论顾客关系管理，解释为顾客创造价值并获得顾客回报的战略。 描述在关系时代推动市场营销变革的主要趋势和力量。
（推销观念采用由内而外的视角。相反，市场营销观念采用由外而内的视角。）
起点 推销观念 工厂 中心 现存产品 手段 推销和促销 目的 通过提高销 量获得利润 通过创造顾客 满意获得利润
营销观念
市场
顾客需求 图1-3
整合营销 推销观念和营销观念比较
11
PRINCIPLES
OF
MARKETING.
第1章 营销：创造和获取顾客价值
15
PRINCIPLES
OF
MARKETING.
第1章 营销：创造和获取顾客价值
市 场 营 销 原 理
顾客感知价值(customer-perceived value)指与其他竞争产品相比，顾客拥有或使用某一种市场提供物的总利益与 总成 本之间的差异。 顾客满意(customer satisfaction)取决于顾客对产品的感知效能与顾客预期的比较。
﹡客户关系水平与工具
公司能够根据目标市场的特点，将客户关系划分为不同的等级：一种极端的情况是，拥有众多低毛利顾客的公司会 追求与他们建立基本关系。另一种情况是，拥有毛利很高但数量少的顾客的公司则希望与关键顾客建立充分关系。 为建立客户关系，公司可以在财务性和社会性利益之外，增加结构性纽带。
从顾客处获得价值回报
从顾客处获得价 值以创造利润和 顾客权益
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。
kotler07_crsr
Kotler / Armstrong 12e, Chapter 7
Which of the following structural factors is not related to a segment’s attractiveness? 1. the presence of strong competitors in the segment 2. the existence of potential substitute products 3. the lack of raw materials 4. a number of powerful suppliers
Kotler / Armstrong 12e, Chapter 7
Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation. 1. occasion 2. psychographic 3. behavioral 4. market
Kotler / Armstrong 12e, Chapter 7
A customer’s loyalty status to a brand is a method of segmentation. 1. true 2. false
Kotler / Armstrong 12e, Chapter 7
Kotler / Armstrong 12e, Chapter 7
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. 1. true 2. false
ch08-kotler营销管理(第11版)-课件
Chapter Objectives
▪ In this chapter, we focus on six questions:
▪ What is the business market, and how does it differ from the consumer market?
▪ What buying situations do organizational buyers face?
8-21
The Purchasing/
Procurement Process
▪ General Need Description and Product Specification
▪ Product value analysis
▪ Supplier Search
▪ Vertical hubs ▪ Functional hubs ▪ Direct extranet links to
major suppliers ▪ Buying alliances
▪ Company buying sites ▪ Request for proposals (RFPs)
Copyright © 2003 Prentice-Hall, Inc.
8-22
Copyright © 2003 Prentice-Hall, Inc.
x
Product reliability
.30
x
Service reliability
.10
xபைடு நூலகம்
Supplier Flexibility
.10
x
Total score: .30(4) + .20(3) + .30(4) + .10(2) + .10(3) = 3.5
kotler08_crsr
2. position
3. image
4. brand
Kotler / Armstrong 12e, Chapter 8
Branding is not as popular today as it was 20 years ago. 1. true 2. false
Kotler / Armstrong 12e, Chapter 8
Kotler / Armstrong 12e, Chapter 8
Capital items are industrial products that aid in the buyer’s production/operation process. 1. true 2. false
Kotler / Armstrong 12e, Chapter 8
Kotler / Armstrong 12e, Chapter 8
Your visit to a doctor’s office is an example of a _____. 1. pure tangible good 2. pure intangible good 3. unsought product 4. impure tangible good
1. package
2. position
3. image
4. brand
Kotler / Armstrong 12e, Chapter 8
A(n) _____ is a name, term, sign, symbol, or combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
中山大学吴柏林教授 “广告学原理”绝密资料_kotler13exs
To accompany A Framework for Marketing Management, 2nd Edition
Marketing Strategies
Conditions Under Which Demand is Less Elastic:
Slide 3 in Chapter 13
To accompany A Framework for Marketing Management, 2nd Edition
Setting the Price
Pricing Procedure
Select pricing objective Determine demand Estimate costs Analyze competition Select pricing method Select final price
Slide 11 in Chapter 13
To accompany A Framework for Marketing Management, 2nd Edition
Adapting the Price
Geographical Pricing
– Barter – Compensation deal – Buyback arrangement – Offset
2003 Prentice Hall, Inc.
Part of the cost is borne by another party The product is used with assets previously bought The product is assumed to have more quality, prestige, or exclusiveness Buyers cannot store the product
~个人珍藏~市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒kotler12_exs
12 - 15
Price Changes
Initiating Price Cuts is Desirable When a Firm:
Promotional pricing can have adverse effects
12 - 12
Price Adjustment Strategies
Promotional Pricing Problems
Easily copied by competitors Creates dealdealprone“优惠倾向” prone“优惠倾向” consumers May erode侵蚀 erode侵蚀 brand’s value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms
Types of segmented pricing strategies:
CustomerCustomer-segment ProductProduct-form pricing Location pricing Time pricing
Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective
营销管理课件-科特勒(英文版)
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
Product
• A product is anything that can be offered to satisfy a need or a want
• What are some travel and tourism ―products‖ that you can list?
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
The Travel Industry
• The travel industry is the world‘s largest • One billion international travelers by 2010 • Over $1.5 trillion in receipts by 2010
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
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Direct marketing
Distribution channels
Target customers
12.09.2011
2
What is a product?
• Definition:
– Anything that can be offered to a market to satisfy a want or a need
Product mix decisions
• Product mix (product assortment):
– The set of all products and items that a particular seller offers for sale
• See table 12.1, page 369:
Pampers Charmin (1961) (1928) Luvs (1976) Puffs (1960) Banner (1982) Summit (1992)
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Cheer (1950)
Product-line decisions
• A group of products that are closely related • Product-line analysis:
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Product differentiation
Product
Form
Services
Ordering ease
Personnel
Competence
Channel
Coverage
Image
Symbols
Features Performance
Conformance
Delivery Installation
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Product classifications
1.
– – –
Durability and tangibility:
Nondurable goods Durable goods Services
2.
– – – –
Consumer goods:
Convenience goods Shopping goods Specialty goods Unsought goods
– Width (number of lines) – Length (number of items in the mix) – Depth (number of variants) – Consistency (correlation between lines)
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Table 12.1: Product-Mix Width and Product-Line Length for Proctor& Gamble Products
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The product – an important part of the marketing mix
Promotion Mix Sales promotion
T19
Offer Mix Products Company Services Prices
Advertising
– Downmarket stretch – Upmarket stretch – Two-way stretch
• Example – see next slide
• Line filling • Line modernization • Line featuring and pruning
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3.
– – –
Industrial goods:
Materials and parts Capital items Supplies and business services
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Consumer-Goods Classification
Convenience Products
Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods
– Sales and profits: Figure 12.3, page 370 – Market profile
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Product-line sales and 09.2011
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Product-line length
• Line stretching:
Two-Way Product-Line Stretch Marriott Hotels
Quality
Economy High Standard Good Superior
Marriott Marquis (Top executives) Marriott (Middle managers) Marriott Courtyard (Salespeople)
Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations
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Unsought Products
New innovations > Products consumers don’t want to think about. >Require much advertising & personal selling
Setting product strategy
Kotler chapter 12
• Agenda:
– The product – an important element of the marketing mix – What is a product? – How can companies build and manage products? – How to combine products to create strong cobrands or ingredient brands? – Packaging decisions
Price
Above average
Average
Fairfield Inn Low (Vacationers)
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Packaging
• Functions:
– Sales function – Shipping function
• Legal aspects
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New product development process
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Customer adoption process
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Shopping Products
Buy less frequently > Gather product information > Fewer purchase locations > Compare for: • Suitability & Quality • Price & Style
Specialty Products
Product-Mix Width
Detergents Ivory Snow (1930) PRODUCT Dreft -LINE (1933) LENGTH Tide (1946) Toothpaste Disposable Bar Soap Diapers Paper Tissue
Gleem (1952) Ivory (1879) Crest (1955) Kirk’s (1885) Lava (1893) Camay (1926)
Responsiveness
Maintenan-ce Communicati and repair on
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The Product Hierarchy
Item
Product type
Product line
Product class
Product family
Need family
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Customer training
Courtesy Credibility
Reliability
Expertise Performance
Media Atmosphere
Events
Durability
Reliability Style Design
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Customer consulting
• The company’s offer to the market (figure 12.1 page 358) • Product levels – figure 12-2, page 358
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Figure 12-1, page 358
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Figure 12.2: Five Product Levels