菲利普科特勒“市场营销”讲义02英文
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~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.
• Assess each SBU:
The BCG growthshare matrix classifies SBUs into one of four categories using the:
Market
growth rate SBU’s relative market share within the market.
2- 7
Strategic Planning
• Business portfolio: “the collection of businesses and products that make up the company.” • Designing the business portfolio is a key element of the strategic planning process.
2- 10
Strategic Planning
Portfolio Design
• Step 1: Analyze the current business portfolio • Step 2: Shape the future business portfolio
• Determine the future role of each SBU and choose the appropriate resource allocation strategy:
2- 9
Strategic Planning
BCG Growth-Share Matrix
High Market Growth
Low Market Growth
Stars
Question Marks Dogs
Cash Cows
The BCG growthshare matrix classifies SBUs into one of four categories using the:
Market
growth rate SBU’s relative market share within the market.
2- 7
Strategic Planning
• Business portfolio: “the collection of businesses and products that make up the company.” • Designing the business portfolio is a key element of the strategic planning process.
2- 10
Strategic Planning
Portfolio Design
• Step 1: Analyze the current business portfolio • Step 2: Shape the future business portfolio
• Determine the future role of each SBU and choose the appropriate resource allocation strategy:
2- 9
Strategic Planning
BCG Growth-Share Matrix
High Market Growth
Low Market Growth
Stars
Question Marks Dogs
Cash Cows
科特勒市场营销讲义英文版课件
Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting
科特勒市场营销讲义
models & data Acknowledges the cost & value of
information Maintains “healthy” skepticism Is ethical
©2000 Prentice Hall
©2000 Prentice Hall
Demand
Company Demand
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
©2000 Prentice Hall
©2000 Prentice Hall
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
©2000 Prentice Hall
Satisfied Customers:
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
©2000 Prentice Hall
Macroenvironmental Forces
information Maintains “healthy” skepticism Is ethical
©2000 Prentice Hall
©2000 Prentice Hall
Demand
Company Demand
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
©2000 Prentice Hall
©2000 Prentice Hall
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
©2000 Prentice Hall
Satisfied Customers:
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
©2000 Prentice Hall
Macroenvironmental Forces
菲利普科特勒-市场营销英文版ManagingProduct解析
all
Product Mix
Width - number of different product lines
Length - total number of items within the lines Depth - number of versions of each product
©2000 Prentice Hall
Brand Strategies
Product Category Existing Existing Brand Name Line Extension New Brand Extension
New
Multibrands
New Brands
©2000 Prentice Hall
Good Brand Names:
Distinctive
Lack Poor Foreign Language Meanings
Suggest Product Qualities
Suggest Product Benefits
Easy to: Pronounce Recognize Remember
Product Mix all the product lines offered
©2000 Prentice Hall
Product-Line Length
Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning
Convenience Products Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods Specialty Products Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations
Product Mix
Width - number of different product lines
Length - total number of items within the lines Depth - number of versions of each product
©2000 Prentice Hall
Brand Strategies
Product Category Existing Existing Brand Name Line Extension New Brand Extension
New
Multibrands
New Brands
©2000 Prentice Hall
Good Brand Names:
Distinctive
Lack Poor Foreign Language Meanings
Suggest Product Qualities
Suggest Product Benefits
Easy to: Pronounce Recognize Remember
Product Mix all the product lines offered
©2000 Prentice Hall
Product-Line Length
Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning
Convenience Products Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods Specialty Products Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations
市场营销英文版科特勒PPT课件
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 7
Assessing Marketing Information Needs
Characteristics of a Good MIS
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 13
Consider a local business near campus. . .
How would they conduct exploratory research?
WhatDmeigvhtetlhoeypwinangt tMo fiandrkoeuttiinndgesIcnripftoivremresaetairochn?
What relationships might they explore in causal research?
Marketing Research Defining the Problem and Research Objectives
Internal Data
Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
• Cookies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
02市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler02_exs
2- 5
Strategic Planning
• Mission statements should . . .
serve as a guide for what the organization wants to accomplish. be “market-oriented” rather than “product-oriented”. be neither too narrow, nor too broad. fit with the market environment. be motivating.
2- 9
Strategic Planning
BCG Growth-Share Matrix
High Market Growth
Low Market Growth
Stars
Question Marks Dogs
Cash Cows
High Relative Market Share
Low Relative Market Share
Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 2
Objectives
• Understand company-wide strategic planning and its four steps. • Learn how to design business portfolios and develop strategies for growth and downsizing. • Understand marketing’s role in strategic planning and how marketers partner with others.
Strategic Planning
• Mission statements should . . .
serve as a guide for what the organization wants to accomplish. be “market-oriented” rather than “product-oriented”. be neither too narrow, nor too broad. fit with the market environment. be motivating.
2- 9
Strategic Planning
BCG Growth-Share Matrix
High Market Growth
Low Market Growth
Stars
Question Marks Dogs
Cash Cows
High Relative Market Share
Low Relative Market Share
Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 2
Objectives
• Understand company-wide strategic planning and its four steps. • Learn how to design business portfolios and develop strategies for growth and downsizing. • Understand marketing’s role in strategic planning and how marketers partner with others.
kotler的市场营销教程精要(中英文对照)
1.2.1.1.1.7. Occupation 职业 1.2.1.1.2. Change of demographic environment 人口环境的变化 1.2.1.1.2.1. Changing age structures 年龄结构变化 1.2.1.1.2.1.1. Types of age structure 年龄结构的类型 1.2.1.1.2.1.1.1. Gl generation 1.2.1.1.2.1.1.2. Depression 1.2.1.1.2.1.1.3. War babies 1.2.1.1.2.1.1.4. The baby boomers (1946-1964) 生育高峰一代 1.2.1.1.2.1.1.5. Generation X (1965-1976) X 一代 1.2.1.1.2.1.1.6. Generation Y (1977-1994) Y 一代 1.2.1.1.2.1.1.7. Millennials 1.2.1.1.2.1.2. Influence of age structure on marketing 年龄结构对营销的影响 1.2.1.1.2.1.2.1. Generation marketing 世代营销 1.2.1.1.2.2. Changing family structures 家庭结构变化 1.2.1.1.2.3. Graphic population shifts 地理人口变迁 1.2.1.1.2.4. Educational characteristics 教育特征 1.2.1.1.2.4.1. Better-educated population 教育程度更高的人口 1.2.1.1.2.4.2. More white-collar population 白领更多的人口 1.2.1.1.2.5. Population diversity 人口多元化
市场营销英文版科特勒
information for customer
市场营销英文版科特勒
Assessing Marketing Information Needs
MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
Chapter Four
Managing Marketing Information to Gain Customer Insights
市场营销英文版科特勒
Learning Objectives
Topic Outline
Marketing Information and Customer Insights
Consumer reports from research institutes Nilsen, Comscore, public bodies,
Newspapers, competitors activities, Suppliers.
市场营销英文版科特勒
Developing Marketing Information
Cookies Companies database Client footprint (relationship with the brand) Demographics data, psycographic, satisfaction measuares
市场营销英文版科特勒
Developing Marketing Information
Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing
市场营销英文版科特勒
Assessing Marketing Information Needs
MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
Chapter Four
Managing Marketing Information to Gain Customer Insights
市场营销英文版科特勒
Learning Objectives
Topic Outline
Marketing Information and Customer Insights
Consumer reports from research institutes Nilsen, Comscore, public bodies,
Newspapers, competitors activities, Suppliers.
市场营销英文版科特勒
Developing Marketing Information
Cookies Companies database Client footprint (relationship with the brand) Demographics data, psycographic, satisfaction measuares
市场营销英文版科特勒
Developing Marketing Information
Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing
市场营销讲义英文
Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Skills
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Customers
C1
C2
C3
P r
P1
+
+
+
Highly profitable product
o d
P2
+
u c
P3
-
t
s
P4
+
Profitable
product
-
Losing product
-
Mixed-bag product
High profit customer
Mixed-bag customer
Issues in the Technological Environment
Varying R & D Budgets
Increased Regulation
市场营销原理课件(英文版)菲利普·科特勒
13 - 19
Marketing Logistics and Supply Chain Management
Channel Members Are Connected Via A Variety of Flows
• Physical Flow • Information Flow
• Payment Flow
• Promotion Flow
• Flow of Ownership
13 - 9
Channel Behavior and Organization
13 - 6
Nature & Importance of Marketing Channels
Key Functions Performed by Channel Members
• Information • Negotiation
• Promotion
• Contact • Matching
• Physical Distribution
Exclusive territorial agreements Tying agreements
13 - 18
Marketing Logistics and Supply Chain Management
• Marketing Logistics
Outbound distribution Inbound distribution Reverse distribution Involves the entire supply chain management system
Administered VMS管理型
13 - 11
Channel Behavior and Organization