marketing_mix市場營銷組合.ppt

MarketingMix TheMarketingProcess MarketingStrategy Atypeofmarketing orattemptingtosellthroughpersuasion ofaproducttoawideaudience Isolatingbroadsegmentsthatmakeupamarketandadaptingthemarketingtomatchtheneedsofoneormoresegments Nosegmentation Completesegmentation Focusingonsubsegmentsornicheswithdistinctivetraitsthatmayseekaspecialcombinationofbenefits Thepracticeoftailoringproductsandmarketingprogramstosuitthetastesofspecificindividualsandlocations MarketingMix Incarryingoutthemarketingfunctions thefirmneedstohaveamarketingprogramorstrategy Thisisknownasthemarketingmix thewordscreatedbyNeiiBordenin1953 TargetMarket MarketingMix MarketingMix MarketingMix MarketingMix Developmentofmarketingmix 1 4P s2 6P s3 4C s4 7P s MarketingMix AccordingtoE J McCarthy sBasicMarketingin1960 marketingmixcontainsthefollowingmajorelements 主要因素 a product b price c place d promotion MarketingMix AccordingtoPhilipKotler sMegamarketingin1986 marketingmixcontains6p s a product b price c place d promotion e power f publicrelations MarketingMix Withthedevelopmentofcybermarketing onlinemarketing PhilipKotlerintheearlyof1990 spointedout4C swhichisthenewtheoryonmarketingmix a consumer consumer swantsandneeds b cost costtosatisfywantsandneeds c convenience conveniencetobuy d communication communicationwithconsumers MarketingMix Toreflectserviceproductsandtheserviceelementsofphysicalgoods thetraditionalmarketingmixhasnowbeenextendedto7P s BoomsandBitner productpricepromotionplacement ordistribution people theuseofappropriatestaffandpeople physicalevidence customers perceptionsbasedontheirsightoftheserviceprovision process thesystemsusedtoassisttheorganizationindeliveringtheservice 服務營銷組合 7Ps MarketingMix Product Theterm product referstotangible physicalproductsaswellasservices Product Theproductconsistsoftheitemandaccessoriesthatthecompanyofferstotheconsumer Thisdecisionismadeduringproductplanning Productplanninginvolves identifyingthebuyer sneeds workingupapreliminarydesignofthemerchandise checkingtoseethattheproductdesignmeetstheexpectationsofbuyers settingontheproduct sfinalspecifications 最終規(guī)格 selectingthebrandnamefortheproduct determiningthetypeofpackagingtobeused anddecidingwhatservicestoofferwiththemarket 標簽策略 ProductDecisions ProductAttributes Productattributesinclude productquality theabilityofaproducttoperformitsfunctions Durability 耐久性Reliability 可靠性Precision 精確度easeofoperationandrepair 操作 維修的方便程度othervaluedattributes 其他有價值的屬性productfeatures areacompetitivetoolfordifferentiatingthecompany sproductfromcompetitors products productstyle describestheappearanceofaproduct productdesign contributestoaproduct susefulnessaswellastoitslooks Branding Namethebrandsandcompanies Branding Fourcriteriaforpickingagoodbrandname Branding Branding Customer basedbrandequitypyramid Branding 品牌化決策 品牌使用者決策 品牌戰(zhàn)略決策 BrandSponsor Amanufacturerhasfoursponsorshipoptions Theproductmaybelaunchedasamanufacturer sbrand ornationalbrand Orthemanufacturermayselltoresellerswhogiveitaprivatebrand storebrandordistributorbrand Althoughmostmanufacturerscreatetheirownbrandnames othersmarketlicensedbrands Finally twocompaniescanjoinforcesandco brandaproduct Privatebrand abrandcreatedandownedbyaresellerofaproductorservice Co brand thepracticeofusingtheestablishedbrandnamesoftwodifferentcompaniesonthesameproduct 制造商品牌 私人品牌 復合品牌 許可品牌 Corporatebrandlicensing Coca Colapartnerswithsome320licenseestoproducemorethan10 000productsin57countries ProductsrangefromfashionappareltoholidaydecorationsandevenaCoca ColaBabiedoll licensing 比如 一汽大眾 上海通用 松下 小天鵝 等等 使用這種策略最成功的例子是英特爾 Intel 公司 英特爾公司是世界最大的計算機芯片制造商 它與世界主要計算機廠家都開展合作 1991年 英特爾公司推出了奔騰系列芯片 并隨之制定了耗資巨大的促銷計劃 擬每年花1億美元 鼓勵計算機的制造商在其產(chǎn)品上使用 IntelInside 的標識 對參與這一計劃的計算機制造商購買上也注有 IntelInside 的話 則給予5 的折扣 1992年 英特爾公司的銷售額比上年增加63 Intel 的標識也隨著計算機產(chǎn)品更廣泛圍的讓人們認知 由于芯片是計算機的核心板 而英特爾一直是優(yōu)良芯片的供應商 因此 消費者心目中形成了一種印象 計算機就應該使用英特爾公司的芯片 計算機就應該加上 IntelInside 的標識 如今 眾多的計算機品牌如IBMDell HP 聯(lián)想 方正 均把 IntelInside 標識加在其產(chǎn)品上 Intel的品牌名聲也越來越大 BrandStrategy Acompanyhasfourchoiceswhenitcomestobrandstrategy Itcanintroducelineextensions existingbrandnamesextendedtonewforms sizes andflavorsofanexistingproductcategory brandextensions existingbrandnamesextendedtonewproductcategories multibrands newbrandnamesintroducedinthesameproductcategory ornewbrands newbrandnamesinnewproductcategories 產(chǎn)品線延伸 品牌延伸 多品牌 新品牌 Lineextension isusinganexistingbrandnameorimageandextendingittonewproducts Brandextensions Asuccessfulbrandcanbeusedasaplatformtolaunchrelatedproducts Multibrands Companiesoftenintroduceadditionalbrandsinthesamecategory P G Newbrands Acompanymaycreateanewbrandnamewhenitentersanewproductcategoryforwhichnoneofthecompany scurrentbrandnamesareappropriate 提起美國的菲利浦 莫里斯公司 人們立即就會聯(lián)想到香煙 大名鼎鼎的 萬寶路 牌香煙就是這家公司的拳頭產(chǎn)品 然而 要是有人問你 卡夫 酸奶和奇妙醬 果珍 飲品 麥斯維爾 咖啡以及 米勒 啤酒是哪家公司生產(chǎn)的 許多中國人也許都會發(fā)愣 其實發(fā)愣的不僅僅是中國人 連美國的消費者都是要么發(fā)愣 要么認為是美國通用食品公司的產(chǎn)品 其實 這些產(chǎn)品全部出自美國煙草大王菲利浦 莫里斯公司 品牌經(jīng)營策略 創(chuàng)品牌建立特定形象傳品牌延續(xù)傳統(tǒng)優(yōu)勢改品牌突出產(chǎn)品差異借品牌迅速打開市場 Packaging Packaginginvolvesdesigningandproducingthecontainerorwrapperforaproduct ItmayincludePrimaryContainer 首要包裝 SecondaryPackage 次要包裝 thatisthrownawaywhentheproductisabouttobeused ShippingPackage 儲運包裝 necessarytostore identify andshiptheproduct Packaging PrimaryContainer SecondaryPackage AlteringpackageofGreenGiant Labeling Thelabelmightidentifytheproductorbrand describeseveralthingsabouttheproduct whomadeit whereitwasmade whenitwasmade itscontents howitistobeused andhowtouseitsafely promotetheproductthroughattactivegraphics labeling NatureandCharacteristicsofaService Product creditafter saleservicebrandpackagingfreeProducttransportationqualitystyleinstallationwarranty CoreProduct AccessoryProduct FormProduct 產(chǎn)品效用 質量 品牌 包裝 式樣 運送 安裝 信用 維修 保證 核心產(chǎn)品 形態(tài)產(chǎn)品 附加利益產(chǎn)品 TypesofConsumerProducts Convenienceproducts 便利品 Productboughtbyfinalconsumerforpersonalconsumption Shoppingproducts 選購品 Consumergoodthatthecustomer intheprocessofselectionandpurchase characteristicallycomparesonsuchbasesassuitability quality priceandstyles Specialtyproducts 特制品 Consumerproductwithuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffort Unsoughtproducts 非尋求品 Consumerproductthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying Stagesinthenew productprocess Stagesinthenew productprocess Thecross functionalnew productteam Stagesinthenew productprocess Stagesinthenew productprocess Stagesinthenew productprocess Marketinginformation methodsusedinthenew productprocess Product sLifeCycle PLC 產(chǎn)品生命周期曲線 introduction salecurve profitcurve growth maturity decline salesandprofits development Product sLifeCycle PLC MarketingMix Price Price Thepricechargedfortheproductmustbehighenoughtogivethecompanyaprofit butlowenoughtoenticetheconsumertobuy Insettingonafairprice firmswill 1 evaluatetheirowncosts 2 currentpricinglaws 3 whatthecompetitionisdoing and 4 thetypesofdiscountsandtermsofsalesthatarecustomaryintheindustry performmarketinganalysis segmentation targeting andpositioning definetheproduct distribution andpromotionaltactics understandhowquantitydemandedvarieswithprice includefixedandvariablecostsassociatedwiththeproduct evaluatelikelycompetitoractions understandlegalconstraints etc profitmaximization revenuemaximization usinginformationcollectedintheabovesteps selectapricingmethod developthepricingstructure anddefinediscounts PricingDecisionProcess PricingDecisions Pricingdecisions Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing Factorsaffectingpricing PricingApproaches PricingApproaches Cost basedpricing addingastandardmarkuptothecostoftheproduct PricingApproaches Cost pluspricing Break evenanalysistargetprofitpricing PricingApproaches 在銷量既定的條件下 企業(yè)產(chǎn)品的價格必須達到一定的水平才能做到盈虧平衡 收支相抵 既定的銷量就稱為盈虧平衡點 銷售收入線與總成本線的交點 以盈虧平衡點的界限 當銷售收入高于盈虧平衡點時企業(yè)盈利 反之 企業(yè)就虧損 這種制定價格的方法就稱為盈虧平衡定價法 科學地預測銷量和已知固定成本 變動成本是盈虧平衡定價的前提 PricingApproaches Value basedpricing settingpricebasedonbuyers perceptionsofvalueratherthanonthesellers cost PricingApproaches Competition basedpricing settingpricesbasedonthepricesthatcompetitorschargeforsimilarproducts NewProductPricingStrategies Marketing skimmingpricing settingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromthesegmentswillingtopaythehighprice thecompanymakesfewerbutmoreprofitablesales earlieradopters NewProductPricingStrategies Market penetrationpricing settingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare ProductMixPricingStrategies Productlinepricing wherethereisarangeofproductorservicesthepricingreflectthebenefitsofpartsoftherange Forexamplecarwashes Basicwashcouldbe 2 washandwax 4 andthewholepackage 6 Optionalproductpricing companieswillattempttoincreasetheamountcustomerspendoncetheystarttobuy Optional extras increasetheoverallpriceoftheproductorservice Forexampleairlineswillchargeforoptionalextrassuchasguaranteeingawindowseatorreservingarowofseatsnexttoeachother Captive productpricing settingthemainproductlowpriceandhighpriceforrelated product Productbundlepricing heresellerscombineseveralproductsinthesamepackage Thisalsoservestomoveoldstock VideosandCDsareoftensoldusingthebundleapproach By productpricing pricinglowvalueby productstogetridofthem PriceAdjustmentStrategies Discountandallowancepricing reducingpricestorewardcustomerresponseslikepayingearly Segmentedpricing adjustingpricestoallowfordifferencesincustomersorlocations Psychologicalpricing consideringthepsychologyofpricesandnotsimplytheeconomics PriceAdjustmentStrategies Promotionalpricing pricingtopromoteaproductisaverycommonapplication TherearemanyexamplesofpromotionalpricingincludingapproachessuchasBOGOF BuyOneGetOneFree Geographicalpricing isevidentwheretherearevariationsinpriceindifferentpartsoftheworld Forexamplerarityvalue orwhereshippingcostsincreaseprice Internationalpricing adjustingpricesforinternationalmarkets 定價技巧 1 撇脂定價法新產(chǎn)品以高價進入市場 以迅速回收投資 建立高檔形象 2 滲透定價法新產(chǎn)品以低價進入市場 以迅速擴大市場 避免競爭 3 誘餌定價法主體產(chǎn)品定低價 吸引購買 關聯(lián)產(chǎn)品定高價 彌補利潤 4 心理定價法聲望定價 錯覺定價 整體定價 吉祥定價 RespondingtoPriceChanges MarketingMix Place Consumersareaccustomedtolookingforgoodsinaparticularplace Businessneedstohaveitsgoodsavailableintheplacesconsumerstendtofrequent Thisrequiresmovingthemerchandisefromwhereitisproducedtowhereitisdesired Suchmovemententails transportation channelsofdistribution storageThemanufactureneedstohaveastrategyfortakingcareofallthesematters Someusemiddlemensuchaswholesalerstomovetheirmerchandisetotheconsumer Othersgodirectlytothefinalbuyersthemselves Inanycase thegoodsmusteventuallybemovedtotherightplaceforpurchase MarketingMix Promotion Thepurposeofpromotionistostimulatedemandforthecompany sproducts Commonpromotionaltechniquesinclude advertising packaging branding personalselling salesmanuals enlistingofdealercooperationindisplayinggoodsatthepointofpurchase andcoupons 贈券 andpremiums 獎賞 Afirmmaynotuseallofthesepromotionaltechniquestomoveaproduct butmanywillrelyontwoorthreeofthembecauseonealonecannotusuallydothejob Promotion CaseStudy Aproduct slifecycle PLC canbedividedintoseveralstagescharacterizedbytherevenuegeneratedbytheproduct Ifacurveisdrawnshowingproductrevenueovertime itmaytakeoneofmanydifferentshapes anexampleofwhichisshownbelow CaseStudy Aproduct slifecycle PLC 產(chǎn)品生命周期各階段基本策略 導入期 突出一個 快 字 成長期 強調一個 好 字 成熟期 抓住一個 優(yōu) 字 衰退期 明確一個 轉 字 CaseStudy Firststage developmentProductdevelopmentistheincubationstageoftheproductlifecycle Therearenosalesandthefirmpreparestointroducetheproduct Astheproductprogressesthroughitslifecycle changesinthemarketingmixusuallyarerequiredinordertoadjusttotheevolvingchallengesandopportunities CaseStudy Secondstage introductionTheprimarygoalistoestablishamarketandbuildprimarydemandfortheproductclass CaseStudy Themarketingmixmayasfollowing Product oneorfewproducts relativelyundifferentiatedPrice Generallyhigh assumingaskimpricingstrategyforahighprofitmarginastheearlyadoptersbuytheproductandthefirmseekstorecoupdevelopmentcostsquickly Insomecasesapenetrationpricingstrategyisusedandintroductorypricesaresetlowtogainmarketsharerapidly CaseStudy Place Placeisselectiveandscatteredasthefirmcommencesimplementationofthedistributionplan Promotion Promotionisaimedatbuildingbrandawareness Samplesortrialincentivesmaybedirectedtowardearlyadopters Theintroductorypromotionalsoisintendedtoconvincepotentialresellerstocarrytheproduct CaseStudy Thirdstage growthThegoalistogainconsumerpreferenceandincreasesales CaseStudy Themarketingmixmaybemodifiedasfollows Product Newproductfeaturesandpackagingoptions improvementofproductquality Price Maintainedatahighlevelifdemandishigh orreducedtocaptureadditionalcustomers Distribution Distributionbecomesmoreintensive Tradediscountsareminimalifresellersshowastronginterestintheproduct Promotion Incre