市场营销复习资料.docx
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市场营销复习资料.docx
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市场营销复习资料
Marketingistheprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturn
TheMarketingProcess
•Understandthemarketplaceandcustomerwantsandneeds
•Designacustomer-drivenmarketingstrategy
•Constructamarketingplanthatdeliverssuperiorvalue
•Buildprofitablerelationshipsandcreatecustomersatisfaction
•Capturevaluefromcustomerstocreateprofitandcustomerequity
Marketingmanagementistheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.
•Whatcustomerswillweserve?
•Howcanwebestservethesecustomers?
Marketsegmentation:
Dividingthemarketsintosegmentsofcustomers
Targetmarketing:
Whichsegmentstogoafter
Thevaluepropositionisthesetofbenefitsorvaluesacompanypromisestodelivertocustomerstosatisfytheirneeds
Themarketingmixisthesetoftools(fourPs)thefirmusestoimplementitsmarketingstrategy:
•Product
•Price
•Promotion
•Place
Themarketingconceptistheideathatachievingorganizationalgoalsdependsonknowingtheneedsandwantsofthetargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo.
Customerrelationshipmanagementistheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorvalueandsatisfaction.
Customerperceivedvalueisthedifferencebetweentotalcustomervalueandtotalcustomercost.
Customersatisfactionistheextenttowhichaproduct’sperceivedperformancematchesabuyer’sexpectations.
Thesupplychainisachannelthatstretchesfromrawmaterialstocomponentstofinalproductstofinalbuyers.
•Supplymanagement
•Strategicpartners
•Strategicalliances
Customerlifetimevalueisthevalueoftheentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronage.
Customerequityisthetotalcombinedcustomerlifetimevaluesofallofthecompany’scustomers
Strategicplanningistheprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.
Thebusinessportfolioisthecollectionofbusinessesandproductsthatmakeupthecompany
StepsinAnalyzingtheCurrentBusinessPortfolio
•Identifykeybusinessesmakingupthecompany
•AssesstheattractivenessofitsvariousSBUs
•DecidehowmuchsupporteachSBUdeserves
Astrategicbusinessunit(SBU)isaunitofthecompanythathasaseparatemissionandobjectivesthatcanbeplannedseparatelyfromothercompanybusinesses.
•Companydivision
•Productlinewithinadivision
•Singleproductorbrand
Growthsharematrixisaportfolioplanningmethodthatevaluatesacompany’sstrategicbusinessunitsintermsoftheirmarketgrowthrateandrelativeshare.
Strategicbusinessunitsareclassifiedas:
•Starsarehigh-growth,high-sharebusinessesorproductsrequiringheavyinvestmenttofinancerapidgrowth.Theywilleventuallyturnintocashcows.
•Cashcowsarelow-growth,high-sharebusinessesorproductsthatareestablishedandsuccessfulSBUsrequiringlessinvestmenttomaintainmarketshare.
•Questionmarksarelow-sharebusinessunitsinhigh-growthmarketsrequiringalotofcashtoholdtheirshare.
•Dogsarelow-growth,low-sharebusinessesandproductsthatmaygenerateenoughcashtomaintainthemselvesbutdonotpromisetobelargesourcesofcash.
ProblemswithMatrixApproaches
•DifficultyindefiningSBUsandmeasuringmarketshareandgrowth
•Timeconsuming
•Expensive
•Focusoncurrentbusinesses,notfutureplanning
Product/marketexpansiongridstrategies
•Marketpenetration
•Marketdevelopment
•Productdevelopment
•Diversification
Marketpenetrationisagrowthstrategyincreasingsalestocurrentmarketsegmentswithoutchangingtheproduct.
Diversificationisagrowthstrategythroughstartinguporacquiringbusinessesoutsidethecompany’scurrentproductsandmarkets.
Avaluechainisaseriesofdepartmentsthatcarryoutvalue-creatingactivitiestodesign,produce,market,deliver,andsupportafirm’sproducts.
Avaluedeliverynetworkismadeupofthecompany,suppliers,distributors,andultimatelycustomerswhopartnerwitheachothertoimproveperformanceoftheentiresystem.
Amarketingstrategyisthemarketinglogicbywhichthebusinessunithopestoachieveitsmarketingobjectives
Marketsegmentationisthedivisionofamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehaviorandwhomightrequireseparateproductsormarketingmixes.
Amarketsegmentisagroupofconsumerswhorespondinasimilarwaytoagivensetofmarketingefforts.
Targetmarketingistheprocessofevaluatingeachmarketsegment’sattractivenessandselectingoneormoresegmentstoenter.
Marketpositioningisthearrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsofthetargetconsumer.
Themarketingmixisthesetofcontrollabletacticalmarketingtools—product,price,place,andpromotion—thatthefirmblendstoproducetheresponseitwantsinthetargetmarket.
•Productisthegoodsandservicesincombinationthatthecompanyofferstothetargetmarket.
•Priceistheamountofmoneycustomershavetopaytoobtaintheproduct.
•Placeisthecompanyactivitiesthatmaketheproductavailabletotargetcustomers.
•Promotionistheactivitiesthatcommunicatethemeritsoftheproductandpersuadetargetcustomerstobuyit.
Marketinganalysisisthecompleteanalysisofthecompany’ssituationinaSWOTanalysisthatevaluatesthecompany’s:
•Strengthsincludeinternalcapabilities,resources,andpositivesituationalfactorsthatmayhelptoservecompanycustomersandachievecompanyobjectives.
•Weaknessesincludeinternallimitationsandnegativesituationalfactorsthatmayinterferewithcompanyperformance.
•Opportunitiesarefavorablefactorsortrendsintheexternalenvironmentthatthecompanymaybeabletoexploittoitsadvantage.
•Threatsareunfavorablefactorsortrendsthatmaypresentchallengestoperformance.
MarketPlanning
•Planningisthedevelopmentofstrategicandmarketingplanstoachievecompanyobjectives.
•Marketingstrategyconsistsofthespecificstrategiesfortargetmarkets,positioning,themarketingmix,andmarketingexpenditurelevels.
Sectionsofamarketingplaninclude:
•Executivesummary
•Currentmarketingsituation
•Threatsandopportunities
•Objectiveandissues
•Actionprograms
•Budgets
•Controls
Amarketingauditisacomprehensive,systematic,independent,andperiodicexaminationofacompany’senvironment,objectives,strategies,andactivitiestodetermineproblemareasandopportunities
Returnonmarketinginvestment(ROI)isthenetreturnfromamarketinginvestmentdividedbythecostsofthemarketinginvestment.(MarketingROIprovidesameasurementoftheprofitsgeneratedbyinvestmentsinmarketingactivities.)
Customer-CenteredMeasures
•Customeracquisition
•Customerretention
•Customerlifetimevalue
Themarketingenvironmentincludestheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithcustomers.
Themicroenvironmentconsistsoftheactorsclosetothecompanythataffectitsabilitytoserveitscustomers,thecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublics.
Themacroenvironmentconsistsofthelargersocietalforcesthataffectthemicroenvironment.
•Demographic
•Economic
•Natural
•Technological
•Political
•Cultural
Resellersarethedistributionchannelfirmsthathelpthecompanyfindcustomersormakesalestothem.Theseinclude:
•Wholesalers
•Retailers
Customermarketsconsistofindividualsandhouseholdsthatbuygoodsandservicesforpersonalconsumption.
Businessmarketsbuygoodsandservicesforfurtherprocessingorforuseintheirproductionprocess.
Demographyisthestudyofhumanpopulationsintermsofsize,density,location,age,gender,race,occupation,andotherstatistics.
Economicenvironmentconsistsoffactorsthataffectconsumerpurchasingpowerandspendingpatterns.
.Subsistenceeconomiesconsumemostoftheirownagricultureandindustrialoutput.
.Industrialeconomiesarerichermarkets.
Theculturalenvironmentconsistsofinstitutionsandotherforcesthataffectasociety’sbasicvalues,perceptions,andbehaviors
Amarketinginformationsystem(MIS)consistsofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.
•Assesstheinformationneeds
•Developneededinformation
•Analyzeinformation
•Distributeinformation
Marketingintelligenceisthesystematiccollectionandanalysisofpubliclyavailableinformationaboutcompetitorsanddevelopmentsinthemarketplace.
Marketingresearchisthesystematicdesign,collection,analysis,andreportingofdatarelevanttoaspecificmarketingsituationfacinganorganization.
1.Definingtheproblemandresearchobjectives
2.Developingtheresearchplan
3.Implementingtheplan
4.Interpretingandreportingthefindings
Theresearchplanisawrittenproposalthatincludes:
Managementproblem,Researchobjectives,Informationneeded,Howtheresultswillhelpmanagementdecisions,Budget
Surveyresearchisthemostwidelyusedmethodandisbestfordescriptiveinformation—knowledge,attitudes,preferences,andbuyingbehavior
Asampleisasegmentofthepopulationselectedformarketingresearchtorepresentthepopulationasawhole.
•Whoistobesurveyed?
•Howmanypeop
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