第四讲市场营销.docx
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第四讲市场营销.docx
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第四讲市场营销
Marketing
Marketingisaboutcommunicatingthevalueofaproduct,serviceorbrandtocustomersorconsumersforthepurposeofpromotingorsellingthatproduct,service,orbrand.Theoldest–andperhapssimplestandmostnaturalformofmarketing–is'wordofmouth'(WOM)marketing,inwhichconsumersconveytheirexperiencesofaproduct,serviceorbrandintheirday-to-daycommunicationswithothers.Thesecommunicationscanofcoursebeeitherpositiveornegative.
Infor-profitenterprisethemainpurposeofmarketingistoincreaseproductsalesandthereforetheprofitsofthecompany.Inthecaseofnonprofitmarketing,theaimistoincreasethetake-upoftheorganization'sservicesbyitsconsumersorclients.Governmentsoftenemploysocialmarketingtocommunicatemessageswithasocialpurpose,suchasapublichealthorsafetymessage,tocitizens.Infor-profitenterprisemarketingoftenactsasasupportforthesalesteambypropagatingthemessageandinformationtothedesiredtargetaudience.
Marketingtechniquesincludechoosingtargetmarketsthroughmarketanalysisandmarketsegmentation,aswellasunderstandingconsumerbehaviorandadvertisingaproduct'svaluetothecustomer.
Fromasocietalpointofview,marketingprovidesthelinkbetweenasociety'smaterialrequirementsanditseconomicpatternsofresponse.
Marketingsatisfiestheseneedsandwantsthroughthedevelopmentofexchangeprocessesandthebuildingoflong-termrelationships.
Marketingcanbeconsideredamarriageofartandappliedscience(suchasbehaviouralsciences)andmakesuseofinformationtechnology.
Marketingisappliedinenterpriseandorganisationsviamarketingmanagementtechniques.
Marketingmix
ThemarketingmixwasproposedbyprofessorE.JeromeMcCarthyinthe1960s.Itconsistsoffourbasicelementscalledthe"fourP's".ProductisthefirstPrepresentingtheactualproduct.Pricerepresentstheprocessofdeterminingthevalueofaproduct.Placerepresentsthevariablesofgettingtheproducttotheconsumersuchasdistributionchannels,marketcoverageandmovementorganization.ThelastPstandsforPromotionwhichistheprocessofreachingthetargetmarketandconvincingthemtobuytheproduct.ThefourPsdeterminehowmarketingsatisfiesconsumerneeds.Theyareconsideredcontrollablemarketingmixfactors,meaningthattheycanchangeorbealteredasneeded.Habits,lifestyle,anddietareallconsideredtobecontrollableriskfactors.
Inthe1990s,theconceptoffourC'swasintroducedasamorecustomer-drivenreplacementoffourP's.
Customerorientation
Constructivecriticismhelpsmarketersadaptofferingstomeetchangingcustomerneeds.
Afirminthemarketeconomysurvivesbyproducinggoodsandservicesthatpersonsarewillingandabletobuy.Consequently,ascertainingconsumerdemandisvitalforafirm'sfutureviabilityandevenexistenceasagoingconcern.Manycompaniestodayhaveacustomerfocus(ormarketorientation).Thisimpliesthatthecompanyfocusesitsactivitiesandproductsonconsumerdemands.Generally,therearethreewaysofdoingthis:
thecustomer-drivenapproach,themarketchangeidentificationapproachandtheproductinnovationapproach.
Intheconsumer-drivenapproach,consumerwantsarethedriversofallstrategicmarketingdecisions.Nostrategyispursueduntilitpassesthetestofconsumerresearch.Everyaspectofamarketoffering,includingthenatureoftheproductitself,isdrivenbytheneedsofpotentialconsumers.Thestartingpointisalwaystheconsumer.TherationaleforthisapproachisthatthereisnoreasontospendR&D(researchanddevelopment)fundsdevelopingproductsthatpeoplewillnotbuy.Historyatteststomanyproductsthatwerecommercialfailuresinspiteofbeingtechnologicalbreakthroughs.
Aformalapproachtothiscustomer-focusedmarketingisknownasSIVA(Solution,Information,Value,Access).ThissystemisbasicallythefourPsrenamedandrewordedtoprovideacustomerfocus.TheSIVAModelprovidesademand/customer-centricalternativetothewell-known4Pssupplysidemodel(product,price,placement,promotion)ofmarketingmanagement.
Product
→
Solution
Promotion
→
Information
Price
→
Value
Place(Distribution)
→
Access
Ifanyofthe4Pswereproblematicorwerenotinthemarketingfactorofthebusiness,thebusinesscouldbeintroubleandsoothercompaniesmayappearinthesurroundingsofthecompany,sotheconsumerdemandonitsproductswilldecrease.However,inrecentyearsservicemarketinghaswidenedthedomainstobeconsidered,contributingtothe7P'sofmarketingintotal.Theother3P'sofservicemarketingare:
process,physicalenvironmentandpeople.
Organizationalorientation
Inthissense,afirm'smarketingdepartmentisoftenseenasofprimeimportancewithinthefunctionallevelofanorganization.Informationfromanorganization'smarketingdepartmentwouldbeusedtoguidetheactionsofotherdepartmentswithinthefirm.Asanexample,amarketingdepartmentcouldascertain(viamarketingresearch)thatconsumersdesiredanewtypeofproduct,oranewusageforanexistingproduct.Withthisinmind,themarketingdepartmentwouldinformtheR&D(researchanddevelopment)departmenttocreateaprototypeofaproductorservicebasedontheconsumers'newdesires.
Theproductiondepartmentwouldthenstarttomanufacturetheproduct,whilethemarketingdepartmentwouldfocusonthepromotion,distribution,pricing,etc.oftheproduct.Additionally,afirm'sfinancedepartmentswouldbeconsulted,withrespecttosecuringappropriatefundingforthedevelopment,productionandpromotionoftheproducts.Inter-departmentalconflictsmayoccur,shouldafirmadheretothemarketingorientation.Productionmayopposetheinstallation,supportandservicingofnewcapitalstock,whichmaybeneededtomanufactureanewproduct.Financemayopposetherequiredcapitalexpenditure,sinceitcouldundermineahealthycashflowfortheorganization.
Herdbehavior
Herdbehaviorinmarketingisusedtoexplainthedependenciesofcustomers'mutualbehavior.TheEconomistreportedarecentconferenceinRomeonthesubjectofthesimulationofadaptivehumanbehavior.Itsharedmechanismstoincreaseimpulsebuyingandgetpeople"tobuymorebyplayingontheherdinstinct."Thebasicideaisthatpeoplewillbuymoreofproductsthatareseentobepopular,andseveralfeedbackmechanismstogetproductpopularityinformationtoconsumersarementioned,includingsmartcardtechnologyandtheuseofRadioFrequencyIdentificationTagtechnology.A"swarm-moves"modelwasintroducedbyaFloridaInstituteofTechnologyresearcher,whichisappealingtosupermarketsbecauseitcan"increasesaleswithouttheneedtogivepeoplediscounts."Otherrecentstudiesonthe"powerofsocialinfluence"includean"artificialmusicmarketinwhichsome19,000allegationsdownloadedpreviouslyunknownsongs"(ColumbiaUniversity,NewYork);aJapanesechainofconveniencestoreswhichordersitsproductsbasedon"salesdatafromdepartmentstoresandresearchcompanies;"aMassachusettscompanyexploitingknowledgeofsocialnetworkingtoimprovesales;andonlineretailerssuchasAwhoareincreasinglyinformingcustomersaboutwhichproductsarepopularwithlike-mindedcustomers.
Marketingresearch
Marketingresearchinvolvesconductingresearchtosupportmarketingactivities,andthestatisticalinterpretationofdataintoinformation.Thisinformationisthenusedbymanagerstoplanmarketingactivities,gaugethenatureofafirm'smarketingenvironmentandattaininformationfromsuppliers.Marketingresearchersusestatisticalmethodssuchasquantitativeresearch,qualitativeresearch,hypothesistests,Chi-squaredtests,linearregression,correlations,frequencydistributions,poissondistributions,binomialdistributions,etc.tointerprettheirfindingsandconvertdataintoinformation.Themarketingresearchprocessspansanumberofstages,includingthedefinitionofaproblem,developmentofaresearchplan,collectionandinterpretationofdataanddisseminatinginformationformallyintheformofareport.Thetaskofmarketingresearchistoprovidemanagementwithrelevant,accurate,reliable,valid,andcurrentinformation.
Adistinctionshouldbemadebetweenmarketingresearchandmarketresearch.Marketresearchpertainstoresearchinagivenmarket.Asanexample,afirmmayconductresearchinatargetmarket,afterselectingasuitablemarketsegment.Incontrast,marketingresearchrelatestoallresearchconductedwithinmarketing.Thus,marketresearchisasubsetofmarketingresearch.
Marketsegmentation
Marketsegmentationpertainstothedivisionofamarketofconsumersintopersonswithsimilarneedsandwants.Forinstance,Kellogg'scereals,Frostiesaremarketedtochildren.CrunchyNutCornflakesaremarketedtoadults.Bothgoodsdenotetwoproductswhicharemarketedtotwodistinctgroupsofpersons,bothwithsimilarneeds,traits,andwants.Inanotherexample,SunMicrosystemscanusemarketsegmentationtoclassifyitsclientsaccordingtotheirpromptnesstoadoptnewproducts.
Marketsegmentationallowsforabetterallocationofafirm'sfiniteresources.Afirmonlypossessesacertainamountofresources.Accordingly,itmustmakechoices(andincurtherelatedcosts)inservicingspecificgroupsofconsumers.Inthisway,thediversifiedtastesofcontemporaryWesternconsumerscanbeservedbetter.Withgrowingdiversityinthetastesofmodernconsumers,firmsaretakingnoteofthebenefitofservicingamultiplicityofnewmarkets.
Marketsegmentationcanbeviewedasakeydynamicininterpretingandexecutingalogicalperspectiveof
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