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1、PowerPoint by,Milton M. Pressley,Creative Assistance by D. Carter and S. Koger,1-1,Chapter 1,Marketing in the Twenty-first Century,Marketing Management Tenth Edition Philip Kotler,Objectives,Course Organization Tasks of Marketing Major Concepts Filtering for qualified prospects; Acquire the hot pros
2、pects Small discussion: Why we need customer retention?,Satisfied Customers:,Are loyal longer Buy more (new products success and status; memories, hops and dreams,Sea World,We run a theme park,We provide fantasies and entertainment,Kmart,We run discount stores,We offer products and services that del
3、iver value to middle-Chinese,Xerox,We make copying, fax and other office machines,We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documents,Market-orientation business definitions,What is strategic business unit (SBU)?,A unit of the com
4、pany that has a separate mission and objectives and that can be planned independently from other company businesses. SBU can be a company division, a product line with a division, or sometimes a single product or brand.,Establishing Strategic Business Units,An SBU has three characteristics: It is a
5、single business or collection of related businesses that can be planned separately from the rest of the company. It has its own set of competitors It has a manager who is responsible for strategic planning and profit performance and who controls most of the factors affecting profit,The Boston Consul
6、ting Groups Growth-Share Matrix,Possible SBU strategies,Build: increase market share (Questions marks) Hold: preserve market share (strong cash cows) Harvest: increase short-term cash flow regardless the long-term effect (weak cash cow, question marks and dogs) Divest: sell or liquidate the business
7、 (dogs and questions marks that are acting as a drag on the companys profits.),Planning new business and downsizing older business,Penetration: more usage more users new users competitors user New markets new target user group additional distribution channel new locations,Three Intensive Growth Stra
8、tegies: Ansoffs Product/Market Expansion Grid,4. Diversification,Business strategic-planning process,Business mission-SWOT analysisgoal formulation-strategy formulationprogram formulationimplementation feedback and control,Business Strategic Planning,SWOT Analysis O: an area of buyer need in which a
9、 company can perform profitably T: a challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to deterioration in sales or profit.,The Marketing Plan,Executive Summary “harmony-oriented” of Japan; “sharing” concepts of Africa countries Exi
10、stence of Sub-cultures e.g. “Hush Puppies,” “Coke”,”BOBO” Shift of secondary cultural values over time,Chapter 6,Analyzing Consumer Markets and Buying Behavior,Marketing Management Tenth Edition Philip Kotler,Objectives,Influences on Buying Behavior Buyer Decision Making,Model of Buying Behavior,Cul
11、tural Culture Subculture Social class,Social Household type Reference groups Roles and status,personal age and life-cycle stage Occupation Education Economic situation self-concept,Psychological Motivation Perception Learning Beliefs and attitudes,Factors influencing consumer behavior,Cultural Facto
12、rs,Buyer,Social Factors,Reference Groups,Roles today it is 1 in 3! Thus Reebok has put special emphasis on the female market.,Base on Occasions,The occasions buyers develop a need, purchase a product or use a product. Air travel? Business Vacation Family,Measurable,Accessible,Substantial,Differentia
13、l,Actionable,Effective Segmentation,Targeting,A set of buyers sharing common needs or characteristics that the company decides to serve.,Evaluating Market Segments,Market Coverage Strategies,Step 2: Market TargetingChoosing a Market Coverage Strategy,Company Objectives manufacturer of product only.
14、Management Contracting: hired as Mgmt. Consultant to host company Franchising: offer complete brand concept and operating system Joint Ownership: truly partnering with a company in host country, to share expertise and mutual gains.,Internationalization Process,Five International Productand Promotion
15、 Strategies,Dual adaptation,Pricing Challenges,Price Escalation,Dumping charges,Gray markets,Whole-channel Concept for International Marketing,Marketing Organization,Chapter 13,Managing Product Lines, Brands, and Packaging,Objectives,Product Characteristics Building & Managing the Product Mix & Prod
16、uct Lines Brand Decisions Packaging & Labeling,Components of the Market Offering,Five Product Levels,Product Mix,Width - number of different product lines,Length - total number of items within the lines,Depth - number of versions of each product,Table 14.1: Product-Mix Width and Product-Line Length
17、for Proctor & Gamble Products,See text for complete table,Product-Line Length,Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning,Two-Way Product-Line Stretch: Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Above average,Averag
18、e,Low,Fairfield Inn (Vacationers),Courtyard (Salespeople),Marriott (Middle managers),Marriott Marquis (Top executives),What is a Brand?,Brand Equity(品牌效应),No Brand Loyalty (customer will change),Satisfied Customer (no reason to change),Satisfied & Switching Cost,Values the Brand (brand as friend),De
19、voted to Brand,An Overview ofBranding Decisions,Branding Decision,Brand No brand,Brand- Sponsor Decision,Manu- facturer brand Distribu- tor (private) brand Licensed brand,Brand- Name Decision,Individual brand names Blanket family name Separate family names Company- individual names,Brand- Reposition
20、ing Decision,Reposi- tioning No reposi- tioning,Brand- Strategy Decision,Line extension Brand extension Multi- brands New brands Cobrands,Brand Strategies,Good Brand Names:,Why Package Crucial as a Marketing Tool,Self-service Consumer affluence Company & brand image Opportunity for innovation,Labels
21、,Chapter 14,Designing and Managing Services,Objectives,Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services,Categories of Service Mix,Services,Four Service Characteristics,Services,Overcoming Se
22、rvice Challenges,Three Types of Marketingin Service Industries,Cleaning/ maintenance services,Financial/ banking services,Restaurant industry,Service Differentiation,Service-Quality Model,Determinants of Service Quality,Reliability perform the promised service dependably and accurately Responsivenes
23、s willing to help customers and provide prompt service Assurance the knowledge and courtesy of employees to convert trust and confidence Empathy provision of caring, individualized attention to customers Tangibles the appearance of physical facilities, equipment, personnel,Complaint Resolution,Hirin
24、g Criteria & Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types & Sources of Complaints,Chapter 15,Designing Pricing Strategies and Programs,Objectives,Setting the Price Adapting the Price Initiating & Responding to Price Changes,Price High MediumLow,High,
25、Low,Product Quality,Med,Overcharging,Rip-Off,False Economy,Price - Quality Strategies,Setting Pricing Policy,Types of Costs,Total Costs Sum of the Fixed and Variable Costs for a Given Level of Production,Fixed Costs (Overhead) Costs that dont vary with sales or production levels. Executive Salaries
26、Rent,Variable Costs Costs that do vary directly with the level of production. Raw materials,The Three Cs Modelfor Price Setting,Pricing Methods,Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing（通行价格） Sealed-Bid Pricing(密封投标),Psychological Pricing,Promotion
27、al Pricing,Loss-leader pricing （超市某商品打折） Special-event pricing （节日，换季） Cash rebates（返现） Low-interest financing （低息付款） Longer payment terms （分期付款） Warranties & service contracts （附送条款） Psychological discounting （虚假打折）,Discriminatory Pricing,Price-Reaction Program for Meeting a Competitors Price Cut,H
28、as competitor cut his price?,By more than 4% Drop price to competitors price,By 2-4% Drop price by half of the competitors price cut,By less than 2% Include a cents-off coupon for the next purchase,Chapter 16,Selecting and Managing Marketing Channels,Objectives,Work Performed by Marketing Channels C
29、hannel-Design Decisions Channel-Management Decisions Channel Dynamics,How a Distributor Reduces theNumber of Channel Transactions,= Customer,= Manufacturer,How a Distributor Reduces theNumber of Channel Transactions,= Distributor,= Customer,= Manufacturer,Distribution Channel Functions,Consumer Mark
30、eting Channels,Manufacturer,0-level channel,Mfg,2-level channel,Mfg,3-level channel,1-level channel,Manufacturer,Customers Desired Service Levels,Lot size Waiting time Spatial convenience Product variety Service backup,Channel Management Decisions,Conventional Distribution Channel vs. Vertical Marke
31、ting Systems,Vertical marketing channel,Manufacturer,Retailer,Conventional marketing channel,Manufacturer,Wholesaler,Types of Vertical Marketing Systems,Corporate Common Ownership at Different Levels of the Channel,Causes of Channel Conflict,Incompatibility Difference in Perception Dependence,Chapte
32、r 17,Managing Retailing, Wholesaling, and Market Logistics,Objectives,Retailing Wholesaling Market Logistics,Classification Of Retailer Types,Specialty Stores,Department Stores,Supermarkets,Convenience Stores,Off-Price Retailer,Superstores,Catalog Showroom,Store TypeLength and Breadth of Product Ass
33、ortment,Discount Stores,Four Levels of Retail Service,Self-service Self-selection Limited-service Full-service,Retail Positioning Map,Types of NonStore Retailing,Direct Selling,Direct Marketing,Buying Services,NonStore Retailing Accounts for More Than 12% of All Consumer Purchases, and is trending u
34、p.,Automatic Vending,Why are Wholesalers Used?,Inventory When to order How much to order Just-in-time,Costs Minimize Costs of Attaining Logistics Objectives,Warehousing Storage Distribution,Order Processing Submitted Processed Shipped,Logistics Functions,Transportation Water, Truck, Rail, Pipeline &
35、 Air,Logistics Systems,Chapter 18,Objectives,The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix Managing and Coordinating Integrated Marketing Communications,Advertising,Personal Selling,The Marketing Communications Mix,Elements in the Communi
36、cation Process,SENDER,Noise,Message Problems,Selective Attention,Selective Distortion,Selective Retention,Effective Communications,Step 1. Identifying the Target Audience,Purchase,Conviction,Preference,Liking,Knowledge,Awareness,Response Hierarchy Models,Communi- cations Model d,AIDA Model a,Innovat
37、ion- Adoption Model c,Hierarchy-of- Effects Model b,Liking Preference Conviction,Step 3. Designing the Message,Step 4. Select Communications Channel,Nonpersonal Communication Channels,Personal Communication Channels,Step 5. Establish the Budget,Competitive Parity,Objective & Task,Affordable,% Of Sal
38、es,Step 6. Decide on Communications Mix,Step 7. Measure Results,Step 8. Manage the IMC Process,Chapter 19,Objectives,Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations,Major Decisions in Advertising,The Five Ms of Advertising,Inf
39、ormative Advertising Build Primary Demand,Persuasive Advertising Build Selective Demand,Comparison Advertising Compares One Brand to Another,Reminder Advertising Keeps Consumers Thinking About a Product.,Advertising Objectives,Specific Communication Task Accomplished with a Specific Target Audience
40、During a Specific Period of Time,Advertising Budget Factors,Profiles of Major Media Types,Profiles of Major Media Types,Advertising Evaluation,Why the increase in Sales Promotion?,Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of co
41、nsumer market Short-term focus Increased managerial accountability Competition Clutter,Channels of Sales Promotions,Consumer Promotion,Consumer-Promotion Objectives,Consumer-Promotion Tools,Entice Consumers to Try a New Product,Lure Customers Away From Competitors Products,Get Consumers to “Load Up
42、on a Mature Product,Hold & Reward Loyal Customers,Consumer Relationship Building,Trade-Promotion Objectives,Trade-Promotion Tools,Persuade Retailers or Wholesalers to Carry a Brand,Give a Brand Shelf Space,Promote a Brand in Advertising,Push a Brand to Consumers,Trade Promotions,Business-Promotion Objectives,Business-Promotion Tools,Generate Business Leads,Stimulate Purchases,Reward Customers,Motivate Salespeople,Business-to-Business Promotion,Major Public Relations Tools,