philipkolter市场营销第一章重点解析

MarketingintheTwenty-FirstCentury--PhilipKotlerI.BriefintroductionofmarketingII.CoreconceptsofmarketingIII.MarketingEnvironmentAframeworkofmarketingmanagementMarketingdealswithidentifyingandmeetinghumanandsocialneeds.Oneoftheshortestdefinitionsofmarketingis“meetingneedsprofitably.”DefiningMarketingTargetMarketsandSegmentationSegmenting市场细分Targeting目标市场选择Positioning市场定位SegmentingMarketsegmentscanbeidentifiedbyexamininggeographic,demographic,psychographic,andbehavioraldifferencesamongbuyerstodivideamarketintodifferentdistinctmarket.TargetingAftermarkethavebeensegmented,targetingaimsatevaluatingandcomparingdifferentsegmentsinordertoselectoneofthehighestpotential.PositioningPositioningmeansthatthecompanysetandistinguishedimageoftheirproducttocustomers.Needs,Wants,andDemandsNeedsdescribebasichumanrequirementssuchasfood,air,water,clothing,andshelter.Theseneedsbecomewantswhentheyaredirectedtospecificobjectsthatmightsatisfytheneed.Demandsarewantsforspecificproductsbackedbyanabilitytopay.ProductorOffering产品或供应品Aproductisanyofferingthatcansatisfyaneedorwant,suchasoneofthe10basicofferingsofgoods,services,experiences,events,persons,places,properties,organizations,information,andideas.1.ExchangeandTransactions2.RelationshipsandNetworks3.MarketingChannels4.SupplyChain5.CompetitionExchangeistheactofobtainingadesiredproductfromsomeonebyofferingsomethinginreturn.Forexchangepotentialtoexist,fiveconditionsmustbesatisfied:1.Thereareatleasttwoparties.2.Eachpartyhassomethingthatmightbeofvaluetotheotherparty.3.Eachpartyiscapableofcommunicationanddelivery.4.Eachpartyisfreetoacceptorrejecttheexchangeoffer.5.Eachpartybelievesitisappropriateordesirabletodealwiththeotherparty.ExchangeTwo-partyexchangemapshowingwantlistsofbothpartiesTransactionsAtransactioninvolvesatleasttwothingsofvalue,agreed-uponconditions,atimeofagreement,andaplaceofagreement.---Monetarytransaction---BartertransactionWhereasexchangeistheconceptofmarketing，Atransactionismarketing’sunitofmeasurement.RelationshipsandNetworks1.Relationshipmarketing:aimstobuildlong-termmutuallysatisfyingrelationswithkeyparties—customers,suppliers,distributors—inordertoearnandretaintheirlong-termpreferenceandbusiness.2.Marketingnetwork:consistsofthecompanyanditssupportingstakeholders(customers,employees,suppliers,distributors,universityscientists,andothers)withwhomithasbuiltmutuallyprofitablebusinessrelationships.MarketingChannelsCommunicationchannels--delivermessagestoandreceivemessagesfromtargetbuyers.(newspapers,television,telephone,billboards,posters,fliers,CDsInternet,e-mail,ads)Distributionchannels--todisplayordeliverthephysicalproductorservicestothebuyeroruser(warehouses,transportationvehicles,distributors,wholesalers,andretailers.)Sellingchannels–distributors,retailers,banksandinsurancecompaniesSupplyChain•supplychaindescribesalongerchannelstretchingfromrawmaterialstocomponentstofinalproductsthatarecarriedtofinalbuyers.ThepictureofSupplyChainConsumerRetailerManufacturerSupplierWholesalerSupplier’ssupplierInterorganizationalcoordinationInformationsupportsystemMakingmarketingplanbaseonconsumer’sdemandThepromotionprocessCompetitionincludesalloftheactualandpotentialrivalofferingsandsubstitutesthatabuyermightconsider.Fourlevelsofcompetition,basedondegreeofproductsubstitutability:---Brandcompetition---Industrycompetition---Formcompetition---GenericcompetitionBrandcompetitionAcompanyseesitscompetitorsasothercompaniesthatoffersimilarproductsandservicestothesamecustomersatsimilarprices.Beer:???--NanChang,QingDao,ZhuJiangIndustrycompetitionAcompanyseesitscompetitorsasallcompaniesthatmakethesameproductorclassofproducts.Beer:???----Allthebeer’scompaniesFormcompetitionAcompanyseesitscompetitorsasallcompaniesthatmanufactureproductsthatsupplythesameserviceBeer:???----AllthealcoholicliquorproductscompaniesGenericcompetitionAcompanyseesitscompetitorsasallcompaniesthatcompeteforthesameconsumerdollars.Beer:???----Food----DrinkI.MarketingEnvironmentII.MarketingMixIII.CompanyorientationstowardthemarketplaceIV.HowbusinessandmarketingarechangingV.CompanyResponsesandAdjustmentsVI.MarketerResponsesandAdjustmentsMarketingEnvironmentTheoverallmarketingenvironmentconsistsof:taskenvironmentbroadenvironmentThetaskenvironmentincludestheimmediateactorsinvolvedinproducing,distributing,andpromotingtheoffering.Materialsuppliersandservicesupplierssuchasmarketingresearchagencies,advertisingagencies,bankingandinsurancecompanies,areincludedinthesuppliergroup.Thebroadenvironmentconsistsofsixcomponents:★demographicenvironment★economicenvironment★naturalenvironment★technologicalenvironment★political-legalenvironment★social-culturalenvironmentMarketingMix(营销组合)Marketingmixisthesetofmarketingtoolsthatthefirmusestopursueitsmarketingobjectivesinthetargetmarket.TheyarefourPsofmarketing:product,price,place,andpromotion.MarketingMixTargetMarketProductProductvarietyQualityDesignFeaturesBrandnamePackagingSizeServicesWarrantiesReturnsPriceListpriceDiscountsAllowancesPaymentperiodCredittermsPromotionSalespromotionAdvertisingSalesfo