营销学原理

Session#1–Goodmorning第一部分：早晨好LeonWinProductConcept产品概念“Buildabettermousetrapandtheywillbuyit”制作一个更好的诱饵使他们购买“Theycanhaveanycaraslongasit’sblackonblack”由于他们希望要黑色的，他们可以得到任何车Emphasisisonproductproduction在产品生产时强调Knowas“PRODUCTCONCEPT”称之为产品概念Examples“Oldandnew”举例：老的和新的HenryFord(ModelT)福特（T型）BigThreeAutoMakersU.S.美国三大汽车制造商Euro-Disney(Createapark–“they”willvisit!欧洲-迪斯尼（建一个他们要参观的公园）MarketingConcept市场概念What什么Who谁When什么时候Why为什么Where在哪How如何FocusshiftsfromproducttoCUSTOMERwantsandneeds将焦点从产品移向顾客的希望和要求Examples:举例：Honda/Toyota/DatsunentranceintoU.S.automaker(smallversuslargeauto)Honda/Toyota/Datsun进入美国汽车生产（少量的同大量的对比）BeingabletorecognizeYOURcustomerschangeinwantsandneeds.承认你的顾客在希望和需求上的变化An“ON-GOINGPROCESS”一个持续的过程Nissanhasfailedtodoso,andhaslostmarketshareNissan在此失败了，失去了市场份额MarketingDefined市场定义MARKETINGIS:市场是：Asocialprocess一个社会进程Bywhichindividualsandgroupsobtainwhattheyneedandwant在此个体和团体获得他们的希望和需求Throughcreating,offering,freelyexchangingproductsandservicesofvalueofothers通过产生、提供自由交换产品和其他价值的服务ManagementMustBeSupportive管理必须具有支持性Centralizationstyle集中风格Willhindermarketingprogress会阻碍市场进程Decisionmakingisstatic-notinteractive决策是静止的而不是交互的Oneor“onlyafew”membersoftheorganizationismakingthedecisions组织中的一个或“几个”成员决策Thinkingmoreabout“me”thenthe“customers”perspective考虑“我”的前景多于“顾客”前景BigThree–“whatkindofcarshouldwebuildnow”三大制造商“我们现在要制造哪中汽车？”Decentralizationstyle分散风格Encourages“groupparticipation”鼓励“小组参与”Manymembersoftheorganizationbringtotabledifferentviews组织中的许多成员带来不同的观点Thinkingabout“customer”isbroadened.考虑“顾客”变宽Howcanwe“asdepartments”helpcreateacustomerorganization:我们如何“作为一个部门”帮助建立一个顾客组织Marketing-production-shipping-etc.市场-生产-运输等等CoreConceptsofMarketing市场的核心概念Targetmarkets&segmentation目标市场和分割Needs,Wants,andDemands需求、希望和要求ProductOfferings产品提供ValueandSatisfaction价值和满意度ExchangeandTransactions交换和交易RelationshipandNetworkBuilding关系和网络建立MarketingChannels(Distribution)市场通道（分配）SupplyChain供应链Competition竞争MarketingEnvironment市场环境SimpleMarketingSystem单一市场系统INDUSTRY–acollectionofsellers.工业和销售员的聚集MARKET–acollectionofbuyers.市场和购买人员的聚集RELATIONSHIPSBEINGCREATED:产生关系：GoodsandServicesprovidedbyindustry–工业提供产品和服务Money(capital)isprovidedbybuyers–购买人员提供金钱（资本）Communicationisbeingprovidedbyindustry(advertising/promotion)–工业提供联络（广告/促销）Informationisbeingprovidedbycustomers(tobuyornottobuy(what,when,why,where,who)顾客提供信息（买或不买（什么、何时、为什么、何处、谁）StructureofFlows流动结构Manufacturermarketscreate“goodsandservices”for制造商市场---制造“产品和服务”Intermediarymarketswhodisperse“goodsandservices”for中间商市场---传播“产品和服务”Consumermarketswhoprovide“money”for顾客市场---提供“金钱”Intermediarymarketswhoprovide“money”for中间商市场---提供“金钱”Manufacturersprovide“money”for制造商---提供“金钱”ResourceMarketswhoprovide“money”for资源市场---提供“金钱”Consumermarkets“jobs”andisgovernedby顾客市场“工作”由---控制Governmentmarketswhoregulate–“services”“product”-“moneyvaluation”–businessdealings-andgeneratetax/revenuebases;-(政府市场---规定“服务”“产品”-“金钱价值”-业务处理-产生税收/税票TheFourPs(a.k.a.MarketingMix)4P（aka市场组合）Product(tangibleandintangiblestuff)产品（有形和无形材料）Promotion(advertising,directselling,etc)促销（广告、直销等）Place(channelsofdistribution–goodsavailablewhere)地点（分配通道-产品适于何处）Price(thevalueoftheexchange)HOWABOUTTHE“cousins”ofthe4Ps–thefourCs4P的“表姐”4C如何Customersolution顾客解决方案Customercost顾客成本Convenience方便Communication沟通CompanyOrientationsTowardtheMarketplacetoday!如今公司以市场为导向！PRODUCTIONCONCEPT–consumerpreferproductsthatarewidelyavailableandinexpensive.生产概念：顾客喜欢那些用途广泛价格不贵的产品PRODUCTCONCEPT-consumersfavorproductsthatofferthemostquality,performance,orinnovativefeatures.产品概念：顾客喜爱那些质量、效果好或有创新特点的产品SELLINGCONCEPT-consumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproducts.销售概念：顾客购买那些公司有攻势地促销/销售的产品MARKETINGCONCEPT-focusesonneeds/wantsoftargetmarketanddeliveringvaluebetterthancompetitors.市场概念：集中于目标市场的希望和需求以及带来比竞争对手更好的价值CustomerDeliveredValue交付顾客价值SELLINGCONCEPT销售概念Startingpoint:Factory起点：工厂Focus:Existingproducts焦点：现有产品Means:Sellingandpromotion方法：销售和促销Ends:Profitsthroughsalesvolume结果：通过销售量的赢利MARKETINGCONCEPT市场概念：Startingpoint:Market起点：Focus:Customerneeds焦点：顾客需求Means:Integratedmarketing方法：整合的市场Ends:Profitsthroughcustomersatisfaction.结果：通过顾客满意的赢利TraditionalOrganizationChart传统组织图TopManagement最高管理MiddleManagement中级管理Front-lineManagement基层管理Customers顾客Customer-OrientatedOrganizationalChart顾客导向的组织图CUSTOMERS顾客Front-linePeople基层人员MiddleManagement中级管理TopManagement高层管理EvolvingViewsofMarketing’sRole“Marketingasanequalfunction”市场角色参与观念“市场作为平等的职能”MaketingProductFinanceHREvolvingViewsofMarketing’sRole“Marketingasamoreimportantfunction”市场角色参与观念“市场作为更重要的职能”MarketingProductionFiananceHREvolvingViewsofMarketing’sRole“MarketingastheMAJORfunction”Otherdepartmentsaresupportunits!市场角色参与观念“市场作为主要的职能”其他部门作为支持部门MarketingProductionFiananceHREvolvingViewsofMarketing’sRole“TheCUSTOMERasthecontrollingfactor”市场角色参与观念“顾客作为控制因素”CustomerProductionFiananceHRMarketingSession#1-continued第一部分：继续DeterminantsofCustomerDeliveredValue“Whencombined=customer’sdeliveredvalued”交付顾客价值的判定“结合时=交付顾客的价值TOTALCUSTOMERVALUEdetermi