marketing-mix市场营销组合

MarketingMixTheMarketingProcessImplementationandControlMarketingMixDecisionsMarketingStrategySituationAnalysisMarketingStrategyAtypeofmarketing(orattemptingtosellthroughpersuasion)ofaproducttoawideaudienceIsolatingbroadsegmentsthatmakeupamarketandadaptingthemarketingtomatchtheneedsofoneormoresegments.MassmarketingSegmentmarketingNichemarketingMicro-marketingNosegmentationCompletesegmentationFocusingonsubsegmentsornicheswithdistinctivetraitsthatmayseekaspecialcombinationofbenefits.Thepracticeoftailoringproductsandmarketingprogramstosuitthetastesofspecificindividualsandlocations.MarketingMix•Incarryingoutthemarketingfunctions,thefirmneedstohaveamarketingprogramorstrategy.Thisisknownasthemarketingmix(thewordscreatedbyNeiiBordenin1953).TargetMarketMarketingMixMarketingMixMarketingMixMarketingMixDevelopmentofmarketingmix:•1.4P’s•2.6P’s•3.4C’s•4.7P’sMarketingMix•AccordingtoE．J．McCarthy’sBasicMarketingin1960,marketingmixcontainsthefollowingmajorelements(主要因素):(a)product(b)price(c)place(d)promotion产品策略Productstrategy定价策略Pricingstrategy分销策略Placingstrategy促销策略PromotionstrategyProductPlace/DistributionPromotionPricingGoods,services,orideasthatsatisfycustomerneedsTheready,convenient,andtimelyavailabilityofproductsActivitiesthatinformcustomersabouttheorganizationanditsproductsDecisionsandactionsthatestablishpricingobjectivesandpoliciesandsetproductpricesMarketingMix•AccordingtoPhilipKotler’sMegamarketingin1986,marketingmixcontains6p’s:•(a)product•(b)price•(c)place•(d)promotion•(e)power•(f)publicrelationsMarketingMix•Withthedevelopmentofcybermarketing/onlinemarketing,PhilipKotlerintheearlyof1990’spointedout4C’swhichisthenewtheoryonmarketingmix:•(a)consumer-------consumer’swantsandneeds•(b)cost--------costtosatisfywantsandneeds•(c)convenience--------conveniencetobuy•(d)communication-------communicationwithconsumers从“4P”到“4C”Product产品Pricing定价Placing分销Promotioning促销Customer顾客Cost成本Convinience便利Communication沟通MarketingMix•Toreflectserviceproductsandtheserviceelementsofphysicalgoods,thetraditionalmarketingmixhasnowbeenextendedto7P's(BoomsandBitner).•product•price•promotion•placement(ordistribution)•people(theuseofappropriatestaffandpeople)•physicalevidence(customers’perceptionsbasedontheirsightoftheserviceprovision)•process(thesystemsusedtoassisttheorganizationindeliveringtheservice)•服务营销组合（7Ps）产品Product定价Pricing分销Placing促销Promotion人People服务过程Process有形展示PhysicalEvidenceMarketingMixProduct•Thetermproductreferstotangible,physicalproductsaswellasservices.Product•Theproductconsistsoftheitemandaccessoriesthatthecompanyofferstotheconsumer.Thisdecisionismadeduringproductplanning.•Productplanninginvolves:•①identifyingthebuyer’sneeds;•②workingupapreliminarydesignofthemerchandise;•③checkingtoseethattheproductdesignmeetstheexpectationsofbuyers;•④settingontheproduct’sfinalspecifications(最终规格);•⑤selectingthebrandnamefortheproduct;•⑥determiningthetypeofpackagingtobeused;•⑦anddecidingwhatservicestoofferwiththemarket.产品属性产品质量产品特征产品式样产品设计品牌策略品牌化决策品牌使用者决策品牌战略决策包装策略首要包装次要包装储运包装产品服务策略标签策略ProductDecisionsProductattributesBrandingPackagingLabelingProductsupportservicesProductAttributesProductattributesinclude:•productquality:theabilityofaproducttoperformitsfunctions.•Durability－耐久性•Reliability－可靠性•Precision－精确度•easeofoperationandrepair－操作、维修的方便程度•othervaluedattributes－其他有价值的属性•productfeatures:areacompetitivetoolfordifferentiatingthecompany’sproductfromcompetitors’products.•productstyle:describestheappearanceofaproduct.•productdesign:contributestoaproduct’susefulnessaswellastoitslooks.BrandingNamethebrandsandcompaniesBrandingFourcriteriaforpickingagoodbrandnameBrandingBrandingCustomer-basedbrandequitypyramidBrandingBrandnameselectionSelectionProtectionBrandsponsormanufacturer’sbrandPrivatebrandLicensingCo-brandingBrandstrategyLineextensionsBrandextensionsMultibrandsNewbrands品牌化决策品牌使用者决策品牌战略决策BrandSponsor•Amanufacturerhasfoursponsorshipoptions.Theproductmaybelaunchedasamanufacturer’sbrand(ornationalbrand).Orthemanufacturermayselltoresellerswhogiveitaprivatebrand(storebrandordistributorbrand).Althoughmostmanufacturerscreatetheirownbrandnames,othersmarketlicensedbrands.Finally,twocompaniescanjoinforcesandco-brandaproduct.•Privatebrand:abrandcreatedandownedbyaresellerofaproductorservice.•Co-brand:thepracticeofusingtheestablishedbrandnamesoftwodifferentcompaniesonthesameproduct.制造商品牌私人品牌复合品牌许可品牌Corporatebrandlicensing:Coca-Colapartnerswithsome320licenseestoproducemorethan10,000productsin57countries.ProductsrangefromfashionappareltoholidaydecorationsandevenaCoca-ColaBabiedoll.licensing•比如“一汽大众”、“上海通用”、“松下——小天鹅”等等。使用这种策略最成功的例子是英特尔（Intel）公司。英特尔公司是世界最大的计算机芯片制造商，它与世界主要计算机厂家都开展合作。1991年，英特尔公司推出了奔腾系列芯片，并随之制定了耗资巨大的促销计划，拟每年花1亿美元，鼓励计算机的制造商在其产品上使用“IntelInside”的标识。对参与这一计划的计算机制造商购买上也注有“IntelInside”的话，则给予5%的折扣。1992年，英特尔公司的销售额比上年增加63%，“Intel”的标识也随着计算机产品更广泛围的让人们认知。由于芯片是计算机的核心板，而英特尔一直是优良芯片的供应商，因此，消费者心目中形成了一种印象，计算机就应该使用英特尔公司的芯片，计算机就应该加上“IntelInside”的标识。如今，众多的计算机品牌如IBMDell、HP、联想、方正，均把“IntelInside”标识加在其产品上，Intel的品牌名声也越来越大。BrandStrategy•Acompanyhasfourchoiceswhenitcomestobr