市場營銷MARKETING試.ppt

市 場 營 銷 MARKETING 試講人：王曉燕 INTERVIEWEE：ANGELWANG,試講人介紹： INTRODUCTION TO INTERVIEWEE： I GRADUATED FROM SHENYANG AERONAUTICAL ENGINEERING INSTITUTE IN 1995. MAJORED IN COMPUTER SCIENCE AND APPLICATION.I HAVE BEEN ENGAGING IN INTERNATIONAL TRADE AFTER GRADUATING.I AM INTERESTED IN SPOKEN ENGLISH AND WRITTEN ENGLISH IN FOREIGN TRADE WRITING.WITH SUPPORT OF OUR LEADER AND EFFORT OF MYSELF, I AM A MEMBER OF MBA IN LIAONING UNIVERSITY IN 2003.DURING THE GRADUATED FULL TIME STUDYING STAGE,I KNOW WHAT ARE MY NEEDS AND WANTS,BE SURE TO APPLY THEORY INTO PRACTICE . MARKET INVESTIGATION REPORT 4 CUSTOMER BEHAVIOUR ANALYSES REPORT 6,WHY CHOOSE SEGMENTATION? SEGMENTATION TARKETING POSITIONING IS THE CORE AND KEY FACTOR OF MARKETING. SEGMENTATION IS THE BASE OF MARKETING.,BASE,CORE,市場細(xì)分的內(nèi)容(CONTENT) 1.市場細(xì)分的定義(DEFINITION) 2.為什么要市場細(xì)分?(WHY TO SEGMENT?) 3.如何進(jìn)行市場細(xì)分?(HOW TO SEGMENT?) 4.市場細(xì)分在計劃中的作用(FUNCTION IN PLANNING) 5.市場細(xì)分在執(zhí)行中的作用(FUNCTION IN IMPLEMENT),市場 細(xì)分,目標(biāo) 客戶,戰(zhàn)略,競爭 對手,企業(yè) 目標(biāo),幾方面的邏輯關(guān)系,PRODUCT,CUSTOMER,BUYER MARKET,市場細(xì)分在計劃中的作用(FUNCTION IN PLANNING) 1.市場機(jī)會與企業(yè)實力是否平衡 (BALANCE BETWEEN MARKET OPPORTUNITY AND STRENGTH) 2.進(jìn)入或退出市場(ENTER OR WITHDRAW MARKET) 3.目標(biāo)和戰(zhàn)略的基礎(chǔ)(BASE OF TARGET AND STRATEGY) 4.優(yōu)先級和重要性(PRIOR AND IMPORANCE) 5.競爭對手(COMPETITOR),市場細(xì)分在執(zhí)行中的作用(FUNCTION IN IMPLEMENT) 1.4PS的基礎(chǔ)(BASE OF 4PS) 2.銷售方向(SELLING DIRECTION) 3.分配資源(ALLOCATION RESOURCES) 4.衡量標(biāo)準(zhǔn)(MEASUREMENT STANDARD) 5.市場調(diào)查的基礎(chǔ)(BASE OF MARKET INVESTIGATION) 6.量化市場的概念(CONCEPT OF QUANTIFYING MARKET),總結(jié)(CONCLUSION) MARKET SEGMENTATION,TARGETING AND POSITIONING ARE CORE OF MARKETING AND THEY ARE THE KEY FACTOR TO SUCCESS MARKETING. MARKET SEGMENTATION IS THE BASE OF MARKETING, IT IS REALLY ABOUT LOOKING FOR OPPORTUNITIES;BREAKTHROUGH OPPORTUNITIES THAT GIVE YOUR ORGANIZATION A COMPETITIVE ADVANTAGE. TOO MANY COMPANIES VIEW THEIR MARKET AS BEING HOMOGENEOUS,WHEN IN ACTUAL FACT IT IS MADE UP OF MANY SMALLER SEGMENTS,ANT ONE OF WHICH MAY PROVE TO BE AN ATTRACTIVE SUB-MARKET. WITH CREASING COMPETITION,ORGANIZATIONS SHOULD BE LOOKING FOR OPPORTUNITIES TO EXPLOIT THAT WHICH WILL GIVE THEM SOME COMPETITIVE ADVANGES.TO THIS END THEY CAN ADOPT SEVERAL DIFFERENT STRATEGIES. CONTINUES,MARKET PENETRATION MARKET DEVELOPMENT PRODUCT DEVELOPMENT DIVERSIFICATION INTERNATIONAL OPPORTUNITIES BY USING THESE STRATEGIES MENTIONED ABOVE,ORGANIZATIONS MAY SUCCEED IN FINDING OUT TARGET MARKET. SEGMENTING AND TARGET MARKETING IS IMPORTANT TO ORGANIZATIONS BECAUSE IT RECOGNIZES THAT THERE ARE DIFFERENCES IN THE MARKET AND NOT ALL CUSTOMERS WANT THE SAME THING.SIMILARLY,ORGANIZATIONS,IN MOST PART DO NOT HAVE ENOUGH RESOURCES TO SATISFY ALL THE DIFFERENT NEEDS IN THE MARKET.SEGMENTING ALLOWS THEM TO SEEK OUT ATTRACTIVE SUB-MARKETWHICH