Marketing Management市場管理.doc

Chapter 1 marketing management1.1marketing management philosophies營銷管理哲學(xué) We define marketing management as the analysis ,planning,implementation,and control of programs designed to create,build,and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.我們定義營銷管理為分析、計劃、執(zhí)行和控制的程序設(shè)計以用來與目標(biāo)買家創(chuàng)造、建造、和維持有益的交流為目的從而實現(xiàn)組織目標(biāo)。1.1.1 the production,product,and selling concepts The production concept:生產(chǎn)理念: It holds the philosophy that consumers will favor those products that are widely available and low in cost.生產(chǎn)理念認為消費者青睞的產(chǎn)品將被廣泛使用和低成本。 The product concept:產(chǎn)品理念: it holds that consumers will favor products that offer the most quality,performance,and innovative features.產(chǎn)品理念認為消費者青睞能提供最棒的產(chǎn)品質(zhì)量、性能、創(chuàng)新特點的產(chǎn)品。 The selling concept:推銷觀念:it holds that consumers will not buy enough of the organizations products unless it undertakes a large-scale selling and promotion effort.推銷觀念認為消費者不會購買足夠的組織的產(chǎn)品,除非它進行了一次大規(guī)模的銷售和促銷。1.1.2 the marketing concept and societal marketing concept營銷觀念和社會營銷觀念The marketing concept :it holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently and efficiently than competitors do.營銷觀念認為實現(xiàn)組織目標(biāo)，整合營銷活動，取決于比競爭對手對確定和滿足目標(biāo)市場需求更有效、更有效率。2. Four pillars for marketing concept四柱營銷理念Target market ; customer needs( stated needs 明確的需要;real needs; unstated needs闡明的需要; delight needs喜愛的需要; secret needs); integrated marketing; profitability 盈利3. The societal marketing conceptIt holds that the organizations task is to determine the needs ,wants, and interests of target markets and to deliver the desired satisfactions more effectively and effectively than competitors do in a way that preserves or enhances the consumers and the society s well-being社會營銷理念認為組織的任務(wù)是比競爭對手更有效地做一個負責(zé)任的行為或提高消費者和社會的福祉，以確定目標(biāo)市場的需求、欲望、和利益并交付預(yù)期的滿意度1.2 market segmentation, market targeting and positioning1.3 relationship marketing1.3.1 an introduction to relationship marketing1. Customer retention and customer acquisition顧客保留和客戶獲取2. Satisfying your customers3. Customers lifetime value客戶終身價值4. Five-stage customer development cycle(awareness ; comparison ; transaction 交易; reinforcement 加固; advocacy倡導(dǎo))1.3.2 the rise of collaborative marketing協(xié)作營銷的崛起Chapter 2 consumer behavior 消費者行為2.1 the buyer decision process買方?jīng)Q定的過程The stages a buyer passes through in making choices about which products and services to buy are the purchase decision process.購買者對于產(chǎn)品和服務(wù)的購買做出選擇的不再是購買決策的過程。2.1.1 stages in the buyer decision process 1.problem recognition:問題識別:the initial step in the purchase decision, is perceiving a difference between ones ideal and actual situations big enough to trigger a decision. 第一步在購買決策中，認為一個人的理想和實際情況之間的差異觸發(fā)一個足夠大的決定 2. Information search 3. Alternative evaluation替代評價 4. Purchase decision 5. Postpurchase behaviour購買后行為2.1.2 types of consumers buying decisions and consumers involvement消費者的購買決策和消費者參與的類型2.1.3 factors determining the level of consumer involvement決定消費者參與水平的因素 1. Previous experience 以前的經(jīng)驗 2.interest 3.perceived risk 知覺風(fēng)險 4. Situation 5.social visibility社會能見度2.2 factors influencing consumer 2.2.1 cultural factors 1. culture 2. Subculture 3. Social class 2. 2.2 social factorsReference groups 參考群體 reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards參考群體是把某個個體當(dāng)做自我評價的基礎(chǔ)或者作為一種個人標(biāo)準(zhǔn)的來源 2. Opinion leaders 意見領(lǐng)袖3. Word of mouth 口碑：peoples influencing each other during their face-to-face conversations is called word of mouth通過面對面的交流相互影響稱之為口碑。 4. family influences 2.2.3 personal factors Gender ;age and family life-cycle stage;年齡和家庭生命周期階段; personality ,self-concept and lifestyle人格、自我概念和生活方式2.2.4 psychological factors心理因素1. motivation 2.perception 感知3.learning 4.attitude formation態(tài)度形成 5.attitude change2.3 models of consumer behavior2.3.1 models of consumer behavior2.3.2 the buyer decision process for new products Chapter3 integrated marketing communications整合營銷傳播3.1 what is integrated marketing communications The message reaching the same regardless of whether it is from an advertisement ,a salesperson in the field,a magazine article, or a coupon in a newspaper insert3.1.1 advertising3.1.2 direct marketing Direct marketing refers to marketing communication techniques,which will enable the marketer to communicate directly with the target audience with a view to prompting immediate or direct reaction in the form of purchase behaviour or asking for more information. 直銷指的是為了促使直接的或直接反應(yīng)購買行為或要求更多的信息，將使賣方直接與目標(biāo)觀眾溝通的營銷溝通技巧3.1.3 sales promotion 3.1.4 personal selling人員推銷3.2 publicity and public relations Public relations are the management of all communications between the firm and the general public ,公共關(guān)系是企業(yè)和一般公眾之間的交流的管理,publicity is the management of product or brand related communications between the firm and the general public宣傳是與產(chǎn)品或品牌相關(guān)的公司和一般公眾之間的交流管理。Publicity:publicity is primarily an informative activity ,but it is ultimate goal is to promote the companys products ,services,or brands.宣傳主要是一次有益的活動,但它是最終的目標(biāo)是促進公司的產(chǎn)品、服務(wù)、或品牌。Public relations: public relations are an indirect promotional tool whose role is to establish and enhance a positive image of an organization and its various publics.公共關(guān)系是一個間接的宣傳工具,其作用是建立并提高一個積極的形象和它的各種組織的披露。2. the tools of public relations3. The principles of reality public relations 現(xiàn)實公共關(guān)系的原則Think like a wired journalist ;do not bullshit 別胡說; write an elevator pitch ;write tight;think vertical;be visible; there is more to media than the press; the traditional press release is dead;want to win coverage? ;3.3 the practice and the adoption process for IMC實踐過程,采用IMC3.3.1 methods and promotion objection方法和推廣反對1. overall objective is to affect behaviour總體目標(biāo)是影響行為2. Informing,persuading,and reminding are basic promotion objectives通知、說服,并提醒基本推廣的目標(biāo)3. Informing is educatingPersuading usually becomes necessary通常變得必要說服4. Sometimes reminding may be enough3.3.2 adoption process for IMC planning1. the AIDA model is a practical approach2. Promotion must vary for different adopter groups整合營銷五種傳播工具1. advertising廣告：以付款方式進行的創(chuàng)意、商品和服務(wù)的非人員展示和促銷活動The payment for goods and services of originality, the staff of the show and promotional activities 2. sales promotion:促銷：各種鼓勵購買或銷售商品和勞務(wù)的短期刺激 all kinds of encouraging he purchase or sale of goods and services short-term boost3. public relations and publicity ：公共關(guān)系和宣傳：設(shè)計各種計劃以促進和保護公司形象或它的產(chǎn)品 public relations and advertising: design various plans to promote and protect the company image or its products4. personal selling人員促銷：與一個或多個可能的購買者面對面接觸以進行介紹、回答問題和取得訂單 and one or more possible buyers face to face contact for introduction, answer questions and get the order5. business promotion:營業(yè)推廣：使用郵寄、電話、傳真、電子信箱和其他以非人員接觸工具溝通或征求特定顧客和潛在客戶的回復(fù)。 use mail, phone, fax, E-mail and other tools to the personnel communication or ask for specific contact with customers and potential customers to reply.Chapter contemporary advertising 當(dāng)代廣告 4.1 types of advertising4.1.1 advertising age 4.1.2 product advertisements4.1.3 institutional advertisements 機構(gòu)廣告4.1.4 direct-response versus delayed-response advertising4.2 advertising planning4.2.1 recognizing your problems 4.2.2 calculating y