市場(chǎng)營(yíng)銷(xiāo)管理的概論P(yáng)PT模板

1、市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved1 l 授課方式簡(jiǎn)介互動(dòng)式教學(xué)：小組討論、案例分析l 本次授課內(nèi)容市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved4l案例分析小組討論再剖析l l目的：通過(guò)案例分析闡述市場(chǎng)營(yíng)銷(xiāo)的主要作用及如何分析各自不同市場(chǎng)、產(chǎn)品所帶來(lái)不同的市場(chǎng)營(yíng)銷(xiāo)管理及客戶(hù)滿(mǎn)意程度。l l授課內(nèi)容提要：l1、 市場(chǎng)概念p13/14；l2、 市場(chǎng)營(yíng)銷(xiāo)管理的主要任務(wù) （需求不同管理方式不同）P17l3、 寶潔案例分析市場(chǎng)營(yíng)銷(xiāo)管理的重要性（產(chǎn)品及客戶(hù)、地域不同造成市場(chǎng)營(yíng)銷(xiāo)管理的不同模式）分組討論l4、 結(jié)合顧客讓渡

2、價(jià)值與顧客滿(mǎn)意說(shuō)明目前以“客戶(hù)為導(dǎo)向”的市場(chǎng)營(yíng)銷(xiāo)特點(diǎn) 。4P4C的意義。美國(guó)滑雪場(chǎng) or洗車(chē)公司案例說(shuō)明。l問(wèn)答題訓(xùn)練 市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved5市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved6人口購(gòu)買(mǎi)力購(gòu)買(mǎi)欲望市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved7l財(cái)務(wù)預(yù)算 Finance Budget (1920s)l長(zhǎng)期規(guī)劃 Long term Planning (1950s)l策略規(guī)劃 Strategy Plan (1970s)l市場(chǎng)營(yíng)銷(xiāo)策略管理 Marketin

3、g Strategy Management (1990s-)l資源短缺資源短缺 Shortage of Resourcesl未來(lái)導(dǎo)向未來(lái)導(dǎo)向 Future-orientedl全球化全球化 Globalizationl先進(jìn)技術(shù)先進(jìn)技術(shù) Advanced Technicall多樣化趨勢(shì)多樣化趨勢(shì) Multiple trends市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved8l市場(chǎng)任務(wù) Marketing Tasksl公司導(dǎo)向趨于市場(chǎng)集中 Company Orientations Toward the Marketplacel商務(wù)與市場(chǎng)營(yíng)銷(xiāo)將怎樣變化？How Bu

4、siness and Marketing Are Changing市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved9市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved10心理學(xué)心理學(xué) A Philosophy態(tài)度態(tài)度 An Attitude 期望期望 A Perspective管理導(dǎo)向管理導(dǎo)向 A Management Orientation包括一系列活動(dòng)包括一系列活動(dòng) A Set of Activities, including:產(chǎn)品產(chǎn)品 Products價(jià)格價(jià)格 Pricing 促銷(xiāo)促銷(xiāo) Promotion分銷(xiāo)分銷(xiāo) Dist

5、ribution市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved11American Marketing Association Definition關(guān)于創(chuàng)意、貨物和服務(wù)的設(shè)計(jì)、定價(jià)、促銷(xiāo)和分銷(xiāo)的目的是創(chuàng)造能實(shí)現(xiàn)個(gè)人和組織目標(biāo)的市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved12市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved13市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved14q以商品流通時(shí)序?yàn)闃?biāo)準(zhǔn)：期貨與現(xiàn)貨q以商品流通地域?yàn)闃?biāo)準(zhǔn)：城市、農(nóng)村；地方、全國(guó)

6、、國(guó)際q以商品屬性為標(biāo)準(zhǔn)：q一般商品市場(chǎng)（消費(fèi)品與生產(chǎn)資料）；q特殊商品市場(chǎng)（勞動(dòng)力市場(chǎng)、金融市場(chǎng)、技術(shù)市場(chǎng)、信息市場(chǎng)、房地產(chǎn)市場(chǎng)）q以購(gòu)買(mǎi)者購(gòu)買(mǎi)行為的特點(diǎn)為標(biāo)準(zhǔn)：q消費(fèi)者市場(chǎng)：為滿(mǎn)足生活需要而購(gòu)買(mǎi)商品或服務(wù)的個(gè)人和家庭市場(chǎng)的基礎(chǔ)；q組織市場(chǎng)：各種組織機(jī)構(gòu)構(gòu)成的對(duì)產(chǎn)品和勞務(wù)需求的總和。是為了維持經(jīng)營(yíng)活動(dòng)：產(chǎn)業(yè)市場(chǎng)、中間商市場(chǎng)和非營(yíng)利組織市場(chǎng)。市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved15需求需求數(shù)量數(shù)量客戶(hù)數(shù)量客戶(hù)數(shù)量發(fā)布發(fā)布銷(xiāo)售模式銷(xiāo)售模式購(gòu)買(mǎi)屬性購(gòu)買(mǎi)屬性購(gòu)買(mǎi)影響力購(gòu)買(mǎi)影響力談判程度談判程度互惠互惠租賃租賃促銷(xiāo)方式促銷(xiāo)方式組織組織較大較大較少較少集中集

7、中更直接更直接更專(zhuān)業(yè)化更專(zhuān)業(yè)化多重性多重性更復(fù)雜更復(fù)雜是是更多更多個(gè)別銷(xiāo)售個(gè)別銷(xiāo)售個(gè)人個(gè)人較小較小較多較多分散分散更間接更間接更個(gè)人化更個(gè)人化單一性單一性更簡(jiǎn)單更簡(jiǎn)單否否更少更少大眾廣告大眾廣告市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved16q 需求：為了生存需要，它存在于人本身的生理需要和自身狀態(tài)之需求：為了生存需要，它存在于人本身的生理需要和自身狀態(tài)之中無(wú)法創(chuàng)造人的基本需求中無(wú)法創(chuàng)造人的基本需求q 欲望：人希望得到更深層次的需要的滿(mǎn)足創(chuàng)造人的欲望并驅(qū)欲望：人希望得到更深層次的需要的滿(mǎn)足創(chuàng)造人的欲望并驅(qū)使人為滿(mǎn)足欲望而產(chǎn)生的需求使人為滿(mǎn)足欲望而產(chǎn)生的需求

8、市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved17馬斯洛需求層次理論市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved18q產(chǎn)品需求：對(duì)產(chǎn)品產(chǎn)生的市場(chǎng)需求q市場(chǎng)需求：反映消費(fèi)者對(duì)產(chǎn)品的購(gòu)買(mǎi)意愿和購(gòu)買(mǎi)能力q市場(chǎng)營(yíng)銷(xiāo)人員的影響作用：創(chuàng)造需要和理念。有支付能力且愿意購(gòu)買(mǎi)市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved19q提供的商品和勞務(wù)，滿(mǎn)足需要和欲望q產(chǎn)品與滿(mǎn)足需要和欲望吻合q產(chǎn)品為消費(fèi)者帶來(lái)的是效用市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved20q眾多的產(chǎn)

9、品，消費(fèi)者如何選擇？q產(chǎn)品系列與需求系列 價(jià)值q產(chǎn)品的邊際效用與產(chǎn)品成本市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved21q研究消費(fèi)者需求和欲望研究消費(fèi)者需求和欲望q研究消費(fèi)者購(gòu)買(mǎi)決策的行為模式研究消費(fèi)者購(gòu)買(mǎi)決策的行為模式市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved22市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved23q因需求水平、時(shí)間和性質(zhì)而歸納的8種狀況1、負(fù)需求：牙科手術(shù)、CONDOM2、無(wú)需求：3、潛伏需求：電動(dòng)汽車(chē)4、下降需求：5、不規(guī)則需求：季節(jié)性6、充分需求：維持需求7、

10、過(guò)量需求：減少需求8、有害需求：吸煙、色情市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved24設(shè)計(jì)生活方式創(chuàng)造需求 卡拉ok把握全新機(jī)會(huì)生產(chǎn)需要 產(chǎn)品開(kāi)發(fā)無(wú)菌冰箱營(yíng)造市場(chǎng)空間擴(kuò)大需求 免費(fèi)使用占領(lǐng)市場(chǎng)份額案例分析：寶潔公司市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved25市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved26生產(chǎn)生產(chǎn) Production銷(xiāo)售銷(xiāo)售 Sales市場(chǎng)市場(chǎng) Market社會(huì)市場(chǎng)社會(huì)市場(chǎng)Societal Marketing市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, Al

11、l Rights Reserved27哲學(xué)觀(guān)哲學(xué)觀(guān)主要觀(guān)點(diǎn)主要觀(guān)點(diǎn) Key Ideas生產(chǎn)生產(chǎn)Production銷(xiāo)售銷(xiāo)售 Sales市場(chǎng)市場(chǎng) Market社會(huì)市場(chǎng)社會(huì)市場(chǎng)Societal集中在內(nèi)部效率提高集中在內(nèi)部效率提高Focus on efficiency of internal operations注意力放在滿(mǎn)足客戶(hù)需求注意力放在滿(mǎn)足客戶(hù)需求Focus on satisfying customer needs and wants在滿(mǎn)足客戶(hù)需求的同時(shí)也增強(qiáng)個(gè)性和社會(huì)性在滿(mǎn)足客戶(hù)需求的同時(shí)也增強(qiáng)個(gè)性和社會(huì)性Focus on satisfying customer needs and wan

12、ts while enhancing individual and Societal well-being集中在進(jìn)攻型較強(qiáng)的銷(xiāo)售技巧以防止客集中在進(jìn)攻型較強(qiáng)的銷(xiāo)售技巧以防止客戶(hù)的抵御戶(hù)的抵御 Focus on aggressive techniques for overcoming customer resistance市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved28優(yōu)秀的管理領(lǐng)導(dǎo)能力 Top management leadership以客戶(hù)為重心 A customer focus競(jìng)爭(zhēng)智能 Competitor intelligence內(nèi)部功能性協(xié)調(diào)合作

13、Interfunctional coordination客戶(hù)關(guān)系 Customer relationships市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved29市場(chǎng)營(yíng)銷(xiāo)是保持或強(qiáng)調(diào)個(gè)人及社會(huì)的長(zhǎng)期最佳收益Marketing that preserves or enhances an individuals and societys long-term best interests減少有毒產(chǎn)品 Less toxic products更多耐用產(chǎn)品More durable products多次使用和可回收產(chǎn)品 Products with reusable or r

14、ecyclable materials市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved30討論以銷(xiāo)售為導(dǎo)向和以市場(chǎng)為導(dǎo)向的差異討論以銷(xiāo)售為導(dǎo)向和以市場(chǎng)為導(dǎo)向的差異市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved31組織目的組織目的公司商業(yè)行為公司商業(yè)行為為誰(shuí)為誰(shuí) ?基本利益目標(biāo)基本利益目標(biāo) ?使用手段使用手段銷(xiāo)售產(chǎn)品和服務(wù)銷(xiāo)售產(chǎn)品和服務(wù)每個(gè)人每個(gè)人最大化最大化銷(xiāo)售量銷(xiāo)售量基本促銷(xiāo)基本促銷(xiāo)內(nèi)部?jī)?nèi)部銷(xiāo)售導(dǎo)向銷(xiāo)售導(dǎo)向市場(chǎng)營(yíng)銷(xiāo)市場(chǎng)營(yíng)銷(xiāo)導(dǎo)向?qū)蛲獠客獠克锌梢哉{(diào)動(dòng)所有可以調(diào)動(dòng)的市場(chǎng)活動(dòng)的市場(chǎng)活動(dòng)最大化最大化客戶(hù)滿(mǎn)意度客戶(hù)滿(mǎn)意度特定群體特

15、定群體的人們的人們滿(mǎn)足需求滿(mǎn)足需求市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved32選擇和描述一個(gè)或多個(gè)目標(biāo)市場(chǎng)并發(fā)展和保持這個(gè)可以互相在目標(biāo)市場(chǎng)進(jìn)行滿(mǎn)意交換的一個(gè)市場(chǎng)組合的活動(dòng)。The activities of selecting and describing one or more target markets and developing and maintaining a market mix that will produce mutually satisfying exchanges with target markets.市場(chǎng)營(yíng)銷(xiāo)策略Wo S

16、aying 2003, All Rights Reserved33價(jià)格價(jià)格 Price促銷(xiāo)促銷(xiāo) Promotion地點(diǎn)地點(diǎn) Place產(chǎn)品產(chǎn)品 Product市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved34產(chǎn)品產(chǎn)品 Product第一個(gè)P The starting point of the “4 Ps”包括物質(zhì)屬性、包裝、保修、服務(wù)、品牌、形象、和價(jià)值。Includes physical unit, package, warranty, service, brand, image, and value市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Ri

17、ghts Reserved35地點(diǎn)地點(diǎn) Place產(chǎn)品能夠分散在客戶(hù)想要的地點(diǎn)和時(shí)間 Product availability where and when customers want them.包括所有從原料到產(chǎn)品的活動(dòng) Involves all activities from raw materials to finished products市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved36促銷(xiāo)促銷(xiāo) Promotion一個(gè)可以促使目標(biāo)市場(chǎng)產(chǎn)生交易的重要手段 Role is to bring about exchanges with target ma

18、rkets包括個(gè)人銷(xiāo)售、廣告、促銷(xiāo)、公關(guān)等的整合 Includes integration of personal selling, advertising, sales promotion, and public relations市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved37價(jià)格價(jià)格 Price4P中最具靈活性The most flexible of the “4 Ps” 總收入價(jià)格銷(xiāo)售量Price X Units Sold = Total Revenue市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved38創(chuàng)造客戶(hù)價(jià)

19、值創(chuàng)造客戶(hù)價(jià)值Create CustomerValue構(gòu)造長(zhǎng)期關(guān)系構(gòu)造長(zhǎng)期關(guān)系Build Long-Term Relationships保持客戶(hù)滿(mǎn)意度保持客戶(hù)滿(mǎn)意度Maintain CustomerSatisfaction如何保持競(jìng)爭(zhēng)優(yōu)勢(shì)如何保持競(jìng)爭(zhēng)優(yōu)勢(shì)Key Issues in Developing Competitive Advantage市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved39溝通溝通communication便利便利convenience成本成本cost顧客顧客cusotmer市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights

20、 Reserved40l顧客讓渡價(jià)值 p22產(chǎn)品與服務(wù)所期望的一組利益 與之間的差額l顧客滿(mǎn)意 p23產(chǎn)品價(jià)值、服務(wù)價(jià)值、人員價(jià)值形象價(jià)值貨幣成本、時(shí)間成本、精神成本、體力、支付貨幣市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved41l開(kāi)發(fā)客戶(hù)滿(mǎn)意的產(chǎn)品l提供顧客滿(mǎn)意的服務(wù)lCS觀(guān)念教育l建立CS分析方法體系市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved42利益與維持這些利益所付出的代價(jià)之間的比例The ratio of benefits to the sacrifice necessary to obtain those

21、benefits市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved43l提供要求的產(chǎn)品Offer products that performl給予的超出客戶(hù)所期望的Give consumers more than they expectl避免不切實(shí)際的定價(jià)Avoid unrealistic pricingl給購(gòu)買(mǎi)者實(shí)際體驗(yàn)Give the buyer factsl提供更廣闊服務(wù)及售后支持的企業(yè)承諾Offer organization-wide commitment in service and after-sales support市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying

22、 2003, All Rights Reserved44一種產(chǎn)品完全滿(mǎn)足或超出客戶(hù)期望值的感覺(jué)The feeling that a product has met or exceeded the customers expectations.市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved45滿(mǎn)足或超出客戶(hù)期望值 Meet or exceed customers expectations使消費(fèi)者高興 Focus on delighting customers提供解決客戶(hù)問(wèn)題的方案 Provide solutions to customers problems市

23、場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved46市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved47l客戶(hù)價(jià)值出發(fā)、以客戶(hù)占有率為中心、建立與客戶(hù)長(zhǎng)期有價(jià)值的雙贏(yíng)關(guān)系，為客戶(hù)提供定制化產(chǎn)品服務(wù)，從而實(shí)現(xiàn)企業(yè)利潤(rùn)和滿(mǎn)足顧客基本需求目標(biāo)的一系列營(yíng)銷(xiāo)活動(dòng)過(guò)程l“一四二”市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved48l現(xiàn)代通信方式提供發(fā)掘潛在需求成為可能l技術(shù)提供發(fā)展品牌的新方法l網(wǎng)絡(luò)簡(jiǎn)化客戶(hù)服務(wù)過(guò)程。KISSl數(shù)據(jù)庫(kù)使用協(xié)助企業(yè)尋找更多機(jī)會(huì)市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All

24、Rights Reserved49電子商務(wù)電子商務(wù)E-Commerce企業(yè)電子商務(wù)企業(yè)電子商務(wù)BusinessE-Commerce消費(fèi)者的電子商務(wù)消費(fèi)者的電子商務(wù)ConsumerE-Commerce在網(wǎng)上進(jìn)行產(chǎn)品和服務(wù)的銷(xiāo)售過(guò)程在網(wǎng)上進(jìn)行產(chǎn)品和服務(wù)的銷(xiāo)售過(guò)程The process of selling goods and services on the Internet在企業(yè)之間進(jìn)行的電子交易在企業(yè)之間進(jìn)行的電子交易Electronic transactions between companies在企業(yè)與個(gè)人為個(gè)人消費(fèi)購(gòu)買(mǎi)而在企業(yè)與個(gè)人為個(gè)人消費(fèi)購(gòu)買(mǎi)而產(chǎn)生的電子交易產(chǎn)生的電子交易Electro

25、nic transactions between business and individuals that purchase for individual consumption市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved505. 降低成本降低成本 Lower costs4. 24小時(shí)定單和客戶(hù)服務(wù)小時(shí)定單和客戶(hù)服務(wù) Around-the-clock ordering & customer service3. 收集客戶(hù)和產(chǎn)品銷(xiāo)售數(shù)據(jù)收集客戶(hù)和產(chǎn)品銷(xiāo)售數(shù)據(jù) Access to customer and product sales data2. 更廣泛的產(chǎn)品

26、和批發(fā)商更廣泛的產(chǎn)品和批發(fā)商 Greater selection of products and vendors1. 降低價(jià)格降低價(jià)格 Lower prices6. 量身定制的產(chǎn)品量身定制的產(chǎn)品 Customized products市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved51l客戶(hù)價(jià)值最大化l營(yíng)銷(xiāo)技術(shù)數(shù)字化l客戶(hù)關(guān)系互動(dòng)化l產(chǎn)品服務(wù)定制化l溝通無(wú)極限市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved52市場(chǎng)營(yíng)銷(xiāo)的步驟市場(chǎng)營(yíng)銷(xiāo)的步驟Describe the marketing process.市場(chǎng)營(yíng)銷(xiāo)策略Wo Sayin

27、g 2003, All Rights Reserved53明白組織的使命明白組織的使命 Understand the organizations mission設(shè)定市場(chǎng)目標(biāo)設(shè)定市場(chǎng)目標(biāo) Set marketing objectives收集、分析、整理收集、分析、整理“SWOT” Gather, analyze, interpret “SWOT” information制定市場(chǎng)策略制定市場(chǎng)策略 Develop a marketing strategy市場(chǎng)策略的執(zhí)行市場(chǎng)策略的執(zhí)行 Implement the marketing strategy設(shè)計(jì)市場(chǎng)策略執(zhí)行的效果設(shè)計(jì)市場(chǎng)策略執(zhí)行的效果 Design performance measures評(píng)估市場(chǎng)營(yíng)銷(xiāo)影響力的變化評(píng)估市場(chǎng)營(yíng)銷(xiāo)影響力的變化 Evaluate marketing efforts-change if needed市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved54幾個(gè)學(xué)習(xí)市場(chǎng)營(yíng)銷(xiāo)的理由幾個(gè)學(xué)習(xí)市場(chǎng)營(yíng)銷(xiāo)的理由Describe several reasonsfor studying marketing.市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Rights Reserved55市場(chǎng)營(yíng)銷(xiāo)策略Wo Saying 2003, All Ri