市場營銷專業(yè)英語全書電子教案（1-10章）

市場營銷專業(yè)英語全書電子教案（1-10章）Chapter1Marketingin21stcentury一、教學(xué)目標(biāo).了解市場營銷理論的最新發(fā)展；.掌握市場營銷與市場營銷管理的含義等基本知識;.企業(yè)市場營銷觀念的發(fā)展、演變：二、課時分配共三節(jié)，安排4個課時三、教學(xué)重點難點.市場營銷，市場營銷觀念.營銷的核心概念.營銷管理思想四、教學(xué)大綱第一節(jié)MarketingDefiningMarketingTheScopeofMarketingMarketingChallengesinthe21stCentury第二節(jié)ThecoremarketingconceptsNeeds,WantsandDemandsProductsandServicesExchangeandTransactionsValue,SatisfactionandQualityMarketsMarketingMix第三節(jié)MarketingmanagementphilosophiesTheProductionConceptTheProductConceptTheSellingConceptTheMarketingConceptTheSocietalMarketingConcept五、主要概念marketingmarketingcoreconceptsmarketingmanagement六、教學(xué)案例（注：不要與教材的案例重復(fù)）Trends&LessonsofMarketingin21stCenturyDr.ManojKumarTrivediAssistantProfessorMBADepartmentMaharanaPratapEngineeringCollege,KanpurPeoplesaymarketingisasoldastheMankind.Marketingcameintoexistencewhenthefirstbartertookplace.Barterlateronevolvedintotheartofselling.Accordingtosome,Marketingfirstcameintoexistencein17thcenturyinJapan.PeterDuckerbelievesthatmarketingwasinventedin1935inJapanbytheMitsaifamilywhosettledinTokyoasmerchantandopenedthefirstdepartmentalstoreofferingalargeassortmentofproductstotheircustomers.Theyhadonlyavagueideaofquality,productcategoryorprocessofmarketing.LotofwaterhasflowndowntheGangessincethenandmarketinghasevolvedasamajordisciplineovertheyears.Itallstartedwiththeproductionconcept,evolvedasthesellingconcept,graduatedintothemarketingconceptandpostgraduatedintothesocialmarketingconcept.Eachphaseofevolutionbroughtalongwithitvariousmarketingconceptsandstrategiesbefittingthedynamicneedsenvironmentandmarketsituationsprevailing.Theorganization,whichadaptedtochanges,survivedstrategiesovertheyearsandwhichfailedtodososuccumbtothecompetition.Themarketershaveevolvedvariousstrategiesovertheyearsessentialforthesurvivalandsuccessoftheirorganization.Thepostliberalizationworldhasbecomeplacewherethereisacutthroatcompetitionbetweentheorganizationsandonlythefittestisgoingtosurvive.Thismakesmarketingmorespecial&theMarketershavethetoughtaskahead,theywillhavetoworkoutstrategiesformarketingtheofferingsoftheircompanytomuchaware,moreknowledgeablecustomerhavingsomanyalternativeoffersfromthecompetitors,thusmarketingstrategyhastodaybecomethelifelineofany&perhapseverybusiness,itistheultimatebattlefieldforanycompanytoprovetheirenduranceinmarket.Eventuallythecompanieswith-planned&strategicallydesignedmarketingstrategiesemergeaswinners.Thefollowingarethemajortrends,shifts&challengesthatthemarketerandbusinesspeoplewillneedtotakeintoconsiderationforformulatingtheMarketingstrategy.OperationalSymbiosisofMarketingwithotherFunctions:Attheoperationallevelafteraseriesofclasheswithproductionandotherfunctions,marketingisgraduallygettingintegratedwithotherMajorfunctionthatareresponsibleofcreatingvaluefbrthecustomers.Inthecurrentsituation,R&D,Design,andproductionshouldworkincollaborationwithmarketingtoassess.Customerneedsanddeliverproducts/servicestosatisfythesame.Thissimplymeansthatmarketerswillhavetohaveagoodunderstandingofthefunctioningofotherdepartmentsaswell.BeDifferent/bewhatyouare:Thefuturewillbelongtothosewhomanageuniquenessintheirprojectsbybeingdifferent.Thereisnopointintryingtoimitateothers,inthepast;avenueswerelimitedforadvancementinlife.Intheageoftheindividual,itisenoughtobewhatyouareandbringoutthebestinyou.Inthesameway,companiesthataredifferentandinnovativewillbesuccessful.DiscountEffect:Promotions,discountsarenowknownasthebasicworkhorseofmarketingprogramme.Pricepromotionscanincreasesalesinonlythreeways:Growingthecategory,switching&purchaseacceleration.Pricepromotioncanindeedbenefittotalcategorysalesthroughbriningdownprices&addedvisibilitythroughdisplays&othermarketingactivities.Consumerstodayseemtohaveaplethoraofoptionstobuyinto,amongstproductsandservicesofeverykind.Choicessounlimited,thatbrandneedtoshouthighabovethedecibellevelsofparityproductadvertising.Paritydistributionand'Just-There*displayandMerchandising.Priceseemsakey"P”touse.Usingitinnovativelymakesitthatmuchmoreofacreativeexercisetolureinthecustomers.Theavailablepricetodiscountisthesameinthehandsofeverycompetitorintheorganizedsegment.HowyougetabetterMbangforthebuck'*istheimportantissuetoconsider.Howyouspendthatmoneytocreatethatmuch,moreexcitementintheheartoftheconsumertoloosenhispurseatyouroutletinsteadofinthedenofyourcompetitor.Discount&offersplaysamajorroletoattractingcustomerthroughouttheyearespeciallyonfestivals.Theoffersthatworkedwellweretheoffersthathadtheconsumerdroolinganditchingtorunoutandmakethatnecessaryandunnecessarypurchaseonfestivalsandoccasions.ProfitfromComplaints:Noonelikestohearcomplaints,butinthiseraofcut-throatcompetitioneffectivehandingofcomplaintscanbethelifebloodofanybusiness.Complaintscanbetheeducatorsofyourbusiness.Mostdissatisfiedcustomersdonotcomplain.Complaintsarenotmadebecausepeoplethinkitisnotworththetime&effort.Theydonotknowhoworwheretocomplainortheybelievethecompanywouldbeindifferenttothemsoacompanyneedstowelcomecomplaintsasasecondchancetokeepacustomer.Keepingthisinmindmostofcompaniesarenowsearchingforeffectivecustomersatisfactionperformanceprogramwheretheyareatakeopinionofcustomers,findingoutwhatwerethecausesofthedissatisfaction,ifanyandwhatitwouldtaketoputthingsright.PlethoraofPs:AsthefourPs(Price,Place,Product,Promotion)wasfoundinadequatetomeetthenewdevelopmentsinthemarketplace,aplethoraofnewPswasaddedtothemarketingstrategyliterature.BoomesandBitneraddedthefollowingM3PsMtothetraditional"4PS*'ofmarketingtomakethemrelevantspeciallyformakingofservices.There3PsareParticipantsorPeoplePhysicalEvidenceProcessThisfifth”P”Peopleisalsorelevanttoindustrialproducts.PhilipKotleraddedthefollowing"2Ps"forentryintorestrictedmarkets.Inpresentscenario,multinationalcompanieshadtomanagepublicopinionandlocalpoliticstoenterrestrictedmarketlikeChina,Russia,Indiaetc.Accordingtotheopinionofsomemarketingstrategistinthispresenteraofglobalizationsomeother'P'sarealsorelevant,theseare.PositionProfitPlanPerformancePace&PassionsPatienceCustomerSatisfactiontoCustomerValueManagement:Thewordvaluetoooftenmeanscheap.Itshouldmeansatisfaction.Valueshouldalwaysmeasureintermsoftotalbenefits&totalcost.Valueformoneyischeapbutaddedvalueisexpensive.ThemeaningoftermValueMarketingismorethanthepricecutting,lowmargins,givingextraquantity&lowbudgets.Increasedinternationalcompetitionmakesthemarketwiderbuttougher&marketersarecontinuouslytryingforenhancingthecustomervalue.Customersatisfactiontypicallyusedtobemonitoredbythemarketersandtheyusedtotakethecreditwhenitweptupandhadtoaccepttheblamewhenitwentdown.Butthefactisthatconsumerswillchoosethatcompanywhichoffersbettervaluefbrtheirmoney.Providingbettervaluetocustomersisthejobofthewholeorganization.Thisisafunctionofstrategicimportance,whichcannotbeleftinthehandsofafewmarketingpeople.Thishasbeenmanagedbyateamofcross-functionalexpertsandmonitoredthetopmanagement.TheRiseofSportsMarketing:Withtelevisionbroadcastingandsavvysportsagentsasallies,sporthasbecomeanimportantvehicleformarketerstohawktheirproducts.Thesportsmarketingindustrythatincludesbroadcasting,endorsement,sponsorship,merchandisingandideasisgrowinginstatureandrelevance.Sportmarketingisasub-sectionofadvertising,assimilatingtheuseorassociationofsportswithbrandstopromotethebrand.Itincludescreativelyusingsportstopromoterecall,useorbrandattributes,asperPitch-GroupMestimate,theannualsizeofsportsmarketingbusinessinthecountryisRs.900crore.Sportspersonsdisplayattributesthatpeople&brandwouldlovetostandfor.Determination,humor,styleandflamboyanceandattributedthatmarketerscovetinordertoestablishaconnectwithconsumers.AShiftTowardsOne-On-OneMarketing:Whiletheearlierparadigmaimedatmeetingtheneedsofsegmentsofconsumers,thenewparadigmtreatseverycustomerasunique.Thedevelopmentoftechnologyhasmadeitpossibletoaddresstheneedsofindividualcustomers,thedaymaynotbeveryfaroffwhenacustomerwantingtobuyatoiletsoapmayhavetoputhis/herhandintoascannerwhichwillsensetheskincomplexionandpopoutapouchofliquidsoapthatisideallyformulatedtosuithis/herskin.VirtualMarketing:EverythingcanbesoldontheNet.Withvisionarieswewillsoonfindvillagesconnectedtocomputernetworks.Nomarketercanaffordtoignorethismedium.Mostofthepeoplewhosurfthenetfbrfunarenotcomputerliterate.StandardofLivingtoQualityofLiving:Therewasatimewhenpeoplefeltitveryimportanttoacquireacar,TV,fridge,mobileandawashingmachineforthehouse.Anumberofpeoplemaybeplanningtoaddanair-conditionerandaPCtotheirhouse-holditems.Alltheseaddtothephysicalcomforts.Butaftergettingallthesepeoplelookfbrimprovementsinthequalityoftheirliving.Spiritualpursuit,environmentalprotectionanduniversalbrotherhoodarethingsthatreallyinterestthatreallyinterestpeoplewhohaveattainedastandardofliving.InnovationiscentraltoMarketing:Innovationismorethancreativity;itisthecommercialrealizationofcreativity.Consumerslikewhattheyhavebutalsocravechange.Theword"New,Improved,Better1'caninfluencethecustomerpreference.InnovationisthelifebloodofMarketing.Creativeideasarevaluablebutthegreaterpartisharnessingthemtoprofitableproductivechange.EmphasisonPersonalSelling:Nowpersonalsellingisanorganicpartofthebusinessfuellingnotonlycustomerrelationshipsbutstimulatingthemarketingfunctionswithfeedbackfromthemarket.NetworkmarketingfirmssuchasAmway,Tupperwareetc.areusingorganizedpersonalsellingeffortsinveryinnovativemanner.Retailing:ThenewmarketingMantra:Callitbyanyname;it'sthelastpointofreturnforanymarketer.Themodemtradecallsitthelast&themostvitallegofthevaluechain.Youguesseditright;Iamtalkingaboutretailingasanarmofmarketing,whichisthefinalpointoffruitionforallmarketingactivities.Thestrengthandpotentialofthesectorisevidentfromitssheersize.Themoderntradehasnowsixtypesofretailformatslikesupermarkets,departmentstores,discountstores,andconveniencestore,hypermarket&health/pharmachains.Getclosertothecustomers:Gettingclosetotheconsumersisnolongeramanagementjargonbutarealityandasurvivalstrategyinthetimesoftoughcompetition.Allthetouchpointswithcustomeri.e.prepurchase,duringthepurchaseandpostpurchaseneedtobecarefullyhandledtosatisfycustomerexpectations.EmancipationofWomen:Womenarenowgainingtheirrightfulplaceinsociety.Thisisgoingtoleadtogreaterdemandforproductslikebeauty-aids,heat-and-eatstuff,healthcareandfitnessfbrwomen,whichcouldbeexploitedbymarketersinthenewmillennium.Nowwomenaremorenet-savvythanmen.E-BusinessCenter:Educationisonebigbusinessthatcannotbeignoredbymarketers;itisnotjusttheprimaryeducation,butthelife-longeducationthathasbecomenecessaryforsurvivalinthemodernever-changingworld.Itisgettingdeliveredmoreandmorethroughthenetwhichallowsthelearnertoplanhiscourseathispaceandhaveaone-to-oneinteractionwithinstructorsthroughe-mail.Eventuallyeducationwillbecomegurucentricfromthecurrentinstitute-centricmode.Soulselling:Evenwithallthematerialcomforts,peoplehaveasenseoflonelinessandcertainhollownessinside;thisiswheresoulsellingcomestoplay.TherearepowerfulpreacherswhocomeontheRadio,TVandInternetandappealtoyoursoul,ofcourseinreturnforadonation.Religionasbigbusinessandisexpectedtogrowfurtherinfuture.Ifyoucan'tbeapreacher,sponsorapreachertosellyourproducts.RuralMigration:Withcomforts,communicationandconnectivitymadeavailableintheruralareaswhywouldanyonewanttoliveinthecongested,unhygienicandpollutedbigcities.Companiessellingfarmhousesandplantationsexploitthisdesirefbrthegreenruralenvironment,withconnectivityestablishedthroughsatellites;ruralareawillbecomeattractivelocalesforeversettingupofbusinessorganizations.EminentmanagementthinkerPeterDrukerhasoncesaid,"Businessisthecreationofitscustomers"butinthepresentbusinessscenariocreatingcustomersinnottheendpoint,butmore&morecompaniesarestrivingforretainingthem&convertthemastheiradvocates,marketingstrategiesplayanimportantroleinthisregard.Myinterestisthefuture,becauseIamgoingtospendtherestofmylifethere.Chapter2Marketingresearch一、教學(xué)目標(biāo)了解現(xiàn)代企業(yè)為什么需要營銷信息；了解市場調(diào)研的類型和方法；學(xué)會市場調(diào)研的步驟；二、課時分配共三節(jié)，安排3個課時三、教學(xué)重點難點.市場調(diào)研的類型.市場調(diào)研的方法.市場調(diào)研的步驟四、教學(xué)大綱第一節(jié)TypesofresearchExploratoryResearchDescriptiveResearchCausalResearch第二節(jié)ResearchmethodologyResearchApproachesContactMethods第三節(jié)StepsofmarketingresearchStep1:DefinetheProblemandResearchObjectivesStep2:DevelopingtheResearchPlanStep3:Implementing the Research PlanStep4：Interpreting and Reporting theFindings五、主要概念marketingresearchresearchmethodologyresearchplan六、教學(xué)案例（注：不要與教材的案例重復(fù)）TheCaseoftheMissingMarketResearchStudyThePostalService'sBigHurrytoconsolidate223mailprocessingplantsmayberunningintoseriousspeedbumps.TheAMPstudiesdon'tadduptoanythinglikewhatthePostalServicesaysitwillsavenordotheyrevealwheremostofthe35,000eliminatedpositionswillcomefrom.Nowthere'snewsofamarketresearchstudyonpotentialrevenuelossesthedownsizinginitiativesmaycausethatthePostalServicechosenottotellanyoneabout—andthatitstillwantstokeepunderwraps.NewsofthisotherresearchwasfirstrevealedbackinFebruary,intestimonybyoneofthePostalServicewitnessesfbrtheAdvisoryOpinionontheNetworkRationalizationplanbeingconductedbythePostalRegulatoryCommission.LastweekthePostalServicegavethePRCthedatafromthismarketresearch,alongwitharequesttokeepthematerials“non-public."ThePostalServiceisalsosayingthatbecausetheresearchwas“abandoned“beforecompletion,therearenocalculationsonlostvolumeandrevenuestolookat.That*snotsittingwellwiththeparticipantsintheAdvisoryOpinionprocess,andwe'regoingtobehearingalotmoreaboutthismissingmarketresearchstudy.Nextweek,witnessesforthePostalServicewillbecross-examinedbeforetheCommissioners,andthemarketsurveyissuretocomeup.Inthemeantime,todayCongressmanGeraldE.ConnollyofVirginiafiledaMotionforTerminationofNon-PublicStatuswiththePRC.TheCongressmanarguesthat^customersandpolicymakersshouldhavetheopportunitytoreviewinformationonthelikelyrevenueimpactfromtheseproposedreductionsinserviceandfacilities,nandifthemarketresearchcontainsinformationthatwouldhelpMembersofCongress"tobetterunderstandtheramificationsoftheseproposals,"thematerialshouldnotbeclassifiedas"non-public.MAsCongressmanConnollywritesinhismotion,"thepublichasarighttoknowaboutpossiblerevenueimpactsfromtheseproposals.nThetwophasesofmarketresearchInpreparingitscasetothePRContheNetworkRationalizationplan,thePostalServicecommissionedmarketresearchtodeterminehowmuchtherevisedservicestandardsandslowerFirst-Classmailwouldaffectmailvolumesandrevenues.ThequalitativeresearchwasconductedinAugust2011,usingfbcusgroupsandin-depthinterviewswithmailerslargeandsmall.Thequantitativeresearchwasdonelater,inOctober.TheresultswereincorporatedintotestimonypresentedtothePRCinDecember,whentheRequestforanAdvisoryOpinionwassubmitted.Whilethequalitativeresearchtookabroadlookatvariousfactors—closingpostoffices,eliminatingSaturdaydelivery,legislativeproposalstochangethepre-fundingofretireehealthcare,aswellastheplantconsolidationsandchangesinservicestandards—thequantitativeresearchpresentedinthetestimonyfocusedsolelyonthechangeinservicestandards.Theresearchshowedthatmailvolumewoulddeclineby1.7%—nearly2.9billionpiecesayear.Justtoputthatinperspective,theBostonConsultingGroup(BCG)hasprojectedthatdiversiontotheInternetwouldcausemailvolumestodecline1.5%ayearthrough2020.Inotherwords,theplantconsolidationplanwouldimpactmailvolumesevenmorethantheInternet.This1.7%declineinvolumestranslatestoarevenuelossof$1.3billion(2%ofannualrevenues).Thatlossisadjustedtoreflectthelowercostsofprocessinglowervolumes,resultinginanet“contribution“l(fā)ossof$500million.Thatamountisthensubtractedfromthetotalcostsavingsof$2.6billionthatthePostalServicehopestorealizefromtheplantconsolidations,leavinguswithanetsavingsof$2.1billion.TheaccumulatingevidenceinthePRC'sdocketonNetworkRationalizationsuggeststhatthemarketresearchpresentedinDecemberwasactuallythesecondroundofquantitativeresearch.Thefirstphasewasdonemonthsearlier,backinAugustorSeptember,andratherthanfocusingsolelyonservicestandards,itencompassedthebroaderrangeofissuesthatthequalitativeresearchexamined,liketheplantoclosepostofficesandeliminateSaturdaydelivery.ThestoryonthemarketresearchandhowthePostalServicepreparedandsharedtheplantooptimizetheprocessingnetworkisworthexaminingindetail,sohereareacoupleoftimelinestohelpputthepiecesofthepuzzletogether.TheOptimizationPlanReconfiguringthemailprocessingnetworkhasbeenintheworksforatleastadecade.PreviouseffortshaveincludedtheNetworkIntegrationandAlignment(NIA)planandtheEvolutionaryNelworkDevelopment(END)initiative.OverthepastfewyearstherehavebeenmanyAreaMailProcessing(AMP)consolidations.Somethinglike145facilitieswereclosedbetween2006and2010,includingninemajorProcessing&DistributionCenters(P&DCs).ThePRChasaskedtoseealltheAMPstudiesandPost-ImplementationReview(PIR)studiesforthesefacilities,andyesterdaythePostalServiceturnedoverthematerials,butthismaterialisclassifiedas”non?public.”Lastsummer,theefforttoreconfiguretheprocessingnetworkintensified.InJuly2011,theUSPSOfficeofInspectorGeneralcameoutwithareportthatenvisionedaprocessingnetworkconsistingof135largeP&DCs,abouthalfthecurrentnumberof260.Bythattime,however,thePostalServicewasalreadywellalongindevelopingitsownversionof“networkoptimization,andbyAugustitwasconfidentiallybriefingindustryinsidersontheplan.OnAugust10,2011,forexample,attheIndustryAssociationExecutivesMonthlyMeeting(whereUSPSexecutivesmeetwithstakeholderrepresentativeslikeGeneDelPolitoandArtSackler),twentyminutesweresetasideforapresentationon“NetworkOptimization''byChiefOperatingOfficerMeganBrennanandDavidWilliams,VicePresidentofNetworkOperations.Overthecomingweeks,therewouldbeseveralmeetingsbetweenUSPSofficialsandindustrystakeholdersliketheDirectMarketingAssociation(DMA)andtheNationalAssociationofAdvertisingDistributors(NAAD).OnAugust17-18,2011,VPWilliamsgaveapresentationtotheMailersTechnicalAdvisoryCouncil(MTAC).ThecopyofthepresentationmaterialsavailableontheUSPSwebsiteisheavilyredacted,andeverypagesays,“CONFIDENTIAL-ForInternalReviewandDiscussionOnly.^^Notthatthecontentsofthepresentationarestillamystery—theyweresubsequentlyincorporatedintomanyAMPpresentationsatpublicmeetingsandthetestimonybeforethePRC.Youcanseeanun-redactedversionofprettymuchthesamepresentationhere.InhisAugust17presentation,WilliamsendedwithaslideindicatingthatthePostalServicewouldfilewiththePRCinOctober.Afterthemeeting,severalemailswereexchangedrespondingtoconcernsexpressedbythestakeholders,whichyoucanseesummarizedhere.OnAugust31,Williamsgavehispresentationagain,thistimeforthe“MonthlyMember'sCall”oftheNationalAssociationofPresortMailers,asindicatedbythisdescriptionofthepresentationontheNAPMwebsite.ThisversionofthepresentationmaterialsisavailableforviewingonlytomembersoftheNAPM.OnSeptember6,thePostmasterGeneralwentpublicwiththenetworkoptimizationplanintestimonybeforeCongress.InhispresentationabouthowthePostalServicewouldsave$20billionayearby2015,thePostmasterGeneralexplainedthatheplannedto“streamline"theprocessingnetworkbyreducingthenumberofprocessinglocationsfrom508toapproximately200andeliminating35,000positionsintheprocessingworkforce,therebysaving$3billionayear.OnSeptember15,thePostalServiceheldapressconferencetorevealthedetailsofthenetworkoptimizationplantothepublic,butnotbeforegivingindustryinsidersapreview,asindicatedbyemailslikethisone.OnSeptember21,adescriptionoftheplanwaspublishedintheFederalRegisterunderthetitle^ProposalToReviseServiceStandardsforFirst-ClassMail,Periodicals,andStandardMail."ThedescriptionindicatedthatifthePostalServicedecidedtogoforwardwiththeplan,itwouldRequestanAdvisoryOpinionfromthePRC,asrequiredbylaw.Atthattime,thePostalServicewasstilltellingthePRCtoexpecttheRequestforanAdvisoryOpinioninOctober,aswelearnedinthePublicRepresentative'sreplytothePostalService'smotiontospeedupthePRC'sproceduralschedule.ThePostalServiceeventuallysubmittedtheRequestforanAdvisoryOpiniononDecember5,2011.OnJanuary18,thePostalServiceaskedthePRCtoaccelerateitsproceduralschedulesotheAdvisoryOpinioncouldbedonebymid-ApriLThePRCturneddowntherequest,anditlooksliketheOpinionwillcomeoutinSeptember.ThePostalServiceplanstobegintheconsolidationsinJune.Chapter3Marketingenvironmentandmarketingstrategy一、教學(xué)目標(biāo).了解市場營銷環(huán)境對市場營銷管理的重要影響作用；.解微觀環(huán)境與宏觀環(huán)境的主要構(gòu)成；.掌握分析、評價市場機會與環(huán)境威脅的基本方法；.熟悉企業(yè)面對市場營銷環(huán)境變化所應(yīng)采取的對策二、課時分配共三節(jié)，安排4個課時三、教學(xué)重點難點.微觀經(jīng)濟環(huán)境.宏觀經(jīng)濟環(huán)境.SWOT分析.營銷策略四、教學(xué)大綱第一節(jié)MarketingenvironmentTheCompany*sMacro-environmentDemographicEnvironmentEconomicEnvironmentNaturalEnvironmentTechnologicalEnvironmentPoliticalEnvironmentCulturalEnvironmentTheCompany9sMicro-environmentCompanyDepartmentsSuppliersMarketingIntermediariesCustomersCompetitorsPublics第二節(jié)SWOTanalysisStrengthsandWeaknessesOpportunitiesandThreats第三節(jié)MarketingstrategyCoreConceptsinMarketingStrategiesMarketingStrategiesforCompetitiveAdvantage五、主要概念marketingenvironmentSWOTanalysismarketingstrategy六、教學(xué)案例（注：不要與教材的案例重復(fù)）HowJobsitewonloyaltythroughpersonalisedcustomercampaignsBackgroundJobsite,partofEvenbase,isoneoftheUK'sleadingonlinerecruitmentbrands.ThroughextensivepartnershipswiththeDailyMail,Metro(London),EveningStandard,Northcliffepapers,JohnstonPress,Clyde&ForthandAberdeenPress&Journal,Jobsitereachesover65%oftheUKpopulation.Jobsite'saimistotakethepainoutofjobhuntingbymakingfindinganewjobquickandeasy.StrategyEachcandidate'sprofileispersonalanddifferentandthetaskofensuringcandidatesareonlyalertedtorelevantvacanciesandJobsiteCareerToolsismadeyetmorecomplicatedinthatcandidatesmightberegisteredwith,andidentifywith,oneofseveralhundredJobsitebrandsandpartnerships.Usinganin-housedevelopedemailmarketingtoolwasalaborious,timeconsumingandresource-hungryprocess.Deepsegmentationandfinelytunedtargetingandpersonalisationwasimpossibleandopeningratesandcustomerloyaltywerebeingimpacted.ImplementationNeolaneprovidesconversationalmarketingtechnologythatenablesorganisationstobuildandsustainlifetimeone-to-onedialogues.“Wewereabletorunourfirstcampaignsontheplatformjustfourweeksfromcommencingimplementation,saidVinceKeay,emailanddatabasemarketingmanageratJobsite."OurownandNeolane'steamworkedwelltogether;Ncolanenotonlybroughtproductimplementationexpertise,butsupportedlinkingtooursinglecustomerviewdatawarehouse.MToday,aswellashighlytargetedjobalerts,marketingcampaignsincludeevent-drivenrelationshipemailsandcorenewslettercampaignsofferingtipsaswellaspromotingJobsiteCareerTools.Jobsiteissendingsomethirtymillionjobalertandcampaignmessagespermonthtoeighttoninemillionregisteredcandidates,automatically.Thedifferenthighlytargeted,€tone-to-few^^themesandt*one-to-oneMcontentsupportsthedifferentcandidaterelationships.ContentisplacedintotheappropriatedesigntemplateofJobsite'sownmultiplebrandsandthoseofitspartners.Allthisishandleddynamicallybytheplatform,whichalsomaximisesdeliverabilityandmanagescontactfrequencytoensurethatnoindividualistargetedbymultiplecampaignsatthesametime.Eachindividual'sresponsesarefedbacktothedatawarehouseupdatingtheircampaignprofileforthefuture.AutomatedA/Bversiontestingfunctionalityallowsversionsofacampaigntobetestedonasampleaudience,allowingthebestperformingonetobeselectedforthemaincampaign.ReportingallowsJobsitetoanalysewhichelementsarestimulatinginterestwithinacampaign,theresponserates,clickthroughsandotherstatistics.ResultsAccordingtoJobsite:Emailopeningratesareupbyover75%ConversionratesforcampaignspromptingCVuploadsareupbyover110%A￡450kperannumnewrevenuestreamhasbeenwonprovidingemployerswithahighlytargeted'headhunting,servicetoJobsiteregisteredcandidatesNewcampaignproductionandexecu