世界行銷講座之全球營銷

TheWorldofMarketingChapter1LectureSlidesSolomon,Stuart,Carson,&SmithYournamehereCoursetitle/numberDate1ChapterLearningObjectivesWhenyouhavecompletedyourstudyofthischapter,youshouldbeableto:Definethemarketingconcept.Definetheobjectiveofmarketing.Understandthebasicsofmarketingplanning.Describetheevolutionofthemarketingconcept.Explainhowmarketingisimportanttobothindividualandbusinesscustomersinthemarketplace,inourdailylives,andinsociety.Explainmarketing’srolewithinanorganization.2Introduction

totheTopicWhatis

marketing?Isisadvertising?Sales?Goingtothegrocerystore?Itisafunctionalareawithinabusiness,butwhatdoesitdo?AusefuldefinitionfromtheAmericanMarketingAssociation:Marketing:

theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.Notethemanycomponentparts(includingthe4P’s)tothisdefinition,whichwillallbediscussedingoodtime.3NeedsversusWantsMarketingattemptstosatisfytheneedsofconsumers.Consumer:

theultimateuserofagoodorserviceCouldbeanindividual,business,ororganizationNeed:

recognitionofanydifferencebetweenaconsumer’sactualstateandsomeidealordesiredstate.Want:

thedesiretosatisfyneedsinspecificwaysthatareculturallyandsociallyinfluenced.Whyisthedifferencebetweenthesetworelevanttomarketers?Ifconsumersmustlearnhowtosatisfyneeds,thentheycanbeinfluencedintheprocess.4ExchangeofValueIfmarketingisallaboutexchangesofvalue,whatis

value?Customervalue:

whatthecustomergetsinthepurchase,use,andownershipofaproductrelativetothecostsandsacrificesincurred.Exchange:

theprocessbywhichsometransferofvalueoccursbetweenabuyerandseller.Mostexchangesareintheformofmoney,butbartercanalsobepopularonalocalbasis.Whatistherelationshipbetweenvalueandprice?Customerswillpayforvaluereceived;themorereceived,themoretheywillpay.Agooddealis,therefore,astateofmind?5ExchangeofValue(continued)Tobemeaningfultomarketers,wantsneedresources.Demand:

customers’desireforproductscoupledwiththeresourcestoobtainthem.Market:

allofthecustomersandpotentialcustomerswho:shareacommonneedthatcanbesatisfiedbyaspecificproduct,havetheresourcestoexchangeforit,arewillingtomaketheexchange,and,havetheauthoritytomaketheexchange.Notethatthesefourconditionsalsomakeagooddefinitionofacustomer.Marketplace:

anylocationormediumusedtoconductanexchange.6(Almost)AnythingCanBeMarketedProduct:atangiblegood,aservice,anidea,orsomecombinationofthesethat,throughtheexchangeprocess,satisfiesconsumerorbusinesscustomerneeds;abundleofattributesincludingfeatures,function,benefits,anduses.Productshave:Features:characteristicsoftheproduct,suchasmaterials,construction,andwhatitdoes.Afeatureofacomputeristhatithas512MbofRAMAdvantages:whatthefeaturesdofortheuseroftheproduct.MoreRAMallowsforgreatercomputingpower.Benefits:theoutcomesoughtbyacustomerthatmotivatesbuyingbehaviour.ThecustomerwantsmoreRAMtorunthelatestversionofasoftwareprogram.7(Almost)AnythingCanBeMarketedIdeamarketing:manyorganizations,includinggovernmentsusemarketingtosellideas,suchasnotsmoking,responsiblealcoholconsumption,safesex,andusingrecyclingprograms.Placemarketing:usingmarketingtosellplacesasadestinationfortouristsorforindustriestochoosetolocatein.TourismisbigbusinessinCanada.Peoplemarketing:usingmarketingtosellpeopleandtheirimages,suchascelebritiesendorsingproductsorrepresentingorganizations.WhywouldNikepayTigerWoods$40millionover5yearsjusttoweartheirclothingandfootwear?8TheMarketingConceptMarketing

concept:amanagementorientationthatfocusesonachievingorganizationalobjectivesbyunderstandingconsumerneedsandwantsandtheassociatedcostsofsatisfyingthem.Whichcomesfirst,theconsumerneedortheproducttosatisfyit?Itisimportanttorecognizethatmarketingdoesnotexistinisolationfromtheworldaroundit.Socialmarketing

concept:

anorientationthatfocusesonsatisfyingconsumerneedsandwantswhilealsoaddressingtheneedsofthelargersociety.“It’snoteasybeinggreen.”Kermitthefrog9MarketingPlanningStrategicplanning:

theprocessofidentifyingandanalyzingalternativewaysofachievingobjectives.FavourableTypeoffactorLocationoffactorUnfavourable

Internaltothecompany

ExternaltothecompanyIndustrypositionProductinnovation/designBrandawarenessDistributionchannelsHistoryofsuccessPricingpositionLimiteddistributionLimitedrangeofproductsLeadership/directionResourceconstraintsNewmarketsNewbrandingstrategiesExpandgloballyExpandaccessorieslineFormstrategicpartnershipsFiercecompetitionBrandnamemaybecomethegenericforthecategoryPaceoftechnologyRegulatoryenvironmentStrengthsThreatsWeaknessesOpportunities10MarketingPlanning(continued)Marketsegment:adistinctgroupofcustomerwithinalargermarket,whoaresimilartooneanotherinsomewayandwhoseneedsdifferfromothercustomersinthelargermarket.Targetmarket:themarketsegmentonwhichandorganizationfocusesitsmarketingplanandtowardwhichitdirectsitsmarketingefforts.Marketposition:thewayinwhichthetargetmarketperceivestheproductincomparisontocompetitors’brands.Tobeeffective,organizationswilldoallthreesteps,oneaftertheother,aseachonebuildsonthestepprevious.Howdomarketersachievepositioning?11Marketing’’sToolsMarketingmix:Acombinationoftheproductitself,thepriceoftheproduct,theplacewhereitismadeavailable,andtheactivitiesthatintroduceittotheconsumers,whichcreatesadesiredresponseamongasetofpredefinedconsumers.Figure1-112MarketingPlanning(continued)Relationshipmarketing:amarketingphilosophythatfocusesonbuildinglong-termrelationshipswithcustomers,suppliers,distributors,andotherkeystakeholderstosatisfymutualneeds.Thisphilosophyrecognizesthatitismoreefficienttokeepexistingcustomershappyandbuying,thantobeconstantlytryingtofindnewonestoreplacethosewhohaveleft.Italsorecognizesthevalueofteamwork,whenitcomestothesupplychain.Stakeholders:individualsororganizationswhoaffect,orareaffectedby,theactivitiesofafirm.Societyasawholehaveastakeinwhatorganizationsdo.13TheEvolutionofaConceptProductorientation:amanagementphilosophythatemphasizesthemostefficientwaystoproduceanddistributeproducts.Thisphilosophyfocusesondevelopingproductsthroughresearchanddevelopmentactivities.Thisapproachworksbestinaseller’’smarket,wheredemandisgreaterthansupply.Sellingorientation:amanagerialviewofmarketingasasalesfunction,orawaytomoveproductsoutofwarehousestoreduceinventory.Alsoknownasthehardsell,thisapproachisnecessaryintimesofabuyer’smarket,whereproductavailabilityexceedsdemand.Thinkaluminumsidingintheearly60’s,homesecuritysystemstoday,andotherunsoughtgoods.14TheEvolutionofaConcept(continued)Consumerorientation:amanagementphilosophythatfocusesonbeingproactiveandresponsiveinidentifyingandsatisfyingconsumerneedsandwants.Focusingonwhattheconsumerwantsmakesforgoodbusiness,asMatteldoeswiththeBarbie?productline.Neweraorientation:amanagementphilosophyinwhichmarketingdecisionmakingmeansadevotiontoexcellenceindesigningandproducingproductsthatbenefitthecustomerplusthefirm’’semployees,shareholders,andfellowcitizens.15MarketingCreatesValueFunctionalvalue:consumerbenefitsrelatingtoproductfeatures,characteristics,utility,performance,andoutcomes.Whatwilltheproductdoforme?Utility:theusefulnessorbenefitreceivedbyconsumersfromaproduct.Utilitycanbasedonform,place,time,andpossession.Buyingsnowtiresafterthefirstsnowfallinwinterqualifiesforallfour!Experientialvalue:consumerbenefitsrelatingtosensory,emotional,relational,andepistemicexperiences.Livetheatreandsportsareexperiencesenjoyedformanydifferentreasons.16MarketingCreatesValueSymbolic(expressive)value:consumerbenefitsrelatingtoself-conceptorself-identity,self-expression,socialmeaning,personalmeaning,orconditionalmeaning.Someproductsorservicesweconsumeforwhatwebelievetheysayaboutustoothers.Luxuryproductsareagoodexample.Cost(sacrifice)value:consumerbenefitsrelatingtoeconomiccosts,psychologicalcosts,personalinvestment,andrisk.Warehouseretailersande-tailersappealtothoseconsumerswhoappreciatevaluecreatedbylowprices,selection,andconvenienceofshopping.17MarketingandCulturePopularculture:themusic,movies,sports,books,celebrities,andotherformsofentertainmentconsumedbythemassmarket.MarketingofcelebritiesispervasiveinNorthAmericanculture,muchtothechagrinofmanyobservers.Culturalactivitiescanbedifferentiatedandtargetedtoparticularmarketsegments.Myths:storiescontainingsymbolicelementsthatexpressthesharedemotionsandidealsofaculture.Thereareonlysomanyplotandstorylinesouttheretobeused,anduniversalthemessuchasgoodversusevilhavewidespreadappealduetotheirsimplicity.18Marketing’’sRoleinSocietyEthicalbehaviourisgoodbusinessformanyreasonsbeyonditistherightthingtodo.Organizationsattempttomanagetheirpublicimagethroughcarefulpromotionalstrategies.Thepracticeofmarketingisnotbeyondcriticism,suchas:MarketerscreateartificialneedsMarketingteachesustovaluepeopleforwhattheyownratherthanwhotheyareMarketerspromisemiraclesMostofthesecriticismscenterontheissueofpersonalresponsibilityandtendtoover-estimatethepowerofmarketing.Agreeordisagree?19FamousLastWords…Forgoodorbad,marketingiseverywhere.Ourchallengefortheremainderofthiscoursewillbetotrytounderstandwhatitcandofororganizationsattemptingtoachievetheirobjectives.20謝謝1月-2303:34:1703:3403:341月-231月-2303:3403:3403:34:171月月-231月月-2303:34:172023/1/53:34:179、靜夜四四無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