识核心概念

精品资料网 Core Concepts of Marketing T1 Products (goods, services, and ideas) Value, cost, and satisfaction Needs, wants, and demands Exchange and transactions Relationships and networks Markets Marketers and prospects 精品资料网 Flow Structure in a Modern Exchange Economy T2 Government markets Manufacturer markets Consumer markets Intermediary markets Resource markets Taxes,Taxes, goodsgoods MoneyMoneyMoneyMoney Services,Services, moneymoney Services,Services, moneymoney TaxesTaxes Taxes,Taxes, goodsgoods Services,Services, moneymoney ServicesServices Taxes,Taxes, goodsgoods Goods, servicesGoods, services Goods, servicesGoods, services ResourcesResources MoneyMoneyMoneyMoney ResourcesResources 精品资料网 Actors and Forces in a Modern Marketing System T3 Environment Suppliers Company (marketer) Marketing inter- mediaries End-user market Competitors 精品资料网 Selling and Marketing Concepts Contrasted T4 Factory Existing products Selling and promotion Profits through sales volume Target market Integrated marketing Profits through customer satisfaction Customer needs Starting point FocusMeansEnds (b) The marketing concept (a) The selling concept 精品资料网 Evolving Views of Marketings Role T5a a. Marketing as an equal function b. Marketing as a more important function Finance Production Marketing Human resources Finance Human resources Marketing Production 精品资料网 Evolving Views of Marketings Role T5b c. Marketing as the major function d. The customer as the controlling factor Marketing Finance Human resources Production Customer Human resources Finance Production Marketing 精品资料网 Evolving Views of Marketings Role T5c e. The customer as the controlling function and marketing as the integrative function Customer Marketing Production Human resources Finance 精品资料网 Determinants of Customer Delivered Value Product value Services value Personnel value Image value Monetary cost Time cost Energy cost Total customer value T6 Psychic cost Total customer cost Customer delivered value T6 精品资料网 The Generic Value Chain T7 Primary Activities Support Activities Firm infrastructure Human resource management Technology development Procurement Inbound logistics Outbound logistics Marketing and sales Service Opera- tions Margin Margin 精品资料网 Levi Strauss Value-Delivery Network T8 Order Du Pont (Fibers) Milliken (Fabric) Levis (Apparel) Sears (Retail) Competition is between Competition is between networksnetworks, not companies., not companies. The winner is the company with the better network.The winner is the company with the better network. Customer OrderOrderOrder DeliveryDeliveryDeliveryDelivery 精品资料网 Levels of Relationship Marketing T9 Many customers/ distributors Medium number of customers/ distributors Few customers/ distributors AccountableProactivePartnership ProactiveAccountableReactive AccountableReactive Basic or reactive High margin Medium margin Low margin 精品资料网 The Profit Triangle T10 ProfitProfit Value creation Competitive advantage Internal operations 精品资料网 Strategic Planning, Implementation, and Control Process T11 Corporate planning Division planning Business planning Product planning Organizing Implementing Measuring results Diagnosing results Taking corrective action PlanningPlanningImplementationImplementationControlControl 精品资料网 The Boston Consulting Group s Growth-Share Matrix T12 3 ? 10 x 4x 2x 1.5x 1x 10 x 4x 2x 1.5x 1x 20%-20%- 18%-18%- 16%-16%- 14%-14%- 12%-12%- 10%-10%- 8%- 8%- 6%- 6%- 4%- 4%- 2%- 2%- 0 0 Market growth rate Relative market share Stars Cash cow Question marks Dogs ? ? ? 5 4 2 1 6 8 7 .5x .4x .3x .2x .1x .5x .4x .3x .2x .1x 精品资料网 Market Attractiveness: Competitive- Position Portfolio Classification T13 StrongStrongMediumMediumWeakWeak BUSINESS STRENGTHBUSINESS STRENGTH MARKET ATTRACTIVENESSMARKET ATTRACTIVENESS LowLowMediumMedium HighHigh Hydraulic pumps Joints Clutches Flexible diaphragms Aerospace fittings Fuel pumps Relief valve Invest/growInvest/growSelectivity/earningsSelectivity/earningsHarvest/divestHarvest/divest 精品资料网 The Strategic-Planning Gap T14 Desired sales Diversification growth Integrative growth Intensive growth Current portfolio SalesSales Time (yearsTime (years) Strategic-Strategic- planningplanning gapgap 1010 5 5 0 0 精品资料网 Three Intensive Growth Strategies: Ansoff s Product/Market Expansion Grid T15 1. Market- penetration strategy (Diversification strategy) 3. Product- development strategy 2. Market- development strategy CurrentCurrent marketsmarkets NewNew marketsmarkets CurrentCurrent productsproducts NewNew productsproducts 精品资料网 Opportunity Matrix T16a 1 4 2 3 HighHigh LowLow HighHigh LowLow AttractivenessAttractiveness Success ProbabilitySuccess Probability 1. Company develops a more powerful lighting system 2. Company develops a device for measuring the energy efficiency of any lighting system 3. Company develops a device for measuring illumination level 4. Company develops a software program to teach lighting fundamentals to TV studio personnel OpportunitiesOpportunit