4. 一,市场营销的任务企业所面临的挑战和企业战略的进化
The Challenges faced by company and The Evolution of company’s Strategies
市场营销的提供物
The Scope of Marketing
市场营销的任务
A broadened View of Marketing Tasks
营销者所进行的决策
The Decisions Marketers Make
22. 1, How can we spot and choose the right market segment(s) to serve?
2, How can we differentiate our offering from competitive offering?
3, How should we respond to customers who press us for a lower price?
23. 4, How can we compete against lower-cost, lower-price competitors from here and abroad?
5, How can we compete against high-tech, high-quality competitors from here and abroad?
6, How far can we go in customizing our offering for each customer?
24. 7, What are the major ways in which we can grow our business?
8, How can we build stronger brands?
9, How can we reduce the cost of customer acquisition?
10, How can we keep our customers loyal for a longer period?
25. 11, How can we tell which customers are more important?
12, How can we measure the payback from advertising, sales promotion, and public relations?
13, How can we improve sales force productivity?
26. 14, How can we establish multiple channels and yet manage channel conflict?
15, How can we get the other company departments to be more customer-oriented?
29. 2-1 市场营销的定义 从社会观点的定义:
营销是个人和集体通过创造和提供有价值的产品,并同别人自由交换这些产品,以获得其所需所欲之物的一种社会过程。
Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products of value with others.
从社会观点来看,营销的角色是“ 让度较高标准的生活”。
30. 从管理观点的定义(美国营销协会的定义〕:
市场营销(管理〕是对创意,产品和服务的设计,定价,促销和分销进行计划和实施,以便创造能实现个人和组织目标的交换的过程。
Marketing(management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
53. (9) 供应链(supply chain)美国供应链协会(Supply Chain Council)把供应链定义为:在生产和让渡最终产品的过程中,从供应商的供应商到顾客的顾客所付出的所有努力。
Encompasses every effort involved in producing and delivering a final product, from the supplier`s supplier to customer`s customer.
91. 门店零售商(store-based retailers)门店零售商正在经历零售业过渡饱和的痛苦。大型零售商和“ category killers”的实力不断增长,使得小的零售商无处藏身。门店零售商正经受来自无店铺零售商的日益增长的挑战。这些无店铺零售商包括catalog houses, direct-mail firms, newspaper, magazine, and TV direct-to-customer ads, home shopping TV, and the Internet. 结果,门店零售商的边际利润不断缩小。创新型的零售商把咖啡巴,演讲,演示,表演等娱乐休闲活动搬进了商店内。他们正在营销“ 体验(experience)”而不是产品。
93. 电子商务(E-commerce):
吸引顾客到店铺和推销员在办公室打促销电话-→
使得所有的商品在互联网上都能有效虚拟展现和推销: B to C; B to B
定点超越(benchmarking):
依赖自我改良(纵向比较)-→
研究世界级的同行,采用最好的实践
联盟(alliances):
试图单独盈利或单方盈利-→
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