市场营销综合模拟实验-hcz.ppt

企业管理系营销实验室 营销决策效果图 广告 知名度 购买意向 产品特点、价格 竞争者活动 人员销售 分销 产品可得性 产量 市场分额 细分市场规模 销售额 成本 产品感知 企业管理系营销实验室 成功的关键：对品牌的定位和发展 定 位 研发 策 略 企业管理系营销实验室 消费者购买决策的基础：对你们的品牌的感知 消费者的品牌感知 你的品牌的感知 技术指标 Brand A Brand B Brand C Brand D Brand C Brand A Brand B Brand D ? ? 企业管理系营销实验室 以广告定位：需要设置感知的维度目标 -20 感知的经济性 Si 10 0 20 -10 -20 -10 0 10 20 5 5 9 11 感知的性能 企业管理系营销实验室 重新定位品牌的两个重要方法 研发 广告 感知的经济性 感知的性能 企业管理系营销实验室 实验课考核方法 1. 模拟公司业绩成绩占60%。 2. 小组营销实验报告占20%。 3. 个人实验心得报告占10%。 4.上课考勤10% PS: 迟到或早退一次扣0.5分，3次以上扣5分，5 次以上扣10分。旷课一次扣5分，旷课3次（含3次）以上取消本课程成绩。 企业管理系营销实验室 本次课程任务 熟悉手机剧情3，了解公司背景，产品特性，细分市场，销售渠道，广告媒体，竞争对手 学习软件教学指南—营销小组,系统界面说明-学生部分,常见问题解答----学生常见问题解答 学习教学光盘,点击右上角菜单----教学课程，熟练软件运作系统 个人为单位竞争模拟，练习第一季度营销决策 登陆54/simmarketing/ 输入学号，无需密码 * During the course of the simulation, companies may introduce new Sonite or Vodite brands, and reposition or withdraw existing ones. The maximum number of brands marketed by a company in a given period is limited to five brands per market (Sonite or Vodite). This constraint makes it extremely important to find optimal segmentation and positioning strategies. The positioning and repositioning of brands with respect to the specific needs of various consumer segments is a major aspect of the Markstrat companies marketing strategy. The strategic issues surrounding market segmentation and product positioning can be summarized in three questions: 1. Which segment do we want to target? 2. How do we design the product appropriate for this segment and position it effectively? 3. As the environment changes, how should we reposition our existing brands? In Markstrat, various approaches can be used to help address these questions. * Consumers perception of brands You, as a manufacturer, can easily classify your and other competing brands based on objective data like their technical attributes and their price. When it comes to making a buying decision however, consumers are influenced by their perception of the brands available on the market rather than by the actual f