2016年市场营销管理.pptVIP

Philip Kotler the worlds foremost expert on the strategic practice of marketing. -----Management Centre Europe Authoritative textbook 12th edition Flop or not / Why? Motorola cellular phone world-wide capabilities couldnt be used inside buildings or cars What Motivates a Consumerto Take Action? Needs - state of felt deprivation for basic items: food and clothing complex needs: for belonging. Demands - human wants backed by buying power. Todays smart marketers dont sell products; they sell benefit packages. They dont sell purchase value only; they sell use value.????????? - Philip Kotler in Kotler on Marketing Developing the Marketing Mixfour Ps Introduction Stage of the PLC New Product Pricing Strategies Price-Adjustment Strategies New Product Pricing Strategies Certain conditions the market skimming makes sense Certain conditions the market penetration favors Consumer Marketing Channels Levels Advertising Setting Objectives Informative Advertising Persuasive Advertising Comparison Advertising Reminder Advertising Personal Selling News Speeches Special events Written materials Audiovisual materials Corporate-identity materials Public-service activities Decline Stage of the PLC Sales : Declining sales Profits : Declining profits Product : Phase out weak items Price : Cut price Distribution: Go selective phase out unprofitable outlets Advertising: Reduce to level needed to retain hard-core loyal customers II. Price Price is all around us and goes by many names: rent for your apartment, tuition for your education, fee to your physician or dentist. The airline, railway, taxi, and bus companies charge you a fare; the local utilities call their price a rate; the local bank charges you interest for the money you borrow. The price for driving your car on Florida’s Sunshine Parkway is a toll. toll:n.通行税(费), 费 Setting Price Market Skimming: Setting a high price for a new product to maximize revenues from