营销基础与营销战略规划资料.ppt

* * * * * * * Note to Instructor A mission statement should: Not be myopic in product terms Meaningful and specific Motivating Emphasize the company’s strengths Contain specific workable guidelines Not be stated as making sales or profits * * * * * * Note to Instructor Stars are high-growth, high-share businesses or products requiring heavy investment to finance rapid growth. They will eventually turn into cash cows. Cash cows are low-growth, high-share businesses or products that are established and successful SBUs requiring less investment to maintain market share. Question marks are low-share business units in high-growth markets requiring a lot of cash to hold their share. Dogs are low-growth, low-share businesses and products that may generate enough cash to maintain themselves but do not promise to be large sources of cash. * * * * * * Note to Instructor This Web link leads to the hompage for Virgin. This is a great company to discuss as they provide examples of market development, product development and diversification. Their homepage lists all their industries and products including tourism, leisure, shopping, media, finance, and healthcare. * * * * Note to Instructor It is interesting to ask how to make the 4Ps more customer centric? This leads to a redefining of the 4Ps to the 4Cs as follows: Product—Customer solution Price—Customer cost Place—Convenience Promotion—Communication * 营 销 管 理 主要参考书目 营销管理（第13版·中国版）（工商管理经典译丛），菲利普?科特勒（Philip Kotler）等著， 卢泰宏、高辉译，中国人民大学出版社，2009年4月 营销管理（亚洲版 第5版）科特勒等著，吕一林，王俊杰译，中国人民大学出版社， 2010年1月 第一讲 营销基础与营销战略规划 不战而屈人之兵。 知彼知已，百战不殆；不知彼而知已，一胜一负；不知彼不知已，每战必殆。 兵者，诡道也。 不可胜者，守也；可胜者，攻也。 营销基本概念 需要：人类未得到某些满足的感受状态。 欲望：人类想要得到某种具体满足物（包括精神的）的愿望。 需求：有购买力支持的欲望。 产品：提供给市场能够满足人们需要和欲望的任何东西。 顾客让渡价值（customer delivered value）:顾客所得到的所有利益与为之付出的所有代价之差。 客户关系管理（CRM） 营销组合策略4P：产品、价格、促销和分销策略 营销基本概念 目标市场、定位和细分 供应品和品牌 价值和满意 营销渠道 供应链 竞争 营销环境 营销计划 营销管理的核心理论 STP+4Ps+CRM S: 市场细分（Market Segment） T: 市场选择（Targeting） P: 定位（Positioning） 4Ps: 产品（Pro