首都经济贸易大学研究生企管班市场营销与企业发展张梦霞院长课件重点分析.pptVIP

建立基于客户的品牌资产 品牌建立工具和目标 消费者知识效应 品牌利益 选择品牌元素 Brand name Memorability Logo Meaningfulness Symbol Appeal可爱 Character Transferability Packaging Adaptability Slogan Protectability 发展营销计划 Product Tangible and intangible benefits Price Value perceptions Distribution channels Integrate”push” and “pull” Communications Mix and match 匹配 options 次级品牌杠杆 Company Country of origin Channel of distribution Other brands Endorsor 背书 Event Awareness Meaningfulness Transferability 可能的产出 Greater loyalty Less vulnerability 脆弱性 to competitive marketing actions and crises Larger margins More elastic response to price decreases More inelastic response to price increases Greater trade cooperation and support Increased marketing communication efficiency and effectiveness Possible licensing 特许 opportunities More favorable brand extension evaluations 品牌认知 Depth Breadth Recall 回忆 Recognition 识别 Purchase Consumption 品牌联想 Strong Favorable Unique Relevance Consistency Desirable Deliverable Point-of-parity Point-of-difference 总结：4PCVR 产品 (Production) 价格 (Price) 渠道 (Place) 促销手段 (Promotion) 顾客的需求和期望 (Customer) 顾客成本 (Cost) 顾客购买的便利性 (Convenience) 顾客与企业的沟通 (Communication) 差异化 (Variation) 附加价值 (Value) 功能化 Versatility) 共鸣 (Vibration) 与顾客建立关联 (Relate) 运用关系营销 (Relationship) 提高市场反应速度 (Response) 回报是营销的结果 (Reward) 4Ps 4Cs 4Vs 4Rs 一流企业做规则 二流企业做品牌 三流企业做产品 市场营销研究 著名期刊介绍 Journal of Marketing 七十余年以来，本刊作为美国市场营销协会的代表刊物，在市场营销领域里一直是个让理念和思想领导力彼此交融的活跃平台，它弥合了理论与实践应用间的隔阂。通过提供涉及市场营销各重要领域的深度文章来激发思维，本刊无论是对学术研究者，还是实践领域的营销人员而言，都是份首屈一指的刊物，其每一期都包含营销领域的诸多原创研究内容。 Established in 1936,?Journal of Marketing?has been the recognized leader in its field for more than seven decades.?JM?is positioned as the premier, broad-based, scholarly journal of the marketing discipline that focuses on substantive issues in marketing and marketing management. ? ? Bimonthly Volume 78, Issue 1?(January 2014) Not All Fun and Games: Viral Marketing for Utilitarian Pro