A Fraework for Marketing Management (by Philip Kotler).ppt

Objectives What are the tasks of marketing? What are the major concepts and tools of marketing? What orientations do companies exhibit in the marketplace? How are companies and marketers responding to new challenges? Marketing Channels Competition Think of examples of each type of competition: The Four Ps The Four Cs  Contrasts Between Selling and Marketing Concepts (a) The selling concept Marketing Concept The Marketing Concept stands on four pillars: Chapter 3 Objectives Define value and satisfaction and understand how to deliver them. Describe the nature of high-performance businesses. Explain how to attract and retain customers. Understand ways of improving customer profitability. Define total quality management. Customer Value Customers estimate which offer will deliver the most value. They then form an expectation of value and act upon it. Customer delivered value = total customer value minus total customer cost. Customer Development Chapter 9 Identifying Market Segments and Selecting Target Markets 辨认市场细分和选择目标市场 ? 5.3 Market strategies: Growth stage 成长阶段的营销战略 The growth stage is marked by a rapid climb in sales, as DVD players are currently experiencing. Early adopters like the product, and additional consumers start buying it. Attracted by the opportunities, new competitors enter with new products features and expanded distribution. Prices remain where they are or fall slightly, depending on how fast demand increases. Companies maintain or increase their promotional expenditures to meet competition and to continue to educate the market. Profits increase during this stage as promotion costs are spread over a large volume and unit manufacturing costs fall faster than price declines. During this stage, the firm uses several strategies to sustain rapid market growth as long as possible: 凋去淬痉可佰直滓饭遂酵题足秸帘蜀馒沼哪阂顷疮区齿廓旦志娃调材眷洗A Framework for Marketing Management (by Philip Kotler)A Framework for Marketi