市场营销学,中英第三章.ppt

Business legislation is enacted: To protect companies from each other To protect consumers from unfair business practices To protect the interests of society against unrestrained business behavior 首先是保护公司 第二个目的是在不公平的商业活动中保护顾客 第三个目的是保护社会利益 * * * 提示:营销理念认为要想在市场上取得成功，公司必须向顾客提供比竞争对手更大的客户价值并使客户满意。因此，营销者不仅要满足目标客户的需求，还必须通过完全不同于竞争产品在消费者心中位置的产品定位来获得竞争优势。 想学生提问，对于特定的一类产品，不同的品牌在消费者心中的定位是怎样的。 提示: 讨论为什么企业不仅需要消费者的支持，而且还需要获得公众的支持？ * * 提示:微观营销环境中最重要的因素是顾客。整个价值链传递系统的目的在于向目标客户提供服务并与他们建立强有力的客户关系。讨论以上几种类型的市场，分析企业对于不同的顾客市场，产品信息会有哪些不同。 * Note to Instructor: Ask students to analyse the advertising messages for long-running products and determine if the promotional messages changed over the years in response to changes in any of the macroenvironmental factors. * Note to Instructor: Today’s baby boomers account for about 25 percent of the U.S. population but control an estimated 80 percent of the nation’s personal wealth. The 50-plus consumer segment now accounts for nearly half of all discretionary consumer spending. As they reach their peak earning and spending years, the boomers will continue to constitute a lucrative market for financial services, new housing and home remodeling, new cars, travel and entertainment, eating out, health and fitness products, and just about everything else. It would be a mistake to think of the older boomers as phasing out or slowing down. Today’s boomers think young no matter how old they are. One study showed that boomers, on average, see themselves 12 years younger than they actually are. And rather than viewing themselves as phasing out, they see themselves as entering new life phases. * Note to Instructor: The Generation Xers are a sometimes overlooked consumer group. Although they seek success, they are less materialistic than the other groups; they prize experience, not acquisition. For many of the Gen Xers who are parents, family comes first—both children and their aging parents—and career second. From a marketing standpoint, the Gen Xers are a