MBA 市场营销4value.pptVIP

高 低 高 现实价值 未来价值 B E A C D H F G 交叉销售／上行销售 提升客户／降低成本 保留 优质客户 Customer Equity Management 顾客价值的分析 是营销决策的基础和出发点 Customer-Product Profitability Analysis 顾客资产管理：客户赢利性矩阵 被动买主 对质量或服务不太在意， 对价格也不甚在意（认为 该产品并非必需，或者认 为极其重要的，或者无法 轻易从其他渠道获得） 保本买主 在意价格，对质量 或服务则不太在意 高消费买主 愿意为优质产品 和服务支付高价， 一般为小型订单 主动买主 要求高质量和高 服务，通常会大 量购买。 服务价格 服务成本 High Low High Low Assignment for this week 1. Read chapter 4-6 of the textbook; 2. Download the quiz 5 and finish it. Send the answer sheet of quiz 5 to mkt_mba_xw@126.com by 24:00pm, Oct. 25. 3. Get ready for the 5th case : Tides vs. Diao (p155) 宝洁汰渍洗衣粉：对中国消费者的洞察 根据消费者行为理论，哪些文化、社会、个人或心理因素会影响中国消费者的洗衣粉购买？ 上述影响因素中最重要的是什么？ 上述影响因素在美国和中国有什么不同？ 上述影响因素在中国的城市和乡村，以及不同的细分市场中有什么不同？ 全球化进程中，本土企业应该如何应对？ 中国日化企业可以向宝洁学习什么？ * * * * * * * * * * * * * * * * * * * * The Business Portfolio This CTR corresponds to Figure 2-4 on p.43. and relates to the discussion on pp. 43-44. Designing the Business Portfolio The business portfolio is the collection of businesses and products that make up the company. In portfolio analysis, management evaluates the businesses for their strategic fit in meeting company objectives. Strategic Business Units (SBUs) consist of separate units of the company that can be planned independently from other company businesses. The BCG Matrix Stars. High growth, high share businesses. Stars often require heavy investment to build/maintain share in rapidly expanding markets. You may wish to discuss the importance of market share to product profitability at this point. Cash Cows. Low growth, high share businesses. Cows generate profits for investment in other businesses. Question Marks. High growth, low share businesses. Strategy must decide between further investment to move question marks to star status or phasing the product out. Dogs. Low growth, low share. Dogs are often targets for divestment, but may still be profitable and/or contribute to other organisational goals. Marketing Management