经济学5C.4P理论.ppt

* From here, the 4P’s come into play. Once we’ve selected our target market, we must assemble a set of tactics to best communicate our offerings to the marketplace. * * * From here, the 4P’s come into play. Once we’ve selected our target market, we must assemble a set of tactics to best communicate our offerings to the marketplace. Entrepreneurial Marketing Course Introduction College of Engineering University of California, Berkeley Scope of Marketing Course Marketing Modules Module 1 Market Definition, Customer Segmentation Competition (5C’s) Module 2 Product Development, Positioning Pricing (PRODUCT) (PRICE) Module 3 Marketing Communications (PROMOTION) Module 4 Distribution Sales Channel Development (PLACE) Conclusion Putting it All Together Module 1: Market Selection, Customer Segmentation Competition Entrepreneurial Marketing Marketing is an Exchange Process Company Customer Understanding the Customer Who are They? Personal characteristics Product usage patterns Why do They Buy? Needs Purchase Motivations How do They Buy? Decision-making unit (DMU) Decision-making process What do They Buy? “Whole” Product or Service Set of product and non-product capabilities that meet buying objective Set apart from competition Where do They Buy? Appropriate channel design Context Model for Marketing Decision-Making:5 C’s 4 P’s Company Core Competencies Customer Unmet Needs Competition Competitive Advantage Collaborators Shared Interests Target Market Assess the Situation Segmentation Concept Customers differ in the benefit they expect to receive from a product/service While not all customers are heterogeneous, there are often CLUSTERS of customers that are Segmentation = cluster of (nearly) similar customers Goal: Identify factors that separate CLUSTERS Geographic – country, urban/rural, region, etc. Demographic – age, sex, income, education, industry, size of organization Psychographic – personality traits, perceptual style, attitudes, ref