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1、Session#1 Good morning第一部分：早晨好,Marketing in the Twenty-first Century二十一世纪的市场,Product Concept产品概念,“Build a better mouse trap and they will buy it”制作一个更好的诱饵使他们购买“They can have any car as long as its black on black”由于他们希望要 黑色的，他们可以得到任何车Emphasis is on product production 在产品生产时强调Know as“PRODUCT CONCEPT”称
2、之为产品概念,Examples“Old and new”举例：老的和新的Henry Ford(Model T)福特（T型）Big Three Auto Makers U.S.美国三大汽车制造商Euro-Disney(Create a park“they”will visit!欧洲-迪斯尼（建一个他们要参观的公园）,Marketing Concept市场概念,What 什么Who 谁When 什么时候Why 为什么Where 在哪How 如何Focus shifts from product to CUSTOMER wants and needs 将焦点从产品移向顾客的希望和要求,Example
3、s:举例：Honda/Toyota/Datsun entrance into U.S.automaker(small versus large auto)Honda/Toyota/Datsun进入美国汽车生产（少量的同大量的对比）Being able to recognize YOUR customers change in wants and needs.承认你的顾客在希望和需求上的变化An“ON-GOING PROCESS”一个持续的过程Nissan has failed to do so,and has lost market share Nissan在此失败了，失去了市场份额,Mark
4、eting Defined市场定义,MARKETING IS:市场是：A social process 一个社会进程By which individuals and groups obtain what they need and want 在此个体和团体获得他们的希望和需求Through creating,offering,freely exchanging products and services of value of others 通过产生、提供自由交换产品和其他价值的服务,Management Must Be Supportive管理必须具有支持性,Centralization s
5、tyle 集中风格Will hinder marketing progress 会阻碍市场进程Decision making is static-not interactive 决策是静止的而不是交互的One or“only a few”members of the organization is making the decisions 组织中的 一个或“几个”成员决策Thinking more about“me”then the“customers”perspective 考虑“我”的前景多于“顾客”前景Big Three“what kind of car should we build
6、now”三大制造商“我们现在要制造哪中汽车？”,Decentralization style 分散风格Encourages“group participation”鼓励“小组参与”Many members of the organization bring to table different views 组织中的许多成员带来不同的观点Thinking about“customer”is broadened.考虑“顾客”变宽How can we“as departments”help create a customer organization:我们如何“作为一个部门”帮助建立一个顾客组织Ma
7、rketing-production-shipping-etc.市场-生产-运输等等,Core Concepts of Marketing市场的核心概念,Target markets&segmentation 目标市场和分割Needs,Wants,and Demands 需求、希望和要求Product Offerings 产品提供Value and Satisfaction 价值和满意度Exchange and Transactions 交换和交易Relationship and Network Building 关系和网络建立Marketing Channels(Distribution)市
8、场通道（分配）Supply Chain 供应链Competition 竞争Marketing Environment 市场环境,Simple Marketing System单一市场系统,INDUSTRY a collection of sellers.工业和销售员的聚集MARKET a collection of buyers.市场和购买人员的聚集RELATIONSHIPS BEING CREATED:产生关系：Goods and Services provided by industry 工业提供产品和服务Money(capital)is provided by buyers 购买人员提供
9、金钱（资本）Communication is being provided by industry(advertising/promotion)工业提供联络（广告/促销）Information is being provided by customers(to buy or not to buy(what,when,why,where,who)顾客提供信息（买或不买（什么、何时、为什么、何处、谁）,Structure of Flows流动结构,Manufacturer markets create“goods and services”for 制造商市场-制造“产品和服务”Intermedia
10、ry markets who disperse“goods and services”for 中间商市场-传播“产品和服务”Consumer markets who provide“money”for 顾客市场-提供“金钱”Intermediary markets who provide“money”for 中间商市场-提供“金钱”Manufacturers provide“money”for 制造商-提供“金钱”Resource Markets who provide“money”for 资源市场-提供“金钱”Consumer markets“jobs”and is governed by
11、顾客市场“工作”由-控制Government markets who regulate“services”“product”-“money valuation”business dealings-and generate tax/revenue bases;-(政府市场-规定“服务”“产品”-“金钱价值”-业务处理-产生税收/税票,The Four Ps(a.k.a.Marketing Mix)4P（a k a 市场组合）,Product(tangible and intangible stuff)产品（有形和无形材料）Promotion(advertising,direct selling,
12、etc)促销（广告、直销等）Place(channels of distribution goods available where)地点（分配通道-产品适于何处）Price(the value of the exchange)HOW ABOUT THE“cousins”of the 4 Ps the four Cs 4P的“表姐”4C如何Customer solution 顾客解决方案Customer cost 顾客成本Convenience 方便Communication 沟通,Company Orientations Toward the Marketplace today!如今公司以市
13、场为导向！,PRODUCTION CONCEPT consumer prefer products that are widely available and inexpensive.生产概念：顾客喜欢那些用途广泛价格不贵的产品PRODUCT CONCEPT-consumers favor products that offer the most quality,performance,or innovative features.产品概念：顾客喜爱那些质量、效果好或有创新特点的产品,SELLING CONCEPT-consumers will buy products only if the
14、 company aggressively promotes/sells these products.销售概念：顾客购买那些公司有攻势地促销/销售的产品MARKETING CONCEPT-focuses on needs/wants of target market and delivering value better than competitors.市场概念：集中于目标市场的希望和需求以及带来比竞争对手更好的价值,Customer Delivered Value交付顾客价值,SELLING CONCEPT 销售概念Starting point:Factory 起点：工厂Focus:Ex
15、isting products 焦点：现有产品Means:Selling and promotion 方法：销售和促销Ends:Profits through sales volume 结果：通过销售量的赢利,MARKETING CONCEPT 市场概念：Starting point:Market 起点：Focus:Customer needs 焦点：顾客需求Means:Integrated marketing 方法：整合的市场Ends:Profits through customer satisfaction.结果：通过顾客满意的赢利,Traditional Organization Cha
16、rt传统组织图,Top Management最高管理Middle Management 中级管理Front-line Management基层管理Customers顾客,Customer-Orientated Organizational Chart顾客导向的组织图,CUSTOMERS顾客Front-line People基层人员Middle Management中级管理Top Management高层管理,Evolving Views of Marketings Role“Marketing as an equal function”市场角色参与观念“市场作为平等的职能”,Evolving
17、Views of Marketings Role“Marketing as a more important function”市场角色参与观念“市场作为更重要的职能”,Evolving Views of Marketings Role“Marketing as the MAJOR function”Other departments are support units!市场角色参与观念“市场作为主要的职能”其他部门作为支持部门,Evolving Views of Marketings Role“The CUSTOMER as the controlling factor”市场角色参与观念“顾
18、客作为控制因素”,Session#1-continued第一部分：继续,Building CustomerSatisfaction through Quality,Service,and Value!通过质量、服务和价值建立顾客满意度,Determinants of CustomerDelivered Value“When combined=customers delivered valued”交付顾客价值的判定“结合时=交付顾客的价值,TOTAL CUSTOMER VALUE determined by:全部顾客价值由下列确定：Image value 形象价值Personal value 个
19、人价值Services value 服务价值Product value 产品价值,TOTAL CUSTOMER COST determined by:全部顾客成本由下列确定：Monetary cost 金钱成本Time cost 时间成本Energy cost 能源成本Psychic cost 心理成本,So whats this thing called SATISFACTION因此什么叫做满意,Is it tangible or intangible,can I touch it,smell it,feel it,or is it a figment of my imagination?它
20、是有形的还是无形的、摸的着、闻的到、感觉的到？或者还是我的想象中虚构的？SATISFACTION?满意？Is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance(or outcome)in relation to his or her experience 通过比较产品感觉到的效果（或特点）人的满意或失望的感觉同他或她的经验有关吗？,High Performance Business高性能的业务,Set strategies to s
21、atisfy KEY“Stakeholders”设立满意关键策略-“利益相关者”By improving critical business“Processes”通过改进关键业务-“进程”And aligning“Resources”with the“Organization”并对齐-“资源”和“组织”,The Generic Value Chain“Will mean higher MARGINS”普通价值链“将意味着更高的边际”,SUPPORT ACTIVITIES:支持活动：Firm infrastructure 公司基础组织Human resource management 人力资源管
22、理Technology department 技术部门Procurement 采购,PRIMARY ACTIVITIES:初级活动：Inbound logistics 回本地的物流Operations 作业Outbound logistics 开往外地的物流Marketing and sales 市场和销售Service departments 服务部门,Example of Value Chain“Remember competition is between NETWORKS,not companies.The winner is the company with the better N
23、ETWORK!价值链举例“记住：竞争是网络间的而不是公司间的，成功者拥有更好网络的公司,Levi Strauss Value-Delivery Network:Levi Strauss的交付价值网络Starts with Sears(retail)who submits an ORDER to Levis(apparel)Sears（零售商）开始，他将一个订单交给Levi（服装商）Then Levis(apparel)who submits an ORDER to Milliken(fabric maker)然后Levi（服装商）将订单交给Milliken（织布商）The Milliken(f
24、abric)DELIVERS fabric to Levis(apparel)who DELIVERS(product)to Sears(retail)Milliken（织布商）将织物交付给Levi（服装商）他将（产品）交付给Sears（零售商）,Example of Value Chain“Remember competition is between NETWORKS,not companies.The winner is the company with the better NETWORK!价值链举例“记住：竞争是网络间的而不是公司间的，成功者拥有更好网络的公司,DuPont(Fibe
25、rs)invents new fiber processing,who NOTIFIES Milliken(fabric)who ORDERS new fiber material DuPont（纤维商）发明了新的新的纤维生产工艺，他通知了购买新纤维原料的Milliken（织物商）Sears(retailer)who will eventually sell new“improved”product to CUSTOMER who will ORDER new product if satisfied with the NETWORKS PERFORMANCE Sears（零售商）最终将销售新
26、“改进”的产品给如果满意网络效果并订购新产品的顾客,SATISFIED CUSTOMERS顾客满意,Are loyal customers 是忠实的顾客Buy more(new products&upgrades)购买更多（新产品和升级产品）Spread favorable word-of-mouth 传播赞许Are more brand loyal(less price sensitive)更忠于品牌（对价格名感度低）Offer feedback 提供反馈Reduce transaction costs 降低交易成本,Customer Development顾客开发,Three TYPES
27、of customers:三种顾客：1)Suspects 怀疑型的2)Prospects 期望型的3)Disqualified prospects 失望型的The most important to businesses is:对业务来说最重要的是：PROSPECTS!期望Prospect evolution:期望演变,Customer Development顾客开发,1)First-time customers 第一次的顾客2)Repeat customers 重复的顾客3)Clients 客户4)Advocates 拥护者5)Partners 伙伴CAVEAT:If your prospe
28、cts are MISHANDLED they can become:“Inactive customers”or“EX-customers”警告：如果你的期望者受到错误处理，他们会变成的怠惰顾客或前顾客,The Profit Triangle利润三角形,PROFIT(the central focus)is affected by:利润（中央焦点）受到下列的影响：1)Internal operations 内部作业2)Competitive advantage 竞争优势3)Value creation 价值产生,Good Stuff Right?Well,lets talk QUALITY好
29、材料？让我们谈谈质量,What is QUALITY?Think about it a moment(considering your field of work)and create a definition for us START NOW!质量是什么？想一想（考虑以下你的工作领域）给我们一个定义-现在开始GENERIC DEFINITION of“Quality”产生“质量”的定义Is the totality of features and characteristics of a product or service that bear on its ability to satis
30、fy stated or implied needs.同产品或服务的满足能力以及潜在需求相关的性质和特点的总和,Session#1 continued第一部分-继续,Creating Winning Markets:Developing Market-OrientatedStrategic Plans建立成功的市场发展市场导向的战略规划,Market-Oriented Strategic Planning市场导向的策略规划,Contains FIVE“components”or“CONCERNS:包含五个“成份”或“关切点”1)Organizational objectives 组织目标2)O
31、rganizational skills 组织技巧3)Organizational resources 组织资源4)Organizational opportunities 组织机遇5)Organizational profit and growth 组织利润和成长,Corporate Headquarters Planning公司总部规划,Normally has FOUR major components:通常有4个主要部分：1)Define the corporate mission 确定公司使命2)Establish strategic business units(SBUs)建立战略
32、业务部门（SBUs)3)Assign resources to SBUs 向SBUs 分配资源4)Plan new business,downsize older(or less profitable)businesses 计划新业务，老（或利润少的）业务小型化,Strategic-Planning,Implementation,and Control Processes战略计划、实施和控制过程,As noted by the heading strategic planning encompasses three sub-sections:如总部中提到的：战略计划包括三部分1)Plannin
33、g corporate planning;divisional planning;business planning and;product planning.计划：公司计划、区域计划、业务计划和产品计划2)Implementation involves organizing and implementing the vision(s).实施：涉及组织和实施视角3)Control function measures results;diagnosing results(nothing works as planned)and;taking corrective action(remember
34、the operative word here is TIMING TQM observation)控制功能：衡量结果、诊断结果（所有的都不按计划）采取纠正措施（注：这里的动作词是“适时”-TQM观察）FINALLY REMEMBER THAT THESE AREAS ARE COOPERATIVE AND NOT INDEPENDENT OF EACH OTHER Youre not in a vacuum!最后-记住在这里要团结不要独立-你不是在真空中！,MISSION STATEMENTS使命声明,Answer for me what a mission statement is?回答我
35、使命声明是什么？GREAT Mission Statement HAVE:伟大的使命声明具有：1)Limited number of goals 有限的目标数量2)Stresses major policies and values 强调主要方针和价值3)Defines competitive scores 规定有竞争力的得分Sound too simple?太简单吗？It should be SIMPLE and EASILY UNDERSTOOD BY ALL MEMBERS OF YOUR ORGANIZATION 应该简单让你的组织中的所有成员都容易懂得。,Strategic-Plan
36、ning Gap战略计划差距,What?Another term?Oh no!什么？另一个小队？没有！Simply put:Its the difference between YOUR COMPANIES“current portfolio-business practices”less the“desired sales”简单地提出：你的公司间的区别“目前业务量操作”少于“理想销售”Its that area that you need to fulfill to achieve the DESIREC SALES area set by your strategic plan.是那个由你
37、的战略计划中设定的你需要完成达到理想销售的区域Which involves different levels of growth:哪个涉及到增长中的不同水平？Intensive growth,followed by 集中增长，伴随Integrative growth,followed by 综合增长，伴随Diversification growth 变化增长,Intensive Growth Strategies:集中增长战略,Existing products/Existing markets:MARKET PENETRATION 现有产品/现有市场：市场渗透Existing product
38、s/New Markets:MARKET DEVELOPMENT 现有产品/新市场：市场开发New Products/Existing markets:MARKET DEVELOPMENT 新产品/现有市场：市场开发New Products/New Markets:DIVERSIFICATION 新产品/新市场：多样化,The McKinsey 7-S Frameworkfor a successful strategic planMcKinsey 成功战略计划的7-S 框架,The first three element that MUST interact are:必须相互影响的首先三个成
39、份是 a)strategy-战略b)structure of organization-组织结构c)systems of organization.组织系统These three sub-sections must work closely together NO GAPS NO DEPARTMENTAL FIGHTING 这三部分必须紧密地一起工作-没有差距-没有部门之争,Then,when the organization has it ACT together it must insure that EVERONES 然后，当组织要一起行动时，必须保证每个部分的：a)skills 技巧b
40、)shared values 价值共享c)staff 员工d)style ARE 风格是COMPATIBLE AND CAN WORK TOGETHER SMOOTHLY!有竞争性并可以平滑地一起工作,The Value-Delivery Process交付价值过程,TRADITIONAL PHYSICAL PROCESS SEQUENCE:传统自然过程顺序：Make the product(design product,procure,make)制作产品（设计产品、采购、制作）Sell the product(price,sell,advertise/promote,Distribute S
41、ervices.销售产品（价格、销售、广告/促销、分配、服务）,VALUE CREATION AND DELIVERY SEQUENCE:价值产生和交付顺序：Choose the Value(known as strategic marketing)选择价值（称作战略市场学）Provide the Value 提供价值Communicate the Value 沟通价值NOTE:Provide the value and communicating the value is known as TACTICAL MARKETING!注：提供价值和沟通价值称作技术市场学）,The Marketin
42、g Plan市场计划,Executive Summary&Table of Contents 执行小结和内容列表Current Marketing Situation 目前市场状况Opportunity&Issue Analysis 机会与事件分析Objectives 目标Marketing Strategy 市场战略Action Programs 行动计划Projected Profit and Loss(Pro Forma)设计利润和损失（利润组成）Controls 控制,Factors Influencing Company Marketing Strategy影响公司市场战略的因素,W
43、HAT DO YOU THINK IS MOST IMPORTANT?你认为什么是最重要的？1)The most important influence is TARGET MARKET 最重要的影响是目标市场2)Marketing Mix(4Ps)Product,Promotion,Place,Price.市场组合(4Ps)产品、促销、地点和价格3)Internal considerations:a)marketing planning,marketing information systems,marketing organization and implementation and,ma
44、rketing organization system.内部考虑：a)市场计划、市场信息系统、市场组织和实施、市场组织系统4)External considerations:a)Suppliers,Marketing intermediaries,publics and,competitors.外部考虑：a)供应商、市场中间商、公众和竞争对手5)Environmental considerations:a)demographic/economic considerations;b)Technical/physical environmental considerations;c)Politic
45、al/legal environment,and;Social/cultural environment.环境考虑：a)人口统计学的/经济的；b)技术的/物理环境的考虑；c)政治的/法律环境的等等；d)社会/文化环境,Session#1 Good Afternoon Session#1 下午好,Presented byDr.John Bonagofsky,Gathering Information andMeasuring MarketingDemand搜集信息并测定市场需求,Marketing Information System市场信息系统,Consists of:考虑1)People人2
46、)equipment设备3)and procedures to 和程序来4)gather汇总5)sort筛选6)analyze分析7)evaluate,评价,8)and distribute分配9)needed按需求10)timely按时间11)and accurate 准确12)information信息13)to marketing decision makers对决策者做市场营销,Marketing Intelligence System市场营销情报系统,Is a set of是一系列1)procedures程序2)and sources资源3)used by managers被管理者使
47、用4)to obtain来获得5)everyday 每天6)information信息,About developments关于开发In the marketing environment.在市场营销环境下,Defining the Problem and Research Objectives确定问题和研究目标,Exploratory Research sheds light on problem;suggest solutions;or new ideas.探索性研究-阐明问题的真相，提供答案或新构想Descriptive Research Ascertain magnitudes of
48、the problem or surrounding atmosphere.描述性研究-查明问题或周围环境的夸张程度Causal Research Test cause-and-effect relationships;Test hypotheses about cause-and-effect relationships.因果性研究-测定因果关系；测定因果关系的假设,Marketing Research Approaches市场营销研究方法,Observational-观察研究法Focus-groups-深度集体研究法Survey-调查研究法Behavioral-行为研究法Experimen
49、tal-实验研究法,Secondary-Data Sources二手数据资源,Internal sources-内部资源Government Publications-政府发布Periodicals and books-期刊杂志和书籍Commercial Data-商务数据On-line-在线Associations-协会Business Information-商务信息,The Marketing Research Process市场营销研究过程,Defining the problem and research objectives确定问题和研究目标Developing the resea
50、rch plan开发研究计划Collecting the information搜集信息Analyze the information分析信息Present your findings目前所发现的,Good Marketing Research完善的市场营销研究,Is scientific 科学的Is creative 有创意的Uses multiple methods 使用多种方法Realizes the interdependence of models and data实现模式与数据的独立性Acknowledges the cost and value of information承认信
