│LECTURE 13│
Marketing Management Process
❍Learning Objectives ●Discuss the marketing management process. ●Describe the basic elements of marketing plan. |
|
Within each business unit, marketing plays a role in helping to accomplish the overall strategic objectives. Marketing’s role and activities in the organization are shown in Figure 2-4 on P.49 of the textbook. The Figure summarizes the entire marketing process and the forces influencing company marketing strategy.
Target consumers stand in the center. The company identifies the total market, divides it into small gments, lects the most promising gments, and focus on rving and sati
sfying the gments. It designs a marketing mix made up of factors under its control – Product, Price, Place, and Promotion. To find the best marketing mix and put into action, the company engages in marketing analysis, planning implementation, and control. Through the activities, the company watches and adapts to the marketing environment.
万能充电器
山西电力职业技术学院
放荡女暴露狂小说To succeed in today’s competitive marketplace, companies must be customer centered winning customers from competitors and keeping them by delivering greater value.
今天競爭激烈, 機構要以顧客為中心, 才可以從對打低對手,
Before it can satisfy consumers, a company must first understand their needs and wants.(要滿足消費者, 必先了解其需要) Thus, sound marketing requires a careful analysis of consumers. (最好的marketing就是細心分析消費者) Companies know that they cannot satisfy all customers in a given market – at least not all consumers in the same way. (機
構也知道不可能滿足所有人的需要) There are too many different kinds of consumes with too many different kinds of needs. (因為有太多market, 太多不同的needs)Thus, each company must divide up the total market, choo the best gments, and design strategies for profitably rving chon gments better than its competitors do. (所以才需要把market 分開/切開不同的gments)This process involves three steps: (就是以下三個步驟 – 之前的gmentation已經講過)
1.Market gmentation市場區隔
2.千珏技能Market targeting, and選定目標市場
3.Market positioning產品定位
2.1Market Segmentation
The market consists of many types of customers, products and needs, (市場上有不同種類的客戶, 產品和服務) and the marketer has to determine which gments offer the best opportunity of achieving company objectives.(要決定那些gments有足夠的機會讓公司達
成有利潤的目標) Consumers can be grouped and rved in various ways bad on geographic, demographic, psychographics, and behavioral factors. (消費者可以以為幾個不同的形式被劃分) The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require parate products or marketing mixes is called market gmentation. (把消費者分類是按他們的needs, characteristics, behavior等)
Every market has gments, but not all ways of gmenting a market are equally uful. A market gment consists of consumers who respond in a similar way to a given t of marketing efforts. When a group of consumers are divided into two parate gments, it is meaningful only when they respond differently to a given t of marketing effort. 不是隨意分類的, 每一個被分開gments, 都會對產品產生反應, 相同在同一gment, 則會反應相類似
▪市場區隔(Segmentation)
▪界定區隔變數，並進行區隔的劃分。
▪寡妇上坟描述每一區隔的剖面，亦即說明每一區隔的特性與成員成分。
2.2Market Targeting區隔選定
評估每一市場區隔的吸引力，並加以排序。
選定目標的區隔市場。
After a company has defined market gments, it can enter one or many gments of a given market. (在界定了market gment後)天气的句子 Market targeting involves evaluating each market gment’s attractiveness and lecting one or more gments to enter. (公司跟隨便evaluate 不同gments的吸引性, 然後選擇其中的gments 進入) A company should target gments in which it can generate the greatest customer value and sustain it over time.(公司選擇的守則是: 那個gment 必須能夠為客戶製造價值及可以不斷的延續下去)
A company with limited resources might decide to rve only one or a few special gments or “market niches”.公司只有「有限」的resources, 所以只能針對個別的市場(niche market) This strategy limits sales but can be very profitable.雖然這些niche market
只有「有限」的生意額, 但會有較大的利潤 Or a company might choo to rve veral related gments – perhaps tho with different kinds of customers but with the same basic wants. 又或公司只選取幾個相關的gments, 因為他們都是有相同的「需要」, 重點就是以有限資源去服務他們Or a large company might decide to offer a complete range of products to rve all market gments. 又或大企業選擇設計一整系列的產品對付所有gments
2.3Market Positioning 產品定位
尋求每一市場區隔可能的定位概念。
選定、發展與傳達所選定的定位概念。
After a company has decided which market gments to enter, it must decide what positions it wants to occupy in tho gments. 當公司決定了進入某一個market gment, 則跟隨便要決定以甚麼的定位吸引消費者A product’s position is the place the product occupies relative to competitors in consumers’ minds. 產品的定位重點就是「消費者」對
你公司「產品」的睇法, 與競爭對手有甚不同If a product is perceived to be exactly like another product on the market, consumers would have no reason to buy it. 你提供的產品與其他提供者有甚麼不同, 你替消費者想一想, 他們為什麼要購買你的產品而不買其他? (街市豬、牛肉、菜、魚檔/百佳/惠康/citysuper, 時裝/手袋店, 傢俬/電器店, Starbuck/Maccafe/港式)
Market positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. 「定位」在消費者心目中必需清楚, 獨特, (公司要做的就是替消費者洗腦, 如何洗腦? 就是靠marketing communication tools) Thus, marketers plan positions that distinguish their products from competing brands and give them the greatest strategic advantage in their target markets. 女调教男定位計劃 – 你的產品與對手的產品不同之處(優勝過對手之處)就是消費者購買你的產品的原因
