市場(chǎng)營(yíng)銷(xiāo)管理與營(yíng)銷(xiāo)觀念.ppt

第一章 市場(chǎng)營(yíng)銷(xiāo)觀念及其貫徹,本章內(nèi)容： 市場(chǎng)營(yíng)銷(xiāo)管理的含義 市場(chǎng)營(yíng)銷(xiāo)觀念及其演變 營(yíng)銷(xiāo)理論的新發(fā)展 顧客價(jià)值與顧客滿意,A,Case Study,Strong sales, no profits Customer-driven to its core Each customers experience is unique,Provides great selection, good value, discovery and convenience A true online community,Discussion: Will A Survive?,1 市場(chǎng)營(yíng)銷(xiāo)管理 (Marketing Management),1、營(yíng)銷(xiāo)管理的實(shí)質(zhì) 市場(chǎng)營(yíng)銷(xiāo)管理是指為了實(shí)現(xiàn)企業(yè)目標(biāo)，創(chuàng)造、建立和保持與目標(biāo)市場(chǎng)之間的互利交換和關(guān)系，而對(duì)設(shè)計(jì)方案的分析、計(jì)劃、執(zhí)行和控制。,Marketing management is “the art and science of choosing target markets and building profitable relationships with them.” Creating, delivering and communicating superior customer value is key.,Demand Management: Marketers must deal with different demand states ranging from no demand to too much demand.,Marketing Management,Customer Management: Marketers select customers that can be served well and profitably.,負(fù)需求 (negative demand) -轉(zhuǎn)變性營(yíng)銷(xiāo) 無(wú)需求 (no demand) -刺激性營(yíng)銷(xiāo) 潛在需求 (latent demand) -開(kāi)發(fā)性營(yíng)銷(xiāo) 下降需求 (decliningdemand) -重振性營(yíng)銷(xiāo),不規(guī)則需求 (irregular demand)-協(xié)調(diào)性營(yíng)銷(xiāo) 充分需求 (full demand)-維持性營(yíng)銷(xiāo) 過(guò)度需求 (overfull demand） -降低性營(yíng)銷(xiāo) 有害需求 (unwholesome demand) -反營(yíng)銷(xiāo),2、營(yíng)銷(xiāo)管理的任務(wù),市場(chǎng)營(yíng)銷(xiāo)管理過(guò)程，也就是企業(yè)為實(shí)現(xiàn)企業(yè)任務(wù)和目標(biāo)而發(fā)現(xiàn)、分析、選擇和利用市場(chǎng)機(jī)會(huì)的管理過(guò)程。 市場(chǎng)機(jī)會(huì)(Market Opportunity) 就是沒(méi)有被滿足的市場(chǎng)需求。,2 市場(chǎng)營(yíng)銷(xiāo)管理過(guò)程 (Process),市 場(chǎng) 營(yíng) 銷(xiāo) 管 理 過(guò) 程,發(fā)現(xiàn)和評(píng)價(jià)市場(chǎng)機(jī)會(huì) （Opportunity) 細(xì)分市場(chǎng)目標(biāo)市場(chǎng)市場(chǎng)定位 (Segmentation) (Target) (Position) 發(fā)展市場(chǎng)營(yíng)銷(xiāo)組合策略 (Marketing Mix) 執(zhí)行和控制市場(chǎng)營(yíng)銷(xiāo)努力 (Implement & Control),市場(chǎng)營(yíng)銷(xiāo)組合4PS,11PS,3 市場(chǎng)營(yíng)銷(xiāo)觀念的形成與發(fā)展,營(yíng)銷(xiāo)觀念(Marketing Concept) 是指在一定時(shí)期內(nèi)，占支配地位的、貫穿于企業(yè)整個(gè)市場(chǎng)營(yíng)銷(xiāo)活動(dòng)的總體指導(dǎo)思想和行為準(zhǔn)則。 核心問(wèn)題：以什么為中心來(lái)開(kāi)展企業(yè)的生產(chǎn)經(jīng)營(yíng)活動(dòng)。,1.生產(chǎn)觀念（Production Concept）,關(guān)鍵是產(chǎn)量與價(jià)格 企業(yè)認(rèn)為消費(fèi)者會(huì)喜歡那些價(jià)格低的和隨處可買(mǎi)得到的產(chǎn)品。 因此企業(yè)應(yīng)致力于提高生產(chǎn)的效率和擴(kuò)大配銷(xiāo)的范圍上。 福特(Ford)“汽車(chē)流水線”,1908 Model T Ford Touring Car,1927 Model T Ford Tudor,2.產(chǎn)品觀念（Product Concept）,關(guān)鍵是質(zhì)量與功能 企業(yè)認(rèn)為消費(fèi)者會(huì)喜歡那些質(zhì)量最好、性能最優(yōu)、功能最多的產(chǎn)品。 企業(yè)應(yīng)致力于提供優(yōu)質(zhì)的產(chǎn)品并且經(jīng)常加以改進(jìn)。 避免“營(yíng)銷(xiāo)近視癥” 健力寶“運(yùn)動(dòng)飲品”,讓世界嘗嘗中國(guó)的味道！,3.推銷(xiāo)觀念（Selling Concept）,“我賣(mài)什么，顧客就買(mǎi)什么” 企業(yè)認(rèn)為如果任其自然，消費(fèi)者一般不會(huì)主動(dòng)購(gòu)買(mǎi)本企業(yè)太多的產(chǎn)品。 企業(yè)經(jīng)營(yíng)的核心是推銷(xiāo)和促銷(xiāo)，而非消費(fèi)需求。 “非渴求品”強(qiáng)力推銷(xiāo) 汽車(chē)等渴求品,4.市場(chǎng)營(yíng)銷(xiāo)觀念(Marketing Concept),“營(yíng)銷(xiāo)是提供消費(fèi)者需求的產(chǎn)品和服務(wù)” 企業(yè)的任務(wù)在于確定目標(biāo)消費(fèi)者的需求和欲望，并更好地滿足之。,顧客導(dǎo)向企業(yè)經(jīng)營(yíng)的目的和中心 整體營(yíng)銷(xiāo)企業(yè)內(nèi)外活動(dòng)；營(yíng)銷(xiāo)活動(dòng)及職能。 顧客滿意產(chǎn)品和服務(wù)；購(gòu)買(mǎi)行為。,遍布全球近100個(gè)國(guó)家的15000家快餐店，年銷(xiāo)售額近250億美元。 “Q. S.C.V” 質(zhì)量、服務(wù)、潔凈和價(jià)值,麥當(dāng)勞,5.社會(huì)營(yíng)銷(xiāo)觀念 （Societal Marketing Concept）,該觀念認(rèn)為，企業(yè)應(yīng)該確定目標(biāo)市場(chǎng)的需求和利益，既能比競(jìng)爭(zhēng)者更有效地滿足消費(fèi)者的需要，又能兼顧考慮公司利益并持續(xù)改善消費(fèi)者及社會(huì)長(zhǎng)期福利。 快餐連鎖業(yè)健康與環(huán)境問(wèn)題 環(huán)境營(yíng)銷(xiāo)與綠色營(yíng)銷(xiāo)（ISO14000）,案例（Case）TCL,營(yíng)銷(xiāo)案例TCL的營(yíng)銷(xiāo)（管理）.ppt,營(yíng)銷(xiāo)觀念的比較(Contrast),出發(fā)點(diǎn) 中心 手段 目的,工廠 產(chǎn)品 推銷(xiāo) 通過(guò)擴(kuò)大消費(fèi) 和促銷(xiāo) 者需求創(chuàng)造利潤(rùn),目標(biāo)市場(chǎng) 顧客需求 協(xié)調(diào) 通過(guò)滿足消費(fèi) 市場(chǎng)營(yíng)銷(xiāo) 者需求創(chuàng)造,推銷(xiāo)觀念,市場(chǎng)營(yíng)銷(xiāo)觀念,4 營(yíng)銷(xiāo)理論的新發(fā)展,大營(yíng)銷(xiāo)理論（Megamarketing) 服務(wù)營(yíng)銷(xiāo)理論(Service Marketing) 關(guān)系營(yíng)銷(xiāo)理論(Relationship Marketing) 顧客讓渡價(jià)值理論-顧客總價(jià)值與顧客總成本之差 TCV=f(Pd, S, Ps, I) ；TCC=f(M, T, E) 產(chǎn)品服務(wù)人員形象; 貨幣時(shí)間精力 -顧客滿意與顧客忠誠(chéng)(Customer Loyalty) 案例：湖北移動(dòng)（視頻光盤(pán)）,客戶關(guān)系管理 CRM,CRM Customer relationship management . . . “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”,It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. Marketers must be concerned with the lifetime value of the customer.,CRM,CRM,Key Concepts,Attracting, retaining and growing customers Building customer relationships and customer equity,Customer value/satisfaction Perceptions are key Meeting/exceeding expectations creates satisfaction Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting consumers should be the goal Growing share of customer Cross-selling,CRM,Key Concepts,Attracting, retaining and growing customers Building customer relationships and customer equity,Customer equity The total combined customer lifetime values of all customers. Measures a firms performance, but in a manner that looks to the future.,CRM,Key Concepts,Attracting, retaining and growing customers Building customer relationships and customer equity,Customer relationship levels and tools Target marke