1、市 场 营 销 管 理,Marketing Management,何小洲 Catherine He 重庆大学经济与工商管理学院 Chongqing University,第一讲,市 场 营 销 的 本 质The Nature of Marketing,什么是市场营销? (what is marketing?)营销的核心概念 (The Core Concept of Marketing)关系营销网络 (Relative Marketing Networks) 营销管理 (Marketing Management)新的市场营销挑战 (New Marketing Challenges)市场营销对每个
2、人都很重要 (Marketing is Essential to You and Me),目标 objectives,案例B founded in 1997 by Scott Blum,许多人常常问，当设计出一个新技术时，这个技术在市场上有没有需求？其实，他们把这个问题问颠倒了。 现代市场，是需求(demand)决定产品(product)，而不是产品决定需求。摩托罗拉的“铱星通信系统”，是世界上最先进的技术，被评为美国最佳科技成果。但“铱星”运行一年，损失100亿美元，悲情陨落. 技术并不先进的小灵通，为什么会有人买？ 因为铱星没有市场需求，而小灵通能满足客户的需求。,一、什么是市场营销? W
3、hats Marketing?,市场营销是个人和集体通过创造，提供货物，并同别人自由交换有价值的产品和服务，以获得其所需所欲之物的一种社会过程。 Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.,Peter Drucker, Michael Porter, Philip
4、Kotler,它的主要功能是发掘消费者的需要和欲望，寻求相对于竞争对手来说最适合于本企业发展的目标市场，设计合理的产品和服务项目，通过有效的价格，分销和推广手段来服务于这些目标市场。 Business function that identifies customer needs and wants, determines which target markets the organization can serve best (relative to competitors), and designs appropriate products, services, and programs
5、(and use effective pricing, promotion, and distribution strategies) to serve these markets.,Peter Drucker, Michael Porter, Philip Kotler,市场营销提供顾客满意并从中盈利。Marketing is the delivery of customer satisfaction at a profit.市场营销是管理可盈利的顾客关系。Marketing is managing profitable customer relationships吸引新顾客（通过提供激励）
6、Attracting new customers (by offering incentives) 保留并增加现有顾客（通过提供满意）Retaining and growing current customers (by delivering satisfaction),Bringing Buyers and Sellers Together联系买方与卖方,Consumer消费者,Producer生产者,Marketing市场营销,二、营销的核心概念 Core marketing concepts,产品和服务Products and Services,价值，满意和质量Value, satisf
7、action,and quality,需要，欲望，需求Needs, wants,and demands,交换，交易关系Exchange, transactions,and relationships,市场Markets,CoreMarketingConcepts,市场Markets,市场学强调：市场是对某种产品有需要且有购买能力的人们。如：金属锰市场A group of people who are willing to buy a product to satisfy their need when supported by buying power.经济学强调：供求关系 (The rela
8、tionship between supply and demand)。如：买方市场(buyer)与卖方市场(seller)。,需要指人们感到缺乏的一种状态, 如生理需要，社会需要及自我实现的需要。 Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self-expression. (e.g., I am thirsty.)欲望由需要派生出的一种形式，它受社会文化和人们个性的限制。 Wants - fo
9、rm that a human need takes as shaped by culture and individual personality. (e.g., I want a Coca-Cola.)需求有支付能力的欲望。 Demands - human wants backed by buying power. (e.g., I have money to buy a Coca-Cola.),消费者的购买动机是什么？ What Motivates a Consumer to Take Action?,什么可以满足消费者的需要和欲望？ What Will Satisfy Consumer
10、s Needs and Wants?,产品能够提供给市场来满足人们需要和欲望的任何事物。 Products - anything that can be offered to a market to satisfy a need or want. 产品包括：实物，服务，人，地点，组织，活动和概念。 Products include: physical objects, services, persons, places, organizations, activities, and ideas.,产品是消费者需要的解决方案！The solution of consumer satisfacti
11、on,服务供销售的活动或利益，一般来说是无形的，不能导致对其的所有权。 Services - activities or benefits offered for sale that are essentially intangible and dont result in the ownership of anything. 例如：银行服务，航空，理发和旅馆业。 Examples: banking, airlines, haircuts, and hotels.,顾客如何选择产品和服务？ How Do Consumers Choose Among Many Products and Serv
12、ices?,顾客价值指顾客拥有和使用某种产品所获利益与获得该种产品所需成本之间的差别。V=P-C Customer Value - difference between the value the customer gains from owning and using a product and the cost of obtaining the product.,顾客满意度取决于产品的感知使用效果和顾客期望的比较。 S=V-E Customer Satisfaction - depends on the products perceived performance in deliverin
13、g value relative to a buyers expectations.,两者都与质量和全面质量管理密切相关。 Both are closely linked to Quality and Total Quality Management (TQM).TQM与TCS,交换从他人那里取得想要的物品，同时以金钱或某种物品作为回报的行为。 Exchanges - act of obtaining a desired object from someone by offering something, such as money, another good, or a service, i
14、n return.,顾客如何获得产品和服务？How do Consumers Obtain Products and Services?,关系营销与具获利性的顾客，分销商，零售商及供货商建立长期的关系。 Relationship Marketing - building long-term relationships with valued consumers, distributors, dealers, suppliers, and other partners.,产品和服务Products and Services,价值，满意和质量Value, satisfaction,and qual
15、ity,需要，欲望，需求Needs, wants,and demands,交换，交易关系Exchange, transactions,and relationships,市场Markets,CoreMarketingConcepts,三、关系营销网络 A Marketing Network,公司（营销者）Company,广告代理Ad Agencies,其他参与者Others,顾客Customers,零售商Retailers,分销商Distributors,供应商Suppliers,雇员（满意的员工)Employees,与关键利益集团建立关系营销网络，利润随之而来Build a Network
16、of Relationships with Key Stakeholders, and Profits Will Follow.,与营销伙伴联系Connecting with Marketing Partners,伙伴关系管理 Partner relationship management:公司内部联系 Connecting inside the company跨职能顾客团队Cross-functional customer teams把顾客呼声整合进所有商业决策Integrating the Voice of the Customer into all business decisions,
17、顾客终身价值(consumers lifetime value),0,1,2,3,4,5,Year,年份,Net Impact on Operating Profit,购买新产品,购买一般品,服务顾客所带来的成本降低,来自产品溢价的利润,来自推荐人的利润,来自产品服务改进建议的利润,获得顾客的成本,对经营利润的净影响,顾客忠诚驱动利润和增长(Consumer loyalty and profit),A 5% increase in customer loyalty can produce profit increases from 25% to 85%.顾客忠诚度5%的增长可导致利润增长25%
18、-85%,伙伴关系管理 与外部伙伴联系 Connecting with outside partners强化与供应链中所有合作伙伴的联系Strengthening their connections with partners all along the supply chain 战略联盟 Strategic alliances美国顶尖的1000家公司每赚取的4美金中有1美金来自于战略联盟One in every four dollars earned by the top 1,000 US companies flows from alliances从“如果不能打败他们就加入其中”到“加入他
19、们就能够不被打败”From “If you cant beat em, join em” to “Join em and you cant be beat.,Levi的价值提供网络 Levi s Value Delivery Network,需求管理Demand Management不仅涉及寻找和增加需求也涉及改变需求甚至减少需求的问题。Demarketing- reducing demand temporarily or permanently,四、营销管理Marketing Management,营销管理（目标市场的选择、可盈利关系的建立）The art and science of ch
20、oosing target markets and building profitable relationships with themCreating, delivering and communicating superior customer value is key,建立互惠的顾客关系Profitable Customer Relationships吸引新顾客：建立交易；维持现有顾客：建立关系,营销管理哲学Marketing Philosophies,生产观念Production Concept,产品观念Product Concept,销售观念Selling Concept,市场营销
21、观念Marketing Concept,社会营销观念Societal Marketing Concept,消费者喜欢易于获得而且廉价的商品- 改进生产和分销。消费者喜爱具有最好质量、性能、或创新特征的产品。只有在公司强烈促销/推销其产品的情况下，消费者才会购买。重点放在目标市场的需求，并强调能比竞争者提供更多的价值。强调消费者利益、企业利益与整个社会的长远利益相结合。,产品观念Product Concept,消费者喜爱具有最好质量、性能、 或创新特征的产品,市场营销近视症（Marketing Myopia),只有在公司强烈促销/推销其产品 的情况下，消费者才会购买。,销售观念Selling C
22、oncept,市场营销观念Marketing Concept,重点放在目标市场的需要/需求，并强调能比竞争者提供更多的价值。,社会营销观念Societal Marketing Concept,确定目标市场的欲望、需求和利益，然后向顾客提供超价值的产品和服务，以便改进顾客和社会的福利。,销售和营销概念比较Comparing Selling & Marketing Concepts,营销组合4Ps,目标顾客TargetCustomers期望定位IntendedPositioning,公司向目标市场提供的产品和服务组合种类category质量quality设计design性能capability品牌
23、brand包装packing服务serving,顾客为获得产品而必须支付的货币数量标价price折扣discount折让allowance还款期Repayment period信用条款Credit clause,说服目标顾客购买产品的活动广告advertisement人员推销sales force销售促进sales promotion公共关系public relations,使产品到达目标顾客的公司活动渠道channel覆盖面caverage业态种类Categories of trade地点places仓储storing运输transportation后勤logistics,价格Price,促
24、销Promotion,渠道Place,产品Product,顾客解决方案Customer Solution,沟通Communication,顾客的成本Customer Cost,方便Convenience,营销组合4Ps于4Cs的差异？,目标顾客期望定位,价格Price,促销Promotion,渠道Place,产品Product,顾客解决方案Customer Solution,沟通Communication,顾客的成本Customer Cost,方便Convenience,案例研究:脑白金,健康礼品改善睡眠调理肠胃,褪色素低聚糖进口原料产品形式:胶囊+口服液“脑白金”品牌“年轻态健康品”包装气派
25、200多个售后服务,中档价位保健品一盒68元二盒134元促销价,人类可以长生不老吗？席卷全球软广告“人不睡觉就要死”“一天不大便等于抽三包烟”“千人赠送，万人咨询”“江城万人感冒”“今年过节不送礼，送礼只送脑白金”销售额的15%作为广告费史玉柱还钱的广告效应,5000人的销售团队36个区域常驻机构128个办事处18002000县级分支“款到货清”广告拉动经销商直接向上海总部订货,价格Price,促销Promotion,渠道Place,产品Product,100万核心顾客群从江苏的江阴县开始,节日-礼品市场平时-功效市场,正出现的挑战EmergingChallenges,非赢利营销的增长Nonp
26、rofitMarketing,营销前景和信息技术New MarketingLandscape &InformationTechnology,伦理和社会责任的强化EthicalConcerns,全球一体化进程加快Globalization,世界经济形式的变化ChangingWorldEconomy,五、新的市场营销挑战New Marketing Challenges,中国市场商机,成本优势市场潜力科技人才,中国企业机会,制造业转移价格优势国际市场,营销前景和信息技术New Marketing Landscape & information technology,计算机、电讯、电视会议等方面的创新
27、是主要动力Advances in computers, telecommunications, video-conferencing, etc. are major forces公司可以收集更全面和丰富的有关市场、顾客、前景和竞争者的信息Companies can collect fuller and richer information about markets, customers, prospects and competitors 公司可以向目标顾客传输广告、促销信息及其它提供Companies can send ads, promotional information, and o
28、fferings to targeted customers数据库允许定制产品、服务、讯息并分析个体需求Databases allow for customization of products, services, messages and analysis of individual needs,互联网 The Internet推动不受时间和地域限制的联系Facilitates anytime and anywhere connections 新的沟通和销售渠道 new communication and sales channels推进CRM Facilitates CRM 在美国66%
29、的市场渗透率，双向交流。66% penetration in the US, 2-way communication 创造市场 Creates markets places几乎无处不可以销售selling virtually everywhere从“有砖才有堡”到“点击就有堡” from “brick-and-mortar” to “click-and-mortar”,案例研究：是否应该长期拥有长虹的股票,长虹发展 创立于1958年的长虹，本着“员工满意、顾客满意、股东满意”的企业宗旨，始终致力于创造符合消费者需求的快乐体验，不断以永为人先的创新精神和彰显于世界的高品质3C消费电子（3C是计算
30、机（Computer）、通讯（Communication）和消费电子产品（Consumer Electronic）三类电子产品的简称 ），为消费者创造价值，成为人们改变生活的推动力量。历经四十余年的磨砺，长虹形成了集数字电视、空调、冰箱、IT、通讯、数码、网络、电源、商用系统电子、小家电等产业研发、生产、销售为一体的多元化、综合型跨国企业集团，已成为全球最具竞争能力的消费电子系统供应商和内容服务提供商。 截至2006年，长虹品牌价值已跃升至437.55亿元（RMB），在2005年398.61亿元的基础上净增38.94亿元,蝉联世界品牌500强。,非盈利和公共机构市场营销活动增加（Nonprof
31、it Marketing）,PETAhas won the American Advertising Federations prestigious ADDY Award for its anti-leather singing cow commercial(在电视或无线电上的广告). PETA was the only non-agency to win this award at this level.,With over 60,000 entries annually, the ADDY Awards are the worlds largest and arguably toughes
32、t advertising competition. The ADDY Awards represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world. The American Advertising Federation, a not-for-profit industry ass
33、ociation conducts the ADDY Awards through its 200 member advertising clubs and 15 districts. It is the only creative awards program administered by the advertising industry for the industry.,Im a steer, And theyre steering you wrong .Listen now (Im a cow!)Because I dont have long.Our sweet backsides
34、 Would like to stay together. We dont want to be your leather.Wont you show me some love? Dont you make me kid glovesOr a jacket or a shoeBecause my skin is not for you.Do I make myself clear?Keep your hands off my rear!,全球一体化进程加快（Globalization）,全球化 Globalization 全球化是商务超出本国范围的趋势。全球化意味着，整个世界经济趋向联为一体，
35、企业可以在任何地区开展经营，与任何竞争对手竞争而不考虑国家界限。在全球经济中，来自任何国家的公司都可能成为竞争对手。所以，企业再不能想当然地认为，在国内市场的成功，就等于长期有利可图，甚至生存（John B Cullen 2002）。 globalization: The worldwide trend of businesses expanding beyond their domestic boundaries.,世界是平的(World is Flat)（托马斯弗里德曼(Thomas L.Friedman),2005）“全球化1.0”，指的是从1492年哥伦布发现新大陆，直到公元1800年
36、前后工业革命时代开始为止。 “全球化2.0”，是从公元1800年一直持续到2000年，其间被大萧条和两次世界大战打断，但是全球化过程并未中止。“全球化3.0”，是从人类进入21世纪开始的。这个阶段是“个人”的全球化，变革的推动力是软件和网络。,世界经济形式的变化 Changing World Economy,国际金融危机开始从金融领域蔓延到实体经济，2008年发达国家经济已经陷入衰退，全球经济增长率大幅放慢。 盼望经济复苏！,伦理和社会责任的强化Ethical and corporate social responsibilities,在过去4年中，中国的GDP已经从全球第11位上升到第4位。
37、然而，以国际标准衡量，中国目前的“责任竞争力”仍然比较薄弱。根据2007年责任竞争力指数（108个国家）排名，中国的责任竞争力指数排在第87位，是金砖五国（巴西、俄罗斯、印度、中国和南非）中排名最低的国家（排名最高的南非列第28位，印度列第70位）。Responsible competitiveness,国家责任竞争力反映了国家竞争力与一个国家的企业社会责任状况之间的关系。它带给人们对企业社会责任从国家、产业和企业层面的许多新思考。国家责任竞争力概念的提出，不仅是对企业社会责任发展的新的更高层面的认识，更重要的是它预示着企业社会责任发展将进入到新阶段。, 2002 McGraw-Hill Co
38、mpanies, Inc., McGraw-Hill/Irwin,六、市场营销对每个人都很重要 Marketing is essential to you and me!,Marketing affects your daily life. 市场营销影响你的日常生活 As a customer you pay for the cost of marketing activities. In advanced economics, marketing costs about 50 cents of each customer dollar.,Marketing is often the rout
39、e to the top. 走向上层之路2. A company that cant successfully sell its products does not need accountants, financial manager- 公司不能成功地把商品卖出去，就不需要会计和财务经理3. Non-profit organizations need marketing, too. 非盈利企业同样需要市场营销.,By stimulating research and innovation, creating new and improved products, and generating a higher standard of living, marketing affects economic growth.刺激研究与开发，创造新产品，提高生活质量，影响经济增长。,End,
