《营销学原理》知识汇总

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Marketing

• Ch.6 Strategy
  • Segmentation
    • Geographic 地理
      • nations, regions, cities
    • Demographic 人口
      • age, gender, income
    • Paychographic 心理
    • Behaviourl
• Ch.7 Product, Services and Brand
  • Product
    • What is product?
      • anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want.
    • Three levels of product
      • core customer value
        • what custmer need and wants
      • actual product
        • brand
        • feature
        • quality
        • design
      • augmented product
        • delivery
        • after-sale service
        • product support
    • Product Qualification
      • Convenience product vs. shopping products vs. specialty product vs. unsought products
      • Hedonic vs. instrumental product
      • Vice vs. virtue product
    • Product decision
      • individual product decision
        • Product attributes→ Branding → Packaging → Labeling → Product support services
        • Product attributes: communicate and deliver the benefits that the product will offer.
          • Quality
          • Features
          • Style and design
        • Brand: identify the maker
      • product line decision
        • product line & product mix
          • criteria: width, length, depth, consistency (例如让品牌组合的的各种商品享受相同的售后服务)
      • peoduct mix decision
  • Service
    • What is service?
      • Service is a product that consists of activities, benefits, or satisfactions and that is essentially intangible and does not result in the ownership of anything.
    • Service Characteristics
      • Intangibility 无形的
      • Inseparability 不可分割性
      • Variability 变动性
      • Perishability 非持久性
    • The Service Profit Chain
      • Service Marketing Triangle
        • Internal marketing
          • Motivating employees to work as a team to make customers satisfied.
        • Interactive marketing
          • Training employees' service of interacting with customers to satisfy their needs.
        • external marketing
          • Any company's communication to customers that happens before service delivery starts.
    • Services Marketing Management
      • Service differentiation
        • different offer, delivery, and image
      • Service quality
      • Service productivity
  • Brand
    • Brand Equity and Value
      • Brand Equity
        • – Brand awareness – Brand association – Perceived quality – Brand loyalty
        • measurement: customer's preference and loyalty
      • Brand Value
        • 品牌的经济价值
    • Brand Strategy
      • 1.Brand Positioning
        • Attributes产品特征 eg德芙纵享丝滑
        • Benefits功效 eg怕上火喝王老吉
        • Beliefs and values eg耐克一切皆有可能
      • 2.Brand name selection
        • Name
        • Logo
      • 3.Brand Sponsorship
        • • Manufacturer' s brand • Private brand/store brand/distributor brand • Licensed brand • Co-brand
      • 4.Brand development
• Ch.8 Develop New Products and Manage Product Life Cycle
  • Ways to obtain new product
    • Acquisition
    • New product development
  • 1. New Product Development Process
    • Step 1: Idea Generation
      • Internal idea sources:
        • Internal social networks
        • Intrapreneurial programs(R&D)
      • External idea sources:
        • – Distributors and suppliers – Competitors – Customers
      • Crowdsourcing
    • Step 2: Idea Screening
      • Identify good ideas and drop poor ideas
    • Step 3: Concept Development and Testing
      • Product idea is a possible product it can offer to the market.
      • Product concept is a detailed version of the idea stated in meaningful consumer terms.
      • Product image is the way consumers perceive an actual or potential product.
    • Step 4: Marketing Strategy Development
    • Step 5: Business Analysis
      • Business analysis is a review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives.
    • Step 6: Product Development and Testing
      • develop the product concept into a physical product
    • Step 7: Test Marketing
      • Test the product in realistic market settings.
    • Step 8: Commercialization
      • Introducing a new product into the market.
  • 2. Product Life-Cycle Strategies
    • - Introduction - Growth - Maturity - Decline
• Ch.9 Price
  • What is a Price?
    • Price is the amount of money charged for a product or service.
  • How to set a price?
    • Cost-Based Pricing
      • Cost-plus pricing 成本加成定价法
      • Break-even pricing (target return price) 盈亏平衡
    • Value-based pricing
      • Good-value pricing: offering just the right combination of quality and good service at a fair price
      • Value-added pricing: differentiate the companies offers and thus their higher prices
    • Competition-Based Pricing
      • setting prices based on competitors’ strategies, costs, prices, and market offerings
  • Factors affecting price decisions
    • Internal factors
      • Overall marketing strategy, objectives, and mix
      • Organizational considerations
        • Who can influence prices? Sales managers, production managers, finance managers accounts
    • External factors
      • Market and demand
      • Economy
        • Other External Factors： Reseller' s response, Government, Social concerns
      • Impact on other parties in its environment
  • New product pricing strategies
    • Market-skimming pricing 高价进入市场，逐渐降价
    • Market-penetration pricing 以低价抢占市场份额
  • Product Mix Pricing Strategies
  • Price Adjustment Strategies
    • Discount and promotional [ricing
      • cash discount
      • quantity discount 两件九折，三件七折
      • functional discount 给予承担销售功能的经销商折扣
      • seasonal discount
      • trade in 以旧换新
      • limited time offer 限时折扣（晚上九点后水果店打折）
      • special event 双十一、春节
      • low interest financing 低利率贷款（花呗分期）
      • longer warranties 更长的质保
      • free maitaince 免费维修保养（4S店）
      • free shipping 免费配送
    • Segmented pricing
      • • Customer segmented pricing（成人票和儿童票） • Product form pricing • Location-based pricing • Time-based pricing 淡旺季 基于顾客群体、产品、时间地点等划分标准，采取不同的定价
    • Psychological pricing
      • $9.99、$150 vs. $153、$6 per month vs. $72 per year、up to $300 vs. no less than $100
    • Dynamic pricing
    • International pricing
  • Price Changes
    • Price cuts occur due to:
      • Excess capacity
      • Failing demand
      • Attempt to dominate the market
    • Price increases occur due to:
      • Cost inflation 膨胀
      • Over-demand
      • Lack of supply
• Ch. 10 Supply Chain
  • Definition
    • Supply Chain=Value delivery network
      • A system within organizations, people, activities, information, and resources involved in supplying a product or service to a consumer.
    • Upstream partners
    • Downstream partners
      • Wholesalers (distributors)
      • Retailers
  • How Channel Members Add Value
    • Reduce the Number of Channel Transactions
    • Transform the assortment of products into assortments wanted by consumers.
    • Bridge the major time, place, and possession gaps that separate goods and services from users.
  • Channel Structures
    • Length of a channel
      • Direct Marketing Channel
        • Direct marketing channel is a marketing channel that has no intermediary levels.
      • Indirect Marketing Channel
        • Channel containing one or more intermediary levels.
      • The number of intermediary levels
    • Width of a channel
      • The number of channel members at each level
      • Intensive 广泛的 distribution: the use of as many intermediaries as possible
      • Exclusive 独家的 distribution: giving a limited number of intermediaries the exclusive right to distribute the company’s products in their territories.
      • Selective distribution: more than one but fewer than all of the intermediaries that are willing to carry the company' s products
    • Channel systems
      • Conventional distribution systems
        • independent producers, wholesalers, and retailers, each separate business seeking to maximize its own profits
      • Vertical marketing systems (VMSs)
        • provide channel leadership and consist of producers, wholesalers, and retailers acting as a unified system
        • Corporate marketing systems
          • 公司制，公司对整个供应链进行直接管控
        • Contractual合同制 marketing systems
          • Franchising 特许经营
        • Administered管理制 marketing systems
      • Horizontal marketing system
        • two or more companies at one level join together to follow a new marketing opportunity
      • Multichannel distribution systems
  • Marketing Channel Decisions
    • 1. Analyzing customer needs
      • 每次这种顺序要记牢，易考
    • 2. Setting channel objectives
    • 3. Identifying major channel alternatives
    • 4. Evaluating the alternatives
  • Other Important Topics
    • Marketing Logistics
      • Warehousing 仓储
      • Inventory management 存货管理
      • Transportation 运输
      • Logistics information management 物流信息管理
    • Retailing
      • Product breadth广度
      • Product depth
      • Product display
      • Store environment
    • Future Trends
      • Disintermediation 去中介化
      • Omnichannel omni 全部的
• Ch5 Buyer Behaviour
  • Marketing Stimuli
    • 营销刺激：营销人员策划的影响人们消费的因素
    • Culture
      • culture
        • 美国：独立、自由、追求成功、享乐、追求健康…
      • subclture
        • Groups of people with shared value based on common life experience and situations
        • Eg. nationalities, religions, racial
        • eg. Hispanic American
        • Total Market Strategy used in subculture level: appeals to consumer similarities across subculture segments 例如麦当劳对非裔、西班牙裔、亚裔美国人的偏好推出融合套餐
        • total market
          • Many marketers now embrace a total market strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.
      • social class
        • a combination of occupation, income, education,wealth and so on
    • Social
      • Groups and Social Network
        • Groups
          • Membership Groups
            • directly influence the people belongs to it
          • Reference Groups
            • eg. choose celebrities or stars to endorse the new products
        • Social Network
          • Word-of-mouth influence
            • 熟人推荐
          • Opinion leaders and Buzz Marketing 口碑营销
            • creating opinion leaders to serve as brand ambassadors who spread the word about company’s product
          • Everyday Consumers
          • Online Social Network
      • Family
        • the most important consumer buying organization in society
      • Roles and Status
    • Personal
      • Occupation工作 蓝领/白领
      • Age and Life Stage
      • Economic Situation
      • Lifestyle
        • Lifestyle is a person’s pattern of living as expressed in his or her psychographics.
        • Marketer should understand and change consumers’ lifestyle so as to affect their buying behavior
          • express companies’ value to consumers, advocate of environmental protection…
      • Personality
        • Personality refers to the unique psychological characteristies that distinguish a person to a group.
        • Consumer
        • Brand Personality
          • The specific mix of human traits that mayattributed to a particular brand.
    • Psychological
      • Motivation
        • Motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction of the need.
      • Perception
        • The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world
      • Learning
        • Learning is the change in an individual' s behavior arising from experience.
        • Drive: a strong internal stimulus that calls for action
  • The Buyer Decision Process
    • 1. Need Recognition
      • consumer recognizes a problem or need triggered by internal and external stimuli
    • 2. Information Search
      • the stage when consumer is motivated to search for more information.
    • 3. Evaluation of Alternatives
      • consumer uses information to evaluate alternative brands in the choice set.
    • 4. Purchase Decision
      • Purchase decision is the buyer' s decision about which brand to purchase
      • The purchase intention购买意图 may not be the purchase decisione due to: attitudes of others, unexpected situational factors
    • 5. Postpurchase Behavior
      • stage when consumers take further action after purchase, based on their satisfaction or dissatisfaction.
• Ch.4 Marketing Information
  • Assessing information needs
  • Developing needed information
    • Internal databases
      • Internal databases are collections of consumer and market information obtained from data sources (eg. Cookie)
    • Marketing intelligence
      • publicly available information about consumers, competitors, and developments in the marketing environment.
    • Marketing research
      • Define the problem and objectives
        • Exploratory research
        • Descriptive research
        • Causal因果 research
      • Developing research plan
        • Secondary data
          • already exists somewhere, having been collected for another purpose
        • Primary data
          • Research approach 研究途径
            • Qualitative research
              • observation
              • individual interview
              • focus group
            • Quantitative research
              • survey
              • experiment
          • Contact method 联系方法: mail, telephone, personal, online
          • Sampling method 抽样调查
            • sampling unit
            • sample size
            • sampling procedure
              • Probability Sample
                • Simple random sample
                • Stratified random sample
                • Cluster sample(分组／地区抽样)
              • Nonprobability Sample
                • Convenience sample
                • Judgement sample
                • Quota sample定额取样
                • Snowball sample
          • Research Instruments:
            • questionnaires
            • mechanical instruments
      • Implementing the research plan
      • Interpreting and reporting the findings
  • Analyzing and using information
• Ch.3 Analyze the Marketing Environment
  • Microenvironment
    • close: the company, suppliers, marketing intermediaries, customers, competitors, pulics
  • Macroenvironment
    • larger: demographic, economic, natural, technological, political, culture
  • Respond to environment change
    • Proactive Approach：逆天改命型
    • Reactive Approach：保守型
• Ch.2 Company and Marketing Strategy
  • Strategic Planning (CEO) long-term growth
    • 1. Mission Statement
      • organization purpose or plans
    • 2. Company objectives and goals
    • 3. Business Portfolio
      • SBU
        • Diversifications/ downsizing
        • 2 types
          • Growth-Share Matrix
          • Product-Market Expansion Grid
      • 4. Marketing Strategy
        • Segagement
        • Targeting
        • Positioning
  • Marketing Strategy (CMO)
    • Strategy
    • Marketing mix/program
      • Product
      • Price
      • Promotion
      • Place
• Ch.1 Marketing
  • definition
    • engage customers
    • manage profitable relationships
  • process
    • understand customer demands
    • strategy：4Ps
    • customer relationship management
    • capture value
  • 1. Understand the marketplace and customer demands
    • select customers to serve
      • market/ target segmentation
    • understand their needs to satisfy the needs
    • market offerings
      • products, services, information and experiences delivered to customers to satisfy a need
    • marketing myopia 营销短视症
  • 2. Design a customer value ——Marketing Strategy
    • marketplace/ position
      • the set of benefits or values promisedto deliver to customers to satisfy their needs
    • marketing strategy
      • driven by customers' demands
    • marketing management
      • The producton concept
        • available and affordable
      • The product concept
        • quality, performance
      • The selling concept
        • discount
      • The marketing concept
        • ads
      • The societal marketing concept
        • customer's long-run welfare and society's well-being
  • 3. Integrated marketing program: deliver value 4Ps
    • Pruduct
    • Place
    • Price
    • Promotion
  • 4. Manage customer relationship
  • 5. Capture value
    • to make profits
  • the changing marketing landscape
    • the digital change
    • the changing economic environment
    • the growth of none profit marketing
    • rapid globalization
    • sustainable marketing practice