上海交通大學營銷管理教程英文版

MarketingManagement第一頁，共一百九十九頁。5/7/2023整體課程安排為何學習市場營銷西方理論精華中國特色的營銷案例討論5/7/2023第二頁，共一百九十九頁。一.為何學習市場營銷5/7/2023第三頁，共一百九十九頁。二.西方理論精華1彼得·德魯克論管理市場營銷的知識框架營銷理論的發展營銷的幾大觀念營銷領域的拓展5/7/2023第四頁，共一百九十九頁。二.西方理論精華2營銷環境購買行為市場調查和預測市場細分目標市場營銷組合（4PS）跨國營銷服務營銷5/7/2023第五頁，共一百九十九頁。三.中國特色的營銷企業家看中國市場環境跨國公司：中國本土化是勝利之本中國市場環境的5大特征轉型市場營銷的10個奇異點中國轉型市場的營銷特征5/7/2023第六頁，共一百九十九頁。北京電信的營銷策略（演示）中國電信的營銷策略（演示）肯德基（KFC）在中國阿吉特公司海爾如何實現國際化商務通創造新市場四.案例研討5/7/2023第七頁，共一百九十九頁。一.為何學習市場營銷6000萬營銷人員需要培訓企業的50%成本與營銷有關。找一個好工作25%-30%與營銷有關3/8的CEOS來自于營銷更易被提升5/7/2023第八頁，共一百九十九頁。2.1.1彼得.德魯克論管理管理象一個交響樂隊（只有一個指揮）1946年的〈〈企業概念〉〉的“組織”做正確的事情（而不是將事情做對）管理是藝術；5/7/2023第九頁，共一百九十九頁。2.1.2彼得.德魯克論管理1954〈〈管理實踐〉〉（創建管理學科）管理不僅是企業管理，最早用于非贏利機構1973年〈〈管理：任務，責任，實踐〉〉承擔社會責任---使命，戰略，結構，結果。人與權力，價值觀，結構和方式始于價值觀，注重結構與方式，圍繞責任。突出責任5/7/2023第十頁，共一百九十九頁。2.2市場營銷的知識框架營銷基本理論目標營銷管理

不可控因素

市場研究可控因素

特殊領域營銷5/7/2023第十一頁，共一百九十九頁。MarketingsystemMarketconcept(need,want,demand;customer-orientation)Environment(macro-,micro--)MarketresearchBuyingbehavior(consume,organization--business,government)MarketingresearchMarketsegmentation(targetmarket)Marketingmixture(4ps)Specialmarketing(international,service)5/7/2023第十二頁，共一百九十九頁。2.3.1營銷理論的發展（幾個有影響的時期）1960年的4PS理論（美國密西根大學教授J。MECARTRY）PEOPLE，PACKAGING70年代PHILIPKOTLER---PR，POLITICS，戰略計劃過程中的PROBING（研究），PARTITIONING（劃分），PRIORITIZING（優先），POSITIONING（定位）5/7/2023第十三頁，共一百九十九頁。2.3.2營銷理論的發展（幾個有影響的時期）1969年的定位—創造新的差異贏取市場70年代的社會營銷觀念—社會責任和新價值觀。90年代整合營銷傳播（IMC）（integratedmarketingcommunications）90年代末----互聯網營銷5/7/2023第十四頁，共一百九十九頁。2.4.1營銷的幾大核心概念需要，欲望，需求產品價值,滿意和質量市場5/7/2023第十五頁，共一百九十九頁。DemandDemands=wants+buyingpower5/7/2023第十六頁，共一百九十九頁。Satisfaction….isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.5/7/2023第十七頁，共一百九十九頁。SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Aremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncostsSpreadfavorableword-of-mouth(VirualMktg)5/7/2023第十八頁，共一百九十九頁。VsDissatisfiedCustomers?##/\5/7/2023第十九頁，共一百九十九頁。Idon’tcare無所謂Interesting原來如此Deal成交Makeyourcustomerbecomeyoursalesman讓客戶成為你的銷售員

That’sverygood真是不錯公司產品及服務客戶的需要及喜好5/7/2023第二十頁，共一百九十九頁。-Kotler5/7/2023第二十一頁，共一百九十九頁。與客戶的關系2/3的客戶離開某供應商是因為客戶關懷不夠. -Xerox

Research93%的CEO認為客戶管理是企業成功和更富競爭力的最重要的因素. -YankeeGroup客戶滿意度如果有了5%的提高,企業的利潤將加倍! -世界經紀人文摘網站一個非常滿意的客戶的購買意愿將六倍于一個滿意的客戶!

-HarvardBusinessReview5/7/2023第二十二頁，共一百九十九頁。1.Acustomeristhemostimportantpersonever……

生活中最重要的人…...WhatisaCustomer?2.Acustomerisnotdependentonus..wearedependentonhim.

客戶不依賴我們….我們依賴他3.Acustomerisnotaninterruptionofourwork…....heisthepurposeofit.客人并沒有打斷我們的工作……...他是工作的意義5.Acustomerisnotsomeonetoargueormatchwitswith.Nobodyeverwonanargumentwithacustomer.

不可與客人爭辨,沒人能戰勝客戶6.Acustomerisapersonwhobringsushiswants.Itisourjobtohandlethemprofitablytohim&toourselves.

客戶讓我們了解他的需要,我們的工作是在盈利情況下滿足他的需要-PhilipKotler客人是什么?4.Wearenotdoingafavorbyservinghim….heisdoingusafavorbygivingustheopportunitytodoso.

服務客戶并非替他行方便…...相反的是客戶給我們恩惠讓我們替他服務5/7/2023第二十三頁，共一百九十九頁。市務經理的職能:不斷帶領公司往取悅客戶的方向走取悅客戶是在市場里成功的關鍵!市務人員的角色5/7/2023第二十四頁，共一百九十九頁。2.4.2營銷管理理念生產觀念(改進生產)產品觀念（好的產品）銷售觀念（銷售）營銷觀念（客戶）社會營銷/關系營銷（長期關系）5/7/2023第二十五頁，共一百九十九頁。2.5營銷領域的拓展非贏利組織(舉例)非傳統營銷(舉例)個人地方事業事件組織5/7/2023第二十六頁，共一百九十九頁。MarketingManagement5/7/2023第二十七頁，共一百九十九頁。MarketingManagement第二十八頁，共一百九十九頁。5/7/2023Outlinedefinitionofmarketingunderlyingconceptsmarketplaceorientationsroleofthemarketingintheorganisationcustomersatisfaction5/7/2023第二十九頁，共一百九十九頁。DefiningMarketing

Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers. -Kotler(2000p.7)5/7/2023第三十頁，共一百九十九頁。Underlyingconceptsneeds,wantsanddemandstargetmarketsandsegmentationproductorofferingvalueandsatisfactionexchangeandtransactionsrelationshipsandnetworkschannelscompetiitonenvironment5/7/2023第三十一頁，共一百九十九頁。SimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformation5/7/2023第三十二頁，共一百九十九頁。TheFourPsMarketingMixProductPricePromotionPlaceTheFourCsCustomerSolutionCustomerCostCommunicationConven-ience5/7/2023第三十三頁，共一百九十九頁。MarketplaceorientationsProduction-produceascheaplyaspossibleProduct-thebettermousetrapSelling-footinthedoorMarketing-whatdoconsumerswantSocietalmarketing5/7/2023第三十四頁，共一百九十九頁。EvolvingViewsofMarketing’sRolea.MarketingasanequalfunctionFinanceProductionMarketingHumanresourcesb.MarketingasamoreimportantfunctionFinanceHumanresourcesMarketingProduction5/7/2023第三十五頁，共一百九十九頁。EvolvingViewsofMarketing’sRolec.MarketingasthemajorfunctionMarketingFinanceHumanresourcesProductiond.ThecustomerasthecontrollingfactorCustomerHumanresourcesFinanceProductionMarketing5/7/2023第三十六頁，共一百九十九頁。EvolvingViewsofMarketing’sRolee.ThecustomerasthecontrollingfunctionandmarketingastheintegrativefunctionCustomerMarketingProductionHumanresourcesFinance5/7/2023第三十七頁，共一百九十九頁。DeterminantsofCustomerDeliveredValueImagevaluePersonnelvalueServicesvalueProductvalueTotalcustomervalueMonetarycostTimecostEnergycostPsychiccostTotalcustomercostCustomerdeliveredvalue5/7/2023第三十八頁，共一百九十九頁。Satisfaction….isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.5/7/2023第三十九頁，共一百九十九頁。SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Spreadfavorableword-of-mouthAremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncosts5/7/2023第四十頁，共一百九十九頁。Insummary...definitionofmarketingunderlyingconceptsmarketplaceorientationsroleofthemarketingintheorganisationcustomersatisfaction5/7/2023第四十一頁，共一百九十九頁。5/7/2023第四十二頁，共一百九十九頁。MarketingManagementTopic2UnderstandingtheMarketingEnvironment第四十三頁，共一百九十九頁。5/7/2023OutlineMacroenvironmentaltrendsdemographiceconomicnaturaltechnologicalpolitical-legalsocial-cultural5/7/2023第四十四頁，共一百九十九頁。EnvironmentalforcesMicroenvironmentwithinthecontrolofthecompany-generallyinternalsuchasstrategies,structuresandorganisationalcultureMacroenvironmentexternalandoutsidethecompany5/7/2023第四十五頁，共一百九十九頁。MacroenvironmentalForcesWorldtradeenablersAsianeconomicpowerRiseoftradeblocsInternationalmonetarycrisesUseofbarter&countertradeMovetowardsmarketeconomies“Global”lifestyles5/7/2023第四十六頁，共一百九十九頁。MacroenvironmentalForcesOpeningof“new”marketsEmergingtransnationalfirmsCross-borderstrategicalliancesRegionalethnic&religiousconflictGlobalbranding5/7/2023第四十七頁，共一百九十九頁。Demographicenvironmentworldwidepopulationgrowthagemixethnicmarketseducationhouseholdpatternsgeographicshiftsmassmarketstomicromarkets5/7/2023第四十八頁，共一百九十九頁。Economicenvironmentincomedistributionsubsistencerawmaterialexportingindustrializingindustrialsavings,debtandcreditavailability5/7/2023第四十九頁，共一百九十九頁。Naturalenvironmentchangingroleofgovernmenthigherpollutionlevelsshortageofrawmaterialsincreasedcostsofenergy5/7/2023第五十頁，共一百九十九頁。TechnologicalenvironmentacceleratingpaceofchangeopportunitiesforinnovationincreasedregulationvaryingR&Dbudgets5/7/2023第五十一頁，共一百九十九頁。Politicallegalenvironmentincreasedlegislationspecialinterestgroupstradingblocks(WTO)5/7/2023第五十二頁，共一百九十九頁。Social/CulturalEnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOftheUniverseOfOthersViewsThatExpressValues5/7/2023第五十三頁，共一百九十九頁。Social/CulturalEnvironmentHighPersistenceofExistenceofShiftsofSecondaryCultural5/7/2023第五十四頁，共一百九十九頁。Insummary...Marketersneedtotracking&identifyingopportunitiesinthemacroenvironmentdemographic,economic,natural,technological,political,&cultural.5/7/2023第五十五頁，共一百九十九頁。5/7/2023第五十六頁，共一百九十九頁。MarketingManagementTopic3UnderstandingBuyerBehaviour第五十七頁，共一百九十九頁。5/7/2023OutlineConsumerbuyingbehaviourfactorsinfluencingbuyerbehaviourbuyingrolesstagesinthedecisionprocesstypesofdecisionsOrganisationalbuyingbehaviourbusinessversesconsumermarketsparticipantsinorganisationalbuying5/7/2023第五十八頁，共一百九十九頁。ConsumerBuyingBehaviourThebehaviourthatconsumersdisplayin:seekingpurchasingusingevaluatingdisposingofproductsandservicestheyexpectwillsatisfytheirneedsSource:Schiffmanetal(1996)

5/7/2023第五十九頁，共一百九十九頁。ModelofBuyingBehaviorBuyer’sdecisionprocessProblemrecognitionInformationsearchEvaluationDecisionPostpurchasebehaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’sdecisionsProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountMarketingstimuliProductPricePlacePromotion5/7/2023第六十頁，共一百九十九頁。FactorsinfluencingbuyerbehaviourculturalsocialpersonalPsychological（心理上的）5/7/2023第六十一頁，共一百九十九頁。Culturalfactorsculturefundamentaltobuyingbehavioursubculturegeographic,religious,racialsocialclassincome,occupation,education5/7/2023第六十二頁，共一百九十九頁。SocialfactorsreferencegroupsmembershipaspirationalDisassociate（分離）familyorientation/procreation(生殖)socialrolesandstatus（地位）5/7/2023第六十三頁，共一百九十九頁。Personalfactorsageandstage（階段）inthelifecycleoccupationandeconomiccircumstancesLifestylepersonalityselfconcept5/7/2023第六十四頁，共一百九十九頁。PsychologicalfactorsMotivation（動機）Perception（感受）learningBeliefs（信仰）andattitudes（態度）5/7/2023第六十五頁，共一百九十九頁。BuyingrolesInitiator（發起人）influencerdeciderbuyeruser5/7/2023第六十六頁，共一百九十九頁。StagesofthedecisionprocessproblemrecognitioninformationsearchAl‘ternativeevaluationchoicepostpurchaseevaluation5/7/2023第六十七頁，共一百九十九頁。Typesofdecisionsrou’tine(habitualbuying)limitedproblemsolving(dissonance不和諧reducing)highinvolvement(complex)5/7/2023第六十八頁，共一百九十九頁。OrganisationalbuyingbehaviourBusinessversesconsumermarketsfewerbuyerslargerbuyerscloserrelationshipsgeographicallyconcentratedprofessionalpurchasing5/7/2023第六十九頁，共一百九十九頁。Factorsinfluencingenvironmentalorganisationalinterpersonalindividual5/7/2023第七十頁，共一百九十九頁。BuyingProcessProblemrecognitionInformationsearchEvaluationofsuppliersSelectionofsupplier-bid/nobidPurchaseUsePostpurchaseevaluation5/7/2023第七十一頁，共一百九十九頁。TypesofbuyingdecisionsRe-buyModifiedre-buyNewtask5/7/2023第七十二頁，共一百九十九頁。Insummary...buyingbehaviour(bothbusinessandconsumer)influencedbymanyfactorstypesofdecisionsrolesprocesses5/7/2023第七十三頁，共一百九十九頁。5/7/2023第七十四頁，共一百九十九頁。MarketingManagementTopic4MarketingResearch第七十五頁，共一百九十九頁。5/7/2023OutlineMarketingInformationSystems(MIS)WhatisMarketingResearch?MarketingResearchasaBusinessToolTheResearchProcessBarrierstouseofmarketingresearchEthics5/7/2023第七十六頁，共一百九十九頁。DefinitionsAmarketinginformationsystem(MIS)consistsofpeople,equipmentandprocedurestogather,sort,analyseandevaluate...timelyandaccurateinformationtodecisionmakers(Kotler2000)Marketingresearch...systematicdesign,collection,analysisandreportingoffindingsrelevanttoaspecificproblem(Kotler2000)5/7/2023第七十七頁，共一百九十九頁。Marketinginformationsystemsinternalrecordsmarketingintelligencemarketingresearch5/7/2023第七十八頁，共一百九十九頁。MarketingResearchasaBusinessToolresearchonlyatoolthatcanbeusedtomakemoreinformeddecisionsresearchwillnotmakethedecisionreducesbutdoesnoteliminateuncertaintypossibleapplicationsentiremarketingmanagementprocess5/7/2023第七十九頁，共一百九十九頁。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十頁，共一百九十九頁。ProblemdefinitionProblemdefinitionprocessManagementproblemResearchproblemResearchobjectivesestimatevalueofinformation5/7/2023第八十一頁，共一百九十九頁。Marketing

information

systemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreport

writingTheMarketingResearchProcess5/7/2023第八十二頁，共一百九十九頁。Researchdesignsplanbywhichinformationisgatheredtomeetobjectivesprimaryvssecondarydataqualitativedatavsquantitativedata3basicdesignsexploratorydescriptivecausal5/7/2023第八十三頁，共一百九十九頁。ResearchdesignsExploratorynewproductdevelopmentcreativedevelopmentdiagnosingproblemsDescriptivequestionnairesdescribingattitudes/profilesCausal(experiments)testmarkets5/7/2023第八十四頁，共一百九十九頁。ResearchdesignsQuestionnairesmustbebasedonresearchobjectivesdatamustbeinsuitableformforanalysisContactmethodsmailtelephonepersonalonline5/7/2023第八十五頁，共一百九十九頁。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十六頁，共一百九十九頁。SamplingDefinepopulationSampleframe(howtogettopopulation)SamplingmethodprobabilitynonprobabilitySamplesizeDrawthesample5/7/2023第八十七頁，共一百九十九頁。MarketinginformationsystemProblemdefinitionResearchdesign(orplan)SamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第八十八頁，共一百九十九頁。DataanalysisTurnsrawdataintoinformationBasedonresearchobjectives(notquestionbyquestion)5/7/2023第八十九頁，共一百九十九頁。MarketinginformationsystemProblemdefinitionResearchdesigndeskvsfieldqualvsquantSamplingwhohowmanyDatacollectionanalysisinterpretationRecommendationsreportwritingTheMarketingResearchProcess5/7/2023第九十頁，共一百九十九頁。Barrierstouseofmarketingresearchnarrowconceptionofmarketingresearchunevencalibreofresearcherslateand/orerroneousfindingspersonalityandpresentationaldifferences5/7/2023第九十一頁，共一百九十九頁。EthicsMarketingResearchSocietyofAustraliaCodeofProfessionalBehaviourRemember3partiesinvolvedinethicsrespondentsresearchersclients5/7/2023第九十二頁，共一百九十九頁。5/7/2023第九十三頁，共一百九十九頁。MarketingManagementTopic5MarketingPlanning第九十四頁，共一百九十九頁。5/7/2023Outlinecorporatestrategicplanningthestrategicmarketingplanningprocessanalyticaltoolsthemarketingplanidentifyingmarketsegmentschoosingtargetmarkets5/7/2023第九十五頁，共一百九十九頁。CorporatePlanningDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)AssignresourcestoSBUsPlannewbusiness,downsizeolderbusinesses5/7/2023第九十六頁，共一百九十九頁。Strategic-Planning,Implementation,andControlProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionImplementationPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingControl5/7/2023第九十七頁，共一百九十九頁。Missionstatementslimitednumberofgoalsstressmajorpoliciesandvaluesdefinecompetitivescopes5/7/2023第九十八頁，共一百九十九頁。TheBostonConsultingGroup’sGrowth-ShareMatrix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate3?Questionmarks???21Cashcow6Dogs8710x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xStars545/7/2023第九十九頁，共一百九十九頁。MarketAttractiveness:Competitive-PositionPortfolioClassificationMARKETATTRACTIVENESS5.003.672.331.00LowMediumHighReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrongMediumWeakBUSINESSSTRENGTH1.002.333.675.00Invest/growSelectivity/earningsHarvest/divest5/7/2023第一百頁，共一百九十九頁。Sales1050Time(years)TheStrategic-PlanningGapDesiredsalesIntegrativegrowthIntensivegrowthCurrentportfolioStrategic-planninggapDiversification

growth5/7/2023第一百零一頁，共一百九十九頁。ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid4.Diversification2.Market developmentNewmarkets1.Market penetrationExistingmarketsExistingproducts3.Product developmentNewproducts5/7/2023第一百零二頁，共一百九十九頁。1423HighLowHighLowAttractivenessSuccessProbabilityOpportunitiesOpportunityMatrix1. Companydevelopsamorepowerfullightingsystem2. Companydevelopsadeviceformeasuringtheenergyefficiencyofanylightingsystem3. Companydevelopsadeviceformeasuringilluminationlevel4. CompanydevelopsasoftwareprogramtoteachlightingfundamentalstoTVstudiopersonnel5/7/2023第一百零三頁，共一百九十九頁。ThreatMatrix1. Competitordevelopsasuperiorlightingsystem2. Majorprolongedeconomicdepression3. Highercosts4. LegislationtoreducenumberofTVstudiolicenses1423HighLowHighLowSeriousnessProbabilityofOccurrenceThreats5/7/2023第一百零四頁，共一百九十九頁。TheMcKinsey7-SFrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystems5/7/2023第一百零五頁，共一百九十九頁。SelltheproductTheValue-DeliveryProcessMaketheproductProcureDesignproductMakePriceSellAdvertise/promoteDistributeServiceChoosetheValueProvidetheValueCommunicatetheValue(a)Traditionalphysicalprocesssequence(b)Valuecreation&deliverysequenceStrategicmarketingTacticalmarketing5/7/2023第一百零六頁，共一百九十九頁。Themarketingplanexecutivesummary&tableofcontentscurrentmarketingsituationopportunityandissueanalysisobjectivesmarketingstrategyactionprogrammesfinancialanalysiscontrols5/7/2023第一百零七頁，共一百九十九頁。StepsinMarketSegmentation,Targeting,andPositioning1. Identifysegmentationvariablesandsegmentthemarket2. DevelopprofilesofresultingsegmentsMarketSegmentation3.Evaluateattractivenessofeachsegment4.Selectthetargetsegment(s)MarketTargeting5.Identifypossiblepositioningconceptsforeachtargetsegment6.Select,develop,andcommunicatethechosenpositioningconceptMarketPositioning5/7/2023第一百零八頁，共一百九十九頁。BasesforsegmentingconsumermarketsGeographicregion,city,climateDemographicagegender,familysizePyschographiclifestyleorpersonalityBehaviouraloccasions,benefits,usesorattitudes5/7/2023第一百零九頁，共一百九十九頁。BasesforSegmentingBusinessMarketsDemographicOperatingvariablesPurchasingapproachesSituationalfactorsPersonalcharacteristics5/7/2023第一百一十頁，共一百九十九頁。MeasurableAccessibleSubstantialDifferentialSegmentsmustbelargeorprofitableenoughtoserve.Segmentscanbeeffectivelyreachedandserved.ActionableSize,purchasingpower,profilesofsegmentscanbemeasured.Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.Mustbeabletoattractandservethesegments.EffectiveSegmentation5/7/2023第一百一十一頁，共一百九十九頁。Insummary...StrategicplanningisthefundamentalbasisformarketingdecisionsSTP-segment,target,position5/7/2023第一百一十二頁，共一百九十九頁。5/7/2023第一百一十三頁，共一百九十九頁。MarketingManagementTopic6ManagingtheMarketingMix:ProductsandServices第一百一十四頁，共一百九十九頁。5/7/2023OutlineProductcharacteristicsBrandingPackaging&labelingNewproductdevelopmentServices5/7/2023第一百一十五頁，共一百九十九頁。FiveProductLevelsPotentialproductAugmentedproductExpectedproductBasicproductCorebenefit5/7/2023第一百一十六頁，共一百九十九頁。Typesofconsumer-goodsConvenienceproductsboughtfrequentlyandimmediatelyShoppingproductsbuylessfrequently,moreeffortSpecialtyproductsspecialpurchaseeffortsUnsoughtgoodsnewordon’twanttothinkaboutit5/7/2023第一百一十七頁，共一百九十九頁。ProductmixWidthnumberofdifferentproductlinesLengthtotalnumberofitemswithinthelineDepthnumberofversionsofeachproduct5/7/2023第一百一十八頁，共一百九十九頁。BrandSomethingthatidentifiesaproductasbeingdifferenttootherproducts/belongingtoaspecificcompanynamesymboldesign5/7/2023第一百一十九頁，共一百九十九頁。AnOverviewof

BrandingDecisionsBrandingDecisionBrandNobrandBrand-SponsorDecisionManu- facturer brandDistribu-tor (private) brandLicensed brandBrand-NameDecisionIndividual brand namesBlanket family nameSeparate family namesCompany- individual namesBrand-RepositioningDecisionReposi- tioningNo reposi- tioningBrand-StrategyDecisionLine extensionBrand extensionMulti- brandsNew brandsCobrands5/7/2023第一百二十頁，共一百九十九頁。BrandStrategiesBrandExtensionNewBrand

NameProductCategoryLineExtensionExistingExistingMultibrandsNewNewBrands5/7/2023第一百二十一頁，共一百九十九頁。Brandnamesdistinctivesuggestproductqualitiessuggestproductbenefitseasytopronounce,recognize,remembersuitableininternationalmarkets5/7/2023第一百二十二頁，共一百九十九頁。PackagingasamarketingtoolSelf-serviceConsumeraffluenceCompany&brandimageOpportunityforinnovation5/7/2023第一百二十三頁，共一百九十九頁。NewProductsReasonsforfailure“Overchampioning”OverestimateddemandPoordesignPoormarketingexecutionHighdevelopmentcostsStrongcompetitivereaction5/7/2023第一百二十四頁，共一百九十九頁。ChallengesinNPDIdeashortageFragmentedmarketsSocial&governmentalconstraintsCostCapitalshortageNeedforspeedShorterproductlifecycles5/7/2023第一百二十五頁，共一百九十九頁。NewProductDevelopment

ProcessIdeaGenerationConceptDevelopmentandTestingMarketingStrategyDevelopmentIdeaScreeningBusinessAnalysisProductDevelopmentMarketTestingCommercialization5/7/2023第一百二十六頁，共一百九十九頁。21/2%Innovators131/2%Earlyadopters34%Earlymajority34%Latemajority16%LaggardsTimeofadoptioninnovationsAdopterCategorizationoftheBasisofRelativeTimeofAdoptionofInnovations5/7/2023第一百二十七頁，共一百九十九頁。CharacteristicsoftheRateofAdoptionRelativeadvantageCompatibilityComplexityDivisibilityCommunicability5/7/2023第一百二十八頁，共一百九十九頁。PureServiceServicesTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleGood5/7/2023第一百二十九頁，共一百九十九頁。CharacteristicsofservicesIntangibilitycannotbeseen,felt,tasted,touchedbeforepurchaseInseparabilitycannotbeseparatedfromtheirproviders,forexample,hairdresser5/7/2023第一百三十頁，共一百九十九頁。CharacteristicsofservicesVariabilityqualityofservicecanvaryateachofferPerishabilitycannotbestoredforlateruse5/7/2023第一百三十一頁，共一百九十九頁。OvercomingservicechallengesIntangibilityusecuestomaketangibleInseparabilitynotalwayspossible-usetechnologyVariabilitystandardisation/trainingPerishabilitymatchsupplyanddemand5/7/2023第一百三十二頁，共一百九十九頁。DeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangibles5/7/2023第一百三十三頁，共一百九十九頁。Insummary...ProductcharacteristicsBrandingPackaging&labelingNewproductdevelopmentServices5/7/2023第一百三十四頁，共一百九十九頁。5/7/2023第一百三十五頁，共一百九十九頁。MarketingManagementTopic7PricingandChannels第一百三十六頁，共一百九十九頁。5/7/2023OutlinePriceSettingthepricePricingmethodsMarketingChannelsDesigndecisionsManagementdecisionsDynamics5/7/2023第一百三十七頁，共一百九十九頁。PriceHigh

Medium

LowHighLowProductQualityMedPremiumValue

MediumValueEconomyOverchargingRip-OffFalseEconomyHighValueSuperValueGood-ValuePrice-QualityStrategies5/7/2023第一百三十八頁，共一百九十九頁。SettingpricingpolicySelectthepricingobjectivedeterminedemandestimatecostsanalysecompetitorsselectapricingmethodselectfinalprice5/7/2023第一百三十九頁，共一百九十九頁。TypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.Rawmaterials5/7/2023第一百四十頁，共一百九十九頁。TheThreeC’sModel

forPriceSettingCostsCompetitors’pricesandpricesofsubstitutesCustomers’assessmentofuniqueproductfeaturesLowPriceNopossibleprofitatthispriceHighPriceNopossibledemandatthisprice5/7/2023第一百四十一頁，共一百九十九頁。PricingMethodsMarkuppricingTargetreturnpricingPerceivedvaluepricingValuepricingGoing-ratepricingSealed-bidpricing5/7/2023第一百四十二頁，共一百九十九頁。PromotionalPricingLoss-leaderpricingSpecial-eventpricingCashrebatesLow-interestfinancingLongerpaymenttermsWarranties&servicecontractsPsychologicaldiscounting5/7/2023第一百四十三頁，共一百九十九頁。Discriminatorypricingcustomersegmentproductformlocationtime5/7/2023第一百四十四頁，共一百九十九頁。HowaDistributorReducesthe

NumberofChannelTransactions=Customer=ManufacturerA.NumberofcontactswithoutadistributorMxC=3X3=91324567895/7/2023第一百四十五頁，共一百九十九頁。HowaDistributorReducesthe

NumberofChannelTransactions=Distributor=Customer=ManufacturerB.NumberofcontactswithadistributorMxC=3+3=6Store1234565/7/2023第一百四十六頁，共一百九十九頁。Distributionchannelfunctionsrisktakingphysicaldistributionpaymentstransferinformationcommunicationnegotiationorderingfinancing5/7/2023第一百四十七頁，共一百九十九頁。WholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-levelchannelWholesalerRetailerConsumerMfg2-levelchannelMfg3-levelchannel1-levelchannelManufacturerConsumerMarketingChannels5/7/2023第一百四十八頁，共一百九十九頁。Customers’DesiredServiceLevelsLotsizeWaitingtimeSpatialconvenienceProductvarietyServicebackup5/7/2023第一百四十九頁，共一百九十九頁。Channelmanagementdecisionsselectingtrainingmotivatingevaluatingfeedback5/7/2023第一百五十頁，共一百九十九頁。CorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembersTypesofVerticalMarketingSystems5/7/2023第一百五十一頁，共一百九十九頁。ConventionalDistributionChannelvs.VerticalMarketingSystemsVerticalmarketingchannelManufacturerRetailerConventionalmarketingchannelConsumerManufacturerConsumerRetailerWholesalerWholesaler5/7/2023第一百五十二頁，共一百九十九頁。CausesofChannelConflictIncompatibilityDifferenceinperceptionDependence5/7/2023第一百五十三頁，共一百九十九頁。Legal&EthicalIssuesinChannelRelationsExclusivedealingExclusiveterritoriesTyingagreementsDealers’rights5/7/2023第一百五十四頁，共一百九十九頁。Insummary...PriceSettingth