MARKETING MANAGEMENT
YIMIN SUN
E-mail,ymsun@fdbcc.com
TEL:65642557
SCHOOL OF MANAGEMENT
FUDAN UNIVERSITY
2
Marketing IQ
If you sell something that competes in the same
category as a product offered by another company,that
company is your competitor,(F or T)
A temporary 10% price reduction is more effective at
generating sales than a 10% increase in advertising
during a comparable period,(F or T)
Brand loyalty is alive and well,(F or T)
It is more profitable to retain current customers than to
find new ones,(F or T)
3
Marketing IQ Exercise (contd.)
The goal of advertising is to increase sales,(F or T)
A successful ad is one people will remember and talk about.
Consumers usually do a lot of searching before they buy
expensive products,(F or T)
The speed of adoption of new technology depends on its
relative advantage and compatibility with existing products,
rather than how much better it is over what is available in
the market,(F or T)
4
There is no magic potion
to cure all ills
营销管理导论战略营销现代企业营销环境分析顾客行为分析市场竞争分析市场运行分析
S
T
P
营销策略现代企业的产品策略现代企业的价格策略现代企业的营销渠道策略现代企业的营销沟通策略
OUTLINE FRAMEWORK
现代企业的营销竞争策略
CASEREAD ME
Marketing Management
Marketing in
the 21th century
Chapter 1 Understanding
Marketing Management
Slides
Case
Readings
BACK
Questions
Introduc-
tion
1,Marketing’s Critical role
2,The basic questions for marketing
4,Core Concepts of Marketing
5,The Adoption of Marketing
6,The Implementation of Marketing
7,How to marketing efficiently
Back
3,What’s marketing
8
Framework of Marketing Management
Marketing Management
Competitive strategy
Marketing Mix
Segmenting and Positioning
Marketing Strategy
Marketing Research
Marketing Philosophy
Pro
moti
on P
Plac
e
Poli
Pric
e
Poli
Environment
Analysis
Customer
Analysis
Competition
Analysis
Market
Analysis
Product
Policy
Price
Policy
Place
Policy
Promotion
Policy
9
product pricing placing promotion
Products
Mix BrandingPositioning
Segmentation and Targeting
Buyer’s behavior
Marketing House
10
The basic steps for Marketing
Research
STP
Marketing Mix
STP
Implement
Control
Analyze the
situation
Formulate
action plan
Set strategy
Implement and
monitor
11
Industry
Market
Input Output
Transaction
1.Marketing’s Critical role
12
How Important Is Marketing?
“Marketing and not technology will decide future
success and failure.” Bill Gates
“Marketing isn’t somebody’s responsibility;
marketing is everybody’s responsibility.” Jack Welch
“There are only two functions that add value to a
business organization – innovation and marketing,
Everything else produces cost.” Peter Drucker
13
Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information
14
2.The basic questions for marketing
Customer’s
POV
Middleman’s
POV
Expert’s POV
Company’s POV
Marketing
15
1 Who are our customers?
2 What they want?
3 What can we do for them?
4 What benefits for both?
The four basic questions for Marketing
16
Innova-
tionStrategy
Customer
Shared
Value
Knowl-
edge
As Philosophy
3,What’s Marketing (1)
17
Company Orientations
Production
Concept
Product
Concept
Selling
Concept
Marketing
Concept
Social Marketing
Concept
18
Production Concept
Consumers prefer products that are
widely available and inexpensive
19
Product Concept
Consumers favor products that
offer the most quality,performance,
or innovative features
20
Selling Concept
Consumers will buy products only if
the company aggressively
promotes/sells these products
21
Marketing Concept
Focuses on needs/ wants of target
markets & delivering value
better than competitors
The aim of marketing’s task is to
make selling superfluous
---- Peter Drucker
22
Societal Marketing
Concept
23
The Comparison of Marketing Concepts
Market Integratedmarketing
Profits throughcustomer
satisfaction
Customerneeds
(b) The marketing concept
Factory Existingproducts Selling andpromotion Profits throughsales volume
Starting
point Focus Means Ends
(a) The selling concept
24
Marketing
Mix
Demand
As Basic Function
Satisfy
Customer
3,What’s Marketing (2)
25
Product
Marketing Mix,4Ps
Price Place
Promotion
26
27
Defining Marketing
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,
Philip Kotler
28
4.Core Concepts of Marketing
Product or Offering
Value and Satisfaction
Needs,Wants,and Demands
Exchange and Transactions
Relationships and Networks
Target Markets & Segmentation
Marketing Channels
Supply Chain
Competition
Marketing Environment
29
5,The Adoption of Marketing (1)
(1) Mass Marketing,Ford
(2) Differentiation Marketing,GM
(3) Targeting marketing,Toyota
30
5,The Adoption of Marketing (2)
Responsive
Marketing
The task of marketing
is finding and filling
needs
Dishwasher
Anticipative
Marketing
Recognize an emerging
or latent need
Risk
H
L
Bottled
drinking water
Need-shaping
Marketing
Introduce offering that nobody asked for or
conceive of Walkman
Market-driven
Market-driving
31
Three stages of marketing practice
Entrepreneurial Marketing
Formulated Marketing
Intrepreneurial Marketing
5,The Adoption of Marketing (3)
32
The Customer Concept
Company Orientations Toward
the Marketplace
33
6,The Implementation of Marketing
Building
Customer Satisfaction
Customer
Value
Customer
Attraction &
Retention
34
Product
Marketing Mix,4Ps to 4Cs
Price Place
Promotion
Customer Solution
Customer Cost Convenience
Communication
35
From 3A to 3P
Availability(买得到 )
Affordability(买得起 )
Acceptability(乐意买 )
Prevasiveness
(无所不在 )
Price/Value
(物有所值 )
Preference
(首选品牌 )
36
Customer Delivered Value
Product value
Personnel value
Services value
Image value
Totalcustomer
value
Monetary cost
Time cost
Energy cost
Psychic cost
Totalcustomer
cost
Customerdelivered
value
37
survey
Solution
Total Customer Satisfaction
Maximize
CDV
Improve-
ment
38
Five Types of Customer Needs:
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
39
Customer
Analysis
Offer
Analysis
Gap
Analysis
Solution
Beyond customer expectation
40
Closer to
Customer
Research Key Account
Long term
Relationship
Perfect
Service
41
Integrated Marketing
Integrated
Marketing
Philosophy
Strategy
Skill
Philosophy
Research
Planning
Marketing Mix
Competition
Management
42
7,Marketing Efficiently
Relationship
Marketing
Coordination
Commu
nication
Perseverance
Imple-
ment
43
The only profit center is the customer.
---- Peter Drucker
The paradigm is shifted,Products
come and go,The unit of value today
is the customer relationship.
---- Bob Wayland
44
Customer Relationship Development
Customer
Development
Customer
Lifetime Value
Customer
Profitability Analysis
45
Inactive or
ex-customers
Customer Development
PartnersAdvocatesClientsRepeatcustomersFirst-timecustomers
Suspects
Prospects
Disqualified
prospects
46
Time
Value Customer Lifetime Value
47
Customer/Product Profitability
Analysis
P1 Highlyprofitable
product
P2 Profitableproduct
P3 Losingproduct
P4 Mixed-bagproduct
P
r
o
d
u
c
t
s
+
+
+
High
profit
customer
+
-
Mixed-bag
customer
+
--
Losing
customer
C1 C2 C3
Customers
48
Five Levels of Customer-Relationship Building
Basic Marketing
Reactive Marketing
Accountable Marketing
Proactive Marketing
Partnership Marketing
49
Levels of Relationship Marketing
50
7,Marketing Efficiently
Shared
Value
Processes Technology
ERM
CRM
51
7,Marketing Efficiently
CS
Orientation
Quality
Innovation
Product
Glocalizaton
Partnership
Communi-
cation
Total
Quality
Marketing
52
Direct
Marketing
7,Marketing Efficiently
One to One
Marketing
Interactive
Marketing
Online
Marketing
Customized
Marketing
53
Mass Marketing vs,One-to-One Marketing
Mass Marketing One-to-One Marketing
Average customer
Customer anonymity
Standard product
Mass production
Mass distribution
Mass advertising
Mass promotion
One-way message
Economies of scale
Share of market
All customers
Customer attraction
Individual customer
Customer profile
Customized market offering
Customized production
Individualized distribution
Individualized message
Individualized incentives
Two-way messages
Economies of scope
Share of customer
Profitable customers
Customer retention
54
7,Marketing Efficiently
Process
Analysis
Technology
Support
Marketing
Process
Reengineering
Process
Redesign
Structure
Rebuild
55
Quick
Response
Marketing
Speeding up
Innovation
Time
Reducing
Manufacturing
Cycle time
Developing
Logistics
systems
Speeding up
Services and
Retailing
7,Marketing Efficiently
56
Recap,It’s not all guesswork (1)
Marketing is not selling
Focus on customer
– understand need,satisfy and retain
Marketing Management
– careful analysis
– manage the relationship over customer’s lifecycle
– manage the marketing strategy and marketing mix
over the product’s lifecycle
Marketing is too important to be left to the
marketing department alone.
57
Businesses today face three major challenges
(globalization,advances in technology,and deregulation)
Effective marketing can take many forms
Marketers are skilled at managing demand
Marketers must try to understand target
markets
Recap,It’s not all guesswork (2)
58
Relationship marketing builds a marketing
network
Businesses can choose among six competing
concepts
Customers are value-maximizers
Buyer satisfaction is a function of perceived
product performance and buyer expectations
Recap,It’s not all guesswork (3)
59
Business Firm in Transition
Then
Make everything inside the company
Improve on one’s own
Go it alone
Operate with functional departments
Focus domestically
Be product-centered
Make a standard product
Focus on the product
Practice mass marketing
Find a Sustainable Competitive advantage
Develop new product slowly and carefully
Use many supplies
Operate in the marketplace
Now
Buy more from outside(outsource)
Improve by benchmarking others
Network with other firms,collaborate
Operate with multi-team works
Focus globally and locally
Be market- and customer- centered
Make adapted/customized product
Focus on the value chain
Practice target marketing
Keep inventing new advantage
Speed up the NPD process cycle
Use few supplies
Operate also in the market space
60
Kotler,How to win marketing practices (1)
Win Through Higher
Quality
Ways to Win Problems to discuss
Meanings of quality?Customer’s POV of quality
Quality homogeneity?Higher cost for high quality
Win Through Better
Service
Every service breaks down into a list of attributes
Customer’s different way of define the good service
Claiming better service is not enough
Win Through lower
Price
Customers buy on value,not price alone
Low price alone is not enough to build a viable
business enterprise
61
Kotler,How to win marketing practices (2)
Win Through High
Market Share
Ways to Win Problems to discuss
MS leader enjoy scale economies and higher
brand recognition
Many MS leaders are not that profitable
Win Through
Adaptation &
Customization
Customer’s special needs represent opportunities
The cost might be too high
Mass customization is working for some companies
Win Through
Continuous Product
Improvement
A sound strategy for company leading the pack in PI
Not all the PI are valued
Some product reach the limit of their improvement
possibilities
62
Kotler,How to win marketing practices (3)
Win Through High
Product Innovation
Ways to Win Problems to discuss
Innovate or Evaporate
Some companies earn substantial profits
High failure rate and cost
Win Through
Entering high-growth
Market
Firms can enjoy increasing volume & returns once
market accepts their brands as standard
Product become obsolete very fast,firms hardly
recoup their profits from last offering
Win Through
Exceeding Customer
Expectations
A winning company is one that consistently exceeds
customer expectations
When their expectations are exceeded,they have
higher expectations next time
CASE
BACK
Door Guard
64
思考练习
1、需要、欲望和需求的涵义有什么区别和联系？
.2、顾客价值包括哪些内容？
顾客成本由什么构成？什么叫顾客满意？
3、为什么说营销管理的目的是建立可获利的顾客关系？
4、市场营销观念的实质是什么？
5、当代企业的市场营销有哪些发展趋势？
6、举出你在购物时最不满意的一件事，
并从市场营销的角度解释是什么原因导致你不满意。
BACK
65
阅读任务,
1、教材第一篇第一章
,变化世界中的市场营销：
创造顾客价值和满意,,1－ 45页。
2、菲利普 ·科特勒，
,营销管理,（第九版）第一篇第 1,2章。