營(yíng)銷和創(chuàng)新創(chuàng)造價(jià)值-TheprincipleofMarketing75

營(yíng)銷和創(chuàng)新創(chuàng)造價(jià)值-TheprincipleofMarketingPeterDruckersays,“becauseitspurposeistocreateacustomer,thebusinesshastwo——andonlytwofunctions:marketingandinnovation.Marketingandinnovationcreatevalue,alltherestarecosts.”彼得.杜拉克指出：“企業(yè)的目的是要?jiǎng)?chuàng)造顧客，所以它只有兩個(gè)職能：營(yíng)銷和創(chuàng)新。營(yíng)銷和創(chuàng)新創(chuàng)造價(jià)值，而其他所有的都只是成本。Chapter1TheprincipleofMarketingTeachingobjectivesLDefinethetermmarketingLDescribefivemarketingmanagementphilosophiesLDiscussthedifferencesbetweensellingandmarketingconceptLGraspthemarketingmanagementprocessProfessionaltermsmarket市場(chǎng)marketing市場(chǎng)營(yíng)銷buyer買者seller頭者exchange交換product產(chǎn)品potentialbuyer潛在消費(fèi)者service服務(wù)advertising廣告selling推銷sale銷售humanneeds人類需要stiffpetition激烈的競(jìng)爭(zhēng)relationship關(guān)系profit利潤(rùn)individual個(gè)人DOgOU本s團(tuán)體organization組織credit信譽(yù)，信用targetmarkets目標(biāo)市場(chǎng)marketingactivities營(yíng)銷活動(dòng)productionconcept生產(chǎn)觀念Precase福特的T型車20世紀(jì)初，汽車是由技術(shù)工人手工打造而成的，成本較高，因而價(jià)格難以下降，汽車成了地位的象征，擁有汽車只是少數(shù)人的特權(quán)。福特的貢獻(xiàn)在于他把汽車變成了普通商品。美國(guó)福特汽車公司是1903年由亨利?福特與詹姆斯?卡曾斯、道奇兄弟等創(chuàng)辦，由福特任總經(jīng)理。1903年到1908年之間，DOC版本.亨利.福特和他的工程師們研制了19款不同的汽車，并按字母順序?qū)⑺鼈兠麨锳型車到S型車，其中有一些只是試驗(yàn)性車型，從未向公眾推出。有的有兩個(gè)或四個(gè)氣缸，甚至六個(gè)氣缸；有的使用鏈?zhǔn)絺鲃?dòng)裝置，有的則是輪式傳動(dòng)裝置。這些汽車最終成了T型車的技術(shù)基礎(chǔ)。T型車于1908年10月1日推出，很快就令千百萬(wàn)美國(guó)人著迷。第一年，T型車的產(chǎn)量達(dá)到10660輛，創(chuàng)下了汽車行業(yè)的紀(jì)錄。1912年福特公司聘用詹姆斯?庫(kù)茲恩任總經(jīng)理。庫(kù)茲恩上任后實(shí)施了三項(xiàng)決策。一是對(duì)“T型車”做出降價(jià)的決定，即1910年定的售價(jià)950美元降到850美元以下；二是按每輛“T型車”850美元售價(jià)的目標(biāo)，著手改革公司內(nèi)部的生產(chǎn)線，在占地面積為278英畝的新廠中首先采用現(xiàn)代化的大規(guī)模裝配作業(yè)線，12.5小時(shí)出一輛“T型車”，大幅度地降低成本；三是在全世界設(shè)置7000多家代銷商，廣設(shè)銷售網(wǎng)點(diǎn)。這三項(xiàng)決策的成功，使“T型車”沖向全世界，市場(chǎng)占有率占美國(guó)汽車行業(yè)之首。福特T型車的問(wèn)世具有劃時(shí)代的意義，它使得大多數(shù)的普通人們都可以擁有屬于自己的汽車，人們的旅行從馬車時(shí)代一下子跨越到了機(jī)器時(shí)代，無(wú)論是旅行的距離還是旅行的舒適程度都比以前有了巨大的進(jìn)步。T型車不僅僅只是一個(gè)鋼鐵、橡膠、木材和玻璃的組合體，與同期誕生的其它事物相比，它更可以稱得上是一種傳奇，是一種代表了北美自由開放的社會(huì)文化。在德DOC版本.國(guó)大眾公司的“甲克蟲”誕生之前，福特1型車可以說(shuō)是真正意義上的“大眾車”。鑒于此，1999年12月18日晚T型車被國(guó)際世紀(jì)車評(píng)選委員會(huì)授予迄今為止最偉大的汽車獎(jiǎng)項(xiàng)一“世紀(jì)車”的桂冠，以表彰它對(duì)全世界的影響和貢獻(xiàn)，T型車的發(fā)明者亨利?福特先生也因?yàn)樗麑?duì)世界汽車工業(yè)和人類個(gè)人交通的偉大貢獻(xiàn)被選為“世紀(jì)汽車企業(yè)家”。1919年，亨利?福特獨(dú)占福特公司，庫(kù)茲恩被解雇，福特自任總經(jīng)理。福特一方面采用低價(jià)策略，1924年，每輛“T型車”售價(jià)已降到240美元，1926年福特車產(chǎn)量已占美國(guó)汽車產(chǎn)量的1/2；另一方面又提出“不管顧客需要什么，我的車都是黑的”，實(shí)行以產(chǎn)定銷的策略，以“黑色車”來(lái)作為福特汽車公司的象征。結(jié)果，“型車”在競(jìng)爭(zhēng)中日益失利，1927年5月終于停產(chǎn)。1928年，福特汽車公司的市場(chǎng)占有率被通用汽車公司超過(guò)，退居第二位。美國(guó)通用汽車公司于1908年成立，由杜邦財(cái)團(tuán)控制。1928年以前，它是市場(chǎng)占有率遠(yuǎn)遠(yuǎn)低于福特汽車公司的一個(gè)弱手。1921年斯隆就職于通用汽車公司，針對(duì)當(dāng)時(shí)通用汽車公司松散的權(quán)力分散狀況寫了《組織研究》一文，提出了“集中決策控制下的分散作業(yè)”，使集權(quán)和分權(quán)得到很好平衡。1923年，斯隆任通用汽車公司總經(jīng)理，改革了經(jīng)營(yíng)組織，使公司高層領(lǐng)導(dǎo)人抓經(jīng)營(yíng)、抓戰(zhàn)略性決策，日常的管理工作由事業(yè)部去完成。同時(shí)，提出“汽車形DOC版本.式多樣化”的經(jīng)營(yíng)方針，以滿足各階層消費(fèi)者的需要。1923年市場(chǎng)占有率僅12%，遠(yuǎn)遠(yuǎn)低于福特汽車公司；1928年市場(chǎng)占有率達(dá)到30%以上，超過(guò)福特汽車公司，1956年市場(chǎng)占有率達(dá)53%，成為美國(guó)最大的汽車公司。問(wèn)題思考：(1)“T型車”最初的成功靠的是什么？又是什么原因?qū)е铝似渫司佣唬拷Y(jié)合案例談?wù)劆I(yíng)銷理念對(duì)企業(yè)經(jīng)營(yíng)成敗的重要作用。(2)營(yíng)銷理念的類型有哪些？現(xiàn)代企業(yè)應(yīng)樹立怎樣的營(yíng)銷理念？1.1ThedevelopmentofmarketingOriginallythetermmarketstoodfortheplacewherebuyersandsellersgatheredtoexchangetheirgoods.Economistsusethetermtorefertoacollectionofbuyersandsellerswhotransactinaparticularproductclass.Inthemarketingterms,amarketcanbedefinedasthesetofallactualandpotentialbuyersofaproductorservice.Thisdefinitionsuggeststhatamarketisthetotalvalueand/orvolumeofproductsthatsatisfythesamecustomerneed.DOC版本.Knowledges從市場(chǎng)的本義看，市場(chǎng)是商品交換的場(chǎng)所。從市場(chǎng)的性質(zhì)看，市場(chǎng)是一切商品交換活動(dòng)和交換關(guān)系的總和。從市場(chǎng)營(yíng)銷學(xué)的角度看市場(chǎng)是一種商品和勞務(wù)的所有現(xiàn)實(shí)的和潛在的消費(fèi)者需求的總和。Forexample,ifthecustomerneedis“eatbreakfast”,thentherelevantmarketcouldbedefinedasthe“BreakfastFoodMarket”.Manyproductswouldberelevanttomeasuringandanalyzingsuchamarket:BreakfastCerealsNutritionBarsPorridge/OatsSpecialityBreads(e.g.croissants)Fast-foodOutletsservingbreakfastRelevantLinksChineseconsumergoodsmarkettoranksecondbehindU.S.by2015ChinawillovertakeJapan,Germany,BritainandItalytobeetheworld'ssecondbiggestconsumergoodsmarketbehindtheUnitedStatesby2015,accordingtothefindingsofasurveybyCreditSuisse,oneDOC版本.

oftheworld'sleadinginvestmentbanks.TheSwiss-basedbankestimatesthatChineseconsumptionwillaccountfor14.1percentofthetotalconsumptionamongmajoreconomiesin2015,whiletheU.S.consumptionwillaccountfor37.7percent.(Source:i.../mawei/blog/p_59/)Thesizeofamarketdependsonthenumberofpeoplewhoexhibittheneed,haveresourcestoengageinexchange,andarewillingtoexchangetheseresourcesforwhattheywant.Therearetwotypesofcustomersthatengageinbusinessexchanges.Firstthereareorganizationalbuyers,whopurchasesgoodsandservicesforbusiness,governmentagencies,andotherinstitutions,suchashospitalsandschools.Organizationalbuyerspurchasegoodsandservicestoruntheirownpaniesortosellthemtootherorganizationsorconsumers.Second,thereareultimateconsumers,whousethegoodsandservicespurchasedmunicationInformationFigure1.1Asimplemarketingsystemforahousehold.Figure1.1showsasimplemarketingsystem.municationInformationFigure1.1AsimplemarketingsystemDOC版本.(source:philipKotler,PrinciplesofMarketing,FiwancialTimesPrenticeHall,2002,P.23)Knowledges市場(chǎng)的大小取決于人口、購(gòu)買力和購(gòu)買意向。消費(fèi)者可分為組織消費(fèi)者和個(gè)人消費(fèi)者兩種類型。消費(fèi)者是買方，構(gòu)成了市場(chǎng)，企業(yè)是賣方，構(gòu)成了行業(yè)。Thepanyneedstostudyfivetypesofcustomermarketsclosely.ConsumermarketsconsistofindividualsandhouseholdsthatbuygoodsDOC版本.andservicesforpersonalconsumption.Businessmarketsbuygoodsandservicesforfurtherprocessingorforuseintheirproductionprocess,whereasresellermarketsbuygoodsandservicestoresellataprofit.Governmentmarketsaremadeupofgovernmentagenciesthatbuygoodsandservicestoproducepublicservicesortransferthegoodsandservicestootherswhoneedthem.Finally,internationalmarketsconsistofthesebuyersinothercountries,includingconsumers,producers,resellers,andgovernments.Eachmarkettypehasspecialcharacteristicsthatcallforcarefulstudybytheseller.Knowledges消費(fèi)者市場(chǎng)是指購(gòu)買產(chǎn)品或服務(wù)用于個(gè)人和家庭消費(fèi)的社會(huì)最終消費(fèi)者群體。生產(chǎn)者市場(chǎng)是指購(gòu)買或租賃產(chǎn)業(yè)用品以進(jìn)行營(yíng)利性生產(chǎn)的購(gòu)買群體。轉(zhuǎn)賣市場(chǎng)是指那些采購(gòu)商品再轉(zhuǎn)賣以獲利潤(rùn)的個(gè)人或組織，主要包括批發(fā)商、零售商、經(jīng)銷商或代理商。政府市場(chǎng)是指政府各級(jí)機(jī)關(guān)、各類社會(huì)團(tuán)體及其他各種非盈利性機(jī)構(gòu)所組成的市場(chǎng)。其購(gòu)買目的是為了保證這些非盈利性機(jī)構(gòu)的正常運(yùn)DOC版本.轉(zhuǎn)。國(guó)際市場(chǎng)是指由他國(guó)買者所構(gòu)成的群體。Whatdoesthetermmarketingreallymean?Manypeoplethinkofmarketingonlyasadvertisingandselling.Giventhenumberofmercialsontelevision,inmagazinesandnewspapersandallthesignsandoffersinandaroundtheshops,thisisnotsurprising.However,advertisingandsellingareonlytwoofseveralmarketingfunctions,andnotnecessarilythemostimportantones.Themostbasicconceptunderlyingmarketingisthatofhumanneeds.Marketinghasbeeakeyfactorinthesuccessofbusinesses.Today’spaniesfacestiffpetitionandthepanieswhichcanbestsatisfycustomerneedsarethosewhichwillsurviveandmakethelargestprofits.Therearemanydifferentdefinitionsofmarketing.Considersomeofthefollowingalternativedefinitions:DOC版本.“Theall-embracingfunctionthatlinksthebusinesswithcustomerneedsandwantsinordertogettherightproducttotherightplaceattherighttime”“Theachievementofcorporategoalsthroughmeetingandexceedingcustomerneedsbetterthanthepetition”“Themanagementprocessthatidentifies,anticipatesandsuppliescustomerrequirementsefficientlyandprofitably”“Marketingmaybedefinedasasetofhumanactivitiesdirectedatfacilitatingandconsummatingexchanges”Whichdefinitionisright?Inshort,theyallare.Marketinghastwofacets.First,itisaphilosophy,andattitude,aperspective,oramanagementorientationthatstressescustomersatisfaction.Second,marketingisasetofactivitiesusedtoimplementthisphilosophy.Marketingcanthusbedefinedasanyhumanactivitywhichisdirectedatsatisfyingneedsandwantsbycreatingandexchanginggoodsandvaluewithothers.KnowledgesDOC版本.市場(chǎng)營(yíng)銷可定義為通過(guò)創(chuàng)造產(chǎn)品與價(jià)值并與他人交換，旨在滿足人們需要的一切人類活動(dòng)。市場(chǎng)營(yíng)銷的核心概念是交換。市場(chǎng)營(yíng)銷的核心是滿足顧客需要。Themostbasicconceptunderlyingmarketingisthatofhumanneeds.Humanneedsarestatesoffeltdeprivation.Theyincludebasicphysicalneedsforfood,clothing,warmth,andsafety;socialneedsforbelongingandaffection;andindividualneedsforknowledgeandself-expression.Theseneedswerenotcreatedbymarketers;theyareabasicpartofthehumanmakeup.Wantsaretheformhumanneedstakeastheyareshapedbycultureandindividualpersonality,itincludespecificgoodsandservicestosatisfyneeds,aswellasadditionalgoodsandservicesthatgobeyondsurvival.Whenbackedbybuyingpower,wantsbeedemands.Giventheirwantsandresources,peopledemandproductswithbenefitsthatadduptothemostvalueandsatisfaction.CustomervalueisthedifferencebetweenthevaluesthecustomerDOC版本.gainsfromowningandusingaproductandthecostsofobtainingtheproduct.Customersformexpectationsaboutthevalueofvariousmarketingoffersandbuyaccordingly.Howdobuyersformtheirexpectations?Customerexpectationsarebasedonpastbuyingexperiences,theopinionsoffriends,andmarketerandpetitorinformationandpromises.Customersatisfactionisthefeelingthataproducthasmetorexceededthecustomersexpectations.Customersatisfactionisakeyinfluenceonfuturebuyingbehavior.Satisfiedcustomersbuyagainandtellothersabouttheirgoodexperiences.Dissatisfiedcustomersoftenswitchtopetitorsanddisparagetheproducttoothers.Customervalueandcustomersatisfactionarekeybuildingblocksfordevelopingandmanagingcustomerrelationships.RelevantLinks什么叫顧客的需要？所謂顧客的需要（市場(chǎng)的需要）：①首先是我們的產(chǎn)品能不能滿足顧客的需要。產(chǎn)品包括服務(wù)。世界有10億穆斯林教徒，日本研制生產(chǎn)了“穆斯林表”，DOC版本.能換算125個(gè)國(guó)家與麥加圣地的時(shí)間變換。這就是滿足顧客的需要。②第二就是產(chǎn)品的價(jià)格能不能被顧客所接受。首先要了解顧客的支付意愿，進(jìn)而企業(yè)要進(jìn)行成本控制與成本核算，以滿足這個(gè)定價(jià)需要?，F(xiàn)在要求的是事前的成本控制，而不是事后的成本核算。只有這樣，才能滿足顧客的需要。這就需要我們?nèi)ハば难芯款櫩涂梢越邮艿膬r(jià)格。顧客關(guān)心的是價(jià)格，而不是你的成本。③在顧客需要的時(shí)候能不能把產(chǎn)品及時(shí)投放市場(chǎng)。消費(fèi)品很多都是季節(jié)性的，生產(chǎn)資料也有個(gè)交貨期問(wèn)題。時(shí)間對(duì)于企業(yè)來(lái)講就是機(jī)會(huì)，機(jī)不可失，失不再來(lái)。要抓住時(shí)機(jī)，滿足顧客需要。④在顧客需要時(shí)能不能把產(chǎn)品送到顧客手里。顧客的需要是有地點(diǎn)的。以上闡述的產(chǎn)品、價(jià)格、時(shí)間、地點(diǎn)，就是顧客需要四因素。我們現(xiàn)在所處的時(shí)代，顧客需求是多種多樣的，個(gè)性化要求突出。更重要的是，這個(gè)需要是動(dòng)態(tài)的，處在經(jīng)常不斷的變化之中。什么是顧客價(jià)值？顧客價(jià)值是顧客對(duì)其所得和所失的權(quán)衡，換句話說(shuō)就是，顧客價(jià)值是由企業(yè)創(chuàng)造，但是卻是由企業(yè)與顧客互動(dòng)而最終實(shí)現(xiàn)的，顧客價(jià)值的實(shí)現(xiàn)過(guò)程DOC版本.

是一種動(dòng)態(tài)平衡的過(guò)程。在顧客價(jià)值實(shí)現(xiàn)過(guò)程中，企業(yè)利益與顧客利益得到完美的統(tǒng)一：顧客的需求得到滿足，企業(yè)得以生存發(fā)展?？铺乩赵凇稜I(yíng)銷管理》一書中提出了幾個(gè)不同的價(jià)值概念。他認(rèn)為，“顧客讓渡價(jià)值(customerdeliveredvalue)是指總顧客價(jià)值與總顧客成本之差?？傤櫩蛢r(jià)值(totalcustomervalue)就是顧客期望從某一特定產(chǎn)品或服務(wù)中獲得的一組利益。而總顧客成本(totalcustomer8${)是在評(píng)估、獲得和使用該產(chǎn)品或服務(wù)時(shí)引起的顧客的預(yù)計(jì)費(fèi)用?！逼渲?，總顧客價(jià)值包括了產(chǎn)品價(jià)值、服務(wù)價(jià)值、人員價(jià)值和形象價(jià)值四個(gè)方面;總顧客成本則包括了貨幣價(jià)值、時(shí)間成本、精力成本和體力成本等四個(gè)方面。顧客讓渡價(jià)侑顧客讓渡價(jià)侑DOC版本.Figure1.2顧客讓渡價(jià)值的決定因素Marketingconsistsofindividualandorganizationalactivitiesthatfacilitateandexpeditesatisfyingexchangerelationshipsinadynamicenvironmentthroughthecreation,distribution,promotionandpricingofgoods,servicesandideas.Exchangeisthekeyterminthedefinitionofmarketing.Itmeansthatpeoplegiveupsomethingtoreceivesomethingtheywouldratherhave.Foranexchangetotakeplace,fiveconditionsmustexist:theremustbeatleasttwoparties.Eachpartymusthavesomethingthatmightbeofvaluetotheotherparty.EachpartymustbeabletomunicatewiththeotherpartyanddeliverDOC版本.thegoodsorservicessoughtbytheothertradingparty.Eachpartymustbefreetoacceptorrejecttheexchangeoffer.Eachpartymustwanttodealwiththeotherparty.Knowledges交換的發(fā)生至少要具備五個(gè)條件：一是至少要有兩方以上參與；每一方都有對(duì)方認(rèn)為有價(jià)值的東西；每一方都能進(jìn)行信息交流和交換物品的傳遞；交換是自愿的；每一方都有交換的意愿。Case1.1《英雄》輝煌的紀(jì)錄2004年《英雄》創(chuàng)造了有史以來(lái)中國(guó)電影市場(chǎng)最成功的票房，上市20天就創(chuàng)下了超過(guò)2億元的票房，而本年度風(fēng)靡全球的《哈利?波特》，在中國(guó)創(chuàng)下的票房?jī)H為6300萬(wàn)元。讓《英雄》成功的，不是由于電影的精彩，而是由于營(yíng)銷策劃、市場(chǎng)推廣的創(chuàng)新?！队⑿邸方M成了陣容強(qiáng)大的明星劇組，早在2001DOC版本.年初，新畫面公司就開始借助團(tuán)隊(duì)的明星效應(yīng)，持續(xù)制造新聞。在媒體的支持下，這些“新聞廣告”高強(qiáng)度持續(xù)進(jìn)行了兩年時(shí)間，終于讓大量中國(guó)人按捺不住，走進(jìn)影院觀看這個(gè)中國(guó)有史以來(lái)營(yíng)銷最成功的電影。Marketingcreatesutility,thebenefitsorcustomervaluereceivedbyusersoftheproduct.Thisutilityistheresultofthemarketingexchangeprocess.Therearefourdifferentutilities:form,place,time,andpossession.Theproductionofthegoodorserviceconstitutesformutility.Placeutilitymeanshavingtheofferingavailablewhereconsumersneedit,whereastimeutilitymeanshavingitavailablewhenneeded.Possessionutilityisthevalueofmakinganitemeasytopurchasethroughtheprovisionofcreditcardsorfinancialarrangements.Marketingcreatesitsutilitiesbybridgingspace(spaceutility)andhours(timeutility)toprovideproducts(formutility)forconsumerstoownanduse(possessionutility).ReadingaroundDOC版本.Marketingischangingtomeetthechangingworld.Marketingremainsthebusinessactivitythatidentifiesanorganization’scustomerneedsandwants.Marketingdetermineswhichtargetmarketsapanycanservebest,andmarketinghelpsthedesignofappropriateproducts,servicesandprogrammestoservethesemarkets.However,marketingismuchmorethananisolatedbusinessfunction;itisaphilosophythatguidestheentireorganization.Thegoalofmarketingistocreatecustomersatisfactionprofitablybybuildingvaluedrelationshipswithcustomers.Marketerscannotacplishthisgoalbythemselves.Theymustworkcloselywithotherpeopleintheirpanyandwithotherorganizationsintheirvaluechain,toprovidesuperiorvaluetocustomers.Thusmarketingcallsuponeveryoneintheorganizationto“thinkcustomer”andtodoallthattheycantohelpcreateanddeliversuperiorcustomervalueandsatisfaction.AsprofessorStephenBurnett says,‘Inatrulygreatmarketingorganization,youcan’ttellwho’sinthemarketingdepartment.EveryoneintheorganizationhastomakedecisionsbasedDOC版本.ontheimpactontheconsumer.1.2MarketingManagementCase1.2他她水：贏在“男女有別”在飲料行業(yè)，口味、成分、年齡、功能等縱向產(chǎn)品細(xì)分標(biāo)準(zhǔn)早已被眾廠家用濫，從成人飲料到兒童飲料，從功能飲料到情緒飲料，想在這些細(xì)分市場(chǎng)中出奇已經(jīng)不可能，但從沒有人把飲料的消費(fèi)人群做一個(gè)二元切割，而在這個(gè)極度追求個(gè)性和差異化的時(shí)代，為了適應(yīng)男女個(gè)性、生活習(xí)慣、身體健康的需求，就貼上男女標(biāo)簽?！拔覀兡芊瘛畽M’切市場(chǎng)一刀，把我們的飲料也分出男女呢？”周子琰說(shuō)。2004年3月，“他+她一營(yíng)養(yǎng)水”正式推向市場(chǎng)，其獨(dú)特的創(chuàng)意立刻成為焦點(diǎn)，好評(píng)如潮，一周內(nèi)產(chǎn)品訂貨量超過(guò)2億元，并在3個(gè)月內(nèi)創(chuàng)下了6億元的訂貨量新高。名稱的威力"他她水"名稱的誕生過(guò)程非常艱難?！澳惺匡嬃?、女士飲料”、“帥哥飲料、美女飲料”……站在第三者的立場(chǎng)，什么東西能夠簡(jiǎn)單直接地概括男女，又不顯得俗氣呢？“他”、“她”是兩個(gè)名字，在注冊(cè)產(chǎn)品名時(shí)怎么辦？DOC版本.兩者如何聯(lián)系？最后從50個(gè)名字中確定了“他+、她一”這兩個(gè)品牌名稱。“他、她”，為目標(biāo)顧客群一心理年齡在18?35歲的消費(fèi)者留下了充分的聯(lián)想余地，避免因名稱的某種特質(zhì)而拒絕了另一類人群；產(chǎn)品本身是一種營(yíng)養(yǎng)素水，"+"和"-"既體現(xiàn)了產(chǎn)品"男加體力女減體重”的特質(zhì)，又暗合產(chǎn)品的性別屬性，使男女要喝不同的營(yíng)養(yǎng)素水的產(chǎn)品訴求得到很好的體現(xiàn)，含有肌醇、?；撬?，能為男人及時(shí)補(bǔ)充活力的"他+"和含有蘆薈和膳食纖維，能幫助女人減肥，保持秀美靚麗的"她-"共同構(gòu)成了"他她營(yíng)養(yǎng)素水”概念。在對(duì)產(chǎn)品名稱感到新鮮而產(chǎn)生首次嘗試后，又給了消費(fèi)者重復(fù)消費(fèi)的理由，借功能性飲料奠定的市場(chǎng)教育基礎(chǔ)，進(jìn)一步將消費(fèi)者保健的愿望落到實(shí)處。販賣浪漫他她水個(gè)性化的品牌創(chuàng)意，打動(dòng)了那些好奇心理很強(qiáng)，愿意做時(shí)尚弄潮兒，同時(shí)特別具有浪漫氣息的消費(fèi)者。既然分出了男女，就要把這種感覺做到極致。在推廣和宣傳上，”他她水”營(yíng)銷團(tuán)隊(duì)的手法更是令人眼花繚亂，央視廣告、形象代言人、音樂(lè)營(yíng)銷、情緣營(yíng)銷，以體驗(yàn)營(yíng)銷為核心，最終都聚焦在浪漫上。他她飲品公司已經(jīng)投資制作了一系列“她”、“他”原創(chuàng)歌曲，比如《愛她就給他》、《有我就有她》、《男女關(guān)系》、《1口密碼》等?！拔疫€希望用這DOC版本.些歌曲去打歌曲榜，從而使消費(fèi)者唱著他她、喝著他她，享受他她世界的溫馨甜美，使‘他她水’最終成為可以流淌出音樂(lè)的飲料”，周子琰這樣規(guī)劃。網(wǎng)絡(luò)是青年男女接觸最多，最樂(lè)于接受的傳播媒體。在2004年6月9日的形象代言人簽約儀式上，她加他飲品公司啟動(dòng)了“眾里尋他（她），憑水相逢”活動(dòng)，這是一種類似“網(wǎng)友見面”的、頗具娛樂(lè)色彩和懸念的情緣速配活動(dòng)，消費(fèi)者只要把瓶子上的編碼用短信發(fā)送至指定地址，就有機(jī)會(huì)和同一編碼的異性消費(fèi)者結(jié)識(shí)?；顒?dòng)期間，每天收到的短信量不低于10萬(wàn)條。2004年8月1日，金山與他她水在全國(guó)各主要城市開始了大型暑期推廣戰(zhàn)略，借“劍俠情緣”這款網(wǎng)游讓“他+她-”進(jìn)入網(wǎng)吧的飲料銷售渠道。此外，“他她水”還策劃了如“電視劇營(yíng)銷”、“他她舞”等創(chuàng)新傳播手段。在產(chǎn)品包裝設(shè)計(jì)上，“他她水”從用色、構(gòu)圖、版式等各個(gè)方面，都打上了性別的鮮明印記?！八憋嬃嫌锰壹t，顯得非常有女人味，帶有一絲絲浪漫與嫵媚?！八憋嬃喜捎盟{(lán)色基調(diào)，表現(xiàn)男性的穩(wěn)重和陽(yáng)剛之氣，瓶身帶一點(diǎn)流線形，透出優(yōu)雅的氣質(zhì)。男女兩個(gè)瓶子擺在一起，可以形成兩X青春、靚麗面孔的對(duì)望，一X男子俯視的臉和一X女子仰視的臉給人以相互依偎、相依相伴的感覺，恰似深情相望的一對(duì)情侶，讓消費(fèi)者產(chǎn)生充分的聯(lián)想，而這種擺放方式不僅第一時(shí)間吸引消費(fèi)眼球，而且許多人，尤其是年輕人往DOC版本.往不忍讓另一瓶水落單。2004年的中國(guó)飲料市場(chǎng)，由于他她水的出現(xiàn)，憑添了一絲絲浪漫與新意。(摘自2004年度營(yíng)銷業(yè)界十大精典案例，蘭茂勛)Wedefinemarketingmanagementastheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.Thisinvolvesgetting,keeping,andgrowingcustomersthroughcreating,delivering,andmunicatingsuperiorcustomervalue.Thus,marketingmanagementinvolveswhatpaniesdoandshoulddotodelivercustomervalueandachieveobjective.Knowledges營(yíng)銷管理是選擇目標(biāo)市場(chǎng)并與其建立獲利關(guān)系的科學(xué)和藝術(shù)。營(yíng)銷管理的手段是創(chuàng)造、傳遞與交流更好的顧客價(jià)值。營(yíng)銷管理的實(shí)質(zhì)是需求管理(demandmanagement)°Ingeneral,marketingmanagementincludedevelopingmarketingDOC版本.plansandstrategiesandexecutingmarketingactivitiestoimplementandcontrolthem.Figure1.3offersanoverviewofthemarketingmanagementprocess.Developingmarketingplansandstrategies*Selectingtargetmarkets

JI

DevelopingmarketingmixesProduct PricePlace Promotion.*,

ImplementingandcontrollingmarketingactivitiesFigure1.3AnOverviewofMarketingManagementDOC版本.DevelopingmarketingplansandstrategiesMarketingplansaredocumentscreatedbyorganizationstorecordtheresultsandconclusionsofenvironmentalanalysesandtodetailmarketingstrategiesandtheirintendedresults.Themarketingstrategyportionofplansincludesstatementsofmarketingobjectives,analysesofcustomersandmarkets,andsuggestedmarketingmixestoachieveobjectives.Marketingmixesarebinationsofstrategictoolsusedtocreatevalueforcustomersandachieveorganizationalgoals.Marketingplansshouldalsoincludebudgets,forecastedsalesandprofits,andanyotherobjectivesthatcanbeusedtoevaluatesuccessorfailure.DOC版本.SelectingtargetmarketsThisprocessbeginswithamarketopportunityanalysis(MOA),whichdescribesandestimatesthesizeandsalespotentialofmarketsegmentsthatareofinteresttothefirm.Inaddition,andassessmentofkeypetitorsinthesemarketsegmentsisperformed.Afterthemarketsegmentsaredescribed,oneormoremaybetargetedbythefirm.Atargetmarketsconsistsofasetofbuyerswhosharemonneedsorcharacteristicsthatthepanydecidestoserve.Thethreestrategiesforselectingtargetmarketsareappealingtotheentiremarketwithonemarketingmix,concentratingononesegment,orappealingtomultiplemarketsegmentsusingmultiplemarketingmixes.DevelopingmarketingmixesMarketingmixisabinationofstrategictoolsusedtocreatevalueforcustomersandachieveorganizationalobjectives.Therearefourprimarytoolsorelementsinamarketingmix:product,price,place(distribution),andpromotion(munication).TheseelementsareDOC版本.sometimescalled“fourPs”.Theproductelementisconcernedwithwhatmarketersoffertocustomers.Thepriceelementconcernstheamountofmoneyorotherresourcesmarketersaskfortheirofferings.Theplaceelementconcernshowproductsandservicesaredeliveredtomarketstomakethemavailableforexchanges.Thepromotionelementconcernshowmarketersinform,persuade,andremindcustomersaboutproductsandservices.ImplementingandcontrollingmarketingactivitiesPlanninggoodstrategiesisonlyastarttowardsuccessfulmarketing.Abrilliantmarketingstrategycountsforlittleifthepanyfailstoimplementitproperly.Marketingimplementationistheprocessthatturnsmarketingplansintomarketingactionsinordertoacplishstrategicmarketingobjectives.Implementationinvolvesdaytoday,monthtomonthactivitiesthateffectivelyputthemarketingplantowork.Whereasmarketingplanningaddressesthewhatandwhyofmarketingactivities,implementationaddressesthewho,where,when,andhow.MarketingcontrolinvolvesevaluatingtheresultsofmarketingDOC版本.strategiesandplansandtakingcorrectiveactiontoensurethatobjectivesareattained.Knowledges營(yíng)銷管理涉及到制定營(yíng)銷計(jì)劃和戰(zhàn)略、選擇目標(biāo)市場(chǎng)、實(shí)施和控制營(yíng)銷活動(dòng)。目標(biāo)市場(chǎng)是企業(yè)決定要進(jìn)入或占領(lǐng)的市場(chǎng)。營(yíng)銷組合涉及到產(chǎn)品、價(jià)格、分銷和促銷四個(gè)可控制變量。Somepeoplethinkofmarketingmanagementasfindingenoughcustomersforthepany’scurrentoutput.Butthisviewistoolimited.Marketingmanagementisnotconcernedwithservingallcustomersineveryway.Instead,marketerswanttoserveselectedcustomersthattheycanservewellandprofitably.Theorganizationhasadesiredlevelofdemandforitsproducts.Atanypointintime,theremaybenodemand,adequatedemand,irregulardemand,ortoomuchdemand.MarketingmanagementmustfindwaystodealDOC版本.withthesedifferentdemandstates.Itmaybeconcernednotonlywithfindingandincreasingdemandbutalsowithchangingorevenreducingit.Powerpaniessometimeshavetroublemeetingdemandduringpeakusageperiods.Intheseandothercasesofexcessdemand,demarketingmayberequiredtoreducethenumberofcustomersortoshifttheirdemandtemporarilyorpermanently.Thus,marketingmanagementseekstoaffectthetypesofcustomersservedandthelevel,timing,andnatureoftheirdemandinawaythathelpstheorganizationachieveitsobjectives.Simplyput,marketingmanagementiscustomermanagementanddemandmanagement.Knowledges營(yíng)銷管理簡(jiǎn)而言之就是消費(fèi)者管理和需求管理，即調(diào)節(jié)市場(chǎng)需求的水平、時(shí)間和特性，以達(dá)到營(yíng)銷者的預(yù)期目標(biāo)。需求管理包括八種情況（見表1-1）：表1-1需求管理需求狀況 需求管理負(fù)需求 改進(jìn)、扭轉(zhuǎn)、轉(zhuǎn)換性營(yíng)銷（conversionalDOC版本.

marketing)無(wú)需求刺激、啟發(fā)、激發(fā)性營(yíng)銷(stimulatingmarketing)潛在需求創(chuàng)造、開發(fā)性營(yíng)銷(developmentalmarketing)波動(dòng)需求協(xié)調(diào)、配合、同步性營(yíng)銷(synchro-marketing)衰減需求恢復(fù)、再生性營(yíng)銷即再營(yíng)銷(remarketing)飽和需求滿足、維持性營(yíng)銷(maintenancemarketing)超飽和需求抑制、降低性營(yíng)銷(de-marketing)不健康需求替代、抵制性營(yíng)銷，反營(yíng)銷(counter-marketing)ReadingaroundGlobalConnectionsToday,almosteverypany,largeorsmall,istouchedinsomewaybyglobalpetition.AneighborhoodfloristbuysitsflowerfromMexicannurseries,whilealargeU.S.electronicsmanufacturerpetesinitsDOC版本.homemarketswithgiantJapaneserivals.AfledglingInternetretailerthatfindsitselfreceivingordersfromallovertheworldatthesametimethatanAmericanconsumer-goodsproducerintroducesnewproductsintoemergingmarketsabroad.AmericanfirmshavebeenchallengedathomebytheskillfulmarketingofEuropeanandAsianmultinationals.paniessuchasToyota,Siemens,Nestle,Sony,andSamsunghaveoftenoutperformedtheirU.S.petitorsinAmericanmarkets.Similarly,U.S.paniesinawiderangeofindustrieshavefoundnewopportunitiesabroad.Coca-cola,GeneralMotors,ExxonMobi,IBM,GeneralElectric,Dupont,Motorola,anddozensofotherAmericanpanieshavedevelopedtrulyglobaloperations,makingandsellingtheirproductsworldwide.EvenMTVhasjoinedtheeliteofglobalbrands,deliveringlocalizedversionsofitspulse-thumpingfaretoteensin140countriesaroundtheglobe.Today,paniesarenotonlytryingtosellmoreoftheirlocallyproducedgoodsininternationalmarkets,theyalsoarebuyingmoresuppliesandponentsabroad.Thus,managersincountriesaroundtheDOC版本.worldareincreasingtakingaglobal,notjustlocal,viewofthepany’sindustry,petitors,andopportunities.Theyareasking:Whatisglobalmarketing?Howdoesitdifferfromdomesticmarketing?Howdoglobalpetitorsandforcesaffectourbusiness?Towhatextentshouldwe“goglobal”?Manypaniesareformingstrategicallianceswithforeignpanies,evenpetitors,whoserveassuppliersormarketingpartners.Winningpaniesinnewcenturymaywellbethosethathavebuiltthebestglobalnetworks.1.3MarketingManagementPhilosophiesWedescribemarketingmanagementascarryingouttaskstoachievedesiredexchangeswithtargetmarkets.Whatphilosophyshouldguidethesemarketingefforts?Whatweightshouldbegiventotheinterestsoftheorganization,customersandsociety?Veryoftentheseinterestsconflict.Invariably,theorganization’smarketingmanagementphilosophyinfluencesthewayitapproachesitsbuyers.Thesearefivealternativeconceptsunderwhichorganizationsconducttheirmarketingactivities:theproduction,product,selling,DOC版本.marketingandsocietalmarketingconcepts.Productionconceptisaphilosophythatconsumerswillfavorproductsthatareavailableandhighlyaffordable,andthatmanagementshouldthereforefocusonimprovingproductionanddistributionefficiency.Thisconceptisoneoftheoldestphilosophies.Itfocusesontheinternalcapabilitiesofthefirmratherthanonthedesiresandneedsofthemarketplace.Itisassumedthatifproductsarebetter,customerswillbuythem.Thereisnothingwrongwithassessingafirm’scapabilities;infact,suchassessmentsaremajorconsiderationsinstrategicmarketingplanning.Aproductionorientationcanleadtomarketingmyopiabecauseitdoesnotconsiderwhetherthegoodsandservicesthatthefirmproducesmostefficientlyalsomeettheneedsofthemarketplace.Buttheproductionconceptisausefulphilosophyintwotypesofsituation.Thefirstoccurswhenthedemandforaproductexceedsthesupply.Here,managementshouldlookforwaystoincreaseproduction.ThesecondDOC版本.situationoccurswhentheproduct‘scostistoohighandimprovedproductivityisneededtobringitdown.Case1.3TheModelToftheFordMotorpanyIntheearlyyearsoftheFordMotorpany,HenryFord’swholephilosophywastoperfecttheproductionoftheModelTsothatitscostcouldbereducedandmorepeoplecouldaffordit.Hejokedaboutofferingpeopleacarofanycoloraslongasitwasblack.Thepanywonabigshareoftheautomobilemarketwiththisphilosophy.However,paniesoperatingunderaproductionphilosophyrunabigriskoffocusingtoonarrowlyontheirownoperations.Aftersometime,Ford’sstrategyfailed.Althoughitscarswereownoperations,thepanylostsightofsomethingelsethatitscustomerswanted-namely,attractive,affordablevehicles.ThegapleftbyFordgaverisetonewmarketopportunitieswhichrivalGeneralMotorswasquicktoexploit.KnowledgesDOC版本.生產(chǎn)觀念是一種最古老的企業(yè)經(jīng)營(yíng)思想。生產(chǎn)觀念認(rèn)為消費(fèi)者歡迎那些可買到的和買得起的產(chǎn)品。生產(chǎn)觀念是一種重生產(chǎn)、輕市場(chǎng)營(yíng)銷的企業(yè)經(jīng)營(yíng)思想。生產(chǎn)觀念是在賣方市場(chǎng)條件下產(chǎn)生的。生產(chǎn)觀念適用于以下兩種情況：一是某種產(chǎn)品供不應(yīng)求，因而顧客最關(guān)心的是能否得到產(chǎn)品，企業(yè)只要提高產(chǎn)量就能獲利；二是某種產(chǎn)品的生產(chǎn)成本太高，產(chǎn)品價(jià)格是影響一部分消費(fèi)者購(gòu)買的原因，只要改進(jìn)技術(shù)提高生產(chǎn)率就能擴(kuò)大市場(chǎng)而獲利。Case1.4創(chuàng)新產(chǎn)品維生素水：脈動(dòng)快速“賣動(dòng)”脈動(dòng)是達(dá)能入主樂(lè)百氏之后的第一個(gè)成功作品。這種維生素飲料最早誕生于新西蘭和澳大利亞，含有多種B族活性維生素及維生素C，具有天然清新的水果味，口感清爽，很受消費(fèi)者的喜愛。脈動(dòng)到達(dá)中國(guó)以后，也繼承了國(guó)外的佳績(jī)?！懊}動(dòng)”3月底面市，4月份“非典”開始在全國(guó)蔓延，5月中旬在華北、東北等地疫情達(dá)到了高峰，這時(shí)候消費(fèi)者迫切地需要能增強(qiáng)免疫力的產(chǎn)DOC版本.品。保健品、特別是維生素礦物質(zhì)銷量飛漲，以維生素水為訴求的“脈動(dòng)”收益不小。令人稱道的是，脈動(dòng)沒有不負(fù)責(zé)任的借勢(shì)營(yíng)銷，而是“不逾矩”，老實(shí)本分地繼續(xù)自己的營(yíng)銷計(jì)劃。Productconceptholdsthatconsumerswillfavorproductsthatofferthemostquality,performanceandfeatures,andthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.Aproductorientationleadstoobsessionwithtechnologybecausemanagersbelievethattechnicalsuperiorityisthekeytobusinesssuccess.Theproductconceptalsocanleadto“marketingmyopia”.Knowledges產(chǎn)品觀念也是一種古老的企業(yè)經(jīng)營(yíng)思想。產(chǎn)品觀念認(rèn)為消費(fèi)者歡迎質(zhì)量好的產(chǎn)品，企業(yè)應(yīng)致力于改進(jìn)技術(shù)，提高產(chǎn)品質(zhì)量。產(chǎn)品觀念會(huì)導(dǎo)致“市場(chǎng)營(yíng)銷近視”(MarketingMyopia)：在市場(chǎng)營(yíng)銷管理工作中缺乏遠(yuǎn)見，只看到自己的產(chǎn)品質(zhì)量好，看不到市場(chǎng)需要在變化，結(jié)果必然把自己引入困境。DOC版本.生產(chǎn)觀念和產(chǎn)品觀念都是以生產(chǎn)者為中心，生產(chǎn)什么就賣什么，是等客上門的經(jīng)營(yíng)觀念。，ase1.5三株口服液---創(chuàng)造推銷神話1994年8月8日成立的XX三株集團(tuán)XX，以三株口服液保健品起家，當(dāng)年實(shí)現(xiàn)銷售收入1.25億元，1996年實(shí)現(xiàn)銷售收入80億元，上繳國(guó)家稅金8.2億元，巨額銷售主要靠的是遍布城鄉(xiāng)的十八萬(wàn)銷售大軍。1998年“XX事件”發(fā)生，給三株集團(tuán)帶來(lái)了沉重的打擊，1999年三株勝訴。目前，三株成功地進(jìn)行了經(jīng)營(yíng)機(jī)制的轉(zhuǎn)軌，調(diào)整了組織機(jī)構(gòu)和營(yíng)銷策略，加快了技術(shù)創(chuàng)新，實(shí)現(xiàn)了由整頓向發(fā)展的戰(zhàn)略轉(zhuǎn)移。Sellingconceptholdsthatconsumerswillnotbuyenoughoftheorganization’sproductsunlesstheorganizationundertakesalarge-scalesellingandpromotioneffort.Mostfirmspracticethesellingconceptwhentheyhaveovercapacity.Theiraimistosellwhattheymakeratherthanmakewhatthemarketwants.Suchmarketingcarrieshighrisks.Itfocusesoncreatingsalestransactionsintheshortterm,ratherthanonbuildinglong-term,profitablerelationshipswithcustomers.Itassumersthattheymayforgettheirdisappointmentandbuyitagainlater.Theseareusuallypoorassumptionstomakeaboutbuyers.Moststudiesshowthatdissatisfiedcustomersdonotbuyagain.Worseyet,whiletheaveragesatisfiedcustomertellsthreeothersaboutgoodexperiences,theaveragedissatisfiedcustomertellstenothersofhisorherbadexperiences.DOC版本.Knowledges?推銷觀念是以銷售為中心的企業(yè)經(jīng)營(yíng)指導(dǎo)思想。認(rèn)為消費(fèi)者一般不會(huì)大量購(gòu)買某一組織的產(chǎn)品，除非企業(yè)采取大量的市場(chǎng)營(yíng)銷措施。因此企業(yè)必須重視和加強(qiáng)推銷和銷售促進(jìn)，千方百計(jì)（動(dòng)用千軍萬(wàn)馬，踏遍千山萬(wàn)水，歷經(jīng)千難萬(wàn)險(xiǎn)，吃盡千辛萬(wàn)苦，走近千家萬(wàn)戶，說(shuō)盡千言萬(wàn)語(yǔ)）地使消費(fèi)者對(duì)企業(yè)的產(chǎn)品發(fā)生興趣，以擴(kuò)大銷售，提高市場(chǎng)占有率，取得更多利潤(rùn)。推銷觀念是在“賣方市場(chǎng)”向“買方市場(chǎng)”過(guò)渡期間產(chǎn)生的。其中心仍然是生產(chǎn)者，還是生產(chǎn)什么就賣什么。Case1.6以消費(fèi)者需求為中心---無(wú)所不洗的海爾衣機(jī)有一次，在海爾員工對(duì)XX的經(jīng)銷商進(jìn)行調(diào)研的過(guò)程中，聽XX的經(jīng)銷商說(shuō)過(guò)這樣的話，我們這個(gè)地方的農(nóng)民，有的時(shí)候叫我們?nèi)バ尴匆聶C(jī)的時(shí)候，就發(fā)現(xiàn)他洗衣機(jī)的下水管道被泥土堵塞，我們?nèi)?wèn)農(nóng)民，農(nóng)民說(shuō)我們用這個(gè)洗衣機(jī)洗地瓜。這件事情被反映上來(lái)之后，研發(fā)部門就提出，能不能生產(chǎn)一DOC版本.種洗衣機(jī)能夠洗地瓜。他們通過(guò)研發(fā)部門的研發(fā)、調(diào)整之后