《英文版營銷》課件

EnglishversionofmarketingPPTcourseware目錄CONTENTSMarketingOverviewMarketsegmentationandpositioningProductstrategyPricingstrategyChannelstrategyPromotionstrategyCustomerrelationshipmanagement01MarketingOverviewMarketingDefinitionTheprocessofcreating,communicating,anddeliveringvaluetocustomersthroughthesatisfactionoftheirneedsandwantsMarketingasaFunctionMarketingisamanagementfunctionresponsibleforunderstandingandmeetingcustomerneeds,wants,andexpectationsMarketingMix(4PTheory)Thecombinationofproduct,price,promotion,andplacethatacompanyusestoofferitsvaluepropositiontocustomersDefinitionofMarketingCustomerCentricity:Marketinghelporganizationsunderstandtheircustomersanddesignproducts,services,andexperiencesthatmeettheirneedsBrandBuilding:MarketingisintegraltobuildingandmaintainingastrongbrandidentitythatresonateswithtargetcustomersDrivingSalesandRevenue:Byunderstandingcustomerneedsandcreatingvalue,marketinghelpsgeneratesalesandrevenuefortheorganizationCompetitiveAdvantage:Effectivemarketingstrategiescandifferentiateacompany'soffersfromthoseofcompetitors,creatingauniquevaluepropositionTheImportanceofMarketingReferstothegoodsorservicesthatacompanyofferstoitscustomersItshouldmeetcustomerneedsandprovidevalueProductThecostatwhichtheproductissoldItshouldreflectthevalueoftheproductandbecompetitivewithsimilaroffersinthemarketPriceThemeansbywhichacompanycommunicatesitsvaluepropositiontocustomersThisincludesadvertising,publicrelationships,salespromotion,andpersonalsellingPromotionThedistributionchannelsthroughwhichacompanyreachesitscustomersThisincludesdirectsales,retailstores,onlinestores,andthirdpartyresellersPlaceMarketingMix(4PTheory)02MarketsegmentationandpositioningMarketsegmentationistheprocessofdividingthemarketintodistinctgroupsofcustomerswithsimilarneedsandcharacteristicsIthelpsbusinessesidentifythemostprofitabletargetmarketanddevelopmarketingstrategiesthataredetailedtothespecificneedsandpreferencesofthatmarketsegmentMarketsegmentationisessentialforeffectivemarketingbecauseitenablesbusinessestofocusontheirresourcesonreachingasmall,moredefinedgroupofcustomers,morethantryingtoapplytotheentiremarketatonce010203TheconceptofmarketsegmentationDemographicsegmentationThisstrategyfocusesondividingthemarketbasedoncharacteristicslikeage,gender,educationlevel,income,andmarketstatusThisstrategytakesintoaccountthelifestyle,values,andbehaviorsofpotentialcustomersThisstrategycategorizescustomersbasedontheirpastbuyingbehaviorandhowtheyengagewithabrandorproductThisstrategydividesthemarketintodifferentgeographicregionsorcountriesPsychographicsegmentationBehavioralsegmentationGeographicsegmentationMarketsegmentationstrategiesMarketpositioningistheprocessofcreatingauniqueidentityforaproductorbrandinthemindofthecustomerItinvolvesunderstandingthecompetition,targetmarket,andproductattributesandpositioningthebrandaccordinglyAstrongmarketpositioningstrategycanhelpabranddifferentiateitselffromitscompetitorsandestablishauniqueidentitythatresonateswithtargetcustomersMarketpositioningstrategy03ProductstrategyDeclineFinally,assalesstarttodecline,theproductentersthedeclinestage,whereitisnolongerfeasibleandmaybephasedoutIntroductionTheintroductionstageiswhenaproductisfirstlaunchedanditsmarketpotentialisbeingtestedGrowthAstheproductgainspopularity,itentersthegrowthstage,wheresalesandprofitsincreaserapidlyMaturityOncetheproductreachesmaximumsalespotential,itentersthematerialstage,wheresaleslevelsoffandprofitsstableProductlifecycleDevelopinguniquefeaturesorservicesthatdifferentiateaproductfromitscompetitorsProductdifferentiationTargetingspecificcustomergroupswithproductsthatmeettheiruniqueneedsMarketSegmentationPositioningaproductinthemarketashavingaspecificsetoffeaturesorbenefitsthatsetitapartfromcompetitorsProductPositioningCreatingarangeofproductsthatcompleteeachotherandapplytodifferentcustomersegmentsProductMixProductportfoliostrategyNewProductDevelopmentProcessMarketTestingConductingteststoassesscustomerinterestandvalidatetheproduct'scommercialpotentialConceptDevelopmentTurningtheinitialideaintoadetailedproductconcept,includingdesignandfunctionalityIdeaGeneratingnewproductideasthroughresearchandmarketanalysisProductLaunchReleasingtheproducttothemarket,includingmarketingandsalesactivitiesPostlaunchevaluationAssessingtheproduct'sperformanceandmakinganynecessaryadjustmentstoimproveitscommercialsuccess04PricingstrategyThispricingapproachtakesintoaccountthecostsofproduction,distribution,andmarketingtosetpricesThegoalistocovercostsandgenerateaprofitCostbasedPricingAcostpluspricingstrategyaddsamarkuptothetotalcostoftheproductorservicetoensureaprofitmarginIt'sbasedontheprincipleofbreakingdowncostsandaddingareasonableprofitmarginCostPlusPricingCostorientedpricingCompetitivepricingInthisapproach,pricesaresetbasedonthecompetitioninthemarketThegoalistoretaincompetitiveandattractivecustomersbyofferingpricesthataresimilartoorlowerthancompetitorsPricinginlinewithcompetitionPriceskimmingoccurswhenacompanyoffershighpricesinitiallytorecoverdevelopmentcostsandthengraduallylowerpricesascompetitionincreasesThisstrategyisoftenusedforinnovativeproductsthathavehighdemandPriceskimmingVSThispricingapproachfocusesonthevaluethattheproductorserviceprovidestothecustomerPricesaresetbasedonthecustomer'sperceptionofvalue,whichmaybehigherorlowerthanthecostoftheproductorservicePricediscriminationPricediscriminationoccurswhenacompanychargesdifferentpricesforthesameproductorservicebasedonthecustomer'swillingnesstopayortheirabilitytopayThisstrategyallowscompaniestocapturemorevaluefromeachcustomersegmentValuebasedpricingCustomerorientedpricing05ChannelstrategyDirectchannelsDirectchannelsarethosethatconnectthecompanywiththecustomerwithoutanyintermediaryThisincludesonlinestores,callcenters,andcompanyownedretailstoresDirectchannelsenablecompaniestohavedirectcontactwiththeircustomers,allowingthemtogathervaluablefeedbackandunderstandingtheirneedsandpreferencesbetterIndirectchannelsIndirectchannelsinvolveintermediariesthatsellthecompany'sproductsorservicestoendcustomersTheseintermediariesincludedistributors,resellers,andretailersDirectchannelshelpcompaniesreachawidercustomerbaseandexpandtheirmarketreachDirectandindirectchannelsTargetmarketanalysisUnderstandingthetargetmarketiscriticalwhenselectingchannelsMarketersneedtoidentifytherightchannelsthatcaneffectivelyreachtheirtargetcustomersTheyshouldanalyzecustomerpreferences,behavior,andbuyinghabitstodeterminethemostsuitablechannelsfortheirproductsorservices要點一要點二ChannelcostandinvestmentMarketersshouldalsoconsiderthecostofusingdifferentchannelsandtheassociatedinvestmentsTheyneedtoevaluatetheReturnonInvestment(ROI)foreachchannelandidentifythemostcosteffectiveonesthatcandrivesalesandprofitsChannelselectionstrategyChannelcoordinationCoordinatingwithdifferentchannelstoensureaconsistentbrandimageandcustomerexperienceisessentialMarketersneedtoworkcloselywithchannelpartnerstoaligntheirgoalsandstrategies,ensuringthattheydelivervaluetocustomersChannelperformanceevaluationRegularlyevaluatingtheperformanceofdifferentchannelsiscriticalforeffectivechannelmanagementMarketersshouldtrackkeyperformanceindicators(KPIs)suchassalesvolume,customersatisfaction,andchannelprofitabilitytoidentifyopportunitiesforimprovementandcoursecorrectionChannelmanagementstrategy06PromotionstrategySelectingappropriatemediachannelsforreachingtargetaudience,consideringfactorslikereach,frequency,andcostMediaplanningCreatingclear,consensus,andimpactfulmessagesthatreconcilewiththetargetaudienceMessagedevelopmentTimelyplacementofadvertisementsacrossvariousmediachannelstoensuremaximumexposureAdvertisementplacementAdvertisingstrategy

SalespromotionstrategyIncentiveprogramsSettingupincentiveprogramstoresourcecustomerstomakepurchasesorincreasetheirspendSpecialoffersLaunchingspecialoffers,discounts,orpromotionalpackagestoattractcustomersSaleseventsHostingsaleseventsorprom