科特勒市場營銷講義英文版課件

KotlerMarketingHandoutEnglishVersionCoursewareCATALOGUE目錄MarketingOverviewConsumerBehaviorAnalysisMarketsegmentationandpositioning01MarketingOverviewDefinitionandConceptsKotlerMarketing:Acomprehensiveapproachtomarketingthattakesintoaccountalltheelementsofthemarketingmix,includingproduct,price,promotion,andplaceMarketing:TheprocessofsatisfyingcustomerneedsthroughtheexchangeofvalueladengoodsandservicesItinvolvesunderstandingconsumerdemand,designinganddeliveringproductsandservicesthatmeetthisdemand,andestablishingaprice,place,andpromotionstrategytocommunicatevaluetocustomersValue:AperceptionheldbythecustomerthatjustifiesthepricebeingpaidforaproductorserviceItissubjectiveanddependsonthecustomer'sneeds,preferences,andalternativesCustomerNeedsSatisfactionMarketingfocusesonunderstandingandmeetingcustomerneedsBydoingso,itensuresthatcustomersreceivevaluefortheirmoneyandaresatisfiedwiththeirpurchaseCompetitivenessMarketinghelpsbusinessesdifferentiatetheirproductsandservicesfromthoseoftheircompetitorsItenablesthemtoestablishauniquepositioninthemarketandattractcustomersGrowthMarketingcontributionstothegrowthofbusinessesbyenablingthemtoincreasesales,buildbrandequity,andexpandtheircustomerbaseTheImportanceofMarketingDigitalization:TheriskofdigitaltechnologieshastransformedmarketingDigitalmarketingenablementsbusinessestotargetconsumerswithpersonalizedmessages,trackcustomerbehavior,andmeasuretheimpactofmarketingcampaignsDataDrivenDecisionMaking:TheavailabilityofbigdatahasenabledbusinessestomakedatadrivendecisionsinmarketingByanalyzingcustomerdata,businessescanunderstandconsumerpreferencesandbehaviorsandcustomizetheiroffersaccordinglyExperienceLEDMarketing:ThefocusofmarketinghasshiftedfromsellingproductstocreatingmemorableexperiencesforcustomersExperienceledmarketinginvestmentsunderstandingcustomerjournals,designingempiricalexperiences,andusingtechnologytoengagecustomersemotionallyTheEvolutionandTrendsofMarketing02ConsumerBehaviorAnalysisConsumerneedsandmotivationsBasichumanneeds:Thesearethefundamentalhumanneedsthatdriveconsumers,suchastheneedforfood,shelter,safety,andsocialinteractionEmotionalneeds:Consumershaveemotionalneedsthataresatisfiedthroughconsultation,suchastheneedforbelongingness,love,andselfsatisfactionSocialrolesandnorms:Consumers'behaviorisinfluencedbysocialrolesandnorms,suchasexpectationsabouthowtheyshouldhaveandthetypesofproductstheyshouldconsumeCulturalvalues:ConsumerbehaviorisalsoinfluencedbyculturalvaluesandbeliefsForexample,someculturesplaceahighvalueonfamily,tradition,orcollectivism,whichcanaffectthetypesofproductsandservicesthatarepreferredConsumersaremotivatedtomakepurchasestosolveproblemsorsatisfyneedsProblemrecognitionisthefirststepintheconsumerdecisionmakingprocessProblemrecognitionAfterrecognizingaproblem,consumerssearchforinformationtohelpthemunderstandtheproblemandfindpotentialsolutionsConsumersmaysearchforinformationthroughreadingproductreviews,conductingonlineresearch,orseekingadvicefromfriendsorfamiliesInformationsearchConsumerdecisionmakingprocessOnceinformationisgathered,consumersevaluatedifferentproductorserviceoptionstodeterminewhichonebestsuitstheirneedsandbudgetConsumersconsiderfactorslikeprice,quality,functionality,andbrandreportingAfterevaluatingalternatives,consumersmakeapurchasedecisionThisdecisionisinfluencedbyfactorslikeprice,availability,andtheeaseofpurchaseAftermakingapurchase,consumersevaluatetheproductorservicebasedontheirexpectationsandexperienceThisevaluationcanaffectfuturepurchasesandbrandloyaltyEvaluationofalternativesPurchasedecisionPostpurchaseevaluationConsumerdecisionmakingprocessTraditionalistsTheseconsumersvaluetradeandcomplianceandpreferproductsandservicesthathavelongstandingreportsandhistoriesTheyplaceahighvalueonreliability,consistency,andpredictabilityInnovatorsTheseconsumersareearlyadoptersofnewproductsandservicesandareattractedtonoveltyanduniquenessTheyareoftenopentotryingnewbrandsorproductsandarewillingtopayhigherpricesforthelatesttrendsConsumerbehaviorpatternsEarlymajorTheseconsumersfollowtheleadofinnovatorsandarewillingtotrynewproductsorservicesoncetheyhavebeenestablishedinthemarketTheyvaluequalityandperformanceoverpriceanduniquenessLastmajorTheseconsumersaremorerelevanttotrynewproductsorservicesuntiltheyhavebeenbroadlyacceptedbyotherconsumersTheypreferestablishedbrandsandproductsthathaveproventrackrecordsofreliabilityandperformanceLaggardsTheseconsumersaretheleastlikelytotrynewproductsorservicesandpreferfamilybrandsandproductsthathavelongstandingreportsforqualityandvalueTheyplaceahighvalueonpriceandaffordabilityConsumerbehaviorpatterns03MarketsegmentationandpositioningUndertakemarketresearchConductmarketresearchtocollectdataoncustomerneeds,preferences,andbehavior