【正文】 Losing customer C1 C2 C3 Customers 169。2023 Prentice Hall Objectives ? Define value satisfaction understand how to deliver them ? The nature of highperformance businesses ? How to attract retain customers ? Improving customer profitability ? Total quality management 169。2023 Prentice Hall Objectives ? Course Organization ? Tasks of Marketing ? Major Concepts Tools of Marketing ? Marketplace Orientations ? Marketing’s Responses to New Challenges 169。2023 Prentice Hall 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 (p. 7) 169。2023 Prentice Hall Resources Organization and aligning... High Performance Business Processes By improving critical business... Stake holders Set strategies to satisfy key... 169。2023 Prentice Hall Objectives ? Corporate and division strategic planing ? Business unit planning ? The marketing process ? Product level planning ? The marketing plan 169。2023 Prentice Hall The Marketing Plan 169。2023 Prentice Hall SecondaryData Sources ? Internal Sources ? Government Publications ? Periodicals and Books ? Commercial Data ? OnLine ?Associations ?Business Information 169。2023 Prentice Hall Estimating Future Demand ? Survey of Buyers’ Intentions ? Composite of Sales Force Opinion ? Expert Opinion ? Past Sales Analysis ? Market Test Method 169。2023 Prentice Hall Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets 169。2023 Prentice Hall Political Legal Environment Increased Legislation Special Interest Groups 169。2023 Prentice Hall Simple Response Model Stimulus Organism Response 169。2023 Prentice Hall Psychological Factors Perception Learning Beliefs Attitudes Motivation 169。2023 Prentice Hall Organizational Factors Purchasing Department Upgrading Cross Functional Roles Centralized Purchasing Decentralized Purchasing of Small Ticket Items Inter Purchasing LongTerm Contracts Purchasing Performance Evaluation Pro. Buyers Lean Production 169。2023 Prentice Hall Objectives ? Identifying Competitors ? Evaluating Competitors ? Competitive Intelligence Systems ? Competitive Strategies ? Customer vs. Competitor Orientation 169。2023 Prentice Hall Hypothetical Market Structure Strategies Market leader Market challenger Market follower Expand Market Defend Market Share Expand Market Share Attack leader Status quo Imitate Market nicher Special ize 169。2023 Prentice Hall “Nichemanship” ? Enduser specialist ? Verticallevel specialist ? Customersize specialist ? Specificcustomer specialist ? Geographic specialist ? Product or productline specialist ? Productfeature specialist ? Jobshop specialist ? Qualityprice specialist ? Service specialist ? Channel specialist 169。2023 Prentice Hall Bases for Segmenting Consumer Markets Occasions, Benefits, Uses, or Attitudes Behavioral Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Ine ... Lifestyle or Personality Psychographic 169。2023 Prentice Hall Objectives ? Identify Differentiating Attributes ? Choosing Communicating Effective Positioning ? Marketing Strategies Along the Product Life Cycle ? Marketing Strategy Market Evolution 169。2023 Prentice Hall Image Differentiation 169。2023 Prentice Hall Four Introductory Marketing Strategies Rapid skimming strategy Rapid peration strategy Slow peration strategy Slow skimming strategy Price Low High Promotion High Low 169。2023 Prentice Hall Objectives ? Challenges in New Product Development (NPD) ? Organizational Structure NPD ? Stages Management of NPD ? Diffusion Adoption of New Products 169。2023 Prentice Hall Concept Development Testing 1. Develop Product Ideas into Alternative Product Concepts 2. Concept Testing Test the Product Concepts with Groups of Target Customers 3. Choose the Best One 169。2023 Prentice Hall Objectives ? Factors to Consider Before Going Global ? Selecting Foreign Markets ? Foreign Market Entry ? Product Adaption for Global Marketing ? Management Organization of Global Activities 169。2023 Prentice Hall Five Models of Entry Into Foreign Markets Direct invest ment Joint ventures Licensing Direct exporting Indirect Exporting Amount of mitment, risk, control, and profit potential 169。2023 Prentice Hall Wholechannel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers 169。2023 Prentice Hall ProductLine Length ? Line Stretching ? Downmarket ? Upmarket ? Twoway ? Line Filling ? Line Modernization ? Line Featuring Line Pruning 169。2023 Prentice Hall Good Brand Names: Suggest Product Benefits Distinctive Lack Poor Foreign Language Meanings Suggest Product Qualities Easy to: Pronounce Recognize Remember 169。2023 Prentice Hall Categories of Service Mix Pure Service Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Tangible Good 169。2023 Prentice Hall Determinants of Service Quality ? Reliability ? Responsiveness ? Assurance ? Empathy ? Tangibles 169。2023 Prentice Hall Types of Costs Total Costs Sum of the Fixed and Variable Costs for a Giv