【正文】 ivisions (work integration and support services 46% of revenue) ? Continued to sell proprietary VS miniputers and related hardware to 13,000 existing customers (42% revenues, cash cow) ? 1995 ? Authorized Kodak to sell imaging software under Kodak brand ? Microsoft agreed to use imaging software on Windows NT and Windows 95 (logo on splash screen) ? 1997 ? Kodak purchased WANG’s software business for $260 million to be operated as a separate Kodak subsidiary ? Focused on systems integration and outsourcing practice, peting with Vanstar and Entex WANG Postscript cont. ? 199899 ? Bought Olivetti SpA’s puter services to gain greater presence worldwide ? Renamed WANG Global ? Mission: ―Plan, deploy, manage, and maintain panies’ work and desktop infrastructure‖ (65% revenue, 4th largest) ? Focus is on customer intimacy, favors simple systems (avoided headon petition with IBM, EDS) ? Tucci replaced almost entire top two layers of management, reduced number of layers of management from 7 to 3, and gave individuals greater authority accountability ? Hardware sales, including the occasional miniputer for one of 1000 customers from the old days, still account for 20% revenue ? Total revenues of approximately $3+ billion WANG Postscript cont. ? 2023 ? Wang Global merged with Getronics NV of Amsterdam, the Netherlands ? Motivation: Complementary geographic coverage ? The bined firm generated $5 billion in revenues in 1999 and reported modest growth in 2023 ? Getronics’ stated goal is to be the leading ICT services provider in the ebusiness world. It is the largest ICT firm in Europe and among the five largest in the world ? 2023 ? Getronics struggling under heavy debt due to acquisition of Wang Global, analysts are concerned and share price is down Key Ideas: Disciplines of Market Leaders ? Treacy and Wiersema’s disciplines represent three distinct ways of creating value. These disciplines necessarily rest upon different resources/petencies and/or different uses of mon resources/petencies. ? Success is achieved by performing adequately (as defined by the relevant market), on two disciplines and dominating petition on the third discipline. ? Inadequate attention to a nonfocal discipline can make a firm nonpetitive. This is one reason that so many firms embraced reengineering (. regardless of how they were creating value, their costs were too high). ? Theoretically, any discipline can be practiced in any market if that market is or can be segmented (and this is almost always true). ? As a practical matter, once a firm has developed a culture that supports a particular discipline, it strives to invest in markets in which practicing the discipline will result in a petitive advantage. 第三講 市場(chǎng)營(yíng)銷研究（ Marketing Research） ? 什么是市場(chǎng)營(yíng)銷研究 ? 市場(chǎng)營(yíng)銷研究類型 ? 市場(chǎng)營(yíng)銷研究過(guò)程 ? 二手資料的搜集 ? 原始資料的搜集 ? 資料的分析 一、什么是市場(chǎng)營(yíng)銷研究 ?營(yíng)銷研究 (marketing research)是運(yùn)用科學(xué)的方法和合適的手段，系統(tǒng)地收集、整理、分析和報(bào)告市場(chǎng)信息，以幫助企業(yè)、政府和其他機(jī)構(gòu)正確制訂、實(shí)施、評(píng)估和調(diào)整市場(chǎng)營(yíng)銷策略和計(jì)劃。 社會(huì)市場(chǎng)營(yíng)銷觀念 ：認(rèn)為組織應(yīng)從有利于提升消費(fèi)者和整個(gè)社會(huì)的福利的視角來(lái)確定消費(fèi)者的需要與欲望，并以比競(jìng)爭(zhēng)對(duì)手更有效的方式來(lái)滿足它們。 11 課程結(jié)構(gòu) 市場(chǎng)營(yíng)銷概念與市場(chǎng)導(dǎo)向 界定問(wèn)題和目標(biāo)：以 4Cs為重心的環(huán)境分析（ Company、 Collaborators、Competitors and Consumers） 市場(chǎng)營(yíng)銷戰(zhàn)略：市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)和市場(chǎng)定位 行動(dòng)與執(zhí)行（ 4Ps） 營(yíng)銷后果與社會(huì)責(zé)任 營(yíng)銷研究（ Marketing Research） 12 第一講 現(xiàn)代組織中的市場(chǎng)營(yíng)銷 市場(chǎng)營(yíng)銷及其重要性 企業(yè)經(jīng)營(yíng)指導(dǎo)思想及其演變 案例分析：定價(jià)的困惑 13 一、市場(chǎng)營(yíng)銷及其重要性 什么是市場(chǎng)營(yíng)銷？市場(chǎng)營(yíng)銷的核心是什么？ 14 Definitions of Marketing ? Marketing is the performance of business activities that direct the flow of goods from producer to consumer or user (AMA, 1960) ? Marketing is the process in a society by which the demand structure for economic goods is anticipated or enlarged and satisfied through the conception, promotion, exchange and physical distribution of goods and services (OSU Marketing Faculty, 1965) ? Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and anizational objectives (AMA, 1985) 15 Definition of Marketing ?Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others (Kotler, 1991) 16 市場(chǎng)營(yíng)銷的三個(gè)層次 作為經(jīng)營(yíng)哲學(xué)的市場(chǎng)營(yíng)銷 作為組織職能的市場(chǎng)營(yíng)銷 作為活動(dòng)與計(jì)劃的市場(chǎng)營(yíng)銷 17 什么不是市場(chǎng)營(yíng)銷 麥克風(fēng)式的營(yíng)銷 (Megaphone Marketing) 公式化的營(yíng)銷 (Formula Marketing) 會(huì)計(jì)式營(yíng)銷 (Accountant’s Marketing) 營(yíng)銷部門的營(yíng)銷 (Marketing Department’s Marketing) 18 市場(chǎng)營(yíng)銷的功能 交換功能 物流功能 便利功能 市場(chǎng)營(yíng)銷的作用 緩解生產(chǎn)與消費(fèi)的矛盾 提供 1/4至 1/3的社會(huì)就業(yè)機(jī)會(huì) 市場(chǎng)營(yíng)銷創(chuàng)造價(jià)值 19 市場(chǎng)營(yíng)銷的價(jià)值創(chuàng)造 （哥倫比亞玫瑰） 哥倫比亞 美國(guó) 邁阿密 邁阿密到波 波士頓 波士頓 博古塔 阿邁密 經(jīng)紀(jì)人 士頓公路運(yùn)輸 批發(fā)商 零售商 20 二、企業(yè)經(jīng)營(yíng)指導(dǎo)思想 生產(chǎn)觀念 ：認(rèn)為消費(fèi)者會(huì)接受那些他能買得到且買得起的產(chǎn)品，因此企業(yè)經(jīng)營(yíng)的重心是提高效率、降低成本。 ?按時(shí)、按規(guī)定格式提交作業(yè)。 ? 缺課須填寫請(qǐng)假條（請(qǐng)假條放在課程網(wǎng)上），并在課前提交；如屬特殊情況，應(yīng)在課后兩天內(nèi)提交。 ?菲力普 ? 科特勒著： 171。1 市場(chǎng)營(yíng)銷管理 Marketing Management 符國(guó)群教授 北京大學(xué)光華管理學(xué)院 2023. 27 2 我的基本情況 —— ?學(xué)歷 – 英國(guó) Aston大學(xué)管理學(xué)博士（ 1999） – 武漢大學(xué)經(jīng)濟(jì)學(xué)博士（ 1997） – 武漢大學(xué)經(jīng)濟(jì)學(xué)碩士（ 1986） – 湘潭大學(xué)數(shù)學(xué)專業(yè)學(xué)士（ 1983） 3 我的基本情況 —— ?