【正文】 ices 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 市場營銷研究（ Marketing Research） ?什么是市場營銷研究 ?市場營銷研究類型 ?市場營銷研究過程 ?二手資料的搜集 ?原始資料的搜集 ?資料的分析 一、什么是市場營銷研究 ?營銷研究 (marketing research)是運用科學的方法和合適的手段，系統(tǒng)地收集、整理、分析和報告市場信息，以幫助企業(yè)、政府和其他機構(gòu)正確制訂、實施、評估和調(diào)整市場營銷策略和計劃。 社會市場營銷觀念 ：認為組織應(yīng)從有利于提升消費者和整個社會的福利的視角來確定消費者的需要與欲望，并以比競爭對手更有效的方式來滿足它們。 11 課程結(jié)構(gòu) 市場營銷概念與市場導(dǎo)向 界定問題和目標：以 4Cs為重心的環(huán)境分析（ Company、 Collaborators、Competitors and Consumers） 市場營銷戰(zhàn)略：市場細分、目標市場和市場定位 行動與執(zhí)行（ 4Ps） 營銷后果與社會責任 營銷研究（ Marketing Research） 12 第一講 現(xiàn)代組織中的市場營銷 市場營銷及其重要性 企業(yè)經(jīng)營指導(dǎo)思想及其演變 案例分析：定價的困惑 13 一、市場營銷及其重要性 什么是市場營銷？市場營銷的核心是什么？ 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 市場營銷的三個層次 作為經(jīng)營哲學的市場營銷 作為組織職能的市場營銷 作為活動與計劃的市場營銷 17 什么不是市場營銷 麥克風式的營銷 (Megaphone Marketing) 公式化的營銷 (Formula Marketing) 會計式營銷 (Accountant’s Marketing) 營銷部門的營銷 (Marketing Department’s Marketing) 18 市場營銷的功能 交換功能 物流功能 便利功能 市場營銷的作用 緩解生產(chǎn)與消費的矛盾 提供 1/4至 1/3的社會就業(yè)機會 市場營銷創(chuàng)造價值 19 市場營銷的價值創(chuàng)造 （哥倫比亞玫瑰） 哥倫比亞 美國 邁阿密 邁阿密到波 波士頓 波士頓 博古塔 阿邁密 經(jīng)紀人 士頓公路運輸 批發(fā)商 零售商 20 二、企業(yè)經(jīng)營指導(dǎo)思想 生產(chǎn)觀念 ：認為消費者會接受那些他能買得到且買得起的產(chǎn)品，因此企業(yè)經(jīng)營的重心是提高效率、降低成本。 ?按時、按規(guī)定格式提交作業(yè)。 ?缺課須填寫請假條（請假條放在課程網(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 市場營銷管理 Marketing Management 符國群教授 北京大學光華管理學院 2023. 27 2 我的基本情況 —— ?學歷 – 英國 Aston大學管理學博士（ 1999） – 武漢大學經(jīng)濟學博士（ 1997） – 武漢大學經(jīng)濟學碩士（ 1986） – 湘潭大學數(shù)學專業(yè)學士（ 1983） 3 我的基本情況 —— ?工作經(jīng)歷 ?——北京大學光華管理學院教授、博士生導(dǎo)師 ?1986—— 武漢大學助教、講