【文章內(nèi)容簡(jiǎn)介】 Consumers Benefit?Marketing creates utility, the benefits or customer value received by users of the product. This utility is the result of the marketing exchange process. There are four different utilities: form, place, time, and possession. The production of the good or service constitutes form utility. Place utility means having the offering available where consumers need it, whereas time utility means having it available when needed. Possession utility is the value of making an item easy to purchase through the provision of credit cards or financial arrangements. Marketing creates its utilities by bridging space(space utility) and hours(time utility)to provide products(form utility) for consumers to own and use (possession utility). Reading aroundMarketing is changing to meet the changing world. Marketing remains the business activity that identifies an organization’s customer needs and wants. Marketing determines which target markets a pany can serve best, and marketing helps the design of appropriate products, services and programmes to serve these markets. However, marketing is much more than an isolated business function。 it is a philosophy that guides the entire organization. The goal of marketing is to create customer satisfaction profitably by building valued relationships with customers. Marketers cannot acplish this goal by themselves. They must work closely with other people in their pany and with other organizations in their value chain, to provide superior value to customers. Thus marketing calls upon everyone in the organization to “think customer” and to do all that they can to help create and deliver superior customer value and satisfaction. As professor Stephen Burnett says, ‘In a truly great marketing organization, you can’t tell who’s in the marketing department. Everyone in the organization has to make decisions based on the impact on the consumer.’ Marketing Management他她水：贏在“男女有別”在飲料行業(yè)，口味、成分、年齡、功能等縱向產(chǎn)品細(xì)分標(biāo)準(zhǔn)早已被眾廠家用濫，從成人飲料到兒童飲料，從功能飲料到情緒飲料，想在這些細(xì)分市場(chǎng)中出奇已經(jīng)不可能，但從沒有人把飲料的消費(fèi)人群做一個(gè)二元切割，而在這個(gè)極度追求個(gè)性和差異化的時(shí)代，為了適應(yīng)男女個(gè)性、生活習(xí)慣、身體健康的需求，就貼上男女標(biāo)簽?！拔覀兡芊瘛畽M’切市場(chǎng)一刀，把我們的飲料也分出男女呢？”周子琰說。2004年3月，“他＋她－營(yíng)養(yǎng)水”正式推向市場(chǎng)，其獨(dú)特的創(chuàng)意立刻成為焦點(diǎn)，好評(píng)如潮，一周內(nèi)產(chǎn)品訂貨量超過2億元，并在3個(gè)月內(nèi)創(chuàng)下了6億元的訂貨量新高。名稱的威力他她水名稱的誕生過程非常艱難?！澳惺匡嬃稀⑴匡嬃稀?、“帥哥飲料、美女飲料”……站在第三者的立場(chǎng)，什么東西能夠簡(jiǎn)單直接地概括男女，又不顯得俗氣呢？ “他”、“她”是兩個(gè)名字，在注冊(cè)產(chǎn)品名時(shí)怎么辦？?jī)烧呷绾温?lián)系？最后從50個(gè)名字中確定了“他＋、她－”這兩個(gè)品牌名稱?！八?、她”，為目標(biāo)顧客群心理年齡在18～35歲的消費(fèi)者留下了充分的聯(lián)想余地，避免因名稱的某種特質(zhì)而拒絕了另一類人群；產(chǎn)品本身是一種營(yíng)養(yǎng)素水，＋和既體現(xiàn)了產(chǎn)品男加體力女減體重的特質(zhì)，又暗合產(chǎn)品的性別屬性，使男女要喝不同的營(yíng)養(yǎng)素水的產(chǎn)品訴求得到很好的體現(xiàn)，含有肌醇、?；撬幔転槟腥思皶r(shí)補(bǔ)充活力的他+和含有蘆薈和膳食纖維，能幫助女人減肥，保持秀美靚麗的她共同構(gòu)成了他她營(yíng)養(yǎng)素水概念。在對(duì)產(chǎn)品名稱感到新鮮而產(chǎn)生首次嘗試后，又給了消費(fèi)者重復(fù)消費(fèi)的理由，借功能性飲料奠定的市場(chǎng)教育基礎(chǔ)，進(jìn)一步將消費(fèi)者保健的愿望落到實(shí)處。販賣浪漫他她水個(gè)性化的品牌創(chuàng)意，打動(dòng)了那些好奇心理很強(qiáng)，愿意做時(shí)尚弄潮兒，同時(shí)特別具有浪漫氣息的消費(fèi)者。既然分出了男女，就要把這種感覺做到極致。在推廣和宣傳上，他她水營(yíng)銷團(tuán)隊(duì)的手法更是令人眼花繚亂，央視廣告、形象代言人、音樂營(yíng)銷、情緣營(yíng)銷，以體驗(yàn)營(yíng)銷為核心，最終都聚焦在浪漫上。他她飲品公司已經(jīng)投資制作了一系列“她”、 “他”原創(chuàng)歌曲，比如《愛她就給他》、《有我就有她》、《男女關(guān)系》、《ＩＤ密碼》等?！拔疫€希望用這些歌曲去打歌曲榜，從而使消費(fèi)者唱著他她、喝著他她，享受他她世界的溫馨甜美，使‘他她水’最終成為可以流淌出音樂的飲料”，周子琰這樣規(guī)劃。網(wǎng)絡(luò)是青年男女接觸最多，最樂于接受的傳播媒體。在2004年6月9日的形象代言人簽約儀式上，她加他飲品公司啟動(dòng)了“眾里尋他（她），憑水相逢”活動(dòng)，這是一種類似“網(wǎng)友見面”的、頗具娛樂色彩和懸念的情緣速配活動(dòng)，消費(fèi)者只要把瓶子上的編碼用短信發(fā)送至指定地址，就有機(jī)會(huì)和同一編碼的異性消費(fèi)者結(jié)識(shí)?；顒?dòng)期間，每天收到的短信量不低于10萬條。2004年8月1日，金山與他她水在全國(guó)各主要城市開始了大型暑期推廣戰(zhàn)略，借“劍俠情緣”這款網(wǎng)游讓“他+她”進(jìn)入網(wǎng)吧的飲料銷售渠道。此外，“他她水”還策劃了如“電視劇營(yíng)銷”、“他她舞”等創(chuàng)新傳播手段。在產(chǎn)品包裝設(shè)計(jì)上，“他她水”從用色、構(gòu)圖、版式等各個(gè)方面，都打上了性別的鮮明印記?！八憋嬃嫌锰壹t，顯得非常有女人味，帶有一絲絲浪漫與嫵媚?！八憋嬃喜捎盟{(lán)色基調(diào)，表現(xiàn)男性的穩(wěn)重和陽剛之氣，瓶身帶一點(diǎn)流線形，透出優(yōu)雅的氣質(zhì)。男女兩個(gè)瓶子擺在一起，可以形成兩張青春、靚麗面孔的對(duì)望，一張男子俯視的臉和一張女子仰視的臉給人以相互依偎、相依相伴的感覺，恰似深情相望的一對(duì)情侶，讓消費(fèi)者產(chǎn)生充分的聯(lián)想，而這種擺放方式不僅第一時(shí)間吸引消費(fèi)眼球，而且許多人，尤其是年輕人往往不忍讓另一瓶水落單。2004年的中國(guó)飲料市場(chǎng)，由于他她水的出現(xiàn)，憑添了一絲絲浪漫與新意。（摘自2004年度營(yíng)銷業(yè)界十大精典案例，蘭茂勛） What’s Marketing managementWe define marketing management as the art and science of choosing target markets and building profitable relationships with them. This involves getting, keeping, and growing customers through creating, delivering, and municating superior customer value. Thus, marketing management involves what panies do and should do to deliver customer value and achieve objective. Knowledgesl 營(yíng)銷管理是選擇目標(biāo)市場(chǎng)并與其建立獲利關(guān)系的科學(xué)和藝術(shù)。l 營(yíng)銷管理的手段是創(chuàng)造、傳遞與交流更好的顧客價(jià)值。l 營(yíng)銷管理的實(shí)質(zhì)是需求管理（demand management）。 The process of Marketing managementIn general, marketing management include developing marketing plans and strategies and executing marketing activities to implement and control them. Figure offers an overview of the marketing management process.Developing marketing plans and strategiesSelecting target marketsImplementing and controlling marketing activitiesDeveloping marketing mixesProductPlacePromotionPriceFigure An Overview of Marketing Management Developing marketing plans and strategiesMarketing plans are documents created by organizations to record the results and conclusions of environmental analyses and to detail marketing strategies and their intended results. The marketing strategy portion of plans includes statements of marketing objectives, analyses of customers and markets, and suggested marketing mixes to achieve objectives. Marketing mixes are binations of strategic tools used to create value for customers and achieve organizational goals. Marketing plans should also include budgets, forecasted sales and profits, and any other objectives that can be used to evaluate success or failure. Selecting target marketsThis process begins with a market opportunity analysis (MOA), which describes and estimates the size and sales potential of market segments that are of interest to the firm. In addition, and assessment of key petitors in these market segments is performed. After the market segments are described, one or more may be targeted by the firm. A target markets consists of a set of buyers who share mon needs or characteristics that the pany decides to serve. The three strategies for selecting target markets are appealing to the entire market with one marketing mix, concentrating on one segment, or appealing to multiple market segments using multiple marketing mixes. Developing marketing mixesMarketing mix is a bination of strategic tools used to create value for customers and achieve organizational objective