Marketing

What is Marketing

1. Marketing is managing profitable customer relationships.
   市场营销是对有利可图的客户关系的管理
2. Marketing is a social and managerial process by which individuals and groups obtain what they need through creating and exchanging products and value with others.
   它是指个人或群体通过创造并同他人交换产品和价值，以满足需求与欲望的社会和管理过程
3. Hence, we define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
   企业为客户创造价值，建立强有力的客户关系，以相应地从顾客获取价值

Customer Perceived Value 顾客感知价值

• Customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers

• Needs: state of felt deprivation, including physical, social and individual needs

• Wants: from that a human need takes, as shaped by culture and individual personality

• Demand: wants + buying power

• Marketing offer: some combination of products, services, information or experiences offered to a market to satisfy a need or a want

A simple model of the marketing process

1. Understand the marketplace and customer needs and wants (Analyze value)
2. Design a customer-driven marketing strategy(Select value)
3. Construct a marketing program that delivers superior value (Create and deliver value)
4. Build profitable relationships and create customer delight
5. Capture value from customers to create profits and customer quality

Marketing Myopia

• Sellers pay more attention to the specific products they offer than to the benefits and experiences produced by the products. They focus on the wants and lose sight of the needs
• They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs

Marketing Management Philosophies

1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Marketing Concept

Customer-driven & Customer-driving

Factors influencing Consumer Buying Behavior

1. Cultural
2. Social
3. Personal
4. Psychological

Segmentation Customer Markets

1. Geographic 地理
   地域、城乡、人口密度、气候
2. Demographics 人口统计学
   年龄、性别、家庭、收入、职业、教育、宗教、人种、年代、国籍
3. Psychographic 心理
   阶层、性格、生活方式
4. Behavioral 习惯
   使用历史、频率、忠诚度

Evaluating Market Segments

1. Segment Size and Growth 市场因素
   Analyze current segment sales, growth rates, and expected profitability.
2. Segment Structural Attractiveness 竞争因素
   Consider effects of: competitors, existence of substitute products, and the power of buyers & suppliers.
3. Company Objectives and Resources 企业自身能力
   Examine company skills & resources needed to succeed in that segment.
   Offer superior value & gain advantages over competitors

Selecting Target Market Segments

• Differentiated marketing (segmented marketing): target several market segments and designs separate offers for each
• Concentrated marketing (niche marketing): instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches
• Undifferentiated marketing / Micromarketing
• Steps

1. Identifying a set of differentiating competitive advantages upon which to build a position
2. Choosing the right competitive advantages
3. Select an overall positioning strategy

The Principles of Positioning

1. Differentiation
2. According to its core competitive advantage
3. Benefit for consumers
4. Simplicity
5. Be stable
6. Reposition when necessary

4Ps & 4Cs

• 4Ps: Product, Price, Place, Promotion
• 4Cs: Consumer's needs & wants, Cost to customer, Convenience, Communication

Other Market Offerings

• Organizations: profit and nonprofit (businesses or schools)
• Persons: entertainers / doctors / lawyers
• Places: create / maintain or change
• Ideas (social marketing): public health / campaigns / family planning

Brand Developing

• Brand positioning 定位 (attributed / benefits / beliefs and values)
• Brand name selection 命名 (protection / selection)
• Brand sponsorship 操作方式 (manufacturer brand / private brand / licensing / co-branding)
• Brand development 衍生 (line extensions / brand extensions / multiband / new brand)

Product Mix Decisions

• Product mix: all of the product lines and items that a particular seller offers for sale
• Width: the number of different product lines the company carries
• Length: the total number of items the company carries within its product line
• Depth: the number of versions offered of each product in the line
• Consistency: how closely related the various lines are