资源描述：
《Marketing Management Process》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、CODEBAN1213/BAN5213Marketing│LECTURE13│MarketingManagementProcessmLearningObjectiveslDiscussthemarketingmanagementprocess.lDescribethebasicelementsofmarketingplan.1.MarketingProcessWithineachbusinessunit,marketingplaysaroleinhelpingtoaccomplishtheoverallstrategi
2、cobjectives.Marketing’sroleandactivitiesintheorganizationareshowninFigure2-4onP.49ofthetextbook.TheFiguresummarizestheentiremarketingprocessandtheforcesinfluencingcompanymarketingstrategy.Targetconsumersstandinthecenter.Thecompanyidentifiesthetotalmarket,divides
3、itintosmallsegments,selectsthemostpromisingsegments,andfocusesonservingandsatisfyingthesesegments.Itdesignsamarketingmixmadeupoffactorsunderitscontrol–Product,Price,Place,andPromotion.Tofindthebestmarketingmixandputintoaction,thecompanyengagesinmarketinganalysis
4、,planningimplementation,andcontrol.Throughtheseactivities,thecompanywatchesandadaptstothemarketingenvironment.2.TargetingConsumersTosucceedintoday’scompetitivemarketplace,companiesmustbecustomercenteredwinningcustomersfromcompetitorsandkeepingthembydeliveringgre
5、atervalue.今天競爭激烈,機構要以顧客為中心,才可以從對打低對手,Week137©VocationalTrainingCouncil,HongKongCODEBAN1213/BAN5213MarketingBeforeitcansatisfyconsumers,acompanymustfirstunderstandtheirneedsandwants.(要滿足消費者,必先了解其需要)Thus,soundmarketingrequiresacarefulanalysisofconsumers.(最好的market
6、ing就是細心分析消費者)Companiesknowthattheycannotsatisfyallcustomersinagivenmarket–atleastnotallconsumersinthesameway.(機構也知道不可能滿足所有人的需要)Therearetoomanydifferentkindsofconsumeswithtoomanydifferentkindsofneeds.(因為有太多market,太多不同的needs)Thus,eachcompanymustdivideupthetotalmar
7、ket,choosethebestsegments,anddesignstrategiesforprofitablyservingchosensegmentsbetterthanitscompetitorsdo.(所以才需要把market分開/切開不同的segments)Thisprocessinvolvesthreesteps:(就是以下三個步驟–之前的segmentation已經講過)1.Marketsegmentation市場區隔2.Markettargeting,and選定目標市場3.Marketpositio
8、ning產品定位1.1MarketSegmentationThemarketconsistsofmanytypesofcustomers,productsandneeds,(市場上有不同種類的客戶,產品和服務)andthemarketerhastodeterminewhichsegmentsofferthebestopportun
