Marketing
2016-12-02 16:29:33 0 举报AI智能生成
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Marketing 学习大纲
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大纲/内容
Basic concept
What is a market?
3 Dimensions to define the market
How attractive is the market
Market size
Definition
Evaluate the market/firm`s performance
Potential market
Market saturation rate
Penetration rate
Market share
Market and submarket growth
Sensitivity to economic and seasonal trends
Marketing research
Why marketing research?
The process of market research.
Problem formulation
Sources of information
Primary Data
Secondary Data
Data collection methods
Qualitative research
Observation
In-depth interview
Focus Group
Projection
Analysis
Quantitative research
Observation&tracking
Survey research
Experimental research
Collect the data
Data analysis&interpretation
Qualitative
Quantitative
Recommendations and managerial implications
Marketing
External and Internal Analysis
Customers
Consumer behavior
the totality of decisions
consumption
Acquisition
Usage
Post-usage
Disposition
of an offering
by decision-making units
over time
Customer journey
Customer journey stage
Touchpoints
Decision-making units (DMU)
High&low involvement decision making
Company
Competitors
What is an industry?
Define a market
Competitor analysis
Marketing Strategy Planning
Segmentation an targeting
S.W.O.T
SWOT analysis
Internal
Strenths
Weakness
External
Opportunities
Threats
TOWS
TOWS Matrix
Segmentation
How to divide a market into segments?
Demographic segmentation variable
Geographic segmentation variable
Behavioral segmentation variable
Benefit sought segmentation
User/volume/loyalty segmentation
Psychographic segmentation variable
Lifestyle
Activities
Interests
Opinion
Social class
Personality
Multivariable segmentation
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Requirements for effective segmentation
differentiable
substantial
measurable
accessible
actionable
Evaluating market segments
Segment attractiveness factors
Competitive position factors
Matrix
Targeting
Target market selection
Differentiation and positioning
Positioningn
For consumers
For the company
Positioning statement
Components
What value
Why and how
Relative to whom?
Crafting
Unique selling proposition(USP)
The positioning strategy
Convention
Disruptive idea
Vision
Positioning stage
Different creative executions
Three Cs mode of brand positioning
Consumer analysis
Competitive analysis
Company analysis
Perceptual Map
How to make perceptual map
Re-positioning a brand
Marketing Mix
Product
Kinds of consumer goods exist?
Convenience products
Shopping products
Specialty products
Unsought products
Brand Equity
Branding strategy
Individual brand names
Blanket family names
Separate family names
Company-individual names
Extension strategy
Place
Channels reach to the customers
Channel design
Short vs long channel
Functions of distribution channel
Objectives of channel design
To increase the availability of products
Availability--Distribution intensity
Intensive
Selective
Exclusive
To make efficient promotional efforts
To insure cost-effectiveness
Convincing retailers
The option among retailers
Conflict: manufacturer vs retailer
Why?
Private labels (PLs) Branding
Price architecture of PL Brands
Examples of PL Branding strategies
Promotion
Why promotion?
Communications Plan
Identify the target audience
Determine the communication objectives
Design the message
Desirable qualities
3 problems need to be solved
Message content
Informational appeal
Transformational appeals
Message source
Select communication channels
Above the line
Below the line
Set the total communication budget
Decide on the communication mix
Measure results
Price
Pricing objectives
Create incentives
Economy pricing
Market penetration
Price skimming
Product quality leadership
Premium pricing
Price-setting decision proces
Set strategic pricing objective
Estimate demand and price elasticity of demand
Determine costs and their relationship to volume
Examine competitors` prices and costs
Select a method for calculating price
Adapt price structure to meet variations in demand and cost
Pricing method
Cost-based methods
Markup pricing
Target-return pricing
Competitor-oriented methods
Customer-oriented method
Value pricing
Price lining
Psychological pricing
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