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Marketing

2016-12-02 16:29:33   0  举报

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Marketing 学习大纲

Marketing

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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

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

子主题

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

Definition

For consumers

For the company

Positioning statement

Components

For whom,when,where

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

子主题

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

子主题

Place

Channels reach to the customers

Channel design

Short vs long channel

子主题

Functions of distribution channel

子主题

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

子主题

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

自由主题

 Collect

Get Started

Marketing Process 4

 Collect

Get Started

Guerilla Marketing

 Collect

Get Started

Guerilla Marketing

 Collect

Get Started

Marketing Stern V2

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