981 Chap10 Biz Marketing (Final)

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981 Chap10 Biz Marketing (Final)

  1. 1. Lecture 10 Marketing and Product Development: Creating and Positioning Goods and Services
  2. 5. Chapter 10 Marketing and Product Development: Creating and Positioning Goods and Services <ul><li>Explain marketing, product development, and sales must coordinate their activities to align products with customer’s needs . </li></ul><ul><li>Describe the issues in marketing research to identify and respond to customer needs . </li></ul><ul><li>Identify the four main elements of the marketing mix and discuss the marketing is used to differentiate a company’s products. </li></ul>
  3. 6. Chapter 10 Marketing and Product Development: Creating and Positioning Goods and Services <ul><li>Describe the issues involved in marketing research to identify the needs of different customer groups and market segments. </li></ul><ul><li>Differentiate between the three main approaches to market segmentation. </li></ul>
  4. 7. Marketing – Significance <ul><li>A powerful tool to develop and differentiate its products to meet the changing needs of its customers </li></ul><ul><li>A major determinant of company profitability and the health of a nation’s economy </li></ul>
  5. 10. Marketing – Definition <ul><li>Identifies a need, develops a product to satisfy that need at a profit. </li></ul><ul><li>The need identification suggests an ongoing customer relationship </li></ul>
  6. 12. Product Life Cycle <ul><li>Four Phases: </li></ul><ul><ul><li>Embryonica( 胎兒 ) </li></ul></ul><ul><ul><li>Growth </li></ul></ul><ul><ul><li>Maturity </li></ul></ul><ul><ul><li>Decline </li></ul></ul>
  7. 14. Marketing Plan <ul><li>A detailed and focused strategy marketing efforts to meet consumer needs and wants </li></ul><ul><li>four basic components or variables </li></ul>
  8. 15. Chapter 10 Marketing and Product Development: Creating and Positioning Goods and Services <ul><li>Marketing Mix </li></ul><ul><li>These controllable variables are the “Four P’s” of the marketing mix and are product, price, place and promotion </li></ul>
  9. 16. Market Research <ul><li>The study of what buyers need and of the best ways to meet those needs </li></ul><ul><li>studying the firm’s customers, evaluating possible changes in the marketing mix, and helping marketing managers make better decisions about marketing programs </li></ul>
  10. 17. Market Research Methods <ul><li>Customer oriented </li></ul><ul><li>Focus groups </li></ul><ul><li>Reverse engineering </li></ul><ul><li>Use leading customers </li></ul><ul><li>Become a leading provider </li></ul>
  11. 19. Market Segmentation <ul><li>The process of dividing markets into categories of customers </li></ul><ul><li>Aimed toward specific target markets -- groups of consumers with similar wants and needs </li></ul>
  12. 26. Product Differentiation 產品差異化 <ul><li>The process of creating a competitive advantage by designing goods and services to satisfy customer needs </li></ul><ul><li>The result of the design of the marketing mix which is a combination of product qualities and features , price , the promotion mix , and place </li></ul>

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