13个关键行销概念.ppt

你不可不知道的 13 个行销入门概念 The 13 Basic Marketing Concepts that you should know Prepared by: Jean Lin Prepared Date: March 1999

行销的定义 Definition of Marketing ,[object Object],[object Object],[object Object],[object Object]

行销发生的过程 How Marketing emerges ,[object Object],需要和欲望 Need & Want 市场的形成 Market 产品 Product 使用价值感，满足 Usage value, satisfaction 交换 , 交易 , 关系 Exchange, transaction relationship 行销活动和行销者的产生 Marketing & Marketeer

行销的管理 Critical Element in Marketing Management ,[object Object],需要和欲望 Need & Want 市场的形成 Market 产品 Product 使用价值感，满足 Usage value, satisfaction 交换 , 交易 , 关系 Exchange, transaction relationship 行销活动和行销者的产生 Marketing & Marketeer 目标市场 Target Market 产品功能 / 品质 Function & Quality of Product 价格 Pricing 通路 Channel & Place 促销 Promotion 竞争者 Competitors

因此，行销人员在过去最常提到的概念 4P-The most often quoted concept in the past 目标市场 Target Market 产品 (Product) 价格 (Pricing) 通路 (Place) 促销 (Promotion)

行销管理的步骤 The Marketing Management Steps 分析市场机会 Analyze Marketing Opportunity 调研，选择目标市场 Research / Select Target Market 设定行销策略 Design Marketing Strategy 计划行销活动 Plan for Marketing Activities 执行行销计划 Implementation 评估结果 Measurement

产品生命周期 The Product Life Cycle Sales Time 导入成长成熟衰退

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],产品生命周期 ( 续 ) The Product Life Cycle (cont’d)

价格和价值 Price & Value ,[object Object],[object Object],[object Object],[object Object]

市场区隔 Segmentation ,[object Object],[object Object]

市场定位 Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

在市上造成差异的主要趋动 Priers of Uniqueness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SWOT 分析产品 / 品牌 / 行销等企业自身可控制的市场 / 竞争环境 / 品类 / 消费潮流 / 社会政治环境等企业无法控制的

生意的来源 Source of Business ,[object Object],New Category User Category User Existing User Competitive User Use more frequently New usage Brand Switch

行销的目的 Marketing Objectives ,[object Object],[object Object],[object Object],[object Object]

13个关键行销概念.ppt

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