演講人：日期：營銷管理英文格致出版社目錄CONTENTSOverviewofMarketingManagementMarketingstrategyplanningProductStrategyandManagementPriceStrategyandManagementChannelStrategyandManagementPromotionStrategyandManagementMarketingteambuildingandmanagement01OverviewofMarketingManagementDefinitionMarketingmanagementreferstotheprocessofplanning,organizing,directing,andcontrollingmarketingactivitiestoachieveorganizationalgoalsImportanceMarketingmanagementiscrucialfororganizationstounderstandcustomerneeds,createvalueforcustomers,buildstrongbrands,andultimatelyachievecompetitiveadvantageandprofitabilityThedefinitionandimportanceofmarketingmanagementEarlyStagesMarketingmanagementoriginatedfromtheearlydaysofcommerceandtrade,wheretransactionsandtradersneedtounderstandcustomerdemandsandcompetitiontosucceedEvolutionofMarketingConceptsOvertime,thefocusofmarketinghasshiftedfromproductcenteredtocustomercentered,emphasizingtheimportanceofcreatingvalueforcustomersandbuildinglongtermrelationshipsTheRiseofDigitalMarketingWiththeeventoftheinternetanddigitaltechnologies,marketingmanagementhasonesignificanttransformation,withdigitalmarketingbecominganintegralpartofoverallmarketingstrategiesTheHistoryandDevelopmentofMarketingManagementCustomerValueMarketingmanagementfocusesoncreatingvalueforcustomersbyunderstandingtheirneedsandpreferencesanddeliveringproductsandservicesthatmeetthoseneedsMarketOrientationAmarketorientedapproachemphasizestheimportanceofunderstandingmarkettrends,competitoractions,andcustomerfeedbacktoguidemarketingdecisionsThecoreconceptofmarketingmanagementIntegratedMarketingCommunicationsEffectivemarketingmanagementrequirestheintegrationofvariousmarketingcommunicationtoolsandchannelstodeliveraconsistentandcompetingmessagetotargetaudiencesRelationshipMarketingBuildinglongtermrelationshipswithcustomers,suppliers,andotherstakeholdersiscrucialforachievingsustainablecompetitiveadvantageThecoreconceptofmarketingmanagement02MarketingstrategyplanningMarketSegmentation01Dividingthemarketintodistinctgroupsofcustomerswithsimilarneeds,preferences,orcharacteristicsTargetMarketSelection02ChoosingthemostattractivesegmentstofocusonmarketingeffortsandresourcesCriteriaforSegmentation03Identifyingkeyvariablessuchasdemographics,psychology,behavior,andgeographytosegmentthemarketeffectivelyMarketsegmentationandtargetmarketselectionAssessingthestrengthsandweaknessesofcompetitors,theirmarketingstrategies,andtheirproductsorservicesCompetitiveAnalysisDetermininghowtopositionaproductorserviceinthemarketrelatedtocompetitors,emphasizinguniquefeaturesandbenefitsPositioningStrategyCreatingauniquepositioninthemarketbyofferingsuperiorvalue,quality,service,orinnovationcomparedtocompetitorsDifferentiationCompetitiveanalysisandpositioningstrategyProductDecidingonthefeatures,benefits,quality,andbrandingoftheproductorservicetomeetcustomerneedsPriceSettingpricesthatreflectthevalueoftheproductorservice,consideringcosts,competition,andcustomerwillingnesstopayPlaceDeterminingthedistributionchannelsandlogisticstomaketheproductorserviceavailabletocustomersDevelopmentofmarketingmixstrategyPromotionDevelopingcommunicationstrategiestoinform,supervise,andremindcustomersabouttheproductorservice,includingadvertising,salespromotion,publicrelationships,andpersonalsellingDevelopmentofmarketingmixstrategy03ProductStrategyandManagementManagingadiverseproductportfolioCategorizingproductsbasedonmarketdemand,profitability,andgrowthpotentialLifecyclemanagementIdentifyingstagesoftheproductlifecycle(introduction,growth,maturity,decline)andadaptingstrategiesaccordingtoprotocolOptimizingproductmixBalancingshorttermproductswithlongtermgrowthbymanagingthemixofproductsofferedProductportfolioandlifecyclemanagementProductinnovationDevelopingnewproductsorimprovingexistingonestomeetmarketdemandPromotionstrategyCreatingawarenessandgeneratingexceptionsfornewproductsthroughtargetedmarketingcampaignsMarketresearchConductingthroughmarketresearchtoidentifycustomerneedsandpreferencesNewproductdevelopmentandpromotionstrategyABCDBrandpositioningDefiningtheuniquesellingproposal(USP)ofthebrandandcommunicatingiteffectivelytocustomersBrandextensionsLeveragingthestrengthofthebrandtolaunchnewproductsorenternewmarketsBrandprotectionSafeguardingthebrand'sreputationandintellectualpropertyrightsBrandequityMeasuringandmanagingbrandequitytoensureconsistencyandpositiveassociationswiththebrandBrandbuildingandmaintenance04PriceStrategyandManagementSettingpricesbyaddingamargintothecostofgoodssold,ensuringaprofitmarginCostpluspricingSettingpricesbasedonmarketdemand,competition,andcustomerperceptionsofvalueMarketorientedpricingSettingpricesbasedonthevaluecustomersperceivedfromaproductorserviceValuebasedpricingUsingpricingtechniquesthatapplytocustomers'emotionsorpsychologicalbiasesPsychologicalpricingPricingmethodsandtechniquesPriceAdjustmentandResponseStrategiesPriceskimmingCharginghighpricesinitiallytorecovercostsquicklyandthenloweringpricesovertimePenetrationpricingSettinglowpricesinitiallytoattractcustomersandgainmarketsharePricebundlingOfferingmultipleproductsorservicestogetheratasinglepricepointPricediscriminationChargingdifferentpricestodifferentcustomersbasedontheirwillingnesstopayPricecompetitionandcooperationstrategiesPricewarsPricesigningPriceleadershipPricesettlementEngaginginaggressivepricecuttingtoundercutcompetitorsandgainmarketshareOnefirminanindustrysettingpricesthatothersfollow,oftenbasedoncostleadershipFirmsagreeingtosetpricesatcertainlevels,commonlytoavoidpricewarsandmaintainprofitsUsingpricechangestocommunicateinformationaboutafirm'sfutureactionsorintentionstocompetitors05ChannelStrategyandManagementTypesofchannelsDirectchannels(suchassellingdirectlytoendusers)andindirectchannels(suchasusingdistributorsorretailers)SelectioncriteriaTargetmarketcharacteristics,productcharacteristics,companyresourcesandcapabilities,andenvironmentalfactorsAdvantagesandadvantagesofdifferentchanneltypesDirectchannelsprovidebettercontrolbutrequiremoreresources,whiledirectchannelsofferwidereachbutlesscontrolChanneltypesandselectioncriteriaBuildingandmaintainingrelationshipswithchannelmembersEstablishingtrust,providingsupport,andfacilitatingcommunicationIncentiveprogramsforchannelmembersDiscounts,rebates,coopadvertising,andotherprogramstomotivatechannelmemberstoperformbetterEvaluatingchannelmemberperformanceSettingclearperformancemetrics,monitoringperformanceregularly,andprovidingfeedbackandsupportChannelMemberRelationshipManagementandIncentivesChannelconflictresolutionandoptimizationRespondingtochangesincustomerbehavior,competitorstrategies,andtechnologicaladvancementsbyadjustingthechannelstrategyaccordinglyAdaptingthechannelstrategytomarketchangesAddressingissuessuchaspricingdiscrepancies,territorialdisputes,andproductavailabilityproblemsIdentifyingandresolvingchannelconflictsAnalyzingchannelperformancedatatoidentifybottlenecksandinefficiencies,andimplementingchangestoimproveoverallchannelperformanceOptimizingthechannelstructure06PromotionStrategyandManagementDeterminetheappropriatecombinationofadvertising,salespromotion,personalselling,andpublicrelationshipstoachievemarketingobjectivesDevelopmentofpromotionmixDevelopadetailedactionplanthatoutlinesthespecificactivities,timing,andresourcesrequiredforeachpromotionelementImplementationplanAllocatebudgeteffectivelyacrossdifferentpromotionelementstoensuremaximumimpactandefficiencyBudgetallocationEstablishmetricstomeasuretheeffectivenessofthepromotionmixandmakeadjustmentsasneededbasedonperformancedataMeasurementandevaluationPromotionmixandimplementationplanAdvertisingobjectivesDefineclearadvertisingobjectivesthatalignwithoverallmarketinggoalsTargetaudienceIdentifythetargetaudienceforadvertisingcampaignsandtailormessagingaccordinglyMediaselectionEvaluateandselectappropriatemediachannelsbasedontargetaudiencecharacteristics,costeffectiveness,andreachCreativedevelopmentDevelopengagingandprospectiveadvertisingcreativethatresonateswiththetargetaudienceAdvertisingStrategyandMediaSelectionPublicrelationshipsstrategy