Session # 1 – Good morning 第一部分：早晨好

1. Marketing in the Twenty-first Century 二十一世纪的市场 Session # 1 – Good morning第一部分：早晨好

2. “Build a better mouse trap and they will buy it” 制作一个更好的诱饵使他们购买 “They can have any car as long as it’s black on black” 由于他们希望要 黑色的，他们可以得到任何车 Emphasis is on product production 在产品生产时强调 Know as “PRODUCT CONCEPT” 称之为产品概念 Examples “Old and new” 举例：老的和新的 Henry Ford (Model T) 福特（T型） Big Three Auto Makers U.S. 美国三大汽车制造商 Euro-Disney (Create a park – “they” will visit! 欧洲-迪斯尼（建一个他们要参观的公园） Product Concept产品概念

3. What 什么 Who 谁 When 什么时候 Why 为什么 Where 在哪 How 如何 Focus shifts from product to CUSTOMER wants and needs 将焦点从产品移向顾客的希望和要求 Examples: 举例： Honda/Toyota/Datsun entrance into U.S. automaker (small versus large auto) Honda/Toyota/Datsun进入美国汽车生产（少量的同大量的对比） Being able to recognize YOUR customers change in wants and needs. 承认你的顾客在希望和需求上的变化 An “ON-GOING PROCESS” 一个持续的过程 Nissan has failed to do so, and has lost market share Nissan在此失败了，失去了市场份额 Marketing Concept市场概念

4. Marketing Defined市场定义 • MARKETING IS: 市场是： • A social process 一个社会进程 • By which individuals and groups obtain what they need and want 在此个体和团体获得他们的希望和需求 • Through creating, offering, freely exchanging products and services of value of others 通过产生、提供自由交换产品和其他价值的服务

5. Centralization style 集中风格 Will hinder marketing progress 会阻碍市场进程 Decision making is static - not interactive 决策是静止的而不是交互的 One or “only a few” members of the organization is making the decisions 组织中的 一个或“几个”成员决策 Thinking more about “me” then the “customers” perspective 考虑“我”的前景多于“顾客”前景 Big Three – “what kind of car should we build now” 三大制造商“我们现在要制造哪中汽车？” Decentralization style 分散风格 Encourages “group participation” 鼓励“小组参与” Many members of the organization bring to table different views 组织中的许多成员带来不同的观点 Thinking about “customer” is broadened. 考虑“顾客”变宽 How can we “as departments” help create a customer organization: 我们如何“作为一个部门”帮助建立一个顾客组织 Marketing-production-shipping-etc. 市场-生产-运输等等 Management Must Be Supportive管理必须具有支持性

6. Core Concepts of Marketing市场的核心概念 • Target markets & segmentation 目标市场和分割 • Needs, Wants, and Demands 需求、希望和要求 • Product Offerings 产品提供 • Value and Satisfaction 价值和满意度 • Exchange and Transactions 交换和交易 • Relationship and Network Building 关系和网络建立 • Marketing Channels (Distribution) 市场通道（分配） • Supply Chain 供应链 • Competition 竞争 • Marketing Environment 市场环境

7. Simple Marketing System单一市场系统 • INDUSTRY – a collection of sellers. 工业和销售员的聚集 • MARKET – a collection of buyers. 市场和购买人员的聚集 • RELATIONSHIPS BEING CREATED: • 产生关系： • Goods and Services provided by industry – 工业提供产品和服务 • Money (capital) is provided by buyers – 购买人员提供金钱（资本） • Communication is being provided by industry (advertising/promotion)– 工业提供联络（广告/促销） • Information is being provided by customers (to buy or not to buy (what, when, why, where, who) 顾客提供信息（买或不买（什么、何时、为什么、何处、谁）

8. Structure of Flows流动结构 • Manufacturer markets create “goods and services” for 制造商市场---制造“产品和服务” • Intermediary markets who disperse “goods and services” for 中间商市场---传播“产品和服务” • Consumer markets who provide “money” for 顾客市场---提供“金钱” • Intermediary markets who provide “money” for 中间商市场---提供“金钱” • Manufacturers provide “money” for 制造商---提供“金钱” • Resource Markets who provide “money” for 资源市场---提供“金钱” • Consumer markets “jobs” and is governed by 顾客市场“工作”由---控制 • Government markets who regulate – “services” “product” - “money valuation” – business dealings- and generate tax/revenue bases ;-( 政府市场---规定“服务”“产品”-“金钱价值”-业务处理-产生税收/税票

9. The Four Ps (a.k.a. Marketing Mix)4P（ a k a 市场组合） • Product (tangible and intangible stuff) 产品（有形和无形材料） • Promotion (advertising, direct selling, etc) 促销（广告、直销等） • Place (channels of distribution – goods available where) 地点（分配通道-产品适于何处） • Price (the value of the exchange) • HOW ABOUT THE “cousins” of the 4 Ps – the four Cs 4P的“表姐”4C如何 • Customer solution 顾客解决方案 • Customer cost 顾客成本 • Convenience 方便 • Communication 沟通

10. PRODUCTION CONCEPT – consumer prefer products that are widely available and inexpensive. 生产概念： 顾客喜欢那些用途广泛价格不贵的产品 PRODUCT CONCEPT- consumers favor products that offer the most quality, performance, or innovative features. 产品概念： 顾客喜爱那些质量、效果好或有创新特点的产品 SELLING CONCEPT- consumers will buy products only if the company aggressively promotes/sells these products. 销售概念： 顾客购买那些公司有攻势地促销/销售的产品 MARKETING CONCEPT- focuses on needs/wants of target market and delivering value better than competitors. 市场概念： 集中于目标市场的希望和需求以及带来比竞争对手更好的价值 Company Orientations Toward the Marketplace today!如今公司以市场为导向！

11. SELLING CONCEPT 销售概念 Starting point: Factory 起点：工厂 Focus: Existing products 焦点：现有产品 Means: Selling and promotion 方法：销售和促销 Ends: Profits through sales volume 结果：通过销售量的赢利 MARKETING CONCEPT 市场概念： Starting point: Market 起点： Focus: Customer needs 焦点：顾客需求 Means: Integrated marketing 方法：整合的市场 Ends: Profits through customer satisfaction. 结果：通过顾客满意的赢利 Customer Delivered Value交付顾客价值

12. Traditional Organization Chart传统组织图 • Top Management 最高管理 • Middle Management 中级管理 • Front-line Management 基层管理 • Customers 顾客

13. Customer-Orientated Organizational Chart顾客导向的组织图 • CUSTOMERS 顾客 • Front-line People 基层人员 • Middle Management 中级管理 • Top Management 高层管理

14. Evolving Views of Marketing’s Role“Marketing as an equal function”市场角色参与观念“市场作为平等的职能”

15. Evolving Views of Marketing’s Role“Marketing as a more important function”市场角色参与观念“市场作为更重要的职能”

16. Evolving Views of Marketing’s Role“Marketing as the MAJOR function” Other departments are support units!市场角色参与观念“市场作为主要的职能”其他部门作为支持部门

17. Evolving Views of Marketing’s Role“The CUSTOMER as the controlling factor”市场角色参与观念“顾客作为控制因素”

18. Building Customer Satisfaction through Quality, Service, and Value! 通过质量、服务和价值建立顾客满意度 Session #1 - continued第一部分：继续

19. TOTAL CUSTOMER VALUE determined by: 全部顾客价值由下列确定： Image value 形象价值 Personal value 个人价值 Services value 服务价值 Product value 产品价值 TOTAL CUSTOMER COST determined by: 全部顾客成本由下列确定： Monetary cost 金钱成本 Time cost 时间成本 Energy cost 能源成本 Psychic cost 心理成本 Determinants of CustomerDelivered Value“When combined = customer’s delivered valued”交付顾客价值的判定“结合时=交付顾客的价值

20. So what’s this thing called SATISFACTION因此什么叫做满意 • Is it tangible or intangible, can I touch it, smell it, feel it, or is it a figment of my imagination? 它是有形的还是无形的、摸的着、闻的到、感觉的到？或者还是我的想象中虚构的？ • SATISFACTION? 满意？ • Is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her experience 通过比较产品感觉到的效果（或特点）人的满意或失望的感觉同他或她的经验有关吗？

21. High Performance Business高性能的业务 • Set strategies to satisfy KEY – “Stakeholders” 设立满意关键策略-- “利益相关者” • By improving critical business – “Processes” 通过改进关键业务-- “进程” • And aligning – “Resources” with the “Organization” 并对齐-- “资源”和“组织”

22. SUPPORT ACTIVITIES: 支持活动： Firm infrastructure 公司基础组织 Human resource management 人力资源管理 Technology department 技术部门 Procurement 采购 PRIMARY ACTIVITIES: 初级活动： Inbound logistics 回本地的物流 Operations 作业 Outbound logistics 开往外地的物流 Marketing and sales 市场和销售 Service departments 服务部门 The Generic Value Chain“Will mean higher MARGINS”普通价值链“将意味着更高的边际”

23. Example of Value Chain“Remember – competition is between NETWORKS, not companies. The winner is the company with the better NETWORK!价值链举例“记住：竞争是网络间的而不是公司间的，成功者拥有更好网络的公司 • Levi Strauss’ Value-Delivery Network: Levi Strauss的交付价值网络 • Starts with Sears (retail) who submits an ORDER to Levi’s (apparel) Sears（零售商）开始，他将一个订单交给Levi（服装商） • Then Levi’s (apparel) who submits an ORDER to Milliken (fabric maker) 然后Levi（服装商）将订单交给Milliken（织布商） • The Milliken (fabric) DELIVERS fabric to Levi’s (apparel) who DELIVERS (product) to Sears (retail) Milliken（织布商）将织物交付给Levi（服装商）他将（产品）交付给Sears（零售商）

24. Example of Value Chain“Remember – competition is between NETWORKS, not companies. The winner is the company with the better NETWORK!价值链举例“记住：竞争是网络间的而不是公司间的，成功者拥有更好网络的公司 • DuPont (Fibers) invents new fiber processing, who NOTIFIES Milliken (fabric) who ORDERS new fiber material DuPont（纤维商）发明了新的新的纤维生产工艺，，他通知了购买新纤维原料的Milliken（织物商） • Sears (retailer) who will eventually sell new “improved” product to CUSTOMER who will ORDER new product if satisfied with the NETWORKS PERFORMANCE Sears（零售商）最终将销售新“改进”的产品给如果满意网络效果并订购新产品的顾客

25. SATISFIED CUSTOMERS顾客满意 • Are loyal customers 是忠实的顾客 • Buy more (new products & upgrades) 购买更多（新产品和升级产品） • Spread favorable word-of-mouth 传播赞许 • Are more brand loyal (less price sensitive) 更忠于品牌（对价格名感度低） • Offer feedback 提供反馈 • Reduce transaction costs 降低交易成本

26. Customer Development顾客开发 • Three TYPES of customers: 三种顾客： • 1) Suspects 怀疑型的 • 2) Prospects 期望型的 • 3) Disqualified prospects 失望型的 • The most important to businesses is: 对业务来说最重要的是： • PROSPECTS! 期望 • Prospect evolution: 期望演变

27. Customer Development顾客开发 • 1) First-time customers 第一次的顾客 • 2) Repeat customers 重复的顾客 • 3) Clients 客户 • 4) Advocates 拥护者 • 5) Partners 伙伴 • CAVEAT: If your prospects are MISHANDLED they can become: “Inactive customers” or “EX-customers” 警告：如果你的期望者受到错误处理，他们会变成的怠惰顾客或前顾客

28. The Profit Triangle利润三角形 • PROFIT (the central focus) is affected by: 利润（中央焦点）受到下列的影响： • 1) Internal operations 内部作业 • 2) Competitive advantage 竞争优势 • 3) Value creation 价值产生

29. Good Stuff Right?Well, let’s talk QUALITY好材料？让我们谈谈质量 • What is QUALITY? Think about it a moment (considering your field of work) and create a definition for us – START NOW! 质量是什么？想一想（考虑以下你的工作领域）给我们一个定义--现在开始 • GENERIC DEFINITION of “Quality” 产生“质量”的定义 • Is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. 同产品或服务的满足能力以及潜在需求相关的性质和特点的总和

30. Creating Winning Markets: Developing Market-Orientated Strategic Plans 建立成功的市场 发展市场导向的战略规划 Session #1 continued第一部分-- 继续

31. Market-Oriented Strategic Planning市场导向的策略规划 • Contains FIVE “components” or “CONCERNS: 包含五个“成份”或“关切点” • 1) Organizational objectives 组织目标 • 2) Organizational skills 组织技巧 • 3) Organizational resources 组织资源 • 4) Organizational opportunities 组织机遇 • 5) Organizational profit and growth 组织利润和成长

32. Corporate Headquarters Planning公司总部规划 • Normally has FOUR major components: 通常有4个主要部分： • 1) Define the corporate mission 确定公司使命 • 2) Establish strategic business units (SBUs) 建立战略业务部门（SBUs) • 3) Assign resources to SBUs 向SBUs 分配资源 • 4) Plan new business, downsize older (or less profitable) businesses 计划新业务，老（或利润少的）业务小型化

33. Strategic-Planning, Implementation, and Control Processes战略计划、实施和控制过程 • As noted by the heading – strategic planning encompasses three sub-sections: 如总部中提到的：战略计划包括三部分 • 1) Planning – corporate planning; divisional planning; business planning and; product planning. 计划：公司计划、区域计划、业务计划和产品计划 • 2) Implementation – involves organizing and implementing the vision(s). 实施：涉及组织和实施视角 • 3) Control function – measures results; diagnosing results (nothing works as planned) and; taking corrective action (remember the operative word here is ‘TIMING’ – TQM observation) 控制功能：衡量结果、诊断结果（所有的都不按计划）采取纠正措施（注：这里的动作词是“适时”-- TQM观察） • FINALLY – REMEMBER THAT THESE AREAS ARE COOPERATIVE AND NOT INDEPENDENT OF EACH OTHER– You’re not in a vacuum! 最后-- 记住在这里要团结不要独立--你不是在真空中！

34. MISSION STATEMENTS使命声明 • Answer for me what a mission statement is? 回答我使命声明是什么？ • GREAT Mission Statement HAVE: 伟大的使命声明具有： • 1) Limited number of goals 有限的目标数量 • 2) Stresses major policies and values 强调主要方针和价值 • 3) Defines competitive scores 规定有竞争力的得分 • Sound too simple? 太简单吗？ • It should be SIMPLE and EASILY UNDERSTOOD BY ALL MEMBERS OF YOUR ORGANIZATION 应该简单让你的组织中的所有成员都容易懂得。

35. Strategic-Planning Gap战略计划差距 • What? Another term? Oh no! 什么？另一个小队？没有！ • Simply put: It’s the difference between YOUR COMPANIES “current portfolio-business practices” less the “desired sales” 简单地提出：你的公司间的区别“目前业务量操作”少于“理想销售” • It’s that area that you need to fulfill to achieve the DESIREC SALES area set by your strategic plan. 是那个由你的战略计划中设定的你需要完成达到理想销售的区域 • Which involves different levels of growth: 哪个涉及到增长中的不同水平？ • Intensive growth, followed by 集中增长，伴随 • Integrative growth, followed by 综合增长，伴随 • Diversification growth 变化增长

36. Intensive Growth Strategies:集中增长战略 • Existing products/Existing markets: MARKET PENETRATION 现有产品/现有市场：市场渗透 • Existing products/New Markets: MARKET DEVELOPMENT 现有产品/新市场：市场开发 • New Products/Existing markets: MARKET DEVELOPMENT 新产品/现有市场：市场开发 • New Products/New Markets: DIVERSIFICATION 新产品/新市场：多样化

37. The first three element that MUST interact are:必须相互影响的首先三个成份是 a) strategy- 战略 b) structure of organization- 组织结构 c) systems of organization. 组织系统 These three sub-sections must work closely together – NO GAPS – NO DEPARTMENTAL FIGHTING 这三部分必须紧密地一起工作--没有差距--没有部门之争 Then, when the organization has it ACT together it must insure that EVERONES – 然后，当组织要一起行动时，必须保证每个部分的： a) skills 技巧 b) shared values 价值共享 c) staff 员工 d) style ARE 风格是 COMPATIBLE AND CAN WORK TOGETHER SMOOTHLY! 有竞争性并可以平滑地一起工作 The McKinsey 7-S Frameworkfor a successful strategic planMcKinsey 成功战略计划的7-S 框架

38. TRADITIONAL PHYSICAL PROCESS SEQUENCE: 传统自然过程顺序： Make the product (design product, procure, make) 制作产品（设计产品、采购、制作） Sell the product (price, sell, advertise/promote, Distribute Services. 销售产品（价格、销售、广告/促销、分配、服务） VALUE CREATION AND DELIVERY SEQUENCE: 价值产生和交付顺序： Choose the Value (known as strategic marketing) 选择价值（称作战略市场学） Provide the Value 提供价值 Communicate the Value 沟通价值 NOTE: Provide the value and communicating the value is known as TACTICAL MARKETING! 注：提供价值和沟通价值称作技术市场学） The Value-Delivery Process交付价值过程

39. The Marketing Plan市场计划 • Executive Summary & Table of Contents 执行小结和内容列表 • Current Marketing Situation 目前市场状况 • Opportunity & Issue Analysis 机会与事件分析 • Objectives 目标 • Marketing Strategy 市场战略 • Action Programs 行动计划 • Projected Profit and Loss (Pro Forma) 设计利润和损失（利润组成） • Controls 控制

40. Factors Influencing Company Marketing Strategy影响公司市场战略的因素 • WHAT DO YOU THINK IS MOST IMPORTANT? 你认为什么是最重要的？ • 1) The most important influence is TARGET MARKET 最重要的影响是目标市场 • 2) Marketing Mix (4Ps) Product, Promotion, Place, Price. 市场组合(4Ps) 产品、促销、地点和价格 • 3) Internal considerations: a) marketing planning, marketing information systems, marketing organization and implementation and, marketing organization system. 内部考虑： a) 市场计划、市场信息系统、市场组织和实施、市场组织系统 • 4) External considerations: a) Suppliers, Marketing intermediaries, publics and, competitors. 外部考虑： a) 供应商、市场中间商、公众和竞争对手 • 5) Environmental considerations: a) demographic/economic considerations; b) Technical/physical environmental considerations; c) Political/legal environment, and; Social/cultural environment. 环境考虑： a) 人口统计学的/经济的； b) 技术的/物理环境的考虑；c) 政治的/法律环境的等等； d) 社会/文化环境

41. Session # 1 – Good Afternoon Session # 1 – 下午好 Gathering Information and Measuring MarketingDemand 搜集信息并测定市场需求 Presented by Dr. John Bonagofsky

42. Consists of:考虑 1) People人 2) equipment设备 3) and procedures to 和程序来 4) gather汇总 5) sort筛选 6) analyze分析 7) evaluate, 评价 8) and distribute分配 9) needed按需求 10) timely按时间 11) and accurate 准确 12) information信息 13) to marketing decision makers 对决策者做市场营销 Marketing Information System市场信息系统

43. Is a set of是一系列 1) procedures程序 2) and sources资源 3) used by managers 被管理者使用 4) to obtain来获得 5) everyday 每天 6) information信息 About developments 关于开发 In the marketing environment. 在市场营销环境下 Marketing Intelligence System市场营销情报系统

44. Defining the Problem and Research Objectives确定问题和研究目标 • Exploratory Research – sheds light on problem; suggest solutions; or new ideas. 探索性研究- 阐明问题的真相，提供答案或新构想 • Descriptive Research – Ascertain magnitudes of the problem or surrounding atmosphere. 描述性研究- 查明问题或周围环境的夸张程度 • Causal Research – Test cause-and-effect relationships; Test hypotheses about cause-and-effect relationships. 因果性研究 - 测定因果关系；测定因果关系的假设

45. Marketing Research Approaches市场营销研究方法 • Observational - 观察研究法 • Focus-groups - 深度集体研究法 • Survey - 调查研究法 • Behavioral -行为研究法 • Experimental - 实验研究法

46. Secondary-Data Sources二手数据资源 • Internal sources - 内部资源 • Government Publications - 政府发布 • Periodicals and books - 期刊杂志和书籍 • Commercial Data - 商务数据 • On-line -在线 • Associations - 协会 • Business Information - 商务信息

47. The Marketing Research Process市场营销研究过程 • Defining the problem and research objectives 确定问题和研究目标 • Developing the research plan 开发研究计划 • Collecting the information 搜集信息 • Analyze the information 分析信息 • Present your findings 目前所发现的

48. Good Marketing Research完善的市场营销研究 • Is scientific 科学的 • Is creative 有创意的 • Uses multiple methods 使用多种方法 • Realizes the interdependence of models and data 实现模式与数据的独立性 • Acknowledges the cost and value of information 承认信息的成本与价值 • Maintains “healthy” skepticism 保持“健康”的构架 • Is ethical 伦理性

49. Market Demand市场需求 • Who or what is it? • 是谁或是什么？ • In actuality, it contains two components: • 事实上包括两个组成部分： • Components are not of equal size – WHY? • 组成部分大小不相等 - 为什么？

50. Estimating Future Demand估计未来需求 • Survey of Buyers’ Intentions 购买者意愿调查 • Composite of Sales Force Opinion 销售人员意见综合法 • Expert Opinion 专家意见 • Past Sales Analysis 过去的销售分析 • Market Test Method 市场测试法