现代营销概要 菲利普 科特勒(Core Marketing).ppt

Relationship marketing ?The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Customer A customer is the most important person ever in this company--in person or by mail. A customer is not dependent on us, we are dependent on him. A customer is not an interruption of our work, he is the purpose of it. We are not doing a favor by serving him, he is doing us a favor by giving us the opportunity to do so. Customer A customer is not someone to argue or match wits with---nobody ever won an argument with a customer. A customer is a person who brings us his wants--it is our job to handle them profitably to him and to ourselves. Stars Stars are high-growth, high-shared business or products. They often need heavy investment to finance their rapid growth. Eventually, their growth will slow down, and they will turn into cash cows. Cash cows Cash cows are low-growth, high-share businesses or products. These established and successful SBUs need less investment to hold their market share. Thus, they produce a lot of cash that the company uses to pay its bills and to support other SBUs that need investment. Question marks Question marks are low share business units in high-growth markets. They require a lot of cash to hold their share, let alone increase it. Management has to think hard about which question marks it should try to build into stars and which should be phased out. Dogs Dogs are low-growth, low-shared business and products. They may generate enough cash to maintain themselves, but do not promise to be large sources of cash. Marketing segmentation Dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing mixes. Contents of a marketing plan 1. Executive summary Presents a brief overview of the proposed plan for quick management review 2.Current marketing situation Presents relevant background data