现代营销概要菲利普科特勒.pptx

;Relationship marketing ;Customer ;Customer ;Defining the company mission;??;Stars ;Cash cows;Question marks;Dogs ;;Marketing segmentation; Product Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns;ANALYSIS;Contents of a marketing plan;1. Executive summary ;2.Current marketing situation;3. Threats and opportunity analysis;4. Objectives and issues;5. Marketing strategy;6. Action programs;7. Budgets;8. Controls; Set goals What do we want to achieve;Marketing intermediaries;Demography ;Marketing managers Analysis Planning Implementation Organization Control ;Cultural culture subculture social class;Characteristics of Seven Major American Social Classes;Upper uppers;Lower uppers;Upper middles;Middle classes;Working classes;Upper lowers;Lower lowers;;Perception ;Stages in the Adoption Process;Awareness ;Interest ;Evaluation ;Trial ;Adoption ;;Environmental level of primary demand economic outlook cost of money supply conditions rate of technological change political and regulatory developments competitive developments;;;;;;;;;;;;1. Identify bases for segmenting the market. ;Major Segmentation Variables for Consumer Market;Geographic;World region or country;Country region;City or metro size;Density;Climate;Demographic;Age;Gender;Family size;Family lifestyle;Income;Occupation;Education;Religion;Race;Nationality;Psychographic;Social class;Lifestyle;Personality;Behavioral;Occasions;Benefits;Users status;Usage rate;Loyalty status;Readiness stage;Attitude toward product;Product differentiation Services differentiation Personnel differentiation Image differentiation ;;;Sales Low sales Rapidly rising Peak sales Declining sales sales ;Customers Innovators Early adopters Middle majority Laggards;Marketing;Strategies ;Strategi