Kinh doanh marketing - Part 3: How to market goods and services

Part 3: How to MarketGoods and ServicesDeveloping Marketing StrategiesPromoting and DistributingChapter 8Developing Marketing Strategies McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.DevelopingMarket StrategiesMarketing ConceptMarket ResearchMarketing StrategyProduct Life CyclePackaging And PricingServices vs. GoodsChapter7USDA/ARS, Photo by Scott Bauer8 - 3McGraw-Hill/IrwinSuperior MarketingMoves QuicklyPricing DifferentialAttention to PackagingBuild Customer LoyaltySamples/DemonstrationsEducate CustomersRyan McVay/Getty ImagesMarketing Concept“Giving Special Consideration To The Needs, Desires, And Wishes Of Present And Prospective Customers.”Elements OfMarketing ConceptCustomer OrientationGoal OrientationSystems ApproachJack Star/PhotoLink/Getty ImagesImplementing the Marketing ConceptConscious Of ImageProduct BenefitsCompany “Fit”Offer ResearchUnique ExpertiseNot PushySpeak With IntegrityPractice ConsumerismAware Of Danger SignalsC. Borland/PhotoLink/Getty ImagesE-Commerce“Technology-Mediated Exchanges Between Parties As Well As The Electronically Based Intra- Or Interorganizational Activities That Facilitate Such Exchanges.”MarketingResearch AreasIdentify CustomersDetermine NeedsEvaluate Sales PotentialSelect Appropriate Channel Of DistributionEvaluate Advertising & PromotionPhotoLink/Getty ImagesSteps InMarketing ResearchDefine ProblemGather/Evaluate InformationSourcesOf InformationExisting InformationPrimary ResearchSpecialized TechniquesWebComputerized DatabasesKeith Brofsky/Getty ImagesMarketingResearch On The InternetCheckout AutomationMarketing StrategySet ObjectivesChoose Target MarketMarket SegmentationShifting Target MarketsRegional Purchasing DifferencesJason Reed/Getty ImagesShifting Markets-Population/HouseholdSource: U.S. Census BureauShifting Markets-Older ConsumersShifting Markets-Senior SpendersMarketing Mix (4 Ps)ProductPlacePromotionPriceProduct Life CyclePackagingProductPromotesProtectsIdentificationImproves Product ConveniencePromotes Brand RecognitionInfluences Buying Decision Pricing (4 Cs)CustomerCompanyCompetitionConstraintsRob Melnychuk/Getty ImagesInfluencesOn Pricing PoliciesStage Of Product Life CycleCompetitionCost-OrientedFlexibilitySuggested Retail PriceList PricePrestige PricingLeader PricingBait PricingOdd PricingPsychological PricingPrice LiningDemand-Oriented PricingMarkupMarkup As Percentage Of Cost=$ Amount Of MarkupCost Of The ItemDiscountsAnd AllowancesDiscount- Reduction On List Price As Incentive To BuyAllowance- Given When Accepting Quality/Quantity ReductionArtvilee/Getty ImagesTypes Of Discounts/AllowancesCashFunctional/TradeQuantityPromotionalTrade-InsPush/Prize MoneyJoshua Ets-Hokin/Getty ImagesBUY ONEGET ONEFREESmallBusiness Price SettingService FirmsRetailersCustomary PriceUnit PriceLoss LeaderWholesalersProducersBuilding Contractors = Cost-PlusPhotoLink/Getty ImagesMarketing ServicesNature Of ServicePersonalBusinessDifferentiating ServicesAdam Crowley/Getty ImagesMarketingService StrategyLevel Of Customer ContactPrimacyPricingQualityDegree Of Expertise/SpecialtyValue To BuyerPromotionRob Melnychuk/Getty ImagesStrategy Implementation- Introductory StageAnalyze SituationPresentFutureFit Product To MarketEvaluate ResourcesRyan McVay/Getty ImagesNew Classes Of CustomersPenetration Of Existing MarketMaintain Market Share By Design & Marketing InnovationStrategy Implementation- Growth StageC. Borland/PhotoLink/Getty Images