传媒场营销LessonWelcometotheWorldofMarketing.pptVIP

Marketing Planning Cont. Mass Market All customers Market Segment Distinct group Market Position Perception (知觉) * The Marketing Mix 4 P’s 4 P’s * (推广) Market value as a person: you have qualities that set you apart from others and abilities other people want and need It is common for us to speak of “positioning” ourselves and other in marketing terms * Who and Where -Some companies realize that marketing applies to all aspects of a firm’s activities as a result there has been a trend toward integrating marketing with other business functions (such as management or accounting) instead of making it a separate function -Marketers must work with everyone in the company from the finance department to set budgets to research-and-development department to meet customer needs * Some people think marketing means: “That’s what happens when a pushy salesman tries to sell me something I don’t want.” “Oh, that’s simple– TV commercials.” * Need- difference between a consumer’s actual state and some ideal or desired state -When the difference is big enough, the consumer is motivated to take action to satisfy the need Ex. When you are thirsty you buy a drink. * Want: Ex. Two people are hungry, 1 decides to buy a hamburger while the other eats noodles. * Benefits– outcome sought by a customer that motivates buying behavior—that satisfies a need or want challenge to identify what benefits people look for and then develop a product that delivers those benefits while also convincing consumers that their product is better than a competitor’s product- making the choice of which product to buy obvious * Form utility: benefit from transforming raw materials into finished products Ex. Bridesmaid’s gown= silk, thread, zippers Place utility: benefit of making products available where customers want them Ex. Shipping the bridesmaid’s gown on time (FedEx) Time Utility: Benefit by storing products when they are needed Ex. Some women rent their gown’s instead of buying t