【北邮国院大二下】产品开发与营销知识点整理 Topic12

北邮国院大二电商在读，随课程进行整理知识点。仅整理PPT中相对重要的知识点，个人认为相对不重要的细小的知识点不列在其中。如有错误请指出。转载请注明出处

Topic 12 - Marketing Strategy of Developing New Products

Product quality

产品质量

Product quality refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.

产品质量是指产品或服务能够满足顾客明示或隐含需求的特性。

五个特征：

1. Total quality management        全面质量管理

2. Return-on-quality        质量回报率

3. Quality level        质量标准

4. Performance quality        性能品质

5. Conformance quality        一致性品质

Total quality management (T.Q.M.)

This describes a management approach to long-term success through customer satisfaction. In a TQM effort, all members of an organization participate in improving processes, products, services, and the culture in which they work

这描述了一种通过客户满意来实现长期成功的管理方法。在全面质量管理工作中，组织的所有成员都参与改进过程、产品、服务和他们工作的文化

Return-on-quality

This is where quality is an investment and the quality efforts must be financially accountable

这就是质量是一项投资的地方，质量方面的努力必须在财务上负责

Quality level

Acceptable quality level (A.Q.L.) - This is a quality control concept. It is the minimum level of faults acceptable in a sample of a manufactured product for the entire batch of the product to be accepted

可接受质量水平(A.Q.L.)——这是一个质量控制概念。它是对整个批次的产品而言，在一个生产产品的样品中可接受的最低故障水平

Performance quality

Performance is one of the leading dimensions of quality and most customers judge the product's quality based upon performance. For example, if you want a television set, you will be looking for factors like sound, picture clarity, colours, etc. This is what performance means in the case of a television set

性能是质量的主要维度之一，大多数客户根据性能来判断产品的质量。例如，如果你想要一台电视机，你需要考虑声音、图像清晰度、颜色等因素。这就是电视机的性能

Conformance Quality

Quality of conformance is the ability of a product, service, or process to meet its design specifications. Design specifications are an interpretation / requirement of what the customer needs

一致性质量是指产品、服务或过程满足其设计规范的能力。设计规范是对客户需求的解释/要求

Product Features

产品特点

Competitive tool for differentiating a product from competitors’ products

将产品与竞争对手的产品区分开来的竞争性工具

Assessed based on the value to the customer versus its cost to the company

根据对客户的价值和对公司的成本进行评估

Product Style and Design

产品风格与设计

Style describes the appearance of the product.

风格描述的是产品的外观。

Design contributes to a product’s usefulness as well as to its looks.

设计有助于产品的实用性和外观。

Brand, Packaging and Labels

品牌，包装和标签

Brand is the name, term, sign, or design or a combination of these, that identifies the maker or seller of a product or service.

品牌是标识产品或服务的制造者或销售者的名称、术语、标志或设计或这些的组合。

Packaging involves designing and producing the container or wrapper for a product.

包装包括为产品设计和生产容器或包装。

Labels identify the product or brand, describe attributes, and provide promotion.

标签识别产品或品牌，描述属性，并提供推广。

Product differentiation

 产品差异化

 【感觉不是很重要，放两张图】

Six kinds of New Products

1. New to the world        新问世的产品

2. New product lines        新产品线

3. Additions to existing product lines        现有产品线的增加

4. Improvements and revisions to existing products        对现有产品进行改进和修订

5. Re-positionings        品牌再定位

6. Cost reductions        降低成本

这六种product关于newness to company和newness to market程度的图【可以在答题的时候凑个字数，不用背具体数值，我觉得记住new product lines，cost reductions和new to the world products这几个的地位就可以，答题提一句就行】

New To The World

These new products create entirely new markets.

这些新产品创造了全新的市场。

Examples: WiFi, Internet, Digital Camera, etc.

New Product Lines

To enter an established market for the first time.

第一次进入一个成熟的市场。

Example: Philips in flat TV (after existing CTV market)

Additions to the Existing Product Lines

Additions or supplements to established product lines.

对已建立的产品线增加或补充。

Example: McDonalds Pudina flavour burger for Indian consumers.

Improvements To Existing Products

Improved performance or greater value to replace existing products.

改进性能或更大的价值，以取代现有的产品。

Examples: Windows XP, 8, 10

Repositioning

Existing products targeted to new markets or market segments.

针对新市场或细分市场的现有产品。

It is the task of implementing a major change in the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.

它的任务是实现目标市场对产品的主要好处和功能的看法的重大变化，相对于竞争产品的供应。

To successfully reposition a product, the firm has to change the target market’s understanding of the product. This can be challenging, particularly for well-established or strongly branded products.

为了成功地重新定位产品，企业必须改变目标市场对产品的理解。这可能具有挑战性，特别是对于成熟或品牌强大的产品。

Example: Airline Economy Class with some airlines is now advertised as Premium Economy Class with small additional benefits

例子:一些航空公司的经济舱现在被宣传为高级经济舱，并提供少量额外的优惠

Cost Reductions

Similar performance at lower cost.

相似的性能，更低的成本。

Example: Newer versions of existing mobile phones

Marketing Strategy development

营销策略开发

Part One

Describes the target market, planned value proposition, sales, market share, and profit goals.

描述目标市场、计划的价值主张、销售、市场份额和利润目标。

Part Two

Outlines the product’s planned price, distribution, and marketing budget.

概述产品的计划价格、分销渠道和市场预算。

Part Three

Describes the planned long-run sales and profit goals, marketing mix strategy.

描述了计划的长期销售和利润目标，营销组合策略。

Marketing Mix

【印象中企管有一个4P，应该就是这个】

Commercialisation

商业化

Must decide on timing (i.e., when to introduce the product).

必须决定时间(例如，何时推出产品)。

Must decide on where to introduce the product (e.g., single location, state, region, nationally, internationally).

必须决定在哪里介绍产品(例如，单一地点，州，地区，全国，国际)。

Must develop a market rollout plan.

必须制定市场推广计划。

The Product Life Cycle

Product life cycle: The course of a product’s sales and profits in its lifetime.

产品生命周期:产品在其生命周期内销售和盈利的过程。

It involves four distinct stages:         它包括四个不同的阶段:

1. Introduction        初次投入使用

2. Growth        发展

3. Maturity        成熟

4. Decline        衰退

It is used by management and by marketing professionals as a factor in deciding when it is appropriate to increase advertising, reduce prices, expand to new markets, or redesign packaging.

它被管理人员和营销专业人员用作决定何时增加广告、降低价格、拓展新市场或重新设计包装的一个因素。

Introduction Stage of PLC

Introduction generally includes a substantial investment in advertising and a marketing campaign focused on making consumers aware of the product and its benefits.

初次投入使用通常包括大量的广告投资和市场营销活动，使消费者意识到产品及其好处。

Sales: Low        销量：低

Costs: High cost per customer        成本：每个客户的成本很高

Profits: Negative or low        利润：负值或较低

Customers: Innovators        客户：创新者（新客户）

Competitors: Few        竞争对手：少

Marketing objective: Create product awareness and trial.

营销目标：提高产品认知度和试用度。

Marketing strategies:

        Product: Offer a basic product.        产品：提供基本产品。

        Price: Use cost-plus pricing.        价格：采用成本加成定价。

        Distribution: Build selective distribution.        发行版：构建选择性发行版。

        Advertising: Build product awareness among early adopters and dealers.

        广告：在早期采用者和经销商中建立产品意识。

        Promotion: Use heavy promotion to entice product trial.

        促销：通过大量的促销来吸引产品试用。

Growth Stage of PLC

Growth assuming the product is successful, it enters its growth phase; demand grows, production is increased, and its availability expands.

发展假设产品成功，则进入成长期;需求增长，产量增加，其可用性扩大。

Sales: Rapidly rising        销量：快速上升

Costs: Average cost per customer         成本：每个客户的平均成本

Profits: Rising profits        利润：利润在增长

Customers: Early adopters        客户：早期采用者

Competitors: Growing number        竞争对手：越来越多

Marketing objective: Maximize market share.        营销目标：市场份额最大化。

Marketing Strategies:

        Product: Offer product extensions, service, warranty.        产品：提供产品延伸、服务、保修

        Price: Price to penetrate the market.        价格：渗透市场的价格。

        Distribution: Build intensive distribution.        分布：构建密集分布。

        Advertising: Build awareness and interest in the mass market.

        广告：在大众市场中建立知名度和兴趣。

        Promotion: Reduce to take advantage of heavy consumer demand.

        促销：降低成本以利用消费者的巨大需求。

Maturity Stage of PLC

Maturity as a product matures, it enters its most profitable stage, while the costs of producing and marketing decline

成熟：一个产品成熟，它进入了它最赚钱的阶段，而生产和营销的成本下降

Sales: Peak sales        销量：销售高峰

Costs: Low cost per customer        成本：每个客户的低成本

Profits: High profits        利润：利润高

Customers: Middle majority        客户：中间多数

Competitors: Stable number beginning to decline        竞争对手：稳定数量开始下降

Marketing objective: Maximize profits while defending market share.

营销目标：在维护市场份额的同时实现利润最大化。

Marketing Strategies:

        Product: Diversify brand and models.        产品：品牌、型号多样化。

        Price: Match our best competitors.        价格：与我们最强大的竞争对手竞争。

        Distribution: Build more intensive distribution.        分销：建立更密集的分销。

        Advertising: Stress brand differences and benefits.        广告：强调品牌差异和利益。

        Promotion: Increase to encourage brand switching.        

        促销:加大力度鼓励品牌转换。

Strategies used to manage the PLC during maturity include:

用于管理PLC成熟期的策略包括：

        1. Modifying the market        修改市场

        2. Modifying the product        修改产品

        3. Modifying the marketing mix        修改营销组合

Modifying the market

Increase the consumption of the current product.

增加当前产品的消费。

How?

        1. Look for new users and market segments.

        寻找新用户和细分市场。

        2. Reposition the brand to appeal to larger or faster-growing segment.

        重新定位品牌，以吸引更大或增长更快的细分市场。

        3. Look for ways to increase usage among present customers

        寻找提高现有客户使用率的方法

Modifying the product

Changing characteristics such as quality, features, or style to attract new users and to inspire more usage.

改变特征，如质量，功能，或风格，以吸引新用户和激发更多的使用。

How?

        1. Improve durability, reliability, speed, taste.

        提高耐久性、可靠性、速度、品味。

        2. Improve styling and attractiveness.        改善造型和吸引力。

        3. Add new features.        增加新功能

Modifying the marketing mix

Improving sales by changing one or more marketing mix elements.

通过改变一个或多个营销组合要素来提高销售。

How?

        1. Cut prices         减价

        2. Launch a better ad campaign.         发起一个更好的广告活动。

        3. Move into new market channels.        开拓新的市场渠道。

Decline Stage of PLC

Decline inevitably the competition increases as other companies emulate its success, sometimes with enhancements or lower prices; the product may lose market share and begin its decline.

衰退：随着其他公司效仿其成功，竞争不可避免地加剧，有时会提高或降低价格;该产品可能会失去市场份额，开始走下坡路。

Sales: Declining sales        销量：销量下降

Costs: Low cost per customer        成本：每个客户的低成本

Profits: Declining profits        利润：利润下降

Customers: Laggards        客户：落后者

Competition: Declining number        竞争：数量下降

Marketing objective: Reduce expenditures and milk the brand.

营销目标：减少支出，挤出品牌。

Strategies:

        Product: Phase out weak items.        产品:逐步淘汰弱项。

        Price: Cut price.        价格:降低价格

        Distribution: Go selective—phase out unprofitable outlets.

        分配:有选择地淘汰不盈利的门店。

        Advertising: Reduce to level needed to retain hardcore loyals.

        广告:降低等级以保持硬核忠实用户。

        Promotion: Reduce to minimal level.

        促销:降至最低等级。

Additional Considerations

Product decisions and social responsibility

产品决策和社会责任

Consider public policy issues, regulations regarding acquiring or dropping products, patent protection, product quality and safety, and warranties.

考虑公共政策问题，关于获取或丢弃产品的法规，专利保护，产品质量和安全，以及保证。

International product and service marketing

国际产品和服务营销

Must determine which products and services to introduce in which countries, and how much to standardize or adapt the offering.

必须决定在哪些国家引入哪些产品和服务，以及在多大程度上对产品进行标准化或调整。

Packaging presents new challenges for international marketers.

包装给国际营销者带来了新的挑战。

Many service businesses are global.

许多服务性企业都是全球性的。

Competing through products

Five alternatives are open to the firm when competing through products based on:

当通过产品竞争时，公司有五种选择:

1. Product proliferation        产品增殖

2. Value        价值

3. Design        设计

4. Innovation        创新

5. Service        服务

Overview of the Marketing Strategy Process - General

市场营销策略过程概述-总论

The marketing strategy process consists of

营销策略过程包括

        1. Analysing market opportunities        分析市场机会

        2. Selecting target markets        选择目标市场

        3. Designing market strategies        设计市场策略

        4. Planning marketing programs        规划营销方案

        5. Organizing, implementing and controlling marketing efforts

        组织、实施和控制营销工作

Analysing market opportunities

Analyse long run opportunities in the market for improving the performance

分析市场中的长期机会以提高业绩

Tools

        1. reliable market information system

        可靠的市场信息系统

        2. marketing research (customers’ needs, their locations, buying practices etc.)

        市场调研(客户需求，他们的位置，购买习惯等)

        3. understanding company micro-environment (suppliers, market intermediaries, customers, and competitors) and macro environment (demographic, economic, social/cultural, technological, political and legal forces)

        了解公司微观环境(供应商、市场中介、客户和竞争对手)和宏观环境(人口统计、经济、社会/文化、技术、政治和法律力量)

Analysis of consumer market

How many potential consumers        有多少潜在消费者

        who buys        谁买了

        why do they buy        为什么会买

        what are their preferences        他们喜欢什么

        where do they buy        他们在哪里买

        frequency of buying        购买的频率

Competitors’ analysis       竞争对手的分析

Selecting target markets

measure and forecast the attractiveness of any given market (estimating market size, growth, profitability and risk)

衡量和预测任何给定市场的吸引力(估计市场规模、增长、盈利能力和风险)

Designing marketing strategies

        differentiating and positioning market        差异化定位市场

        new product development, testing and launching        新产品开发、测试、上线

New product strategy will have to be modified at the different stages in the product life cycle (introduction, growth, maturity and decline)

新产品策略必须在产品生命周期的不同阶段进行修改(引入、成长、成熟和衰退)

Planning marketing programs

Making basic decisions on marketing expenditures, marketing mix, and marketing allocation

对营销支出、营销组合和营销分配做出基本决定

What level of marketing expenditure is necessary to achieve its marketing objectives? (marketing budget to sales ratio)

要达到营销目标，需要多少水平的营销支出?(营销预算与销售比率)

How to divide the total marketing budget among the various tools in the marketing mix?

如何在营销组合中的各种工具之间分配总营销预算?

Allocation of marketing budget to the various products, channels, and markets?

分配营销预算到不同的产品，渠道和市场?

Organizing, implementing and controlling marketing efforts

Organizational set up for implementing the marketing plan

建立实施营销计划的组织机构

Feedback procedures        反馈过程

Control mechanisms e.g. profitability control        控制机制，如获利力控制

Profitability control

获利力控制

Measuring actual profitability of products, customers groups, trade channels, and order sizes

衡量产品、客户群体、贸易渠道和订单规模的实际盈利能力

How various marketing activities could be carried out efficiently? (e.g. reward highvalue customers with loyalty programmes, special promotions etc.)

如何有效地开展各种营销活动?(例如以忠诚计划、特别促销等奖励高价值客户)