981 Chap10 Biz Marketing (Final)

Lecture 10

Marketing and Product Development: Creating and Positioning Goods and

Services

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Chapter 10 Marketing and Product Development: Creating and

Positioning Goods and Services

1. Explain marketing, product development, and sales must coordinate their activities to align products with customer’s needs.

2. Describe the issues in marketing research to identify and respond to customer needs.

3. Identify the four main elements of the marketing mix and discuss the marketing is used to differentiate a company’s products.

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Chapter 10 Marketing and Product Development: Creating and

Positioning Goods and Services

4. Describe the issues involved in marketing research to identify the needs of different customer groups and market segments.

5. Differentiate between the three main approaches to market segmentation.

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Marketing – Significance

•A powerful tool to develop and differentiate its products to meet the changing needs of its customers

•A major determinant of company profitability and the health of a nation’s economy

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Marketing – Definition

•Identifies a need, develops a product to satisfy that need at a profit.

•The need identification suggests an ongoing customer relationship

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Product Life Cycle

Four Phases: -Embryonica(胎兒 )-Growth-Maturity-Decline

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Marketing Plan

•A detailed and focused strategy marketing efforts to meet consumer needs and wants

• four basic components or variables

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Chapter 10 Marketing and Product Development: Creating and

Positioning Goods and Services

Marketing Mix•These controllable variables are the “Four P’s” of the marketing mix and are product, price, place and promotion

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Market Research

•The study of what buyers need and of the best ways to meet those needs

•studying the firm’s customers, evaluating possible changes in the marketing mix, and helping marketing managers make better decisions about marketing programs

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Market Research Methods

•Customer oriented•Focus groups•Reverse engineering•Use leading customers•Become a leading provider

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Market Segmentation

•The process of dividing markets into categories of customers

•Aimed toward specific target markets -- groups of consumers with similar wants and needs

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Product Differentiation產品差異化

•The process of creating a competitive advantage by designing goods and services to satisfy customer needs

•The result of the design of the marketing mix which is a combination of product qualities and features, price, the promotion mix, and place

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