Marketing\u8fd9\u95e8\u8bfe\u7684\u6559\u6388\u662f Professor Rashi Glazer\uff0c\u4ed6\u662f\u4e00\u4f4d\u8001\u6559\u6388\u4e86\uff0c\u4f30\u8ba1\u5e94\u8be5\u670960\u591a\u5c81\u4e86\uff1a<\/p>\n
\u4ed6\u8001\u4eba\u5bb6\u7684\u5927\u81f4\u7ecf\u5386\uff08\u6839\u636e Haas \u6559\u6388\u540d\u5f55\u4e0a\u4ed6\u7684\u9875\u9762<\/a>\uff09 \u8bfe\u7a0b\u7684\u5b9a\u4f4d<\/strong><\/p>\n \u5728 Haas Podcast<\/a> \u9875\u9762\u53ef\u4ee5\u542c\u5230 Prof. Glazer \u7684\u4e00\u6bb5\u5f55\u97f3<\/a>\uff0c\u4ed6\u5728\u5f55\u97f3\u7684\u6700\u5f00\u59cb\u5c31\u8c08\u5230\u5bf9\u8fd9\u95e8 Marketing \u5fc5\u4fee\u8bfe\u7684\u5b9a\u4f4d\uff1a<\/p>\n We treat marketing very much from a strategic perspective, not from a functional\/department perspective.<\/p><\/blockquote>\n \u7684\u786e\uff0c\u4ed6\u4e0a\u8bfe\u7684\u6574\u4e2a\u601d\u8def\u662f The course treats marketing from a strategic perspective, covering the various functional policy areas of marketing, including product, price, communications and distribution policy.<\/p>\n \u6559\u5b66\u65b9\u6cd5<\/strong><\/p>\n \u8fd9\u95e8\u8bfe\u662f\u5168\u6848\u4f8b\u6559\u5b66\u7684\uff0c\u6ca1\u6709\u4ec0\u4e48\u6307\u5b9a\u8bfe\u672c\uff0c\u57fa\u672c\u4e0a\u6bcf\u8282\u8bfe\u90fd\u662f\u8ba8\u8bba case\uff0c\u4e2d\u95f4\u7a7f\u63d2\u51e0\u8282 lectures.<\/p>\n Prof. Glazer \u662f\u4e00\u4e2a\u5f88\u6709\u4e2a\u6027\u7684\u6559\u6388\uff0c\u5728\u7b2c\u4e00\u8282\u8bfe\u5c31\u8ddf\u6211\u4eec\u8bf4\uff0c\u522b\u4e00\u8c08\u5230 Marketing \u5c31\u60f3\u5230 iPhone\u4e4b\u7c7b\u7684 fancy \u7684\u4ea7\u54c1\u3001fancy \u7684\u5e7f\u544a\uff0c\u5728\u8fd9\u95e8\u8bfe\u8981\u6211\u4eec\u8bfb\u7684 case \u90fd\u662f\u56db\u5341\u5e74\u524d\u7684\u6545\u4e8b\u3002<\/p>\n \u679c\u7136\uff0c\u6211\u4eec\u8ba8\u8bba\u7684 case \u662f\u8fd9\u4e9b\uff1a<\/p>\n Prof. Glazer \u662f\u6545\u610f\u8981\u6211\u4eec\u8bfb\u8fd9\u4e9b\u56db\u5341\u5e74\u524d\u7684 case \u7684\uff08\u5f53\u7136\uff0c\u4e5f\u6709\u540c\u5b66\u636e\u6b64\u5bf9\u4ed6\u5f88\u4e0d\u6ee1\uff0c\u89c9\u5f97\u4ed6\u538b\u6839\u5c31\u662f\u61d2\uff0c\u5475\u5475\uff0c\u4ec1\u8005\u89c1\u4ec1\uff0c\u6211\u5012\u662f\u89c9\u5f97\u8bfb\u51e0\u5341\u5e74\u524d\u7684\u6545\u4e8b\u633a\u6709\u610f\u601d\uff09\u3002\u4e3a\u4ec0\u4e48\uff1f\u6559\u6388\u8bf4\uff0c\u4ed6\u8981\u6211\u4eec\u7406\u89e3 Marketing \u7684 Principle \u51e0\u5341\u5e74\u6765\u5e76\u6ca1\u6709\u53d8\uff0c\u4ece\u672c\u8d28\u4e0a\u8bf4\u4e5f\u5c31\u662f customer comes first, customer centric, customer oriented<\/strong>. \u00a0\u4f46\u8bf4\u8d77\u6765\u5bb9\u6613\uff0c\u505a\u8d77\u6765\u96be\u54ea\uff01<\/p>\n \u5185\u5bb9<\/strong><\/p>\n \u4ece\u4e0a\u8bfe\u8bb0\u7684\u7b14\u8bb0\u91cc\u6458\u4e86\u4e00\u4e9b\uff1a<\/p>\n What is Product? (Product Definition) Product Features vs. Benefits<\/strong>: Segmentation<\/strong>: Basically two types of customers: Differentiate<\/strong>\uff08Prof. Glazer \u7684\u540d\u8a00\u4e4b\u4e00\u662f\uff0c\u4ed6\u80fd\u00a0differentiate\u00a0\u4efb\u4f55\u4e00\u79cd\u4ea7\u54c1\u3002\uff09<\/p>\n Who are competitors? What are your own strengths and weaknesses<\/strong>?<\/p>\n Objective. For profit: profit as the ultimate goal. All men can see the tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved. — Sun Tzu the Art of War Tactic vs. Strategy<\/strong> Distribution\/Channel: Communications: \u73b0\u5728\u56de\u5934\u770b\uff0c\u5728\u77ed\u77ed\u7684\u4e03\u5468\u91cc\uff0cProf. Glazer \u901a\u8fc7\u548c\u6211\u4eec\u4e00\u8d77\u8ba8\u8bba\u8fd9\u4e9b\u4e0d\u540c\u884c\u4e1a\u3001\u4e0d\u540c\u4ea7\u54c1\u3001\u4e0d\u540c\u7ade\u4e89\u5f62\u52bf\u7684\u6848\u4f8b\uff0c\u5e0c\u671b\u6211\u4eec\u4e86\u89e3\u548c\u638c\u63e1\u5206\u6790 marketing \u95ee\u9898\u7684\u4e00\u822c\u601d\u8def\u548c\u4e00\u822c\u539f\u5219\uff1a<\/p>\n Prof. Glazer \u8bf4\u8bdd\u8bed\u901f\u504f\u5feb\uff0c\u4e0a\u8bfe\u7684\u65f6\u5019\u4f1a\u6709\u4e9b\u9738\u6c14\u7684\u8ffd\u95ee why why\uff0c\u903c\u7740\u4f60\u60f3\u5f97\u66f4\u6df1\u3002\u4f46\u5728\u6700\u540e\u4e00\u5802\u8bfe\u4e0a\u5374\u663e\u793a\u4e86\u4ed6\u5f88 emotional \u7684\u4e00\u9762\uff0c\u773c\u775b\u7ea2\u7ea2\u7684\u8ddf\u6211\u4eec\u544a\u522b\uff0c\u641e\u5f97\u6211\u4e5f\u6709\u4e9b\u4f24\u611f\u3002\u5728\u6700\u540e\u4e00\u5802\u8bfe\u4e0a\uff0c\u4ed6\u7ed9\u6211\u4eec\u6bcf\u4e2a\u4eba\u4e00\u4e2a\u7a7a\u767d\u4fe1\u5c01\uff0c\u8ba9\u6211\u4eec\u5199\u4e0a\u4e00\u5e74\u534a\u4ee5\u540e\uff08\u6bd5\u4e1a\u7684\u65f6\u5019\uff09\u7684\u4e00\u4e2a\u80fd\u7528\u7684\u90ae\u5bc4\u5730\u5740\uff0c\u8ba9\u6211\u4eec\u6bcf\u4e2a\u4eba\u90fd\u7ed9\u81ea\u5df1\u5199\u4e00\u5c01\u4fe1\uff0c\u5199\u4f60\u60f3\u5728\u6bd5\u4e1a\u7684\u65f6\u5019\u5e72\u4ec0\u4e48\u2026\u2026 \u6559\u6388\u6536\u4e0a\u6765\u6211\u4eec\u6bcf\u4e2a\u4eba\u7684\u8fd9\u5c01\u4fe1\uff0c\u4ed6\u8bf4\u5230\u65f6\u5019\u4ed6\u4f1a\u5bc4\u7ed9\u6211\u4eec\u6bcf\u4e2a\u4eba\u7684\u3002\u6211\u76f8\u4fe1\uff0c\u5230\u6bd5\u4e1a\u7684\u65f6\u5019\uff0c\u6536\u5230\u81ea\u5df1\u7ed9\u81ea\u5df1\u5199\u7684\u8fd9\u5c01\u4fe1\uff0c\u4e00\u5b9a\u5f88\u6709\u610f\u601d\u3002<\/p>\n \u771f\u5fc3\u5b9e\u610f\u7684\uff0c\u8c22\u8c22 Glazer \u6559\u6388\u3002<\/p>\n![\"Professor](\"http:\/\/www.fengdingcn.org\/blog\/wp-content\/uploads\/2010\/03\/glazer_rashi.jpg\" "\\"Professor")
<\/a><\/p>\n
\n1970\u5e74 \u00a0Brandeis University \u6bd5\u4e1a\uff0c\u672c\u79d1\u4e13\u4e1a\u662f Sociology\/Psychology.
\n1971-1977\u5e74\uff0c\u505a\u8fc7 Independent Communications Consultant\uff0c\u540e\u6765\u521b\u4e1a\uff0c\u6210\u7acb\u4e86\u4e00\u4e2a\u4ee5 video-based technology \u505a communications \u7684\u516c\u53f8\u3002
\n1977-1979, \u8bfb\u4e86 Stanford \u7684 MBA\uff1b
\n1979-1982\uff0c\u8bfb\u5b8c MBA \u5927\u6982\u53d1\u73b0\u5fd7\u5411\u5728\u5b66\u672f\u754c\uff0c\u4e8e\u662f\u7ee7\u7eed\u5728\u65af\u5766\u798f\u8bfb\u535a\u58eb\uff0c\u62ff\u4e86 Stanford \u7684 PhD in Marketing.
\n1982-1989, \u5728 Columbia GSB \u505a Associate Professor
\n1989\u5e74\u6765\u5230 \u00a0Berkeley Haas \u505a\u6559\u6388\uff0c\u81f3\u4eca\u5728 Haas \u4e5f\u5df2\u7ecf\u5f85\u4e8620\u5e74\u4e86\u3002<\/p>\n\n
\nMost products are just substitute <\/strong>for something else, especially in B2B industry.<\/p>\n
\nFeatures are from engineering\/internal point of views.
\nBenefits are from customer point of view. Customer only care about benefits, not about features.<\/p>\n
\nWho are customers? What they need?
\nSegment by size, industry, geography(distribution, culture, government\u2026), public\/private, new\/existing customers,\u2026<\/p>\n
\nWho care about cost vs. Who care about quality. \u00a0So this is the basis to differentiate between them.<\/p>\n
\nCompetitors are ones who want your customers.<\/p>\n
\n Objective <\/strong>is profit or market share? Most times those two goals are conflicting, especially in short term. Usually for long run, one objective will be more important than the other.<\/p>\n
\nNon-profit: want both: break-even (profit is zero, or not loss), and market share.<\/p>\n
\n\u6559\u6388\u5f15\u7528\u4e86\u5b59\u5b50\u5175\u6cd5\u7684\u8fd9\u756a\u8bdd\uff0c\u6211\u67e5\u4e86\u4e00\u4e0b\uff0c\u539f\u6765\u4e2d\u6587\u662f\uff1a
\n\u4eba\u7686\u77e5\u6211\u6240\u4ee5\u80dc\u4e4b\u5f62\uff0c\u800c\u83ab\u77e5\u543e\u6240\u4ee5\u5236\u80dc\u4e4b\u5f62\u3002 \u2014\u2014\u5b59\u5b50 \u300a\u5b59\u5b50\u5175\u6cd5\u300b<\/p>\n
\nEvery tactic must be consistent with strategy.<\/p>\n
\nWhat is a channel? A channel is a set of value-added functions\/activities to get to\/keep customers.
\nPower issues between you \u2013 channel \u2013 customers. Power could be shifted to end customers. Channel should work for you! \u00a0 Not you work for channel.<\/p>\n
\nSpecialist customers vs. mass customers:
\nSpecialist customers care about how you do it.
\nMass customers don\u2019t care about how you do it.
\nIn terms of getting attention, think about your advertisement competitors.<\/p><\/blockquote>\n\n
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