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andie_zhang 等级 瓶子 楼主 发表于 2016/4/13 12:24:23 编 辑 |
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(allcontents from “Marketing Management” by PHILIP KOTLER and KEVIN LANE KELLER) H&M is able to put products out quickly andinexpensively by: 1. Having few middlemen and owning nofactories. 2. Buying large volumes. 3. Having extensive experience in theclothing industry. 4. Having a great knowledge of whichgoods should be bought from which markets. 5. Having efficient distribution systems. 6. Being cost-conscious at everystage. |
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andie_zhang 等级 瓶子 2 楼 发表于 2016/4/15 10:44:01 编 辑 |
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(allcontents from “Marketing Management” by PHILIP KOTLER and KEVIN LANE KELLER.) Thevalue creation and delivery sequence consists of three parts (each of thesevalue phases has cost implications): 1. The first phase: choosing thevalue. l Itrepresents the “homework” marketing must do before any product exists. l Themarketing staff must segment the market, select the appropriate market target, and develop the offering’s value positioning. l Theformula STP (segmentation, targeting, positioning) is the essence of strategic marketing. 2. The second phase: providing thevalue. l Marketingmust determine specific product features, prices and distribution. 3. The third phase: communicating thevalue. l Byutilizing the sales force, sales promotion, advertising, and othercommunication tools to announce and promote the product. |
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andie_zhang 等级 瓶子 3 楼 发表于 2016/4/16 16:39:20 编 辑 |
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(all contents from “Marketing Management” by PHILIP KOTLER and KEVIN LANE KELLER.) The value delivery process begins before there is a product and continues while it is being developed and after it becomes available. The Japanese have further refined this view with the following concepts: @Zero customer feedback time.Customer feedback should be collected continuously after purchase to learn how to improve the product and its marketing. @Zero product improvement time.The company should evaluate all improvement ideas and introduce the most valued and feasible improvements as soon as possible. @Zero purchasing time.The company should receive the required parts and supplies continuously through just-in-time arrangements with suppliers. By lowering its inventories, the company can reduce its costs. @Zero setup time.The company should be able to manufacture any of its products as soon as they are ordered, without facing high setup time or costs. @Zero defects.The products should be of high quality and free of flaws. |
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