Shared Marketing knowledge read for fun.
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1楼
(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.
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.
签名档
Spent 3 years study in the UK but worry about lost it all in one day...for some beginners i may be a useful start...Welcome to contact me if anything i can help.
2016/4/13 12:24:23
2楼
(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.
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.
签名档
Spent 3 years study in the UK but worry about lost it all in one day...for some beginners i may be a useful start...Welcome to contact me if anything i can help.
2016/4/15 10:44:01
3楼
(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.
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.
签名档
Spent 3 years study in the UK but worry about lost it all in one day...for some beginners i may be a useful start...Welcome to contact me if anything i can help.
2016/4/16 16:39:20