行销管理授课讲义(推荐PPT182)

Organizational Systemsthat produce quality goods and
services
Use Technology to Create
Customer Value
Quality
Creates Relationships
行銷管理/邱
Satisfaction
Loyalty
Marketing Mix
行銷管理/邱
生產、銷售與行銷導向觀念：
生產導向觀念 銷售導向觀念 行銷導向觀念
把產品做到最 好，就能順利 賣出產品
有一群人銷售 力強的銷售人 員，無論任何 產品皆能順利 賣出
以買者需求為 發展任何產品 的基礎
行銷管理/邱
Marketing Themes
into the 21st century
行销管理授课讲义（ 荐PPT182）
2021年8月5日星期四
Markets
definition and types
Markets: all individuals and organizations with the potential desire and ability to acquire a particular good or service.
Four Fundamental Types:
•Form •Place •Time •Ownership
行銷管理/邱
1- C 1999 by Prentice3 Hall, Inc.
The Marketing
concept
THE MARKETING
The PCuOrpNoCseEoPfT
Marketing
1- C 1999 by Prentice4 Hall, Inc.
Marketing Strategy
process
Analyzing the Competitive
Situation
Targeting
Positioning
1- C 1999 by Prentice5 Hall, Inc.
Developing the
包含
Marketing research firms, advertising agencies, wholesalers, retailers, suppliers, and customers
趨勢
Downsizing (outsourcing) Consolidation (for EOS) 行銷管理/邱 Virtual organizations Relationship perspectives
with customers
Exhibit Empathy
Develop Trust
Maintain Commitment
行銷管理/邱
Reward Loyalty
2- C 1999 by Prentice4 Hall, Inc.
The Nature of
quality
Quality = the degree of excellence that products/services exhibit
reason for being or its
essential motivation for
doing work
行銷管理/邱
Bargaining power of
suppliers
行銷管理/邱
Substitutes
Potential entrants
Rivalry Among existing firms
機構環境
定義
Consist of all the organizations involved in marketing products and services
Connecting with Customers:
• Building Relationships • Matching Technology • Appreciating Diversity • Extending Globally • Maintaining Ethics
行銷管理/邱
1- C 1999 by Prentice7 Hall, Inc.
文化環境
Cultural diversity
Changing roles
Emphasize on health and fitness
Desire for convenience
Consumerism
Environmentalism
行銷管理/邱
Popular culture
經濟環境
To understand the customer’s needs and wants
To create customer
value through
行銷管理/邱
satisfaction and quality
To operate more effectively and efficiently than competitors
Identifying relevant行銷管理/邱 factors and trends and assessing their potential impact on organization’s markets and marketing activities
Developing Marketing Strategy
行銷管理/邱
Vision
核心價值（Core value）
Are the small set of guiding principles that represent the enduring tenets of an organization
核心目的（Core purpose）
Reflects the company’s
Selecting and Analyzing a Target Market
Creating and Maintaining a Marketing Mix
Product
place price
行銷管理/邱
promotion
行銷所面對的大環境
社會環境
人口統計環境 文化環境
經濟環境 政治與法律環境 技術環境 競爭環境 機構環境
2- C 1999 by Prentice5 Hall, Inc.
行銷環境概論
環境產生市場機會與威脅
Affects Market Size Direct Influences on
Specific Marketing Activities
環境監視（Environmental Scanning）
customer loyalty:
a measure of how often customers purchase a particular brand as they select from a product class.
lifetime value of a customer to the firm:
2- C 1999 by Prentice1 Hall, Inc.
Marketers Strive for
satisfaction and loyalty
customer satisfaction:
customers?positive, neutral, or negative feelings about the value they receive as a result of using a particular organization offering in specific situations.
the amount of profit a company can expect to reap over the course of the relationship.
行銷管理/邱
2- C 1999 by Prentice2 Hall, Inc.
Creating Personal
Relationships NhomakorabeaIncome
GDP
Per capita income
Disposable income
Income distribution
Wealth
Economy growth
行銷管理/邱
政治與法律環境
全球政治環境
Toward free market economies
Free trade
Technology Transportation
Technology Product Technology Vs.
Process Technology 行銷管理/邱
競爭環境
品牌競爭者
產品競爭者
競爭的五個來源(Porter 1980)
Bargaining power of buyers
Marketing strategic p行l銷a管n理/邱
總公司所要制訂的策略決策 （Corporate Strategy Decisions）
Vision
Objectives and resource allocation
Corporate growth strategies
Business-Unit Composition
1- C 1999 by Prentice8 Hall, Inc.
Marketing
is
The Marketing Mix
(The 4 Ps)
• Product • Price • Promotion • Place
Combined withTTahregFetirm Markets
行銷管理/邱
1- C 1999 by Prentice1 Hall, Inc.
Marketing Exchange
types
Pure Transaction
One-time exchange of value
Repeated
Transaction
Preference and
loyalty
行銷管理/邱
Relationships
Interactive, ongoing, two-way connections
WTO, EU, NAFTA, APEC
Embargoes and sanctions are still used frequently
法律環境
公平交易法
限制競爭行為
不公平競爭行為
不當多層次傳銷 消費者保護法
行銷管理/邱
食品衛生相關法律
技術環境
Internet Communication
行銷管理/邱
社會環境(I)
人口統計環境
Population growth Population Density Urbanization Age Structure 家庭結構
Double income, Core family, Single par行e銷n管t理/邱
社會環境(II)
customer utility
Exchange: a process facilitated by the marketing function in which two or more parties provide something of value to the other.
Utility: the want-satisfying potential of a good or service.
Types of Markets •Consumer Markets •Business-to-Business Markets •Non-profit Markets •Internal Markets
行銷管理/邱
1- C 1999 by Prentice2 Hall, Inc.
Marketing Creates Exchange that provides
•Subjective Assessments (consumer perceptions)
•Objective Assessment (industry or benchmarks)
•Static (status quo)
•Dynamic (conti行n銷u管o理u/s邱 improvement)
策略計畫（The Strategic Planning）
組織階層（Organizational Levels）
總公司階層(Corporate)
Corporate strategic plan
事業單位階層(Business)
Business strategic plan
功能單位階層(Marketing)