The Challenges faced by company and The Evolution of company

1
Chapter 1

• ?????

2
???????? ???????? ???????
3
????

• ?????????????
• ????????????????
• ??????,??????????????????
• ?????????????????????

4
?,???????

• ????????????????
• The Challenges faced by company and The Evolution
  of companys Strategies
• ????????
• The Scope of Marketing
• ???????
• A broadened View of Marketing Tasks
• ?????????
• The Decisions Marketers Make

5
1-1 ??????????

• ??????
• ????
• ?????????
• ????
• ??????
• ??????????(?????
• ????

?????? ???
6
???????

• 60??,Y??
• ????????????????????,???????????,???????
  ????
• 70??,????
• ??????????????????,??????????????????
• 80??,?????
• ??????????????
• 90??,???????
• ???????????????,?????????????

7
?????????

• 1,??? ????? ??????????????
• ???(?????--???(????????
• 2,? ?????? ?????
• ????WTO?
• 3,? ?????? ?????
• ????????????????
• 4,???????,???,???,???,???,

??????,???, ???????
8
?????????10???
7,???????????? 8,????????? 9,???????????? 10,?????
??????

• 1,??????
• 2,???????????
• 3,????????
• 4,???????
• 5,?????????
• 6,????????

9

• 6000?????????
• ???6000?????,????????69??????????????????65
  ????????????71???????????????,??????61???????
  ?????45????????????????,????????51????????????
  ?????50????????,????????????????45????????????
  ??,????????????,?58?????????????,???????????????
  ???
• ????????????????????????!??6000?????????!

10
????????? ?????? ???????
??????? ?????,??? ????????? ??,??,????? ???????? ?
?,??????
???????? ????????, ???????? ????????? ??,?????
11
???????? ????
12
1-2 ???????

• ????,????????????10???(entities).
• ????(goods)
• ??(services)
• ??(experiences)
• ??(events)
• ??(persons)

• ??(places)
• ???(properties)
• ??(organization)
• ??(information)
• ??(ideas)

13
??????? ????
14
1-3 ???????

• ????????,???????????????????????,?????????????????
  ?????,??????????,?????????????,?????,??????????KOT
  LER??????????????(demand management)?

15
??????????
16
????????????(Demand States and Marketing Tasks)

• 1,?????(Negative demand)
• ?????????????????????,????????????
  ??????????????????????????????
• 2,?????(No demand)
• ???????????????????????????????
• 3,??????(Latent demand)
• ???????????????,??????????????????

17
????????????(Demand States and Marketing Tasks)

• 4,??????(Declining demand)
• ????????????????????????????,??????(re
  marketing)?
• 5,???????(Irregular demand)
• ????????????????????????????????,?????
  ?(synchromarketing)?
• 6,??????(Full demand)
• ????????????????????????,??????????
  ??

18
????????????(Demand States and Marketing Tasks)

• 7,???????(Overfull demand)
• ???????????????????????,?????(demar
  keting)?
• 8,????????(Unwholesome demand)
• ?????????????????????????????????
  ????????????,??????????????,?????,???????

19
?????????? ?????????? ???
??????
20
1-4 ?????????

• ???????????????????????????15???????

21
Marketer Frequently Asked Questions

• 15 questions (p5)

22

• 1, How can we spot and choose the right market
  segment(s) to serve?
• 2, How can we differentiate our offering from
  competitive offering?
• 3, How should we respond to customers who press
  us for a lower price?

23

• 4, How can we compete against lower-cost,
  lower-price competitors from here and abroad?
• 5, How can we compete against high-tech,
  high-quality competitors from here and abroad?
• 6, How far can we go in customizing our offering
  for each customer?

24

• 7, What are the major ways in which we can grow
  our business?
• 8, How can we build stronger brands?
• 9, How can we reduce the cost of customer
  acquisition?
• 10, How can we keep our customers loyal for a
  longer period?

25

• 11, How can we tell which customers are more
  important?
• 12, How can we measure the payback from
  advertising, sales promotion, and public
  relations?
• 13, How can we improve sales force productivity?

26

• 14, How can we establish multiple channels and
  yet manage channel conflict?
• 15, How can we get the other company departments
  to be more customer-oriented?

27
??????,????????????? -????? -???? -????
-??????????
28
?,??????????

• ???????????
• ?????????????
• ?????????????

29
2-1 ???????

• ????????
• ?????????????????????,????????????,???????????????
  ???
• Marketing is a social process by which
  individuals and groups obtain what they need and
  want through creating, offering, and freely
  exchanging products of value with others.
• ???????,?????? ??????????

30

• ????????(??????????
• ????(???????,????????,??,????????????,????????????
  ?????????
• Marketing(management) is the process of planning
  and executing the conception, pricing, promotion,
  and distribution of ideas, goods, and services to
  create exchanges that satisfy individual and
  organizational objectives.

31
???????

• ???????,???????,?????
• ????????????????
• ?????????,??,?????(4P)
• ?????????,??????(?????????
• ??????????????
• ????????????????
• ???????????????,?????,??????????KOTLER????????????
  ??(demand management)?
• ???????????????????,?????,????,??????,???????

32
????????????????,???????????????????
?????????????????
2080
8020
33
????????? ????
34
2-2 ??????

• ?????
• ????
• ???
• ??
• ????

1. ???????
2. ????????
3. ????????
4. ??????
5. ?????
6. ?????

35
(1) ?????????

• ????(market segmentation)
• ????(target markets)
• ????(positioning market offering)
• ?????(markets and Industries)
• ????(marketplace)?????(?????(marketspace)
• ???(metamarket)?????(metamediaries)

36
??(Markets)???(Industries)

• ?????????????????,????????????????????????????????
  ???
• ????????????????????????????????
• ?????????,????????

37
?????????
??
??/??
?? (?????)
?? (?????)
??
??
38
????????????
39
(2) ????????

• ?????????,???????????,????????,????????????(Market
  er),?????????(Prospects)?
• ????????,???????
• ?????????????,???????????
• ??????,??????????,?????????

40
?????????
41
(3) ????????

• ??(Needs)???????????????????????????,????????
• ??(Wants)??????????
• ??(Demands)??????????????????????

??????????????????????
42
??
?????
???
??
?????
?????
??
43
(4) ??????
????????????????????????

• ??(offering or solution)????????(Physical
  Goods)???(Services)???(Ideas)?
• ???10?????????(goods),??(services),??(experiences
  ),??(events),??(persons),??(places),???(properties
  ),??(organization),??(information),?????(ideas)

44

• ?????(???????),??(????????????)???(????????????)
  
• ????????(???????????),??(????????????????)????(
  ?????)
• ??????????????????????????????????????????,??(fun
  ?,??,??,????,???????(???????

45
(5) ?????
?????????????????,??????????
??(benefits)?????????????????????(??????????? ??(c
ost)??????,????????????(??????,??????????(????,???
?,????,????? ??(Value)??????????????????????? VB
/C

46
??(satisfaction) ????????????????????????????????
???
47
(6) ?????

• ??(exchange)?????????,???????????????
• ??????-??-????(?????
• ??(transaction)?????????(?????),??????????????
• ????,????

48

• ?????????
• ????
• ????
• ??
• ?????????????,??????,???????????????
• ??(exchange)?????
• ??????
• ????????????????
• ??????????????
• ??????????????????
• ?????????????????????????

49
???????????
50
(7) ?????

• ????(Relationship Marketing)?????????????????
  ?????????(?????????,???????????????
• ????(Marketing Networks)?????????????(stakeholder
  s)????????????????????????????????????????????
  ???????????????

51
?????????????????
52
(8) ??????

• ?????????????????,???????????????????
• ????(communication channel)???????
• ??(?????(distribution channel)???????????????
• ????(selling channel)???????????

53
(9) ???(supply chain)
???????(Supply Chain Council)????????????????????
?,??????????????????????? Encompasses every
effort involved in producing and delivering a
final product, from the suppliers supplier to
customers customer.
54
?????????
??
??? ? ???
? ? ?
??-??-??-??
? ? ?
? ?
? ?
???
55
??????????
???? ???
???
???
? ? ?
?????
???????????????,??,??,????
??????????????,????
??????
???
???
56
(10) ??

• ????????????????????????????????
• ??????,???????????????????
• ????????,??????4???
• ????(brand competition)
• ????(Industry competition)
• ????(form competition)
• ????(Generic competition)

57
(11) ????

• ??????????????????????????????????????????????????
  ??????
• ????(task environment)
• ????(broad environment)

58

• ????????????????????????????????????,???,???,?????
  ????
• ??????????????????(????????,?????,???????,????????
  ?????????????,???,???????

59

• ?????6???????????(demographic environment),????,?
  ???,????,??????,???????
• ???????????????????????????????????????????????,??
  ??????????????

60
??????? ????
61
2-3 ??????

• ?????????????????????(?????????????????????(market
  ing mix)
• ??,???????????????????????????(?????????,?????????
  ??????????
• ?McCarthy???,??????????4P??,??,??,??

62
(No Transcript)
63
Promotion Mix
Sales promotion
Offering Mix
Advertising
Products Services Pricing
company
Distribution channels
Target Customers
Sales Force
Public relations
Direct mail Telemarketing Internet
Marketing-Mix Strategy
64

• ?????,??????????,???????,??????
• ?????,?????????,??????????

65
R.Lauterborn(1990)?? 4P?????????,?4P?????????????
?????????4C?????????4C???????????,????????????????
???????????4P??????????4C???
66
?????????????(Company Orientations toward the
Marketplace)

• ????(The Production Concept)
• ????(The Product Concept)
• ??/????(The Selling/Sales Concept)
• ????(The Marketing Concept)
• ??????(The Social Marketing Concept)

67
3-1?????
?????????????????????????????

• ??????????????????
• HP????????????????????
• ????
• First ????????????,?????????????????,????????????
  ??????
• Second ??????,???????,?????????
• ????????????????,??????????(????????

68
3-2?????

• ???????????????,????????,???????
• HP????????????,??????????????,??????????????????
• ??????????,??????

??????????????????????????????
69
3-3???/????
?????????????????,????????????????

• ???????????????????
• HP????????????????????,???????????????
• ????First??????????,?????????????????,??????????
  ????????Second??????,??????????
• ??????????????????????????????????

70
3-4?????
??????,??????????????????????????,?????????
?????????????????????

• ??????????????,??????,??????,??????,??4P????,????
  ???
• HP???????????????????,?????????????????

71
????????????
72

• ????4?????
• ????(Target market)
• ????(Customer Needs)
• ????(Integrated Marketing)
• ????(Profitability)

73
(1) ????(Target Market)

• ???????????????,??????????????????
• ????????????????,??????????????????,???????????

74
(2) ????(Customer Need)

• ??????????????
• ?????(Stated needs)???????????
• ?????(Real needs)?????????????,???????????
• ??????(Unstated needs)????????????????
• ???????(Delight needs)????????,??????????????????
  ???
• ?????(Secret needs)???????????????????????????

75

• ????(responsive marketing)???????????????(stated
  need)?????
• ????(Anticipative marketing)???????????????????,?
  ???????
• ????(creative marketing)?????????????????????,???
  ?????????????(solutions)?

??????????????
76
??????????????,??????????????
77
(3) ????(Integrated Marketing)

• ?????????
• 1,???????????????????????????????
• 2,??????????????????

??????????????????,?????????
78

• ????(external marketing)????????????????,???,????
  ????
• ????(internal marketing)????????????????????????
  ????
• ????????????

79
(No Transcript)
80
(4) ????(Profitability)

• ??????????????????????
• ????????????????,?????????????????????,??????
  ??????????(byproduct)?
• ???????????????????????????????

81

• ??????????????
• ?????
• ????
• ????????
• ????
• ??????

82

• ????????????,???????3???
• ?????(Organized resistance)
• ???????(Slow learning)
• ????????(Fast forgetting)

83
???????????

• 1,???????,?????????????
• 2,????????????????
• 3,??????????????????,????????????
• 4,??????????????(Offer)????????
• 5,?????????????????????
• 6,??????????????????????????

84
3-5???????
????????????????????????????????????,??????
??????????????
?????????????????????????????,????????????
??????????
85

• ?????????????????????????????,???????????????????
  ????,?????????????????????????????
• HP???????????????????
• ??????????????????????????????????????????????????
  ?????????

86
????
??
????
??????
87
????????

• ????????(Cause-related marketing)????????????????
  ???
• ???????0.5????????
• ?????????,???????????,???????,????????

88
???????????????
???
??????
???? ???? ????
????
????
????
89
??(customers)

• ???????????????,?????????????????????????????????(
  ???????,????????????????????????????????????,?????
  ?????????????????????????

90
???(brand manufacturers)

• ????????????????????,?????????????????????????????
  ????????????????????????????,?????????????(PB?????
  ????(NB??????

91
?????(store-based retailers)

• ?????????????????????????? category
  killers???????,??????????????????????????????????
  ?????????????catalog houses, direct-mail firms,
  newspaper, magazine, and TV direct-to-customer
  ads, home shopping TV, and the Internet.
  ??,??????????????????????????,??,??,??????????????
  ???????? ??(experience)??????

92
????????(9???)

• ????(reengineering)
• ?????(???????-?
• ?????????,????????????
• ??(outsourcing)
• ???,???(????????????-?
• ??????????????????????(virtual company)

93

• ????(E-commerce)
• ????????????????????-?
• ??????????????????????? B to C B to B
• ????(benchmarking)
• ??????(????)-?
• ????????,???????
• ??(alliances)
• ???????????-?
• ???????????

94

• ?????????(Partner-suppliers)
• ????????-?
• ??????????????,????????
• ????(market-centered)
• ???????????-?
• ?????????????
• ???????(Global and local)
• ?????-?
• ????????????

95

• ???(Decentralized)
• ??????????-?
• ????????????????????,????,??????

96
?????????(10???)

• ????(Relationship marketing)
• ????????-?
• ????????????????
• ??????????,??????
• ??????(customer lifetime value)
• ?????????????-?
• ?????????????????

97

• ????(customer share)
• ??????????-?
• ??????????????,????,????,????????
• ????(Target marketing)
• ?????????????(?????? -?
• ??????????,???????????????

98

• ?????(Individualization)
• ?????????????????????(????)-?
• ???????????????????,??????????????????????
• ?????(customer database)
• ??????-?
• ?????????,??,?????????????????????????????,??????
  ??????????????

99

• ??????(Integrated marketing communication)
• ?????????????(????????-?
• ?????????????????????????
• ?????????(channels as partners)
• ?????????? -?
• ?????????????????????????

100

• ?????????(Every employee a marketer)
• ??????????,???????????-?
• ???????????????????
• ???????(Model-based decision making)
• ????????????????-?
• ????????????????

101
The End