(The marketing)

1
???????

• (The marketing)

2
????????????????????

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

3
?????????????????????????
4
?????????????

• ????????????
• 1. ???????????????????????
• (Customer solution)
• 2. ?????????????????
• (Customer cost)
• 3. ????????????????
• (Convenience)
• 4. ???????????????????
• (Communication)
• Four Cs

• ????????????
• 1. ???????????????????????????
• (Product)
• 2. ?????????????????????
• (Price)
• 3. ????????????????????????????????
• (Place)
• 4. ????? ????????????????????????
• (Promotion)
• Four Ps

5
????????????????????? (Customer Delivered Value)
????????? (Imange value)
??????? (Personal value)
?????????????????? (Total customer value)
????????? (Services value)
????????????????????? (Customer delivered value)
?????? (Product cost)
???? (Monetary cost)
???? (Time cost)
?????????????????? (Total customer cost)
??? ??????? (Energy cost)
????? (Psychic cost)
6
????????????????????? (Customer Delivered Value)

• ????????????????????? (Customer Delivery Value)
  
• ????????????????????????????????????????????????
  ??????
• ??????????????? ?????????????????????????????????
  ?????????????????
• ?????????? ???????????????????????????????????????
  ????????????
• ??????????????????????????????????????????????????
  ?????????????
• ?????? (Total customer value) ????
  ?????????????????????????
• ???????????

7
????????????????????? (Customer Delivered Value)

• ?????????????????? (Image value) ???????
  ???????????????????????????
• ???????????????????????????? ????
  ???????????????????????????????????????????????
• ???????????????? (Personal value)
  ????????????????????????? ??????????
  
• ??????????????????????????????????????????????????
  ?????????????????????
• ??????????????? (Services value)
  ????????????????????????????????????????????
• ??????????????????????????????????????????????????
  ???????
• ?????? (Product value) ????????????????????
  ?????? ???????????????????????
• ??????????????????????????????????????????????????
  ?????? ?????????????????

8
???????????????????????? (Total Customer Costs)

• ???????????????????????? (Total Customer Costs)
  
• ??????? ???????????????????????????????????????
  ???????????
• ??????? ?????????????????????????????????????????
  ????????????????????
• ????????????????????????????????????????????

9
???????????????????????? (Total Customer Costs)

• ?????????????????????????????????? 4 ??????????
  ???
• ? ????????????????? (Monetary cost) ???????
  ??????????????????????????????????????????????????
  ????????????????
• ? ?????????????? (Time cost) ???????
  ????????????????????????????
• ?????????????????????????????????
• ? ???????????????? ??????? (Energy cost)
  ??????????????????????????????????????????????????
  ???????????? ???? ??????????????????????????????
  ??? ???????????????????????????
• ? ??????????????? (Psychic cost)
  ?????????????????????????????
• ??????????????????????????

10
??????????????????

• (Strategic Plan Formulation)

11
????????????????????

• 1. ????????????????? (Intensive Growth)
• ? ???????????? (Market Penetration)
• ? ????????? (Market Development)
• ? ??????????? (Product Development)

12
????????????????????

• 2. ??????????????????????? (Integrative Growth)
• ? ???????????????????????? (Forward
  Integration)
• ? ????????????????????? (Backward Integration)
• ? ????????????????????(Horizontal Integration)
• 3. ???????????? (Diversification)

13
????????????????? (Intensive Growth)

• 1. ?????????????????????? (Market
  Penetration)
• ??? ??????????????????????????????????????
  ????????????????????????????????
• ???????????????????? ????????????????????????????
  ????????????????????????????
• 2. ??????????????????? (Market Development)
• ????????????????????????????????????????????
  ????????????????????? ??????
• ????? ????????????????????????????????????????????
  ????????????????????????????????
• 3. ????????????????????? (Product Development)
• ?????????????????????????????????????????????
  ??????????????????????? ???????
• ??????????????????????????????????????????????????
  ???????????????

14
??????????????????????? (Integration)

• 1. ???????????????????????? (Integration)
• ????????????????????????????????????????????
  ????????????????????????????????????
• ???? ?????? CP ?????????????????????
  ??????????????????????????????????????
  
• ??????????????????????? CP Intertrade
  ???????????????????????????????????????????
• CP ?????? ??????? ??????
• CP Intertrade ??????? ??????

15
??????????????????????? (Integration)

• 2. ???????????????????????? (Backward
  Integration)
• ????????????????????????????????????????????
  ?????????????? ???????????
• ??????????????????????? ?????????????????????????
  ?????????? ?????????????
• ??????????????????????????????????????????????????
  ??????????????????
• ??????????????????????? ???? ?????? MK
  ?????????????????????????????????????
• ??????????????????????????????????????????????????
  ?????????????????? MK ?????
• ?????? MK ??????
• MK Fac. MK Res.
  ??????

16
??????????????????????? (Integration)

• 3. ???????????????????????????? (Horizontal
  Integration)
• ???????????????????????????????????????????
  ?????? ???????????????????
• ??????? ?????????????????????????????????????????
  ???????????????????????????????
• ???????????????????????? ???????????????????????
  ??????????????????????????????
• ??????????????????????????????????????????????????
  ?????????????????????????
• ??????? ?????????????????????????????????????????
  ?????????????????
• Showbiz VDO Raku Raku VDO
  Boy VDO
• Raku Raku VDO Raku Raku VDO
  Raku Raku VDO

Network
17
?????????????????

• (Consumer Behavior)

18
??????????????????????????????????????
??????????????/????????
???????????
????????, ?????
???????????????
?????,????????
????????
???????????????????????
19
??????????????????????????????????????

• ?????????????????? (Culture Factors)
• 1. ???????? (Culture)
• ????????????????????, ?????????, ????
• 2. ????????????????? (Subculture)
• ?????????, ?????, ?????, ?????????????????
• 3. ?????????????? (Social Class)
• ?????, ????, ??????

20
??????????????????????????????????????

• ?????????????????? (Social Factors)
• 1. ???????????? (Reference Group)
• ??????????????????????????? ???????????
• 1.1 ???????????? - ?????????? ??????????
• 1.2 ?????????????? - ????????????
  ??????????????? ??????
• 2. ???????? (Family)
• 3. ????????????? (Role and Status)

21
??????????????????????????????????????

• ??????????????? (Personal Factors)
• 1. ???? (Age)
• 2. ???????????? (Life Cycle)
• 3. ????? (Occupation)
• 4. ???????????????? (Economic Circumstance)
• 5. ???????? (Education)
• 6. ?????????????????? (Life Style)

22
??????????????????????????????????????

• ?????????????????? (Psychological Factors)
• 1. ???????? (Motivation)
• 2. ????????? (Perception)
• 2.1 ??????????????????????
• 2.2 ????????????????????????????????????????
  ?
• 2.3 ???????????????????????????????????
• 3. ??????????? (Learning)
• 4. ??????????????????? (Belief and Attitude)

23
????????????????????????????????
??????
??????????
???????????????????????
???????????????
?????????????
34
34
?????????????
16
13.5
2.5
??????????????????????????????????
Early
Late
24
????????????????????????????????
25
??????????????????????

• (Development Marketing Strategics)

26
??????????????????????
????????????????????
(Customer needs wants)
????????????????????
????????????
(Marketing Segmentation)
????????????????
??????????????????
(Target Marketing)
???????????????????
????????????????
(Positioning)
(Marketing Mix)
27
??????????????????????

• ? ???????????????????? (Segmentation)
• ? ?????????????????? (Target Marketing)
• ? ????????????????????????????????????????????
  ????
• (Customer Analysis)
• ? ?????????????????????? (Positioning)

28
????????????????????

• (Consumer Behavior)

29
????????????????????

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

30
???????????????????????? (Segmentation)

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

31
?????????????????????????????

• ? ??????????????????????????
  ???????????????????
• ????????? (Segmentation)
• ? ??????????????????(???????????????????????)
  ?????????
• ??????????????????????? (Target Marketing)
• ? ??????????????????????????????????????????????
  ????????????
• (Customer Potential Customer)
• ? ??????????????????????????????????????????????
  ?????????
• (Positioning)

32
????????????????????????????????????

• ? ??????????????????????????????????????????????
  ????????????????????????????????? ???
  (Measurable)
• ? ????????????????????????????
  ????????????????????????????????????????????????
  (Substantial)
• ? ???????????????????????? ????????????????????
  ????????????????????????? (Accessible)
• ? ??????????????????????????????????????????????
  ????????????????????????????????????????????????
  ???????????????????????????

33
??????????????????????????

• ??????????????? (Consumer Characteristics)
• ? ????????????????
• ? ???????????????????
• ? ????????
• ?????????????????????? (Consumer Responses)
• ? ????????????
• ? ???????????
• ? ???????
• ? ?????????????????

34
??????????????????

• (Target Marketing)

35
???????????????????????????????????????

• ? ??????????????? ?????????????????????????????
  ????????????????????????? (Undifferentiated
  Strategy)
• ? ??????????????? ?????????????????????????????
  ??????????????? (Concentrated Strategy)
• ? ??????????????? ?????????????????????????????
  (Multisegment Strategy)

36
????????????????????????????????????????????????

• (Customer Analysis)

37
?????????????????????????????

• ?????????????? (Potential Customer)
• ??????????????????????????????? (Market
  Segment) ??????? ???????????????????????????????
  ??????????????????????????????????????????????????
  ??? ?????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ????????

38
??????????????????????????????

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

39
??????????????????????

• (Positioning)

40
??????????????????? (Positioning)

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

41
????????????????????????????

• ????????????????????????????????
  ?????????????????????????????
• ?????????????????????????? ?????????????????????
  ????????????????????????????????????????
  ??????????????????????????????????????????????????
  ???????????
• Al Ries Jack Trout
• The Battle for Your Mind, 2001

42
????????????????

• (Marketing Mix)

43
?????????????
????????????????????
??????????? ?????????
??????????????????
??????????? ?????????
????????????????????
????????????????????
?????????
????
?????????????
??????????????????
??? ?????
??? ???????? ??????
?????? ??? ?????
??? ????? ????????
44
???????????????? (Marketing Mix)
???????????????? (Marketing Mix)
????????????????? (Place)
???? (Price)
????????? (Product)
?????????????????? (Promotion)
????? (Advertising)
????????????? (Public Relations Publicty)
??????????? (Personal Seling)
????????????????? (Sales Promotion)
45
???????????????? (Marketing Mix)
????????????????
?????????????
?????? ???????????? ?????? ????????? ?????
???? ?????????? ?????? ?????????
???? ?????? ???????????? ??????????? ?????
??? ??????
?????????? ?????????? ??????? ??????????????
? ????????????? ?????????? ?????????
??????????? ??????? ???????? ????????????
???? ?????????????? ????????????????? ??????????
46
????????? (Product)

• ? ?????????????????????? (Product line)
• ? ???????????????????? (Branding)
• ? ????????????????? (Services)
• ? ???????????????????????????? (Packaging
  Labeling)
• ? ???????????????????????? (New Product
  Development)
• ? ??????????????????????? (Warrantee)

47
?????????????????????? ????????????

• ? ?????????????????????? (Product line
  stretching)
• ??? ???????????????????????????????????????????
  ???????????
• ? ???????????????? (Branding)
• ??????? ????????? ???????????????????????????
  ??????????????????????????????????????????????????
  ?????????????
• ????????????????????? ???????????????????????
  ?????????????????? ????????????????

48
????????????????????

• ? ???????????????????? (Services)
• ? ??????????????? (Releability)
• ? ??????????????????????????????
  (Responsiveness)
• ? ????????????? (Assurance)
• ? ??????????????????????????????? (Empathy)
• ? ???????????????????????? (Tangibles)

49
?????????????????????

• ?????????? (Packaging)
• ??????? ???????????????????????????????????????
  ?????????????
• ???????????????????????? (Basic Functions of
  Packaging)
• ? ???????????? (Protection)
• ? ?????????????? (Convenience)
• ? ??????????????? (Communication)

50
?????????????????????

• ??????????????????? (Packaging policy)
• ? ????????????????? (Changing the package)
• ? ??????????????? (Reuse packaging)
• ? ????????????? (Multiple packaging)
• ? ???????????????????????????? (Packaging
  the product line)
• ? ???????????????? (Socioenvironmental
  design)

51
???? (Price)

• ? ????????????? (Market Penetration Pricing)
• ? ??????????????????????? (Price to Product
  Trial)
• ? ?????????????????????????????? (Segmentation
  Pricing)
• ? ????????????????????? (Maximum Profit
  Pricing)
• ? ????????????? (Image Pricing)
• ? ??????????????? (Survival Pricing)

52
????????????????????????

• ????????????
• ? ???????????????????????? (Above market
  price)
• ? ???????????????? (Market Price)
• ? ??????????????????????????? (Below Market
  Price)
• ????????????????????
• ? ????????????? (Cost Oriented)
• ? ????????????????????????? (Demand oriented)
• ? ????????????????? (Competition oriented)

53
???????????????????

• ? ???????????????????? (Market Pricing)
• ? ?????????????????????????????? (Perceived
  value pricing)
• ? ????????????????????? (Go rating pricing)
• ? ???????????????????????? (Promotional
  Pricing)
• ? ????????????????????????????????? (Bait and
  Switch Pricing)
• ? ????????????????? (Loss leader pricing)
• ? ????????????????? (Everyday Low price,
  EDLP)

54
???????????????????? (Place-Distribution Channel)

• ????????????????????????
• ? ??????????????????????????????? (Market
  Coverage)
• ? ??????????????????????????? (Lower cost
  than competitors)
• ? ?????????????????? ?????????? (Good
  condition, No damage)
• ? ??????????????????????? (Maximum Profit)
• ? ??????????????????????????????????? (Fast
  Delivery)
• ? ?????????????????????????????? (Competitive
  advantage)

55
????????????????????
??????
?????????
??????
???????
?????????
??????
??????
???????
?????????
??????
??????
?????????
???????
???????????
??????
??????
???????
?????????
????????
56
?????????????????? (Promotion)

• ??????????????????????????????
• ? ???????? (Advertising)
• ? ??????????????????? (Personal Selling)
• ? ???????????????? (Public Relations
  Publicity)
• ? ????????????????? (Sales Promotion)

57
???????? (Advertising)

• ???????? (Advertising)
• ? ??????????? (Informing)
• ? ?????????? (Persuading)
• ? ???????????????? (Reminder)
• ? ???????????????? (Changing perception)
• ?????????? (Medium of Communications)
• ????????, ????????????, ???????, ?????????,
  ?????????? On-line, ?????

58
???????????????? (Personal Selling)

• ??????????????????? (Personal Selling)
• ? ?????????????? (Stimulating sales)
• ? ???????????????? (Receiving information)
• ? ??????????? (Market inspection)
• ? ????????????????? (Creating relationship)
• ?????? (Selling Techniques)
• ? ??????????, ???????????????,
  ?????????????????????????
• ? ????????????, ???????????????

59
???????????????? (Public Relations Publicity)

• ???????????????? / ?????????? (PR /PB)
• ? ???????????????????????????????? (Public
  relations)
• ? ?????????????? (Creating image)
• ? ???????????????????????? (Corporate
  advertising)
• ? ?????????? (Crisis to solution)
• ?????? (PR Techniques)
• ???????????, ????????????????, ???????????,
  ?????????????, Sponsorship, ????????????

60
????????????????? (Sales Promotion)

• ????????????????? (Sales Promotion)
• ? ????????? (Trial purchase)
• ? ???????????? ? ?????? (Immediate
  purchase)
• ? ??????????? (Repeat purchase)
• ? ??????????? (Block competitor)
• ?????? (Sales Promotion Techniques)
• ??????????????, ??????, ???????????, ??????,
  ?????????, ??????????, ??????, ???????????????,
  ????????????