行销管理授课讲义（推荐PPT182）

行銷管理/邱1行銷管理授課講義邱志聖政大國貿系行銷管理/邱2definitionandtypesMarkets1-2Markets:allindividualsandorganizationswiththepotentialdesireandabilitytoacquireaparticulargoodorservice.TypesofMarkets•ConsumerMarkets•Business-to-BusinessMarkets•Non-profitMarkets•InternalMarketsC1999byPrentice-Hall,Inc.行銷管理/邱3thatprovidescustomerutilityMarketingCreatesExchange1-3Exchange:aprocessfacilitatedbythemarketingfunctioninwhichtwoormorepartiesprovidesomethingofvaluetotheother.Utility:thewant-satisfyingpotentialofagoodorservice.FourFundamentalTypes:•Form•Place•Time•OwnershipC1999byPrentice-Hall,Inc.行銷管理/邱4conceptTheMarketing1-4THEMARKETINGCONCEPTThePurposeofMarketingTounderstandthecustomer’sneedsandwantsTocreatecustomervaluethroughsatisfactionandqualityTooperatemoreeffectivelyandefficientlythancompetitorsC1999byPrentice-Hall,Inc.行銷管理/邱5processMarketingStrategy1-5TargetingAnalyzingtheCompetitiveSituationPositioningDevelopingtheMarketingMixC1999byPrentice-Hall,Inc.行銷管理/邱6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7intothe21stcenturyMarketingThemes1-7•BuildingRelationships•MatchingTechnology•AppreciatingDiversity•ExtendingGlobally•MaintainingEthicsConnectingwithCustomers:C1999byPrentice-Hall,Inc.行銷管理/邱8typesMarketingExchange1-8PureTransactionRepeatedTransactionRelationshipsOne-timeexchangeofvaluePreferenceandloyaltyInteractive,ongoing,two-wayconnectionsC1999byPrentice-Hall,Inc.行銷管理/邱9isMarketing1-1TheMarketingMix(The4Ps)•Product•Price•Promotion•PlaceCombinedwithTheFirmTargetMarketsC1999byPrentice-Hall,Inc.行銷管理/邱10thatproducequalitygoodsandservicesCreatesRelationshipsOrganizationalSystemsSatisfactionLoyaltyUseTechnologytoCreateCustomerValueQuality2-1C1999byPrentice-Hall,Inc.行銷管理/邱11satisfactionandloyaltyMarketersStrivefor2-2lifetimevalueofacustomertothefirm:theamountofprofitacompanycanexpecttoreapoverthecourseoftherelationship.customerloyalty:ameasureofhowoftencustomerspurchaseaparticularbrandastheyselectfromaproductclass.customersatisfaction:customers?positive,neutral,ornegativefeelingsaboutthevaluetheyreceiveasaresultofusingaparticularorganizationofferinginspecificsituations.C1999byPrentice-Hall,Inc.行銷管理/邱12withcustomersCreatingPersonalRelationshipsExhibitEmpathyDevelopTrustMaintainCommitmentRewardLoyalty2-4C1999byPrentice-Hall,Inc.行銷管理/邱13qualityTheNatureofQuality=thedegreeofexcellencethatproducts/servicesexhibit•SubjectiveAssessments(consumerperceptions)•ObjectiveAssessment(industryorbenchmarks)•Static(statusquo)•Dynamic(continuousimprovement)2-5C1999byPrentice-Hall,Inc.行銷管理/邱14行銷環境概論環境產生市場機會與威脅AffectsMarketSizeDirectInfluencesonSpecificMarketingActivities環境監視（EnvironmentalScanning）Identifyingrelevantfactorsandtrendsandassessingtheirpotentialimpactonorganization’smarketsandmarketingactivities行銷管理/邱15DevelopingMarketingStrategySelectingandAnalyzingaTargetMarketCreatingandMaintainingaMarketingMixProductplacepricepromotion行銷管理/邱16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機構環境行銷管理/邱17社會環境(I)人口統計環境PopulationgrowthPopulationDensityUrbanizationAgeStructure家庭結構Doubleincome,Corefamily,Singleparent行銷管理/邱18社會環境(II)文化環境CulturaldiversityChangingrolesEmphasizeonhealthandfitnessDesireforconvenienceConsumerismEnvironmentalismPopularculture行銷管理/邱19經濟環境IncomeGDPPercapitaincomeDisposableincomeIncomedistributionWealthEconomygrowth行銷管理/邱20政治與法律環境全球政治環境TowardfreemarketeconomiesFreetradeWTO,EU,NAFTA,APECEmbargoesandsanctionsarestillusedfrequently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食品衛生相關法律行銷管理/邱21技術環境InternetCommunicationTechnologyTransportationTechnologyProductTechnologyVs.ProcessTechnology行銷管理/邱22競爭環境品牌競爭者產品競爭者競爭的五個來源(Porter1980)BargainingpowerofbuyersBargainingpowerofsuppliersSubstitutesPotentialentrantsRivalryAmongexistingfirms行銷管理/邱23機構環境定義Consistofalltheorganizationsinvolvedinmarketingproductsandservices包含Marketingresearchfirms,advertisingagencies,wholesalers,retailers,suppliers,andcustomers趨勢Downsizing(outsourcing)Consolidation(forEOS)VirtualorganizationsRelationshipperspectives行銷管理/邱24策略計畫（TheStrategicPlanning）組織階層（OrganizationalLevels）總公司階層(Corporate)Corporatestrategicplan事業單位階層(Business)Businessstrategicplan功能單位階層(Marketing)Marketingstrategicplan行銷管理/邱25總公司所要制訂的策略決策（CorporateStrategyDecisions）VisionObjectivesandresourceallocationCorporategrowthstrategiesBusiness-UnitComposition行銷管理/邱26Vision核心價值（Corevalue）Arethesmallsetofguidingprinciplesthatrepresenttheenduringtenetsofanorganization核心目的（Corepurpose）Reflectsthecompany’sreasonforbeingoritsessentialmotivationfordoingwork使命宣言（MissionStatement）Tocommunicatethecorporatevisiontoallinterestparties行銷管理/邱27CORPORATEGROWTHSTRATEGIESProductsSameNewMarketsSameNewMarketPenetrationProductExpansionMarketDevelopmentDiversification3-19行銷管理/邱28ProductMarketGrowth(%)HighLowRelativeMarketShare3-8QuestionMark5.SimpleGrowth-ShareMatrix(Completed)DogCashCowStarHighLow行銷管理/邱29事業單位階層的策略決策（BusinessStrategyDecisions）MarketScopeCompetitiveAdvantageCoststrategyDifferentialstrategyGeneralBu