行销管理授课讲义.PPT

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,2,definitionandtypes,,,Markets,1-2,Markets:allindividualsandorganizationswiththepotentialdesireandabilitytoacquireaparticulargoodorservice.,,TypesofMarketsConsumerMarketsBusiness-to-BusinessMarketsNon-profitMarketsInternalMarkets,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,3thatprovidescustomerutility,,,MarketingCreatesExchange,1-3,Exchange:aprocessfacilitatedbythemarketingfunctioninwhichtwoormorepartiesprovidesomethingofvaluetotheother.,Utility:thewant-satisfyingpotentialofagoodorservice.,FourFundamentalTypes:FormPlaceTimeOwnership,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,4,concept,,,TheMarketing,1-4,,THEMARKETINGCONCEPT,ThePurposeofMarketing,Tounderstandthecustomer’sneedsandwants,Tocreatecustomervaluethroughsatisfactionandquality,Tooperatemoreeffectivelyandefficientlythancompetitors,,,,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,5,process,,,MarketingStrategy,1-5,,,,,Targeting,AnalyzingtheCompetitiveSituation,Positioning,DevelopingtheMarketingMix,,,,,C,1999byPrentice-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,7,intothe21stcentury,,,MarketingThemes,,1-7,BuildingRelationshipsMatchingTechnologyAppreciatingDiversityExtendingGloballyMaintainingEthics,ConnectingwithCustomers:,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,8,types,,,MarketingExchange,1-8,,,,,,PureTransaction,RepeatedTransaction,Relationships,One-timeexchangeofvalue,Preferenceandloyalty,Interactive,ongoing,two-wayconnections,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,9,is,Marketing,1-1,,,TheMarketingMix(The4Ps),ProductPricePromotionPlace,,Combinedwith,TheFirmTargetMarkets,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,10,thatproducequalitygoodsandservices,,,,,CreatesRelationships,OrganizationalSystems,,Satisfaction,,Loyalty,,,UseTechnologytoCreate,,CustomerValue,,Quality,,2-1,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,11,satisfactionandloyalty,,,MarketersStrivefor,2-2,lifetimevalueofacustomertothefirm:theamountofprofitacompanycanexpecttoreapoverthecourseoftherelationship.,customerloyalty:ameasureofhowoftencustomerspurchaseaparticularbrandastheyselectfromaproductclass.,customersatisfaction:customers?positive,neutral,ornegativefeelingsaboutthevaluetheyreceiveasaresultofusingaparticularorganizationofferinginspecificsituations.,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,12,withcustomers,,,CreatingPersonalRelationships,ExhibitEmpathy,DevelopTrust,MaintainCommitment,RewardLoyalty,,,,,2-4,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,13,quality,,,TheNatureof,Quality=thedegreeofexcellencethatproducts/servicesexhibit,SubjectiveAssessments(consumerperceptions)ObjectiveAssessment(industryorbenchmarks),Static(statusquo)Dynamic(continuousimprovement),2-5,,C,1999byPrentice-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AffectsMarketSizeDirectInfluencesonSpecificMarketingActivities環境監視（EnvironmentalScanning）Identifyingrelevantfactorsandtrendsandassessingtheirpotentialimpactonorganization’smarketsandmarketingactivities,行銷管理/邱,15,DevelopingMarketingStrategy,SelectingandAnalyzingaTargetMarketCreatingandMaintainingaMarketingMixProductplacepricepromotion,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PopulationgrowthPopulationDensityUrbanizationAgeStructure家庭結構Doubleincome,Corefamily,Singleparent,行銷管理/邱,18,社會環境(II),文化環境CulturaldiversityChangingrolesEmphasizeonhealthandfitnessDesireforconvenienceConsumerismEnvironmentalismPopularculture,行銷管理/邱,19,經濟環境,IncomeGDPPercapitaincomeDisposableincomeIncomedistributionWealthEconomygrowth,行銷管理/邱,20,政治與法律環境,全球政治環境TowardfreemarketeconomiesFreetradeWTO,EU,NAFTA,APECEmbargoesandsanctionsarestillusedfrequently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,InternetCommunicationTechnologyTransportationTechnologyProductTechnologyVs.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)BargainingpowerofbuyersBargainingpowerofsuppliersSubstitutesPotentialentrantsRivalryAmongexistingfirms,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)VirtualorganizationsRelationshipperspectives,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）,VisionObjectivesandresourceallocationCorporategrowthstrategiesBusiness-UnitComposition,行銷管理/邱,26,Vision,核心價值（Corevalue）Arethesmallsetofguidingprinciplesthatrepresenttheenduringtenetsofanorganization核心目的（Corepurpose）Reflectsthecompany’sreasonforbeingoritsessentialmotivationfordoingwork使命宣言（MissionStatement）Tocommunicatethecorporatevisiontoallinterestparties,行銷管理/邱,27,CORPORATEGROWTHSTRATEGIES,Products,SameNew,,,MarketsSameNew,MarketPenetration,ProductExpansion,MarketDevelopment,Diversification,3-19,行銷管理/邱,28,ProductMarketGrowth(%),High,Low,RelativeMarketShare,3-8,QuestionMark,5.SimpleGrowth-ShareMatrix(Completed),Dog,CashCow,Star,High,Low,行銷管理/邱,29,事業單位階層的策略決策（BusinessStrategyDecisions）,MarketScopeCompetitiveAdvantageCoststrategyDifferentialstrategyGeneralBusinessStrategiesMarketscopeXcompetitivestrategy,行銷管理/邱,30,行銷功能單位決策,行銷環境分析,行銷策略,行銷工具,,,,,環境分析,市場區隔(Segmentation),,大環境分析,產業分析,買者需求分析,,選擇目標市場(TargetMarket),定位(Positioning),,,,,,,產品,定價,通路,推廣,,行銷管理/邱,31,策略計畫的執行（ExecutingStrategicplans）,Cross-FunctionalteamworkMarketingTeamworkCo-MarketingAlliances,行銷管理/邱,32,Cross-Functionalteamwork,Marketing:ToattractandretaincustomersProduction:ToproduceproductsatthelowestcostFinance:TokeepwithinbudgetsAccounting:TostandardizefinancialreportsPurchasing:TopurchaseproductsatlowestcostR&D:TodevelopnewesttechnologyEngineering:Todesignproductspecification,行銷管理/邱,33,types,行銷規劃（MarketPlanning）,4-1,,,,MarketingAspect,TypeofPlanning,Responsibility,Marketingasaphilosophy（哲學）,Marketingasastrategy（策略）,Marketingasatactic（戰術）,Vision（願景）,Strategicmarketingplan（策略行銷計畫）,Marketingmixplans（行銷組合計畫）,Topexecutivesandtopmanagementteam,Marketingexecutiveandothermembersofthestrategicmarketingteam,Managersresponsibleforproduct,price,promotion,andplaceprograms,,,C,1999byPrentice-Hall,Inc.,行銷管理/邱,34,市場區隔與目標市場,定義產品市場選擇區隔基礎定義區隔市場評估各目標市場選擇目標市場決定定位策略並寫下產品概念發展細部的行銷組合,行銷管理/邱,35,產品市場,定義Needsforproductabilitywillingnessauthority注意事項由消費者的NeedsandWants想起替代性寧可大不可小,行銷管理/邱,36,區隔與目標市場選擇,SegmentationSubdividingamarketintosubsetsofcustomerswhobehavesimilarlyHavesimilarneedsHavesimilarcharacteristicsthatrelatetopurchasebehaviorsTargetingSelectingsubset(s)ofcustomersonwhicharebesttofocusresourcesDesignmarketingmixesforthosesegments,7-1,行銷管理/邱,37,Designingamarketingprogram(includingmarketingmix)thatisconsistentwithhowthefirmwantsitsproductsperceiveddistinguishfromotherbrands,7-4,定位（Positioning）,行銷管理/邱,38,有效區隔的條件,MeasurabilityAccessibilitySubstantialnessDurabilityDifferentialresponsiveness,7-5,行銷管理/邱,39,選擇目標市場,大小與成長性市場估計種類MarketpotentialCompanysalespotential競爭分析成本效益分析領先示範特質公司目標與資源相符程度,行銷管理/邱,40,BASESFORSEGMENTATION,,ConsumerMarketing,,,,,UserRelatedDemographicsSocialClassGeographicLifestyles&Psychographics,BehavioralBenefitsUsagePriceBrandSituational,7-12,行銷管理/邱,41,BASESFORSEGMENTATION,Business-to-Business,,,,UserRelatedCustomerSize/LocationBuyingProcessDecisionCriteriaTypeofOrganization,,BehavioralEndUseUsage,7-13,行銷管理/邱,42,ATWO-STAGESEGMENTATIONEXAMPLE,,,,,,,,Stage1InitialSegmentation,Stage2SupplementalSegmentationdescriptors,Managerialdecisions,Usage:Heavyvs.Light,Demographics:Income,education,MediaSelection(e.g.magazines,TVprograms,Lifestyles,AdvertisingContent(e.g.,conservative,Youthfulappeals&messages,7-14,行銷管理/邱,43,TargetMarketingStrategies,,,UndifferentiatedStrategy,,CompanyMix,,DifferentiatedStrategy,,,,MarketingMix1,MarketingMix2,MarketingMix3,,ConcentratedStrategy,,CompanyMarketingMix,,,,,,Segment1,Segment2,Segment3,,,Segment1,Segment2,Segment3,Market,,,,,,7-16,行銷管理/邱,44,決定定位策略並寫下產品概念,定位的步驟IdentifytheattributesDiagramthemostimportantdimensionsonamapLocatethebrandsonthemapIdentifytheidealpositionforbuyersdeterminethefundamentalwaytopositiontheproduct定位(positioning)vs.產品概念(Productconcept),行銷管理/邱,45,產品\品牌概念(ProductConcept),定義problemswhathow,行銷管理/邱,46,產品概念與行銷組合的關係,,,,,,,產品,定價,通路,推廣,產品概念,,,,,行銷管理/邱,47,銷售潛力預估（ESTIMATINGSALESPOTENTIAL）,MarketPotentialMaximumamountofindustrysalespossibleforaproductorserviceforaspecificperiodMarketForecastForthatsameperiodisafunctionofamountofmarketingeffortputforthbyallcompaniescompetinginthemarketSalesPotentialMaximumamountofcompanysalespossibleforaproductorserviceforaspecificperiodSalesForecastAmountthecompanycanexpecttoselloverspecifiedtimeperiod,7-19,行銷管理/邱,48,Purposeevaluateopportunitiesbudgetmarketingeffortscontrolexpendituresassesssubsequentsalesperformances,7-20,DevelopingSalesForecasts,行銷管理/邱,49,QualitativeProceduresBuyersintentionsExpertopinionCompositeofsalesforceestimatesQuantitativeProceduresTrendanalysis(timeseriesanalysis)MarkettestsStatisticaldemandanalysis,7-21,SalesForecastsMethods,行銷管理/邱,50,MICROMARKETING,UltimateTargetMarketingCombinesMultipleInformationSourcesDemographicDescriptorsValues,Preferences,andPurchasingHabitsPinpointsDesiredCustomersHelpsIncreaseMarketingEffectiveness,7-24,行銷管理/邱,51,行銷研究的程序（MARKETINGRESEARCHPROCES51S）,ProblemDefinitionDetermineResearchDesignDetermineDataTypesDetermineDataCollectionMethodsDevelopmentofDataCollectionFormsSampleDesignDataCollection,AnalysisandInterpretation,,行銷管理/邱,52,研究設計（ResearchDesign）,探索性研究敘述性研究因果性研究,行銷管理/邱,53,資料種類（DataTypes）,PrimaryDataSecondaryDataInternalDataCompanyrecordsDatafrommarketingdesignsupportsystemsExternalDataProprietaryCustomresearchSyndicatedservicesNon-ProprietaryPublishedreportsCensusdataPeriodicals,行銷管理/邱,54,FocusGroupTelephoneSurveysMailSurveysPersonalInterviewsMallinterceptsInternetSurveysObservation,6-14,資料收集的方法（DataCollectionMethods）,行銷管理/邱,55,問卷設計注意事項,Double-barreledwordingsLoadedwordingAmbiguouswordingInappropriatevocabularyMissingalternatives,行銷管理/邱,56,抽樣設計（SampleDesign）,ProbabilityProbabilitysamplingSimplerandomsamplingStratifiedsamplingNonprobabilitysamplingSamplingframeTheoutlineorworkingdescriptionofthepopulationusedinthesampleselectionSamplesizeResponseratesCompletion/Completion+refusals+terminations,行銷管理/邱,57,MarketingDecisionSupportSystems(MDSS),AllactivitiesregularlyusedtoprocessandprovidemarketinginformationIncludessoftwareandhardware,行銷管理/邱,58,DatabaseMarketing,Referstocustomer/prospectinformationstoredincomputerwithsoftwaretoprocessinformationAbilitytopullapartandrecombineinformation,行銷管理/邱,59,消費者行為(ConsumerBehavior),定義個人或家庭對於產品的發掘、評估、取得、消費、與去除的行為與決策。影響消費者決策的因素個人因素社會因素情境因素,行銷管理/邱,60,消費者決策過程,問題確認資訊收尋購買可能方案評估決定與購買購買後使用結果評價,行銷管理/邱,61,涉入（Involvement）,定義對於產品的發掘、評估、取得、消費、與去除等行為與決策的關心程度涉入程度（LevelofInvolvement）形成原因經濟風險社會心理風險功能表現風險,行銷管理/邱,62,消費者問題解決,方式RoutinizedresponsebehaviorExtensiveproblemsolvingLimitedproblemsolving與涉入的關係,行銷管理/邱,63,AIETA,Awareness(知曉）Interest（興趣）Evaluation（評估）Trial（試用）Adoption（採用）,行銷管理/邱,64,消費者行為的重要構念,知覺(Perception)學習(Learning)態度(Attitude),行銷管理/邱,65,知覺(Perception),Definition:是一種過程，個人經過這項過程來從環境中選擇、組織及解釋輸入的訊息Procedure暴露注意解釋記憶,行銷管理/邱,66,學習,Definition由過去行為經驗所產生的一種較長期的行為改變學習狀況高涉入-->認知學習(Cognitivelearning)低涉入--->制約(ClassicalConditioning)制約Classicalconditioning（古典制約）Operantconditioning（操作制約）,行銷管理/邱,67,態度組成,情感（Affective）認知（Cognitive）行為（Behavior）,行銷管理/邱,68,態度組成的一致性,認知->情感&行為情感->認知&行為行為->情感&認知,行銷管理/邱,69,AttitudeChangeStrategy,AffectiveComponentclassicalconditioningaffecttowardtheAdMereexposureBehaviorcomponentFreesampleForcedusageCognitiveComponentChangebeliefsaddbeliefsshiftimportance,行銷管理/邱,70,影響消費者決策的個人因素,個人特質(Personality)生活形態(Lifestyles)動機(Motivation),行銷管理/邱,71,Maslow’sHierachyofNeeds,,,,,,,Physiologicalneeds,Safetyneeds,Socialandloveneeds,Self-esteemneeds,Self-actual-izationneeds,Level5,Level4,Level3,Level2,Level1,Food,water,air,Security,protectionfromharm,Acceptance,affection,feelingsofbelonging,friendship,Feelingsofself-worth,success,prestige,Becomingallthatoneiscapableofbeing--self-fulfillment,4-25,行銷管理/邱,72,影響消費者決策的社會因素,文化次文化社會階層人際間影響家庭,行銷管理/邱,73,人際間對消費行為的影響,參考群體某一群人的規範與價值可以影響你的行為Types會員團體(Membership)欲望團體(Associative)避免團體(Disassociative),行銷管理/邱,74,人際間對消費行為的影響路徑,資訊影響(InformationalInfluences)規範影響(Normativeinfluences)價值認同影響(Valueexpressiveinfluences),行銷管理/邱,75,家庭對消費行為的影響,家庭生命週期YoungsinglesNewcouplesFull-nestersYoungchildrenAdolescentsEmptynestersWorkingRetiredSolesurvivors,行銷管理/邱,76,情境因素對消費行為的影響,AnticipatedsituationsGiftgivingSocialoccasionsUnanticipatedoccurrencesTimepressuresUnexpectedexpenseChangeplans,行銷管理/邱,77,消費者滿意與購後失調,消費者滿意(Satisfaction)的決定因素購前期望產品/服務實際表現失驗（Disconfirmation)購後失調(Post-PurchaseDissonance)Isafeelingofuneasinessthatresultswhenthereisaconflictbetweentwoormorebehaviorsorbeliefs,組織（工業）市場,TypeProducermarkets(生產者市場）ResellerMarkets（中間商市場）GovernmentMarkets（政府市場）InstitutionalMarkets（非營利機構市場）,行銷管理/邱,79,8-3,,組織購買者市場與消費者市場之比較,,,特性,組織購買者市場,消費者市場,,買者數目,FewLong-termcontractsandsupplierinvolvementOftenextremelylargeUsuallynearpopulationcentersTechnicallytrainedbuyingagentsfollowpoliciesandconstraints.TendtobuydirectlyfrommanufacturersCommittees,technicalexpertsandmanagementinvolvedindecisions,OftenmillionsManysinglepurchasesUsuallysmallWidelydispersedNontechnicalpurchasingtosatisfypersonalpreferencesIndividuals,householdsmembers,orfriendsandrelatives,,,,,,採購影響,採購方式,地理集中度,採購量,與供應商的關係,,,,C,1999byPrentice-Hall,Inc.,組織（工業）市場採購者特色,Betterinformed,needdetailedinformationMorerationalOrganizationalgoal+personalgoal,組織（工業）市場採購者最重視的因素,PriceQualityService,行銷管理/邱,82,,,組織購買者採購情境與方式,8-8,,,,,,,,,,Type,Description,PeopleInvolved,直接重購（Straightrebuy）,Reorderfromcurrentsupplier,Onepurchasingagent,修正後重購（Modifiedrebuy）,新任務採購（Newtask）,Evaluatealternativesuppliersofpreviouslypurchasedproductsoranew/differentproductfromacurrentsupplier,Purchasingagentplusoneorafewothers,First-timeproductpurchase,Manypeoplefromseveralareasoftheorganization,,C,1999byPrentice-Hall,Inc.,工業產品需求的特性,DeriveddemandInelasticdemandJointdemandDemandfluctuation,工業市場採購決策之參與者,參與者使用者(Users)影響者(Influencers)把關者(Gatekeepers)決定者(Deciders)採購者(Buyers),行銷管理/邱,85,組織購買者市場的連結：供應鏈,8-5,,,Supplychainslinkallorganizationsinvolvedincreatinganddeliveringofaproduct,,,,,,,,,Theautomotivesupplychain:,上游廠商下游廠商,Miningcompany(steelfromore),Upstreamsupplier(fasteners),,Directsupplier(radiators),FordChrystlerToyotaGMNissanHonda(autos),Autodealerships,Rentalagencies,Autopurchasers,Traveler,,,,,,,,C,1999byPrentice-Hall,Inc.,,行銷管理/邱,86,傳統行銷架構的問題,程序導向比較注重交易前的行銷活動缺乏成本觀念缺乏因果的訓練見樹不見林,行銷管理/邱,87,行銷管理/邱,88,整體策略觀點的行銷架構,理論基礎結構交換理論交換之產生乃源自於交換雙方期待該交換行為對自己有利Benefit>CostExchange交易成本理論因為人性的機會主義與環境的複雜與不確定性，造成交易無法很有效率的完成代理成本理論委託人與代理人間的目標不盡相同委託人擔心代理人會不遵守合約，矇騙欺瞞。,行銷管理/邱,89,整體策略觀點的行銷架構主要變數,主要變數外顯單位效益成本買者資訊搜尋成本買者道德危機成本買者專屬陷入成本買者最終總成本概念個別成本的劣勢往往可以借由其他成本優勢來補足,行銷管理/邱,90,外顯單位效益成本,定義買者所需付出的產品取得總成本除以產品所帶給的所有的效益之總和注意事項產品可能是有形的商品或無形服務效益包含有形或無形效益產品取得總成本包含賣價、運費、安裝、服務、手續費等等,行銷管理/邱,91,買者資訊搜尋成本,定義因為買賣雙方對交換標的物不熟悉，因此需投入時間及金錢蒐集資訊以減少交換的資訊不對稱，也就是一個買者在買一個東西之前，為了去了解此一標的物，他勢必得花一段時間、成本來搜集資訊，同樣的，對賣方而言，也必需花一些搜尋成本來尋找適當的買方,行銷管理/邱,92,買者道德危機成本,定義此成本指的是產品是否真正能表現得像廠商在交換完成前所宣稱的功能其中所談的，也是說就算交易之前買賣雙方對交易標的物都已經十分清楚的來從事交易，但交易之後，賣方是否能夠遵守原先承諾的功能、規格，而