行銷管理授課講義

營(yíng)銷管理/邱1營(yíng)銷管理授課講義

營(yíng)銷管理/邱2definitionandtypesMarkets1-2Markets:allindividualsandorganizationswiththepotentialdesireandabilitytoacquireaparticulargoodorservice.TypesofMarketsConsumerMarketsBusiness-to-BusinessMarketsNon-profitMarketsInternalMarketsC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱3thatprovidescustomerutilityMarketingCreatesExchange1-3Exchange:aprocessfacilitatedbythemarketingfunctioninwhichtwoormorepartiesprovidesomethingofvaluetotheother.Utility:thewant-satisfyingpotentialofagoodorservice.FourFundamentalTypes:FormPlaceTimeOwnershipC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱4conceptTheMarketing1-4THEMARKETINGCONCEPTThePurposeofMarketingTounderstandthecustomer’sneedsandwantsTocreatecustomervaluethroughsatisfactionandqualityTooperatemoreeffectivelyandefficientlythancompetitorsC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱5processMarketingStrategy1-5TargetingAnalyzingtheCompetitiveSituationPositioningDevelopingtheMarketingMixC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱6生產(chǎn)、銷售與營(yíng)銷導(dǎo)向觀念：生產(chǎn)導(dǎo)向觀念銷售導(dǎo)向觀念營(yíng)銷導(dǎo)向觀念把產(chǎn)品做到最好，就能順利賣出產(chǎn)品有一群人銷售力強(qiáng)的銷售人員，無(wú)論任何產(chǎn)品皆能順利賣出以買者需求為發(fā)展任何產(chǎn)品的基礎(chǔ)營(yíng)銷管理/邱7intothe21stcenturyMarketingThemes1-7

BuildingRelationshipsMatchingTechnologyAppreciatingDiversityExtendingGloballyMaintainingEthicsConnectingwithCustomers:C1999byPrentice-Hall,Inc.營(yíng)銷管理/邱8typesMarketingExchange1-8PureTransactionRepeatedTransactionRelationshipsOne-timeexchangeofvaluePreferenceandloyaltyInteractive,ongoing,two-wayconnectionsC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱9isMarketing1-1TheMarketingMix(The4Ps)

ProductPricePromotionPlaceCombinedwithTheFirmTargetMarketsC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱10thatproducequalitygoodsandservicesCreatesRelationshipsOrganizationalSystemsSatisfactionLoyaltyUseTechnologytoCreateCustomerValueQuality2-1C1999byPrentice-Hall,Inc.營(yíng)銷管理/邱11satisfactionandloyaltyMarketersStrivefor2-2lifetimevalueofacustomertothefirm:theamountofprofitacompanycanexpecttoreapoverthecourseoftherelationship.customerloyalty:ameasureofhowoftencustomerspurchaseaparticularbrandastheyselectfromaproductclass.customersatisfaction:customers?positive,neutral,ornegativefeelingsaboutthevaluetheyreceiveasaresultofusingaparticularorganizationofferinginspecificsituations.C1999byPrentice-Hall,Inc.營(yíng)銷管理/邱12withcustomersCreatingPersonalRelationshipsExhibitEmpathyDevelopTrustMaintainCommitmentRewardLoyalty2-4C1999byPrentice-Hall,Inc.營(yíng)銷管理/邱13qualityTheNatureofQuality=thedegreeofexcellencethatproducts/servicesexhibitSubjectiveAssessments(consumerperceptions)

ObjectiveAssessment(industryorbenchmarks)Static(statusquo)Dynamic(continuousimprovement)2-5C1999byPrentice-Hall,Inc.營(yíng)銷管理/邱14營(yíng)銷環(huán)境概論環(huán)境產(chǎn)生市場(chǎng)機(jī)會(huì)與威脅AffectsMarketSizeDirectInfluencesonSpecificMarketingActivities環(huán)境監(jiān)視（EnvironmentalScanning）Identifyingrelevantfactorsandtrendsandassessingtheirpotentialimpactonorganization’smarketsandmarketingactivities營(yíng)銷管理/邱15DevelopingMarketingStrategySelectingandAnalyzingaTargetMarketCreatingandMaintainingaMarketingMixProductplacepricepromotion營(yíng)銷管理/邱16營(yíng)銷所面對(duì)的大環(huán)境社會(huì)環(huán)境人口統(tǒng)計(jì)環(huán)境文化環(huán)境經(jīng)濟(jì)環(huán)境政治與法律環(huán)境技術(shù)環(huán)境競(jìng)爭(zhēng)環(huán)境機(jī)構(gòu)環(huán)境營(yíng)銷管理/邱17社會(huì)環(huán)境(I)人口統(tǒng)計(jì)環(huán)境PopulationgrowthPopulationDensityUrbanizationAgeStructure家庭結(jié)構(gòu)Doubleincome,Corefamily,Singleparent營(yíng)銷管理/邱18社會(huì)環(huán)境(II)文化環(huán)境CulturaldiversityChangingrolesEmphasizeonhealthandfitnessDesireforconvenienceConsumerismEnvironmentalismPopularculture營(yíng)銷管理/邱19經(jīng)濟(jì)環(huán)境IncomeGDPPercapitaincomeDisposableincomeIncomedistributionWealthEconomygrowth營(yíng)銷管理/邱20政治與法律環(huán)境全球政治環(huán)境TowardfreemarketeconomiesFreetradeWTO,EU,NAFTA,APECEmbargoesandsanctionsarestillusedfrequently法律環(huán)境公平交易法限制競(jìng)爭(zhēng)行為不公平競(jìng)爭(zhēng)行為不當(dāng)多層次傳銷消費(fèi)者保護(hù)法食品衛(wèi)生相關(guān)法律營(yíng)銷管理/邱21技術(shù)環(huán)境InternetCommunicationTechnologyTransportationTechnologyProductTechnologyVs.ProcessTechnology營(yíng)銷管理/邱22競(jìng)爭(zhēng)環(huán)境品牌競(jìng)爭(zhēng)者產(chǎn)品競(jìng)爭(zhēng)者競(jìng)爭(zhēng)的五個(gè)來(lái)源(Porter1980)BargainingpowerofbuyersBargainingpowerofsuppliersSubstitutesPotentialentrantsRivalryAmongexistingfirms營(yíng)銷管理/邱23機(jī)構(gòu)環(huán)境定義Consistofalltheorganizationsinvolvedinmarketingproductsandservices包含Marketingresearchfirms,advertisingagencies,wholesalers,retailers,suppliers,andcustomers趨勢(shì)Downsizing(outsourcing)Consolidation(forEOS)VirtualorganizationsRelationshipperspectives營(yíng)銷管理/邱24策略計(jì)劃（TheStrategicPlanning）組織階層（OrganizationalLevels）總公司階層(Corporate)Corporatestrategicplan事業(yè)單位階層(Business)Businessstrategicplan功能單位階層(Marketing)Marketingstrategicplan營(yíng)銷管理/邱25總公司所要制訂的策略決策（CorporateStrategyDecisions）VisionObjectivesandresourceallocationCorporategrowthstrategiesBusiness-UnitComposition營(yíng)銷管理/邱26Vision核心價(jià)值（Corevalue）Arethesmallsetofguidingprinciplesthatrepresenttheenduringtenetsofanorganization核心目的（Corepurpose）Reflectsthecompany’sreasonforbeingoritsessentialmotivationfordoingwork使命宣言（MissionStatement）Tocommunicatethecorporatevisiontoallinterestparties營(yíng)銷管理/邱27

CORPORATEGROWTHSTRATEGIESProductsSame NewMarketsSameNewMarket PenetrationProductExpansionMarketDevelopmentDiversification3-19營(yíng)銷管理/邱28ProductMarketGrowth(%)HighLowRelativeMarketShare3-8QuestionMark5.SimpleGrowth-ShareMatrix(Completed)DogCashCowStarHighLow營(yíng)銷管理/邱29事業(yè)單位階層的策略決策（BusinessStrategyDecisions）MarketScopeCompetitiveAdvantageCoststrategyDifferentialstrategyGeneralBusinessStrategiesMarketscopeXcompetitivestrategy營(yíng)銷管理/邱30營(yíng)銷功能單位決策行銷環(huán)境分析行銷策略行銷工具環(huán)境分析市場(chǎng)區(qū)隔(Segmentation)大環(huán)境分析產(chǎn)業(yè)分析買者需求分析選擇目標(biāo)市場(chǎng)(TargetMarket)定位(Positioning)產(chǎn)品定價(jià)通路推廣營(yíng)銷管理/邱31策略計(jì)劃的執(zhí)行（ExecutingStrategicplans）Cross-FunctionalteamworkMarketingTeamworkCo-MarketingAlliances營(yíng)銷管理/邱32Cross-FunctionalteamworkMarketing:ToattractandretaincustomersProduction:ToproduceproductsatthelowestcostFinance:TokeepwithinbudgetsAccounting:TostandardizefinancialreportsPurchasing:TopurchaseproductsatlowestcostR&D:TodevelopnewesttechnologyEngineering:Todesignproductspecification營(yíng)銷管理/邱33types營(yíng)銷規(guī)劃（MarketPlanning）4-1MarketingAspectTypeofPlanningResponsibilityMarketingasaphilosophy（哲學(xué)）Marketingasastrategy（策略）Marketingasatactic（戰(zhàn)術(shù)）Vision（愿景）Strategicmarketingplan（策略營(yíng)銷計(jì)劃）Marketingmixplans（營(yíng)銷組合計(jì)劃）TopexecutivesandtopmanagementteamMarketingexecutiveandothermembersofthestrategicmarketingteamManagersresponsibleforproduct,price,promotion,andplaceprogramsC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱34市場(chǎng)區(qū)隔與目標(biāo)市場(chǎng)定義產(chǎn)品市場(chǎng)選擇區(qū)隔基礎(chǔ)定義區(qū)隔市場(chǎng)評(píng)估各目標(biāo)市場(chǎng)選擇目標(biāo)市場(chǎng)決定定位策略并寫(xiě)下產(chǎn)品概念發(fā)展細(xì)部的營(yíng)銷組合營(yíng)銷管理/邱35產(chǎn)品市場(chǎng)定義Needsforproductabilitywillingnessauthority注意事項(xiàng)由消費(fèi)者的NeedsandWants想起替代性寧可大不可小營(yíng)銷管理/邱36區(qū)隔與目標(biāo)市場(chǎng)選擇SegmentationSubdividingamarketintosubsetsofcustomerswhobehavesimilarlyHavesimilarneedsHavesimilarcharacteristicsthatrelatetopurchasebehaviorsTargetingSelectingsubset(s)ofcustomersonwhicharebesttofocusresourcesDesignmarketingmixesforthosesegments7-1營(yíng)銷管理/邱37Designingamarketingprogram(includingmarketingmix)thatisconsistentwithhowthefirmwantsitsproductsperceiveddistinguishfromotherbrands7-4定位（Positioning）營(yíng)銷管理/邱38有效區(qū)隔的條件MeasurabilityAccessibilitySubstantialnessDurabilityDifferentialresponsiveness7-5營(yíng)銷管理/邱39選擇目標(biāo)市場(chǎng)大小與成長(zhǎng)性市場(chǎng)估計(jì)種類MarketpotentialCompanysalespotential競(jìng)爭(zhēng)分析成本效益分析領(lǐng)先示范特質(zhì)公司目標(biāo)與資源相符程度營(yíng)銷管理/邱40BASESFORSEGMENTATION

ConsumerMarketingUserRelatedDemographicsSocialClassGeographicLifestyles&PsychographicsBehavioralBenefitsUsagePriceBrandSituational7-12營(yíng)銷管理/邱41BASESFORSEGMENTATIONBusiness-to-BusinessUserRelatedCustomerSize/LocationBuyingProcessDecisionCriteriaTypeofOrganizationBehavioralEndUseUsage7-13營(yíng)銷管理/邱42ATWO-STAGESEGMENTATION EXAMPLEStage1InitialSegmentationStage2SupplementalSegmentationdescriptorsManagerialdecisionsUsage:Heavyvs.LightDemographics:Income,educationMediaSelection(e.g.magazines,TVprogramsLifestylesAdvertisingContent(e.g.,conservative,Youthfulappeals&messages7-14營(yíng)銷管理/邱43TargetMarketingStrategies

UndifferentiatedStrategyCompanyMixDifferentiatedStrategyMarketingMix1MarketingMix2MarketingMix3ConcentratedStrategyCompanyMarketingMixSegment1Segment2Segment3Segment1Segment2Segment3Market7-16營(yíng)銷管理/邱44決定定位策略并寫(xiě)下產(chǎn)品概念定位的步驟IdentifytheattributesDiagramthemostimportantdimensionsonamapLocatethebrandsonthemapIdentifytheidealpositionforbuyersdeterminethefundamentalwaytopositiontheproduct定位(positioning)vs.產(chǎn)品概念(Productconcept)營(yíng)銷管理/邱45產(chǎn)品\品牌概念(ProductConcept)定義problemswhathow營(yíng)銷管理/邱46產(chǎn)品概念與營(yíng)銷組合的關(guān)系產(chǎn)品定價(jià)通路推廣產(chǎn)品概念營(yíng)銷管理/邱47銷售潛力預(yù)估（ESTIMATINGSALESPOTENTIAL） MarketPotentialMaximumamountofindustrysalespossibleforaproductorserviceforaspecificperiodMarketForecastForthatsameperiodisafunctionofamountofmarketingeffortputforthbyallcompaniescompetinginthemarketSalesPotentialMaximumamountofcompanysalespossibleforaproductorserviceforaspecificperiodSalesForecastAmountthecompanycanexpecttoselloverspecifiedtimeperiod7-19營(yíng)銷管理/邱48Purposeevaluateopportunitiesbudgetmarketingeffortscontrolexpendituresassesssubsequentsalesperformances7-20DevelopingSalesForecasts營(yíng)銷管理/邱49QualitativeProceduresBuyersintentionsExpertopinionCompositeofsalesforceestimatesQuantitativeProceduresTrendanalysis(timeseriesanalysis)MarkettestsStatisticaldemandanalysis7-21SalesForecastsMethods營(yíng)銷管理/邱50MICROMARKETINGUltimateTargetMarketingCombinesMultipleInformationSourcesDemographicDescriptorsValues,Preferences,andPurchasingHabitsPinpointsDesiredCustomersHelpsIncreaseMarketingEffectiveness7-24營(yíng)銷管理/邱51營(yíng)銷研究的程序（MARKETINGRESEARCHPROCES51S）ProblemDefinitionDetermineResearchDesignDetermineDataTypesDetermineDataCollectionMethodsDevelopmentofDataCollectionFormsSampleDesignDataCollection,AnalysisandInterpretation營(yíng)銷管理/邱52研究設(shè)計(jì)（ResearchDesign）探索性研究敘述性研究因果性研究營(yíng)銷管理/邱53資料種類（DataTypes）PrimaryDataSecondaryDataInternalDataCompanyrecordsDatafrommarketingdesignsupportsystemsExternalDataProprietaryCustomresearchSyndicatedservicesNon-ProprietaryPublishedreportsCensusdataPeriodicals 營(yíng)銷管理/邱54FocusGroupTelephoneSurveysMailSurveysPersonalInterviewsMallinterceptsInternetSurveysObservation6-14數(shù)據(jù)收集的方法（DataCollectionMethods）營(yíng)銷管理/邱55問(wèn)卷設(shè)計(jì)注意事項(xiàng)Double-barreledwordingsLoadedwordingAmbiguouswordingInappropriatevocabularyMissingalternatives營(yíng)銷管理/邱56抽樣設(shè)計(jì)（SampleDesign）ProbabilityProbabilitysamplingSimplerandomsamplingStratifiedsamplingNonprobabilitysamplingSamplingframeTheoutlineorworkingdescriptionofthepopulationusedinthesampleselectionSamplesizeResponseratesCompletion/Completion+refusals+terminations營(yíng)銷管理/邱57MarketingDecisionSupportSystems(MDSS)

AllactivitiesregularlyusedtoprocessandprovidemarketinginformationIncludessoftwareandhardware營(yíng)銷管理/邱58DatabaseMarketingReferstocustomer/prospectinformationstoredincomputerwithsoftwaretoprocessinformationAbilitytopullapartandrecombineinformation營(yíng)銷管理/邱59消費(fèi)者行為(ConsumerBehavior)定義個(gè)人或家庭對(duì)于產(chǎn)品的發(fā)掘、評(píng)估、取得、消費(fèi)、與去除的行為與決策。影響消費(fèi)者決策的因素個(gè)人因素社會(huì)因素情境因素營(yíng)銷管理/邱60消費(fèi)者決策過(guò)程問(wèn)題確認(rèn)資訊收尋購(gòu)買可能方案評(píng)估決定與購(gòu)買購(gòu)買后使用結(jié)果評(píng)價(jià)營(yíng)銷管理/邱61涉入（Involvement）定義對(duì)于產(chǎn)品的發(fā)掘、評(píng)估、取得、消費(fèi)、與去除等行為與決策的關(guān)心程度涉入程度（LevelofInvolvement）形成原因經(jīng)濟(jì)風(fēng)險(xiǎn)社會(huì)心理風(fēng)險(xiǎn)菜單現(xiàn)風(fēng)險(xiǎn)營(yíng)銷管理/邱62消費(fèi)者問(wèn)題解決方式RoutinizedresponsebehaviorExtensiveproblemsolvingLimitedproblemsolving與涉入的關(guān)系營(yíng)銷管理/邱63AIETAAwareness(知曉）Interest（興趣）Evaluation（評(píng)估）Trial（試用）Adoption（采用）營(yíng)銷管理/邱64消費(fèi)者行為的重要構(gòu)念知覺(jué)(Perception)學(xué)習(xí)(Learning)態(tài)度(Attitude)營(yíng)銷管理/邱65知覺(jué)(Perception)Definition:

是一種過(guò)程，個(gè)人經(jīng)過(guò)這項(xiàng)過(guò)程來(lái)從環(huán)境中選擇、組織及解釋輸入的訊息Procedure暴露注意解釋記憶營(yíng)銷管理/邱66學(xué)習(xí)Definition由過(guò)去行為經(jīng)驗(yàn)所產(chǎn)生的一種較長(zhǎng)期的行為改變學(xué)習(xí)狀況高涉入-->認(rèn)知學(xué)習(xí)(Cognitivelearning)低涉入--->制約(ClassicalConditioning)制約Classicalconditioning（古典制約）Operantconditioning（操作制約）營(yíng)銷管理/邱67態(tài)度組成情感（Affective）認(rèn)知（Cognitive）行為（Behavior）營(yíng)銷管理/邱68態(tài)度組成的一致性認(rèn)知->情感&行為情感->認(rèn)知&行為行為->情感&認(rèn)知營(yíng)銷管理/邱69AttitudeChangeStrategyAffectiveComponentclassicalconditioningaffecttowardtheAdMereexposureBehaviorcomponentFreesampleForcedusageCognitiveComponentChangebeliefsaddbeliefsshiftimportance營(yíng)銷管理/邱70影響消費(fèi)者決策的個(gè)人因素個(gè)人特質(zhì)(Personality)生活形態(tài)(Lifestyles)動(dòng)機(jī)(Motivation)營(yíng)銷管理/邱71Maslow’sHierachyofNeeds

PhysiologicalneedsSafetyneedsSocialandloveneedsSelf-esteemneedsSelf-actual-izationneedsLevel5Level4Level3Level2Level1Food,water,airSecurity,protectionfromharmAcceptance,affection,feelingsofbelonging,friendshipFeelingsofself-worth,success,prestigeBecomingallthatoneiscapableofbeing--self-fulfillment4-25營(yíng)銷管理/邱72影響消費(fèi)者決策的社會(huì)因素文化次文化社會(huì)階層人際間影響家庭營(yíng)銷管理/邱73人際間對(duì)消費(fèi)行為的影響參考群體某一群人的規(guī)范與價(jià)值可以影響你的行為T(mén)ypes會(huì)員團(tuán)體(Membership)欲望團(tuán)體(Associative)避免團(tuán)體(Disassociative)營(yíng)銷管理/邱74人際間對(duì)消費(fèi)行為的影響路徑信息影響(InformationalInfluences)規(guī)范影響(Normativeinfluences)價(jià)值認(rèn)同影響(Valueexpressiveinfluences)營(yíng)銷管理/邱75家庭對(duì)消費(fèi)行為的影響家庭生命周期YoungsinglesNewcouplesFull-nestersYoungchildrenAdolescentsEmptynestersWorkingRetiredSolesurvivors營(yíng)銷管理/邱76情境因素對(duì)消費(fèi)行為的影響AnticipatedsituationsGiftgivingSocialoccasionsUnanticipatedoccurrencesTimepressuresUnexpectedexpenseChangeplans營(yíng)銷管理/邱77消費(fèi)者滿意與購(gòu)后失調(diào)消費(fèi)者滿意(Satisfaction)的決定因素購(gòu)前期望產(chǎn)品/服務(wù)實(shí)際表現(xiàn)失驗(yàn)（Disconfirmation)購(gòu)后失調(diào)(Post-PurchaseDissonance)Isafeelingofuneasinessthatresultswhenthereisaconflictbetweentwoormorebehaviorsorbeliefs組織（工業(yè)）市場(chǎng)TypeProducermarkets(生產(chǎn)者市場(chǎng)）ResellerMarkets（中間商市場(chǎng)）GovernmentMarkets（政府市場(chǎng)）InstitutionalMarkets（非營(yíng)利機(jī)構(gòu)市場(chǎng)）營(yíng)銷管理/邱798-3組織購(gòu)買者市場(chǎng)與消費(fèi)者市場(chǎng)之比較特性組織購(gòu)買者市場(chǎng)消費(fèi)者市場(chǎng)買者數(shù)目FewLong-termcontractsandsupplierinvolvementOftenextremelylargeUsuallynearpopulationcenters Technicallytrainedbuyingagentsfollowpoliciesandconstraints.Tendtobuydirectlyfrommanufacturers Committees,technicalexpertsandmanagementinvolvedindecisionsOftenmillions Manysinglepurchases UsuallysmallWidelydispersed Nontechnicalpurchasingtosatisfypersonalpreferences Individuals,householdsmembers,orfriendsandrelatives采購(gòu)影響采購(gòu)方式地理集中度采購(gòu)量與供貨商的關(guān)系C1999byPrentice-Hall,Inc.組織（工業(yè)）市場(chǎng)采購(gòu)者特色Betterinformed,needdetailedinformationMorerationalOrganizationalgoal+personalgoal組織（工業(yè)）市場(chǎng)采購(gòu)者最重視的因素PriceQualityService營(yíng)銷管理/邱82組織購(gòu)買者采購(gòu)情境與方式8-8TypeDescriptionPeopleInvolved直接重購(gòu)（Straightrebuy）ReorderfromcurrentsupplierOnepurchasingagent修正后重購(gòu)（Modifiedrebuy）新任務(wù)采購(gòu)（Newtask）Evaluatealternativesuppliersofpreviouslypurchasedproductsoranew/differentproductfromacurrentsupplierPurchasingagentplusoneorafewothersFirst-timeproductpurchaseManypeoplefromseveralareasoftheorganizationC1999byPrentice-Hall,Inc.工業(yè)產(chǎn)品需求的特性DeriveddemandInelasticdemandJointdemandDemandfluctuation工業(yè)市場(chǎng)采購(gòu)決策之參與者參與者使用者(Users)影響者(Influencers)把關(guān)者(Gatekeepers)決定者(Deciders)采購(gòu)者(Buyers)營(yíng)銷管理/邱85組織購(gòu)買者市場(chǎng)的鏈接：供應(yīng)鏈8-5SupplychainslinkallorganizationsinvolvedincreatinganddeliveringofaproductTheautomotivesupplychain:上游廠商下游廠商Miningcompany(steelfromore)Upstreamsupplier(fasteners)Directsupplier(radiators)FordChrystlerToyotaGMNissanHonda(autos)AutodealershipsRentalagenciesAutopurchasersTravelerC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱86傳統(tǒng)營(yíng)銷架構(gòu)的問(wèn)題程序?qū)虮容^注重交易前的營(yíng)銷活動(dòng)缺乏成本觀念缺乏因果的訓(xùn)練見(jiàn)樹(shù)不見(jiàn)林營(yíng)銷管理/邱87營(yíng)銷管理/邱88整體策略觀點(diǎn)的營(yíng)銷架構(gòu)理論基礎(chǔ)結(jié)構(gòu)交換理論交換之產(chǎn)生乃源自于交換雙方期待該交換行為對(duì)自己有利Benefit>CostExchange交易成本理論因?yàn)槿诵缘臋C(jī)會(huì)主義與環(huán)境的復(fù)雜與不確定性，造成交易無(wú)法很有效率的完成代理成本理論委托人與代理人間的目標(biāo)不盡相同委托人擔(dān)心代理人會(huì)不遵守合約，蒙騙欺瞞。營(yíng)銷管理/邱89整體策略觀點(diǎn)的營(yíng)銷架構(gòu)主要變量主要變量外顯單位效益成本買者信息搜尋成本買者道德危機(jī)成本買者專屬陷入成本買者最終總成本概念個(gè)別成本的劣勢(shì)往往可以借由其他成本優(yōu)勢(shì)來(lái)補(bǔ)足營(yíng)銷管理/邱90外顯單位效益成本定義買者所需付出的產(chǎn)品取得總成本除以產(chǎn)品所帶給的所有的效益之總和注意事項(xiàng)產(chǎn)品可能是有形的商品或無(wú)形服務(wù)效益包含有形或無(wú)形效益產(chǎn)品取得總成本包含賣價(jià)、運(yùn)費(fèi)、安裝、服務(wù)、手續(xù)費(fèi)等等營(yíng)銷管理/邱91買者信息搜尋成本定義因?yàn)橘I賣雙方對(duì)交換目標(biāo)物不熟悉，因此需投入時(shí)間及金錢(qián)搜集信息以減少交換的信息不對(duì)稱，也就是一個(gè)買者在買一個(gè)東西之前，為了去了解此一目標(biāo)物，他勢(shì)必得花一段時(shí)間、成本來(lái)搜集信息，同樣的，對(duì)賣方而言，也必需花一些搜尋成本來(lái)尋找適當(dāng)?shù)馁I方營(yíng)銷管理/邱92買者道德危機(jī)成本定義此成本指的是產(chǎn)品是否真正能表現(xiàn)得像廠商在交換完成前所宣稱的功能其中所談的，也是說(shuō)就算交易之前買賣雙方對(duì)交易目標(biāo)物都已經(jīng)十分清楚的來(lái)從事交易，但交易之后，賣方是否能夠遵守原先承諾的功能、規(guī)格，而買方是否能夠在交易后提供原先所承諾付出之物營(yíng)銷管理/邱93買者專屬陷入成本定義買賣雙方怕因?yàn)榻灰椎男纬珊螽a(chǎn)生的專屬資產(chǎn)的成本，專屬資產(chǎn)是指交易的形成后買賣雙方因?yàn)榇岁P(guān)系所產(chǎn)生的特有的無(wú)形知識(shí)或有形資產(chǎn)，當(dāng)此特定的買賣雙方交易不存在時(shí)，此特有的無(wú)形知識(shí)或有形資產(chǎn)的價(jià)值將消失，因此，為保持專屬資產(chǎn)的價(jià)值性，買賣雙方繼續(xù)交易營(yíng)銷管理/邱94業(yè)界常用專屬資產(chǎn)的方法專屬資產(chǎn)業(yè)界常用的方法特有的使用知識(shí)的專屬資產(chǎn)公司特有的產(chǎn)品使用方法、公司特有軟件、公司特有產(chǎn)品系列分法與使用方法、公司特有互補(bǔ)品使用方法、特有使用專利權(quán)特有的實(shí)體設(shè)備的專屬資產(chǎn)系統(tǒng)DIY產(chǎn)品、特有耗材、特有公司規(guī)格、特有信息系統(tǒng)結(jié)合、特有配方、特有設(shè)備專利、特有軟件忠誠(chéng)客戶的優(yōu)惠專屬資產(chǎn)里程數(shù)累積優(yōu)惠、集點(diǎn)紅利、累計(jì)金額優(yōu)惠、紅標(biāo)與綠目標(biāo)定價(jià)策略無(wú)形的專屬資產(chǎn)特有信用資產(chǎn)、特有買者知識(shí)、特有人際關(guān)系、特有溝通效率、特有生活依歸心理層面的認(rèn)同專屬資產(chǎn)特有的品牌經(jīng)驗(yàn)、特有的品牌回憶、特有品牌心理意義特有無(wú)形社會(huì)壓力的專屬資產(chǎn)品牌特有群體壓力、特有意見(jiàn)領(lǐng)袖吸引力營(yíng)銷管理/邱95Exercise（I）假若有一家臺(tái)灣工具機(jī)的廠商，要到海外市場(chǎng)把它所生產(chǎn)的工具機(jī)賣給國(guó)外生產(chǎn)廠商成為它們生產(chǎn)工具機(jī)，該家公司的主要競(jìng)爭(zhēng)者來(lái)自美國(guó)、德國(guó)、及日本等國(guó)際大廠。經(jīng)過(guò)實(shí)際產(chǎn)品測(cè)試，該公司發(fā)現(xiàn)他們的工具機(jī)比競(jìng)爭(zhēng)對(duì)手在功能上是相當(dāng)?shù)?，最重要的是，該公司工具機(jī)的價(jià)格比主要競(jìng)爭(zhēng)對(duì)手還低上兩至三成。該家公司是剛成立的，知名度低，有用過(guò)該公司產(chǎn)品的廠商不多。請(qǐng)問(wèn)該公司營(yíng)銷的重點(diǎn)應(yīng)在哪里？在美國(guó)與在中國(guó)大陸銷售，有何不同？營(yíng)銷管理/邱96Exercise(II)有一家新銀行想要以比較低的貸款利率來(lái)為了爭(zhēng)取一家大公司向它們借錢(qián)，經(jīng)過(guò)幾番游說(shuō)之后，這家大公司還是不愿意取消與目前往來(lái)銀行的借貸關(guān)系，轉(zhuǎn)而向該銀行借錢(qián)，假設(shè)該銀行的貸款利率真的比競(jìng)爭(zhēng)銀行的利率低了好幾碼。請(qǐng)問(wèn)此交易的問(wèn)題可能出在哪里？該銀行營(yíng)銷的重點(diǎn)應(yīng)在哪里？營(yíng)銷管理/邱974C分析架構(gòu)的注意事項(xiàng)4C是買者主觀的知覺(jué)成本，買者本身并不一定可以理性的將各成本明確分別但廠商必須清楚分析可能的成本來(lái)源，以便制訂對(duì)癥下藥的營(yíng)銷工具與策略產(chǎn)業(yè)、情境、產(chǎn)品的不同皆會(huì)影響四個(gè)C對(duì)一個(gè)交換的重要性不同四個(gè)C對(duì)交換成敗的影響重要程度會(huì)因外部環(huán)境因素的不同而不同營(yíng)銷管理/邱984C分析架構(gòu)的特性4C態(tài)勢(shì)是長(zhǎng)期動(dòng)態(tài)的4C分析提供短期交換問(wèn)題分析架構(gòu)4C分析具有長(zhǎng)期策略觀點(diǎn)4C間有可能有交互影響4C幫助解釋傳統(tǒng)營(yíng)銷程序的原因營(yíng)銷管理/邱99產(chǎn)品（Product）定義Anidea,physicalgood,serviceorsomecombinationofthesethreethatisanelementofexchangetosatisfyindividualorbusinessobjectives.”類型實(shí)體商品（GOODS）服務(wù)（SERVICES）8-1營(yíng)銷管理/邱100實(shí)體商品（GOODS）與服務(wù)（SERVICES）的連續(xù)帶Puretangiblegoodsoap,toothpasteTangiblegoodwithaccompanyingservicesautomobiles,computersBalancedrestaurantsMajorserviceswithminorgoodsairlineservicesincludefoodanddrink,autoservicePureServicehaircut,psychotherapy8-2營(yíng)銷管理/邱101服務(wù)的特性（CHARACTERISTICSOFSERVICES）

Intangiblenon-sensory:AssociatewithsomethingTangiblePerishablecannotbestored:Off-season’spriceInseparabilityunabletobeproduced,thenstored:TrainingofcontactpersonVariabilitydifficulttostandardize:Standardizedprocedure8-4營(yíng)銷管理/邱102

消費(fèi)性產(chǎn)品（CONSUMERPRODUCTS）VS商業(yè)性產(chǎn)品（BusinessProducts）消費(fèi)性產(chǎn)品（ConsumerProducts）PurchasedbyconsumersforpersonaluseConvenienceShoppingSpecialty商業(yè)性產(chǎn)品（BusinessProducts）PurchasedbyvarioustypesofbusinessesCapitalProductionComponent/subassemblies8-5營(yíng)銷管理/邱103組織市場(chǎng)產(chǎn)品分類9-4資本財(cái)CAPITALPRODUCTS生產(chǎn)財(cái)PRODUCTIONPRODUCTS零組件、耗材、及生產(chǎn)服務(wù)COMPONENTS&SUBASSEMBLIESInstallations:officebuildings,factories,stores,distributioncentersEquipment:drills,computers,desks,robots,lifts,trucks,airplanesRawMaterials:crudeoil,sand,gas,water,wheat,cornProcessedmaterials:refinedoil,steel,plastic,aluminumOperationsproducts:brakes,transmissions,computerchips,switches,lights, cordsOperationsservices:consulting,accounting,wasteremoval,employeefoodservicesOperatingsupplies:paper,pens,filefolders,cleaningproductsC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱104產(chǎn)品的三個(gè)層面核心產(chǎn)品(CoreProducts)基本的功能與利益品牌化產(chǎn)品(BrandedProducts)包裝、造型、特性、質(zhì)量、與品牌名稱擴(kuò)大產(chǎn)品(AugmentedProducts)安裝、運(yùn)送、保證、維修與服務(wù)、采購(gòu)條款與信用、退回與資源回收品牌命名注意事項(xiàng)ShortSimpleDistinctiveMeaningfulEaseofpronunciation無(wú)不好的聯(lián)想法律因素營(yíng)銷管理/邱106品牌的重要性CONSUMERVIEWPOINTFacilitateBuyingPsychologicalBenefitsMARKETER’SVIEWPOINTBrandIdentity:Brand/productconcept8-10營(yíng)銷管理/邱107品牌建立程序BrandAwareness–recallBrandImage–impression,accurateideasofthebrand’sadvantagesandpositiveimpressionBrandLoyalty–normallypurchaseBrandEquity--value營(yíng)銷管理/邱108品牌權(quán)益（BRANDEQUITY）定義Valuethatbrandhasinmarketplaceduetoreputationandgoodwill是來(lái)自于BrandloyaltyamongconsumersBrandawareness,perceivedqualityStrongbrandassociationsAssetssuchaspatents,trademarks,andchannelrelationships品牌權(quán)益的好處HigherpricestobechangedEnablesleveragewithdistributorsFacilitatestheintroductionofextensionandbrandextensions8-12營(yíng)銷管理/邱109品牌名稱的種類TypesGenericsIndividualFamilyManufacturerbrand(NationalbrandorRegionalbrand)Private(Distributorbrand,Storebrand)HybridAlternativetoDevelopingBrandName授權(quán)（Licensing）品牌結(jié)盟（Co-Branding）營(yíng)銷管理/邱110品牌策略9-6Generic:nobrandnameused.Individual:uniquebrandnameforeachmajorproductorline.Family:umbrellanamecoversallproductsintheline.Manufacturer(National)brandnamesynonymouswiththeowner.Private(labels):brandnameappliedtosupplierproductbywholesalerorretailer.Hybrid:twoormoreapproachesareusedC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱111useBrandStrategy9-7Generic:

農(nóng)產(chǎn)品、藥品Individual:P&G旗下的產(chǎn)品，Tide,Bold,Cheer,Dreft,Era,Gain,Ivory,Oxydol,andSololaundrydetergentFamily:

波蜜

,Panasonic,SKII,捷安特Manufacturer(National)

統(tǒng)一,McDonald,Kodak,Johnson&Johnson,Ford,HondaPrivate(Labels):７-11,家樂(lè)福,

萬(wàn)客隆,B＆QHybridC1999byPrentice-Hall,Inc.營(yíng)銷管理/邱112品牌延伸（BRANDEXTENSIONS）定義Newproductsthatbuildonbrandequity優(yōu)點(diǎn)InstantNameRecognitionEstablishQualityLevelsSavesonAdvertisingCosts可能風(fēng)險(xiǎn)BadproductsmaydamageimageofotherproductsDilutionofdistinctiveness8-18包裝目的Protect、Convenience、Promote注意事項(xiàng)成本產(chǎn)品本身形象產(chǎn)品促銷中間商的方便環(huán)保營(yíng)銷管理/邱114產(chǎn)品安全與責(zé)任產(chǎn)品責(zé)任(Productliability)產(chǎn)品保證(Warranties)產(chǎn)品回收(ProductRecall):allowsreturnofproducttogetperformanceorsafetydefectcorrected營(yíng)銷管理/邱115新產(chǎn)品的種類（DIFFERENTTYPESOFNEWPRODUCTS）完全新的產(chǎn)品（New-to-the-WorldProducts）:FirstPC,Firstcar新產(chǎn)品類別產(chǎn)品（New-CategoryEntries）:Productsnewtothefirm,butnottotheworld產(chǎn)品線延伸產(chǎn)品（AdditionstoProductLines）:Lineextension產(chǎn)品改良（ProductImprovements）:產(chǎn)品重新定位（Repositioning）:Productsretargetedforanewuseorapplication營(yíng)銷管理/邱116新產(chǎn)品來(lái)源（DIFFERENTSOURCESOFNEWPRODUCTS）外部（ExternalSources）收購(gòu)（Acquisitions）合作方案（VariousCollaborativeArrangements）內(nèi)部（InternalSources）9-2營(yíng)銷管理/邱117新產(chǎn)品發(fā)展程序（NEWPROUCTDEVELOPMENTPROCESS）(I)創(chuàng)意發(fā)展（IdeaGeneration）Ideas的來(lái)源可能來(lái)自Customers,Productengineers,designers,Competition,Salesrepresentatives,Otheremployees,TechnologicalChanges創(chuàng)意篩選（IdeaScreening）compatiblewithfirm’sobjectivesandcapabilitiesprofitpotentialconsumerneeds概念發(fā)展與測(cè)試（ConceptDevelopmentandTesting）ConceptTest購(gòu)買意愿特殊點(diǎn)知覺(jué)利益與價(jià)值9-9營(yíng)銷管理/邱118商業(yè)分析（BusinessAnalysis）LikelihoodofcommercialsuccessCosts,cashflows,profit產(chǎn)品原型的發(fā)展（PrototypeDevelopment）試銷（TestMarketing）SimulatedTestMarkets(STM)Traditionalfieldtestmarkets商品上市化（Commercialization）買者采用階段（AdoptionProcess）Awareness（知曉）Interest（興趣）Evaluation（評(píng)估）Trail（試用）Adoption（采用）9-12新產(chǎn)品發(fā)展程序NEWPROUCTDEVELOPMENTPROCESS(II)營(yíng)銷管理/邱119新產(chǎn)品發(fā)展的營(yíng)銷研究(I)上市前FocusGroupMarketDefinitionStudiesTargetSegmentIdentificationConceptTestingNameandPackageEvaluationProductTestsSimulatedTestMarketsTestMarkets9-20營(yíng)銷管理/邱120上市后Awareness,AttitudeStudiesUsageStudiesTrackingStudiesProductRefinementNewAdvertisingStrategyTests9-22新產(chǎn)品發(fā)展的營(yíng)銷研究(II)營(yíng)銷管理/邱121成功新產(chǎn)品的特性相對(duì)優(yōu)點(diǎn)（RelativeAdvantage）與既有產(chǎn)品的兼容性（CompatibilitywithExistingConsumptionPatterns）可試用度（Trialability）可觀察度（Observability）復(fù)雜度（Complexity）9-24營(yíng)銷管理/邱122產(chǎn)品擴(kuò)散程序（TheDiffusionProcess）

TimeNoncumulativeDiffusionPattern21/2%innovators131/2%Earlyadopters34%Earlymajority34%Latemajority16%Laggards9-29營(yíng)銷管理/邱123產(chǎn)品擴(kuò)散程序的各種族群

創(chuàng)新者（Innovators）(2.5%)Venturesome,HigherEducated,UseMultipleInformationSources早期采用者（EarlyAdopters）(13.5%)Leadersinsocialsetting,Slightlyabove-averageeducation早期大眾（EarlyMajority）(34%)Deliberate（仔細(xì)思考的）,ManyInformalSocialContacts晚期大眾（LateMajority）(34%)Skeptical,BelowAverageSocialStatus落后者（Laggards）(16%)FearofDebt,NeighborsandFriendsProvideInformation10-2營(yíng)銷管理/邱124產(chǎn)品生命周期與特性導(dǎo)入期（Introduction）Sales–LowProfit–LossesCompetition–Little成長(zhǎng)期（Growth）Sales--RapidGrowthProfit–IncreasingCompetition--Increasing成熟期（Maturity）Sales–SlowGrowthProfits–DecreasingCompetition–Fierce衰退期（Decline）Sales–DecliningProfits–LowCompetition--Changing10-6營(yíng)銷管理/邱125產(chǎn)品生命周期各階段的策略導(dǎo)入期知曉度試用成長(zhǎng)期增加產(chǎn)品使用率擴(kuò)大通路改進(jìn)質(zhì)量成熟期維持市場(chǎng)占有率延伸產(chǎn)品生命周期進(jìn)入新區(qū)隔衰退期以利潤(rùn)為最高指導(dǎo)原則減少開(kāi)支去除不賺錢(qián)的產(chǎn)品項(xiàng)目若無(wú)法收支平衡則賣掉或結(jié)束掉營(yíng)銷管理/邱126產(chǎn)品生命周期的例子產(chǎn)品種類WorldWideWeb--GrowthNewspaper–Decline產(chǎn)品形式Lap-topComputer–GrowthElectricTypewriter--Decline10-14營(yíng)銷管理/邱127產(chǎn)品生命周期應(yīng)用的注意事項(xiàng)預(yù)測(cè)產(chǎn)品形式的興衰比預(yù)測(cè)單一品牌的興衰來(lái)得準(zhǔn)不要宿命只是形式預(yù)測(cè)，不知各期與整體生命周期的長(zhǎng)短10-15營(yíng)銷管理/邱128產(chǎn)品組合（PRODUCTMIX）定義TotalAssortmentofGoodsandServices產(chǎn)品組合寬度（Productmixwidth）numberofproductlinesinmix產(chǎn)品組合長(zhǎng)度（Productlinelengthnumberofproductsinproductline產(chǎn)品組合一致性（Productmixconsistency）

relatednessofdifferentproductlines營(yíng)銷管理/邱129產(chǎn)品組合的擴(kuò)增

向下延伸策略（Downwardstretchstrategy）addproductstolowerendofproductline向上延伸策略（Upwardstretchstrategy）addproductstohigherend雙向延伸策略（Two-waystretchstrategy）addproductsatbothhighandlowend10-18營(yíng)銷管理/邱130其他產(chǎn)品策略相關(guān)概念產(chǎn)品間侵蝕（Cannibalization）theprocessofnewproductstakingawaysalesfromexistingproducts產(chǎn)品回收（ProductRecalls）allowsreturnofproducttogetperformanceorsafetydefectcorrected產(chǎn)品仿冒（ProductCounterfeiting）商標(biāo)、著作權(quán)、專利營(yíng)銷管理/邱131價(jià)格的概念（PricingConcepts）定義Theamountofmoneyabuyerpaystoasellerinexchangeforproductsand services.”價(jià)格的不同名詞Fees–priceschargedbyprofessionalsFines,rents,premiums,taxes,wagesListprices,discountprices,allowances,rebates11-1營(yíng)銷管理/邱132價(jià)格的特性（CHARACTERISTICSOFPRICE）TheMostFlexibleelementofMarketingMixesTotalRevenue=Price(x)QuantityPriceisoneoftheDeterminantofPerceivedValuePerceivedValue=PerceivedQuality/PricePriceElasticity–theresponsivenessofdemandtochangeinprice11-5營(yíng)銷管理/邱133MarketSurvivalSalesGrowthProfitabilityCompetitivePricingQualityandImageEnhancement11-7定價(jià)的目的（PRICINGOBJECTIVES）營(yíng)銷管理/邱134影響定價(jià)決策的因素CostCostsassociatedwithproducing,distributing,andpromotingaproductorserviceCustomersCustomerexpectationsandwillingnesstopayChannelsofdistributionadequatereturnofchannelCompetitionReactionofyourcustomersCompatibilitycompanyobjectiveandconsistencyofproductlines營(yíng)銷管理/邱135顧客的價(jià)格評(píng)估價(jià)格與質(zhì)量的相關(guān)程度 價(jià)格信息對(duì)消費(fèi)者決策的影響B(tài)est-ValueStrategy(Ide