行銷管理授課講義

行銷管理授課講義邱志聖政大國貿(mào)系1行銷管理/邱definitionandtypesMarkets1-2Markets:allindividualsandorganizationswiththepotentialdesireandabilitytoacquireaparticulargoodorservice.TypesofMarketsConsumerMarketsBusiness-to-BusinessMarketsNon-profitMarketsInternalMarketsC1999byPrentice-Hall,Inc.2行銷管理/邱thatprovidescustomerutilityMarketingCreatesExchange1-3Exchange:aprocessfacilitatedbythemarketingfunctioninwhichtwoormorepartiesprovidesomethingofvaluetotheother.Utility:thewant-satisfyingpotentialofagoodorservice.FourFundamentalTypes:FormPlaceTimeOwnershipC1999byPrentice-Hall,Inc.3行銷管理/邱conceptTheMarketing1-4THEMARKETINGCONCEPTThePurposeofMarketingTounderstandthecustomer’sneedsandwantsTocreatecustomervaluethroughsatisfactionandqualityTooperatemoreeffectivelyandefficientlythancompetitorsC1999byPrentice-Hall,Inc.4行銷管理/邱processMarketingStrategy1-5TargetingAnalyzingtheCompetitiveSituationPositioningDevelopingtheMarketingMixC1999byPrentice-Hall,Inc.5行銷管理/邱生產(chǎn)、銷售與行銷導(dǎo)向觀念：生產(chǎn)導(dǎo)向觀念銷售導(dǎo)向觀念行銷導(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)6行銷管理/邱intothe21stcenturyMarketingThemes1-7

BuildingRelationshipsMatchingTechnologyAppreciatingDiversityExtendingGloballyMaintainingEthicsConnectingwithCustomers:C1999byPrentice-Hall,Inc.7行銷管理/邱typesMarketingExchange1-8PureTransactionRepeatedTransactionRelationshipsOne-timeexchangeofvaluePreferenceandloyaltyInteractive,ongoing,two-wayconnectionsC1999byPrentice-Hall,Inc.8行銷管理/邱isMarketing1-1TheMarketingMix(The4Ps)

ProductPricePromotionPlaceCombinedwithTheFirmTargetMarketsC1999byPrentice-Hall,Inc.9行銷管理/邱thatproducequalitygoodsandservicesCreatesRelationshipsOrganizationalSystemsSatisfactionLoyaltyUseTechnologytoCreateCustomerValueQuality2-1C1999byPrentice-Hall,Inc.10行銷管理/邱satisfactionandloyaltyMarketersStrivefor2-2lifetimevalueofacustomertothefirm:theamountofprofitacompanycanexpecttoreapoverthecourseoftherelationship.customerloyalty:ameasureofhowoftencustomerspurchaseaparticularbrandastheyselectfromaproductclass.customersatisfaction:customers?positive,neutral,ornegativefeelingsaboutthevaluetheyreceiveasaresultofusingaparticularorganizationofferinginspecificsituations.C1999byPrentice-Hall,Inc.11行銷管理/邱withcustomersCreatingPersonalRelationshipsExhibitEmpathyDevelopTrustMaintainCommitmentRewardLoyalty2-4C1999byPrentice-Hall,Inc.12行銷管理/邱qualityTheNatureofQuality=thedegreeofexcellencethatproducts/servicesexhibitSubjectiveAssessments(consumerperceptions)

ObjectiveAssessment(industryorbenchmarks)Static(statusquo)Dynamic(continuousimprovement)2-5C1999byPrentice-Hall,Inc.13行銷管理/邱行銷環(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’smarketsandmarketingactivities14行銷管理/邱DevelopingMarketingStrategySelectingandAnalyzingaTargetMarketCreatingandMaintainingaMarketingMixProductplacepricepromotion15行銷管理/邱行銷所面對(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)爭環(huán)境機(jī)構(gòu)環(huán)境16行銷管理/邱社會(huì)環(huán)境(I)人口統(tǒng)計(jì)環(huán)境PopulationgrowthPopulationDensityUrbanizationAgeStructure家庭結(jié)構(gòu)Doubleincome,Corefamily,Singleparent17行銷管理/邱社會(huì)環(huán)境(II)文化環(huán)境CulturaldiversityChangingrolesEmphasizeonhealthandfitnessDesireforconvenienceConsumerismEnvironmentalismPopularculture18行銷管理/邱經(jīng)濟(jì)環(huán)境IncomeGDPPercapitaincomeDisposableincomeIncomedistributionWealthEconomygrowth19行銷管理/邱政治與法律環(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)爭行為不公平競(jìng)爭行為不當(dāng)多層次傳銷消費(fèi)者保護(hù)法食品衛(wèi)生相關(guān)法律20行銷管理/邱技術(shù)環(huán)境InternetCommunicationTechnologyTransportationTechnologyProductTechnologyVs.ProcessTechnology21行銷管理/邱競(jìng)爭環(huán)境品牌競(jìng)爭者產(chǎn)品競(jìng)爭者競(jìng)爭的五個(gè)來源(Porter1980)BargainingpowerofbuyersBargainingpowerofsuppliersSubstitutesPotentialentrantsRivalryAmongexistingfirms22行銷管理/邱機(jī)構(gòu)環(huán)境定義Consistofalltheorganizationsinvolvedinmarketingproductsandservices包含Marketingresearchfirms,advertisingagencies,wholesalers,retailers,suppliers,andcustomers趨勢(shì)Downsizing(outsourcing)Consolidation(forEOS)VirtualorganizationsRelationshipperspectives23行銷管理/邱策略計(jì)畫（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)Marketingstrategicplan24行銷管理/邱總公司所要制訂的策略決策（CorporateStrategyDecisions）VisionObjectivesandresourceallocationCorporategrowthstrategiesBusiness-UnitComposition25行銷管理/邱Vision核心價(jià)值（Corevalue）Arethesmallsetofguidingprinciplesthatrepresenttheenduringtenetsofanorganization核心目的（Corepurpose）Reflectsthecompany’sreasonforbeingoritsessentialmotivationfordoingwork使命宣言（MissionStatement）Tocommunicatethecorporatevisiontoallinterestparties26行銷管理/邱

CORPORATEGROWTHSTRATEGIESProductsSame NewMarketsSameNewMarket PenetrationProductExpansionMarketDevelopmentDiversification3-1927行銷管理/邱ProductMarketGrowth(%)HighLowRelativeMarketShare3-8QuestionMark5.SimpleGrowth-ShareMatrix(Completed)DogCashCowStarHighLow28行銷管理/邱事業(yè)單位階層的策略決策（BusinessStrategyDecisions）MarketScopeCompetitiveAdvantageCoststrategyDifferentialstrategyGeneralBusinessStrategiesMarketscopeXcompetitivestrategy29行銷管理/邱行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30行銷管理/邱策略計(jì)畫的執(zhí)行（ExecutingStrategicplans）Cross-FunctionalteamworkMarketingTeamworkCo-MarketingAlliances31行銷管理/邱Cross-FunctionalteamworkMarketing:ToattractandretaincustomersProduction:ToproduceproductsatthelowestcostFinance:TokeepwithinbudgetsAccounting:TostandardizefinancialreportsPurchasing:TopurchaseproductsatlowestcostR&D:TodevelopnewesttechnologyEngineering:Todesignproductspecification32行銷管理/邱types行銷規(guī)劃（MarketPlanning）4-1MarketingAspectTypeofPlanningResponsibilityMarketingasaphilosophy（哲學(xué)）Marketingasastrategy（策略）Marketingasatactic（戰(zhàn)術(shù)）Vision（願(yuàn)景）Strategicmarketingplan（策略行銷計(jì)畫）Marketingmixplans（行銷組合計(jì)畫）TopexecutivesandtopmanagementteamMarketingexecutiveandothermembersofthestrategicmarketingteamManagersresponsibleforproduct,price,promotion,andplaceprogramsC1999byPrentice-Hall,Inc.33行銷管理/邱市場(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)決定定位策略並寫下產(chǎn)品概念發(fā)展細(xì)部的行銷組合34行銷管理/邱產(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35行銷管理/邱區(qū)隔與目標(biāo)市場(chǎng)選擇SegmentationSubdividingamarketintosubsetsofcustomerswhobehavesimilarlyHavesimilarneedsHavesimilarcharacteristicsthatrelatetopurchasebehaviorsTargetingSelectingsubset(s)ofcustomersonwhicharebesttofocusresourcesDesignmarketingmixesforthosesegments7-136行銷管理/邱Designingamarketingprogram(includingmarketingmix)thatisconsistentwithhowthefirmwantsitsproductsperceiveddistinguishfromotherbrands7-4定位（Positioning）37行銷管理/邱有效區(qū)隔的條件MeasurabilityAccessibilitySubstantialnessDurabilityDifferentialresponsiveness7-538行銷管理/邱選擇目標(biāo)市場(chǎng)大小與成長性市場(chǎng)估計(jì)種類MarketpotentialCompanysalespotential競(jìng)爭分析成本效益分析領(lǐng)先示範(fàn)特質(zhì)公司目標(biāo)與資源相符程度39行銷管理/邱BASESFORSEGMENTATION

ConsumerMarketingUserRelatedDemographicsSocialClassGeographicLifestyles&PsychographicsBehavioralBenefitsUsagePriceBrandSituational7-1240行銷管理/邱BASESFORSEGMENTATIONBusiness-to-BusinessUserRelatedCustomerSize/LocationBuyingProcessDecisionCriteriaTypeofOrganizationBehavioralEndUseUsage7-1341行銷管理/邱ATWO-STAGESEGMENTATION EXAMPLEStage1InitialSegmentationStage2SupplementalSegmentationdescriptorsManagerialdecisionsUsage:Heavyvs.LightDemographics:Income,educationMediaSelection(e.g.magazines,TVprogramsLifestylesAdvertisingContent(e.g.,conservative,Youthfulappeals&messages7-1442行銷管理/邱TargetMarketingStrategies

UndifferentiatedStrategyCompanyMixDifferentiatedStrategyMarketingMix1MarketingMix2MarketingMix3ConcentratedStrategyCompanyMarketingMixSegment1Segment2Segment3Segment1Segment2Segment3Market7-1643行銷管理/邱決定定位策略並寫下產(chǎn)品概念定位的步驟IdentifytheattributesDiagramthemostimportantdimensionsonamapLocatethebrandsonthemapIdentifytheidealpositionforbuyersdeterminethefundamentalwaytopositiontheproduct定位(positioning)vs.產(chǎn)品概念(Productconcept)44行銷管理/邱產(chǎn)品\品牌概念(ProductConcept)定義problemswhathow45行銷管理/邱產(chǎn)品概念與行銷組合的關(guān)係產(chǎn)品定價(jià)通路推廣產(chǎn)品概念46行銷管理/邱銷售潛力預(yù)估（ESTIMATINGSALESPOTENTIAL） MarketPotentialMaximumamountofindustrysalespossibleforaproductorserviceforaspecificperiodMarketForecastForthatsameperiodisafunctionofamountofmarketingeffortputforthbyallcompaniescompetinginthemarketSalesPotentialMaximumamountofcompanysalespossibleforaproductorserviceforaspecificperiodSalesForecastAmountthecompanycanexpecttoselloverspecifiedtimeperiod7-1947行銷管理/邱Purposeevaluateopportunitiesbudgetmarketingeffortscontrolexpendituresassesssubsequentsalesperformances7-20DevelopingSalesForecasts48行銷管理/邱QualitativeProceduresBuyersintentionsExpertopinionCompositeofsalesforceestimatesQuantitativeProceduresTrendanalysis(timeseriesanalysis)MarkettestsStatisticaldemandanalysis7-21SalesForecastsMethods49行銷管理/邱MICROMARKETINGUltimateTargetMarketingCombinesMultipleInformationSourcesDemographicDescriptorsValues,Preferences,andPurchasingHabitsPinpointsDesiredCustomersHelpsIncreaseMarketingEffectiveness7-2450行銷管理/邱行銷研究的程序（MARKETINGRESEARCHPROCES51S）ProblemDefinitionDetermineResearchDesignDetermineDataTypesDetermineDataCollectionMethodsDevelopmentofDataCollectionFormsSampleDesignDataCollection,AnalysisandInterpretation51行銷管理/邱研究設(shè)計(jì)（ResearchDesign）探索性研究敘述性研究因果性研究52行銷管理/邱資料種類（DataTypes）PrimaryDataSecondaryDataInternalDataCompanyrecordsDatafrommarketingdesignsupportsystemsExternalDataProprietaryCustomresearchSyndicatedservicesNon-ProprietaryPublishedreportsCensusdataPeriodicals 53行銷管理/邱FocusGroupTelephoneSurveysMailSurveysPersonalInterviewsMallinterceptsInternetSurveysObservation6-14資料收集的方法（DataCollectionMethods）54行銷管理/邱問卷設(shè)計(jì)注意事項(xiàng)Double-barreledwordingsLoadedwordingAmbiguouswordingInappropriatevocabularyMissingalternatives55行銷管理/邱抽樣設(shè)計(jì)（SampleDesign）ProbabilityProbabilitysamplingSimplerandomsamplingStratifiedsamplingNonprobabilitysamplingSamplingframeTheoutlineorworkingdescriptionofthepopulationusedinthesampleselectionSamplesizeResponseratesCompletion/Completion+refusals+terminations56行銷管理/邱MarketingDecisionSupportSystems(MDSS)

AllactivitiesregularlyusedtoprocessandprovidemarketinginformationIncludessoftwareandhardware57行銷管理/邱DatabaseMarketingReferstocustomer/prospectinformationstoredincomputerwithsoftwaretoprocessinformationAbilitytopullapartandrecombineinformation58行銷管理/邱消費(fèi)者行為(ConsumerBehavior)定義個(gè)人或家庭對(duì)於產(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59行銷管理/邱消費(fèi)者決策過程問題確認(rèn)資訊收尋購買可能方案評(píng)估決定與購買購買後使用結(jié)果評(píng)價(jià)60行銷管理/邱涉入（Involvement）定義對(duì)於產(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)功能表現(xiàn)風(fēng)險(xiǎn)61行銷管理/邱消費(fèi)者問題解決方式RoutinizedresponsebehaviorExtensiveproblemsolvingLimitedproblemsolving與涉入的關(guān)係62行銷管理/邱AIETAAwareness(知曉）Interest（興趣）Evaluation（評(píng)估）Trial（試用）Adoption（採用）63行銷管理/邱消費(fèi)者行為的重要構(gòu)念知覺(Perception)學(xué)習(xí)(Learning)態(tài)度(Attitude)64行銷管理/邱知覺(Perception)Definition:

是一種過程，個(gè)人經(jīng)過這項(xiàng)過程來從環(huán)境中選擇、組織及解釋輸入的訊息Procedure暴露注意解釋記憶65行銷管理/邱學(xué)習(xí)Definition由過去行為經(jīng)驗(yàn)所產(chǎn)生的一種較長期的行為改變學(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）66行銷管理/邱態(tài)度組成情感（Affective）認(rèn)知（Cognitive）行為（Behavior）67行銷管理/邱態(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68行銷管理/邱AttitudeChangeStrategyAffectiveComponentclassicalconditioningaffecttowardtheAdMereexposureBehaviorcomponentFreesampleForcedusageCognitiveComponentChangebeliefsaddbeliefsshiftimportance69行銷管理/邱影響消費(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)70行銷管理/邱Maslow’sHierachyofNeeds

PhysiologicalneedsSafetyneedsSocialandloveneedsSelf-esteemneedsSelf-actual-izationneedsLevel5Level4Level3Level2Level1Food,water,airSecurity,protectionfromharmAcceptance,affection,feelingsofbelonging,friendshipFeelingsofself-worth,success,prestigeBecomingallthatoneiscapableofbeing--self-fulfillment4-2571行銷管理/邱影響消費(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72行銷管理/邱人際間對(duì)消費(fèi)行為的影響參考群體某一群人的規(guī)範(fàn)與價(jià)值可以影響你的行為Types會(huì)員團(tuán)體(Membership)欲望團(tuán)體(Associative)避免團(tuán)體(Disassociative)73行銷管理/邱人際間對(duì)消費(fèi)行為的影響路徑資訊影響(InformationalInfluences)規(guī)範(fàn)影響(Normativeinfluences)價(jià)值認(rèn)同影響(Valueexpressiveinfluences)74行銷管理/邱家庭對(duì)消費(fèi)行為的影響家庭生命週期YoungsinglesNewcouplesFull-nestersYoungchildrenAdolescentsEmptynestersWorkingRetiredSolesurvivors75行銷管理/邱情境因素對(duì)消費(fèi)行為的影響AnticipatedsituationsGiftgivingSocialoccasionsUnanticipatedoccurrencesTimepressuresUnexpectedexpenseChangeplans76行銷管理/邱消費(fèi)者滿意與購後失調(diào)消費(fèi)者滿意(Satisfaction)的決定因素購前期望產(chǎn)品/服務(wù)實(shí)際表現(xiàn)失驗(yàn)（Disconfirmation)購後失調(diào)(Post-PurchaseDissonance)Isafeelingofuneasinessthatresultswhenthereisaconflictbetweentwoormorebehaviorsorbeliefs77行銷管理/邱組織（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（非營利機(jī)構(gòu)市場(chǎng)）8-3組織購買者市場(chǎng)與消費(fèi)者市場(chǎng)之比較特性組織購買者市場(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採購影響採購方式地理集中度採購量與供應(yīng)商的關(guān)係C1999byPrentice-Hall,Inc.79行銷管理/邱組織（工業(yè)）市場(chǎng)採購者特色Betterinformed,needdetailedinformationMorerationalOrganizationalgoal+personalgoal組織（工業(yè)）市場(chǎng)採購者最重視的因素PriceQualityService組織購買者採購情境與方式8-8TypeDescriptionPeopleInvolved直接重購（Straightrebuy）ReorderfromcurrentsupplierOnepurchasingagent修正後重購（Modifiedrebuy）新任務(wù)採購（Newtask）Evaluatealternativesuppliersofpreviouslypurchasedproductsoranew/differentproductfromacurrentsupplierPurchasingagentplusoneorafewothersFirst-timeproductpurchaseManypeoplefromseveralareasoftheorganizationC1999byPrentice-Hall,Inc.82行銷管理/邱工業(yè)產(chǎn)品需求的特性DeriveddemandInelasticdemandJointdemandDemandfluctuation工業(yè)市場(chǎng)採購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)採購者(Buyers)組織購買者市場(chǎng)的連結(jié)：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.85行銷管理/邱傳統(tǒng)行銷架構(gòu)的問題程序?qū)虮容^注重交易前的行銷活動(dòng)缺乏成本觀念缺乏因果的訓(xùn)練見樹不見林86行銷管理/邱87行銷管理/邱整體策略觀點(diǎn)的行銷架構(gòu)理論基礎(chǔ)結(jié)構(gòu)交換理論交換之產(chǎn)生乃源自於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(biāo)不盡相同委託人擔(dān)心代理人會(huì)不遵守合約，矇騙欺瞞。88行銷管理/邱整體策略觀點(diǎn)的行銷架構(gòu)主要變數(shù)主要變數(shù)外顯單位效益成本買者資訊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)來補(bǔ)足89行銷管理/邱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形服務(wù)效益包含有形或無形效益產(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90行銷管理/邱買者資訊搜尋成本定義因?yàn)橘I賣雙方對(duì)交換標(biāo)的物不熟悉，因此需投入時(shí)間及金錢蒐集資訊以減少交換的資訊不對(duì)稱，也就是一個(gè)買者在買一個(gè)東西之前，為了去了解此一標(biāo)的物，他勢(shì)必得花一段時(shí)間、成本來搜集資訊，同樣的，對(duì)賣方而言，也必需花一些搜尋成本來尋找適當(dāng)?shù)馁I方91行銷管理/邱買者道德危機(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，也是說就算交易之前買賣雙方對(duì)交易標(biāo)的物都已經(jīng)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(guī)格，而買方是否能夠在交易後提供原先所承諾付出之物92行銷管理/邱買者專屬陷入成本定義買賣雙方怕因?yàn)榻灰椎男纬舍岙a(chǎn)生的專屬資產(chǎn)的成本，專屬資產(chǎn)是指交易的形成後買賣雙方因?yàn)榇岁P(guān)係所產(chǎn)生的特有的無形知識(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93行銷管理/邱業(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、公司特有軟體、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、特有資訊系統(tǒng)結(jié)合、特有配方、特有設(shè)備專利、特有軟體忠誠客戶的優(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)與綠標(biāo)的定價(jià)策略無形的專屬資產(chǎn)特有信用資產(chǎn)、特有買者知識(shí)、特有人際關(guān)係、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形社會(huì)壓力的專屬資產(chǎn)品牌特有群體壓力、特有意見領(lǐng)袖吸引力94行銷管理/邱Exercise（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)爭者來自美國、德國、及日本等國際大廠。經(jīng)過實(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，有用過該公司產(chǎn)品的廠商不多。請(qǐng)問該公司行銷的重點(diǎn)應(yīng)在哪裡？在美國與在中國大陸銷售，有何不同？95行銷管理/邱Exercise(II)有一家新銀行想要以比較低的貸款利率來為了爭取一家大公司向它們借錢，經(jīng)過幾番遊說之後，這家大公司還是不願(yuàn)意取消與目前往來銀行的借貸關(guān)係，轉(zhuǎn)而向該銀行借錢，假設(shè)該銀行的貸款利率真的比競(jìng)爭銀行的利率低了好幾碼。請(qǐng)問此交易的問題可能出在哪裡？該銀行行銷的重點(diǎn)應(yīng)在哪裡？96行銷管理/邱4C分析架構(gòu)的注意事項(xiàng)4C是買者主觀的知覺成本，買者本身並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源，以便制訂對(duì)癥下藥的行銷工具與策略產(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97行銷管理/邱4C分析架構(gòu)的特性4C態(tài)勢(shì)是長期動(dòng)態(tài)的4C分析提供短期交換問題分析架構(gòu)4C分析具有長期策略觀點(diǎn)4C間有可能有交互影響4C幫助解釋傳統(tǒng)行銷程序的原因98行銷管理/邱產(chǎn)品（Product）定義Anidea,physicalgood,serviceorsomecombinationofthesethreethatisanelementofexchangetosatisfyindividualorbusinessobjectives.”類型實(shí)體商品（GOODS）服務(wù)（SERVICES）8-199行銷管理/邱實(shí)體商品（GOODS）與服務(wù)（SERVICES）的連續(xù)帶Puretangiblegoodsoap,toothpasteTangiblegoodwithaccompanyingservicesautomobiles,computersBalancedrestaurantsMajorserviceswithminorgoodsairlineservicesincludefoodanddrink,autoservicePureServicehaircut,psychotherapy8-2100行銷管理/邱服務(wù)的特性（CHARACTERISTICSOFSERVICES）

Intangiblenon-sensory:AssociatewithsomethingTangiblePerishablecannotbestored:Off-season’spriceInseparabilityunabletobeproduced,thenstored:TrainingofcontactpersonVariabilitydifficulttostandardize:Standardizedprocedure8-4101行銷管理/邱

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/subassemblies8-5102行銷管理/邱組織市場(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.103行銷管理/邱產(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、品質(zhì)、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)、採購條款與信用、退回與資源回收104行銷管理/邱品牌命名注意事項(xiàng)ShortSimpleDistinctiveMeaningfulEaseofpronunciation無不好的聯(lián)想法律因素品牌的重要性CONSUMERVIEWPOINTFacilitateBuyingPsychologicalBenefitsMARKETER’SVIEWPOINTBrandIdentity:Brand/productconcept8-10106行銷管理/邱品牌建立程序BrandAwareness–recallBrandImage–impression,accurateideasofthebrand’sadvantagesandpositiveimpressionBrandLoyalty–normallypurchaseBrandEquity--value107行銷管理/邱品牌權(quán)益（BRANDEQUITY）定義Valuethatbrandhasinmarketplaceduetoreputationandgoodwill是來自於BrandloyaltyamongconsumersBrandawareness,perceivedqualityStrongbrandassociationsAssetssuchaspatents,trademarks,andchannelrelationships品牌權(quán)益的好處HigherpricestobechangedEnablesleveragewithdistributorsFacilitatestheintroductionofextensionandbrandextensions8-12108行銷管理/邱品牌名稱的種類TypesGenericsIndividualFamilyManufacturerbrand(NationalbrandorRegionalbrand)Private(Distributorbrand,Storebrand)HybridAlternativetoDevelopingBrandName授權(quán)（Licensing）品牌結(jié)盟（Co-Branding）109行銷管理/邱品牌策略9-6Generic:nobrandnameused.Individual:uniquebrandnameforeachmajorproductorline.Family:umbrellanamecoversallproductsintheline.Manufacturer(National)brandnamesynonymouswiththeowner.Private(labels):brandnameappliedtosupplierproductbywholesalerorretailer.Hybrid:twoormoreapproachesareusedC1999byPrentice-Hall,Inc.110行銷管理/邱useBrandStrategy9-7Generic:

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,家樂福,

萬客隆,B＆QHybridC1999byPrentice-Hall,Inc.111行銷管理/邱品牌延伸（BRANDEXTENSIONS）定義Newproductsthatbuildonbrandequity優(yōu)點(diǎn)InstantNameRecognitionEstablishQualityLevelsSavesonAdvertisingCosts可能風(fēng)險(xiǎn)BadproductsmaydamageimageofotherproductsDilutionofdistinctiveness8-18112行銷管理/邱包裝目的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):allowsreturnofproducttogetperformanceorsafetydefectcorrected114行銷管理/邱新產(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）:Productsretargetedforanewuseorapplication115行銷管理/邱新產(chǎn)品來源（DIFFERENTSOURCESOFNEWPRODUCTS）外部（ExternalSources）收購（Acquisitions）合作方案（VariousCollaborativeArrangements）內(nèi)部（InternalSources）9-2116行銷管理/邱新產(chǎn)品發(fā)展程序（NEWPROUCTDEVELOPMENTPROCESS）(I)創(chuàng)意發(fā)展（IdeaGeneration）Ideas的來源可能來自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購買意願(yuàn)特殊點(diǎn)知覺利益與價(jià)值9-9117行銷管理/邱商業(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）買者採用階段（AdoptionProcess）Awareness（知曉）Interest（興趣）Evaluation（評(píng)估）Trail（試用）Adoption（採用）9-12新產(chǎn)品發(fā)展程序NEWPROUCTDEVELOPMENTPROCESS(II)118行銷管理/邱新產(chǎn)品發(fā)展的行銷研究(I)上市前FocusGroupMarketDefinitionStudiesTargetSegmentIdentificationConceptTestingNameandPackageEvaluationProductTestsSimulatedTestMarketsTestMarkets9-20119行銷管理/邱上市後Awareness,AttitudeStudiesUsageStudiesTrackingStudiesProductRefinementNewAdvertisingStrategyTests9-22新產(chǎn)品發(fā)展的行銷研究(II)120行銷管理/邱成功新產(chǎn)品的特性相對(duì)優(yōu)點(diǎn)（RelativeAdvantage）與既有產(chǎn)品的相容性（CompatibilitywithExistingConsumptionPatterns）可試用度（Trialability）可觀察度（Observability）複雜度（Complexity）9-24121行銷管理/邱產(chǎn)品擴(kuò)散程序（TheDiffusionProcess）

TimeNoncumulativeDiffusionPattern21/2%innovators131/2%Earlyadopters34%Earlymajority34%Latemajority16%Laggards9-29122行銷管理/邱產(chǎn)品擴(kuò)散程序的各種族群

創(chuàng)新者（Innovators）(2.5%)Venturesome,HigherEducated,UseMultipleInformationSources早期採用者（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落後者（Laggards）(16%)FearofDebt,NeighborsandFriendsProvideInformation10-2123行銷管理/邱產(chǎn)品生命週期與特性導(dǎo)入期（Introduction）Sales–LowProfit–LossesCompetition–Little成長期（Growth）Sales--RapidGrowthProfit–IncreasingCompetition--Increasing成熟期（Maturity）Sales–SlowGrowthProfits–DecreasingCompetition–Fierce衰退期（Decline）Sales–DecliningProfits–LowCompetition--Changing10-6124行銷管理/邱產(chǎn)品生命週期各階段的策略導(dǎo)入期知曉度試用成長期增加產(chǎn)品使用率擴(kuò)大通路改進(jìn)品質(zhì)成熟期維持市場(chǎng)佔(zhàn)有率延伸產(chǎn)品生命週期進(jìn)入新區(qū)隔衰退期以利潤為最高指導(dǎo)原則減少開支去除不賺錢的產(chǎn)品項(xiàng)目若無法收支平衡則賣掉或結(jié)束掉125行銷管理/邱產(chǎn)品生命週期的例子產(chǎn)品種類WorldWideWeb--GrowthNewspaper–Decline產(chǎn)品形式Lap-topComputer–GrowthElectricTypewriter--Decline10-14126行銷管理/邱產(chǎn)品生命週期應(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)單一品牌的興衰來得準(zhǔn)不要宿命只是形式預(yù)測(cè)，不知各期與整體生命週期的長短10-15127行銷管理/邱產(chǎn)品組合（PRODUCTMIX）定義TotalAssortmentofGoodsandServices產(chǎn)品組合寬度（Productmixwidth）numberofproductlinesinmix產(chǎn)品組合長度（Productlinelengthnumberofproductsinproductline產(chǎn)品組合一致性（Productmixconsistency）

relatednessofdifferentproductlines128行銷管理/邱產(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）addproductsatbothhighandlowend10-18129行銷管理/邱其他產(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130行銷管理/邱價(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,rebates11-1131行銷管理/邱價(jià)格的特性（CHARACTERISTICSOFPRICE）TheMostFlexibleelementofMarketingMixesTotalRevenue=Price(x)QuantityPriceisoneoftheDeterminantofPerceivedValuePerceivedValue=PerceivedQuality/PricePriceElasticity–theresponsivenessofdemandtochangeinprice11-5132行銷管理/邱MarketSurvivalSalesGrowthProfitabilityCompetitivePricingQualityandImageEnhancement11-7定價(jià)的目的（PRICINGOBJECTIVES）133行銷管理/邱影響定價(jià)決策的因素CostCostsassociatedwithproducing,distributing,andpromotingaproductorserviceCustomersCustomerexpectationsandwillingnesstopayChannelsofdistributionadequatereturnofchannelCompetitionReactionofyourcustomersCompatibilitycompanyobjectiveandconsistencyofproductlines134行銷管理/邱顧客的價(jià)格評(píng)估價(jià)格與品質(zhì)的相關(guān)程度 價(jià)格資訊對(duì)消費(fèi)者決策的影響B(tài)est-ValueStrategy(Ideal