台湾邱志圣－行销管理讲义

《台湾邱志圣－行销管理讲义》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、行銷管理授課講義邱志聖政大國貿系Spring,20031行銷管理/邱definitionandtypesMarkets1-2Markets:allindividualsandorganizationswiththepotentialdesireandabilitytoacquireaparticulargoodorservice.TypesofMarketsConsumerMarketsBusiness-to-BusinessMarketsNon-profitMarketsInternalMarketsC1999byPrentice-Hall,Inc.2行銷管理/邱thatprovi

2、descustomerutilityMarketingCreatesExchange1-3Exchange:aprocessfacilitatedbythemarketingfunctioninwhichtwoormorepartiesprovidesomethingofvaluetotheother.Utility:thewant-satisfyingpotentialofagoodorservice.FourFundamentalTypes:FormPlaceTimeOwnershipC1999byPrentice-Hall,Inc.3行銷管理/邱conceptTheMarket

3、ing1-4THEMARKETINGCONCEPTThePurposeofMarketingTounderstandthecustomer’sneedsandwantsTocreatecustomervaluethroughsatisfactionandqualityTooperatemoreeffectivelyandefficientlythancompetitorsC1999byPrentice-Hall,Inc.4行銷管理/邱processMarketingStrategy1-5TargetingAnalyzingtheCompetitiveSituationPosition

4、ingDevelopingtheMarketingMixC1999byPrentice-Hall,Inc.5行銷管理/邱生產、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6行銷管理/邱intothe21stcenturyMarketingThemes1-7BuildingRelationshipsMatchingTechnologyAppreciatingDiversityExtendingGloballyMaintainingEthicsConnecting

5、withCustomers: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)ProductPricePromotionPlaceC

6、ombinedwithTheFirmTargetMarketsC1999byPrentice-Hall,Inc.9行銷管理/邱thatproducequalitygoodsandservicesCreatesRelationshipsOrganizationalSystemsSatisfactionLoyaltyUseTechnologytoCreateCustomerValueQuality2-1C1999byPrentice-Hall,Inc.10行銷管理/邱satisfactionandloyaltyMarketersStrivefor2-2lifetimevalueofac

7、ustomertothefirm:theamountofprofitacompanycanexpecttoreapoverthecourseoftherelationship.customerloyalty:ameasureofhowoftencustomerspurchaseaparticularbrandastheyselectfromaproductclass.customersatisfaction:customers?positive,neutr