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裟施平
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1 Follow Me To?! Instagram Instagram 20 PANDORA 101 PANDORA A Journey of Love 16 Marketing Management

2 PAN- DORA PANDORA PANDORA PANDORA PANDORA Marketing Management 17

3 PANDORA PANDORA Marketing Management

4 IMF LG Acer HTC Asus Trend Micro Acer HTC 2015 Interbrand 100 Lenovo Marketing Management 19

5 Asus Althea 30% 50 SK Planet XL Axiata 20 Marketing Management

6 Upgrading marketing operations to internationalize Taiwanese brands is a key to our economic development. Marketing Management 21

7 1.2 exchange 22 Marketing Management

8 Marketing Management 23

9 Conditions for an exchange to exist: two or more individuals or groups must participate; each party has something of value to the other party; the exchange brings need satisfaction to both parties; each party is capable of communication and delivery, and is legitimate to exchange transaction In 2004, AMA defined marketing as "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." American Marketing Association AMA marketing 24 Marketing Management

10 1-1 Marketing emphasizes value creation, customer relationship, and customer satisfaction marketing functions product price promotion place and distribution marketing mix 4P As an organizational function, marketing deals with 4 P's (i.e., marketing mix): product, price, promotion, and place/distribution. Marketing Management 25

marketing 1964 1965 marketing Broadly speaking, product includes goods, services,

11 marketing marketing Broadly speaking, product includes goods, services, organizations, places, persons, events, concepts, information, and properties. product 26 Marketing Management

12 production concept marketing myopia Production concept dominates when demand exceeds supply or when production techniques are overly emphasized. It leads to marketing myopia. Marketing Management 27

13 the mousetrap fallacy 1950 Selling concept emphasizes aggressive selling to gain profits. It often results in dishonest advertising, manipulative sales techniques, consumer disgust, and even tainted products selling concept 28 Marketing Management

14 Pillsbury 1960 Marketing Management 29

15 Levitt: "Selling focuses on the needs of the seller; marketing on the needs of the buyer." Drucker: "The aim of marketing is to make selling superfluous." marketing concept Levitt Drucker Kotler inside-out perspectiveoutside-in perspective Marketing Management

16 Marketing Management 31

17 The development of marketing depends largely on economic policies, national income, infrastructure, technology, etc Holistic marketing emphasizes a broad and integrated perspective to view marketing. It consists of relationship marketing, internal marketing, integrated marketing, and societal marketing P Kotler Keller holistic marketing concept 1-3 Relationship marketing is targeted at building stronger and long lasting relationships with customers and business partners. It involves both CRM and PRM. relationship marketing marketing network 32 Marketing Management

18 1-3 customer relationship management CRM partner relationship management PRM CRM emphasizes the use of various customized approaches to develop long-term mutually beneficial relationships with individual customer. PRM is about managing the relationships with suppliers, channel members, advertising agents, logistics organizations, strategic alliances, shareholders, and other business partners. Marketing Management 33

19 relationship bonds Packard: "Marketing is too important to be left to the marketing department." Internal marketing is used to motivate employees at all levels to deliver satisfactory customer services. marketing department era marketing company era HP David Packard external marketing internal marketing market orientation 34 Marketing Management

1. 2. 3. 1.2.2.2 4P integrated marketing 1-4 synergy effects joint effects 1-5 Integrated marketing

20 P integrated marketing 1-4 synergy effects joint effects 1-5 Integrated marketing requires all marketing activities are coordinated to achieve synergy effects. Marketing Management 35

21 1-4 4P 1-5 4P 3C 36 Marketing Management

22 performance marketing societal marketing Societal marketing holds that marketing decisions should consider consumers' needs, company's profits, and society's long-term interests. Double A Double A Double A Double A Marketing Management 37

23 1.4 Although marketing affects consumers' daily life, many marketing activities are invisible to consumers. 38 Marketing Management

24 Marketing Management 39

25 Marketing creates form, place, time, information, and possession utilities for consumers utility 1. form utility 40 Marketing Management

26 2. place utility 3. time utility 4. information utility 5. possession utility market demand 1. negative demand 2. no demand Marketing plays different roles under different market demand states. Marketing Management 41

27 3. latent demand 4. declining demand 5. full demand 6. irregular demand oversupply overdemand demarketing 7. unwholesome demand 42 Marketing Management

28 marketing strategic planning STP 1-6 Marketing Management 43

29 4 5 6 STP segmentation target market positioning STP 10 STP Marketing Management

30 YY Blog Marketing Management 45

31 workshop Marketing Management

32 PANDORA 2. PANDORA Marketing Management 47

Abstract Today, the structures of domestic bus industry have been changed greatly. Many manufacturers enter into the field because of its lower thresh

SWOT 5 Abstract Today, the structures of domestic bus industry have been changed greatly. Many manufacturers enter into the field because of its lower threshold. All of these lead to aggravate drastically