張愛華教授 政治大學企管所 行銷管理課程

Chapter 2Adapting Marketing to the New

Economy

張愛華教授 行銷管理

張愛華教授 政治大學企管所 行銷管理課程

Adapting Marketing to the New Economy

• Major Drivers of the New Economy

– Digitization and Connectivity– Disintermediation and Reintermediation– Customization and Customerization– Industry Convergence

張愛華教授 政治大學企管所 行銷管理課程

Procter & Gamble’s Reflect.com site allows Procter & Gamble’s Reflect.com site allows customers to design their own beauty productscustomers to design their own beauty products

張愛華教授 政治大學企管所 行銷管理課程

Adapting Marketing to the New Economy

How Business Practices are Changing

– Organize by product units to organize by customer segments

– Shift focus from profitable transactions

to customer lifetime value

張愛華教授 政治大學企管所 行銷管理課程

Adapting Marketing to the New Economy

– Shift focus from financial scorecard to also focusing on the marketing scorecard

– Shift focus from shareholders to stakeholders

張愛華教授 政治大學企管所 行銷管理課程

• How Marketing Practices are Changing: E-Business– E-business– E-commerce– E-purchasing– E-marketing

Adapting Marketing to the New Economy

張愛華教授 政治大學企管所 行銷管理課程

Types of Webs

• B2C, B2B, C2B, C2C• Company Site, Service Site, Selling Site,

Information Site.

張愛華教授 政治大學企管所 行銷管理課程

Adapting Marketing to the New Economy

Brick and Click companies

– B2B ： IBM http://www.ibm.com/tw/– B2C ：聯強 http://www.synnex.com.tw/– C2B ：四方通行 http://www.easytravel.com.tw/ec/gp/help.asp– C2C ：奇摩拍賣 http://tw.bid.yahoo.com/

張愛華教授 政治大學企管所 行銷管理課程

IBM

張愛華教授 政治大學企管所 行銷管理課程

聯強

張愛華教授 政治大學企管所 行銷管理課程

四方通行

張愛華教授 政治大學企管所 行銷管理課程

雅虎奇摩拍賣

張愛華教授 政治大學企管所 行銷管理課程

The Benefits of Webs to Consumers

• Choice• Customization• Convenience• Consistency• Community• Change• Cost• Confidentiality

張愛華教授 政治大學企管所 行銷管理課程

Benefits of Web Operation to Marketing

• Potential Markets Expansion• Cost reduction• Customer Service Improvement• More Efficient Data Collection• More Efficient Communication• Reduction of Disadvantage in Resource (Birds-Flock Phenomenon)• Relationship Building

張愛華教授 政治大學企管所 行銷管理課程

Constraint of Web Operation

• Limited Target

• Easy to Be imitated (The Fish Tank Phenomenon)

• Problems

• Lock of Web Regulations

• Ethical Problems

• E-commerce

張愛華教授 政治大學企管所 行銷管理課程

Setting Up Web Sites

– Designing an Attractive Website• Seven elements of effective sites

– Context– Content– Community– Customization– Communication– Connection– Commerce

張愛華教授 政治大學企管所 行銷管理課程

Placing Ads and Promotions Online

• Banner ads• Sponsorships• Microsite• Interstitials• Browser ads• Alliances and affiliate

programs• Push

張愛華教授 政治大學企管所 行銷管理課程

Building a Revenue and Profit Model

• Advertising income• Sponsorship income• Membership and

subscriptions• Profile income• Product and service

sales• Transaction commission

and fees• Market research/information• Referral income

張愛華教授 政治大學企管所 行銷管理課程

Adapting Marketing to the New Economy

– Customer Databases and Database Marketing

• Customer mailing list• Business database

張愛華教授 政治大學企管所 行銷管理課程

• Using the database–To identify prospects–To determine target market–To deepen customer loyalty–To reactivate customer

purchases–To avoid serious customer

mistakes

Data Warehouses and Data Mining

張愛華教授 政治大學企管所 行銷管理課程

The Downside of Database Marketing

• Difficult to collect right data —

not worthwhile in some situations.

• Difficulty in getting everyone in company to be customer oriented

• May not welcomed by customer

張愛華教授 政治大學企管所 行銷管理課程

The Chapter Is Over