The Evolution of Marketing Thoughts National Taiwan University The Center for Excellent Marketing...

The Evolution of Marketing ThoughtsThe Evolution of Marketing Thoughts

National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen

市場的演進市場的演進The Revolution of The Revolution of MarketMarket

鐵路網（早期）與公路網（近期）創造了國內市場 (National Market)

海運網（早期）與航空網（近期）創造了國際市場 (International Market)

電訊網（早期）與 WWW （近期）創造了全球市場 (Global Market)

19 世紀美國鐵路網的發展（ 1840 and 1850 ）

Source: D. Philip Locklin, Economics of Transportation, 1960, p. 86.

19 世紀美國鐵路網的發展（ 1860 ）

Source: D. Philip Locklin, Economics of Transportation, 1960, p. 89

Spontaneous Economic Combustion Spontaneous Economic Combustion

Labor Specialization Consumption Satiation

自自 19501950 年代以後，鐵公路網的成熟代表行銷通路年代以後，鐵公路網的成熟代表行銷通路的效率達到高峰，使得傳統所謂的「大量生產」、的效率達到高峰，使得傳統所謂的「大量生產」、「大量配送」、「大量消費」的生產與銷售導向時「大量配送」、「大量消費」的生產與銷售導向時期面臨瓶頸，意味著期面臨瓶頸，意味著行銷導向行銷導向時代的來臨。時代的來臨。

The Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing

Production EraProduction Era

Sales EraSales Era

Marketing EraMarketing Era

RelationshipRelationshipMarketing EraMarketing Era

Orientation:

Business philosophy focusing on manufacturing efficiency;

demand exceeds supply = seller’s market

Dominant time period: Prior to the 1920s

The Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing

Production EraProduction Era

Orientation: Business philosophy focusing on selling existing products;

supply exceeds demand = buyer’s market

Dominant time period: Prior to the 1950s

Sales EraSales EraThe Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing

Orientation:Business philosophy focusing on consumer wants and needs; any supply/demand situation

Dominant time period: Last half of 20th century

Marketing EraMarketing EraThe Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing

Orientation:Business philosophy focusing on reinforcing the customer-oriented focus of the marketing era

Dominant time period: Last decade of 20th century

Relationship Marketing EraRelationship Marketing EraThe Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing

AMA Definition of Marketing

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organizational objectives

Exchange ProcessExchange ProcessExchange ProcessExchange Process

Process by which one or more parties give something of value to each other to

satisfy perceived needs

ExchangesExchangesExchangesExchanges

Learning EnvironmentLearning EnvironmentLearning EnvironmentLearning Environment

TuitionTuitionTuitionTuition

Promised ActionPromised ActionPromised ActionPromised Action

VotesVotesVotesVotes

FeeFeeFeeFee

ConsultingConsultingConsultingConsulting

Products/servicesProducts/servicesProducts/servicesProducts/services

MoneyMoneyMoneyMoney

Broader Definition of MarketingBroader Definition of MarketingBroader Definition of MarketingBroader Definition of Marketing

The definition of marketing includes the non-profit

sector of society (homeless shelter)

sector of society (U.S. Army)

sector of society (societal cause)

The definition of marketing includes the non-profit sector of society (forest

protection)

The Marketing ConceptThe Marketing ConceptThe Marketing ConceptThe Marketing Concept

Customer orientation Coordinated effort by all departments of

the firm to satisfy customers Emphasis on long term profit

The Backbone of Marketing ConceptThe Backbone of Marketing Concept

HeterogeneityHeterogeneityDynamicDynamic

實體配送通路 (Physical Distribution and Channel) ( 註：近年來演變成為 Logistics 流通學派，而最新的進展變成 Supply Chain Management 供應鏈管理學派）

消費者行為學派 (Consumer Behavior)

行銷策略學派 (Strategic Marketing)

行銷決策模式學派 (Marketing Decision Models)

行銷學派行銷學派The Schools of MarketingThe Schools of Marketing

行銷思潮之演進行銷思潮之演進行銷思潮之演進行銷思潮之演進

被動式行銷

主動式行銷

互動式行銷

連鎖式行銷

被動式行銷被動式行銷Reactive MarketingReactive Marketing

行銷網路Marketing Internet

網路行銷Internet Marketing

19991999 年，傳統媒體上（年，傳統媒體上（電視、廣播、報紙）充斥電視、廣播、報紙）充斥著著 dot com dot com 公司的廣公司的廣告，不斷的提醒、刺激消告，不斷的提醒、刺激消費者上網購物。費者上網購物。

網路零售業者網路零售業者 ((e-Retailers)e-Retailers) 在傳統媒體上所在傳統媒體上所做的廣告是依照傳統的行銷手法進行「行做的廣告是依照傳統的行銷手法進行「行銷網路」。但是到銷網路」。但是到了了 20002000 年時，這些年時，這些 e-Retailerse-Retailers 開始執開始執行「網路行銷」之行「網路行銷」之後，花在傳統媒體後，花在傳統媒體上的廣告預算便大上的廣告預算便大幅縮減。幅縮減。

行銷網路行銷網路Marketing InternetMarketing Internet

(1999)(1999)

行銷網路行銷網路Marketing InternetMarketing Internet

(1999)(1999)

網路行銷網路行銷Internet MarketingInternet Marketing

(2000)(2000)

網路行銷網路行銷Internet MarketingInternet Marketing

(2000)(2000)

被動式行銷

主動式行銷

互動式行銷

連鎖式行銷

被動式行銷被動式行銷((Reactive Marketing)Reactive Marketing)

Customer orientation

Outside-in perspective

Demand determines the supply

Coordinated effort by all departments of the firm to satisfy customers

行銷導向思潮的緣起行銷導向思潮的緣起((The Era of Marketing Thoughts)The Era of Marketing Thoughts)

消費者導向（ Consumer Orientation ）

所有一切的行銷策略都是反應消費者的行為或需求狀況。所以前提是：

你瞭不瞭解你的消費者？如果不，則你要如何去瞭解你的消費者？

主動式行銷主動式行銷((Proactive Marketing)Proactive Marketing)

Competitive orientation

Inside-out perspective

Supply shapes demand

SupermarketSupermarket

Supermarket Supermarket + Bakery+ Bakery

Supermarket Supermarket + Bakery+ Bakery+ Delicatessen+ Delicatessen

Supermarket Supermarket + Bakery+ Bakery+ Delicatessen+ Delicatessen+ Florist+ Florist

New EntrantNew Entrant

超級市場的「一次購足」策略，提供多樣化的服務，是塑造需求的明顯案例超級市場的「一次購足」策略，提供多樣化的服務，是塑造需求的明顯案例。。

Competitive orientationCompetitive orientation

青箭強調各種情境使用時機高涉入區隔

Extra 強調有助於牙齒保健高涉入區隔

司迪麥強調青少年自我形象低涉入區隔

波爾強調上班族清新自由低涉入區隔

Supply shapes demand Supply shapes demand （（案例一）案例一）Supply shapes demand Supply shapes demand （（案例一）案例一）

超越勞斯萊斯的新寧靜品質超越勞斯萊斯的新寧靜品質

Supply shapes demand Supply shapes demand （（案例二）案例二）

互動式行銷互動式行銷((Interactive MarketingInteractive Marketing))

Relationship Orientation Dynamic perspective Supply inter-locks demand Strategic focus - One to One Marketing

Marketing Channel FlowsMarketing Channel Flows

廠商間（ B2B）如果維持某種程度的固定關係將會使的整體的交易成本降低，進而增強彼此雙方聯合對外的競爭力。

內部

化策略聯

盟市場機

制長期契

約0% 關係程度 100%

短期契

B2CB2C 與與 B2BB2B 關係行銷之差異關係行銷之差異

廠商與消費者之間並不存在共同利益

需要發展有別於傳統行銷思維的理論

由於消費大眾為數眾多，廠商如何管理大量且異質的

顧客關係？

需要發展有別於傳統行銷策略的手法

行銷哲學的核心思維行銷哲學的核心思維

廣義： Exchange 交換（可包含非營利組織）

狹義： Transaction 交易（只針對營利組織）

Learning EnvironmentLearning EnvironmentLearning EnvironmentLearning Environment

TuitionTuitionTuitionTuition

Promised ActionPromised ActionPromised ActionPromised Action

VotesVotesVotesVotes

TransactionTransactionTransactionTransaction

FeeFeeFeeFee

ConsultingConsultingConsultingConsulting

Products/servicesProducts/servicesProducts/servicesProducts/services

MoneyMoneyMoneyMoney

ProductProduct DistributionDistribution

PromotionPromotionPricePrice

TargetTarget

MarketMarket

傳統行銷以消費者行為為基礎所發展出的一切行銷策傳統行銷以消費者行為為基礎所發展出的一切行銷策略作為均為了要完成「交易」略作為均為了要完成「交易」

行銷哲學的核心思維行銷哲學的核心思維

廣義： Exchange 交換（可包含非營利組織）

狹義： Transaction 交易（只針對營利組織）

Relationship 關係

Building Relationships with CustomersBuilding Relationships with Customers

Mass Marketing Relationship Marketing

1. A sale is the end of marketing process 1. A sale is the beginning of a relationship

2. The purpose of marketing is to make a sale 2. The purpose is to gain a customer relationship

3. Assuming customers are homogeneity within a segmented market

3. Identify each customer as an individual

4. Focus on short-term sales effect 4. Focus on long-term relationship equity

5. Industrial Economic -- classify industries into manufacture, wholesale, retail, etc.

5. Service Economic -- every business is a service business

6. The relationship is adversarial 6. The relationship is interdependent

7. Transactions are independent 7. Transactions are intercorrelated

8. Differentiation satisfies different needs of a segment market

8. Differentiation creates preferences, and preferences lead to repeated transactions

如何落實顧客關係行銷如何落實顧客關係行銷

顧客關係行銷之緣起顧客關係行銷之緣起 1970 年代，經由問卷的填答，定期收集同一消費者的

採購行為 (consumer panel survey data) 1980 年代，隨著電腦大量的適用，零售業逐漸利用結

帳時的掃瞄設備，記錄個別顧客每筆單項紀錄 (scanner panel data)

1990 年代，各行各業均開始建立屬於自己的顧客資料庫，資料庫行銷於焉興起。

零售商與製造商間主宰市場的零售商與製造商間主宰市場的 PowerPower 在誰手上在誰手上，端看誰掌握末端消費者的一舉一動。，端看誰掌握末端消費者的一舉一動。

製造商顧客關係行銷案例（一

製造商顧客關係行銷案例（二

Relationship Orientation

Build a “small business” relationship with each customer one at a time -- no matter how

large your organization.

Dynamic perspective

From Product Life Cycle (PLC) to

Customer Life Cycle (CLC).

互動式行銷互動式行銷 ((Interaction Interaction Marketing)Marketing)

連鎖式行銷連鎖式行銷 ((Chain-reaction Marketing)Chain-reaction Marketing)連鎖式行銷連鎖式行銷 ((Chain-reaction Marketing)Chain-reaction Marketing)

WWW WWW

連鎖式行銷連鎖式行銷 ((Chain-reaction Marketing)Chain-reaction Marketing)連鎖式行銷連鎖式行銷 ((Chain-reaction Marketing)Chain-reaction Marketing)

Network orientation Future perspective Neural Supply-Demand System Strategic focus

WWW WWW

實體書局與虛擬書局之比較實體書局與虛擬書局之比較

藉此設定消費者心

中之參考價格水準

藉此降低消費者

心中之決策風險

行銷決策支援系統Marketing Decision Support System (MDSS)

傳統式決策支援系統專案式 (project)

批次式 (batch)

離線式 (off-line)

我的名字到現在仍無法被華航確認

行銷決策支援系統行銷決策支援系統Marketing Decision Support System (MDSS)Marketing Decision Support System (MDSS)

連鎖式行銷決策支援系統即時式 (real time)

隨機式 (random assess)

線上式 (on-line)

統計模式

實體書局與虛擬書局之比較實體書局與虛擬書局之比較

Amazon Amazon 執行的不僅僅是新科執行的不僅僅是新科技的連鎖式行銷，它同時也在技的連鎖式行銷，它同時也在執行主動式行銷以塑造消費者執行主動式行銷以塑造消費者

新的購物行為新的購物行為

請問各位同學：請問各位同學：

AmazonAmazon 所提供的各項功能，你所提供的各項功能，你覺得有用嗎？覺得有用嗎？

如果覺得非常有用的同學，你會終如果覺得非常有用的同學，你會終其一生只在其一生只在 AmazonAmazon 購買書籍嗎購買書籍嗎？？

個人隱私權的問題個人隱私權的問題

按照現行法令，廠商不得將消費者個人有關的資料（

不論基本資料或是交易資料）移轉他人使用，既使關係

企業也不行。

可是，廠商本身是不是有權將顧客交易的紀錄予以保

留呢？

解決個人隱私權問題的方法解決個人隱私權問題的方法

記錄我個人過去的購買行為，以方便查詢、確認。

自己的記事錄與廠商的推薦清單

The Requirements of Internet The Requirements of Internet AdvertisingAdvertising

. Right people

. Right products or services

. Right timing

. Right format

. Right position

. Right ANALYSIS

- This is the bottom line

實體賣場與虛擬市場的結合實體賣場與虛擬市場的結合賣場虛擬化、網路實體化、關係人性化賣場虛擬化、網路實體化、關係人性化

行銷哲學的思維行銷科學的方法

The Evolution of Marketing Thoughts National Taiwan University The Center for Excellent Marketing...

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