1. ymtu@mis.nsysu.edu.tw Version: 2009 modify by Version: 2010 modify by

2. PART 1 GDP/GNP IS/LM / / () () E P T S 3. PART 1 (5) BSC(4) () Strategy MapKPI Vision Mission (Statement) (Position) (BCG,STEP,SWOT) STP PA () D C Scenario () .. BCG SWOT STEP.. 4. PART 1 Vision Mission (Statement) (Position) (STEP,SWOT) KPI KPI KPI KPI ARC 5. PART 1 6. PART 1 (Weber) (Taylor) (Fayol) (Gantt) (Mayo) (McGregor) (Likert) (Barnard) (Peter M. Senge) X Y 7. PART 1 Product Mix () Marketing Mix Promotion Mix S W O T = 8. PART 1 Michael Porter 9. PART 1 SWOT Strength S1: S2: S3: S4: Weakness W1: W2: W3: W4: W5: Opportunity O1: O2: O3: O4: SO1: SO2: SO3: SO4: WO1: WO2: WO3: WO4: WO5: Threat T1: T2: T3: T4: ST1: ST2: ST3: ST4: WT1: WT2: WT3: WT4: 10. PART 1 O T O T O T O T O T 11. PART 1 Value Chain (Inbound Logistic) (Operation) (Outbound Logistic) (Service) (Marketing) 12. PART 1 , , P33 13. PART 1 4P target price product place promotion 7P Product Price Promotion Place (People) (Physical evidence) (Process) 14. PART 1 1. 1.1 1.1.1 (Intangibility) 1.1.2 (Heterogeneity) 1.1.2.1 1.1.2.2 1.1.2.3 1.1.3 (Inseparatability) 1.1.4 (Perishability) 1.2 1.2.1 (people) 1.2.2 (physical evidence) 1.2.3 (process) 1.3 () 1.3.1 (external marketing) 1.3.2 (internal marketing) 1.3.3 (interactive marketing) 1.4 1.4.1 (reliability) 1.4.2 (assurance) 1.4.3 (tangibles) 1.4.4 (empathy) 1.4.5 (responsiveness) . Ex: SOP () ( ) () 15. PART 1 vs 16. PART 1 STP segmentation Target Market position 1. 2. 3. 4. 5. 6. 17. PART 1 (segmentation) (Demographic Segmentation) (Geographic Segmentation) (Psychographic Segmentation) (Behavioral Segmentation) 18. PART 1 19. PART 1 M1 M2 M3 P1 P2 P3 P= M= 20. PART 1 M1 M2 M3 P1 P2 P3 P= M= 21. PART 1 M1 M2 M3 P1 P2 P3 P= M= 22. PART 1 M1 M2 M3 P1 P2 P3 P= M= 23. PART 1 M1 M2 M3 P1 P2 P3 P= M= 24. PART 1 1.1 1.1.1 1.1.2 1.1.3 25. PART 1 1. 1.2 1.2.1 1.2.2 1.2.3 1.2.4 1.2.5 1.2.6 26. PART 1 1.3 Hertz v.s Avis Avis @_@a !!!! _/+ >o