Introduction to Marketing Management

好的行銷是… ?

1. 提供高品質的產品 ?

2. 訂定便宜的價格 ?

3. 訓練銷售人員的口條 ?

4. 時常發放折價券 ?

5. 頻繁地播放廣告 ?

Definition of Marketing

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (October 2007, AMA)

Marketing is meeting needs profitably. Marketing management is the art and science of

choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Focus of Marketing

Consumer behavior External Internal

STP Segmentation, targeting, and positioning

Marketing strategies Product, price, place, and promotion

External Consumer Behavior

Shoppers often zip through the snack aisle, spending only 42.7 seconds there, whereas they spend more than twice that in the coffee aisle.

Only 34% of shoppers who don’t have baskets actually purchase something, while 75% of shoppers with baskets buy some items.

A woman who shops with another woman spends twice as much time in the store than if she shops with a man.

Internal Consumer Behavior

Cognition and affect Attention, comprehension, knowledge,

involvement, attitude, and intention Decision making

Examples of Internal Consumer Behavior

Country-of-origin effect Framing effect

E.g. reference price; Ford Metrostar; 貝納頌.

Prospect theory 人在面對「利得」時，常是風險趨避的。 人在面對「損失」時，常是風險愛好的。 E.g. 散戶的心態。

STP concept

Market segmentation: dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mix.

Steps for market segmentation Identify bases (ex. geographic, demographic, psychographic,

and behavior) of segmenting Develop profiles of resulting segments

Market segment: a group of consumers who respond in a similar way to a given set of marketing efforts.

Case: 統一泡麵

2006

1970

1999

1983 1989

1991 1991

1978

STP concept

Target marketing: the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

Steps for target marketing Evaluate the attractiveness of each segment Select the target segments

A company with limited resources might decide to serve only one or a few special segments or “market niches”. E.g. Arm & Hammer, Oshkosh Truck, and Veterinary Pet

Insurance.

Case: Veterinary Pet Insurance

Facts More than 60% of all U.S. households own one

dog or one cat or both. There are more than 60 million dogs, 68million

cats, and 2 million rabbits in U.S.. Spend $28.5 billion a year on the pets. Nearly 75% of pet owners are willing to go into

debt to pay for veterinary care. Sales have grown 40% in each of the past

year, reaching nearly $72million last year.

STP Concept

Market positioning: arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Steps for market positioning Identify possible positioning concepts for each target

segment Develop marketing mix for each target segment

Examples: HITACHI, KOLIN, and SAMPO.

The 4 P’s of the Marketing Mix

Cases of Successful Package

• Dutch Boy

• Heinz

• 泰山 Twist Water

• Toothpaste

Case: Priceline

Its customer base has grown to almost 17 million users, and as many as 9 million people visit the Priceline site monthly (64% are repeat customers).

Working mechanism Attractive to the “time sensitivity” product

such as travel-related products (e.g. plane tickets, hotel rooms, rental cars, cruises, and vacation packages).

Case: PayEasy

台新銀行持股超過 8 成。台灣目前唯一針對女性消費者的購物網站，是僅次於 Yahoo ！奇摩與 PChome Online 的大型購物網站。

2008 年的營業額達 37 億，共接了 684 萬個訂單，平均每 10 秒鐘就有一個訂單進來。

成功因素： (1) 鎖定明確的族群； (2) 走平價路線； (3) 積極與「達人」共同合作開發自有品牌商品，如牛爾 – 保養品、 Kevin – 彩妝品、小曼 – 美髮保養品、名模 – 瘦身產品。

Cases: Fitness First

德國柏林最大的連鎖健身中心。 他們發現，大多數人在大吃大喝後，隔天會習慣去健

身中心消耗卡洛里，降低自己的罪惡感。 與周邊鄰近的幾家餐廳合作，並為他們重新設計收銀

機的系統。使發票上面除了有餐點明細和金額外，還有每份料理的卡洛里！

此外，發票上更清楚地印著 Fitness First 的品牌訊息，消費者也可以憑發票在附近分店，兌換體驗健身課程。

結果：在一個月內吸引約 300 人上門體驗，更有 1/3以上的人加入成為會員。

Case: Fitness First

Case: Ford Escape