Transcript Definition of Marketing

Introduction to
Marketing Management
好的行銷是…?
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提供高品質的產品?
訂定便宜的價格?
訓練銷售人員的口條?
時常發放折價券?
密集地播放廣告?
Definition of Marketing
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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
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Marketing philosophy
Consumer behavior
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STP
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External
Internal
Segmentation, targeting, and positioning
Marketing strategies
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Product, price, place, and promotion
External Consumer Behavior
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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
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Cognition and affect
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Attention, comprehension, knowledge,
involvement, attitude, and intention
Decision making
Examples of Internal
Consumer Behavior
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Country-of-origin effect
Framing effect
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E.g. reference price & Ford’s Metrostar; 貝納頌.
Prospect theory
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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。
The Three Major Steps in
Target Marketing – STP
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Segmentation (區隔目標市場)
Targeting (鎖定目標市場)
Positioning (定位)
STP concept
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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
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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
1970
1978
1983
1991
1991
1999
1989
2006
Case: ZESPRI
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全球市佔率：28%。
將巨無霸奇異果輸往日
本，而將一般大小的奇
異果則輸往歐洲。因為
日本人喜歡大粒、外觀
漂亮、吃起來過癮的奇
異果。
黃金奇異果：在日本以
「甜」為訴求，在台灣
則以「營養」為訴求。
STP concept
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Target marketing: the process of evaluating each
market segment’s attractiveness and selecting one
or more segments to enter.
Steps for target marketing
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Evaluate the attractiveness of each segment
Select the target segments
Targeting strategies:
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Mass marketing
Segment marketing
Niche marketing
Individual marketing
Case: Veterinary Pet Insurance
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Facts
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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.
Niche Marketing
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Niche: a more narrowly defined group seeking a
distinctive mix of benefits.
Many companies start as nichers to get a foothold, e.g.
Southwest Airlines, 美國人壽一定保.
The Internet facilitates the niche marketing, e.g.
Ostrichonline.
Determine the attractiveness of a niche: distinctness of
need, premium, competitors, specialization, size, profit
and growth potential.
Niche marketing involves higher-than-normal risks.
The Long Tail
The Long Tail
The Long Tail
The Long Tail
STP Concept
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The place the product occupies in consumers’ minds
relative to competing products.
The complex set of perceptions, impressions, and
feelings that consumers have for the product
compared with competing products.
Steps for market positioning
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Identify possible positioning concepts for each target segment
Develop marketing mix for each target segment
Well-known products generally hold a distinctive
position.
E.g. Coca-Cola, Volvo, Toyota, 全聯, 保力達B.
Case: Sonic Vox vs. I Am TPain
Sonic Vox
I Am T-Pain
Four Major Positioning Errors
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Underpositioning, e.g. Shiseido.
Overpositioning, e.g. Cartier.
Confused positioning, e.g. Kmart’s “upscale
discounter” vs. Wal-Mart’s “Always low prices.
Always!”.
Doubtful positioning, e.g. 非常可樂.
Marketing-Mix Strategy
Case: Priceline
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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
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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
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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