What is MARKETING? 廠商在動態的環境中，研究並確認消費者的NEEDS，WANTS，and DEMANDS，創造適當的PRODUCT，配合有效的PLACE，PRICE，and PROMOTION活動，最後透過EXCHANGE，使雙方得到滿足的過程。 市場是指：某產品的實際與濳在購買者。 行銷是指：與購買者（消費者、顧客）有關的活動。

What is MARKETING? 行銷的基本是什麼？ The basic concept underlying marketing is that of human needs. 行銷的關鍵是什麼？ The core concept of marketing is exchange. 廠商針對同一個顧客應追求一次交換還是終身交換？ 終身交換The goal is to retain customers and grow their business with the company. 如何逹到終身交換？ 建立互利關係Profitable relationships come from customer value and satisfaction.

Learning Objectives p.30 Define marketing and outline the steps in the marketing process.定義行銷，列出行銷程序的步驟 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.了解何謂市場與顧客，定義5個重要行銷概念 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.定義顧客導向行銷策略的關鍵要素，討論引導行銷策略的行銷管理導向 (管理哲學的演變) This chapter defines marketing and outlines the steps in the marketing process, explains the importance of understanding the marketplace and customers and identifies the five core marketplace concepts. It also identifies the key elements of a customer-driven marketing strategy and discusses the marketing management orientations that guide marketing strategy.

Learning Objectives p.30 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.討論顧客關係管理以及確認能創造顧客價值與獲取顧客價值做為回饋的策略 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.描述影響行銷的重要趨勢與力量 The chapter further discusses customer relationship management and identifies strategies for creating value for customers and capturing value from customers in return. Finally, this chapter describes the major trends and forces that are changing the marketing landscape in this age of relationships.

投影片結構 (本章架構) 行銷定義 行銷程序 重要行銷槪念 顧客導向的行銷策略 行銷組合* 行銷管理哲學* 建立顧客關係 獲取顧客價值 Needs, Wants, Demands Marketing Offers Value, Satisfaction Exchange Markets 顧客導向的行銷策略 行銷管理 市場區隔與目標選擇 差異化與定位 行銷組合* 行銷管理哲學* 建立顧客關係 顧客關係管理 顧客關係改變 伙伴關係管理 獲取顧客價值 創造顧客忠誠與保留 增加顧客占有率 建立顧客權益 完整的行銷程序 1-6

What Is Marketing? p.33 Old view of marketing: Making a sale -- “Telling and Selling” Tip of the marketing iceberg ! New view of marketing: Satisfying customer needs and to make selling unnecessary. 好的產品不會自動行銷 (所以才要學好行銷)；但爛產品根本無法行銷 !!!

Chapter 1 Marketing Defined AMA (1960) :Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user.

Chapter 1 Marketing Defined AMA (1985) :Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Chapter 1 Marketing Defined AMA (2004): Marketing is an organizational function and a set of processes for creating, communication and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Chapter 1 Marketing Defined Kotler (2013) : Marketing involves creating value for customers and building strong customer relationships in order to capture value from customers in return.

Chapter 1 Marketing Defined p.33 Kotler (2016) : The process by which companies engage customer, building strong customer relationships, and create customer value in order to capture value from customers in return.

Chapter 1 What Is Marketing? p.33 Broadly defined: marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. In a narrower business context, marketing involves building profitable, value-laden exchange relationships with customers.

Forms of Marketing Traditional Making a sale Abundance of products in the nearby shopping centers Television, magazine, and direct-mail ads Contemporary Satisfying customer needs Imaginative Web sites and mobile phone apps, blogs, online videos, and social media Reach customers directly, personally, and interactively Today, marketing must be understood not in the old sense of making a sale—“telling and selling”—but in the new sense of satisfying customer needs. In the traditional form, marketing is seen in abundance at shopping malls and in magazine, television, and direct-mail advertisements. Therefore, marketing in the old sense refers to making a sale—“telling and selling”. In the contemporary form, marketers have assembled a host of new marketing approaches—imaginative Web sites, mobile phone apps, blogs, online videos, and social media. Thus, marketing in the new sense involves satisfying customer needs. There is much more to marketing than meets the consumer’s casual eye. Behind it all is a massive network of people, technologies, and activities competing for your attention and purchases.

Figure 1.1 - The Marketing Process: Creating and Capturing Customer Value This important figure shows marketing in a nutshell. By creating value for customers, marketers capture value from customers in return. This five-step process forms the marketing framework for the rest of the chapter and the remainder of the text. This figure presents a simple, five-step model of the marketing process for creating and capturing customer value. In the first four steps, companies work to understand consumers, create customer value, and build strong customer relationships. In the final step, companies reap the rewards of creating superior customer value. The rewards are in the form of sales, profits, and long-term customer equity.

The Marketing Process 人人想要智慧型手機，男女老少的動機與需求都一樣嗎? 你能用一種手機滿足所有消費者嗎? 如果不的話該如何作呢? 消費者為何要選你的手機呢? 價值是什麼? 如何表現? 選擇顧客： 市場區隔、目標市場的選擇與市場定位(STP) Product Price Place promotion 了解消費者、競爭者、行銷環境、公司的資源與發展方向 Create value for customers and build customer relationships Understand the marketplace and customer needs and wants Construct an integrated marketing program that delivers superior value Design a customer value-driven marketing strategy Capture value from customers in return 為了讓企業立於不敗之地，該如何才能創造極大收益呢? 極大化: 顧客終身價值 顧客佔有率 顧客權益 如何讓消費者繼續購買—創造滿意的消費者:重覆購買、建立口啤、交叉與向上購買 CRM: 增加顧客價值興滿意度、與顧客互動， 建立興維持互利顧客關係 Capture value from customers to create profits and customer equity Engage customers, build profitable relationships and create customer delight

Marketing Process p.33 Marketing Environment Analysis STP 4P Engage customers and CRM Capturing Value from customers

Understanding the Marketplace and Customer Needs p.34 Chapter 1 Understanding the Marketplace and Customer Needs p.34 Creating value for customers requires that we first understand the marketplace and customer needs, including five core customer and marketplace concepts: Needs, wants, and demands Marketing offers (products, services, and experiences) Value and satisfaction Exchanges and relationships Markets

What are Consumers’ Needs, Wants, and Demands? 1-19

This Is a Need Needs - state of felt deprivation including physical, social, and individual needs. Name some specific examples of each need type. 1-20

Types of Needs Maslow’s Hierarchy of Needs Physical: Social: Food, clothing, warmth, and safety Social: Belonging, affection Individual: Knowledge and self-expression Maslow’s Hierarchy of Needs

This Is a Want Wants: Form taken by human needs when shaped by culture and individual personality Preferences for brands are wants. 1-22

This Is Demand Wants Buying Power “Demand” 1-23

廠商如何滿足消費者的需求呢？ --Marketing offers. What are marketing offers？Products, services, experiences, persons, places….. 1-24

Market Offerings Products, services, information or experiences. Offered to satisfy a need or want Needs and wants are fulfilled through a marketing offer. 1-25

Market Offerings—Products, Places, Services, and Experiences Not limited to physical products Include entities such as persons , places , organizations, information, and ideas The U.S. Forest Service markets the idea of reconnecting young people with exploring the joys of nature firsthand.

Products Can Be Ideas Products do not have to be physical objects. Here the “product” is an idea -- protecting animals. Products can also be people, organizations, places, or information. 1-27

Marketing Offers Products: Services: Brand Experiences: Anything that can be offered to a market to satisfy a need or want. Services: Activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything. Brand Experiences: “Dazzle their senses, touch their hearts, and stimulate their minds.” 1-28

Marketing Offers Consumer Experiences: 創造獨特品牌體驗，以使自己立於不敗之地。 American Girl does more than just make and sell high-end dolls. It creates special experiences between the dolls and the girls who adore them. Consumer Experiences: Is the sum of all experiences a customer  has with a supplier  of goods  and/or services , over the duration of their relationship  with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction. 消費者和產品、服務、品牌、廠商的所有互動過程，包括注意、興趣、購買、使用、維修… 1-29

Marketing Myopia 補鼠器與鑽孔機的迷思--在消費者眼中，產品是利益的組合， 為了滿足需求而交換。但是，廠商往往只看到… The mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. They focus on the “wants” and lose sight of the “needs.”

Marketing Myopia 「行銷近視症」例子 以為克蟑只要﹍﹍﹍ 即可賣得好，而忽略了殺蟑劑用起來要﹍﹍﹍﹍、﹍﹍﹍﹍、﹍﹍﹍﹍。 以為克蟑只要﹍﹍﹍ 即可賣得好，而忽略了殺蟑劑用起來要﹍﹍﹍﹍、﹍﹍﹍﹍、﹍﹍﹍﹍。 給他死 更方便 更有效 更安全 這種只在乎產品功能與品質，卻忽視消費者需求的想法可能會錯失不少市場機會，甚至導致經營危機。

Marketing Myopia 行銷短視(Marketing Myopia)，Levitt於1960年發表在《哈佛商業評論》，描述標準石油公司的一個營銷理論，指的是指企業在擬定策略時，過於迷戀自己的產品，多數組織不適當地把注意力放在產品上或技術上，而不是市場。即致力於生產優質產品，並不斷精益求精，卻不太關心產品在市場是否受歡迎，不關注市場需求變化，過於重視生產，就會忽略行銷。在市場行銷治理中以產品作為導向，而非市場導向，缺乏市場遠見，進而致使企業將市場定義過於狹隘，使得產品銷售每下愈況，企業丟失了市場，降低了競爭力。

Customer Value (p.36, 41) Customers often face a bewildering array of products and services from which to choose. How do they choose among these many market offerings? A customer buys the highest customer-perceived value—

Customer Perceived Value 你選哪一牌？為什麼？ 知覺價值最高的品牌會受青睞 CPV=f(B, C) The customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. 比較各品牌的利益與成本 CPV=All Benefits – All Costs CPV=All Benefits / All Costs How to increase CPA？ Increasing benefits or decreasing costs! ↑ All Benefits All Costs Customer Perceived Value ↑ ↓

Customer Perceived Value (p.36, 41) Customer-perceived value: The customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. Building lasting customer relationships: Superior customer value (customer perceived value) Customer satisfaction Customer value and customer satisfaction are key building blocks for developing and managing customer relationships.

Customer Perceived Value Perceptions may be subjective. Consumers often do not objectively judge values and costs. 『知覺』是人人看法不同，主觀評價；『價值』是指利益與付出權衡的結果

Customer Satisfaction Dependent on the product’s perceived performance relative to a buyer’s expectations. 滿意度決定於產品/服務的預期績效與知覺績效 E > PP  dissatisfied E = PP  satisfied E < PP  delighted Some firms seek to DELIGHT customers by exceeding expectations. Delighted customers： Make repeat purchases Become marketing partners – customer evangelists

Customer Satisfaction 老王賣瓜自賣自誇….對或錯？ If performance is lower than expectations, satisfaction is low Setting proper expectations is critical 消費者的預期從何而來? Advertising is one of the primary methods by which consumer expectations are formed. How about word of mouth? Or e-word of mouth (口碑與鼠碑)？Social media? 只要做到滿足消費者就能創造忠誠度? Some firms seek to DELIGHT customers by exceeding expectations.

Exchange and Relationships (p.36) Chapter 1 Exchange and Relationships (p.36) Exchange: Act of obtaining a desired object from someone by offering something in return. In the broadest sense, the marketer tries to bring about a response to some market offering. 交換是行銷的核心。 廣義的行銷: 任何組織或社會單元為了從他方獲得所需的反應(交換)所從事的努力與活動。

Exchanges and Relationships (p.36) Marketing consists of actions taken to create, maintain, and grow desirable exchange relationships with target audiences involve a product, service, idea, or other object. Strong relationships are built by consistently delivering superior customer value.

What is a Market? (p. 36) The set of all actual and potential buyers of a product or service. These people share a need or want that can be satisfied through exchange relationships. 行銷活動只牽涉到廠商與市場嗎？ A market for Harley-Davidson

What is a Market? (p. 36) Can buyers carry out marketing? Consumers market when they search for products, interact with companies to obtain information, and make their purchase. Customer-managed relationships. A market for Harley-Davidson

A Modern Marketing System (p.36) Each party in the system adds value for the next level. Arrows represent relationships that must be developed and managed to create customer value and profitable customer relationships. A company’s success at building profitable relationships depends not only on its own actions but also on how well the entire system serves the needs of final consumers.

Marketing Management (p.37) The art and science of choosing target markets and building profitable relationships with them.選擇正確的顧客，建立有利的關係。 The marketing manager’s aim is to engage, keep, and grow target customers by creating, delivering, and communication superior customer value.

Customer-Driven Marketing Strategy (p.37) Designing a winning marketing strategy requires answers to the following questions: What customers will we serve? (What’s our target market?) Market Segmentation and Market Targeting (市場區隔與目標市場選擇) How can we serve these customers best? (What’s our value proposition?) Value Proposition，Positioning (價值主張)

Segmentation and Target Marketing #1 #2 Market Segmentation: Divides the market for a product category into segments of consumers. Target Marketing: Process of selecting one or more of these segments to target.

Value Proposition The set of benefits or values a company promises to deliver to consumers to satisfy their needs. Value propositions dictate how firms will differentiate and position their brands in the marketplace.

Marketing Management (p.37) Demand Management Finding & increasing demand Also changing or reducing demand, such as in demarketing. Demarketing Temporarily or permanently reducing the number of customers or shifting their demand. Marketing managers must decide which customers they want to target, and on the level, timing, and nature of their demand. Marketing Management is customer management and demand management.

Marketing Management Orientation p.37 Customer-Driven Societal Marketing Concept Marketing Concept Selling Concept Product Concept Production Concept

Marketing Management Philosophies (p.38) The Production Concept Consumers will favour products that are available and highly affordable 買得到與買得起 The organization should focus on improving production and distribution efficiency The Product Concept Consumers will favour products that offer the most quality, performance, and features 有特色、高品質 The organization should devote its energy to making continuous product improvements

Marketing Management Philosophies (p.38) The Selling Concept Consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort 有促銷給好康 The Marketing Concept Achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do 給消費者真正想要的

The Selling and Marketing Concepts Contrasted (p.39) Note to Instructors: The selling concept takes an inside-out perspective. It starts with the factory, focuses on the company’s existing products, and calls for heavy selling and promotion to obtain profitable sales. It focuses primarily on customer conquest—getting short-term sales with little concern about who buys or why. In contrast, the marketing concept takes an outside-in perspective. The marketing concept starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers. In turn, it yields profits by creating relationships with the right customers based on customer value and satisfaction. 1-52

Marketing Management Orientations (p.39) The Societal Marketing Concept A company’s marketing decisions should consider consumer’s wants, the company’s desires, consumers’ long-run interests and society’s long-run interests 消費者需求、公司需求、消費者與社會的長期利益

The Considerations Underlying the Societal Marketing Concept (p.40)

Preparing an Integrated Marketing Plan and Program (p.41) Chapter 1 Preparing an Integrated Marketing Plan and Program (p.41) Price Place Promotion Product 55

Engaging Customers and Managing Customer Relationships (p. 41) The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. CRM deals with all aspects of acquiring, engaging, and growing customers. 1-56

Customer Relationship Management (p. 44) Relationship Building Blocks: CRM基礎 Customer Value (前面已做介紹) Satisfaction (前面已做介紹) Customer Relationship Levels: CRM水準 Basic Relationship With low-margin customers Full Partnerships With high-margin customers

Customer Relationship Levels (p.44) Full Partnership Basic Relationship Continuum 考慮顧客人數與利潤邊際 1-58

Customer Relationship Management (p. 44) Customer Relationship Tools: CRM工具 Frequency marketing programs Loyalty rewards programs Club marketing programs Financial Benefits (補充) Social Benefits (補充) Structural Ties (補充) Relating with more carefully selected Customers Relating more deeply and interactively

Customer Relationship Tools (補充): Social Benefits 社會性利益 Financial Benefits 財務性利益 Structural Ties (B2B) 結構性連結 Focus on Profitable Customers

Customer-Engagement Marketing (p.46) Making the brand a meaningful part of consumers’ conversations and lives by fostering direct and continuous customer involvement in shaping brand conversations, experiences, and community. Traditional Mass marketing Selling a brand to consumer Customer relationships management. Intrusion 打斷/介入 Contemporary Customer engagement marketing Make the brand a meaningful part of consumers’ conversation and lives. Customer-managed relationships. * Attraction Today’s companies are using online, mobile, and social media to refine their targeting and to engage customers more deeply and interactively. Customer engagement marketing refers to fostering direct and continuous customer involvement in shaping brand conversations, brand experiences, and brand community. Its goal is to make the brand a meaningful part of consumers’ conversations and lives. Internet and social media have given a huge boost to customer-engagement marketing. Newly empowered consumers have more information about brands, and they have numerous digital platforms for sharing their brand views with others. Greater consumer empowerment means that companies must practice marketing by attraction which is creating market offerings and messages that engage consumers rather than interrupt them. For example, Starbucks has more than 34 million Facebook fans, and Coca-Cola has more than 61 million. The key to engagement marketing is to find ways to enter consumers’ conversations with engaging and relevant brand messages. Simply posting a humorous video, creating a social media page, or hosting a blog isn’t enough. Successful engagement marketing means making relevant and genuine contributions to consumers’ lives and conversations.

Consumer-Generated Marketing (p.47) Brand exchanges created by consumers 消費者創造的品牌交換 Consumers play an increasing role in shaping their own brand experiences and those of other consumers. 消費者在體驗過程中扮演主要角色 Uninvited and Invited Uninvited consumer-to-consumer exchanges Consumers invited by companies Asking for new product and service ideas Asking to play an active role in shaping ads Consumer-generated marketing refers to brand exchanges created by consumers by which consumers are playing an increasing role in shaping their own brand experiences and those of other consumers. This might happen through uninvited consumer-to-consumer exchanges in blogs, video-sharing sites, social media, and other digital forums. But increasingly, companies themselves are inviting consumers to play a more active role in shaping products and brand content. For example, H.J. Heinz invited consumers to submit homemade ads for its ketchup brand on YouTube, and it received more than 8,000 entries.

Consumer Generated Marketing (p.48) Harnessing consumer-generated marketing: When H.J. Heinz invited consumers to submit homemade ads for its ketchup brand on YouTube, it received more than 8,000 entries—some very good but most only so-so or even downright dreadful.

Partner Relationship Management 除了顧客外,影響行銷成敗的重要夥伴包括: Partners Inside the Firm All employees customer focused Teams coordinate efforts toward customers；Cross-functional teams Partners Outside the Firm Supply chain management channel partners Strategic alliances

Capturing Value from Customers (p.49)

Capturing Value from Customers Creating Customer Loyalty and Retention—Customer Lifetime Value 顧客終身價值 福特汽車：一個人一生會買10輛車，平均車價為50萬，所以CLV為….如果顧客買了第一輛車後跑去買豐田，那麼我們的損失是… Growing Share of Customer 你家有多少清潔產品來自P&G cross and up sell 你有多少3C產品是Apple？Apple store? Building Customer Equity 蘋果公司的所有粉絲一輩子只買Apple，他們決不會買其他品牌的3C，他們一直買一直買直到死為止…. 某一品牌所有紛絲(忠誠顧客)的終身價值

Customer Loyalty & Retention (p.50) Customer Lifetime Value The entire stream of purchases that the customer would make over a lifetime of patronage. Keeping customers loyal makes good economic sense. Customer defections can be costly Can lose that customer’s lifetime value May cause other customers to defect

Customer Loyalty & Retention (p.50) Share of Customer Portion of the customer’s purchasing in their product categories. 十種清潔用品中有八個是P&G Share of Customer is increased by: Good customer relationship management Offering greater variety to current customers Creating programs to cross-sell and up-sell to existing customers

Building Customer Equity (p.50) Total combined customer lifetime values of all of the company’s current and potential customers. Helps to measure the future value of the company’s customer base Increases when the loyalty of the firm’s profitable customers increases Better measure of a firm’s performance than current sales or market share 公司所有忠心顧客之終身價值的總和

Building the Right Relationships with the Right Customers (p.51) Profitability (利潤貢獻度) Long-term customers Short-term customers Good fit between company’s offerings and customer’s needs; high profit potential Limited fit between company’s offerings and customer’s needs; low profit potential Little fit between company’s offerings and customer’s needs; lowest profit potential Good fit between company’s offerings and customer’s needs; highest profit potential Strangers Butterflies True Friends Barnacles High Low Projected loyalty(忠誠度)

Building the Right Relationships with the Right Customers (p.51) Butterflies True Friends Making continuous relationship investments to delight, to nurture, to retain, and to grow them. High Using promotional blitzes (促銷攻勢) to attract them. Profitability Strangers Barnacles Improving their profitability by selling them more, raising their fees, or reducing service to them. Low Don’t invest anything in them. Short-term customers Long-term customers Projected loyalty

The Changing Marketing Landscape (p.52) The digital age Changing economic environment The growth of not-for-profit marketing Rapid globalization Sustainable marketing—the call for more environmental and social responsibility

Figure 1.6 - An Expanded Model of the Marketing Process (p.59) This figure represents a map for the entire marketing process. Throughout the marketing process, marketers practice customer relationship management to create customer satisfaction and delight. In creating customer value and relationships, a firm must work closely with marketing partners both inside the company and throughout its marketing system. Thus, beyond practicing good customer relationship management, firms must also practice good partner relationship management.