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

Making a sale -- “Telling and Selling” What Is Marketing? p.33 Old view of marketing: Making a sale -- “Telling and Selling” New view of marketing: Satisfying customer needs and to make selling unnecessary.

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.

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

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. 1-15

This Is Demand Wants Buying Power “Demand” 1-16

Market Offerings Products, services, information or experiences. Offered to satisfy a need or want Needs and wants are fulfilled through a marketing offer. 1-17

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.”震撼感觀，碰觸你的內心，刺激你的心智 1-18

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。 INSIDE 硬塞的網路趨勢觀察： hTC 太過重視硬體規格是失敗原因之一

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!

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 Perceived Value Perceptions may be subjective. Consumers often do not objectively judge values and costs.

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  E = PP  E < PP  Some firms seek to DELIGHT customers by exceeding expectations. Delighted customers： Make repeat purchases Become marketing partners – customer evangelists

Customer Delight: Going Beyond Satisfaction Delighted customers not only make repeat purchases but also become willing marketing partners and customer evangelists.

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.

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.

廣義的行銷 廣義行銷：任何組織或社會單元為了從他方獲得所需的反應所從事努力與活動。 慈濟功德會 善男信女 非營利事業透過行銷逹到 組織目標 降低罪惡感、行善的快樂與積功德 捐款、擔任義工、參與活動 非營利事業透過行銷逹到 組織目標

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. Can buyers carry out marketing? A market for Harley-Davidson

What is a Market? (p. 36) Consumers market when they search for products, interact with companies to obtain information, and make their purchase. Customer-managed relationships. 行銷活動只牽涉到廠商與市場嗎？ A market for Harley-Davidson

A Modern Marketing System (p.36) 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 Value-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 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 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 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

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. 1-40

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

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

The Societal Marketing Concept Calls for sustainable marketing—socially and environmentally responsible marketing that meets the present needs of consumers while also preserving the ability of future generations to meet their needs

Preparing an Integrated Marketing Plan and Program (p.41) Chapter 1 Preparing an Integrated Marketing Plan and Program (p.41) Price Place Promotion Product 44

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. 1-45

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 Tools 哪些是值得深耕的顧客?(補充) RFM Model R F M

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 Financial Benefits Structural Ties (B2B) 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.

鼓勵顧客利用網路/數位科技掌握資訊，包括歷史交易等，以利未來選擇更符合需求的交易條件。 Customer-Managed Relationships 管理客戶關係 (補充) Marketing relationships in which customers, empowered by digital technologies, interact with companies and with each other to shape their relationships with brands. 鼓勵顧客利用網路/數位科技掌握資訊，包括歷史交易等，以利未來選擇更符合需求的交易條件。

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.

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 Growing Share of Customer Building Customer Equity

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

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.