ทบทวน: ประมวลความรู้วิชาการจัดการการตลาด (BM 603)
IT-Smart Program by Dr.Niwet Thamma Tel:086-354-504 http://guru-marketing-thailand.blogspot.com
, http://marketingthailand.hi5.com
, dr_nivej@yahoo.com
1.
SWOT a.
Internal Factors i.
Market share, Sales growth, Profitability ii.
STP : Potential for increased profit,
Difference of needs, reach a segment cost to segment, Similarity of needs iii.
Product : Brand name, Brand Image, Product line, Branding, Product verity, Global brand,
Product Extension, Product Adaptation,
Product Invention, iv.
Price : Low cost leadership, Pricing Strategy v.
Place : Experience, Specialist, Training,
Distribution Strategy, Coverage vi.
Promotion : Social Event Marketing, vii.
Shareholder : Experience viii.
R&D, Production, Finance, Management b.
External Factors i.
Customer
หน้า 1 จาก 4

ทบทวน: ประมวลความรู้วิชาการจัดการการตลาด (BM 603)
IT-Smart Program by Dr.Niwet Thamma Tel:086-354-504 http://guru-marketing-thailand.blogspot.com
, http://marketingthailand.hi5.com
, dr_nivej@yahoo.com
1.
Discover Customer needs, GEN M, Y, X
, B and Racial and ethnic Diversity,
Global Consumer ii.
Industry’s Competitor : Slice or heavy ,
Potential, Alternative form of Competition,
Competitive position iii.
New Entrances : Number of new entry,
Barrier to entry, Local or Global competition,
Competitive position iv.
Supplier : v.
Substitution Goods vi.
Dynamic of World Trade, Tariff, Market growth vii.
Political : Regulatory Forces viii.
Economic : GDP, Consumer Index,
Consumer Income, Expected Growth, ix.
Social & Cultural : Social Moving, Mix
Culture, Population shifts, Cultural Diversify x.
Technology : Rapid change, Customer
Value, Electronic business
หน้า 2 จาก 4

ทบทวน: ประมวลความรู้วิชาการจัดการการตลาด (BM 603)
IT-Smart Program by Dr.Niwet Thamma Tel:086-354-504 http://guru-marketing-thailand.blogspot.com
, http://marketingthailand.hi5.com
, dr_nivej@yahoo.com
xi.
Geography xii.
Stakeholder
2.
STP : Geographic, Demographic, Benefit Sought,
Usage patronage, Psychographic, Market size,
Compatibility with the Organization ‘s Objective and
Resources , Perceptual Mapping
3.
Marketing Objective : Product life Cycle : PLC
4.
Marketing Strategy (4Ps) a.
Product & Service Strategy i.
Experience of success or fail of new product management ii.
Product Variation iii.
Product Line and Product Mix iv.
Product development b.
Pricing Strategy i.
Demand oriented approaches ii.
Cost oriented approaches iii.
Profit oriented approaches iv.
Competition oriented approaches
หน้า 3 จาก 4

ทบทวน: ประมวลความรู้วิชาการจัดการการตลาด (BM 603)
IT-Smart Program by Dr.Niwet Thamma Tel:086-354-504 http://guru-marketing-thailand.blogspot.com
, http://marketingthailand.hi5.com
, dr_nivej@yahoo.com
c.
Place Strategy i.
Channel of Distribution ii.
Physical of Distribution iii.
Intensive distribution iv.
Exclusive distribution v.
Selective Distribution vi.
Vertical Conflict vii.
Horizontal Conflict viii.
Logistic and Supply chain management ix.
Wheel of retailing d.
Integrated Marketing Communication : IMC i.
Promotion element: Advertising, Sales promotion, Personal selling, Public relation,
Direct marketing ii.
Pull & Push Strategy iii.
Executing and Evaluating iv.
Interactive Marketspace
5.
Customer Relationship Management : CRM
6.
Corporate Social Responsibility : CSR
หน้า 4 จาก 4