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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。
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What is MARKETING?
 行銷的基本是什麼？
 The basic concept underlying marketing is that of human needs.
最基本的行銷概念是「人的需求」
 行銷的關鍵是什麼？
 The core concept of marketing is exchange.
行銷的核心關鍵是「交換」
 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.
目標是保留顧客和提升他們與公司的買賣
 如何逹到終身交換？
 建立互利關係Profitable relationships come from customer
value and satisfaction.
有利潤的關係來自顧客價值和顧客滿意度
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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，確認
五個重要行銷概念
• Identify the key elements of a customer-driven
marketing strategy and discuss the marketing
management orientations that guide marketing
strategy.確認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)
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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
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投影片結構 (本章架構)
• 行銷定義
• 行銷程序
• 重要行銷槪念
•
•
•
•
•
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
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
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What Is Marketing?
Old view of marketing:
Making a sale -- “Telling and Selling”
New view of marketing:
Satisfying customer needs
and to make selling unnecessary.
Tip of the
marketing
iceberg !
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 !!!
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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.
行銷是一種引導來自於製造商的貨物和服
務到消費者和使用者的流動的企業活動
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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.
行銷是計畫貨物和服務的執行概念、定價、推
廣和分配想法的一種過程，這個過程同時滿意
了個體（顧客）和組織的目標。
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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.
行銷是組織創作、溝通、遞送價值給顧客和為
了管理顧客關係的一種運作方式和一整套的流
程，組織和利害關係人因此而受利。
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Marketing Defined
Kotler (2013) : Marketing involves creating value for
customers and building strong customer
relationships in order to capture value from
customers in return.
行銷為了獲取價值以回饋給顧客，而涉及到創
造價值給顧客和建立完好的顧客關係。
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Marketing Defined
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.
為了從顧客那裡獲取價值當作回饋，公司執行
了和顧客約定、建立了完好的顧客關係和創造
顧客價值。
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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.
廣義的定義：行銷是個體（顧客）和組織透過創造與交換獲得他們所想所需
的一種社會型和管理型的一個過程
In a narrower business context, marketing involves building profitable,
value-laden exchange relationships with customers.
以一個狹義的企業來說：行銷涉及到建立有利潤的事物和價值負載與顧客的
交換關係。
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Forms of Marketing 行銷的形式
Traditional 傳統上
Contemporary 現代的
• Making a sale 做銷售
• Abundance of products in
the nearby shopping centers
在鄰近的購物中心有著充
足的備貨
• Television, magazine, and
direct-mail ads 電視、雜誌、
信箱廣告
• Satisfying customer needs 滿
足顧客的需求
• Imaginative Web sites and
mobile phone apps, blogs,
online videos, and social
media 充滿想像力的網站、
手機應用程式、部落格、
線上影片、社群軟體
• Reach customers directly,
personally, and interactively
直接地、個人化地和互相
地接觸顧客
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Figure 1.1 - The Marketing Process:
Creating and Capturing Customer Value
了解市場和
顧客的需求
和欲望
建造一個
整體優越
於競爭對
手的行銷
計畫
設計一個
顧客價值
導向的行
銷策略
約定顧客、建
立有利潤的
關係和創造
顧客滿意
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從顧客獲取，
進而創造利潤
和顧客淨利
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The Marketing Process
人人想要智慧型手
你能用一種手機滿
機，男女老少的動
足所有消費者嗎?
機與需求都一樣嗎?
如果不的話該如何
Create value
for選擇顧客：
customers and
了解消費者、競爭者
市場區隔、目標市
作呢? relationships
build customer
、行銷環境、公司的
場的選擇與市場定
資源與發展方向
位(STP)
Understand the
Design a customer
marketplace and
value-driven marketing
customer needs and
strategy
wants
如何讓消費者繼續
CRM:
增加顧客價值興滿意
購買—創造滿意的
消費者:重覆購買、
度、與顧客互動，
Engage customers, build
建立口啤、交叉與
建立興維持互利顧客
profitable relationships and
向上購買關係 create
customer delight
消費者為何要選你
的手機呢?
Product
價值是什麼?
Price
如何表現?
Place
promotion
Construct an integrated
marketing program
that delivers superior
value
Capture value from
為了讓企業立於不
customers極大化:
in return
敗之地，該如何才
顧客終身價值
能創造極大收益呢?
Capture value顧客佔有率
from
customers to顧客權益
create
profits and customer
equity
從顧客獲取價值進而創造利潤
和顧客獲取淨利
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