.                                        17           2556             .                                                  ...
.2.3.                                                 24.BEST SELLER                                               (Evolut...
.                                                          Production concept                                      )      ...
.     Promotion)                                      Synergy3. Relationship Marketing             (CRM :Customer Relation...
.3.       25 %                    (Chunking)     ,
.                                                                   2.6 %                          4.3 %                  ...
.   Structural View of CRM           Marketing          Senior          Other              Communication     Product & Ser...
.2. Heterogeneity (variability)3. Simultaneity (of production and consumption)                                            ...
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NANO MBA 3 แนวคิดทางการตลาดและการบริการ _17-feb-13_-2

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แนวคิดทางการตลาดและการบริการและรูปแบบการวิจัยพฤติกรรม
โดยดร.เกรียงสิน ประสงค์สุกาญจน์
สรุปการบรรยายแนวคิดทางการตลาดและการบริการและรูปแบบการวิจัยพฤติกรรมผู้บริโภค
การสัมนา NANO MBA3 สมาคมร้านยา
วันท่ี 17 กพ. 2556

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NANO MBA 3 แนวคิดทางการตลาดและการบริการ _17-feb-13_-2

  1. 1. . 17 2556 . Market Demand Want Purchasing Power Need (Market) (Market) (Demand) (Want) (Purchasing Power) (Want) Want Need NeedWant (Need)(Want) “ ” “ ” “ ” 41. 2 2 ,
  2. 2. .2.3. 24.BEST SELLER (Evolution) (Demand)(Supply) Production Concept The Selling Concept The Marketing Concept The Holistic Marketing Concept 2 4 100 300 Production concept ( ,
  3. 3. . Production concept ) 4 100 350Selling Concept ( , )Marketing Concept Marketing Concept ( , ) Campaign Marketing ConceptHolistic Marketing Concept 4 1. Internal Marketing cost 2. Integrated Marketing Marketing mix 4Ps (Product, Price, Place, ,
  4. 4. . Promotion) Synergy3. Relationship Marketing (CRM :Customer Relationship Management) (PRM: Partner Relationship Management) CRM IMC4. Social Responsible Marketing 31. 60 %2. 15 % ,
  5. 5. .3. 25 % (Chunking) ,
  6. 6. . 2.6 % 4.3 % 13 % 7.8 % ? Integrated 400 % Sigmund Freud 3 801. (Oral stage)2. (Anal Stage)3. (Phallic Stage)4. 3 -105. ,
  7. 7. . Structural View of CRM Marketing Senior Other Communication Product & Service Channels Department Management Department Integrated Marketing InternalOperational MarketingBenefits Strategic Holistic Benefit Marketing Relationship Socially Marketing Responsible Marketing Communication Product & Service Channels Ethic Community Environment Legal CRM Socially Responsible Relationship - - Difference between Goods and Services ( ) 1. Intangibility ,
  8. 8. .2. Heterogeneity (variability)3. Simultaneity (of production and consumption) moment of truth4. Perishability of output1. ,

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