12. 定位分析確準 = 挑出對的顧客
• If you want to please everyone, you will
end up pleasing no one.
• 如果您想要取悅每個人,那麼您將一無所
獲
• 存在”目標客戶的設定”的問題,就是定位不
夠確切。
• 業績要穩定,主要依賴於舊顧客的深耕
• 業績要成長,就要靠新顧客的持續開發
13.
14.
15. 顧客消費習性分析
• ( 一 ) 消費者通常購買什麼商品或服務
What
• ( 二 ) 為什麼會購買 Why
• ( 三 ) 誰主導購買 Who
• ( 四 ) 何時購買 When
• ( 五 ) 何處消費 Where
• ( 六 ) 如何購買 How
This slide relates to material on pp. 5-6. Indicates place where slide “builds” to include the corresponding point.
Summary Overview As marketing has evolved, its focus has changed from a focus on products to a focus on customer needs. An important point to remember is that some managers have not made it all the way to the final stages of marketing evolution. Key Issues Simple trade era --families trade or sell their output to local middlemen. Production era --company focuses on production of a few specific products: no ceiling on demand for the firm's products; focus on producing more efficiently, selling what it's easy to produce. Sales era --competition increases: finite demand for firm's products and services; surplus of products for sale; focus on pushing products via promotion, beating competition. Marketing department era --emphasis on coordinating marketing activities in a marketing department. Marketing company era --marketing is an overall philosophy: everyone in the organization is involved in increasing customer satisfaction; short-run and long-term planning; guided by the marketing concept. Discussion Question: Many companies profess to be customer-oriented, but their customer service still leaves a lot to be desired. Why? This slide relates to material on pp. 15-17. Indicates place where slide “builds” to include the corresponding point.
This slide relates to material on pp. 17-18. Indicates place where slide “builds” to include the corresponding point.
This slide relates to material on pp. 43-45. Indicates place where slide “builds” to include the corresponding point.
This slide relates to material on pp. 49-52. Indicates place where slide “builds” to include the corresponding point.
Summary Overview Price is the revenue-generating function of the marketing mix. In setting the “ right ” price, marketing managers must consider many factors, all of which combine to make pricing a combination of science and art. Key Issues Marketers can choose from several different pricing objectives and policies. Among the policies are: price flexibility ; how price changes over the product life cycle ; various allowances, discounts, and geographic terms that affect the final price. Discussion Question : Can you think of examples of products, introduced in the last few years, whose prices changed significantly the longer they were in the market? Is the age of the product the only factor in these price changes? In addition, the marketer must be familiar with the various factors in the legal environment that affect pricing strategy. Other aspects of price include: cost structure and demand ; price sensitivity ; competition, available substitutes ; impact of the price of one product on any other products offered by the organization. This slide relates to material on p. 40. Indicates place where slide “builds” to include the corresponding point.
This model summarizes the important ideas presented to this point. Key Issues In a firm that has adopted the marketing concept, everyone focuses on customer satisfaction. The organization offers superior customer value. Value, in turn, helps attract customers and keeps them satisfied after they buy. This satisfaction then leads to repeat purchase. As the firm maintains this profitable relationship, the profit gives the firm the incentive and the resources to offer superior customer value. Discussion Question: If a firm’s customers are already satisfied with the firm’s offerings, why does the firm need to look for new and better ways to provide customer value? Adopting the marketing concept is a “win-win” situation for marketers and consumers! This slide relates to material on pp.19-21. Indicates place where slide “builds” to include the corresponding point.
This slide relates to material on pp. 47-48. Indicates place where slide “builds” to include the corresponding point.