-???????(the art of selling products)

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?????? ??????

• ?????
• ?????????????
• ????????????????

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??????

• ???
• -???????(the art of selling products)
• -??????????????????
• ??????(????????????
• ??.??(Sergio Zyman)
• ???
• ???
• ???
• ???
• ???

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(No Transcript)
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??????

• The aim of marketing is to make selling
  unnecessary.
• ??????????????????
• 
  (Peter Drucker)
• ??????????????????????,?????????????,?????????????
  ??
• 
  (Philip Kotler)

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?????

• ???????????????????????????????????????????????
• 
  -?????? (2008)
  
• ????????????????????????,????????????????
  (Armstrong Kotler, 2010,p.29)
• Marketing is a societal process by which
  individuals and groups obtain what they need and
  want through creating, offering, and freely
  exchanging products and services of value with
  others .
• 
  (Kotler and
  Keller,2009,p.45)
• ?????????
• ??,?????????
• ??,????????????,????????
• ??,????????????,??????????
• ????????

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?????????

• ???????????????????????
• --???? --??
• --?? --??(?????)
• --??
• ??????????????????,???????????????????????
• ?????????????

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?????

• 1.??????????
• 2.???????????????????
• 3.???????????????????????
• 4.??????????????????????
• 5.???????????????????

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?????????

• ??
• ??
• ??
• ??
• ??????
• ????
• ??
• ????
• ??
• ??
• ??

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????????????
???? ???? ???? ????? ?????? ???
????? ???? ????? ????? ????? ??????
?? (???)
???
??? (???)
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?????????

• -??????????????,???????????(???????)?
• ???????,???????????,???????
• ?????
• -????(customer value)
• ?????????
• ???????????
• ????(benefit)?????(cost)
• ??????,??????????
• ??????
• -????????????????????????
• ??????????????,???????????
• ??????,?????????????????,?
• ????????

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????????(???????,????)(?????????,???? )

• Perception ? Reality?
• (??) (??)
• ??????????????????????,????40????????????????????,
  ??????????? ??????????????????,????????????????
• ???????????(???????????)

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???? VS ????

• ????
• (?????????)
• ?????
• ?????
• ?????
• ?????
• ?????

• ????
• (????????)
• ?????
• ?????
• ?????
• ?????
• ?????

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?????????????

• -?????????????? Wal-Mart
• ? Dell Computer
• ? ???????(???????????????) ,
• ???????,?????3-4???,?????
• -??????????????
• ??????????????????????
• ????????????????????????
• ????????? ?
• -????Nike?Starbucks???
• -???????????????
• -????Sony?Microsoft?3M

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• ?????EMBA?EMPP?MBA?
• ?????????

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?????Harvard Business School?

• 1.??????????,???????
• 2.??????,?????
• 3.???????????????
• 4.?????????????
• 5.???????
• (???,?????????,??????,2000/10/23)

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????EMBA???
(2004) (2008)
?????? 81.67 ?????? 65.48
???? 77.50 ?????? 40.21
???? 59.17 ???? 37.72
?????? 28.33 ???? 33.10
?? 1.67 ?????? 31.67
?????? 31.67
???? 17.08
?????? 7.47
?????? 5.69
??1.?????104??????EMBA??????? ????(2004?12?21?) ,?92-94? 2.1111????2008?10????,????(2008?11?8?),B4? ??1.?????104??????EMBA??????? ????(2004?12?21?) ,?92-94? 2.1111????2008?10????,????(2008?11?8?),B4? ??1.?????104??????EMBA??????? ????(2004?12?21?) ,?92-94? 2.1111????2008?10????,????(2008?11?8?),B4? ??1.?????104??????EMBA??????? ????(2004?12?21?) ,?92-94? 2.1111????2008?10????,????(2008?11?8?),B4?
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• ?????????
• 1.????????
• 2.??????
• 3.??????
• 4.????????
• 5.??????
• 6.??????
• 7.????????????(?????????????)
• 8.??(???)????
• 9.?????????????
• 10.????

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?????(CS)

• ?????????
• PP(?????)
• CE(????)
• PP CE ??
• PP lt CE ???
• ?????????
• ???????????????????????
• -??????????????????????
• ????????????????????
• -????????????????(service
• provider) ?????????(core service)????
• ?????(service organization)????????

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???????(CECustomer Expectations)

• ?????
• ??????
• ?????????
• ?????????
• ????

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????????

• -?????? ? ????
• ????
• ?????????,????????????
• ??????(Toshiba???)?
• -????? ? ????
• ??????

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?????????

• --???? (??????)
• --????
• --????
• --???? (????????)
• ??????????????????????????????????????,??????????
  ?????????,?????20?5?,??????????,??????????
  (?????,2008?10?20?,?2)
• --?????????
• ??????(Ritz-Carlton)???????????,??????????,???????
  ????,???2,000?????,??????????
• ???(Rami Karjian), lt???????????gt,
• ????(2007?5?14?),?30-32?

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?????????

• -????????????,??????(customer loyalty)????????????
  ?????????????
• -??????????????,????????
• -?????????????,????????????,????????????????????(l
  oyal customer)?
• -??????(1)??????????????, (2)????,(3)????,(4)?????
  (immune to competition)?
• -???????????????????????

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?????????????????????

• -??????(????????????????????)??????????????????,
  ????????????,??????????????,???????????????
• -?????????????????????????????,?????????

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?????????????????

• ????? ?????? ??????
• ????? ?????? ??????

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???????????

• --??????????
• --?????????
• 1.?????
• ? ??????????????
• ????????2004?5?????????????????
• ?????????????,???2,000????????
• ?????100????????????300?????
• ??8?????????????????(????,2004/6/2,B6)
• ? ??????????2005???????????????? ,
• ????????205??(????30?????,???
• 6,150??) ,???????????????? ?

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• 2.?????
• ? ?????????
• ? ??????
• ? ???????
• ? ????????????
• 3.?????
• ? ??(Johnson Johnson)????????????????
• ???????????
• ? ??????(Wells Fargo)????????,?????
• ????????,???????????????
• (business software workshop), ????????????,??
• ??????????
• Loyal Customers Are Made, Not Born

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???? ???? ????(Relationship
Marketing)

• --?????????lt?????????
• ??gt?????????????,??
• ???????????(marketing
• network),???????????,??
• ?????
• --??????????lt???????gt??????????????????
• -?????????????????????????????

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???????????

• ??????????????????????????,?????????????,????????,
  ?????????,??4?????????,?????????????????????,?????
  ??????????????????????????????????????,??????????
  ?????
• ????????????????????,????????(transaction
  banking) ,???????????????????,????????(relationshi
  p banking) ???????????????????,???????
• (???, lt?????? ?????????gt,
• ????(2009?2?9?),?108-11
  0?)

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????????????

• ????
• ???????lt??gt
• ???? lt??gt
• ?????? lt????gt
• ------------------------------------
• ???? lt??gt
• ?? lt??gt
• (F.R. Dwyer, Paul Schurr, and
  Sejo Oh, Developing Buyer-Seller
• 
  Relationships, Journal of Marketing (April
  1987), pp.11-27.)

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??????

• CRM ( Customer Relationship Management )
• -???????????
• ?????2007???????210???,??????
• ???????
• ????????????
• ?????????????(Lehman Brothers)
• 2008????????????,????????????
• ???????2008???????????26??????
• ?????????????????????14?2008?
• ??????,??????????????
• (????1089?(2008?10?),?161-162?)
• -??????????

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???????

• 1.???????????????
• 2.????????????
• 3.???????????
• 4.?????????

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???????

• 1.????(Customer Management)
• ???????????
• 2.????(Demand Management)
• ????????????????
• (Production and logistics professionals are
  responsible for Supply Management. Marketers are
  responsible for Demand Management.)
• 3.????(Value Proposition)
• -????????????

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???(CMO)?????

• 1.Strengthening the brands
• 2. Measuring marketing effectiveness
• 3.Driving new product development based on
  customer need
• 4.Gathering meaningful customer insights
• 5.Utilizing new marketing technology.
• (Kotler and
  Keller, 2009,p.51)

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?????

• 1.????(negative demand))
• 2.??????(nonexistent demand)
• 3.????(latent demand)
• 4.?????(declining demand)
• 5.??????(irregular demand)
• 6.????(full demand)
• 7.????(overfull demand)
• 8.????(???)
• (unwholesome demand)

• ?????
• ?????
• ??????
• ???
• ??????
• ???
• ???(demarketing)
• ???

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Marketplace is Changing

• Network information technology
• -Information Age
• Globalization(???)
• -easier for companies to market in other
  countries.
• -easier for consumers to buy products from
  other countries.
• Deregulation(??)
• -deregulate industries to create greater
  competition and
• growth opportunities.
• Privatization(???)

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• Heightened competition(?????)
• -facing intense competition from domestic and
  foreign brands.
• -Mang strong brands are extending into related
  product categories.
• Industry convergence(????)
• -industry boundaries are blurring.
• Consumer resistance(?????)
• -negative opinions about marketing and
  advertising.
• Retail transformation(????)
• Disintermediation(???????)
• -online dot-coms created disintermediation in
  the delivery of
• products and services.
• -traditional companies engaged in reinter
  mediation and became
• brick-and-click.
• 
  (Kotler and Keller, 2009, pp55-56.)

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Shifts in Marketing Management

• 1.From Marketing Does the Marketing To Everyone
  Does the Marketing.
• 2. From Organing by Product Units To Organizing
  by Customer Segments.
• 3. From Making Everything To Buying More Goods
  and Service from Outside.
• 4. From Using Many Suppliers To Working with
  Fewer Suppliers in A Partnership.
• 5. From Relying on Old Market Positions to
  Uncovering New Ones.
• 6. From Emphasizing Tangible Assets To
  Emphasizing Intangible Assets.
• 7. From Building Brands Through Advertising To
  Building Brands Through Performance and
  Integrated Communications.

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• 8. From Attracting Customers Through Stores and
  Salespeople To Making Products Available Online.
• 9. From Selling to Everyone To Trying to be the
  Best Firm Serving Well-defined Target Markets.
• 10. From Focusing on Profitable Transactions To
  Focusing on Customer Lifetime Value.
• 11. From A Focus on Going Market Share To A Focus
  on Building Customer Share.
• 12. From Being Local To being Global-Both
  Global Local.
• 13. From Focusing on the Financial Scorecard to
  Focusing on the Marketing Scorecard.
• 14. From Focusing on Shareholders To Focusing on
  Stakeholders.
• (Philip Kotler Kevin
  Keller, Marketing Management
• 12th
  ed.(2006).pp.27-29)

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?????

• 1.????
• ????????
• ?NPO?????
• 2.????
• ?????????????
• ??????????
• 3.????
• ????????????????(Sydney Festival) ,
• ????????,????????
• ????????????????????????
• ?? ?

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• ????????????????
• ?????????????samitivej???dental
• ??????,????????????,????
• ??????(?????????????????
• ???)
• 4.????
• ?????? ?????
• ????? ?????
• 5.????
• ?????????
• ?????
• ????????NPO?????

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??????(Marketing is all around us.)

• 1.??
• 2.????
• 3.?????(???????????)
• 4.??????????????
• 5.?????
• 6.??
• 7.??
• -?????
• -?????
• -????
• -?????
• -????
• 8.??

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??????????

• (1)????????????????????????
• ???????????????
• (2)???????????????????????
• ?????????????????????????
• ????????????????????,????
• ?????(Odense)???????????????
• ??,?????????????????
• (3)??????????????????????
• ??????,?????????????
• (4)?????????????????,????
• ???????,???????????????
• (5)??????????????????????
• ??????????????????,????
• ???????

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• (6)??????????????????,??
• ??????????????????????
• ???,??????300??????????
• ??????
• (7)?????????????????????
• ??????????????
• (8)?????????????????????
• ?????????????
• (9)?????????????????????
• ??
• (10)????????????????????
• ????????????????????
• ??
• (Philip Kotler?????(Marketing
  Asian Places,
• 2002)

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???????????

• ????????????????????????????????
  ?????????????????????????????
• ??????????????????????????????????,??????????????
  ????????,??????????????,??????????
• ????????????????(??????)???
• ????????,???????????
• ??????????????(???)?(???)??
• ?????????????????
• - ???????????????????????????????
• ??????????????????????,???????
• ?????,??????????
• - ??????????????????????????
• ???????????????????????????????????????
• 
  (????????? )

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????????(Travel Leisure 2008????)
1.??(??) -????,???? 6.???(??) -????,????
2.???????(???) -????,???? 7.??(???) -????,????
3.???(??) -????,???? 8.?? -????,????
4.??(??) -????,???? 9.????(???) -????,????
5.????(???) -????,???? 10.??? -????,????
(????,2008?8?24?,E1) (????,2008?8?24?,E1)
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???????????????

• -???????????
• -???????????????.???(Jack Trout)??????,???????????
  ?????
• -??????????????????????????62?(1999)???31
  ?(2003) ???78 ????25 ? ???83????48?(Pew
  Research Center)
• -??????????????????????????????????,??????????????
  ???????(Jack Trout)
• -?????????????????????,?????,?????????????????????
  ????????????(???????)??????????,??????????????(Jac
  k Trout)
• ???, lt????????gt,????(2005?9?5?),149-150?.

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?????Finding a husband after 35by Harvard MBA
Rachel Greenwald

• 1.????
• 2.????
• 3.??
• 4.????
• 5.????
• 6.??
• 7.????
• 8.????

• 9.????
• 10.????
• 11.????
• 12.????
• 13.??????
• 14.????
• 15.????

(???, lt?????????gt,??(2005?11?),?106-109)