Professional Documents
Culture Documents
tw
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Customer-Satisfaction-Business
Lifetime Value
CP
GDP
70%60%
4P
Product
PlacePricePromotionService
4P / 1S
()
PowerPoint
()
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()
()
()
()
II
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III
Unit 1-1
004
Unit 1-2
006
Unit 1-3
Part
008
Unit 1-4
Part
010
Unit 1-5
7-ELEVEN
012
Unit 1-6
014
Unit 1-7
016
Unit 1-8
4P
018
Unit 1-9
4P VS. 4C
020
Unit 1-10 8P / 1S / 1C
022
Unit 1-11
024
Unit 1-12
026
Unit 1-13
028
Unit 1-14
030
IV
Unit 2-1
036
Unit 2-2
038
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Unit 2-3
040
Unit 2-4
VS.
042
Unit 2-5
SWOT
044
Unit 2-6
046
Unit 3-1
050
Unit 3-2
052
Unit 4-1
056
Unit 4-2
058
Unit 4-3
060
Unit 5-1
064
Unit 5-2
066
Unit 5-3
068
Unit 5-4
070
Unit 5-5
072
076
080
082
Unit 5-6
Unit 5-7
Unit 5-8
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Unit 6-1
086
Unit 6-2
088
Unit 7-1
092
Unit 7-2
094
Unit 7-3
096
Unit 7-4
098
Unit 8-1
CRM
102
Unit 8-2
CRM
104
Unit 8-3
CRM
106
Unit 8-4
CRM
108
Unit 8-5
110
Unit 8-6
RFM
112
Unit 8-7
CRM
114
VI
Unit 9-1
120
Unit 9-2
122
Unit 9-3
Part 124
Unit 9-4
Part 126
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Unit 9-5
128
Unit 9-6
130
Unit 9-7
132
Unit 9-8
134
Unit 9-9
8Part
136
138
140
142
144
146
148
150
152
Unit 9-18
154
Unit 9-19
156
158
160
162
Unit 9-23
164
Unit 9-24
166
Unit 9-25
168
176
178
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VII
10
Unit 10-1
182
Unit 10-2
184
Unit 10-3
186
188
190
192
194
196
202
Unit 10-12
204
VIII
212
214
216
218
220
222
Unit 10-22
224
226
228
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230
Unit 10-26
232
234
236
238
240
244
246
248
250
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IX
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Unit 1-1
Unit 1-2
Unit 1-3 Part
Unit 1-4 Part
Unit 1-5 7-ELEVEN
Unit 1-6
Unit 1-7
Unit 1-8 4P
Unit 1-9 4P VS. 4C
Unit 1-10 8P / 1S / 1C
Unit 1-11
Unit 1-12
Unit 1-13
Unit 1-14
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1-1
Unit
Marketing Management
Marketing
Management
MarketingMarketing
MarketingMarketing
(3)
(4)
004
(1)
(2)
(2)
(1)
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Marketing
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
Marketing
Management
Management
1.P-D-C-A
PPlan
DDo
CCheck
AAction
2.
Marketing
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
1.
2.
3.
4.
5.
6.
7.
8.
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005
1-2
Unit
006
( ) Cash
Flow
()
() Market Share
() Brand
Brand Asset
3
()
PMBM
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5
Marketing Objectives
2.
4.
5.
3.
1.
Mar k e ti n g
Marketing
Manager
Brand
Manager, BM
Product
Manager, PM
Marketing Planning
Manager
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1-3
Part
Unit
19501970
Production Concept1950
1.
2.3.
19701980
008
Product Concept
Marketing Myopia
Levitt
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4
1
Production Concept
19501970
Product Concept
19701980
3
Selling Concept
19801990
Marketing Concept
199021
009
VS.
Revelon
Xerox
Standand Oil
Columbia Picture
Encyclopedia
International Mineral
Missonri Pacific
Disney
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1-4
Part
Unit
19801990
Selling Concept
199021
010
Marketing Concept
Market-Orientation or Customer-Orientation
1.2.
3.4.
5.6.
7.8.
9.10.
11.
1.TOYOTA1500cc
VIOSYARIS505
2.
3.39
4. SNG
5.400500
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21
1.
Customer-Orientation
2.
Market-Orientation
3.
Marketing-Orientation
1.
2.
3.
4.
21
011
1.
ATM 2.
Quality Care
TV
3.101
SOGO
4.
5.
10
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1-5
7-ELEVEN
Unit
012
7-ELEVEN
7-ELEVEN7-ELEVEN
1.
2.3.
4.
5.6.
7.
8.
9.
POS10.7-ELEVEN
11. 12.
13.
14.
15.
16.
17.18.
19.7-ELEVEN20.7-ELEVEN
1,0001,000
21.22.
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7-ELEVEN
OPEN
icash
7net
7-SELECT
ibon
City Caf
ATM
1 2 3 4 5 6 7 8 9 10 11 12
7-ELEVEN
7-ELEVEN 1973
1974
7-ELEVEN CEO
13,334
7-ELEVEN 1991
7-ELEVEN 2005
7-ELEVEN7-ELEVEN7&I
7-ELEVEN
7-ELEVEN
7-ELEVEN 1978 4
1979 7-ELEVEN 5 14
7
1982 1986
1987
2000 4 20
7-ELEVEN19947
1,00019992,00019951996
1999
40
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013
1-6
Unit
Customer Orientation
7-ELEVEN
1.2.
3.4.
5.6.
014
() 7-ELEVENibonCity CafATM
() McDonalds
1.
2.
3.PDA
4.
() Mos Burger
1.
2.
3.
4.
5.
6.
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Marketing
1.
2.
3.
4.
5.
6.
Consumer
1 2 3 4 5 6 7 8 9
015
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1-7
Unit
Consumer Insight
()
()
()
()
()
016
()
Human Basic NatureEvian
LVLevis
BenzKeep Walking
()
1.FGIFGD2.
3.4.
5.
6.E-ICP7.
8.
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P&G5
FGI / FGD
P&G
AGB
P&G
2
3
4
5
POS
1.POS
2.
F o c u s G r o u p
InterviewFGI
E-mail
3.
0800
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(02)2705-5066
017
1-8
4P
Unit
4PMarketing 4P Mix
4P
4P
1.Product2.Place
3.Price4.Promotion4P
4P
4P4P
4P
4P
()
()
()
()
018
Mix
4PP
4P
4P Promotion
4P
Product
Price
Place
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4P
2.(Place)
1.(Product)
3.(Price)
4.(Promotion)
4P
1.
(Marketing Target)
(Product)
(Promotion)
(Place)
(Price)
2.
019
3.
4P(Marketing 4P Mix)
4.
4P/1S
4P/1S
1.
(R&D)/
2.
3.
4.(IMG)
5.
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1-9
4P VS. 4C
Unit
4P4P4C
020
4P4C
4P4C4P4C
4P4C
4C
()
()
R&D
3GMP3NB
()
B2C
()
4P4C
4P4C
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4P4C
4P
VS .
4C
1.Product
Customer-OrientationCustomer Value
Cost Down
3.Place
Convenience
4.Promotion
Communication
2.Price
4P4C
2
4P
Promotion
4
Communication
Place
Price
Convenience
Product
Cost Down
Value
Customer
Customer-Orientation
021
4C
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1-10
8P / 1S / 1C
Unit
8P/1S /1C
8P
4P8PPromotionP
5PPublic RelationPR
6PPersonal Selling
7PPhysical Environment
PUB
8PProcessSOP
1S
1SService
022
1C
70%CRM
3R
1R Retention
352RRelated
3RReferral
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8P / 1S / 1C
10.
CRM
9.
Service
1.Product
2.Pricing
8P / 1S /
1C
7.
Physical Environment
3.Place
4.
Promotion
6.PR
8.
Process
5.
Personal Selling
$39$69$99
320
24
VIP
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023
1-11
Unit
Marketing Research
Target Market
024
Developing
Marketing Strategy
VIP
Setup Marketing
Tactics Plan
8P/1S/1C 1. Product
Plan2.Pricing Plan3.Place Plan4.
Promotion Plan5.Personal Selling Plan6.
Public Relation Plan 7. Physical
Environment Plan8.Process Plan9.
Service Plan10.CRM Plan
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. .
, 2013.10
ISBN 978-957-11-7322-1 ()
1.2.3.
496.5
102017886
1FS9
106 3 3 9 4
(02)2705-5066(02)2706-6100
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