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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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mailto : hope88@xuite.net

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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

Unit 9-10 8Part

138

Unit 9-11 Part

140

Unit 9-12 Part

142

Unit 9-13 Part

144

Unit 9-14 Part

146

Unit 9-15 Part

148

Unit 9-16 HOLAPart

150

Unit 9-17 HOLAPart

152

Unit 9-18

154

Unit 9-19

156

Unit 9-20 SOP

158

Unit 9-21 Part

160

Unit 9-22 Part

162

Unit 9-23

164

Unit 9-24

166

Unit 9-25

168

Unit 9-26 SOGO25 170


Unit 9-27 Part 172
Unit 9-28 Part 174
Unit 9-29 Part

176

Unit 9-30 Part

178

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VII

10

Unit 10-1

182

Unit 10-2

184

Unit 10-3

186

Unit 10-4 YodobashiPart

188

Unit 10-5 YodobashiPart

190

Unit 10-6 YodobashiPart

192

Unit 10-7 WalgreensPart

194

Unit 10-8 WalgreensPart

196

Unit 10-9 Part 198


Unit 10-10 Part 200
Unit 10-11

202

Unit 10-12

204

Unit 10-13 Part 206


Unit 10-14 Part 208
Unit 10-15 Part 210

VIII

Unit 10-16 Part

212

Unit 10-17 Part

214

Unit 10-18 101VIPPart

216

Unit 10-19 101VIPPart

218

Unit 10-20 Part I

220

Unit 10-21 Part II

222

Unit 10-22

224

Unit 10-23 VIP

226

Unit 10-24 P&G

228

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Unit 10-25 700700

230

Unit 10-26

232

Unit 10-27 G&H

234

Unit 10-28 ASKUL

236

Unit 10-29 Part I

238

Unit 10-30 Part II

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

Management Marketing Management

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

Revenue & Profit


007


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

Customers Satisfying Process)Product Producing


Process

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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.

7-ELEVEN ATM City Caf


ibon 7-SELECT
7net
icashOPEN

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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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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

1CCRMCustomer Relationship Management


SOGOHappy Go

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 Management Process

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










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