Introduction to Marketing Management

1. Chapter 0 Introduction to Marketing Management

2. 好的行銷是…? • 提供高品質的產品? • 訂定便宜的價格? • 訓練銷售人員的口條? • 時常發放折價券? • 密集地播放廣告?

3. Definition of Marketing • Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (October 2007, AMA) • Marketing is meeting needs profitably. • Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

4. Focus of Marketing • Marketing philosophy • Consumer behavior • External • Internal • STP • Segmentation, targeting, and positioning • Marketing strategies • Product, price, place, and promotion

5. External Consumer Behavior • Shoppers often zip through the snack aisle, spending only 42.7 seconds there, whereas they spend more than twice that in the coffee aisle. • Only 34% of shoppers who don’t have baskets actually purchase something, while 75% of shoppers with baskets buy some items. • A woman who shops with another woman spends twice as much time in the store than if she shops with a man.

6. Internal Consumer Behavior • Cognition and affect • Attention, comprehension, knowledge, involvement, attitude, and intention • Decision making

7. Examples of Internal Consumer Behavior • Country-of-origin effect • Framing effect • E.g. reference price & Ford’s Metrostar; 貝納頌. • Prospect theory • 人在面對「利得」時，常是風險趨避的。 • 人在面對「損失」時，常是風險愛好的。 • E.g. 散戶的心態。

8. The Three Major Steps in Target Marketing – STP • Segmentation (區隔目標市場) • Targeting (鎖定目標市場) • Positioning (定位)

9. STP concept • Market segmentation: dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mix. • Steps for market segmentation • Identify bases (ex. geographic, demographic, psychographic, and behavior) of segmenting • Develop profiles of resulting segments • Market segment: a group of consumers who respond in a similar way to a given set of marketing efforts.

10. 1989 1983 1970 1978 2006 1991 1999 1991 Case: 統一泡麵

11. Case: ZESPRI • 全球市佔率：28%。 • 將巨無霸奇異果輸往日本，而將一般大小的奇異果則輸往歐洲。因為日本人喜歡大粒、外觀漂亮、吃起來過癮的奇異果。 • 黃金奇異果：在日本以「甜」為訴求，在台灣則以「營養」為訴求。

12. STP concept • Target marketing: the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. • Steps for target marketing • Evaluate the attractiveness of each segment • Select the target segments • Targeting strategies: • Mass marketing • Segment marketing • Niche marketing • Individual marketing

13. Case: Veterinary Pet Insurance • Facts • More than 60% of all U.S. households own one dog or one cat or both. • There are more than 60 million dogs, 68million cats, and 2 million rabbits in U.S.. • Spend $28.5 billion a year on the pets. • Nearly 75% of pet owners are willing to go into debt to pay for veterinary care. • Sales have grown 40% in each of the past year, reaching nearly $72million last year.

14. Niche Marketing • Niche: a more narrowly defined group seeking a distinctive mix of benefits. • Many companies start as nichers to get a foothold, e.g. Southwest Airlines, 美國人壽一定保. • The Internet facilitates the niche marketing, e.g. Ostrichonline. • Determine the attractiveness of a niche: distinctness of need, premium, competitors, specialization, size, profit and growth potential. • Niche marketing involves higher-than-normal risks.

15. The Long Tail

16. The Long Tail

17. The Long Tail

18. The Long Tail

19. STP Concept • The place the product occupies in consumers’ minds relative to competing products. • The complex set of perceptions, impressions, and feelings that consumers have for the product compared with competing products. • Steps for market positioning • Identify possible positioning concepts for each target segment • Develop marketing mix for each target segment • Well-known products generally hold a distinctive position. • E.g. Coca-Cola, Volvo, Toyota, 全聯, 保力達B.

20. Case: Sonic Vox vs. I Am T-Pain

21. Four Major Positioning Errors • Underpositioning, e.g. Shiseido. • Overpositioning, e.g. Cartier. • Confused positioning, e.g. Kmart’s “upscale discounter” vs. Wal-Mart’s “Always low prices. Always!”. • Doubtful positioning, e.g. 非常可樂.

22. Marketing-Mix Strategy

23. Case: Priceline • Its customer base has grown to almost 17 million users, and as many as 9 million people visit the Priceline site monthly (64% are repeat customers). • Working mechanism • Attractive to the “time sensitivity” product such as travel-related products (e.g. plane tickets, hotel rooms, rental cars, cruises, and vacation packages).

24. Case: PayEasy • 台新銀行持股超過8成。台灣目前唯一針對女性消費者的購物網站，是僅次於Yahoo！奇摩與PChome Online的大型購物網站。 • 2008年的營業額達37億，共接了684萬個訂單，平均每10秒鐘就有一個訂單進來。 • 成功因素：(1) 鎖定明確的族群；(2) 走平價路線；(3) 積極與「達人」共同合作開發自有品牌商品，如牛爾 – 保養品、Kevin – 彩妝品、小曼 – 美髮保養品、名模 – 瘦身產品。

25. Cases: Fitness First • 德國柏林最大的連鎖健身中心。 • 他們發現，大多數人在大吃大喝後，隔天會習慣去健身中心消耗卡洛里，降低自己的罪惡感。 • 與周邊鄰近的幾家餐廳合作，並為他們重新設計收銀機的系統。使發票上面除了有餐點明細和金額外，還有每份料理的卡洛里！ • 此外，發票上更清楚地印著Fitness First的品牌訊息，消費者也可以憑發票在附近分店，兌換體驗健身課程。 • 結果：在一個月內吸引約300人上門體驗，更有1/3以上的人加入成為會員。

26. Case: Fitness First