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1

2

3

4 Demand Side Supply Side

5

6

7 A Business Function A Discipline A Business Philosophy

8 Customer Satisfaction satisfy delight Stew Leonard

9

10

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12 Needs Wants

13 Marketing Myopia Avon Rubbermaid

14 Environmental Scanning

15 Environmental Scanning

16 Environmental Scanning

17 Market Share Marketing Mix Four P s Product, Price, Promotion, and Physical Distribution (or Place)

18 Relative Market Share Market Growth Rate Product Life Cycle

19 Decision Making Unit: DMU Buyer Consumer, End User Consumer Marketing

20 Industrial Marketing, Business-to-Business Marketing, Organizational Buying Behavior

21 Decision Making Process: DMP Trial Modified Rebuy (Repurchase) Straight (Routine) Rebuy

22 High Involvement IBM

23 Production Concept Model T-Car

24 Product Concept Sales Concept

25 Marketing Concept Customer Orientation Society Orientation

26 Relationship Orientation: Relationship Marketing Green Marketing

27

28

29

30 Global Competition

31 SWATCH» Better than More

32 Total Quality Management (TQM) Return on Quality (ROQ) Return on Investment (ROI) Kaizen Quality House

33 Relational Exchange rather than Discrete Transaction

34 Word of Mouth ( ; Reference Group)

35

36

37

38 Scandinavian Air System MOT: Moment of Truth J. D. Power

39 Malcolm Baldridge National Award Customer Satisfaction Changi Airport

40 Product MADD (Mothers Against Drunken Driving) Australia, Thailand, Singapore, New Zealand

41 Price

42 (Promotion) (Advertising) (Sales Promotion) (Marketing Public Relations) (Personal Selling)

43 (Physical Distribution) Exclusive Distribution Selective Distribution Intensive Distribution (Key Success Factor; KSF Analysis)

44

45 STP Market Targeting Positioning Segmentation

46 PLC. (, )

47 (5%) Compact (49%) (46%) Damaged (11%) Anti-Dandruff(23%) Two-in-One(39%) All Purpose (27%)

48 »» ---»»» Me-Too Products» Henry Ford Model T-Car,

49 (Profitable) Identification and Differentiable Reachable

50

51 Customers are different (sufficient amount if heterogeneity) Differences of customers are related to differences in market demand Segments of customers can be isolated and reached within the overall market (Researchable) Specific products and/or marketing programs can be designed for the identified segments (Actionable) Segments will be differentially responsive (Differentiable)

52

53 Mass Marketing Segment Marketing ( ) Micro Marketing Niche Marketing

54 ,, Ford Model T-Car Coca Cola

55 Premium Price, Know-How, Rolls, Segment of One, Customized Segmentation, One-to-One Marketing Mass Customization

56 (Demographic Variables)»»»»»

57 »» (Multi-Attribute Demographic Segmentation)

58

59 »»»» ) Abraham Maslow (Hierarchy of Needs) Physiological: Food, water, shelter, sex Safety: protection, security, stability Social: affection, friendship, acceptance Ego: prestige, self-esteem, success Self-Actualization: self-fulfillment

60 Che Hierarchy of Needs Top Middle Bottom Rolex Rolls L. L.Vitton Heinken Seiko Cadillac Samsonite Michelob Timex Chevy Store Brand Budweiser Expensive Moderate Reasoanle Exclusive Authorized Dealers Come to think of it, II ll have Heineken Seletive The night belongs to specialty Michelob Extensive, Supermarket This Bud s for you

61 »»»»»»

62

63 »»» Expected Benefits»»»»

64 » Nutritional Snacker» Economical Snacker» Guilty Snacker» Indiscriminant Snacker» Close-Up:» Crest:» Aqua Fresh:»»

65 »»»»»»»»»

66 »»»»»»»»»

67 Measurable Purchasing Power Consumer Profile Data (Heterogeneity or Homogeneity) Substantial Sufficiently Large and Profitable Accessible (Reachable) Effectively Reached and Profitable Differentiable Different Response Elasticity to Different Mix Strategies Actionable

68 »

69 Positioning Map

70 »

71

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Microsoft PowerPoint - 3.๊ณต์˜DBM_์ตœ๋™์šฑ_๋ณธ๋ถ€์žฅ-์ค‘์†Œ๊ธฐ์—…์˜_์‹ค์šฉ์ฃผ์˜_CRM

Microsoft PowerPoint - 3.๊ณต์˜DBM_์ตœ๋™์šฑ_๋ณธ๋ถ€์žฅ-์ค‘์†Œ๊ธฐ์—…์˜_์‹ค์šฉ์ฃผ์˜_CRM ไธญ ๊ทœ๋ชจ ๊ธฐ์—…์˜ ์‹ค์šฉ์ฃผ์˜CRM ์ „๋žต (CRM for SMB) ๊ณต์˜DBM ์†”๋ฃจ์…˜์ปจ์„คํŒ… ์‚ฌ์—…๋ถ€ ๋ณธ๋ถ€์žฅ ์ตœ๋™์šฑ 2007. 10. 25 Agenda I. ์ค‘์†Œ๊ธฐ์—…์˜ ๊ณ ๊ฐ๊ด€๋ฆฌ, CRM์˜ ์ค‘์š”์„ฑ 1. ๊ตญ๋‚ด์™ธ CRM ๋™ํ–ฅ 2. ๊ณ ๊ฐ๊ด€๋ฆฌ, CRM์˜ ์ค‘์š”์„ฑ 3. CRM ๋„์ž…์˜ ๊ธฐ๋Œ€ํšจ๊ณผ II. CRM์ •์˜ ๋ฐ ์šฐ๋ฆฌํšŒ์‚ฌ ์ ํ•ฉ์„ฑ 1. ์ค‘์†Œ๊ธฐ์—…์— ์œ ์šฉํ•œ CRM์˜ ์ •์˜ 2. LTV(Life

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