張愛華教授 政治大學企管所 行銷管理課程 chapter 2 adapting marketing to the new...
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張愛華教授 政治大學企管所 行銷管理課程
Chapter 2Adapting Marketing to the New
Economy
張愛華教授 行銷管理
張愛華教授 政治大學企管所 行銷管理課程
Adapting Marketing to the New Economy
• Major Drivers of the New Economy
– Digitization and Connectivity– Disintermediation and Reintermediation– Customization and Customerization– Industry Convergence
張愛華教授 政治大學企管所 行銷管理課程
Procter & Gamble’s Reflect.com site allows Procter & Gamble’s Reflect.com site allows customers to design their own beauty productscustomers to design their own beauty products
張愛華教授 政治大學企管所 行銷管理課程
Adapting Marketing to the New Economy
How Business Practices are Changing
– Organize by product units to organize by customer segments
– Shift focus from profitable transactions
to customer lifetime value
張愛華教授 政治大學企管所 行銷管理課程
Adapting Marketing to the New Economy
– Shift focus from financial scorecard to also focusing on the marketing scorecard
– Shift focus from shareholders to stakeholders
張愛華教授 政治大學企管所 行銷管理課程
• How Marketing Practices are Changing: E-Business– E-business– E-commerce– E-purchasing– E-marketing
Adapting Marketing to the New Economy
張愛華教授 政治大學企管所 行銷管理課程
Types of Webs
• B2C, B2B, C2B, C2C• Company Site, Service Site, Selling Site,
Information Site.
張愛華教授 政治大學企管所 行銷管理課程
Adapting Marketing to the New Economy
Brick and Click companies
– B2B : IBM http://www.ibm.com/tw/– B2C :聯強 http://www.synnex.com.tw/– C2B :四方通行 http://www.easytravel.com.tw/ec/gp/help.asp– C2C :奇摩拍賣 http://tw.bid.yahoo.com/
張愛華教授 政治大學企管所 行銷管理課程
IBM
張愛華教授 政治大學企管所 行銷管理課程
聯強
張愛華教授 政治大學企管所 行銷管理課程
四方通行
張愛華教授 政治大學企管所 行銷管理課程
雅虎奇摩拍賣
張愛華教授 政治大學企管所 行銷管理課程
The Benefits of Webs to Consumers
• Choice• Customization• Convenience• Consistency• Community• Change• Cost• Confidentiality
張愛華教授 政治大學企管所 行銷管理課程
Benefits of Web Operation to Marketing
• Potential Markets Expansion• Cost reduction• Customer Service Improvement• More Efficient Data Collection• More Efficient Communication• Reduction of Disadvantage in Resource (Birds-Flock Phenomenon)• Relationship Building
張愛華教授 政治大學企管所 行銷管理課程
Constraint of Web Operation
• Limited Target
• Easy to Be imitated (The Fish Tank Phenomenon)
• Problems
• Lock of Web Regulations
• Ethical Problems
• E-commerce
張愛華教授 政治大學企管所 行銷管理課程
Setting Up Web Sites
– Designing an Attractive Website• Seven elements of effective sites
– Context– Content– Community– Customization– Communication– Connection– Commerce
張愛華教授 政治大學企管所 行銷管理課程
Placing Ads and Promotions Online
• Banner ads• Sponsorships• Microsite• Interstitials• Browser ads• Alliances and affiliate
programs• Push
張愛華教授 政治大學企管所 行銷管理課程
Building a Revenue and Profit Model
• Advertising income• Sponsorship income• Membership and
subscriptions• Profile income• Product and service
sales• Transaction commission
and fees• Market research/information• Referral income
張愛華教授 政治大學企管所 行銷管理課程
Adapting Marketing to the New Economy
– Customer Databases and Database Marketing
• Customer mailing list• Business database
張愛華教授 政治大學企管所 行銷管理課程
• Using the database–To identify prospects–To determine target market–To deepen customer loyalty–To reactivate customer
purchases–To avoid serious customer
mistakes
Data Warehouses and Data Mining
張愛華教授 政治大學企管所 行銷管理課程
The Downside of Database Marketing
• Difficult to collect right data —
not worthwhile in some situations.
• Difficulty in getting everyone in company to be customer oriented
• May not welcomed by customer
張愛華教授 政治大學企管所 行銷管理課程
The Chapter Is Over