18th

1
Marketing
Transaction

Exchange

AMA Marketing is the process of planning

and executing the conceptionpricingpromotionand distribution of
ideasgoodsand services to create exchanges that will satisfy
individual and organizational objectives.

1. Reactive Marketing
a. Consumer orientation
b. Outside-in perspective
c. Demand determines supply

2. Proactive Marketing
a. Competitive orientation

b. Inside-out perspective
c. Supply shapes demand
Starbucks

3. Interaction Marketing
a. Relationship orientation
b. Dynamic perspective
c. Supply inter-locks demand
Costco
4. Chain-reaction Marketing
a. Network orientation
b. Neural Supply-Demand System
c. Strategic focus

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Outline
1. SWOT
2. BCG Matrix
3. Ansoff Matrix

SWOT
SWOT
SWOT

SWOT
SWOT auditing
SWOT SWOT

Scan External
Environment
@National
@Global

Identify Strategic
Factorsexternal

@Opportunities
@Threats

SWOT
Scan Internal
Environment
@Core
competence
@Synergy
@Value Creation

Identify Strategic
Factorsinternal

@Strengths
@Weaknesses

BCG Matrix
Boston Consulting Group
SBUsstrategic business
units

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High

Market
Growth

The BCG Matrix

Stars
Rapid growth and expansion.

Cash Cows
Milk to finance
marks and stars.

Question Marks
New ventures. Risky a few
become stars, others divested.

Dogs
question No investment. Keep if some
profit. Consider divestment.

Low
High

Low
Market Share

Product Life Cycle

BCG Matrix Question Marks

Stars

Question Marks Stars

Cash cows Cash cows
3

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Dogs
Cash Dogs

Ansoff Matrix
2 X 2
1957 9 Harvard Business Review
Strategies for Diversification

Product
Present
Present

Market
New

New
Product
Development

Market
Penetration

Diversification

Market
Development

The Ansoff Matrix

know-how Synergy

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Major Market and Consumer Trends

1
2 ( e.g. )
3
4 ()
5 ()
6 (e.g.)
7 (e.g.)

8 (coupon)
9
10
11
12

Consume Behavior

ICI
60%ICI
DeLux

1
(Initiator)
e.g. toward kid
(Influencer)
e.g. kids friends
(Decider)

e.g. kids parentsgrandparents

(Buyer)
e.g. kids parents
(User)
e.g. kid

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1.
2.
3.
4.
5.
()
1.
2.
3.
4.
5.

(The Roles in Individual Decision)

exex

extra

1.

2.

3.

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4.

1. Need Recognition

2. Information Search
Total Set Awareness Set
Consideration Set
Choice Set Decision

Total Set Awareness Set

Awareness Set Consideration Set

Choice Set

DM
3. Evaluation of Alternatives
A
10 8 6 4 B

10

40% 30% 20%

10%
A = 0.4 (10) + 0.3 (8) + 0.2 (6) + 0.1 (4) = 8.0
B = 0.4 (8) + 0.3 (9) + 0.2 (8) + 0.1 (3) = 7.8
A

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4. Purchase Decision
Brand Decision

Vendor Decision

Quantity

Timing Decision
Payment Method

5. Post purchase Behavior

Market Segmentation

1.

2.

1.
2.
3.
4.
5.
6.
7.
8.

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9.

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1.
2.
3.

4.
5.

Niche Market

1.STPtop-down

Segmentation

Targeting

Positioning

2.Bottom-upbottom-up

BCG

10

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Product Life Cycle

PLC Introductory StageGrowth Stage
Maturity StageDecline Stage

Customer Life Cycle

driving force pattern

PLC Driving Force
Innovation Ratep

Imitation Rateq
q q

industry sales 10

industry profits 0

50
45
40
35
30
25
20
15
10
5
0

Dollars

(Tim e)

11

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12

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Channel and Distribution

Marketing channel structure

1. Length of the channel /
2. Intensity at various levels
3. The types of intermediaries involved
Length of the channel
Two-levels
Three-levels
Four-levels
Five-levels
Manufacturer
Manufacturer

Manufacturer

Manufacturer

Agent

Wholesaler

Retailer

Wholesaler

Retailer

Retailer

Consumer

Consumer

Consumer

13

Consumer

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Intensity of channel Intensive

DistributionSelective DistributionExclusive Distribution

1.Intensive Distribution

2. Selective Distribution

3. Exclusive Distribution
agent

14

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Promotion

push pull
pull .
Push Strategy

Pull Strategy

15

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1
a.---
b.---
c.---
2
a.---
b.---
c.---
d.---
e.
f.---
g.
h.---

i.---
---a.
b.
c.

:
1.

2.

1.

16

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2.

3.

1.
2.

3.
4.
5. bonus
6.

Capability










5.
1.

2.

Proactive MPR

17

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Reactive MPR.
.
.

6. ---
1.
2.
3.
Foote, Cone & Belting GridFCB Grid

Thinking

Feeling

High

Informative

Affective

Involvement

Thinker

Feeler

Car-house-furnishings-new

Jewelry-cosmetics-fashion

products

goods

Learn-Feel-Do (economic)

Feel-Learn-Do (psychological)

Low

Habit Formation

Self-Satisfaction

Involvement

Doer

Reactor

Food-household items

Cigarettes, liquor, candy

Do-Learn-Feel (responsive)

Do-Feel-Learn (social)

18

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Pricing Strategy
:

1.-----
I.

R&D ..
:
i.
ii.
iii.

II.

III.

2.----

:A.---
B.---
()C.---

19

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3.---

A.:

B.():(i.):

(ii.):

(iii):

C.--():

4.----

Marketing on Internet & the Basic ideas of Database Marketing

The New E-commerce Engine
marketing on internet process data
base() MIS()

payer(customer)(operating cost)
MIS
:()

20

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90

(CRM Customer Relationship Management)

1
1.
ex.

2.
eg.

PS.

21

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2
1.
Cross-Selling
()

(1)
ex.
(2)
ex.
(3) ()
a.(?)
b.(?)
c.( 0
seller )
2.
Continuity-Selling
()

(1)
(2)
(3)
(4)
(5)

RFM R( Recency )
F( Frequency
)M( Monetary )

22

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80%

1%

()

()

23

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:
1.

2.


3. /

--SLEPT
SLEPT SLEPT
SocialLegalEconomic
PoliticalTechnology

24

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(The Ansoff Matrix):

:
:

25

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:
I. --

II. 1.:
2.:3.
:

?
:

Export :
Turnkey Project :

Licensing :()

Franchising : Licensing

Joint Venture :
Wholly owned subsidiar y: 100%

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26

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<>:
1. :

2. :

3. :

(Levis)

1.
2.

3.

4.

1. :

2. ::

3. -
27

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