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tw
(02)2705-5066

www.wunan.com.tw
(02)2705-5066

14115

mailtohope88@xuite.net

www.wunan.com.tw
(02)2705-5066

Unit 1-1

002

Unit 1-2

004

Unit 1-3

19501970
19701980
19801990
199021

006

Unit 1-4

008

Unit 1-5

010

Unit 1-6

012

Unit 1-7

014

www.wunan.com.tw
(02)2705-5066

Unit 2-1

3C

018

Unit 2-2

12 Part

020

Unit 2-3

12 Part

022

Unit 2-4

7-ELEVEN
City Caf
7-Select

open
ibon
icash

024

Unit 2-5

026

Unit 2-6

SWOT

028

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(02)2705-5066

S-T-P

Unit 3-1

S-T-P

032

Unit 3-2

S-T-P

034

Unit 3-3

036

Unit 3-4

038

S-T-P

Unit 3-5

040

Unit 3-6

042

Unit 3-7

044

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(02)2705-5066

S-T-P

4P

Unit 4-1

4P
4P
4P

048

Unit 4-2

4P V.S. 4C

050

Unit 4-3

8P/1S/1C
8P
1S
1C

052

Unit 5-1

056

Unit 5-2

058

Unit 5-3

060

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(02)2705-5066


Unit 5-4

062

Unit 5-5

064

Unit 5-6

066

Unit 5-7

068

Unit 5-8

070

Unit 5-9

072

Unit 5-10

074

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(02)2705-5066

Unit 5-11

Part

076

Unit 5-12

Part II

078

Unit 5-13

080

Unit 6-1

084

Unit 6-2

086

Unit 6-3

0 88

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(02)2705-5066


Unit 6-4

090

Unit 6-5

092

Unit 6-6

094

Unit 6-7

NBPB

096

Unit 6-8

098

Unit 6-9

100

Unit 6-10

102

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(02)2705-5066

Unit 6-11

104

Unit 6-12

106

Unit 6-13

Part

108

Unit 6-14

Part

110

Unit 6-15

V.S. Part

112

Unit 6-16

V.S. Part

114

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(02)2705-5066

Unit 7-1

118

Unit 7-2

120

Unit 7-3

122

Unit 7-4

124

Unit 7-5

126

Unit 7-6

128

Unit 7-7

130

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(02)2705-5066

Unit 8-1

134

Unit 8-2

136

Unit 8-3

138

Unit 8-4

140

Unit 8-5

142

Unit 8-6

144

Unit 8-7

146

Unit 8-8

148

Unit 8-9

BU
BU

150

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(02)2705-5066

Unit 9-1

154

Unit 9-2

156

Unit 9-3

158

Unit 9-4

160

Unit 9-5

162

Unit 9-6

164

Unit 9-7

166

Unit 9-8

168

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(02)2705-5066

Unit 9-9

V.S.

170

Unit 9-10

172

Unit 9-11

174

Unit 9-12

176

Unit 9-13

360
IMC
City caf

178

Unit 9-14

180

Unit 9-15

182

Unit 9-16

184

Unit 9-17

V.S.

186

Unit 9-18

4P

188

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Unit 9-19

10

190

CRM

Unit 10-1

194

Unit 10-2

196

Unit 10-3

198

Unit 10-4

200

Unit 10-5

CRM
CRM
CRM

202

Unit 10-6

CRM
CRM
CRM

204

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(02)2705-5066

11

Unit 11-1

P-D-F

208

Unit 11-2

18
20

210

Unit 11-3

. Part

212

Unit 11-4

. PartII

214

Unit 11-5

216

Unit 11-6

P&G

218

Unit 11-7

V.S.

220

Unit 11-8

V.S.

222

Unit 11-9

224

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(02)2705-5066


Unit 11-10

226

Unit 11-11 M

228

12

Unit 12-1

232

Unit 12-2

V.S.

Cue

234

Unit 12-3

GRPCPRP

236

Unit 12-4

238

13

Unit 13-1

242

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(02)2705-5066

Unit 13-2

244

Unit 13-3

246

Unit 13-4

248

14

Unit 14-1

252

Unit 14-2

254

Unit 14-3

256

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(02)2705-5066

Unit 1-1
Unit 1-2
Unit 1-3
Unit 1-4
Unit 1-5
Unit 1-6
Unit 1-7

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(02)2705-5066

1-1

Unit

Marketing Management
Marketing
Management

.
MarketingMarketing
MarketingMarketing

002

(3)
(4)

(1)
(2)

(2)
(1)

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(02)2705-5066

Marketing

Management

(Marketing)

(Management)

(Marketing Management)

1.
1.
1.
2.

3.

4.

2.
5.

6.
2.
(1)
7.

(2)
8.
(1)
(3)

P-D-C-A

9.

(4)
10.
PPlan

(5)
11.
DDo

12.

(6)
13.

CCheek
14.

(7)
15.

16.
AAction

(8)
17.
(2)
18.

19.

20.

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(02)2705-5066

Marketing Management

003

1-2

Unit

004

.
Marketing Objectives

( ) Cash
Flow

()

()Market Share

()Brand
Brand Asset
3

( )

PMBM

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(02)2705-5066


1.

2.

5.

4.

Revenue & Profit

M arketing

Marketing Manager

Product Manager,PM

Brand Manager,BM

Marketing Planning Manager

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(02)2705-5066

3.

005

1-3

Unit

.19501970
Production Concept1950

1.2.3.

.19701980

006

Product Concept

Marketing Myopia

.19801990
Selling Concept

.199021
Marketing Concept
Market-Orientation or Customer-Orientation
1.2.
3.

www.wunan.com.tw
(02)2705-5066

4
1Production Concept
19501970

3Selling Concept
19801990

4Marketing Concept
199021

007

Revelon

Xerox

Standand Oil

Columbia Picture

Encyclopedia

International Mineral

Missonri Pacific

Disney

19701980

2Product Concept

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(02)2705-5066

1-4

Unit

Market

()
Demand

()

()

008

()
()
()

()

()

.
Total Market Potential

Qnpq
36 3 500 1/2
2503750

.
Estimating Future Demand
()Surveys of Buyer's Intention

()Composite of Sales-Force Opinion

Sales-Force

()Expert Opinion

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(02)2705-5066

Market

2.
3.

QnP
q

1.

1.
009

2.
3.
4.

SOGO
400

1,500

250

700
110

50
90

()Market-Test Method

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(02)2705-5066

1-5

Unit

Customer Orientation

7-ELEVEN

010

1.
2.
3.
4.
5.
6.

()7-Eleveniboncity cafATM

()McDonald's
1.
2.

3.PDA
4.
()Mos Burger
1.
2.
3.
4.
5.
6.

www.wunan.com.tw
(02)2705-5066

M a r keting

Consumer

011

6.

2.

7.

3.

8.

4.

9.

1.

1.
2.
3.

4.

5.
6.

5.

www.wunan.com.tw
(02)2705-5066

1-6

Unit

Consumer Insight

012

.
()

()

()
()

()

.
()
Human Basic NatureEvian
LVLevis
BenzKeep Walking

()

1.FGIFGD
2.
3.
4.
5.

6.E-ICP
7.
8.

www.wunan.com.tw
(02)2705-5066

P&G5

2.P&G

3.

5.

4.

P&G

1.AGB

1.
2.
3.FGI/FGD
4.

5.
6.
7.POS
8.
9.

.POS
.
1.2.Focus Group Interview
FGI3.4.5.e-mail
6.
7.
8.

.
1.2.08003.4.
5.
6.
7.

www.wunan.com.tw
(02)2705-5066

013

1-7

Unit

(Market Survey)

OEM

.
014

()

()

()

()

1.2.3.4.
5.6.

www.wunan.com.tw
(02)2705-5066

1.

3.

5%

4.

5.

6.

1.
2.FGIFGD
3.
4.
5.

1. 2. 3.
4. 5. 6.
7.8.9.

www.wunan.com.tw
(02)2705-5066

2.

015

www.wunan.com.tw
(02)2705-5066

Unit 2-1

Unit 2-2

12 Part

Unit 2-3

12 Part

Unit 2-4

7-ELEVEN

Unit 2-5

Unit 2-6

SWOT

www.wunan.com.tw
(02)2705-5066

2-1

Unit

1.
2.
3.

018

1.Marketing Analysis
2.Consumer Analysis
3.Competitor Analysis
4.Company Analysis
5.
234C3C

.3C
3C

()Competitor Anaysis1.
2.3.4.
5.6.7.8.9.
()Customer Analysis
1.2.3.4.5.
6.7.8.9.
()Company Analysis
1.2.3.4.
5. 6. 7. 8.
9.

www.wunan.com.tw
(02)2705-5066

3C
()
Competitor Anaysis

()
Customer Analysis

()
Company Analysis

www.wunan.com.tw
(02)2705-5066

019

2-2
12 Part I
Unit

Part IPart

ipod
810iphone 3GHTC
You Tube Twitter Facebook
Googleipad

.
020

City Caf85Cuniqlo

.
game
Facebook

www.wunan.com.tw
(02)2705-5066

1.(Business Model)

4.
5.

6.

3.

2.

7.
8.
9.
10.
11.
12.
13.
14.Slogan
15.
16.

www.wunan.com.tw
(02)2705-5066

021

2-3
12 Part
Unit

Part I

.
30-3536-40

.
022

www.wunan.com.tw
(02)2705-5066

12

1.

12

4.
5.

3.

2.

6.
023

7.
8.
9.
10.
11.
12.

www.wunan.com.tw
(02)2705-5066

2-4
7-ELEVEN
Unit

7-ELEVEN

7-ELEVEN

.
24
40
36

.7-Select

024

28010%20%

.
3949

.open
open

.ibon
ibon

30ibon

.icash
200412icash
icash

www.wunan.com.tw
(02)2705-5066

1.
2.
3.KTVNBMP3/MP4
PUB
4.
5.
6.

7.

www.wunan.com.tw
(02)2705-5066

1.Hi-NetADSLCable Modem

2.
3.DHLe-mail
4.PCNBipad
5.CD
6.
7.
8.
9.
10.EMBA
11.
12.
13.7-ELEVEN
ibon
14.
15.
16.3G4G
17.
18.

025

.
. , 2011.08

ISBN 978-957-11-6327-7 ()
1.
496

100011794

1FRH

1063394
(02)2705-5066(02)2706-6100
http://www.wunan.com.tw
wunan@wunan.com.tw
0 1 0 6 8 9 5 3

6
(04)2223-0891(04)2223-3549
290

(07)2358-702 (07)2350-236

201108
300

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(02)2705-5066