102.07.

31
Chanrs@ms68.hinet.net
0955-268997
http://mypaper.pchome.com.tw/chanrs


(societal marketing orientation)


&
&
&


(Target Marketing)
()

4P
(Product)(Price)
(Place) (Promotion)

(Relationship Marketing)

4PSTP
S: Segment
T: Target TA
P: Position

 ---

..

---

/////

STP

Who, Where,
What,When,
How


(outside-in)
(insideout)



Who





/



/


---

/
/

()

()

/
/

//

34

SWOT

(/)

+
(/)

Strength

Opportunity

Weakness

Threat

37

38

()
(DEFENSE)

()
(OFFENSE)

Strength
Weakness
Opportunity
Threat


1.
2.
3.
4.
5.
6.
7.
8.
9.
10.


1.
2.
3.

) (

BCG

4P
1P: Product 2P: Price
3P: Place
4P: Promotion
Product

Price

Place

Promotion

(
)

4P
Product
Price

4F
-Focus:
-Fast:

Place

-First:

Promotion

-Flexible:

4C
-Customer Needs&Wants
-Cost to Customer:
-Convince:
-Customer Satisfaction:

4Ps

4P4C

AIDBA

( Attention

Interest
Desire
Belief
Action

5W2H


A.
1.
2.
3.()-A*N*M
B.
1.
2.
3.
4.
5.
6.
59

 (MBO---Management By Objectives)
1
2 S.M.A.R.T.
Simplicity---
Measurable---
Ability------
Reasonable---
Timing-------
3
4
5 120%

4Ps + 2Cs + 4Os

Price Mix

Product Mix

Object
Objectives
Organization
Operations

Promotion Mix

Costs

Competitors

Place Mix

,,-

A+N+M
40
30
20

10

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


*
*
*
*
*


1.()

2.()

3.()

4.()

5.
()


1.
2.
3.
4.
5.

1900
199191
194250


ACSI

-12

////

--

A
B

////

3
4

//

//

//
/

SOP//

12
/