103.10.

09-
Chanrs@ms68.hinet.net
0955-268997
http://mypaper.pchome.com.tw/chanrs

MTP




/

2001.07-
2001.08-
2002.08-
2003.02-
2007.11-
2008.06-EAPs
2008.11-
2009.09-MBA
2010.01-
2010.07-TTQS
2011.10-
2011.12-EMBA/ EMBA
2012.06--

&

&

&

(Pine & Gilmore, 1998)

 ???

,
,
,


Roll Out Happiness

101
YouTube1015


**
**


/
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SQ= P- E
P>E

PE

P<E

4P
Product
Price

4F
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-Fast:

Place

-First:

Promotion

-Flexible:

4C
-Customer Needs&Wants
-Cost to Customer:
-Convince:
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4P4C

7-ELEVENPOS

what, when, who, where

marketing myopia

marketing myopia

BB call vs.
vs.
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vs.




100023003/
5

10072

--

Innate needs

Acquired needs

Maslow, 1943

Maslow

physiological

safety

aesthetic

belongingness
and love

desires to know
and to understand

esteem

self- actualization

Maslow 1943

Maslow

VIP

2.75

5-1 Maslow
Chiu and Lin (2004)

the gap model

5:

1.

2.

4.

5.

 7-ELEVEN

7-ELEVEN**1994
7-ELEVEN

7-ELEVEN

7-ELEVEN
20025
7-ELEVEN
20057-ELEVEN


1.

2.


3.


1.

2.

3.


1.

2.
3.

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


3.


1
2
3


1.
2.
3.
4.
5.

6.
7.
8.
9.
10.

4Ps + 2Cs + 4Os

Price Mix

Product Mix

Object
Objectives
Organization
Operations

Promotion Mix

Costs

Competitors

Place Mix

service triangle

 =
,
,
1%~2%,

,,
,
.


,,
.

WhopperFace

Your Whopper. Your Face

.---

(
)

1991
5
4

DNA

103http://www.managertoday.com.tw/"

CRM

CRM

2.

4.

6.

1.

3.

5.

86


iPhone
iPhone

CS

//

/ /
/


/
/
CSI
CS
/ /
/ CS
/ES
SS