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...

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


Adapting Marketing to the New Economy

• Major Drivers of the New Economy

– Digitization and Connectivity– Disintermediation and Reintermediation– Customization and Customerization– Industry Convergence


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



How Business Practices are Changing

– Organize by product units to organize by customer segments

– Shift focus from profitable transactions

to customer lifetime value



– Shift focus from financial scorecard to also focusing on the marketing scorecard

– Shift focus from shareholders to stakeholders


• How Marketing Practices are Changing: E-Business– E-business– E-commerce– E-purchasing– E-marketing



Types of Webs

• B2C, B2B, C2B, C2C• Company Site, Service Site, Selling Site,

Information Site.



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/


IBM


聯強


四方通行


雅虎奇摩拍賣


The Benefits of Webs to Consumers

• Choice• Customization• Convenience• Consistency• Community• Change• Cost• Confidentiality


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


Constraint of Web Operation

• Limited Target

• Easy to Be imitated (The Fish Tank Phenomenon)

• Problems

• Lock of Web Regulations

• Ethical Problems

• E-commerce


Setting Up Web Sites

– Designing an Attractive Website• Seven elements of effective sites

– Context– Content– Community– Customization– Communication– Connection– Commerce


Placing Ads and Promotions Online

• Banner ads• Sponsorships• Microsite• Interstitials• Browser ads• Alliances and affiliate

programs• Push


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



– Customer Databases and Database Marketing

• Customer mailing list• Business database


• 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


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


The Chapter Is Over

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 2 adapting marketing to the new...