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Comprehensive BM603 Marketing Management

1. 2. 3. 1, 2, 3, 4, 5 4. Market Skimming, Penetration, Product Development, Product Improvement, Product Life Cycle, STP 5. ( ) è è è Product Price Place Promotion 4 () 1. 2. 3. STP S = Segment T = Target 12 ­18 P = Positioning Premium; Low end; Luxury

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() è 1. => => 2. 2 SWOT Analysis 3. 3.1 highlight 3.2 3.3 - - ( ) è () 1. 4 ­ 5 => => => => 2. => => % 2.1 => => => 3. 4P's => Product => Price => Place => Promotion 3.1 3.2 4. => => => 4.1 ()

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Target Market Positioning => => 10 ­ 15 => => Positioning Premium, Low end, Medium, Mass Market, Niche Market, High-tech, High Quality, Low Price 1. (Single Product) 2. (Product Line) 3. (Product Mix) 1. => => => => 1. => Mass Product => Niche Product 2. => => (Distributor) =>

Product 3 Pricing 1

Place (Distribution Outlets)

Promotion => IMC 5 => PLC => =>

(Action Plan)

=> 1. Product , , , , 2. ( ) 3. 4. => 2

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(Marketing Process)

1. Research Note: => => => => => Note: => => => S = Segmentation => , , , , T = Target => => P = Positioning => => 3. Marketing mix => Product => Price => Place => Promotion 4 M ( Action Plan) => Material => Man => Money => Management => => % , 47 %,

2. STP

4. Implement

5. Control and Evaluation

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6 W's 1 H ()

(6Ws 1H) 1. (Who is in the target market?) - - - Segmentation 2. (What does the consumer buy?) (7 Os) Occupants 1) 2) 3) 4) Objects 1) (Product Component) 2) (Competitive Differentiation) 3 => ( ) => => 3. (Why does the consumer buy?) Objectives => => => 1) 2) 3) Organizations 1) 2) 3) 4) 5) (4Ps) è Product è Price è Place è Promotion (Product) => => => => => (Competitive Differentiation)

(4Ps) è Product è Price è Place è Promotion

4. (Who participates in the buying?)

(Promotion) =>

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6 W's 1 H ()

(6Ws 1H) 5. (When does the consumer buy?) (7 Os) Occasions 1) 2) 3) Outlets 1) 2) 3) Operations 1) 2) 3) 4) 5) (Promotion) =>

6. (Where does the consumer buy?)

(Place) => (Promotion) => => => => =>

7. (How does the consumer buy?)

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BCG Model

=> => => Market Growth Rate () Relative Market Share ()

2. Stars è => è => => => => => (Build) Note: => => 3. Cash Cows è => è => => => => => (Economies of Scale) => => (Hold) (Build) Note: => =>

BM603 Marketing Management (Comprehensive ­ v.1)

1. Question Mark è => è => => => => (Build) (Harvest) Note: => => 4. Dogs è => è => => => => (Divest) (Harvest) Note: =>

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Product Life Cycle

2. Growth () => => => => => Note: =>

1. Introduction () => => => Note: => => (, , , ) => Penetration Pricing => Promotion 4. Decline () => => => Note: =>

3. Maturity () => => => => Note: =>

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1. Introduction () è Promotion è Pricing (Promotion) High Low 1.1 Rapid Skimming 1.2 Slow Skimming è è è è High (Pricing) Low => => 1.3 Rapid Penetration è è => => => => 1.4 Slow Penetration è è => => =>

2. Growth () => => 50% => => 4 P => 2.1 Product 1. 2. 2.2 Price 1. 2.3 Place 1. 2. 3. 2.4 Promotion 1.

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3. Maturity () => => => 4 P 3.1 Market Modification 3.2 Product Modification 3.3 Marketing Mix Modification => => , , => => A, B, C => => Event

4. Decline () => 4.1 Decreasing => => => => 4.2 Harvesting 4.3 Divesting => => => 40

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I. Product Strategies

1. (Single Product) => => 1 => => 4 Product Present 1.1 Product Improvement () è è Present => => => => => Packaging => OISHI Now 1.3 Product Development () è è => => => Low fat, High calcium => => OISHI 1.4 Product Diversification () è è => => => "" )

Market

1.2 Market Development () è è Now => => , ,

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I. Product Strategies

2. (Product Line) => => => 2.1 Stretching () 2.2 Filling () 2.3 Modernization () 2.4 Featuring () 2.5 Pruning () => - TOYOTA VIOS, CAMRY, ANTIS, LEXUS => => => => => => =>

3. (Product Mix) 3.1 Width => () => => 4 3.2 Length () 3.3 Depth () => => => => => => = x x => => =>

3.4 Consistency ()

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II. Pricing Strategies

=> => 15 2 1 => 30 5 => => => =>

Product Quality

High

High 1. Premium è è 4. Overcharging

Price Medium 2. High-value

Low 3. Super-value

Medium

5. Medium-value è è 8. False economy

6. Good-value

Low

7. Rip-off

9. Economy è è

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III. Place Strategies

1. => Mass Product => Niche Product 2. => => (Distributor) => Basic Channels è => => => => Producer Customer Producer Retail Customer Producer Wholesaler Retail Customer

1. => 2 => => => => 2. => => (Alliance) => 3 1. => (Intensive) => 2. (Elective) 3. (Selective) => => => =>

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IV. Promotion Strategies

1. (Advertising) => (Media) => => => =>

è (Premiums) è (Discount) è (Twofers) è (Coupons) è (Sample) è (Sweepstakes) è (Contests) è (Incentives) è (Product publicity)

2. (Sales Promotion)

3. (Publicity and public relation) 4. (Personal selling)

=> => =>

5. => (Direct Marketing) 2 1. => (Push Strategy) => 2. (Pull Strategy) => =>

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Product 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 4 P's Price Place 1. 1. 2. 2. 3. 3. 4. 5. Promotion 1. 2. 3. 4. 5.

4 C's Consumer Value Cost of Customer Convenience Communication => => => => => => Internet; Computer =>

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=> ( ) => 1. (Leader) 2. (Challenger) 3. (Follower) 4. (Nichers) => => 40% => => 30% => 20% => 10%

1. => => => 1.1 => (Expanding Total Market) => => => 1.2 (Protecting Market Share) 1.3 (Expanding Market Share) => (Defensive strategies) => => => (Offensive strategies) => =>

2. => => , 4 P 3. => 1. Counter Feitar = ­ 100% 2. Cloner = 3. Initator = 4. Adaptor =

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4. => => à 1. End-user Specialist = Single segment ­ 2. Vertical-level Specialist = ­ à , = Product Specialize 3. Customers-level Specialist = ­ = Market Specialize 4. Product or Product-line Specialist = ­ 5. Quality / Price Specialist = Premium / Medium / Economy 6. Service Price Specialist = 7. Channel Price Specialist = Direct Sale

(Defensive strategies) 1. (Positioning) 2. 3. (Pre-emptive defences) 30 () 4. (Flank position) 5. (Counter­offensive defences) ( 20 16 20 14 ) 6. (Strategic withdrawal) (Offensive strategies) 1. (Frontal) 2. (Flanking) 3. (Encirclement) P 4. (Bypass) 5. (Guerrilla) P

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