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หน่วยที่ 8 การตลาดสมัยใหม่ (Modern Marketing) PowerPoint PPT Presentation


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8.1 องค์ประกอบการดำเนินงาน การตลาด สมัยใหม่ 8.2 การตลาดบริการ 8.3 การตลาดทางตรง 8.4 จริยธรรมในงานการตลาด. หน่วยที่ 8 การตลาดสมัยใหม่ (Modern Marketing). การตลาดสัมพันธภาพ การตลาดอิเล็กทรอนิกส์ การสร้างมูลค่าเพิ่ม การตลาดเพื่อสิ่งแวดล้อม

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หน่วยที่ 8 การตลาดสมัยใหม่ (Modern Marketing)

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8 modern marketing

  • 8.1

  • 8.2

  • 8.3

  • 8.4

8 (Modern Marketing)


8 modern marketing

8.1


8 modern marketing

  • (Relationship Marketing)

  • (Electronic Marketing)

  • (Value Added)

  • (Green Marketing)


8 modern marketing

21


Service

(Service)


8 modern marketing

Pure Tangible Goods

Tangible Goods

with Accompanying Services

Hybrid

Major Service with Accompanying

Minor Goods and Services

Pure Service


8 modern marketing

Inseparability

Intangibility

Perishability

Variability


8 modern marketing

8.2


8 modern marketing

Service Delivery System

Other Contact Points

Service Operations System

Other

Customers

Other

Customers

Advertising

Sales Calls

Market Research Surveys

Billing/Statements

Miscellaneous Mail, Phone Calls, Faxes, etc.

Random Exposures to Facilities/Vehicles

Chance Encounters with Service Personnel

Word-of-Mouth

Technical

Core

Interior &ExteriorFacilities

Equipment

ServicePeople

Backstage

(invisible)

Front Stage

(visible)

The

Customer


8 modern marketing

Product

Price

Place

Promotion

People

Process

Physical

Evidence

7 P's


8 modern marketing

Company

Internal

Marketing

External

Marketing

Interactive

Marketing

Customers

Employees


8 modern marketing

  • Tangibles

  • Reliability

  • Responsiveness

  • Assurance

  • Empathy

Service Quality


8 modern marketing

8.3


Electronic commerce

(Electronic Commerce)

  • -

E-Commerce


8 modern marketing

E-Commerce

1. Business-to-Consumer E-Commerce (B2C)

  • World Wide Web E-Mail

  • Web Site

  • Web Site


8 modern marketing

E-Commerce

2. Business-to-Business E-Commerce (B2B)

  • EDI (Electronic Data Interchange) Extranet

  • Just-in-time


8 modern marketing

www.auguss.com


8 modern marketing

www.plasticsnet.com


8 modern marketing

E-Commerce

1. Pure DOT COM Business

  • Internet

  • Web Site

    • Search Engines

    • Portal Sites

    • Commerce Sites

    • E-Business Enablers

    • Metamediaries


8 modern marketing

E-Commerce

2. Click-and-Mortar Business

  • Web Site

  • Internet

  • (Channel Conflict)

  • Web Site Click-and-Mortar


E commerce

Bank

Payment

Information

Buyer

Seller

Delivery

E-Commerce

Purchase Order


8 modern marketing

E-Commerce

  • www.dogtoys.com


8 modern marketing

E-Commerce

  • 24


8 modern marketing

E-Commerce

  • Internet


E commerce1

E-Commerce

  • (Privacy)

  • Multidisciplinary


Electronic marketing

(Electronic Marketing)

    • Internet Marketing

    • Mobile Commerce / Mobile Marketing

E-Marketing


1 product

E-Marketing Mix

1. (Product)

    • Physical Products (Hard Goods)

    • Digital Products (Soft Goods)

    • Services

  • Domain Name


2 price

E-Marketing Mix

2. (Price)

    • Shopping Agents

    • (F.O.B. Pricing)

    • (Dynamic Pricing)

    • (Auction & Reverse Auction)

    • (Negotiation Pricing)


8 modern marketing

www.bizrate.com


3 place

E-Marketing Mix

3. (Place)

  • (Direct Channel) 0

  • Internet 2

    • (Transactional Functions)

    • (Logistical Functions)

    • Disintermediation

    • Reintermediation


Disintermediation reintermediation

Internet

.

.

.

Disintermediation & Reintermediation


4 promotion

E-Marketing Mix

4. (Promotion)

  • (Online Advertising)

    • Banner

    • Pop-up Window

  • (Online Public Relations)

    • (Content Publishing)

    • (Online Community Building)

  • (Online Sales Promotion)

  • (Direct E-Mail)


8 modern marketing

www.majorcineplex.com


8 modern marketing

8.4


8 modern marketing


8 modern marketing

  • (Principles) (Values) (Standards)


8 modern marketing


8 modern marketing

(Salutary Products)

(Desirable Products)

(Deficient Products)

(Pleasing Products)


8 modern marketing

/


8 modern marketing

END


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