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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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  • 8.1

  • 8.2

  • 8.3

  • 8.4

8 (Modern Marketing)


8.1


  • (Relationship Marketing)

  • (Electronic Marketing)

  • (Value Added)

  • (Green Marketing)


21


(Service)


Pure Tangible Goods

Tangible Goods

with Accompanying Services

Hybrid

Major Service with Accompanying

Minor Goods and Services

Pure Service


Inseparability

Intangibility

Perishability

Variability


8.2


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


Product

Price

Place

Promotion

People

Process

Physical

Evidence

7 P's


Company

Internal

Marketing

External

Marketing

Interactive

Marketing

Customers

Employees


  • Tangibles

  • Reliability

  • Responsiveness

  • Assurance

  • Empathy

Service Quality


8.3


(Electronic Commerce)

  • -

E-Commerce


E-Commerce

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

  • World Wide Web E-Mail

  • Web Site

  • Web Site


E-Commerce

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

  • EDI (Electronic Data Interchange) Extranet

  • Just-in-time


www.auguss.com


www.plasticsnet.com


E-Commerce

1. Pure DOT COM Business

  • Internet

  • Web Site

    • Search Engines

    • Portal Sites

    • Commerce Sites

    • E-Business Enablers

    • Metamediaries


E-Commerce

2. Click-and-Mortar Business

  • Web Site

  • Internet

  • (Channel Conflict)

  • Web Site Click-and-Mortar


Bank

Payment

Information

Buyer

Seller

Delivery

E-Commerce

Purchase Order


E-Commerce

  • www.dogtoys.com


E-Commerce

  • 24


E-Commerce

  • Internet


E-Commerce

  • (Privacy)

  • Multidisciplinary


(Electronic Marketing)

    • Internet Marketing

    • Mobile Commerce / Mobile Marketing

E-Marketing


E-Marketing Mix

1. (Product)

    • Physical Products (Hard Goods)

    • Digital Products (Soft Goods)

    • Services

  • Domain Name


E-Marketing Mix

2. (Price)

    • Shopping Agents

    • (F.O.B. Pricing)

    • (Dynamic Pricing)

    • (Auction & Reverse Auction)

    • (Negotiation Pricing)


www.bizrate.com


E-Marketing Mix

3. (Place)

  • (Direct Channel) 0

  • Internet 2

    • (Transactional Functions)

    • (Logistical Functions)

    • Disintermediation

    • Reintermediation


Internet

.

.

.

Disintermediation & Reintermediation


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)


www.majorcineplex.com


8.4



  • (Principles) (Values) (Standards)



(Salutary Products)

(Desirable Products)

(Deficient Products)

(Pleasing Products)


/


END


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