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Marketing

Marketing task
Ten rules of radical marketing Three stages of marketing practice Scope of marketing Decisions marketers make

New Economy Big change in digital economy


Web Internet etc.

Marketing concepts and tools


Segmentation / Target market Need, wants, demand Value and satisfaction Customer Needs State d Quality needs Service Real Price needs Information Unsta Experience Satisfaction ted needs Marketers Prospects Delig /Competitors /Customers ht needs Brand Relationship Marketing competitio CRM (Customer ) Secre Marketing Network n t Industry needs competitio
n Copyright 2003 Prentice-Hall, Inc.

Brand Image Product Value :

Supply Chain Suppliers


Relationship Marketing PRM ( Partner ) Marketing Network

Summary

4-1

Re-structure Flexibility Re-build

Specific Charter Measurable Attainable Vision/Mission Objective/Strategy/Policy/Plan Rational Timely Quality Assurance
Structure Shared Vision/Value Culture/ Paradigm/ HR

Re-think,Re-train

Quality Synergy
Effectiveness Re-tools
KMUTTs Home Model
4-2

Efficiency Re-process

Process & System

Tools

Productivity Improvement
Monitoring & Evaluation System

Continuous Improvement
Copyright 2003 Prentice-Hall, Inc.