##商業模式的改變
Production Era
生產導向(要求efficiency)
 (product era)
 Some industries are ok(EX台積電鴻海等,此為產業特性)

Sales Era(如何將手中的存貨塞到消費者手中)
 It is focus on stock transfer.
 Factory => Destributor => Retailer => Consummer.
 How did they promote their itme in this period.
 Promotion = Cut price....(no brand value)
 (neglect the price that consummer welling to pay)

Marketing Era
 Focus on consumer wants & needs.
 行銷 =\= 銷售

Relationship Marketing Era
 Reinforce the customer-oriented.

##Marketing: D/S's exchange.
  D provide money,S provide goods or service.
  All our course is in S's condition,
  "How can we do our best to exploit customer?"
  "How can we complete the process of exchange smoothly"
 
EX:ARMY's Ads. always broadcast in ball games program time.
   Because their customer => young people.

##Backbone of Marketing Concept

Heterogeneity.(異質性)
  Everyone is different.
  "How can we describe ,dive,check customers's trait"
  "Who are they?"
  "Where are thet?" 
   ===> Identify your customer.

EX:Some people are price sensitive,some are not,
   but the curve of need destribute is getting flatter.

PP:It will cause problem if you jsut use simple word to describe the complicate things.
Theory => Collect information from market,focus on your customer.

EX:及時行樂 VS 延遲享樂
   哪種行為特性類型的人屬於哪種特質?
   (媒體接觸,生活型態.....)

Dynamic
   強調行為的動態性
   EX:同一個人,不同的時間,不同的觀點,會影響人的決策,產生變化.
   人生時間 和 一日中的變化,變化量和點不同.

   EX:人們對品牌的消費變動:考量(數量)(範圍)

   All the marketing theroy is surrounding of these two method.
   (Heterogeneity)(Dynamic)
   It is not only used to observe your customer,it also can be used to analist your rivals.
   But most of our discussion,it kindly be focused on customer.

##SCHOOLS
 
#Physical Distribution and Channel
   "How can we deliver goods in the most efficient way"
   Focus on meth. 最少的投入,最大的產出.
   WWII時,配送物資的技術轉移到民間配送物資,Logistic(原為軍隊用語)
   呼應生產導向的精神:Efficiency.
   真正的難點是set up function,variable,求解找數學高手來就好了.
   But how can we find the vailable and define the function?
   It depend on manager knowhow,exp,and percept of market.(means it's difficult.XD) 

#Consumer Behavior => (Marketing's start,in 50')
   EX:冷凍蛋糕糰,只要烤過就會就會澎起來,就可以吃了,省時省力
      但銷售量非常低,why?
      =>開始找人去冷凍櫃區觀察,發現煮婦在冷凍櫃區都偷偷摸摸怕被人看到買冷凍蛋糕
      =>找心理學家研究原因,發現當時主婦買冷凍食品時會害怕被冠上懶主婦的罪名
      =>Recognized that new and good item not means good sales.
      =>銷售目標改變,針對新時代女性,標榜fashion,快速,避開傳統價值觀
      =>從此,行銷和心理學結合,而出現消費者行為的研究(用心理學)

PS管理學的演進也相似
   EX:測試亮度和工作能力的關係
      =>結果發現實驗組在比較量的環境工作能力增加
      =>但燈光條回一般水準時,工作能力一樣高
      =>發現外在的環境的影響有限,真正影響這件事的原因是
        實驗組被告知為他們是實驗組,自認為自己是被挑選出來的人
        所以自我要求表現提高.
      =>管理學導入心理層面,不在只是把人當作工具和機器(之前是time and motion study)
  
   EX:UTOBE的付費資訊價值(???)
      UTOBE提供餐飲遊玩地資訊的付費服務,自認為有價值(?)
      但經過調查,消費者願意付出付費服務是停車場和空餘車位數的資訊
      遊玩的付費資訊似乎違反消費者決策程序:
 先到一個地方,再去找餐廳 還是 先決定餐廳再去那裏.

再消費者行為學中,與客戶溝通的模式=>反映在AD上=>persuading customer.
=>念廣告的沒念心理學廣告訴求有限.

但是當大家都精於消費者行為學,所分析出來的結果都一樣的時候怎麼半?

#Strategic Marketing(行銷策略學派)
在80年代末期,本國產能過剩,銷往海外市場
=>出口(products w/o modify)=>海外市場是否需要因地制宜.
在此之前"差異化市場策略"只隨著CUSTOMER's Need而存在
(將消費者差異化,找出消費者之間的分隔)
=>演變為,在同一市場下,找出與對手,找出與對手之間的差異

   EX:Nizoral(仁山利舒) VS 海倫仙杜斯 ,how Nizoral against headshoulder's ?
 因為頭皮削大片小片的關西?XDD
   看Resource base
 1.自由資金
 2.通路掌控(EX: 可口可樂(超商超市)和黑松(檳榔攤)的通路系統?)
 3....
 
 Nizoral走藥房通路

行銷似乎有點知其不可行而為知的感覺
但是後來漸漸有人提出
"why we must to know customer's need,why are we limited by their old concept"
=>We can make new demain(Inovation & Blue sea)

#Marketing Decision Models
經由電腦計錄大量的交易計錄
探討理論的單位由事物變成人
之前討論了半天,都只是推論,連推論的人有沒有買都不知道
借由電腦的功能,現在才有辦法開始討論這些人有怎樣的特性
會去買怎樣的商品.=>討論真正buying的行為.
=>Purchase decision=>through data base=>Observe customer's buying decision.
(Why you buy "A",why you buy "B",and what % that you will buy them in next time?)

===========================================================
5min管理學
事物:計畫(at start),組織(collect resource),控制(once execute)
人:溝通,激勵,領導
決策:最佳資源配屬(using meth mold)
     meth method => 求解,演繹法
    ,預測(using statistic)
     meth method => 歸納法(統計模型),從過去看未來
============================================================
     
 

呆呆280922(Marketing management and customer analysis)

笑い:如果學生上課不認真,學費漲三倍

行銷
brand equity(品牌權益)
(same thing but different price just because attached with different brand)
EX:Same leptop as SONY and BENQ brand.

 

customer equity(消費者權益)

concept transfer to customer.
=>Such like CRM(Customer Relationship Management)

Marketing Technologist.
It is a science.
,project which collect information for developing and analisting method.

 

In 80's personal experience may help manager cope problems of management.
also may deal 3-5 years's prediction and perspective.
as now,it kind be difficult,because the world is change too much and too fast in these 10 years.

 

統計學(statistic):
generally,it might take a long period and huge data to analist and predict the furture trend.
But nowaday,we have to try to analist and make predition by very small quantity of events
and limited information ,which caused in very short period.
That is why we call it a technology.

 

8020theory
========
考試25/25 final report/50

assignment:
try to pick one final product (Customer is final consummer,actually,we don't discuss industry product,tools in this course)for a theme
,using the theory which we learned form each course to make a paragraph which content about
800 words as A4 page.

The content should explain the phenomenon of its sales or significant trait by theory of every coruse.
(No need to access firm's details,you can jsut use common repubic information to present your expalination)

EX:Who drive which car?

delivery(course 1-7) at 11/03 and middle exam,10/27 still access.
Pls kindly try to use EMBA's buzzwords.

 

=========
try to find customer behivor.
checking behivor form other field.
=========

 

crasis deal=>speedy,resolute,accurate.

 

#Internation trading is equal to national trading.
=>In this field,we just check "What is different"
=>Jsut to find difference?

 

#Internat trading/over boader trading.
=>It leading to globalization,couse the team and group which consist from global everywhere,
=>try to find the consensus,standilization,to make world become "a" market.
=>找出共通性,找出同GROUP,並且與其他的GROUP做區隔.
extract same traits from differnt group.

THEROY:
About theory,it can be used by different area,
just need modify for some propotion difference.
Most of our course will discuss more theory.
But we will make connection to reality exsample.
EX:
心理學psychology's theroy.
EX:認知需求(Need of recognizing)
Some people who have high "need of recognizing",
it means they are always interested in new things.
They have innate curiosity of new.
They will be glad,amused once they can access to something new
or find some new is palpable.
It is not relate to advantage,it is just an pure "need of recognizing"
For Example,someone who love to watch Discovery,they alwasy
have "High need of recognizing",because the corcodile is no metter to
their life.

 

無用小知識#黑人只佔米國人口的１２趴
無用小知識#鐵路網和工業區的發展息息相關
無用小知識#大陸的ＥＭＢＡ多為管銷系的專家（logistic）

 

Try to find commonality from different groupt to assemble a new group.
Try to find differnece from same group to segment market level(somewaht~~)
Foundamental base of distinguish market.
Using theory for searching global market.

Funny EX:
There is an hypothesis for characteristic of Chinese and American.

Actually,in China,at now,they just focus on how to produce in
efficient way for mass quantity for unsatisfy market.

 

Two facts below the power which move the economic combustion.
Spontaneous Economic combustion
1.Labor Specialization.(勞動專業分工)
　=>Standardization=>It cause cost dowan and price incline.
  =>Lead to quantity rise
Ex:Ford's vehicle production line.
Ford put mass invest for building a production line.
It indeed lead the mass quantity and unprecendented profit.
So Ford beat most car factories and took the crown from US market.
Then beaten factories are forced to be collaborated together,become G.M.

2.Consumption satiation.(消費飽和)
Ex:隔壁笨笨的阿呆開的車和我的車一樣
Customer's unsatisfing is always leading change.
(不安於現狀，求新求變)
Because G.M is consist by very different factories.
So thay can provide variety of products to market.
As this niche,they climb to crown again.
Because at that time,Ford can not move from their huge invested strategy.
Because build an production line is very costly.

(After this,the first oil crasis lead TOYOTA become a giant of car industary.
compact car sieged the US market.)

=============================
We alwasy have chance to have new brand,
just using dissatisfing of customer.
=============================

=============================
Analyse your rival and try to find advantage.
The advantage is always what they invested mostly.
It cause them become sta
So it may be their disadvantage,too. 
=============================

FUNNY EX:
可口可樂在中南美做實驗，嘗試利用溫度不同而調整販賣機飲料的售價。
可口可樂CEO被記者問到是不是溫度升高的時候價格會上升。
Funna answer：你搞反了，我們是溫度下降的時候價格會調低。
Formal answer:
Actually,the price strategy is not only controled by weather.(先噱記者一頓)
There are too many facts we have to concern and control.
Anywho,to make the best price for our customer is always be first thing.

無用小知識#Once pattern is appear,it wil be change very soon.
 
 

NOTE:專案-1(AMNETWORK 目錄製作)

很多事情是要親身體驗過後才能了解過程和難度.
有的時候事情並不是想我想像中的那樣簡單.
這次的任務是製作一張半張A4大小的目錄.
在我的認知中,
作業流程就是把圖片湊齊,丟給目錄公司去背,
再請依照我們的要求做圖片配置.
就這麼簡單的事情,可以耗掉我和阿豪一整天的工作時數.

隔行如隔山,一張圖片要如何快速的去背景,
阿豪四分鐘內可以完成一張,
我可能玩到惱羞摔滑鼠一張都搞不定.
即使所有的圖片快速的去掉背景,
如何依序決定目錄色調,背景圖片,字體大小,
邊框造型,版面配置,
一直到最後的整體統合.
中間又牽扯到圖片修改合成,色調調整,
一堆力力扣扣的東西.
最後總算在吃晚餐前把案子結掉.

真的很感謝阿豪,這次帶著我不厭其煩的提供意見和技術支援.
一個東西的完成的確不是只靠嘴巴打打嘴泡就能有成果的.
這次的經驗讓我大概知道目錄的製作進程
以及對所需工作時數有一個深刻的體認.
在對於事物的判斷上,也應該比較會用客觀的角度來思考.

老闆對於這張目錄的修改竟然難得的一次ok = =|||

完成了一個惱羞的任務
還交到一個不錯的朋友
今天過的還算充實

雖然耗了一個晴天的禮拜六.......ORZ
算了~反正那些有情人的傢伙都沒超人情這樣 (/=口=)/ 桌