The Evolution of Marketing Thoughts The Revolution of

The Evolution of Marketing Thoughts

市場的演進 The Revolution of Market 鐵路網（早期）與公路網（近期）創造了國內 市場(National Market) 海運網（早期）與航空網（近期）創造了國際 市場(International Market) 電訊網（早期）與 WWW（近期）創造了全球 市場(Global Market) National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

19世紀美國鐵路網的發展（1840 and 1850） Source: D. Philip Locklin, Economics of Transportation, 1960, p. 86.

19世紀美國鐵路網的發展（1860） Source: D. Philip Locklin, Economics of Transportation, 1960, p. 87.

19世紀美國鐵路網的發展（1870） Source: D. Philip Locklin, Economics of Transportation, 1960, p. 88.

19世紀美國鐵路網的發展（1880） Source: D. Philip Locklin, Economics of Transportation, 1960, p. 89

19世紀美國鐵路網的發展（1890） Source: D. Philip Locklin, Economics of Transportation, 1960, p. 90.

Spontaneous Economic Combustion F Labor Specialization F Consumption Satiation

The Evolution of Marketing Production Era Sales Era Marketing Era Relationship Marketing Era

The Evolution of Marketing Production Era Orientation: Business philosophy focusing on manufacturing efficiency; demand exceeds supply = seller’s market Dominant time period: Prior to the 1920 s National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

The Evolution of Marketing Sales Era Orientation: Business philosophy focusing on selling existing products; supply exceeds demand = buyer’s market Dominant time period: Prior to the 1950 s National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

The Evolution of Marketing Era Orientation: Business philosophy focusing on consumer wants and needs; any supply/demand situation Dominant time period: Last half of 20 th century National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

The Evolution of Marketing Relationship Marketing Era Orientation: Business philosophy focusing on reinforcing the customer-oriented focus of the marketing era Dominant time period: Last decade of 20 th century National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

AMA Definition of Marketing F Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organizational objectives National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Exchange Process by which one or more parties give something of value to each other to satisfy perceived needs National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Exchanges Learning Environment Tuition Promised Action Votes National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Exchanges Fee Consulting Products/services Money National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Broader Definition of Marketing The definition of marketing includes the non-profit sector of society (homeless shelter) National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Broader Definition of Marketing The definition of marketing includes the non-profit sector of society (U. S. Army) National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Broader Definition of Marketing The definition of marketing includes the non-profit sector of society (societal cause) National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Broader Definition of Marketing The definition of marketing includes the non-profit sector of society (forest protection) National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

The Marketing Concept Customer orientation F Coordinated effort by all departments of the firm to satisfy customers F Emphasis on long term profit F National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

The Backbone of Marketing Concept FHeterogeneity FDynamic National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

行銷學派 The Schools of Marketing 實體配送通路(Physical Distribution and Channel) (註：近年來演變成為Logistics流通學派，而最 新的進展變成Supply Chain Management供應鏈 管理學派） 消費者行為學派 (Consumer Behavior) 行銷策略學派 (Strategic Marketing) 行銷決策模式學派(Marketing Decision Models) National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

行銷思潮之演進 被動式行銷 主動式行銷 互動式行銷 連鎖式行銷 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

被動式行銷 Reactive Marketing 網路行銷 行銷網路 Internet Marketing Internet National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

1999年，傳統媒體上（電 視、廣播、報紙）充斥著 dot com 公司的廣告，不 斷的提醒、刺激消費者上 網購物。 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

被動式行銷 (Reactive Marketing) Customer orientation Outside-in perspective Coordinated effort by all departments of the firm to satisfy customers Demand determines the supply National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

主動式行銷 (Proactive Marketing) Competitive orientation Inside-out perspective Supply shapes demand National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

超級市場的「一次購足」策略，提供多樣化的服務，是塑造需求的明顯案例。 Supermarket + Bakery + Delicatessen + Florist Supermarket + Bakery New Entrant Supermarket National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Supply shapes demand （案例一） 超越勞斯萊斯的新寧靜品質 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Supply shapes demand （案例二） National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

互動式行銷 (Interactive Marketing) Relationship Orientation F Dynamic perspective F Supply inter-locks demand F Strategic focus - One to One Marketing F National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Marketing Channel Flows National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

行銷哲學的核心思維 ë廣義：Exchange 交換 （可包含非營利組織） ë狹義：Transaction 交易 （只針對營利組織） National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Exchanges Learning Environment Tuition Promised Action Votes National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Transaction Fee Consulting Products/services Money National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

傳統行銷以消費者行為為基礎所發展出的一切行銷策 略作為均為了要完成「交易」 Product Distribution Target Market Price National Taiwan University The Center for Excellent Marketing Research Promotion 任立中Lichung Jen

行銷哲學的核心思維 ë廣義：Exchange 交換 （可包含非營利組織） ë狹義：Transaction 交易 （只針對營利組織） Relationship 關係 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Building Relationships with Customers National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

製 造 商 顧 客 關 係 行 銷 案 例 （ ） 一 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

製 造 商 顧 客 關 係 行 銷 案 例 （ ） 二 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

F Relationship Orientation Build a “small business” relationship with each customer one at a time -- no matter how large your organization. National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

FDynamic perspective From Product Life Cycle (PLC) to Customer Life Cycle (CLC). National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

互動式行銷(Interaction Marketing) WWW 連鎖式行銷 (Chain-reaction Marketing) WWW WWW

連鎖式行銷(Chain-reaction Marketing) Network orientation F Future perspective F Neural Supply-Demand System F Strategic focus F WWW WWW National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

考藉 價此 格設 水定 準消 費 者 心 中 之 參 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

策藉 風此 險降 低 消 費 者 心 中 之 決 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

MIS DSS National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

行銷決策支援系統 Marketing Decision Support System (MDSS) 傳統式決策支援系統 專案式(project) 批次式(batch) 離線式(off-line) National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

我的名字到現在仍無法被華航確認 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

行銷決策支援系統 Marketing Decision Support System (MDSS) 連鎖式行銷決策支援系統 即時式(real time) 隨機式(random assess) 線上式(on-line) National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

MIS 統計模式 DSS National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

Amazon 執行的不僅僅是新科 技的連鎖式行銷，它同時也在 執行主動式行銷以塑造消費者 新的購物行為 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

請問各位同學： Amazon所提供的各項功能，你覺 得有用嗎？ 如果覺得非常有用的同學，你會終 其一生只在Amazon購買書籍嗎？ National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

The Requirements of Internet Advertising. Right people. Right products or services. Right timing. Right format. Right position. Right ANALYSIS - This is the bottom line National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

實體賣場與虛擬市場的結合 賣場虛擬化、網路實體化、關係人性化 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen

F行銷哲學的思維 F行銷科學的方法 National Taiwan University The Center for Excellent Marketing Research 任立中Lichung Jen