Placeholder Image

字幕列表 影片播放

  • welcome to this overview

    歡迎來到這堂

  • of principles of marketing. basically

    行銷原則總論。基本上

  • many people don't really understand what marketing is.

    許多人不真的了解什麼是行銷

  • we see advertising

    我們會看到廣告

  • and have experienced working with salespeople

    和銷售人員互動

  • but that's really only a small small part

    但是那真的只是行銷的一小部分

  • marketing. so what we're going to do in this module

    我們要在這堂課

  • is to look at what marketing is.

    介紹何謂行銷

  • the American Marketing Association in July of 2013

    美國行銷協會在2013年7月

  • gave this definition of marketing. marketing

    給行銷下了一個定義。所謂行銷

  • is the activity, set up institutions

    就是一個活動設立的一些機構

  • and the processes. so marketing is the activities and processes

    和過程。行銷是創造供給面的

  • for creating offerings and when we talk about

    一組活動或者過程。而當我們談到

  • offerings we mean products but also

    供給,我們指的不只是產品

  • services and ideas that meet

    還有服務,以及符合個人需求的

  • other individuals' needs. so marketing

    點子、創意。所以行銷

  • is the processes for creating offering,

    其實是創造需求的一連串過程

  • communicating those offerings,

    與消費者溝通其需求

  • delivering those offering,

    並且給予那些需求

  • and exchanging those offerings

    以及交換那些需求

  • so that there's a perceived value

    替消費者、顧客和夥伴們以及社群

  • from customers, clients, partners

    創造出一個可想見的價值

  • and society at large. so a large part

    所以行銷大部分

  • marketing is doing all this so that

    是在做這些讓

  • potential customers see the value in what our organization

    潛在消費者能看到我們組織提供的價值的

  • offers.

    一連串活動

  • the midwest higher education compact is comprised of a number of universities in

    中西高等教育組織是由一些高教的

  • higher ed

    大學們

  • and they had a team with people from

    以及他們由印第安那的Illinois and Kentucky

  • Indiana Illinois and Kentucky -- professors from

    不論是兩年制還是四年制的公私立大學

  • private and public two and four-year

    教授所成立的一個團隊

  • institutions -- that looked at what are the competency

    而形成的組織,專注於

  • or what students be able to know

    在學生畢業後在行銷方面所具備的能力和

  • and do when they complete their degree in marketing.

    競爭力以及實戰能力

  • and so what we're to teach you

    而我們要教給你的

  • about marketing based upon those identified competencies.

    就是關於行銷的所注重的競爭能力

  • the first competency identified

    第一個競爭力

  • is market sensing and this basically means that marketers should be

    就是對於市場的感知,而這基本上代表了行銷者要能夠

  • able to sense

    藉由蒐集並分析他們市場外部的資料

  • or know what's going on in their external market

    進而去感知或者察覺

  • by collecting and analyzing

    市場現況

  • data and this means data about

    而這些資料也就是

  • competitors, about the economy, about changes in technology,

    關於競爭者、整體經濟狀況以及科技的變化等等

  • about changes in our society and culture

    以及在我們文化和社會中的改變

  • and what they value, changes in demographic

    與人口組成的改變、人們價值趨向的變化

  • trends, changes in our legal

    和政治與法律環境的演變

  • and political environment as well as international and ecological factors.

    與國際和生態因素轉變等等

  • marketers also sense

    行銷人員也要能感知

  • things that are little bit more internal to the organization

    組織內部的變化

  • like market share, what customer needs and

    像是市佔率、消費者需求以及

  • industry trends and data. so

    產業趨勢以及掌握相關資料

  • the first aspect of marketing is to be able to sense

    行銷的第一個面相就是要能夠去感知

  • what's happening in the marketplace. the next

    市場的狀態。而下一個

  • major competency of marketers is to

    行銷人員需具備的主要競爭力

  • then interpret that market so that we can see

    是要能夠解讀市場,以便讓我們能夠看見

  • the meaning and the relationships between

    在於我們的組織與消費者

  • consumers and our organizations

    和我們的產品之間產生的意義與關係

  • and our products so that we can facilitate

    讓我們能夠善用

  • that value creation we talked about earlier

    之前在定義行銷所說的

  • in the definition of marketing. another major

    價值創造過程。另一個

  • aspect marketing is, after sensing

    行銷主要的面相是

  • and interpreting the market, to actually go about

    在我們感知和解讀市場之後,實際去

  • creating value with our products or services

    執行對我們產品或服務所做的價值創造

  • and we do that by developing what's called

    及發展我們所謂的市場營銷組合

  • a marketing mix -- we will address that later today --

    我們會在之後的課程講解

  • that reflect both the

    那會反映出我們蒐集的資訊

  • needs and characteristics of the markets that we

    所瞄準的市場需求

  • are targeting as a result of the information we've gathered.

    以及特色等等

  • so the major competencies that marketers

    所以行銷人員要具備的主要競爭力

  • have are to sense the market, interpret the market,

    是:市場感知、市場解讀

  • create value for the market but then

    創造市場價值

  • also to analyze how well we did that

    也要能夠分析如何去達成

  • and get feedback so that we can

    以及獲得回饋

  • understand any gaps that might exist

    以便讓我們了解是否在

  • in meeting the goals that we established in the previous step

    我們之前所做的步驟以及想要達成的目標之間有所落差

  • and making changes so that we can better

    以及對於我們能夠對於

  • meet needs of whoever it is we're trying to serve --

    所有目標市場中我們想要服務的對象

  • of our target market. one other major

    的需求做出改變。還有一個行銷人員

  • characteristic

    所需具備的特色或者

  • or competency of marketers is that they're very good

    是競爭力就是他們要能夠

  • at personally communicating the value

    擅於與人溝通並建立

  • of there personal brand -- their unique talents

    個人品牌價值,這也看是行銷人員的獨特天份

  • and strength and characteristics and

    能力以及特色

  • packaging those together so that

    和包裝自己的能力

  • in interviewing or in other ways

    讓他們在與客戶面談或其他管道接觸時

  • they can't differentiate themselves in the market

    可以替自己在市場上做出區隔

  • and show the unique value that they add.

    並顯現他們附加的獨特價值

  • so what we're going through the study of

    所以我們要來一一看這些

  • these principles of marketing is to study market sensing,

    行銷原則的研究,關於市場感知

  • market interpretation, market value creation,

    市場解讀,市場價值創造

  • and market analytics feedback and control.

    以及市場分析、回饋及管控的研究

  • this next slide shows how

    這張投影片顯示

  • each of these stages are then broken-down

    這些階段中的每一個是如何

  • in to separate aspects. for example

    解構成這些分別的面相,舉例來說

  • when we study market sensing, we will be looking at

    當我們研究市場感知時,我們會聚焦

  • environmental analysis and researching

    在環境上的分析和研究

  • consumer behavior and other aspects of marketing.

    消費者行為以及其他行銷的面相

  • when we study market interpretation we will be

    當我們研究市場解讀時我們會

  • studying segmentation targeting positioning

    研究分段瞄準定位

  • and marketing strategy. and I understand these words really don't make a lot of

    以及市場策略,而我了解這些術語目前為止你還沒有

  • sense to you now

    什麼感受

  • but if we were to revisit the slide at the of this study of the principles of

    但是一旦我們再回頭看這些行銷原則的研究

  • marketing

    都投影片

  • all these terms should make much sense to you.

    你就會對這些術語有感覺的

  • in this study of market value creation will be looking at

    而在市場價值創再的研究我們會專注於

  • product, pricing, our supply change

    產品、定價、我們的供貨改變

  • management and integrated marketing communications

    管理以及行銷溝通整合

  • activities. additionally when we look at market analytics

    活動,此外當我們看市場分析

  • feedback and control, will be looking at

    回饋和管控時,會注意

  • some metrics and how to manage these customer

    一些矩陣,以及如何管理客戶

  • relationships. so again this isjust a little bit more depth

    關係,再次說明,這只是在這4主要的競爭力上

  • on these 4 major competencies

    比較有深度一點的探討

  • and breaks these competencies

    以及如何將這些能力

  • into sub competencies.

    解構、分層

  • an interesting thing question might be

    一個有趣的事情是,你或許會

  • why should I study marketing or what makes me different

    對於為什麼要研究行銷或者到底是什麼使得

  • as a marketer from other people? again

    身為行銷人員的我與他人產生差異的疑問,而再次

  • this comes a presentation that was made

    這篇報告是由

  • from the MHEC

    MHEC

  • marketing turning team to the fall

    行銷調整小組對於秋季

  • educators conference and we've got some quantitative research

    教育者會議所製作,且我們有些量化的研究結果

  • there

    呈現

  • which shows there area some key differences between

    也就是顯示出在行銷人員或科系畢業的人與

  • marketers and other majors in a college --

    其他科系畢業的人,即使其他商業主修的人之間

  • are even other business majors. so let's look at some things that make marketers

    仍存在主要的差異,所以讓我們來看一些讓行銷人員

  • different. first of all

    具備關鍵差異能力的事情

  • marketers are very results driven and

    行銷人員相當受到結果而驅使

  • we know that in business we

    我們知道在商業中

  • have financial, budgeting

    有財務、預算

  • and forecasting-- what's gonna happen in the marketplace,

    以及預測,也就是市場接下來會發生什麼事

  • how much are we gonna sell, how much profit are we going to make,

    銷售額有多少,利潤有多少

  • how are we going to achieve these sales -- so

    要怎麼做才能達成這些銷售目標

  • while other people might be good communicators,

    所以當其他人也許是很好的溝通者

  • marketers are very results driven for organizations.

    行銷人員在組織裡卻是非常結果導向的

  • and companies need that. another key aspect

    但公司需要這樣的力量。另一個

  • other about marketers is that we tend to be

    關於行銷人員的面相是他們

  • futuristic. we look at how much we're going to sell

    都是未來主義者。會期待在未來我們將會以多少的銷售額

  • in the future and how we're going to do that. marketers

    而且該怎麼去達到。行銷人員

  • also tend to be fairly adaptable.

    也具有良好的適應能力

  • they are able to work in changing

    他們能夠在變動的環境中

  • circumstance. another major characteristic of

    工作。另一個行銷人員的主要

  • marketers is they seem to be the one person in the organization

    特質就是他們似乎在組織都是

  • that is extremely external or customer

    極度外向或者消費者

  • oriented. they're very focused

    導向的。他們非常專注於

  • on what's best for the customer and so this is very

    什麼對於消費者是最好的且這是非常

  • key. marketers also tend to be

    關鍵的。行銷人員也傾向

  • very interdisciplinary. they work very well and understand their relationship

    非常跨領域的學習經驗。他們對於其他商業領域

  • with

    如會計和財務以及營運等等都能夠做得很好

  • other business disciplines t like accounting & finance and operations.

    也很能了解其中的關連性

  • and they also work with disciplines out of

    且他們也與行銷外的領域

  • marketing. in fact much of marketing is based on social sciences

    合作、結合。事實上,大多數的行銷都是建立於社會科學

  • like psychology and sociology but these things

    像是心理學和社會學上,但是這些事情

  • are applied to a business setting and so that makes marketers

    都被運用在商業設置上,以至於讓行銷人員

  • very unique and very different and also very valuable to businesses.

    變得非常獨特且與眾不同,且對於企業是非常有價值的

  • some people think that there's no difference between

    許多人認為行銷和銷售或者是廣告

  • marketing and selling or advertising because actually selling or

    之間是沒有差異的,因為是的,如果不看實際產品時

  • advertising is really the only aspect of marketing

    銷售或者廣告

  • that the general public really sees very often

    確實是行銷當中

  • other than the actual product. marketing thought

    最與大眾接近的一環。行銷被認為

  • is focusing on creating

    是在專門創造

  • that value and creating long-term relationships to meet customer needs.

    價值以及建立一個長期的關係以達到符合客戶的需求

  • so what's interesting is that while

    有趣的是當

  • a peddler or a sales person or a advertiser

    一個小販或者一個銷售員或者一個廣告人員

  • might be interest in making this sale,

    對於賣出產品很有興趣時

  • marketers really interested in

    行銷人員真正有興趣的地方在於

  • repeat sales and strong relationships to meet customer needs over time.

    一再地將產品銷售出去且與客戶建立長期、緊密的關係來達到其需求

  • good salespeople, by the way, are also

    順帶一提,好的銷售人員對於

  • very interested in making those relationships.

    建立那種關係是很有興趣的

  • so what happens