福特的话带给你什么启示MarketingDebateResponsive.PPT

Levels of Relationship Marketing High margin Medium margin Low Margin Many customers/ distributors Accountable Reactive Basic or reactive Medium number of customers/ distributors Proactive Accountable Reactive Few customers/ distributors Partnership Proactive Accountable Case: Harley-Davidson Harley Owners Group (H.O.G.) H.O.G. benefits include Hog Tales, a touring handbook, emergency road service, a specially designed insurance program, theft reward service, discount hotel rates, and a Fly Ride program. The company also maintains an extensive Web site devoted to H.O.G., which includes information on club chapters, events, and a special members-only section. In 1981, American Airlines first introduced the AADVANTAGE frequent-flier program. When other airlines copy this strategy, do they engage in the prisoner’s dilemma? Prisoner’s Dilemma Player 1 ╲ Player 2 Cooperate Fink Cooperate 2, 2 -3, 3 Fink 3, -3 -2, -2 How can the firms escape from the prisoner’s dilemma? The Four P Components of the Marketing Mix Marketing-Mix Strategy Internal Marketing The task of hiring, training, and motivating able employees who want to serve customers well. Marketing must be embraced by the other departments (e.g. production, finance, and human resource); they must also “think customer.” * Question: What would you do if you were the VP of marketing in this airline? How would internal marketing be of help? Show specific examples An Example of a Coordination Problem that Requires Effective Internal Marketing Socially Responsible Marketing – The Societal Marketing Concept The idea that holds that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. Examples: Body Shop, HSBC, Dell Asia in Malaysia, Bata Indonesia. Johnson Johnson’s Tylenol ($240 million), 保力達蠻牛 (NT 120 million), 金車毒奶事件. An Example of the Social Marketing Concept – Earth Tree 將來自第三世界國