New Perspectives on Marketing

 Digitalization & Connectivity(through Internet,Intranet,and Mobile devices)
 Disintermediation & Reintermediation(via New middlemen of various sorts)
 Customization & Customerization(through tailored products and by providing customers ingredients to make products themselves)
 Industry Convergence(through the blurring of industry boundaries)
 New customer & Company capabilities

Product Starategy
Perceived Quality and Value

General Dimensions of Product Quality

• Performance
• Features
• Conformance Quality
• Reliability
• Durability
• Serviceability
• Style and Design
  
  

Brand Intangibles
단지 상품의 performance가 아닌 abstract product imagery, symbolism, personality reflected in the brand.


Total Quality Management and Return on Quality
Figure 5-4,5-5

Value Chain
Five primary value-creating Activities(inbound logistics,operations, outbound logistics, marketing and sales,and service)
위를 통한, Four Support Activities(Firm infrastructure, human resources management, technology development,and procurement)


Relationship Marketing

Mass Customization
http://blog.naver.com/yokil?Redirect=Log&logNo=110022199481

Aftermarketing
Aftermarketing이란 과거와 현재의 고객인 개인이나 조직에 대해 계속적인 만족과 강화(Reinforcement)를 제공하는 과정을 말한다.
즉 고객을 확인하고, 이해하고, 커뮤니케이션하며 또한, 고객만족을 측정하고, 고객의 요구에 대하여 반응하는 것이다. Aftermarketing의 목적은 모든 고객들과의 지속적인 관계를 추구하는 것이라고 볼 수 있다.

Loyalty Programs

Know your Audience
Change is Good
Listen to your Best customers
Engage People

Pricing Strategy

Consumer Price Perceptions

Setting Prices to Build Brand Equity

Value Pricing

Product Design and Delivery
Product Costs
Product Prices

Everyday Low Pricing

Channel Strategy


 Indirect Channels

Push and Pull Strategies
Channel Support
    Retail Segmentation
    Cooperative Advertising


Direct Channels

Company-Owned Stores

Web Strategies