ความคิดเห็นที่ 1 คำศัพท์บางคำ วลีบางกลุ่มเพื่อช่วยทำให้การฟังสะดวกขึ้น เรียงตามเวลาใน clip Mass Advertisement (Advertising) skeptical about advertising new way to achieve creditability new product, (productX marketable new idea stage gate system screening out bad idea cost of developing new product focus group depth interviewing survey clear distinctive value proposition scheme objective feasible attainable clear and complelling strategy tactics actual implementation alignment budget ROI (returns on investment) mixed expenditure right segmentation most successful marketing stategy (advertising strategy) reinforcement creativity common mistake failure of 4P marketing - diriver of strategy circumscribe marketing is reduced to only 1 P Promotion marketing has been marginalized most recent marketing (idea/theme/theory) Branding Asset (Branded Asset) Brand Skill Brand Equity Customer Equity Costomization Personalization Experiential Marketing physical - service - experience Integrated Marketing Communication CRM critics about CRM mass marketing segmented (segmentation) sub segment down and down no cost saving consumer package easily switching product CRM product centered, not customer centered adopted as technology information highways customer panel dealer panel focus group right on computer educating benefit and potential internet online education shapeless marketing vision creating new thing Made in Japan Sony, 3 teams, a little better, improving performance, obsolete the (current) product Peter Drucker marketing and innovation creat customer - selling the unnecessary Market Myopia globalization of marketing imitating profound impact of globalization on marketing moving goods/prodcuts/raw materials reduce world cost of living much larger volumn world economy of scale Japan versus America zero defect product when defect - why why why continuous improvement for Japanese, client is the hounour guest Quality Circle Quality of Marketing People analytical creative sub skills, market research, communication, channel of distribution Sales - people oriented transfer to purchasing, modifying themselves, sales, marketing Advertising Agency 3-5 to begin with creativity not cost buy advertising ideas from mild to wild if only one agency - not only appraise past campaign but also.... ad that sells, not just remember by people ROI in the past matrix that pays pay for performance small to medium size - outsource make or buy consultant what information they need and what they will do with that information asking the right question future of marketing where it's heading technology enabled marketing sales automation marketing automation airline, hotel seeling available seats, rooms Marketing Dashboard Process Dashboard more (knowledge) financial ROI, pre-post marketing - mansions with many rooms จากคุณ : elenote เขียนเมื่อ : 28 ก.ค. 55 20:38:49

ความคิดเห็นที่ 2 ขอบคุณค่ะ จากคุณ : lovelypriest เขียนเมื่อ : วันภาษาไทยแห่งชาติ 55 08:07:35