แนวคิดทางการตลาดและการบริการและรูปแบบการวิจัยพฤติกรรม โดยดร.เกรียงสิน ประสงค์สุกาญจน์ สรุปการบรรยายแนวคิดทางการตลาดและการบริการและรูปแบบการวิจัยพฤติกรรมผู้บริโภค การสัมนา NANO MBA3 สมาคมร้านยา วันท่ี 17 กพ. 2556

1. .
17 2556
.
Market
Demand
Want Purchasing Power
Need
(Market)
(Market)
(Demand) (Want) (Purchasing Power)
(Want)
Want Need Need
Want (Need)
(Want) “ ” “ ”
“ ”
4
1. 2 2
,

2. .
2.
3.
2
4.
BEST SELLER
(Evolution) (Demand)
(Supply)
Production Concept The Selling Concept The Marketing Concept
The Holistic Marketing Concept
2 4
100
300 Production concept (
,

3. .
Production concept
)
4 100 350
Selling Concept
( , )
Marketing Concept
Marketing Concept ( , )
Campaign
Marketing Concept
Holistic Marketing Concept 4
1. Internal Marketing
cost
2. Integrated Marketing
Marketing mix 4Ps (Product, Price, Place,
,

4. .
Promotion)
Synergy
3. Relationship Marketing
(CRM :Customer Relationship Management)
(PRM: Partner Relationship Management)
CRM IMC
4. Social Responsible Marketing
3
1. 60 %
2. 15 %
,

5. .
3. 25 %
(Chunking)
,

6. .
2.6 %
4.3 %
13 %
7.8 %
?
Integrated
400 %
Sigmund Freud
3 80
1. (Oral stage)
2. (Anal Stage)
3. (Phallic Stage)
4. 3 -10
5.
,

7. .
Structural View of CRM
Marketing Senior Other Communication Product & Service Channels
Department Management Department
Integrated
Marketing
Internal
Operational Marketing
Benefits Strategic
Holistic Benefit
Marketing
Relationship
Socially Marketing
Responsible
Marketing
Communication Product & Service Channels
Ethic
Community
Environment Legal
CRM
Socially Responsible
Relationship
-
-
Difference between Goods and Services ( )
1. Intangibility
,

8. .
2. Heterogeneity (variability)
3. Simultaneity (of production and consumption)
moment of truth
4. Perishability of output
1.
,