1.1

4P4C

5C

The Production Concept

Product Concept

Sales Concept

Marketing Concept

Societal Marketing Concept

4PJerome McCarthy 1964

Product PricePlace

Promotion

2004

4P

Product

Price

Place

Promotion

1-1 4P

4P4C

4P 4C

Product Consumer's needs and wants

Price Cost & value to satisfy to needs & wants

Place Convenience

Promotion Communication

1-2 4P 4C

5C

4P 5C

Product Consumer

Community

Price Cost

Place Convenience

Promotion Communication

1-3 5C

1.2

1.

2.

3.

4.

5.

6.

Philip Kotler1999 Market Segmentation Target MarketPositioning

1-1 STP

1-2

Marketing an IntroductionPhilip Kotler

1-3

1.3 4P

($)

0

1.4

2006

1-4

1.5

~ ~

~

:SWOT

, ,

, ,

,

,

1-5 SWOT

1-4

1.6

brand

"burn"

1-6

1 Acer 14.01 447.06

2 HTC 13.71 437.27

3 Asus 12.85 410.07

4 TrendMicro 12.28 391.69

5 MasterKong 10.66 340.14

6 Want-Want 4.82 153.82

7 Maxxis 3.91 124.76

8 Giant 2.91 92.82

9 Synnex 2.76 87.94

10 Transcend 2.40 76.46

11 Uni-president 1.97 62.84

12 Advantech 1.97 62.82

13 D-Link 1.67 53.14

14 Zyxel 1.59 50.65

15 Merida 1.46 46.54

16 Johnson 1.36 43.38

17 Gigabyte 1.06 33.78

18 CyberLink 1.04 33.17

19 Genius 0.68 21.83

20 Depo 0.50 16.03

1-5 2010

Branding Taiwan 2010

1 Coca-cola 70,452

2 IBM 64,727

3 Microsoft 60,895

4 google 43,557

5 GE 42,808

6 MacDonald 33,578

7 Intel 32,015

8 Nokia 29,495

9 Disney 28,731

10 hp 26,867

11 Toyota 26,192

12 Mercedes-Benz 25,179

13 Gillette 23,298

14 CISCO 23,219

15 BMW 22,322

16 LV 21,860

17 Apple 21,143

18 Marlboro 19,961

19 Samsung 19,491

20 Honda 18,506

Interbrand, 2010

1-6 2010

1.7

1-7 v.s

1.8

Moores Law

Metcalf Law

Law of Diminishing Firms

Larry Downes

= 2=n^2-n*v

1-7 Metcalf Law

1-8

11.1 4P4C 5C 1.2 1.3 4P1.4 1.5 17:SWOT1.6 23 241.7 1.8 27 28