市場(chǎng)營(yíng)銷原理英文原版課件

1、Creating and Capturing Customer ValueCreating and Capturing Customer ValueDefine marketing and outline the steps in the marketing processUnderstanding the Marketplace and Customer NeedsDesigning a Customer-Driven Marketing StrategyPreparing an Integrated Marketing Plan and ProgramBuilding Customer R

2、elationshipsCapturing Value from CustomersThe Changing Marketing LandscapeTopic OutlineWhat Is Marketing?Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers inreturn Understanding the Marketplace and Customer Ne

3、edsCustomer needs, wants, and demandsMarket offeringsCustomer Value and satisfactionExchanges and relationshipsMarketsCore ConceptsUnderstanding the Marketplaceand Customer NeedsNeedsStates of deprivationPhysicalfood, clothing, warmth, safetySocialbelonging and affectionIndividualknowledge and self-

4、expressionWantsForm that human needs take as they are shaped by culture and individual personalityDemandsHuman wants backed by buying powerCustomer Needs, Wants, and DemandsMarket offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need

5、or wantMarketing myopia is focusing only on existing wants and losing sight of underlying consumer needsUnderstanding the Marketplaceand Customer NeedsUnderstanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectationsCustomersValue and satisfactionMarketersSet the right level

6、 of expectationsNot too high or lowExchange is the act of obtaining a desired object from someone by offering something in returnUnderstanding the Marketplaceand Customer NeedsMarkets are the set of actual and potential buyers of a product or serviceUnderstanding the Marketplaceand Customer NeedsDes

7、igning a Customer-Driven Marketing StrategyMarketing management is the art and science of choosing target markets and building profitable relationships with themWhat customers will we serve?How can we best serve these customers?Designing a Customer-Driven Marketing StrategyMarket segmentation refers

8、 to dividing the markets into segments of customersTarget marketing refers to which segments to go afterSelecting Customers to ServeDesigning a Customer-Driven Marketing StrategyDemarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or sh

9、ift itSelecting Customers to ServeDesigning a Customer-Driven Marketing StrategyThe value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needsChoosing a Value PropositionDesigning a Customer-Driven Marketing StrategyProduction conceptProduct

10、conceptSelling conceptMarketing conceptSocietal conceptMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduction concept is the idea that consumers will favor products that are available or highly affordableMarketing Management OrientationsDesigning a Customer-Driven

11、Marketing StrategyProduct concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organizations should therefore devote its energy to making continuous product improvements.Marketing Management OrientationsDesigning a Customer-Driven Marketing S

12、trategySelling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effortMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyMarketing concept is the idea that achieving organizational goals

13、depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors doMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategySocietal marketing concept is the idea that a company should make good marketing decisions by

14、 considering consumers wants, the companys requirements, consumers long-term interests, and societys long-run interestsMarketing Management OrientationsThe marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place.

15、Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.Preparing an Integrated Marketing Plan and ProgramBuilding Customer RelationshipsThe overall process of building and maintaining profitable customer relationships by delivering

16、superior customer value and satisfactionCustomer Relationship Management (CRM)Building Customer RelationshipsRelationship Building Blocks: Customer Value and SatisfactionCustomer perceived valueThe difference between total customer value and total customer costCustomer satisfactionThe extent to whic

17、h a products perceived performance matches a buyers expectationsBuilding Customer RelationshipsCustomer Relationship Levels and ToolsBasic RelationshipsFull PartnershipsBuilding Customer RelationshipsRelating with more carefully selected customers uses selective relationship management to target few

18、er, more profitable customersRelating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networksThe Changing Nature of Customer RelationshipsBuilding Customer RelationshipsPartner relationship management invol

19、ves working closely with partners in other company departments and outside the company to jointly bring greater value to customersBuilding Customer RelationshipsPartners inside the company is every function area interacting with customersElectronicallyCross-functional teamsPartners outside the compa

20、ny is how marketers connect with their suppliers, channel partners, and competitors by developing partnershipsPartner Relationship ManagementBuilding Customer RelationshipsSupply chain is a channel that stretches from raw materials to components to final products to final buyersSupply managementStra

21、tegic partnersStrategic alliancesPartner Relationship ManagementCapturing Value from CustomersCustomer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronageCreating Customer Loyalty and RetentionCapturing Value from CustomersShare of

22、customer is the portion of the customers purchasing that a company gets in its product categoriesGrowing Share of CustomerCapturing Value from CustomersCustomer equity is the total combined customer lifetime values of all of the companys customersCapturing Value from CustomersBuilding the right relationships with the right custo