市场营销学英文课件.ppt

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1、Chapter One,Marketing: Creating and Capturing Customer Value,Creating and Capturing Customer Value,What Is Marketing?Understand the Marketplace and Customer NeedsDesigning a Customer-Driven Marketing StrategyPreparing an Integrated Marketing Plan and ProgramBuilding Customer RelationshipsCapturing V

2、alue from CustomersThe Changing Marketing Landscape,Topic Outline,What Is Marketing?,Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers inreturn,What Is Marketing?,The Marketing Process,Understanding the Market

3、place and Customer Needs,Customer needs, wants, and demandsMarket offeringsValue and satisfactionExchanges and relationshipsMarkets,Core Concepts,Understanding the Marketplaceand Customer Needs,Customer Needs, Wants, and Demands,Understanding the Marketplaceand Customer Needs,Market offerings are so

4、me combination of products, services, information, or experiences offered to a market to satisfy a need or wantMarketing myopia is focusing only on existing wants and losing sight of underlying consumer needs,Understanding the Marketplaceand Customer Needs,Customer Value and SatisfactionExpectations

5、,Exchange is the act of obtaining a desired object from someone by offering something in return,Understanding the Marketplaceand Customer Needs,Understanding the Marketplaceand Customer Needs,Markets are the set of actual and potential buyers of a product,Designing a Customer-Driven Marketing Strate

6、gy,Marketing 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 Strategy,Market segmentation refers to dividing the markets into segments

7、 of customersTarget marketing refers to which segments to go after,Selecting Customers to Serve,Designing a Customer-Driven Marketing Strategy,Demarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it,Selecting Customers to Serve

8、,Designing a Customer-Driven Marketing Strategy,Choosing a Value Proposition,The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs,Designing a Customer-Driven Marketing Strategy,Marketing Management Orientations,Designing a Customer-

9、Driven Marketing Strategy,Production concept is the idea that consumers will favor products that are available or highly affordable,Marketing Management Orientations,Designing a Customer-Driven Marketing Strategy,Product concept is the idea that consumers will favor products that offer the most qual

10、ity, performance, and features. Organization should therefore devote its energy to making continuous product improvements.,Marketing Management Orientations,Designing a Customer-Driven Marketing Strategy,Selling concept is the idea that consumers will not buy enough of the firms products unless it u

11、ndertakes a large scale selling and promotion effort,Marketing Management Orientations,Designing a Customer-Driven Marketing Strategy,Marketing Management Orientations,Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and d

12、elivering the desired satisfactions better than competitors do,Designing a Customer-Driven Marketing Strategy,Marketing Management Orientations,Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers wants, the companys requirements, consum

13、ers long-term interests, and societys long-run interests,Designing a Customer-Driven Marketing Strategy,The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place.Integrated marketing program is a comprehensive

14、plan that communicates and delivers the intended value to chosen customers.,Preparing an Integrated Marketing Plan and Program,Building Customer Relationships,The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction,Cust

15、omer Relationship Management (CRM),Building Customer Relationships,Relationship Building Blocks: Customer Value and Satisfaction,Building Customer Relationships,Customer Relationship Levels and Tools,Building Customer Relationships,Relating with more carefully selected customers uses selective relat

16、ionship management to target fewer, more profitable customersRelating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networks,The Changing Nature of Customer Relationships,Partner relationship management in

17、volves working closely with partners in other company departments and outside the company to jointly bring greater value to customers,Building Customer Relationships,Building Customer Relationships,Partners inside the company is every function area interacting with customersElectronicallyCross-funct

18、ional teamsPartners outside the company is how marketers connect with their suppliers, channel partners, and competitors by developing partnerships,Partner Relationship Management,Building Customer Relationships,Supply chain is a channel that stretches from raw materials to components to final produ

19、cts to final buyersSupply managementStrategic partnersStrategic alliances,Partner Relationship Management,Capturing Value from Customers,Customer lifetime value is the value of the entire stream of purchases that the customer wouldmake over a lifetime of patronage,Creating Customer Loyalty and Reten

20、tion,Capturing Value from Customers,Share of customer is the portion of the customers purchasing that a company gets in its product categories,Growing Share of Customer,Capturing Value from Customers,Customer equity is the total combined customer lifetime values of all of the companys customers,Capt

21、uring Value from Customers,Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximizedDifferent types of customers require different relationship management strategiesBuild the right relationship with the right customers,Build

22、ing Customer Equity,The Changing Marketing Landscape,Major Developments,So, What Is Marketing? Pulling It All Together,All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,