市场营销学英文版版教学课件第1章.pptx

1、Marketing:An Introduction Thirteenth Edition Chapter 1 Marketing:Creating Customer Value and EngagementLearning Objectives(1 of 4)1-1.Define marketing and outline the steps in the marketing process.1-2.Explain the importance of understanding the marketplace and customers and identify the five core m

2、arketplace concepts.1-3.Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Learning Objectives(2 of 4)1-4.Discuss customer relationship management and identify strategies for creating value for custo

3、mers and capturing value from customers in return.1-5.Describe the major trends and forces that are changing the marketing landscape in this age of relationships.First Stop:NikeThe Nike swooshits everywhere.Nike has mastered social networking,both online and off,creating deep engagement and communit

4、y,with and among customers.Learning Objective 1-1 Define marketing and outline the steps in the marketing process.What Is Marketing?Marketing is engaging customers and managing profitable customer relationships.Goals of Marketing Attract new customers by promising superior value Keep and grow curren

5、t customers by delivering satisfactionForms of MarketingTraditional Making a sale Abundance of products in the nearby shopping centers Television,magazine,and direct-mail adsContemporary Satisfying customer needs Imaginative Web sites and mobile phone apps,blogs,online videos,and social media Reach

6、customers directly,personally,and interactivelyFigure 1.1-The Marketing Process:Creating and Capturing Customer ValueLearning Objective 1-1 Summary Marketing creates value for customers understand marketplace and customers design a customer value-driven marketing strategy construct a marketing progr

7、am engage customers,build relationships Captures value from customersLearning Objective 1-2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Understanding the Marketplace and Customer Needs Five core customer and marketplace concep

8、ts:Needs,wants,and demands Market offerings Value and satisfaction Exchanges and relationships MarketsCustomer Needs,Wants,and Demands(1 of 2)Needs States of felt deprivation Physical needs-Food,clothing,warmth,and safety Social needs-Belonging and affection Individual needs-Knowledge and self-expre

9、ssionWants Form taken by human needs when shaped by culture and individual personalityDemands Human wants that are backed by buying powerCustomer Needs,Wants,and Demands(2 of 2)Staying close to customers:Targets energetic new CEOMarket Offerings Products,services,information or experiences Offered t

10、o satisfy a need or want Marketing myopia-paying more attention to the specific products than to the benefits and experiences producedCustomer Value and Satisfaction Customers form expectations about the value and satisfaction of market offerings.Satisfied customers buy again Dissatisfied customers

11、switch to competitors Setting the right level of expectations Low expectations may fail to attract buyers High expectations may disappoint buyersExchanges and Relationships Exchange is the act of obtaining a desired object by offering something in return.Marketing consists of creating,maintaining,an

12、d growing desirable exchange relationships.Strong relationships are built by consistently delivering superior customer value.Markets All actual and potential buyers of a product Sellers and Consumers market Customer-managed relationshipsFigure 1.2-A Modern Marketing SystemLearning Objective 1-2 Summ

13、ary Customers needs,wants,and demands Customer lifetime value and share of customer Long-term customer equity Other marketplace concepts market offerings value and satisfaction exchange and relationships markets Value propositionLearning Objective 1-3 Identify the key elements of a customer value-dr

14、iven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Designing a Customer Value-Driven Marketing Strategy(1 of 4)Marketing management:Choosing target markets and building profitable relationships Designing a winning marketing strategy Target market?

15、Value proposition?Designing a Customer Value-Driven Marketing Strategy(2 of 4)Market segmentation refers to dividing the markets into segments of customers.Target marketing refers to which segments to go after.Designing a Customer Value-Driven Marketing Strategy(3 of 4)Choosing a value proposition-t

16、he company must decide how it will differentiate and position itself in the marketplace.Designing a Customer Value-Driven Marketing Strategy(4 of 4)Marketing management orientations Production concept Product concept Selling concept Marketing concept Societal marketing conceptFigure 1.3-The Selling

17、and Marketing Concepts ContrastedFigure 1.4-Three Considerations Underlying the Societal Marketing ConceptMarketing Mix Four Ps of Marketing Product Price Place Promotion Marketing mix tools should be blended into a comprehensive integrated marketing program.Learning Objective 1-3 Summary Market seg

18、mentation Target marketing Differentiation and positioning Production and product concepts Selling and marketing concepts Societal marketing conceptLearning Objective 1-4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from custom

19、ers in return.Customer Relationship Management Delivering superior customer value and satisfaction to build and maintain profitable customer relationships Customer-perceived value:Customers evaluation of a marketing offer relative to those of competing offers Customer satisfaction:Extent to which a

20、products perceived performance matches a buyers expectationsCustomer Relationship Levels and Tools(1 of 2)Levels Basic relationships Low-margin customers Full partnerships High-margin customersTools Frequency marketing programs Loyalty rewards programs Club marketing programsCustomer Relationship Le

21、vels and Tools(2 of 2)Walgreens:Relationship Marketing ToolsCustomer-Engagement Marketing Customer-engagement marketing makes the brand a meaningful part of consumers conversations and lives.Greater consumer empowerment means that companies must practice marketing by attraction.Marketers must find w

22、ays to enter consumers conversations with engaging and relevant brand messages.Consumer-Generated Marketing Brand exchanges created by consumers Consumers play an increasing role in shaping their own brand experiences and those of other consumers.Uninvited and Invited Consumer-to-consumer exchanges

23、Consumers invited by companies New product and service ideas Active role in shaping adsPartner Relationship Management Working closely with partners both inside and outside the company to jointly bring more value to customers Partners inside the firmcross-functional teams Partners outside the firmsu

24、ppliers,channel partnersCreating Customer Loyalty and Retention Keeping customers loyal makes good economic sense.Customer lifetime value is the value of the entire stream of purchases a customer makes over a lifetime of patronage.Customer defections can be costly Can lose that customers lifetime va

25、lue May cause other customers to defectShare of Customer Portion of the customers purchasing in their product categories Share of Customer is increased by:Good customer relationship management Offering greater variety to current customers Creating programs to cross-sell and up-sell to existing custo

26、mersCustomer Equity(1 of 2)Total combined customer lifetime values of all of the companys customers Measures the future value of the companys customer base Increases when the loyalty of the firms profitable customers increases Better measure of a firms performance than current sales or market shareC

27、ustomer Equity(2 of 2)Cadillac:Managing Customer EquityFigure 1.5-Customer Relationship GroupsLearning Objective 1-4 Summary Customer relationship management Customer-engagement marketing Customer equity Customer value and satisfaction Creating value for customers and capturing value from customers

28、in return.Learning Objective 1-5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.The Changing Marketing Landscape Digital Age Changing Economic Environment Growth of Not-for-Profit Marketing Rapid Globalization Sustainable MarketingThe Digi

29、tal Age:Online,Mobile,and Social Media Marketing Digital and social media marketing:Engaging consumers via their digital devices using digital marketing tools Mobile marketing:Using mobile channels to stimulate immediate buying,make shopping easier,and enrich the brand experience Blending the new di

30、gital approaches with traditional marketing creates a smoothly integrated marketing strategy and mix.Changing Economic Environment The Great Recession undermined consumer confidence.Post-recession era Consumers have become more frugal.New consumer spending values emphasize simpler living.Marketers a

31、re focusing on value,practicality and durability in their product offerings.Growth of Not-for-Profit MarketingSound marketing can help not-for-profits attract membership,funds,and support.Rapid Globalization and Sustainable Marketing Managers around the world are taking both local and global views o

32、f the companys:Industry Competitors Opportunities Corporate ethics and social responsibility have become important for every business.Learning Objective 1-5 Summary Online,mobile and social media marketing Post-recession economy Not-for-profit marketing Connecting globally Ethical and societal respo

33、nsibilitiesFigure 1.6-An Expanded Model of the Marketing ProcessLearning Objectives(3 of 4)1-1.Define marketing and outline the steps in the marketing process.1-2.Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.1-3.Identify the ke

34、y elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Learning Objectives(4 of 4)1-4.Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.1-5.Describe the major trends and forces that are changing the marketing landscape in this age of relationships.