1、Chapter 1- slide 1Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallChapter OneMarketing: Creating and Capturing Customer ValueChapter 1- slide 2Copyright 2010 Pearson Education, Inc. Creating and Capturing Customer Value What Is Marketing? Understand the Marketplace and Customer Nee
2、ds Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing LandscapeTopic OutlineChapter 1- slide 3Copyright 2010 Pearson Education, Inc. What Is Marketing?Marketing is a p
3、rocess by which companies create value for customers and build strong customer relationships to capture value from customers inreturn Chapter 1- slide 4Copyright 2010 Pearson Education, Inc. What Is Marketing?The Marketing ProcessChapter 1- slide 5Copyright 2010 Pearson Education, Inc. Understanding
4、 the Marketplace and Customer Needs Customer needs, wants, and demands Market offerings Value and satisfaction Exchanges and relationships MarketsCore ConceptsChapter 1- slide 6Copyright 2010 Pearson Education, Inc. Understanding the Marketplaceand Customer Needs States of deprivation Physicalfood,
5、clothing, warmth, safety Socialbelonging and affection Individualknowledge and self-expressionNeeds Form that needs take as they are shaped by culture and individual personalityWants Wants backed by buying powerDemandsCustomer Needs, Wants, and DemandsChapter 1- slide 7Copyright 2010 Pearson Educati
6、on, Inc. Understanding the Marketplaceand Customer Needs Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needsChapter 1-
7、slide 8Copyright 2010 Pearson Education, Inc. Understanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectationsCustomers Value and satisfactionMarketers Set the right level of expectations Not too high or lowChapter 1- slide 9Copyright 2010 Pearson Education, Inc. Exchange i
8、s the act of obtaining a desired object from someone by offering something in returnUnderstanding the Marketplaceand Customer NeedsChapter 1- slide 10Copyright 2010 Pearson Education, Inc. Understanding the Marketplaceand Customer NeedsMarkets are the set of actual and potential buyers of a product
9、Chapter 1- slide 11Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategyMarketing management is the art and science of choosing target markets and building profitable relationships with them What customers will we serve? How can we best serve these customers?Chapter 1
10、- slide 12Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategyMarket segmentation refers to dividing the markets into segments of customersTarget marketing refers to which segments to go afterSelecting Customers to ServeChapter 1- slide 13Copyright 2010 Pearson Educa
11、tion, Inc. Designing a Customer-Driven Marketing StrategyDemarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift itSelecting Customers to ServeChapter 1- slide 14Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven M
12、arketing StrategyChoosing a Value PropositionThe value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needsChapter 1- slide 15Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategyProduction conceptProduct conce
13、ptSelling conceptMarketing conceptSocietal conceptMarketing Management OrientationsChapter 1- slide 16Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategyProduction concept is the idea that consumers will favor products that are available or highly affordableMarketin
14、g Management OrientationsChapter 1- slide 17Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategyProduct concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to m
15、aking continuous product improvements.Marketing Management OrientationsChapter 1- slide 18Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategySelling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selli
16、ng and promotion effortMarketing Management OrientationsChapter 1- slide 19Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategyMarketing Management OrientationsMarketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of
17、 the target markets and delivering the desired satisfactions better than competitors doChapter 1- slide 20Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategyMarketing Management OrientationsSocietal marketing concept is the idea that a company should make good marke
18、ting decisions by considering consumers wants, the companys requirements, consumers long-term interests, and societys long-run interestsChapter 1- slide 21Copyright 2010 Pearson Education, Inc. Designing a Customer-Driven Marketing StrategyChapter 1- slide 22Copyright 2010 Pearson Education, Inc. Th
19、e 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 plan that communicates and delivers the intended value to chosen customers.Preparing an Integrated Marketi
20、ng Plan and ProgramChapter 1- slide 23Copyright 2010 Pearson Education, Inc. Building Customer Relationships The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfactionCustomer Relationship Management (CRM)Chapter 1- slide
21、24Copyright 2010 Pearson Education, Inc. Building Customer RelationshipsRelationship Building Blocks: Customer Value and SatisfactionCustomer- perceived value The difference between total customer value and total customer costCustomer satisfaction The extent to which a products perceived performance
22、 matches a buyers expectationsChapter 1- slide 25Copyright 2010 Pearson Education, Inc. Building Customer RelationshipsCustomer Relationship Levels and ToolsBasic RelationshipsFull PartnershipsChapter 1- slide 26Copyright 2010 Pearson Education, Inc. Building Customer Relationships Relating with mor
23、e carefully selected customers uses selective relationship management to target fewer, more profitable customers Relating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networksThe Changing Nature of Custom
24、er RelationshipsChapter 1- slide 27Copyright 2010 Pearson Education, Inc. Partner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customersBuilding Customer RelationshipsChapter 1- slide 28Copyright
25、 2010 Pearson Education, Inc. Building Customer Relationships Partners inside the company is every function area interacting with customers Electronically Cross-functional teams Partners outside the company is how marketers connect with their suppliers, channel partners, and competitors by developin
26、g partnershipsPartner Relationship ManagementChapter 1- slide 29Copyright 2010 Pearson Education, Inc. Building Customer Relationships Supply chain is a channel that stretches from raw materials to components to final products to final buyers Supply management Strategic partners Strategic alliancesP
27、artner Relationship ManagementChapter 1- slide 30Copyright 2010 Pearson Education, Inc. Capturing Value from Customers Customer lifetime value is the value of the entire stream of purchases that the customer wouldmake over a lifetime of patronageCreating Customer Loyalty and RetentionChapter 1- slid
28、e 31Copyright 2010 Pearson Education, Inc. Capturing Value from CustomersShare of customer is the portion of the customers purchasing that a company gets in its product categoriesGrowing Share of CustomerChapter 1- slide 32Copyright 2010 Pearson Education, Inc. Capturing Value from CustomersCustomer
29、 equity is the total combined customer lifetime values of all of the companys customersChapter 1- slide 33Copyright 2010 Pearson Education, Inc. Capturing Value from Customers Building the right relationships with the right customers involves treating customers as assets that need to be managed and
30、maximized Different types of customers require different relationship management strategies Build the right relationship with the right customersBuilding Customer EquityChapter 1- slide 34Copyright 2010 Pearson Education, Inc. The Changing Marketing LandscapeDigital ageRapid globalizationEthics and
31、social responsibilityNot-for-profit marketingMajor DevelopmentsChapter 1- slide 35Copyright 2010 Pearson Education, Inc. So, What Is Marketing? Pulling It All TogetherChapter 1- slide 36Copyright 2010 Pearson Education, Inc. 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.
