1、课件市场营销原理英文原版Creating and Capturing Customer Value Define marketing and outline the steps in the marketing process Understanding the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturi
2、ng Value from Customers The 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 Needs Customer needs
3、,wants,and demands Market offerings Customer Value and satisfaction Exchanges and relationships MarketsCore ConceptsUnderstanding the Marketplaceand Customer NeedsCustomer Needs,Wants,and Demands Market offerings are some combination of products,services,information,or experiences offered to a marke
4、t to satisfy a need or want Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needsUnderstanding the Marketplaceand Customer NeedsUnderstanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectationsExchange is the act of obtaining a des
5、ired 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 NeedsDesigning a Customer-Driven Marketing StrategyMarketing management is the ar
6、t and science of choosing target markets and building profitable relationships with them What customers will we serve?How can we best serve these customers?Designing a Customer-Driven Marketing StrategyMarket segmentation refers to dividing the markets into segments of customersTarget marketing refe
7、rs 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 shift itSelecting Customers to ServeDesigning a Customer-Driven Marketing S
8、trategy The 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 StrategyMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduction concept
9、is the idea that consumers will favor products that are available or highly affordableMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduct concept is the idea that consumers will favor products that offer the most quality,performance,and features.Organizations shoul
10、d therefore devote its energy to making continuous product improvements.Marketing Management OrientationsDesigning 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 selling and promotion effortM
11、arketing Management OrientationsDesigning a Customer-Driven Marketing StrategyMarketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors doMarketing Management Orienta
12、tionsDesigning a Customer-Driven Marketing StrategySocietal marketing concept is the idea that a company should make good marketing decisions by considering consumers wants,the companys requirements,consumers long-term interests,and societys long-run interestsMarketing Management Orientations The ma
13、rketing 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 Marketing Plan an
14、d ProgramBuilding Customer Relationships The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfactionCustomer Relationship Management(CRM)Building Customer RelationshipsRelationship Building Blocks:Customer Value and Satisfa
15、ctionBuilding Customer RelationshipsCustomer Relationship Levels and ToolsBuilding Customer Relationships Relating with more carefully selected customers uses selective relationship management to target fewer,more profitable customers Relating more deeply and interactively by incorporating more inte
16、ractive two way relationships through blogs,Websites,online communities and social networksThe Changing Nature of Customer RelationshipsBuilding Customer RelationshipsPartner relationship management involves working closely with partners in other company departments and outside the company to jointl
17、y bring greater value to customersBuilding 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 develop
18、ing partnershipsPartner Relationship ManagementBuilding 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 alliancesPartner Relationship ManagementCapturing Value from Custo
19、mers Customer 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 customer is the portion of the customers purchasing that a company gets in its product ca
20、tegoriesGrowing Share of CustomerCapturing Value from CustomersCustomer equity is the total combined customer lifetime values of all of the companys customersCapturing Value from Customers Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximized Different types of customers require different relationship management strategies Build the right relationship with the right customersBuilding Customer EquityThe New Marketing LandscapeMajor Developments
