管理可获利的顾客关系

Marketing:ManagingProfitableCustomerRelationships营销：管理可获利的顾客关系1-1Objectives/目标•Beabletodefinemarketinganddiscussitscoreconcepts.•Beabletodefinemarketingmanagementandcomparethefivemarketingmanagementorientations.•给出营销的定义并讨论其核心概念。•定义营销管理并比较五种不同的营销管理理念。1-2Objectives/目标•Understandcustomerrelationshipmanagementandstrategies.•Realizethemajorchallengesfacingmarketersinthenew“connected”millennium.•解释顾客关系管理及其策略。•分析营销人员在未来将要面临的主要挑战。1-3•Strongsales,noprofits•Customer-driventoitscore•Eachcustomer’sexperienceisunique•Providesgreatselection,goodvalue,discoveryandconvenience•AtrueonlinecommunityAmazon.comDiscussion:WillAmazon.comSurvive?CaseStudy案例研究1-4WhatisMarketing?什么是营销？•MarketingismanagingprofitablecustomerrelationshipsAttractingnewcustomersRetainingandgrowingcurrentcustomers•“Marketing”isNOTsynonymouswith“sales”or“advertising”•营销是管理可获利的顾客关系吸引新顾客留住并增加现有顾客•“营销”并不等同于“销售”或“广告“1-5•Kotler’ssocialdefinition:“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.”•科特勒的社会学定义：”营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。WhatisMarketing?什么是营销？1-6•商品•服务•经验•事件•个人•地点•财产•组织•信息•思想•Goods•Services•Experiences•Events•Persons•Places•Properties•Organizations•Information•IdeasManyThingsCanBeMarketed!可以营销许多东西！1-7•Needs,wants,anddemands•Marketingoffers:includingproducts,servicesandexperiences•Valueandsatisfaction•Exchange,transactionsandrelationships•Markets•需要、欲望和需求•营销提供：包括产品、服务和经验•价值与满意•交换、交易与关系•市场CoreMarketingConcepts核心营销概念1-8MarketingManagement营销管理•Marketingmanagementis“theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.”Creating,deliveringandcommunicatingsuperiorcustomervalueiskey.•营销管理是“选择目标市场并与之建立可获利的关系的科学与艺术。”关键在于创建、传递并交流优良的顾客价值。1-9MarketingManagement营销管理•CustomerManagement:Marketersselectcustomersthatcanbeservedwellandprofitably.•DemandManagement:Marketersmustdealwithdifferentdemandstatesrangingfromnodemandtotoomuchdemand.•顾客管理营销者选择可以为之服务并从中获利的顾客•需求管理营销者必须处理从需求为零到需求过量间的不同的需求状态。1-10MarketingManagement•Productionconcept•Productconcept•Sellingconcept•Marketingconcept•Societalmarketingconcept•生产观念•产品观念•推销观念•营销观念•社会营销观念ManagementOrientations管理理念1-11CRM•CRM–Customerrelationshipmanagement...“istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.”CRM—顾客关系管理…“是通过传递优良的顾客价值和满意建立并保持可获利的顾客关系的总体进程。”1-12CRM•Itcosts5to10timesMOREtoattractanewcustomerthanitdoestokeepacurrentcustomersatisfied.•Marketersmustbeconcernedwiththelifetimevalueofthecustomer.•通常要花费保持现有顾客5-10倍的成本来吸引一个新顾客。•营销者必须关注顾客的终身价值。1-13•Customervalue/satisfactionPerceptionsarekeyMeeting/exceedingexpectationscreatessatisfaction•LoyaltyandretentionBenefitsofloyaltyLoyaltyincreasesassatisfactionlevelsincreaseDelightingconsumersshouldbethegoal•GrowingshareofcustomerCross-selling•顾客价值/满意感知是关键满足/超越预期会带来满意•忠诚和保持忠诚的好处满意水平提高时忠诚度也会增加•消费者份额的增长跨渠道销售Attracting,retainingandgrowingcustomers吸引、保留和增加顾客1-14Buildingcustomerrelationshipsandcustomerequity建立顾客关系与顾客价值•顾客价值所有顾客的总体消费者终身价值。表现公司业绩，但着眼于未来。•CustomerequityThetotalcombinedcustomerlifetimevaluesofallcustomers.Measuresafirm’sperformance,butinamannerthatlookstothefuture.1-15•CustomerrelationshiplevelsandtoolsTargetmarkettypicallydictatestypeofrelationshipBasicrelationshipsFullrelationshipsCustomerloyaltyandretentionprogramsAddingfinancialbenefitsAddingsocialbenefitsAddingstructuraltiesBuildingcustomerrelationshipsandcustomerequity建立顾客关系与顾客价值•顾客关系水平与工具目标市场通常会决定关系类型基本关系总关系顾客忠诚与保留程序增加财务好处增加社会好处增加结构关联1-16MarketingChallenges营销挑战•Technologicaladvances,rapidglobalization,andcontinuingsocialandeconomicshiftsarecausingmarketplacechanges.•MajormarketingdevelopmentscanbegroupedunderthethemeofConnecting.•技术进步，全球化进程的加快以及社会与经济的不断变动都导致市场的巨大变化。•营销的最大发展可以概括成一个主题：连通性1-17•Advancesincomputers,telecommunications,video-conferencing,etc.aremajorforces.Databasesallowforcustomizationofproducts,messagesandanalysisofneeds.•TheInternetFacilitatesanytime,anywhereconnectionsFacilitatesCRMCreatesmarketspacesConnecting连通性Viatechnology连接技术•计算机、电信、电视会议等是主要工具。数据库允许产品、信息与需求分析的顾客化。•因特网使连接可以在任何时间任何地点进行使顾客关系管理变得可行创造新的市场1-18•关键是精心选择的关系管理。顾客获利能力分析将胜者与败者区分开来。•不断增加的“消费者份额”跨渠道销售与向上销售都非常有用。•向买者的直接销售增加了。Connecting连通性Withcustomers与顾客的连接•Selectiverelationshipmanagementiskey.Customerprofitabilityanalysisseparateswinnersfromlosers.•Growing“shareofcustomer”Cross-sellingandup-sellingarehelpful.•Directsalestobuyersaregrowing.1-19•伙伴关系管理包括：公司内部连接与外部伙伴连接供应链管理策略联盟Connecting连通性Withmarketingpartners与营销伙伴连接•Partnerrelationshipmanagementinvolves:ConnectinginsidethecompanyConnectingwithoutsidepartnersSupplychainmanagementStrategicalliances1-20•全球连接竞争新机遇•更加关注环境与社会责任•非营利组织与社会实体营销不断增加社会营销战役Connecting连通性Withtheworld与周围世界连接•GlobalizationCompetitionNewopportunities•Greaterconcernforenvironmentalandsocialresponsibility•Increasedmarketingbynonprofitandpublic-sectorentitiesSocialmarketingcampaigns