市场营销原理PPT的word形式

•Chapter1Marketing:CreatingandCapturingCustomerValue•CreatingandCapturingCustomerValue•WhatIsMarketing?•UnderstandtheMarketplaceandCustomerNeeds•DesigningaCustomer-DrivenMarketingStrategy•PreparinganIntegratedMarketingPlanandProgram•BuildingCustomerRelationships•CapturingValuefromCustomers•TheChangingMarketingLandscape•TopicOutline•WhatIsMarketing?Marketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturn•WhatIsMarketing?•TheMarketingProcess•UnderstandingtheMarketplaceandCustomerNeeds•CustomerNeeds,Wants,andDemands•UnderstandingtheMarketplaceandCustomerNeeds•Marketofferingsaresomecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwant•Marketingmyopiaisfocusingonlyonexistingwantsandlosingsightofunderlyingconsumerneeds•UnderstandingtheMarketplaceandCustomerNeeds•CustomerValueandSatisfaction•Expectations•UnderstandingtheMarketplaceandCustomerNeedsExchangeistheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn•UnderstandingtheMarketplaceandCustomerNeedsMarketsarethesetofactualandpotentialbuyersofaproduct•DesigningaCustomer-DrivenMarketingStrategyMarketingmanagementistheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem–Whatcustomerswillweserve?–Howcanwebestservethesecustomers?–DesigningaCustomer-DrivenMarketingStrategyMarketsegmentationreferstodividingthemarketsintosegmentsofcustomersTargetmarketingreferstowhichsegmentstogoafter•SelectingCustomerstoServe•DesigningaCustomer-DrivenMarketingStrategy•ChoosingaValueProposition•DesigningaCustomer-DrivenMarketingStrategy•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategyProductionconceptistheideathatconsumerswillfavorproductsthatareavailableorhighlyaffordable•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategyProductconceptistheideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeatures.Organizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategySellingconceptistheideathatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalargescalesellingandpromotioneffort•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategy•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategy•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategy•PreparinganIntegratedMarketingPlanandProgramThemarketingmix:setoftools(fourPs)thefirmusestoimplementitsmarketingstrategy.Itincludesproduct,price,promotion,andplace.Integratedmarketingprogram:comprehensiveplanthatcommunicatesanddeliverstheintendedvaluetochosencustomers.•BuildingCustomerRelationships•Theoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction•CustomerRelationshipManagement(CRM)•BuildingCustomerRelationships•RelationshipBuildingBlocks:CustomerValueandSatisfaction•BuildingCustomerRelationships•CustomerRelationshipLevelsandTools•BuildingCustomerRelationships•Relatingwithmorecarefullyselectedcustomersusesselectiverelationshipmanagementtotargetfewer,moreprofitablecustomers•Relatingmoredeeplyandinteractivelybyincorporatingmoreinteractivetwowayrelationshipsthroughblogs,Websites,onlinecommunitiesandsocialnetworks•TheChangingNatureofCustomerRelationships•BuildingCustomerRelationshipsCustomer-managedrelationships客户管理关系Marketingrelationshipsinwhichcustomers,empoweredbytoday’snewdigitaltechnologies,interactwithcompaniesandwitheachothertoshapetheirrelationshipswithbrands.•TheChangingNatureofCustomerRelationships•BuildingCustomerRelationshipsPartnerrelationshipmanagementinvolvesworkingcloselywithpartnersinothercompanydepartmentsandoutsidethecompanytojointlybringgreatervaluetocustomers•BuildingCustomerRelationships•Partnersinsidethecompanyiseveryfunctionareainteractingwithcustomers–Electronically–Cross-functionalteams•Partnersoutsidethecompanyishowmarketersconnectwiththeirsuppliers,channelpartners,andcompetitorsbydevelopingpartnerships•PartnerRelationshipManagement•BuildingCustomerRelationships•Supplychainisachannelthatstretchesfromrawmaterialstocomponentstofinalproductstofinalbuyers•Supplychainmanagement•PartnerRelationshipManagement•CapturingValuefromCustomers•Customerlifetimevalueisthevalueoftheentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronage•CreatingCustomerLoyaltyandRetention•CapturingValuefromCustomersShareofcustomeristheportionofthecustomer’spurchasingthatacompanygetsinitsproductcategories•GrowingShareofCustomer•CapturingValuefromCustomersCustomerequityisthetotalcombinedcustomerlifetimevaluesofallofthecompany’scustomers•CapturingValuefromCustomers•Rightrelationshipswiththerightcustomersinvolvestreatingcustomersasassetsthatneedtobemanagedandmaximized•Differenttypesofcustomersrequiredifferentrelationshipmanagementstrategies•BuildingCustomerEquity•TheChangingMarketingLandscape•UncertainE