Chapter1Marketing:ManagingProfitableCustomerRelationshipsMarketing:goalofmarketing:attractnewcustomersbypromisingsuperiorvaluekeepandgrowcurrentcustomersbydeliveringsatisfactiondefinition(itinvolvessatisfyingcustomerneeds)process:1.UnderstandingthemarketplaceandcustomerneedsNeeds:physicalneeds(food,clothing,warmth,safety)socialneeds(belongingandaffection)individualneeds(knowledge,self-expression)Wants:wantsareshapedbyone’ssocietyandaredescribedintermsofobjectsthatwillsatisfyneeds.(Food—BigMac,rice)Demands:giventheirwantsandresources,peopledemandproductswithbenefitsthatadduptothemostvalueandsatisfaction需要(已有)→欲望→需求(创造)Marketofferings:营销对象physicalproductsservices,activitiesorbenefitsofferedforsale(notresultinownership)entities(persons,places,organizations,information,ideas)marketingmyopia:营销近视thecustomerwillhavethesameneedbutwantthenewproductsolution:lookbeyondtheattributesandexistingcustomerwantsproductbenefitsandexperiences,andcustomer’sneedsoffersuperiorcustomervalue(createbrandexperiences)e.g.DisneyWorld,F1raceCustomervalueandsatisfaction:customersformexpectationsaboutthevalueandsatisfactionthatvariousmarketofferingswilldeliverandbuyaccordingly价值=总收益-总成本marketers:settherightlevelofexpectationsExchanges交换(包含donation)bringaboutaresponse(votes,membership,audience,acceptance)Relationship交易关系goal:retaincustomersandgrowtheirbusinessMarkets:marketingmeansmanagingmarketstobringaboutprofitablecustomerrelationshipsMarketingsystem:actor:suppliers,company,competitors,intermediaries,finalusersaffectedbymajorenvironmentalforces:demographic,economic,physical,technological,political/legal,social/culturaleachpartyaddsvalueforthenextlevel.successdependsontheentiresystem.2.Designingacustomer-drivenmarketingstrategyMarketingmanagement:营销管理Selectingcustomerstoserve:marketsegmentation,targetmarketingdemarketing(reduce/shiftdemandtemporarilyorpermanently,e.g.奢侈品,旅游景点,限量版)customermanagement,demandmanagement需求与资源匹配selectonlycustomersthatitcanservewellandprofitablyChoosingavalueproposition:differentiate,positiontheproductMarketingmanagementorientations:经营理念(philosophyguidingthesemarketingstrategies)Productionconcept:consumersfavorproductsthatareavailableandhighlyaffordable.生产观念Managementfocusesonimprovingproductionanddistributionefficiency.Marketingshort-sightedness,losingsightofsatisfyingcustomerneeds.(e.g.亨利福特T型车,代工企业)Productconcept:consumersfavorproductsthatofferthemostinquality,performance,产品观念andinnovativefeatures.Marketingstrategyfocusesonmakingcontinuousproductimprovement.Focusingonlyonproductscanleadtomarketingmyopia.(e.g.mousetrapcomparedwithchemicalspray,services,4Ps)Sellingconcept:undertakingalarge-scalesellingandpromotion推销观念practicedwithunsoughtgoods(buyersdonotnormallythinkofbuying,e.g.insurance,blooddonations)大萧条时期Focusoncreatingsalestransactionratherthanonbuildinglong-term,profitablecustomerrelationshipsSellwhattheymakeratherthanmakingwhatthemarketwantsProduct-centered“makeandsell”Marketingconcept:customer-centered“senseandrespond”营销观念Findtherightproductforyourcustomers对比:Sellingconcept&MarketingconceptCustomerdriven&CustomerdrivingP10Societalconcept:companiesshouldbalancethreeconsiderationsinsettingtheir社会营销观念marketingstrategies:companyprofits,consumerwants,andsociety’sinterests.e.g.垃圾食品,石油危机,外部性,企业道德(J&J召回)3.Preparinganintegratedmarketingplanandprogramdelivertheintendedvaluetotargetcustomerstransformthemarketingstrategyintoactionmarketingmix:营销组合majortools:productpricepromotionplaceintegratedmarketingprogram整合营销计划:blendallmarketingmixtoolsintoacomprehensiveplanthatcommunicatesanddeliverstheintendedvaluetochosencustomers.4.Buildingcustomerrelationships(mostimportant)Customerrelationshipmanagement(CRM)客户关系管理:dealswithalltheaspectsofacquiring,keepingandgrowingcustomers.Customervalue:buyfromthefirmthatoffersgreatestperceivedvalue.DonotjudgeproductvalueandcostaccuratelyCustomersatisfaction:higherlevelsatisfactionleadtogreaterloyalty,thusbettercompanyperformancePromiseonlywhattheycandeliver,delivermorethanpromise(Samsung,focusonthedelightfactor,design,style,image,brandexperience,brandpersonality,overallcompanyculture)DonotattempttomaximizecustomersatisfactionGeneratecustomervalueprofitablyCustomerrelationshiplevels:basicrelationship(low-margincustomers)fullrelationship(high-margincustomers)Customerrelationshiptools:frequencymarketingprograms(rewardcustomerswhobuyfrequentlyorinlargeamounts)clubmarketingprograms(offermembersspecialbenefitsandcreatemembercommunities)structuralties,financialandsocialbenefitsChangingnatureofcustomerrelationships:morecarefullyselectedcustomers:selectiverelationshipmanagementcustomerprofitabilityanalysisrelatingforthelongterm:retaincurrentcustomersrealities:changingdemographics,moresophisticatedcompetitorsandovercapacitymeanfewercustomers,highercosttoattractnewonesrelatingdirectly:virtuallybuying,telephone,mail,online.Partnerrelationshipmanagement:合作伙伴关系管理Insidethecompany:linkalldepartmentstocreatecustomervalueeveryfunctionalarea,electronicallyformcross-functionalcustomerteamsoutsidethefirm:s