市场营销学英文课件.ppt

Chapter1-slide1Copyright2009PearsonEducation,Inc.PublishingasPrenticeHallChapterOneMarketing:Creating and Capturing Customer ValueChapter1-slide2Copyright2010PearsonEducation,Inc.CreatingandCapturingCustomerValueWhat Is Marketing?Understand the Marketplace and Customer NeedsDesigning a Customer-Driven Marketing StrategyPreparing an Integrated Marketing Plan and ProgramBuilding Customer RelationshipsCapturing Value from CustomersThe Changing Marketing LandscapeTopic OutlineChapter1-slide3Copyright2010PearsonEducation,Inc.WhatIsMarketing?Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers inreturn Chapter1-slide4Copyright2010PearsonEducation,Inc.WhatIsMarketing?The Marketing ProcessChapter1-slide5Copyright2010PearsonEducation,Inc.UnderstandingtheMarketplaceandCustomerNeedsCustomer needs,wants,and demandsMarket offeringsValue and satisfactionExchanges and relationshipsMarketsCore ConceptsChapter1-slide6Copyright2010PearsonEducation,Inc.UnderstandingtheMarketplaceandCustomerNeedsStatesofdeprivationPhysicalfood,clothing,warmth,safetySocialbelongingandaffectionIndividualknowledgeandself-expressionFormthatneedstakeastheyareshapedbycultureandindividualpersonalityNeedsWantsbackedbybuyingpowerWantsDemandsCustomer Needs,Wants,and DemandsChapter1-slide7Copyright2010PearsonEducation,Inc.UnderstandingtheMarketplaceandCustomerNeedsMarket offerings are some combination of products,services,information,or experiences offered to a market to satisfy a need or wantMarketing myopia is focusing only on existing wants and losing sight of underlying consumer needsChapter1-slide8Copyright2010PearsonEducation,Inc.UnderstandingtheMarketplaceandCustomerNeedsCustomer Value and SatisfactionExpectationsCustomersValueandsatisfactionMarketersSettherightlevelofexpectationsNottoohighorlowChapter1-slide9Copyright2010PearsonEducation,Inc.Exchange is the act of obtaining a desired object from someone by offering something in returnUnderstandingtheMarketplaceandCustomerNeedsChapter1-slide10Copyright2010PearsonEducation,Inc.UnderstandingtheMarketplaceandCustomerNeedsMarkets are the set of actual and potential buyers of a product Chapter1-slide11Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyMarketing management is the art and science of choosing target markets and building profitable relationships with themWhat customers will we serve?How can we best serve these customers?Chapter1-slide12Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyMarket segmentation refers to dividing the markets into segments of customersTarget marketing refers to which segments to go afterSelecting Customers to ServeChapter1-slide13Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyDemarketing is marketing to reduce demand temporarily or permanently;the aim is not to destroy demand but to reduce or shift itSelecting Customers to ServeChapter1-slide14Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyChoosing a Value PropositionThevaluepropositionisthesetofbenefitsorvaluesacompanypromisestodelivertocustomerstosatisfytheirneedsChapter1-slide15Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyProductionconceptProductconceptSellingconceptMarketingconceptSocietalconceptMarketing Management OrientationsChapter1-slide16Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyProduction concept is the idea that consumers will favor products that are available or highly affordableMarketing Management OrientationsChapter1-slide17Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyProduct concept is the idea that consumers will favor products that offer the most quality,performance,and features.Organization should therefore devote its energy to making continuous product improvements.Marketing Management OrientationsChapter1-slide18Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategySelling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effortMarketing Management OrientationsChapter1-slide19Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyMarketing Management OrientationsMarketingconceptistheideathatachievingorganizationalgoalsdependsonknowingtheneedsandwantsofthetargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdoChapter1-slide20Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyMarketing Management OrientationsSocietalmarketingconceptistheideathatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumerswants,thecompanysrequirements,consumerslong-terminterests,andsocietyslong-runinterestsChapter1-slide21Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyChapter1-slide22Copyright2010PearsonEducation,Inc.The 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.PreparinganIntegratedMarketingPlanandProgramChapter1-slide23Copyright2010PearsonEducation,Inc.BuildingCustomerRelationshipsThe overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfactionCustomer Relationship Management(CRM)Chapter1-slide24Copyright2010PearsonEducation,Inc.BuildingCustomerRelationshipsRelationship Building Blocks:Customer Value and SatisfactionCustomer-perceivedvalueThedifferencebetweentotalcustomervalueandtotalcustomercostCustomersatisfactionTheextenttowhichaproductsperceivedperformancematchesabuyersexpectationsChapter1-slide25Copyright2010PearsonEducation,Inc.BuildingCustomerRelationshipsCustomer Relationship Levels and ToolsBasicRelationshipsFullPartnershipsChapter1-slide26Copyright2010PearsonEducation,Inc.BuildingCustomerRelationshipsRelating with more carefully selected customers uses selective relationship management to target fewer,more profitable customersRelating more deeply and interactively by incorporating more interactive two way relationships through blogs,Websites,online communities and social networksThe Changing Nature of Customer RelationshipsChapter1-slide27Copyright2010PearsonEducation,Inc.Partner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customersBuildingCustomerRelationshipsChapter1-slide28Copyright2010PearsonEducation,Inc.BuildingCustomerRelationshipsPartners inside the company is every function area interacting with customersElectronicallyCross-functional teamsPartners outside the company is how marketers connect with their suppliers,channel partners,and competitors by developing partnershipsPartner Relationship ManagementChapter1-slide29Copyright2010PearsonEducation,Inc.BuildingCustomerRelationshipsSupply chain is a channel that stretches from raw materials to components to final products to final buyersSupply managementStrategic partnersStrategic alliancesPartner Relationship ManagementChapter1-slide30Copyright2010PearsonEducation,Inc.CapturingValuefromCustomersCustomer lifetime value is the value of the entire stream of purchases that the customer wouldmake over a lifetime of patronageCreating Customer Loyalty and RetentionChapter1-slide31Copyright2010PearsonEducation,Inc.CapturingValuefromCustomersShare of customer is the portion of the customers purchasing that a company gets in its product categoriesGrowing Share of CustomerChapter1-slide32Copyright2010PearsonEducation,Inc.CapturingValuefromCustomersCustomer equity is the total combined customer lifetime values of all of the companys customersChapter1-slide33Copyright2010PearsonEducation,Inc.CapturingValuefromCustomersBuilding the right relationships with the right customers involves treating customers as assets that need to be managed and maximizedDifferent types of customers require different relationship management strategiesBuild the right relationship with the right customersBuilding Customer EquityChapter1-slide34Copyright2010PearsonEducation,Inc.TheChangingMarketingLandscapeDigitalageRapidglobalizationEthicsandsocialresponsibilityNot-for-profitmarketingMajor DevelopmentsChapter1-slide35Copyright2010PearsonEducation,Inc.So,WhatIsMarketing?PullingItAllTogetherChapter1-slide36Copyright2010PearsonEducation,Inc.Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.Copyright2010PearsonEducation,Inc.Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallPublishingasPrenticeHall