市场营销学英文课件.ppt

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1、Chapter1-slide1Copyright2009PearsonEducation,Inc.PublishingasPrenticeHallChapterOneMarketing:Creating and Capturing Customer ValueChapter1-slide2Copyright2010PearsonEducation,Inc.CreatingandCapturingCustomerValueWhat Is Marketing?Understand the Marketplace and Customer NeedsDesigning a Customer-Driv

2、en 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

3、 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 deman

4、dsMarket offeringsValue and satisfactionExchanges and relationshipsMarketsCore ConceptsChapter1-slide6Copyright2010PearsonEducation,Inc.UnderstandingtheMarketplaceandCustomerNeedsStatesofdeprivationPhysicalfood,clothing,warmth,safetySocialbelongingandaffectionIndividualknowledgeandself-expressionFor

5、mthatneedstakeastheyareshapedbycultureandindividualpersonalityNeedsWantsbackedbybuyingpowerWantsDemandsCustomer Needs,Wants,and DemandsChapter1-slide7Copyright2010PearsonEducation,Inc.UnderstandingtheMarketplaceandCustomerNeedsMarket offerings are some combination of products,services,information,or

6、 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 SatisfactionExpectationsCustomersV

7、alueandsatisfactionMarketersSettherightlevelofexpectationsNottoohighorlowChapter1-slide9Copyright2010PearsonEducation,Inc.Exchange is the act of obtaining a desired object from someone by offering something in returnUnderstandingtheMarketplaceandCustomerNeedsChapter1-slide10Copyright2010PearsonEduca

8、tion,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 profitab

9、le 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 segme

10、nts 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-s

11、lide14Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyChoosing a Value PropositionThevaluepropositionisthesetofbenefitsorvaluesacompanypromisestodelivertocustomerstosatisfytheirneedsChapter1-slide15Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrate

12、gyProductionconceptProductconceptSellingconceptMarketingconceptSocietalconceptMarketing Management OrientationsChapter1-slide16Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyProduction concept is the idea that consumers will favor products that are available or highly af

13、fordableMarketing 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

14、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 prom

15、otion effortMarketing Management OrientationsChapter1-slide19Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyMarketing Management OrientationsMarketingconceptistheideathatachievingorganizationalgoalsdependsonknowingtheneedsandwantsofthetargetmarketsanddeliveringthedesired

16、satisfactionsbetterthancompetitorsdoChapter1-slide20Copyright2010PearsonEducation,Inc.DesigningaCustomer-DrivenMarketingStrategyMarketing Management OrientationsSocietalmarketingconceptistheideathatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumerswants,thecompanysrequirements,consumersl

17、ong-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 prod

18、uct,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 b

19、uilding 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-per

20、ceivedvalueThedifferencebetweentotalcustomervalueandtotalcustomercostCustomersatisfactionTheextenttowhichaproductsperceivedperformancematchesabuyersexpectationsChapter1-slide25Copyright2010PearsonEducation,Inc.BuildingCustomerRelationshipsCustomer Relationship Levels and ToolsBasicRelationshipsFullP

21、artnershipsChapter1-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 r

22、elationships 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 join

23、tly 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 markete

24、rs 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 fina

25、l 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 patronageCre

26、ating 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.Captur

27、ingValuefromCustomersCustomer 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 t

28、o be managed and maximizedDifferent types of customers require different relationship management strategiesBuild the right relationship with the right customersBuilding Customer EquityChapter1-slide34Copyright2010PearsonEducation,Inc.TheChangingMarketingLandscapeDigitalageRapidglobalizationEthicsand

29、socialresponsibilityNot-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