营销学原理第一章课件

Chapter1-slide1Copyright2009PearsonEducation,Inc.PublishingasPrenticeHallChapterOneMarketing:Creating and Capturing Customer ValueChapter1-slide2Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCreatingandCapturingCustomerValueWhat 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.PublishingasPrenticeHallWhatIsMarketing?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.PublishingasPrenticeHallWhatIsMarketing?The Marketing ProcessChapter1-slide5Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallUnderstandingtheMarketplaceandCustomerNeedsCustomer needs,wants,and demandsMarket offeringsValue and satisfactionExchanges and relationshipsMarketsCore ConceptsChapter1-slide6Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallUnderstandingtheMarketplaceandCustomerNeedsStatesofdeprivationPhysicalfood,clothing,warmth,safetySocialbelongingandaffectionIndividualknowledgeandself-expressionFormthatneedstakeastheyareshapedbycultureandindividualpersonalityNeedsWantsbackedbybuyingpowerWantsDemandsCustomer Needs,Wants,and DemandsChapter1-slide7Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallUnderstandingtheMarketplaceandCustomerNeedsMarket 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.PublishingasPrenticeHallUnderstandingtheMarketplaceandCustomerNeedsCustomer Value and SatisfactionExpectationsCustomersValueandsatisfactionMarketersSettherightlevelofexpectationsNottoohighorlowChapter1-slide9Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallExchange is the act of obtaining a desired object from someone by offering something in returnUnderstandingtheMarketplaceandCustomerNeedsChapter1-slide10Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallUnderstandingtheMarketplaceandCustomerNeedsMarkets are the set of actual and potential buyers of a product Chapter1-slide11Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallDesigningaCustomer-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.PublishingasPrenticeHallDesigningaCustomer-DrivenMarketingStrategyMarket segmentation refers to dividing the markets into segments of customersTarget marketing refers to which segments to go afterSelecting Customers to ServeChapter1-slide13Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallDesigningaCustomer-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.PublishingasPrenticeHallDesigningaCustomer-DrivenMarketingStrategyChoosing a Value PropositionThevaluepropositionis the set of benefits or values a company promises to deliver to customers to satisfy their needsChapter1-slide15Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallDesigningaCustomer-DrivenMarketingStrategyProductionconceptProductconceptSellingconceptMarketingconceptSocietalconceptMarketing Management OrientationsChapter1-slide16Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallDesigningaCustomer-DrivenMarketingStrategyProduction concept is the idea that consumers will favor products that are available or highly affordableMarketing Management OrientationsChapter1-slide17Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallDesigningaCustomer-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.PublishingasPrenticeHallDesigningaCustomer-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.PublishingasPrenticeHallDesigningaCustomer-DrivenMarketingStrategyMarketing Management OrientationsMarketingconceptis the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors doChapter1-slide20Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallDesigningaCustomer-DrivenMarketingStrategyMarketing Management OrientationsSocietalmarketingconcept is the idea that a company should make good marketing decisions by considering consumers wants,the companys requirements,consumers long-term interests,and societys long-run interestsChapter1-slide21Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallDesigningaCustomer-DrivenMarketingStrategyChapter1-slide22Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallThe 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.PublishingasPrenticeHallBuildingCustomerRelationshipsThe overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfactionCustomer Relationship Management(CRM)Chapter1-slide24Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallBuildingCustomerRelationshipsRelationship Building Blocks:Customer Value and SatisfactionCustomer-perceivedvalueThe difference between total customer value and total customer costCustomersatisfactionThe extent to which a products perceived performance matches a buyers expectationsChapter1-slide25Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallBuildingCustomerRelationshipsCustomer Relationship Levels and ToolsBasic RelationshipsFull PartnershipsChapter1-slide26Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallBuildingCustomerRelationshipsRelating 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.PublishingasPrenticeHallPartner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customersBuildingCustomerRelationshipsChapter1-slide28Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallBuildingCustomerRelationshipsPartners 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.PublishingasPrenticeHallBuildingCustomerRelationshipsSupply chain is a channel that stretches from raw materials to components to final products to final buyersSupply managementStrategic partnersStrategic alliancesPartner Relationship ManagementChapter1-slide30Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCapturingValuefromCustomersCustomer 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.PublishingasPrenticeHallCapturingValuefromCustomersShare of customer is the portion of the customers purchasing that a company gets in its product categoriesGrowing Share of CustomerChapter1-slide32Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCapturingValuefromCustomersCustomer equity is the total combined customer lifetime values of all of the companys customersChapter1-slide33Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCapturingValuefromCustomersBuilding 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.PublishingasPrenticeHallTheChangingMarketingLandscapeDigital ageRapid globalizationEthics and social responsibilityNot-for-profit marketingMajor DevelopmentsChapter1-slide35Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallSo,WhatIsMarketing?PullingItAllTogether