市场营销原理英文原版.ppt
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1、CreatingandCapturingCustomerValueCreating and Capturing Customer ValueDefinemarketingandoutlinethestepsinthemarketingprocessUnderstandingtheMarketplaceandCustomerNeedsDesigningaCustomer-DrivenMarketingStrategyPreparinganIntegratedMarketingPlanandProgramBuildingCustomerRelationshipsCapturingValuefrom
2、CustomersTheChangingMarketingLandscapeTopic OutlineWhat Is Marketing?MarketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturnUnderstanding the Marketplace and Customer NeedsCustomerneeds,wants,anddemandsMarketofferingsCustomerVa
3、lueandsatisfactionExchangesandrelationshipsMarketsCore ConceptsUnderstanding the Marketplaceand Customer NeedsCustomer Needs,Wants,and DemandsMarket offerings aresomecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwantMarketing myopia isfocusingonlyonexistingw
4、antsandlosingsightofunderlyingconsumerneedsUnderstanding the Marketplaceand Customer NeedsUnderstanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectationsExchangeistheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturnUnderstanding the Marketplaceand Customer
5、 NeedsMarketsarethesetofactualandpotentialbuyersofaproductorserviceUnderstanding the Marketplaceand Customer NeedsDesigning a Customer-Driven Marketing StrategyMarketing management istheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemWhatcustomerswillweserve?Howcanwebes
6、tservethesecustomers?Designing a Customer-Driven Marketing StrategyMarket segmentation referstodividingthemarketsintosegmentsofcustomersTarget marketing referstowhichsegmentstogoafterSelecting Customers to ServeDesigning a Customer-Driven Marketing StrategyDemarketing ismarketingtoreducedemandtempor
7、arilyorpermanently;theaimisnottodestroydemandbuttoreduceorshiftitSelecting Customers to ServeDesigning a Customer-Driven Marketing StrategyThe value proposition isthesetofbenefitsorvaluesacompanypromisestodelivertocustomerstosatisfytheirneedsChoosing a Value PropositionDesigning a Customer-Driven Ma
8、rketing StrategyMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduction concept istheideathatconsumerswillfavorproductsthatareavailableorhighlyaffordableMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduct concept istheideathatconsu
9、merswillfavorproductsthatofferthemostquality,performance,andfeatures.Organizationsshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.Marketing Management OrientationsDesigning a Customer-Driven Marketing StrategySelling concept istheideathatconsumerswillnotbuyenoughofthefirmsproduct
10、sunlessitundertakesalargescalesellingandpromotioneffortMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyMarketing concept istheideathatachievingorganizationalgoalsdependsonknowingtheneedsandwantsofthetargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitors
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