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課件市場營銷原理英文原版課件市場營銷原理英文原版1CreatingandCapturingCustomerValueDefinemarketingandoutlinethestepsinthemarketingprocessUnderstandingtheMarketplaceandCustomerNeedsDesigningaCustomer-DrivenMarketingStrategyPreparinganIntegratedMarketingPlanandProgramBuildingCustomerRelationshipsCapturingValuefromCustomersTheChangingMarketingLandscapeTopicOutlineCreatingandCapturingCustomeWhatIsMarketing?MarketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturnWhatIsMarketing?MarketingisUnderstandingtheMarketplace
andCustomerNeedsCustomerneeds,wants,anddemandsMarketofferingsCustomerValueandsatisfactionExchangesandrelationshipsMarketsCoreConceptsUnderstandingtheMarketplaceUnderstandingtheMarketplace
andCustomerNeedsCustomerNeeds,Wants,andDemandsUnderstandingtheMarketplace
Marketofferingsaresomecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwantMarketingmyopiaisfocusingonlyonexistingwantsandlosingsightofunderlyingconsumerneedsUnderstandingtheMarketplace
andCustomerNeedsMarketofferingsaresomecombUnderstandingtheMarketplace
andCustomerNeedsCustomerValueandSatisfactionExpectationsUnderstandingtheMarketplace
ExchangeistheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturnUnderstandingtheMarketplace
andCustomerNeedsExchangeistheactofobtainiMarketsarethesetofactualandpotentialbuyersofaproductorserviceUnderstandingtheMarketplace
andCustomerNeedsUnderstandingtheMarketplace
DesigningaCustomer-DrivenMarketingStrategyMarketingmanagementistheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemWhatcustomerswillweserve?Howcanwebestservethesecustomers?DesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyMarketsegmentationreferstodividingthemarketsintosegmentsofcustomersTargetmarketingreferstowhichsegmentstogoafterSelectingCustomerstoServeDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyDemarketingismarketingtoreducedemandtemporarilyorpermanently;theaimisnottodestroydemandbuttoreduceorshiftitSelectingCustomerstoServeDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyThevaluepropositionisthesetofbenefitsorvaluesacompanypromisestodelivertocustomerstosatisfytheirneedsChoosingaValuePropositionDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyMarketingManagementOrientationsDesigningaCustomer-DrivenMa
DesigningaCustomer-DrivenMarketingStrategyProductionconceptistheideathatconsumerswillfavorproductsthatareavailableorhighlyaffordableMarketingManagementOrientations
DesigningaCustomer-DrivenM
DesigningaCustomer-DrivenMarketingStrategyProductconceptistheideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeatures.Organizationsshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.MarketingManagementOrientations
DesigningaCustomer-DrivenMDesigningaCustomer-DrivenMarketingStrategySellingconceptistheideathatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalargescalesellingandpromotioneffortMarketingManagementOrientationsDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyMarketingconceptistheideathatachievingorganizationalgoalsdependsonknowingtheneedsandwantsofthetargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdoMarketingManagementOrientationsDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategySocietalmarketingconceptistheideathatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumers’wants,thecompany’srequirements,consumers’long-terminterests,andsociety’slong-runinterestsMarketingManagementOrientationsDesigningaCustomer-DrivenMaThemarketingmixisthesetoftools(fourPs)thefirmusestoimplementitsmarketingstrategy.Itincludesproduct,price,promotion,andplace.Integratedmarketingprogramisacomprehensiveplanthatcommunicatesanddeliverstheintendedvaluetochosencustomers.PreparinganIntegratedMarketingPlanandProgramThemarketingmixisthesetoBuildingCustomerRelationshipsTheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfactionCustomerRelationshipManagement(CRM)BuildingCustomerRelationshipBuildingCustomerRelationshipsRelationshipBuildingBlocks:CustomerValueandSatisfactionBuildingCustomerRelationshipBuildingCustomerRelationshipsCustomerRelationshipLevelsandToolsBuildingCustomerRelationshipBuildingCustomerRelationshipsRelatingwithmorecarefullyselectedcustomersusesselectiverelationshipmanagementtotargetfewer,moreprofitablecustomersRelatingmoredeeplyandinteractivelybyincorporatingmoreinteractivetwowayrelationshipsthroughblogs,Websites,onlinecommunitiesandsocialnetworksTheChangingNatureofCustomerRelationshipsBuildingCustomerRelationshipBuildingCustomerRelationshipsPartnerrelationshipmanagementinvolvesworkingcloselywithpartnersinothercompanydepartmentsandoutsidethecompanytojointlybringgreatervaluetocustomersBuildingCustomerRelationshipBuildingCustomerRelationshipsPartnersinsidethecompanyiseveryfunctionareainteractingwithcustomersElectronicallyCross-functionalteamsPartnersoutsidethecompanyishowmarketersconnectwiththeirsuppliers,channelpartners,andcompetitorsbydevelopingpartnershipsPartnerRelationshipManagementBuildingCustomerRelationshipBuildingCustomerRelationshipsSupplychainisachannelthatstretchesfromrawmaterialstocomponentstofinalproductstofinalbuyersSupplymanagementStrategicpartnersStrategicalliancesPartnerRelationshipManagementBuildingCustomerRelationshipCapturingValuefromCustomersCustomerlifetimevalueisthevalueoftheentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronageCreatingCustomerLoyaltyandRetentionCapturingValuefromCustomersCapturingValuefromCustomersShareofcustomeristheportionofthecustomer’spurchasingthatacompanygetsinitsproductcategoriesGrowingShareofCustomerCapturingValuefromCustomers
CapturingValuefromCustomersCustomerequityisthetotalcombinedcustomerlifetimevaluesofallofthecompany’scustomers
CapturingValuefromCustomerCapturingValuefromCustomersBuildingtherightrelationshipswiththerightcustomersinvolvestreatingcustomersasassetsthatneedtobemanagedandmaximizedDifferenttypesofcustomersrequiredifferentrelationshipmanagementstrategiesBuildtherightrelationshipwiththerightcustomersBuildingCustomerEquityCapturingValuefromCustomers
TheNewMarketingLandscapeMajorDevelopments
TheNewMarketingLandscapeMa課件市場營銷原理英文原版課件市場營銷原理英文原版33CreatingandCapturingCustomerValueDefinemarketingandoutlinethestepsinthemarketingprocessUnderstandingtheMarketplaceandCustomerNeedsDesigningaCustomer-DrivenMarketingStrategyPreparinganIntegratedMarketingPlanandProgramBuildingCustomerRelationshipsCapturingValuefromCustomersTheChangingMarketingLandscapeTopicOutlineCreatingandCapturingCustomeWhatIsMarketing?MarketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturnWhatIsMarketing?MarketingisUnderstandingtheMarketplace
andCustomerNeedsCustomerneeds,wants,anddemandsMarketofferingsCustomerValueandsatisfactionExchangesandrelationshipsMarketsCoreConceptsUnderstandingtheMarketplaceUnderstandingtheMarketplace
andCustomerNeedsCustomerNeeds,Wants,andDemandsUnderstandingtheMarketplace
Marketofferingsaresomecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwantMarketingmyopiaisfocusingonlyonexistingwantsandlosingsightofunderlyingconsumerneedsUnderstandingtheMarketplace
andCustomerNeedsMarketofferingsaresomecombUnderstandingtheMarketplace
andCustomerNeedsCustomerValueandSatisfactionExpectationsUnderstandingtheMarketplace
ExchangeistheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturnUnderstandingtheMarketplace
andCustomerNeedsExchangeistheactofobtainiMarketsarethesetofactualandpotentialbuyersofaproductorserviceUnderstandingtheMarketplace
andCustomerNeedsUnderstandingtheMarketplace
DesigningaCustomer-DrivenMarketingStrategyMarketingmanagementistheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemWhatcustomerswillweserve?Howcanwebestservethesecustomers?DesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyMarketsegmentationreferstodividingthemarketsintosegmentsofcustomersTargetmarketingreferstowhichsegmentstogoafterSelectingCustomerstoServeDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyDemarketingismarketingtoreducedemandtemporarilyorpermanently;theaimisnottodestroydemandbuttoreduceorshiftitSelectingCustomerstoServeDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyThevaluepropositionisthesetofbenefitsorvaluesacompanypromisestodelivertocustomerstosatisfytheirneedsChoosingaValuePropositionDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyMarketingManagementOrientationsDesigningaCustomer-DrivenMa
DesigningaCustomer-DrivenMarketingStrategyProductionconceptistheideathatconsumerswillfavorproductsthatareavailableorhighlyaffordableMarketingManagementOrientations
DesigningaCustomer-DrivenM
DesigningaCustomer-DrivenMarketingStrategyProductconceptistheideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeatures.Organizationsshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.MarketingManagementOrientations
DesigningaCustomer-DrivenMDesigningaCustomer-DrivenMarketingStrategySellingconceptistheideathatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalargescalesellingandpromotioneffortMarketingManagementOrientationsDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategyMarketingconceptistheideathatachievingorganizationalgoalsdependsonknowingtheneedsandwantsofthetargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdoMarketingManagementOrientationsDesigningaCustomer-DrivenMaDesigningaCustomer-DrivenMarketingStrategySocietalmarketingconceptistheideathatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumers’wants,thecompany’srequirements,consumers’long-terminterests,andsociety’slong-runinterestsMarketingManagementOrientationsDesigningaCustomer-DrivenMaThemarketingmixisthesetoftools(fourPs)thefirmusestoimplementitsmarketingstrategy.Itincludesproduct,price,promotion,andplace.Integratedmarketingprogramisacomprehensiveplanthatcommunicatesanddeliverstheintendedvaluetochosencustomers.PreparinganIntegratedMarketingPlanandProgramThemarketingmixisthesetoBuildingCustomerRelationshipsTheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfactionCustomerRelationshipManagement(CRM)BuildingCustomerRelationshipBuildingCustomerRelationshipsRelationshipBuildingBlocks:CustomerValueandSatisfactionBuildingCustomerRelationshipBuildingCustomerRelationshipsCustomerRelationshipLevelsandToolsBuildingCustomerRelationshipBuildingCustomerRelationshipsRelatingwithmorecarefullyselectedcustomersusesselectiverelationshipmanagementtotargetfewer,moreprofitablecustomersRelatingmoredeeplyandinteractivelybyincorporatingmoreinteractivetwowayrelationshipsthroughblogs,Websites,onlinecommunitiesandsocialnetworksTheChangingNatureofCustomerRelationshipsBuildingCustomerRelationshipBuildingCustomerRelationshipsPartnerrelationshipmanagementinvolvesworkingcloselywithpartnersinothercompanydepartmentsandoutsidethecompanytojointlybringgreatervaluetocustomersBuildingCustomerRelationshipBuildingCustomerRelationshipsPartnersinsidethecompanyiseveryfunctionareainteractingwithcustomersElectronicallyCross-functionalteamsPartnersoutsidet
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