课件市场营销原理英文原版.ppt
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- 课件 市场营销 原理 英文原版
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1、课件市场营销原理英文原版Creating and Capturing Customer Value Define marketing and outline the steps in the marketing process Understanding the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturi
2、ng Value from Customers The Changing Marketing LandscapeTopic OutlineWhat Is Marketing?Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers inreturn Understanding the Marketplace and Customer Needs Customer needs
3、,wants,and demands Market offerings Customer Value and satisfaction Exchanges and relationships MarketsCore ConceptsUnderstanding the Marketplaceand Customer NeedsCustomer Needs,Wants,and Demands Market offerings are some combination of products,services,information,or experiences offered to a marke
4、t to satisfy a need or want Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needsUnderstanding the Marketplaceand Customer NeedsUnderstanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectationsExchange is the act of obtaining a des
5、ired object from someone by offering something in returnUnderstanding the Marketplaceand Customer NeedsMarkets are the set of actual and potential buyers of a product or serviceUnderstanding the Marketplaceand Customer NeedsDesigning a Customer-Driven Marketing StrategyMarketing management is the ar
6、t and science of choosing target markets and building profitable relationships with them What customers will we serve?How can we best serve these customers?Designing a Customer-Driven Marketing StrategyMarket segmentation refers to dividing the markets into segments of customersTarget marketing refe
7、rs to which segments to go afterSelecting Customers to ServeDesigning a Customer-Driven Marketing StrategyDemarketing is marketing to reduce demand temporarily or permanently;the aim is not to destroy demand but to reduce or shift itSelecting Customers to ServeDesigning a Customer-Driven Marketing S
8、trategy The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needsChoosing a Value PropositionDesigning a Customer-Driven Marketing StrategyMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduction concept
9、is the idea that consumers will favor products that are available or highly affordableMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduct concept is the idea that consumers will favor products that offer the most quality,performance,and features.Organizations shoul
10、d therefore devote its energy to making continuous product improvements.Marketing Management OrientationsDesigning a Customer-Driven Marketing StrategySelling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effortM
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