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1、市场营销原理PPT的WOrd形式 CreatingandCapturingCustomerValue WhatIsMarketing?,UnderstandtheMarketplaceandCustomerNeeds,DesigningaCustomer-DrivenMarketingStrategy,PreparinganIntegratedMarketingPlanandProgram BuildingCustomerRelationships CapturingValuefromCustomers TheChangingMarketingLandscape TopicOutline Wh
2、atIsMarketing?Marketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturn WhatIsMarketing? TheMarketingProcess UnderstandingtheMarketplaceandCustomerNeeds,CustomerNeeds,Wants,andDemands UnderstandingtheMarketplaceandCustomerNeeds M
3、arketofferingsaresomecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwant Marketingmyopiaisfocusingonlyonexistingwantsandlosingsightofunderlyingconsumerneeds UnderstandingtheMarketplaceandCustomerNeeds CustomerValueandSatisfaction Expectations Understandingthe
4、MarketplaceandCustomerNeedsExchangeistheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn UnderstandingtheMarketplaceandCustomerNeedsMarketsarethesetofactualandpotentialbuyersofaproductDesigningaCustomer-DrivenMarketingStrategyMarketingmanagementistheartandscienceofchoosingtargetmar
5、ketsandbuildingprofitablerelationshipswiththem- Whatcustomerswillweserve?- Howcanwebestservethesecustomers?- DesigningaCustomer-DrivenMarketingStrategyMarketsegmentationreferstodividingthemarketsintosegmentsofcustomersTargetmarketingreferstowhichsegmentstogoafter SelectingCustomerstoServe Designinga
6、Customer-DrivenMarketingStrategy,ChoosingaValueProposition DesigningaCustomer-DrivenMarketingStrategy MarketingManagementOrientationsDesigningaCustomer-DrivenMarketingStrategyProductionconceptistheideathatconsumerswillfavorproductsthatareavailableorhighlyaffordable MarketingManagementOrientationsDes
7、igningaCustomer-DrivenMarketingStrategyProductconceptistheideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeatures.Organizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements. MarketingManagementOrientations DesigningaCustomer-DrivenMarketingStrategySelli
8、ngconceptistheideathatconsumerswillnotbuyenoughofthefirmsproductsunlessitundertakesalargescalesellingandpromotioneffort,MarketingManagementOrientations DesigningaCustomer-DrivenMarketingStrategy MarketingManagementOrientations DesigningaCustomer-DrivenMarketingStrategy MarketingManagementOrientation
9、s DesigningaCustomer-DrivenMarketingStrategy PreparinganIntegratedMarketingPlanandProgramThemarketingmix:setoftools(fourPs)thefirmusestoimplementitsmarketingstrategy.Itincludesproduct,price,promotion,andplace.Integratedmarketingprogram:comprehensiveplanthatcommunicatesanddeliverstheintendedvaluetoch
10、osencustomers. BuildingCustomerRelationships Theoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction CustomerRelationshipManagement(CRM) BuildingCustomerRelationships RelationshipBuildingBlocks:CustomerValueandSatisfaction BuildingCust
11、omerRelationships CustomerRelationshipLevelsandTools BuildingCustomerRelationships Relatingwithmorecarefullyselectedcustomersusesselectiverelationshipmanagementtotargetfewer;moreprofitablecustomers Relatingmoredeeplyandinteractivelybyincorporatingmoreinteractivetwowayrelationshipsthroughblogs,Websit
12、es,onlinecommunitiesandsocialnetworks TheChangingNatureofCustomerRelationships BuildingCustomerRelationshipsCustomer-managedrelationships客户管理关系Marketingrelationshipsinwhichcustomers,empoweredbytoday,snewdigitaltechnologies,interactwithcompaniesandwitheachothertoshapetheirrelationshipswithbrands.,The
13、ChangingNatureofCustomerRelationships BuildingCustomerRelationshipsPartnerrelationshipmanagementinvolvesworkingcloselywithpartnersinothercompanydepartmentsandoutsidethecompanytojointlybringgreatervaluetocustomers BuildingCustomerRelationships Partnersinsidethecompanyiseveryfunctionareainteractingwit
14、hcustomers-Electronically-Cross-functionalteams Partnersoutsidethecompanyishowmarketersconnectwiththeirsuppliersxchannelpartners,andcompetitorsbydevelopingpartnerships PartnerRelationshipManagement BuildingCustomerRelationships Supplychainisachannelthatstretchesfromrawmaterialstocomponentstofinalpro
15、ductstofinalbuyers Supplychainmanagement PartnerRelationshipManagement CapturingValuefromCustomers Customerlifetimevalueisthevalueoftheentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronage CreatingCustomerLoyaltyandRetention CapturingValuefromCustomersShareofcustomeristheportionoft
16、hecustomerspurchasingthatacompanygetsinitsproductcategories GrowingShareofCustomerCapturingValuefromCustomersCustomerequityisthetotalcombinedcustomerlifetimevaluesofallofthecompanyscustomers CapturingValuefromCustomers Rightrelationshipswiththerightcustomersinvolvestreatingcustomersasassetsthatneedt
17、obemanagedandmaximized Differenttypesofcustomersrequiredifferentrelationshipmanagementstrategies BuildingCustomerEquity UncertainEconomicEnvironment,Newconsumerfrugality节俭 MarketersfocusonvalueforthecustomerTheChangingMarketingLandscapeUncertainEconomicEnvironment,Newconsumerfrugality Marketersfocus
18、onvalueforthecustomerTheChangingMarketingLandscapeDigitalAge,Peopleareconnectedcontinuouslytopeopleandinformationworldwide,Marketershavegreatnewtoolstocommunicatewithcustomers Internet+mobilecommunicationdevicescreatesenvironmentforonlinemarketingTheChangingMarketingLandscape RapidGlobalization,Sust
19、ainableMarketing Not-for-ProfitMarketing So,WhatIsMarketing?PullingItAllTogether ChlReview QuestionsandanswersWhichstepofthemarketingprocessletsthecompanyreap获得therewardsofitsstrongcustomerrelationships?1. Buildingcustomerrelationships.2. Understandingthemarketplaceandcustomerneeds.3. Capturingvalue
20、fromcustomers.4. Designingacustomer-drivenmarketingstrategy.Whichstepofthemarketingprocessletsthecompanyreaptherewardsofitsstrongcustomerrelationships?1. Buildingcustomerrelationships.2. Understandingthemarketplaceandcustomerneeds.3. CaPtUrinRValUefromcustomers.4. Designingacustomer-drivenmarketings
21、trategy,conceptholdsthatconsumerswillfavorproductsthatareavailableandhighlyaffordable.1. Product2. Selling3. Marketing4. Productionconceptholdsthatconsumerswillfavorproductsthatareavailableandhighlyaffordable.1. Product2. Selling3. Marketing4. PrOdIICtiOnWhenbackedbybuyingpower,wantsbecome.1. benefi
22、ts2. offerings3. needs4. demandsWhenbackedbybuyingpower,wantsbecome.1. benefits2. offerings3. needs4. demandsWhichofthefollowingisaresultoftherecentGreatRecession?1. Reducedregulatoryintervention2. Movetowardfrugality3. Increasedspendingontechnology4. GrowthofsocietalmarketingWhichofthefollowingisar
23、esultoftherecentGreatRecession?1. Reducedregulatoryintervention2. MoVetowardfru/ality3. Increasedspendingontechnology4. GrowthofsocietalmarketingWhichgroupofcustomersarereferredtoaszzbarnacles难以摆脱的人”1. Thosewhoarehighlyloyalbutnotveryprofitable.2. Thosewhoarebothprofitableandloyal.3. Thosewhoarepote
24、ntiallyprofitablebutnotloyal.4. Thosewhoshowlowpotentialprofitabilityandlittleprojectedloyalty.Whichgroupofcustomersarereferredtoas“barnacles?1. ThoSeWhoarehighlyIOValbutnotVerVProfitabIe.2. Thosewhoarebothprofitableandloyal.3. Thosewhoarepotentiallyprofitablebutnotloyal.4. Thosewhoshowlowpotentialp
25、rofitabilityandlittleprojectedloyalty.Whatiscustomerequity?1. Thetotalcombinedcustomerlifetimevaluesofallofthecompany,scurrentandpotentialcustomers.2. Thepresentvalueofthefuturecashflowsattributedtothecustomerrelationship.3. Thedifferencebetweenwhatacustomergetsfromaproduct,andwhatheorshehastogivein
26、ordertogetit.4. Customersperceivedopinionofaproductsvaluetohimorher.Whatiscustomerequity?1. ThetotalCombinedCUStOmerIifetimeVSIUeSOfallOfthecompanysCUrTentandPOtentialcustomers.2. Thepresentvalueofthefuturecashflowsattributedtothecustomerrelationship.3. Thedifferencebetweenwhatacustomergetsfromaprod
27、uct,andwhatheorshehastogiveinordertogetit.4. Customersperceivedopinionofaproductsvaluetohimorher.Whichofthefollowingdependsontheproduct/sperceivedperformancerelativetoabuyersexpectations?1. Customer-generatedmarketing2. Customer-managedrelationships3. Customer-perceivedvalue4. CustomersatisfactionWh
28、ichofthefollowingdependsontheproductsperceivedperformancerelativetoabuyersexpectations?1. Customer-generatedmarketing2. Customer-managedrelationships3. Customer-perceivedvalue4. CUStOmerSatiSfaCtiOnWhichisthefirststepinthemarketingprocess?1. Designingacustomer-drivenmarketingstrategy.2. Preparingani
29、ntegratedmarketingplanandprogram.3. Understandingthemarketplaceandcustomerneeds.4. Buildingcustomerrelationships.Whichisthefirststepinthemarketingprocess?1. Designingacustomer-drivenmarketingstrategy.2. Preparinganintegratedmarketingplanandprogram.3. UnderStandin日themarketplaceandCllStomerneeds.4. B
30、uildingcustomerrelationships.Theconceptquestionswhetherthepuremarketingconceptoverlookspossibleconflictsbetweenconsumershort-runwantsandconsumerlong-runwelfare.1. responsibilitymarketing2. societalmarketing3. selling4. productTheconceptquestionswhetherthepuremarketingconceptoverlookspossibleconflict
31、sbetweenconsumershort-runwantsandconsumerlong-runwelfare.1. responsibilitymarketing2. SoCietalmarketing3. selling4. productWithmatureconsumerismandenvironmentalismmovements,marketersarecalledtodevelop1. consumer-generatedmarketing2. sustainablemarketingpractices3. customer-managedrelationships4. sel
32、lingorientedpracticesWithmatureconsumerismandenvironmentalismmovements,marketersarecalledtodevelop1. consumer-generatedmarketing2. SUStainabIemarketingPQCtiCeS3. customer-managedrelationships4. sellingorientedpractices ADDITIONALPROJECTS,ASSIGNMENTS Projects Whyisitimportanttotrulyunderstandthecusto
33、mer?Makealistof10wants”thatyouhave.Whatwouldhavetooccurtomoveeachofthesefrom“wantstoneeds?(Objective2) Reviewthefivealternativeconceptsunderwhichorganizationsdesignandcarryouttheirmarketingstrategies.Now,takealookatoneoftheautomobiledealershipsinyourtown.Whichoneofthesefiveconceptsdoyoubelievetheyar
34、etypicallyemploying?Why?(Objective3) Thinkofaproductorretailertowhichyouareloyal.Whathascausedthisloyalty?Whatcouldacompetingproduct/retailerdotobreakthisloyalty?(Objective4) SmallGroupAssignments Inyouropinion,isitwisetospendlittleonmediaadvertising,andrelyinsteadmostlyonwordofmouth?Explain. Doyoub
35、elievethatcustomersreallywantlong-termrelationshipswithacompany,ratherthanashort-termshoebargains?Whyorwhynot? Eachgroupshouldthenshareitsfindingswiththeclass. IndividualAssignments Companiesarerealizingthatlosingacustomermeansmorethanlosingasinglesale.Itmeanslosingastreamofrevenuefromthatcustomerov
36、ertheirlifetime.RereadthestoryofStewLeonard(underCapturingValuefromCustomers,p.20).(Objective4) Isitpossibletotakehisideaof“thecustomerisalwaysright,ztoofarsothatitbecomesanegativeonthecompany?Whyorwhynot? Think-Pair-Share Considerthefollowingquestions,formulateandanswer;pairwiththestudentonyourrigh
37、t,shareyourthoughtswithoneanother;andrespondtoquestionsfromtheinstructor. Howismarketingdifferentfromselling?(Objective1) Domarketerscreateneeds?(Objective2) WhatisLeus,valueproposition?(Objective2) Whataretwocompanieswithwhichyouhaveanemotionalbond?Describethatbond.(Objective4)Chapter2CompanyandMar
38、ketingStrategy PartneringtoBuildCustomerRelationships CompanyandMarketingStrategy CompanywideStrategicPlanning:DefiningMarketingsRole DesigningtheBusinessPortfolio PlanningMarketing:PartneringtoBuildCustomerRelationships MarketingStrategyandtheMarketingMix ManagingtheMarketingEffort MeasuringandMana
39、gingReturnonMarketingInvestment TopicOutline CompanywideStrategicPlanningStrategicplanningistheprocessofdevelopingandmaintainingastrategicfitbetweentheorganizationsgoalsandcapabilitiesanditschangingmarketingopportunities StrategicPlanning CompanywideStrategicPlanning StepsinStrategicPlanning Company
40、wideStrategicPlanning Themissionstatementistheorganizationspurpose,whatitwantstoaccomplishinthelargerenvironment Market-orientedmissionstatementdefinesthebusinessintermsofsatisfyingbasiccustomerneeds DefiningaMarket-OrientedMission CompanywideStrategicPlanning SettingCompanyObjectivesandGoals Compan
41、ywideStrategicPlanningThebusinessportfolioisthecollectionofbusinessesandproductsthatmakeupthecompanyPortfolioanalysisisamajoractivityinstrategicplanningwherebymanagementevaluatestheproductsandbusinessesthatmakeupthecompany DesigningtheBusinessPortfolio CompanywideStrategicPlanningStrategicbusinessun
42、itscanbe Companydivision Productlinewithinadivision Singleproductorbrand AnalyzingtheCurrentBusinessPortfolio CompanywideStrategicPlanning AnalyzingtheCurrentBusinessPortfolio CompanywideStrategicPlanning: CompanywideStrategicPlanning DifficultyindefiningSBUsandmeasuringmarketshareandgrowth Timecons
43、uming Expensive Focusoncurrentbusinesses,notfutureplanning ProblemswithMatrixApproaches CompanywideStrategicPlanningProduct/marketexpansiongridisatoolforidentifyingcompanygrowthopportunitiesthroughmarketpenetration,marketdevelopment,productdevelopment,ordiversification DevelopingStrategiesforGrowtha
44、ndDownsizing CompanywideStrategicPlanning DevelopingStrategiesforGrowthandDownsizingProduct/MarketExpansionGridStrategies CompanywideStrategicPlanningMarketpenetrationisagrowthstrategyincreasingsalestocurrentmarketsegmentswithoutChangingtheproductMarketdevelopmentisagrowthstrategythatidentifiesandde
45、velopsnewmarketsegmentsforcurrentproducts DevelopingStrategies forGrowthandDownsizing CompanywideStrategicPlanningProductdevelopmentisagrowthstrategythatoffersnewormodifiedproductstoexistingmarketsegmentsDiversificationisagrowthstrategythroughstartinguporacquiringbusinessesoutsidethecompanyzscurrent
46、productsandmarkets DevelopingStrategies forGrowthandDownsizing CompanywideStrategicPlanningDownsizingisthereductionofthebusinessportfoliobyeliminatingproductsorbusinessunitsthatarenotprofitableorthatnolongerfitthecompanysoverallstrategy DevelopingStrategies forGrowthandDownsizing PlanningMarketing P
47、artneringtoBuildCustomerRelationshipsValuechainisaseriesofdepartmentsthatcarryoutvalue-creatingactivitiestodesign,produce,market,deliver;andsupportafirm,sproducts PlanningMarketing PartneringtoBuildCustomerRelationshipsValuedeliverynetworkismadeupofthecompany,suppliers,distributors,andultimatelycustomerswhopartnerwitheachothertoimproveperformanceoftheentiresystem MarketingStrategyandtheMarketingMix MarketingStrategyandtheMarket
