Chapter One Creating and Capturing Customer Value.ppt

Marketing Tessa Liao (廖) Sept. 28, 2015 Understanding the Marketplace and Customer Needs Consumer’s needs and wants are fulfilled through a market offering. What can the market offer to satisfy customers needs and wants? 市场能提供什么来满足消费者的需要和欲望？ Market Offerings市场供应品 physical products 实体产品 services 服务 experience 体验 --The Pure Michigan campaign, which aims to market the state of Michigan as a travel and tourism destination. Market Offerings市场供应品 Market Offering: a certain combination of products, services, information, or experinces offered to satisfy a need or want. Smart marketers look beyond the attributes (属性特征) of the products and services they sell, but create brand experinces (品牌体验) for consumers. Market myopia: the mistake of paying more attention to the specific products a company offers than to the benefits and experinces produced by these products. 营销短视、营销近视症：将产业等同于某一种具体的产品，认为只要产品质量好、性能优越，就一定会有市场；忽视了产品能为消费者带来的益处与体验。 How do Customers choose among market offerings? Customer value and satisfaction 顾客价值与满意度 Customer Value: 能够满足顾客什么需求 Customer value and satisfaction 顾客价值与满意度 Customer satisfaction: 反映的是顾客的一种心理状态，它来源于顾客对企业的某种产品服务消费所产生的感受与自己的期望（expectations）所进行的对比。 How do customers form their expectations? past buying experience friends advice marketers promises (营销者的承诺) Customer Value and Satisfaction 顾客价值与满意度 产品性能 顾客期望 顾客满意度 ＜ = ＞ Exchange 交易 Exchange: the act of obtaining a desired object from someone by offering something in return. 交易是指为了得到某个想要的事物而自己提供另一个事物的行为。 Market市场 Market: the set of all actual and potential buyers of a product or service. 市场指某项产品或服务的所有实际和潜在购买者的集合。 Marketing activities市场营销活动 consumer research 消费者调查 product development 产品开发 communication 宣传 distribution 推广 pricing 定价 Now that the company understands the market and the customer needs, there are two questions to answer: 1. Who (target market)? 服务谁？（目标市场） 2. How (value proposition)? 如何服务？ （价值主张） Designing a Customer-Driven Marketing Strategy设计顾客导向的营销策略 ☆ Creating value for tar