ChapterOneCreatingandCapturingCustomerValue.ppt

Marketing 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。 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: Designing a Customer-Driven Marketing Strategy设计顾客导向的营销策略 ☆ Creating value for target customers 为目标顾客创造价值 Marketing management营销管理 Market management: the art and science of choosing target markets and building profitable (赚钱的、有利可图的) relationships with them. 营销管理指选择目标市场并与该市场建立互利的交换关系的这门艺术、科学。 Market segmentation市场细分 Market segmentation refers to dividing (切分) the markets into segments (部分) of customers (顾客). 市场细分指企业根据消费者需求的不同,把整个市场划分成不同的消费者群的过程。 又称“市场区隔”“市场分割”等，就是营销者通过市场调研，根据消费者对商品不同的购买欲望与需求，不同的购买行为与购买习惯，把消费者整体市场划分为具有类似性的若干不同的购买群体——子市场，使企业可以从中认定其目标市场、设计市场定位的过程和策略 手机的市场细分 保洁根据不同消费者群体，推出五种不同诉求利益的洗发产品