01 Marketing － Managing Profitable Customer Relationships 市场营销课件.pptVIP

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01 Marketing － Managing Profitable Customer Relationships 市场营销课件.ppt

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01 Marketing － Managing Profitable Customer Relationships 市场营销课件

Marketing: Managing Profitable Customer Relationships Chapter 1 2010----2011下学期 yangjunru2004@126.com Road Map: Previewing the Concepts Define marketing and outline the steps in the marketing process. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. Road Map: Previewing the Concepts Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Discuss customer relationship management and strategies for building lasting customer relationships. Road Map: Previewing the Concepts Describe the major trends and forces that are changing the marketing landscape in this new age of relationships. What is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction. Marketing Defined A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. The involvement of marketing definition value How to sell a whisky Customer Perceived Value Customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. it can be categorized as： Functional value Emotional value Marketing applications：with the development of economy, emotional value begin to play a more and more important role in adding customer’s perceived value. Monetary costs： price The others costs in using Examples: Questions: more examples smith Marketing applications: when consider costs, we place the customer in the center. example1：buy shoes online questions：other examples？ example2：type of operation in retailing Look back again：chivas Perceived VS objective The practical implications of various dimensions of value Further thinking: how to add custome