市场营销原理PPT的形式.doc

WORD格式整理 专业知识分享 Chapter 1Marketing: Creating and Capturing Customer Value Creating and Capturing Customer Value What Is Marketing? Understand the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape Topic Outline What Is Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return What Is Marketing? The Marketing Process Understanding the Marketplaceand Customer Needs Customer Needs, Wants, and Demands Understanding the Marketplaceand Customer Needs Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs Understanding the Marketplaceand Customer Needs Customer Value and Satisfaction Expectations Understanding the Marketplaceand Customer Needs Exchange is the act of obtaining a desired object from someone by offering something in return Understanding the Marketplaceand Customer Needs Markets are the set of actual and potential buyers of a product Designing a Customer-Driven Marketing Strategy Marketing management is the art 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 Strategy Market segmentation refers to dividing the markets into segments of customers Target marketing refers to which segments to go after Selecting Customers to Serve Designing a Customer-Driven Marketing Strategy Choosing a Value Proposition Designing a Customer-Driven Marketing Strategy Marketing Management Orient