市场营销原理全英pom_14_inppt_01_CF_GE.pptxVIP

Chapter 1Marketing: Creating and Capturing Customer Value;Creating and Capturing Customer Value;What Is Marketing?;What Is Marketing?;Understanding the Marketplaceand Customer Needs;Understanding the Marketplaceand Customer Needs;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;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;Designing a Customer-Driven Marketing Strategy;The marketing mix: set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. Integrated marketing program: comprehensive plan that communicates and delivers the intended value to chosen customers. ;Building Customer Relationships;Building Customer Relationships;Building Customer Relationships;Building Customer Relationships;Building Customer Relationships;Partner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customers ;Building Customer Relationships;Building Customer Relationships;Capturing Value from Customers;Capturing Value from Customers;Capturing Value from Customers;Capturing Value from Customers;The Changing Marketing Landscape;The Changing Marketing Landscape;The Changing Marketing LandscapeDigital Age;The Changing Marketing Landscape;So, What Is Marketing? Pulling It All Together;