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 th