营销管理可获益的顾客关系（中英双文PPT）.ppt

Marketing: Managing Profitable Customer Relationships 营销：管理可获利的顾客关系 Objectives/目标 Be able to define marketing and discuss its core concepts. Be able to define marketing management and compare the five marketing management orientations. 给出营销的定义并讨论其核心概念。 定义营销管理并比较五种不同的营销管理理念。 Objectives/目标 Understand customer relationship management and strategies. Realize the major challenges facing marketers in the new “connected” millennium. 解释顾客关系管理及其策略。 分析营销人员在未来将要面临的主要挑战。 Case Study 案例研究 Strong sales, no profits Customer-driven to its core Each customer’s experience is unique Provides great selection, good value, discovery and convenience A true online community What is Marketing?什么是营销？ Marketing is managing profitable customer relationships Attracting new customers Retaining and growing current customers “Marketing” is NOT synonymous with “sales” or “advertising” 营销是管理可获利的顾客关系 吸引新顾客 留住并增加现有顾客 “营销”并不等同于“销售”或“广告“ What is Marketing?什么是营销？ Kotler’s social definition: “Marketing is 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.” 科特勒的社会学定义： ”营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。 Many Things Can Be Marketed!可以营销许多东西！ 商品 服务 经验 事件 个人 地点 财产 组织 信息 思想 Goods Services Experiences Events Persons Places Properties Organizations Information Ideas Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets 需要、欲望和需求 营销提供：包括产品、服务和经验 价值与满意 交换、交易与关系 市场 Marketing Management营销管理 Marketing management is “the art and science of choosing target markets and building profitable relationships with them.” Creating, delivering and communicating superior customer value is key. 营销管理是“选择目标市场并与之建立可获利的关系的科学与艺术。” 关键在于创建、传递并交流优良的顾客价值。 Marketing Management营销管理 Customer Management: Marketers select customers that can be served well and profitably. Demand Management: Marketers must deal with