市场营销topic 1.ppt

What is marketing? Today marketing isn’t simply a business function. it’s a philosophy, a way of thinking, and a wayof structuring your business and your mind marketing is much more than a new ad campaign Today’s successful companies are strongly customer focused and heavily committed to marketing. Ritz-Carlton promises delivers truly “memorable experiences” for its guests. McDonald’s? grew into the world’s largest restaurant chain by providing its guests with QSCV (quality, service, cleanliness, and value). As a manager Successful hospitality companies know that if they take care of their customers, market share profits will follow. As a manager, you will be motivating your employees to create superior value for your customers. You will want to make sure that you deliver customer satisfaction at a profit. This is the simplest definition of marketing: (P11) Marketing is the art and science of finding , retaining ,and growing profitable customers. Three types of marketing in service industries P40 \ figure 2-3 Internal marketing means that the service firm must effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction. Interactive marketing means that perceived service quality depends heavily on the quality of the buyer-seller interaction during the service encounter. Building profitable customer relationships Discuss how marketing managers go about developing profitable customer relationships. Adding financial benefits to the customer (frequent-flyer programs, upgrade rooms , frequent-diner,) Adding social benefits (turn their customers into clients, a good relationship between their customers ) Adding structural ties ( airlines developed reservation systems for travel agents. Frequent guests have special phone lines ……) Inseparability Customer-employee contact becomes a part of the product that a customer buys. Service encounter Moment of truth T