Company and Marketing Strategy Partnering to Build Customer Relationships参考.ppt

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2018-03-15 发布于贵州
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Company and Marketing Strategy Partnering to Build Customer Relationships参考.ppt

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Company and Marketing Strategy Partnering to Build Customer Relationships参考

* Note to Instructor This Web link leads to the hompage for Virgin. This is a great company to discuss as they provide examples of market development, product development and diversification. Their homepage lists all their industries and products including tourism, leisure, shopping, media, finance, and healthcare. * * Note to Instructor This link goes to the site. Explore with the students the different segments including gender Nike Women, psychographics (sports centric including football), and age. Discussion Questions (can include the topic of positioning which is on the following slide). Specific questions for the students: How does Nike segment their market? What appears to be their most important segments? How does Nike position their products in the marketplace? * * * Note to Instructor It is interesting to ask how to make the 4Ps more customer centric? This leads to a redefining of the 4Ps to the 4Cs as follows: Product—Customer solution Price—Customer cost Place—Convenience Promotion—Communication * Chapter 2- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 2- slide * Copyright ? 2009 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 2- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships Company and Marketing Strategy Companywide Strategic Planning: Defining Marketing’s Role Designing the Business Portfolio Planning Marketing: Partnering to Build Customer Relationships Marketing Strategy and the Marketing Mix Managing the Marketing Effort Measuring and Managing Return on Marketing Investment Topic Outline Compa