Marketing Managing Profitable Customer Relationships 市场营销课件方案策划.pptVIP

What is marketing myopia? They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. Selling Concept make and sell Marketing Concept sense and respond create and meet customer satisfaction customer loyalty What is the difference between customer—driven marketing and customer—driving marketing? Our goal is to lead customer where they want to go before they know where they want to go?-------3M Societal Marketing Concept Marketing: Managing Profitable Customer Relationships Chapter 1 2010----2011下学期 yangjunru2004@126.com Road Map: Previewing the Concepts Define marketing and outline the steps in the marketing process. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Discuss customer relationship management and strategies for building lasting customer relationships. Road Map: Previewing the Concepts Describe the major trends and forces that are changing the marketing landscape in this new age of relationships. Road Map: Previewing the Concepts The involvement of marketing definition value How to sell a whisky Customer Perceived Value Customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. benifits costs Customer Perceived Value time mental Effort/physical monetary product service people image link：黑芝麻糊 link：中国移动 question Link: monetary costs Link: another way to categorize benefits Link: time, physical and mental costs Link: summary 乐百氏纯净水 it can be categorized as： Functional value Emotional value Marketing applications：with the development of economy, emotional value begin to play a more and more important role in adding customer’s perceived value. go back go