kotler营销管理（第11版） ppt课件_1.pptVIP

Chapter 2 Adapting Marketing To The New Economy by PowerPoint by Milton M. Pressley University of New Orleans Kotler on Marketing The Internet will create new winners and bury the laggards. Chapter Objectives In this chapter, we will address the following questions: What are the major forces driving the New Economy? How are business and marketing practices changing as a result of the New Economy? How are marketers using the Internet, customer databases, and customer relationship management in the New Economy? Adapting Marketing to the New Economy Major Drivers of the New Economy Digitization and Connectivity Disintermediation and Reintermediation Customization and Customerization Industry Convergence How Business Practices are Changing Organize by product units to organize by customer segments Shift focus from profitable transactions to customer lifetime value Shift focus from financial scorecard to also focusing on the marketing scorecard Shift focus from shareholders to stakeholders Table 2-1: Old Economy vs. New Economy Adapting Marketing to the New Economy Everyone does the marketing Build brands through performance, not just advertising Customer retention rather than customer acquisition From none to in-depth customer satisfaction measurement From over-promise, under-deliver to under-promise, over-deliver The New Hybrid Adapting Marketing to the New Economy How Marketing Practices are Changing: E-Business E-business E-commerce E-purchasing E-marketing Internet Domains: B2C (Business to Customer) Adapting Marketing to the New Economy Internet Domains: B2B (Business to Business) Figure 2-1: The Supplier-Customer Relationship: Traditional and New Economy Structures Adapting Marketing to the New Economy Internet Domains: C2C (Consumer to Consumer) Internet Domains: C2B (Customer to Business) Pure Click vs. Brick and Click Companies Pure-click companies Adapting Marketing to the New Economy Brick and Click companies Adapting Marketing to the New E