Marketing Strategy University of North Florida营销的策略北佛罗里达大学.pptVIP

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Marketing Strategy University of North Florida营销的策略北佛罗里达大学.ppt

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Marketing Strategy University of North Florida营销的策略北佛罗里达大学

A. El-Ansary 2005 Adel I. El-AnsaryDonna L. Harper Professor of MarketingCoggin College of Business4567 St. Johns Bluff Road, SouthJacksonville, FL 32224-2675/~aelansar/email: aelansar@ Foundations of Marketing Strategy Strategy Formulation Creating Customer Experience * * Customer Company Competitors Tier I : Marketing Strategies Market Segmentation Consumer Behavior Market Segmentation Consumer Behavior Targeting Market Segmentation Consumer Behavior Targeting Offer GoodsServicesExperiences Market Segmentation Consumer Behavior Targeting Differentiation Offer GoodsServicesExperiences Market Segmentation Consumer Behavior Targeting Differentiation Competitors Offer GoodsServicesExperiences Market Segmentation Consumer Behavior Targeting Offer GoodsServicesExperiences Differentiation Competitors Positioning Branding Market Segmentation Consumer Behavior Targeting Offer GoodsServicesExperiences Differentiation Positioning Competitors Strategy Implementation Tier II : Marketing Mix Customer Relationship Management Segmentation Targeting Differentiation Positioning *IMCM: Integrated Marketing Communication Mix Product/Service/ Experience Brand Price Distribution IMCM* / Promotion CRM X X X X X X X X X X Marketing Strategy A Focus on the Customer Creating Customer Experience Antecedents Improve Productivity Structure Operations Strategy Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Consequences Create Customer Value Customer Value = Benefit - Cost Create Customer Value Creating Customer Experience Achieve Customer Satisfaction Customer Satisfaction = Expected Performance – Delivered Experience Create Customer Value Achieve Customer Satisfaction Creating Customer Experience Engender Customer Loyalty Customer Loyalty Antecedents Creating Customer Experience Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Antecedents Improve Productivity Creating Customer Experience Antecedents Imp