旅游市场营销1课件.pptVIP

2019/4/18;Arrangment of the course：;Welcome to marketing! Your passport to success!;1. Definition of Marketing; Definition of Marketing;/phtml;/phtml; Definition of Marketing in this book; Definition of Marketing in this book;The purpose of a business is to create and maintain satisfied, profitable customers.;2019/4/18;2019/4/18;2. The marketing process 营销过程;2019/4/18;2019/4/18;A. Understand customers;A. Understand customers;B. Market offerings. (市场供给）;C. Customer value, expectations and satisfaction;C. Customer value, expectations and satisfaction ;C. Customer value, expectations and satisfaction;D. Exchanges and Relationships 交换和关系;D. Exchanges and Relationships 交换和关系;D. Exchanges and Relationships 交换和关系;① Selecting customers to serve. The company must select those market segments it wishes to serve;② Choosing a value proposition. The company must also decide how it will serve targeted customers—how it will differentiate and position itself in the marketplace. A company’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs.;E. Markets 市场;Marketing means managing markets to bring about profitable customer relationships.;3. Five Marketing Management Philosophies;Production concept;B. Product concept;C. Selling concept;D. Marketing concept;E. Societal marketing concept;4. Prepare an Integrated Marketing Plan;The marketing program builds customer relationships by transforming the marketing strategy into action. It consists of the firm’s marketing mix, the set of marketing tools the firm uses to implement its marketing strategy. The major marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place and promotion. ;5. Building Customer Relationships;6. Capturing Value from Customers;Customer loyalty and retention;Customer loyalty and retention;Reduced marketing costs are the result of requiring fewer market