第01章 营销——创造和获取顾客价值.pptVIP

Note to Instructor This slide shows companies should balance three considerations in setting their marketing strategies. Johnson Johnson does this well. Johnson Johnson would rather take a big loss than ship a bad batch of one of its products. Consider the tragic tampering case in which eight people died in 1982 from swallowing cyanide-laced capsules of Tylenol, a Johnson Johnson brand. Although Johnson Johnson believed that the pills had been altered in only a few stores it recalled all of its product and launched an information campaign to instruct and reassure consumers. The recall cost the company $100 million in earnings. In the long run, however, the company’s swift recall of Tylenol strengthened consumer confidence and loyalty, and today Tylenol remains one of the nation’s leading brands of pain reliever. Discussion Question Ask students about other companies that have had serious problems with their products? How have these companies bounced back? Note to Instructor Basic Relationships are often used by a company with many low-margin customers For example, Procter Gamble does not phone or call on all of its Tide consumers to get to know them personally. Instead, PG creates relationships through brand-building advertising, sales promotions, and its Tide FabricCare Network Web site (www.T). Full Partnerships are used in markets with few customers and high margins, sellers want to create full partnerships with key customers. For example, PG customer teams work closely with Wal-Mart, Safeway, and other large retailers. Discussion Question Ask students what frequency or club marketing programs they belong to and why? Note to Instructor This will be a point for a lively discussion. Discussion Question Ask students how marketers have used facebook, myspace, linkedin or other social networks for marketing purposes. Ask them about YouTube and how that has changed marketing. Note to Instructor Stew Leonard’s is an interesting example. Stew Leonard, wh