人民大2026市场营销原理与实践英文版（第19版）课件ch-01-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter1Marketing:CreatingCustomerValueandEngagementCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives1.1Definemarketingandoutlinethestepsinthemarketingprocess.1.2Explaintheimportanceofunderstandingthemarketplaceandcustomersandidentifythefivecoremarketplaceconcepts.1.3Identifythekeyelementsofacustomervalue-drivenmarketingstrategyanddiscussthemarketingmanagementorientationsthatguidemarketingstrategy.1.4Discusscustomerrelationshipmanagementandidentifystrategiesforcreatingvalueforcustomersandcapturingvaluefromcustomersinreturn.1.5Describethemajortrendsandforcesthatarechangingthemarketinglandscapeinthisageofrelationships.

FirstStop:AmazonAmazondoesmuchmorethanjustsellgoodsonline.Itengagescustomersandcreatessatisfyingcustomerexperiences.“Thethingthatdriveseverythingiscreatinggenuinevalueforcustomers,”saysAmazonfounderJeffBezos.?1996–2021,A,Inc.oritsaffiliates

LearningObjective1Definemarketingandoutlinethestepsinthemarketingprocess.

WhatIsMarketing?(1of2)Thesetofstrategiesandactivitiesbywhichcompaniesacquireandengagecustomers,buildstrongcustomerrelationships,andcreatesuperiorcustomervalueinordertocapturevaluefromcustomersinreturn.

WhatIsMarketing?(2of2)Marketingisallaroundyou,ingoodoldtraditionalformsandinahostofnewerforms,fromwebsitesandmobileappstoonlinevideosandsocialmedia.CathyYeulet/123RF

Figure1.1TheMarketingProcess:CreatingandCapturingCustomerValue

LearningObjective2Explaintheimportanceofunderstandingthemarketplaceandcustomersandidentifythefivecoremarketplaceconcepts.

UnderstandingtheMarketplaceandCustomerNeeds(1of5)Needsarestatesoffeltdeprivation.Wantsaretheformhumanneedstakeastheyareshapedbycultureandindividualpersonal