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1、Marketing: Managing Marketing: Managing Profitable Customer Profitable Customer RelationshipsRelationships Chapter 1 1 Objectives Be able to define marketing and discuss its core concepts. Be able to define marketing management and compare the five marketing management orientations. 2 Objectives Und
2、erstand customer relationship management and strategies. Realize the major challenges facing marketers in the new “connected” millennium. 3 Strong sales, no profits Customer-driven to its core Each customers experience is unique Provides great selection, good value, discovery and convenience A true
3、online community AA Discussion:Discussion: Will A Survive? Will A Survive? Case Study 4 What is Marketing? Marketing is managing profitable customer relationships Attracting new customers Retaining and growing current customers “Marketing” is NOT synonymous with “sales” or “advertising” 5 What is Ma
4、rketing? Kotlers social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” 6 Goods Services Experiences Events Persons Places Properties Organizations Information Id
5、eas Many Things Can Be Marketed!Many Things Can Be Marketed! What is Marketing? 7 Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Core Marketing ConceptsCore Marketing Concepts What is Ma
6、rketing? 8 Marketing Management Marketing management is “the art and science of choosing target markets and building profitable relationships with them.” Creating, delivering and communicating superior customer value is key. 9 Marketing Management Customer Management: Marketers select customers that
7、 can be served well and profitably. Demand Management: Marketers must deal with different demand states ranging from no demand to too much demand. 10 Marketing Management Production concept Product concept Selling concept Marketing concept Societal marketing conceptSocietal marketing concept Managem
8、ent OrientationsManagement Orientations Marketing Management 11 CRM CRM Customer relationship management . . . “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.” 12 CRM It costs 5 to 10 times MORE to attract
9、a new customer than it does to keep a current customer satisfied. Marketers must be concerned with the lifetime value of the customer. 13 CRM Attracting, retaining and growing customers Building customer relationships and customer equity Customer value/satisfaction Perceptions are key Meeting/exceed
10、ing expectations creates satisfaction Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting consumers should be the goal Growing share of customer Cross-selling Key ConceptsKey Concepts 14 CRM Customer equity The total combined customer lifetime value
11、s of all customers. Measures a firms performance, but in a manner that looks to the future. Key ConceptsKey Concepts Attracting, retaining and growing customers Building customer relationships and customer equity 15 CRM Customer relationship levels and tools Target market typically dictates type of
12、relationship vBasic relationships vFull relationships Customer loyalty and retention programs vAdding financial benefits vAdding social benefits vAdding structural ties Attracting, retaining and growing customers Building customer relationships and customer equity Key ConceptsKey Concepts 16 Marketi
13、ng Challenges Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. Major marketing developments can be grouped under the theme of Connecting. 17 Marketing Challenges Via technology With customers With marketing partners With the worl
14、d Advances in computers, telecommunications, video-conferencing, etc. are major forces. Databases allow for customization of products, messages and analysis of needs. The Internet Facilitates anytime, anywhere connections Facilitates CRM Creates marketspaces ConnectingConnecting 18 Marketing Challen
15、ges Selective relationship management is key. Customer profitability analysis separates winners from losers. Growing “share of customer” Cross-selling and up- selling are helpful. Direct sales to buyers are growing. ConnectingConnecting Via technology With customers With marketing partners With the world 19 Marketing Challenges Partner relationship management involves: Connecting inside the company Connecting with outside partners vSupply chain management vStrategic alliances ConnectingConnecting Via technology With customers With marketing partners With the world 20 M
