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1、1 Introduction Dr MillissaCheung PowerpointrefinedfromPearson14thedition 2 WhatisMarketing 2012PearsonEducation 3 Marketingprocess 2012PearsonEducation 4 Need Want 2012PearsonEducation Demand 5 GOODS PAYMENT Marketer Customer 2012PearsonEducation Exchange 6 Marketingsystem Suppliers 2012PearsonEduca
2、tion 7 CustomerdrivenmarketingStrategy 2012PearsonEducation 8 2012PearsonEducation Marketingmanagement 9 2012PearsonEducation Selectingcustomers SegmentationTargeting 10 Valueproposition 2012PearsonEducation 11 2012PearsonEducation Managementorientations 12 ProductionConcept Consumerswillfavorproduc
3、tsthatareavailableandaffordable 2012PearsonEducation 13 ProductConcept Consumerswillfavorproductsthatofferthemostinquality performance andinnovativefeatures 2012PearsonEducation 14 Consumerswillnotbuyenoughwithoutalargescalesellingandpromotioneffort SellingConcept 2012PearsonEducation 15 Focusonsati
4、sfyingtheneedsandwantsoftargetmarkets 2012PearsonEducation MarketingConcept 16 2012PearsonEducation 17 Buildingcustomerrelationships 2012PearsonEducation 18 2012PearsonEducation Value 19 CustomerSatisfaction Expectedlevel Performance 2012PearsonEducation 20 2012PearsonEducation RelationshipLevels BA
5、SICRELATIONSHIPFULLPARTNERSHIP 21 2012PearsonEducation Partnerrelationshipmanagement 22 2012PearsonEducation Partnerrelationshipmanagement OUTSIDE INSIDE 23 2012PearsonEducation CapturingValuefromCustomers 24 Shareofcustomer Salestoyourfirm 2012PearsonEducation 25 2012PearsonEducation CustomerEquity 26 2012PearsonEducation TheChangingMarketingLandscape Digitalage 27 2012PearsonEducation Globalization 28 2012PearsonEducation 65 29 2012PearsonEducation Ethicsdemands 30 Not for ProfitMarketing 2012PearsonEducation
