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1、第一章 市场营销观念及其贯彻,本章内容： 市场营销管理的含义 市场营销观念及其演变 营销理论的新发展 顾客价值与顾客满意,A,Case Study,Strong sales, no profits Customer-driven to its core Each customers experience is unique,Provides great selection, good value, discovery and convenience A true online community,Discussion: Will A Survive?,1 市场营销管理 (Marketing M
2、anagement),1、营销管理的实质 市场营销管理是指为了实现企业目标，创造、建立和保持与目标市场之间的互利交换和关系，而对设计方案的分析、计划、执行和控制。,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.,负需求 (negative demand) -转变
3、性营销 无需求 (no demand) -刺激性营销 潜在需求 (latent demand) -开发性营销 下降需求 (decliningdemand) -重振性营销,不规则需求 (irregular demand)-协调性营销 充分需求 (full demand)-维持性营销 过度需求 (overfull demand） -降低性营销 有害需求 (unwholesome demand) -反营销,2、营销管理的任务,市场营销管理过程，也就是企业为实现企业任务和目标而发现、分析、选择和利用市场机会的管理过程。 市场机会(Market Opportunity) 就是没有被满足的市场需求。,2
4、市场营销管理过程 (Process),市 场 营 销 管 理 过 程,发现和评价市场机会 （Opportunity) 细分市场目标市场市场定位 (Segmentation) (Target) (Position) 发展市场营销组合策略 (Marketing Mix) 执行和控制市场营销努力 (Implement 货币时间精力 -顾客满意与顾客忠诚(Customer Loyalty) 案例：湖北移动（视频光盘）,客户关系管理 CRM,CRM Customer relationship management . . .“is the overall process of building and
5、maintaining profitable customer relationships by delivering superior customer value and satisfaction.”,It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. Marketers must be concerned with the lifetime value of the customer.,CRM,CRM,Key Concepts,At
6、tracting, retaining and growing customers Building customer relationships and customer equity,Customer value/satisfaction Perceptions are key Meeting/exceeding expectations creates satisfaction Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting con
7、sumers should be the goal Growing share of customer Cross-selling,CRM,Key Concepts,Attracting, retaining and growing customers Building customer relationships and customer equity,Customer equity The total combined customer lifetime values of all customers. Measures a firms performance, but in a mann
8、er that looks to the future.,CRM,Key Concepts,Attracting, retaining and growing customers Building customer relationships and customer equity,Customer relationship levels and tools Target market typically dictates type of relationship Basic relationships Full relationships Customer loyalty and retention programs Adding financial benefits Adding social benefits Adding structural ties,
