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1、Chapter 1Marketing:Creating and Capturing Customer ValueCreating and Capturing Customer Value What Is Marketing? Understand the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing V
2、alue from Customers The Changing Marketing Landscape Topic Outline What Is Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return What Is Marketing? The Marketing Process Understanding the Mark
3、etplace and Customer NeedsCustomer Needs, Wants, and Demands Understanding the Marketplace and Customer NeedsMarket offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or wantMarketing myopia is focusing only on existing wants and l
4、osing sight of underlying consumer needsUnderstanding the Marketplace and Customer NeedsCustomer Value and Satisfaction Expectations Understanding the Marketplace and Customer Needs Exchange is the act of obtaining a desired object from someone by offering something in returnUnderstanding the Market
5、place and Customer Needs Markets are the set of actual and potential buyers of a product Designing a Customer-Driven Marketing Strategy Marketing management is the art and science of choosing target markets and building profitable relationships with them What customers will we serve? How can we best
6、 serve these customers? Designing a Customer-Driven Marketing Strategy Market segmentation refers to dividing the markets into segments of customersTarget marketing refers to which segments to go afterSelecting Customers to Serve Designing a Customer-Driven Marketing Strategy Choosing a Value Propos
7、ition Designing a Customer-Driven Marketing Strategy Marketing Management Orientations Designing a Customer-Driven Marketing Strategy Production concept is the idea that consumers will favor products that are available or highly affordableMarketing Management Orientations Designing a Customer-Driven
8、 Marketing Strategy Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.Marketing Management Orientations Designing a Customer-Driven Marketing
9、 Strategy Selling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effortMarketing Management Orientations Designing a Customer-Driven Marketing Strategy Marketing Management Orientations Designing a Customer-Driven
10、 Marketing Strategy Marketing Management Orientations Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program The marketing mix: set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. Integ
11、rated marketing program: comprehensive plan that communicates and delivers the intended value to chosen customers.Building Customer Relationships The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfactionCustomer Relations
12、hip Management (CRM) Building Customer Relationships Relationship Building Blocks: Customer Value and Satisfaction Building Customer Relationships Customer Relationship Levels and Tools Building Customer Relationships Relating with more carefully selected customers uses selective relationship manage
13、ment to target fewer, more profitable customersRelating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networksThe Changing Nature of Customer Relationships Building Customer Relationships Customer-managed
14、relationships 客户管理关系 Marketing relationships in which customers, empowered by todays new digital technologies, interact with companies and with each other to shape their relationships with brands.The Changing Nature of Customer Relationships Building Customer Relationships Partner relationship manag
15、ement involves working closely with partners in other company departments and outside the company to jointly bring greater value to customersBuilding Customer Relationships Partners inside the company is every function area interacting with customers Electronically Cross-functional teams Partners ou
16、tside the company is how marketers connect with their suppliers, channel partners, and competitors by developing partnershipsPartner Relationship Management Building Customer Relationships Supply chain is a channel that stretches from raw materials to components to final products to final buyersSupply chain management Partner Relationship Management Capturing Value from Customers Customer lifet
