市场营销 （英文原版课

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1、Marketing:ManagingProfitableCustomerRelationshipsChapter11ObjectivesBeabletodefinemarketinganddiscussitscoreconcepts.Beabletodefinemarketingmanagementandcomparethefivemarketingmanagementorientations.ObjectivesUnderstandcustomerrelationshipmanagementandstrategies.Realizethemajo

2、rchallengesfacingmarketersinthenew“connected”millennium.Strongsales,noprofitsCustomer-driventoitscoreEachcustomer’sexperienceisuniqueProvidesgreatselection,goodvalue,discoveryandconvenienceAtrueonlinecommunityAmazon.comDiscussion:WillAmazon.comSurvive?CaseStudyWhatisMarketing?M

3、arketingismanagingprofitablecustomerrelationshipsAttractingnewcustomersRetainingandgrowingcurrentcustomers“Marketing”isNOTsynonymouswith“sales”or“advertising”WhatisMarketing?Kotler’ssocialdefinition:“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhatthe

4、yneedandwantthroughcreatingandexchangingproductsandvaluewithothers.”GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeasManyThingsCanBeMarketed!WhatisMarketing?Needs,wants,anddemandsMarketingoffers:includingproducts,servicesandexperiencesValueandsa

5、tisfactionExchange,transactionsandrelationshipsMarketsCoreMarketingConceptsWhatisMarketing?MarketingManagementMarketingmanagementis“theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.”Creating,deliveringandcommunicatingsuperiorcustomervalueiskey.M

6、arketingManagementCustomerManagement:Marketersselectcustomersthatcanbeservedwellandprofitably.DemandManagement:Marketersmustdealwithdifferentdemandstatesrangingfromnodemandtotoomuchdemand.MarketingManagementProductionconceptProductconceptSellingconceptMarketingconceptSocietalma

7、rketingconceptManagementOrientationsMarketingManagementCRMCRM–Customerrelationshipmanagement...“istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.”CRMItcosts5to10timesMOREtoattractanewcustomerthanitdoesto

8、keepacurrentcustomersatisfied.Marketersmustbeconcerned