管理可获利的顾客关系.ppt

Marketing ManagingProfitableCustomerRelationships 营销 管理可获利的顾客关系 1 1 Objectives 目标 Beabletodefinemarketinganddiscussitscoreconcepts Beabletodefinemarketingmanagementandcomparethefivemarketingmanagementorientations 给出营销的定义并讨论其核心概念 定义营销管理并比较五种不同的营销管理理念 1 2 Objectives 目标 Understandcustomerrelationshipmanagementandstrategies Realizethemajorchallengesfacingmarketersinthenew connected millennium 解释顾客关系管理及其策略 分析营销人员在未来将要面临的主要挑战 1 3 Strongsales noprofitsCustomer driventoitscoreEachcustomer sexperienceisunique Providesgreatselection goodvalue discoveryandconvenienceAtrueonlinecommunity A Discussion WillASurvive CaseStudy案例研究 1 4 WhatisMarketing 什么是营销 MarketingismanagingprofitablecustomerrelationshipsAttractingnewcustomersRetainingandgrowingcurrentcustomers Marketing isNOTsynonymouswith sales or advertising 营销是管理可获利的顾客关系吸引新顾客留住并增加现有顾客 营销 并不等同于 销售 或 广告 1 5 Kotler ssocialdefinition Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers 科特勒的社会学定义 营销是通过创造和交换产品及价值 从而使个人或群体满足欲望和需要的社会和管理过程 WhatisMarketing 什么是营销 1 6 商品服务经验事件个人地点财产组织信息思想 GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeas ManyThingsCanBeMarketed 可以营销许多东西 1 7 Needs wants anddemandsMarketingoffers includingproducts servicesandexperiencesValueandsatisfactionExchange transactionsandrelationshipsMarkets 需要 欲望和需求营销提供 包括产品 服务和经验价值与满意交换 交易与关系市场 CoreMarketingConcepts核心营销概念 1 8 MarketingManagement营销管理 Marketingmanagementis theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem Creating deliveringandcommunicatingsuperiorcustomervalueiskey 营销管理是 选择目标市场并与之建立可获利的关系的科学与艺术 关键在于创建 传递并交流优良的顾客价值 1 9 MarketingManagement营销管理 CustomerManagement Marketersselectcustomersthatcanbeservedwellandprofitably DemandManagement Marketersmustdealwithdifferentdemandstatesrangingfromnodemandtotoomuchdemand 顾客管理营销者选择可以为之服务并从中获利的顾客需求管理营销者必须处理从需求为零到需求过量间的不同的需求状态 1 10 MarketingManagement ProductionconceptProductconceptSellingconceptMarketingconceptSocietalmarketingconcept 生产观念产品观念推销观念营销观念社会营销观念 ManagementOrientations管理理念 1 11 CRM CRM Customerrelationshipmanagement istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction CRM 顾客关系管理 是通过传递优良的顾客价值和满意建立并保持可获利的顾客关系的总体进程 1 12 CRM Itcosts5to10timesMOREtoattractanewcustomerthanitdoestokeepacurrentcustomersatisfied Marketersmustbeconcernedwiththelifetimevalueofthecustomer 通常要花费保持现有顾客5 10倍的成本来吸引一个新顾客 营销者必须关注顾客的终身价值 1 13 Customervalue satisfactionPerceptionsarekeyMeeting exceedingexpectationscreatessatisfactionLoyaltyandretentionBenefitsofloyaltyLoyaltyincreasesassatisfactionlevelsincreaseDelightingconsumersshouldbethegoalGrowingshareofcustomerCross selling 顾客价值 满意感知是关键满足 超越预期会带来满意忠诚和保持忠诚的好处满意水平提高时忠诚度也会增加消费者份额的增长跨渠道销售 Attracting retainingandgrowingcustomers吸引 保留和增加顾客 1 14 Buildingcustomerrelationshipsandcustomerequity建立顾客关系与顾客价值 顾客价值所有顾客的总体消费者终身价值 表现公司业绩 但着眼于未来 CustomerequityThetotalcombinedcustomerlifetimevaluesofallcustomers Measuresafirm sperformance butinamannerthatlookstothefuture 1 15 CustomerrelationshiplevelsandtoolsTargetmarkettypicallydictatestypeofrelationshipBasicrelationshipsFullrelationshipsCustomerloyaltyandretentionprogramsAddingfinancialbenefitsAddingsocialbenefitsAddingstructuralties Buildingcustomerrelationshipsandcustomerequity建立顾客关系与顾客价值 顾客关系水平与工具目标市场通常会决定关系类型基本关系总关系顾客忠诚与保留程序增加财务好处增加社会好处增加结构关联 1 16 MarketingChallenges营销挑战 Technologicaladvances rapidglobalization andcontinuingsocialandeconomicshiftsarecausingmarketplacechanges MajormarketingdevelopmentscanbegroupedunderthethemeofConnecting 技术进步 全球化进程的加快以及社会与经济的不断变动都导致市场的巨大变化 营销的最大发展可以概括成一个主题 连通性 1 17 Advancesincomputers telecommunications video conferencing etc aremajorforces Databasesallowforcustomizationofproducts messagesandanalysisofneeds TheInternetFacilitatesanytime anywhereconnectionsFacilitatesCRMCreatesmarketspaces Connecting连通性Viatechnology连接技术 计算机 电信 电视会议等是主要工具 数据库允许产品 信息与需求分析的顾客化 因特网使连接可以在任何时间任何地点进行使顾客关系管理变得可行创造新的市场 1 18 关键是精心选择的关系管理 顾客获利能力分析将胜者与败者区分开来 不断增加的 消费者份额 跨渠道销售与向上销售都非常有用 向买者的直接销售增加了 Connecting连通性Withcustomers与顾客的连接 Selectiverelationshipmanagementiskey Customerprofitabilityanalysisseparateswinnersfromlosers Growing shareofcustomer Cross sellingandup sellingarehelpful Directsalestobuyersaregrowing 1 19 伙伴关系管理包括 公司内部连接与外部伙伴连接供应链管理策略联盟 Connecting连通性Withmarketingpartners与营销伙伴连接 Partnerrelationshipmanagementinvolves ConnectinginsidethecompanyConnectingwithoutsidepartnersSupplychainmanagementStrategicalliances 1 20 全球连接竞争新