市场营销原理PPT的word形式

1、Chapter 1Marketing: Creating and Capturing Customer ValueCreating and Capturing Customer ValueWhat Is Marketing?Understand the Marketplace and Customer NeedsDesigning a Customer-Driven Marketing StrategyPreparing an Integrated Marketing Plan and ProgramBuilding Customer RelationshipsCapturing Value

2、from CustomersThe Changing Marketing LandscapeTopic OutlineWhat 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 ProcessUnderstanding the Marketplaceand

3、Customer NeedsCustomer Needs, Wants, and DemandsUnderstanding the Marketplaceand 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 losing sight of

4、 underlying consumer needsUnderstanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectationsUnderstanding the Marketplaceand Customer NeedsExchange is the act of obtaining a desired object from someone by offering something in returnUnderstanding the Marketplaceand Customer N

5、eedsMarkets are the set of actual and potential buyers of a product Designing a Customer-Driven Marketing StrategyMarketing management is the art and science of choosing target markets and building profitable relationships with themWhat customers will we serve?How can we best serve these customers?D

6、esigning a Customer-Driven Marketing StrategyMarket segmentation refers to dividing the markets into segments of customersTarget marketing refers to which segments to go afterSelecting Customers to ServeDesigning a Customer-Driven Marketing StrategyChoosing a Value PropositionDesigning a Customer-Dr

7、iven Marketing StrategyMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduction concept is the idea that consumers will favor products that are available or highly affordableMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyProduct concep

8、t 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 OrientationsDesigning a Customer-Driven Marketing StrategySelling concept is the ide

9、a that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effortMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyMarketing Management OrientationsDesigning a Customer-Driven Marketing StrategyMarketing Management

10、 OrientationsDesigning a Customer-Driven Marketing StrategyPreparing an Integrated Marketing Plan and ProgramThe marketing mix: set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place.Integrated marketing program: comprehensive plan

11、that communicates and delivers the intended value to chosen customers.Building Customer RelationshipsThe overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfactionCustomer Relationship Management (CRM)Building Customer Relatio

12、nshipsRelationship Building Blocks: Customer Value and SatisfactionBuilding Customer RelationshipsCustomer Relationship Levels and ToolsBuilding Customer RelationshipsRelating with more carefully selected customers uses selective relationship management to target fewer, more profitable customersRela

13、ting more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networksThe Changing Nature of Customer RelationshipsBuilding Customer RelationshipsCustomer-managed relationships客户管理关系Marketing relationships in whichcu

14、stomers, empowered by todays newdigital technologies, interact withcompanies and with each other to shapetheir relationships with brands.The Changing Nature of Customer RelationshipsBuilding Customer RelationshipsPartner relationship management involves working closely with partners in other company

15、 departments and outside the company to jointly bring greater value to customersBuilding Customer RelationshipsPartners inside the company is every function area interacting with customersElectronicallyCross-functional teamsPartners outside the company is how marketers connect with their suppliers,

16、channel partners, and competitors by developing partnershipsPartner Relationship ManagementBuilding Customer RelationshipsSupply chain is a channel that stretches from raw materials to components to final products to final buyersSupply chain managementPartner Relationship ManagementCapturing Value f

17、rom CustomersCustomer lifetime value is the value of the entire stream of purchases that the customer wouldmake over a lifetime of patronageCreating Customer Loyalty and RetentionCapturing Value from CustomersShare of customer is the portion of the customers purchasing that a company gets in its pro

18、duct categoriesGrowing Share of CustomerCapturing Value from CustomersCustomer equity is the total combined customer lifetime values of all of the companys customersCapturing Value from CustomersRight relationships with the right customers involves treating customers as assets that need to be manage

19、d and maximizedDifferent types of customers require different relationship management strategiesBuilding Customer EquityThe Changing Marketing LandscapeUncertain Economic EnvironmentNew consumer frugality节俭Marketers focus on value for the customerThe Changing Marketing LandscapeUncertain Economic En

20、vironmentNew consumer frugality Marketers focus on value for the customerThe Changing Marketing LandscapeDigital AgePeople are connected continuously to people and information worldwideMarketers have great new tools to communicate with customersInternet + mobile communication devices creates environ

21、ment for online marketingThe Changing Marketing LandscapeRapid GlobalizationSustainable MarketingNot-for-Profit MarketingSo, What Is Marketing? Pulling It All TogetherCh1 ReviewQuestions and answersWhich step of the marketing process lets the company reap获得the rewards of its strong customer relation

22、ships ?Building customer relationships.Understanding the marketplace and customer needs.Capturing value from customers.Designing a customer-driven marketing strategy.Which step of the marketing process lets the company reap the rewards of its strong customer relationships ?Building customer relation

23、ships.Understanding the marketplace and customer needs.Capturing value from customers.Designing a customer-driven marketing strategy._ concept holds that consumers will favor products that are available and highly affordable.ProductSellingMarketingProduction_ concept holds that consumers will favor

24、products that are available and highly affordable.ProductSellingMarketingProductionWhen backed by buying power, wants become _.benefitsofferingsneedsdemandsWhen backed by buying power, wants become _.benefitsofferingsneedsdemandsWhich of the following is a result of the recent Great Recession?Reduce

25、d regulatory interventionMove toward frugalityIncreased spending on technologyGrowth of societal marketingWhich of the following is a result of the recent Great Recession?Reduced regulatory interventionMove toward frugalityIncreased spending on technologyGrowth of societal marketingWhich group of cu

26、stomers are referred to as “barnacles难以摆脱的人”Those who are highly loyal but not very profitable.Those who are both profitable and loyal.Those who are potentially profitable but not loyal.Those who show low potential profitability and little projected loyalty.Which group of customers are referred to a

27、s “barnacles”?Those who are highly loyal but not very profitable.Those who are both profitable and loyal.Those who are potentially profitable but not loyal.Those who show low potential profitability and little projected loyalty.What is customer equity?The total combined customer lifetime values of a

28、ll of the companys current and potential customers.The present value of the future cash flows attributed to the customer relationship.The difference between what a customer gets from a product, and what he or she has to give in order to get it.Customers perceived opinion of a products value to him o

29、r her. What is customer equity?The total combined customer lifetime values of all of the companys current and potential customers.The present value of the future cash flows attributed to the customer relationship.The difference between what a customer gets from a product, and what he or she has to g

30、ive in order to get it.Customers perceived opinion of a products value to him or her. Which of the following depends on the products perceived performance relative to a buyers expectations?Customer-generated marketingCustomer-managed relationshipsCustomer-perceived valueCustomer satisfactionWhich of

31、 the following depends on the products perceived performance relative to a buyers expectations?Customer-generated marketingCustomer-managed relationshipsCustomer-perceived valueCustomer satisfactionWhich is the first step in the marketing process?Designing a customer-driven marketing strategy.Prepar

32、ing an integrated marketing plan and program.Understanding the marketplace and customer needs.Building customer relationships.Which is the first step in the marketing process?Designing a customer-driven marketing strategy.Preparing an integrated marketing plan and program.Understanding the marketpla

33、ce and customer needs.Building customer relationships.The _ concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare. responsibility marketingsocietal marketingsellingproductThe _ concept questions whether the pu

34、re marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare. responsibility marketingsocietal marketingsellingproductWith mature consumerism and environmentalism movements, marketers are called to develop _.consumer-generated marketingsustainable

35、marketing practicescustomer-managed relationshipsselling oriented practicesWith mature consumerism and environmentalism movements, marketers are called to develop _.consumer-generated marketingsustainable marketing practicescustomer-managed relationshipsselling oriented practicesADDITIONAL PROJECTS,

36、 ASSIGNMENTSProjectsWhy is it important to truly understand the customer? Make a list of 10 “wants” that you have. What would have to occur to move each of these from “wants” to “needs”? (Objective 2)Review the five alternative concepts under which organizations design and carry out their marketing

37、strategies. Now, take a look at one of the automobile dealerships in your town. Which one of these five concepts do you believe they are typically employing? Why? (Objective 3)Think of a product or retailer to which you are loyal. What has caused this loyalty? What could a competing product/retailer

38、 do to break this loyalty? (Objective 4)Small Group AssignmentsForm students into groups of three to five. Each group should read the opening vignette to the chapter on Z. Each group should answer the following questions. (Objective 2)In your opinion, is it wise to spend little on media advertising,

39、 and rely instead mostly on word of mouth? Explain. Do you believe that customers really want long-term relationships with a company, rather than a short-term shoe bargains? Why or why not? Each group should then share its findings with the class.Individual AssignmentsCompanies are realizing that lo

40、sing a customer means more than losing a single sale. It means losing a stream of revenue from that customer over their lifetime. Reread the story of Stew Leonard (under Capturing Value from Customers, p. 20). (Objective 4)Is it possible to take his idea of “the customer is always right” too far so

41、that it becomes a negative on the company? Why or why not?Think-Pair-ShareConsider the following questions, formulate and answer, pair with the student on your right, share your thoughts with one another, and respond to questions from the instructor.How is marketing different from selling? (Objectiv

42、e 1)Do marketers create needs? (Objective 2)What is Lexus value proposition? (Objective 2)What are two companies with which you have an emotional bond? Describe that bond. (Objective 4)Chapter 2Company and Marketing StrategyPartnering to Build Customer RelationshipsCompany and Marketing StrategyComp

43、anywide Strategic Planning: Defining Marketings RoleDesigning the Business PortfolioPlanning Marketing: Partnering to Build Customer RelationshipsMarketing Strategy and the Marketing MixManaging the Marketing EffortMeasuring and Managing Return on Marketing InvestmentTopic OutlineCompanywide Strateg

44、ic PlanningStrategic planning is the process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunitiesStrategic PlanningCompanywide Strategic PlanningSteps in Strategic PlanningCompanywide Strategic PlanningThe mission sta

45、tement is the organizations purpose, what it wants to accomplish in the larger environmentMarket-oriented mission statement defines the business in terms of satisfying basic customer needsDefining a Market-Oriented MissionCompanywide Strategic PlanningSetting Company Objectives and GoalsCompanywide

46、Strategic PlanningThe business portfolio is the collection of businesses and products that make up the companyPortfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the companyDesigning the Business PortfolioCompanywide Stra

47、tegic PlanningStrategic business units can beCompany divisionProduct line within a divisionSingle product or brandAnalyzing the Current Business PortfolioCompanywide Strategic PlanningAnalyzing the Current Business PortfolioCompanywide Strategic Planning:Companywide Strategic PlanningDifficulty in d

48、efining SBUs and measuring market share and growthTime consumingExpensiveFocus on current businesses, not future planningProblems with Matrix ApproachesCompanywide Strategic PlanningProduct/market expansion grid is a tool for identifying company growth opportunities through market penetration, marke

49、t development, product development, or diversificationDeveloping Strategies for Growth and DownsizingCompanywide Strategic PlanningDeveloping Strategies for Growth and Downsizing Product/Market Expansion Grid StrategiesCompanywide Strategic PlanningMarket penetration is a growth strategy increasing

50、sales to current market segments without changing the productMarket development is a growth strategy that identifies and develops new market segments for current productsDeveloping Strategies for Growth and DownsizingCompanywide Strategic PlanningProduct development is a growth strategy that offers

51、new or modified products to existing market segmentsDiversification is a growth strategy through starting up or acquiring businesses outside the companys current products and marketsDeveloping Strategies for Growth and DownsizingCompanywide Strategic PlanningDownsizing is the reduction of the busine

52、ss portfolio by eliminating products or business units that are not profitable or that no longer fit the companys overall strategyDeveloping Strategies for Growth and DownsizingPlanning MarketingPartnering to Build Customer RelationshipsValue chain is a series of departments that carry out value-cre

53、ating activities to design, produce, market, deliver, and support a firms productsPlanning MarketingPartnering to Build Customer RelationshipsValue delivery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the

54、entire systemMarketing Strategy and the Marketing MixMarketing Strategy and the Marketing MixMarket segmentation is the division of a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require separate products or marketing mixesMarket segment

55、is a group of consumers who respond in a similar way to a given set of marketing effortsCustomer-Driven Marketing StrategyMarketing Strategy and the Marketing MixMarket targeting is the process of evaluating each market segments attractiveness and selecting one or more segments to enterCustomer-Cent

56、ered Marketing StrategyMarketing Strategy and the Marketing MixCustomer-Centered Marketing StrategyMarket positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumerMarketing Strategy and the Market

57、ing MixMarketing mix is the set of controllable tactical marketing toolsproduct, price, place, and promotionthat the firm blends to produce the response it wants in the target marketDeveloping an Integrated Marketing MixMarketing Strategy and the Marketing MixDeveloping an Integrated Marketing MixMa

58、naging the Marketing EffortManaging the Marketing EffortMarketing Analysis SWOT AnalysisManaging the Marketing EffortMarket PlanningParts of a Marketing PlanManaging the Marketing EffortImplementing is the process that turns marketing plans into marketing actions to accomplish strategic marketing ob

59、jectivesSuccessful implementation depends on how well the company blends its people, organizational structure, decision and reward system, and company culture into a cohesive action plan that supports its strategiesMarketing ImplementationManaging the Marketing EffortMarketing Department Organizatio

60、n Managing the Marketing EffortControlling is the measurement and evaluation of results and the taking of corrective action as needed to ensure the objectives are achieved.Operating controlStrategic controlMarketing ControlMeasuring and Managing Return on Marketing InvestmentReturn on Marketing Inve