市场营销学英文版版教学课件第1章

1、Marketing: An IntroductionThirteenth EditionChapter 1Marketing: Creating Customer Value and EngagementMarketing: An IntroductionThirLearning Objectives (1 of 4)1-1. Define marketing and outline the steps in the marketing process.1-2. Explain the importance of understanding the marketplace and custom

2、ers and identify the five core marketplace concepts.1-3. Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Learning Objectives (1 of 4)1-Learning Objectives (2 of 4)1-4. Discuss customer relationshi

3、p management and identify strategies for creating value for customers and capturing value from customers in return.1-5. Describe the major trends and forces that are changing the marketing landscape in this age of relationships.Learning Objectives (2 of 4)1-First Stop: NikeThe Nike swooshits everywh

4、ere. Nike has mastered social networking, both online and off, creating deep engagement and community, with and among customers.First Stop: NikeThe Nike swoosLearning Objective 1-1Define marketing and outline the steps in the marketing process.Learning Objective 1-1Define mWhat Is Marketing?Marketin

5、g is engaging customers and managing profitable customer relationships.Goals of MarketingAttract new customers by promising superior valueKeep and grow current customers by delivering satisfactionWhat Is Marketing?Marketing isForms of MarketingTraditionalMaking a saleAbundance of products in the nea

6、rby shopping centersTelevision, magazine, and direct-mail adsContemporarySatisfying customer needsImaginative Web sites and mobile phone apps, blogs, online videos, and social mediaReach customers directly, personally, and interactivelyForms of MarketingTraditionalFigure 1.1 - The Marketing Process:

7、 Creating and Capturing Customer ValueFigure 1.1 - The Marketing ProLearning Objective 1-1 SummaryMarketing creates value for customersunderstand marketplace and customersdesign a customer value-driven marketing strategyconstruct a marketing programengage customers, build relationshipsCaptures value

8、 from customersLearning Objective 1-1 SummaryLearning Objective 1-2Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Learning Objective 1-2Explain Understanding the Marketplace and Customer NeedsFive core customer and marketplace co

9、ncepts:Needs, wants, and demandsMarket offerings Value and satisfactionExchanges and relationshipsMarketsUnderstanding the Marketplace Customer Needs, Wants, and Demands (1 of 2)NeedsStates of felt deprivationPhysical needs - Food, clothing, warmth, and safetySocial needs - Belonging and affectionIn

10、dividual needs - Knowledge and self-expressionWantsForm taken by human needs when shaped by culture and individual personalityDemandsHuman wants that are backed by buying powerCustomer Needs, Wants, and DemCustomer Needs, Wants, and Demands (2 of 2)Staying close to customers: Targets energetic new C

11、EOCustomer Needs, Wants, and DemMarket OfferingsProducts, services, information or experiencesOffered to satisfy a need or wantMarketing myopia - paying more attention to the specific products than to the benefits and experiences producedMarket OfferingsProducts, servCustomer Value and SatisfactionC

12、ustomers form expectations about the value and satisfaction of market offerings.Satisfied customers buy againDissatisfied customers switch to competitorsSetting the right level of expectationsLow expectations may fail to attract buyersHigh expectations may disappoint buyersCustomer Value and Satisfa

13、ctioExchanges and RelationshipsExchange is the act of obtaining a desired object by offering something in return.Marketing consists of creating, maintaining, and growing desirable exchange relationships.Strong relationships are built by consistently delivering superior customer value.Exchanges and R

14、elationshipsExcMarketsAll actual and potential buyers of a productSellers and Consumers marketCustomer-managed relationshipsMarketsAll actual and potentiaFigure 1.2 - A Modern Marketing SystemFigure 1.2 - A Modern MarketinLearning Objective 1-2 SummaryCustomers needs, wants, and demandsCustomer life

15、time value and share of customerLong-term customer equityOther marketplace conceptsmarket offeringsvalue and satisfactionexchange and relationshipsmarketsValue propositionLearning Objective 1-2 SummaryLearning Objective 1-3Identify the key elements of a customer value-driven marketing strategy and d

16、iscuss the marketing management orientations that guide marketing strategy.Learning Objective 1-3IdentifyDesigning a Customer Value-Driven Marketing Strategy (1 of 4)Marketing management: Choosing target markets and building profitable relationshipsDesigning a winning marketing strategyTarget market

17、?Value proposition?Designing a Customer Value-DriDesigning a Customer Value-Driven Marketing Strategy (2 of 4)Market segmentation refers to dividing the markets into segments of customers.Target marketing refers to which segments to go after.Designing a Customer Value-DriDesigning a Customer Value-D

18、riven Marketing Strategy (3 of 4)Choosing a value proposition - the company must decide how it will differentiate and position itself in the marketplace.Designing a Customer Value-DriDesigning a Customer Value-Driven Marketing Strategy (4 of 4)Marketing management orientationsProduction conceptProdu

19、ct conceptSelling conceptMarketing conceptSocietal marketing conceptDesigning a Customer Value-DriFigure 1.3 - The Selling and Marketing Concepts ContrastedFigure 1.3 - The Selling and MFigure 1.4 - Three Considerations Underlying the Societal Marketing ConceptFigure 1.4 - Three ConsideratiMarketing

20、 MixFour Ps of MarketingProductPricePlacePromotionMarketing mix tools should be blended into a comprehensive integrated marketing program.Marketing MixFour Ps of MarketLearning Objective 1-3 SummaryMarket segmentationTarget marketingDifferentiation and positioningProduction and product conceptsSelli

21、ng and marketing conceptsSocietal marketing conceptLearning Objective 1-3 SummaryLearning Objective 1-4Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.Learning Objective 1-4Discuss Customer Relationship Ma

22、nagementDelivering superior customer value and satisfaction to build and maintain profitable customer relationshipsCustomer-perceived value: Customers evaluation of a marketing offer relative to those of competing offersCustomer satisfaction: Extent to which a products perceived performance matches

23、a buyers expectationsCustomer Relationship ManagemeCustomer Relationship Levels and Tools (1 of 2)LevelsBasic relationships Low-margin customersFull partnershipsHigh-margin customersToolsFrequency marketing programsLoyalty rewards programsClub marketing programsCustomer Relationship Levels aCustomer

24、 Relationship Levels and Tools (2 of 2)Walgreens: Relationship Marketing ToolsCustomer Relationship Levels aCustomer-Engagement MarketingCustomer-engagement marketing makes the brand a meaningful part of consumers conversations and lives.Greater consumer empowerment means that companies must practic

25、e marketing by attraction.Marketers must find ways to enter consumers conversations with engaging and relevant brand messages.Customer-Engagement MarketingCConsumer-Generated MarketingBrand exchanges created by consumersConsumers play an increasing role in shaping their own brand experiences and tho

26、se of other consumers.Uninvited and InvitedConsumer-to-consumer exchangesConsumers invited by companiesNew product and service ideasActive role in shaping adsConsumer-Generated MarketingBrPartner Relationship ManagementWorking closely with partners both inside and outside the company to jointly brin

27、g more value to customersPartners inside the firmcross-functional teamsPartners outside the firmsuppliers, channel partnersPartner Relationship ManagemenCreating Customer Loyalty and RetentionKeeping customers loyal makes good economic sense.Customer lifetime value is the value of the entire stream

28、of purchases a customer makes over a lifetime of patronage.Customer defections can be costlyCan lose that customers lifetime valueMay cause other customers to defectCreating Customer Loyalty and Share of CustomerPortion of the customers purchasing in their product categoriesShare of Customer is incr

29、eased by:Good customer relationship managementOffering greater variety to current customersCreating programs to cross-sell and up-sell to existing customersShare of CustomerPortion of thCustomer Equity (1 of 2)Total combined customer lifetime values of all of the companys customersMeasures the futur

30、e value of the companys customer baseIncreases when the loyalty of the firms profitable customers increasesBetter measure of a firms performance than current sales or market shareCustomer Equity (1 of 2)Total Customer Equity (2 of 2)Cadillac: Managing Customer EquityCustomer Equity (2 of 2)CadillFig

31、ure 1.5 - Customer Relationship GroupsFigure 1.5 - Customer RelationLearning Objective 1-4 SummaryCustomer relationship managementCustomer-engagement marketingCustomer equityCustomer value and satisfactionCreating value for customers and capturing value from customers in return.Learning Objective 1-

32、4 SummaryLearning Objective 1-5Describe the major trends and forces that are changing the marketing landscape in this age of relationships.Learning Objective 1-5DescribeThe Changing Marketing LandscapeDigital AgeChanging Economic EnvironmentGrowth of Not-for-Profit MarketingRapid GlobalizationSustai

33、nable MarketingThe Changing Marketing LandscaThe Digital Age: Online, Mobile, and Social Media MarketingDigital and social media marketing: Engaging consumers via their digital devices using digital marketing tools Mobile marketing: Using mobile channels to stimulate immediate buying, make shopping

34、easier, and enrich the brand experienceBlending the new digital approaches with traditional marketing creates a smoothly integrated marketing strategy and mix.The Digital Age: Online, MobilChanging Economic EnvironmentThe Great Recession undermined consumer confidence.Post-recession eraConsumers hav

35、e become more frugal.New consumer spending values emphasize simpler living.Marketers are focusing on value, practicality and durability in their product offerings.Changing Economic EnvironmentTGrowth of Not-for-Profit MarketingSound marketing can help not-for-profits attract membership, funds, and support.Growth of Not-for-Profit MarkeRapid Globalization and Sustainable MarketingManagers around the world are taking both local and global