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ID:22321023
大小:726.00 KB
页数:101页
时间:2018-10-28
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1、专业技术资料分享•Chapter1Marketing:CreatingandCapturingCustomerValue•CreatingandCapturingCustomerValue•WhatIsMarketing?•UnderstandtheMarketplaceandCustomerNeeds•DesigningaCustomer-DrivenMarketingStrategy•PreparinganIntegratedMarketingPlanandProgram•BuildingCustome
2、rRelationships•CapturingValuefromCustomers•TheChangingMarketingLandscape•TopicOutline•WhatIsMarketing?Marketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturn•WhatIsMarketing?•TheMarke
3、tingProcess•UnderstandingtheMarketplaceandCustomerNeeds•CustomerNeeds,Wants,andDemands•UnderstandingtheMarketplaceandCustomerNeeds•Marketofferingsaresomecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwant•Marketingm
4、yopiaisfocusingonlyonexistingwantsandlosingsightofunderlyingconsumerneeds•UnderstandingtheMarketplaceandCustomerNeeds•CustomerValueandSatisfaction•Expectations•UnderstandingtheMarketplaceandCustomerNeedsExchangeistheactofobtainingadesiredobjectfromsomeoneb
5、yofferingsomethinginreturn•UnderstandingtheMarketplaceandCustomerNeedsMarketsarethesetofactualandpotentialbuyersofaproduct•DesigningaCustomer-DrivenMarketingStrategyMarketingmanagementistheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationsh
6、ipswiththem–Whatcustomerswillweserve?–Howcanwebestservethesecustomers?–DesigningaCustomer-DrivenMarketingStrategyMarketsegmentationreferstodividingthemarketsintosegmentsofcustomersWORD文档下载可编辑专业技术资料分享Targetmarketingreferstowhichsegmentstogoafter•SelectingCu
7、stomerstoServe•DesigningaCustomer-DrivenMarketingStrategy•ChoosingaValueProposition•DesigningaCustomer-DrivenMarketingStrategy•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategyProductionconceptistheideathatconsumerswillfavorproduct
8、sthatareavailableorhighlyaffordable•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategyProductconceptistheideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeatur
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