欢迎来到天天文库
浏览记录
ID:23420469
大小:725.50 KB
页数:101页
时间:2018-11-07
《市场营销原理ppt的word形式》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、.•Chapter1Marketing:CreatingandCapturingCustomerValue•CreatingandCapturingCustomerValue•WhatIsMarketing?•UnderstandtheMarketplaceandCustomerNeeds•DesigningaCustomer-DrivenMarketingStrategy•PreparinganIntegratedMarketingPlanandProgram•BuildingCustomerRelationships•Capturin
2、gValuefromCustomers•TheChangingMarketingLandscape•TopicOutline•WhatIsMarketing?Marketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturn•WhatIsMarketing?•TheMarketingProcess•UnderstandingtheMarketplace
3、andCustomerNeeds•CustomerNeeds,Wants,andDemands•UnderstandingtheMarketplaceandCustomerNeeds•Marketofferingsaresomecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwant•Marketingmyopiaisfocusingonlyonexistingwantsandlosingsightofunder
4、lyingconsumerneeds•UnderstandingtheMarketplaceandCustomerNeeds•CustomerValueandSatisfaction•Expectations•UnderstandingtheMarketplaceandCustomerNeedsExchangeistheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn•UnderstandingtheMarketplaceandCustomerNeedsM
5、arketsarethesetofactualandpotentialbuyersofaproduct•DesigningaCustomer-DrivenMarketingStrategyMarketingmanagementistheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem–Whatcustomerswillweserve?–Howcanwebestservethesecustomers?–DesigningaCustom
6、er-DrivenMarketingStrategyMarketsegmentationreferstodividingthemarketsintosegmentsofcustomers...Targetmarketingreferstowhichsegmentstogoafter•SelectingCustomerstoServe•DesigningaCustomer-DrivenMarketingStrategy•ChoosingaValueProposition•DesigningaCustomer-DrivenMarketingS
7、trategy•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategyProductionconceptistheideathatconsumerswillfavorproductsthatareavailableorhighlyaffordable•MarketingManagementOrientations•DesigningaCustomer-DrivenMarketingStrategyProductconceptistheideath
8、atconsumerswillfavorproductsthatofferthemostquality,performance,andfeatures.Organizationshouldth
此文档下载收益归作者所有