Marketing： Managing Profitable Customer Relationships

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1、Marketing：ManagingProfitableCustomerRelationshipsMarketing:ManagingProfitableCustomerRelationshipsChapter1ObjectivesBeabletodefinemarketinganddiscussitscoreconcepts.Beabletodefinemarketingmanagementandcomparethefivemarketingmanagementorientations.ObjectivesUnderstandcustomer

2、relationshipmanagementandstrategies.Realizethemajorchallengesfacingmarketersinthenew“connected”millennium.CaseStudyStrongsales,noprofitsCustomer-driventoitscoreEachcustomer’sexperienceisuniqueProvidesgreatselection,goodvalue,discoveryandconvenienceAtrueonlinecommunityAmazon4

3、>>Discussion:WillAmazon>Survive?WhatisMarketing?MarketingismanagingprofitablecustomerrelationshipsAttractingnewcustomersRetainingandgrowingcurrentcustomers“Marketing”isNOTsynonymouswith“sales”or“advertising”WhatisMarketing?Kotler’ssocialdefinition:“Marketingisasocialandmanag

4、erialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.”WhatisMarketing?GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeasManyThingsCanBeMarketed!Needs,wants,anddemandsMarketingof

5、fers:includingproducts,servicesandexperiencesValueandsatisfactionExchange,transactionsandrelationshipsMarketsCoreMarketingConceptsWhatisMarketing?MarketingManagementMarketingmanagementis“theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.”Creat

6、ing,deliveringandcommunicatingsuperiorcustomervalueiskey.MarketingManagementCustomerManagement:Marketersselectcustomersthatcanbeservedwellandprofitably.DemandManagement:Marketersmustdealwithdifferentdemandstatesrangingfromnodemandtotoomuchdemand.MarketingManagementProduction

7、conceptProductconceptSellingconceptMarketingconceptSocietalmarketingconceptManagementOrientationsMarketingManagementCRMCRM–Customerrelationshipmanagement...“istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfac

8、tion.”CRMItcosts5to10timesMOREtoattractanewcustomerthanitdoestokeepacurrent