際際滷

際際滷Share a Scribd company logo

March 20 present 1

Download as PPT, PDF
Randy Hawthorne
Randy Hawthorne

Marketing involves managing profitable customer relationships by satisfying customer needs and wants through an exchange of value. It is a social and managerial process that creates, communicates, delivers and exchanges products and services that hold value for customers. The goal is to attract new customers, retain existing customers, and grow relationships over time through superior customer value and satisfaction.

1 of 27
Marketing: Managing Profitable Customer Relationships
Marketing is THE key business function. Marketing is so basic that it cannot be considered a separate business function. It is the whole business seen from the point of view of its final result the customers point of view _- Peter Drucker
What is Marketing? Marketing is managing profitable customer relationships Attracting new customers Retaining and growing current customers Marketing is NOT synonymous with sales or advertising
What is Marketing? Kotlers social definition: Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Goods Services Experiences Events Persons Places Properties Organizations Information Ideas What is Marketing? Many Things Can Be Marketed!
Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Core Marketing Concepts What is Marketing?
Marketing Satisfies Needs Marketing Concept Identify needs and provide products, service, ideas, etc that satisfy those needs.
Marketing Satisfies Needs Need is the difference between a consumers actual state and some ideal or desired state Physical, Social, Pyschological
Needs vs Wants A need is a desire for a particular product used to satisfy that need Wants are culturally based Wants + Buying Power =Demand
Marketing is an Exchange of Value Exchange is the heart of every marketing activity What is value?
Market Market is all available buyers who share common needs satisfied by specific products Sellers Industry Size Marketplace where buyers and sellers come together Marketspace
Marketing Management Marketing management is the art and science of choosing target markets and building profitable relationships with them. Creating, delivering and communicating superior customer value is key.
Marketing Management Production concept Product concept Selling concept Marketing concept Societal marketing concept Management Orientations Marketing Management
Figure 1-3: The Selling and Marketing Concepts Contrasted
Figure 1-4: Considerations Underlying the Societal Marketing Concept
What does this ad represent?
CRM CRM Customer relationship management . . . is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
CRM It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. Marketers must be concerned with the lifetime value of the customer.
CRM Attracting, retaining and growing customers Building customer relationships and customer equity Customer value/satisfaction Perceptions are key Meeting/exceeding expectations creates satisfaction Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting consumers should be the goal Growing share of customer Cross-selling Key Concepts
CRM Customer equity The total combined customer lifetime values of all customers. Measures a firms performance, but in a manner that looks to the future. Key Concepts Attracting, retaining and growing customers Building customer relationships and customer equity
CRM Customer relationship levels and tools Target market typically dictates type of relationship Basic relationships Full relationships Customer loyalty and retention programs Adding financial benefits Adding social benefits Adding structural ties Attracting, retaining and growing customers Building customer relationships and customer equity Key Concepts
Marketing Challenges Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. Major marketing developments can be grouped under the theme of Connecting .
Marketing Challenges Via technology With customers With marketing partners With the world Advances in computers, telecommunications, video-conferencing, etc. are major forces. Databases allow for customization of products, messages and analysis of needs. The Internet Facilitates anytime, anywhere connections Facilitates CRM Creates marketspaces Connecting
Marketing Challenges Selective relationship management is key. Customer profitability analysis separates winners from losers. Growing share of customer Cross-selling and up-selling are helpful. Direct sales to buyers are growing. Via technology With customers With marketing partners With the world Connecting
Marketing Challenges Partner relationship management involves: Connecting inside the company Connecting with outside partners Supply chain management Strategic alliances Via technology With customers With marketing partners With the world Connecting
Marketing Challenges Globalization Competition New opportunities Greater concern for environmental and social responsibility Increased marketing by nonprofit and public-sector entities Social marketing campaigns Via technology With customers With marketing partners With the world Connecting
油

More Related Content

March 20 present 1

  • 1. Marketing: Managing Profitable Customer Relationships
  • 2. Marketing is THE key business function. Marketing is so basic that it cannot be considered a separate business function. It is the whole business seen from the point of view of its final result the customers point of view _- Peter Drucker
  • 3. What is Marketing? Marketing is managing profitable customer relationships Attracting new customers Retaining and growing current customers Marketing is NOT synonymous with sales or advertising
  • 4. What is Marketing? Kotlers social definition: Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
  • 5. Goods Services Experiences Events Persons Places Properties Organizations Information Ideas What is Marketing? Many Things Can Be Marketed!
  • 6. Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Core Marketing Concepts What is Marketing?
  • 7. Marketing Satisfies Needs Marketing Concept Identify needs and provide products, service, ideas, etc that satisfy those needs.
  • 8. Marketing Satisfies Needs Need is the difference between a consumers actual state and some ideal or desired state Physical, Social, Pyschological
  • 9. Needs vs Wants A need is a desire for a particular product used to satisfy that need Wants are culturally based Wants + Buying Power =Demand
  • 10. Marketing is an Exchange of Value Exchange is the heart of every marketing activity What is value?
  • 11. Market Market is all available buyers who share common needs satisfied by specific products Sellers Industry Size Marketplace where buyers and sellers come together Marketspace
  • 12. Marketing Management Marketing management is the art and science of choosing target markets and building profitable relationships with them. Creating, delivering and communicating superior customer value is key.
  • 13. Marketing Management Production concept Product concept Selling concept Marketing concept Societal marketing concept Management Orientations Marketing Management
  • 14. Figure 1-3: The Selling and Marketing Concepts Contrasted
  • 15. Figure 1-4: Considerations Underlying the Societal Marketing Concept
  • 16. What does this ad represent?
  • 17. CRM CRM Customer relationship management . . . is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
  • 18. CRM It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. Marketers must be concerned with the lifetime value of the customer.
  • 19. CRM Attracting, retaining and growing customers Building customer relationships and customer equity Customer value/satisfaction Perceptions are key Meeting/exceeding expectations creates satisfaction Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting consumers should be the goal Growing share of customer Cross-selling Key Concepts
  • 20. CRM Customer equity The total combined customer lifetime values of all customers. Measures a firms performance, but in a manner that looks to the future. Key Concepts Attracting, retaining and growing customers Building customer relationships and customer equity
  • 21. CRM Customer relationship levels and tools Target market typically dictates type of relationship Basic relationships Full relationships Customer loyalty and retention programs Adding financial benefits Adding social benefits Adding structural ties Attracting, retaining and growing customers Building customer relationships and customer equity Key Concepts
  • 22. Marketing Challenges Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. Major marketing developments can be grouped under the theme of Connecting .
  • 23. Marketing Challenges Via technology With customers With marketing partners With the world Advances in computers, telecommunications, video-conferencing, etc. are major forces. Databases allow for customization of products, messages and analysis of needs. The Internet Facilitates anytime, anywhere connections Facilitates CRM Creates marketspaces Connecting
  • 24. Marketing Challenges Selective relationship management is key. Customer profitability analysis separates winners from losers. Growing share of customer Cross-selling and up-selling are helpful. Direct sales to buyers are growing. Via technology With customers With marketing partners With the world Connecting
  • 25. Marketing Challenges Partner relationship management involves: Connecting inside the company Connecting with outside partners Supply chain management Strategic alliances Via technology With customers With marketing partners With the world Connecting
  • 26. Marketing Challenges Globalization Competition New opportunities Greater concern for environmental and social responsibility Increased marketing by nonprofit and public-sector entities Social marketing campaigns Via technology With customers With marketing partners With the world Connecting
  • 27. 油