《精选》商务英语unit4-Marketing.ppt

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Development of Marketing Philosophy
modern
Societal Marketing Concept
Marketing Concept
Production Product Selling Concept Concept Concept
traditional
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CRM – Customer relationship management …... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
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Marketing has long been considered one of the basic functions of business organizations. More recently, it has been argued that it is the central function, to which the other departments must all be subservient.
• Focuses on needs/ wants of target markets and delivering satisfaction better than competitors
• Focuses on needs/ wants of target markets and delivering superior vawk.baidu.comue
• Improve production and distribution
• Consumers favor products that offer the most quality, performance and innovative features
• Consumers will buy products only if the company promotes/ sells these product
Growing share of customer
• Cross-selling • Up-selling
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Cross-selling
is the act of selling related products at the time and point of sale. examples: You buy trousers, the salesperson offers you the shirt, tie, cufflinks, shoes. You buy a computer, the sales person offers you a printer, scanner, software. When done well cross-selling will dramatically improve your sales, profits and customer satisfaction. Done poorly it will drive customers away. It is NOT pressure selling.
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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.
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Kotler’s 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.”
• Society’s well-being
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Customer Lifetime Value:
The value of entire stream of purchases that a customer would make over a lifetime of patronage.
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Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Attracting, retaining and growing customers Building customer relationships and customer equity
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Share of customer
The portion of the customer’s purchasing that a company gets in its product categories.
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Production Concept
Product Concept Selling Concept
Marketing Concept Societal Marketing
Concept
• Consumers favor products that are available and highly affordable
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Customer equity:
The total combined customer lifetime values of all customers.
Measures a firm’s performance, but in a manner that looks to the future.