【免费课件】市场营销原理,清华大学出版社,英文原版教材 33页PPT文档
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– What customers will we serve?
– How can we best serve these customers?
Topic Outline
• Define marketing and outline the steps in the marketingΒιβλιοθήκη Baiduprocess
• Understanding the Marketplace and Customer Needs
• Designing a Customer-Driven Marketing Strategy • Preparing an Integrated Marketing Plan and
• Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 6
Understanding the Marketplace and Customer Needs
Customer Value and Satisfaction Expectations
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 8
Understanding the Marketplace and Customer Needs
Markets are the set of actual and potential buyers of a product or service
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 9
Designing a Customer-Driven Marketing Strategy
Marketing management is the art and science of choosing target markets and building profitable relationships with them
Chapter One
Creating and Capturing Customer Value
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 1
Creating and Capturing Customer Value
Chapter 1- slide 2
What Is Marketing?
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Chapter 1- slide 7
Understanding the Marketplace and Customer Needs
Exchange is the act of obtaining a
desired object from someone by offering something in return
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 4
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 5
Understanding the Marketplace and Customer Needs
• Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want
Program • Building Customer Relationships • Capturing Value from Customers • The Changing Marketing Landscape
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 3
Understanding the Marketplace and Customer Needs
Core Concepts
• Customer needs, wants, and demands • Market offerings • Customer Value and satisfaction • Exchanges and relationships • Markets
– How can we best serve these customers?
Topic Outline
• Define marketing and outline the steps in the marketingΒιβλιοθήκη Baiduprocess
• Understanding the Marketplace and Customer Needs
• Designing a Customer-Driven Marketing Strategy • Preparing an Integrated Marketing Plan and
• Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 6
Understanding the Marketplace and Customer Needs
Customer Value and Satisfaction Expectations
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 8
Understanding the Marketplace and Customer Needs
Markets are the set of actual and potential buyers of a product or service
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 9
Designing a Customer-Driven Marketing Strategy
Marketing management is the art and science of choosing target markets and building profitable relationships with them
Chapter One
Creating and Capturing Customer Value
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 1
Creating and Capturing Customer Value
Chapter 1- slide 2
What Is Marketing?
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Chapter 1- slide 7
Understanding the Marketplace and Customer Needs
Exchange is the act of obtaining a
desired object from someone by offering something in return
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 4
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 5
Understanding the Marketplace and Customer Needs
• Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want
Program • Building Customer Relationships • Capturing Value from Customers • The Changing Marketing Landscape
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 3
Understanding the Marketplace and Customer Needs
Core Concepts
• Customer needs, wants, and demands • Market offerings • Customer Value and satisfaction • Exchanges and relationships • Markets