市场营销原理,清华大学出版的社,英文原版教材.ppt

PR|NC|PLES○F arketing Chapter one Creating and Capturing Customer Value  Creating and Capturing Customer Value Topic Outline Define marketing and outline the steps in the marketing process Understanding the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building customer Relationships Capturing Value from Customers The Changing Marketing Landscape Copyright@ 2010 Pearson Education, Inc Chapter 1-slide 2 ublishing as Prentice Ha  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 Copyright@ 2010 Pearson Education, Inc Chapter 1-slide 3 ublishing as Prentice Ha  Understanding the Marketplace and Customer Needs Core Concepts Customer needs. wants. and demands Market offerings Customer value and satisfaction Exchanges and relationships · Markets Copyright@ 2010 Pearson Education, Inc Chapter 1-slide 4 ublishing as Prentice Ha  Understanding the Marketplace and Customer Needs Customer Needs, Wants and Demands States of deprivation Needs Physical-food, clothing, warmth, safety Social-belonging and affection Individual-knowledge and self-expression Wants Form that human needs take as they are shaped by o o) culture and individual personality Demands… Human wants backed by buying power Copyright@ 2010 Pearson Education, Inc Chapter 1-slide 5 ublishing as Prentice Ha  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 Marketing myopia is focusing only on 8 existing wants and losing sight of underlying consumer needs Copyright@ 2010 Pearson Education, Inc Chapter 1-slide 6 ublishing as Prentice Ha  Understanding the Marketplace and Customer Needs Customer Value and satisfaction E