市場(chǎng)營(yíng)銷原理-亞洲版復(fù)習(xí)整理

1、Chapter1Marketing:ManagingProfitableCustomerRelationshipsMarketing:goalofmarketing:attractnewcustomersbypromisingsuperivaluekeepgrowcurrentcustomersbydeliveringsatisfactiondefinition(itinvolvessatisfyingcustomerneeds)pro

2、cess:1.UnderstingthemarketplacecustomerneedsNeeds:physicalneeds(foodclothingwarmthsafety)socialneeds(belongingaffection)individualneeds(knowledgeselfexpression)Wants:wantsareshapedbyone’ssocietyaredescribedintermsofobjec

3、tsthatwillsatisfyneeds.(Food—BigMacrice)Dems:giventheirwantsresourcespeopledemproductswithbenefitsthatadduptothemostvaluesatisfaction需要（已有）→欲望→需求（創(chuàng)造）Marketofferings:營(yíng)銷對(duì)象physicalproductsservicesactivitiesbenefitsofferedfs

4、ale(notresultinownership)entities(personsplacesganizationsinfmationideas)marketingmyopia:營(yíng)銷近視thecustomerwillhavethesameneedbutwantthenewproductsolution:lookbeyondtheattributesexistingcustomerwantsproductbenefitsexperienc

5、escustomer’sneedsoffersupericustomervalue(createbrexperiences)e.g.DisneyWldF1raceCustomervaluesatisfaction:customersfmexpectationsaboutthevaluesatisfactionthatvariousmarketofferingswilldeliverbuyaccdingly價(jià)值=總收益總成本markete

6、rs:settherightlevelofexpectationsExchanges交換（包含donation）bringaboutaresponse(votesmembershipaudienceacceptance)Relationship交易關(guān)系goal:retaincustomersgrowtheirbusinessMarkets:marketingmeansmanagingmarketstobringaboutprofitab

7、lecustomerrelationshipsMarketingsystem:act:supplierscompanycompetitsintermediariesfinalusersaffectedbymajenvironmentalfces:demographiceconomicphysicaltechnologicalpoliticallegalsocialculturaleachpartyaddsvaluefthenextlev

8、el.successdependsontheentiresystem.2.DesigningacustomerdrivenmarketingstrategyMarketingmanagement:營(yíng)銷管理DonotjudgeproductvaluecostaccuratelyCustomersatisfaction:higherlevelsatisfactionleadtogreaterloyaltythusbettercompanyp

9、erfmancePromiseonlywhattheycandeliverdelivermethanpromise(Samsungfocusonthedelightfactdesignstyleimagebrexperiencebrpersonalityoverallcompanyculture)DonotattempttomaximizecustomersatisfactionGeneratecustomervalueprofitab

10、lyCustomerrelationshiplevels:basicrelationship(lowmargincustomers)fullrelationship(highmargincustomers)Customerrelationshiptools:frequencymarketingprograms(rewardcustomerswhobuyfrequentlyinlargeamounts)clubmarketingprogr

11、ams(offermembersspecialbenefitscreatemembercommunities)structuraltiesfinancialsocialbenefitsChangingnatureofcustomerrelationships:mecarefullyedcustomers:iverelationshipmanagementcustomerprofitabilityanalysisrelatingfthel

12、ongterm:retaincurrentcustomersrealities:changingdemographicsmesophisticatedcompetitsovercapacitymeanfewercustomershighercosttoattractnewonesrelatingdirectly:virtuallybuyingtelephonemailonline.Partnerrelationshipmanagemen

13、t:合作伙伴關(guān)系管理Insidethecompany:linkalldepartmentstocreatecustomervalueeveryfunctionalareaelectronicallyfmcrossfunctionalcustomerteamsoutsidethefirm:supplierschannelpartnerscompetitsmarketingchannels:distributsretailerstobuye

14、rssupplychain:rawmaterialtofinalproducttobuyerssupplychainmanagementstrategicalliance(e.g.McDonald&Sinopec)5.CapturingvaluefromcustomersCreatingcustomerloyaltyretention:AimofCRMistocreatenotjustcustomersatisfactionbutcus

15、tomerdelightCustomerlifetimevalue:顧客生命價(jià)值A(chǔ)imhighinbuildingcustomerrelationships(longterm)Growingshareofcustomer:Shareofcustomer:顧客份額Offergreatervarietytrainemployeestocrosssellupsell(e.g.Amanzonsellotherproductsrecommendr