【免費(fèi)課件】市場營銷原理,清華大學(xué)出版社,英文原版教材BUILDINGCUSTOMERRELATIONSHIPSPARTNERRELATIONSHIPMANAGEMENTINVOLVESWORKINGCLOSELYWITHPARTNERSINOTHERCOMPANYDEPARTMENTSANDOUTSIDETHECOMPANYTOJOINTLYBRINGGREATERVALUETOCUSTOMERSBUILDINGCUSTOMERRELATIONSHIPSPARTNERSINSIDETHECOMPANYISEVERYFUNCTIONAREAINTERACTINGWITHCUSTOMERSELECTRONICALLYCROSSFUNCTIONALTEAMSPARTNERSOUTSIDETHECOMPANYISHOWMARKETERSCONNECTWITHTHEIRSUPPLIERS,CHANNELPARTNERS,ANDCOMPETITORSBYDEVELOPINGPARTNERSHIPSPARTNERRELATIONSHIPMANAGEMENTBUILDINGCUSTOMERRELATIONSHIPSSUPPLYCHAINISACHANNELTHATSTRETCHESFROMRAWMATERIALSTOCOMPONENTSTOFINALPRODUCTSTOFINALBUYERSSUPPLYMANAGEMENTSTRATEGICPARTNERSSTRATEGICALLIANCESPARTNERRELATIONSHIPMANAGEMENTCAPTURINGVALUEFROMCUSTOMERSCUSTOMERLIFETIMEVALUEISTHEVALUEOFTHEENTIRESTREAMOFPURCHASESTHATTHECUSTOMERWOULDMAKEOVERALIFETIMEOFPATRONAGECREATINGCUSTOMERLOYALTYANDRETENTIONCAPTURINGVALUEFROMCUSTOMERSSHAREOFCUSTOMERISTHEPORTIONOFTHECUSTOMERSPURCHASINGTHATACOMPANYGETSINITSPRODUCTCATEGORIESGROWINGSHAREOFCUSTOMERCAPTURINGVALUEFROMCUSTOMERSCUSTOMEREQUITYISTHETOTALCOMBINEDCUSTOMERLIFETIMEVALUESOFALLOFTHECOMPANYSCUSTOMERSCAPTURINGVALUEFROMCUSTOMERSBUILDINGTHERIGHTRELATIONSHIPSWITHTHERIGHTCUSTOMERSINVOLVESTREATINGCUSTOMERSASASSETSTHATNEEDTOBEMANAGEDANDIMIZEDDIFFERENTTYPESOFCUSTOMERSREQUIREDIFFERENTRELATIONSHIPMANAGEMENTSTRATEGIESBUILDTHERIGHTRELATIONSHIPWITHTHERIGHTCUSTOMERSBUILDINGCUSTOMEREQUITYTHENEWMARKETINGLANDSCAPEMAJORDEVELOPMENTSALLRIGHTSRESERVEDNOPARTOFTHISPUBLICATIONMAYBEREPRODUCED,STOREDINARETRIEVALSYSTEM,ORTRANSMITTED,INANYFORMORBYANYMEANS,ELECTRONIC,MECHANICAL,PHOTOCOPYING,RECORDING,OROTHERWISE,WITHOUTTHEPRIORWRITTENPERMISSIONOFTHEPUBLISHERPRINTEDINTHEUNITEDSTATESOFAMERICACOPYRIGHT2010PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCHAPTER1SLIDECOPYRIGHT2010PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCHAPTER1SLIDECOPYRIGHT2009PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCHAPTER1SLIDECOPYRIGHT2009PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCOPYRIGHT2009PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCOPYRIGHT2010PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCOPYRIGHT2010PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCOPYRIGHT2010PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCOPYRIGHT2009PEARSONEDUCATION,INCPUBLISHINGASPRENTICEHALLCHAPTERONECREATINGANDCAPTURINGCUSTOMERVALUECREATINGANDCAPTURINGCUSTOMERVALUEDEFINEMARKETINGANDOUTLINETHESTEPSINTHEMARKETINGPROCESSUNDERSTANDINGTHEMARKETPLACEANDCUSTOMERNEEDSDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYPREPARINGANINTEGRATEDMARKETINGPLANANDPROGRAMBUILDINGCUSTOMERRELATIONSHIPSCAPTURINGVALUEFROMCUSTOMERSTHECHANGINGMARKETINGLANDSCAPETOPICOUTLINEWHATISMARKETINGMARKETINGISAPROCESSBYWHICHCOMPANIESCREATEVALUEFORCUSTOMERSANDBUILDSTRONGCUSTOMERRELATIONSHIPSTOCAPTUREVALUEFROMCUSTOMERSINRETURNUNDERSTANDINGTHEMARKETPLACEANDCUSTOMERNEEDSCUSTOMERNEEDS,WANTS,ANDDEMANDSMARKETOFFERINGSCUSTOMERVALUEANDSATISFACTIONEXCHANGESANDRELATIONSHIPSMARKETSCORECONCEPTSUNDERSTANDINGTHEMARKETPLACEANDCUSTOMERNEEDSCUSTOMERNEEDS,WANTS,ANDDEMANDSMARKETOFFERINGSARESOMECOMBINATIONOFPRODUCTS,SERVICES,INFORMATION,OREXPERIENCESOFFEREDTOAMARKETTOSATISFYANEEDORWANTMARKETINGMYOPIAISFOCUSINGONLYONEXISTINGWANTSANDLOSINGSIGHTOFUNDERLYINGCONSUMERNEEDSUNDERSTANDINGTHEMARKETPLACEANDCUSTOMERNEEDSUNDERSTANDINGTHEMARKETPLACEANDCUSTOMERNEEDSCUSTOMERVALUEANDSATISFACTIONEXPECTATIONSEXCHANGEISTHEACTOFOBTAININGADESIREDOBJECTFROMSOMEONEBYOFFERINGSOMETHINGINRETURNUNDERSTANDINGTHEMARKETPLACEANDCUSTOMERNEEDSMARKETSARETHESETOFACTUALANDPOTENTIALBUYERSOFAPRODUCTORSERVICEUNDERSTANDINGTHEMARKETPLACEANDCUSTOMERNEEDSDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETINGMANAGEMENTISTHEARTANDSCIENCEOFCHOOSINGTARGETMARKETSANDBUILDINGPROFITABLERELATIONSHIPSWITHTHEMWHATCUSTOMERSWILLWESERVEHOWCANWEBESTSERVETHESECUSTOMERSDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATIONREFERSTODIVIDINGTHEMARKETSINTOSEGMENTSOFCUSTOMERSTARGETMARKETINGREFERSTOWHICHSEGMENTSTOGOAFTERSELECTINGCUSTOMERSTOSERVEDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYDEMARKETINGISMARKETINGTOREDUCEDEMANDTEMPORARILYORPERMANENTLYTHEAIMISNOTTODESTROYDEMANDBUTTOREDUCEORSHIFTITSELECTINGCUSTOMERSTOSERVEDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYTHEVALUEPROPOSITIONISTHESETOFBENEFITSORVALUESACOMPANYPROMISESTODELIVERTOCUSTOMERSTOSATISFYTHEIRNEEDSCHOOSINGAVALUEPROPOSITIONDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETINGMANAGEMENTORIENTATIONSDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYPRODUCTIONCONCEPTISTHEIDEATHATCONSUMERSWILLFAVORPRODUCTSTHATAREAVAILABLEORHIGHLYAFFORDABLEMARKETINGMANAGEMENTORIENTATIONSDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYPRODUCTCONCEPTISTHEIDEATHATCONSUMERSWILLFAVORPRODUCTSTHATOFFERTHEMOSTQUALITY,PERFORMANCE,ANDFEATURESORGANIZATIONSSHOULDTHEREFOREDEVOTEITSENERGYTOMAKINGCONTINUOUSPRODUCTIMPROVEMENTSMARKETINGMANAGEMENTORIENTATIONSDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYSELLINGCONCEPTISTHEIDEATHATCONSUMERSWILLNOTBUYENOUGHOFTHEFIRMSPRODUCTSUNLESSITUNDERTAKESALARGESCALESELLINGANDPROMOTIONEFFORTMARKETINGMANAGEMENTORIENTATIONSDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETINGCONCEPTISTHEIDEATHATACHIEVINGORGANIZATIONALGOA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