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Презентация на тему Creating and capturing customer value. (Chapter 1)

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Creating and Capturing Customer ValueWhat Is Marketing?Understand the Marketplace and Customer NeedsDesigning a Customer-Driven Marketing StrategyPreparing an Integrated Marketing Plan and ProgramBuilding Customer RelationshipsCapturing Value from CustomersThe Changing Marketing LandscapeTopic Outline
Chapter 1 Marketing: Creating and Capturing Customer Value Creating and Capturing Customer ValueWhat Is Marketing?Understand the Marketplace and Customer NeedsDesigning What Is Marketing?Marketing is a process by which companies create value for What Is Marketing?The Marketing Process Understanding the Marketplace and Customer NeedsCustomer Needs, Wants, and Demands Understanding the Marketplace and Customer NeedsMarket offerings are some combination of products, Understanding the Marketplace and Customer NeedsCustomer Value and SatisfactionExpectations Exchange is the act of obtaining a desired object from someone by Understanding the Marketplace and Customer NeedsMarkets are the set of actual and Designing a Customer-Driven Marketing StrategyMarketing management is the art and science of Designing a Customer-Driven Marketing StrategyMarket segmentation refers to dividing the markets into Designing a Customer-Driven Marketing StrategyChoosing a Value PropositionValue proposition Set of benefits Designing a Customer-Driven Marketing StrategyMarketing Management Orientations Designing a Customer-Driven Marketing StrategyProduction concept is the idea that consumers Designing a Customer-Driven Marketing StrategyProduct concept is the idea that consumers Designing a Customer-Driven Marketing StrategySelling concept is the idea that consumers will Designing a Customer-Driven Marketing StrategyMarketing Management OrientationsMarketing concept is the idea that Designing a Customer-Driven Marketing StrategyMarketing Management OrientationsSocietal marketing concept is the idea Designing a Customer-Driven Marketing Strategy The marketing mix: set of tools (four Ps) the firm uses to Building Customer RelationshipsThe overall process of building and maintaining profitable customer relationships Building Customer RelationshipsRelationship Building Blocks: Customer Value and Satisfaction Building Customer RelationshipsCustomer Relationship Levels and Tools Building Customer RelationshipsRelating with more carefully selected customers uses selective relationship management Building Customer RelationshipsCustomer-managed relationshipsMarketing relationships in whichcustomers, empowered by today’s newdigital technologies, Partner relationship management involves working closely with partners in other company departments Building Customer RelationshipsPartners inside the company is every function area interacting with Building Customer RelationshipsSupply chain is a channel that stretches from raw materials Capturing Value from CustomersCustomer lifetime value is the value of the entire Capturing Value from CustomersShare of customer is the portion of the customer’s Capturing Value from CustomersCustomer equity is the total combined customer lifetime Capturing Value from CustomersRight relationships with the right customers involves treating customers The Changing Marketing LandscapeUncertain Economic EnvironmentNew consumer frugality Marketers focus on value for the customer The Changing Marketing Landscape Digital Age People are connected continuously The Changing Marketing Landscape Rapid GlobalizationSustainable MarketingNot-for-Profit Marketing So, What Is Marketing? Pulling It All Together All rights reserved. No part of this publication may be reproduced, stored
Слайды презентации

Слайд 2 Creating and Capturing Customer Value
What Is Marketing?
Understand the

Creating and Capturing Customer ValueWhat Is Marketing?Understand the Marketplace and Customer

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

Topic Outline

Слайд 3 What Is Marketing?
Marketing is a process by which

What Is Marketing?Marketing is a process by which companies create value

companies create value for customers and build strong customer

relationships to capture value from customers in return



Слайд 4 What Is Marketing?
The Marketing Process

What Is Marketing?The Marketing Process

Слайд 5 Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and

Understanding the Marketplace and Customer NeedsCustomer Needs, Wants, and Demands

Demands

Слайд 6 Understanding the Marketplace and Customer Needs
Market offerings are some

Understanding the Marketplace and Customer NeedsMarket offerings are some combination of

combination of products, services, information, or experiences offered to

a market to satisfy a need or want
Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs

Слайд 7 Understanding the Marketplace and Customer Needs
Customer Value and Satisfaction
Expectations

Understanding the Marketplace and Customer NeedsCustomer Value and SatisfactionExpectations

Слайд 8 Exchange is the act of obtaining a desired

Exchange is the act of obtaining a desired object from someone

object from someone by offering something in return

Understanding the

Marketplace and Customer Needs



Слайд 9 Understanding the Marketplace and Customer Needs
Markets are the set

Understanding the Marketplace and Customer NeedsMarkets are the set of actual

of actual and potential buyers of a product



Слайд 10 Designing a Customer-Driven Marketing Strategy

Marketing management is the

Designing a Customer-Driven Marketing StrategyMarketing management is the art and science

art and science of choosing target markets and building

profitable relationships with them
What customers will we serve?
How can we best serve these customers?


Слайд 11 Designing a Customer-Driven Marketing Strategy
Market segmentation refers to

Designing a Customer-Driven Marketing StrategyMarket segmentation refers to dividing the markets

dividing the markets into segments of customers

Target marketing refers

to which segments to go after

Selecting Customers to Serve

Слайд 12 Designing a Customer-Driven Marketing Strategy
Choosing a Value Proposition

Value

Designing a Customer-Driven Marketing StrategyChoosing a Value PropositionValue proposition Set of

proposition Set of benefits or values a company promises

to deliver to customers to satisfy their needs

Слайд 13 Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations

Designing a Customer-Driven Marketing StrategyMarketing Management Orientations

Слайд 14 Designing a Customer-Driven Marketing Strategy

Production concept is the

Designing a Customer-Driven Marketing StrategyProduction concept is the idea that

idea that consumers will favor products that are available

or highly affordable

Marketing Management Orientations

Слайд 15 Designing a Customer-Driven Marketing Strategy

Product concept is the

Designing a Customer-Driven Marketing StrategyProduct concept is the idea that

idea that consumers will favor products that offer the

most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.

Marketing Management Orientations

Слайд 16 Designing a Customer-Driven Marketing Strategy
Selling concept is the

Designing a Customer-Driven Marketing StrategySelling concept is the idea that consumers

idea that consumers will not buy enough of the

firm’s products unless it undertakes a large scale selling and promotion effort

Marketing Management Orientations

Слайд 17 Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations

Marketing concept

Designing a Customer-Driven Marketing StrategyMarketing Management OrientationsMarketing concept is the idea

is the idea that achieving organizational goals depends on

knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do

Слайд 18 Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations

Societal marketing

Designing a Customer-Driven Marketing StrategyMarketing Management OrientationsSocietal marketing concept is the

concept is the idea that a company should make

good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests

Слайд 19 Designing a Customer-Driven Marketing Strategy

Designing a Customer-Driven Marketing Strategy

Слайд 20 The marketing mix: set of tools (four Ps)

The marketing mix: set of tools (four Ps) the firm uses

the firm uses to implement its marketing strategy. It

includes product, price, promotion, and place.
Integrated marketing program: comprehensive plan that communicates and delivers the intended value to chosen customers.

Preparing an Integrated Marketing Plan and Program

Слайд 21 Building Customer Relationships
The overall process of building and

Building Customer RelationshipsThe overall process of building and maintaining profitable customer

maintaining profitable customer relationships by delivering superior customer value

and satisfaction

Customer Relationship Management (CRM)


Слайд 22 Building Customer Relationships
Relationship Building Blocks: Customer Value and

Building Customer RelationshipsRelationship Building Blocks: Customer Value and Satisfaction

Satisfaction

Слайд 23 Building Customer Relationships
Customer Relationship Levels and Tools

Building Customer RelationshipsCustomer Relationship Levels and Tools

Слайд 24 Building Customer Relationships

Relating with more carefully selected customers

Building Customer RelationshipsRelating with more carefully selected customers uses selective relationship

uses selective relationship management to target fewer, more profitable

customers
Relating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networks

The Changing Nature of Customer Relationships

Слайд 25 Building Customer Relationships

Customer-managed relationships
Marketing relationships in which
customers, empowered

Building Customer RelationshipsCustomer-managed relationshipsMarketing relationships in whichcustomers, empowered by today’s newdigital

by today’s new
digital technologies, interact with
companies and with each

other to shape
their relationships with brands.

The Changing Nature of Customer Relationships

Слайд 26 Partner relationship management involves working closely with partners

Partner relationship management involves working closely with partners in other company

in other company departments and outside the company to

jointly bring greater value to customers


Building Customer Relationships

Слайд 27 Building Customer Relationships
Partners inside the company is every

Building Customer RelationshipsPartners inside the company is every function area interacting

function area interacting with customers
Electronically
Cross-functional teams
Partners outside the company

is how marketers connect with their suppliers, channel partners, and competitors by developing partnerships

Partner Relationship Management

Слайд 28 Building Customer Relationships
Supply chain is a channel that

Building Customer RelationshipsSupply chain is a channel that stretches from raw

stretches from raw materials to components to final products

to final buyers
Supply chain management

Partner Relationship Management

Слайд 29 Capturing Value from Customers
Customer lifetime value is the

Capturing Value from CustomersCustomer lifetime value is the value of the

value of the entire stream of purchases that the

customer would make over a lifetime of patronage

Creating Customer Loyalty and Retention


Слайд 30 Capturing Value from Customers

Share of customer is the

Capturing Value from CustomersShare of customer is the portion of the

portion of the customer’s purchasing that a company gets

in its product categories

Growing Share of Customer

Слайд 31 Capturing Value from Customers
Customer equity is the total

Capturing Value from CustomersCustomer equity is the total combined customer

combined customer lifetime values of all of the company’s

customers

Слайд 32 Capturing Value from Customers
Right relationships with the right

Capturing Value from CustomersRight relationships with the right customers involves treating

customers involves treating customers as assets that need to

be managed and maximized
Different types of customers require different relationship management strategies

Building Customer Equity

Слайд 33 The Changing Marketing Landscape
Uncertain Economic Environment
New consumer frugality

The Changing Marketing LandscapeUncertain Economic EnvironmentNew consumer frugality Marketers focus on value for the customer


Marketers focus on value for the customer


Слайд 34 The Changing Marketing Landscape Digital Age
People are connected continuously

The Changing Marketing Landscape Digital Age People are connected continuously

to people and information worldwide
Marketers have great new tools

to communicate with customers
Internet + mobile communication devices creates environment for online marketing


Слайд 35 The Changing Marketing Landscape
Rapid Globalization
Sustainable Marketing
Not-for-Profit Marketing

The Changing Marketing Landscape Rapid GlobalizationSustainable MarketingNot-for-Profit Marketing

Слайд 36 So, What Is Marketing? Pulling It All Together

So, What Is Marketing? Pulling It All Together
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