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1、?Chapter1Marketing:CreatingCapturingCustomerValue?CreatingCapturingCustomerValue?WhatIsMarketing?UndersttheMarketplaceCustomerNeeds?DesigningaCustomerDrivenMarketingStrategy?PreparinganIntegratedMarketingPlanProgram?Buil

2、dingCustomerRelationships?CapturingValuefromCustomers?TheChangingMarketingLscape?TopicOutline?WhatIsMarketingMarketingisaprocessbywhichcompaniescreatevaluefcustomersbuildstrongcustomerrelationshipstocapturevaluefromcusto

3、mersinreturn?WhatIsMarketing?TheMarketingProcess?UnderstingtheMarketplaceCustomerNeeds?CustomerNeedsWantsDems?UnderstingtheMarketplaceCustomerNeeds?Marketofferingsaresomecombinationofproductsservicesinfmationexperienceso

4、fferedtoamarkettosatisfyaneedwant?Marketingmyopiaisfocusingonlyonexistingwantslosingsightofunderlyingconsumerneeds?UnderstingtheMarketplaceCustomerNeeds?CustomerValueSatisfaction?Expectations?UnderstingtheMarketplaceCust

5、omerNeedsExchangeistheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn?UnderstingtheMarketplaceCustomerNeedsMarketsarethesetofactualpotentialbuyersofaproduct?DesigningaCustomerDrivenMarketingStrategyMar

6、ketingmanagementistheartscienceofchoosingtargetmarketsbuildingprofitablerelationshipswiththem–Whatcustomerswillweserve–Howcanwebestservethesecustomers–DesigningaCustomerDrivenMarketingStrategyMarketsegmentationreferstodi

7、vidingthemarketsintosegmentsofcustomers?TheChangingNatureofCustomerRelationships?BuildingCustomerRelationshipsCustomermanagedrelationships客戶管理關系Marketingrelationshipsinwhichcustomersempoweredbytoday’snewdigitaltechnologi

8、esinteractwithcompanieswitheachothertoshapetheirrelationshipswithbrs.?TheChangingNatureofCustomerRelationships?BuildingCustomerRelationshipsPartnerrelationshipmanagementinvolveswkingcloselywithpartnersinothercompanydepar

9、tmentsoutsidethecompanytojointlybringgreatervaluetocustomers?BuildingCustomerRelationships?Partnersinsidethecompanyiseveryfunctionareainteractingwithcustomers–Electronically–Crossfunctionalteams?Partnersoutsidethecompany

10、ishowmarketersconnectwiththeirsupplierschannelpartnerscompetitsbydevelopingpartnerships?PartnerRelationshipManagement?BuildingCustomerRelationships?Supplychainisachannelthatstretchesfromrawmaterialstocomponentstofinalpro

11、ductstofinalbuyers?Supplychainmanagement?PartnerRelationshipManagement?CapturingValuefromCustomers?Customerlifetimevalueisthevalueoftheentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronage?CreatingCusto

12、merLoyaltyRetention?CapturingValuefromCustomersShareofcustomeristheptionofthecustomer’spurchasingthatacompanygetsinitsproductcategies?GrowingShareofCustomer?CapturingValuefromCustomersCustomerequityisthetotalcombinedcust

13、omerlifetimevaluesofallofthecompany’scustomers?CapturingValuefromCustomers?Rightrelationshipswiththerightcustomersinvolvestreatingcustomersasassetsthatneedtobemanagedmaximized?Differenttypesofcustomersrequiredifferentrel

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