Marketing: Managing Profitable Customer Relationships,营销：管理可获利的顾客关系,1 - 1,Objectives/目标,Be able to define marketing and discuss its core concepts. Be able to define marketing management and compare the five marketing management orientations.,给出营销的定义并讨论其核心概念。 定义营销管理并比较五种不同的营销管理理念。,1 - 2,Objectives/目标,Understand customer relationship management and strategies. Realize the major challenges facing marketers in the new “connected” millennium.,解释顾客关系管理及其策略。 分析营销人员在未来将要面临的主要挑战。,1 - 3,Strong sales, no profits Customer-driven to its core Each customers experience is unique,Provides great selection, good value, discovery and convenience A true online community,Amazon.com,Discussion: Will Amazon.com Survive?,Case Study 案例研究,1 - 4,What is Marketing? 什么是营销？,Marketing is managing profitable customer relationships Attracting new customers Retaining and growing current customers “Marketing” is NOT synonymous with “sales” or “advertising”,营销是管理可获利的顾客关系 吸引新顾客 留住并增加现有顾客 “营销”并不等同于“销售”或“广告“,1 - 5,Kotlers social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”,科特勒的社会学定义： ”营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。,What is Marketing? 什么是营销？,1 - 6,商品 服务 经验 事件 个人 地点 财产 组织 信息 思想,Goods Services Experiences Events Persons Places Properties Organizations Information Ideas,Many Things Can Be Marketed! 可以营销许多东西！,1 - 7,Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets,需要、欲望和需求 营销提供：包括产品、服务和经验 价值与满意 交换、交易与关系 市场,Core Marketing Concepts 核心营销概念,1 - 8,Marketing Management 营销管理,Marketing management is “the art and science of choosing target markets and building profitable relationships with them.” Creating, delivering and communicating superior customer value is key.,营销管理是“选择目标市场并与之建立可获利的关系的科学与艺术。” 关键在于创建、传递并交流优良的顾客价值。,1 - 9,Marketing Management 营销管理,Customer Management: Marketers select customers that can be served well and profitably. Demand Management: Marketers must deal with different demand states ranging from no demand to too much demand.,顾客管理 营销者选择可以为之服务并从中获利的顾客 需求管理 营销者必须处理从需求为零到需求过量间的不同的需求状态。,1 - 10,Marketing Management,Production concept Product concept Selling concept Marketing concept Societal marketing concept,生产观念 产品观念 推销观念 营销观念 社会营销观念,Management Orientations 管理理念,1 - 11,CRM,CRM Customer relationship management . . . “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”,CRM顾客关系管理 “是通过传递优良的顾客价值和满意建立并保持可获利的顾客关系的总体进程。”,1 - 12,CRM,It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. Marketers must be concerned with the lifetime value of the customer.,通常要花费保持现有顾客5-10倍的成本来吸引一个新顾客。 营销者必须关注顾客的终身价值。,1 - 13,Customer value/satisfaction Perceptions are key Meeting/exceeding expectations creates satisfaction Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting consumers should be the goal Growing share of customer Cross-selling,顾客价值/满意 感知是关键 满足/超越预期会带来满意 忠诚和保持 忠诚的好处 满意水平提高时忠诚度也会增加 消费者份额的增长 跨渠道销售,Attracting, retaining and growing customers 吸引、保留和增加顾客,1 - 14,Building customer relationships and customer equity 建立顾客关系与顾客价值,顾客价值 所有顾客的总体消费者终身价值。 表现公司业绩，但着眼于未来。,Customer equity The total combined customer lifetime values of all customers. Measures a firms performance, but in a manner that looks to the future.,1 - 15,Customer relationship levels and tools Target market typically dictates type of relationship Basic relationships Full relationships Customer loyalty and retention programs Adding financial benefits Adding social benefits Adding structural ties,Building customer relationships and customer equity 建立顾客关系与顾客价值,顾客关系水平与工具 目标市场通常会决定关系类型 基本关系 总关系 顾客忠诚与保留程序 增加财务好处 增加社会好处 增加结构关联,1 - 16,Marketing Challenges 营销挑战,Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. Major marketing developments can be grouped under the theme of Connecting.,技术进步，全球化进程的加快以及社会与经济的不断变动都导致市场的巨大变化。 营销的最大发展可以概括成一个主题：连通性,1 - 17,Advances in computers, telecommunications, video-conferencing, etc. are major forces. Databases allow for customization of products, messages and analysis of needs. The Internet Facilitates anytime, anywhere connections Facilitates CRM Creates marketspaces,Connecting 连通性 Via technology 连接技术,计算机、电信、电视会议等是主要工具。 数据库允许产品、信息与需求分析的顾客化。 因特网 使连接可以在任何时间任何地点进行 使顾客关系管理变得可行 创造新的市场,1 - 18,关键是精心选择的关系管理。 顾客获利能力分析将胜者与败者区分开来。 不断增加的“消费者份额” 跨渠道销售与向上销售都非常有用。 向买者的直接销售增加了。,Connecting 连通性 With customers 与顾客的连接,Selective relationship management is key. Customer profitability analysis separates winners from losers. Growing “share of customer” Cross-selling and up-selling are helpful. Direct sales to buyers are growing.,1 - 19,伙伴关系管理包括： 公司内部连接 与外部伙伴连接 供应链管理 策略联盟,C