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CHAPTER 1
Marketing : Managing
Profitable
Customer Relationships
OBJECTIVES
1. Define
marketing and outline the steps in the marketing
process.
2. Explain the importance of
understanding customers and the marketplace, and
identify the five
core marketplace
concepts.
3.
Discuss
customer
relationship
management,
and
identify
strategies
for
creating
value
for
customer and capturing value from
customers in return.
1.1
What Is Marketing?
What
is marketing?
Attract new customers by promising
superior value
Keep and grow current customers by
delivering satisfaction
Simply put:
Marketing is the delivery of customer satisfaction
at a profit.
You already know a lot
about marketing
–
it
’
s all around
you. You see the results of marketing in
the abundance of products in your
nearby shopping mall. You see marketing in the
advertisements
that
fill
your
TV
screen,
spice
up
your
magazines,
stuff
your
mailbox,
or
enliven
your
Web
pages.
At
home,
at
school,
where
you
work,
and
where
you
play,
you
see
marketing
in
almost
everything you do. Yet, there is much
more to marketing than meets the
consumer
’
s casual eye,
behind
it
all
is
a
massive
network
of
people
and
activities
competing
for
your
attention
and
purchases
1.1.2 Marketing defined
The
process
by
which
companies
create
value
for
customers
and
build
strong
customer
relationships in
order to capture value from customers in return.
1.1.3
Simple
Marketing System
Communication
Industry
Goods/services
Market
(a collection
(a
collection
of sellers)
Money
of Buyers)
Information
1.1.4 The marketing process
create value for customers and build
customer relationships
understand
marketplace
and
customer
needs
and
wants
Design
a
customer-driven
marketing strategy
Construct a marketing program that
delivers superior value
Build profitable relationships and
create customer delight
Capture value from customers to create
profits and customer quality
capture value from
customers in return
1.2 Understanding
the Marketplace and Consumer Needs
1.2.1
Customer
Needs, Wants, and Demands
Needs: States
of felt deprivation
Wants: The form
human needs take as shaped by culture and
individual
personality.
Demands: Human
wants that are backed by buying power.
Top
executives
from
Wal-Mart
spend
two
days
each
week
visiting
stores
and
mingling
with
customers.
“see
how the woman is changing retailers to save 10
cents on a loaf of bread spend it on things
that are more
important
—that?s important to us to
keep front and center.”
1.2.2 Marketing Offers
Marketing offers: Some combination of
products, services, information, or experiences
offered to
a market to satisfy a need
or want.
what consumers really want
Product
that
dazzle
their
senses,
Service
touch their
Experience
1.2.3 Customer Value and
satisfaction
Customer value:
Customer
satisfaction:
The
difference
between
the
values
The extent to which a
product?s
the customer
gains from owning and
perceived
performance matches
using
a
product
and
the
costs
of
a buyer?s expectations.
obtaining the product .
If
the
product?s
performance
falls
short
of
expectations,
the
Benefits:
package
delivery
,status
buyer
is
dissatisfied.
If
and image values
performance
matches
or
Costs: money, effort, and
psychic(
精
exceeds
expectations, the buyer
神的
) costs
is
satisfied or delighted .
Satisfaction
A highly
satisfied customer can
Stay loyal
longer
Buys more as the company
introduces new products and upgrades existing
products
Talks favorably
about the company and its product
Pays less attention to competing brands
and is less sensitive to price
Costs
less to serve than new customers because
transaction are routine.
1.2.4 Exchange
and Relationships
Exchange
Considering
Relationship
The
act
of
for
an
exchange
to
marketing
consists
obtaining
a
take
place,
what
of
actions
taken
to
desired
object
conditions
must
be
build
and
maintain
from
someone
by
satisfied ?
desirable
exchange
offering
relationships
with
something
in
target
audiences
return.
involving
a
product,
service,
idea,
or
other object.