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【正文】 The Marketing Concept ? Consumer Research ? Segmentation ? Market Targeting ? Positioning The selection of one or more of the segments identified to pursue Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall Implementing the Marketing Concept Chapter One Slide 17 The Marketing Concept ? Consumer Research ? Segmentation ? Market Targeting ? Positioning ? Developing a distinct image for the product in the mind of the consumer ? Successful positioning includes: – Communicating the benefits of the product – Communicating a unique selling proposition Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall Implementing the Marketing Concept Chapter One Slide 18 The Marketing Mix Product Price Place Promotion Marketing Mix Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall 19 Chapter One Slide Customer Value, Satisfaction, Trust, and Retention Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall 20 Successful Relationships Customer value High level of customer satisfaction Strong sense of customer trust Customer retention Chapter One Slide Successful Relationships ? Customer Value ? Customer Satisfaction ? Customer Trust ? Customer Retention ? Defined as the ratio between the customer’s perceived benefits and the resources used to obtain those benefits ? Perceived value is relative and subjective ? Developing a value proposition is critical Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall Value, Satisfaction, Trust, and Retention Chapter One Slide 21 Discussion Questions ? How does McDonald’s create value for the consumer? ? How do they municate this value? Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall 22 Chapter One Slide Successful Relationships ? Customer Value ? Customer Satisfaction ? Customer Trust ? Customer Retention ? The individual39。 , February 10, 2023 ? 雨中黃葉樹，燈下白頭人。 :58:4417:58:44February 10, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 2023年 2月 10日星期五 5時(shí) 58分 44秒 17:58:4410 February 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 :58:4417:58Feb2310Feb23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 。 , February 10, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。勝人者有力，自勝者強(qiáng)。 2023年 2月 10日星期五 5時(shí) 58分 44秒 17:58:4410 February 2023 ? 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。 2023年 2月 10日星期五 下午 5時(shí) 58分 44秒 17:58: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。 :58:4417:58Feb2310Feb23 ? 1越是無能的人，越喜歡挑剔別人的錯(cuò)兒。 2023年 2月 10日星期五 5時(shí) 58分 44秒 17:58:4410 February 2023 ? 1空山新雨后，天氣晚來秋。 :58:4417:58:44February 10, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。
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