營銷：管理可獲利的顧客關(guān)系(ppt20)-銷售管理-全文預(yù)覽
【正文】 Databases allow for customization of products, messages and analysis of needs. ? The Inter ? Facilitates anytime, anywhere connections ? Facilitates CRM ? Creates marketspaces Connecting 連通性 Via technology 連接技術(shù) ? 計(jì)算機(jī)、電信、電視會(huì)議等是主要工具。 ?營銷者必須關(guān)注顧客的終身價(jià)值。” ?關(guān)鍵在于創(chuàng)建、傳遞并交流優(yōu)良的顧客價(jià)值。 1 2 Objectives/目標(biāo) ? Understand customer relationship management and strategies. ? Realize the major challenges facing marketers in the new “connected” millennium. ?解釋顧客關(guān)系管理及其策略。 ?定義營銷管理并比較五種不同的營銷管理理念。 What is Marketing? 什么是營銷？ 1 6 ? 商品 ? 服務(wù) ? 經(jīng)驗(yàn) ? 事件 ? 個(gè)人 ? 地點(diǎn) ? 財(cái)產(chǎn) ? 組織 ? 信息 ? 思想 ? Goods ? Services ? Experiences ? Events ? Persons ? Places ? Properties ? Organizations ? Information ? Ideas Many Things Can Be Marketed! 可以營銷許多東西！ 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 ? 營銷提供：包括產(chǎn)品、服務(wù)和經(jīng)驗(yàn) ? 價(jià)值與滿意 ? 交換、交易與關(guān)系 ? 市場 Core Marketing Concepts 核心營銷概念 1 8 Marketing Management 營銷管理 ? Marketing management is “the art and science of choosing target markets and building profitable relationships with them.”
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