市場(chǎng)營(yíng)銷ch01(編輯修改稿)
2025-01-28 20:32 本頁面
【文章內(nèi)容簡(jiǎn)介】 the market demands that firm’s resources can be match to. “6R”: Right time , Right place, Right product, Right price, Right way, to Right customer 21 ? Marketing in “connected” millennium () Connecting technologies Computer Information Communication Transportation Connections with Customers Connections with World around us Connections with Marketing partners 22 ? Marketing connections Connections with Customer Connecting more selectively Connecting for life Connecting directly Connections with Marketing partner Connecting inside The pany Connecting with outside partners Connections with the world around us Global connections Connections with values And responsibility Broadened connections 23 ? Marketing connections in transition （ ) The Old Marketing Thinking The New Marketing Thinking Connections with customers Be sales and product centered Practice mass marketing Focus on products and sales Make sales to customer Get new customers Grow share of market Serve any customer Communicate through mass media Mack standardized products Connections with customers Be market and customer centered Target selected market segments or individuals Focus on customer satisfaction and value Develop customer relationships Keep old customers Grow share of customer Serve profitable customer, “fire” losing ones Connect with customers directly Develop customized products Connections with marketing partners Leave customer satisfaction and value to sales and marketing Go it alone Connections with marketing partners Enlist all departments in the cause of customer satisfaction and value Partner with other firm Connection with the world around us Market locally Assume profit responsibility Market for profits Conduct merce in marketplace Connection with the world around us Market locally and globally Assume social and environmental responsibility Market for nonprofits Conduct emerce in marketplace 24 ? Marketing management (old define) the analysis, planning, implementation, and control of program designed to create, build,and maintain beneficial exchanges with target buyers for the purpose of achieving anizational objectives. 25 Marketing management (new define ) ? The art and science of choosing target markets
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