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【導(dǎo)讀】WhatIsMarketing?WhatIsMarketing?WhatIsMarketing?Customerneeds,wants,anddemands. Marketofferings. Markets. Physical—food,clothing,warmth,safety. Individual—knowledgeandself-expression. binationofproducts,Marketingmyopiais. Valueand. Settherightlevelof. Nottoohighorlow
【正文】 function area interacting with customers – Electronically – Crossfunctional teams ? Partners outside the pany is how marketers connect with their suppliers, channel partners, and petitors by developing partnerships Partner Relationship Management Chapter 1 slide 28 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationships ? Supply chain is a channel that stretches from raw materials to ponents to final products to final buyers ? Supply management ? Strategic partners ? Strategic alliances Partner Relationship Management Chapter 1 slide 29 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value from Customers ? Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage Creating Customer Loyalty and Retention Chapter 1 slide 30 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value from Customers Share of customer is the portion of the customer’s purchasing that a pany gets in its product categories Growing Share of Customer Chapter 1 slide 31 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value from Customers Customer equity is the total bined customer lifetime values of all of the pany’s customers Chapter 1 slide 32 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value from Customers ? Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximized ? Different types of customers require different relationship management strategies – Build the right relationship with the right customers Building Customer Equity Chapter 1 slide 33 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall The Changing Marketing Landscape Digital age Rapid globalization Ethics and social responsibility Notforprofit marketing Major Developments
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