marketinginachangingworld英文版(參考版)
2025-06-12 16:17本頁(yè)面
【正文】 ? get ready for case 1 (Levi’s) 。 124 UIBE, Fall 2020, MBA mkt124 熊偉 ? 建立并維持與 顧客 的良好關(guān)系 ? 促進(jìn) 企業(yè) 合作，共同開(kāi)發(fā)市場(chǎng) ? 協(xié)調(diào)與 政府 的關(guān)系，創(chuàng)造良好 的營(yíng)銷環(huán)境 關(guān)系營(yíng)銷 Relationship Marketing 125 UIBE, Fall 2020, MBA mkt125 熊偉 Consumer (goods) marketing Major areas of marketing focus Relationships and Customer Retention Businesstobusiness marketing 1950’s 1960’s 1970’s 1980’s 1990’s Nonprofit amp。 Promotion Profits through volume Starting point Focus Means Ends Selling Concept Market Customer Needs Marketing Concept Integrated Marketing Profits through Satisfaction Marketing amp。 Transaction 113 UIBE, Fall 2020, MBA mkt113 熊偉 ? At least two parties must participate. ? Each must have something of value to the other. ? Each must want to deal with the other party. ? Each must be free to accept or reject the other’s offer. ? Each must be able to municate and deliver Conditions of Effective Exchange 114 UIBE, Fall 2020, MBA mkt114 熊偉 Smart marketers work at building longterm mitments with valued customers, distributors, dealers, suppliers and so on. Key of any successful business: repeat purchases Relationship Marketing 115 UIBE, Fall 2020, MBA mkt115 熊偉 Industry sellers a group of firms which offer a product that are close substitutes for each other. Market buyers
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