中英對照營銷講義(5)-在線瀏覽
2024-12-06 09:17本頁面
【正文】 tions 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.” ? Creating, delivering and municating superior customer value is key. ?營銷管理是“選擇目標(biāo)市場并與之建立可獲利的關(guān)系的科學(xué)與藝術(shù)。 1 9 Marketing Management 營銷管理 ? Customer Management: ? Marketers select customers that can be served well and profitably. ? Demand Management: ? Marketers must deal with different demand states ranging from no demand to too much demand. ? 顧客管理 ? 營銷者選擇可以為之服務(wù)并從中獲利的顧客 ? 需求管理 ? 營銷者必須處理從需求為零到需求過量間的不同的需求狀態(tài)?！? 1 12 CRM ? It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. ? Marketers must be concerned with the lifetime value of the customer. ?通常要花費(fèi)保持現(xiàn)有顧客 510倍的成本來吸引一個新顧客。 1 13 ? Customer value/satisfaction ? Perceptions are key ? Meeting/exceeding expectations creates satisfaction ? Loyalty and retention ? Benefits of loyalty ? Loyalty increases as satisfaction levels increase ? Delighting consumers should be the goal ? Growing
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