市場(chǎng)營銷的本質(zhì)-在線瀏覽
2025-03-30 13:44本頁面
【正文】 at a profit. ? 市場(chǎng)營銷是管理可盈利的顧客關(guān)系。如：金屬錳市場(chǎng) A group of people who are willing to buy a product to satisfy their need when supported by buying power. 經(jīng)濟(jì)學(xué)強(qiáng)調(diào) ：供求關(guān)系 (The relationship between supply and demand)。 ? 需要 —— 指人們感到缺乏的一種狀態(tài) , 如 生理 需要， 社會(huì) 需要及 自我實(shí)現(xiàn) 的需要。 Wants form that a human need takes as shaped by culture and individual personality. (., I want a CocaCola.) ? 需求 —— 有支付能力的欲望。 Products anything that can be offered to a market to satisfy a need or want. ? 產(chǎn)品包括：實(shí)物，服務(wù)，人，地點(diǎn)，組織，活動(dòng)和概念。 Services activities or benefits offered for sale that are essentially intangible and don‘t result in the ownership of anything. ? 例如：銀行服務(wù)，航空，理發(fā)和旅館業(yè)。 ? V=PC Customer Value difference between the value the customer gains from owning and using a product and the cost of obtaining the product. ? 顧客滿意度 ——取決于產(chǎn)品的感知使用效果和顧客期望的比較。 Both are closely linked to Quality and Total Quality Management (TQM). TQM與 TCS ? 交換 ——從他人那里取得想要的物品，同時(shí)以金錢或某種物品作為回報(bào)的行為。 Relationship Marketing building longterm relationships with valued consumers, distributors, dealers, suppliers, and other partners. 產(chǎn)品和服務(wù) Products and Services 價(jià)值，滿意和質(zhì)量 Value, satisfaction, and quality 需要，欲望，需求 Needs, wants, and demands 交換，交易關(guān)系 Exchange, transactions, and relationships 市場(chǎng)Markets Core Marketing Concepts 三、關(guān)系營銷網(wǎng)絡(luò) A Marketing Network 公司（營銷者） Company 廣告代理 Ad Agencies 其他參與者 Others 顧客 Customers 零售商 Retailers 分銷商 Distributors 供應(yīng)商 Suppliers 雇員（滿意的員工 ) Employees 與關(guān)鍵利益集團(tuán)建立關(guān)系營銷網(wǎng)絡(luò)，利潤隨之而來 Build a Network of Relationships with Key Stakeholders, and Profits Will Follow. 與營銷伙伴聯(lián)系 Connecting with Marketing Partners ? 伙伴關(guān)系管理 Partner relationship management: – 公司內(nèi)部聯(lián)系 Connecting inside the pany ? 跨職能顧客團(tuán)隊(duì) Crossfunctional customer teams ? 把顧客呼聲整合進(jìn)所有商業(yè)決策 Integrating the Voice of the Customer into all business decisions 顧客終身價(jià)值 (consumers lifetime value) 0 1 2 3 4 5 Year 年份 Net Impact on Operating Profit 購買新產(chǎn)品 購買一般品 服務(wù)顧客所帶來的成本降低 來自產(chǎn)品溢價(jià)的利潤 來自推薦人的利潤 來自產(chǎn)品服務(wù)改進(jìn)建議的利潤 獲得顧客的成本 對(duì)經(jīng)營利潤的凈影響 顧客忠誠驅(qū)動(dòng)利潤和增長 (Consumer loyalty and profit) 25%85%75%25%50%45% 45%40%35%0%20%40%60%80%100%Auto service chain汽車服務(wù)連鎖Branch bankdeposits 銀行分支機(jī)構(gòu)存款Credit card 信用卡Credit insurance 信用保險(xiǎn)Insurance brokege保險(xiǎn)經(jīng)紀(jì)人Industrialdistribution 產(chǎn)業(yè)分銷Industrial laundry工業(yè)洗衣Office bldg.Management 寫字樓管理Software 軟件Percent Increase in Customer Value顧客價(jià)值的百分比增長A 5% increase in customer loyalty can produce profit increases from 25% to 85%. 顧客忠誠度 5%的 增長可導(dǎo)致利潤增長 25%85% ? 伙伴關(guān)系管理 – 與外部伙伴聯(lián)系 Connecting with outside partners ? 強(qiáng)化與供應(yīng)鏈中所有合作伙伴的聯(lián)系 Strengthening their connections with partners all along the supply chain ? 戰(zhàn)略聯(lián)盟 Strategic alliances – 美國頂尖的 1000家公司每賺取的 4美金中有 1美金來自于戰(zhàn)略聯(lián)盟 One in every four dollars earned by the top 1,000 US panies flows from alliances – 從“如果不能打敗他們就加入其中”到“加入他們就能夠不被打敗” From ―If you can‘t beat ?em, join
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