文档介绍：Marketing
Marketing has long been considered one of the basic functions of anizations. More recently, it has been argued that it is the central function, to which the other departments must all be subservient.
What is Marketing?
Kotler’s definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
Marketing is a process by panies create value for customers and build strong customer relationships to capture value from customers in return
Marketing Management
Marketing management is “the art and science of choosing target markets and building profitable relationships with them.”
Creating, delivering municating superior customer value is key.
Development of Marketing Philosophy
Societal Marketing
Concept
Marketing Concept
Production
Concept
Product
Concept
Selling
Concept
traditional
modern
Marketing Management Orientations
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing
Concept
Consumers favor products that are available and highly affordable
Improve production and distribution
Consumers favor products that offer the most quality, performance and innovative features
Consumers will buy products only if pany promotes/ sells these product
Focuses on needs/ wants of target markets and delivering satisfaction better petitors
Focuses on needs/ wants of target markets and delivering superior value
Society’s well-being
Key concepts:
Customer Lifetime Value:
The value of entire stream of purchases that a customer would make over a lifetime of patronage.
Key concepts:
Customer equity:
The bined customer lifetime values of all customers.
Measures a firm’s performance, but in a manner that looks to the future.
Key concepts:
CRM –
Customer relationship management …...
“is the overall process of building and maintaining profitable customer relationships by delivering superior custo