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销售:管理有利润的客户关系

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Marketing: Managing Profitable Customer Relationships Cha pte r 1 Objectives • Be a ble to de fine **** rke ting a nd dis cus s its core conce pts . • Be a ble to de fine **** rke ting **** na ge me nt a nd compa re the five **** rke ting **** na ge me nt orie nta tions . Objectives • Unde rs ta nd cus tome r re la tions hip **** na ge me nt a nd s tra te gie s . • Re a lize the **** jor cha lle nge s fa cing **** rke te rs in the ne w “conne cte d” mille nnium. Case Study A****zon.c om • Strong sales, no • Provides great profits selection, good • Customer-driven value, to its core discovery and c onvenienc e • Each customer’s • A true online experience is Dunisicquusesion: Will A****czoomn.mcoumnitSyurvive? What is Marketing? • Ma rke ting is **** na ging profita ble cus tome r re la tions hips  Attracting new customers  Retaining and growing current c us tomers • “Ma rke ting” is NOT s ynonymous with “s a le s ” or “a dve rtis ing” What is Marketing? • Kotle r’s s ocia l de finition: “Marketing is a social and ****nagerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” What is Marketing? Many Things Can Be Marketed! • Goods • P la ce s • S e rvice s • P rope rtie s • Expe rie nce s • Orga niza tions • Eve nts • Infor**** tion • P e rs ons • Ide a s What is Marketing? Core Marketing Concepts • Needs, wants, • Value and and de****nds s atis fac tion • Marketing • Exchange, offers : trans ac tions inc luding and produc ts , relations hips services and experienc es • Markets Marketing Management • Marketing ****nagement is “the a rt a nd s cie nce of choos ing ta rge t **** rke ts a nd building profita ble re la tions hips with the m.”  Creating, delivering and communicating superior customer value is key. Marketing Management • Cus tome r Ma na ge me nt:  Marketers select customers that can be served well and profitably. • De **** nd Ma na ge me nt:  Marketers must deal with different de****nd states ranging from no de****nd to too much MMaarrkkeettiinngg MMaannaaggeemmeenntt Management Orientations • Production • Selling c onc ept c onc ept • Product • Marketing co• nScoecpiettal ****rketincgocnocnepcet pt CRM • CRM– Customer relations hip ****nagement . . . “is the ove ra ll proce s s of building a nd **** inta ining profita ble cus tome r re la tions hips by de live ring s upe rior cus tome r va lue a nd s a tis fa ction.” CRM • It cos ts 5 to 10 time s MORE to a ttra ct a ne w cus tome r tha n it doe s to ke e p a curre nt cus tome r s a tis fie d. • Ma rke te rs mus t be conce rne d with the life time va lue of the cus tome r. CRM Key Concepts • Cus tome r va lue /s a tis fa ction  P e rce ptions a re ke y • Attrac ting ,  Me e ting/e xce e ding re taining and e xpe cta tions cre a te s g ro w ing s a tis fa ction c us to m e rs • Loya lty a nd re te ntion • Building c us to m e r  Be ne fits of loya lty re latio ns hip s and  Loya lty incre a s e s a s c us to m e r e q uity s a tis fa ction le ve ls incre a s e  De lighting cons ume rs s hould be the goa l • Growing s ha re of cus tome r  Cros s ­s e lling CRM Key Concepts • Cus tome r e quity • Attrac ting ,  The tota l combine d re taining and cus tome r life time g ro w ing va lue s of a ll c us to m e rs cus tome rs . • Building c us to m e r  Me a s ure s a firm’s re latio ns hip s and pe rfor**** nce , but in c us to m e r e q uity a **** nne r tha t looks to the future . CRM Key Concepts • Cus tome r re la tions hip le ve ls a nd tools • Attrac ting , re taining and  Ta rge t **** rke t typica lly g ro w ing dicta te s type of c us to m e rs re la tions hip • Building c us to m e r  Bas ic re latio ns hip s re latio ns hip s and  Full re latio ns hip s c us to m e r e q uity  Cus tome r loya lty a nd re te ntion progra ms  Adding financ ial b e ne fits  Adding s o c ial b e ne fits  Adding s truc tural tie s Marketing Challenges • Te chnologica l a dva nce s , ra pid globa liza tion, a nd continuing s ocia l a nd e conomic s hifts a re ca us ing **** rke tpla ce cha nge s . • Ma jor **** rke ting de ve lopme nts ca n be groupe d unde r the the me of Connecting. Marketing Challenges Connec ting • Adva nce s in compute rs , te le communica tions , • Via te c hno lo g y vide o­confe re ncing, e tc. • With c us to m e rs a re **** jor force s . • With m arke ting  Da ta ba s e s a llow for p artne rs cus tomiza tion of • With the w o rld products , me s s a ge s a nd a na lys is of ne e ds . • The Inte rne t  Fa cilita te s a nytime , a nywhe re conne ctions  Fa cilita te s CRM  Cre a te s **** rke ts pa ce s Marketing Challenges Connec ting • S e le ctive re la tions hip **** na ge me nt is ke y. • Via te c hno lo g y • With c us to m e rs  Cus tome r profita bility • With m arke ting a na lys is s e pa ra te s winne rs from los e rs . p artne rs • With the w o rld • Growing “s ha re of cus tome r”  Cros s ­s e lling a nd up­ s e lling a re he lpful. • Dire ct s a le s to buye rs a re growing. Marketing Challenges Connec ting • P a rtne r re la tions hip ****nagement • Via te c hno lo g y involve s : • With c us to m e rs • With m arke ting  Conne cting ins ide the compa ny p artne rs • With the w o rld  Conne cting with outs ide pa rtne rs Sup p ly c hain ****nage me nt Strate g ic allianc e s Marketing Challenges Connec ting • Globa liza tion • Via te c hno lo g y  Compe tition • With c us to m e rs  Ne w opportunitie s • With m arke ting • Gre a te r conce rn for p artne rs e nvironme nta l a nd • With the w o rld s ocia l re s pons ibility • Incre a s e d **** rke ting by nonprofit a nd public­s e ctor e ntitie s  S ocia l **** rke ting ca mpa igns
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