西南财经大学天府学院市场营销教案全场套.doc

西南财经大学天府学院教案TIANFU COLLEGE OF SWUFE西南财经大学天府学院 教 案任课教师：柳玉寿课程名称：Principles of Marketing 市场营销任课班级：2013级市场01班2012级国贸01班授课时间：2014-2015-1学期西南财经大学天府学院教务处制 教 案 编号：01章,节Introduction of the course and study methodsChapter 1:defining marketing for the 21st century1. Introduction2. What Is Marketing?3. Marketing defined授课方式Lecturing Discussion教学目的By end this chapter, students should be understand this concepts: 1. Define marketing and outline the steps in the marketing process.2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.3. Identify the key elements of a customer-drive marketing strategy and discuss the marketing management orientations that guide marketing strategy.教学重点Students should focus on understanding the content:1. Choosing a value proposition2. Marketing management orientations3. Contrast the following two marketing management orientations: “The Selling Concept” and “The Marketing Concept.” Can you name a market or market category where “The Selling Concept” is still the most popular marketing management orientation?4. How is your college positioned in the marketplace?教学难点The focus of the students understand the difficult content:1. How to choosing a value proposition2. What is Marketing management orientations3. How to building Customer Relationships时间分配教 学 内 容15mins15mins15mins15mins15mins15mins15mins15mins15minsThis chapter discusses the concepts of customer value and satisfaction. Building on this knowledge, is it logical to assume that if you increase the perceived customer value for a product that there is a corresponding increase in customer satisfaction? Under what conditions might this not occur? Many people have purchased books through A. Certainly, the book purchased is important, but describe the complete marketing offer of A. What services, information, or experiences are included?Chapter OverviewMarketing is part of all of our lives and touches us in some way every day. To be successful each company that deals with customers on a daily basis must not only be customer-driven, but customer-obsessed. The best way to achieve this objective is to develop a sound marketing function within the organization. Marketing is defined as “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 key factor in business success. The marketing function not only deals with the production and distribution of products and services, but it also is concerned with the ethical and social responsibility functions found in the domestic and global environment. Marketers must be aware of customer value and customer satisfaction and make these concepts a central part of the firms strategic plan. Marketing must also be aware of and respond to change. Four of the greatest changes that have had an impact on the way companies bring value to their customers are the explosive growth of the computer, the Internet, telecommunications, and information technology. Marketing and its core concepts, the exchange relationship, the major philosophies of marketing thought and practice, customer relationship management, and marketing challenges in the new “connected” millennium are the major topics presented in this introductory chapter. There is a special emphasis on connectedness and the technologies for accomplishing connections.1.Introduction1. NASCAR is a great marketing organization. It is the second-highest rated regular season sport on television.2. It has a single-minded focus: creating lasting customer relationships.3. NASCARs fans are more loyal to the sports sponsors than fans of any other sport. Because of this, NASCAR has attracted more than 250 big-name sponsors.4. Todays successful companies have one thing in common: they are strongly customer focused and heavily committed to marketing.2. What Is Marketing?1. Marketing, more than any other function, deals with customers.2. A simple definition of marketing is managing profitable customer relationships.3. Marketing is all around you.3. Marketing Defined1. Marketing must be understood in the new sense of satisfying customer needs.2. We define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.4. The Marketing Process1. Figure 1.1 presents a simple five-step model of the marketing process. 1) In the first four steps, companies work to understand consumers, create customer value, and build strong customer relationships.2) In the final step, companies reap the rewards of creating superior customer value.3) By creating value for consumers, they in turn capture value from consumers in the form of sales, profits, and long-term customer equity.5.Understanding the Marketplace and Consumer NeedsThere are five core customer and marketplace concepts.6.Customer Needs, Wants, and Demands1) Human needs are states of felt deprivation. They include basic physical needs, social needs, and individual needs.2) Wants are the form human needs take as they are shaped by culture and individual personality.3) When backed by buying power, wants become demands. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction.4) Outstanding companies go to great lengths to learn about and understand customers needs, wants, and demands. They conduct consumer research and analyze mountains of customer data.7.Marketing OffersProducts, Services, and Experiences1) Consumers needs and wants are fulfilled through a marketing offersome combination of products, services, information, or experiences offered to a market to satisfy a need or want.2) Marketing offers are not limited to physical products. They also include services and other entities, such as persons, places, organizations, information, and ideas.3) Sellers who are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs suffer from “marketing myopia.”4) By orchestrating several services and products, companies create brandexperiences for consumers.8.Customer Value and Satisfaction1) Customers form expectations about the value and satisfaction that various marketing offers will deliver and buy accordingly.2) Marketers must be careful to set the right level of expectations. If they set expectations too low, they may satisfy those who buy but fail to attract enough buyers. If they raise expectations too high, buyers will be disappointed.3) Customer value and satisfaction are key building blocks for developing and managing customer relationships.9.Exchanges and Relationships1) Marketing occurs when people decide to satisfy needs and wants through exchange relationships.2) Exchange is the act of obtaining a desired object from someone by offering something in return.3) Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences. The goal is to retain customers and grow their business.10.Markets1) A market is the set of actual and potential buyers of a product.2) Marketing means managing markets to bring about profitable customer relationships.3) Buyers also carry on marketing. Consumers do marketing when they search for the goods they need at prices they can afford. Company purchasing agents do marketing when they track down sellers and bargain for good terms.4) Figure 1.2 shows the main elements in a modern marketing system. The company and the competitors send their respective offers and messages to consumers. All of the actors in the system are affected by major environmental forces.5) Each party in the system adds value for the next level.11. Designing a Customer-Driven Marketing Strategy1) We define marketing management as the art and science of choosing target markets and building profitable customer relationships with them.2) The marketing managers aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value.12.Selecting Customers to Serve1) The company must first decide whom it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing).2) Some companies may seek fewer customers and reduced demand. In cases of excess demand, companies may practice demarketing to reduce the number of customers or to shift their demand temporarily or permanently.3) Marketing management is customer management and demand management.13.Choosing a Value Proposition1) The company must also decide how it will serve targeted customershow it will differentiate and position itself in the marketplace.2) A companys value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs.3) Value propositions differentiate one brand from another. 14.Marketing Management Orientations.1) There are five alternative concepts under which organizations design and carry out their marketing strategies.2) The production concept holds that consumers will favor products that are available and highly affordable. Management focuses on improving production and distribution efficiency. The production concept can lead to marketing myopia.3) The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features. Marketing strategy focuses on making continuous product improvements. The product concept can also lead to marketing myopia.4) The selling concept holds that consumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort. This concept is typically practiced with unsought goodsthose that buyers normally do not think of buying. Most firms practice the selling concept when they face overcapacity.5) The marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. This concept is customer centered. Figure 1.3 contrasts the selling concept and the marketing concept.6) The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumers and the societys well-being. 7) Figure 1.4 shows that companies should balance three considerations in setting their marketing strategies: company profits, consumer wants, and societys needs.15. Preparing a Marketing Plan and Program1) The companys marketing strategy outlines which customers the company will serve and how it will create value for these customers.2) Next, the marketer constructs a marketing program that will actually deliver the intended value to target customers.3) It consists of the firms marketing mix, the set of marketing tools the firm uses to implement its marketing strategy.4) The major marketing mix tools are classified into four broad groups, called the 4 Ps of marketing: product, price, place, and promotion.16.Building Customer Relationships1) The fourth and most important step in the marketing process is building profitable customer relationships.17.Customer Relationship Management1) Customer Relationship Management (CRM) is perhaps the most important concept of modern marketing.2) It is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.3) Customer perceived value is the customers evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.4) Customers often do not judge product values and costs accurately or objectively. They act on perceived value.5) Customer satisfaction depends on the products perceived performance relative to a buyers expectations.6) Highly satisfied customers make repeat purchases and tell others about their good experiences with the product. The key is to match customer expectations with company performance.7) The purpose of marketing is to generate customer value profitably.8)At one extreme, a company with many low-margin customers may seek to develop basic relationships with them. At the other extreme, in markets with few customers and high margins, sellers want to create full partnerships with key customers.9) Most leading companies are developing customer loyalty and retention programs. They offer frequency-marketing programs that reward customers who buy frequently or in large amounts.18.The Changing Nature of Customer Relationships1) Companies are targeting fewer, more profitable customers. They are beginning to assess carefully the value of customers to the firm. Called selective relationship management, many companies now use customer profitability analysis to weed out losing customers and target winning ones for pampering.2) Todays companies are using customer relationship management to retain current customers and build profitable, long-term relationships with them.3) On average, it costs 5 to 10 times as much to attract a new customer as it does to keep a current customer satisfied.4) Companies are also connecting more directly. Direct marketing is booming.19.Partner Relationship Management1) Companies must work directly with a variety of marketing partners; they must be good at partner relationship management.2) Every functional area inside a company can interact with customers, especially electronically. Firms are linking all their departments in the cause of creating customer value.3) Most companies today are networked, relying heavily on partnerships with other firms.4) The supply chain describes a long channel, stretching from raw materials to components to final products that are carried to final buyers. Through supply chain management, many companies today are strengthening their connections with partners all along the supply chain.20.Capturing Value from Customers1) The final step in the marketing process involves capturing value from the customer, in the form of current and future sales, market share, and profits. 21.Creating Customer Loyalty and Retention1) The aim of customer relationship management is to create not just customer satisfaction, but customer delight.2) Companies are realizing that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage. This is called customer lifetime value.3) Customer delight creates an emotional relationship with a product or service, not just a rational preference.22.Growing Share of Customer1) Customer relationship management can help marketers to increase their share of customerthe share they get of the customers purchasing in their product categories.2) To increase the share of customer, firms can leverage customer relationships by offering greater variety to current customers. Or they can train employees to cross-sell and up-sell in order to market more products and services to existing customers.23.Building Customer Equity1) Customer equity is the combined discounted customer lifetime values of all the companys current and potential customers.2) The company can classify customers according to their potential profitability and manage its relationships with them accordingly.3) Figure 1.5 classifies customers into one of four relationship groups, according to their profitability and projected loyalty. Each group requires a different relationship management strategy.a. Strangers show low profitability and little projected loyalty.b. Butterflies are profitable but not loyal.c. True friends are both profitable and loyal.d. Barnacles are highly loyal but not very profitable.24.The New Marketing Landscape1) Dramatic changes are occurring in the marketplace; there are five major developments.25.The New Digital Age1) The technology boom has created exciting new ways to learn about and track customers, and to create products and services tailored to individual customer needs. 2) Technology is also helping companies to distribute products more efficiently and effectively.3) Its helping them to communicate with customers in large groups or one-to-one.a. Perhaps the most dramatic new technology is the Internet.b. Internet penetration in the United States has reached 63 percent, with more than 186 million people accessing the Web in any given month.c. The number of Internet users worldwide reached 719 million last year and is expected to approach 1.5 billion by 2007.26.Rapid Globalizationa. Many marketers are now connected globally with their customers and marketing partners.b. Almost every company, large or small, is touched in some way by global competition.c. Companies are not only