科特勒营销管理12PPT学习教案

1、会计学1科特勒营销管理科特勒营销管理12第1页/共14页Image valuePersonnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdeliveredvalue第2页/共14页Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceive

2、d performance (or outcome) in relation to his or her expectations.第3页/共14页ResourcesOrganizationandaligning.ProcessesBy improving critical business.Stake-holdersSet strategies to satisfy key.第4页/共14页MarginMarginPrimary ActivitiesSupportActivitiesProcurementServ-iceTechnology DevelopmentHuman resource

3、 managementFirm infrastructureInboundLogisticsOpera-tionsOut-boundLogisticsMarket-ingandsales第5页/共14页DeliverySears(Retail)Levis(Apparel)OrderDeliveryOrderCustomerDeliveryDu Pont(Fibers)OrderDeliveryOrderMilliken(Fabric)第6页/共14页第7页/共14页Manycustomers/distributorsMediumnumber ofcustomers/distributorsFe

4、wcustomers/distributorsAccountableProactivePartnershipProactiveAccountableReactiveAccountableReactiveBasic orreactiveHighmarginMediummarginLowmargin第8页/共14页Inactive orex-customersPartnersAdvocatesClientsRepeatcustomersFirst-timecustomersSuspectsProspectsDisqualifiedprospects第9页/共14页P1HighlyprofitableproductP2ProfitableproductP3LosingproductP4Mixed-bagproductProducts+Highprofitcustomer+-+-LosingcustomerC1C2C3Customers第10页/共14页Value creatio