销售管理有利润的客户关系

Marketing:ManagingProfitableCustomerRelationships

Chapter11第一页，共二十二页。ObjectivesBeabletodefinemarketing

anddiscussitscoreconcepts.Beabletodefinemarketingmanagementandcomparethefivemarketingmanagementorientations.2第二页，共二十二页。ObjectivesUnderstandcustomerrelationshipmanagementandstrategies.Realizethemajorchallengesfacingmarketersinthenew“connected”millennium.3第三页，共二十二页。Strongsales,noprofitsCustomer-driventoitscoreEachcustomer’sexperienceisuniqueProvidesgreatselection,goodvalue,discoveryandconvenienceAtrueonlinecommunityADiscussion:WillASurvive?CaseStudy4第四页，共二十二页。WhatisMarketing?MarketingismanagingprofitablecustomerrelationshipsAttractingnewcustomersRetainingandgrowingcurrentcustomers“Marketing”isNOTsynonymouswith“sales”or“advertising”5第五页，共二十二页。WhatisMarketing?Kotler’ssocialdefinition:

“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.”6第六页，共二十二页。GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeasManyThingsCanBeMarketed!WhatisMarketing?7第七页，共二十二页。Needs,wants,anddemandsMarketingoffers:includingproducts,servicesandexperiencesValueandsatisfactionExchange,transactionsandrelationshipsMarketsCoreMarketingConceptsWhatisMarketing?8第八页，共二十二页。MarketingManagementMarketingmanagementis“theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.”Creating,deliveringandcommunicatingsuperiorcustomervalueiskey.9第九页，共二十二页。MarketingManagementCustomerManagement:Marketersselectcustomersthatcanbeservedwellandprofitably.DemandManagement:Marketersmustdealwithdifferentdemandstatesrangingfromnodemandtotoomuchdemand.10第十页，共二十二页。MarketingManagementProductionconceptProductconceptSellingconcept

Marketingconcept

SocietalmarketingconceptManagementOrientationsMarketingManagement11第十一页，共二十二页。CRMCRM

–Customerrelationshipmanagement

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“istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomer

valueandsatisfaction.”12第十二页，共二十二页。CRMItcosts5to10timesMOREtoattractanewcustomerthanitdoestokeepacurrentcustomersatisfied.Marketersmustbeconcernedwiththelifetimevalueofthecustomer.13第十三页，共二十二页。CRMAttracting,retainingandgrowingcustomersBuildingcustomerrelationshipsandcustomerequityCustomervalue/satisfactionPerceptionsarekeyMeeting/exceedingexpectationscreatessatisfactionLoyaltyandretentionBenefitsofloyaltyLoyaltyincreasesassatisfactionlevelsincreaseDelightingconsumersshouldbethegoalGrowingshareofcustomerCross-sellingKeyConcepts14第十四页，共二十二页。CRMCustomerequityThetotalcombinedcustomerlifetimevaluesofallcustomers.Measuresafirm’sperformance,butinamannerthatlookstothefuture.KeyConceptsAttracting,retainingandgrowingcustomersBuildingcustomerrelationshipsandcustomerequity15第十五页，共二十二页。CRMCustomerrelationshiplevelsandtoolsTargetmarkettypicallydictatestypeofrelationshipBasicrelationshipsFullrelationshipsCustomerloyaltyandretentionprogramsAddingfinancialbenefitsAddingsocialbenefitsAddingstructuraltiesAttracting,retainingandgrowingcustomersBuildingcustomerrelationshipsandcustomerequityKeyConcepts16第十六页，共二十二页。MarketingChallengesTechnologicaladvances,rapidglobalization,andcontinuingsocialandeconomicshiftsarecausingmarketplacechanges.MajormarketingdevelopmentscanbegroupedunderthethemeofConnecting.17第十七页，共二十二页。MarketingChallengesViatechnologyWithcustomersWithmarketingpartnersWiththeworldAdvancesincomputers,telecommunications,video-conferencing,etc.aremajorforces.Databasesallowforcustomizationofproducts,messagesandanalysisofneeds.TheInternetFacilitatesanytime,anywhereconnectionsFacilitatesCRMCreatesmarketspacesConnecting18第十八页，共二十二页。MarketingChallengesSelectiverelationshipmanagementiskey.Customerprofitabilityanalysisseparateswinnersfromlosers.Growing“shareofcustomer”Cross-sellingandup-sellingarehelpful.Directsalestobuyersaregrowing.ConnectingViatechnologyWithcustomersWithmarketingpartnersWiththeworld19第十九页，共二十二页。MarketingChallengesPartnerrelationshipmanagementinvolves:ConnectinginsidethecompanyConnectingwithoutsidepartnersSupplychainmanagementStrategicalliancesConnectingViatechnologyWithcustomersWithmarketingpartnersWiththeworld20第二十页，共二十二页。MarketingChallengesGlobalizationCompetitionNewopportunitiesGreaterconcernforenvironmentalandsocialresponsibilityIncreasedmarketingbynonprofitandpublic-sectorentitiesSocialmarketingcampaignsConnectingViatechnologyWithcustomersWithmarketingpartnersWiththeworld21第二十一页，共二十二页。内容总