Marketing - Creating and Capturing Customer Value Chapter 1 Global Edition.

Marketing - Creating and Capturing Customer Value

Chapter 1

Global Edition

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Rest Stop: Previewing the Concepts

•Define marketing and outline the steps in the marketing process

•Explain the importance of understanding customers and the marketplace and identify the five core marketplace concepts

• Identify the key elements of a customer-driven marketing strategy

Copyright 2013, Pearson Copyright 2013, Pearson Education Education 1-1-22

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Rest Stop: Previewing the Concepts

•Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return

•Describe the major trends and forces that are changing the marketing landscape in this age of relationships


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投影片結構 ( 本章架構 )

• 行銷定義• 行銷程序• 重要行銷槪念

– Needs, Wants, Demands

– Marketing Offers – Value, Satisfaction– Exchange– Markets

• 顧客導向的行銷策略– 行銷管理– 市場區隔與目標選擇– 差異化與定位

• 行銷組合 *• 行銷管理哲學 *• 建立顧客關係

– 顧客關係管理– 顧客關係改變– 伙伴關係管理

• 獲取顧客價值– 創造顧客忠誠與保留– 增加顧客占有率– 建立顧客權益

• 完整的行銷程序

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What Is Marketing?

• Simple Definition: Marketing is managing profitable customer relationships.

• Leaky bucket theory

• How? By accomplishing the following goals:

1. Attracting NEW customers by promising superior value.

2. KEEPING and GROWING current customers by delivering satisfaction.

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Marketing Old vs. New

Old view of marketing:Making a sale -- “Telling and Selling”

New view of marketing:Satisfying customer needs

好的產品不會自動行銷 ( 所以才要學好行銷 ) ；但爛產品根本無法行

銷

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Marketing Defined

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.

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Marketing Defined

AMA (1960):Marketing is the performance of

business activities that direct the flow of goods

and services from producer to consumer or

user.

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Marketing Defined

AMA (1985):Marketing is the process of planning and

executing the conception, pricing, promotion, and

distribution of ideas, goods, and services to create exchanges that satisfy

individual and organizational objectives.

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Marketing Defined

AMA (2004): Marketing is an organizational function and a set of processes for creating,

communication and delivering value to customers and for

managing customer relationships in ways that

benefit the organization and its stakeholders.

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Marketing Defined

Kotler(2008): 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.

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A Simple Model of the Marketing Process

Understand the marketplace

and customer needs and

wants

Understand the marketplace

and customer needs and

wants

Capture value from customers to create profits and customer equity

Capture value from customers to create profits and customer equity

Create value for customers and build customer

relationships

Capture value from customers

in return

Design a customer-driven

marketingstrategy

Design a customer-driven

marketingstrategy

Build profitable relationships and

createcustomer delight

Build profitable relationships and

createcustomer delight

Construct a marketing program

that delivers superior value

Construct a marketing program

that delivers superior value

人人想要智慧型手機，男女老少的動機與需求都一樣嗎 ?

你能用單一機型滿足所有消費者的的需求嗎 ?如果不的話該如何作呢 ?

消費者為何要選你的手機呢 ?價值是什麼 ?如何表現 ?

唯有滿意的消費者才會 :重覆購買建立口啤交叉與向上購買

了解行銷的個體環境與總體環境及公司的長期發展方向

市場區隔、目標市場的選擇與市場定位 (STP)

ProductPricePlacepromotion

CRM: 增加顧客價值興滿意度建立興維持互利顧客關係

創造最大的收益讓企業立不敗之地

企業成長企業形象死忠顧客

企業擁護者

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Marketing Process

•Marketing Environment Analysis

•STP

•4P

•CRM

•Capturing Value

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Understanding the Marketplace and Customer Needs

• Creating value for customers requires that we first understand the marketplace and customer needs, including five core customer and marketplace concepts:– Needs, wants, and demands– Marketing offers (products,

services, and experiences)– Value and satisfaction– Exchanges and relationships– Markets

What are Consumers’ Needs, Wants, and

Demands?

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This Is a Need

Needs - state of felt deprivation including physical, social, and individual needs.

Name some specific examples of each need type.

平平是礦泉水，因為滿足的需求不同，所以．．．

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Types of Needs

•Physical:– Food, clothing, shelter, safety

•Social:– Belonging, affection

• Individual:– Learning, knowledge, self-expression

•Maslow’s Hierarchy of Needs

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This Is a Want

• Wants:– Form that a human

need takes, as shaped by culture and individual personality.

– Preferences for brands are wants.

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Discussion Questions

•Discuss the following statement: – Marketers can create human needs…– Human needs are shaped by culture and

individual personality…– Wants reflect the preference for

brands…– The marketing process begins,

continues, and ends with profits…

Ｆ

Ｆ

Ｔ

Ｆ

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This Is Demand

“ Demand”

Wants Buying Power

What are marketing offers ？Products, services,

experiences, persons, places…..

廠商如何滿足消費者的需求呢？

--Marketing offers.

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Marketing Offers( 行銷提供物 )

Some combination of products, Some combination of products, services, information, or services, information, or

experiences offered to a market experiences offered to a market to satisfy a need or want.to satisfy a need or want.

Needs and wants are fulfilled through a marketing offer.

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Market Offerings—Products, Services, and Experiences•Not limited to

physical products

• Include entities such as persons , places , organizations, information, and ideas

The U.S. Forest Service markets the idea of reconnecting young

people with exploring the joys of nature firsthand


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Products Can Be Ideas

Products do not have to be physical objects. Here the “product” is an idea -- protecting animals.

Products can also be people, organizations, places, or information.

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Marketing Myopia

• The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.

• They focus on the “wants” and lose sight of the “needs.”

補鼠器與鑽孔機的迷思 -- 在消費者眼中，產品是利益的組合，為了滿足需求而交換。但是，廠商往往只看到…

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Marketing Myopia

–「行銷近視症」例子

以為克蟑只要﹍﹍﹍即可賣得好，而忽略了殺蟑劑用起來要﹍﹍﹍﹍、﹍﹍﹍﹍、﹍﹍﹍﹍。

給他死更方便更有效更安全

這種只在乎產品功能與品質，卻忽視消費者需求的想法可能會錯失不少市場機會，甚至導致經營危機。

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Value and Satisfaction•Consumers usually face a broad

array of products and services that might satisfy a given need. How do they choose among these many market offerings?– Customer value (customer perceived

value)– Customer satisfactionCustomer value and customer satisfaction are key

building blocks for developing and managing customer relationships.

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Value and Satisfaction

•Customers form expectations about the value and satisfaction that various market offerings will deliver – If marketers set expectations too low,

they may satisfy those who buy but fail to attract enough buyers

– If marketers set expectations too high, buyers will be disappointed

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Customer Perceived Value• 你選哪一牌？為什麼？• 知覺價值最高的品牌會受青睞• 『知覺』是人人看法不同，主觀評

價；『價值』是指利益與付出權衡的結果

• CPV=f(B, C)• The customer’s evaluation of

the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.

• CPV=All Benefits – All Costs• CPV=All Benefits / All Costs• 面臨物價上漲，廠商如何維持銷售？• Increasing benefits or

decreasing costs!

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Customer Perceived Value

•Customer perceived value:– Perceptions may

be subjective. – Consumers often

do not objectively judge values and costs.

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Customer Satisfaction

Expectation

Performance810

If performance is lower than expectations, satisfaction is low.

If performance is higher than expectations, satisfaction is high.

Expectation

Performance

108

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Customer Satisfaction• Dependent on the product’s

perceived performance relative to a buyer’s expectations.

• E > PP dissatisfied• E = PP satisfied• E < PP delighted

– Customer satisfaction often leads to consumer loyalty.

– Some firms seek to DELIGHT customers by exceeding expectations.

• 老王賣瓜，如何賣？• 產品本來就無十全十美，怎麼辦？

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Customer Satisfaction•老王賣瓜自賣自誇… . 對或錯？•Setting proper expectations is critical:

– If performance is lower than expectations, satisfaction is low.

– If performance is higher than expectations, satisfaction is high.•Advertising is one of the primary methods by

which consumer expectations are formed.•How about word of mouth ？ Or e-word of

mouth ( 口碑與鼠碑 ) ？•Should marketers just satisfy customers or

delight them ？

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Exchange and Relationships

• Exchange:– Act of obtaining a desired object from

someone by offering something in return.– In the broadest sense, the marketer tries to

bring about a response to some market offering.

– 廣義的行銷 : 任何組織或社會單元為了從他方獲得所需的反應所從事努力與活動。

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•Relationships– Marketing actions build and maintain

exchange relationships with target audiences involving an idea, product, service, or other object

– Marketers build strong relationships by consistently delivering superior customer value•Attract new customers

•Retain and grow current customers

Exchange and Relationships

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廣義的行銷– 任何組織或社會單元為了從他方獲得所需的反應所從事努力與活動。

勒戒所胡瓜、大炳

Demarketing: 透過行銷以減少某種產品的使用

戒毒的幫助

毒品使用減少

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慈濟功德會善男信女

籌募基金社會服務

平安富貴除罪孽、樂善好施

需求 / 目標需求 / 目標

降低罪惡感、行善的快樂與積功德

捐款、擔任義工、參與活動

廣義的行銷

– 任何組織或社會單元為了從他方獲得所需的反應所從事努力與活動。

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What is a Market?

• The set of all actual and potential buyers of a product or service.

• These people share a need or want that can be satisfied through exchange relationships.

• 行銷活動只牽涉到廠商與市場嗎？

Market for Harley-Davidson

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Elements of a Modern Marketing System

A company’s success at building profitable relationships depends not only on its own actions but also on how well the entire system serves the needs of final consumers.( 與

課本不同 )

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Marketing Management

•The art and science of choosing target markets and building profitable relationships with them.– Requires that consumers and the

marketplace be fully understood.– Aim is to find, attract, keep, and grow

target customers by creating, delivering, and communicating superior value.

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Designing a winning marketing strategy requires answers to the following questions:–What customers will we serve? (What’s our target market?)

• Market Segmentation and Market Targeting ( 市場區隔與目標市場選擇 )

–How can we serve these customers best? (What’s our value proposition?)

• Value Proposition ， Positioning ( 價值主張 )

Customer-Driven Marketing Strategy

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Segmentation and Target Marketing

Market Segmentation:Divides the market for a product category into segments of consumers.

Target Marketing:Process of selecting one or more of these segments to target.

#1 #2

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Value Proposition• The set of benefits

or values a company promises to deliver to consumers to satisfy their needs.

• Value propositions dictate how firms will differentiate and position their brands in the marketplace.

喝了會清爽、健康、美麗 !

含有 1/4 乳霜，柔順無負擔

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Marketing Management• Demand Management

– Finding & increasing demand– Also changing or reducing

demand, such as in demarketing.

• Demarketing– Temporarily or permanently

reducing the number of customers or shifting their demand.

Marketing managers must decide which customers they want to target, and on the level, timing, and nature of their demand. Marketing Management is customer management and demand management.

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Marketing Management Philosophies

Production ConceptProduction Concept

Product ConceptProduct Concept

Selling ConceptSelling Concept

Marketing ConceptMarketing Concept

Societal Marketing ConceptSocietal Marketing Concept顧客常在我心就保証一定會成功嗎？

還記得皮草事件嗎？ KFC 虐雞案呢？ NIKE 童工事件的報導呢？這些負面報導會不會影響公司行銷目標的逹成 ?

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Marketing Management Philosophies • Five key marketing

management philosophies:– Production Concept– Product Concept– Selling Concept– Marketing Concept

• Customer driven

– Societal Marketing Concept• Customer and

society driven

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• The Production Concept– Consumers will favor products that are

available and highly affordable– The organization should focus on improving

production and distribution efficiency

• The Product Concept– Consumers will favor products that offer the

most quality, performance, and features– The organization should devote its energy to

making continuous product improvements

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• The Selling Concept– Consumers will not buy enough of the firm’s

products unless the firm undertakes a large-scale selling and promotion effort

• The Marketing Concept– Achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do

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Figure 1.3 - The Selling and Marketing Concepts Contrasted

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•The Societal Marketing Concept– A company’s marketing decisions should

consider consumer’s wants, the company’s desires, consumers’ long-run interests and society’s long-run interests

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The Societal Marketing Concept•Calls for sustainable

marketing—socially and environmentally responsible marketing that meets the present needs of consumers while also preserving the ability of future generations to meet their needs

According to UPS, socialresponsibility “isn’t just good for

the planet. It’s good for business.”


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Figure 1.4 - The Considerations Underlying the Societal Marketing Concept


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Preparing an Integrated MarketingPlan and Program

•Marketing mix tools – Product– Price– Place (Distribution)– Promotion

•The firm must blend each marketing mix tool into a comprehensive integrated marketing program


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Preparing an Integrated Marketing Plan and Program

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Building Customer Relationships:Customer Relationship Management

• The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

• CRM deals with all aspects of acquiring, keeping, and growing customers.

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Customer Relationship Management

• Relationship Building Blocks: CRM 基礎– Customer Value– Satisfaction ( 前面已做介紹 )

• Customer Relationship Levels: CRM 水準– Basic Relationship– Full Partnerships

• Customer Relationship Tools: CRM 工具– Financial Benefits– Social Benefits– Structural Ties

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Customer Relationship Levels

Basic Relationship

Full Partnershi

p

Continuum

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Customer Relationship Tools:

Financial Benefits

Social Benefits

Structural Ties買得越多 , 回饋越

多 ( 華航、中國信託 )Frequency marketing programs

特殊的對待以建立感情Club marketing programs

提供特殊的設備以利營運

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The Changing Nature of Customer Relationships

Relating with More Carefully Selected Customers

Relating More Deeply and Interactively

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Changing Nature of Relationships

•Selective Relationship Management:– Customer profitability analysis

eliminates losing customers and selects profitable ones.

– RFM Model•R： Recency 最近一次購買時間•F： Frequency 購買頻率•M： Monetary amount 購買金額

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Changing Nature of Relationships

•Relating more deeply and interactively via blogs, social network Web sites, email, micro-blogs, and video sharing.– Marketing by attraction vs. intrusion.

• Increased amounts of consumer generated marketing.

•Viral Marketing– Will it blend?– Dove

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Consumer Generated Marketing

In 2006 Doritos held a contest that asked consumers to create a Doritos Super Bowl ad.

The tops ads were voted on and the winning ad aired during the 2007 game.(AD play)

Marketing in Action

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Partner Relationship Management除了顧客外 , 影響行銷成敗的重要夥伴包括 :

Partners Inside the Firm

1. All employees customer focused

2. Teams coordinate efforts toward customers

Partners Outside the Firm

1. Supply chain management

2. Strategic alliances

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Capturing Value from Customers

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• Customer Lifetime Value– The entire stream of purchases

that the customer would make over a lifetime of patronage.

• Share of Customer– The share a company gets

of the customers purchasing in their product categories.

– 十種清潔用品中有八個是P&G

Customer Loyalty & Retention

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Customer Equity

•Customer equity is the combined discounted customer lifetime values of all the company’s current and potential customers.– Classify customers by

loyalty and potential profitability

– Manage accordingly

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Building the Right Relationships with the Right Customers

Projected loyalty( 忠誠度 )

High

Profitability( 利潤貢獻度 )

Low

Long-term customers

Short-term customers

Good fit between company’s offerings and customer’s needs; high

profit potential

Limited fit between company’s offerings and customer’s needs; low

profit potential

Little fit between company’s offerings and customer’s

needs; lowest profit potential

Good fit between company’s offerings and

customer’s needs; highest profit potential

Strangers

Butterflies True Friends

Barnacles

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Building the Right Relationships with the Right Customers

Projected loyalty

High

Profitability

Low

Long-term customers

Short-term customers

Using promotional blitzes to attract them.

Improving their profitability by selling them more, raising their fees, or

reducing service to them.

Don’t invest anything in them.

Making continuous relationship investments to delight, to nurture, to retain,

and to grow them.

Strangers

Butterflies True Friends

Barnacles

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The Changing Marketing Landscape

Economic environmentDigital age

Rapid globalizationNot-for-profit marketing

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Figure 1-6Expanded Model of the Marketing Process

Marketing - Creating and Capturing Customer Value Chapter 1 Global Edition.

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Transcript of Marketing - Creating and Capturing Customer Value Chapter 1 Global Edition.