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Môn: Principle of Marketing (MAR211)
Trường: Đại học Ngoại Thương
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The process by which companies
engage customers, build strong What is Marketing?
customer relationships, and create Research
customer value in order to capture value customers and Understand the from customers in return. the marketplace marketplace and
Changing economic environment: in the customer needs
uncertain economic times, brand value needs Manage marketing and wants
to be balanced with long-term equity and information and Needs
market share should be build strengthening customer data States of felt deprivation. customer relationships. Wants
Digital age: Internets provides new ways to Select customers
The form human needs take as they
access customer information and 1. Marketing to serve: market (1)
are shaped by culture and individual
communicate, leading to growth of online segmentation and personality. marketing targeting Creating Customer Design a
customer value-driven marketing
Growth of not-for-profit marketing: Value and Demands strategy Decide on a value
marketing helps museums, zoos, hospitals
Human wants that are backed by buying proposition: attract power. differentiation and
funds and members. Additionally, The Changing Marketing Engagement positioning
government employs social marketing to Landscape
Some combination of products, services, discourage (2)
information, or experiences offered to a
smoking and increase concern for
market to satisfy a need or want. Product and
environment + military recruits service design:
Customers choose and buy based on formed build strong
Rapid globalization: managers are
expectations about value and satisfaction brands
increasingly focused not only on local, but
provided by market offerings. Marketers (3) global
(1) Needs, wants and demands; (2) market
should carefully adjust levels of expectation Construct an Pricing:
views of processes in organizations. Understanding the Marketplace
offerings (product, services and
as low levels fail to attract new buyers, integrated create real value whereas high ones disappoint. and Customer Needs
experience); (3) value and satisfaction; (4) marketing program
Call for more ethics and social responsibility:
exchanges and relationships; (5) markets that delivers Distribution:
social responsibility and environmental
Exchange involves obtaining something ( superior value manage demand
concerns place increasingly stricter demands
satisfying needs) by offering something else and supply chains
on organizations; marketing aims at in return.
profiting from serving current needs with a (4) Promotion: long-term outlook.
Marketing includes actions that help create, communicate the
maintain and grow desirable exchange value proposition
relationships with target segments involving
a product, service, idea, or other object Customer
Markets grow from exchange and include the
set of all actual and potential buyers of relationship product or service. management: build engagement and strong relationships
Marketing involves managing markets, Engage customers, with chosen
searching for customers and their needs, build profitable (5) customers
designing and pricing market offerings, relationships, and
promoting and delivering them. create customer Partner relationship delight management: build
Marketers must also deal with customer- strong relationships managed relationships with marketing
Customers are empowered by technology, partners
allowing customers to reach companies
Companies’ success in building valuable
relationships depends on the marketing system Create satisfied,
which includes suppliers, competitors, loyal customers
marketing intermediaries and consumers. Capture value from customers to Capture customer create profits and lifetime value customer equity Increase share of market and share of customer