清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）管理生命周期战略

1、客户关系管理的意义。 2、客户关系管理的基本策略与方法

What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)

Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying

Lecture 4: Marketing Strategy and Planning Lecture Objectives Planning -role/questions/processes? Strategy -components and measurement

Lecture 5: Marketing Research Lecture Objectives Research- Why? Processes Involved Analysis Reporting

Marketing Management Review of Last Session/Housekeeping New Developments Brand Management Pillars Positioning'via the pillars NPD 8 stage process v Landrover practice Case Exercise Questions/Reading for next week

The Product/Service Definition:- That bundle of benefits which is received in the exchange process Note:- People buy benefits not products:- Health Club Membership A visit to Cadbury world Lynx deodorant Caterpillar Earth Movers

Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives Segmentation-what/why/how? Target market strategies Positioning and re-positioning strategies

清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）战略计划