Value proposition: The company promises to deliver benefits and value to customers that meet their needs.

Customer Equity: The lifetime value of all current and potential customers

Core concept: long-term relationship between business and customers

Marketing activities that establish and maintain relationships between companies and organizations or individuals to ensure that each achieves their goals

In 2018, Kumar proposed

Core issues: innovation, purpose, process

Purpose: To improve competitive advantage and make human life better

Condition: Urgent state; consider the marketing environment; only exist for a period of time

The essence of demand is dissatisfaction with the status quo

Products are the carrier of services

Concept: The difference between total customer value and total customer cost

Total customer value: product value, personnel value, service value, image value

Total customer cost: monetary cost, time cost, energy cost, physical cost

customer loyalty

Customer needs and their satisfaction are increasingly becoming the key to successful marketing strategies

Neil Borden proposed the "marketing mix"

4P characteristics of marketing mix

Big Marketing 6p Features

The difference between tactics and tactics: strategy is overall consideration and overall arrangement, tactics are specific actions, and tactics are subordinate to strategy

Characteristics: overall, long-term, resistance, programmatic

Three levels: overall strategy

Strategic planning process: stipulate corporate mission - determine corporate goals - arrange new business portfolios - develop new business plans

Mission characteristics: market-oriented; practical; inspiring and inspirational; specific and clear

Requirements for corporate goals: hierarchical; quantitative; realistic; consistent

Strategic Business Unit (SBU)

growth strategy

Analyze market opportunities

Choose your target market:

Design marketing mix

Manage marketing campaigns

Internal reporting system: an internal information base that reflects the current status of the enterprise

Marketing Intelligence System: Understand information about external development trends

Marketing research system: conduct observation experiments and surveys on the marketing environment and market needs

Marketing analysis system: starting from improving operations or increasing efficiency, use the system to conduct analysis