版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
1、5Creating Long-Term Loyalty Relationships,1,Chapter Questions,What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers and how can marketers maximize it? How can companies attract and retain customers and cultivate strong custome
2、r relationships? What are the pros and cons of database marketing?,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-2,Harrahs Builds Relationships,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3,Figure 5.1 Customer-Orientations,Copyright 2011 Pearson Educat
3、ion, Inc. Publishing as Prentice Hall 5-4,Dell Reestablished Its Commitment to Value,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-5,What is Customer Perceived Value?,Customer perceived value is the difference between the prospective customers evaluation of all the benefits an
4、d all the costs of an offering and the perceived alternatives.,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-6,Figure 5.2 Determinants of Customer Perceived Value,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-7,Image benefit,Psychological cost,Personal b
5、enefit,Energy cost,Services benefit,Time cost,Product benefit,Monetary cost,Total customer benefit,Total customer cost,Caterpillar Maximizes Customer Value,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-8,Steps in a Customer Value Analysis,Identify major attributes and benefits
6、 that customers value Assess the qualitative importance of different attributes and benefits Assess the companys and competitors performances on the different customer values against rated importance Examine ratings of specific segments Monitor customer values over time,Copyright 2011 Pearson Educat
7、ion, Inc. Publishing as Prentice Hall 5-9,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-10,What is Loyalty?,Loyalty is a deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having th
8、e potential to cause switching behavior.,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-11,Top Brands in Customer Loyalty,Apple iPhone Clairol Samsung Mary Kay Grey Goose Clinique Avis Wal-Mart,Google Amazon Bing J.Crew AT&T Wireless Discover Card Verizon Wireless Cheerios,Esta
9、blishing Value,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-12,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-13,Measuring Satisfaction,Periodic surveys Customer loss rate Mystery shoppers Monitor competitive performance,Managing Customers,Copyright 2011
10、 Pearson Education, Inc. Publishing as Prentice Hall 5-14,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-15,What is Quality?,Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.,Copyright 20
11、11 Pearson Education, Inc. Publishing as Prentice Hall 5-16,Maximizing Customer Lifetime Value,Customer Profitability,Customer Equity,Lifetime Value,Figure 5.3 Customer-Product Profitability Analysis,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-17,Copyright 2011 Pearson Educa
12、tion, Inc. Publishing as Prentice Hall 5-18,Estimating Lifetime Value,Annual customer revenue: $500 Average number of loyal years: 20 Company profit margin: 10 Customer lifetime value: $1000,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-19,What is Customer Relationship Managem
13、ent?,CRM is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty.,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-20,Framework for CRM,Identify prospects and customers Differentiate customers
14、 by needs and value to company Interact to improve knowledge Customize for each customer,Amys Maximized Word of Mouth,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-21,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-22,Attracting and Retaining Customers,Red
15、uce the rate of defection Increase longevity Enhance share of wallet Terminate low-profit customers Focus more effort on high-profit customers,Figure 5.4 The Marketing Funnel,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-23,Loyalty Programs,Copyright 2011 Pearson Education, In
16、c. Publishing as Prentice Hall 5-24,Database Key Concepts,Customer database Database marketing Mailing list,Business database Data warehouse Data mining,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-25,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-26,Usi
17、ng the Database,To identify prospects To target offers To deepen loyalty To reactivate customers To avoid mistakes,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-27,Dont Build a Database When,The product is a once-in-a-lifetime purchase Customers do not show loyalty The unit sale is very small The cost of gathering information is too high,For Review,What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 中外电影产业全球化政策比较研究
- 欠款调解协议书范本
- 2024年数字货币金融项目发展计划
- 2024年抗辐射光学石英玻璃项目建议书
- 2023年甘南藏族自治州舟曲县一级造价工程师《造价管理》点睛提分卷含解析
- 2023年福安市一级造价工程师《造价管理》深度预测试卷含解析
- 2023年德州市德城区一级造价工程师《造价管理》全真模拟试题含解析
- 2023年巢湖市和县一级造价工程师《造价管理》预测试题含解析
- 2024年气浮电主轴项目建议书
- 广西壮族柳州市柳北区2022年公务员考试《行政职业能力测验》全真模拟试卷含解析
- 《西柏坡精神》班会课件
- 【瑞幸公司内部审计存在问题及优化建议探析11000字(论文)】
- 2024山东麟州国资本运营限公司招聘高频考题难、易错点模拟试题(共500题)附带答案详解
- 2024年省公共卫生临床中心公开招聘工作人员(177人)公开引进高层次人才和急需紧缺人才笔试参考题库(共500题)答案详解版
- 2024届广东省东莞市东华中学中考历史全真模拟试卷含解析
- 校园安全事故与应急处置
- 影视剪辑艺术赏析智慧树知到期末考试答案章节答案2024年广东工业大学
- 安全生产事故应急供水合同模板精美合同协议模板
- MOOC 信号与系统-南京邮电大学 中国大学慕课答案
- 青年你为什么要入团-团员教育主题班会-热点主题班会课件
- 影视英语智慧树知到期末考试答案2024年
评论
0/150
提交评论