市场营销5ppt课件.ppt

Chapt5
CREATING CUSTOMER VALUE, SATISFACTION, AND LOYALTY
创造
顾客价值
满意
忠诚
LEARNING OBJECTIVES
Know what are customer value, satisfaction,
and loyalty, and how panies
deliver them
Know what is the lifetime value of customers
硕经管112班赵欣 North China Electric Power University
LEARNING OBJECTIVES
Know panies can both attract
and retain customers
Know panies can cultivate
strong customer relationships
硕经管112班赵欣 North China Electric Power University
LEARNING OBJECTIVES
Know panies can deliver total quality
Know what is database marketing
硕经管112班赵欣 North China Electric Power University
Building Customer Value, Satisfaction, And Loyalty
Managers who believe the customer is pany’s only true “profit center” consider the anizational chart obsolete.
With the rise of digital technologies like the , today’s increasingly informed consumers panies to do more than connect with them, more than satisfy them, and even more than delight them.
硕经管112班赵欣 North China Electric Power University
Perceived Value
Customer perceived value (顾客感知价值) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.
Total customer value (整体顾客利益)is the perceived ary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering.
Total customer cost (整体顾客成本)is the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering, including ary, time, energy, and psychic costs.
硕经管112班赵欣 North China Electric Power University
Customer perceived value is a useful framework that applies to many situations and yields rich insights. Its implications are:
First, the seller must assess the total customer value and total customer cost associated with petitor’s offer.
Second, the seller who is at a customer perceived value disadvantage has two alternatives:
Choices and Implicatio