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市场营销专英小灰灰.ppt

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BUILDINGCUSTOMERRELATIONSHIPSSpeaker:DanielLearningcontentFrompage13topage141、understandingthemarketplaceandcustomerneeds2、designingacustomer-drivenmarketingstrategy3、constructingmarketingprogramsleadupto4、buildingprofitablecustomerrelationshipstheFourStepsintheMarketingProcessmostimportantstepmodernmarketingconceptCustomerRelationshipManagementCustomerrelationshipmanagementisperhapsthemostimoportantconceptofmodernmarketingnarrowdefinitionacustomerdatamanagementactivity--apracticecalledCRMinordertomaximizecustomerloyaltyitinvolvesmanagingdetailedinfor-mationaboutindividualcustomersandcarefullymanagingcustomer"touchpoints"-perceivedvalueThecustomer‘"accurately"or"objectively".'sthe"value"forconsumers?Forexample,areGE'sprofileharmonywashersanddryersworththehigherprice?Tothetargetsegmentofstye-conscious,affluentbuyers,theansweris"yes".Buttomanyconsumers,theansw--duct'sperceivedperformancerelativetoabuyer''sperformance<expectationsdissatisfiedproduct'sperformance>expectationshighlysatisfiedordelighted*paniesgooutoftheirwaytokeepimportantcustomerssatisfied.*paniesinterestedindelightingcustomers,,-pa-ny'scredo,whichpromisesthatitsluxuryhotelswilldeliveratrulymemorableexperience--onethat"enlivensthesenses,instillswell-bing,andfulfillseventheunexpressedwishesandneedsofour"guests".

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