科特勒营销管理下载_Marketing_Management02.ppt

Chapter 2
Building Customer
Satisfaction
Marketing Management
Tenth Edition
Objectives
Define value & satisfaction - understand how to deliver them
The nature of high-performance businesses
How to attract & retain customers
Improving customer profitability
Total quality management
Determinants of Customer Delivered Value
Image value
Personnel value
Services value
Product value
Total
customer
value
ary cost
Time cost
Energy cost
Psychic cost
Total
customer
cost
Customer
delivered
value
Satisfaction is a person’s feelings of pleasure or disappointment resulting paring a product’s perceived performance (or e) in relation to his or her expectations.
Resources
Organization
and
aligning...
High Performance Business
Processes
By improving
critical business...
Stake-
holders
Set strategies to satisfy key...
Margin
Margin
The Generic Value Chain
Primary Activities
Support
Activities
Procurement
Serv-
ice
Technology Development
Human resource management
Firm infrastructure
Inbound
Logistics
Opera-
tions
Out-
bound
Logistics
Market-
ing
and
sales
Levi Strauss’Value-work
Competition is works, panies.
The winner is pany with the work.
Delivery
Sears
(Retail)
Levi’s
(Apparel)
Order
Delivery
Order
Customer
Delivery
Du Pont
(Fibers)
Order
Delivery
Order
Milliken
(Fabric)
Satisfied Customers:
Are loyal longer
Buy more (new products & upgrades)
Spread favorable word-of-mouth
Are more brand loyal (less price sensitive)
Offer feedback
Reduce transaction costs
Levels of Relationship Marketing
Many
customers/
distributors
Medium
number of
customers/
distributors
Few
customers/
distributors
Accountable
Proactive
Partnership
Proactive
Accountable
Reactive
Accountable
Reactive
Basic or
reactive
High
margin
Medium
margin
Low
margin
Inactive or
ex-customers
Customer Development
Partners
Advocates
Clients
Repeat
customers
First-time
customers
Suspects
Prospects
Disqualified
prospects