菲利普科特勒“市场营销”讲义2

1、Chapter 2Building CustomerSatisfactionMarketing ManagementTenth Edition1ObjectivesDefine value & satisfaction - understand how to deliver themThe nature of high-performance businessesHow to attract & retain customersImproving customer profitabilityTotal quality management2Determinants of Customer De

2、livered ValueImage valuePersonnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdeliveredvalue3Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outc

3、ome) in relation to his or her expectations.4ResourcesOrganizationandaligning.High Performance BusinessProcessesBy improving critical business.Stake-holdersSet strategies to satisfy key.5MarginMarginThe Generic Value ChainPrimary ActivitiesSupportActivitiesProcurementServ-iceTechnology DevelopmentHu

4、man resource managementFirm infrastructureInboundLogisticsOpera-tionsOut-boundLogisticsMarket-ingandsales6Levi Strauss Value-Delivery NetworkCompetition is between networks, not companies.The winner is the company with the better network.DeliverySears(Retail)Levis(Apparel)OrderDeliveryOrderCustomerD

5、eliveryDu Pont(Fibers)OrderDeliveryOrderMilliken(Fabric)7Satisfied Customers:Are loyal longerBuy more (new products & upgrades)Spread favorable word-of-mouthAre more brand loyal (less price sensitive)Offer feedbackReduce transaction costs8Levels of Relationship MarketingManycustomers/distributorsMed

6、iumnumber ofcustomers/distributorsFewcustomers/distributorsAccountableProactivePartnershipProactiveAccountableReactiveAccountableReactiveBasic orreactiveHighmarginMediummarginLowmargin9Inactive orex-customersCustomer DevelopmentPartnersAdvocatesClientsRepeatcustomersFirst-timecustomersSuspectsProspe

7、ctsDisqualifiedprospects10Customer/Product Profitability AnalysisP1HighlyprofitableproductP2ProfitableproductP3LosingproductP4Mixed-bagproductProducts+Highprofitcustomer+-Mixed-bagcustomer+-LosingcustomerC1C2C3Customers11The Profit TriangleValue creationCompetitive advantageInternal operationsProfit12QualityQuality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.#113ReviewDefine value & satisfaction - understand how to deliver themThe nature