《菲利普.科特勒的“市场营销”讲义》02

1、Chapter 2,Building Customer Satisfaction through Quality, Service, and Value,Marketing Management Tenth Edition Philip Kotler,Objectives,Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profita

2、bility Total quality management,Determinants of Customer Delivered Value,Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations.,High Performance Business,The Generic Value Chain,L

3、evi Strauss Value-Delivery Network,Competition is between networks, not companies. The winner is the company with the better network.,Sears (Retail),Satisfied Customers:,Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Off

4、er feedback Reduce transaction costs,Levels of Relationship Marketing,Customer Development,Suspects,Customer/Product Profitability Analysis,The Profit Triangle,Value creation,Competitive advantage,Internal operations,Profit,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.,#1,Review,Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & re