ch05creatingcustomer value,satisfaction,and loyalty(市场营销,科特勒,英文版)

1、MARKETING MANAGEMENT12th edition5 Creating Customer Value, Satisfaction, and LoyaltyKotlerKeller5-2Chapter QuestionsWhat are customer value, satisfaction, and loyalty, and how can companies deliver them?What is the lifetime value of customers?How can companies both attract and retain customers?How c

2、an companies deliver total quality?What is database marketing?5-3LoyaltyA deeply held commitment to re-buyor re-patronize a preferred product or service in the future despite situationalinfluences and marketing efforts having the potential to cause switching behavior.5-4The Value PropositionThe whol

3、e cluster of benefits thecompany promisesto deliver5-5Measuring SatisfactionPeriodic surveysCustomer loss rateMystery shoppersMonitor competitive performance5-6Product and Service QualityQuality is the totality of features andcharacteristics of a product or service that bear on its ability to satisf

4、ystated or implied needs.5-7QualityConformancePerformance5-8Total Quality ManagementTQM is an organization-wide approach to continuously improving the quality of all the organizations processes, products, and services.5-9Maximizing Customer Lifetime ValueCustomer profitabilityCustomer equityLifetime

5、 value5-10Estimating Lifetime ValueAnnual customer revenue: $500Average number of loyal years: 20Company profit margin: 10Customer lifetime value: $10005-11Drivers of Customer EquityValue equityBrand equityRelationship equity5-12Framework for CRMIdentify prospects and customersDifferentiate customer

6、s by needs and value to companyInteract to improve knowledgeCustomize for each customer5-13CRM StrategiesReduce rate of defectionIncrease longevityEnhance share of walletTerminate low-profit customersFocus more effort on high-profit customers5-14Table 5.1 Mass vs. One-to-One MarketingMassAverage cus

7、tomerCustomer anonymityStandard productMass productionMass distributionMass advertisingOne-way messageEconomies of scaleOne-to-OneIndividual customerCustomer profileCustomized market offeringCustomized productionEconomies of scopeShare of customer5-15Customer RetentionAcquisition of customers can co

8、st 5 times more than retaining current customers.The average customer loses 10% of its customers each year.A 5% reduction to the customer defection rate can increase profits by 25% to 85%.The customer profit rate increases over the life of a retained customer.5-16Describing Market DynamicsPermanent

9、capture marketsSimple retention marketsCustomer migration markets5-17Building LoyaltyBasicReactiveAccountableProactivePartnership5-18Reducing Customer DefectionDefine and measure retention rateDistinguish causes of customer attritionEstimate profit loss associated with loss of customersAssess cost t

10、o reduce defection rateGather customer feedback5-19Forming Strong Customer BondsAdd financial benefitsAdd social benefitsAdd structural ties5-20Database Key ConceptsCustomer databaseDatabase marketingMailing listBusiness databaseData warehouseData mining5-21Using the DatabaseTo identify prospectsTo

11、target offersTo deepen loyaltyTo reactivate customersTo avoid mistakes会议基调年会视频：会议主题1、携手超越，驭领未来2、你在我心里面 -用心创造新未来会议主体环节年度总结：由公司各职能部门、高层做09年总结报告，传递10年度公司战略开展规划以及嘉许09年度优秀员工感谢晚宴：让员工在享受晚宴的同时，感受公司对他们一年来付出的感谢；让嘉宾感受耀光纺织的关注和企业文化员工才艺秀：加强员工互动，展现员工风采注：文本框可根据需求改变颜色、移动位置；文字可编辑POWERPOINT模板适用于简约清新及相关类别演示1234点击添加文本点击

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