Marketing Management Kotler Edition 14th_05_ippt

1、5Creating Long-Term Loyalty Relationships,1,Chapter Questions,What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers and how can marketers maximize it? How can companies attract and retain customers and cultivate strong custome

2、r relationships? What are the pros and cons of database marketing?,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-2,Harrahs Builds Relationships,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3,Figure 5.1 Customer-Orientations,Copyright 2011 Pearson Educat

3、ion, Inc. Publishing as Prentice Hall 5-4,Dell Reestablished Its Commitment to Value,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-5,What is Customer Perceived Value?,Customer perceived value is the difference between the prospective customers evaluation of all the benefits an

4、d all the costs of an offering and the perceived alternatives.,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-6,Figure 5.2 Determinants of Customer Perceived Value,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-7,Image benefit,Psychological cost,Personal b

5、enefit,Energy cost,Services benefit,Time cost,Product benefit,Monetary cost,Total customer benefit,Total customer cost,Caterpillar Maximizes Customer Value,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-8,Steps in a Customer Value Analysis,Identify major attributes and benefits

6、 that customers value Assess the qualitative importance of different attributes and benefits Assess the companys and competitors performances on the different customer values against rated importance Examine ratings of specific segments Monitor customer values over time,Copyright 2011 Pearson Educat

7、ion, Inc. Publishing as Prentice Hall 5-9,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-10,What is Loyalty?,Loyalty is a deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having th

8、e potential to cause switching behavior.,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-11,Top Brands in Customer Loyalty,Apple iPhone Clairol Samsung Mary Kay Grey Goose Clinique Avis Wal-Mart,Google Amazon Bing J.Crew AT&T Wireless Discover Card Verizon Wireless Cheerios,Esta

9、blishing Value,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-12,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-13,Measuring Satisfaction,Periodic surveys Customer loss rate Mystery shoppers Monitor competitive performance,Managing Customers,Copyright 2011

10、 Pearson Education, Inc. Publishing as Prentice Hall 5-14,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-15,What is 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.,Copyright 20

11、11 Pearson Education, Inc. Publishing as Prentice Hall 5-16,Maximizing Customer Lifetime Value,Customer Profitability,Customer Equity,Lifetime Value,Figure 5.3 Customer-Product Profitability Analysis,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-17,Copyright 2011 Pearson Educa

12、tion, Inc. Publishing as Prentice Hall 5-18,Estimating Lifetime Value,Annual customer revenue: $500 Average number of loyal years: 20 Company profit margin: 10 Customer lifetime value: $1000,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-19,What is Customer Relationship Managem

13、ent?,CRM is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty.,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-20,Framework for CRM,Identify prospects and customers Differentiate customers

14、 by needs and value to company Interact to improve knowledge Customize for each customer,Amys Maximized Word of Mouth,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-21,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-22,Attracting and Retaining Customers,Red

15、uce the rate of defection Increase longevity Enhance share of wallet Terminate low-profit customers Focus more effort on high-profit customers,Figure 5.4 The Marketing Funnel,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-23,Loyalty Programs,Copyright 2011 Pearson Education, In

16、c. Publishing as Prentice Hall 5-24,Database Key Concepts,Customer database Database marketing Mailing list,Business database Data warehouse Data mining,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-25,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-26,Usi

17、ng the Database,To identify prospects To target offers To deepen loyalty To reactivate customers To avoid mistakes,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-27,Dont Build a Database When,The product is a once-in-a-lifetime purchase Customers do not show loyalty The unit sale is very small The cost of gathering information is too high,For Review,What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the