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Marketing Management • 14e презентация
Содержание
- 1. Marketing Management • 14e
- 2. Creating Long-term Loyalty Relationships Chapter 5
- 3. Discussion Questions What are customer value, satisfaction,
- 4. Customer Value, Satisfaction, and Loyalty Holistic Marketing Inform Engage Energize
- 5. Figure 5.1 Traditional Organization vs. Customer-Oriented Organization
- 6. Customer Perceived Value Total Customer
- 7. Figure 5.2 Determinants of Customer Perceived Value
- 8. Value Concepts - Caterpillar Worth to farmer: $20,000 Cost to produce: $14,000
- 9. Choice Processes and Implications Lowest purchase price wins. Friends with salesperson
- 10. “A deeply held commitment to rebuy or
- 11. Value Proposition Core positioning: Safety Volvo Other benefits: Good performance Design Environmentally friendly
- 12. A person’s feelings of pleasure or disappointment
- 13. Customer Satisfaction Expectations
- 14. Customer Expectations Expectations Previous purchases Friends advice Marketers’ / competitors
- 15. Monitoring Satisfaction Customer Complaints Measurement Techniques Influence of Customer Satisfaction
- 16. Measurement Techniques Customer Loss Rate Mystery Shopper Surveys
- 17. Influence of Customer Satisfaction Customer satisfaction Speed of communication
- 18. Customer Complaints 25% Dissatisfied 5% Complain 95%
- 19. Product and Service Quality Performance Conformance
- 20. Maximizing Customer Lifetime Value Customers
- 21. Customer Profitability Customer Lifetime Value Customer Profitability Analysis Profitable Unprofitable
- 22. A person, household, or company that over
- 23. Figure 5.3 Customer-Product Profitability Analysis
- 24. Cultivating Customer Relationships Customer Information Differentiate Customize Personalize Share
- 25. Customer Relationship Management (CRM) Personalizing Marketing Customer Empowerment Customer Reviews & Recommendations
- 26. Personalizing Marketing
- 27. One-to-One Marketing Differentiate customers Interact with
- 28. Customer Empowerment Brand Evangelists
- 29. Customer Reviews/Recommendations Customer ratings Negative reviews Create Buzz
- 30. Customer Retention Acquiring new customers costs
- 31. Attracting and Retaining Customers Reduce Defections Define
- 32. Figure 5.4 The Marketing Funnel
- 33. Building Loyalty Develop loyalty programs Interact with customers Create institutional ties
- 34. Databases & Database Marketing Customer databases Name,
Creating Long-term Loyalty Relationships Chapter 5
Слайд 3Discussion 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 the right customers and cultivate strong customer relationships?
What are the pros and cons of database marketing?
What is the lifetime value of customers, and how can marketers maximize it?
How can companies attract and retain the right customers and cultivate strong customer relationships?
What are the pros and cons of database marketing?
Слайд 6Customer Perceived Value
Total Customer Cost
Total Customer Benefit
Customer-perceived Value
Functional
Economic
Psychological
Evaluating
Obtaining
Using
Disposing
Слайд 10“A deeply held commitment to rebuy or repatronize a preferred product
or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.”
-- Oliver
-- Oliver
Customer Loyalty
Слайд 11Value Proposition
Core positioning:
Safety
Volvo
Other benefits:
Good performance
Design
Environmentally friendly
Слайд 12A person’s feelings of pleasure or disappointment that result from comparing
a product’s perceived performance to (or outcome) to expectations.
Satisfaction
Слайд 15Monitoring Satisfaction
Customer
Complaints
Measurement
Techniques
Influence of
Customer Satisfaction
Слайд 18Customer Complaints
25%
Dissatisfied
5%
Complain
95%
Stop buying
54% - 70%
Buy again if resolved
95%
If resolved quickly
Tell 5
people
Tell 11
people
Слайд 21Customer Profitability
Customer Lifetime Value
Customer Profitability Analysis
Profitable
Unprofitable
Слайд 22A person, household, or company that over time yields a revenue
stream exceeding by an acceptable amount the company’s cost stream for attracting, selling, and serving that customer.
A Profitable Customer
Слайд 24Cultivating Customer Relationships
Customer Information
Differentiate
Customize
Personalize
Share
Слайд 25Customer Relationship Management (CRM)
Personalizing Marketing
Customer Empowerment
Customer Reviews & Recommendations
Слайд 27One-to-One Marketing
Differentiate
customers
Interact with
each customer
Customize
Identify prospects
and customers
Слайд 30Customer Retention
Acquiring new customers costs
5x more
than retaining current customers
The average
company loses
10%
Of its customers yearly
10%
Of its customers yearly
Reducing customer defections by 5% can increase profits from
25% to 85%
Слайд 31Attracting and Retaining Customers
Reduce Defections
Define and measure
Determine causes
Compare CLV to costs
Retention
Dynamics
Manage
customer base
Слайд 34Databases & Database Marketing
Customer databases
Name, address, telephone #
Purchase history
Demographics
Psychographics
Mediagraphics
Data Warehouses
Data mining
