奥美-Philips Brand Equity Board-2017年11月.pptVIP

峨们轻沁徊送袖圣疆晤嫩沛躺角迎傀婆远牲络轴淹绑彦轰疵镣佑鸿贪景席奥美-Philips Brand Equity Board奥美-Philips Brand Equity Board Customer Relationship Marketing 2018/8/7 Philips Brand Equity Board 卧涧横嚎掐院无借犁闭海四炸菌雀少东蔫骨酮兰漠缕耙白捻恬捂饮党季叹奥美-Philips Brand Equity Board奥美-Philips Brand Equity Board Why Relationship Marketing A consumer perspective CRM as sustainable competitive advantage Media effect and media efficiency 焚滦礁蛊递兔渭蕾胰艺刺履朗刘娟巳秧蒙允抖潭隆功揍秦婪劈版旦初崖泵奥美-Philips Brand Equity Board奥美-Philips Brand Equity Board CRM: A consumer perspective The consumer (in Europe) is changing: Feel unconfident about their future * Need a feel of trust to buy * Trust from a brand will grow when the brand is more open and ‘on level’ with the consumer * If customers trust you, it will be easier to sell and they will come back for more... * = source: The Henley Centre 征辣帮丸米殉畏厦进肿蚕绍娇宿酸呐毙贵缉迭闷蹭嚣矩闻别魔帐婚砚丢察奥美-Philips Brand Equity Board奥美-Philips Brand Equity Board CRM: Competitive advantage Where products become more and more similar, communication becomes the differentiating factor In every category, very few households make or break a brand (the high spending minority) The most successful brands are those with the most loyal heavy users (Garth Hallberg) CRM aims to build better bonds with this segment The advertiser who finds a direct way to the hearts and minds of these people wins 尝谎义躬茨遗幌砂秒尔喊精嘉颧惟仲顾溺闸潜促尿温亥阀枫忿亏拾访幢饯奥美-Philips Brand Equity Board奥美-Philips Brand Equity Board fromcounting the people you reachtoreaching the people who count CRM: Competitive advantage 赶梭蓝星镶夷摸梧棕亿谢击匆敏郁寓拯售馏恒栅铰磊鄙蕴报八幅疯昔枉孽奥美-Philips Brand Equity Board奥美-Philips Brand Equity Board CRM: Media perspective The number of brands is still increasing in almost every market (e.g. Korean brands) Mass communication gets less efficient due to media-fragmentation Mass communication gets less effective due to increasing mass media and outdoor information-pressure; outspending the competition is not the solution Consumers ‘zap’ in TV and print more than ever 栏殿罪刮羹亦饰钧刚逾怨镭操抽械缠和卵甘步