Kotler_POM13e_Instructor_01-globalrevised解答.ppt

* Note to Instructor Basic Relationships are often used by a company with many low-margin customers For example, Coca-Cola does not phone or call on all of its consumers to get to know them personally. Instead, Coca-Cola creates relationships through brand-building advertising, sales promotions, and its Web site (). Full Partnerships are used in markets with few customers and high margins, sellers want to create full partnerships with key customers. For example, Coca-Cola customer teams work closely with large distributors and retailers. Discussion Question Ask students what frequency or club marketing programs they belong to and why? * Note to Instructor This will be a point for a lively discussion. Discussion Question Ask students how marketers have used facebook, myspace, linkedin or other social networks for marketing purposes. Ask them about YouTube and how that has changed marketing. * * * * Note to Instructor Stew Leonard’s is an interesting example. Stew Leonard, who operates a highly profitable four-store supermarket in Connecticut and New York, says that he sees $50,000 flying out of his store every time he sees a sulking customer. Why? Because his average customer spends about $100 a week, shops 50 weeks a year, and remains in the area for about 10 years. If the marketing process, the company creates value for target customers and builds strong relationships with them. To keep customers coming back, Stew Leonard’s has created the “Disneyland of dairy stores.” Rule 1—the customer is always right. Rule 2—If the customer is ever wrong, reread Rule 1. You can find videos of Leonard’s stores on which will give the students an idea of the atmosphere. Discussion Question Ask students if they know of other retailers that build this kind of exciting environment. * * * Note to Instructor A visit to the Coke Web site always offers examples of building customer equity. They usually have a unique way of engaging the customer whether it be online games, music