国际营销第二章资料.ppt

Chapter 2 Objectives Define value and satisfaction and understand how to deliver them. Describe the nature of high-performance businesses. Explain how to attract and retain customers. Understand ways of improving customer profitability. Define total quality management. Customer Value Customers estimate which offer will deliver the most value. They then form an expectation of value and act upon it. Customer delivered value = total customer value minus total customer cost. Determinants of Customer Delivered Value Customer Satisfaction Satisfaction: feelings of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to expectations. Satisfaction is a function of perceived performance and expectations. Question: why are companies so intent upon satisfying the customer? Keys Leading to High Performance Processes Companies must increase focus on New-product development Customer attraction and retention Reengineering work flows Building cross-functional teams responsible for each process Organization and Organizational Culture Company’s organization is it structures, policies, and corporate culture, all of which need to be nourished in rapidly changing world. Corporate culture is shared experiences, stories, beliefs, and norms that characterize an organization. Value Chain Levi Strauss’ Value-Delivery Network Satisfied Customers Remain loyal longer Buy more (new products and upgrades) Spread favorable word-of-mouth Exhibit more brand loyalty (less price sensitive) Offer feedback Reduce transaction costs Levels of Relationship Marketing Enhancing Customer Bonding and Satisfaction Give examples of the following ways to develop stronger customer relations: The Profit Triangle Quality Quality: all features and characteristics of product or service’s ability to satisfy needs. Total quality management: company-wide approach to continuously improving quality of all processes, products, and services. 2.* To accompany A Framework fo