市场营销学CH02顾客价值与顾客满意.pptVIP

市场营销学 2-* 增加财务利益 Frequency programs (FPs) 增加社交利益 增加结构利益 Create long-term contracts Charge lower price to high volume customers Turn product into long-term service 保持顾客关系的方法 2-* 数据库营销:增加顾客份额的基本要求 2-* 2-* Table 3-2: Social Actions Affecting Buyer-Seller Relationships Good Things Bad Things Initiate positive phone calls Make recommendations Candor in language Use phone Show appreciation Make service suggestions Use “we” problem-solving language Get to problems Use jargon or shorthand Personality problems aired Talk of “our future together” Routinize responses Accept responsibility Plan the fu