kotler05_im_Marketing management笔记.doc

LEARNING OBJECTIVES After reading this chapter, students should: Know what are customer value, satisfaction, and loyalty, and how can companies deliver them Know what is the lifetime value of customers Know how companies can both attract and retain customers Know how companies can cultivate strong customer relationships Know how companies can deliver total quality Know what is database marketing CHAPTER SUMMARY Customers are value-maximizers. They form an expectation of value and act on it. Buyers will buy from the firm that they perceive to offer the highest customer-delivered value, defined as the difference between total customer value and total customer cost. A buyer’s satisfaction is a function of the product’s perceived performance and the buyers’ expectations. Recognizing that high satisfaction leads to high customer loyalty, many companies today are aiming for TCS—total customer satisfaction. For such companies, customer satisfaction is both a goal and a marketing tool. Losing profitable customers can dramatically affect a firm’s profits. The cost of attracting a new customer is estimated to be five times the cost of keeping a current customer happy. The key to retaining customers is relationship marketing. Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Today’s companies have no choice but to implement total quality management programs if they are to remain solvent and profitable. Marketing managers have two responsibilities in a quality-centered company. First, they must participate in formulating strategies and policies designed to help the company win through total quality excellence. Second, they must deliver marketing quality alongside production quality. Companies are also becoming skilled in Customer Relationship Management (CRM) that focuses on meeting the individual needs of valued customers. The skill requires building a customer database and doing dat