市场营销专英小灰灰.ppt

* BUILDING CUSTOMER RELATIONSHIPS Speaker ：Daniel Learning content From page 13 to page 14 1、understanding the marketplace and customer needs 2 、 designing a customer-driven marketing strategy 3、 constructing marketing programs lead up to 4、building profitable customer relationships the Four Steps in the Marketing Process most important step modern marketing concept Customer Relationship Management Customer relationship management is perhaps the most imoportant concept of modern marketing narrow definition a customer data management activity--a practice called CRM in order to maximize customer loyalty it involves managing detailed infor- mation about individual customers and carefully managing customer touchpoints the broader meaning customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. all aspects of the broader sense acquiring keeping growing customers To create superior customer value and satisfaction Satisfied customers are likely to give the company a larger share of their business. Satisfied customers are more likely to be loyal customers. Relationship bBuilding Blocks Customer-perceived value The customer‘s evaluation of the difference between all the benefits and the costs of a marketing offer relative to those of competing offers. Customer Value Customers often do not judge values and costs accurately or objectively.They act on perceived value. whats the value for consumers? For example,are GEs profile harmony washers and dryers worth the higher price?To the targ