CH02 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料.pptVIP

Objectives Define value satisfaction - understand how to deliver them The nature of high-performance businesses How to attract retain customers Improving customer profitability Total quality management Determinants of Customer Delivered Value High Performance Business The Generic Value Chain Levi Strauss’ Value-Delivery Network Satisfied Customers: Are loyal longer Buy more (new products upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs Levels of Relationship Marketing Customer Development Customer/Product Profitability Analysis The Profit Triangle Quality Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Review Define value satisfaction - understand how to deliver them The nature of high-performance businesses How to attract retain customers Improving customer profitability Total quality management * ?2000 Prentice Hall * Image value Personnel value Services value Product value Total customer value Monetary cost Time cost Energy cost Psychic cost Total customer cost Customer delivered value Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations. Resources Organization and aligning... Processes By improving critical business... Stake- holders Set strategies to satisfy key... Margin Margin Primary Activities Support Activities Procurement Serv- ice Technology Development Human resource management Firm infrastructure Inbound Logistics Opera- tions Out- bound Logistics Market- ing and sales Competition is between networks, not companies. The winner is the company with the better network. Delivery Sears (Retail) Levi’s (Apparel) Order Delivery Order Customer Delivery Du Pont (Fibers) Order Delivery Order Milliken (Fabric) Many customers/ distributors Medium number of customers/ d