[2018年最新整理]【市场营销英文版】05CustomerValueandCustomerRelationships.pptVIP

Customer Relationships Problems deterring companies from effectively using their customer databases: Difficulty in collecting the right data from customers when interacting with them Difficulty of getting everyone in the company customer oriented and use the available information Not all customers want an ongoing relationship with the company and resent the data collection The assumptions behind CRM may not always hold true Customer Value and Customer Relationships Customer Value Marketing involves satisfying customers’ needs and wants; the task of any business is to deliver customer value at a profit. Customer Value The Value Creation and Delivery Sequence: the three major steps Choose the Value Provide the Value Communicate the Value Customer Value Choose the Value: Activities Customer segmentation Market selection/focus Value positioning Often referred to as Strategic Marketing. Customer Value Provide the Value: Activities Product development Service development Pricing Sourcing and Making Distributing and Servicing Often referred to as a part of Tactical Marketing. Customer Value Communicate the Value: Activities Sales force Sales promotion Advertising Often referred to as a part of Tactical Marketing. Customer Value Choose the Value: Helpful Concepts STP: Segmentation, Targeting, Positioning (factors to consider before the product exists, some call it the essence of strategic marketing) 3Vs: Value Segment, Value Proposition, Value Network (Kumar of LSB) Customer Value Defining Value and Satisfaction: Customers always seek to gain the greatest benefit at the least cost. Customer Value Defining Value and Satisfaction: Key Concepts Customer Perceived Value (CPV): customer’s evaluation of all of the benefits and costs of an offering. Total Customer Benefit: perceived monetary value of all of the benefits a customer expects from an offering. Total Customer Cost: perceived bundle of costs a customer expects to incur from an offering. Customer Value Tot