Building Customer Satisfaction through Quality, Service, and Value参考.ppt

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2018-03-15 发布于贵州
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Building Customer Satisfaction through Quality, Service, and Value参考.ppt

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Building Customer Satisfaction through Quality, Service, and Value参考

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 Objectives Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan Market-Oriented Strategic Planning Market-Oriented Strategic Planning Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses Strategic-Planning, Implementation, and Control Process Good Mission Statements: The Boston Consulting Group’s Growth-Share Matrix Market Attractiveness: Competitive- Position Portfolio Classification The Strategic-Planning Gap Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid Opportunity Matrix 1. Company develops a more powerful lighting system 2. Company develops a device for measuring the energy efficiency of any lighting system 3. Company develops a device for measuring illumination level 4. Company develops a software program to teach lighting fundamentals to TV studio personnel Threat Matrix 1. C