市场营销 chapter 6.pdf

chapter 6 6 Customer Relationships Customer Relationships HUA YING © University of International Business and Economics Customer Relationships — Today’s Objectives  Objectives will be to:  Develop a clear definition of relationship  Explore why firms want relationships with their customers  Discuss the relationship stages and interaction intensity  Examine the effects of the Internet and 2Is on customer relationships  Discuss some final points about customer relationships and the Web Chapter 6: Customer Relationships  Defining Relationship  Why Firms Want Relationships With Their Customers  The Relationship Stages and Interaction Intensity  The Effects of the Internet and the 2Is on Customer Relationships  Some Final Points About Customer Relationships and the Web  EBay Case Study  Conclusion Chapter 6: Customer Relationships  Defining Relationship  Why Firms Want Relationships With Their Customers  The Relationship Stages and Interaction Intensity  The Effects of the Internet and the 2Is on Customer Relationships  Some Final Points About Customer Relationships and the Web  EBay Case Study  Conclusion Relationship Type Involvement Continuums Enduring Involvement Exchange Communal Relationships Relationships Situational Involvement Exhibit 6.2: A Continuum of Relationship Involvement High Automobile 35-mm Camera Expensive Watch Product type (cost,