cha18_e竞争战略Competitive Strategies-Attracting,Retaining,and Growing Customers.pptVIP

Chapter 18 Competitive Strategies: Attracting, Retaining, and Growing Customers What is Relationship Marketing? Customer Relationship Marketing Why the new emphasis on retaining and growing customers? Changing demographics, more sophisticated competitors, and overcapacity in many industries means fewer customers. Costs five times as much to attract a new customer as to keep a current one satisfied. Losing a customer means losing the entire stream of purchases over a lifetime of patronage - the customer lifetime value. Customer Delivered Value (Fig. 18.1) Customer Satisfaction Customer Sat