市场营销ch04.pptVIP

Satisfaction and Loyalty Recognizing that high satisfaction leads to high customer loyalty, many companies today are aiming for TCS—total customer satisfaction. Satisfaction and Quality Satisfaction also depends on quality, the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. * * * * * * * * * * Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 4-* MARKETING MANAGEMENT IN CHINA Philip Kotler – Kevin Lane Keller – Lu Taihong Creating Customer Value and Customer Relationship Chapter 4 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 4-* Chapter 4 Questions What is the marketing-based customer value? How can companies deliver customer value, satisfaction, and loyalty? What is the lifetime value of a customer and how can marketers maximize it? How can companies cultivate strong customer relationships and customer equity? Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 4-* Contents of Chapter 4 ? Marketing and Customer Value Cultivating Customer Relationships ? Building Customer Equity Customer Profitability Maximizing Customer Lifetime Value Brand Equity and Customer Equity Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 4-* The Value Exploration, Creation and Delivery Sequence Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 4-* Value Exploration Identify major attributes and benefits that customers value Assess the qualitative importance of different attributes and benefits Assess the company’s and competitor’s performances on the different customer values against rated importance Examine ratings of specific segments Monitor customer values over time Criterion Weight Memory and Storage 10 Battery life 8 Carrying Weight 6 Warranty 4 Display Quality 3 Copyright ? 2009 Pearson Education, Inc. ?Publishing as