第八章顾客需求管理课件.pptVIP

顾客需求管理Customer Demand Management 本章内容 顾客需求 需求的层次 顾客需求 需求的三个层次 Needs basic human requirements People need food, air, water, clothing, and shelter to survive. People also have strong needs for recreation, education, and entertainment Wants shaped by one’s society Demands Demands are wants for specific products backed by an ability to pay 顾客需求 People satisfy their needs and wants with products. A product is any offering that can satisfy a need or want. The organization should listen to the voice of customer 顾客的目标、需要、愿望以及期望 顾客需求 卡诺模型 顾客需求的获得 消费者调研内容 顾客需求的获得 需求特点 什么决定了这些需求特点 自身：年龄、收入、职业、情感…… 外界：