英文营销12-精品课件 .pptxVIP

Chapter 2Building Customer SatisfactionMarketing Management Tenth EditionObjectivesDefine value satisfaction - understand how to deliver themThe nature of high-performance businessesHow to attract retain customersImproving customer profitabilityTotal quality managementImage valuePersonnel valueTotalcustomervalueServices valueProduct valueCustomerdeliveredvalueMonetary costTime costTotalcustomercostEnergy costPsychic costDeterminants of Customer Delivered ValueSatisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations.Set strategies to satisfy key...Stake-holdersBy improving critical business...Processesandaligning...OrganizationResourcesHigh Performance BusinessFirm infrastructureHuman resource managementSupportActivitiesMarginTechnology DevelopmentProcurementOpera-tionsInboundLogisticsOut-boundLogisticsMarket-ingandsalesMarginServ-icePrimary ActivitiesThe Generic Value ChainOrderOrderOrderOrderDu Pont(Fibers)Milliken(Fabric)Levi’s(Apparel)CustomerDeliveryDeliveryDeliveryDeliveryLevi Strauss’ Value-Delivery NetworkSears(Retail)Competition is between networks, not companies.The winner is the company with the better network.9、我们的市场行为主要的导向因素，第一个是市场需求的导向，第二个是技术进步的导向，第三大导向是竞争对手的行为导向。10、市场销售中最重要的字就是“问”。11、现今，每个人都在谈论着创意，坦白讲，我害怕我们会假创意之名犯下一切过失。12、在购买时，你可以用任何语言；但在销售时，你必须使用购买者的语言。13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成。14、市场营销观念：目标市场，顾客需求，协调市场营销，通过满足消费者需求来创造利润。15、我就像一个厨师，喜欢品尝食物。如果不好吃，我就不要它。16、我总是站在顾客的角度看待即将推出的产品或服务，因为我就是顾客。17、利人为利已的根基，市场营销上老是为自己着想，而不顾及到他人，他人也不会顾及你。Satisfied Customers:Are loyal longerBuy more (new products upgrades)Spread favorable word-of-mouthAre more brand loyal (less price sensitive)Offer feedbackReduce transaction costsHighmarginMediummarginLowmarginManycustomers/distributorsAccountableReactiveBasic orreactiveMediumnumber ofcustomers/distributorsProactiveAccountableReactiveFewcustomers/distributorsPartnershipProac