市场营销ch04教程文件.pptVIP

* * * * * * * 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 第一页，共26页。 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? 第二页，共26页。 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 第三页，共26页。 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 4-* The Value Exploration, Creation and Delivery Sequence 第四页，共26页。 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 第五页，共26页。 Criterion Weight Memory and Storage 10 Battery life 8 Carrying Weight 6 Warranty 4 Display Quality 3 第六页，共26页。 第七页，共26页。 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 4-* Determinants of Customer-Perceived Value Image benefit Psychological cost Personal benefit Energy cost Services benefit Time cost Product benefit Monetary cost Total customer benefit Total customer cost 第八页，共26页。 Copyright ? 2009 Pearson Education, Inc. ?Publish