管理可获利的顾客关系.pptxVIP

Marketing: Managing Profitable Customer Relationships;Objectives/目标;Objectives/目标;Strong sales, no profits Customer-driven to its core Each customer’s experience is unique ;What is Marketing?什么是营销？;Kotler’s social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”;商品 服务 经验 事件 个人 地点 财产 组织 信息 思想;Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets ;Marketing Management营销管理;Marketing Management营销管理;Marketing Management;CRM;CRM;Customer value/satisfaction Perceptions are key Meeting/exceeding expectations creates satisfaction Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting consumers should be the goal Growing share of customer Cross-selling;Building customer relationships and customer equity 建立顾客关系与顾客价值;Customer relationship levels and tools Target market typically dictates type of relationship Basic relationships Full relationships Customer loyalty and retention programs Adding financial benefits Adding social benefits Adding structural ties;Marketing Challenges营销挑战;Advances in computers, telecommunications, video-conferencing, etc. are major forces. Databases allow for customization of products, messages and analysis of needs. The Internet Facilitates anytime, anywhere connections Facilitates CRM Creates marketspaces ;关键是精心选择的关系管理。 顾客获利能力分析将胜者与败者区分开来。 不断增加的“消费者份额” 跨渠道销售与向上销售都非常有用。 向买者的直接销售增加了。;伙伴关系管理包括： 公司内部连接 与外部伙伴连接 供应链管理 策略联盟;全球连接 竞争 新机遇 更加关注环境与社会责任 非营利组织与社会实体营销不断增加 社会营销战役