《TCL集团市场营销培训讲义》(ppt616).pptx

TCL Marketing Training ;TCL 集团市场营销培训 ;;;TCL Marketing Training;TCL 营销培训;Situation Overview - Air Conditioning;整体状况——空调;Situation Overview - Television;整体状况 – 电视;Situation Overview - Sales Company;整体状况 – 销售公司;Our Challenges;我们的挑战; The Market Driven Company; 市场导向型公司;Building a Market Driven Company;建立市场导向型公司;Vision and Leadership;战略眼光和领导能力;Marketing Vision: What Profit Model Will You Follow?;营销视角：您将遵循何种盈利模式？;Profit Models ;盈利模式 ;Profit Models;盈利模式;Profit Models ;盈利模式;Marketing Directions in Home Appliances and Electronics;家电产品市场营销趋势;A Service and Solutions Business;服务与解决方案业务;Becoming Market Driven: Market Monitoring and Information;趋于市场导向：市场监控和市场信息;Customers are dissatisfied in about 25% of their purchases but only 5% complain. Each dissatisfied customer tells 8-10 people about their experience Dissatisfied consumers can be turned into satisfied consumers by: Responding quickly Apologizing Going out of the way to solve the problem Offering some form of compensation Resolving quickly Complaining customers who get resolution are 6 times more likely to buy again from the same vendor.;对于自己的购买经历，往往有25%的顾客不满意，但一般只有5%的人会抱怨。 一个不满意的顾客会将其不满告诉另外8-10人。 可以通过以下途径将不满意顾客转为满意顾客： 尽快做出反应 道歉 找出解决问题的方法 提供适当的补偿 尽快落实 如果尽快得到妥善解决，该顾客从您这里重复购买的机会会增加六倍。;ATT encourages customer complaints with full page newspaper ads showing toll free telephone numbers Domino’s Pizza succeeded in getting 20% of dissatisfied customers to complain Resolves 80% of problems within 24 hours, and retains 95% If resolution takes longer than 24 hours, retention drops to 46%;美国电话电报公司在报纸上做大篇“免费电话”广告，以鼓励不满意的顾客主动打电话对公司抱怨。 Domino比萨饼成功处理了其20%的不满意的顾客的抱怨。 在24小时内解决了80%的问题，顾客保持率达到95% 如果解决的时间超过24小时，顾客保持率会降低到46%;;;Focusing on Customer Lifetime Value ;关注客户的终生价值;Estimates of Customer Lifetime Value ;评估客户的终生价值;Keeping a Marketing Scorecard ;做好营销记分卡;Performance ($ Million) Base Year 1 2 3 4 5; 业绩 (百万美元) 基 年 1 2 3 4 5;Market-Based Performance Base Yea