Báo cáo giữa kì Marketing Management Chapter 5. Creating Longterm Loyalty Relationships What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers, and how can marketers maximize it? How can companies attract and retain the right customers and cultivate strong customer relationships? What are the pros and cons of database marketing?
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e t p a h C r e Creating Long-term Loyalty Relationships Discussion Questions What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers, and how can marketers maximize it? How can companies attract and retain the right customers and cultivate strong customer relationships? What are the pros and cons of database marketing? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Customer Value, Satisfaction, and Loyalty Holistic Marketing • Inform • Engage • Energize Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 e r u g i F Traditional Organization vs Customer-Oriented Organization Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Customer Perceived Value Customerperceived Value Economic Evaluating Obtaining Functional Using Psychological Disposing Total Customer Benefit Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Total Customer Cost Slide of 34 e r u g i F Determinants of Customer Perceived Value Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Customerperceived value Total customer benefit Total customer cost Product benefit Monetary cost Services benefit Time cost Personal benefit Energy cost Image benefit Psychological cost Slide of 34 Value Concepts - Caterpillar Profit Worth to farmer: $20,000 Price Customer Value $6,000 $20,000 -0- 5,000 19,000 $1,000 4,000 18,000 2,000 3,000 17,000 3,000 2,000 16,000 4,000 1,000 15,000 5,000 -0- 14,000 6,000 Cost to produce: $14,000 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Choice Processes and Implications Friends with salesperson Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Lowest purchase price wins Slide of 34 fi e D d e n Customer Loyalty “A deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.” Oliver Maximizing Customer Lifetime Value 20% of Customers 80% of Profits Customers Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 34