Chapter 5 creating long term loyalty relationships , Marketing Management, Philip Kotler, 14th edition, 2012. Bài giảng giáo trình quản lý marketing của Philip Kotler. Lý thuyết kèm các case study minh họa cho bài giảng.
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Creating Long-term Loyalty Relationships
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Discussion Questions
1 What are customer value, satisfaction, and
loyalty, and how can companies deliver them?
2 What is the lifetime value of customers, and
how can marketers maximize it?
3 How can companies attract and retain the
right customers and cultivate strong customer
relationships?
4 What are the pros and cons of database
marketing?
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Customer Value, Satisfaction, and Loyalty
Holistic Marketing
• Inform
• Engage
• Energize
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Traditional Organization vs
Customer-Oriented Organization
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Customer Perceived Value
Total Customer
Cost
Total Customer Benefit
perceived Value
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perceived value
Customer-Total customer benefit
Total customer
cost
Product benefit
Monetary cost
Services benefit
Time cost
Personal benefit
Energy cost
Image benefit
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Value Concepts - Caterpillar
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Choice Processes and Implications
Lowest purchase price wins.
Friends with
salesperson
Trang 10“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
Customer Loyalty
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Trang 12A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to (or outcome) to expectations.
Satisfaction
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Customer Satisfaction
Expectations
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Customer Expectations
Expectations
Previous purchases Friends advice
Marketers’ / competitors
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Monitoring Satisfaction
Customer Complaints
Measurement Techniques
Influence of Customer Satisfaction
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Measurement Techniques
Customer Loss Rate
Mystery Shopper
Surveys
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Influence of Customer Satisfaction
Customer satisfaction
Speed of communication
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Tell 11 people
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Product and Service Quality
Quality
Profitability Satisfaction
Performance Conformance
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Maximizing Customer Lifetime Value
20% of
Customers
80% of Profits
Customers
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Customer Profitability
Customer Lifetime Value
Customer Profitability Analysis
Profitable
Unprofitable
Trang 22A person, household, or company that over time yields a revenue stream
exceeding by an acceptable amount the company’s cost stream for attracting,
selling, and serving that customer.
A Profitable Customer
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Customer-Product Profitability Analysis
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Cultivating Customer Relationships
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Customer Relationship Management (CRM)
Personalizing Marketing
Customer Empowerment
Customer Reviews & Recommendations
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Personalizing Marketing
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One-to-One Marketing
Differentiate customers
Interact with
each customer
Customize Identify prospects
and customers
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Customer Empowerment
Brand Evangelists
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Customer Reviews/Recommendations
Customer ratings Negative reviews
Create Buzz
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Of its customers yearly
Reducing customer defections by 5% can
increase profits from
25% to 85%
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Attracting and Retaining Customers
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The Marketing Funnel
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Databases & Database Marketing