understanding and capturing customer value

... 1- slide Understanding the Marketplace and Customer Needs Core Concepts • • • • • Customer needs, wants, and demands Market offerings Customer Value and satisfaction Exchanges and relationships ... Creating and Capturing Customer Value Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Chapter 1- slide Creating and Capturing Customer Value Topic Outline • Define marketing and ... 1- slide Understanding the Marketplace and Customer Needs Customer Needs, Wants, and Demands Copyright © 2010 Pearson Education, Inc Publishing as Prentice Hall Chapter 1- slide Understanding the...

Ngày tải lên: 04/02/2024, 10:03

... Pricing Strategies • Customer Value-Based Pricing Understanding how much value consumers place on the benefits they receive from the product and setting a price that captures that value Copyright ... Other Internal and External Considerations Affecting Price The Market and Demand Decisions Đ Before setting prices, the marketer must understand the relationship between price and demand for its ... of demand illustrates the response of demand to a change in price Inelastic demand occurs when demand hardly changes when there is a small change in price Elastic demand occurs when demand changes...

Ngày tải lên: 18/01/2020, 21:17

... Understanding and Capturing Customer Value Roadmap: Previewing the Concepts Discuss the importance of understanding customer value perceptions and company costs when setting prices Identify and ...  Product costs Customer Value Perceptions  Customer-oriented pricing: – Involves understanding how much value consumers place on the benefits they receive from the product and setting a price ... Concepts Discuss the importance of understanding customer value perceptions and company costs when setting prices Identify and define the other important internal and external factors affecting a...

Ngày tải lên: 18/01/2020, 22:35

... i t ’s good  and  good for you Chapter Ten Pricing: Understanding and Capturing Customer Value Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 10-1 • Pricing: Understanding and Capturing ... Pricing Strategies • Customer Value-Based Pricing Understanding how much value consumers place on the benefits they receive from the product and setting a price that captures that value Copyright ... Other Internal and External Considerations Affecting Price The Market Decisions and Demand • Before setting prices, the marketer must understand the relationship between price and demand for its...

Ngày tải lên: 18/01/2020, 23:38

... Chapter 10 Pricing Products: Understanding and Capturing Customer Value 1) is the amount of money charged for a product or service A) Experience curve B) Demand curve C) Price D) Wage E) ... appliancesblenders, hand mixers, and electric skilletsunder the brand name First Generation Alden attempts to target newlyweds and first-time home buyers with this brand In considering that ... Discuss the importance of consumer perceptions of value and costs to setting prices Answer: Customer perceptions of value set the upper limit for prices, and costs set the lower limit However, in setting...

Ngày tải lên: 21/11/2016, 10:13

... Understanding the Marketplace Customer Needs, Wants, and Demands and Customer Needs Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 13 § Understanding the Marketplace Customer ... Product, Services, and Brands: Building Customer Value § New-Product Development and Product Life-Cycle Strategies Đ Understanding and Capturing Customer Value Copyright â 2012 Pearson Education, ... 1- 14 • • Understanding the Marketplace Customer Value and Satisfaction and Customer Needs Expectations Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 15 Understanding the...

Ngày tải lên: 18/01/2020, 19:01

... 1- Understanding the Marketplace and Customer Needs • Customer Needs, Wants, and Demands Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Understanding the Marketplace and ... Understand the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers ... i t ’s good   and  good for you Chapter Marketing: Creating and Capturing Customer Value Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 11 Creating and Capturing Customer Value...

Ngày tải lên: 18/01/2020, 20:19

... Prentice Hall 1- 21 Capturing Value from Customers • • Creating Customer Loyalty and Retention Customer lifetime value is the value of the entire stream of purchases that the customer would make ... Inc Publishing as Prentice Hall 1- 23 Capturing Value from Customers Customer equity the total combined customer lifetime values of all of the company’s customers Copyright © 2012 Pearson Education, ... Hall 1- 24 Đ § Capturing Value from Customers Building Customer Equity Right relationships with the right customers involves treating customers as assets that need to be managed and maximized...

Ngày tải lên: 18/01/2020, 21:47

... breadth and depth of relationships Leverage and enhance brand equity  Touchpoints Value Network       Minimize transaction barriers and lower costs       Focus on customer value, ... Management has little customer understanding or involvement Rewards and incentives are tied to old, noncustomer objectives Staff culture does not have a relentless focus on the customer Limited or ... optimize profitability, revenue and customer satisfaction (the why?) by organizing around customer segments, fostering customer- satisfying behaviors and implementing customer- centric processes (the...

Ngày tải lên: 03/07/2014, 02:10

... behaviour, and price sensitivity Therefore, by understanding customer drivers and customer profitability, companies can better tailor their offerings to maximize the overall value of their customer ... combinations of product and service elements please customers and improve buyer and customer relationships in the B2C espace Customer s feedback to the company is immediate and customers are gratified ... centred and Internet-based customer service, driven by the customer and integrated with related organisational customer support processes and technologies with the goal of strengthening the customer- service...

Ngày tải lên: 27/07/2014, 20:41

... understand the direction and strategic thinking of the Bank was to conduct a detailed and very comprehensive user workshop in understanding bank’s real needs and gaining complete understanding and ... Development and Direct Marketing officials to enhance their understanding of data warehousing concepts, and set in motion a tactical plan to support the Bank’s efforts in merging its marketing and IT ... to provide a common view of Customer and its related functions, products/services used etc regardless of the underlying architecture A customer is a customer is a customer, regardless of who...

Ngày tải lên: 24/01/2014, 06:20

... customer and supplier team and merge the viewpoints to form a shared product vision Systematic methods periodically and jointly applied establish a shared understanding of the project risks and ... the values of impact, likelihood, and timeframe Plan Translate risk information into decisions and actions (both present and future) and implement those actions Track Monitor risk indicators and ... tested Communicate Results Customer and supplier know ahead of the decision the risk and alternative actions to take Customer and supplier now know each other’s point of view and both share a common...

Ngày tải lên: 23/03/2014, 23:21

... organizations Misunderstanding of the techniques (what they will and what they will not do), lack of resources and systematic training in project management practices, misunderstanding of project ... mean to be customer focused and what we differently when we are focused on our customers? Why we have to be customer focused, anyway? Finally, can we afford to be focused to our customers and their ... suppliers and subcontractors Maintaining high standards for safety and quality while at the same time employing methods such as multiple working hypothesis and concurrent engineering, sets great and...

Ngày tải lên: 08/05/2014, 09:46

... reading this book, you are probably interested in understanding how social marketing can enhance your brand, grow your business, and increase customer loyalty The authors of this book make the ... relationships are defined by value, and social marketing has the power to dramatically increase the value that companies can provide to their customers Dell is, at our core, a B2B company and has been since ... us to enhance or build a customer relationship, and to act on what we hear Social media provide simply another way that we can listen to and engage with our customers and a powerful way for us...

Ngày tải lên: 21/06/2014, 11:20

... resellers and distributors and selling directly to customers Channel partners ultimately sign the check for many B2B transactions and see themselves as owning the relationship with the customer ... absolute, of course; makers of automobiles and dishwashing detergent also figure value into the equation But in nearly all B2B decisions, value is the driving force Value can be expressed in many ways, ... tolerant and forgiving employer On the other hand, the upside of spreading social tools throughout the organization can be enormous, particularly for companies that have enthusiastic customers and...

Ngày tải lên: 21/06/2014, 11:20

... number of customers than their B2C peers and their interactions tend to demand a higher level of domain expertise When employees at all levels are empowered to make decisions — and when customers ... your customers make the argument for you Use a low-cost research tool like SurveyMonkey or Zoomerang to conduct a quick customer survey Ask customers how they go about researching products and ... 6:43:38 AM 36 Social Marketing to the Business Customer “Convincing a PR or customer service executive that they need an apparatus to listen to reporters and customers is the path of least resistance...

Ngày tải lên: 21/06/2014, 11:20

... (Figure 7.1) and find the phrase “global warming” is related to that CH007.indd 94 11/27/10 6:51:14 AM Understanding Search 95 search You go to Google Insights for Search (Figure 7.2) and learn that ... by using it in the headline, subheadline, and lead and closing paragraphs of the web copy You send the new page to management and legal for approval, and they change the phrase “global warming” ... emerging based on ask -and- answer principles, according to Andrew McAfee, principal research scientist at the MIT Sloan School and author of Enterprise 2.0 Twitter users understand this well If you’re...

Ngày tải lên: 21/06/2014, 11:20

... success and satisfaction, our customers are going to buy more, upgrade faster, extend their capabilities, and so forth.” There’s also practical value for SAP in making customers more efficient “If customers ... America and others are forming overseas An annual user conference attracts thousands Conversations long ago expanded beyond troubleshooting and now encompass product reviews, career advice, and swap ... forums for customers that include Sun Microsystems and Nokia National Instruments, a developer of test and measurement automation software and hardware for use by design engineers and scientists,...

Ngày tải lên: 21/06/2014, 11:20

... Marketing to the Business Customer In fact, all of these outputs can be measured and have been for years using some of the following tests: Value Measurement Customer satisfaction Customer surveys, renewal ... look at the support and sales costs allocated to these same customers You’ll probably find that long-term customers are cheaper to support and have lower sales costs than newer customers Comparing ... what’s important to customers They will also learn to listen for implicit as well as explicit needs, understanding that customers often articulate problems better than solutions Dell and Salesforce.com...

Ngày tải lên: 21/06/2014, 11:20