市场营销ch04

Display Quality
3
Determinants of Customer-Perceived Value
Total customer benefit Total customer cost
Product benefit
Monetary cost
Services benefit
Time cost
4-3
The Value Exploration, Creation and Delivery Sequence
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-4
Value Exploration
• Identify major attributes and benefits that customers value • Assess the qualitative importance of different attributes and benefits • Assess the company’s and competitor’s performances on the different customer values against rated importance • Examine ratings of specific segments • Monitor customer values over time
Quality Satisfaction
What is Quality?
Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-9
Levels of Relationship Marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-20
Building Customer Equity
• Customer equity is the total of the discounted lifetime values of all the firm’s customers. • Three drivers of customer equity: value equity, brand equity, and relationship equity. • This formulation integrates value management, brand management, and relationship management.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-18
Maximizing Customer Lifetime Value (CLV)
Customer Profitability
Customer Equity
Lifetime Value
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-19
Customer-Product Profitability Analysis
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
MARKETING MANAGEMENT IN CHINA
Chapter
4
Creating Customer Value and Customer Relationship
Philip Kotler – Kevin Lane Keller – Lu Taihong
Chapter 4 Questions
Customer Loss Rate
Mystery Shoppers Monitor Competitive Performance
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-13
The Customer Development Process
4-11
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Satisfaction
• Satisfaction is a function of the product’s perceived performance and the buyer’s expectations.
4-10
Top Brands in Customer Loyalty
• • • • Avis Google L.L. Bean Samsung (mobile phones) • Yahoo! • Canon (office copiers) • • • • • • • • Land’s End Coors Hyatt Marriott Verizon KeySpan Energy Miller Genuine Draft Amazon
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-21
Customer Lifeerstand which customers are profitable and calculate the customer lifetime value, which is the net present value of the stream of future profits expected over the customer’s lifetime purchases. They must also determine ways to increase the value of the customer base. • Losing profitable customers can dramatically affect a firm’s profits. The cost of attracting a new customer is estimated to be five times the cost of keeping a current customer happy.
Suspects
Prospects
Disqualified
First-time customers
Repeat customers
Clients
Members
Partners Ex-customers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-14
Personal benefit
Energy cost
Image benefit
Psychological cost
4-8
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A Holistic Marketing Framework
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-16
Satisfaction and Quality
• Satisfaction also depends on quality, the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.
• Building Customer Equity
• Customer Profitability • Maximizing Customer Lifetime Value • Brand Equity and Customer Equity
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Trust Repetitive Satisfaction
Loyalty
Customer Retention
• Acquisition of customers can cost five times more than retaining current customers. • The average company loses 10% of its customers each year. • A 5% reduction in the customer defection rate can increase profits by 25% to 85%. • The customer profit rate increases over the life of a retained customer.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-2