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ID:10389052
大小:80.76 KB
页数:12页
时间:2018-07-06
《外文翻译---营销管理:提升顾客价值和利润增长的战略》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、附录:Market-Basedmanagementstrategiesforgrowingcustomervalueandprofitability(Partly)1.CustomerAnalysisandValueCreationIndevelopingacustomerstrategyfortheLexus,theLexusmarketingteamstartswithcurrentcustomers.Theyconductindepthinterviewswithcurrentcustomers—manyinthehomesofthecustomers—todetermi
2、netheirlikesanddislikesaswellastheirlifestyles.Fromthiscustomerinputandcomparisonswithcompetingluxurycars,theLexusteamidentifiesproductimprovementsthatrangefrommorelegroomtobetterfueleconomytoalongercoathook(customerscomplainedthattheconventionalcoathookwasnotlongenoughtocarrydrycleaning).Th
3、eybelievethatproductimprovementsthatenhanceproductbenefitsarecriticaltodeliveringasuperiorcustomervalue.Tofurtherbuildcustomervalue,theLexusmarketingteamseekstoalsofindapricethatenhancescustomervalue.1.1ADayintheLifeofacustomerOnewaytobetterunderstandcustomerneedsistobecomethecustomer.Althou
4、ghcustomers’descriptionsoftheirneedsareimportantcustomersdonotalwaysreveal(orthinkof)thefrustrationstheyencounterinthepurchase,use,anddisposalofaproductwhenasked.Forexample,tobetterunderstandhowcustomersusedtheircartrunks,Hondaemployeesvideotapedpeopleloadinggroceries.Differentcars,different
5、consumers,anddifferentgrocerybagsallaffectedhowmuchcarownershadtostruggletogetthebagsintotheircartrunk.Somearrangedtheirplasticbagstokeepthemfromtippingover,otherspausedtorestabagontheedgeofthetrunkwallandthenhadtoliftthelidagainafteritpartlyclosed.Watchingthevideos,Hondaengineersputthemselv
6、esinthecustomers’shoes.Theycouldseeandfeelusers’experiencesandenvisionbettertrunkdesigns.1.2EmpathicDesignVideotapingcustomerproductuseisoneformoftheempathicdesign.Thisinanobservationalapproachtounderstandingcustomerneedsanddiscoveringcustomerproblemsandfrustrationsthatarisewhenacquiringusin
7、g,anddisposingofaproduct,Intuit,marketofthepersonal-financesoftwareQuicken,hasaFollow-Me-Homeprogram.Productdevelopersgainpermissionfromfirst-timebuyerstoobservetheirinitialexperiencewiththesoftwareintheirownhomes.Inthisway,theylearnwhatothersoftwa
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