【市场营销英文版】05.customer value and customer relationships

《【市场营销英文版】05.customer value and customer relationships》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、CustomerValueandCustomerRelationshipsCustomerValueMarketinginvolvessatisfyingcustomers’needsandwants;thetaskofanybusinessistodelivercustomervalueataprofit.CustomerValueTheValueCreationandDeliverySequence:thethreemajorstepsChoosetheValueProvidetheValueCommunicatetheValueCustomerValueChoosetheVa

2、lue:ActivitiesCustomersegmentationMarketselection/focusValuepositioningOftenreferredtoasStrategicMarketing.CustomerValueProvidetheValue:ActivitiesProductdevelopmentServicedevelopmentPricingSourcingandMakingDistributingandServicingOftenreferredtoasapartofTacticalMarketing.CustomerValueCommunicat

3、etheValue:ActivitiesSalesforceSalespromotionAdvertisingOftenreferredtoasapartofTacticalMarketing.CustomerValueChoosetheValue:HelpfulConceptsSTP:Segmentation,Targeting,Positioning(factorstoconsiderbeforetheproductexists,somecallittheessenceofstrategicmarketing)3Vs:ValueSegment,ValueProposition,V

4、alueNetwork(KumarofLSB)CustomerValueDefiningValueandSatisfaction:Customersalwaysseektogainthegreatestbenefitattheleastcost.CustomerValueDefiningValueandSatisfaction:KeyConceptsCustomerPerceivedValue(CPV):customer’sevaluationofallofthebenefitsandcostsofanoffering.TotalCustomerBenefit:perceivedmo

5、netaryvalueofallofthebenefitsacustomerexpectsfromanoffering.TotalCustomerCost:perceivedbundleofcostsacustomerexpectstoincurfromanoffering.CustomerValueTotalCustomerCost:MonetarycostTimecostEnergycostPsychiccostTotalCustomerBenefit:ProductvalueServicesvaluePersonalvalueImagevalueCustomerValueSte

6、psinCustomerValueAnalysis:Identifythemajorattributesandbenefitsthatcustomersvalue.Assessthequantitativeimportanceofthedifferentattributesandbenefits.Assessthecompany’sandcompetitors’performancesonthedifferentcustomervaluesagainsttheirratedimportance.Examinehowcustomersinaspecificsegmentratethec

7、ompany’sperformanceagainstaspecificmajorcompetitoronanindividualattributeorbenefitbasis.Monitorcustomervaluesovertime.CustomerValueAnotherimportantactivityiscultivatingcustomerloyalty.Loyalty:deeplyheldcommitmenttore-buyorre-patro