福特汽车-顾客导向思维

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1、以客為尊ConsumerHeadset天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：1755696321BuildStrongBrandsThroughConsumerInsight2ObjectiveUnderstandImportanceOfConsumerInsightAndBrandBuildingToYourBusiness3VisionBecomingTheWorld’sLeadingConsumerCompany4Aconsumerissomeonewhohasthepotentialtobuyourp

2、roductWhatisthedifferencebetweenacustomerandaconsumerAcustomerissomeonewhoisalreadybuyingourproducts5Whatisaconsumercompany?Anenterprisethatiscontinuouslygatheringunfilteredconsumerinsightsworldwideto:ConnectwithpotentialcustomersTranslateconsumerneedsintocompetitiveadvantageBuildsustainedre

3、lationshipsManageportfolioofbrandsGrowshareholdervalue天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：1755696326Customer/ProductsQuadrant7PortfolioApproachToManagingTheBusiness8WhatDoesTransformationMean?MovefromaninternalToanexternalconsumerandshareholderfocusFrombureaucraticBecomemor

4、enimbleandentrepreneurialFrommanufacturedrivenTothinkfromaconsumerperspective9WhatDoesTransformationMean?FromfocusoncostofproductionTofocusonthecostofownershipFromassetintensiveTolessassetintensiveFromfollowTolead10Whatdoseagreatconsumercompanydo?11以客為尊UnderstandtheimportanceofConsumerInsigh

5、tAndBrandBuilding天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：17556963212以客為尊ConsumerInsightWealltouchtheconsumer-Directlyorindirectly-InternalcustomersandexternalcustomersPuttingonaconsumerheadsetisessentialtobecomingtheworlds’leadingconsumercompanyforautomotiveproductsandservices1

6、3BuildingStrongBrandsBenefitofconsumerinsightWhichbrandshavecompelledyouasaconsumer?Brandsyoufeelconnectedto.Brandsyouwanttoown.Brandsyou’reproudtohavepurchasedandtoshowyourfriends14WhatComesToMindWhenYouSee:15Whatarethecharacteristicsofastrongbrand?16CharacteristicsofstrongbrandsRecognizeda

7、ndcredibleidentitiesRelevantanddifferentiatingbenefitsConsistentmessagesLoyalcustomersVolumeandpricepremiumsCan’tbecopiedbycompetitorsEmotionallyconnectwithconsumersGreatproductsandservices17Strongbrandsmakethemostmoney18OurBrandStrategyTrustTheCom