How Business and Marketing Are Changing 商业和营销在如何变化 Company responses and adjustments e Marketer responses and adjustments
How Business and Marketing Are Changing 商业和营销在如何变化 Company responses and adjustments Marketer responses and adjustments
Company responses and adjustments 公司反应和调整(P27) e Reengineering 重组 ● Outsourcing利用外部资源 4 E-commerce电子商务 ● Benchmarking定点超越 Alliances结盟 ● Partner-suppliers伙伴式供应商 Market-centered市场集中化 Global and local全球化和本地化 Decentralized分散化
Company responses and adjustments 公司反应和调整 (P27) Reengineering 重组 Outsourcing 利用外部资源 E-commerce 电子商务 Benchmarking 定点超越 Alliances 结盟 Partner-suppliers 伙伴式供应商 Market-centered 市场集中化 Global and local 全球化和本地化 Decentralized 分散化
Marketer responses and adjustments 营销人员的反应和调整(P27) ● Relationship marketing关系营销 Customer lifetime value顾客寿命价值 Customer share顾客份额 ● arget marketing目标营销 ● Individualization个性化 Customer database顾客数据库 ● Integrated marketing communications整合营销传播 ● Channels as partner像合作伙伴一样的渠道 ● Every employee a marketer所有的员工都是营销人员 ● Model- based decision making模型基础下的决策方案
Marketer responses and adjustments 营销人员的反应和调整 (P27) Relationship marketing 关系营销 Customer lifetime value 顾客寿命价值 Customer share 顾客份额 Target marketing 目标营销 Individualization 个性化 Customer database 顾客数据库 Integrated marketing communications 整合营销传播 Channels as partner 像合作伙伴一样的渠道 Every employee a marketer 所有的员工都是营销人员 Model-based decision making 模型基础下的决策方案
Ch2. Building Customer Satisfaction Value, and retention 建立顾客满意、价值和关系 c Defining Customer Value and Satisfaction e The Nature of high -Performance business e Delivering customer value and Satisfaction g Attracting and Retaining Customers c Customer Profitability: The Ultimate Test e Implementing Total Quality Management
Ch2. Building Customer Satisfaction, Value, and Retention 建立顾客满意、价值和关系 Defining Customer Value and Satisfaction The Nature of High-Performance Business Delivering Customer Value and Satisfaction Attracting and Retaining Customers Customer Profitability: The Ultimate Test Implementing Total Quality Management
Defining Customer value and satisfaction 定义顾客价值和满意(P34) e Customer value Customer delivered value =Total customer value- Total customer cost 幻灯片6 e Customer satisfaction
Defining Customer Value and Satisfaction 定义顾客价值和满意 (P34) Customer value Customer delivered value =Total customer value – Total customer cost 幻灯片 6 Customer satisfaction