Chapter 5 - Creating long-term loyalty relationships. In this chapter, we will address the following questions: What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers, and how can marketers maximize it? How can companies attract and retain the right customers and cultivate strong customer relationships? What are the pros and cons of database marketing?
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Creating Long-term Loyalty
Relationships
Ch ap
te r 5
Trang 3Discussion Questions
1 What are customer value, satisfaction,
and loyalty, and how can companies
deliver them?
2 What is the lifetime value of customers,
and how can marketers maximize it?
3 How can companies attract and retain the
right customers and cultivate strong
customer relationships?
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Customer Value, Satisfaction, and
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Customer Perceived Value
Total Customer
Cost
Total Customer Benefit
perceived Value
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re
5 2
Customer- perceived value
Total customer benefit
Total customer cost
Product benefit
Monetary cost
Services benefit
Time cost
Personal benefit
Energy cost
Determinants
of Customer
Perceived
Value
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Value Concepts - Caterpillar
Worth to farmer:
Trang 9-0-Choice Processes and
Implications
Lowest purchase price wins.
Friends with
salesperson
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ed
“A deeply held commitment to rebuy
or repatronize a preferred product or service in the future despite
situational influences and marketing efforts having the potential to cause switching behavior.”
Oliver
Customer Loyalty
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ed
A person’s feelings of pleasure
or disappointment that result from comparing a product’s perceived performance to (or outcome) to expectations.
Satisfaction
Trang 13Customer Satisfaction
Expectations
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Customer Expectations
Expectation
s
Previous purchases Friends
advice Marketers’ / competitors
Trang 15Monitoring Satisfaction
Measuremen
t Techniques
Influence of Customer Satisfaction
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Trang 17Influence of Customer
Satisfaction
Customer satisfaction
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95%
If resolved quickly
Tell 5 people
Tell 11 people
Trang 19Product and Service Quality
Performance Conformance
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Maximizing Customer Lifetime
Customers
Trang 22that customer.
A Profitable Customer
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re
5 3
Customer-Product Profitability Analysis
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Trang 25Customer Relationship Management
(CRM)
Personalizing
Marketing
Customer
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Personalizing Marketing
Trang 27One-to-One Marketing
Differentiat
e customers
Identify
prospects
and customers
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Customer Empowerment
Brand Evangelists
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Trang 31Attracting and Retaining
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Fi gu
re
5 4 The Marketing Funnel
Trang 33Building Loyalty
Interact with customers
Create institutional ties
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Databases & Database
mining