marketinginachangingworld英文版-文庫吧
2025-05-13 16:17 本頁面
【正文】 18 UIBE, Fall 2020, MBA mkt18 熊偉 V = B / P Where: V = customer value B = Perceived Benefits P = Cost Value is enhanced by increasing the numerator or reducing the denominator. The ValuePrice Ratio 19 UIBE, Fall 2020, MBA mkt19 熊偉 Difference between customer perceived performance and their expectations Total Customer Satisfaction 110 UIBE, Fall 2020, MBA mkt110 熊偉 Customer Satisfaction 顧客的期望是在以往購(gòu)買經(jīng)歷、朋友的看法、企業(yè)和競(jìng)爭(zhēng)者有關(guān)信息和承諾的基礎(chǔ)上產(chǎn)生的。 產(chǎn)品 未能達(dá)到 顧客的期望 顧客不滿意 產(chǎn)品達(dá)到 顧客的期望 顧客滿意 產(chǎn)品超出顧客的期望 顧客 非常滿意 或十分驚喜 111 UIBE, Fall 2020, MBA mkt111 熊偉 Customer Loyalty ? 顧客滿意度提高的好處： –價(jià)格彈性降低 –重復(fù)購(gòu)買 –會(huì)對(duì)他人說企業(yè)和產(chǎn)品的好話 –對(duì)企業(yè)和產(chǎn)品產(chǎn)生感性和理性的偏好，既而產(chǎn)生較高的 忠誠(chéng)度 112 UIBE, Fall 2020, MBA mkt112 熊偉 exchange: act off obtaining a desired object from someone by offering something in return. transaction: consists of a trade of values between two parties. Exchange amp。 Transaction 113 UIBE, Fall 2020, MBA mkt113 熊偉 ? At least two parties must participate. ? Each must have something of value to the other. ? Each must want to deal with the other party. ? Each must be free to accept or reject the other’s offer. ? Each must be able to municate and deliver Conditions of Effective Exchange 114 UIBE, Fall 2020, MBA mkt114 熊偉 Smart marketers work at building longter
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