marketinginachangingworld英文版(文件)
【正文】 mer Delivered Value = Total Customer Value Total Customer Cost The Value Equation 17 UIBE, Fall 2020, MBA mkt17 熊偉 Customer Delivered Value 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。 Promotion Profits through volume Starting point Focus Means Ends Selling Concept Market Customer Needs Marketing Concept Integrated Marketing Profits through Satisfaction Marketing amp。 ? get ready for case 1 (Levi’s) 。 124 UIBE, Fall 2020, MBA mkt124 熊偉 ? 建立并維持與 顧客 的良好關(guān)系 ? 促進(jìn) 企業(yè) 合作，共同開(kāi)發(fā)市場(chǎng) ? 協(xié)調(diào)與 政府 的關(guān)系，創(chuàng)造良好 的營(yíng)銷環(huán)境 關(guān)系營(yíng)銷 Relationship Marketing 125 UIBE, Fall 2020, MBA mkt125 熊偉 Consumer (goods) marketing Major areas of marketing focus Relationships and Customer Retention Businesstobusiness marketing 1950’s 1960’s 1970’s 1980’s 1990’s Nonprofit amp。 Transaction 113 UIBE, Fall 2020, MBA mkt113 熊偉 ? At least two parties must participate. ? Each must have something of value to th
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