marketinginachangingworld英文版(完整版)
【正文】 ds tangible ? services intangible ? persons ? places ? organizations ? activities ? ideas 16 UIBE, Fall 2020, MBA mkt16 熊偉 Customer 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買經(jīng)歷、朋友的看法、企業(yè)和競爭者有關(guān)信息和承諾的基礎(chǔ)上產(chǎn)生的。 ? get ready for case 1 (Levi’s) 。 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 longterm mitments with valued customers, distributors, dealers, suppliers and so on. Key of any successful business: repeat purchases
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