【正文】 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。 ? get ready for case 1 (Levi’s) 。 needs, AIOs ? Latent demand develop demand develop product ? Faltering demand revitalize demand target new market ? Irregular demand synchronize flexible pricing ? Full demand maintain demand measure performance ? Overfull demand reduce demand demarket ? Unwholesome demand destroy demand Kissing a smoker is like licking the bottom of an ashtray DEMAND MARKETING SOME STATE TASK ACTIONS Demand Management 119 UIBE, Fall 2020, MBA mkt119 熊偉 The Marketing Process Target Consumers Product Place Price Promotion Competitors Marketing Channels Publics Suppliers Demographic Economic Environment Technologi