營(yíng)銷：管理可獲利的顧客關(guān)系(ppt20)-銷售管理(編輯修改稿)
2025-09-18 08:08 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 銷者選擇可以為之服務(wù)并從中獲利的顧客 ? 需求管理 ? 營(yíng)銷者必須處理從需求為零到需求過(guò)量間的不同的需求狀態(tài)。 1 10 Marketing Management ? Production concept ? Product concept ? Selling concept ? Marketing concept ? Societal marketing concept ? 生產(chǎn)觀念 ? 產(chǎn)品觀念 ? 推銷觀念 ? 營(yíng)銷觀念 ? 社會(huì)營(yíng)銷觀念 Management Orientations 管理理念 1 11 CRM ? CRM – Customer relationship management . . . “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.” CRM—顧客關(guān)系管理 … “是通過(guò)傳遞優(yōu)良的顧客價(jià)值和滿意建立并保持可獲利的顧客關(guān)系的總體進(jìn)程?！? 1 12 CRM ? It costs 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. ? Marketers must be concerned with the lifetime value of the customer. ?通常要花費(fèi)保持現(xiàn)有顧客 510倍的成本來(lái)吸引一個(gè)新顧客。 ?營(yíng)銷者必須關(guān)注顧客的終身價(jià)值。 1 13 ? Customer value/satisfaction ? Perceptions are key ? Meeting/exceeding expectations creates satisfaction ? Loyalty and retention ? Benefits of loyalty ? Loyalty increases as satisfaction levels increase ? Delighting consumers should be the goal ? Growing share of customer ? Crossselling ? 顧客價(jià)值 /滿意 ? 感知是關(guān)鍵 ? 滿足 /超越預(yù)期會(huì)帶來(lái)滿意 ? 忠誠(chéng)和保持 ? 忠誠(chéng)的好處 ? 滿意水平提高時(shí)忠誠(chéng)度也會(huì)增加 ? 消費(fèi)者份額的增長(zhǎng) ? 跨渠道銷售 Attract
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