【文章內容簡介】 mission of personal information in the offline world still travels electronically, in many cases. The act of paying with a credit card still involves the transmission of data electronically at some point in the transaction. What differs is the fact that the consumer is initially interfacing with a person (or firm). Although this does not mitigate the risks involved to the consumer, it does present some concrete knowledge of the people, or firm involved in the transaction. (2) Pro: With an active CRM program in place by a firm, consumers can receive more benefit than risks with the marketer knowing their personal information. A firm with an active CRM program can and does allow the consumer to move through the Customer Development Process (from suspects to partners) thus establishing strong ties to the firm and the reception of increased specially designed promotional and service programs unavailable to the general public. This is seen in frequent flyer discounts, member discount, special shopping days, and advance notices of new products, promotions, and reminders for service opportunities (oil change reminders, medical appointment reminders, and others). In today’s fast paced world, consumers stand to benefit from such attention to detail. Con: In current society, the dissemination of one’s personal information is scary and a concern to the public in general as opportunities for misuse of this information abound. The public does not like intrusions into their personal lives, unless invited. Consumers do not feel that the benefits of this sharing of information outweigh the cost of the lost of privacy. The recent “Do Not Call Registry” established to limit the telemarketing industry is an example of consumers revolting in opposition. MARKETING DISCUSSIONConsider the lifetime value of customers (CLV). Choose a business and show how you would go about developing a quantitative formulation that captures the concept. How would organizations change if they totally embraced the customer equity concept and maximized CLV? Suggested ResponseA) CLV describes the net present value of the stream of future profits expected over the customers’ lifetime purchases. Each student’s example will differ but the main tenets of each report should include the following:1) Add:a) Profit from a sale (dollar or percent).b) Number of sales per customer per year.c) Average age of a customer.d) Average expected lifespan of a customer.2) Subtract:a) Appropriate discount rate.b) Costs of attracting one customer.c) Selling one customer.d) Servicing one customer. B) Organizations would change by beginning to take a longterm perspective rather than a shortterm (quartertoquarter view). No longer viewing a customer as a “transaction” but rather as a “l(fā)ifetime value” solidifies and demonstrates the impact that a single consumer has to a firm in a language they understand—dollars. Firms would begin to customize offerings and messages to each customer, ensure that retention strategies are in place, differentiate customers in terms of needs and value to the pany, and build stronger relationships with key customers. Because of a change in the loci of focus for the firm, strategies, and actions based upon which would provide the best return on its marketing investments would be implemented. MARKETING SPOTLIGHT—DellDiscussion Questions:1) What have been the key success factors for Dell?a. Dell information about its customers.b. Its production process. c. JIT inventory practices. 2) Where is Dell vulnerable?a. Changes in usage of puters. b. Changes in technology that makes the personal puter obsolete.c. A lapse of marketing research caused by corporate changes or financial setbacks.3) What should it watch out for?a. Corporate placency due to success.b. The effectiveness of its marketing research in identifying emerging trends.c. The temptation to expand into other consumer products outside of its core petencies.4) What remendations would you make to senior marketing executives going forward?a. Accept your petencies, accept your limitations, and capitalize on your strengths.b. Continue to believe that marketing research is the underlying foundation of your product development processes and marketing successes. 5) What should they be sure to do with their marketing? a. Continue to target their marketing to identify those segments of the total market that are receptive to new and innovative products and ideas.DETAILED CHAPTER OUTLINE Today, panies face their toughest petition ever. The cornerstone of a wellconceived marketing orientation is strong customer relationships. Marketers must connect with customers—informing, engaging, and energizing them in the process. BUILDING CUSTOMER VALUE, SATISFACTION, AND LOYALTY Managers who believe the customer is the pany’s only true “profit center” consider the traditional organizational chart obsolete. Figure (a) Traditional Organization versus Modern CustomerOrientated Company organization Successful marketing panies invert the chart. Figure (b) Determinants of Customer Delivered Value A) With the rise of digital technologies like the Internet, today’s increasingly informed consumers expect panies to do more than connect with them, more than satisfy them, and even more than delight them.Customer Perceived ValueA) Customers tend to be valuemaximizers.B) Customers estimate which offer will deliver the most perceived value and act on it. Figure Determinants of customerdelivered value. C) Customer perceived value (CPV) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Review Key Definition here: customer perceived value D) Total customer value is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect fr