【文章內(nèi)容簡介】 cpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: Ebusiness Inter Domains ? B2C ? B2B ? C2C ? C2B ? B2C = BusinesstoConsumer ? Benefits include: greater ordering convenience, lower cost, easier information and price gathering 35 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: Ebusiness Inter Domains ? B2C ? B2B ? C2C ? C2B ? B2B = BusinesstoBusiness ? Volume is 1015% higher than B2C. ? Benefits include: lower costs via B2B auctions, buying alliances, greater access to information. 36 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: Ebusiness Inter Domains ? B2C ? B2B ? C2C ? C2B ? C2C = ConsumertoConsumer ? Transactions occur via online trading sites such as eBay. ? Consumers are creating online product information via newsgroup and chat room dialogues. 37 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: Ebusiness Inter Domains ? B2C ? B2B ? C2C ? C2B ? C2B = ConsumertoBusiness ? Facilitate munication between customer and businesses. 38 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: Ebusiness ? Brick and click firms have often faced channel conflict issues ? Brick and click firms tend to be more successful than pure click etailer petitors because . . . – Customer acquisition costs are lower – Resources, knowledge, customer base, supplier relationships are superior 39 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: Web Site Design ? Context ? Content ? Community ? Communication ? Connection ? Commerce ? Customization The Seven “C’s” of Web Site Design 40 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: Web Site Design ? Placing Ads and Promotions Online – Banner ads – Sponsorships – Microsite – Interstitials – Browser ads – Alliances and affiliate programs 41 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: Web Site Design ? Advertising ine ? Sponsorship ine ? Alliance ine ? Membership and subscription ine ? Profile ine ? Product and service sales ine ? Transaction missions and fees ? Market research/ information ? Referral ine revenue and profit models: 42 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: CRM ? Customer Relationship Marketing (CRM) allows panies to: –Deliver realtime customer service –Customize market offerings, products, services, media, and messages 43 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: CRM ? Effective Customer Relationship Marketing requires: – Reducing customer defection rates – Extending the life of the customer relationship – Enhancing customer sales / profit potential – Making lowprofit customers MORE profitable or terminating them – Focusing on high value customers 44 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: CRM ? CRM Leads to OneonOne Marketing – Four Steps for OnetoOne Marketing ?Don’t go after everyone, carefully identify your prospects and customers. ? Group customers by their needs and their value to the pany。 aggressively pursue the most valuable customers. ? Build stronger relationships with customers via individual interaction. ? Customize messages, services, and products for each customer. 45 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. How Marketing Practices are Changing: CRM ? Customer Databases and Database Marketing are the key to Effective CRM ? Database uses include: – Best prospect identification – Matching offers to customers – Deepening customer loyalty – Reactivating customer purchasing – Avoiding serious mistakes 46 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. Chapter 3 Building Customer Satisfaction, Value, and Retention PowerPoint by Karen E. James Louisiana State University Shreveport 47 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. Objectives ? Understand how panies deliver customer value and satisfaction. ? Identify the factors that make a high performance business. ? Understand how panies attract and retain customers. 48 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. Objectives ? Realize how panies can improve both customer and pany profitability. ? Understand how panies can deliver total quality. 49 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. Customer Value ? Customers seek to maximize value by – estimating which offer (product/firm) delivers the most value (CPV) – forming an expectation of value and acting upon it (purchase) – evaluating their usage experience against the expectations ? Satisfaction results when expectations are equaled or surpassed 50 To acpany A Framework for Marketing Management, 2nd Edition 169。2023 Prentice Hall, Inc. Customer Perceived Value ? Perception of delivered value is a function of