customer_basedbrandequity(基于客戶的品牌資產(chǎn))凱-資料下載頁
2025-03-10 17:40本頁面
【正文】 esting new customer offers and learning from the results? Sources: Larry Selden and Geoffrey Colvin, 2023. 26 Customer Relationship Management (CRM) ? Uses a pany’s data systems and applications to track consumer activity and manage customer interactions with the pany 27 Customer Equity ? Blattberg and Deighton (1996) offer eight guidelines as a means of maximizing customer equity: ? Invest in highestvalue customers first ? Transform product management into customer management ? Consider how addon sales and crossselling can increase customer equity ? Look for ways to reduce acquisition costs ? Track customer equity gains and losses against marketing programs ? Relate branding to customer equity ? Monitor the intrinsic retainability of your customer ? Consider writing separate marketing plans—or even building two marketing anizations—for acquisition and retention efforts 28 Customer Equity ? The sum of lifetime values of all customers ? Customer lifetime value (CLV) is affected by revenue and by the cost of customer acquisition, retention, and crossselling ? Consists of three ponents: ? Value equity ? Brand equity ? Relationship equity Rust, Zeithamal Lemon, 2023 29 Relationship of Customer Equity to Brand Equity ? Customers drive the success of brands but brands are the necessary touchpoint that firms have to connect with their customers. ? Customerbased brand equity maintains that brands create value by eliciting differential customer response to marketing activities. ? The higher price premiums and increased levels of loyalty engendered by brands generate incremental cash flows. 30 演講完畢，謝謝觀看！
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