客戶關(guān)系外文翻譯-其他專業(yè)(參考版)
2025-01-23 10:38本頁(yè)面
【正文】 Customer Relationship 原文出處： Philip Kotler, Gary Armstrong. Principles of Marketing (Eleventh Edition). Tsinghua University . :1319 Building customer relationship The first three steps in the marketing process—understanding the marketplace and customer needs. Designing a customer—driven marketing strategy, and constructing marketing programs—all lead up to the fourth and most important step: building profitable customer relationships. Customer relationship management Customer relationship management is perhaps the most important concept of modern marketing. Until recently, CRM has been defined narrowly as a customer data management activity. By this definition, it involves managing detailed information about individual customer loyalty. We will discuss this narrower CRM activity in chapter dealing with marketing information. More recently, however, customer relationship management has taken on a broader meaning. In this broader sense, customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. It deals with all aspects of acquiring, keeping and growing customers. Relationship building blocks: customer value and satisfaction The key to building lasting customer relationships is to create superior customer value and satisfaction. Satisfied customers are more likely to be loyal customers and to give the pany a larger share of their business. Customer value. Attracting and retaining customers can be a difficult task. Customers often face a bewildering array of products and service from which to choose. A customer buys from the firm that offers the highest customer perceived value—the customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of peting offers. For example, FedEx customers gain a number of benefits. The most obvious is fast and reliable package delivery. However by using FedEx, customers also may receive some status and image values. Using FedEx usually makes both the package sender and the receiver feel more important. When deciding whether to send a package via FedEx, customers will weigh these and other perceived values against the money, effort, and psychic costs of using other shippers—UPS, Airborne, the USA. Postal Service. They will select the service that gives the
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