營銷顧客價值與關(guān)系的創(chuàng)造培訓課程-在線瀏覽
2025-02-14 01:49本頁面
【正文】 社區(qū)銀行的肯定。小型社區(qū)銀行的獲利能力較大型銀行為佳，逾放比也較低。 ) 關(guān)係行銷有如「婚姻關(guān)係」 發(fā)展歷程： 交易之前的接觸 〈 戀愛 〉 初次交易 〈 新婚 〉 交易後的往來 〈 婚後往來 〉 關(guān)係惡化 〈 婚變 〉 終止 〈 離婚 〉 (. Dwyer, Paul Schurr, and Sejo Oh, “Developing BuyerSeller Relationships,” Journal of Marketing (April 1987), .) 顧客關(guān)係管理 CRM ( Customer Relationship Management ) －維繫和老客戶的良好關(guān)係 ?雄獅旅行社 2023年營業(yè)額新臺幣 210億元中，約有一半來自 老客戶的消費。兩天 後碩士班副教育長已飛往紐約與任職雷曼兄弟的 14名 2023年 畢業(yè)校友餐敘，協(xié)助他們擬定未來的就業(yè)計畫。 ) －透過老客戶開拓新客戶 行銷管理的任務(wù) 、執(zhí)行和評估行銷策略與方案 、溝通 和傳遞顧客價值 行銷管理的工作 (Customer Management) — 決定 所要服務(wù)的顧客類型 (Demand Management) — 影響顧客的需求水準、時機和組成。 行銷長 (CMO)的五大功能 the brands 2. Measuring marketing effectiveness new product development based on customer need meaningful customer insights new marketing technology. (Kotler and Keller, 2023,) 需求的類型 (negative demand)) (nonexistent demand) (latent demand) (declining demand) (irregular demand) (full demand) (overfull demand) (如毒品 ) (unwholesome demand) → 正的需求 → 正的需求 → 實際的需求 → 復(fù)甦 → 規(guī)則化行銷 → 維持 → 行銷 (demarketing) → 消除 Marketplace is Changing ? Network information technology － Information Age ? Globalization(全球化 ) － easier for panies to market in other countries. － easier for consumers to buy products from other countries. ? Deregulation(鬆綁 ) － deregulate industries to create greater petition and growth opportunities. ? Privatization(民營化 ) ? Heightened petition(升高的競爭 ) － facing intense petition from domestic and foreign brands. － Mang strong brands are extending into related product categories. ? Industry convergence(產(chǎn)業(yè)聚合 ) － industry boundaries are blurring. ? Consumer resistance（消費者反抗） － negative opinions about marketing and advertising. ? Retail transformation(零售轉(zhuǎn)型 ) ? Disintermediation(去實體中間機構(gòu) ) － online dots created disintermediation in the delivery of products and services. － traditional panies engaged in reinter mediation and became “brickandclick”. (Kotler and Keller, 2023, pp5556.) Shifts in Marketing Management Marketing Does the Marketing To Everyone Does the Marketing. 2. From Organing by Product Units To Organizing by Customer Segments. 3. From Making Everything To Buying More Goods and Service from Outside. 4. From Using Many Suppliers To Working with Fewer Suppliers in A “ Partnership”. 5. From Relying on Old Market Positions to Uncovering New Ones. 6. From Emphasizing Tangible Assets To Emphasizing Intangible Assets. 7. From Building Brands Through Advertising To Building Brands Through Performance and Integrated Communications. 8. From Attracting Customers Through Stores and Salespeople To Making Products Available Online. 9. From Selling to Everyone To Trying to be the Best Firm Serving Welldefined Target Markets. 10. From Focusing on
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