營銷：管理可獲利的顧客關(guān)系(ppt20)-銷售管理-閱讀頁
2024-09-02 08:08本頁面
【正文】 share of customer ? Crossselling ? 顧客價值 /滿意 ? 感知是關(guān)鍵 ? 滿足 /超越預(yù)期會帶來滿意 ? 忠誠和保持 ? 忠誠的好處 ? 滿意水平提高時忠誠度也會增加 ? 消費者份額的增長 ? 跨渠道銷售 Attracting, retaining and growing customers 吸引、保留和增加顧客 1 14 Building customer relationships and customer equity 建立顧客關(guān)系與顧客價值 ?顧客價值 ?所有顧客的總體消費者終身價值。 ? Customer equity ? The total bined customer lifetime values of all customers. ? Measures a firm’s performance, but in a manner that looks to the future. 1 15 ? Customer relationship levels and tools ? Target market typically dictates type of relationship ? Basic relationships ? Full relationships ? Customer loyalty and retention programs ? Adding financial benefits ? Adding social benefits ? Adding structural ties Building customer relationships and customer equity 建立顧客關(guān)系與顧客價值 ? 顧客關(guān)系水平與工具 ? 目標(biāo)市場通常會決定關(guān)系類型 ?基本關(guān)系 ?總關(guān)系 ? 顧客忠誠與保留程序 ?增加財務(wù)好處 ?增加社會好處 ?增加結(jié)構(gòu)關(guān)聯(lián) 1 16 Marketing Challenges 營銷挑戰(zhàn) ? Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. ? Major marketing developments can be grouped under the theme of Connecting. ? 技術(shù)進步，全球化進程的加快以及社會與經(jīng)濟的不斷變動都導(dǎo)致市場的巨大變化。 ? 數(shù)據(jù)庫允許產(chǎn)品、信息與需求分析的顧客化。 ? 顧客獲利能力分析將勝者與敗者區(qū)分開來。 ? 向買者的直接銷售增
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