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【正文】 faction, Trust, and Retention Chapter One Slide 25 Top 10 Ranked . Companies in Terms of Consumers’ Trust and Respect of Privacy Table Top 10 Companies ? American Express ? eBay ? IBM ? Amazon ? Johnson Johnson ? HewlettPackard ? . Postal Service ? Procter and Gamble ? Apple ? Nationwide Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide 26 Customer ProfitabilityFocused Marketing ? Tracks costs and revenues of individual consumers ? Categorizes them into tiers based on consumption behavior ? A customer pyramid groups customers into four tiers Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall 27 Platinum Gold Iron Lead Chapter One Slide Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide 28 THE TRADITIONAL MARKETING CONCEPT VALUE AND RETENTIONFOCUSED MARKETING Make only what you can sell instead of trying to sell what you make. Use technology that enables customers to customize what you make. Do not focus on the product。 focus on the need that it satisfies. Focus on the product’s perceived value, as well as the need that it satisfies. Market products and services that match customers’ needs better than petitors’ offerings. Utilize an understanding of customer needs to develop offerings that customers perceive as more valuable than petitors’ offerings. Research consumer needs and characteristics. Research the levels of profit associated with various consumer needs and characteristics. Understand the purchase behavior process and the influences on consumer behavior. Understand consumer behavior in relation to the pany’s product. Realize that each customer transaction is a discrete sale. Make each customer transaction part of an ongoing relationship with the customer. Impact of Digital Technologies Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall 29 Marketers ? More products and services through customization ? Instantaneous exchanges ? Collect and analyze data Consumers ? Power ? Information ? Computers, phones, PDA, GPS, smart TV Chapter One Slide The Mobile Consumer ? Wireless Media Messages will expand as: – Flatrate data traffic increases – Screen image quality is enhanced – Consumeruser experiences with web applications improve Copyright 2023 Pearson Education, Inc. publishing as Prentice Hall 30 Chapter One Slide Peration of Inter Usage Among Mobile Subscribers in 16 Countries FIGURE Consumer Behavior Is Interdisc
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