市场营销5.pptVIP

Chapt5 CREATING CUSTOMER VALUE, SATISFACTION, AND LOYALTY LEARNING OBJECTIVES LEARNING OBJECTIVES LEARNING OBJECTIVES 5.1 Building Customer Value, Satisfaction, And Loyalty Traditional Organization versus Modern Customer-Orientated Company organization Determinants of Customer Delivered Value 5.1.1Customer Perceived Value Customer perceived value (顾客感知价值) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Total customer value (整体顾客利益)is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering. Total customer cost （整体顾客成本）is the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering, including monetary, time, energy, and psychic costs. Customer perceived value is a useful framework that applies to many situations and yields rich insights. Its implications are: First, the seller must assess the total customer value and total customer cost associated with each competitor’s offer. Second, the seller who is at a customer perceived value disadvantage has two alternatives: To increase total customer value (by strengthening or augmenting the offer’s product, services, personnel, and image benefits). To decrease total customer cost (by reducing price, simplifying the ordering, and delivery process, or absorbing some buyer risk by offering a warranty. Loyalty （忠诚度）is defined as “a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.” The key to generating high customer loyalty is to deliver high customer value. The value proposition（价值主张） consists of the whole cluster of benefits the company promises to deliver, it is more than the core positioning of the offering.