Kotler05 cusomer value

Kotler05 cusomer value - MARKETING MANAGEMENT 12th edition...

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4 2 1 3 0011 0010 1010 1101 0001 0100 1011 MARKETING MANAGEMENT 12 th edition 5 Creating Customer Value, Satisfaction, and Loyalty Keller
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4 2 1 3 0011 0010 1010 1101 0001 0100 1011 2 Chapter Questions What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers? How can companies both attract and retain customers? How can companies deliver total quality? What is database marketing?
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4 2 1 3 0011 0010 1010 1101 0001 0100 1011 3 a)The Value Proposition The whole cluster of benefits the company promises to deliver
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4 2 1 3 0011 0010 1010 1101 0001 0100 1011 4 Defining Customer Value and Satisfaction Customer Perceived Value (CPV) is the difference between evaluation of all benefits & all the costs of an offering& perceived alternatives Total customer value is the perceived monetary value of the bundle-economic, functional, psychological benefits customers expect from a given mkt offering. Total customer cost is the bundle of costs customers expect to incur in evaluating, obtaining, using & disposing
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4 2 1 3 0011 0010 1010 1101 0001 0100 1011 5 Determinants of Customer Delivered Value
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4 2 1 3 0011 0010 1010 1101 0001 0100 1011 6 Total Customer Satisfaction Satisfaction Customer Expectations Delivering High Customer Value Value proposition Value-delivery system Measuring Satisfaction Defining Customer Value and Satisfaction
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4 2 1 3 0011 0010 1010 1101 0001 0100 1011 7 Tools for Tracking and Measuring Customer Satisfaction Complaint and suggestion systems: Customer satisfaction surveys: A customer-centered organization makes it easy for customers to register suggestions and complaints. Some customer-centered companies-P&G, General Electric, Whirlpool—establish hot lines with toll-free numbers. Companies are also using Web sites and e-mail for quick, two-way communication. Studies show that although customers are dissatisfied with one out of every four purchases, less than 5 percent will complain. Most customers will buy less or switch suppliers. Responsive companies measure customer satisfaction directly by conducting periodic surveys. While collecting customer satisfaction data, it is also useful to ask additional questions to measure repurchase intention and to measure the likelihood or willingness to recommend the company and brand to others.
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Kotler05 cusomer value - MARKETING MANAGEMENT 12th edition...

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