Ch3_customers_S2011

Ch3_customers_S2011 - Chap
3
–
Retail
Customers


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Unformatted text preview: Chap
3
–
Retail
Customers
 What
happens
when
a
 retailer
MEETS
or
 EXCEEDS
a
customer’s
 expecta>ons?
 It
costs
about
five
>mes
more
to
 gain
a
new
customer
than
keep
an
 exis>ng
customer.
 $
$
$
$
$
$
 ¢
¢
¢
¢
¢
¢
 A
Harvard
Business
Review
study
 showed
that
if
you
retain
only
5%
of
the
 customers
who
defect
to
other
vendors
 your
profitability
will
go
up
by
30‐85%,
 depending
on
your
industry.
 
 
 
 
 
 
 
‐Joel
Evans
&
Barry
Berman
 How
is
customer
 sa>sfac>on
measured?
 Customer
Services
 Ease
of
Shopping

 Ease
of
Transac>on
 Customer
Sa>sfac>on
 The
Gap
Model
of
Managing
Customer
 Service
 • Knowledge Gap • Standards Gap • Delivery Gap • Communication Gap Market
Segmenta>on
 Popula>on
Trends
 Ethnic
Trends
 Retailing
in
 Mul>cultural
 Markets
 Geographic
Trends
 Micromarke>ng
 Social
Trends
 Educa>on
 Marital
Status
 Makeup
of
Households
 Changing
Nature
of
Work
 Source:
U.S.
Census
 Marriage
Rates
 Divorce
in
America
 How
are
families
changing?
 The
Boomerang
Effect
 Sandwich
Genera>onal
Family
 Economic
Trends
 •  Income
Growth
 •  Personal
Savings
 Income
Growth
 Women
in
the
Workplace
 Widespread
Credit
Use
 S>mulus
 Problem
 Recogni>on
 Post
 Purchase
 Evalua>on
 Informa>on
 Gathering
 Purchase
 Alterna>ves
 Evalua>on
 Types
of
Consumer
Decisions
 Extended
 High
 Limited
 RISK
&
TIME
 Rou>ne
 Low
 ...
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