《市场营销》（英文版） Chapter 2 High Performance Business

Objectives Define value satisfaction -understand how to deliver them The nature of high- performance businesses How to attract retain customers Improving customer profitability Total quality management C2000 Prentice Hall

©2000 Prentice Hall Objectives Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profitability Total quality management

High Performance Business Set strategies to satisfy key. Stake- holders By improving Processes critical business and aligning Resources Organization ■■题 C2000 Prentice Hall

©2000 Prentice Hall Resources Organization and aligning... High Performance Business Processes By improving critical business... Stake￾holders Set strategies to satisfy key

Satisfied Customers Are loyal longer Buy more (new products upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs C2000 Prentice Hall

©2000 Prentice Hall Satisfied Customers: Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs

Customer Development Suspects Prospects First-time Repeat customers/ customers Clients Advocates\ Partners Disqualified prospects Inactive or ex-customers C2000 Prentice Hall

©2000 Prentice Hall Inactive or ex-customers Customer Development Clients Advocates Partners Repeat customers First-time customers Suspects Prospects Disqualified prospects

Customer/Product Profitability Analysis Customers 1 2 3 Highly rofitable product Profitable 2 product Losing 3 roduct Mixed-bag prod High profit LoSIng customer customer C2000 Prentice Hall 】

©2000 Prentice Hall Customer/Product Profitability Analysis P1 Highly profitable product P2 Profitable product P3 Losing product P4 Mixed-bag product P r o d u c t s + + + High profit customer + - Mixed-bag customer + - - Losing customer C1 C2 C3 Customers