tailieunhanh - Lecture Marketing management: Chapter 5 - Phillip Kotler, Kevin Lane Keller

Chapter 5 - Creating long-term loyalty relationships. In this chapter, we will address the following questions: What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers, and how can marketers maximize it? How can companies attract and retain the right customers and cultivate strong customer relationships? What are the pros and cons of database marketing? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Creating Long-term Loyalty Relationships Chapter 5 Discussion Questions What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers, and how can marketers maximize it? How can companies attract and retain the right customers and cultivate strong customer relationships? What are the pros and cons of database marketing? Customer Value, Satisfaction, and Loyalty Holistic Marketing Inform Engage Energize The cornerstone of a well-conceived holistic marketing orientation is strong customer relationships. Marketers must connect with customers—informing, engaging, and maybe even energizing them in the process. Customer centered companies are adept at building customer relationships, not just products; they are skilled in market engineering, not just product engineering. Creating loyal customers is at the heart of every business. As marketing experts Don Peppers . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Creating Long-term Loyalty Relationships Chapter 5 Discussion Questions What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers, and how can marketers maximize it? How can companies attract and retain the right customers and cultivate strong customer relationships? What are the pros and cons of database marketing? Customer Value, Satisfaction, and Loyalty Holistic Marketing Inform Engage Energize The cornerstone of a well-conceived holistic marketing orientation is strong customer relationships. Marketers must connect with customers—informing, engaging, and maybe even energizing them in the process. Customer centered companies are adept at building customer relationships, not just products; they are skilled in market engineering, not just product engineering. Creating loyal customers is at the heart of every business. As marketing experts Don Peppers and Martha Rogers say: The only value your company will ever create is the value that comes from customers— the ones you have now and the ones you will have in the future. Businesses succeed by getting, keeping, and growing customers. Customers are the only reason you build factories, hire employees, schedule meetings, lay fiber-optic lines, or engage in any business activity. Without customers, you don’t have a business. Figure Traditional Organization vs. Customer-Oriented Organization Managers who believe the customer is the company’s only true “profit center” consider the traditional organization chart in Figure (a)—a pyramid with the president at the top, management in the middle, and frontline people and customers at the bottom—obsolete. Successful marketing companies invert the chart as in Figure (b). At the top are customers; next in importance are frontline people who meet, serve, and satisfy customers; under them are the middle managers, whose job is to support