文档介绍：4 Creating Customer Value and Customer Relationship
Creating Customer Value and Customer Relationship
Chapter 4
Copyright ? 2009 Pearson Education, Inc1>. Publishing as Prentice Hall 4-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-*
Chapter 4 Questions
What is the marketing-based customer value?
How panies deliver customer value, satisfaction, and loyalty?
What is the lifetime value of a customer and how can marketers maximize it?
How panies cultivate strong customer relationships and customer equity?
What is database marketing, and why is it important?
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-*
Contents of Chapter 4
Marketing and Customer Value
Cultivating Customer Relationships
Building Customer Equity
Customer Profitability
Maximizing Customer Lifetime Value
Brand Equity and Customer Equity
Database marketing
Starbucks
Marketing Insight:
The Value Chain
Innovative Marketing:
Hewlett Packard Co. vs Dell Inc.
Marketing In China:
How Warner Copes with China’s Pirated DVD Market
Marketing Insight:
Winning Back Lost Customers
Chapter Case: Yum! Brands Inc.–Breakthrough in China
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-*
Value Chain
The value chain identifies nine strategically relevant activities that create value and cost in a business. Among them are five core business processes: market sensing, new offering realization, customer acquisition, customer relationship management, and fulfillment management. In carrying out these core processes, companies nurture their petencies, which lead to distinctive capabilities that petitive advantage.
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-*