5 Conditions for
Exchange
- 2+ Parties
- Each party has sth. of Value
- Each party is capable of Communication & Delivery
- Each party is Free to Accept/Reject offer
- Each party believes it’s Appropriate & Desirable to deal
__ is about
Understand the Needs of Cx ;
Offer what Cx is looking for ;
Deliver to satisfy needs
Marketing
Goal of Marketing
- Focus on Cx Wants/Needs, ditinguish offers from competitors (區分)
- Integrate org. activities (e.g. production) to satisfy Cx wants (整合)
- Long-term goal of satisfying Cx Wants/Needs legally & responsibly (負責)
The relationship btw
Benefits & Sacrifice
to obtain benefits
Customer Value
CP值追求
Groups of individuals, families, companies that share similar needs
Market Segments
4Ps : Marketing Mix
Product
Price
Place
Promotion
Marketers interested in Customer Value by
- Offer performing Products
- Earn Trust w/ Loyalty Prog.
- Avoid Unrealistic $ by clear communication
- Give Cx Facts & Opportunity to learn
- Offer Service Commitment & After-Sales Support
- CoCreate Exp. that Cx. want
Evolution of Mktg
“If you build it, they will come.”
“What can we make or do best?”
Production
Era
Focus on products
Evolution of Mktg
“How can we sell more aggressively?”
Sales
Era
Focus on promotional activities & hard sell
Evolution of Mktg
“What do customers want and need?”
Marketing
Company
Era
Focus on linking customer needs with an organization’s competencies
-Marketing Concept
Mixing Mktg & Persuasion as Cx is shrewder
Evolution of Mktg
“How can we benefit Cx & Society?”
Societal
Marketing
Era
Focus beyond the customer to aspects of the external environment.
Greater gov. involvement
Evolution of Mktg
Moving from Interruption to Interaction ;
Building Trust
Relationship
Era
Focus on keeping and improving connections with current customers
Strategies: Cx Satisfaction & Relationship Mktg
Cx remove from relationship w/ businesses due to unaddressed concerns
Customer Attrition
or
Churn Rate
A Data-Mining System to help marketers understand individual Cx
CRM
Customer Relationship Mngt
