MBA 市场营销4-value
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
value）？ – 我们产品或服务的性能是否达到了顾客的预期，顾客对我们的产品
是否满意（satisfaction）？ – 我们的产品和服务有没有忠诚顾客（loyalty）？如何培养忠诚顾客？
如何保持这些顾客的忠诚度？
Where does customer value come from?
Organizational Charts
Creating Value
The fundamental objective of marketing is to create value. It does this in two ways, outside of the organization by creating value for customers. And within organization by making a contribution to the internal clients of the firm.
• What is the lifetime value of customers? • How can companies both attract and retain
customers? • How can company cultivate strong customer
relationships and customer equity?
性价比
V=B/ P
其中:
V = customer value B = perceived benefits P = costs
Determinants of Customer Delivered Value
3-8
顾客让渡价值：顾客总价值与顾客总成本之差
使用价值
服务价值
人员价值
形象价值
客户总利益 客户总成本
Estimating Lifetime Value
• Annual customer revenue: $500 • Average number of loyal years: 20 • Company profit margin: 10 • Customer lifetime value: $1000
Marketing Management
熊伟
2012年10月19日
MARKETING MANAGEMENT
4. Creating Customer Value & Customer
Relationships
Session Questions
• What are customer value, satisfaction, and loyalty, and how can companies deliver them?
The Generic Value Chain
3-22
Levi Strauss’s ValueDelivery Network
Delivering Customer Value and Satisfaction
• Value Chain • The Value Delivery
Network (Supply Chain)
Industry’s Perspective Of
Customer Value
Maximizing Customer Lifetime Value
Customer Profitability
Customer Equity
Lifetime Value
小部分顾客创造大部分利润
（美国长途电话利润）
A small percentage of customers
Customer Loyalty
• 顾客满意度提高的好处： – 价格弹性降低 – 重复购买 – 形成良好口碑 – 对企业和产品产生感性和理性的偏 好，既而产生较高的忠诚度
思考题
– 我们向顾客提供什么产品或服务（product）？ – 我们的产品或服务为顾客提供了什么价值和利益（value &
benefit）？ – 为了获得上述价值，顾客需要付出哪些成本和代价（cost）？ – 顾客是否会认为购买我们的产品或服务是物有所值的（delivered
card relationships
Profits produced by high-usage, high revolver
accounts
收入
33.3%
33.3%
33.3% US Diet Coke
Drinkers
利润
84.0%
13.0% 3.0% % Total Diet Coke Volume Consumed
为极其重要的，或者无法 轻易从其他渠道获得）
一般为小型订单
保本买主
在意价格，对质量 或服务则不太在意
主动买主
要求高质量和高 服务，通常会大 量购买。
Low
Lo
High
w
服务成本
Assignment for this week
1. Read chapter 4-6 of the textbook; 2. Download the quiz 5 and finish it. Send the answer sheet of quiz 5 to mkt_mba_xw@126.com by 24:00pm, Oct. 25. 3. Get ready for the 5th case : Tides vs. Diao (p155)
宝洁汰渍洗衣粉：对中国消费者的洞察
1.根据消费者行为理论，哪些文化、社会、个人或心理因素 会影响中国消费者的洗衣粉购买？ 2.上述影响因素中最重要的是什么？ 3.上述影响因素在美国和中国有什么不同？ 4.上述影响因素在中国的城市和乡村，以及不同的细分市场 中有什么不同？ 5.全球化进程中，本土企业应该如何应对？ 6.中国日化企业可以向宝洁学习什么？
低
未来价值
高
顾客价值的分析 是营销决策的基础和出发点
Customer-Product Profitability Analysis
顾客资产管理：客户赢利性矩阵
High
服务价格
被动买主
对质量或服务不太在意， 对价格也不甚在意（认为
高消费买主 愿意为优质产品
该产品并非必需，或者认 和服务支付高价，
Segment I < $25
14%
53%
22%
30%
24%
14%
3% 40%
Distribution of Customers 顾客分配
Distribution of Estimated Profit
估计利润分配
小部分顾客创造大部分的收入和利润
信用卡关系 20%
信用卡利润
80%
76%
24%
High-usage, high-revolver
Customer Value
Customers’ Perspective Vs.
Industry’s Perspective
Customers’ Perspective Of
Customer Value
eBay epitomizes the Customer-Oriented Model
3-6
Customer Satisfaction
顾客的期望是在以往购买经历、朋友 的看法、企业和竞争者有关信息和承 诺的基础上产生的。
产品 未能达到 顾客的期望 顾客不满意
产品达到 顾客的期望
顾客满意
产品超出顾 客的期望
顾客 非常满意 或十分惊喜
Loyalty
A deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.
Customer Lifetime Value
2,000 1,500 1,000
500 0
-500 -1,000 -1,500 -2,000
Year 1
Year 2
Cost
Profit
Year 3
Year 4
Year 5
YearBiblioteka Baidu6
顾客资产（Customer Equity）
The total combined customer lifetime values of all customers.
客户让渡价值
货币成本
时间成本
精力成本
心理成本
Case 4: Warner vs. Pirate DVD
The Experience Economy
Experience Services Goods Commodity
Total Customer Satisfaction
Difference between customer perceived performance and their expectations
所有顾客的顾客终身价值的总和。 Measures a firm’s performance, but in a
manner that looks to the future.
Customer Equity Management
高
保留
优质客户
A
B
现 实
C
E
价
值
F
D
G
H
提升客户／降低成本 交叉销售／上行销售
account for a large percentage of profits
(US long distance telephone profit)
Dollars Spent per Month 每月花费美金
Segment II > $100
Segment II $50 - 100
Segment II $25 - 50
是否满意（satisfaction）？ – 我们的产品和服务有没有忠诚顾客（loyalty）？如何培养忠诚顾客？
如何保持这些顾客的忠诚度？
Where does customer value come from?
Organizational Charts
Creating Value
The fundamental objective of marketing is to create value. It does this in two ways, outside of the organization by creating value for customers. And within organization by making a contribution to the internal clients of the firm.
• What is the lifetime value of customers? • How can companies both attract and retain
customers? • How can company cultivate strong customer
relationships and customer equity?
性价比
V=B/ P
其中:
V = customer value B = perceived benefits P = costs
Determinants of Customer Delivered Value
3-8
顾客让渡价值：顾客总价值与顾客总成本之差
使用价值
服务价值
人员价值
形象价值
客户总利益 客户总成本
Estimating Lifetime Value
• Annual customer revenue: $500 • Average number of loyal years: 20 • Company profit margin: 10 • Customer lifetime value: $1000
Marketing Management
熊伟
2012年10月19日
MARKETING MANAGEMENT
4. Creating Customer Value & Customer
Relationships
Session Questions
• What are customer value, satisfaction, and loyalty, and how can companies deliver them?
The Generic Value Chain
3-22
Levi Strauss’s ValueDelivery Network
Delivering Customer Value and Satisfaction
• Value Chain • The Value Delivery
Network (Supply Chain)
Industry’s Perspective Of
Customer Value
Maximizing Customer Lifetime Value
Customer Profitability
Customer Equity
Lifetime Value
小部分顾客创造大部分利润
（美国长途电话利润）
A small percentage of customers
Customer Loyalty
• 顾客满意度提高的好处： – 价格弹性降低 – 重复购买 – 形成良好口碑 – 对企业和产品产生感性和理性的偏 好，既而产生较高的忠诚度
思考题
– 我们向顾客提供什么产品或服务（product）？ – 我们的产品或服务为顾客提供了什么价值和利益（value &
benefit）？ – 为了获得上述价值，顾客需要付出哪些成本和代价（cost）？ – 顾客是否会认为购买我们的产品或服务是物有所值的（delivered
card relationships
Profits produced by high-usage, high revolver
accounts
收入
33.3%
33.3%
33.3% US Diet Coke
Drinkers
利润
84.0%
13.0% 3.0% % Total Diet Coke Volume Consumed
为极其重要的，或者无法 轻易从其他渠道获得）
一般为小型订单
保本买主
在意价格，对质量 或服务则不太在意
主动买主
要求高质量和高 服务，通常会大 量购买。
Low
Lo
High
w
服务成本
Assignment for this week
1. Read chapter 4-6 of the textbook; 2. Download the quiz 5 and finish it. Send the answer sheet of quiz 5 to mkt_mba_xw@126.com by 24:00pm, Oct. 25. 3. Get ready for the 5th case : Tides vs. Diao (p155)
宝洁汰渍洗衣粉：对中国消费者的洞察
1.根据消费者行为理论，哪些文化、社会、个人或心理因素 会影响中国消费者的洗衣粉购买？ 2.上述影响因素中最重要的是什么？ 3.上述影响因素在美国和中国有什么不同？ 4.上述影响因素在中国的城市和乡村，以及不同的细分市场 中有什么不同？ 5.全球化进程中，本土企业应该如何应对？ 6.中国日化企业可以向宝洁学习什么？
低
未来价值
高
顾客价值的分析 是营销决策的基础和出发点
Customer-Product Profitability Analysis
顾客资产管理：客户赢利性矩阵
High
服务价格
被动买主
对质量或服务不太在意， 对价格也不甚在意（认为
高消费买主 愿意为优质产品
该产品并非必需，或者认 和服务支付高价，
Segment I < $25
14%
53%
22%
30%
24%
14%
3% 40%
Distribution of Customers 顾客分配
Distribution of Estimated Profit
估计利润分配
小部分顾客创造大部分的收入和利润
信用卡关系 20%
信用卡利润
80%
76%
24%
High-usage, high-revolver
Customer Value
Customers’ Perspective Vs.
Industry’s Perspective
Customers’ Perspective Of
Customer Value
eBay epitomizes the Customer-Oriented Model
3-6
Customer Satisfaction
顾客的期望是在以往购买经历、朋友 的看法、企业和竞争者有关信息和承 诺的基础上产生的。
产品 未能达到 顾客的期望 顾客不满意
产品达到 顾客的期望
顾客满意
产品超出顾 客的期望
顾客 非常满意 或十分惊喜
Loyalty
A deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.
Customer Lifetime Value
2,000 1,500 1,000
500 0
-500 -1,000 -1,500 -2,000
Year 1
Year 2
Cost
Profit
Year 3
Year 4
Year 5
YearBiblioteka Baidu6
顾客资产（Customer Equity）
The total combined customer lifetime values of all customers.
客户让渡价值
货币成本
时间成本
精力成本
心理成本
Case 4: Warner vs. Pirate DVD
The Experience Economy
Experience Services Goods Commodity
Total Customer Satisfaction
Difference between customer perceived performance and their expectations
所有顾客的顾客终身价值的总和。 Measures a firm’s performance, but in a
manner that looks to the future.
Customer Equity Management
高
保留
优质客户
A
B
现 实
C
E
价
值
F
D
G
H
提升客户／降低成本 交叉销售／上行销售
account for a large percentage of profits
(US long distance telephone profit)
Dollars Spent per Month 每月花费美金
Segment II > $100
Segment II $50 - 100
Segment II $25 - 50