Professional Documents
Culture Documents
Incorporate customer satisfaction as an integral part of the corporate mission and utilize an understanding of customer behavior as input to all marketing plans and decisions
vs.
Finding a buyer for the product Selling the customer into exchanging money for the product
Focus on the customer Pay attention to customer behavior Respond to customer needs, desires and preferences
Copyright 1999 by Thomas Southwestern. All rights reserved.
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Customer Orientation
a thorough understanding of customers needs and wants, the competitive environment, and the nature of the market used to formulate all the firms plans and actions to create satisfied customers
Repeat Buying
Higher Prices
Loyalty in Crisis
Word of Mouth
One-Stop shopping
Profits
Corporate Performance
Growth
Satisfied employees create satisfied customers Happy customers lead to employee happiness
Households (consumers)
Business
Payers
Users
Buyers
Customer Types
Copyright 1999 by Thomas Southwestern. All rights reserved.
Roles
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HOUSEHOLD
SERVICES
Consumer Services
Business Services
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Customer Wants
Individual Traits
Individual Context
Market Traits
Market Context
Market Value
Market value is the potential of a product or service to satisfy customers needs and wants Value is created only if the product or service has the capability to satisfy a customers needs and wants
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CUSTOMER ROLES User UNIVERSAL VALUES PERSONAL VALUES Group specific Individual-specific Performance Value Payer Price Value Buyer Service Value
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