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Customer Commitment:
How Market Leaders Do It
Through masterfully creating and delivering value to their highly satisfied and loyal customers
Greatness in marketing and customer services becomes a function of attitude, not resources.
2 objectives: Maintaining and upgrading customer relationships (retention strategies) Growing business by finding new customers and creating long-term value
Customer Focus
Competitive Edge Product Strategy Promotional Strategy Pricing Strategy Marketing Objective Planning Approach Time Perspective
The
Marketing Continuum
Market Driving
Market Driven
Sales
Product Production
Market Orientation
A market orientation provides impetus for building an organizational culture which:
Puts customers first
orientation
Market orientation inputs are valuable for formulating an initial definition of your market and for staying in touch with your customer base
Driven Companies
Market driving companies go beyond accepting given market structures and behaviors Market driving firms shape or change markets/ sectors by eliminating, adding, or modifying the players in markets and their functions Market driving companies rewrite industry rules and compete in new market arenas
Developing a
Customer-Oriented Organization
Customer-centric marketing emphasizes understanding and satisfying needs, wants, and resources of individuals and customers rather than those of mass markets/segments (Sheth, et al., )
Table 2-2 Contrast of New Customerization Framework and Old Marketing Model
Interdepartmental dynamics
Organizational systems Responses to environment Dual customer and competitive emphases Long term view of business/value
Market Myopia
Organizations must avoid market myopia (forgetting customer needs) by: Overcoming complacency Staying relevant in the marketplace/space Be creative in programs and processes
responsive/proactive to market conditions and tastes Use a Kaizen philosophy continuous Improvement
The
Anticipatory
Value
Company/customers
(marketing mix)
Customer-Oriented Marketing
Approaches
Customer Customer
Marketing Mix
Service Providers
E- Marketing Mix
Product Price
Place
Promotion Sales Promotion Personalization PRIVACY
Community
Site
Adapted from Kalyanam, K. and McIntyre, S. (2002) The e-marketing mix: a contribution of the e-tailing wars, Journal of the Academy of Marketing Science, 30 (4), pp. 487-499.
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