Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

Objectives
 Define

value & satisfaction - understand
how to deliver them
 The nature of high-performance
businesses
 How to attract & retain customers
 Improving customer profitability
 Total quality management
©2000 Prentice Hall

Determinants of Customer
Delivered Value

Image
Image value
value

Personnel
Personnel value

value
Services
Services value
value

Total
Total
customer
customer
value
value

Product
Product value
value

Customer
Customer
delivered
delivered

value
value

Monetary
Monetary cost
cost
Time
Time cost
cost
Energy
Energy cost
cost

Psychic
Psychic cost
cost
©2000 Prentice Hall

Total
Total

customer
customer
cost
cost

Satisfaction is a person’s
feelings of pleasure or
disappointment resulting from
comparing a product’s
perceived performance (or
outcome) in relation to his or
her expectations.
©2000 Prentice Hall

High Performance Business
Set strategies to satisfy
key...
By improving
critical business...
and

aligning...
©2000 Prentice Hall

Resources

Stakeholders
Processes

Organization

The Generic Value Chain
Human resource management

n
rgi

Technology Development

Ma

Support
Activities

Firm infrastructure

©2000 Prentice Hall

Primary Activities

Service

rgi

Marketing
and
sales

Ma

OutInbound Operabound

Logistics
tions
Logistics

n

Procurement

Levi Strauss’
Value-Delivery Network
Order
Du
Du Pont
Pont
(Fibers)
(Fibers)

Order

Milliken

Milliken
(Fabric)
(Fabric)

Delivery

Order

Levi’s
Levi’s
(Apparel)
(Apparel)

Delivery

Order
Sears
Sears
(Retail)
(Retail)

Delivery

Customer
Customer

Delivery

Competition is between networks, not companies.
The winner is the company with the better network.
©2000 Prentice Hall

Satisfied Customers:
 Are

loyal longer
 Buy more (new products & upgrades)
 Spread favorable word-of-mouth
 Are more brand loyal (less price
sensitive)

 Offer feedback
 Reduce transaction costs
©2000 Prentice Hall

Levels of Relationship
Marketing
High
margin

Medium
margin

Low
margin

Many
customers/
distributors

Accountable

Reactive

Basic or
reactive

Medium
number of
customers/
distributors

Proactive

Accountable

Reactive

Few
customers/
distributors

Partnership

Proactive

Accountable

©2000 Prentice Hall

Customer Development
Suspects

First-time

Prospects customers

Disqualified
prospects

©2000 Prentice Hall

Repeat
customers

Clients

Inactive or
ex-customers

Advocates Partners

Customer/Product
Profitability Analysis
Customers
C1
P
r
o
d
u
c
t
s
©2000 Prentice Hall

P1
P2

C3

+ + +
+

P3
P4

C2

+

High
profit
customer

-

Mixed-bag
customer

-

Losing
customer

Highly
profitable
product
Profitable
product
Losing
product
Mixed-bag
product

The Profit Triangle

er
at
ion

Va
lu
ec

op

re
at

l
na

io

er

n

Int

Profit
Profit

s

©2000 Prentice Hall

Competitive advantage

Quality
 Quality

#1

©2000 Prentice Hall

is the
totality of features
and characteristics
of a product or
service that bear on
its ability to satisfy
stated or implied
needs.

Review
 Define

value & satisfaction - understand
how to deliver them
 The nature of high-performance
businesses
 How to attract & retain customers
 Improving customer profitability
 Total quality management
©2000 Prentice Hall