PDF KOTLER PEMASARAN 3 .0
Phillip
Kevin Lane
Kotler • Keller
Marketing Management • 14e
p
a
Ch
r
e
t
5
Creating Long-term Loyalty
Discussion Questions
1. What are customer value, satisfaction,
and loyalty, and how can companies
deliver them?
2. What is the lifetime value of customers,
and how can marketers maximize it?
3. How can companies attract and retain the
right customers and cultivate strong
customer relationships?
4. What are the pros and cons of database
marketing?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 3 of 34
Customer Value, Satisfaction, and
Loyalty
Holistic
Marketing
• Inform
• Engage
• Energize
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 4 of 34
e
r
u
g
i
F .1
5
Traditional Organization
vs. Customer-Oriented
Organization
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 5 of 34
Customer Perceived Value
Customerperceived
Value
Econom
ic
Evaluatin
g
Obtaining
Function
al
Using
Psychologi
cal
Disposing
Total
Customer
Beneft
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Total
Customer
Cost
Slide 6 of 34
e
r
u
g
i
F .2
5
Determinants
of Customer
Perceived
Value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Customerperceived
value
Total
customer
beneft
Total
customer
cost
Product
beneft
Monetary
cost
Services
beneft
Time
cost
Personal
beneft
Energy
cost
Image
beneft
Psychologic
al
cost
Slide 7 of 34
Value Concepts - Caterpillar
Proft
Worth to
farmer:
$20,000
Price
Custome
r Value
$6,00 $20,00
0
0
-0-
5,000 19,000
$1,000
4,000 18,000
2,000
3,000 17,000
3,000
2,000 16,000
4,000
1,000 15,000
5,000
-0- 14,000
6,000
Cost to
produce:
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 8 of 34
Choice Processes and
Implications
Friends with
salesperson
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Lowest
purchase
price wins.
Slide 9 of 34
ef
D
d
ne
Customer Loyalty
“A deeply held commitment to
rebuy or repatronize a preferred
product or service in the future
despite situational infuences and
marketing eforts having the
potential to cause switching
behavior.”
-- Oliver
Value Proposition
Volvo
Core positioning:
• Safety
Other benefts:
• Good performance
• Design
• Environmentally
friendly
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 11 of 34
ef
D
d
ne
Satisfaction
A person’s feelings of
pleasure or disappointment
that result from comparing a
product’s perceived
performance to (or
outcome) to expectations.
Customer Satisfaction
Expectatio
ns
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 13 of 34
Customer Expectations
Expectati
ons
Previous
purchases
Friends
advice
Marketers’ /
competitors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 14 of 34
Monitoring Satisfaction
Infuence of
Customer
Satisfaction
Measurem
ent
Technique
s
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Custome
r
Complai
Slide 15 of 34
Measurement Techniques
Customer Loss
Rate
Surveys
Mystery
Shopper
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 16 of 34
Infuence of Customer
Satisfaction
Customer
satisfaction
Speed of
communication
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 17 of 34
Customer Complaints
54% 70%
Buy
again if
95%
resolved
5%
Complain
25%
Dissatis
fed
Tell 5
people
If resolved
quickly
95%
Stop buying
Tell
11
peopl
e
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 18 of 34
Product and Service Quality
Performan
ce
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Conformanc
e
Slide 19 of 34
Maximizing Customer
Lifetime Value
20% of
Custome
rs
80% of
Profts
Customers
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 20 of 34
Customer Proftability
Customer Proftability
Analysis
Proftable
Unprofta
ble
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Customer Lifetime
Value
Slide 21 of 34
ef
D
d
ne
A Proftable Customer
A person, household, or
company that over time yields a
revenue stream exceeding by
an acceptable amount the
company’s cost stream for
attracting, selling, and serving
that customer.
e
r
u
g
i
F .3
5
Customer-Product
Proftability Analysis
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 23 of 34
Cultivating Customer
Relationships
Customer Information
• Diferentiate
• Customize
• Personalize
• Share
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 24 of 34
Customer Relationship Management
(CRM)
Personalizing
Marketing
Customer
Empowerment
Customer Reviews &
Recommendations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 25 of 34
Personalizing Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 26 of 34
One-to-One Marketing
Identify
prospects
and
customers
Interact
with
each
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Diferent
iate
customer
s
Customi
ze
Slide 27 of 34
Customer Empowerment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Brand
Evangelists
Slide 28 of 34
Customer
Reviews/Recommendations
Create Buzz
Negative
reviews
Customer
ratings
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 29 of 34
Customer Retention
Acquiring new customers
costs
5x more
than retaining current
customers
The average company
loses
10%
Of its customers
yearly
Reducing customer defections by 5%
can increase profts from
25% to 85%
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 30 of 34
Attracting and Retaining
Customers
Manage
customer
base
Reduce
Defections
1.Defne and
measure
2.Determine causes
3.Compare CLV to
costs
Retention Dynamics
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 31 of 34
e
r
u
g
i
F .4
5
The Marketing Funnel
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 32 of 34
Building Loyalty
Interact with
customers
Create institutional
ties
Develop loyalty
programs
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 33 of 34
Databases & Database
Marketing
Customer
databases
• Name, address,
telephone #
• Purchase history
• Demographics
• Psychographics
• Mediagraphics
Data
mining
Data
Warehouses
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 34 of 34
Kevin Lane
Kotler • Keller
Marketing Management • 14e
p
a
Ch
r
e
t
5
Creating Long-term Loyalty
Discussion Questions
1. What are customer value, satisfaction,
and loyalty, and how can companies
deliver them?
2. What is the lifetime value of customers,
and how can marketers maximize it?
3. How can companies attract and retain the
right customers and cultivate strong
customer relationships?
4. What are the pros and cons of database
marketing?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 3 of 34
Customer Value, Satisfaction, and
Loyalty
Holistic
Marketing
• Inform
• Engage
• Energize
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 4 of 34
e
r
u
g
i
F .1
5
Traditional Organization
vs. Customer-Oriented
Organization
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 5 of 34
Customer Perceived Value
Customerperceived
Value
Econom
ic
Evaluatin
g
Obtaining
Function
al
Using
Psychologi
cal
Disposing
Total
Customer
Beneft
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Total
Customer
Cost
Slide 6 of 34
e
r
u
g
i
F .2
5
Determinants
of Customer
Perceived
Value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Customerperceived
value
Total
customer
beneft
Total
customer
cost
Product
beneft
Monetary
cost
Services
beneft
Time
cost
Personal
beneft
Energy
cost
Image
beneft
Psychologic
al
cost
Slide 7 of 34
Value Concepts - Caterpillar
Proft
Worth to
farmer:
$20,000
Price
Custome
r Value
$6,00 $20,00
0
0
-0-
5,000 19,000
$1,000
4,000 18,000
2,000
3,000 17,000
3,000
2,000 16,000
4,000
1,000 15,000
5,000
-0- 14,000
6,000
Cost to
produce:
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 8 of 34
Choice Processes and
Implications
Friends with
salesperson
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Lowest
purchase
price wins.
Slide 9 of 34
ef
D
d
ne
Customer Loyalty
“A deeply held commitment to
rebuy or repatronize a preferred
product or service in the future
despite situational infuences and
marketing eforts having the
potential to cause switching
behavior.”
-- Oliver
Value Proposition
Volvo
Core positioning:
• Safety
Other benefts:
• Good performance
• Design
• Environmentally
friendly
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 11 of 34
ef
D
d
ne
Satisfaction
A person’s feelings of
pleasure or disappointment
that result from comparing a
product’s perceived
performance to (or
outcome) to expectations.
Customer Satisfaction
Expectatio
ns
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 13 of 34
Customer Expectations
Expectati
ons
Previous
purchases
Friends
advice
Marketers’ /
competitors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 14 of 34
Monitoring Satisfaction
Infuence of
Customer
Satisfaction
Measurem
ent
Technique
s
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Custome
r
Complai
Slide 15 of 34
Measurement Techniques
Customer Loss
Rate
Surveys
Mystery
Shopper
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 16 of 34
Infuence of Customer
Satisfaction
Customer
satisfaction
Speed of
communication
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 17 of 34
Customer Complaints
54% 70%
Buy
again if
95%
resolved
5%
Complain
25%
Dissatis
fed
Tell 5
people
If resolved
quickly
95%
Stop buying
Tell
11
peopl
e
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 18 of 34
Product and Service Quality
Performan
ce
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Conformanc
e
Slide 19 of 34
Maximizing Customer
Lifetime Value
20% of
Custome
rs
80% of
Profts
Customers
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 20 of 34
Customer Proftability
Customer Proftability
Analysis
Proftable
Unprofta
ble
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Customer Lifetime
Value
Slide 21 of 34
ef
D
d
ne
A Proftable Customer
A person, household, or
company that over time yields a
revenue stream exceeding by
an acceptable amount the
company’s cost stream for
attracting, selling, and serving
that customer.
e
r
u
g
i
F .3
5
Customer-Product
Proftability Analysis
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 23 of 34
Cultivating Customer
Relationships
Customer Information
• Diferentiate
• Customize
• Personalize
• Share
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 24 of 34
Customer Relationship Management
(CRM)
Personalizing
Marketing
Customer
Empowerment
Customer Reviews &
Recommendations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 25 of 34
Personalizing Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 26 of 34
One-to-One Marketing
Identify
prospects
and
customers
Interact
with
each
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Diferent
iate
customer
s
Customi
ze
Slide 27 of 34
Customer Empowerment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Brand
Evangelists
Slide 28 of 34
Customer
Reviews/Recommendations
Create Buzz
Negative
reviews
Customer
ratings
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 29 of 34
Customer Retention
Acquiring new customers
costs
5x more
than retaining current
customers
The average company
loses
10%
Of its customers
yearly
Reducing customer defections by 5%
can increase profts from
25% to 85%
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 30 of 34
Attracting and Retaining
Customers
Manage
customer
base
Reduce
Defections
1.Defne and
measure
2.Determine causes
3.Compare CLV to
costs
Retention Dynamics
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 31 of 34
e
r
u
g
i
F .4
5
The Marketing Funnel
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 32 of 34
Building Loyalty
Interact with
customers
Create institutional
ties
Develop loyalty
programs
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 33 of 34
Databases & Database
Marketing
Customer
databases
• Name, address,
telephone #
• Purchase history
• Demographics
• Psychographics
• Mediagraphics
Data
mining
Data
Warehouses
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 34 of 34