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TOP 10 Learning Concepts Chapter 5: Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. 13 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Contents: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Concept 1: Customer Value, Satisfaction, and Loyalty http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customers 
http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customer Perceived Value Image Benefit Psycho. Cost Concept 1: Customer Value, Satisfaction, and Loyalty Personal Benefit Energy Cost Services Benefit Time Cost Product Benefit Total Customer Banefit Monetary Cost Total Customer Cost Determinants Of Customer Perceived Value
Concept 1: Customer Value, Satisfaction, and Loyalty http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Concept 2: Customer Satisfaction http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations. Customers
Concept 2: Customer Satisfaction http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Measurement Techniques for Customer Satisfaction: PERIODIC SURVEYS MYSTERY SHOPPER LOSS RATE FROM CUSTOMERS MONITORING PERFORMANCE
Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS Is the total feature and characteristic of a product or service that has an ability to satisfy needs .
Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Product & Service Quality Customer Satisfaction Company Profit
Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Concept 4: Maximize Customer Lifetime Value http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customer Profitability Lifetime Value Customer Equity Top 20% customers generates 80% or more of company’s profits Most profitable 20% customers contribute as much as 150%-200% profit. Least profitable 10%-20% cutomers lose 100% profit.
Concept 5: Customer Relationship Management http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Process of managing detailed information about individual customers & all customer “touch point” to maximize customer loyalty. Customer encounters the brand and product—from actual experience to personal or mass communications to casual observation.
Concept 5: Customer Relationship Management http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Identify customers ,[object Object],[object Object],[object Object],Customizing products, services Interaction with customers ONE-TO-ONE MARKETING
Concept 5: Customer Relationship Management http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Concept 6: Attracting and Retaining Customers http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customers
Concept 6: Attracting and Retaining Customers http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Concept 7: Increase Customer Value http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. REDUCE RATE OF CUSTOMER DEFECTION INCREASE LONGEVITY OF CUSTOMER REL. ENHANCING GROWTH POTENTIAL THROUGH “ SHARE OF WALLET”, CROSS-SELLING, AND UP-SELLING MAKING LOW-PROFIT CUSTOMERS MORE PROFITABLE FOCUSING DISPROPORTIONATE EFFORT ON HIGH-VALUE CUSTOMER
Concept 8: Building Loyalty ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Concept 8: Building Loyalty http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Concept 9: Database Marketing http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Collection of information about customers that is current, accessible, and actionable for marketing purposes. Process of building, maintaining, and using customer databases to contact, transact, and build customer relationships.
Concept 9: Database Marketing http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. IDENTIFY PROSPECTS DECIDE WHO TO OFFER DEEPEN CUSTOMER LOYALTY REACTIVATE CUSTOMER PURCHASES AVOID CUSTOMER MISTAKES
Concept 10: Customer Dev’t. Process and Retention http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. potentials prospects First time customers Repeat customers clients members advocates partners In-active or Ex-customers Disqualified prospects
Concept 10: Customer Dev’t. Process and Retention ,[object Object],[object Object],[object Object],[object Object],http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Summary: ,[object Object],[object Object],[object Object],[object Object],[object Object],http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
TOP 10 Learning Concepts Chapter 5: Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. 13 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.

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Top 10 Learning Concepts

  • 1. TOP 10 Learning Concepts Chapter 5: Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. 13 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 2.
  • 3. Concept 1: Customer Value, Satisfaction, and Loyalty http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customers 
  • 4. http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customer Perceived Value Image Benefit Psycho. Cost Concept 1: Customer Value, Satisfaction, and Loyalty Personal Benefit Energy Cost Services Benefit Time Cost Product Benefit Total Customer Banefit Monetary Cost Total Customer Cost Determinants Of Customer Perceived Value
  • 5. Concept 1: Customer Value, Satisfaction, and Loyalty http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 6. Concept 2: Customer Satisfaction http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations. Customers
  • 7. Concept 2: Customer Satisfaction http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Measurement Techniques for Customer Satisfaction: PERIODIC SURVEYS MYSTERY SHOPPER LOSS RATE FROM CUSTOMERS MONITORING PERFORMANCE
  • 8. Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS Is the total feature and characteristic of a product or service that has an ability to satisfy needs .
  • 9. Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Product & Service Quality Customer Satisfaction Company Profit
  • 10. Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 11. Concept 4: Maximize Customer Lifetime Value http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customer Profitability Lifetime Value Customer Equity Top 20% customers generates 80% or more of company’s profits Most profitable 20% customers contribute as much as 150%-200% profit. Least profitable 10%-20% cutomers lose 100% profit.
  • 12. Concept 5: Customer Relationship Management http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Process of managing detailed information about individual customers & all customer “touch point” to maximize customer loyalty. Customer encounters the brand and product—from actual experience to personal or mass communications to casual observation.
  • 13.
  • 14. Concept 5: Customer Relationship Management http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 15. Concept 6: Attracting and Retaining Customers http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customers
  • 16. Concept 6: Attracting and Retaining Customers http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 17. Concept 7: Increase Customer Value http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. REDUCE RATE OF CUSTOMER DEFECTION INCREASE LONGEVITY OF CUSTOMER REL. ENHANCING GROWTH POTENTIAL THROUGH “ SHARE OF WALLET”, CROSS-SELLING, AND UP-SELLING MAKING LOW-PROFIT CUSTOMERS MORE PROFITABLE FOCUSING DISPROPORTIONATE EFFORT ON HIGH-VALUE CUSTOMER
  • 18.
  • 19. Concept 8: Building Loyalty http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 20. Concept 9: Database Marketing http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Collection of information about customers that is current, accessible, and actionable for marketing purposes. Process of building, maintaining, and using customer databases to contact, transact, and build customer relationships.
  • 21. Concept 9: Database Marketing http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. IDENTIFY PROSPECTS DECIDE WHO TO OFFER DEEPEN CUSTOMER LOYALTY REACTIVATE CUSTOMER PURCHASES AVOID CUSTOMER MISTAKES
  • 22. Concept 10: Customer Dev’t. Process and Retention http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. potentials prospects First time customers Repeat customers clients members advocates partners In-active or Ex-customers Disqualified prospects
  • 23.
  • 24.
  • 25. TOP 10 Learning Concepts Chapter 5: Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. 13 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.