第2讲 顾客满意和关系营销 The marketing concept is the belief that whole firm must be coordinated in its pursuit of the common goal -- customer satisfaction. (第2章)
Customer Philosophy
Instead of “hunting ” marketing is “gardening ”. The job is not to find the right customer for your products, but the right products for your customers. As stated by Lester Wunderman , “The chant of the Industrial Revolution was that of the manufacturer who sad ‘This is what I made, won`t you please buy it.’ The call of the Information Age is the consumer asking, ‘This is what I want, won`t you please make it.’ ”
一.定义顾客价值和满意(P37)
顾客让渡价值(customer delivered value)是指总顾客价值与总顾客成本之差。
总顾客价值(total ...........