Marketing Management Topics

1. CUSTOMER VALUE,
SATISFACTION & LOYALTY
What are they ?
&
How can companies deliver them ?

2. Company’s only true
“PROFIT CENTER” is the
CUSTOMER

3. Modern Customer Oriented Company
CUSTOMER
FRONTLINE PEOPLE
MIDDLE
MANAGEMENT
TOP
MANAG-
EMENT

4. CUSTOMER PERCEIVED VALUE
It’s the difference between the prospective customer’s evaluation of all the
benefits and all the costs of an offering and the perceived alternatives

5. Total
Customer
Benefit
Product
Services
Personnel
Image
Customer
Perceived
Value
Total
Customer
Cost
Monetary
Time
Energy
Psychological

6. WHAT IS SATISFACTION?
It’s a persons feelings of pleasure or disappointment that results from
comparing a product’s perceived performance to expectations

7. What is a company’s
AIM ?

8. If the product’s
performance exceeds
expectations, the
customer is delighted,
and spreads good word
of mouth

9. Example – Apple,
the company, like
today’s other
successful
companies, raises
expectations and
delivers
performances to
match

10. Companies Monitoring
CUSTOMER
Satisfaction

11. PERIODIC SURVEYS

12. CUSTOMER
COMPLAINTS

13. WHAT IS LOYALTY ?
a deeply held commitment to re-buy or re-patronize a preferred
product or service in the future