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Copyright © 2002 All rights reserved. 1 CHAPTER 1 The Customer: Key to Market Success
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CHAPTER 1 PART 1 Customer Behavior: A Managerial Perspective Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 2 The Marketing Concept Customer Orientation (Satisfaction) Total Company Effort ( “Synergy/Value”) Goal Orientation (Profit) The Marketing Concept [Perreault and McCarthy (2006) Essentials of Marketing. NY: McGraw-Hill.]
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CHAPTER 1 PART 1 Customer Behavior: A Managerial Perspective Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 3 Superior Customer Value Total Company Effort to Satisfy Customers Superior Customer Value Total Company Effort to Satisfy Customers Customer Acquisition Customer Satisfaction Customer Retention Customer Acquisition Putting It All Together [Perreault and McCarthy (2006) Essentials of Marketing. NY: McGraw-Hill.] Customer Retention Profitable Relationships with Customers
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CHAPTER 1 PART 1 Customer Behavior: A Managerial Perspective Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 4 Competitive Advantages Through Customer Satisfaction Repeat Buying Higher Prices Loyalty in Crisis Word of Mouth New Product Innovation Corporate Performance One-Stop shopping GrowthProfits Customer Satisfaction
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CHAPTER 1 PART 1 Customer Behavior: A Managerial Perspective Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 5 Increased Profitability Advantages Cost efficiencies from repeat customers Price premiums from established customers Customer loyalty in corporate crisis
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CHAPTER 1 PART 1 Customer Behavior: A Managerial Perspective Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 6 Increased Growth Advantages Increased word of mouth One-stop shopping New product innovations
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CHAPTER 1 PART 1 Customer Behavior: A Managerial Perspective Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 7 Creates Pride in Employees Customer orientation has an effect on employee morale in the company Satisfied employees create satisfied customers Happy customers lead to employee happiness
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