Chiến lược marketing

Bài 8: Chiến lược cạnh tranh

bằng sự đổi mới và dịch vụ
khách hàng

Nội dung
1. Chiến lược đổi mới
2. Quá trình phát triển sản phẩm mới
3. Cạnh tranh thông qua chất lượng dịch vụ
4. Cạnh tranh dựa trên quản lý mối quan hệ
khách hàng

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Figure 12.1
Innovation strategy and new products

Figure 12.2
Innovation drives strategy renewal and
reinvention

Source: Adapted from Nigel F. Piercy (2017).

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Figure 12.3
Accelerated diffusion of innovations

Figure 12.4
Some reasons for new product failures

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Figure 12.5
New product development stages and time lapse

Source: Adapted from Booz et al. (1982).

Figure 12.6
New product innovation

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Figure 12.7
Strategic role of new products

Figure 12.7
Mortality of new product ideas

Source: Wong (1993).

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Figure 12.9
Barriers to innovation

Figure 13.1
Key issues in competing through superior
service and customer relationships

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Figure 13.2
Goods and services

Figure 13.3
Service and competitive positioning

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Figure 13.4
The relationship marketing ladder

Source: Payne, Christopher, Clark and Peck (1995) Relationship Marketing for Competitive Advantage.

Figure 13.5
Foundations of relationship marketing

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Figure 13.6
Assessing customer satisfaction

Source: Adapted from Parasuraman, Zeithaml and Berry (1985).

CRM key success factors

• A front office integrating sales, marketing, and

service functions across all media
• A data warehouse and the appropriate
analytical tools
• Business rules developed from the data
analysis Measures of performance
• Integration into the firm’s operational support
(or ‘back office’ systems)

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Figure 13.7
Performance, satisfaction and customer loyalty

Figure 13.8
Monitoring customer satisfaction

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Figure 13.9
Performance and importance

Figure 13.11
Quality gap analysis

Source: Adapted from Parasuraman, Zeithaml and Berry (1985).

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