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Marketing: Managing Profitable Customer Relationships
Marketing: Managing Profitable Customer Relationships
Customer Relationships
Market & Product
A market is the set of actual and potential
buyers of a product. These buyers share a
particular need or want that can be satisfied
through exchange relationships.
Product (Marketing Offer): physical product,
service, information, experience, person,
place, organization, and ideas.
Examples of Product
Definition of Marketing
Marketing is the process of planning and
executing the conceptions, pricing, promotion
and distribution of ideas, goods, and services
to create exchanges that satisfy individual
and organizational goals. (AMA)
Marketing is meeting needs profitably.
Marketing Philosophy
The Production Concept
The Product Concept
--------------------------------------------------------
The Marketing Concept
Short-term Long-term
customers customers
Projected loyalty
Share of Customer
The portion of the customer’s purchasing in
its product categories that a company gets.
Methods to increase share of customer
Offer greater variety to current consumers
Train employees to cross-sell and up-sell in order
to market more products and services to existing
customers.
Amazon: books, music, videos, gifts, toys,
consumer electronics, office products, and so
on.
Customer Satisfaction
The extent to which a product’s perceived
performance matches a buyer’s expectation.
Smart companies aim to delight customers by
promising only what they can deliver, then
delivering more than they promise.
Examples: Lexus; Southwest Airlines;
Seasons Hotels; Nordstrom department store.
Satisfying Customer Complaints
Rate of dissatisfaction: 25%; rate of
complaint in dissatisfaction: 5%.
50% of complaints report a satisfactory
problem resolution.
Examples: Williams-Sonoma; Enterprise
Rent-A-Car.
On average, satisfied →3 people, and
dissatisfied → 11 people.
Satisfying Customer Complaints
Rate of complainant repurchase
Resolved Resolved
quickly
Major 34% 52%
complaints
Minor 52% 95%
complaints
Customer Relationship Levels
and Tools
Level of relationship: basic< reactive (e.g.
P&G)<accountable<proactive<partnership
(e.g. Boeing).
Tools:
Add financial benefits, ex. frequent-flier program.
Add social benefits, ex. club marketing program.
Add structural ties, ex. McKesson; FedEx.
In 1981, American Airlines first
introduced the AADVANTAGE
frequent-flier program. When other
airlines copied this strategy, did they
engage in the prisoner’s dilemma?
Prisoner’s Dilemma
Player 1 ╲ Player 2
Cooperate Fink
Cooperate 2, 2 3, -3