Professional Documents
Culture Documents
States of deprivation
Physicalfood, clothing, warmth, safety
Needs Socialbelonging and affection
Individualknowledge and self-expression
Marketers
Set the right level of
expectations
Not too high or low
Customer Customer
perceived value satisfaction
The difference The extent to
between total which a
customer value products
and total perceived
customer cost performance
matches a
buyers
expectations
Basic
Relationships
Full
Partnerships
Copyright 2010 Pearson Education, Inc.
Chapter 1- slide 23
Publishing as Prentice Hall
Building Customer Relationships
The Changing Nature of Customer
Relationships
Relating with more carefully selected
customers uses selective relationship
management to target fewer, more
profitable customers
Relating more deeply and interactively by
incorporating more interactive two way
relationships through blogs, Websites,
online communities and social networks
Copyright 2010 Pearson Education, Inc.
Chapter 1- slide 24
Publishing as Prentice Hall
Building Customer Relationships
Major Developments
Rapid
Digital age
globalization
Ethics and
Not-for-profit
social
marketing
responsibility