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世界市场学权威、美国西北大学教授菲力普·科特勒(Philip Kotler),在1994年出版的第八个最新版本:《市场营销管理——分析、规划、执行和控制》这一著名教材中,新增了《通过质量、服务和价值建立顾客满意》一章的内容,其中针对使顾客满意的价值提出了“让客价值”(Customer delivered valua)的新概念。这一概念的提出,是对市场营销理论的最新发展。一、“让客价值”的含义“让客价值”是指顾客总价值(total customer valua)与顾客总成本(total customer cost)之间的差额。顾客总价值是指顾客购买某一产品与服务所期望获得的一组利益,它包括产品价
The world’s market authority, Philip Kotler, professor at Northwestern University in the United States, published in 1994 the eighth most recent version: “Marketing Management - Analysis, Planning, Execution, and Control,” a well-known textbook In addition, the chapter “Creating Customer Satisfaction through Quality, Service, and Value” was added, and a new concept of “Customer delivered valua” was proposed for the value of customer satisfaction. This concept is the latest development in marketing theory. First, the meaning of “allowing customer value” and “customer value” refers to the difference between the total customer value (total customer valua) and the total customer cost (total customer cost). Total customer value refers to the group of interests that a customer purchases for a certain product and service. It includes the product price.