標(biāo)題: 市場營銷學(xué)經(jīng)典語句摘錄 [打印本頁] 作者: diamond800 時(shí)間: 2008-3-22 07:56 標(biāo)題: 市場營銷學(xué)經(jīng)典語句摘錄 1、 Competition is between networks, not companies. The winner is the company with the better network.
競爭并不是公司之間的競爭，而是公司所存在的價(jià)值傳遞網(wǎng)絡(luò)體系之間的競爭。擁有好的價(jià)值傳遞網(wǎng)絡(luò)體系的公司將能夠在這場競爭中勝出。
2、one of Honda’s ads says: “one reason our customers are so satisfied is that we are not (satisfied).”
本田的一個(gè)廣告中這樣說道：“只有我們自己不滿足，不斷進(jìn)取，我們的客戶才能得到更大的滿足。”
3、 The task of creating strong customer loyalty is called relationship marketing.
關(guān)系營銷的任務(wù)就是建立這種強(qiáng)大的顧客忠誠度。
4、 How much should a company invest in relationship building, so that the costs do not exceed the gains? We need to distinguish five levels of investment in customer-relationship building:
再成本不超過收益前提下，公司究竟應(yīng)該在客戶關(guān)系的建立上投資多少才算合適呢？我們需要分清5種不同投資水平的客戶關(guān)系先：
1) Basic marketing —simply selling the products
基本型營銷—簡單銷售產(chǎn)品
2) Reactive marketing —selling the products and encourage customers to offer questions, comments, or complains.
反應(yīng)型營銷—銷售產(chǎn)品并且鼓勵(lì)客戶反饋問題，評論以及抱怨。
3) Accountable marketing —following up after the sale to see whether the product meets expectations and to ask for improvement suggestions and any specific disappointments
可靠型營銷—在銷售后積極探求產(chǎn)品是否達(dá)到消費(fèi)者預(yù)期并且向顧客征集特定的失望之處和建議以改進(jìn)產(chǎn)品。
4) Proactive marketing —contacting customers periodically with suggestions about improved product uses or helpful new products
主動型營銷—定期聯(lián)系顧客并且獲取可以用來提高產(chǎn)品并且對新產(chǎn)品的設(shè)計(jì)開發(fā)有益的建議
5) Partnership marketing —working continuously with customers to find ways to perform better.
合伙型營銷—與客戶一起不斷的尋找提高整體利益的途徑
5、 One Lexus automobile executive told the author: “Our company’s aim goes beyond satisfying the customers. Our aim is to delight the customers.”
一位Lexus汽車主管告訴作者：“我們公司的目標(biāo)不僅僅是讓顧客滿意，我們的目標(biāo)是讓顧客高興”。
６、95% of dissatisfied customers do not complain; many just stop buying. The best thing a firm can do is to make it easy for customers to complain via toll-free phone numbers, suggestion forms, and e-mail---and then listen.
95%的不滿意顧客并不會抱怨，他們僅僅是通過停止購買你的產(chǎn)品而進(jìn)行抗議。公司最好能夠?yàn)橄M(fèi)者提供方便的途徑，例如免費(fèi)電話，建議表，電子郵件，讓消費(fèi)者可以及時(shí)方便的提供自己的抱怨，公司只需要用心傾聽就可以。
7、 But mission statements should be market- oriented. Products and technologies eventually become outdated, but the basic market needs may last forever.
但是，公司整體戰(zhàn)略應(yīng)該是面向市場的。產(chǎn)品和技術(shù)最終都會變得過失，只有基本的市場需求才會使永遠(yuǎn)的。
8、 The notion is that each department is a “supplier” to other departments and a “customer” of other departments. If one department has weakness that hurts its “internal customers”, Honeywell wants to correct them.
在一個(gè)公司中，每個(gè)公司都扮演其他部門的供應(yīng)商和消費(fèi)者兩個(gè)角色。如果一個(gè)部門有缺點(diǎn)，那么就會傷及公司內(nèi)部其他的部門?；裟峋S爾公司要改變這些。作者: 韋智強(qiáng) 時(shí)間: 2008-3-27 12:12
復(fù)雜,有些看不懂!學(xué)習(xí)一些