Chap 6,consumer buying & percieved value

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Marketing Management Prepared by

PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)

Prof. of IMT-CDL(DIMS)IP UNIV

(Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

HDFC Offers an Assortment of Services to Satisfy its Customers

Organizational Charts

Customer Perceived Value

Customer perceived value

It is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

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Determinants of Customer Perceived Value

Image benefit Psychological cost

Personal benefit Energy cost

Services benefit Time cost

Product benefit Monetary cost

Total customer benefit Total customer cost

Customer Relationship Management

CRM

It is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty.

Customer Relationship Management

Focus on CRM

Customer Relationship Management

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Framework for CRM

Identify prospects and customers

Differentiate customers by needs and value to company

Interact to improve knowledge

Customize for each customer