measuring and managing customer value[外文翻譯]

1、標(biāo)題：Measuringmanagingcustomervalue原文：Keywds:valuemanagementcustomersatisfactionmarketingAbstractCustomervaluemanagement(CVM)aimstoimprovetheproductivityofmarketingactivitytheprofitabilityofbusinessbyidentifyingthevalueofd

2、ifferentcustomersegmentsaligningmarketingstrategiesplansresourcingaccdingly.TherearetwocomplementaryapproachestoCVM.Thefirstattemptstomeasureevaluatetheperceivedvalueplacedongoodsservicesbycustomers.Thisinfmationisusedas

3、thebasisofcontinuousreviewimprovementofthosegoodsservices.Thesecondapproachmeasuresthevalueofspecificcustomerscustomersegmentstotheganizationusesthistotailmarketingactivity.Addressedtogethertheseapproachesensurethatboths

4、idesofabusinessrelationshipgainaddedvalue.ThispaperexplainstheconceptofCVMkeyissuesinusingittodrivemeeffectivemarketingactivityIntroductionTherearetwocomplementaryapproachestomeasuringexploitingcustomervalue.Thefirstseek

5、stoidentifythevalue’’perceivedbycustomersoftheganization’sgoodsservices.Wheresuchvalueisbetter’’higher’’thantheperceivedvalueofcompetits’offeringstheganizationhasthepotentialtosucceedinthemarketplace.Howeverwherecustomer

6、splaceahighervalueoncompetits’offeringstheganizationneedstotakesomeactiontomaintaincompetitiveness.Thesecondapproachistomeasurethevaluethatacustomer(acategyofcustomer)bringsintotheganizationusethisasthebasisoffexampletar

7、getedmarketingcampaigns.Thiscanwkintwoways:usingtheknowledgeofhighvaluecustomerstoofferthemadditionalinfmationincentivetomaintaintheirloyaltyofferingincentivestothelowervaluecustomerstotrymovethemintothehighvaluecategy.a

8、lsonecessarytomeasurethevalueperceptionsofcompetits’customerstoarriveatcomparativeassessmentsofvaluewithinagivenmarket.Thecustomervalueapproachthusattemptstoidentifyhowpeopleevaluatecompetingofferings—assumingthatwhenthe

9、ymaketheirpurchasingdecisionstheydosowithvalue’’asakeydriver.Thisapproachtovaluemanagementalsorecognizesthatitisessentialinidentifyingthecompetitivevalueproposition’’faspecificmarketsegmenttoexaminethekeynonpricedriverso

10、fcustomervaluerelativetoprice.Oncethosekeyvaluedriversareidentifiedcustomerperceptionsofcompanyperfmanceonthesedriversbecomesthemeansbywhichallcompetitscanbeplottedonacompetitivematrixtounderstpositioningwithintheproduct

11、market.Thisrequiresthedeterminationofanswerstothreebasicquestions:(1)Whatarethekeyfactsthatcustomersvaluewhentheychoosebetweencompetingofferingsinthemarketplace(2)Howistheganization’sperfmanceratedoneachfactrelativetoeac

12、hofthemaincompetits(3)Whatistherelativeimptanceweightingassigned(presumablyintuitively)bycustomerstoeachofthesecomponentsofcustomervalueItisthenpossibletoconstructaweightedindexofcustomervaluefthecompanyitscompetitsconst

13、ructthecompetitivematrix.Abreakdownofthisanalysisbycustomertypealsoallowstheganizationtoassesstheloyaltyofthevariouspartsofthecustomerbase—thedegreetowhichthatpartofthecustomerbaseisvulnerabletocompetitiveintrusion.Themo

14、delcanbefurtherextendedtoassessincludequalitymetricstocompletetheassessmentofproductattributestheireffectoncustomersatisfaction.Thisstageofanalysisaimstoarriveatasharedunderstingagreementonthekeyproductservicepricepurcha