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市场营销学经典语句摘录,实在是太经典了! (转)

发表于2005/1/1 12:58:00  909人阅读

分类: 乱七八糟

转:心如止水--coofucoo的专栏

1、 Competition is between networks, not companies. The winner is the company with the better network.
竞争并不是公司之间的竞争,而是公司所存在的价值传递网络体系之间的竞争。拥有好的价值传递网络体系的公司将能够在这场竞争中胜出。

2、one of Honda’s ads says: “one reason our customers are so satisfied is that we  are not (satisfied).”
本田的一个广告中这样说道:“只有我们自己不满足,不断进取,我们的客户才能得到更大的满足。”

3、 The task of creating strong customer loyalty is called relationship marketing.
关系营销的任务就是建立这种强大的顾客忠诚度。

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:
再成本不超过收益前提下,公司究竟应该在客户关系的建立上投资多少才算合适呢?我们需要分清5种不同投资水平的客户关系先:
1) Basic marketing —simply selling the products
基本型营销—简单销售产品
2) Reactive marketing —selling the products and encourage customers to offer questions, comments, or complains.
反应型营销—销售产品并且鼓励客户反馈问题,评论以及抱怨。
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
可靠型营销—在销售后积极探求产品是否达到消费者预期并且向顾客征集特定的失望之处和建议以改进产品。
4) Proactive marketing —contacting customers periodically with suggestions about improved product uses or helpful new products
主动型营销—定期联系顾客并且获取可以用来提高产品并且对新产品的设计开发有益的建议
5) Partnership marketing —working continuously with customers to find ways to perform better.
合伙型营销—与客户一起不断的寻找提高整体利益的途径

很早以前有个想法,当时自己喜欢称他为第五营销,但是自己也不知道为什么。直到今天看到这本书,才发现竟然在这里有根据,真是太巧了!

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汽车主管告诉作者:“我们公司的目标不仅仅是让顾客满意,我们的目标是让顾客高兴”。

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%的不满意顾客并不会抱怨,他们仅仅是通过停止购买你的产品而进行抗议。公司最好能够为消费者提供方便的途径,例如免费电话,建议表,电子邮件,让消费者可以及时方便的提供自己的抱怨,公司只需要用心倾听就可以。

7、 But mission statements should be market- oriented. Products and technologies eventually become outdated, but the basic market needs may last forever.

但是,公司整体战略应该是面向市场的。产品和技术最终都会变得过失,只有基本的市场需求才会使永远的。

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 huts its “internal customers”, Honeywell wants to correct them.
在一个公司中,每个公司都扮演其他部门的供应商和消费者两个角色。如果一个部门有缺点,那么就会伤及公司内部其他的部门。霍尼维尔公司要改变这些。
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