標(biāo)題: 市場(chǎng)營(yíng)銷學(xué)經(jīng)典語(yǔ)句摘錄 [打印本頁(yè)] 作者: diamond800 時(shí)間: 2008-3-22 07:56 標(biāo)題: 市場(chǎng)營(yíng)銷學(xué)經(jīng)典語(yǔ)句摘錄 1、 Competition is between networks, not companies. The winner is the company with the better network.
競(jìng)爭(zhēng)并不是公司之間的競(jìng)爭(zhēng)，而是公司所存在的價(jià)值傳遞網(wǎng)絡(luò)體系之間的競(jìng)爭(zhēng)。擁有好的價(jià)值傳遞網(wǎng)絡(luò)體系的公司將能夠在這場(chǎng)競(jìng)爭(zhēng)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(yíng)銷的任務(wù)就是建立這種強(qiáng)大的顧客忠誠(chéng)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(yíng)銷—簡(jiǎn)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(yíng)銷—銷售產(chǎn)品并且鼓勵(lì)客戶反饋問題，評(píng)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(yíng)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(dòng)型營(yíng)銷—定期聯(lián)系顧客并且獲取可以用來提高產(chǎn)品并且對(duì)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(yíng)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(huì)抱怨，他們僅僅是通過停止購(gòu)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 Products and technologies eventually become outdated, but the basic market needs may last forever.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(chǎng)的。產(chǎn)品和技術(shù)最終都會(huì)變得過失，只有基本的市場(chǎng)需求才會(huì)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(huì)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