单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Business School of Nankai University,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Business School of Nankai University,*,Unit 10 Defining Customer Value and Satisfaction,Business School of Nankai University,Glossary,array:n.An impressively large number,as of persons or objects:大量，令人瞩目的大数量，如人或物,mobility:n.The quality or state of being mobile.易动性易动的性质或状态,bulldozer:n.A heavy,driver-operated machine for clearing and grading land,usually having continuous treads and a broad hydraulic blade in front.推土机用来去除和平整土方的重型的，驾驶操作的机器，常有连续的履带，前部有宽的液压铲刀,accompanying:adj.陪伴的,附随的,offset:v.To counterbalance,counteract,or compensate for:平衡、中和或补偿：,nonmonetary:adj.非货币的,非金融的,assessment:n.The act of assessing;appraisal.评估，估价,估价的行为；评估,Business School of Nankai University,Glossary,apparent:adj.Readily understood;clear or obvious.显然的；明明白白的,augment:v.To make(something already developed or well under way)greater,as in size,extent,or quantity:扩大，增加，加强使已经开展的或稳妥进行的事物在尺寸、程度或数量方面增大：,dissatisfied:adj.Feeling or exhibiting a lack of contentment or satisfaction.不满意的，不快乐的感觉或流露不满意或不满足的,consistently:adv.一贯地，一向，始终如一地,vow:v.To declare or assert:宣称或断言：,switch:v.To shift,transfer,or divert 改变转变、转移或改换,affinity:n.A natural attraction or feeling of kinship.共鸣，吸引自然的吸引或亲密的感情,monitor:v.To test or sample on a regular or ongoing basis:测试，取样定期和持续地监测并进行抽样调查,compare:v.To draw comparisons.比较，区别,durable:adj.Lasting;stable:持久的；稳定的,anticipated:adj.预先的,Business School of Nankai University,Key Terms and Concepts,Customer delivered value:The consumers assessment of the products overall capacity to satisfy his or her needs.The difference between total customer value and total customer cost of a marketing offer“profit to the customer.,Total customer value:The total of all of the product,services,personnel,and image values that a buyer receives from a marketing offer.,Total customer cost:The total of all the monetary,time,energy,and psychic costs associated with a marketing offer.,Business School of Nankai University,Text,More than 35 years ago,Peter Drunker insightfully observed that a companys first task is“to create customers.However,creating customers can be a difficult task.Todays customers face a vast array of product and brand choices,price,and suppliers.The company must answer a key question:How do customers make their choices?,The answer is that customers choose the marketing offer that gives them the most value.Customers are value-maximizers,within the bounds of search costs and limited knowledge,mobility,and income.They form expectations of value and act upon them.Then they compare the actual value they receive in consuming the product to the value expected,and this affects their satisfaction and repurchases behavior.We will now examine the concepts of customer value and customer satisfaction more carefully.,Business School of Nankai University,Text,Customer Value,Total customer value(Product,services,personnel,and image values)MinusTotal customer cost(Monetary,time,energy,and psychic costs)EqualsCustomer delivered value(“Profit to the consumer),Consumers buy from the firm that they believe offers the highest customer delivered valuethe difference between total customer value and total customer cost(see Figure below).For example,suppose that a large construction firm wants to buy a bulldozer to use in residential construction work.It wants a reliable,durable bulldozer that performs well.It can buy the bulldozer from either Caterpillar or Komatsu.The salespeople for the two companies carefully describe their respective offers to the buyer.,Business School of Nankai University,Text,FIGURE Customer delivered value,Business School of Nankai University,Text,The construction firm now evaluates the two competing bulldozer offers to assess which one offers the greatest value.It adds all the values from four sourcesproduct,services,personnel,and image.First,it judges that Caterpillars bulldozer provides higher reliability,durability,and performance.It also decides that Caterpillar has better accompanying servicesdelivery,training,and maintenance.The customer views Caterpillar personnel as more knowledgeable and responsive.Finally,it places higher value on Caterpillars reputation.Thus,the customer decides that Caterpillar offers more total customer value than does Komatsu.,Business School of Nankai University,Text,Does the construction firm buy the Caterpillar bulldozer?Not necessarily.The firm also will examine the total customer cost of buying Caterpillars bulldozer versus Komatsus.First,the buyer will compare the prices it must pay for each of the competitors products.If Caterpillars bulldozer costs a lot more than Komatsus does,the higher price might offset the higher total customer value.Moreover,total customer cost consists of more than just monetary costs.As Adam Smith observed more than two centuries ago,“The real price of anything is the toil and trouble of acquiring it.Total customer cost also includes the buyers anticipa