Chapter 6

Table of Contents

BUILDING CUSTORMER RELATIONSHIPS

Relationship Marketing

I describe loyal customers as those who will call me as a supplier immediately when they receive a visit from a competitor with a new product and feel that they have a unique relationship with me

Relationship Marketing

Lifetime Value of a Customer

Calculating Lifetime Value

A Loyal Customer is One Who...

Benefits to the Organization of Customer Loyalty

Benefits to the Customer

“The Customer Isn’t Always Right”

Strategies for Building Relationships

Figure 6-1 Customer Goals of Relationship Marketing

Figure 6-3 Underlying Logic of Customer Retention Benefits to the Organization

Segmentation --- Goods versus Services

Figure 6-5 Steps in Market Segmentation and Targeting for Services

Bases for Segmentation

Requirements for Effective Segmentation

Mass Customization

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