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Marketing Management
A South Asian Perspective, 13th ed
Chapter Questions
• What are customer value, satisfaction, and
loyalty, and how can companies deliver
them?
• What is the lifetime value of customers?
• How can companies cultivate strong
customer relationships?
• How can companies both attract and retain
customers?
• What is database marketing?
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 5-2
HDFC Offers an Assortment(diverse group) of
Services to Satisfy its Customers
Periodic Surveys
Mystery Shoppers
Monitor Competitive
Performance
Customer
Profitability
Customer Lifetime
Equity Value
Increase longevity
Terminate low-profit
customers
Prospects Disqualified
First-time Repeat
customers customers Clients Members
Partners
Ex-customers
• Customer • Business
database database
• Database • Data warehouse
marketing • Data mining
• Mailing list
To identify prospects
To target offers
To deepen loyalty
To reactivate customers
To avoid mistakes
Take a position:
4. Privacy is a bigger issue in the
online world than in the offline world.
or
2. Consumers receive more benefit
than risk from marketers knowing
their personal information.
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 5-30
Marketing Discussion