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بسـ ـ ــم هللا الرحمن الرحيـ ـ ــم Principles of Marketing MRK 152 Mohammed Owais Qureshi Hashmi محمد عويس قرشي هاشمي CHAPTER 2 Marketing: CREATING AND CAPTURING STAKEHOLDER'S VALUE Definition VALUE()قيمة: Value is the consumer's( )مستهلكestimate()تقدير of the product's overall capacity( )قدرةto satisfy( )إرضاءhis or her needs. Value is the satisfaction()رضا customer()زبون requirements at lowest()أدنى possible cost()كلف acquisition()اكتساب, ownership()ملكية use()استخدم. of the of and خلق قيمة للعميل ،وبناء العالقات مع العمالء Customer Value and Satisfaction قيمة العمالء ورضاهم Customers( )زبونform( )جعلexpectations( )توقعabout the value and satisfaction( )رضاthat various()كثير market offerings( )عرضwill( )سوفdeliver( )نقلand buy( )شراءaccordingly. Satisfied( )راضcustomers buy again( )ثانيةand tell others( )آخرونabout their good experiences()تجربة. Dissatisfied customers often( )كثيرا ماswitch()تحرك to competitors( )المنافسينand disparage( )انتقصthe products to others()آخر. Customer Value and Satisfaction Benefits()تستفيد Costs()كلف CAPTURING VALUE FROM CUSTOMERS القبض على قيمة من العمالء 1. Creating Customer Loyalty and Retention خلق والء العمالء واالحتفاظ بهم •Satisfied( )راضcustomers remain( )ال تزالloyal ()مخلصand talk favorably( )العطفto others about()حول the company and its products()المنتج. •Its five times cheaper( )رخيصto keep( )إبقاءan old customer than( )منto acquire( )اكتسابa new one. •Losing( )فقدthe customer means losing( )فقدانthe entire( )كاملstream of purchases( )شراءthat customer would( )سوفmake( )جعلover a lifetime( )حياةof patronage()رعاية. CAPTURING VALUE FROM CUSTOMERS 2. Growing Share of Customer تنامي حصة من العمالء Good Customer Relationship Management( إدارة عالقات )العمالءcan help( )يمكن أن تساعدmarketers to increase ( )زيادةtheir share( )حصةof customer – the share()حصة they( )همget( )الحصول علىof the customer’s purchasing( )شراءin their( )في هذهproduct categories. Supermarkets and Restaurants want( )تريدto get( )للحصول علىmore(“ )أكثرshare of stomach( ”)حصة من المعدةCar companies want to increase “share of garage( ”)حصة من المرآبand airlines want greater “share of travel(”)حصة من السفر CAPTURING VALUE FROM CUSTOMERS 3. Building Customer Equity بناء زبون األسهم Customer equity( )زبون األسهمis the total()مجموع combined( )جنبا إلى جنبcustomer lifetime()حياة values( )القيمof all the company’s customers. BUILDING CUSTOMER RELATIONSHIP Customer Relationship Management (CRM) بناء عالقات العمالء is the overall( )شاملprocess( )عمليةof building( )بناءand maintaining()المحافظة profitable ()مربح customer Relationships by delivering()نقل Superior()المتفوق customer value and Satisfaction()رضا. BUILDING CUSTOMER RELATIONSHIP Relationship building blocks: كتل بناء العالقات Customer value( – )العميل قيمةA customer buys( )شراءfrom the firm( )من الشركةthat offers( )تقدمthe highest perceived value.()أعلى قيمة المتصورة Customer satisfaction( – )رضا العمالءIt depends( )ذلك يعتمدon the product’s perceived performance()المنتجات أداء المتصورة relative( )نسبيto a buyer’s expectation()توقع تجار. In short( )موجزcustomer value(( ))العميل قيمةis a trade-off()مقايضة between( )بينcost and benefits( )التكاليف والمنافعassociated with the product.()المرتبطة مع المنتج Customer Satisfaction and Relationships It is of four types: Basic relationships()العالقة األساسية Full partnerships()كامل العالقة Frequency marketing programs()تردد تسويق برنامج Club marketing programs()النادي تسويق برنامج QUESTIONS ? MAIN BOOK Title: Principles of Marketing Author(s): Philip Kotler and Gary Armstrong ADDITIONAL READING Books Title: Marketing Management (Analysis, Planning. Implementation and Control Author(s): Philip Kotler Edition/Year: Eighth / 2006 Title: Strategic Marketing Author(s): David W. Cravens & Nigel F. Piercy Edition/Year: Tenth / 2006