Kotler Chapter-4

1. Creating
Customer
Value and
Customer
Relationships

2. What are customer
value, satisfaction, and
loyalty, and how can
companies deliver them?

3. What is Customer Perceived Value?
the difference between the prospective
customer’s evaluation of all the benefits and
all the costs of an offering and the perceived
alternatives

4. Top
Management
Middle
Management
Frontline people
CUSTOMERS
Traditional Organization Chart
For those who believe customers are true profit
center

5. CUSTOMERS
Frontline People
Middle
Management
Top
Management
Modern Customer-Oriented
Organization Chart
For new and successful marketing companies

6. Image
Benefit
Personal
Benefit
Services
Benefit
Product
Benefit
Total
Customer
Benefit
Psychological
cost
Energy
Cost
Time Cost
Monetary
Cost
Total
Customer
Cost
Total
Customer
Benefit
Total
Customer
Cost
Customer-
perceived
Value
Determinants of Customer-Perceived Value

7. Customer
Value
Analysis
Identify
major
attributes
Assess
different
attributes
Assess
Competitors’
performance
Compare the
performance
Monitor
Customer
Values

8. What is Loyalty?
a deeply held commitment to re-buy or re-
patronize a preferred product or service in the
future

9. What is Customer Satisfaction?
a marketing term that measures how products or
services supplied by a company meet or surpass a
customer's expectation

10. Monitoring
Satisfaction
Measurement
Techniques
Influence of
Customer
Satisfaction
Customer
Complaints

11. -Kanishk Chaturvedi