Measuring and managing customer value[外文翻译]

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1、标题：Measuringandmanagingcustomervalue原文：Keywords:value,management,customersatisfaction,marketingAbstractCustomervaluemanagement(CVM)aimstoimprovetheproductivityofmarketingactivity,andtheprofitabilityofbusinessbyidentifyingthevalueofdifferentcustomersegmentsandaligningmarketingstra

2、tegies,plansandresourcingaccordingly.TherearetwocomplementaryapproachestoCVM.Thefirstattemptstomeasureandevaluatetheperceivedvalueplacedongoods/servicesbycustomers.Thisinformationisusedasthebasisofcontinuousreviewandimprovementofthosegoods/services.Thesecondapproachmeasurestheval

3、ueofspecificcustomers,orcustomersegments,totheorganizationandusesthistotailormarketingactivity.Addressedtogethertheseapproachesensurethatbothsidesofabusinessrelationshipgainaddedvalue.ThispaperexplainstheconceptofCVMandkeyissuesinusingittodrivemoreeffectivemarketingactivityIntrod

4、uctionTherearetwocomplementaryapproachestomeasuringandexploitingcustomervalue.Thefirstseekstoidentifythevalue’’perceivedbycustomersoftheorganization’sgoodsand/orservices.Wheresuchvalueisbetter’’orhigher’’thantheperceivedvalueofcompetitors’offerings,theorganizationhasthepotentialt

5、osucceedinthemarketplace.However,wherecustomersplaceahighervalueoncompetitors’offerings,theorganizationneedstotakesomeactiontomaintaincompetitiveness.Thesecondapproachistomeasurethevaluethatacustomer(oracategoryofcustomer)bringsintotheorganizationandusethisasthebasisof,forexample

6、,targetedmarketingcampaigns.Thiscanworkintwoways:usingtheknowledgeofhighvaluecustomerstoofferthemadditionalinformationorincentivetomaintaintheirloyalty,orofferingincentivestothelowervaluecustomerstotryandmovethemintothehighvaluecategory.CustomersatisfactionSincewehave(allegedly)b

7、eenthroughaqualityrevolution’’,productsandservicesdeliveredtocustomersshouldbeofappropriatequality,andweshouldhavesatisfiedcustomers.Ofcourse,theissueisnotquitesosimple.Raisingquality—assumingitisdoneatall—cansimpleraiseexpectationlevels;thenetresultmaybenochangeinsatisfactionlev

8、els.And,ifcourse,satisfactionisnotonlyba