哈佛管理大师学习笔记

Customer Foucs

Facts about Customers and Loyalty

Key Idea: The three Rs

retention
related sales
referrals

Internal customers

Misguided marketing

Marketing budgets are driven by the misconception that if you want to make a profit, you must increase market share.

Targeting the highest value

Seek the highest value

Busy chasing the wrong customers, the company strays from what it does best, is more likely to encounter failure, and, in the process, alienates its most profitable customers.

Find the right customers

Targeted customers should be those who will be loyal over time.

Leadership Insight: Change the product, not the customer

How soy sauce captured the American market.

Rohit Deshpandé is Sebastian S. Kresge Professor of Marketing at Harvard Business School. He currently teaches in the Owner/President Management Program and has previously taught global branding, international marketing, and first-year marketing in the MBA program.

Match expectations

Excellent service quality firms are those that can adapt their products and services to meet and exceed changing customer expectations.

How Loyalty Affects Profitability