建立客戶承諾和忠誠的營銷策略-外文翻譯

1、建立客戶承諾和忠誠的營銷策略-外文翻譯外文翻譯原文marketing strategies that build customer commitment and loyaltymaterial source:journal of strategic marketingauthor:andy?carsonthe objective of many marketing strategies in the last 10 years has been building the customer s commitment to a brand or a dealer this has taken th

2、ree forms:first, creating customer satisfaction 一 delivering superior quality products and services. second, building brand equity 一 the sum of the intangible assets of a brand. factors that contribute to this are: name awareness, perceived quality, brand loyalty, the associations consumers have tow

3、ards the brand, trademarks, packaging, and marketing charmcl prosencc. third, crcating and maintaining relationships.success with any of these strategies will result in high levels of repeat purchase, insulation from price increases and improved responsiveness to marketing communications by customer

4、s. there has been an evolution of marketing thought and activity over this last decade. initialbs the quality movcment placed customer seitisfeiction as the ultimate goal of marketing programs.however, as satisfied customers were shown to defect to other brands or providers at relatively high rates,

5、 strategists looked to creating a greater commitment with the customer. two ways to achieve this were to build brand equity and to build relationships. brand equity used mass media advertising, corporate citizenship and public events sponsorship to build a brand image.relationship marketing sought t

6、o build interdependence between partners and rel ied on oneto-one communications, historical ly del ivered through the sales force. with the growth of marketing databases and the internet, the ability to reach customers individually became a viable strategy for a wide range of firms including consum

7、er products companies-the growth in relationship marketing was fueled by the writings of management consuitemts. taking inspiration from mass custom!zation manufacturing technologies and applying them to marketing communications， peppers and rogers encouraged a one-to-one focus on “share of customer

8、" rather than the mass markctcr， s ushare of marketv this was based on the marketer，s ability to communicate a unique message to the customers based on the company，s knowledge of their interests. they claimed that this one-to-one interaction with customers would lead to improved life time value

9、. frederick further developed the impor temcc of build ing customer comm it ment in his 1996 book the loya ltyeffect. he focused on the cost of customer defection and set the stage for the problem by claiming umany major corporations now lose and have to replace half their customers in five years.us

10、ing exeimples from financial service companies, advertising agencies, and manufacturing firms, even small improvements in customer retention can as much as double company pro fits. this is because: it cos ts less to serve long-term customers- loyal customers will pay a price premium. loyal customers

11、 will generate word of mouth referrals to other prospective customers however, given the failure of many information tcchnology investments to achieve the expected benefi ts, concerns about relationship marketing strategy are emerging. the section that follows addresses the questions of whether loya

12、l customers are more profitable and under what conditions a loyalty strategy is appropriate.recent research has empirical 1y investigated the premise that loyal customers are actually more profitable. reinartz and kumar tested the claims that loyal customers were less costly to serve, were usually w

13、illing to pay more for brand choices than non-loyal customers, and acted as word-of-mouth marketers for the company. in their five year study of the costs of doing business with key customers, they measured direct product costs, advertising and sales force expenses, and service and organizational ex

14、penses in serving annual cohorts of customers in four busincsscs however, whon reinartz and kumar redefined loyalty, their results supported the loyalty effect. their original defi nition specifi ed only the behavioral dimension of loyalty - that is, rcpcat purchase within a specifi ed time frame. h

15、owever, when they included customer atti-tudes such as whether they felt loyal to the company, whether they were satisfi ed andwhether they had an interest in switching brands or service providers, the loyalty effect emerged. they called this "thought and deed loyalty. ” for example, grocery cu

16、stomers who had strong thought and deed loyalty were 120 percent more profi tab1e than those that were repeat purchasers. in the corporate services company, thought and deed customers were 50 percent more profi table than customers defined by just by purchase frequency or recency in conclusion, the

17、results confi rm that creeiting customer commitment can be effective in achieving business goals. moreover, consumer commitment cannot be defined by repurchase behcivior alone. rather, the consumer" s attitude to ward the brand or firm must be known in order to understand consumer repurchase be

18、havior. this leads to the second con corn that has been raised in implcmc nting loyal ty stratc gios: what are the different types of loyalty and in what situations are they 1ikely to occur knowing the buying motivations of customers has been an important part of understending customer loyalty and b

19、rand switching behaviorbrand loyalty has three components: commitment, preference and repeat purchaseon reaching the action phase, the customer possesses a deep commitment to repurchase but also is active in blocking the infl ucncc of alternative brands. oliver claims that loyalty will be created wh

20、en consumers intentionally immerse themselves in a social system that rewards brand patronagc- examples include fan clubs, alumni associations, and lifestyle products such as harley davidson motorcycles achieving consumer loyeilty via immersed self-identity, though, may prove to be the rarest form o

21、f loyalty. oliver concludes that, for many consumer product categories, achieving this emoti onal comm i tme nt by customer un atta in able there should be different loyalty strategics for different industries. empirical work to demonstrate this was presented by two researchers, stephanie coyles and

22、 tim gokey. using data from a two-year study on 1200 households regarding the purchase of 16 types of products and servicesthey con eluded that repurchase behavior i s det ermined by a number of factors that are unique to different industries. one loyalty strategy should not fit all situations.in co

23、nclusion, the loyalty markcting stratcgyrccommcndcd should vary by industry. research from both academic and consulting worlds conclude that "emotiorml loyalty, ” the pirmacle of loyalty where the customer resists the influence of other brand offers, is not a realistic goal for many marketers.

24、moreover, achieving attribute superiority required for a deliberativc loyalty straitegy is diffi cult to pursue for product categories where there is little differentiation among brands where there is little differentiation among brand attributes, creating an environment with high switching costs to

25、 create inertial loyalty may be the only viable strategy to create customer commitment. inertial loyalty plays a major role in rclationship marketing strategy. the current conceptualization of relationship marketing migrated from organizational behavior and industrial marketing where interdependence

26、 between firms has been the foundation of successful business-to-business alliances. morgan and hunt defi ne relationship marketing as all marketing activities directed towards cstablishing, developing, and maintaining successful relational exchanges. in their definitions of these key constructs,mor

27、gan and hunt draw from social and cl inical psychology, namely, social exchange theory, and the marriage literature. in their model, commi tment and trust are the key mediating variables because they encourage exchange par tn ers to preserve relationship inves tments，resist attractive short-term alt

28、ernatives, and maintain the belief that partners will not act opportunistically. relationships that firms have with their suppliers, strategic partners, employees, and among functional units within a firm. only two relationships described by morgan and hunt involve customers or dients the relationsh

29、ip between service providers such as advertising agencies and their dients and the long-term relationships between service firms and their ultimate customers. both of these assume a certain level of interdependence and history of interaction. is relationship marketing only viable within these contex

30、ts外文文獻譯文標題:建立客戶承諾和忠誠的營銷策略資料來源：戰(zhàn)略營銷期刊2009年5月 作者:安迪 卡瑞桑在過去的十年中，市場營銷策略的制定是為了以一種品牌的概念來建立 客戶的承諾。這包括三個部分:首先,傳遞高質量的產品和服務創(chuàng)造顧客滿意。其 次,打造品牌效益，集合品牌無形資產。起作用的因素主要有這些：名稱的知名度、 品牌認知、品牌忠誠、銷售渠道的存在。最后，創(chuàng)造和維護顧客關系。這些策略的成功將會導致高水平的重復購置和改進顧客溝通，為了得到 消費者的好評。在這最近i-年里，有一個進化的營銷思想和活動。最初，產品質量 被放在顧客滿意為終極目標的營銷計劃屮。然而，隨著滿意的客戶被證明是缺陷 的，給

31、其他品牌或服務提供商在相對較高的條件下，從戰(zhàn)略上看，創(chuàng)造了一個更大 的承諾與客戶。兩種方法來實現這一被建立品牌資產和建立關系的過程。品牌資產使用大眾傳媒、廣告、贊助企業(yè)公民的公共事件建立品牌形象。 想要營造相互依賴關系的營銷伙伴之間一對一的交流和依靠，是交付給銷售隊伍 的歷史任務。不斷增加的營銷數據庫和因特網的能力，達到客戶單獨成為一個可 行的策略適用于廣泛的公司包括消費產品公司。從人規(guī)模定制中獲得靈感的制造技術和應用到行銷溝通和一對一的把注 意力集中在客戶的分享，而不是一致的市場份額。這是基于有一手的溝通能力而 且有獨特信息的客戶公司，立足于認識他們的興趣。他們聲稱，這與顧客一對一的 互動將

32、會產生改善生活的時間價值。弗雷德里克在其1996年出版的忠誠的效果進一步發(fā)展了客戶承諾的 重要性。他專注于客戶的成本的問題。利用通過金融服務公司、廣告公司、生產 企業(yè)。即使小的改進在顧客保留中也可以高達2倍的利潤。這是因為：1.它花費 更少來服務長期客戶。2.忠實的客戶都將付出更多的價值。3.忠誠的顧客將會產 生口碑來推薦到其他潛在的顧客。然而，給失敗的許多信息技術投資并達到預期的效益，所關注的是關系營 銷策略正在浮出水面。本部分的問題如下：是否忠誠的顧客更有利可圖以及在何 種條件下一個忠誠的策略是合適的。最近的研究已進行了實證調查的前提下，忠誠的顧客實際上更有利可圖。 關于測試和卡瑪斷言是花費更少的忠實客戶服務，通常都愿意付更多的錢，比不 忠罪客戶品牌選擇，并擔任口碑行銷公司。在5年的研究的基礎上做生意的成木 與重要客戶