国际营销概论

刘露

目录

  • 1 Chapter 1 ：The Meaning of Marketing
    • 1.1 The Meaning of Marketing
    • 1.2 Marketing Concept
  • 2 Chapter 2 ：The Market in Marketing
    • 2.1 Marketing Environment
    • 2.2 Business Markets
  • 3 Chapter 3 ：Planning and Marketing in an Organization
    • 3.1 Planning Process
    • 3.2 Strategic Planning
    • 3.3 Marketing Planning
  • 4 Chapter4: A Broader Perspective on Marketing
    • 4.1 Marketing Culture
  • 5 Chapter 5 : Value for Customers
    • 5.1 Customer Value
    • 5.2 Customer Satisfaction
    • 5.3 Relationship Marketing
    • 5.4 5.4 Customer Relationship Management
    • 5.5 Customer loyalty
  • 6 Chapter 6 : A Perspective on Consumer Behavior
    • 6.1 Consumer Behavior
    • 6.2 Consumer Decision-Making Process
    • 6.3 Consumer Problem Solving
  • 7 Chapter 7 : Consumer Insight
    • 7.1 Consumer Insight
    • 7.2 Marketing Research
    • 7.3 Marketing Information System
  • 8 Chapter 8 : The Brand
    • 8.1 Brand Equity
    • 8.2 Building Strong Brands
    • 8.3 Managing Brands
  • 9 Chapter 9 : Segmenting, Targeting, and Positioning.
    • 9.1 Segmentation
    • 9.2 Targeting
    • 9.3 Positioning
  • 10 Chapter 10 : The Marketing Plan
    • 10.1 Business Plan
    • 10.2 Marketing Plan
  • 11 Chapter 13 : Supply Chain and Distribution Strategies
    • 11.1 Marketing Channels
    • 11.2 Channel Strategies
    • 11.3 Logistics
    • 11.4 Physical Distribution
    • 11.5 Retailing and Wholesaling
  • 12 Chapter 14 Consumer-Influence Strategies
    • 12.1 Consumer-Influence Strategies
    • 12.2 Marketing Communication Process
    • 12.3 Advertising
    • 12.4 Public Relations
    • 12.5 Sales Promotion
    • 12.6 Sponsorship
Customer Satisfaction


When are customers satisfied? What are the benefits of having satisfied customers?


5.2 Customer Satisfaction


Defined: Customer satisfaction is the degree to which a


product meets or exceeds customer expectations.


The emotional experience that a customer has with a purchase


will fall within one of three categories; the experience will either be positive, neutral, or negative. A negative feeling,or dissatisfaction, is the result when the product's performance does not live up to expectations. A neutral outcome occurs when a product's performance matches expectations. In this situation, a buyer has reached the baseline level of satisfaction. If expectations are exceeded, then a positive experience has occurred, leaving the buyer highly satisfied. This high level of satisfaction is referred to as delighted. The varying levels of satisfaction, and likely outcomes associated with each, are shown in the Figure below: