1University of Technical Education University of Sunderland HO CHI MINH CITY 200Chapter 32OUT!INE"# Identifyin$ the custo%er2# Costs 'elationshi( %ar)etin$*# The +uality Move%ent3"# Identifyin$ the custo%erDefinition: A customer is the purchaser of a product service.Customer focusMarketingmyopia(sellersconfuseantsand needs! they ignore customer needs" Customer delight (satisfaction" Customer loyalty: #uy again #uy more $ecommend%,ctivity-hy is custo%er loyalty i%(ortant. &2# CostsItisfarmoreexpensivetoconverta non-buyerintoanoccasionalbuyer thantoturnanoccasionalbuyerinto a frequent buyer .'Cost of ac/uirin$ ne0 1usiness Advertising Salesmen time Credit checks Agent commission Initial discounts(2ifferent costs fro% custo%er to custo%erOrder sie!ransport costs"anagement timeCash flo# problems caused by slo# payers!he customer$s negotiating strength) 'elationshi( %ar)etin$%elationshipmarketingistheprocess ofcreating&buildingupandmanaging long-termrelationship#ithcustomers& distributors and suppliers.*Afocusoncusto%erretentionrather than attraction!hedevelopmentofanon#$oin$ relationshi(asopposedtoaone-off transactionA lon$ ti%e scale rather than short time scale'irectandregularcustomercontact rather than impersonal sales"ultiple employee(customer contactsNextNext1+)ualityandcustomersatisfactionbeing the concern of all employees*mphasisonkeyaccountrelationship managementImportanceoftrustandkeeping promises"ultipleexchanges#ithanumberof parties11*# The +uality Move%ent)ualitymeans+thedegreeof excellence of a thing$ - ho# #ell made it is&orho##ellperformedifitisa service&ho##ellitservesitspurpose& andho#itmeasuresupagainstits rivals.12Total +uality Mana$e%ent,eigenbaum-./012identifies!otalquality "anagement-!)"2directly#iththe customer.!)"isdefinedasthetotal compositeproductandservice characteristicsofmarketing&engineering& manufactureandmaintenance&through #hichtheproductandserviceinuse#ill meet the expectations by the customer.13,ctivity *Inclass&pickthreeorfourdifferent products.*achmemberoftheclass should#ritealistoffivefeaturesthat they #ould #ant to find in a high quality version of each product. !hen compare your lists.1%+uestions.. 3hatisbetterthancustomer satisfaction45. 3hataresatisfiedcustomerslikelyto do41. 3hymightsomecustomersnot#anta 6relationship7 #ith a company48. 3hat is total quality management41&