In this course, Himanshu will discuss the book by Philip Kotler and Kevin Lane Keller. In this course, he will discuss Part A of Chapter 5. What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers, and how can marketers maximize it? In this first half of chapter 5 we will learn about how the quality of service and product is important for marketers and why listening to the customer grievance is helpful for companies. How one should respond to the issue raised by customers? We will also learn through plenty of examples about customer value satisfaction. Tags: MBA Syllabus, Marketing Syllabus, MBA Exam.

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Understanding Marketing Management by Phillip Kotler and Kevin Lane Keller - Chapter 5 (Part A)

Management

No matter how perfectly designed and implemented a marketing program is, mistakes will happen. The best thing a company can do is make it easy for customers to complain. Suggestion forms, toll-free numbers, Web sites, and e-mail addresses allow for quick, two-way communication.

Handling Customer Complaints

Course Overview

Traditional amd Modern Organisation

Customer Percieved Value

Example for Customer Perceived Value

Customer Value Analysis

Total Customer Satisfaction

Measuring Customer Satisfaction

Influence of Customer Satisfaction

Product and Service Quality

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Handling Customer Complaints

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Understanding Marketing Management by Phillip Kotler and Kevin Lane Keller - Chapter 5 (Part A)

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