市场营销与顾客满意

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··1·2WTO11PhilipKotlerMarketingManagement·2·.19901-11-1?5099?——1201180?161998518.615199934.16?——200061782090·3·2.WTOOEM.2090TCL90SONY20%50%·4·1KGSONY2080SONY5%10%SONYSONYIntelCisco·5·2231NeedWantDemand20012Marketing3··10·6·2=+3PrenticeHall20017·7·24Exchange5123454Transaction4··15PrenticeHall20017·8·51-11-155·478Prentice-Hall,Inc199910·9·22090MarketPlace61-1Industry6.·13Prentice-Hall,Inc199910·10·SegmentationMarket(TargetMarket)1-2WTOWTO6·11·2Competition80901-3·12·123AMA71-44Ps7.·15·13·21-4ProductionconceptPrentice-Hall,Inc199910·14··T1-5ProductConcept12·15·21-220802080199415199521429006019966.23.9898690061819971186020032.73000200212199SellingconceptSalesconcept·16·Marketingconcept120508·1-31-3?8··23PrenticeHall20017·17·220002l31199619993·153·15200062285·18·ResponsivemarketingAnticipativemarketingCreativemarketingIntegratedmarketingIBM1-6·19·22003SARS70048SARS92Sellingab1-7·20·109200358610··32·21·2Customerdeliveredvalue1-81-4PrenticeHall20017·22·1-45198813234.51614()()2()20033217CostumersatisfactionPerceivedperformanceExpectationperformance·23·2==f()1-9·zz1-51·24·z10000z1010%1000=1000010%z100010001000000=10001000z20%200000=100000020%1000101010000100000=10000102105%25%85%20051000·25·21000510%50035E-mail1-21-2·26·EDI1110%1-64191911·27·210035358·28·5·29·

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