EP57_[ISCRM]_Profit vs. Principles: Can Businesses Really Be Ethical AND Thrive? (The Hard Truth) скачать в хорошем качестве

EP57_[ISCRM]_Profit vs. Principles: Can Businesses Really Be Ethical AND Thrive? (The Hard Truth)

The lecture primarily focuses on *customer value* and *customer relationships**, highlighting that relationships are a valuable asset for businesses, enabling the evaluation of future customer contributions. Customer value is broadly categorized into the **value perceived by the customer* (subjective and varies by individual) and the *customer's contribution to the enterprise* (e.g., profitability, influence). Customer value is defined as the customer's final perception of whether their desires and needs are met, derived from the perceived benefits minus the perceived costs (money, time, effort, psychological) from pre-sale to after-sale. The customer value system encompasses five forms of perceived utility: physical, psychological, time, location, and selection. Key elements forming value include the customer, product portfolio, and enterprise activities, forming a continuous cycle of recognition, creation, and feedback. Various tools for understanding and managing customer value are introduced, such as the **RFM (Recency, Frequency, Monetary) matrix**, **Customer Pyramid**, **Customer Differentiation Matrix**, and **Customer Value Observation Model**, each guiding specific marketing strategies for different customer segments. The lecture also touches upon pricing strategies influenced by market type, appeal, and demand elasticity, noting societal trends like the "hedonistic economy" while emphasizing business ethics.