Professional Documents
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Les Trois Probnlèmes Du Markt
Les Trois Probnlèmes Du Markt
Integrative framework
The customer management model
Acquisition (transaction) Development (experience)
Retention (relationship)
Lost
Concept synthesis
Transactional Marketing goals Performance criterion Key concepts Preference Market share Choice probability Attitude Product satisfaction Relationship Marketing Loyalty Retention rate Life time Trust Commitment Switching cost Experiential Marketing Value Level of consumption Emotion Consumption externalities
Marketing concept
Context : Goal :
Package goods in a mass-market environment where communication and distribution is mediated by massorganization. obtain a strong preference for the brand and win the choice game.
Means :
a favorable attitude and product satisfaction obtained through a good product design, an acceptable price, brand communication and trade-marketing
Improvements :
Relationship marketing
Context : Goal :
Services and BtoB products distributed through a controlled of direct channel where repeated transactions are embedded in a complex interaction system. Locking-in the consumer and inhibit its choice process, customer retention.
Means :
Building switching cost, developing commitment and trust, personalizing interface and products.
Improvements :
Context :
Goal : Increase the value and level of consumption. Means : Emotional control, education, cross-selling, brand Improvements :
emerging not well established as the concept is
Des-institutionalization of relationship and authority (strong link). Growing importance of communities (weak link). More references group. toward a connected society.
shift from needs to values. The imperative of re-socialization and recharming social-life
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Examples :
A service/solution-oriented approach of that give more benefit to the patient and the practitioner (Faq, website.).
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Purposes : Means :
Examples :
Website designed to follow-up the patients by the practitioner.
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Purposes : Means :
Example :
A e-training program designed for GP, specialist. Research program with an involvement of some patients and GP.
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Example :
Wide use of datamining to target pharmacies and GP Direct marketing program designed for heterogeneous targets.
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Increasing control
Purposes : Means :
A tightened cost analysis system Tracking systems Quality of life monitoring Improving the capability to react to change at the patient, GP, Pharmacy level.
Example : Faradis +
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Example :
Creating a new role : e-moderator
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