Page 10 - Marketing Management

Maximizing Customer Lifetime Value 132 Purchase Decision 170
Postpurchase Behavior 172
MARKETING MEMO Marketing and Total Moderating Effects on Consumer Decision
Quality 132
Making 173
Customer Profitability 133 Behavioral Decision Theory and Behavioral
Measuring Customer Lifetime Value 134 Economics 174
Cultivating Customer Relationships 134 Decision Heuristics 174
MARKETING MEMO Calculating Customer MARKETING INSIGHT Predictably
Lifetime Value 134 Irrational 176
Customer Relationship Framing 177
Management 135 Summary 177
Attracting and Retaining Applications 178
Customers 139
Building Loyalty 141
Win-Backs 143 CHAPTER 7 Analyzing Business Markets 182
Customer Databases and Database
What Is Organizational Buying? 183
Marketing 143
Customer Databases 143 The Business Market versus the Consumer
Data Warehouses and Data Mining 143 Market 183
The Downside of Database Marketing and Buying Situations 185
CRM 145 Systems Buying and Selling 187
Participants in the Business Buying
MARKETING INSIGHT The Behavioral
Targeting Controversy 146 Process 188
The Buying Center 188
Summary 147 Buying Center Influences 189
Applications 147 Targeting Firms and Buying Centers 190
MARKETING INSIGHT Big Sales to Small
Businesses 191

CHAPTER 6 Analyzing Consumer The Purchasing/Procurement
Markets 150 Process 193
Stages in the Buying Process 195
What Influences Consumer Behavior? 151 Problem Recognition 196
Cultural Factors 151 General Need Description and Product
Social Factors 153 Specification 196
MARKETING MEMO The Average U.S. Supplier Search 196
Consumer Quiz 155 Proposal Solicitation 198
Supplier Selection 198
Personal Factors 155
Key Psychological Processes 160 MARKETING MEMO Developing Compelling
Customer Value Propositions 199
Motivation: Freud, Maslow, Herzberg 160
Perception 161 Order-Routine Specification 201
Learning 163 Performance Review 201
Emotions 163 Managing Business-to-Business Customer
Memory 163
Relationships 201
MARKETING INSIGHT Made The Benefits of Vertical Coordination 202
to Stick 165
MARKETING INSIGHT Establishing
The Buying Decision Process: Corporate Trust, Credibility, and
Reputation 203
The Five-Stage Model 166
Problem Recognition 167 Business Relationships: Risks and
Evaluation of Alternatives 168 Opportunism 203

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