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6 Cards in this Set

  • Front
  • Back
customer loyalty ladder
Prospects-->Shoppers--> Customers--> Clients-->Advocates
customer development process
suspects-->prospects(could be disqualified)-->1st time uses, repeat clients, members(inactive at anytime)
easier to win back lost customers then to attract now ones
already have a history
A primary goal of marketing ?
-to build and maintain a base of commit-ted and profitable customers
-Cus-tomers are more likely to stay with a company if they are consistently provided with quality products and services and good value over time
people will stay with company bc
the company adapts to need/wants of cusotmers by updating its service mix
the main focus should not be on attracting new customers
but maintaing relationship with old customers and continually find ways to retain customers---bc its cheaper than always attracting new ones