●。 立论有根据 立论有根据 wth Existing Marketing ·整合前人研究与个人观察,来建立研究框架 行文过程所有引用文字与数据,必须注明出处 ·数据分析与研究推论,一分证据说一分话 ·所有结论,均有明确证据数据支持 a 西湘园 。 立论有根据 立论有根据 Although the marketing concept has reflected a customer- centered viewpoint since the 1960s(e.g, Kotler 1967),mar brand are zero. In other words, to calculate the results, we keting theory and practice have become increasingly considered only the customers who were retained from the stomer-centered during the past 40 years(Vavra 1997, pp first purchase. When the customer chose another brand, we 6-8). For example, marketing has decreased its emphasis on gave a probability of zero to any further purchase from the short-term transactions and has increased its focus on long focal brand. For American Airlines, our brand-switching term customer relationships (e. g. Hakansson 1982: Stor model gives a customer equity of $7.303 billion, Without backa 1994). The customer-centered viewpoint is reflected accounting for switching back, the estimated customer in the concepts and metrics that drive marketing manage equity declines to $3. 849 billion. Thus, the lost-for-good ment, including such metrics as customer satisfaction model provides a systematic underestimation of customer (Oliver 1980), market orientation(Narver and Slater 1990). equity that. in this case. is an underestimation of 47.3% and customer value( Bolton and Drew 1991). In recent 西3 ￾✁✂✄✆☎✝✆✞✟✠☛✡☞✌ !"#$%
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