how_to_do_the_marketing[1]
Consumer_Goods_Market_for_the_Elderly_Group_Is_Bec
50Consumer Goods Market for the Elderly Group Is Becoming More Diversified By Jenny Hu T he ninth day of September, also known as the Double Ninth Festival, is a national holiday for the elderly in China. According to iiMedia Research, 77.83% of netizens show special respect and love for the elderly during the festival. In terms of specific behaviors, 67.36% of netizens believe that daily companionship is the most important. 60.59% will choose to support elderly people economically and materially, while 56.90% are more concerned about the physical health of the elderly, and 53.33% said that the elderly should learn to be in line with modern society, such as by teaching them to use smart products. Nowadays, competition is fierce in the elderly consumer goods market in China, mainly involving such fields as old-age care and medical care. Enterprises related to traditional elderly consumer goods are constantly adjusting their business strategies and increasing product innovat ion a nd ser v ice upgrading efforts to meet the diversified needs of elderly consumers.With the increasing awarenesssurrounding consumer goods for the elderly, the needs of the elderly are nolonger limited to the necessities of daily life, but are more inclined to improve the quality of life and meet their personal interests. For instance, health care products, medical care equipment, housekeeping services, cultural and recreational activities have become a focus among elderly consumers.The elderly group supports the growth of the health care marketThe Double Ninth Festival is a Chinese festival used to respect the elderly and acts as an important moment for the elderly to pursue their health. The Festival tends to mark a peak season for the sales of health care products. According to the data released by e-commerce platforms in previous years, the sales of health products during the Festival is normally more than twice the usual amount. According to iiMedia Research data, in terms of Chinese consumers’ willingness to buy health care products in 2023, 69.20% of consumers were willing to buy health care products for the elderly during the Festival, and 26.10% made decisions according to the promotion incentives and their personal needs. Therefore, the Double Ninth Festival has a significant role in promoting the consumption of health care products among the elderly.With the acceleration of population aging, China’s elderly consumer goods market has shown a rapid growth trend. iiMedia Research data show that in 2022, the market size of China’s health care products industry reached RMB 298.9 billion, an increase of 10.4%, and is expected to reach RMB 423.7 billion in 2027. In the short term, the domestic health care market has been affected by the medicare card ban in drug stores, the “100-day action” and the formal implementation of the cross-border e-commerce law, and the market growth has been slowing down. In the long run, with the improvement in consumers’ health awareness, the elderly have become the main driving group behind industry growth, and with the upgrading of marketing means and channels brought about by scientific and technological progress, the health care product industry boasts a promising future.iiMedia Research data shows that 33.51% of consumers choose to buy health care products frequently for the elderly. Before making a purchase decision, 67.13% of consumers will buy after learning relevant information about products. 49.31% and 43.92% of consumers would choose to consult pharmacy salesmen and doctors. By researching products on their own and consulting pharmacy salesmen and doctors, consumers may obtain more reliable and appropriate information about health products and make more informed purchasing decisions.At present, there are various types of health care products on the market, and the Chinese elderly groups have different preferences, which means different types of health care products have a certain market demand. Among the types of health care products taken by the elderly group, 66.30% of consumers will choose immune-enhancing products (e.g., cod liver oil and probiotics), while 56.08% will51choose nutritional products (e.g., protein powder and glucose). When buying health care products, the elderly should consider their own health conditions and needs, and it is best to use these under advice from doctors or pharmacy salesmen.Faced with a wide range of healthcare products, consumers often do not know how to choose the right one. Some online platforms have become the main channels on which consumers can understand and buy health care products. iiMedia Research data show that among the channels on which to buy health care products for the elderly, 48.90% will choose comprehensive e-commerce platforms (e.g., Taobao and Jingdong), and 43.09% w ill choose contentsharing platforms (e.g., Xiaohongshu and Weibo). These platforms not only provide consumers with rich information on health care products, but also serve as a convenient and fast purchase channel. Another 35.91% of consumers will choose offline pharmacies.When consumers buy health careproducts for the elderly, the primary concern factor is product effect (45.99%), followed by nutritional value (42.40%) and product composition (41.71%). These factors are interrelated. For example, consumers may think that health products with good effects are more valuable, so they care about the nutritional content and ingredients of the products. In addition, the nutritional value of products can also help consumers to evaluate the product effectiveness.However, there are some problemsin the elderly health care market. According to iiMedia Research data, 45.03% of the consumers believe that the health care product industry has problems such as false publicity, exaggerated publicity and an imperfect advertising review system. In addition, some consumers also believe that problems like imperfect standards, high prices and poor after-sales service also exist in the health care product industry.In the current health care productindustry, there are some merchants who exaggerate the publicity and overstate the efficacy of their products, misleading the elderly into purchasing these products. In addition, the health care products have uneven qualities across the market, and some immoral merchants even sell fake and shoddy products, which not only damages the health of the elderly, but also affects the sound development of the entire market.In this regard, the government should strengthen their supervision of the health care product market, severely punish merchants who exaggerate promotions and sell fake and shoddy products, and protect the rights and interests of the elderly. Furthermore, publicity should be intensified to provide the elderly with correct consumption guidance on health care products to help them make rational purchases. Home services for the elderly group becomes a popular segment with trillion-level market size As China’s aging population expands, in recent years, the government has introduced a series of policies to encourage the development of home services for the elderly. For instance, the Development Plan on Civil Affairs for the 14th Five-Y ear Plan proposed to develop the silver economy and implement “elderly service + industry” action to promote the integration of the home service industry and elderly services. At the same time, as the social family structure is also undergoing changes, more and more families are beginning to care more about the health and life quality of the elderly and are willing to provide home services for the elderly. According to the survey data, 68.51% of the elderly have already used home services.The improvement of people’s living standards has also changed the needs of the elderly from basic survival needs to higher levels, such as medical care, life care, social activities and psychological support, and the market demand for home services of the elderly has continued to increase. According to iiMedia Research, the domestic home service industry market will reach RMB 1,164.1 billion in 2023 and is expected to exceed RMB 1.3 trillion in 2027.Home services for the aged can help the elderly solve various problems in life, maintain their physical health and activity levels, and improve their life quality and safety. iiMedia Research data shows that in the survey of the types of home services needed by Chinese elderly groups, 67.46% of consumers are more inclined to choose household cleaning, and 49.51% choose home services.Nowadays, families are normally busy with work, and it is difficult for them to take care of and manage their families, which has also led more people to use home services for the elderly. The survey shows that 89.16% of the consumers are satisfied with home services for the elderly. However, some consumers still found that there are some problems in the elderly home service system, such as low entry thresholds, the high turnover rate and a low sense of professional belonging (62.33%); the uneven level of home services and insufficient professionality of service personnel (50.30%); and no uniform charging standard (43.20%). In spite of the many problems in the current elderly home service market, 65.95% of consumers are still willing to try these services in the future.Except for the life quality of the elderly, we should also care about their inner world, and improve their spiritual life quality and happiness through such means as recreational activities. For the elderly, recreational activities are an important means for them to socialize, learn and express their feelings. According to the survey data, 86.62% of the elderly group participate in social entertainment activities on a daily basis.The elderly group is also susceptible to emotional factors, especially some special groups such as those living alone without children’s companionship, who are more prone to feeling lonely. According to the survey data, the elderly group believes that participating in social and recreational activities is helpful for promoting friendship among the elderly (59.91%), and may achieve self-realization and physical and mental pleasure for the elderly (52.89%). Appropriate recreational activities may help the elderly to maintain good health. For example, participating in sports can improve their physical fitness and immunity. In addition, recreational activities also help the elderly to build social networks, and communicate with others and share their experiences, which will then reduce loneliness and improve their social skills.。
怎样提升推销水平英语作文
怎样提升推销水平英语作文How to Improve Sales Skills。
Sales skills are essential for success in any business. Whether you are selling a product or a service, the ability to persuade customers to buy from you is critical. Here are some tips to help you improve your sales skills:1. Know your product or service inside and out. The more you know about what you are selling, the more confident you will be when talking to customers. This will help you answer any questions they may have and address any concerns they may raise.2. Listen to your customers. It's important to understand what your customers want and need. Listen to their concerns and use that information to tailor your sales pitch to their specific needs.3. Be confident. Confidence is key when it comes tosales. If you believe in your product or service, your customers will too. Practice your sales pitch until youfeel comfortable and confident delivering it.4. Build relationships. Building relationships with your customers is essential for long-term success. Take the time to get to know your customers and their needs. This will help you build trust and loyalty.5. Follow up. Following up with your customers after the sale is critical. This shows that you care about their satisfaction and are committed to providing excellent customer service.6. Continuously improve. Sales skills are not something you can master overnight. Continuously look for ways to improve your skills and stay up-to-date on industry trends and best practices.By following these tips, you can improve your sales skills and achieve greater success in your business.仿写：How to Improve Teaching Skills。
商务英语_Marketing
Text A
Text B
Real Life Practice
Practical Writing
LOGO
Text A
Reading
New Words and Expressions body [5b?di] n. 团体 marketing concept n. 营销概念
associated...过去分词短语做后置定语，修饰表语those；identifying..., and then going...并 列做介词with的宾语。 go about (doing) something: 1) to start to do something ● How can we go about solving this problem? ● The leaflet tells you how to go about making a purchase on line. 2) to do something in the way that you usually do ● She went about her preparations in a quiet businesslike way. ● The villagers were going about their business as usual.
requirements efficiently and profitably; Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges.
Text A
Text B
Real Life Practice
实用商务英语听说第二册Unit 13 Market Research
design. • C. The products should be multifunctional but low in price.
_________________. • A. whether young people will like the new product or not. • B. what price the company should set. • C. whether the customers welcome an upmarket brand
• Question Five • Which of the following statements is Not correct? (A) • A. Only 15% of people were not interested in the brand. • B. The quality of the new products will be as good as that of
• Reference for the teacher: • Open-ended.
Warm-up
• Task Two
• 1. Have you every conduct market research? If yes, tell you partner about your experiences.
• 1. The man is a regular customer of Hero Company. (F)
• 2. The man thinks the critical flaw of Hero detergent is its undesirable smell. (T)
销售英语常用句子
销售英语常用句子下面是作者为大家准备的销售英语常用句子（共含4篇），欢迎阅读借鉴。
篇1：销售英语常用句子一、售货前的文明礼貌用语1、Hello,Wele to our Shopping Center.您好，欢迎您的光临。
2、What Can I do for you? i help you?我能帮您什么吗？3、Is there anything I can do for you?有什么事我能帮您吗？4、What would you want?您想看点什么？二、售货中文明礼貌用语1、How about this one? Anything else?您觉得这个怎么样？您还需要别的吗？2、Which one do you like? 你喜欢哪一个？3、Are you interested in any speclal brand?你是否对特别的品牌感兴趣？4、May I know what you like?请告诉我你看中了什么商品？5、Would you like this one,which I remend to you?你喜欢我推荐的这件商品吗？6、It’a world-famous brand.这是国际名牌。
7、I think it looks good on you.我觉得你穿这件很人合适。
8、It is the most popular color this year.这是今年最流行的颜色。
9、This brand is suitable for young people.这个品牌适合年轻人。
10、It seems you are interested in …..?你好象对这件商品感兴趣？11、Do you have something like this?你们有没有象这样的东西？12、Here you are. 给你。
13、How about this one?你觉得这个怎么样？14、Wait a moment,please. 请稍等。
2 - 1 - (1-a) Marketing 101- Building Strong Brands Part I (15-10)
[MUSIC]Hello, I'm Barbara Kahn, and I'm a professor of marketing at the Wharton School. And, I'm here to talk to you about marketing. So this, this segment is Marketing 101, the basics, the principles of marketing. And my focus is going to be on building strong brands because of course the essence of marketing is to have a very strong brand.So, let's start off with the first question, a very basic question but maybe not as obvious as you might think. Which is what is marketing? And I'm going to argue that marketing is the studies of a market. So what's a market? A market is an exchange between two partners, frequently a buyer and a seller, but marketing also, applies to non-profit or things where there isn't necessarily money being transacted. But what you need for marketing to exist or for a market to exist is to have an exchange. And what I'm going to argue is that what marketing means is going to differ as a function of different aspects of those exchanges.So let's look at the basic exchange. You have one buyer and one seller. And I'm going to give a very simplified view to make a point no markets were ever quite this simple and I'm going to look at the two extremes just to get a make my point here. And the real markets are somewhere in the middle. But you'll see when I start defining this, that it's very useful to use this, this kind of simplification. So if we think of an exchange between buyers and sellers. On one extreme we could have what's called a seller's market. And in the seller's market what that means is the seller has a product, and if you want that product, you have to come to the seller. So the seller has all the power. The opposite of that would be a buyer's market where there's lots of competition, a lot of products out there, and the buyer has the power. And what I would argue, and I think would make sense to you too if you think about it, is marketing should not be the same in the seller's market as in the buyer's market.So, in the seller's market, what marketing tends to be is what we call product focus market. You have the product. If the customers want it, they're going to come to you. In that case, you should develop that product to the best of your ability. You should innovate in that product, you should try to reduce cost and you should really focus on the product. Your business objective in a product-focused market is to sell as much as you can, and profitability from a product-focused market is going to come from volume. Selling as much as you can. In the past when we've studied product focus market, we've shown that profitability is tied to market share. So market share becomes your business objective. And why does market share increase profitability? Because the bigger your market share, the more your revenues. And the bigger your market share, and your volume, the lower the product cost and hint profitability. Higher revenues, lower cost, more profit. That's really the goal of a product focused market and when you're product focused, where do you get growth? Will you develop new products based on your product experience or you go to new markets? That's product focused marketing.So what's customer focused marketing? Is it the opposite? And the, and the answer's going to be no, not exactly. In fact, it's quite a different type of marketing. Let's think about it. Customer focused marketing means that I need to focus on the customer to get that customer to buy from me rather than the competition. Well, what's the best way to get the customer to buy from yourather than from the competition? The best way to do it is to look at what that customer wants, and deliver a product that meets the needs of that customer.So where is in product-focused market, I'm the expert, and I create the very best product I can based on my expertise. In a customer-based market, what I'm going to do is look at what the customer wants, and try to create product to meet that customer's need. That's a very different point of view. Some people call it inside-out, this product focus, and outside-in is customer focus.Okay, so now we're going to look at what the customer wants to deliver value to that customer. But, think about it. What does the customer want? Well, the first question is which customer? You can't give every customer what they want, and we know customers are going to want all different things, so the reason why a buyer's market or customer focused marketing is so different than product focus, is that every customer out there, wants something different. If we try to give everybody what they want, we'll go out of business. That's too hard to do. So the intuition of customer focus marketing is to pick and choose customers. Deliver value to some customers. Say yes to some customers and no to other customers. That's the process of segmentation and they call that, I'm going to talk about that in the next section. But the idea here is that I go after some customers and I say no to other customers. Well, then, how do I become profitable in that?Understand that in a product focused marketing, what we did is sell as much as we can. We sold that product to anybody who wanted that product. In the customer focused market, we're saying no to some customers and yes to others. So, how do we make that profitable? And, the answer is you pick and choose the customers you want to deliver. You deliver value to that customer, give them exactly what they want and that they're willing to pay for, and where the profitability comes from is not from volume, but it's from creating value. How can, how can value-based marketing be profitable? Well, first thing is if I give you exactly what you want, many times, you'd be willing to pay a premium price. Then the profitability comes in not from reduced cost, which we saw in the seller's market side, but from increased price premium. If you give me exactly what I want, I'll be willing to pay a higher price for it. So that's one way. The other way, customer based marketing is profitable is by giving the customer what they want time after time after time. I don't think about just one transaction, I think about building customer loyalty. And, delivering value to that customer ver time. That concept is called customer share. Rather than market share, while I try to get a little bit from everybody, the idea of customer share, or share of wallet is that I go after a more narrow market and try to get more from each of that, their, those customer's wallets. And it turns out that loyalty is very, can, if you do it right can be very profitable. And why is loyalty more profitable? Because it's the cost of delivering value to the customer. When I'm doing a customer based marketing it's actually quite expensive to give the customer exactly what they want. Once I figure out what that customer wants and I deliver it to them the first time, it's cheaper to deliver it to them time after time after time. So it's more difficult and more expensive to acquire new customers, but it’s cheaper to retain those customers overtime, and that's where the profitability comes from. It comes from loyalty.The other thing, if you're thinking about building share of wallet in the customer-focused market, is that I not only sell one product to you. I think about other things that you might need and I try to cross sell around it. Let me give you an example of this notion of cross selling. If you've ever gone into a GAP or some jeans store, and, and you go to the cash register and you buy a pair of jeans. The, the cashier or that person behind the counter might say: Oh these are very nice jeans. Do you think you'll need a belt with that? Do you think you'll need socks? That's the notion of cross selling. So I'm selling other things to you besides that one specific product. All of these are the idea of increasing customer share and that's a very important part of customer focused marketing. Give the customer exactly what they want. They'll be willing to pay a premium price for it. Give them what they want, and keep delivering value over time, they will stay loyal to you, and they'll buy over time. And that's more profitability. And if you understand their needs, you cannot only deprut, sell them one product, but you can cross-sell other products that may also need, meet their needs. So in a customer-based market, where profitability come from is premium price, loyalty, and cross selling.Difference between seller’s market says you focus on the product, on what the customer does well, and you push that out. And in a customer based market, you focus on the customer, what the customer wants. And you deliver value to the customer better than the competition. Sothat's the basic difference between product based marketing and customer focusmarket.Now in today's world the market place has changed even more. What's changed? Well now not only do you have an exchange between buyers and sellers, but because of globalization and because of the Internet and technology and social media and things like that, it's not a one to one conversation anymore. Customers can talk to other customers. That's good and bad. Ifyou're doing a really good job and meeting the, needs of the customers, the fact that they'll buzz to their other customers and tell their, their other friends about what a terrific service your company is doing. Well, that's really good news. On the other hand, if something goes wrong, and they tell their friends something bad, well that's not such good news. And so you have to be really careful, in every transaction with the customer now, that you deliver not only value, but that you deliver a top notch customer experience. Because although what I've been talking about in the seller's market and in a buyer's market has focused on transactions. In the seller's market I've talked about a single transaction. In a buyer's market, I talked about transactions over time or customer loyalty. But in a connected community, if your message is being transmitted by customers to other customers, they talk about the customer experience. What do I mean by customer experience? Let me give you an example. It starts way before the transaction, and it goes way after the transaction. So for example, if a customer told another customer that their experience at a restaurant. They might say, well I was driving to that restaurant and I hit a lot of traffic, then I got to the parking lot and I couldn't find a parking space, finally when I got into the restaurant, I finally got a table, the meal was really good but then at the end of the meal when I was leaving I tripped and fell. That may be the way they describe the experience at the restaurant. And if that's the way your message about yourproduct is going to be transmitted from customer to customer then you as a marketer need to focus on the entire customer experience.So, one of the things, and we'll talk about this later that's changed in marketing in this world of social media and internet and globalization, is that the marketer has to be completely transparent, has to be authentic, and has to focus on the entire customer experience. One thing else to mention, we're seemingly coming out of a recession now, but there was a global recession, and in the last few years, probably starting about 2008, we had some real strong economic uncertainty. There was a lot of scandals going on. People became skeptical of marketing. Marketing had some bad names, the financial services industry. People lost trust. And so with all those changes in the economic environment, there's been a focus again, in marketing. And marketing now has to focus on authentic, genuine customer value. In order tobe profitable, you not only have to deliver customer value over time and in an experiential way, but now because of the tightness of the economy and the uncertainty there, you really have to cut costs and figure out a way to deliver value in a very discipline manner and be very flexible to changes in the market place. So let me just summarize what I've just said.The different types of marketing orientations. There's the product orientation where you focus on the product and you persuade the customer to want what the firm has. There's the marketing orientation. Where you persuade the firm to offer what the customer wants. That's a customer focus approach. The experience orientation says that you not only think about the transaction, and think about the transactions over time. But you try to manage the customer's entire experience with the firm. And when times get tough or customers stop trusting markets, then you need to remember to build that relationship based on authenticity, on trust, and on discipline. And what's the difference in these different types of marks in terms of what you offer? In the production orientation, you're focusing on product innovation, but also reducing costs. So you tend to see generic products and standardization.When you're focusing on customer value, you see differentiated products, and we'll talk about that, when we talk about brands also. How you position your product to meet the needs of the customers better. In an experience orientation you look at experiential value. And when you're going to that tight discipline mind frame or mindset you look at genuine value. And what's the competitive sustainable competitive advantage in each of these markets? In a product orientation the bigger companies win because they tend to have larger market share and lower cost, and lower cost is a big strategic advantage. In a marketing orientation, when you're focusing on the customers, the, the companies that do the best are customers, are companies that really know their customers, that can deliver quality, and that have a lot of customer data and know how to use that data to deliver better value. In an experiential market, you look at transformation. The customer becomes a co-creator of the value, and it's really making the customer and the product one kind of overall experience. And in a trust orientation, the sustainable competitive advantage are the companies that you trust. And that means you'vehad a long history with them. They're transparent, and you trust them over time.And what are the measurements of profitability? In production orientation as I mentioned, market share is tied to profitability. In marketing orientation, it's share of wallet or customer share, customer loyalty. In experienced market, when you're looking at customers talking to other customers, we start measuring social networks and buzz and word of mouth and referrals. And in a trust orientation, we really focus on reduced costs.So in summary for just this little section, let me say that there's three principles of marketing that I've discussed. and this is the essence of what marketing is. The first principle is, if you want to provide something to a customer, to buyer, and get them to buy from you, rather than the competition, you've got to give them real, genuine Customer Value. That's the Principle of Customer Value. The second principle is the Principle of Differentiation. You have to provide customer value to that customer what the customer wants but you have to do it better than the competition. So you have to differentiate your offering. And the third principle is the principle of segmentation targeting and positioning says when you're in a customer focus market you cannot deliver value to everybody and make money it's just too difficult to do. So what you do is segment the market into different segments. You target or choose a segment you want to focus on, and you position your brand to meet the needs of that target segment.And what are the tools that you use to deliver these three marketing principles? They're the four P's of Marketing. The four P's of Marketing are product, place, promotion, and price. Let’s go back to that exchange, and that exchange says you’re a buyer and a seller. What the seller puts into the exchange is the product. What the buyer puts into the exchange is the price. The way the seller communicates the benefits about that product to the buyer, is called the Promotion. Could be advertising sales, whatever. And the way the seller delivers the product to the customer is the Place Decision. It can be in a physical store, it can be online, it can be through downloading. Whatever the method of distribution is that's the Place Decision. So those are the four P's of Marketing. Product, place, promotion and price. Typically, when you talk about marketing, you talk about the business world, but you can use these principles of marketing in non-profit marketing as well. Think about blood donation. The American Red Cross used marketing principles to get increases in blood donations. Now let's think about what is the product for the American Red Cross when they want more blood? It's not blood, is it? Because that's not what they're putting into the exchange. Blood, is actually the price. It's what the customer puts into the exchange. So what is the product? What the American Red Cross did was try to figure out ways to get people to be more willing to donate more blood. So in one way they did, you know, feel good about yourself. You're going to help save lives. That worked for some people. For some people, that wasn't enough. They needed a little sticker that said, yes, I gave blood today and I saved lives. For other people, the orange juice and the cookies were enough. And it turned out that some of the best blood donation successes they had were in high school. You could give blood donation if, I think if you were over 16. And it turned out what, one of the products that the American Red Cross could give to high school kids to give blood, was to allow them to miss class. So, that was the product there. The promotion again is the way they communicate the benefits of giving blood to the American Red Cross. And the place decisionwas how they got the product delivered to the, and the exchange made. And in this case the American Red Cross had the Blood Mobile. And, and went to the customers so that was a very innovative distribution decision. So you can play around with these four P's in very interesting ways and some of the new businesses that we see now are doing some very clever things with these four P's. But the basic concept should be clear, product, place, promotion andprice.[MUSIC]。
商务英语Unit 10 Marketing
4
Advertisements and commercials
How to advertise a product?
Advertising a product involves developing a ‘Unique Selling Proposition’ (‘USP’): the Features and Benefits which make it unlike any of the competing products. There are four stages in advertising a product (‘ AIDA’): 1. Attract the Attention of potential customers 2. Arouse Interest in the product 3. Create a Desire for its benefits 4. Encourage customers to take prompt Action ---- Heinz M. Goldmann
* What is the ‘USP’ of the product? It’s actually different for each product. The red guides list more hotels and ___________________________________________________________ restaurants than their competitors. The green guides use a star system to rate places of interest. And the maps are updated every year. The three products are cross-referenced.
中央电大2016年01月《1360高级商务英语阅读》开放本科期末考试真题及答案
them to persuade the buyer to spend his hard-earned money on something. Huh? When you try to extend traditional marketing logic into the world of social media , it simply doesn' t work. C
strategic to your firm is the customer' s network? How respected is she?
Help them build social capital. Practitioners of this new , community-oriented mark♂ ting
lifetime value , which is based only on purchases. There are many other measures of a customer's potential value , beyond the money they pay you. For example , how large and
Find your customer influencers. Many firms spend lots of resources puτsuing outside influencers who' ve gained following on the Web and through social media. A better approach is to find and cultivate customcr influ巳ncers and give them something great to talk about. This requires a new concept of customer value that goes way beyond customer
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