题目内容
A customer touch point is when the customer makes a purchase.
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Customer-perceived value is based on the difference between benefits the customer gets and costs he or she assumes for different choices.
One of the ways a company like Caterpillar could increase the customer-perceived value of an offer, relative to a competitor like Komatsu, is to increase the total customer benefit by improving psychological benefits of its product, services, people, and/or image.
Total customer cost consists of only the non-monetary costs in evaluating, obtaining, using, and disposing of the given market offering.
A seller who is at a disadvantage has two alternatives: decrease total customer benefit or increase total customer cost.
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