The document discusses how marketing activities affect customer relations and value. It evaluates the sales process and how well marketing activities contribute to each step. Targeting effectiveness is also analyzed to build optimal customer value. Markov chains are used to measure the impact of individual activities on customer lifetime value and how each interaction influences future interactions and the relationship direction. The organization can become a learning organization to better understand the effects of marketing on customers by expanding its knowledge through experience. Knowledge management also plays a role in customer relationship management by enabling personalization, targeting high value customers, increasing customer intimacy, and using dynamic models.

1. Effects of Marketing
Activities
An Overview

2. How marketing activities effect our customer relations
• In this, we will analyse few important questions as to whether our
marketing activities had a positive impact on the customer value or
not?
• Whether was it contributing to mutually profitable relationship
building?
• We definitely are interested in scores with regard to customer
satisfaction but at the same time , we are to evaluate ways to perform
the present experience.
• We would be learning about the interrelations between marketing
activities and results and also how in a learning organisation we can
enhance our understanding of the effects that marketing activities
have on customer relations.

3. Evaluating the effect of marketing
activities on customer value
• In this, we will have analysis of the sales process and evaluation of the
contribution of marketing activities in general.
• Sale process analysis helps to evaluate:
1. The logic of steps in the sales process
2. The conversion between the steps through time
3. The allocation of resources to each of the steps
4. The marketing or sales costs of a transaction.

4. Effectiveness of the targeting
• The sales process analysis can be brought one step closer to the RM
perspective when the targeting issue address:
• Who to select?
• Who to be approached?
• Use of Cross sell Calendar
Effective targeting optimally builds the value that the customer base
represents.

5. Contribution of marketing activities to
the LV
• For this, we can choose Markov chains to measure the impact of an
individual activity on the CLV. Each interaction takes the relationship
one step further and therefore influences the future interactions and
the direction of the relationship.
• A Markov Chain is a stochastic model describing a sequence of
possible event in which the probability of each event depends only on
the state attained in the previous event known as market process.
• A welcome call, a complaint , a reward for continuing the relation and
a price discount during a sales week all have an impact on the value of
the forthcoming interactions.

6. LEARNING ORGANISATION
With changing environment, there
arises a need for learning organisation
where a know how has to be expanded
and deepened.
What is learning?
A process in which knowledge is
created from the experience gained.
Learning is the development of mental
models, the construction of an image
of reality.

7. KNOWLEDGE
MANAGEMENT • ROLE OF KM IN ORGANISATION
WITH CRM
1. Enables more personalisation
2. Enables to target customer with
higher Lifetime value
3. More customer intimacy
4. Dynamic models for better buying
and selling
It is the process of gathering
knowledge, organising and
accessing it in depth for full
clarity.
It is like exploiting the internal
assets of the company, which
are people and processes.
Knowledge of all stakeholders
which includes customers,
suppliers, employees, partners