Chap010 creating customer dialogue

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Chap010 creating customer dialogue

  1. 1. McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Chapter 10CREATING CUSTOMER DIALOGUE
  3. 3. FOUR STEPS IN THE CRM PROCESS 1. Segment & Profile the Market Design4. Evaluate Communication and 2. Pricing Strategy Implement 3. EXHIBIT 10-1 10-3
  4. 4. IMC STRATEGY REQUIREMENTS1. DETERMINE HOW WE WILL COMMUNICATE WITH OUR CUSTOMER2. DETERMINE HOW OUR CUSTOMER WANTS TO COMMUNICATE WITH US3. MEASURE COMMUNICATION AND FEEDBACK AND MAKE CHANGES WHERE NECESSARY 10-4
  5. 5. WHAT IS IMC?1. IT PROVIDES TWO-WAY DIALOGUE BETWEEN SUPPLIER-CUSTOMER2. IT PROVIDES FOR A UNIFORM MESSAGE DELIVERED THROUGH ALL COMPANY MEDIA (ADVERTISING, SELLING EFFORT, DIRECT MAIL, TRADE SHOWS)3. IT FOCUSES ON MEETING THE INFORMATION NEEDS OF THE BUYER 10-5
  6. 6. THE CONTINUOUS IMC PLANNING PROCESS Set Goals Determine Make Adjustments Communication ElementsMeasure Results Create Message Place Messages in Media Exhibit 10-2 10-6
  7. 7. THE HIERARCHY OF EFFECTS MODEL Action Desire Interest Awareness Exhibit 10-3 10-7
  8. 8. COMMUNICATION TOOL KIT1. ADVERTISING—Directed to a general audience, primarily through trade publications, the web, television, radio, billboards2. DIRECT MARKETING—Directed to a specific audience to generate leads and generate sales through the mail, by fax or Internet and catalogs3. PUBLIC RELATIONS—Focuses on relationships to create goodwill and support relationships4. INTERNET—Website information and support and e-mail for communicating5. TRADE SHOWS—Exhibits and demonstrates products and services in a public venue with personal interaction6. TELEMARKETING—Inbound and outbound electronic communication allowing greater feedback opportunities7. PERSONAL SELLING—Adaptable selling method established by one-on-one contact8. MARKETING RESEARCH—Capturing information that will enable stronger customer relationships 10-8
  9. 9. THE ROLES OF ADVERTISING Close Sales Generate Sales Leads Create Favorable Climate for Salespeople Create or Strengthen Image Exhibit 10-6 10-9
  10. 10. ACHIEVING CUSTOMER RETENTION THROUGH COMMUNICATION1. COMMUNICATE PROACTIVELY AND REGULARLY TO YOUR CUSTOMERS2. MAKE DIALOGUE EASY TO INITIATE BY YOUR CUSTOMERS3. MAKE IT EASY TO RESPOND TO YOUR COMMUNICATION EFFORTS 10-10
  11. 11. WHERE MARKETING COMMUNICATION DOLLARS ARE SPENT Online Direct Marketing Marketing Advertising Market Research 7.7% 5.8 7.7% 5.8% % 24.8%Premiums & 4.3%Incentives 4..2% 43 % 24.8% 4.2% Other 4.4% 4.4% 3.1% 3.1% 3.1% Public Relations 16.9% 10.8% 16.9% 10.8% Sales Force Trade Management Shows 18.0% 18.0% Sales Promotion Exhibit 10-8 10-11
  12. 12. THE BUDGET BREAKDOWN METHOD (Allocates Total Available Budget) TOTAL AVAILABLE BUDGET FUNDS Allocated to:Trade Show Sales Force Mail Magazines Internet Radio Newspaper Exhibit 10-10 10-12
  13. 13. THE BUDGET BUILDUP (Creates Total Budget) How Much is Needed for ObjectiveTrade Shows Radio Newspaper Sales Force Mail Magazines Internet Creates Total Budget Exhibit 10-10 10-13

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