This presentation would cover the following topics:
1.Transactional marketing approach to relationship marketing philosophy – competitive advantage through Relationship Marketing
2. Key concepts in relationship marketing
3. Relationship Marketing Programmes-Continuity Marketing, Individual marketing & Co-Marketing
This presentation covers the following Aspects:
• Market-types of market
• Market segmentation
• Market segmentation strategies
• Target market strategies
• Positioning and its strategies
This presentation covers the following points:
• Market Leader Strategies
• Market Challenger Strategies
• Market Follower Strategies
• Market Nicher Strategies
• Industry Life Cycle
• Challenges of A Mature Market
• Opportunities of A Mature Market
• Routes to revitalize a stagnant market
This unit covers the following points:
1.VMOST
2.What does Marketing Strategy Accomplish?
3. Overview of Strategic Market management
4. Objectives of strategic Market Management
5.Business Strategy
6.Strategic Marketing Management : Characteristics and trends
7.Objective of Strategic management
8.Difference between Strategic Marketing & Marketing Strategy
9.Business Vision its components
10. BHAG
11.Understanding how the Market segments
12.An analysis of Customer Motivation
13.Exploration of unmet needs
14.The KANO MODEL
This unit explains the following topics:
1. Life Time Value (LTV)
2. Recency
3. RFM Model
4. Customer Life Cycle
5. Segmentation
6. Acquisition Tactical Management
7. Customer Retention Stages
This presentation would cover the following:
• Objectives of pricing
• Factors affecting pricing decisions
• Terms of sale used in international transaction
• Major pricing methods and practices in international
• Discuss pricing process and strategy
• Concept of transfer pricing and methods
• Types of conter trade
• The pricing angles and issues in counter trade
Contains about basics of sales management, Background, Selling as a career, B2C and B2B Markets, Different marketing concepts, Product Life Cycle, Relation between sales and marketing, Implementing the market concept, segmentation in B2C &B2B market.Adoption & Diffusion theory, Image of selling. Types of selling.
This presentation covers the following Aspects:
• Market-types of market
• Market segmentation
• Market segmentation strategies
• Target market strategies
• Positioning and its strategies
This presentation covers the following points:
• Market Leader Strategies
• Market Challenger Strategies
• Market Follower Strategies
• Market Nicher Strategies
• Industry Life Cycle
• Challenges of A Mature Market
• Opportunities of A Mature Market
• Routes to revitalize a stagnant market
This unit covers the following points:
1.VMOST
2.What does Marketing Strategy Accomplish?
3. Overview of Strategic Market management
4. Objectives of strategic Market Management
5.Business Strategy
6.Strategic Marketing Management : Characteristics and trends
7.Objective of Strategic management
8.Difference between Strategic Marketing & Marketing Strategy
9.Business Vision its components
10. BHAG
11.Understanding how the Market segments
12.An analysis of Customer Motivation
13.Exploration of unmet needs
14.The KANO MODEL
This unit explains the following topics:
1. Life Time Value (LTV)
2. Recency
3. RFM Model
4. Customer Life Cycle
5. Segmentation
6. Acquisition Tactical Management
7. Customer Retention Stages
This presentation would cover the following:
• Objectives of pricing
• Factors affecting pricing decisions
• Terms of sale used in international transaction
• Major pricing methods and practices in international
• Discuss pricing process and strategy
• Concept of transfer pricing and methods
• Types of conter trade
• The pricing angles and issues in counter trade
Contains about basics of sales management, Background, Selling as a career, B2C and B2B Markets, Different marketing concepts, Product Life Cycle, Relation between sales and marketing, Implementing the market concept, segmentation in B2C &B2B market.Adoption & Diffusion theory, Image of selling. Types of selling.
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Day 1 driving business impact multichannel excerptAnn McCartan
An excerpt from Day 1 of a 3 day seminar series on Multichannel Marketing, from strategy to detailed contact plans, campaign examples, metrics and modeling.
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Day 1 driving business impact multichannel excerptAnn McCartan
An excerpt from Day 1 of a 3 day seminar series on Multichannel Marketing, from strategy to detailed contact plans, campaign examples, metrics and modeling.
Marketing Management - What is Marketing ?FaHaD .H. NooR
Marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being Innovation.Other services and management activities such as Operations (or Production), Human Resources, Accounting, Law and Legal aspects can be "bought in" or "contracted out".
The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional strategy.
For example, new Apple products are developed to include improved applications and systems, are set at different prices depending on how much capability the customer desires, and are sold in places where other Apple products are sold.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
This presentation is related to unit 1 of Consumer behaviour and covers the following points:
1.1Defining Consumer Behavior
1.2Nature, Scope and Application of Consumer Behavior
1.3Application of Consumer Behavior
1.4Why Study Consumer Behavior?
1.5Evolution of Consumer Behavior as a Field Of Study and its relationship with Marketing Behavioral Dimension
1.6 The Interdisciplinary Nature of Consumer Behavior
1.7. De-marketing
403 Competing in Global Markets Unit 1ashishjaswal
This presentation covers the following points:
1.Introduction to the curriculum
2.International Marketing Concepts
3.Reasons For Entering Global Markets
4.INTERNATIONAL MARKETING ORIENTATION
301 STRATEGIC MANAGEMENT TOPIC strategic intent and visionashishjaswal
This Presentation covers the Understanding of the term Strategic Intent, Components of Strategic Intent and Vision. Vision covers were aspects as:
1. Definition of Vision
2. Characteristics
3.Importance
4. Necessity
5.Change in Vision
6. Critical Analysis
301 Unit 1 Strategic Management Processashishjaswal
This presentation is an understanding of some definitions in context to Process of Strategic Management. It makes to know the process through Block Diagram and Stepdown Diagram of the Strategic Management
301 Unit 1 lecture 4 definition ,nature and function of Strategyashishjaswal
This Presentation covers the critical analysis of the definition of Strategic Management. It also Discuss the Nature and Function of the strategic management
Unit 1 lecture 1.1 lesson from Mahabharata and Course introductionashishjaswal
This Presentation is created with an objective to Connect the lessons that can be learned with the Course of Strategic Management.It also gives a Bird View about the Course to be studied in Sem -III
National Pension System (NPS) is one of the most preferred investment instruments among investors because of its tax benefits, low-cost structure, and good returns
Financial Planning is the long-term method of wisely managing your finances so you can achieve your goals and dreams, while at the same time negotiating the financial barriers that inevitably arise in every stage of life.
This presentation highlights about Motor Insurance, Types
Basis of Sum Insured, Dos and Don'ts for Motor Insurance and
General Advice for Motor Insurance
With Introduction to CIBIL, it covers the difference between Cibil Score and CIBIL Report. Further Eligibility To Check CIBIL Score and Factors Affecting CIBIL Score are also Discussed
It covers an introduction to the concept of Credit rating. Further, understand the importance of Credit rating.it ends up summing the information of Credit Agencies operational in India
It covers the concept of Housing Finance which covers plethora of points such as Types of Home Loan, Considerations to be made before purchase of a Home Loan,What are the things periodically noticed on purchase of Home loan and Income tax Benefits
A life insurance policy is a contract with an insurance company. In this policy, a person has to make regular payments to the insurance and there are different Types of Life Insurance
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
3. Introduction
• Purpose of the Business to create a satisfied cutomer-
P.Drucker
• Profit is objective, but reward
• Assumption of Satisfied Customer?
• What happened prior to development of Marketing
Concept?
• Goal of Marketing activity- Produce a sale
• Profitability and Sales Volume(Relation)
4. Paradigm Shift in Marketing
• A set of theories that explain the way a particular subject
is understood at a particular time:
• A model of something, or a very clear and typical example
of something
• Is Market Place Undergoing Changes?
• Why?
• Role of Marketing has undergone Transformation
• Organisation needs to be organised wit latest information
• Knowledge oriented Systems
5. Paradigm Shift in Marketing
• Interview In the Marketing Science Institute Review in
1991
• PHILIP KOTLER
• Paradigm shift-Not satisfied with Explainatory variables
• Away from Focus of Exchange
• Focus on Building value laden Relationship
• Thinking is moving from Marketing mix focus to
relationship Focus
6. • FEDRICK WEBSTER
• Prominent American Opinion Leader In Marketing
• Shift from Transactions to relationship focus
• Emphasis on Long term Customer relationship
MARKETING CONCEPT OF 21ST CENTURY
• Could not be confined to few Specialist
• Functional Boundaries are disappearing
• Boundaries between the Firm and environment are getting Blurred
Paradigm Shift in Marketing
7. • Focus on Customer Driven Marketing Practices
• Focus on Profitability
• Focus on strategic Marketing Practices
THREE FUNDAMENTAL REQUIREMENTS
OF PARADIGM SHIFT
9. • Shifting Focus from Sales Volume to Profitability
• Focus on Value
Focus on Profitability
10. • STP
• Deserve heart of marketing
• Market segmentation- Recognition of customers have distinct
needs, preferences and buying pattern
• Market Targeting-Aimed at Specific Parts of the total market
• Positioning-Developing Value Preposition
Focus on strategic Marketing Practices
13. Learning Outcome
• Moving Towards Relationship marketing
• Fallacy of Competition Analysis
• Paradigm Shift in Marketing Orientation
• Value Chain- Process of customers
• Managing Customer As an Asset
• Focus on Knowledge Management and Experience
Marketing
14. Moving Towards Relationship marketing
• Academic Perspective- Rigorous use of Mathematical and
statistical analysis
• Limited application in marketing
• Dynamic Nature
• Is there inherent difficulty in Nature of Marketing
problems?
• Is it Possible to find Strong Casual Relationship?
15. Fallacy of Competition Analysis
• Over time- Marketing dept. has become distinct
organizational entity
• What was Marketing earlier identified with?
• Sales?
• What is the Marketing Department considered?
• Expert on Customer
• Keep the rest of the organization informed/focused on
organization
• Very existence of Marketing Rule-Crushing the competition?
16. Fallacy of Competition Analysis
• What would Marketing strategies help company to do?
• Create Value
• Make the firms Customers profitable
• Perform Better than competitor
19. • Due to three reasons:
1. Asset based view of the customer
2. Computing Technology makes precise customer asset
Management possible
3. Understand and manage the Value of each Individual
Customer
Managing Customer As an Asset
20. • Use of Technology for
Strategic Purpose
• Addition of value for its
customer
• Increasing productivity and
financial impact
• ATM
Focus on Knowledge Management and
Experience Marketing
21. • Growth of electronic Channels
• Remote contacts that operate ANYWHERE,ANYTIME
• Key Driving forces behind such moves
• Time
• Interest
Impact on electronic Channels
23. Business Success is the result of Symbiosis of technology and
marketing
Blending technology with customer requirements
Emerging practices:
Selling through multichannel or directly
Information based target Marketing
As customers gain near perfect Information
Process well furnished database on customer purchase
behaviour
Integrating Relationship Strategies with
Information Technology
24. Understanding asset value of the customer more
valuable than Mass Marketer
Free and smooth flow of Information about certain
factors
Integrating Relationship Strategies with
Information Technology
25. Business Strategy and planning hold the key
Rm would come naturally to Market lead company
Customer Acquisition and retention?
Service Organization pioneer in developing customer
retention strategies
Adopting Relationship Marketing Practices
26. ADVANTAGES OF RELATIONSHIP MARKETING
Reduce cost and improve effectiveness for attracting
customers
Manpower cost is reduced
Financial Cost is reduced
Improve Marketing Productivity
27. In Context to Sevices
Attracting ,Maintaining and in Multiservice organization
enhancing the customer relationship
80-20 Rule
28. Conclusion
Relationship Marketing has a potential to radically
transform the company
Irds eye view of Emerging trends, issues,and approaches
in Relationship building and Marketing
30. Learning Outcome
• Integrating Relationship Strategies with Information
Technology
• Adopting Relationship Marketing Practices
• Advantages Of Relationship Marketing
31. Business Success is the result of Symbiosis of technology and
marketing
Blending technology with customer requirements
Emerging practices:
Selling through multichannel or directly
Information based target Marketing
As customers gain near perfect Information
Process well furnished database on customer purchase
behaviour
Integrating Relationship Strategies with
Information Technology
32. Understanding asset value of the customer more
valuable than Mass Marketer
Free and smooth flow of Information about certain
factors
Integrating Relationship Strategies with
Information Technology
33. Business Strategy and planning hold the key
Rm would come naturally to Market lead company
Customer Acquisition and retention?
Service Organization pioneer in developing customer
retention strategies
Adopting Relationship Marketing Practices
34. ADVANTAGES OF RELATIONSHIP MARKETING
Reduce cost and improve effectiveness for attracting
customers
Manpower cost is reduced
Financial Cost is reduced
Improve Marketing Productivity
35. In Context to Sevices
Attracting ,Maintaining and in Multiservice organization
enhancing the customer relationship
80-20 Rule
36. Conclusion
Relationship Marketing has a potential to radically
transform the company
Irds eye view of Emerging trends, issues,and approaches
in Relationship building and Marketing
38. How Corporate relationship is build, keeping in mind the
interest of the consumer
Ay meaningful relationship with expectation of mutual
benefit
What is customers expectation?
Realize cost saving
Improve the efficiency of DM?
Reduce the risk
Acquire a solution that is tailored
Realize the social and other VAB
39. Motives of Business Enterprise
Transparent
Motives are
Gaining an advantage-Cannot be easily copied
Cost of acquiring new customers
Improving predictability and efficiency of operations
Reducing the risk exposure
WINNING THE CONFIDENCE AND LOYALTY ARE FOCAL POINTS
43. How Corporate relationship is build, keeping in mind the
interest of the consumer
Ay meaningful relationship with expectation of mutual
benefit
What is customers expectation?
Realize cost saving
Improve the efficiency of DM?
Reduce the risk
Acquire a solution that is tailored
Realize the social and other VAB
44. Motives of Business Enterprise
Transparent
Motives are
Gaining an advantage-Cannot be easily copied
Cost of acquiring new customers
Improving predictability and efficiency of operations
Reducing the risk exposure
WINNING THE CONFIDENCE AND LOYALTY ARE FOCAL POINTS
45. BASIS OF BUIDING RELATIONSHIP
1.TREATING
CUSTOMERS
DIFFERENTKY
2.INFORMATION BASED
DECISIONS
3.CUSTOMER CENTRIC
4.FLEXIBILITY
46. DEFINING CONCEPTS OF RELATIONSHIP MARKETING
GRONROOS
Marketing is to establish ,maintain and enhance
relationship with customers and other partners , at a
profit , so that the objectives of the parties involved
are met . This is achieved by a mutual ex-change and
fulfillment of promises .
A. To attract the customer
B. To build the relationship with the customer so that
the economic goals of that relationship are achieved
47. DEFINING CONCEPTS OF RELATIONSHIP MARKETING
The Promise Concept
Relevance of Trust
48. DEFINING CONCEPTS OF RELATIONSHIP MARKETING
The Promise Concept
An integral element of the relationship
Emphasised by Henrik Calonius
May attract new customers and initially build the
relationships
Fulfilling promises is as important as means of
achieving customer satisfaction
Promises are mutually given and fulfilled accordingly
49. DEFINING CONCEPTS OF RELATIONSHIP MARKETING
Relevance of Trust
A WILLINGNESS TO RELY ON AN EXCHANGE
PARTNER IN WHOM ONE HAS CONFIDENCE
51. BUILDING BRAND EQUITY
What is the base of Brand Equity?
Customers Knowledge and feeling for the brand
Includes
Recognise
Recall
Association
Using this for DM
52. BUILDING BRAND EQUITY
Distinctive Competence
Brand is quality perceived by the customer
Creates set of Expectations
Most powerful form of product differentiation
53. STEPS IN BUILDING CUSTOMER BASED BRAND EQUITY
Kelvin Lane keller(1998)
Four Steps
1. Creating Brand Identity-Brand awareness/Brand
Salience
2. Developing Brand Meaning-Brand performance/Image
3. Defining desired brand Response
4. Defining the desired brand Relationship
57. Value Chain
1. High awareness reflects the Familiarity gained from
past experience
2. A perception of High Quality represents what the
customer know about the ability of a product or service
to meet their needs
3. A meaningful brand promise captures all the positive
association
4. Strong Brand loyalty is commanded by string Brands
58. Value Chain
A brand plays different role in the low risk consumer
products than they do in high risk technology Products
Value Proposition to be communicated
Market targeting and Positioning
59. RELATIONSHIP MARKETING AND VALUE CHAIN
Relationship Marketing is built around the concept of
Customer value and the value chain
Fedrick E Webstar (2002)
Marketing as Defining, Developing and delivering Value
to Customers
60. RELATIONSHIP MARKETING AND VALUE CHAIN
Finding the Customer Needs that are not satisfied
Being Expert
Creating Solutions
Communicating and Delivery those solution
61. RELATIONSHIP MARKETING AND VALUE CHAIN
Customer relationship are the key strategic Assets of
firm
The purpose of marketing is to create Customer not Just
to make a sale
62. RELATIONSHIP MARKETING AND VALUE CHAIN
Finding the Customer Needs that are not satisfied
Being Expert
Creating Solutions
Communicating and Delivery those solution
66. RELATIONSHIP MARKETING PROGRAMMES
• The present millennium has been witnessing vehement changes in the
strategies and focus of many promotions and campaigns .
• A fundamental shift is taking place from mass marketing that sends
messages about a standard product offering tailored to the specific
individual
66
67. RELATIONSHIP MARKETING PROGRAMMES
• Among the most commonly found techniques for enhancing the
customer profitability are the programmes that reward customers for
frequent and loyal purchasing behaviour
• These take the familiar form of -
(a) airline frequent flyer awards programme based on mileage flown
(b) hotel guests awards based on nights stayed
(c) credit card rebates based on amount charged
• The marketing practitioners in search of new creative ideas develop
many variations and combinations of these programmes to build closer
and mutually beneficial relationships with their customers
67
69. TYPES OF RELATIONSHIP MARKETING PROGRAMMES
1. CONTINUITY MARKETING PROGRAMMES
Due to the growing concern for retaining customers as well as many
emerging knowledge bout customer retention economics , many
companies developed continuity marketing programmes
These aim at -
a. Retaining the customers
b. Increasing their loyalty
For consumers in mass markets these programmes take shape of
membership
69
70. TYPES OF RELATIONSHIP MARKETING PROGRAMMES
2. PARTNERING PROGRAMMES
This is major type of programme in the business-to-business (B to B)
and business-to-customer (B to C) segment
It involves partnership between customers and marketers
70
71. TYPES OF RELATIONSHIP MARKETING PROGRAMMES
PARTNERING PROGRAMMES
These are of two types :
a. Co-branding : two marketers combine their resources and skills to
offer advanced products and services to mass market customers
Ex : BPL mobile and ICICI bank co branded the ICICI BPL mobile
b. Affinity partnering : marketers do not create new brands , rather
they use endorsement strategies
71
72. TYPES OF RELATIONSHIP MARKETING PROGRAMMES
3. ONE TO ONE MARKETING
Marketing approach is grounded in account based marketing .
These are aimed at meeting each customer’s need in a unique and
individual manner
72
73. TYPES OF RELATIONSHIP MARKETING PROGRAMMES
4. INTEGRATED TELEPHONE MARKETING
A successful and effective direct response campaign could be achieved
by this type of marketing
This is possible when message that the firm in question communicate
with customer complements with -
a. message delivered by phone representative
b. The fulfilment package
73
74. STRIVING FOR INTERACTIVITY
• Most customer responsive strategies fall short of this interactive ideal
• They could address only microsegments extracted from huge
databases and send personalised message to carefully selected
individuals
• A modicum of interactivity is achieved when an advertisement elicits a
response such as returning a coupon or making in toll free call
74
75. STRIVING FOR INTERACTIVITY
• ROLE OF INTERNET
1) The rapid rise of the internet has changed the rules of interactive
marketing
2) It permits complete addressability and two way interaction
3) When a customer visits a web site , many cycles of messages could
be exchanged in a short time and remembered on next visit
4) The relationship marketing could be delivered by variety of media ,
depending on nature of contact
75
76. STRIVING FOR INTERACTIVITY
• ROLE OF INTERNET
5) The replacement of people based marketing by automated
relationship marketing provides a challenge to a relationship delivery
6) The experiences covers all the touchpoints with the customers, from
branding , through marketing, sales and service , to the product
consumption experience
76
77. STRIVING FOR INTERACTIVITY
• INTERRACTIVE MARKETING
Peter Drucker has given the best definition of marketing when he
referred marketing as “everything the company does , seen from the
perspective of customer”
The interactive marketers influence the customers during each
customer facing touchpoint in the customer experience .
77
78. STRIVING FOR INTERACTIVITY
• INTERRACTIVE MARKETING
The persons involved in interactive marketing include
a. the field force
b. operations or just any other person who could influence the
customers sensibility , feelings and thoughts .
78
79. STRIVING FOR INTERACTIVITY
• INTERRACTIVE MARKETING
An in-depth study to understand
a. Real factors that influence the customer appraisal during every
customer experience
b. The factors that influence the formation of real relationships , has
revealed the role of marketing department is dwindling in the
present day context though much of present day marketing is still
product driven , rather than customer driven
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