CRM aims to understand customer needs to manage relationships and maximize lifetime value. It integrates marketing, sales, service, and support through people, processes, and technology. CRM focuses on retaining existing customers in addition to gaining new ones, shifting from traditional marketing. Maintaining long-term customer relationships is critical to business performance. The purpose of CRM is to create value for both customers and the company over time by providing quality service. This competitive advantage helps with customer retention and building relationships.

1. 14 promotion

41. What is CRM?
• CRM “is a business strategy that aims to understand, anticipate and
manage the needs of an organisation’s current and potential
customers” (1).
• It is a “comprehensive approach which provides seamless integration
of every area of business that touches the customer- namely
marketing, sales, customer services and field support through the
integration of people, process and technology” (1)
• CRM is a shift from traditional marketing as it focuses on the retention
of customers in addition to the acquisition of new customers (2)
• “The expression Customer Relationship Management (CRM) is
becoming standard terminology, replacing what is widely perceived to
be a misleadingly narrow term, relationship marketing (RM)” (3).

42. Definition of CRM
“CRM is concerned with the creation, development
and enhancement of individualised customer
relationships with carefully targeted customers and
customer groups resulting in maximizing their total
customer life-time value” (2).

43. The purpose of CRM
• “The focus [of CRM] is on creating value for the
customer and the company over the longer term”
(3).
• When customers value the customer service that
they receive from suppliers, they are less likely to
look to alternative suppliers for their needs (3).
• CRM enables organisations to gain ‘competitive
advantage’ over competitors that supply similar
products or services (1)

44. Why is CRM important?
• “Today’s businesses compete with multi-product
offerings created and delivered by networks,
alliances and partnerships of many kinds. Both
retaining customers and building relationships
with other value-adding allies is critical to
corporate performance” (3).
• “The adoption of C.R.M. is being fuelled by a
recognition that long-term relationships with
customers are one of the most important assets
of an organisation” (2)

45. What is Rural
Marketing?
• According to the National Commission on Agriculture: ‘Rural
Marketing is a process which starts with a decision to produce
a saleable farm commodity and it involves all the aspects of
market structure or system, both functional and institutional,
abase on technical and economic considerations and includes
pre and post harvest operations, assembling, grading, storage,
transportation and distributions’.
• “Rural Marketing can be defined as a function that manages all
activities involved in assessing, stimulating, and converting the
purchasing power of rural consumers into an effective demand
for specific products and services and moving these products
and services to the people in rural areas to create satisfaction
and a better standard of living and thereby achieving
organizational goals.”
-Pradeep Kashyap

46. Scope of
Rural Marketing
The Rural Marketing Matrix(Market)
Handicrafts, Handloom
Textiles, Leather
products (Semi-
organised)
Farm & Non-Farm
and services
(Unorganised Sector)
Rural
Brand Consumables
and durables
(Organised)
Urban
Rural Urban
(Production)

47. What is e- marketing?
• Internet or Online Marketing
• Marketing a brand of the internet
• Distributing information
• Promoting an organization

48. 1) Search engine marketing
2) Display Advertising
3) E-mail marketing
4) Interactive marketing
5) Blog marketing
6) Viral marketing
E-Marketing Methods

49. B2B: Business-to-business
• B2B refers to one business selling to another
business via the Internet.
• Some experts think that the real future of e-
commerce is going to be business-to-business
(B2B) or e-procurement, with firms ordering
from suppliers over the Web.

50. B2C: Business-to-consumer
• B2C refers to a business communicating with
or selling to an individual rather than a
company over the Internet. Selling to the
public on the Internet is business-to
consumer (B2C) or business-to-client e-
commerce.
Traditional shops
Bricks-and-mortar outlets
e-commerce + traditional outlets
Clicks-and-mortar