This document outlines the agenda for an MBA course on sustainable customer relationships. The agenda covers reviewing major marketing concepts, developing a marketing strategy, service marketing, and selecting a final assignment option of either a paper or presentation. Key concepts to be discussed include identifying best practices in customer relationship management, proposing customer acquisition and retention initiatives, and aligning customer relationship initiatives with organizational goals.

1. +
MBA/570
Sustainable Customer Relationships
November / December 2008

2. +
Agenda
Housekeeping

Marketing in the news

Review: major concepts

Marketing Strategy

Service Marketing

Next time…

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

3. +
Housekeeping
Z-Wing Papers, Classic Airlines Problem Def.

Final assignment

Classic airlines paper & defense

- or -
Two page executive summary

5 presentation slides (individual)

Group presentation (15 minutes max)

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

4. +
Week 5 Concepts
Identify best practices in customer relationship

management
Propose customer acquisition and retention

initiatives
Evaluate customer risk

Align customer relationship initiatives and

organizational goals
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

5. Marketing in the
news

6. This slide brought to you by….
Ads on tests add up for teacher
By Greg Toppo and Janet Kornblum, USA TODAY
Tom Farber gives a lot of tests. He's a calculus teacher, after all. So when administrators at
Rancho Bernardo, his suburban San Diego high school, announced the district was cutting
spending on supplies by nearly a third, Farber had a problem. At 3 cents a page, his tests
would cost more than $500 a year

7. No Lamp For You!

8. +
Cyber Monday!
26% Shopped online Monday


9. +
Cyber Monday!
26% Shopped online Monday


10. Case Study:
General Motors

12. +
Case Study: General Motors
“A Car for Every Purse & Purpose”


13. Case Study: General Motors
2005 Restructuring


14. WorkshopIV
Review

15. Market Segmentation

16. Apple Computer
Power Mac G5 PowerBook
iMac iBook

18. +
Perceptual Mapping
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

19. PositioningMap
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

20. Marketing
Strategy

21. Exercise: What
business are you
in?

22. Exercise: What business are you in?
Put on my blue suede shoes Saw the ghost of Elvis
And I boarded the plane On Union Avenue
Touched down in the land of the Delta Blues Followed him up to the gates of
Graceland
In the middle of the pouring rain
W.C. Handy -- won't you look down over me Then I watched him walk right
through
Yeah I got a first class ticket
Now security they did not see him
But I'm as blue as a boy can be
They just hovered 'round his tomb
Then I'm walking in Memphis But there's a pretty little thing
Walking with my feet ten feet off of Beale Waiting for the King
Walking in Memphis
Down in the Jungle Room
But do I really feel the way I feel
You have until the end of the song….go!

23. +
Marketing Myopia
Well known HBR Article

Define your business by customer needs, not

products
What business are you really in?

Railroads, Hollywood, Dupont Nylon


24. + Why on earth are you playing songs?

25. Why on earth are you playing songs?

26. +
Levels of Corporate Strategy

27. +
Land’s End: Strategic Focus
Why the guarantee?

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

28. +
Land’s End: Competitive Analysis
Good competitive analysis template

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

29. +
Hyundai: Strategic Focus
Why the long warranty?

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

30. The BCG Matrix
Kodak digital Kodak digital
camera photo printer
Kodak film sales: US, Kodak self-
Canada, & W. Europe service kiosk
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

31. Four market-product strategies: alternative ways to expand
sales revenues for Ben & Jerry’s

32. Case Study:
“Song” Airlines
Part 1

34. +
Song Airlines Part 1
What do you think of their strategy?

What would Levitt think?

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

36. +
Song Airlines Part 2
What are they doing right?

What are they doing wrong?

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

38. +
Song Airlines Part 3
What was Song’s biggest mistake?

What happens when you give marketers $20M to

start an airline?
great branding, no product!

you get and airline about nothing!

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

39. Case Study:
Specialized
Bicycles

41. +
Case Study: Specialized Bicycles
What is their corporate strategy?

How does their culture reinforce that strategy?

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

42. Service
Marketing

43. FIGURE 12-1 Importance of services in the
U.S. gross domestic product (GDP)
Slide 12-7

44. FIGURE 12-AThe 4 I’s of services
Slide 12-8

45. Lufthansa and ANA Airlines
What four I’s of services element?
Slide 12-9

46. American Express and Allstate
What four I’s of services element?
Slide 12-10

47. FIGURE 12-3 Service continuum
Slide 12-13

48. FIGURE 12-2 Inventory carrying costs of
services
Slide 12-11

49. FIGURE 12-5 How consumers evaluate
goods and services
Slide 12-24

50. Case Study:
Philadelphia
Phillies

52. +
Phillies Key points
Why reduce the number of seats?

advantages? drawbacks?

How do the Phillies target different demographics?

Hispanic? African American? Asians?

“Ask for the sale”

Promotions?

Results?


53. +
Next Week
Papers – or – presentations due

Select value added customer initiatives

Implement a comprehensive customer relationship

management program
Recommend measures to evaluate customer

profitability and retention
Recommend measures to evaluate customer

relationship management effectiveness
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008