Week 18 customer relations management
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This document discusses customer relationship management and loyalty in retail. It outlines the importance of retaining customers for retailers. Relationship marketing and understanding customer attitudes are key. Customer relationship management aims to improve acquisition, retention, loyalty and profitability through meaningful communication. Critical success factors include designing around the customer experience, learning from customers, and focusing on satisfied employees and suppliers too. Loyal customers are cheaper to retain and more likely to spend more. Loyalty can be measured behaviorally through factors like budget allocation and switching behaviors. Common causes of loyalty include laziness and satisfaction, while causes of disloyalty include money saving and variety seeking.
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Similar to Week 18 customer relations management
Strategic Marketing
1. Arndt, 1979, Towards a concept of domesticated markets
2. Jaworski et al, 2000, Market-driven vs. driving markets
3. Day, 1981, Strategic market analysis and definition
4. Caldwell et al, 2005, Promoting competitive markets
Chapter 18Ethical Marketing in a Consumer-Oriented World Appr.docx
Chapter 18
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts.
© 2014 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
CHAPTER EIGHTEEN
Lecture Notes for
Essentials of Marketing 14e
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 20-‹#›
At the end of this presentation, you should be able to:
understand why marketing must be evaluated differently at the micro and macro levels.
understand why this text argues that micro-marketing costs too much.
understand why this text argues that macro-marketing does not cost too much.
understand all of the elements of the marketing strategy planning process and strategy decisions for the four Ps.
18-‹#›
At the end of this presentation, you should be able to:
understand why marketing must be evaluated differently at the micro and macro levels.
understand why this text argues that micro-marketing costs too much.
understand why this text argues that macro-marketing does not cost too much.
understand all of the elements of the marketing strategy planning process and strategy decisions for the four Ps.
This slide refers to material on p. 498.
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 20-‹#›
At the end of this presentation, you should be able to:
know how to prepare a marketing plan and how it relates to the marketing strategy planning process.
know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers’ needs.
18-‹#›
At the end of this presentation, you should be able to:
know how to prepare a marketing plan and how it relates to the marketing strategy planning process.
know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers' needs.
This slide refers to material on p. 498.
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 20-‹#›
Ethical Marketing in a Consumer-Oriented World (Exhibit 18-1)
Marketing’s Impact on Society: Micro and Macro Views
Evaluating Marketing
Putting Together Innovative Marketing Plans
Challenges Facing Marketers
18-‹#›
Summary Overview
This chapter concludes Essentials of Marketing by covering three broad concepts:
Evaluating marketing
As indicated in Chapter 1, there are two levels of marketing:
the micro (managerial) level—concerns the marketing activities of an individual firm; and
the macro level—concerns how the whole marketing system works.
2) The key components of an innovative marketing plan.
3) Challenges facing marketers.
This slide refers to material on p. 499.
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Scr ...
Principles Of Marketing 1
The document discusses key concepts in marketing including:
1. Marketing is managing profitable customer relationships by attracting new customers, retaining current customers, and growing current customers. It is not the same as sales or advertising.
2. The marketing process involves understanding customer needs, designing a customer-driven strategy, capturing value from customers to create profits, and constructing a marketing program to deliver superior value.
3. Key concepts in understanding customers include needs, wants, demands, marketing offers, customer value, satisfaction, and markets. Marketing aims to satisfy customer needs through value and exchange.
Week 19 crm 2 the loyalty card
This document discusses loyalty schemes used by retailers. It presents a model that segments customers into four loyalty categories based on their commitment level and number of stores used: loyal, habitual, spurious, and switcher. The document also provides background on major loyalty programs launched by grocery retailers in the UK. It outlines objectives, benefits, and drawbacks of loyalty schemes from both the retailer and customer perspective. Key benefits for retailers include increased sales and customer insights, while drawbacks include significant costs to implement and maintain schemes.
Relationship Marketing Basic Concepts
1. Definition and importance of Relationship Marketing
2. Evolution of Relationship Marketing
3. Fundamental Principles of Relationship Marketing
4. Expanded Marketing Mix
5. Drivers of Relationship Marketing
6. Elements of Relationship Marketing: Quality, Customer Service and Marketing
Chapter I Crm
The document discusses definitions and evolution of customer relationship management (CRM). It defines CRM as understanding customer behavior through communications to improve acquisition, retention, loyalty and profitability. The evolution of CRM involved stages from mass marketing to direct marketing to target marketing to the current stage of CRM, which uses customer data and analytics to personalize interactions and maximize customer lifetime value. CRM aims to identify, establish, maintain and enhance mutually beneficial relationships with customers.
Marketing meaning & concepts
This document discusses various definitions and concepts of marketing. It begins by providing definitions of marketing from several experts such as the American Marketing Association and Philip Kotler. It then lists characteristics of marketing such as it being a societal process, customer-oriented, and focused on customer satisfaction. The document contrasts marketing and selling approaches. It also outlines traditional marketing concepts like the exchange, production, and product concepts as well as modern concepts like the marketing, societal, and holistic concepts. Overall, the document provides a comprehensive overview of the nature, definitions, and evolution of marketing concepts.
Chapter One.ppt
Marketing involves understanding customer needs and delivering value through products, pricing, placement, and promotion. The marketing concept focuses on customer needs rather than production or selling. An integrated marketing plan blends the 4Ps - product, price, place, promotion - to communicate value and build customer relationships. Capturing customer value through loyalty and repeat sales is the goal. Changing forces like technology, ethics, and globalization impact modern marketing strategies.
1-Introduction-understunding_Mktg__Mktg_Mngnt.ppt
This document provides an overview of key concepts in marketing management. It discusses the evolution of marketing from a production orientation to a customer-focused marketing orientation. The four Ps of marketing (product, price, place, promotion) and their relative importance across different industries are examined. Other topics covered include definitions of marketing, the exchange process, marketing as an organizational function and philosophy, and key terms. The document also explores different business orientations like production, product, and selling orientations compared to a marketing orientation.
Marketing management module 1 core concepts of marketing mba 1st sem by baba...
This document provides summaries of core marketing concepts:
1. It defines key concepts like needs, wants, demand, and different types of demand. It also defines products, value, cost, exchange, transactions, transfer, and negotiation.
2. It discusses relationship marketing and marketing networks. It also defines markets, marketers, and provides definitions of marketing from AMA and the marketing process.
3. It covers designing customer-driven marketing strategies like the production, product, selling, marketing, and societal concepts. It also discusses building customer relationships, customer relationship management, customer value, and satisfaction.
Marketing chapter 1
Marketing involves managing relationships with customers to create value. It was traditionally defined as selling and promotion but is now defined more broadly. Marketing identifies customer needs and develops products and services to meet those needs. It aims to understand customers, build relationships, and capture value over time through loyalty and repeat business. The key aspects of modern marketing are understanding customers, designing strategies to select target markets and position offerings, implementing programs through the marketing mix, building relationships, and retaining customers to maximize their lifetime value and equity.
The effect of market orientation on bussiness profitability(report)
The document discusses the relationship between market orientation and business profitability. It defines market orientation as focusing on identifying and meeting customer needs. The key elements of market orientation include targeting markets, building customer relationships, and coordinating marketing activities. Implementing market orientation helps predict customer changes and satisfy them, thereby increasing business profitability over the long term. However, market orientation requires high costs and may be more suitable for large organizations than small businesses. Overall, the document concludes that market orientation is positively related to business profitability.
Rethinking Marketing
Time to rethink how the organization markets its products and brands. It's all about the customer now not you
Rethinking Marketing
Time to rethink how your organization marketing department is structured because consumers have changed forever
Rethinking Marketing
It's time to rethink marketing and reorganize the organization around your best most profitable customers
Customer relationship management
This document discusses customer relationship management (CRM) strategies used by retailers. It defines CRM as building relationships with customers to increase profitability by developing a base of loyal customers. The CRM process involves collecting customer data, analyzing it to identify best customers, developing CRM programs, and implementing programs. Key aspects covered include determining customer lifetime value, identifying most and least profitable customer segments, and approaches to retain best customers like loyalty programs and personalization while converting good customers and getting rid of unprofitable customers. The document also discusses privacy concerns and regulations around customer data collection and use.
Week 14 location store environment
This document discusses store design and layout. It identifies learning outcomes related to the role of store environment in marketing and the importance of design. It then examines factors that contribute to a retailer's image such as location, merchandise, and customer service. Various elements of store design are explored, including layout approaches like grids and free flows. Atmospherics elements like lighting, music, and scent are also covered. Effective space management is identified as inducing customers to purchase more.
the challenges of relationship marketing in luxury brands
The document discusses relationship marketing in the luxury brand industry. It begins with defining relationship marketing as focusing on long-term customer relationships rather than single transactions. Relationship marketing aims to understand customer needs as they change over time through communication. For luxury brands, relationship marketing is important as they have traditionally built success through close relationships with small customer communities. The document then examines how information technology and customer relationship marketing (CRM) tools can help luxury brands develop new business models to enhance customer relationships and loyalty. It concludes that relationships are very important for luxury marketing success and more research is still needed to fully understand luxury customers and effective CRM strategies.
Perceptions of Market Orientation from a Consumer and Retailer Perspective
This document summarizes a study on perceptions of market orientation from consumer and retailer perspectives. It identifies gaps in market orientation that were found through a consumer survey, retailer survey, and interviews. The study revealed gaps in areas like staff training, how retailers deal with complaints, importance of loyalty programs, refund and sales promotion policies, and online presence. These market orientation gaps were found to negatively impact town center shopping and cause consumers to shop more at out-of-town centers instead.
S1 - Principles Of Strategic Marketing Management.pdf
This document provides an overview of marketing concepts and the development of marketing. It discusses how marketing originated in early civilizations through the exchange of goods. The industrial revolution led to advances in mass production and distribution channels to reach wider markets. Modern marketing practices emerged as companies struggled to establish customer preference. The document defines marketing and discusses concepts like customer value, exchange, relationships and markets. It outlines the marketing process of understanding customer needs and designing strategies to create value. Finally, it covers topics like market segmentation, targeting, positioning, and the marketing audit.
Similar to Week 18 customer relations management (20)
Chapter 18Ethical Marketing in a Consumer-Oriented World Appr.docx
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The effect of market orientation on bussiness profitability(report)
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the challenges of relationship marketing in luxury brands
the challenges of relationship marketing in luxury brands
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