tailieunhanh - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 10 - Dwyer, Tanner

Chapter 10 - Creating customer dialogue. After reading this chapter, you should be able to: Understand the process of customer relationship management, relate various marketing activities to that process, understand how strategy varies depending on the application of buying theory. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 CREATING CUSTOMER DIALOGUE FOUR STEPS IN THE CRM PROCESS Segment & Profile the Market Implement Evaluate Design Communication and Pricing Strategy 1. 4. 3. 2. EXHIBIT 10-1 10- IMC STRATEGY REQUIREMENTS DETERMINE HOW WE WILL COMMUNICATE WITH OUR CUSTOMER DETERMINE HOW OUR CUSTOMER WANTS TO COMMUNICATE WITH US MEASURE COMMUNICATION AND FEEDBACK AND MAKE CHANGES WHERE NECESSARY 10- WHAT IS IMC? IT PROVIDES TWO-WAY DIALOGUE BETWEEN SUPPLIER-CUSTOMER IT PROVIDES FOR A UNIFORM MESSAGE DELIVERED THROUGH ALL COMPANY MEDIA (ADVERTISING, SELLING EFFORT, DIRECT MAIL, TRADE SHOWS) IT FOCUSES ON MEETING THE INFORMATION NEEDS OF THE BUYER 10- THE CONTINUOUS IMC PLANNING PROCESS Set Goals Determine Communication Elements Create Message Place Messages in Media Measure Results Make Adjustments Exhibit 10-2 10- Action Desire Interest Awareness Exhibit 10-3 THE HIERARCHY OF EFFECTS MODEL | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 CREATING CUSTOMER DIALOGUE FOUR STEPS IN THE CRM PROCESS Segment & Profile the Market Implement Evaluate Design Communication and Pricing Strategy 1. 4. 3. 2. EXHIBIT 10-1 10- IMC STRATEGY REQUIREMENTS DETERMINE HOW WE WILL COMMUNICATE WITH OUR CUSTOMER DETERMINE HOW OUR CUSTOMER WANTS TO COMMUNICATE WITH US MEASURE COMMUNICATION AND FEEDBACK AND MAKE CHANGES WHERE NECESSARY 10- WHAT IS IMC? IT PROVIDES TWO-WAY DIALOGUE BETWEEN SUPPLIER-CUSTOMER IT PROVIDES FOR A UNIFORM MESSAGE DELIVERED THROUGH ALL COMPANY MEDIA (ADVERTISING, SELLING EFFORT, DIRECT MAIL, TRADE SHOWS) IT FOCUSES ON MEETING THE INFORMATION NEEDS OF THE BUYER 10- THE CONTINUOUS IMC PLANNING PROCESS Set Goals Determine Communication Elements Create Message Place Messages in Media Measure Results Make Adjustments Exhibit 10-2 10- Action Desire Interest Awareness Exhibit 10-3 THE HIERARCHY OF EFFECTS MODEL 10- COMMUNICATION TOOL KIT ADVERTISING—Directed to a general audience, primarily through trade publications, the web, television, radio, billboards DIRECT MARKETING—Directed to a specific audience to generate leads and generate sales through the mail, by fax or Internet and catalogs PUBLIC RELATIONS—Focuses on relationships to create goodwill and support relationships INTERNET—Website information and support and e-mail for communicating TRADE SHOWS—Exhibits and demonstrates products and services in a public venue with personal interaction TELEMARKETING—Inbound and outbound electronic communication allowing greater feedback opportunities PERSONAL SELLING—Adaptable selling method established by one-on-one contact MARKETING RESEARCH—Capturing information that will enable stronger customer relationships 10- Create or Strengthen Image Create Favorable Climate for Salespeople Generate Sales Leads Close Sales THE ROLES OF ADVERTISING Exhibit 10-6 10- ACHIEVING CUSTOMER RETENTION