...product towards customer orienta-tion, they still need practical holistic concepts enabling efficient sales management and customer approaches. According to PEPELS reporting systems are essential in today’s sales. This incorpo-rates appropriate goal setting and documentation of achievements to monitor progress and success. He further goes saying that reports need to be aligned with customer demands/needs so information gathered and retrieved is useful providing insight in customer satisfaction, reactions to offers, personal information, current status and overall buying habits. Over time this type of reporting and monitoring has become more and more computer-aided – including ERP-systems, CRM-systems,...
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...Assignment Front Sheet Qualification Unit number and title Pearson BTEC Level 5 HND Diploma Business Unit 41: Contemporary Issues in Marketing Management Student Name Assessor name Dr. Nittin Essoo Date issued Completion date Deadline 16.03.2015 11.07.2015 Assignment title(s) Learner declaration I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature: Date: Learning Outcome Learning outcome Assessment Criteria In this assessment you will have the opportunity to present evidence that shows you are able to: 1.1 LO1 Understand the importance of relationship marketing in a contemporary business context explain the concept of knowledge management and its role in relationship marketing 1.2 explain the ways that ICT can support the customer relationship management process in a particular organisation describe the benefits of customer relationship management in a selected organisation make justified recommendations for the improvement in customer relationship management for a selected organisation 1.3 1.4 2.1 LO2 2.2 Understand the 2.3 role of marketing in non-traditional contexts 2.4 3.1 3.2 LO3 LO4 Task no. Understand the 3.3 importance of applying the extended 3.4 marketing mix in the service sector Understand the 4.1 reasons for the increasing 4.2 emphasis on ethics and social ...
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...------------------------------------------------- Customer Relationship Marketing ------------------------------------------------- Customer Relationship Marketing The Importance Of CRM in Business-to-Business Practices The Importance Of CRM in Business-to-Business Practices Contents 1. Introduction 2 2. The Importance of Customer Relationship Marketing 3 2.1 Business Buyer Characteristics 4 2.2 Collaborative Relationships 5 3. Customer Relationship Marketing Strategies 6 3.1 Acquiring the right Customers 6 3.2 Crafting the right value proposition 7 3.3 Instituting the best process 8 3.4 Motivating employees 8 3.5 Learning to retain customers 9 4. Conclusion 9 5. Reference List 10 1. Introduction According to Gordon, customer relationship marketing is defined as ‘…the on-going process of identifying and creating new value with individual customers and then sharing the benefits from this over a lifetime of association’ (Weinstein, 1999). It is very important to note the evolution of Customer Relationship Marketing in the business world. Communicating a generic message to a large group of people was the norm in the past (Belch and Belch, 2007). This proved to be a very expensive method to keep as this non-specific message did not serve well to understand and deliver each and every one of the individual needs of the customer (Belch and Belch, 2007). The 1980’s saw the advent of database marketing which was the first stage in the journey to efficient Customer Relationship Marketing...
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...Customer Relationship Management and Key Account Management [Name of writer] [Name of institution] Table of Contents Introduction 1 Customer Relationship Management 1 Customer Relationship Management in Business to Business 1 Customer Relationship Management in Business to Customer 2 Issues related to CRM in B2B and B2C 2 Customer Privacy 3 Technical Immaturity 4 Ownership and Accountability 4 Importance of Customer Loyalty 5 Conclusion 5 References 7 Customer Relationship Management and Key Account Management Introduction This paper intends to focus on the importance and need of customer relationship management for business organizations. The paper will focus the role of customer relationship management in business to business marketplace. In addition to this, the paper will incorporate the role of customer relationship management in business to customer marketplace. The paper will further illustrate the issues which are associated with customer relationship management in business to business marketplace. Issues related to customer relationship management in business to customer marketplace will also be included in the paper. Positive and negative impacts of relations on business dealings will also be discussed in the paper. All of these discussions will help in understanding proper role of customer relationship management in the both B2C and B2B marketplace. Customer Relationship Management CRM i.e. Customer Relationship Management...
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...The importance of Customer Relationship Management (CRM) Introduction: In the recent years, customer relationship management is getting more important for the development of the companies. It become a significant part of any enterprise’s strategy. First of all, customer is a party that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers. They are buyers, the most important part of a company’s operation. Therefore, any company can not obtain the profits without managing the relation with their customers. The definition of customer relationship management is a business strategy of the companies, which depending on the need of customer rather than the the product itself, by communicating with customers to know their need and thinking, then to gain the loyalty of them. (Smith 2009) This essay will introduce customer relationship management in detail, analysing some reason why it is very important for a company and give serval example of different companies’ operation. Main body 1.1 The history and development of Customer Relationship Management (CRM) First of all, customers are lifelines of the companies and playing a pivotal role. “The philosophical roots can be traced in ideas from service management. Throughout the 1990s, these philosophies were supported by numerous research findings on the importance of customer satisfaction, loyalty and retention for the long-term success of any consumer service...
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... ON CUSTOMER RELATIONSHIP MANAGEMENT Submitted to: Kamalpreet Kaur JRF Punjabi University, Patiala INTRODUCTION The essence of the information technology revolution and, in particular, the World Wide Web is the opportunity to build better relationships with customers than has been previously possible in the offline world. By combining the abilities to respond directly to customer requests and to provide the customer with a highly interactive, customized experience, companies have a greater ability today to establish, nurture, and sustain long-term customer relationships than ever before. The ultimate goal is to transform these relationships into greater profitability by increasing repeat purchase rates and reducing customer acquisition costs. Indeed, this revolution in customer relationship management or CRM1 as it is called, has been referred to as the new “mantra” of marketing. The need to better understand customer behavior and focus on those customers who can deliver long-term profits has changed how marketers view the world. Customer Relationship Management is an innovative approach undertaken by the marketers in the process of developing lifetime customers and maximizing lifetime value of the customers. CRM approach is still new for the corporate managers, as in India the customers are still at the...
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...market. Acquiring techniques or knowledge for new trends is a head start for being a competent employee which can be learned through quality education. Job qualification for Hotel industry is essential in finding a competitive work in the Philippines or even in other countries. Due to the rampant growth in hospitality industry, there has been a major concern for the Hotel and Restaurant Management students to be highly competitive or highly qualified in terms of hotel and restaurant preferences and standards. The job market in the hospitality industry is very competitive, employers will always want new graduates who are ready to “jump in” and start working immediately. Equipped with knowledge on the new trends for today’s hospitality industry, in order to be competitive in this market, newly graduates must possess the maximum skills required to perform efficiently and effectively in the hospitality industry. Industry professionals often claim that what educators teach in the classroom is out dated (Kang, Wu, & Gould, 2005). Technology, the workforce, hospitality and tourism products, and customers are constantly changing. As a result, relevant competencies also evolve. Therefore, university faculty and industry professionals must work together to ensure that graduating students can possess the necessary skills to enter the workforce successfully. These present challenges give empetus to the researchers to study, seek and gather information for the preferred job qualifications...
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...Corporate Mutualism Relationship Retailing in the Modern World Submitted to: Engr. Roy Pelias, MBA Submitted by: Karl Lyle Echiverri Paul Rene Osalla Jun Kanehara Francis Paypa Manuel Montesclaros Entrep 35 TTh 9:00-10:30 Abstract Nowadays it is unavoidable for companies to create customer and brand satisfaction. The economic crisis and decreasing purchase potential enforced companies to develop new marketing strategies. In this context, the concept of relationship retailing comes to the fore. Thanks to fast developments in technology, companies can follow customers shopping intervals and their shopping list and by this means, they make different applications to form loyal customer. In this study, relationship retailing approach has been analyzed to constitute customer and brand loyalty and interrelations among those concepts have been explained theoretically. Corporate Mutualism: Relationship Retailing in the Modern World Companies today often find it hard to stand out amongst their competitors. With the continuous bombardment of advertisements that a consumer is exposed to everyday, a predicament arises that every company must address: Customer Loyalty. How can they ensure their customers’ devotion to their product/company? What can they do to gain the upper hand in today’s globally competitive industries? One strategy that’s recently come to rise is Relationship Marketing. Towards the late 1980s and early 1990s, marketing research began to highlight...
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...opportunity to build better relationships with customers than has been previously possible in the offline world. By combining the abilities to respond directly to customer requests and to provide the customer with a highly interactive, customized experience, companies have a greater ability today to establish, nurture, and sustain long-term customer relationships than ever before. The ultimate goal is to transform these relationships into greater profitability by increasing repeat purchase rates and reducing customer acquisition costs. Indeed, this revolution in customer relationship management or CRM1 as it is called, has been referred to as the new “mantra” of marketing. The need to better understand customer behavior and focus on those customers who can deliver long-term profits has changed how marketers view the world. Customer Relationship Management is an innovative approach undertaken by the marketers in the process of developing lifetime customers and maximizing lifetime value of the customers. CRM approach is still new for the corporate managers, as in India the customers are still at the receiving end only. The concept of CRM and its implementation creates chaos for the marketers, as they are unable to comprehend the benefits of this approach to enhance their relationships with their customers and ultimately gain the long-term profitability profit. History of CRM Before the introduction of CRM systems, customers would buy from a company...
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...From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing Management Decision, 1994, Vol. 32 Iss: 2, pp.4 – 20 Christian Grönroos, Professor of Marketing at the Swedish School of Economics and Business Administration in Helsinki, Finland. Abstract Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future.Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi-faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking. By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship-type marketing strategy for the focus of marketing, pricing, quality management, internal marketing and intraorganizational development. Briefly comments on the possibility of developing a general marketing theory...
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...qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwer...
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...1 | 2. | INTRODUCTION | 2 | 3. | CUSTOMER FOCUS | 3 | 4. | CUSTOMER RELATIONSHIP MANAGEMENT | | 5. | CONCLUSION | | CUSTOMER FOCUS AND RELATIONSHIP MANAGEMENT CUSTOMER FOCUS AND RELATIONSHIP MANAGEMENT 1.Abstract CRM (Customer Relationship Management), sometimes it is called customer management, customer value management, customer centricity, and customer-centric management. CRM has long been the buzzword for airlines aspiring to 'one-to-one' relationships with all customers, all of the time. Its underlying principles are well established too - those airlines that can effectively attract, serve and retain the best customers will see significant positive effects on their bottom line profitability. The deeper the relationship the airline holds with these customers, the more opportunities there will be for selling additional products and services. However, with the emergence of e-business and the 'new economy', the challenges of building strong customer relationships have become even greater. 2.Introduction The jet age and the resulting euphoria in the market have given the ultimate weapon in the hands of the marketers. They now possess many options with them to persuade the customers to buy their products and services. But also because all of these advance, the customer is no more brands loyal. The more...
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...APICS Certified Supply Chain Professional Exam Content Outline I. Supply Chain Management (SCM) Fundamentals (30%) A. Overview of supply chain management 1. Supply chain management process overview 2. Definitions of supply chain, supply chain management, including reverse supply chain 3. Value and benefits of supply chain management (using the supply chain to improve profitability and decrease working capital) a. Key stakeholders in the supply chain 4. Evolution of supply chain management (definition of different stages, recognition, understanding, examples) a. Functional supply chains b. Integrated supply chains (internal and external) c. Value networks B. Aligning supply chain management with corporate strategy 1. Corporate strategy (strategic and financial planning) 2. Competitive priorities and future direction (use of visibility, velocity, and variability) 3. Aligning supply chain strategy and capabilities with corporate strategy 4. Driving supply chain decisions (e.g. processes, capacities, locations, etc.) with competitive priorities and supply chain strategy 5. Using ERP to align operations with...
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...million residential customers and more than 1 million commercial customers, delivers more than 10 billion pieces of mail annually, and maintains relationship with more than 24,000 retail sales points for CPC products and services. CPC maintains relationships with more than 24,000 retail sales points for CPC products and services. 1.2 Problem of CPC From the company started the operation until now, CPC was faced increasingly competition from aggressive independent carriers that were targeting specific business sectors. Customers’ experience with CPC was often complicated and frustrating. Besides, CPC also lack of the knowledge of how to manage their customer, but leaned to focus on their technical process improving the interior works instead of issue what their customer needs and wants (Canada Post: Customer-focused Delivery). A customer could call three or four times about the same issue and receive different responses from call center agents. 2.0 Importance of CRM to CPC Process redesign for Customer Relationship Management (CRM) is so important for CPC’s success. CRM is containing every details of a company’s customers, thus, it’s easy to track a customer. It also can be using to determine a favorable customer (Importance of Customer Relationship Management (CRM), 2012). Besides, CPC can maintain repository on customer profiles by using CRM, thereby treating each client as an individual and not as group. CRM systems also can help CPC to discover new customers, which help the...
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...Linking Customer and Employee Satisfaction to the Bottom Line Also Available from ASQ Quality Press: Analysis of Customer Satisfaction Data Derek R. Allen and Tanniru R. Rao Customer Centered Six Sigma: Linking Customers, Process Improvement, and Financial Results Earl Naumann and Steven H. Hoisington Customer Satisfaction Measurement Simplified: A Step-by-Step Guide for ISO 9001:2000 Certification Terry G. Vavra Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing, and Reporting Customer Satisfaction Measurement Programs Terry G. Vavra Measuring Customer Satisfaction: Survey Design, Use, and Statistical Analysis Methods, Second Edition Bob E. Hayes The Trust Imperative: Performance Improvement through Productive Relationships Stephen Hacker and Marsha Willard Customer Satisfaction Measurement and Management Earl Naumann and Kathleen Giel Performance Measurement Explained: Designing and Implementing Your State-of-the-Art System Bjørn Andersen and Tom Fagerhaug Value Leadership: Winning Competitive Advantage in the Information Age Michael C. Harris To request a complimentary catalog of ASQ Quality Press publications, call 800-248-1946, or visit our Web site at http://qualitypress.asq.org . Linking Customer and Employee Satisfaction to the Bottom Line A Comprehensive Guide to Establishing the Impact of Customer and Employee Satisfaction on Critical Business Outcomes Derek R. Allen and Morris...
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