...Languages PROJECT “Customer relationship managment” Performed by Mikhaylyuk Sergey Marketing Faculty Group 1509 Supervised by Mironova Dina Aleksandrovna Project defended on: ______________ 2010 __ Evaluation: ____________________ Tutor’s signature: ____________________ Moscow 2010 Contents Introduction 3 Contextual Background 4 The difference between CRM and relationship marketing 7 Benefits of Individualisation 8 1.1. to the organisation 8 1.2. to the consumer 8 Application of CRM 10 1.1. Electronic Customer Relationship Management (eCRM) 10 1.2 CRM and Supplier Management 10 1.3 Customer Relationship Management and the Marketing Plan 11 Conclusions 13 Bibliography 14 Introduction The study of marketing is one that has been fixed on an evolving range of marketing segments over the last fifty years or so. A look at the progress of the changing focus of marketing shows a considerable shift in thinking. In the 1950's marketers were mostly focused on consumer goods, while the 1960's saw a shift towards industrial markets. In the 1970's effort was focused on non-profit or societal marketing, while in the 1980's the services sector received increasing attention. This leads us to the 1990's and through to the present where relationship marketing is the new focus of marketing. It has evolved from other forms of marketing and has countless benefits for businesses that use the relationship strategy. It is limitless...
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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. The database...
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...have invested a lot of time and costs to develop their interaction with customers before, during and after purchasing because this will help businesses to maximize their profits. In addition, due to the development of information technology, customer relationship management has assisted effectively for companies to achieve several major benefits. Indeed, customer relationship management is extremely important to support firms that not only to understand deeply all customers’ needs but also to give effective strategies on time to take the consumers’ satisfaction and loyalty. Therefore, this essay will attempt to explain the importance of customer relationship management in B2B marketing that can give firms a significant competitive advantage. There are several definitions about Customer Relationship Management (CRM), but some people have many mis-understanding such as database marketing, marketing process, loyalty schemes and do-able by any company....
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...My three departments that I chose to do this essay on are Accounting, Marketing, and Human Resources. These departments I feel are the pinnacle of business management. Without these departments a business can’t function or grow and would eventually crash and burn. I hope to enlighten you on how each of these departments software function and show you why each are needed. An excellent software application for Accounting is the Formtran application. This application is known for being the fastest data collector. The application offers compliance, consistency, and efficiency. This provides help with purchase orders, credit memos, invoices, physical inventor forms, fixed asset forms, capital expenditure requests, and check requests. The software provides a system that helps with certification testing, applicant tracking, charitable fund drives, employee satisfaction, pre-employment testing, time sheets, training, and pay roll forms. If one works in the Marketing department one would benefit from Customer relationship management (CRM). CRM is used the most in large organizations. The marketing and sales department can capture, store, and organize information with the use of CRM to better improve the quality of service to existing and new potential customers. At one touch of a button key information about a company’s customers can help marketing personal make timely and accurate decisions. In the Human Resources department, software applications such as iCIMS are being used by...
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...Executive Summary 2 2.0 Introduction 3 3.0 Brief Description of the Company 4 4.0 Analysis of Customer Relationship Marketing Strategies 5 4.1 The Value Proposition of Ritz-Carlton 5 4.2 The Concept of Experience Economy 6 4.2.1 The "wow effect" of the Company 6 4.3 Four Tier Customer Pyramid 7 4.4 Customer Relationship Management 8 4.5 Customer Complaint and Gap Model 9 5.0 Conclusion 10 6.0 Recommendation 11 7.0 References 12 1.0 Executive Summary The purpose of this report is to analyze the relationship marketing strategies by selecting one service organisation from certain industry and suggest five recommendations for the service organisation to improve its relationship marketing strategies. The introduction of this report started with the introduction and brief description of organisation about the history, objectives, achievements and competitive advantage. The body of the report will be the analysis of the customer relationship marketing strategies of the organisation. This part will explain about the value proposition of the organisation, followed by the concept of the experience economy and development of "wow effect". After that, application of the four tier customer pyramid will be discussed and also analyze how the organisation conducts its customer relationship marketing to build a loyal customer base. At the end of the body part, the processes that the company handle its customer complaints and the gaps...
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...Chapter two 3 2. The company-TESCO: 3 Chapter three 4 3. The Six Markets Model. 4 3.1 Influence markets. 5 3.2 Referral markets 6 3.3 Supplier and Alliance markets. 7 3.4 Recruitment Markets 8 Chapter Four 8 4. Customer relationship. 8 4.1 Loyalty/retention 9 4.2 CRM (Customer relationship management) 12 4.3 The 30 R’s of relationship marketing. (Green-relationship and E-relationship) 13 4.31 Green-relationship (CSR) 13 4.32 E-relationship 15 Chapter Five 15 5. External relationship 15 5.1 Stakeholders 17 5.11 Customers. 17 5.12 Community. 17 Chapter Six 18 6. Internal relationship (Employees). 18 Chapter Seven 20 7.Supply chain （supply chain management） 20 Chapter Eight 21 8. Conclusion and recommendation. 21 Reference GUMMESSON, Evert (2002). Total Relationship Marketing. 2nd ed. Butterworth-Heinemann TESCOPLC. com (2011). Our history. [online]. Last accessed 2011 December 23 at: http://www.tescoplc.com/about-tesco/our-history/ VELOUTSOU, Cleopatra. et al. (2002). Relationship marketing: what if? European Journal of Marketing, 36(4), 433-449. PAYNE, Christopher, and BALLANTYNE (1991). Relationship Marketing: Bringing Quality, Customer Service and Marketing Together, Oxford, Butterworth Heinemann. THIS IS STAFFORDSHIRE.COM (2010). Government rejects Tesco plans to expand store. [online]. Last accessed 1 January 2012 at: http://www.thisisstaffordshire.co.uk/Tesco-facelift-plan-scrap-heap/story-12477119-detail/story.html PHILLIPS...
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...approach in maintaining relationship with customers. Businesses base on the customers as the famous saying, “Customers are always right” The impact of CRM in the commercial world cannot be undervalued. CRM is first and foremost business strategy that can be effectively executed through the appropriate business process and technology management capabilities the best match to an organization’s customer facing goals. Says Francis Buttle, pg 6, yr 2009. Table of Contents Pages 1. Introduction to Customer Realationship Management (CRM) 1 - 2 2. Business Models of Companies # Alibaba.com 3 # Illyria Geotechnologies 4 # iTunes 4 # Apple.Inc 5 # E-Bay 11 5 # Avon 6 # Inland Revenue Board of Malaysia 6 # Syabas 6 # The Northeast Gang Information System 7 # Proton Sdn Bhd 7 # E-Citizen portal of Singapore 8 # Immigration Department of Malaysia 8 3.Social Media Applications 9 4. CRM Software applications 10 5. CRM Strategies and associated business process 11- 12 6. CRM Best Practices 13 - 14 7. Conclusion 15 8. References 16 – 17 Introduction. According to Judith (2003, pg 41) CRM defines as is the strategic use of information, processes, technology and people to manage the customer’s relationship with your company which includes marketing, sales, services and support across the whole customer life cycle. Customer is human beings can make decision and use products or services. Only when...
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...CRM xxxxx xxxxx xxxxx xxxxx This essay will discuss the benefits of using CRM software to aid in daily business operations. The CRM application chosen is called CRMAPP, a full CRM suite that can be used individually or in an enterprise setting. The features and functionality of CRMAPP and how this application can benefit the Pennsylvania State Treasury will be discussed. CRMAPP is a customer relationship management software suite offered by Office Interactive, Inc. The goal of this company is to offer on-site business applications designed for partner companies to deploy to customers. CRMAPP is designed specifically for small to medium businesses so that they can deliver mature business solutions at an affordable cost that were previously only available to large corporations with large IT budgets. The first and less costly version is CRMAPP Professional. For 1-10 users, the cost is $250 per user per year, with more than ten users it drops to $195 per user per year. With the professional version of the application, there are four main that the application focuses on; Collaboration, Sales, Marketing and Customer Service. Collaboration gives the business the ability to easily share, edit and manage documents more efficiently. Business...
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...Exam Name___________________________________ TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 1) Companies can use configuration tables provided by the enterprise software to tailor a particular aspect of the system to the way it does business. Answer: True False 2) Enterprise systems are typically built around one or two major business workflows. Answer: True False 3) Enterprise systems are designed primarily to allow communication between an organization and outside partners and suppliers. Answer: True False 4) The upstream portion of the supply chain consists of the organizations and processes for distributing and delivering products to the final customers. Answer: True False 5) Supply chain inefficiencies can waste as much as 25 percent of a company’s operating costs. Answer: True False 6) Safety stock acts as an inexpensive buffer for the lack of flexibility in the supply chain. Answer: True False 7) The bullwhip effect is the distortion of information about the demand for a product as it passes from one entity to the next across the supply chain. Answer: True False 8) Supply chain execution systems enable the firm to generate demand forecasts for a product and to develop sourcing and manufacturing plans for that product. Answer: True False 9) To minimize the expense of implementing an enterprise...
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...1 Department of Computing Goldsmiths College University of London Syed Sahin Ali (MA902SA) Course Code: IS51014A-CIS Course Title: COMPUTING SPECTRUM (CIS) Assignment 1 Lecturer: Dr James Ohene-Djan Handout date 25/10/10 Date to submit 15/11/10 Introduction In this assignment I will be answering 10 essay questions about computer information systems. I will be trying to determine why information systems are so essential in business, and how businesses use information systems. Syed Sahin Ali (MA902SA) 2 COMPUTING SPECTRUM (CIS) Assignment 1 1) What is the difference between information technology and information systems? Describe some of the functions of information systems. In your answer include two examples of information technologies and two examples of information systems. A) Information Systems are systems, which have been designed to collect, manipulate, store and distribute data. Information systems help with decision-making, were once accurate and current data was inaccessible now is readily available. This helps decrease business costs and helps retain customers. If a company is facing a challenge or problem, information systems provide a solution. Information systems help managers make better decisions, increase profitability and make more efficient business processes. Two organisations that use information systems are Tesco who keep a record of what you buy, if you own a Tesco club card. Also universities, like Goldsmiths, keep a record of student...
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...of Relationship Marketing Introduction Marketing theory and related approaches had been founded since 1950s that have been playing a major role in academic and business administration perspectives for nearly half of a century. As market grows and environment changes by, new theories and approaches have been innovated by antecedent scholars and practitioners in addition to traditional transaction marketing. Relationship marketing is a relatively new theory that emerged since 1990s. Egan (2008) addresses that service marketing and industrial marketing are the two crucial theories contributing to relationship marketing. Gronroos (1994) indicates the paradigm shift is taking place from marketing mix to relationship marketing. Like other perspectives in the business world, evolution of the theories and approaches may eventually bring actual changes to the implementing level. For instance, in recent decades, conversion happened in most of the organizations that personnel department turned into a human resource department and computer department turned into an information technology department. As marketers recognized the importance of developing buyer-seller relationships (Dwyer et al, 1987), relationship marketing may play more important role in the future and widely spread over to all kinds of businesses. Nevertheless, this is not a comfortable highway since people do have limited knowledge and individual manner in applying the relationship marketing without firmly...
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...Marketing Mix “The four P approach has led to a manipulative attitude to people” (Gummesson, 2002:285). “What marketing deserves is new approaches, new paradigms, which are more market oriented” (Gronroos, 2002:140). “We propose that the mix has now reached its vanishing point, and we argue that marketing requires a new paradigm” (O’Malley & Patterson, 2002:50). What is common among the above three quotations is the fact that they are all against the Marketing mix. They also share the common belief that it’s time for a radical change, one where the 4Ps are rejected for a new paradigm. But the importance of the 4Ps is being undermined. Despite its limitations, they still form the base which is being used by modern organizations. This paper attempts to show the importance of the marketing mix for modern marketers and that it cannot be relegated from modern marketing strategy. The paper is divided into six parts. Beginning with the introduction it then moves on to the development of the marketing mix theory. The third part contains the literature review of the mix. The fourth asserts that marketing mix in conjunction with RM and CRM can result in a successful marketing strategy and the fifth uses Lexus as an example to prove this assertion. It ends with the conclusion. What Is Marketing Mix? The Oxford Dictionary of Business and Management’s definition of the Marketing Mix is of “the factors controlled by a company that can influence consumers’ buying of its products” (Anon...
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...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 operation. Now call CRM capabilities...
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...Marketing Management 555 Corporate Societal Marketing: Much More Than Sponsorship of Non-Profit Organisations Unit: Marketing Management 555 Assessment: Assignment 2 – Individual Research Paper Lecturer: Astrid Fackelmann Due date: 14 March 2012 Word Count: 3769 words (includes in-text referencing) Student: Tracey Piani Student Number: 08801476 Introduction Consumers increasing awareness and concern for environmental and social issues, over the past two decades, has lead to significant changes in business relationships between the non-profit and for-profit organisations (Polonsky and Speed 2001; Till 2000). Marketing research indicates consumers increasingly reward or intend to reward companies, whose business practices encompass environmental and social issues, prompting corporations to move beyond simply donating to worthy causes to seek out mutually beneficial relationships with non-profit organisations (Till 2000; Wymer and Sargeant 2006; Wymer and Samu 2009). With seventy- five percent of consumers indicating they would switch brands to a company involved with a charitable cause, if price and quality are equal, corporate giving, regardless of its form makes good business sense (Till 2000). Corporate giving is now considered a competitive resource and important marketing tool, with corporate executives proactive and strategic in their donation tactics, addressing their corporate social responsibility objectives...
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...Supply Chain & Procurement | 17 | 6. E-Security: Protecting and e-business & its infrastructure | 19 | 7. E-Marketing: How to push your e-commerce business using marketing tools online. | 21 | 8. E-CRM: Managing customer relations online | 24 | 9. The future of e-business | 29 | Conclusion | 31 | Bibliography | 34 | Introduction: Through this assignment I will be discussing the use of e-commerce in modern retailing. This essay aims to explore: What e-commerce is, the infrastructure needed to establish an e-business and the wider impact of e-commerce on the traditional business and retail environment. These aims will outline the main effects of e-commerce on a business. These will be achieved through: * Outlining the origins of e-business * Assessing the external impact of e-commerce on the environment & traditional retailing. * Examining the implementation and sustainability of an e-commerce business: Systems, Structures & Costs. * The impact of e-commerce on the logistics of a business * Analysing the use of e-marketing within this environment. * Discussing the need & use of customer relationship management (CRM) in an e-business. * Analysis of any future growth & development of e-commerce in business and retail. These objectives outline the main areas of this essay & subjects for discussion in an...
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