Marketing management Lessen 1 3 Customer Relationship Management

Marketing management Lessen 1 -3 Customer Relationship Management

Customer relationship management The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

Customer relationship management Customer perceived value: The customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers

Customer relationship management Customer satisfaction The extent to which a product’s perceived performance matches a buyer’s expectation

Customer relationship management The outcomes of creating customer value 1 - Creating customer loyalty and retention 2 - Growing share of customer 3 - Building customer equity

Customer relationship management An expanded model of the marketing process Understanding the marketplace and customer needs and wants Design a customer -driven marketing strategy Research customers and the marketplace Select customers to serve: market segmentation and targeting Manage marketing information and customer data Decide on a value proposition: differentiation and positioning Construct an integrated marketing program that delivers superior value Product and service design: build strong brands Pricing: create real value Distribution: manage demand supply chains Promotion: communicate the value proposition Build profitable relationships and create customer delight Capture value from customers to create profits and customer equity Customer relationship management: build strong relationship with chosen customers Create satisfied, loyal customers Partner relationship management: build strong relationships with marketing partners Increase share of market and share of customer Capture customer lifetime value