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1 Marketing Management
Dimitri KapelianisSchool of Management
University of New Mexico
Customer Relationship Management
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2Agenda
The marketing minute (or fifteen)
Admin stuff: Return Quiz 2
Info about Quiz 3
Group Project Status Reports
Class objectives for this session
Theory: Customer Relationship Management
Case: Rosewood Hotels
Homework for next class
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Quiz 1 Quiz 2
Count = 25 Mean = 78.4%
s.d. = 8%
Max = 96%
Min = 64%
Count = 23 Mean = 83.5%
s.d. = 9%
Max = 96%
Min = 68%
3
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4 Info about Quiz Three
Three quizzes in total; keep two highest scores
Collectively, 20% of final grade
Third quiz on Tuesday, 30 March
Covers READINGS from sessions 6 to 9, inclusive:
Building Loyalty in Business Markets (HBR)
Financial Analysis for Profit-Driven Pricing (Sloan)
Customer Profitability and Lifetime Value (HBR
30 minutes long, from 6PM to 6:30PM
25 multiple choice questions Focus on knowledge of readings,
plus some math
Calculators are permitted, laptops are not
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Group ProjectStatus Reports
5
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Class objectives
Explain the concept of customer lifetime value (CLT
V) andthe importance of maximizing a customers lifetime value
for
the firm
Learn the components of customer lifetime value and how
each component can be estimated.
Calculate customer lifetime value on a combination of
financial and nonfinancial data.
Explore the risks and opportunities associated with
corporate
branding vs the branding of individual products
Devise specific strategies to increase customers lifetime
value.
Select appropriate strategies to deal with unprofitable
customers
Identify the main determinants of customer equity
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7Our perspective in this class
The C
hain ofMarketing
Productivity
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Understanding
Customer Behavior
Opportunity Assessment
Marketing Strategy
Marketing Assets
Segmentation
Targeting
Positioning
4Ps:. Product
. Price
. Distribution
. PromotionFinancial Position
The Chain of Marketing Productivity
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9Theory
Customer Relationship
Management
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10The case: Rosewood Hotels
1. Why is Rosewood considering a new brand
strategy?
2. Wh
at are th
e pros and cons of moving fromindividual brands to a corporate
brand?
3. Will the move to corporate branding maximize firm
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Class objectives
Explain the concept of customer lifetime value (CLT
V) andthe importance of maximizing a customers lifetime value
for
the firm
Learn the components of customer lifetime value and how
each component can be estimated.
Calculate customer lifetime value on a combination of
financial and nonfinancial data.
Explore the risks and opportunities associated with
corporate
branding vs the branding of individual products
Devise specific strategies to increase customers lifetime
value.
Select appropriate strategies to deal with unprofitable
customers
Identify the main determinants of customer equity
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12 Homework for next class
Managing Across Geograph
ies
READING: Golden Arches Bridge Local Tastes (Financial Times)
Reversing Field, Macys Goes Local (WSJ)
CASE: Colgate Max Fresh
(LAST case eligible for write-up)
