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7/25/2019 Part 3 - Connecting With Customers
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MKTG302 MARKETING MANAGEMENT
PART 3. CONNECTING WITHCUSTOMERS
PART 3. CONNECTING WITH CUSTOMERS
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Outline
Chate! ". C!eatin# $%n#&Te!' $%(alt( Relati%n) Chate! *. Anal(+in# C%n)u'e! Ma!,et)
Chate! -. Anal(+in# u)ine)) Ma!,et)
Chate! /. Tain# int% Gl%al Ma!,et)
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PART 3. CONNECTING WITH CUSTOMERS
Chate! ". C!eatin# $%n#&Te!'$%(alt( Relati%n)hi)
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1ue)ti%n)
What a!e u)t%'e! alue4 )ati)5ati%n4 an6 l%(alt(h%7 an %'anie) 6elie! the'8
What i) the li5eti'e alue %5 u)t%'e!)4 an6 h%7
'a!,ete!) 'a9i'i+e it8
H%7 an %'anie) att!at an6 !etain the !i#ht u
an6 ultiate )t!%n# u)t%'e! !elati%n)hi) an6
%''unitie)8
H%7 6% u)t%'e!): ne7 aailitie) a55et the 7a
%'anie) %n6ut thei! 'a!,etin#8
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Sue))5ul 'a!,ete!) a!e th%)e a!e5ull( ultiate u)t%'e!
satisfactionan6 loyalty.
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Cu)t%'e! ;alue4 Sati)5ati%n4 an6 $%
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Cu)t%'e! ;alue4 Sati)5ati%n4 an6 $%
CUSTOMER&PERCEI;E< ;A$UE
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Loyaltyha) een 6e5ine6 a)
=a 6eel( hel6 %''it'ent t% !eu
!eat!%ni+e a !e5e!!e6 !%6ut %! )e!
the 5utu!e 6e)ite )ituati%nal in5luene
'a!,etin# e55%!t) hain# the %tent
au)e )7ithin# ehai%!.>
PART 3. CONNECTING WITH CUSTOMERS
PART 3 CONNECTING WITH CUSTOMERS
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Cu)t%'e! ;alue4 Sati)5ati%n4 an6 $%
TOTA$ CUSTOMER SATIS?ACTION Satisfaction i) a e!)%n:) 5eelin#) %5
lea)u!e %! 6i)a%int'ent that !e)u
%'a!in# a !%6ut %! )e!ie:) e!e!5%!'ane @%! %ut%'e t% e9eta
PART 3. CONNECTING WITH CUSTOMERS
PART 3 CONNECTING WITH CUSTOMERS
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Cu)t%'e! ;alue4 Sati)5ati%n4 an6 $%
MONITORING SATIS?ACTION Mea)u!e'ent tehniBue)
In5luene %5 u)t%'e! )ati)5ati%n
PART 3. CONNECTING WITH CUSTOMERS
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Qualityi) the t%talit( %5 5eatu!e)ha!ate!i)ti) %5 a !%6ut %! )e
that ea! %n it) ailit( t% )ati)5( )
%! i'lie6 nee6).
PART 3. CONNECTING WITH CUSTOMERS
PART 3 CONNECTING WITH CUSTOMERS
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Cu)t%'e! ;alue4 Sati)5ati%n4 an6 $%
PRO
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Ma9i'i+in# Cu)t%'e! $i5eti'e ;
Ma!,etin# i) the a!t %5 att!atin#
,eein# !%5itale u)t%'e!)
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PART 3 CONNECTING WITH CUSTOMERS
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Ma9i'i+in# Cu)t%'e! $i5eti'e ;
The 7ell&,n%7n /020 !ule )tate) that /0
%! '%!e %5 the %'an(:) !%5it) %'e 5!%'
t% 20 e!ent %5 it) u)t%'e!).
PART 3. CONNECTING WITH CUSTOMERS
PART 3 CONNECTING WITH CUSTOMERS
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Ma9i'i+in# Cu)t%'e! $i5eti'e ;
CUSTOMER PRO?ITAI$ITA profital! custom!r i) a e!)%n4 h%u)eh%l64 %%'an( that %e! ti'e (iel6) a !eenue )t!ea'
e9ee6in# ( an aetale a'%unt the %'an(
)t!ea' 5%! att!atin#4 )ellin#4 an6 )e!in# that u)
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Ma9i'i+in# Cu)t%'e! $i5eti'e ;
ATTRACTING AN< RETAININGCUSTOMERS Re6uin# 6e5eti%n
Retenti%n 6(na'i) @'a!,etin# 5unnel
Mana#in# the u)t%'e! a)e
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Ma9i'i+in# Cu)t%'e! $i5eti'e ;
RAN< COMMUNITIESA ran' community i) a )eiali+e6 %''unit( %n)u'e!) an6 e'l%(ee) 7h%)e i6enti5iati%n a
atiitie) 5%u) a!%un6 the !an6.
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Cultiatin# Cu)t%'e! Relati%n)h CUSTOMER RE$ATIONSHIP MANAGEM
Pe!)%nali+in# 'a!,etin#
Cu)t%'e! e'%7e!'ent
Cu)t%'e! !eie7) an6 !e%''en6ati%n)
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Ke(7%!6)Cu)t%'e!&e!eie6 alue4 l%(alt(4 t%tal u)t%'e!
)ati)5ati%n4 )ati)5ati%n4 Bualit(4 !%5itale u)t%'e
u)t%'e! !%5itailit(4 u)t%'e! li5eti'e alue @C$;
att!atin# an6 !etainin# u)t%'e!)4 'a!,etin# 5unn
l%(alt( 6(na'i)4 u)t%'e! l%(alt(4 !an6 %''un
u)t%'e! !elati%n)hi 'ana#e'ent @CRM
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PART 3. CONNECTING WITH CUSTOMERS
Chate! *. Anal(+in# C%n)u'e!
Ma!,et)
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u)ine)) %!#ani+ati%n) 6% n%t %nl( )ellD th
u( a)t Buantitie) %5 !a7 'ate!ial)4 'anu5
%'%nent)4 lant an6 eBui'ent4 )ulie
u)ine)) )e!ie).
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What i) O!#ani+ati%nal u(in#8 ,r)ani-ational uyin) i) the 6ei)i%n&'a
!%e)) ( 7hih 5%!'al %!#ani+ati%n) e)t
the nee6 5%! u!ha)e6 !%6ut) an6 )e!
an6 i6enti5(4 ealuate4 an6 h%%)e a'%n#
alte!natie !an6) an6 )ulie!).
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What i) O!#ani+ati%nal u(in#8 The usin!ss mar.!t %n)i)t) %5 all the
%!#ani+ati%n) that aBui!e #%%6) an6 )e!
u)e6 in the !%6uti%n %5 %the! !%6ut) %
)e!ie) that a!e )%l64 !ente64 %! )ulie6
%the!).
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What i) O!#ani+ati%nal u(in#8/!atur!s of usin!ss +ar.!ts
?e7e!4 la!#e! u(e!)
Cl%)e )ulie! u)t%'e! !elati%n)hi
P!%5e))i%nal u!ha)in#
Multile u(in# in5luene)
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What i) O!#ani+ati%nal u(in#8
uyin) Situations
St!ai#ht !eu(
M%6i5ie6 !eu(
Ne7 ta),
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Sta#e) in u(in# P!%e))F. P!%le' !e%#niti%n
2. Gene!al nee6 6e)!iti%n
3. P!%6ut )ei5iati%n
. Sulie! )ea!h
". P!%%)al )%liitati%n*. Sulie! )eleti%n
-. O!6e!&!%utine )ei5iati%n
/. Pe!5%!'ane !eie7
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Sta#e) in u(in# P!%e))
rol!m r!co)nition The u(in# !%e)) e#in) 7hen )%'e%n%'an( !e%#ni+e) a !%le' %! nee6 th
e 'et ( aBui!in# a #%%6 %! )e!ie.
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Sta#e) in u(in# P!%e))
!n!ral n!!' '!scription The u(e! 6ete!'ine) the nee6e6 ite':) #ha!ate!i)ti) an6 !eBui!e6 Buantit(.
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Sta#e) in u(in# P!%e))
ro'uct sp!cification The u(in# %!#ani+ati%n n%7 6eel%) thetehnial )ei5iati%n). O5ten4 the %'a
a))i#n a !%6ut&alue&anal()i) en#inee!i
t% the !%et.
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Sta#e) in u(in# P!%e))
Suppli!r s!arc( The u(e! ne9t t!ie) t% i6enti5( the '%)t
a!%!iate )ulie!) th!%u#h t!a6e 6i!et%
%ntat) 7ith %the! %'anie)4 t!a6e
a6e!ti)e'ent)4 t!a6e )h%7)4 an6 the Inte
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Sta#e) in u(in# P!%e))
roposal solicitation The u(e! ne9t inite) Buali5ie6 )ulie!) t
)u'it 7!itten !%%)al). A5te! ealuatin#
the u(e! 7ill inite a 5e7 )ulie!) t% 'a,
5%!'al !e)entati%n).
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Sta#e) in u(in# P!%e))
Suppli!r s!l!ction e5%!e )eletin# a )ulie!4 the u(in# en
)ei5( an6 !an, 6e)i!e6 )ulie! att!iute
u)in# a )ulie!&ealuati%n '%6el.
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Sta#e) in u(in# P!%e))
,r'!rroutin! sp!cificationA5te! )eletin# )ulie!)4 the u(e! ne#%tia
5inal %!6e!4 li)tin# the tehnial )ei5iati%
Buantit( nee6e64 the e9ete6 ti'e %5 6eli
!etu!n %liie)4 7a!!antie)4 an6 )% %n.
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Sta#e) in u(in# P!%e))
!rformanc! r!#i! The u(e! e!i%6iall( !eie7) the e!5%!'
%5 the h%)en )ulie!@). The e!5%!'an
!eie7 'a( lea6 the u(e! t% %ntinue4 '%
en6 a )ulie! !elati%n)hi.
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2 Ma!,etin# P!%#!a')
"ommunication an' ran'in) acti
Syst!ms uyin) an' s!llin)
*ol! of supporti#! s!r#ic!s
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2 Cu)t%'e! Relati%n)hi a)i u(in# an6 )ellin#
a!e %ne)
C%nt!atual t!an)ati%n
Cu)t%'e! )ul(
C%%e!atie )()te') C%lla%!atie
Mutuall( a6atie
Cu)t%'e! i) ,in#
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Ke(7%!6)%!#ani+ati%nal u(in#4 u)ine)) 'a!,et4 )t!ai#ht !e
'%6i5ie6 !eu(4 ne7 ta),4 u(in# ente!4 !%le'!e%#niti%n4 #ene!al nee6 6e)!iti%n4 !%6ut )e
)ulie! )ea!h4 !%%)al )%liitati%n4 )ulie! )ele
%!6e!&!%utine )ei5iati%n4 e!5%!'ane !eie7