TAILIEUCHUNG - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 10 - Dwyer, Tanner

Chapter 10 - Creating customer dialogue. After reading this chapter, you should be able to: Understand the process of customer relationship management, relate various marketing activities to that process, understand how strategy varies depending on the application of buying theory. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 CREATING CUSTOMER DIALOGUE FOUR STEPS IN THE CRM PROCESS Segment & Profile the Market Implement Evaluate Design Communication and Pricing Strategy 1. 4. 3. 2. EXHIBIT 10-1 10- IMC STRATEGY REQUIREMENTS DETERMINE HOW WE WILL COMMUNICATE WITH OUR CUSTOMER DETERMINE HOW OUR CUSTOMER WANTS TO COMMUNICATE WITH US MEASURE COMMUNICATION AND FEEDBACK AND MAKE CHANGES WHERE NECESSARY 10- WHAT IS IMC? IT PROVIDES TWO-WAY DIALOGUE BETWEEN SUPPLIER-CUSTOMER IT PROVIDES FOR A UNIFORM MESSAGE DELIVERED THROUGH ALL COMPANY MEDIA (ADVERTISING, SELLING EFFORT, DIRECT MAIL, TRADE SHOWS) IT FOCUSES ON MEETING THE INFORMATION NEEDS OF THE BUYER 10- THE CONTINUOUS IMC PLANNING PROCESS Set Goals Determine Communication Elements Create Message Place Messages in Media Measure Results Make Adjustments Exhibit 10-2 10- Action Desire Interest Awareness Exhibit 10-3 THE HIERARCHY OF EFFECTS MODEL

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