Bài giảng Business Marketing - Chapter 10: Creating customer dialogue

McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.Chapter 10CREATING CUSTOMER DIALOGUEFOUR STEPS IN THE CRM PROCESSSegment &Profile the MarketImplementEvaluateDesignCommunication andPricing Strategy1.4.3.2.EXHIBIT 10-110-*IMC STRATEGY REQUIREMENTSDETERMINE HOW WE WILL COMMUNICATE WITH OUR CUSTOMERDETERMINE HOW OUR CUSTOMER WANTS TO COMMUNICATE WITH USMEASURE COMMUNICATION AND FEEDBACK AND MAKE CHANGES WHERE NECESSARY10-*WHAT IS IMC?IT PROVIDES TWO-WAY DIALOGUE BETWEEN SUPPLIER-CUSTOMERIT 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 BUYER10-*THE CONTINUOUSIMC PLANNING PROCESSSet GoalsDetermineCommunicationElementsCreate MessagePlace Messagesin MediaMeasure ResultsMake AdjustmentsExhibit 10-210-*ActionDesireInterestAwarenessExhibit 10-3THE HIERARCHY OF EFFECTS MODEL10-*COMMUNICATION TOOL KITADVERTISING—Directed to a general audience, primarily through trade publications, the web, television, radio, billboardsDIRECT MARKETING—Directed to a specific audience to generate leads and generate sales through the mail, by fax or Internet and catalogsPUBLIC RELATIONS—Focuses on relationships to create goodwill and support relationshipsINTERNET—Website information and support and e-mail for communicatingTRADE SHOWS—Exhibits and demonstrates products and services in a public venue with personal interactionTELEMARKETING—Inbound and outbound electronic communication allowing greater feedback opportunitiesPERSONAL SELLING—Adaptable selling method established by one-on-one contactMARKETING RESEARCH—Capturing information that will enable stronger customer relationships10-*Create or Strengthen ImageCreate FavorableClimate for SalespeopleGenerateSales LeadsCloseSalesTHE ROLES OF ADVERTISINGExhibit 10-610-*ACHIEVING CUSTOMER RETENTION THROUGH COMMUNICATIONCOMMUNICATE PROACTIVELY AND REGULARLY TO YOUR CUSTOMERSMAKE DIALOGUE EASY TO INITIATE BY YOUR CUSTOMERSMAKE IT EASY TO RESPOND TO YOUR COMMUNICATION EFFORTS10-*WHERE MARKETING COMMUNICATION DOLLARS ARE SPENT24.8%Direct MarketingMarketResearchOnlineMarketingPremiums & IncentivesPublicRelations4.2%5.8%3.1%Sales ForceManagementOtherAdvertisingTradeShowsSales Promotion18.0%16.9%4.4%4.2%4.3%5.8%7.7%24.8%3.1% 10.8%18.0%16.9%4.4%4.2%4.3%5.8%7.7%24.8%3.1% 10.8%Exhibit 10-810-*THE BUDGET BREAKDOWN METHOD(Allocates Total Available Budget)TOTAL AVAILABLE BUDGET FUNDSTrade ShowMailRadioMagazinesNewspaperInternetSales ForceAllocated to:Exhibit 10-1010-*THE BUDGET BUILDUP(Creates Total Budget)Trade ShowsMailRadioMagazinesNewspaperInternetSales ForceHow Much is Needed for ObjectiveCreates Total BudgetExhibit 10-1010-*