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Branding / Competitors & Customers / Environment External / Framework / Management / Marketing / Strategy Subjects / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of 5 Key Elements in Positioning Statement: Target market, buyers main problem, key benefit, competitors and features. Principle: Lists the five key elements to describe in any positioning statement. Issues: Internal communication to guide...
Management / Marketing / Models / Relationship Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of Types of relationship marketing programs: Types of Relationship Marketing Programs CUSTOMER TYPE Program Type Individual Customers Distributors / Resellers Institutional Buyers (Business to Business) Continuity Marketing Loyalty Programs Continuous Replenishment and...
Framework / Management / Marketing / Relationship Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of Relationship Value Management Framework: The Value Process: Value Determination – Value Creation – Value Delivery – Value Assessment Customer Value: Customer Attraction – Customer Satisfaction – Customer Retention Employee Value: Employee Recruitment...
Management / Marketing / Models / Relationship Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of Relationship System Interface: The Market, Customers / Staff / System, Vision, Shared Beliefs, Dialogue, Innovative, Leadership, Ethics / Management / Feedback Principle: Illustrates interdependence that determine the business relationships Issues: A –...
Framework / Management / Marketing / Relationship Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of A “Multi-dimensional” relationship marketing ladder of customer loyalty: PASSIVE relationship -> Existence of need -> Realisation of need -> SUSPECT Problem recognition ->Information search -> PROSPECT Evaluation ->Choise -> CUSTOMER -> CLIENT Post...
Framework / Information / Management / Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of CRM system: CRM applications Examples of functions supported Examples of application Applications that support the analysis of aggregate customer information Marketing Risk management Data mining Applications that support service delivery Sales...
Framework / Management / Marketing / Relationship Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of 30Rs of relationship marketing: Classic market relationships R1 The classic dyad – the relationship between supplier and the customer R2 The classic triad – the drama of the customer-supplier-competitor triangle R3 The...
Management / Marketing / Models / Relationship Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of The Components in CRM: Relationship-Based Interfaces, An Emphasis on Quality, Measure Customer Satisfaction but Manage Customer Service, Invest in People, Maintaining Dialogue with Customers, Setting Realistic Targets and Assessing Performance Principle: Identifies...
Framework / Management / Marketing / Relationship Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of Relational Exchange Categories: Category Description Supplier partnerships 1. Goods suppliers Partnership between manufacturers and their goods suppliers 2. Service suppliers Relational exchanges between service providers and their respective clients, for example, advertising...
Framework / Management / Marketing / Relationship Marketing / Strategy Tools
by John Sohn · Published 3rd August 2019
Elements of Transactional & Relationship Marketing Differences: Transactional marketing Orientation to single sale Emphasis on single transactions Discontinuous customer contact Focus on product features Short time scale Little empahsis on customer service Limited commitment...
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