Presented By Mr Sadam Hussain Indhar

Presentation ON CRM

Marketing: Managing Profitable Marketing: Managing Profitable Customer RelationshipsCustomer Relationships

What is Marketing?

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Marketing is managing profitable customer relationships

Attracting new customersRetaining and growing current

customers“Marketing” is NOT synonymous

with “sales” or “advertising”

What is Marketing?

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Kotler’s social definition: “Marketing is a social and managerial

process by which individuals and groups obtain what they need and

want through creating and exchanging products and value with others.”

What is Marketing?

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GoodsServicesExperiencesEventsPersons

PlacesPropertiesOrganizationsInformationIdeas

Many Things Can Be Many Things Can Be Marketed!Marketed!

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Needs, wants, and demands

Marketing offers: including

products, services and experiences

Value and satisfaction

Exchange, transactions

and relationships

Markets

Core Marketing ConceptsCore Marketing Concepts

What is Marketing?

Marketing Management

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Marketing management is “the art and science of

choosing target markets and building profitable

relationships with them.”Creating, delivering and

communicating superior customer value is key.

Marketing Management

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Customer Management:Marketers select customers

that can be served well and profitably.

Demand Management:Marketers must deal with

different demand states ranging from no demand to

too much demand.

Marketing Management

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Production concept

Product concept

Selling concept

Marketing concept• Societal marketing conceptSocietal marketing concept

Management OrientationsManagement Orientations

Marketing Management

CRM

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CRM – Customer relationship management . . .

“is the overall process of building and maintaining

profitable customer relationships by delivering

superior customer value and satisfaction.”

CRM

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It costs 5 to 10 times MORE to attract a new customer than it does to keep a

current customer satisfied.Marketers must be concerned with the

lifetime value of the customer.

CRM

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Attracting, retaining and

growing customers

Building customer relationships and customer equity

Customer value/satisfactionPerceptions are keyMeeting/exceeding

expectations creates satisfaction

Loyalty and retentionBenefits of loyalty Loyalty increases as

satisfaction levels increaseDelighting consumers

should be the goalGrowing share of customer

Cross-selling

Key ConceptsKey Concepts

CRM

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Customer equityThe total combined

customer lifetime values of all

customers.Measures a firm’s

performance, but in a manner that

looks to the future.

Key ConceptsKey Concepts• Attracting, Attracting,

retaining and retaining and growing growing customerscustomers

• Building Building customer customer relationships relationships and customer and customer equityequity

CRM

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Customer relationship levels and tools

Target market typically dictates type

of relationshipBasic relationshipsFull relationships

Customer loyalty and retention programs

Adding financial benefitsAdding social benefitsAdding structural ties

• Attracting, Attracting, retaining and retaining and growing growing customerscustomers

• Building Building customer customer relationships relationships and customer and customer equityequity

Key ConceptsKey Concepts

Marketing Challenges

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Technological advances, rapid globalization, and continuing

social and economic shifts are causing marketplace changes.

Major marketing developments can be grouped under the

theme of Connecting.

Marketing Challenges

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Via technologyWith customersWith marketing

partnersWith the world

Advances in computers, telecommunications,

video-conferencing, etc. are major forces.

Databases allow for customization of

products, messages and analysis of needs.

The InternetFacilitates anytime,

anywhere connectionsFacilitates CRMCreates marketspaces

ConnectingConnecting

Marketing Challenges

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Via technologyWith customersWith marketing

partnersWith the world

Selective relationship management is key.

Customer profitability analysis separates

winners from losers.Growing “share of

customer” Cross-selling and up-

selling are helpful.Direct sales to buyers

are growing.

ConnectingConnecting

Marketing Challenges

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Via technologyWith customersWith marketing

partnersWith the world

Partner relationship management

involves:Connecting inside

the companyConnecting with

outside partnersSupply chain

managementStrategic alliances

ConnectingConnecting

Marketing Challenges

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Via technologyWith customersWith marketing

partnersWith the world

GlobalizationCompetitionNew opportunities

Greater concern for environmental and

social responsibilityIncreased marketing

by nonprofit and public-sector entities

Social marketing campaigns

ConnectingConnecting

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