Marketers’ job is to apply Customer Experience Management very systematically-
STEP No 1
Analyze the experiential world of customers
• Get to know customer needs, wants and lifestyles
STEP No 2
Build the experiential platform
• Connecting strategy and implementation
• Connecting customers expectations
STEP No 3
Design brand
STEP NO 4
Structure customer interface
• All intangibles such as ordering, delivery, attitude behavior
STEP NO 5
Continue experiential innovation
• Anything that can improve customer’s own viewpoint on your products and
services.
CEM accepted purpose is to enable organization to better service through Introduction of reliable processes
and procedures for interacting with customers
by abbi
online books
geo news
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Wednesday, August 11, 2010
CUSTOMER LIFETIME VALUE (CLV)
Marketers’ job is to build long-term association with Customer and his need. Since need is re-occurring,
Marketers long-term principle is to look at the value of the customer to the Company over the whole time
of his being a customer. This relationship IS BUILT WITH A CUSTOMER over a long period of time
and for a long time. Whenever the need arises, the customer relate to that product to satisfy need.
Whenever he feels hungry and wants to eat fast, he reverts to burgers and he decides in favor of a specific
brand. Even if he tries other brands of burgers, he would revert back to that brand more strongly and
shows his loyalty.
by sarah
geo news
Marketers long-term principle is to look at the value of the customer to the Company over the whole time
of his being a customer. This relationship IS BUILT WITH A CUSTOMER over a long period of time
and for a long time. Whenever the need arises, the customer relate to that product to satisfy need.
Whenever he feels hungry and wants to eat fast, he reverts to burgers and he decides in favor of a specific
brand. Even if he tries other brands of burgers, he would revert back to that brand more strongly and
shows his loyalty.
by sarah
geo news
CUSTOMER EXPERIENCE MANAGEMENT
In previous lectures, we have discussed Internal and External Customers. In this lecture, we will discuss
CUSTOMER NEEDS AND EXPECTATIONS and identify as to how we in Marketing attempt to
satisfy them.
NEED
Needs can be described as human requirements. Need is there and its natural. We need food to satisfy our
hunger, water to quench out thirst. Of course need can be more than just food, water and shelter. We need
recreation, education, entertainment and lots of other things to sustain our living.
WANT
Need becomes Want, when they are directed towards a specific object. When hungry we need food; but we
want say a burger. Want can vary from place to place and from people to people. A man in USA can want a
burger to eat when hungry whereas a man in Pakistan needs a ‘Nan”. Want can be different at different
income levels and in various times.
DEMAND
Want becomes a demand when backed up by an individual’s ability to pay for it. A hungry person can want
a burger, but does he have money to demand a burger. Or is there a burger available to him?
MARKETING JOB is not to create Need. Need is there. Marketing function is to offer a specific product
at a certain price and at a certain place (where need is) and at the time when Need is. If marketing function
is performed properly, the product is sold. Or else it would not sell, no matter what?
by eli
geo tv online
free books
CUSTOMER NEEDS AND EXPECTATIONS and identify as to how we in Marketing attempt to
satisfy them.
NEED
Needs can be described as human requirements. Need is there and its natural. We need food to satisfy our
hunger, water to quench out thirst. Of course need can be more than just food, water and shelter. We need
recreation, education, entertainment and lots of other things to sustain our living.
WANT
Need becomes Want, when they are directed towards a specific object. When hungry we need food; but we
want say a burger. Want can vary from place to place and from people to people. A man in USA can want a
burger to eat when hungry whereas a man in Pakistan needs a ‘Nan”. Want can be different at different
income levels and in various times.
DEMAND
Want becomes a demand when backed up by an individual’s ability to pay for it. A hungry person can want
a burger, but does he have money to demand a burger. Or is there a burger available to him?
MARKETING JOB is not to create Need. Need is there. Marketing function is to offer a specific product
at a certain price and at a certain place (where need is) and at the time when Need is. If marketing function
is performed properly, the product is sold. Or else it would not sell, no matter what?
by eli
geo tv online
free books
BENCH MARK OF MARKETING
Marketing, as a discipline, has traveled a long distance in the last four decades. It is a craft of linking the
producers of goods and services with the existing and potential customers. The changes in the consumer
behavior, market place, channels of distribution, the merchandizing, display and almost anything have been
tremendous in the past few decades. The speed of change is stupendous. Major shopping malls, the range of
choices, the buying pattern from personal to internet buying, credit cards etc has taken long strides towards
difference and has totally changed business outlook. The demand for more sophisticated products has
emerged almost in every field. Products have today very close similarities. The research has created nearly
the same kind of services and customer aids. Marketers are today faced with tough decisions. One wrong
decision or delayed decision can completely put business back and give competitors edge over the market
place, which in itself is a tough situation to face.
Today, we call it “marketing for the millennium” which is self-explanatory and challenging. Students
must learn to deal with advances in technology and its impact on marketing. Website today is perhaps as
important as packing.
One marketing specialist said it all
“The future isn’t ahead of us. It has already happened”.
Marketing is typically seen as the task of creating, promoting and delivering goods and services from
producers to consumers.
It has been so since long and perhaps marketing sounds easy if we closely look at the situation. But only
when we analyze, we learn how many changes have taken place in each sector of this creating, promoting
and delivering. The markets have expanded from cities to international; the mode of transport has changed.
Internet and satellite communication has made the globe shrink to almost a few seconds now. In fact all
things have changed. Marketing itself has incorporated many facets. Marketing today is difficult because of
awareness and exchange of information.
The Marketing task is not only to deliver the product. In fact, it entails much more than just promotion and
delivery. Marketing now is:
“Right product for the Right people at the Right time at the Right place at a Right price with Right
services”.
The marketing challenges are to find what is Right?. Marketing task is to stimulate demand for company’s
product. Marketing task is to manage demand, just as production and logistics professional are responsible
for supply management. For demand management., Marketing involves comprehensive understanding of
product ( goods and services), experiences, events, the consumers, the places, information, Ideas,
properties and even its own organization to be able to answer what is right, for whom, where, when and
how?
Marketers are said to be Managers of Demand. They have to know much more than just their own product
as it used to be.
To be able to answer questions more correctly, marketers must understand first the true import of some of
these terms:
by Homan Jo
geo tv live
producers of goods and services with the existing and potential customers. The changes in the consumer
behavior, market place, channels of distribution, the merchandizing, display and almost anything have been
tremendous in the past few decades. The speed of change is stupendous. Major shopping malls, the range of
choices, the buying pattern from personal to internet buying, credit cards etc has taken long strides towards
difference and has totally changed business outlook. The demand for more sophisticated products has
emerged almost in every field. Products have today very close similarities. The research has created nearly
the same kind of services and customer aids. Marketers are today faced with tough decisions. One wrong
decision or delayed decision can completely put business back and give competitors edge over the market
place, which in itself is a tough situation to face.
Today, we call it “marketing for the millennium” which is self-explanatory and challenging. Students
must learn to deal with advances in technology and its impact on marketing. Website today is perhaps as
important as packing.
One marketing specialist said it all
“The future isn’t ahead of us. It has already happened”.
Marketing is typically seen as the task of creating, promoting and delivering goods and services from
producers to consumers.
It has been so since long and perhaps marketing sounds easy if we closely look at the situation. But only
when we analyze, we learn how many changes have taken place in each sector of this creating, promoting
and delivering. The markets have expanded from cities to international; the mode of transport has changed.
Internet and satellite communication has made the globe shrink to almost a few seconds now. In fact all
things have changed. Marketing itself has incorporated many facets. Marketing today is difficult because of
awareness and exchange of information.
The Marketing task is not only to deliver the product. In fact, it entails much more than just promotion and
delivery. Marketing now is:
“Right product for the Right people at the Right time at the Right place at a Right price with Right
services”.
The marketing challenges are to find what is Right?. Marketing task is to stimulate demand for company’s
product. Marketing task is to manage demand, just as production and logistics professional are responsible
for supply management. For demand management., Marketing involves comprehensive understanding of
product ( goods and services), experiences, events, the consumers, the places, information, Ideas,
properties and even its own organization to be able to answer what is right, for whom, where, when and
how?
Marketers are said to be Managers of Demand. They have to know much more than just their own product
as it used to be.
To be able to answer questions more correctly, marketers must understand first the true import of some of
these terms:
by Homan Jo
geo tv live
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