Transcript Chapter 10

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
1.
Segment &
Profile the Market
4. Evaluate
Design
Communication and 2.
Pricing Strategy
Implement
3.
EXHIBIT 10-1
10-3
IMC STRATEGY REQUIREMENTS
1. DETERMINE HOW WE WILL
COMMUNICATE WITH OUR CUSTOMER
2. DETERMINE HOW OUR CUSTOMER
WANTS TO COMMUNICATE WITH US
3. MEASURE COMMUNICATION AND
FEEDBACK AND MAKE CHANGES WHERE
NECESSARY
10-4
WHAT IS IMC?
1. IT PROVIDES TWO-WAY DIALOGUE
BETWEEN SUPPLIER-CUSTOMER
2. IT PROVIDES FOR A UNIFORM MESSAGE
DELIVERED THROUGH ALL COMPANY
MEDIA
(ADVERTISING, SELLING EFFORT, DIRECT
MAIL, TRADE SHOWS)
3. IT FOCUSES ON MEETING THE
INFORMATION NEEDS OF THE BUYER
10-5
THE CONTINUOUS
IMC PLANNING PROCESS
Set Goals
Determine
Communication
Elements
Make Adjustments
Measure Results
Create Message
Place Messages
in Media
Exhibit 10-2
10-6
THE HIERARCHY OF EFFECTS MODEL
Action
Desire
Interest
Awareness
Exhibit 10-3
10-7
COMMUNICATION TOOL KIT
1.
ADVERTISING—Directed to a general audience, primarily through trade
publications, the web, television, radio, billboards
2.
DIRECT MARKETING—Directed to a specific audience to generate leads and
generate sales through the mail, by fax or Internet and catalogs
3.
PUBLIC RELATIONS—Focuses on relationships to create goodwill and support
relationships
4.
INTERNET—Website information and support and e-mail for communicating
5.
TRADE SHOWS—Exhibits and demonstrates products and services in a public
venue with personal interaction
6.
TELEMARKETING—Inbound and outbound electronic communication allowing
greater feedback opportunities
7.
PERSONAL SELLING—Adaptable selling method established by one-on-one
contact
8.
MARKETING RESEARCH—Capturing information that will enable stronger
customer relationships
10-8
THE ROLES OF ADVERTISING
Close
Sales
Generate
Sales Leads
Create Favorable
Climate for Salespeople
Create or Strengthen Image
Exhibit 10-6
10-9
ACHIEVING CUSTOMER RETENTION
THROUGH COMMUNICATION
1. COMMUNICATE PROACTIVELY AND
REGULARLY TO YOUR CUSTOMERS
2. MAKE DIALOGUE EASY TO INITIATE
BY YOUR CUSTOMERS
3. MAKE IT EASY TO RESPOND TO YOUR
COMMUNICATION EFFORTS
10-10
WHERE MARKETING COMMUNICATION
DOLLARS ARE SPENT
Direct Marketing
Online
Marketing
Advertising
Market
Research
Premiums &
Incentives
Other
7.7%
7.7%
5.8%
24.8%
24.8%
4.2%
4.4%
4.4%
3.1%
3.1%
3.1%
10.8%
10.8%
16.9%
16.9%
Trade
Shows
Public
Relations
Sales Force
Management
18.0%
18.0%
Sales Promotion
Exhibit 10-8
10-11
THE BUDGET BREAKDOWN METHOD
(Allocates Total Available Budget)
TOTAL AVAILABLE BUDGET FUNDS
Allocated to:
Trade Show
Sales Force
Mail
Magazines
Radio
Internet
Newspaper
Exhibit 10-10
10-12
THE BUDGET BUILDUP
(Creates Total Budget)
How Much is Needed for Objective
Trade Shows
Mail
Radio
Newspaper
Magazines
Sales Force
Internet
Creates Total Budget
Exhibit 10-10
10-13