Transcript It is the marketing goal of keeping your customers from going to the

Marketing
Shell Oil
Good marketing cannot be imagined
without concern about customers:
 One of the strategies in this field is Customer
Relationship Management (CRM). It is a
process of methodology used to learn more
about customers’ needs and behaviors in order
to develop stronger relationships with them.
There are many technological components to
CRM, but thinking about CRM in primarily
technological terms is a mistake.
 The more useful way to think about CRM is as a
process that will help bring together lots of
pieces of information about customers,
sales, marketing effectiveness,
responsiveness and market trends.
 The other useful strategy is Customer
Retention. It is the marketing goal of keeping
your customers from going to the competition.
The rule of the thumb is that it costs five to ten
times less to keep a customer than it does to
acquire a new one.
 Retaining customers means keeping them active
with you. If you don’t, they will slip away and
eventaully no longer be customers. The truth is,
almost all customers will leave you eventually.
The trick is to keep them active and happy as
long as possible, and to make money doing it.
An example: Shell Oil strategy
 Over the past few years this company has been
developing detailed knowledge of consumer
needs and attitudes, which formed the basis for
a new initiative.
 They studied a sample group of their customers
to find out what their needs were.
 The result was that everyone wanted three
things form their service station: competitive
price, a nearby location and good quality
fuel.
A focus group was set up for each
segment; an anthropological study was
carried out, which involved team members
spending long hours with people from
each segment, watching them at home
and accompanying them on shopping trips
to see their buying habits.
The study indicated that three groups
should be targeted:
 Premium speeders -outgoing, ambitious,
competitive and detail oriented. They drive
upmarket cars.
 Simplicity seekers -loyal, caring and sensitive,
frustrated with complexities of everyday life.
They want simple, easy tarnsactions.
 Safety firsters -control orientated, confident
people, like oder and comfort of the familiar.
Prefer to stay close to cars.
The common thread was that they all
wanted a faster and easier service than
anything already available.
A new advertising campaign was launched
and a sophisticated measurement system
introduced to monitor satisfaction,
behaviour and perception of the brand.
Compound adjectives II
Some compound adjectives can be formed by
combining two words with no hyphen: match
the two columns to form adjectives.
 Up
 Down
 Over
 Under
 Out
 Due
 Drawn
 Market
 Staffed
 Worked
 Priced
 Paid
 Dated
Replace the words in italics with a
compound adjective:
1) The invoice still hasn’t been paid. It’s now two
weeks late.
2) Some of our customers are complaining that
our products are too expensive.
3) Our latest policy is to introduce more luxury
products. This means that we will phase out
our less sophisticated brands.
4) During the Christmas period many employees
will be on vacation and as a result the
company will be short of personnel.
5) The only catalogue I could find is from last year
but I’afraid that the information in it is no longer
valid.
6) For the last few weeks I’ve been staying late to
get everything finished; I really feel that i’ve been
doing too much.
7) The database is two years old and needs to be
changed to include the latest information.
8) The workers claim that they are not earning
enough.
9) My bank account has been in debit for the last
two months.