24415 Chapter Notes - Chapter 10: Customer Relationship Management, Global Sourcing, Customer Satisfaction
Document Summary
Chapter 10 developing and maintaining long-term customer relationships. The (cid:858)right(cid:859) (cid:373)arketi(cid:374)g strateg(cid:455: not about making a large number of transactions, aims at attracting and retaining customers, considers customer needs, wants and expectations, helps develop long-term relationships. Changes in business relationships: cha(cid:374)ge i(cid:374) (cid:271)u(cid:455)ers(cid:859) a(cid:374)d sellers(cid:859) roles shift from competitive negotiation to collaboration. Increase in sole sourcing creates solutions at lower costs. Increase in global sourcing easier to find partners that match specific needs. Increase in team-based buying decisions better decisions come from diverse expertise. Increase in productivity through better integration reduces inefficiency and hard/soft costs. Understanding the role of value: subjective evaluation of benefits relative to costs, helps deter(cid:373)i(cid:374)e (cid:449)orth of a fir(cid:373)(cid:859)s produ(cid:272)t offeri(cid:374)g relati(cid:448)e to other produ(cid:272)t offerings, used to guide marketing strategy. Includes quality in a broader scope: accounts for every marketing program element, explicitly considers customer perceptions, means of organizing internal aspects of marketing strategies.
