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Lesson-3-Customer-Relationship-Management.pdf - Lesson 3:...

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Lesson 3: Customer Relationship Management3.1 Learning ObjectivesAt the end of the lesson, students should be able to:1.Explain the four fundamental ideas of marketing concept.2.Discuss the fundamental attributes of basic customer service in greater detail.3.Define and explain customer satisfaction.4.Define value-added services and discuss how they help foster customer success.3.2 The Meaning of CustomerFrom the perspective of the total supply chain, the ultimate customer is theenduserof the product or service. There are two types of end user:Consumeran individual or household that purchases products andservices to satisfy personal needs.Organizational end useran institution that purchases products andservices and allows end user to perform a task in that organization.Another perspective of customer exists for a specific firm within the supplychain. This perspective recognizes that intermediate organizations often exist betweenthe firm and customers. Common terminology generally recognizes these organizationsasintermediate customers.Finally, for a logistician, a customer isany delivery location. Typicaldestinations range from consumers’ homes to retail and wholesale businesses to thereceiving docks of manufacturing plants and warehouses.Regardless of the motivationand delivery purpose, the customer being served is the focal point and driving force inestablishing logistical strategy.3.3 Customer-Focused MarketingThe Marketing ConceptThe basic principles of customer-focused marketing have their roots in themarketing concepta business philosophy that suggests that the focal point of abusiness’s strategy must be the customers it intends to serve. It holds that for anorganization to achieve its goals, it must be more effective than competitors inidentifying specific customer needs and focusing resources and activities on thesecustomer requirements.Four (4) Fundamental Ideas of Marketing ConceptCustomer needs and requirements are more basic than products or servicesDifferent customers have different needs and requirements
Products and services become meaningful only when available andpositioned from the customer’s perspectiveSales volume is secondary to profitTransactional Vs. Relationship MarketingTransactional marketing - a traditional marketing strategy which focuses onobtaining successful exchanges, or transactions with customers to drive increasesin revenue and profit. Companies are generally oriented toward short-terminteraction with their customers.Relationship marketing - focuses on the development of long-term relations withkey supply chain participants such as consumers, intermediate costumers, andsuppliers in an effort to develop and retain long-term preference and loyalty.

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Term
Winter
Professor
m.reyes
Tags
Marketing, Supply Chain Management, Logistics, Customer relationship management

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