Class 5 CRM - Copyright © 2009 Indiana University Class 5...

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Unformatted text preview: Copyright © 2009 Indiana University Class 5 CRM M370 ICore John Talbott Faculty Department of Marketing Fall 2010 Copyright © 2009 Indiana University Copyright © 2009 Indiana University Copyright © 2009 Indiana University Key Points from Class 5 • Can you distinguish between good and bad cannibalization? • Give an example of a valuable position. • What are the elements of a positioning statement? • How are DAA’s and Profitability Analysis used to help firms choose which segments to target? • What is a USP? Copyright © 2009 Indiana University Copyright © 2009 Indiana University Learning Goals • You will understand several elements of CRM. • You will see how CRM can help companies improve profitability of key customers. • You will understands some of the problems with implementation of CRM. Copyright © 2009 Indiana University Copyright © 2009 Indiana University CRM • “Powerful databases and electronic data networks are allowing companies to collect concise information about customers”. • “The ultimate goal is to develop highly committed customers who not only make repeat purchases and generate continual revenue streams, but also require minimal maintenance along the way”. “Customer Profitability and Lifetime Value” Copyright © 2009 Indiana University Copyright © 2009 Indiana University CRM • Abe Lincoln once said, "... you can't please all of the people all of the time." We believe he was right. If you try to make everyone your customer, you're in for a rough ride. In fact, choosing the right customers (and avoiding the rest) is essential to building a profitable business....
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This note was uploaded on 11/05/2010 for the course BUS F370 taught by Professor Tom during the Spring '10 term at Indiana Institute of Technology.

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Class 5 CRM - Copyright © 2009 Indiana University Class 5...

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