Most common CRM mistake is to view CRM as a technology software process only o

Most common crm mistake is to view crm as a

This preview shows page 17 - 20 out of 21 pages.

Most common CRM mistake is to view CRM as a technology & software process only o Companies can’t improve customer relationships by simply installing some new software o Marketers should start w/fundamentals of managing customer relationships & then employ high-tech solutions Distributing & Using Marketing Information Marketing info has no value until it is used to gain customer insights & make better marketing decisions Marketing info system must make the info readily available to managers & others who need it, when they need it Marketing managers may also need nonroutine info for special situations & on-the-spot decisions Info distribution involves making info available in timely, user-friendly way Many firms use internal CRM systems to facilitate this process o These systems provide ready access to research & intelligence info, customer contact info, reports, shared work documents & more Companies are increasingly allowing key customers & value-network members to access account, product, and other data on demand Suppliers, customers, resellers, & other select network members may access info to update their accounts, arrange purchases, & check orders against inventories to improve customer service
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Today’s marketing managers can gain direct access to a company’s info system at any time & from virtually anywhere Such systems allow managers to get info they need directly & quickly & tailor it to their own needs Marketing Research in Small Businesses and Non-Profit Organizations Managers of small businesses and not-for-profit organizations often think that marketing research can be done only be experts in large companies w/big research budgets Small businesses & not-for-profit organizations can obtain good marketing insights through observation or informal surveys using small convenience samples Many associations, local media, & government agencies provide special help to small organizations Small businesses can collect considerable amount of info at very little cost online o Can scour competitor & customer websites & use internet search engines to research specific companies & issues Secondary data collection, observation, surveys, & experiments can all be used effectively by small organizations w/small budgets o Although these informal research methods are less complex & less costly, they must still be conducted w/care Managers must think carefully about objectives of research, formulate questions in advance, recognize biases introduced by smaller samples & less skilled researchers, & conduct research systematically International Marketing Research International researchers face more & different problems Domestic researchers deal with fairly homogenous markets within a single country In many foreign markets, international researchers may have difficult time finding good secondary data Many countries have almost no research services at all Most research firms operate in only a relative handful of countries
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