Bài giảng Business Marketing - Chapter 10: Creating customer dialogue

IMC STRATEGY REQUIREMENTS DETERMINE HOW WE WILL COMMUNICATE WITH OUR CUSTOMER DETERMINE HOW OUR CUSTOMER WANTS TO COMMUNICATE WITH US MEASURE COMMUNICATION AND FEEDBACK AND MAKE CHANGES WHERE NECESSARY

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McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.Chapter 10CREATING CUSTOMER DIALOGUEFOUR STEPS IN THE CRM PROCESSSegment &Profile the MarketImplementEvaluateDesignCommunication andPricing Strategy1.4.3.2.EXHIBIT 10-110-*IMC STRATEGY REQUIREMENTSDETERMINE HOW WE WILL COMMUNICATE WITH OUR CUSTOMERDETERMINE HOW OUR CUSTOMER WANTS TO COMMUNICATE WITH USMEASURE COMMUNICATION AND FEEDBACK AND MAKE CHANGES WHERE NECESSARY10-*WHAT IS IMC?IT PROVIDES TWO-WAY DIALOGUE BETWEEN SUPPLIER-CUSTOMERIT PROVIDES FOR A UNIFORM MESSAGE DELIVERED THROUGH ALL COMPANY MEDIA (ADVERTISING, SELLING EFFORT, DIRECT MAIL, TRADE SHOWS)IT FOCUSES ON MEETING THE INFORMATION NEEDS OF THE BUYER10-*THE CONTINUOUS IMC PLANNING PROCESSSet GoalsDetermineCommunicationElementsCreate MessagePlace Messagesin MediaMeasure ResultsMake AdjustmentsExhibit 10-210-*ActionDesireInterestAwarenessExhibit 10-3THE HIERARCHY OF EFFECTS MODEL10-*COMMUNICATION TOOL KITADVERTISING—Directed to a general audience, primarily through trade publications, the web, television, radio, billboardsDIRECT MARKETING—Directed to a specific audience to generate leads and generate sales through the mail, by fax or Internet and catalogsPUBLIC RELATIONS—Focuses on relationships to create goodwill and support relationshipsINTERNET—Website information and support and e-mail for communicatingTRADE SHOWS—Exhibits and demonstrates products and services in a public venue with personal interactionTELEMARKETING—Inbound and outbound electronic communication allowing greater feedback opportunitiesPERSONAL SELLING—Adaptable selling method established by one-on-one contactMARKETING RESEARCH—Capturing information that will enable stronger customer relationships10-*Create or Strengthen ImageCreate FavorableClimate for SalespeopleGenerateSales LeadsCloseSalesTHE ROLES OF ADVERTISINGExhibit 10-610-*ACHIEVING CUSTOMER RETENTION THROUGH COMMUNICATIONCOMMUNICATE PROACTIVELY AND REGULARLY TO YOUR CUSTOMERSMAKE DIALOGUE EASY TO INITIATE BY YOUR CUSTOMERSMAKE IT EASY TO RESPOND TO YOUR COMMUNICATION EFFORTS10-*WHERE MARKETING COMMUNICATION DOLLARS ARE SPENT 24.8%Direct Marketing Market ResearchOnline MarketingPremiums & IncentivesPublic Relations4.2%5.8%3.1%Sales Force ManagementOtherAdvertisingTrade ShowsSales Promotion 18.0% 16.9%4.4%4.2%4.3%5.8%7.7% 24.8%3.1% 10.8% 18.0% 16.9%4.4%4.2%4.3%5.8%7.7% 24.8%3.1% 10.8%Exhibit 10-810-*THE BUDGET BREAKDOWN METHOD (Allocates Total Available Budget)TOTAL AVAILABLE BUDGET FUNDSTrade ShowMailRadioMagazinesNewspaperInternetSales ForceAllocated to:Exhibit 10-1010-*THE BUDGET BUILDUP (Creates Total Budget)Trade ShowsMailRadioMagazinesNewspaperInternetSales ForceHow Much is Needed for ObjectiveCreates Total BudgetExhibit 10-1010-*
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