Part 2: A manufacturer of computer chips has been unable to convince her dealers to give her the names and addresses of the end consumer. She understands CRM and wants to implement a plan that includes both the dealers and the end users. Define an approach that the manufacturer can take to build a CRM environment that provides optimal flow of all relative information in support of the company-consumer relationships. The response should take into account the company's culture, size, structure (functional, brand alignment, geographic, account management, industry category, matrix, by customer), technology, and processes.
The manufacturer needs to realize that the relationship of the dealer to their customers can and should be considered part of their value as a member of the distribution channel. The value-add then of the dealer is in nurturing and assisting with the development of these relationships including understanding their unmet needs to ensure manufacturers create products that align to customers' unmet needs. In constructing a CRM system then, the computer chip manufacturer needs to realize that first there needs to be a thorough review of the processes that manufacturers in their industry rely on for communicating with dealers, in addition to an understanding of the processes that dealers rely on for communicating with each other as well. Secondly, there needs to be a concentration on the unmet needs of the dealer both for managing their own business but also in managing the relationships they have with key customers. These processes need to form the foundation of an it infrastructure that allows for security and confidentiality by each member of the distribution channel, including the manufacturer, retailer, or any wholesalers involved. Taken together the automating of these processes that take into account the specific requirements of the company's culture form a partner relationship management (PRM) system accessible through a portal (Nambisan, Nambisan, 2008). The definition...
Product Mix: Old Spice Old Spice is a line of products that meet personal needs of people, providing varied services. Initial Old Spice products were for women, and they had the brand name of Early Old Spice. The product came into the market in the year 1937, with an extension occurring in 1938 that introduced Old Spice for men. The products of Old Spice initially were after shave lotions, shaving soaps,
The adverts to be used must be tailored to the lifestyles of the target market. The internet as a promotional tool must be treated with utmost importance. The manufacturer must realize the full potential of the internet as a promotional tool. Showrooms must also be used as tool or mediums of promoting Volkswagen CC. TV adverts too are also not to be forgotten. Hesterberg (2009) noted that the use of
On the other hand, iMac is performing relatively great from AMD in terms of a number of things like cost effectiveness, quality and advertisement. In the next section, we will talk about the marketing mix which usually called marketing communication mix. Marketing Mix of iMac Marketing mix essence is the most important essence underlies in marketing communication. Through the mix the researcher analyze the operation management of an entity along with
Ultimately, these differences are superficial because the customer will always look for the same things -- quality and value. The notion that services are not comparable is absurd. For this to be true, a service would need to be in a monopoly. It is easy to compare your current haircut with your last, your current lawyer with your friend's lawyer. Customers constantly compare services, just as much as they compare
Thus, all content will be designed to avoid such data collection (no signups or memberships, for example) (Aftab, 2005). The company will also engage in a public relations strategy. The company will actively seek appearances on talk shows and other media to spread the word about our new squeezable colored peanut butter. The public relations program will emphasize the dual messages of fun and nutrition with which we want to
All legal stipulations in regard to the usage of licensed and branded merchandise would be respected. 8. Sales It is initially expected that the aerobics class would sell subscriptions to 1,500 customers. This high volume of sales would be due to promotional offers which promote the aerobics class at lower retail prices. As the promotions expire however, a small decline in the number of sales is expected. The company is however confident
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