Required Reading for this week:Chapter 14  https://ng.cengage.com/static/nb/ui/evo/index.html?eISBN=9780357165539&snapshotId=899247&id=350243193&  Chapter 15  https://ng.cengage.com/static/nb/ui/e

Required Reading for this week:

• Chapter 14  https://ng.cengage.com/static/nb/ui/evo/index.html?eISBN=9780357165539&snapshotId=899247&id=350243193& 
• Chapter 15  https://ng.cengage.com/static/nb/ui/evo/index.html?eISBN=9780357165539&snapshotId=899247&id=350243194& 

IntegrateW7 Lecture 1 "Customer Relationship Manager"

W7 Lecture Customer Relationship Manager

 For this week's lecture, please listen to the podcast and/or read the transcript below. 

Do companies care what customers think? You bet they do! 

A routine purchase is called a low-involvement purchase whereas a high-involvement purchase is somewhat more of a deliberate process. The customer experience is important and is governed by customer expectations. For example, for a low-involvement purchase, customers may expect to walk in a store (or go online), buy what they have always bought, and be done with it. Think about buying the cereal Cheerios. The customer may look for the yellow box, the image of the round oat, and the size of the box. That may be it! If the customer is happy with previous purchases, he or she will expect the same experience with this purchase. There is a great relationship between this product and the consumer.

For a high-involvement purchase,(for example, when a consumer is looking to purchase a new computer but does not know if a laptop or tablet will do the job), consumers look for answers to their questions. They may turn to sales associates, online ratings of computers, or comparison of prices and accompanying value (i.e. tech support for the computer). The cutomer builds expectations during this process of research to make the purchase.

Customer Feedback

How do you know if the customer is satisfied? You ask them! There are numerous devices such as surveys, follow up calls, and tracking products through registrations. Each of these gives the company feedback from the consumer. This is yet another time to use focus groups. Customers can be interviewed to get candid feedback about the product. If the feedback is good, marketers know that they are on the right track; if the feedback is poor, then the company may need to go back to the drawing board on product design, packaging, distribution, sales or support. What if the problem is not with the product itself, but with customer expectations? If this is the case, customer expectations can be re-examined and work can be done to impact future sales.

CRM

How do you get customers to shop for your product time and again? Providing a quality product at a fair price, and providing excellent customer service are good starts, but sometimes the customer needs to be reminded to come back and buy your product again. Wouldn't it be great to track your customers, to examine the data regarding their consumer behavior? Special computer software called CRM (Customer Relationship Manager) helps with tracking customers and encouraging sales. A CRM will track customer information and serve as a tool to solicit future sales. It will contain the customer’s contact information, sales information and purchase habits. This will help your Customer Service group or sales force to know when to reach out to the customer.

Life-long customers are the goal of most companies. Building a solid relationship with the customer will allow for future sales with minimal investment, thus budgets can be aimed towards attracting new customers rather than repairing relationships with unhappy customer

W7 Video Lecture Marketing Management

 https://www.youtube.com/watch?time_continue=2&v=hnEQq7kNFWo 

W7 Discussion "Marketing Reliability"

Marketing Management

Marketing Reliability

Analyzing outcomes from previous months is a helpful step in refining projections and a process. Discuss the importance of evaluating the competition and continually refining your position in the market to maintain an advantage.

In your initial post…Provide a synopsis for your case and evaluation of your results, using a scholarly article found on EBSCOhost as your basis for your reasoning. Give specific examples from your source (and be sure to cite your source).

Follow up posts…After your initial post, read over the responses posted by your peers and your instructor. Select at least two different posts, and address the following in your responses: Is there a common theme in your peer’s responses?