Marketing_L3(2013)
.pdf
Mechanical instruments
To find out what ads work and why, Disney researchers have developed an array of devices to track eye movement, monitor heart rates, and measure other physical responses.
“Neuromarke&ng is reaching consumers where the ac&on is: the brain.”
Implemen&ng the Research Plan
“plan into ac&on”= collec&ng, processing, and analyzing the informa&on
Interpre&ng and Repor&ng the Findings
The market researcher must now interpret the findings, draw conclusions, and report them to management.
Analyzing and Using Marke&ng
Informa&on
Customer Rela&onship Management
Managing detailed informa&on about individual customers and carefully managing customer touch points to maximize customer loyalty.
Touch points
• customer purchases
• sales force contacts
• service and support calls
• Web site visits
• sa&sfac&on surveys
• credit and payment interac&ons
• market research studies
—every contact between a customer and a company
• CRM first burst onto the scene in the early 2000s
• Companies worldwide spent around $14 billion on CRM systems
• CRM consists of sophis&cated so\ware and analy&cal tools, and apply the results to build stronger customer rela&onships
• 360-degree view of the customer rela&onship
• CRM analysts develop data warehouses and use sophis&cated data mining techniques to unearth the riches hidden in customer data.
• By using CRM to understand customers be>er, companies can provide higher levels of customer service and develop deeper customer rela&onships.
• Using CRM to pinpoint high-value customers, target them more e ec&vely, cross-sell the company’s products, and create o ers tailored to specific customer requirements.
• The most common CRM mistake is to view CRM as a technology and so\ware solu&on only.
Distribu&ng and Using Marke&ng
Informa&on
Thank you for your a>en&on!