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MARKETING MANAGEMENT

Presented By MANJU S

Contents
Customer Profitability. Customer profitability analysis. Cultivating Customer Relationships. Customer database.

Customer Profitability

What makes a customer profitable???? Emphasis is on lifetime stream of revenue and cost. Marketers can assess profitability individually.

Customer Profitability Analysis


Activity Based Costing(ABC) Costs should include not only the cost of making. Customers can be classified into profit tiers.

Cultivating Customer Relationship.


Cultivating long term customer relationship. Internet facilitates communication between customers. E.g. Amazon

Customer Relationship Management..

It is the process of carefully managing detailed information about individual customers.

CRM enables companies to provide excellent real time customer service.


Marketing Memo

Attracting & Retaining Customers


Reducing Defection Retention Interacting with customers.

Customer databases
Database marketing is a systematic approach to the gathering, consolidation, and processing of consumer data (both for customers and potential customers) that is maintained in a company's databases

Customer Database..

Cont.

Difference between Mailing list and Customer database.

Benefits of customer database..


effective marketing communications, through a more personal approach and the development of new/improved products/services enhanced customer satisfaction and hence customer retention. increased value from your existing customers .

Increasing Value of the Customer Base

REFERENCES REFERENCES

Philip Kotler, Kevin Lane Keller Marketing management 13th edition,pearson education(2009)

THANK YOU

THANK YOU.

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