...used to link with customers, bringing considerable cost savings. This activities are mainly directed towards enhancing links with customers Now, the IT is not only serving company, but it benefits customers. The major challenge was changing attitudes, insights, and getting people to understand and accept that this is the part of their work. They avoided channel conflict, and not bypassed traditional channels. Sandvik Steel plans to offer to each customer a personalized web page, due to enhance its online service to customers. Question 2: What is the core element of Sandvik's e-business strategy? The core element of Sandvik’s e-business strategy is Customer Relationship Management. Question 3: In the online context, how do you understand the process of customer relationship building? I think that the best way to stay focused on customer needs is to ask customers about their satisfaction with the products/services they receive and to seek suggestions for improvement on a regular basis, or customizing customer contact (mentioned in text personalized web pages). Question 4: Describe briefly Web tools that helped Sandvik to build online customer relationship, what are the benefits for customers? They made a extranet site, where users can obtain worldwide stock information, catalogues and training aids, or take part in online discussions. They allows customers not only to buy tools over the net, but also to design them online – customer can save around...
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...chain and how the distribution channels like direct channels, the retailer customer process, Wholesaler-retailer-customer process and Producer-wholesaler-retailer-customer process. I will also mention aspects such as logistics,shipping, online distribution, customer loyalty and many other channels are operated. I will start off with how Tesco operate in direct channels in how the producer supplies or serves directly to a consumer, without any wholesalers. So ,Tesco as its direct, the channel process will be shorted meaning some food products will have to be distributed from the UK however specific types of food will be distributed from abroad, meaning the cost will be less and the company will have more fresh products . I think by Tesco using this process, the company will save money because instead of distributing from producers and working the process through wholesalers Tesco can avoid spending money on the wholesalers. However Tesco will not get the food products packaged like it would be if Tesco went to the wholesalers so Tesco must make sure that the producers are reliable and have good quality so the money is not wasted on liabilities like bad producers. In order to make profit Tesco use fresh foods like fruits, vegetables and meat, Tesco put the price up when the foods are fresh, knowing that customers always want fresh food so Tesco took advantage and made the foods expensive that way Tesco make more money than usual. In my opinion I think this strategy from Tesco is...
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...moving along different channels through multiple devices. While surfing on the internet they expect retailers to pay attention to their specific needs and emotions based on their current actions, location and historic behavior. To be relevant, retailers need to recognize them everywhere and create a seamless experience. They have to create a singular presentation across all touch points in the customer journey (CMO, 2013). "Every part of the business must Think Customer". (Welfare, 2011, p. 91) An omnichannel approach offers a solution; it takes a deep look at customers and helps retailers understand how they naturally interact with their brands. With an omnichannel retailers have to offer the same items across many different channels; in their physical store, webshop and mobile application. All the elements of their marketing will connect to each other to create a complete customer experience. If you asked me, every retailer must be an omnichannel. But why is it so important for retailers to be an omnichannel? First of all, Welfare (2011) says that "understanding your customer will allow your business to grow with your customer and provide them, and the potential new customers bring with them, with complete satisfaction for their lifetime" (p. 3). Knowing your customers takes time and effort, but I think when making your customers happy they will return in multiples; a happy customer will tell five people about an experience, whereas unhappy customer will tell 11 people....
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...McDonald’s corporation. In the beginning McDonalds placed 12 kiosks to test the market and customer interest in the concept. The initial kiosks offered food vending items and DVD rentals. Today Redbox has over 24,900 kiosks placed throughout the United States. The distribution strategy that McDonalds used was Direct Channel strategy and Single Channel strategy. As the concept continued to be successful, McDonalds continued to use Direct Channel strategy and also started using the Multiple Channel Stategy. In 2005 Coinstar purchased 47.3% of Redbox. When you think of McDonalds, a person usually thinks of fast food like hamburgers and their signature French fries. But in 2002 McDonalds wanted to find a new way to bring more customer traffic to their restaurants, while also being able to provide convenience to their customers. McDonalds introduced kiosks machine where a customer could get select needed or wanted items. The original kiosks included items like sandwiches, eggs and milk, while also offering DVD rentals. McDonalds choose this direct and single channel distribution strategy to test the market. Direct channel distribution strategy is defined as ‘selling products to end users through independent intermediaries such as wholesalers, distributors, retailers and or agents’. (Gordon, 2013) The single channel distribution strategy, is defined as “utilizing only one channel of distribution to reach end users of a product”. (Gordon, 2013) This test market was conducted...
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...Axia College Material Appendix B Audience-Focused Communication Matrix Use the matrix to complete the information. Write 3-4 sentences for each item. • What are some audience characteristics you need to consider? • What communication channels would be appropriate and why? • What would you do to ensure your message is effective? • What are some considerations you must keep in mind given the diversity of the audience? |Audience-Focused Communication | |Audience |Audience Characteristics |Channels of Communication |Strategies to Ensure Effective |Audience Diversity Considerations | | | | |Messages | | |Managers |Understanding, focus on the strategy. |Written messages that Present many details |What are the objectives |Consider the ages of the people in one’s | | |Eye contact, Present at every possible |and oral presentations. |What are the key messages |audience. | | |angel ...
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...affordable price to the market for sale. But how will you sell the product? This was a very important question that our entire group made during the discussion of Hoverboard’s Marketing Plan. There are a multitude of channels that can be chosen for the product to go into the hands of the user, but we must know them before deciding which way to go. We summarized the three traditional distribution channels: the long one, in which the manufacturer sells to wholesaler, retailer and the latter to final customers; the medium, in which manufacturer, retailer and customer involved; and the short and direct channel, which sells directly to consumers. In practice, the first option that presents itself is to create your own store. Before starting to search for a space, you must have clear concepts such as where to locate it, the number of stores and the potential of the area. Hint: if you see many of your competitors in one are you must ask yourself, what’s cooking there? Of course, before you settle assess your ability to differentiate from your competitors and, if not yet very clear, better look for another area! But, how much is the start off point going to cost you? There are several formulas. The first: calculate how much it will cost to reach every potential customer. For example, if you're going to have to make calls and visits, calculate the time it will take and the people...
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...As a residential customer, you were lucky to have access to broadband from one service provider. Now, with a few different companies can choose which provider they want to use. Comcast and Verizon are two of the largest providers, which now Comcast offers services like Xfinity and Verizon use a product called FiOS. These companies both offer bundles that provide television programming, internet access and residential telephone services, the more services you purchase the better discount they will give. If you take a glance at both service providers they pretty much look the same, even though each company At first glance, both services may seem pretty much the same, even though each company advertises its advantages as significantly better than the other’s. Of these two companies, which one really offers the better deal for cable customers? Comcast has been a fixture in the cable market for a long time. With recent mergers and acquisitions, they now offer service in 39 states and the District of Columbia. Comcast uses traditional cable technology for Internet, voice, and high-definition digital television service, yet the company has recently undergone a major re-branding by changing the name of its service to Xfinity. Xfinity is the same “Triple Play” service the company used to offer (http://www.moneycrashers.com/comcast-xfinity-vs-verizon-fios/). • Television- The basic television package in their Triple Play bundle comes with more than 80 channels, including CNN, ESPN,...
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...perceive, think, and feel in relation to those problems (Schein, 1985). Organizational climate on the other hand can be defined as "the meanings people attach to interrelated bundles of experiences they have at work" (Schein, 1985). Some differences between organizational culture and organizational climate include that an organizational culture is something that has been formed over many years. It is basically the way one is expected to behave based on a set of rules that may or may not be written. It may take five to ten years to actually change an organizations culture when in contrast an organizational climate can be changed within minutes, hours, days, or weeks. An organizational climate may be easier to change by managers by direct communication. Organizational culture is more long-term while organizational climate is short-term. Also, organizational culture can be compared to personality while climate can be compared to mood. An example of organizational culture and climate in a previous work experience is one experienced while working for a large satellite television company. The culture of the company was that they provided the best satellite tv service and high definition channels while offering excellent customer service. An example of the organizational climate within the company could be at a time where a huge boxing match was available on pay-per-view and a large number of customers were not aware that they had to order the fight on the high definition(HD) channel in order...
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...You have just been appointed the manager of the Cross Sells team at Capital One, which evaluates opportunities to market non-credit card products to our credit card customers. These cross sells usually involve building relationships with outside vendors who sell us products that we, in turn, can sell to our customers at a premium. One potential cross sell opportunity that is sitting on your desk right now is the Prepaid Phone Card - a piece of plastic you can use to pay for long distance telephone calls. You use the card by calling in to a 1-800 number, entering the card's PIN number, and then entering the destination telephone number. The minutes left on the card are kept track of by the outside vendor - your only responsibility is to market the product in a way that maximizes profit for Capital One. Take a few moments to consider some of the most important factors that will influence your decision on whether to pursue the Phone Card cross sell. When you've come up with some ideas, click here to continue. Below is a list of some of the most important questions you should consider. Please take a moment to compare your list with the one below. Hopefully, you'll find a few of your answers on the list, plus a few more that you hadn't thought of. How much does each Phone Card cost Capital One? Are there any other costs...
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...selling to mechanics on credit with weekly time payment. This measure is a great deal for mechanics because they do not have to pay a possible high cost immediately when they buy some tools. This measure is also a wise decision for Snap-on because it can increase the sales volume and revenue. Third, Snap-on has a good promotion strategy because it communicates with customer effectively. It sees mechanic consumers who need plenty of tools when they work as its core customers. Snap-on tries it best to avoid expansion into other related areas like construction and home improvement so that they can focuses on the need of its core customer well. Fourth, Snap-on utilizes four distributions: mobile van franchises, company-direct, distributor and the Internet. The company provides with individuals with convenience as much as it can. The company has only 3% of its revenue from its direct selling. The rest 97% of its revenue is through the franchising, cooperating, or distributorships. The company can gain reviews when mobile vans reach individuals. 2. What one element of Snap-on’s marketing mix do you think separates it from its competition? Premium pricing is one element of Snap-on’s marketing mix that can separate Snap-on from its competition. High quality product results in high cost. About 10% more than other competitors, Snap-on has faith to keep or even...
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...details of the new service Comcast is introducing to the market. This phase outlines elements of the new “Pick Your Channel” service in more detail than previous sections of the new marketing plan. The expected product life cycle is revealed, and the marketing team explains in detail the pace at which the product is expected to move through its life cycle and describe the factors predicted to affect the movement. The typical product life cycle consists of four stages and the marketing team will document plans for each of these stages. The “Pick Your Channel” service is different from any other service currently in the market, and this portion of the marketing plan identifies Comcast’s plan for positioning of the new service and differentiation strategies. The “Pick Your Channel” service needs to be positioned in the market so that consumers recognize the need and value it fulfills. The marketing team also introduces the pricing strategy for the new service. The new service is not intended for every consumer, so the team needs to keep the target market in mind when setting a price. The marketing team further explains these issues concerning the “Pick Your Channel” service in the following paragraphs. Attributes are properties of any product, brand, or service. Attributes of a product or service includes cost, value, and status. Comcast new” Pick Your Channel” service has several attributes that the organization marketing team believes consumer will find attractive. Comcast...
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...Marketing Approach in e-Commerce to Obtain Customers loyalty Khaled Ashraf Shaaban Faculty of Computer Science – Information Systems Department The British University in Egypt Cairo, Egypt Khaled117974@bue.edu.eg Abstract: In a modern fast moving world and challenging market, a business has to keep an eye on the latest technologies and marketing techniques to guarantee a competitive advantage. One of the latest marketing approaches used today by most businesses specially the ones using e-commerce as a main channel is Inbound Marketing. It is a marketing strategy aims to build a strong relationship with customers based on loyalty. That is achieved by taking an extreme care of both marketing content and targeted community instead of the offered product or service. This paper aims to declare the difference between inbound and outbound marketing in terms of applicability and result and focuses on the methodologies and techniques used to obtain customers loyalty by following the inbound approach. Introduction: Inbound marketing is a set of marketing plans and techniques concentrates on pushing clients towards a business and its products or services in order to obtain their loyalty. It has become widely followed as it changes the way buyers look at products, as they now surf the internet first to look for the product that is more likely satisfying and meeting their needs. Inbound marketers feed their customers with all the needed information without any...
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...1. A. Describe how you think the hotel’s management will make sure that the way it manages the hotel is appropriate to the way it competes for business. I believe that being a leading hotel in Southern Asia, Penang Mutiara have successfully managed to position itself as one of the most prominent hotel in this highly competitive industry. It is apparent that the hotel’s management has set a clear vision that recognizes the importance of well managed operations; that assures providing first class services for their demanding customers. Penang Island has always been a popular tourist destination; according to (1) the island attracted 5.96 million tourists, ranking third in tourist arrivals in Malaysia in 2009. And considering neighbouring competitors that are embracing similar pricing and service strategies; like Eastern & Oriental, and Shangri-La's Rasa Sayang Resort (2), Penang Mutiara intends to provide flawless quality of services, and to align its strategy with its customers’ needs, in order to provide a value-added personal experience that revives customer’s retention. The Penang Mutiara management has implemented a perfect service quality strategy that the lean on to gain competitive advantage: “it is impeccable service which gives us our competitive advantage, not price.” The hotel invests on resources to retain regular guests rather than attracting new ones; by means of providing impeccable quality of services. This strategy guarantees maintaining high occupancy levels;...
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...Today, if a company want to launch a new product line and push new product into the market, they need to spend a great deal of time and money trying to gather and collect market related information by measuring and analyzing criteria like product target markets, distribution channels, excited competitors, consuming behavior and selling environments. Before we push our product into the market, we need to do some before-hand work that define research problems and objectives. Since our company is a successful high-end adult clothing and accessories retailer, we never have any market’s records relating to customer motivations, purchase behavior, supplier information, designing trend, pricing strategy, distribution channels. I think we need to look into above-mentioned field, do some attempts to figure out what possible help would the market possible tell us, and come up a definitive conclusion. There are some following issues I think the marketing research needs to explore. The first issue is the customer motivations. That means we need to attempt to imagine customer’s consuming mood, to uncover the reason why they buy children’s clothes. Customer motivations are critically important to our research. Are the consumers self-motivated or under driving force? Does the market have good enough products that satisfied clients? Should we adapt existing products? If not, what kind of product will perfectly appeal to our potential consumers. Please keep in mind, we never design...
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...An assignment about segmentation * Search using the Internet to answer the following questions: 1. Do you think that there are new basis to segment markets. Yes there are new basis to segment markets Types of Segmentation: (1): Single Segmentation (2): Multiple Segmentation (1): Single Segmentation When an organization has a single type of good or service to sell, it may use market segmentation to find which categories of individuals or organizations are most likely to be interested in the product and to find it superior in some way to any competing product. Niche Marketing:- Tailoring the elements of the marketing mix to attract a single market segment. (2) Multiple Segmentation Many organizations today sell multiple versions of a product, each designed to appeal to a different market segment. Differentiated Marketing:- Selling multiple versions of product to different market segment. Ultimate consumers and industrial users: Ultimate consumers:- These users buy and/or use products or services for their own personal or household use. It is also known as “consumer market”. Industrial users: These are business, industrial, or institutional organizations that buy products or services to use in their own businesses. Alternative approaches to market segmentation Some of the alternative approaches to segmentation found in many marketing textbooks and followed by numerous companies around the world are listed below. A brief comment appears for each...
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