Khách hàng có thể phân bổ việc mua hàng cho vài nhà cung cấp. Một giai đoạn không mua hàng có thể được theo dõi bằng một số lần mua. Không muốn dưa vào một nhà cung cấp đơn lẻ. Các nhà cung cấp có thể thay thế cho nhau. Khách hàng bị buộc vào một hệ thống. Chi phí chuyển đổi nhà cung cấp có thể bao gồm: Các khoản đầu tư cụ thể Phat chấm dứt hợp đồng Chi phí thiết lập 1 nhà cung cấp mới Huấn luyện lại Tìm Đánh giá một nhà cung cấp mới.
McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 CREATING CUSTOMER DIALOGUE Thảo luận • Phân tích mối liên hệ giữa Marketing Research và kế hoạch truyền thông của công ty? Marketing research có phải là một phần của kế hoạch truyền thông? • Bán hàng trực tiếp vẫn là kênh truyền thông chiếm nhiều ngân sách của B2B, nhưng các thành phần khác của chiến lược Marketing cũng đang gia tăng tỷ trọng, lý giải? • Sự thay đổi trong cấu trúc IMC có dẫn đến sự thay đổi trong cấu trúc tổ chức không? Thảo luận 1. Có ông giám đốc nói “Tôi biết phân nửa các quảng cáo của tôi thì hiệu quả, chỉ là không biết nửa nào mà thôi.” Tại sao đo lường hiệu quả quảng cáo lại quá khó khăn như vậy? 2. “Sales are the lifeblood of this company. Any marketing communication that doesn’t directly contribute to creating sales is wasted money.” If you were the marketing communications manager, how would you justify advertising, PR, and trade shows to the VP of sales who made this comment? FOUR STEPS IN THE CRM PROCESS Segment & Profile the Market Implement Evaluate Design Communication and Pricing Strategy 1. 4. 3. 2. EXHIBIT 10-1 10-5 IMC STRATEGY REQUIREMENTS 1. DETERMINE HOW WE WILL COMMUNICATE WITH OUR CUSTOMER 2. DETERMINE HOW OUR CUSTOMER WANTS TO COMMUNICATE WITH US 3. MEASURE COMMUNICATION AND FEEDBACK AND MAKE CHANGES WHERE NECESSARY 10-6 WHAT IS IMC? 1. IT PROVIDES TWO-WAY DIALOGUE BETWEEN SUPPLIER-CUSTOMER 2. IT PROVIDES FOR A UNIFORM MESSAGE DELIVERED THROUGH ALL COMPANY MEDIA (ADVERTISING, SELLING EFFORT, DIRECT MAIL, TRADE SHOWS) 3. IT FOCUSES ON MEETING THE INFORMATION NEEDS OF THE BUYER 10-7 THE CONTINUOUS IMC PLANNING PROCESS Set Goals Determine Communication Elements Create Message Place Messages in Media Measure Results Make Adjustments Exhibit 10-2 10-8 Action Desire Interest Awareness Exhibit 10-3 THE HIERARCHY OF EFFECTS MODEL 10-9 COMMUNICATION TOOL KIT 1. ADVERTISING—Directed to a general audience, primarily through trade publications, the web, television, radio, billboards 2. DIRECT MARKETING—Directed to a specific audience to generate leads and generate sales through the mail, by fax or Internet and catalogs 3. PUBLIC RELATIONS—Focuses on relationships to create goodwill and support relationships 4. INTERNET—Website information and support and e-mail for communicating 5. TRADE SHOWS—Exhibits and demonstrates products and services in a public venue with personal interaction 6. TELEMARKETING—Inbound and outbound electronic communication allowing greater feedback opportunities 7. PERSONAL SELLING—Adaptable selling method established by one-on-one contact 8. MARKETING RESEARCH—Capturing information that will enable stronger customer relationships 10-10 [...]... 4.2% Advertising 24.8% 24.8% 4.4% 4.4% 3.1% 3.1% 3.1% 10. 8% 10. 8% 16.9% 16.9% 18.0% 18.0% Public Relations Sales Force Management Sales Promotion Exhibit 10- 8 10- 13 THE BUDGET BREAKDOWN METHOD (Allocates Total Available Budget) TOTAL AVAILABLE BUDGET FUNDS Allocated to: Trade Show Sales Force Mail Magazines Radio Internet Newspaper Exhibit 10- 10 10- 14 THE BUDGET BUILDUP (Creates Total Budget) How Much... Sales Leads Create Favorable Climate for Salespeople Create or Strengthen Image Exhibit 10- 6 10- 11 ACHIEVING CUSTOMER RETENTION THROUGH COMMUNICATION 1 COMMUNICATE PROACTIVELY AND REGULARLY TO YOUR CUSTOMERS 2 MAKE DIALOGUE EASY TO INITIATE BY YOUR CUSTOMERS 3 MAKE IT EASY TO RESPOND TO YOUR COMMUNICATION EFFORTS 10- 12 WHERE MARKETING COMMUNICATION DOLLARS ARE SPENT Direct Marketing Online Marketing... Newspaper Exhibit 10- 10 10- 14 THE BUDGET BUILDUP (Creates Total Budget) How Much is Needed for Objective Trade Shows Mail Radio Newspaper Magazines Sales Force Internet Creates Total Budget Exhibit 10- 10 10- 15 . to: Exhibit 1 0- 10 1 0- 14 THE BUDGET BUILDUP (Creates Total Budget) Trade Shows Mail Radio Magazines Newspaper Internet Sales Force How Much is Needed for Objective Creates Total Budget Exhibit 1 0- 10 1 0- 15 . Promotion 18.0% 16.9% 4.4% 4.2% 4 . 3 % 5.8% 7.7% 24.8% 3.1% 10. 8% 18.0% 16.9% 4.4% 4 . 2 % 4 . 3 % 5 . 8 % 7.7% 24.8% 3.1% 10. 8% Exhibit 1 0- 8 1 0- 13 THE BUDGET BREAKDOWN METHOD (Allocates Total Available. THE BUYER 1 0- 7 THE CONTINUOUS IMC PLANNING PROCESS Set Goals Determine Communication Elements Create Message Place Messages in Media Measure Results Make Adjustments Exhibit 1 0- 2 1 0- 8 Action Desire Interest Awareness Exhibit