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• The learning relationship – continuous dialogue is established to respond directly to the needs of the customer. • Incentive for and convenience in establishing the dialogue[r]

Trang 1

Relationship Marketing Using the Internet

Week 10

Trang 3

Basic Concepts

Mass marketing

Relationship marketing One-to-one marketing

Mass customization

Trang 5

The One-to One Future

Focus on share of the customer rather than market share by increasing the revenue from customer as far as possible

Focus on customer retention, which is more cost

effective than acquisition

Concentrate on repeat purchases by cross- and up- selling

To achieve the above use dialogue to listen to

customer needs and then respond to them 1n order to build trusting and loyal relationships

Trang 6

Interaction — continued dialogue is necessary to

understand both the customers needs and strategic value

Integration — integration of the relationship and

knowledge of the customer must extend throughout all part of the company

Integrity — essential not loose the trust of the customer

Trang 7

Technological Possibilities of the

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Benefits of the One-to-One

Approach

No acquisition costs

Less need to offer incentives such as

discounts (although desirable)

Less price sensitive

Loyal customers will recommend the company to others

Individual revenue growth occurs as trust increases

Trang 9

One-to-One on the Internet ¢ Target more effectively

¢ Increase depth, breadth and nature of relationship

¢ Lower cost

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Achieving the goals

Using technology to achieve mass customization of the marketing message and possibly the product

The learning relationship

— Product evaluations

— Questions asked through forms and emails — Online feedback

— Summary of products purchased

Incentives and convenience in establishing the dialogue Acknowledging the privacy of the customer and the

demands on her/his time

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Achieving One-to-One Marketing Online

Attract customer to site (acquisition) Provide incentive

Capture customer information to maintain relationship

Maintain dialogue consistent with customer’s profile

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Marketing Devices

Loyalty schemes

News about a particular industry

New product information and price

promotions

Industry-specific information to help the

customer

Personal reminders Customer support

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Technologies for implementing One-to-One

Web page personalization E-mail

Push technology Databases

Virtual communities

Trang 14

Integrating the Internet and

Direct Marketing

¢ Outbound telemarketing — cold calling

¢ Inbound telemarketing — sales lines and care lines for goods and services to

response handling for direct response campaigns

¢ Call centers

Ngày đăng: 15/01/2021, 17:46

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