CUSTOMER RELATIONSHIP AND CUSTOMER

ORIENTATE

customer-
Customer centric
orientation culture
• strategic decisions
• firm activities includes

• Adopting of a relationship or partnership business model, with mutually shared rewards and
Risk management.
• Defining the selling role in terms of the provision of customer business consultation and
solutions
• Increasing formalization of customer analysis processes and agreements
• Taking a proactive leadership role in educating customers about value chain and cost
réduction opportunités.
• Focusing on continuous improvement principles stressing customer satisfaction
•
MARKETING EVOLUTION WITH CHARACTERISTICS
AND TECHNOLOGY ATTRIBUTES
• Mass marketing evolved in the early 1900s and dominated marketing management and strategy
for decades. In the 1960s, many firms began to apply principles of segmentation,
• Target marketing, and positioning to create different strategies and marketing programs for
different consumer groups (i.e., marketing to big groups of like-minded buyers),
• customer marketing, or a focus on developing relationships with individuals. This approach first
gained widespread attention in the 1980,
• Ultimately, the sophistication and multiplicity of available technology today enable true one-to-
one marketing, as some firms are now able to truly customize offerings for individual users
 IMPORTANCE OF CUSTOMER RELATIONSHIP

Major components in CRM

(1) introducing the concept of market orientation, #
(2) outlining the process of developing strategies,
(3) explaining the role of personal selling in marketing strategy,
(4) providing insights into key issues of personal selling in the relationship era.