Chapter 11 Strategic Management - CMA

STRATEGIC
MANAGEMENT
By
Muhammad Waqas Chughtai
Part C: Chapter - 11
Strategic Marketing
©Prepared by Muhammad Waqas Chughtai

In this chapter you will learn:
◦ What is Marketing?
◦ Marketing Strategy
◦ Market Segmentation
◦ Strategic Marketing
◦ Marketing Mix
◦ Service Marketing
◦ 4Cs of Marketing
◦ Customer Portfolio Analysis
◦ E-Marketing + “6Is of E-Marketing
◦ E-Branding
◦ Customer Relationship Management

1. Basic Concept of Marketing / Market
Segmentation / Marketing Strategy

1.1 What is Marketing?
In the UK, the Chartered Institute of Marketing (CIM) defines marketing as:
"The management process responsible for identifying, anticipating and

satisfying customer requirements profitably."
The organization will first understand the needs of the customer; will then adopt
a strategy producing products with the features and benefits to fulfil these
needs.
▪ The philosophy of marketing is that “corporate objectives will be achieved by
maximizing long-term profits”.
▪ and long-term profits will be achieved by providing customers with products
or services that satisfy their needs and wants at a price they are willing to pay.
1.2 Market Segmentation
▪ Total market segmentation involves dividing the entire market for a product
or service into smaller, distinct groups based on certain characteristics or
criteria.
▪ This segmentation helps businesses better understand their customers and
tailor their marketing strategies to be more effective. The common ways to
segment a total market include:
1. Demographic Segmentation: This is based on demographic characteristics
such as age, gender, income, education, marital status, occupation, and
ethnicity.
2. Geographic Segmentation: This involves dividing the market by geographic
factors such as location, region, city size, or climate.

Cont. Market Segmentation
3. Psychographic Segmentation: This is based on lifestyle, values, interests, and
personality traits. Businesses create marketing strategies to appeal to
customers with specific psychographic profiles.
4. Behavioral Segmentation: It focuses on customer behavior, including their
usage patterns, brand loyalty, benefits sought, and responses to marketing
messages.
5. Needs-Based Segmentation: This categorizes customers based on their
specific needs and problems that a product or service can address. It involves
understanding what motivates customers to buy and tailoring marketing
messages to address those motivations.
6. Occasion-Based Segmentation: Businesses can target customers based on
the occasions or events for which they might need a product.
7. Benefit Segmentation: This involves segmenting the market based on the
benefits customers seek from a product. For instance, a computer
manufacturer may target professionals seeking high performance and
businesses seeking cost-efficiency with different marketing approaches.
8. Usage Rate Segmentation: Customers are divided based on their usage
frequency. Businesses might offer special incentives or loyalty programs to
heavy users of their products.
9. Technology-Based Segmentation: This is relevant for products or services
that require certain technological skills or preferences.
10. Generation-Based Segmentation: This is often used when generational
differences play a significant role in purchasing decisions.

11. Purchase Behavior: Segmenting based on how customers make purchasing
decisions, such as those who research extensively before buying, or those
who make impulsive decisions.
12. Social and Cultural Factors: Considering cultural backgrounds and social
influences, particularly for products or services deeply tied to cultural norms.

Imagine you run a small business that sells sneakers. You want to understand your market and create
marketing strategies that fit different customer groups. Here's how you might use market segmentation:
1. Demographic Segmentation: You divide your market based on age and gender. For instance:
◦ Sneakers for children (ages 5-12), offering colorful designs and durability.
◦ Sneakers for young adults (ages 18-30), focusing on trendy styles and comfort.
◦ Sneakers for seniors (ages 60+), emphasizing support and ease of wear.
2. Geographic Segmentation: You consider where your customers live:
◦ Urban areas: Trendy, lightweight sneakers for daily commuting.
◦ Suburban areas: Comfortable, all-purpose sneakers for casual wear.
◦ Rural areas: Durable, outdoor sneakers for hiking or farm work.
3. Psychographic Segmentation: You think about your customers' lifestyles and values:
◦ Athletic enthusiasts: Sneakers for sports and active lifestyles.
◦ Eco-conscious consumers: Sustainable and environmentally friendly sneakers.
◦ Fashion-conscious individuals: Stylish, designer sneakers.

4. Behavioral Segmentation: You look at how customers use your products:
◦ Brand loyalists: Special discounts for repeat customers.
◦ Occasional buyers: Promotions for seasonal or special occasions (e.g., back-to-school sales).
◦ First-time purchasers: Introductory offers to encourage their first buy.
5. Needs-Based Segmentation: You address specific customer needs:
◦ Customers needing arch support: Promote sneakers with advanced arch support.
◦ Customers seeking lightweight shoes: Highlight sneakers designed for comfort and agility.
◦ Customers looking for durability: Feature sneakers with reinforced soles.
6. Occasion-Based Segmentation:
◦ Back-to-school season: Promotions on kids' and students' sneakers.
◦ Holiday seasons: Gift-themed marketing and special discounts.
◦ Athletic events (e.g., marathons): Sponsorship and promotions for sports-specific sneakers.

7. Benefit Segmentation:
◦ Customers seeking comfort: Emphasize cushioning and insole technologies.
◦ Customers looking for style: Highlight trendy designs and fashion-forward options.
◦ Customers prioritizing durability: Showcase long-lasting materials and construction.
8. Usage Rate Segmentation:
◦ Frequent buyers: Offer loyalty programs or exclusive access to limited-edition releases.
◦ Occasional buyers: Target them with seasonal sales and promotions.
◦ First-time buyers: Provide an attractive welcome offer to encourage the first purchase.
9. Technology-Based Segmentation:
◦ Tech-savvy customers: Promote sneakers with smart features, like fitness tracking.
◦ Customers using specific apps: Collaborate with apps (e.g., fitness or health apps) to offer exclusive
discounts.
◦ Customers with various tech preferences: Offer a range of options, such as Bluetooth-enabled
sneakers and classic designs.

10. Generation-Based Segmentation:
◦ Baby Boomers: Promote sneakers focusing on comfort, support, and durability.
◦ Millennials: Highlight eco-friendly and sustainable sneaker options.
◦ Gen Z: Emphasize trendy, customizable designs that cater to individuality.
11. Purchase Behavior:
◦ Informed researchers: Provide detailed product information and reviews.
◦ Impulse buyers: Use eye-catching displays and limited-time offers.
◦ Bargain hunters: Feature sneakers in clearance sections and sales promotions.
12. Social and Cultural Factors:
◦ Local culture: Celebrate local traditions and festivals in your marketing.
◦ Cultural influences: Offer sneaker designs that pay homage to different cultures.
◦ Social trends: Stay updated on social and lifestyle trends influencing customer choices.

1.3 Marketing Strategy
▪ A plan of action designed to promote and sell a product or service.
OR
▪ A marketing strategy is a long-term plan for achieving a company's

goals by understanding the needs of customers and creating a
distinct and sustainable competitive advantage.

2. Strategic Marketing & Its Process

2.1 Strategic Marketing
▪ Strategic marketing is a process through which your company establishes
marketing goals to accomplish business objectives successfully.
OR
▪ Strategic marketing is like a well-thought-out plan for promoting and selling a

product or service. It involves carefully deciding who your customers are,
what they want, and how you can reach them effectively. It's about setting
clear goals, understanding your competition, and using the right tactics to
stand out and succeed in the market. In simple terms, it's the smart approach
to making your product or service known and desired by the right people.

Cont. Strategic Marketing
1. Customer Focus: At the heart of strategic marketing is a deep understanding
of your customers. This involves researching and identifying who your target
audience is, what their needs and preferences are, and what problems your
product or service can solve for them.
2. Market Analysis: You need to assess the market in which you operate. This
means looking at your competitors, their strengths and weaknesses, and
where you fit in. Analyze the broader industry trends and economic
conditions that may affect your business.
3. Setting Clear Objectives: Strategic marketing involves setting specific and
measurable goals. These could be related to sales, market share, brand
awareness, or customer retention. Your objectives should align with your
overall business goals.

4. Positioning: Determine how you want your product or service to be perceived in
the minds of your customers. This is called "positioning." It's about crafting a unique
and compelling image for your brand that sets you apart from competitors.
5. Marketing Mix: This includes the 4 Ps: Product, Price, Place, and Promotion.
• Product: What you're offering to the market, its features, and how it meets
customer needs.
• Price: The pricing strategy, which can be competitive, premium, or value-based,
depending on your positioning.
• Place: How and where you make your product available to customers, which
could involve physical stores, online sales, or a combination of both.
• Promotion: The tactics and channels you use to communicate with your target
audience. This might include advertising, social media, content marketing, and
more.
6. Marketing Strategy: Develop a plan that outlines how you will use the marketing
mix to achieve your objectives. This involves making choices about which marketing
channels to use, what your messaging will be, and when and how to execute your
marketing activities.
7. Budgeting: Allocate resources (money and time) to your marketing efforts based on
the potential return on investment. This ensures you use your resources efficiently.
8. Implementation and Monitoring: Put your marketing plan into action and
continually monitor its performance. This involves tracking key performance
indicators (KPIs) to see if you're meeting your objectives. If not, you can adjust your
strategy accordingly.
9. Adaptation: Marketing is not a one-time effort; it's an ongoing process. As the
market and customer preferences evolve, you should be ready to adapt your
marketing strategies and tactics to stay relevant and competitive.
Imagine you're starting a small business that sells handmade, eco-friendly soap. Here's
how you can apply strategic marketing:
1. Customer Focus: You identify that your target customers are environmentally-
conscious individuals who prefer natural products and are willing to pay a little more
for eco-friendly options.
2. Market Analysis: You research the soap market and discover there are a few
competitors offering similar products. However, you notice that none of them are
marketing their products as "locally handmade" or emphasizing their eco-friendly
aspects.
3. Setting Clear Objectives: Your goal is to capture 5% of the local handmade soap
market within the next year, increase brand awareness, and establish a reputation for
quality and eco-friendliness.
4. Positioning: You decide to position your soap as "Locally Handmade, Eco-friendly
Luxury." This positions your product as both high-quality and environmentally
responsible.
5. Marketing Mix:
◦ Product: You create a range of unique soap designs, each made with natural
ingredients and packaged in recycled materials.
◦ Price: You set your prices slightly higher than the average handmade soap in the
market to convey the idea of luxury and quality.
◦ Place: You initially sell your soap through a local artisan market and an online store
on your website.
◦ Promotion: You use social media to showcase your soap's unique designs, eco-
friendly materials, and the story of your business. You also run occasional
promotions to attract new customers.
6. Marketing Strategy: You create a marketing plan that outlines the specific social
media platforms you'll use (e.g., Instagram and Facebook), the frequency of your
posts, and the types of content you'll share (product photos, behind-the-scenes
glimpses, customer testimonials).

7. Budgeting: You allocate a portion of your budget for social media advertising and
set aside funds for attending the artisan market and creating your product
packaging.
8. Implementation and Monitoring: You start selling your soap, post regularly on
social media, and track the number of website visitors, social media followers, and
sales. You notice an increase in online sales and social media engagement.
9. Adaptation: As you continue, you monitor which marketing channels and
strategies are most effective. If you find that Instagram is driving the most sales,
you might allocate more of your budget to that platform. If customers request
specific scents, you may introduce new soap varieties based on their feedback.
In this example, strategic marketing involves understanding your customers,
positioning your product uniquely in the market, and making informed decisions
about the product, price, place, and promotion to achieve your business objectives.

3. Marketing Mix

3.1 History of Marketing Mix

Cont. History of Marketing Mix
▪ The origins of the marketing mix begin as early as the 1940s when Professor James
Culliton of Harvard University began referencing the idea of a “marketing mix”.
This was the idea used as Professor James Culliton would reference marketers as
“mixers of ingredients”.
▪ It progressed through the 1940s and 1950s and Professor Neil Bordon, who was a
colleague of Culliton, also began to use the term in marketing papers that were
published. Bordon is known to have used the term during an address to
the American Marketing Association.
▪ In 1960, E. Jerome McCarthy proposed the 4Ps theory of product, price, place,
and promotion. It was then that there was a consensus on the elements.
▪ Once this was established, Philip Kotler began to popularize this model of the
marketing mix, which is the most widely accepted today.
▪ In 1990, as a professor at the University of North Carolina, Bob Lauterborn
believed the 4Ps marketing mix was no longer applicable. To the point where he
believes the model should be thrown out. And as we throw out that model, we
replace it with the 4Cs. A customer focused model.
1. Product: This is what you're selling. It could be a physical product like a
phone or a service like consulting. You need to understand what your
product is, its features, and how it meets your customers' needs.
2. Price: This is how much your product or service costs. You have to decide on
a price that's competitive in the market but also covers your costs and helps
you make a profit.
3. Place: This is where and how your customers can access your product. It
could be a physical store, an online shop, or a distribution network. You want
to make sure your product is available where your customers want it.
4. Promotion: This involves all the ways you tell people about your product. It
includes advertising, social media, public relations, and any other marketing
efforts to create awareness and interest in your product.
5. People: The people element focuses on the individuals who are part of your
business, including employees, customer service representatives, and
anyone who interacts with customers. These people play a crucial role in
shaping customers' perceptions.
6. Process: Process refers to the steps and procedures involved in delivering
your product or service. It's about ensuring a smooth and efficient
experience for customers, from the moment they express interest to when
they make a purchase and beyond.
7. Physical Evidence: This relates to the tangible and intangible aspects of your
business. Tangible elements could include the appearance of your store, the
packaging of your product, or the layout of your website. Intangible elements
might include the reputation and trustworthiness of your brand.

1. Product:
Example: A Smartphone
2. Price:
Example: $499
3. Place:
Example: Sold online through the company's website
4. Promotion:
Example: An online advertising campaign on social media platforms
5. People:
Example: Knowledgeable customer support representatives available for live chat on the website
6. Process:
Example: Easy and secure online ordering process with multiple payment options
7. Physical Evidence:
Example: Sleek packaging and a user-friendly interface for the smartphone
4. Service Marketing

4.1 Service Marketing
Service marketing refers to the process of promoting and delivering intangible
services to customers. Unlike traditional product marketing, which involves physical
goods, service marketing focuses on promoting and enhancing services as offerings
in themselves. Services are activities, experiences, or benefits that are provided by
one party to another and are not tangible.
Key aspects of service marketing include:
◦ Intangibility: Services lack physical attributes that customers can touch or see.
They are experienced rather than possessed. Service marketing aims to
communicate and enhance the perceived value of intangible services.
◦ Inseparability: Services are often produced and consumed simultaneously, which
means that the customer is often present during the service delivery. The
interaction between service providers and customers is a crucial part of service
marketing.
Cont. Service Marketing
◦ Variability: Services can vary in quality and consistency because they depend
on factors like the skills of service providers, the context of delivery, and
customer expectations. Service marketing aims to manage and standardize
service quality.
◦ Perishability: Services cannot be stored or inventoried like physical products. If
a service is not used or delivered, it cannot be saved for later. Service
marketing addresses issues related to matching supply and demand for
services.

4.2 7Ps in Service Marketing with Example
1. Product:
• The service offered by the hair salon is haircuts and styling.
2. Price:
• The salon charges different prices based on the type of service, such as haircuts, coloring, or
styling. For instance, a basic haircut might cost Rs. 300, while a more complex coloring and
styling service could cost Rs. 500.
3. Place:
• The salon is located in a convenient and accessible area of town, and customers can easily
book appointments online through the salon's website.
4. Promotion:
• The salon promotes its services through various channels, including social media, local ads, and
email marketing. They also offer special promotions for loyal customers, such as discounts for
referring friends or frequent visitor rewards.
Cont. 7Ps in Service Marketing with
Example
5. People:
• The staff at the salon includes skilled and friendly hairstylists who interact with customers.
They are trained to provide excellent customer service, giving each client a personalized
experience.
6. Process:
• The salon ensures a smooth and efficient process for customers, from booking an appointment
online to the actual service. Customers are greeted upon arrival, and the stylist consults with
them to understand their preferences and needs before the service begins.
7. Physical Evidence:
• The salon has a clean, modern, and well-decorated interior, creating a comfortable and
welcoming atmosphere. They also showcase "before and after" photos of clients to
demonstrate the quality of their services.

5. 4Cs of Marketing

5.1 4Cs of Marketing Mix
The 4Cs of marketing mix is a customer-centric approach that focuses on meeting customer
needs and wants. These four elements help businesses create successful marketing strategies:
◦ Customer: This represents the target audience or the people who might buy the product. In
the 4Cs model, understanding your customers' needs and preferences is key. You ask questions
like, "What do they want? What are their problems or desires?"
◦ Cost: Cost refers to the price customers are willing to pay for the product. It's not just about
how much you want to charge, but whether the price aligns with what customers see as fair for
the value they receive.
◦ Convenience: Convenience looks at how easy it is for customers to access and use the product.
This includes factors like distribution channels, product availability, and the overall buying
experience.
◦ Communication: Communication means how you convey information about your product to
customers. It's about using effective marketing and communication channels to reach your
target audience and inform them about the product's benefits and features.

Product: Imagine you're selling smartphones.
◦ Traditional 4Ps Approach:
◦ You focus on making the best smartphone with top features and technology (Product).
◦ You set a price based on your production costs and desired profit margin (Price).
◦ You distribute your smartphones through retail stores and your website (Place).
◦ You promote your smartphone through advertising and social media (Promotion).
4Cs Approach:
◦ Customer: You start by understanding your customer. You realize that your potential buyers are tech-savvy, value
durability, and are concerned about the impact of electronic waste on the environment.
◦ Cost: You consider that your customers are price-sensitive and are willing to pay a bit more for a phone that is durable
and eco-friendly. So, you price your smartphone competitively, offering good value for their money.
◦ Convenience: You make it convenient for your customers by not only selling through traditional retail stores but also
providing an online store with easy navigation. You also offer a trade-in program, so customers can recycle their old
phones when buying a new one.
◦ Communication: You communicate to your customers that your smartphone is not just about features but also
durability and environmental responsibility. You use social media and eco-friendly product certifications to get this
message across.
How are the 4Cs of Marketing Mix
different from the traditional 4Ps of
Marketing Mix?

Example: A-Bites Bakery
◦ Product (P): The bakery specializes in making a variety of traditional and artisanal bread and pastries, including baguettes,
croissants, and cakes.
◦ Price (P): They price their products based on production costs, desired profit margins, and competitor pricing, keeping them in
line with other local bakeries.
◦ Place (P): The bakery sells its products from a small shop located in the town center. Customers need to physically visit the shop
to make a purchase.
◦ Promotion (P): The bakery uses traditional advertising methods like flyers and local newspaper ads to promote its products.
They emphasize the freshness and quality of their baked goods.
Modern 4Cs - Customer, Cost, Convenience, Communication: Now, consider the same local bakery adopting the 4Cs approach:
◦ Customer (C): They research their customers and discover that their customers have diverse tastes and dietary preferences,
including gluten-free and vegan options.
◦ Cost (C): They price their products to align with the local market but also offer loyalty discounts for regular customers. They
realize that some customers are willing to pay a premium for gluten-free or vegan options.
◦ Convenience (C): They offer online ordering and home delivery services for customers who prefer the convenience of getting
fresh baked goods delivered to their doorsteps.
◦ Communication (C): Instead of just advertising their products, they use social media and their website to engage with
customers. They share baking tips, stories about their bakers, and customer testimonials. They actively listen to customer
feedback and make adjustments to their product offerings based on popular requests.

6. Customer Portfolio Analysis

6.1 Customer Portfolio Analysis
Customer portfolio analysis is a strategic management tool that helps organizations segment and
evaluate their customer base to make informed decisions about resource allocation, marketing
strategies, and customer relationship management.
Customer portfolio analysis is like taking a close look at all the customers a business has. It helps a
company figure out who their customers are and what they need. This analysis involves asking three
important questions:
◦ Segmentation: This means dividing customers into different groups based on similarities. It's like
sorting them into categories. For example, a company might group customers by age, location, or
buying habits to understand them better.
◦ Motivation: This question is about understanding why customers do what they do. It's like asking,
"What makes them buy our products or use our services?" By figuring out what motivates customers,
a company can tailor its marketing and products to better meet their needs.
◦ Unmet Needs: This is about finding out if there are things customers want but can't find easily in the
market. It's like discovering what's missing or what problems customers have that a company could
solve. By identifying these unmet needs, a business can create new products or services to meet them.

6.2 Customer Lifecycle

A Customer Lifecycle Segmentation Model is like looking at the different stages a customer goes
through when using a website or online service. Think of it as a journey with seven steps:
◦ First time visitor: These are people who are coming to the website or service for the very first time.
They're like window shoppers, just looking around.
◦ Return visitor: These are folks who have been to the website before and are coming back for more.
They liked what they saw or experienced on their first visit.
◦ Newly registered visitor: These are people who have signed up or created an account on the website.
They're showing more interest and commitment.
◦ Registered visitor: These are the ones who have accounts and are regular users. They might not have
bought anything yet, but they keep coming back.
◦ Have made one or more purchases: These customers have bought something at least once. They've
become paying customers.
◦ Have purchased before but now inactive: These are past customers who used to buy but have
stopped. They're not as active as they once were.
◦ Have purchased before and are still active and e-responsive: These are your loyal and engaged
customers. They keep buying and interacting with the website or service.

6.3 Differentiated Vs Undifferentiated
Market, Niche Market
Undifferentiated Market:
• In an undifferentiated market (or mass market), companies offer a standardized product for
the entire market, without significant customization for different segments. For example, sugar
is a product that is marketed in a relatively undifferentiated way.
Differentiated Market:
• In a differentiated market, companies tailor their products or marketing strategies to serve
multiple segments of the market with different needs and preferences. For example Toyota
offers a wide range of different types of vehicle (sports car, 4x4, etc) in response to differing
customer needs.
Niche Market:
• A niche market is a smaller, specialized segment of the overall market with unique and specific
needs that are not well-served by mass-produced products or generalized marketing. For
example, Ferrari only make expensive luxury sports cars.

7. E-Marketing

7.1 Concept of E-Marketing
Marketing refers to identifying and satisfying the human needs and wants
profitably.
• It involves determining the product’s features.
• Product development
• Product pricing
• Product distribution
• Promoting the product E-marketing, or electronic
marketing, refers to the marketing
of goods and services through the
internet.

7.2 What is E-Marketing?
• E-Marketing is the process of marketing a company, product, or service using the
Internet through computers and mobile devices mediums.
• Other synonyms of E-Marketing are Internet Marketing / Online Marketing /
Digital Marketing / Mobile Marketing / Social Media Marketing which are
frequently interchanged.
• E-marketing (electronic marketing) is a way of promoting and selling products or
services using the internet.
✓ It involves using various online tools and platforms such as websites, social
media, email, and search engines to reach and engage with potential
customers.
E-marketing is all about using digital channels to connect with your target audience,
advertise your offerings, and ultimately boost your business.
Imagine a small online store named as “Areeba’s Beauty Gems” where she sells handmade
jewelry. She wants to use e-marketing to reach more customers and boost her sales.

◦ Promoting and Selling: You want to promote and
sell your handmade jewelry pieces.
◦ Using the Internet: You create a website to
showcase your jewelry and provide an online store
for customers to make purchases. This website is a
fundamental part of your e-marketing strategy.
◦ Reaching and Engaging with Customers: You set up
social media accounts on platforms like Instagram
and Facebook to reach potential customers. You
post high-quality images of your jewelry and
engage with followers by responding to comments
and messages.
◦ Online Tools and Platforms: Your website,
Instagram, and Facebook accounts are the online
tools and platforms you use to promote your
business.

◦ Connect with Your Audience: You use hashtags and
keywords related to handmade jewelry to attract
people who are interested in your products. You
also respond to customer inquiries and comments
to build a connection with them.
◦ Advertise Your Offerings: You create eye-catching
posts on Instagram and Facebook showcasing your
latest jewelry pieces. You may also use paid
advertising on these platforms to reach a wider
audience.
◦ Boost Your Business: Over time, as you
consistently apply e-marketing strategies, you
notice an increase in website visitors and,
subsequently, sales. Your business is growing
because you're effectively using the internet to find
and serve more customers.

7.3 Advantages and Disadvantages of E-
Marketing
Advantages of E-Marketing
1. Global Reach: You can reach a vast, global audience through the internet,
expanding your market reach beyond geographic boundaries.
2. Cost-Effective: Digital marketing is often more cost-effective than traditional
advertising methods like print or TV ads. You can reach a larger audience for less
money.
3. Access to Data and Analytics: E-marketing provides valuable data and analytics
to understand customer behavior and preferences, allowing for data-driven
decision-making.
4. Interactivity: You can engage with your audience through social media, email,
and other online channels, building a closer relationship with your customers.

Cont. Advantages and Disadvantages of
E-Marketing
Disadvantages of E-Marketing
1. Technical Challenges: E-marketing requires technical skills and resources,
which can be a barrier for small businesses or those with limited technical
expertise.
2. Security Risks: The digital environment exposes your business to
cybersecurity threats, including data breaches and hacking.
3. High Competition: The low entry barriers mean there's often high
competition in e-marketing, making it challenging to stand out in crowded
online spaces.
4. Rapid Changes: Digital marketing platforms and algorithms frequently
change, requiring constant adaptation and learning to stay effective.
7.4 “6 Is” of E-Marketing
The "6 Is of E-Marketing" is a model that outlines key elements or components
to consider when developing an effective e-marketing strategy.

Cont. “6 Is” of E-Marketing
Integration: Integration refers to the need to align your e-marketing efforts with your overall
business strategy.
Example: Let's say you're making and selling homemade jewelry as a small business. To
integrate your e-marketing strategy, make sure your online efforts align with your overall goal,
which is to grow your jewelry business. Your website, social media profiles, and email
marketing should all support this goal.
Interaction: Interaction emphasizes the importance of engaging with your target audience. In
the digital world, interaction can take many forms, such as responding to comments on social
media, engaging in email conversations, or providing live chat support on your website.
Example: Engage with your audience on social media. When someone comments on a picture
of your jewelry on Instagram, respond with a thank you or a friendly message. Encourage
questions and conversations about your pieces. Interaction helps build a sense of community
and connection with your potential customers.

Information: Providing valuable and relevant information is key to e-marketing. Your content,
whether on your website, in emails, or on social media, should educate and inform your
audience.
Example: Provide useful information about your jewelry. On your website or social media, share
details about the materials you use, the inspiration behind your designs, and how to care for the
jewelry. This educates your audience about your products and showcases your expertise.
Individualization: Individualization, also known as personalization, involves tailoring your e-
marketing efforts to the specific needs and preferences of individual customers. This can be
achieved through techniques like targeted email marketing, personalized product
recommendations, and content customization.
Example: Personalize your emails and offers. If a customer shows interest in a particular type of
jewelry, use email marketing to recommend similar pieces or provide exclusive discounts on
their favorite styles. This personal touch makes customers feel valued and understood.

Involvement: Involvement focuses on encouraging customers to participate in your e-marketing
activities. This can include user-generated content, online reviews, social media contests, or
interactive features on your website.
Example: Encourage your customers to share their own photos wearing your jewelry on social
media. Run contests where customers can showcase how they style your pieces. By involving
your customers in your brand's story, you create a sense of community and excitement.
Integrity: Integrity emphasizes the importance of maintaining trust and transparency in your e-
marketing efforts. This involves being honest and ethical in your online interactions and
transactions.
Example: Be transparent about your jewelry-making process and materials. If you use
sustainable or eco-friendly practices, share this information. Ensure your online transactions are
secure, and always deliver on your promises regarding product quality and delivery times. This
builds trust with your customers.

8. E-Branding

8.1 What is Branding?
• A brand is a name, symbol, term, mark or design that enables customers to
identify and distinguish the products of one company from those offered by
competitors.

8.2 What is E-Branding?
E-branding (electronic branding), is a way of creating and promoting a brand or
business using the internet and digital platforms.

8.3 E-Marketing Vs E-Branding
E-Marketing E-Branding
• Focus on Sales and Promotion: E-marketing • Focus on Brand Identity: E-branding is centered
primarily revolves around promoting and around reinforcing the brand identity and
selling products or services through various perception in the digital space. It aims to establish a
online channels. Its main goal is to generate brand's values, personality, and reputation.
leads, conversions, and revenue. • Strategic and Long-Term: E-branding involves
• Tactical and Short-Term: E-marketing often strategic, long-term efforts to create a consistent
involves tactical and short-term strategies, and positive brand image online. It's not just about
such as online advertising, email campaigns, immediate results but building and maintaining a
and social media marketing, aimed at strong brand presence over time.
achieving immediate results. • Difficult to Measure Direct ROI: The ROI of e-
• Measurable ROI: E-marketing strategies are branding can be challenging to measure directly
typically designed to deliver measurable because it's about building intangible assets like
return on investment (ROI) by tracking metrics brand loyalty and trust. Metrics may include brand
like click-through rates, conversions, and sales. sentiment, customer satisfaction, and brand
recognition.

8.4 Strategies for E-Branding
• Unique Brand Identity: Develop a distinct
brand identity with a memorable logo, color
scheme, and typography.
• Consistent Branding: Maintain a consistent
brand image across all online platforms.

Cont. Strategies for E-Branding
1. Storytelling: Share the story of your journey in making
homemade jewelry and the inspiration behind your designs.
2. Engagement: Actively engage with your audience by
responding to comments and messages.
3. Online Reputation Management: Handle negative feedback
professionally, showcasing your commitment to customer
satisfaction.
4. Social Media Showcase: Use platforms like Instagram,
Pinterest, and Facebook to display appealing images of your
jewelry and the stories behind each piece.
5. Community Building: Establish a community of jewelry
enthusiasts who can discuss trends and share styling ideas.

9. Customer Relationship Management

9.1 Customer Relationship Management
CRM = Customer + Relationship + Management

Cont. Customer Relationship Management (CRM)
1. Customer: A customer is a person or a company that
buys something from another business. For
example, if you go to a store and purchase a pair of
shoes, you're the customer.
2. Relationship: A relationship is a connection or bond
between people or things. In this case, it refers to
the connection between a business and its
customers. Businesses want to have a good, friendly,
and long-lasting connection with the people who
buy their products or services.
Management: Management means controlling or
handling something to make it work well. So,
"customer relationship management" is like the plan
and actions a business takes to control and handle
its interactions with customers to make those
interactions work smoothly and positively.

Cont. Customer Relationship Management (CRM)
Now, when we put it all together,
"Customer Relationship Management"
(CRM) means the strategies, tools, and
practices a business uses to control and
handle its connections and interactions
with customers”.

9.2 Aim of CRM
“The aim of CRM is to increase customer loyalty in order to increase profitability”
◦ Customer Loyalty: Customer loyalty refers to when customers keep coming back to a business to
make more purchases or use its services. Loyal customers are happy with their experiences and
prefer the company over its competitors. They are more likely to continue buying from the
company.
◦ Increase: To "increase" means to make something grow or become more. In this context, it
means making customer loyalty grow or become stronger.
◦ Profitability: Profitability means how much money a business makes after subtracting all its costs.
When a business is profitable, it's earning more money than it's spending, which is the goal of
most businesses.
So, the statement is saying that the main goal of Customer Relationship Management (CRM) is to
make customers more loyal. When customers are loyal, they keep buying from the company, which,
in turn, helps the business make more money. When a company has loyal customers who come
back to buy again and again, it's likely to be more profitable, which is a key objective of CRM.
9.3 CRM in today
Customer relationship management (CRM) is a complete software system that
manages customer relationships, but it isn't a single solution. To effectively
manage, analyze, and improve your customer relationships, you need a
comprehensive set of cloud solutions that supports your organization at every
customer interaction point.
A CRM system gathers, links, and analyzes all collected customer data, including
contact information, interactions with company representatives, purchases,
service requests, assets, and quotes/proposals.

9.4 Why CRM in SM – A-Bites Bakery

9.5 Why Studying CRM in SM?
1. Customer-Centric Approach: In modern business
strategies, customer-centric approach is key a to success.
Understanding and effectively managing customer
relationships is critical to success. Strategic management
students need to grasp how businesses can align their
strategies with customer needs and preferences.
In SM class, it is learned that always put your customers
at the center of your bakery's strategy. You need to
understand what types of pastries and bread they like,
their preferred pricing, and the best ways to
communicate with them (e.g., social media, email, or in-
person).

Cont. Why Studying CRM in SM?
2. Competitive Advantage: CRM can be a source of
competitive advantage. Learning how to use customer
data and insights to outperform competitors and create
unique value for customers is a crucial aspect of strategic
management.
Your bakery faces competition from other nearby
bakeries. By studying CRM, you discover that you can
stand out by offering personalized loyalty rewards to
regular customers. This could be a free coffee after a
certain number of visits or a discount on their favorite
pastry. This competitive advantage helps you retain and
attract more customers.
3. Long-Term Sustainability: Strategic management
involves planning for the long term. A loyal customer
base can provide a stable and sustainable source of
revenue. CRM strategies are essential in building and
maintaining such relationships.
You realize that in your class, sustainable business
practices are important. Maintaining loyal, long-term
customers ensures a steady stream of revenue. CRM
helps you build relationships with your customers so
they keep coming back, providing a stable income for
your bakery over time.

4. Data-Driven Decision Making: In today's data-rich
environment, effective strategic decisions are often
data-driven. CRM systems provide a wealth of
customer data that can inform strategic choices.
Understanding how to use this data in decision-
making is vital.
You start using a simple CRM system to track customer
preferences. You notice that your chocolate shake is
the best-sellers. Armed with this data, you decide to
expand your chocolate shakes range, leading to
increased sales.

5. Customer Satisfaction and Loyalty: Satisfied and loyal
customers are more likely to recommend the business,
resulting in reduced marketing costs and increased sales.
Strategic management students learn how to create
strategies that lead to higher customer satisfaction and
loyalty.
You focus on providing excellent customer service and
ensuring that your customers are satisfied with their
bakery experience. Satisfied customers become loyal,
returning to your bakery for their favorite treats and
recommending your bakery to their friends.

9.6 Customer Life Cycle
The customer lifecycle is a concept used in marketing and customer relationship
management to describe the various stages a customer goes through during their
relationship with a company or brand. It encompasses the entire journey from the initial
awareness of a product or service to the post-purchase stages.
1. Awareness
2. Consideration
3. Purchase
4. Post-Purchase Evaluation
5. Loyalty and Advocacy
6. Repurchase or Renewal
7. Churn

Cont. Customer Life Cycle
1. Awareness: At this stage,
potential customers become aware
of a product or service. This can
happen through various marketing
channels, such as advertising,
social media, word of mouth, or
online search.

2. Consideration: Once aware, customers start to consider the product or service as a
potential solution to their needs or problems. They may research, compare options,
and gather information.

3. Purchase: This is the stage where
the customer decides to buy the
product or service. They make a
transaction and become a paying
customer.

4. Post-Purchase Evaluation: After the purchase, customers
assess their experience with the product or service. They
evaluate whether it met their expectations and if they are
satisfied with their decision.
5. Loyalty and Advocacy: Satisfied customers may become
loyal to the brand and its products or services. They may
continue to make repeat purchases and even become
advocates, recommending the brand to others.
6. Repurchase or Renewal: Depending on the type of
product or service, customers may engage in repeat
purchases, renew subscriptions, or upgrade to higher-tier
offerings.

7. Churn: In some cases, customers may
discontinue their relationship with the
company, which is referred to as churn. This
can happen due to various reasons, such as
dissatisfaction, changing needs, or
competition from other brands.

9.7 Stages of Customer Life Cycle in SM
CRM involves four key marketing activities (the ‘customer lifecycle’).
1. Customer Selection
2. Customer Acquisition
3. Customer Retention
4. Customer Extension

Cont. Stages of CLC
1. Customer Selection
"A Customer Selection" means deciding which customers a business wants to focus on. It's about
understanding what these customers want and how we can provide what they need. This also
involves creating or choosing products that match those needs. In simple terms, it's about figuring
out who your customers are, what they want, and making products that make them happy.
A company can determine customer needs and wants through various methods and strategies
◦ Market Research: Conducting market research is one of the most effective ways to understand
customer needs and wants. This can involve surveys, questionnaires, interviews, and focus groups
to gather information directly from customers. Analyzing market trends and industry reports can
also provide valuable insights.
◦ Customer Feedback: Listening to customer feedback is essential. Companies can collect feedback
through customer support interactions, online reviews, and feedback forms on their websites.
This feedback often highlights specific issues, desires, or suggestions from customers.

Cont. Stages of CLC
◦ Competitor Analysis: Analyzing what your competitors are offering and how they are meeting
customer needs can give you insights into potential gaps or opportunities in the market. You
can learn from both their successes and their shortcomings.
◦ Observation: Sometimes, simply observing customer behavior and preferences can provide
valuable information. This can be done in physical stores, through website analytics, or by
tracking how customers interact with products or services.
◦ Data Analysis: Collecting and analyzing data on customer purchases, browsing habits, and
interactions with your company can help identify trends and patterns that indicate what
customers are looking for.
◦ Social Media Monitoring: Social media platforms are rich sources of customer opinions and
preferences. Monitoring social media conversations and engagement with your brand and
products can offer real-time insights into customer needs and wants.

Cont. Stages of CLC
2. Customer Acquisition
Customer acquisition is the process of attracting and gaining new customers for a business. This
is a fundamental aspect of growing and sustaining any company.
Customer Acquisition
Traditional Offline Rapidly Evolving Online

Techniques Techniques

Cont. Stages of CLC
Traditional Offline Techniques:
◦ Advertising: Traditional advertising methods include TV commercials, radio ads, print media
(newspapers and magazines), billboards, and other forms of offline advertising. These aim to
reach a broad audience.
◦ Direct Mail: Sending physical promotional materials, such as postcards, brochures, or catalogs,
directly to potential customers' mailboxes. This can be targeted to a specific audience.
◦ Sponsorship: Supporting events, sports teams, or community activities in exchange for brand
exposure. This can help reach a local or niche audience.
◦ Networking and Word of Mouth: Building relationships and relying on personal
recommendations can be a powerful way to acquire customers, especially in industries where
trust and personal connections are essential.
◦ Cold Calling: Contacting potential customers by phone or in person to introduce your product
or service. This method requires a list of leads and can be time-consuming.

Traditional Offline Techniques:
◦ Advertising: You decide to create colorful flyers and posters showcasing your
cupcakes' mouthwatering flavors and beautiful decorations. You distribute these
flyers in your local neighborhood and put up posters on bulletin boards in nearby
shops. This way, people in your community can see your advertisements.
◦ Direct Mail: You also send out postcards with pictures of your cupcakes to the
households in your neighborhood. This way, potential customers receive your
bakery's information directly in their mailboxes.
◦ Sponsorship: You decide to support a local school's bake sale by donating a batch of
your cupcakes. In return, the school mentions your bakery as a sponsor at the event.
This sponsorship helps you reach parents and students who attend the school.

Cont. Stages of CLC
Rapidly Evolving Online Techniques:
◦ Digital Advertising: This includes online ads on platforms like Google Ads, Facebook Ads, and
other social media platforms. These ads can be highly targeted to reach specific demographics
and interests.
◦ Content Marketing: Creating valuable and relevant content, such as blog posts, videos, and
infographics, to attract and engage potential customers. This content can help educate and
build trust.
◦ Search Engine Optimization (SEO): Optimizing your website and content to rank higher in
search engine results, making it easier for potential customers to find you when searching for
relevant keywords.
◦ Social Media Marketing: Using social media platforms like Facebook, Twitter, Instagram, and
LinkedIn to connect with and engage potential customers. This includes both organic (non-
paid) and paid efforts.

Cont. Stages of CLC
◦ Email Marketing: Sending targeted email campaigns to potential customers who have shown
interest or provided their contact information. This is effective for building relationships and
nurturing leads.
◦ Referral Programs: Encouraging existing customers to refer new customers in exchange for
incentives or rewards.

Rapidly Evolving Online Techniques:
◦ Digital Advertising: You create eye-catching ads for your cupcakes and run them on social media platforms
like Facebook and Instagram. These ads target people in your local area who have shown an interest in baked
goods.
◦ Content Marketing: You start a baking blog on your website and regularly post articles about baking tips,
cupcake recipes, and fun stories about your bakery. This content not only attracts people interested in baking
but also showcases your expertise.
◦ Search Engine Optimization (SEO): You optimize your website so that when someone in your town searches
for "delicious cupcakes near me" on Google, your bakery's website appears at the top of the search results.
This makes it easier for locals to find your bakery online.
◦ Social Media Marketing: You post tempting pictures of your cupcakes on social media platforms and engage
with your followers. By doing so, you attract locals who follow your bakery's pages and become interested in
your treats.
◦ Email Marketing: You create an email newsletter that people can subscribe to on your website. When
someone signs up, you send them special cupcake offers and updates about new flavors. This keeps them
engaged and interested in your bakery.
◦ Referral Programs: You introduce a referral program where existing customers can earn a discount if they
refer a friend to your bakery. This encourages your satisfied customers to bring in new business.
Cont. Stages of CLC
3. Customer Retention
Customer retention refers to the strategies and practices a company employs to keep existing
customers satisfied and engaged over time, encouraging them to continue doing business with
the company. It is a critical aspect of a company's overall success because retaining loyal
customers is often more cost-effective than acquiring new ones.
◦ Here are some effective customer retention strategies:
◦ Outstanding Customer Service: Provide exceptional customer service by addressing inquiries
and resolving issues promptly. Make customers feel valued and heard.
◦ Example: Your waiters greet every customer with a smile, remember their names, and their
usual coffee preferences. When a customer has a question or concern, you address it promptly
and ensure they leave satisfied.

Cont. Stages of CLC
◦ Loyalty Programs: Implement loyalty programs that reward customers for repeat purchases. These
can include discounts, exclusive offers, or loyalty points that can be redeemed for rewards.
◦ Example: You introduce a loyalty card. For every five coffees purchased, the customer gets one free.
This incentivizes them to keep coming back and eventually enjoy a free coffee.
◦ Personalization: Tailor your products, services, and marketing efforts to meet the specific needs and
preferences of individual customers. Personalized recommendations, offers, and communication can
enhance the customer experience.
◦ Example: You take note of each customer's preferences. For instance, if one customer always enjoys
dark coffee , you offer them special promotions related to dark coffee.
◦ Quality Products and Services: Continuously improve the quality of your products or services to
meet or exceed customer expectations. Satisfied customers are more likely to stay.
◦ Example: You consistently serve high-quality coffee and delicious pastries, ensuring that customers
know they can rely on you for a great coffee experience.

Cont. Stages of CLC
◦ Communication: Consistently and meaningfully communicate with customers through
newsletters, emails, social media engagement, and personalized messages to keep them
informed and engaged.
◦ Example: You send out a monthly newsletter to your customers, letting them know about new
coffee blends, upcoming events, or exclusive promotions for loyal customers.
◦ Feedback Collection: Actively seek feedback from customers and use it to make
improvements. This demonstrates that you value their opinions and are committed to
enhancing their experience.
◦ Example: You set up a suggestion box, encouraging customers to share their ideas or concerns.
When customers make suggestions or express concerns, you take them seriously and make
improvements based on their feedback.

Cont. Stages of CLC
◦ Community Building: Create a sense of community among your customers, such as through
forums, social media groups, or events. This helps customers feel connected to your brand.
◦ Example: You host monthly coffee tastings where customers can come together, try different
coffee varieties, and chat about their love for coffee. This creates a sense of community and
belonging.
◦ Proactive Problem Solving: Identify and address issues before they become major problems.
This demonstrates a commitment to customer satisfaction and can prevent customer churn.
◦ Example: If there's a temporary issue like a broken coffee machine, you let your regulars know
in advance and offer them a discount on their next visit as a gesture of goodwill.
◦ Long-Term Relationship Building: Focus on building long-term relationships rather than short-
term gains. Prioritize the customer's long-term value to your business.
◦ Example: You think of your customers as long-term friends rather than one-time buyers, always
aiming to provide the best experience and maintaining their loyalty.

Cont. Stages of CLC
◦ Thank You and Gratitude: Show appreciation to customers through thank-you notes, special
offers on milestones (like anniversaries), or personalized messages.
◦ Multi-Channel Engagement: Engage with customers through various channels, including email,
social media, phone, and in-person interactions, to meet their preferences.
◦ Competitive Pricing and Value: Ensure that your pricing is competitive, and the overall value of
your products or services justifies the cost.

Cont. Stages of CLC
4. Customer Extension
customer extension refers to an extended relationship with a customer. Here are some effective
customer extension strategies:
◦ Upselling and Cross-Selling: Building on the existing relationship with a customer by offering
them additional products or services. For example, if a customer has purchased a smartphone,
you might suggest accessories like a case or screen protector (cross-selling) or a higher-end
model (upselling).
◦ Propensity Modeling: Propensity modeling is a data-driven approach used in marketing and
customer relationship management to predict how likely a customer is to engage in a
particular behavior or respond to a specific offer. It involves evaluating a customer's past
behavior and then making personalized recommendations to them for future products or
actions. A common example of propensity modeling can be seen on e-commerce platforms like
Amazon, where they provide product recommendations based on your previous purchases and
browsing history.
Cont. Stages of CLC
◦ Sense, Respond, Adjust:
◦ 'Sense, Respond, Adjust' is a customer-focused approach that involves monitoring and
engaging with customers in a structured manner to build and maintain strong customer
relationships.
◦ Sense: In this phase, the company closely monitors customer activities, interactions, and
behaviors.
➢ Monitor Customer Activities: You use data analytics to monitor the activities of
your online customers. You collect information on what they browse, add to their
shopping carts, and purchase. You also track how often they visit your website and
their total spending.
➢ Segment Customers: Based on the data collected, you categorize your customers
into different segments. For instance, you classify them as "New Shoppers,"
"Frequent Buyers," "Seasonal Shoppers," and "Inactive Customers."
Cont. Stages of CLC
◦ Sense, Respond, Adjust:
◦ 'Sense, Respond, Adjust' is a customer-focused approach that involves monitoring and
engaging with customers in a structured manner to build and maintain strong customer
relationships.
◦ Sense: In this phase, the company closely monitors customer activities, interactions, and
behaviors.
➢ Monitor Customer Activities: You use data analytics to monitor the activities of
your online customers. You collect information on what they browse, add to their
shopping carts, and purchase. You also track how often they visit your website and
their total spending.
➢ Segment Customers: Based on the data collected, you categorize your customers
into different segments. For instance, you classify them as "New Shoppers,"
"Frequent Buyers," "Seasonal Shoppers," and "Inactive Customers."
Cont. Stages of CLC
◦ Respond:
➢ Tailored Communication: You create tailored communication for each customer
segment. For "New Shoppers," you send a welcome email with a first-time
shopper discount. For "Frequent Buyers," you offer a loyalty program that
rewards them with points for each purchase. For "Seasonal Shoppers," you send
seasonal promotions based on their past purchases. For "Inactive Customers,"
you send a reactivation email with a special discount.
➢ Timely Engagement: You ensure that your communication is timely. For example,
you send out an email with a discount code to "Frequent Buyers" on their
birthday as a special gift.

Cont. Stages of CLC
◦ Adjust:
➢ Monitor Responses: You track how each customer segment responds to your
communication. You notice that the "New Shoppers" segment has a high conversion
rate after receiving the welcome email, but "Inactive Customers" haven't shown much
response.
➢ Make Adjustments: Based on these responses, you adjust your strategy. You decide to
send a follow-up email to the "Inactive Customers" with a more enticing offer to
encourage them to return to your store. For "Frequent Buyers," you increase the
frequency of loyalty program updates to keep them engaged.
➢ Continued Monitoring: After making these adjustments, you continue to monitor how
customers react. You find that the follow-up email to "Inactive Customers" led to
some returning customers, and your engagement with "Frequent Buyers" has
strengthened.

Thanks

Chapter 11 Strategic Management - CMA

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 11 Strategic Management - CMA

Uploaded by

Copyright:

Available Formats

STRATEGIC

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

"The management process responsible for identifying, anticipating and

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

▪ A marketing strategy is a long-term plan for achieving a company's

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

▪ Strategic marketing is like a well-thought-out plan for promoting and selling a

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

CRM = Customer + Relationship + Management

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai

©Prepared by Muhammad Waqas Chughtai