Making Customer Relationship Management Work- Sweden

Internal marketing needs
Making Customer Relationship Management Work

Customer Service

Customer service comments:
MBA Site
E-mail Autoresponder Wharton, HBS Response, Kellog Response
Wharton Adcomm. taking questions
the least applicant-friendly B-school: Listed Reasons for Wharton
What is Up w/ Kellogg Guy?

Shanghai interview —students helping students, serving better than we could.

Discussion Topic: Provide your own examples of excellent / poor customer service that have material impact on retaining / losing customers (use examples from a business and or customer perspective).

Discussion Topic: How does your company use its web-site for customer service and / or customer relationship building?

Marketing Stimuli Environmental Stimuli Buyer’s Characteristics Buyer’s Decision Process Buyer’s Decisions
Product Economic Cultural Problem Recognition Prudct Choice
Price Technology Social Information Search Brand Choice
Promotion Political Personal Evaluation Dealer Choice
Place Cultural Psychological Purchase Decision Purchase Timing
      Post Purchase Behavior Purchase Amount

Intro: CBB … Not just about changing promotions, but entire marketing mixes.

Cultural Characteristics: Values, Perceptions, preferences and behaviors (learned from family), fundamental to persons wants.

Buyer behavior influenced by four factors:

  • cultural (culture, sub culture and social class (ethnocentrism and patriotism))
  • social (reference groups, family, and roles and statuses)
  • personal (age and life cycle state, occupation, economic circumstance, life style, personality and self concept)
  • psychological (motivation (freud, maslow, hertzberg), perception, learning, and beliefs and attitudes)

Do Mixed Emotions and Advertising Mix?

How Store Location and Pricing Structure Affect Shopping Behavior

Decision influencers (initiator, influencer, decider, buyer and user) … not as complex as B2B buying decision influencers.

Types of Buying Situations:

  • Complex Buying Behavior
  • Dissonance Reducing Buying Behavior
  • Habitual Buying Behavior
  • Variety Seeking Buying Behavior

Consumer decision-making process:

  1. Need Recognition
  2. Information Search
  3. Evaluation of Alternatives
  4. Purchase Decision
  5. Post Purchase Behavior

got milk? Change consumer attitudes about milk.


MBA Purchase Process

SRI Business Intelligence: VALS, Psychology of Markets

Discussion Topic: Why use iVALS and psychographic segmentation? Which marketers would benefit most from iVals segmentation and why?

Privacy versus Understanding the customer, on the net.


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