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Service Marketing, Transaction Marketing & Relationship Marketing,…
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Pillars of CRM
- Core customer are key target
- Loyalty is the key ingredient of brand equity
- Heart is CRM and Brain is VOAC
- Reject funnel vision
- know the value of customer
- Get marketing mix right
- avoid punishing loyalist
- Sell on quality
- Measure what matters
- Recognize and reward customer relationship marketing
- Focus on brand loyalty as an asset
CRM Strategies
- Customer return on assets
- Customer Focus Framework
- Build the shared vision
- Design to achieve high performance
- implement change
- Drive continuous improvement
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Marketing Mix
- Product
- Price
- Place
- Promotion
- People
- Process
- Physical Evidence
Objective of pricing
- ROI
- Market share
- Meeting competition
- Profit
Pricing policies
- Cost based pricing
- Value based pricing
- Demand based pricing
- Competition based pricing
Pricing Strategies
- Differential/flexible pricing
- Discount pricing
- Diversionary Pricing
- Guaranteed pricing
- High price maintenance pricing
- Loss leader pricing
- Offset pricing
- Odd pricing
- Premium pricing
- Penetration pricing
- Economy pricing
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