Customer Relationship Marketing Case Study

792 Words 4 Pages
1. Within this ten years, there is a lot of product had been released. But the one best product that I found is I phone. Before I phone had been release, there is no such phone with touch screen. Every phone in that time is full of button and it is the first phone that just with one button in year 2007.
2. Customer Relationship Marketing (CRM) is a business strategy to select and manage the most valuable customer relationships. CRM requires a customer-centric business philosophy and culture to support effective marketing, sales and service processes. CRM applications can enable effective customer relationship management, provided than an enterprise has the right leadership, strategy and culture. CRM is the overall process of building and maintaining
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Customers’ insights can be defined as customer needs and wants. Customer needs are fundamental requirements. There are many needs, ranging from those that allow life to exist to those that produce personal enrichment. A need becomes apparent when there is a gap between a desired state and an actual state. Customer want is the specific form of consumption desired to satisfy a need. Many different want can fulfil a need. Each want represents an alternative way to meet goals or requirements. A want is simply one of many desires a person may have to fulfil a need. So, a marketing information system (MIS) is intended to bring together different data into a logical body of information. An MIS is mainly developed for the purposes of decision making. It provides methods for interpreting the information the MIS provides. Kotler’s definition states that an MIS is more than a system of data collection or a set of information technologies. A marketing information system encompasses people, equipment, procedures and policies to gather, sort, evaluate and distribute needed, timely and accurate information to decision makers. Marketing information system interacts with marketing managers in determining their information needs. Next, it builds information that is needed from internal databases, information analysis, marketing intelligence and marketing research. Then, the managers will analyse information before MIS distribute the useful information for the firm’s marketing activities. …show more content…
Consumers’ buying behaviour are influenced by their characteristics and their psychological factors. So, there is four factors that will affect consumers’ buying behaviours: cultural factors, social factors, personal factors and psychological factors. The characteristics of cultural factors is social class. Social class is a group consisting of individuals with similar and economic circumstances who are considered to have similar status in society. The characteristics of social factors is reference group. Reference groups are the groups in society with a person interacts. They are known as reference groups to indicate that they are point of comparison or reference for consumers in making their decisions. The characteristics of personal factors is economic situation. Economic situation is income sensitive products like cars, houses, and furniture are very much affected by general economic condition. Marketers have to be sensitive to economic condition of a country to adjust their products to such situation. If economic indicators point to a recession, marketers can take steps in redesigning or repricing their products. The characteristic of psychological factors is learning. Learning is a process that creates changes in behaviour, immediate or expected, through experience and practice. Learning occurs faster and is retained longer when more reinforcement is received during learning; the more important is the material to be

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