In this section we will describe the various aspects of customer relationship management and integrate the study with the case of Harley Davidson. In this section the five management concepts will be identified and explained.
Customer Relationship Management
The customer relationship management is the term used to describe all the facets of interaction that a particular company has with the customer, which will include both the sales or the service. The interaction described here can be between the business and the business or the business and consumer. [1]
Long term customer relationship of Harley Davidson
Harley Davidson has recognized the importance of the relationship it needs to maintain with the customers to build an emotional connection. …show more content…
Publishing a particular product in the newspaper or television is an example.
Concentrated strategy is the targeting technique in which a message is formulated or sending to a particular segment of customers only. Placing an advertisement in a magazine publishing construction news which will target only a group of customers interested in civil engineering.
Differentiated targeting technique is the strategy of broadcasting many message in which each of the message will convey multiple benefits of the product or service. For example, advertising about the benefits of sending children to school to the parents.
In my opinion Harley Davidson has targeted the segment of the society who are aged between 40 and 50 and the who has a sufficient amount of purchase power and relies primarily on luxury. [3]
Question 3: Purchase behavior of Motorcycle:
When an individual want to buy a motorcycle, he will go through the below process:
1. Identification of the need: When a buyer has a particular need then the process if buying is initiated. The process of buying the motorcycle is triggered either from within or external …show more content…
Behavior after the purchase of the product: After the purchase the customer will exhibit his satisfaction level on the performance and service of the product.[3]
Purchase behavior in case of Harley Davidson
The decision of a buyer to buy Harley Davidson is greatly influenced by the family members, and opinion leaders in the society. These people are usually more influential because they have a upper hand experience on the products. As Harley Davidson is a luxury product and is used by many of the middle aged groups with above average purchase power, the company has been very careful in interacting with such people around the world. Thus this will help the buying decision of a person who wants to buy Harley Davidson to not to look for alternatives instead rely on these marketers in doing the decisions for them. [4]
Influence of marketer on consumer information collection
Marketers are specialized group of people who position their product in the right segment of people and then sell the information regarding their product to these people. When a person wants to buy a product he is open to ideas from the market. If the marketer is able to effectively communicate the uses of his product across to the consumers along with an optimum price and promotion, then the customer will be influenced. The availability of the product is also a factor that influences the purchase decision of the buyer which is rightly taken care by positioning the product.
Customer Relationship Management
The customer relationship management is the term used to describe all the facets of interaction that a particular company has with the customer, which will include both the sales or the service. The interaction described here can be between the business and the business or the business and consumer. [1]
Long term customer relationship of Harley Davidson
Harley Davidson has recognized the importance of the relationship it needs to maintain with the customers to build an emotional connection. …show more content…
Publishing a particular product in the newspaper or television is an example.
Concentrated strategy is the targeting technique in which a message is formulated or sending to a particular segment of customers only. Placing an advertisement in a magazine publishing construction news which will target only a group of customers interested in civil engineering.
Differentiated targeting technique is the strategy of broadcasting many message in which each of the message will convey multiple benefits of the product or service. For example, advertising about the benefits of sending children to school to the parents.
In my opinion Harley Davidson has targeted the segment of the society who are aged between 40 and 50 and the who has a sufficient amount of purchase power and relies primarily on luxury. [3]
Question 3: Purchase behavior of Motorcycle:
When an individual want to buy a motorcycle, he will go through the below process:
1. Identification of the need: When a buyer has a particular need then the process if buying is initiated. The process of buying the motorcycle is triggered either from within or external …show more content…
Behavior after the purchase of the product: After the purchase the customer will exhibit his satisfaction level on the performance and service of the product.[3]
Purchase behavior in case of Harley Davidson
The decision of a buyer to buy Harley Davidson is greatly influenced by the family members, and opinion leaders in the society. These people are usually more influential because they have a upper hand experience on the products. As Harley Davidson is a luxury product and is used by many of the middle aged groups with above average purchase power, the company has been very careful in interacting with such people around the world. Thus this will help the buying decision of a person who wants to buy Harley Davidson to not to look for alternatives instead rely on these marketers in doing the decisions for them. [4]
Influence of marketer on consumer information collection
Marketers are specialized group of people who position their product in the right segment of people and then sell the information regarding their product to these people. When a person wants to buy a product he is open to ideas from the market. If the marketer is able to effectively communicate the uses of his product across to the consumers along with an optimum price and promotion, then the customer will be influenced. The availability of the product is also a factor that influences the purchase decision of the buyer which is rightly taken care by positioning the product.