Customer Relationship Management: Concept, Strategy, And Tools 2nd Edition Michael Pearce - Solutions

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Understand the best practices of selecting customer-oriented personnel.
Explain the features of a customer-oriented renumeration system.
Discuss the link between employee and customer orientation.
Elaborate on the various factors that influence customer orientation.
5. Briefly discuss the four steps in the CRM chain of effects. Then relate these concepts to your organization or university.
4. Elaborate as to why the three pillars of CRM must be integrated, and why the process is a continuing journey of improvement.
3. How might the implementation of CRM help to achieve each of the components of international strategy?
2. Consider a multinational firm that you believe is following each of the international strategic theories discussed in the chapter. Then discuss the benefits that might be achieved by implementing CRM at each company.
1. Discuss the four primary international strategic theories and how each of them compares with respect to achieving local responsiveness and corporate efficiency.
Elaborate on the advantages and objectives of Customer Relationship Management (CRM).
Discuss the three pillars of Customer Relationship Management (CRM).
Elaborate on the primary components of international strategy.
Discuss the pros and cons of international strategic theories.
Identify the primary sustainable competitive advantages.
Understand the global significance of Customer Relationship Management (CRM).
write of the
what is the
4. Implementation of CRM strategy
3. Capture of information and alignment of technology
2. Integration and alignment of organizational processes
1. A customer-management orientation
5. “By focusing referral program efforts only on the high value customers, it is possible for companies to increase their CRV.” Do you agree with this statement? If not, which customer segment(s) should managers focus on, and why?
4. Should we invest in building brand value or customer value?
3. What are the important questions companies should think about in order to develop a successful proactive intervention strategy?
2. Discuss the relative importance of the customer acquisition and retention processes from the perspective of customer lifetime value.
1. Consider a multiproduct company and discuss the likely sequence in which the average customer would buy these products. Why do you think an average customer may not be the best way to consider this problem?
4. Brand behavior, which is made up of a customer’s repeat-buying behavior (brand loyalty), relationship with other customers of the brand(brand advocacy), and willingness to pay a price premium over other brands (brand price premium behavior)
3. Brand behavior intention, which is made up of a customer’s intention to purchase a brand(purchase intention) and,
2. Brand attitude, which is made up of a customer’s trust in the brand (brand trust) and a customer’s emotional response towards the brand (brand affect)
Brand knowledge, which is made up of a customer’s awareness of the brand (brand awareness) and a customer’s image of the brand (brand image)
When do we intervene?
Should we intervene?
3. How much is invested in a customer-firm relationship has a larger impact on long-term customer profitability than how the expenditures are invested across communication channels
2. Investments into customer acquisition and retention have diminishing marginal returns.
1. The amount of investment in a customer as well as how it is invested has an impact on acquisition, retention, and customer profitability.
3. What is the expected revenue from that customer?
2. When is the customer expected to buy each product?
1. What is the sequence in which a customer is likely to buy multiple products or product categories?
Anoptimization algorithm that maximizes the profits from each individual customer by examining the impact of various levels of marketing communication inputs
A panel data model that predicts the cash flows from each individual customer, also as a function of marketing communication inputs and the customers’ past purchase behavior observed over time.
A probability-based model that predicts the interpurchase time of each customer, as a function of marketing communication inputs and the customers’ past purchase behavior observed over time.
5. Please explain the phenomenon of the privacy paradox.
4. Please give examples for customers’ privacy protective responses and explain the potential consequences for companies.
3. Imagine you are the manager of a U.S. company selling apparel over the Internet. What are the main privacy regulations to be kept in mind when selling to a German customer?
2. The U.S. and Germany reflect two different perspectives of customer privacy regulation.Please state and describe both perspectives and explain their historical and cultural origin.
1. Please explain the role of public media as a driver of customers’ privacy concerns.
At the time of the collection and each usage, the company clearly sets out the right to optout from direct marketing via e-mail.
The customer has not opposed the use of e-mail for further direct marketing.
The organization uses the e-mail contact for marketing very similar products and services.
The organization has received the e-mail address in the context of selling goods or services to the customer.
Information on customers’ online behavior is collected using cookies and click-stream technology without customers’ consent.
Customers voluntarily enter personal information, such as their name, address, and credit card number, into databases.
3. Companies should take more steps to make sure that unauthorized people cannot access personal information in their computers.
2. Computer databases that contain personal information should be protected from unauthorized access—no matter how much it costs.
1. Companies should devote more time and effort to preventing unauthorized access to personal information.
4. Companies should never share personal information with other companies unless it has been authorized by the individuals who provided the information.Improper Access:
Companies should not use personal information for any purpose unless it has been authorized by the individuals who provided the information.2. When people give personal information to a company for some reason, the online company should never use the information for any other reason.3. Companies
4. I’m concerned that companies are collecting too much personal information about me.
3. It bothers me to give personal information to so many companies.
2. When companies ask me for personal information, I sometimes think twice before providing it.
1. It usually bothers me when companies ask me for personal information.
3. It is very important to me that I am aware and knowledgeable about how my personal information will be used.Collection:
2. A good consumer online privacy policy should have a clear and conspicuous disclosure.
1. Companies seeking information online should disclose the way the data are collected, processed, and used.
3. I believe that online privacy is invaded when control is lost or unwillingly reduced as a result of a marketing transaction.
2. Consumer control of personal information lies at the heart of consumer privacy.
1. Consumer online privacy is really a matter of consumers’ right to exercise control and autonomy over decisions about how their information is collected, used, and shared.
7. How can the risks of the shift from goods to services be reduced or eliminated?
6. What are the risks associated with the shift from goods to services?
5. Explain which type of hybrid offering Xerox provides to its customers.
4. Explain the advantages and disadvantages of the different criteria for selecting key accounts.
3. What are the key steps to successfully implementing a KAM program?
2. How can sales managers and senior management support SFA adoption and usage by employees?
1. Describe the benefits of SFA and their linkages.
Post-deployment customer support.For the seller, the most important factor is guaranteeing that a buyer adopts the solution and to meet the buyer’s needs and requirements through the design of effective solutions. Thus the seller has to know which factors will ensure the success or effectiveness
Their development
Customization and integration of industrial goods and/or services
Ensure access to resources, such as data about the installed base product usage and process, product development and manufacturing assets, sales forces and distribution networks, and a field service organization that build the required capabilities.Customer requirement definition
Design services that build on existing product platforms.
Developing defensible best practices in electronic discovery.Mandate a centralized administration of services, such as putting different services in one location or a separate organization.
Creating personalized, multichannel marketing communications.
Designing, authoring, and translating technical and user documentation.
Improving communication processes and back-office functions associated with creating, capturing, managing, and routing customer, employee, and supplier information.
Consolidating in-house production and commercial printing under a single point of control.
Managing print services for office, production, and virtual worker sites.
6. Definition of most interesting key accounts.
5. Selection and clustering of potential key accounts.
4. Analysis of attractiveness (sales volume, competitive situation, image, etc.), chances of acquisition, and segmentation(products, industry, etc.) of these 200 companies.
3. Preparation of a list with the 200 biggest companies with the highest potential.
2. Searching for the world’s biggest companies within the different industries(sales volume).
2. Would you expect customers who access the company through different channels to have differential values for the company? Why?
1. Can you think of experiments that would allow Otto to make inferences about whether one channel functions as a lead in to another channel?
2. Separate channel functions and differentiate prices to increase short-term profits
1. Integrate channel functions to enhance customer loyalty and long-term profits.
Dynamism in the environment (i.e., frequency of environmental changes
Complexity of an environment (i.e., number and diversity of competitors and buyers)
Level of available resources (needed for innovation and differentiation)
3. how intensively to use each route (i.e., store density).
which types of channels to implement and combine, and
2. Should the campaign stop here? Are there opportunities for BMW to proceed campaigning with the new owners of the Z4? What are some of those opportunities?

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Customer Relationship Management: Concept, Strategy, And Tools 2nd Edition Michael Pearce - Solutions

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