6. Retail Promotion Program Objectives
• Long-term
- Store Brand Building
• Short-term
• Communication Objectives
• Affecting stages in decision making process
Belu
7. Suggestions for Developing Ads
• Dominant headline
• Dominant element
• Simple layout
• Specific, complete presentation
• Distinct visuals
• Name and address of store
Pra
8. Considerations in
Evaluating a Promotion
• Realized margin from the promotion
• Cost of the additional inventory
• Potential increase in sales from the
promoted merchandise
• Potential loss from switching
• Additional sales from more customer visits
Pra
9. Types of Media
Newspapers Direct mail
Magazines Outdoor
Radio Shopping guide
TV Yellow pages
Internet
Khem
11. What is Customer Relationship Management
(CRM)?
CRM is “the development
and maintenance of
mutually beneficial
long-term relationships with
strategically significant
customers”
(Buttle, 2000)
CRM is “an IT enhanced
value process, which
identifies, develops,
integrates and focuses the
various competencies of theand Management
SQuare Consulting
firm to the Services
12. Determinants of CRM
In addition to trust and value, salespeople must:
Understand customer needs and problems;
Meet their commitments;
Provide superior after sales support;
Make sure that the customer is always told the tru
(must be honest); and
Have a passionate interest in establishing and reta
term relationship (e.g., have long-term persp
SQuare Consulting and Management
Services
13. Stages in the development of a Customer Relationship
The Pre-relationship Stage
The event that triggers a buyer to seek a new
business partner.
The Early Stage
Experience is accumulated between the buyer
and seller although a great
degree of uncertainty and distance exists.
The Development Stage
Increased levels of transactions lead to a higher
degree of commitment and
the distance is reduced to a social exchange.
The Long-term Stage
SQuare Consulting and Management
Characterised by the companies’ mutual
Services
14. The role of salespeople as relationship builders and
Salespeople by:
identifying potential customers and their needs;
approaching key decision makers in the buying firm;
negotiating and advancing dialogue and mutual trus
coordinating the cooperation between the customers
their company;
encouraging the inter-organisational learning proces
contributing to constructive resolution of existing co
leading the customer relationship development team
are the individuals in any organisation who act both as re
builders and as relationship promoters.
SQuare Consulting and Management
Services
15. Managing Customer Relationships
The global salesperson must be involved in the
following activities in order to initiate, develop and
enhance the process that is aimed at building trust
and commitment with the customer.
Initiating the relationship
Engage in strategic prospecting and qualifying;
Gather and study pre-call information;
Identify buying influences;
Plan the initial sales call;
SQuare Consulting and Management
Services
16. Managing Customer Relationships
The global salesperson must be involved in the
following activities in order to initiate, develop and
enhance the process that is aimed at building trust
and commitment with the customer.
Developing the relationship
Select an appropriate offering;
Customise the relationship;
Link the solutions with the customer’s needs;
Discuss customer concerns;
SQuare Consulting and Management
Summarize the solution to confirm benefits; and
Services
17. Managing Customer Relationships
The global salesperson must be involved in the
following activities in order to initiate, develop and
enhance the process that is aimed at building trust
and commitment with the customer.
Enhancing the relationship
Assess customer satisfaction;
Take action to ensure satisfaction;
Maintain open, two-way
communication; and Management
SQuare Consulting and
Services
