Strategic Customer Relationship Marketing (SCRM):
The perfect form of Relationship Marketing is to deliver the distended values to the customers/travellers over and above the regular products and services offered by the organisation. SCRM allows company to overcome the hassles such as obtaining global competitive advantage, adopting the rapidly altering technologies and also minimising time and efforts to market the new products.
SCRM is a strategic business process whose vital objective is to build long term relationship with its customer/traveller, to ensure customer/travellers loyalty along with enhancing the brand image and its value and increase customer satisfaction. SCRM can also be considered as organisation’s philosophy, to enthusiastically
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Now a days it is rare to get someone who does not use internet for communication as the modern technology has almost rule out the old communication system of all age group. Though there is always some people who still prefer to visit in person for information and purchases.
The strategy involves activities like creating, promoting, pricing goods and services. Sometimes even distribution of certain types of products through the internet.
E-marketing thus aims at generating integrated communications with both existing customers/travellers and prospects and generates loyalty.
British Airways as a leading industry has well enough active in this area of marketing. They have taken a number of effective action such as launched and continuously developing website, mobile massaging to send promotional offers to all customer group and communicating with executive customers, advertising electronic Medias. Maximum customer of BA is booking online on ba.com.
Role and effectiveness of Viral Marketing activities and
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It is very cost effective compare to traditional form of marketing. It is more trustworthy form of marketing for customers/travellers as it can be recommended by their know people.
However, incentives given to the people for the spreading messages may increase fake customers. Also it cannot be controlled by the organisation as it could also reach those people to whom organisation do not want to convey such message. The content and the motive of the message may get entirely altered as it passes along person to person.
In November 2013 British Airways unveiled an advertisement billboard named “look up” that can identify the real plane flying overhead. About the add Abigail Comber, head of marketing at British Airways, said: 'This is a first, not just for British Airways but for UK advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them’.
( Author: fra30774 | Filed under: Ambient, Digital, Installation, UK)
[http://www.digitalstrategyconsulting.com/intelligence/2013/11/british_airways_look_up_outdoor_campaign_identifies_real_planes_in_the_sky.php
Business strategy is the means by which firm’s plans to achieve its goals and objectives. It can also be termed as organization long-term planning. The strategy covers periods between 3-5 years and sometimes longer. Businesses use two major types of strategy, general or generic and competitive strategies. The overall strategy involves strategies of growth, globalization and retrenchment. The competitive advantage includes low pricing, product and customer differentiation. We will look at the business strategy used by Marks and Spenser (Cole, 1997). The company is a British multinational located at Westminster London and specializes in clothes and luxurious food products.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
Numerous definitions of strategy exist, in most circumstances strategy can loosely be explained as an overall plan of deployment of resources to ascertain a favourable position within a market (Zablah, Bellenger and Johnston 2004; Grant 1994, p 14). Further, imbedded in many successful organisations are strategies, the importance of which is to remain relevant in the market, and successful in the various attributes of business; profiteering, employee motivation, maintaining sustainable core competencies, effectiveness in operation, or efficiency in the conduction of operations. Therefore challenges involved in the formulation and implementation of a strategy can revolve around the overall external market, as well as internal
Based on the definitions given by APICS and CSCMP, we believe that SCM is much broader than the fundamental functions such as manufacturing, distribution and logistics. It can contribute to information flows between organizations and its suppliers to eliminate the bullwhip effect and escalate the productivity and capability inside the firm as well.
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
It is a well-known fact that marketing is a way to get the business off the ground. Without marketing, then no one will know about the goods and services a brand is selling. “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” (Chernov).
This strategy is very much about the business which is carried out as usual. In this strategy the marketer is focusing on both the product and the market opportunity.
By definition, strategic marketing is a firm’s ability to concentrate a limited amount of resource on an opportunity that has deemed to have the highest potential to increase sales, thereby creating a sustainable competitive edge over rivals (Brooksbank & Taylor 2007). Fundamentally, each aspect of marketing has the potential to improve or affect the performance of other marketing facets. Hence, creating a proper coordination of a firm’s activities makes it possible to eliminate unnecessary activities that interfere with efficient profit maximization processes. Strategic marketing explores ways that each of the marketing processes will reinforce each other for the best output. More importantly, strategic marketing makes each department to work
Kotler, J., & Keller, K. (2012). A framework for marketing management. Essex: Pearson Education Ltd.
Okay, so now we know what content marketing is. But why is it so important to your business?
Relationship marketing is a new-old concept. The idea of a business earning the customers' favor and loyalty by satisfying their wants and needs was not unknown to the earliest merchants. Until recently, marketing's focus was acquiring customers. Formally marketing to existing customers to secure their loyalty was not a top priority of most businesses nor a research interest of marketing academics. As Schneider wrote in 1980: phrase "relationship marketing" appeared in the services marketing literature for the first time in a 1983 paper by Berry (Gronroos 1994). Berry defined relationship marketing as
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (AMA, 2007)
Customer relationship management is a cross-functional process to achieve a continuing dialogue with customers, across all their contact and access point, with personalized treatment of the most valuable customers and to ensure customer retention and the effectiveness of marketing initiatives. It is also provide the chance for customers to interact with the brand.
Gummesson (2004) describes CRM as "the values and strategies of relationship marketing with particular emphasis on customer relationships- turned into a practical application." CRM has become a necessity to successfully and profitability manage customers and a firm’s relationship with them, with the market reaching a value of approximately $11.5 billion in 2002. (Xu et al. 2002). However, despite this large spending it is estimated that 70% of CRM implementations fail. (Xu et al. 2002). There are a number of reasons for these failures, such as a failure to implement it throughout the organisation and resistance from employees. But in some cases the buyer-seller relationship does not merit a collaborative-style relationship; the customer may only require a transactional relationship. It is because of this reason than I believe that CRM does not always have to constitute the heart of B2B marketing.