What is Customer Relationship Management

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Customer managers apply different perspectives to their work with strategic customers. Relationship marketing is a tool that is used to sustain the loyalty between customer and organization by developing a level of “trust.” One characteristic of “loyalty programs” aims at creating strong lasting relationships while developing a commitment to their company.

2. Describe in detail the 4 buying influences and their characteristics in B2B marketing

B2B buying influences consist of supplier Web sites, infomediaries, market makers, and customer communities (Keller, 2012, p. 439). Characteristics such as product availability, product delivery, and market value are making pricing affects transparent within the B2B partnerships. Product disbursements are facilitated through channeling and marketing partners. B2B purchase influences encompass different variables that affect business customers’ buying behavior.

3. What is a brand, why is it important and how do you keep it strong

A brand is an individualized product that is highly recognized by its feature that represents and/or identifies one seller's product, distinct from those within the same product market. The importance of “Branding” and the avenues in which branding contribute to and weight heavily on the organizations bottom line, thus, branding is individualization, branding if marketing, branding defines and sustains a company’s presences within tier market. Companies the effectively differentiate their brand, it can only substantiate the durational period through brand management.

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4. Why differentiate – and tell me how you would differentiate your new software product from the other software products

Organizations will differentiate products is a marketing tool in find...

... middle of paper ...

...rvational and ethnographic research, the decision making process during this evaluation period would uncover defective strategies.

15. Why do companies decide to turn to the global markets – give examples

Companies in the global marketplace must decide which countries to enter; how to enter each, how to adapt product and service features to each country; as well as how to price products in different countries including designing communications for different culture/s. In addition to noticing market “niches”, companies will often times enter the global market to increase productivity while meeting the need within the market. Expansion, profitability, and product survivability are the common reasons organization go “global.”

Works Cited

Keller, P. K. (2012). Marketing Intelligence: The Marketing Intelligence System. Upper Saddle River, NJ: Prentice Hall.

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