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HOORCOLLEGE. Customer Relationship Management 2002-2003. Programmering: 1. Inleiding 2. Wat is CRM? 3. Praktijkvoorbeelden AH en Greenpeace 4. Tip van de week: Marketeer als straat-o-loog 5. Samenvatting. DIRECT MARKETING HC1. 1. Inleiding Wie is de klant? Wat doet de klant?

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Presentation Transcript
hoorcollege
HOORCOLLEGE
  • Customer Relationship Management
  • 2002-2003
slide2

Programmering:

1. Inleiding

2. Wat is CRM?

3. Praktijkvoorbeelden AH en Greenpeace

4. Tip van de week: Marketeer als straat-o-loog

5. Samenvatting

direct marketing hc1
DIRECT MARKETING HC1

1. Inleiding

Wie is de klant?

Wat doet de klant?

Hoeveel verdien ik aan de klant?

Waarom klantgericht denken?

direct marketing hc11
Direct Marketing Hc1

2. Wat is CRM?

Een definitie van Marketing (Kotler):

Marketing

is the process of analysis, planning and executing the concept, price, promotion and distribution of goods, services and ideas to create exchanges that satisfy individual and organisation goals.

direct marketing hc12
DIRECT MARKETING HC1

2. Customer Relationship Management

Direct Marketing

Database Marketing

Interactieve Marketing

Customer Relation Marketing

One to one Marketing

direct marketing hc13
DIRECT MARKETING HC1

2. Wat is CRM?

Een definitie

is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.

direct marketing hc14
DIRECT MARKETING HC1

2. Wat is CRM?

Nog een definitie

is a form of marketing within one or more product/marketcombinations aimed at establishing and maintaining direct relations between an organization which offers a product or service and the consumer.

The marketingactivities are based upon knowledge of the individual (potential) customer. The implementation of marketinginstruments can be directed on the individual customer. Important is the use of direct communication and/or delivery.

direct marketing hc15
DIRECT MARKETING HC1

2. Wat is CRM?

Overeenkomsten CRM en algemene marketing:

1. Proces van productontwikkeling

2. Strategisch denken

3. Onderzoeksmethoden en testen

Verschillen CRM en algemene marketing:

1. Inhoud van de strategie

2. Communicatie: gebruik massamedia

3. Meten van marketing inspanningen

direct marketing hc16
DIRECT MARKETING HC1

2. Wat is CRM?

Drie niveaus:

1. CRM drives the business

2. CRM drives part or all of the marketing strategy

3. CRM is used within the communications mix

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DIRECT MARKETING HC1

2. Wat is CRM?

Omgevingsfactoren

Macro omgeving:

* Economische factoren * Technologische factoren

* Wettelijke factoren * Sociaal-culturele factoren

* Demografische factoren

Micro omgeving:

* Macht van distributiekanalen

* Overvloed aan informatie

direct marketing hc18
DIRECT MARKETING HC1

2. Wat is CRM?

Van Massa Marketing naar Interactieve Marketing:

Mass  Individuals

Unique Selling Points  Unique Buying Reasons

Product Life Cycle  Customer Life Cycle

Market Share  Customer retention

Mass production  Individual products and services

Mass media  Database

Exchange  Relation

Market research  Marketing facts

direct marketing hc19
DIRECT MARKETING HC1

2. Wat is CRM?

Definitie Verhage:

Het gestructureerd en continu verzamelen, opslaan en analyseren van informatie over individuele klanten om daarmee op deze klanten afgestemde marketingactiviteiten te kunnen ontplooien en evalueren.

slide13

3. Praktijkvoorbeelden

AH Bonuskaart

Greenpeace Direct Marketing Sponsors