Page 91 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes

Notes Specific software to support the management process involves:
Field service,

E-commerce ordering,

Self-service applications,

Catalogue management,

Bill presentation,

Marketing programs

Analysis applications.

All these techniques, processes and procedures are designed to promote and facilitate the
sales and marketing functions.

Self Assessment

Multiple Choice Questions:
7. Which of these is not one of the components of CRM?
(a) Customer
(b) Employees
(c) Relationship
(d) Management
8. are the only source of a company’s profit and future growth.
(a) Employees
(b) Management

(c) Shareholders
(d) Customers
9. Return on Customers should be calculated on at least three dimensions: frequency of
customer purchases, value per transaction and
(a) Profitability
(b) Customer status

(c) Loyalty
(d) Growth in revenues

5.4 CRM Business Cycle

Acquisition and Retaining

Acquisition is a vital stage in building customer relationship. For the purpose of customer
acquisition, an organization is likely to focus its attention on prospects, enquiries, lapsed
customers, former customers, competitor’s customers’ referrals and the existing buyers.

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