Workshop 2

1. Workshop 2

2. CRM • CRM stands for Customer Relationship Management • A process or methodology used to learn more about customers' needs and behaviour in order to develop stronger relationships with them. Session 1

3. Case study • CompuSmash, a fictional Internet service provider from the Netherlands • Fierce competition between Internet providers -> difficult to attract new customers • Our assignment was to make a customer profile analysis based on the current client database of CompuSmash Session 1

4. Case study • Comparison between the customer profile and potential customers (i.e. Internet users) • Consumer information on potential customers from CCI Lifestyle Database (1,6 million households) • Overrepresentation of households you can approach with the highest chance of success, since they look most like your customers (customer PRiZM type) Session 1

5. PRiZM • Potential Rating Index on Zip Method • A consumer segmentation system which gives insight into the lifestyle characteristics of the consumer • Divides all Dutch households into 41 types distinguished by lifestyle and demographic characteristics Session 1

6. Case study • After defining the PRiZM type of the customers we searched from the CCI Lifestyle database for areas with people with similar interests and access to The Internet. • After this we chose the area with the most people with similar PRiZM. • These were our potential new customers we wrote a marketing letter according to their PriZM types. Session 1

7. Redesign of 3dolli Production House & block show websites www.3dolli.fi David Kirby, Rikki Green, Sohail Hussain,Pete Graham, Gerti Weihrauch & Sonja Zenz Session 2

8. 3dolli Re-Design MAIN PAGE • clear main page without the description of the company- buttons instead for products, services, references, news, downloads and feedback • about us (what the company is doing) contact address and login cannot be read and the writing is too little • large picture on the main page - not in any connection to the company • should show more about the ideas and tasks of the company (history, previous projects and the employees) • Have its own download area • names of the documents should be more precise • idea behind the company's name? why choose this name? Session 2

9. 3dolli Re-Design Services • Service- navigation tools placed elsewhere and should be written in bigger letters. you should have the chance to make the window bigger. References • link to the companies and more details about the previous projects and customer comments Contact Information • Registration number of the company in the contacts, including the e-mail contacts which are on a separate page. • linking the e-mail to the outlook • Limited information within the english section Session 2

10. E-Marketingstrategy context : Which aspects should a dutch company pay attention to if it wants to get in the austrian market? Session 3

11. E-Marketingstrategy • Looking at the austrian culture / language • The 5 marketing P´s: Product, Price, Place, Promotion, Packaging of your target Austrian market. • Keep the website simple Session 3

12. E-Marketing strategy • Concentrate on the target market • Have a language option for english aswell as german • Allow for feedback • Have discounts or a limited free option • Advertise mechandise clearly Session 3

13. Conclusion What we have learned from this experiance: • You must research the target country • It´s not all about the looks of the site • Advertising and marketing is very important for a sucessful business • Keep the website simple aka google Session 3

14. Business Cultures and Internet Marketing Anna-Claire Mikat Achim Mannsfeld Thomas Winkler Robert Manto Eva Nagy Session 4

15. Individualism Think in terms of ”I” Individual goal seeking Personal responsibility Private and business issues are seperate Speaking one´s mind means honesty and individuality USA,UK,W-Europe Collectivism Think in terms of ”We” Group goals Group responsibility Private and business issues are not seperated Confrontations avoided, the whole group has the same opinion Asia, India, S-America Hofstede matrix Session 4

16. Power Distance • Degree to which inequality is tolerated • Large Power Difference • Decentralisation is popular • Managers rely on their own experience and on subordinates • Narrow salary range between top and bottom of the organisation • Subordinates expect to be consulted • France • Small Power Distance • Centralisation is popular • Managers rely on formal rules and superiors • Wide salary range between top and bottom of the organisation • Subordinates expect to be told what to do Session 4

17. Uncertainty Avoidance Culture concept which identifies how far people of a given culture can cope with unpredictable or ambiguous situations. Avoindance strategies can include maintenance of strict codes of behaviour and belief in absolute truths. Session 4

18. Key differences between weak and strong Uncertainty Avoindances • Strong • Fewer changes of employer, longer services • There is an emotional need for rules, even if these will not work • There is an emotional need to be busy and an inner urge to work hard • Top managers are concerned with daily operations Weak more changes of emplozer, shorter service. There should be no more rules than strictly necassary Hard working only when needed Top managers are concerned with Strategy Session 4

19. Masculinity and Femininity • Maskuline • preference for larger organizations • people live in order to work • more money is preferred over more leisure time • careers are compulsory for men, • optional for women • humanization of work by job content enrichment • Feminine • preference for smaller organizations • people work in order to live • more leisure time is preferred over more money • careers are optional for both genders • humanization of work by contact and cooperation Session 4

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