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The business of business is getting and keeping customer. (Drucker, 1979)

The business of business is getting and keeping customer. (Drucker, 1979) The key is getting closer to our customer and making it easier for them to do business with us. (Anton, 1995) Trženje temelječe na odnosih (slovenski prevod 1996) Upravljanje odnosov s strankami (slovenski prevod 200?)

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The business of business is getting and keeping customer. (Drucker, 1979)

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  1. The business of business is getting and keeping customer. (Drucker, 1979) • The key is getting closer to our customer and making it easier for them to do business with us. (Anton, 1995) • Trženje temelječe na odnosih (slovenski prevod 1996) • Upravljanje odnosov s strankami (slovenski prevod 200?) • CRM (najpogosteje uporabljana beseda v povezavi z marketingom 200?)

  2. ? ? C R M ?

  3. Costs Revenue Managing

  4. Costs=Customers Revenue = Relationship Managing = Management

  5. CRM ni brskanje po bazah kupcev • Upravljanje odnosov s kupci se v MERKURJU ni začelo s pojavom CRM • Ključno vprašanje ni ALI se MERKUR ukvarja z upravljanjem odnosov, ampak ZAKAJ • Ključno vprašanje ni KDO se v MERKURJU ukvarja z upravljanjem odnosov, ampak KAKO

  6. ZAKAJ se MERKUR ukvarja z upravljanjem odnosov • razumevanje potreb in pričakovanj naših kupcev • razumevanje potreb in pričakovanj kupcev naših konkurentov • donosno zadovoljevanje potreb in pričakovanj kupcev

  7. KAKO se MERKUR ukvarja z upravljanjem odnosov • donosno zadovoljevanje potreb in pričakovanj kupcev

  8. PRODAJA PODJETJEM • prodaja na debelo • trgovski centri MERKUR, MERKURDOM, MERKURMOJSTER • 60.000 izdelkov v 600 skupinah blaga • 12.000 “aktivnih” kupcev

  9. MALOPRODAJNA MREŽA • 34 trgovskih centrov MERKUR, MERKURDOM, MERKURMOJSTER • 107.000 m2 • 20.000 izdelkov v 600 skupinah blaga • 250.000 “aktivnih” imetnikov MKZ

  10. TEŽAVE in POSEBNOSTI • TRAJNOST IZDELKOV DURABLE VS NONDURABLE GOODS • Proces nakupnega odločanja B2B in B2C CONSUMER in INDUSTRIAL GOODS • NAKUPOVALNE NAVADE POTROŠNIKOV Nakup tehničnega blaga je kompleksno nakupno vedenje

  11. Costs=Customers Revenue = Relationship Managing = Management

  12. V korak s pričakovanji kupcev • mesto nakupa • ciljno komuniciranje

  13. Customers are talking, • Companies are listening • But nothing is changing

  14. USTVARJAMO ZADOVOLJSTVO

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