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HOORCOLLEGE

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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HOORCOLLEGE

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  1. HOORCOLLEGE • Customer Relationship Management • 2002-2003

  2. Programmering: 1. Inleiding 2. Wat is CRM? 3. Praktijkvoorbeelden AH en Greenpeace 4. Tip van de week: Marketeer als straat-o-loog 5. Samenvatting

  3. DIRECT MARKETING HC1 1. Inleiding Wie is de klant? Wat doet de klant? Hoeveel verdien ik aan de klant? Waarom klantgericht denken?

  4. 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.

  5. DIRECT MARKETING HC1 2. Customer Relationship Management Direct Marketing Database Marketing Interactieve Marketing Customer Relation Marketing One to one Marketing

  6. 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.

  7. 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.

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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.

  13. 3. Praktijkvoorbeelden AH Bonuskaart Greenpeace Direct Marketing Sponsors

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

  15. 5. Samenvatting: prettig weekend en ga de straat op

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