POM

• Customer: Is an individual or business that purchases the goods or services produces by a business
• According to American Marketing Association (AMA): - Consumer is the ultimate user or consumer of goods, ideas, or services
• Marshal Field: a legendary retailer who championed the fatalist slogan "the customer is always right"
• "The customer is always right" has its roots in the late 19th and early 20th century
• HARRY GORDON SELFRIDGE & MARSHAL FIELD: retail pioneers advocated for priorItizing customers satisfaction
• Customer Relationship Management: the overall process of building and maintaining profitable customer relationship by delivering superior value and satisfaction to customers
• DISSATISFIED CUSTOMER, SATISFIED CUSTOMER, DELIGHTED CUSTOMER :Provide the 3 customer value and satisfaction
• In return for creating and giving value for customers, the company captures value from them in the form of profits and continued patronage.
• Relationship Marketing: is about forming long-term relationships with customers.
• Relationship Marketing: it tries to foster customer loyalty by providing exemplary products and services
• According to Gilaninia et al (2011), Relationship Marketing involves creating, maintaining and enhancing strong relationships with customers and other stakeholders.
• customers are offered personalized ads, special ads, and expedited service as a token of appreciation for their loyalty
• Social media sites: allow businesses to engage thier customers in an informal and ongoing way
• BASIC,REACTIVE,ACCOUNTABLE,PROACTIVE,PARTNERSHIP: Provide the 5 levels relationship that can be formed with customers
• Basic: company salesperson sells the product but does not follow in a way
• Reactive: salespersion sells the product and encourages the customer to call whenver he/she has any questions or problems
• Accountable: salesperson phones the customer a short time after the sale to check where the product is meeting the customer expectations
• Proactive: company phone the customer form time to time with suggestions about improved product use or helpful new products
• Partnership: company works continuously with the customer and with other customers to discover ways that better value
• Smaller Businesses: serve a streade stream of regulars and make little effort to draw in new customer
• Larger Companies: typically invest the most in carrying out sophisticated relatioship marketing campaigns
• SM, NCCC, AYALA MALLS: offered customer card loyalty/rewards
• American Airlines: the airlines maintains a comprehensive frequent flyer program that rewards customer loyalty with the promise of freeflghts, uprades, discounts
• Consistent customer experience, customer feedback, customer profitability, customer advocate, innovation :5 benefits in developing and implementing customer relationship;
• Customer value: is the satisfaction a consumer feels after making a purchase for goods or services relative to what she must give up to receive them
• Every consumer has a unique, set of needs and resources
• Communicate Frequently: combine with e-mail, direct mail, phone contact, f2f
• Offer Customer rewards: customer loyalty or rewards programs work well for many types of businesses
• Hold special events: any event that allows you and your staff to interact with your best customers is a good bet
• Build two-way communication: use every tool and opportunity to create interaction
• Enhance your customer service: best ways to add value and stand out from the competition s tho have superior customer service
• Marketing: the process of planning and executing the conception, pricing, promotion, and distributing of ideas, goods and services to create exchanges that satisfy individual and organizational objectives (American Marketing Association, 2003).
• To attract new customers by promising superior value, To keep and grow customers by delivering satisfaction: Goals of Marketing
• Satisfaction: Market to Company
• Profit: Company to Market
• Traditional Approaches to Marketing : refers to any type of promotion, advertising, or campaign that has been in use by companies for years
• Barter- the exchanging of goods with other goods
• Print marketing – oldest form of traditional marketing and defined as advertising in paper form.
• Broadcast marketing – includes television and radio advertisement
• Direct mail marketing – uses printed material like postcard, brochures, letters, catalogs, and fliers sent through postal mail to attract consumers