Customer Life Cycle Management MKT531

Customer Life Cycle ManagementMKT531Muhamad Farid Bin Abu Hashim 2014120307Muhamad Azmi Bin Idris 2013727875Muhamamad Irsyaduddin Bin Mohd Zan 2013509887 For:Madam Jaslin Bt Md DahlanDefinitionManaging a customer's experience of a business from first contact through sales and support.

Use Of CLCCRM systems can help sales and marketing professionals manage the lifecycles of their customers and prospects by automating once manual tasks. For example, marketing automation can automatically update prospects in the evaluation phase with new relevant collateral and CRM systems can notify sales reps when they haven't contacted a prospect within a certain timeframe.

Benefitsprovide a central location for all leads and contacts, which easily allows everyone with the right permissions to find the most up-to-date contact information. support specific business goals.

Customer relationship management at the base of the pyramid: myth or reality?

Issue- To examine the use of customer relationship management (CRM) at the bottom of the pyramid (BOP).Problem Statement- The focus has been on identifying and segmenting markets that have consumers with a capacity to consume, who can pay a sustainable price for the product, who have access to the product and to the support structures that enhance purchase, and who also respond to traditional integrated marketing communications. Research Objective- To provides managers with insights into the importance of CRM at the BOP and the need for proper planning and management in order for the concept to be effective.Research Question- Whether firms at the BOP utilises CRM in its current Western form and the nature of challenges faced by these firms when implementing CRM in the markets in which they operate and Do firms at the BOP use customer relationship management as a strategy to serve the BOP market?Research Methodology- Qualitative interaction research methodology using case studies was used to conduct the research on the application of CRM at the BOP.Findings- The key findings show that at the BOP, CRM is a key strategic tool that can be used by firms and can be facilitated by firms' relationships and connections to consumers' social networks.

Gender as a moderator of reciprocal consumer behavior

Issue- To show how purchasing behavior is approached as a customerperceived need to reciprocate for services received. The study seeks to examine involvement, knowledge, and identity as predictors of reciprocal consumer behavior. Two components of reciprocity gratitude and obligation are expected to mediate the relationships. The effect is expected to be different for men and women.Problem Statement- When analyzing consumer differences based on demographic variables, substantial variation has been noted between the behavior of males and females because Men and women behave differently, and consumption is one framework in which these differences often become evident.Research Objective- To highlight the role of gender in reciprocity research and to demonstrate the application of this effect in consumer behavior.Research Question- The impact of gender on consumer behavior.

Research Methodology- Wine was chosen as a product category to test the relationships in the models. Data collection was conducted via distribution of surveys to tasting room visitors at six wineries. The data were analyzed using structural equation modeling. Findings- The impact of knowledge, identity, and involvement were important findings from the research. The differences between males and females with regard to their feelings of gratitude and obligation and the impact on purchasing are pronounced. Obligation to make a purchase had a stronger effect on the purchasing behavior of women. In contrast, gratitude (feeling appreciation and thankfulness to personnel) was a stronger reason for men to make a purchase.Decision making process of community organic food consumers: an exploratory study

Issue- Substantial changes in the organic food sector and recent studies on the Canadian organic food market are showing promising trends. However, community organic food markets are different from organic food mainstream markets. In a domain growing in theoretical and practical importance, the main objective of this paper is to develop an understanding and analysis of community organic food market.Problem Statement- The difference between an organic food mainstream market and an organic food niche/community market using a consumer behaviour perspective.Research Objective- To give some insights to managers in terms of the market mix and target marketing of organic food niche markets.Research Question- the literature surrounding the organic food consumers and the factors that affect organic food purchases.

Research Methodology- Focus groups were conducted and data collected were analyzed using content analysis.Findings- Five main themes emerged and brought contributions in terms of: organic food definition and recognition, organic food consumers' motivations, trust with regard to organic food, labeling and certification process, organic food distribution channels, and the proposition of a conceptual model of decision making with regard to organic food consumers in small communities.

Example Company Use CLC

McKinsey & Company- marketing and sales consultancy company.