Customer orientation is not only focuses on customers’ needs, it includes other stakeholders’ expectation too. The relationship between customer orientation and customers’ loyalty is strong. In other words, customer orientation can improve the customers’ loyalty (Homburg, Müller, & Klarmann, 2011). The salespersons that are close with customers will drive customers to continuously buy products from the salesperson. This is called building “Guanxi” with customers to achieve company goals.
Not only that, the benefits of a consumer Club Card can accumulate points and convert to certain items as a reward. Secondly, IT integration also factors that lead to Tesco 's success. IT is very important in business management. With the development of new technology will smooth and improve the system. For example, in terms of stock control, customer ordering systems, maintaining valuable
It is worthwhile to mention here that the process of brand building is also referred to as brand equity. Brand equity is the outcome of various marketing strategies of any organization which is reflected in the consumers’ response. Brand equity is perceived by consumers as the value added to the product by associating it with a brand name. The sources of brand equity help to increase the customer base of a firm. The effectiveness of marketing strategies is enhanced by brand equity assets.
There are New Product Pricing, Psychological Pricing and Price Discounting. One of the purposes of the pricing practice is to elicit a direct impact on the purchase behavior of the consumer. Marketer put full effort to improve the strategies in order to reach the consumers who plays important roles as user, payer and purchaser effectively. They promote their strategies to consumers by advertisement like TV, radio, newspaper, magazine and Internet in order to promote and increase perception to their products and brands. Promotion pricing strategy is a good idea of the best way to reach consumer and increase public relations.
Therefore, having CRM in SMEs is to enhance a good customer services. CRM is a tool to implement a marketing strategy to focus on the customer. According to Parvatiyar and Sheth (2001), CRM defined as a strategy and process of acquiring and retaining customer which can create superior value for the company. By create a good customer service, customer relationship management play an important role to maintain the relationship with the customers. In term of CRM, not all customers are the same.
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.
According to the study of Zhang et.al (2014), with the help of marketing, the individuals become aware about the new products exist in the market. The marketing activities help to increase the sales of the product. If the marketing activities become attractive so that the individuals will attract towards the products. In some societies, the consumers are interested to buy the products from the market. So there is a positive relationship between the marketing and the consumer
Introduction Those interactions – which collectively shape the way the customer experiences your company and perceives its brand – are broader than you may think and now matter more than ever. Of course, the customer experience encompasses the delivery of your company’s products and services. But it also involves what the customer observes in connection with anything associated with your company – including advertising, Web sites, sales presentations, and what other customers are saying about their own experiences. Loyalty programs – which promote specific customer behaviors by providing benefits (such as rewards) – can help enhance the customer experience. While companies often view such point-based programs as a fast way to enhance profitability by inducing customers to buy, they are finding that there is a much greater value provided by loyalty programs: the collection of information from program members.
CONTEXTUAL PROJECT ON BRAND MANAGEMENT 1.0 IDENTIFICATION OF CONCEPTS 1.1. Brand Management: Is the process of planning, organizing, directing, and controlling organizational resources to promote a particular brand of goods. This is the process of creating a favourable image for a brand in order to get a positive result. If a brand is properly managed it can result in higher sales, not only for one product but the gamut of the company‘s products. This may involve cost, customer satisfaction, in-store presentation, and competition.
• Our customers know who we are. They feel more secure in doing business directly with us. • Business trips are much more efficient and effective because able to meet directly with the customer responsible for selling the product. • We know whom to contact if something isn't working. • Customers provide faster and more direct feedback on the product and its performance in the marketplace.