This section starts off with a background discussion of the research which presents insight into Internal Marketing and its impact on customer orientation and motivation of staff. This is followed with a discussion of the problem statement, rationale of the study / justification for the topic choice, importance of research, aim and research objectives. 1.2 Background When looking for improvement in service quality, businesses attempt to give their customers additional facilities and fulfill their requirements faster. To perform these provident and smart businesses, transform the approach they communicate and behave with their staffs and attempt to keep them motivated. It has been approved by researches that customer’s orientation is supported
4.1 Customer Insights In general, customer insight means having knowledge about customers and markets that helps structured thinking and decision-making (SOURCE). It is a compilation, analysis and interpretation of customer information, which enables companies to understand the customer’s needs and to identify trends. Customer insight aims to identify solutions in order to solve the customer’s problems by the own company’s offering. (Bruhn 2004, S. 24 ) Customer insight can be seen as the key that unlocks the value of customer data such as CRM data. (Accenture).
Market research is necessary to make better firm wide decisions. With marketing being a philosophy where the resources and activities of the firm or company are focused on satisfying the wants and needs of the customer, marketing research is the way a firm with a marketing philosophy determines what those wants and needs may be, and further, how to communicate the associated benefits most effectively and efficiently. Additionally, market research is used to monitor and modify, if needed, the elements of the Strategic Marketing. Market research includes: defining the problem and research objectives, developing a research plan, presenting the plan, implementing the plan (collecting and analyzing data), and interpreting and reporting the findings. This is the area of marketing where we begin to see science as well as art.
1. The Customer Value Proposition (CVP), is an offering by companies that helps customers more effectively, reliably, conveniently, or affordably solve an important problem (or satisfy a job-to-be-done) at a given price. The primary reason is that why should a prospect by from a company or individual. Value proposition should contain a clear statement that includes: • explains how your product solves customers’ problems or improves their situation (relevancy), • delivers specific benefits (quantified value), • The seller should tell the ideal customer why they should buy from them and not from their competition (unique differentiation). Companies have to present their value proposition as the first thing the visitors or customers see on their
This is why customer satisfaction is the most important aspect in brand loyalty, companies and managers are trying to design the product that fits with what the customer wants and needs. The satisfactions of a brand loyalty begin when the customer purchases from an identical brand (LaBarbera and Mazursky, 1983). Customer satisfaction play a vital role as an information driver This has also reveal that the evaluation process of a service in consume or purchase can leads to two aspects that can decide whether the customer will continue to using the service again or not is the attitudinal loyalty and the purchase
1.1) Benefits it can have an organisation to have a market-oriented mission statement. Having a market-oriented mission statement progresses the existence of a business in the competitive economy. A market-oriented mission statement encourages the organisation to learn about their competitors and their customers. By learning about their customers they will know how to satisfy their needs. 1.2) Mind map to illustrate your understanding of the marketing process.
Audit the market, target it and make their segments with the help of your resources to better penetrate your product. Do SWOT Analysis of your business in which there are different internal and external factors considered. This is the best approach for viewing and analyzing your current situation. Make an inner look of your strengths and weaknesses and the other aspects affecting them. Make an inside view of your company that whether you understand your consumer’s need, know whom you are targeting, make the market research to know about your competitors and to know about the fact that what consumer needs are fulfilled and what are the depreciation in them and how these needs changes with the passage of
CRM is an infrastructure which can delineation of and grow in customer value, and the correct ways to motivate valuable customers to remain the loyalty for the organization. It is managing customer knowledge to better understanding and serve them. According to Keen
INTRODUCTION Marketing is a method of informing a product or service value to consumers in order to sell the said product or service to the end consumer. Marketing can be viewed as one of th e important functions in an organization. Marketing involves step-wise procedures of generating a product value, communicating and reaching out the value to the consumers. Marketing also leads to customer relationship management, which is vital for any organization. Marketing also involves other factors such as target markets, market segmentation, buyer behaviour and others.
Besides, business level strategy is intended to help the firm to focus on its core competencies so it can satisfy a group of customer needs and preferences. The details of the business level strategy will provide value to customers and gain a competitive advantage by exploiting core competencies in specific, individual product or service market. And a generic strategy is a general way of positioning a firm within an industry. Through the focusing on generic strategy allow executives to concentrate on the core elements of firm’s business level strategy. In this case, MyGlove has used the cost leadership strategy as the business level strategy.