Marketing
APRIL, 16TH
“Marketing today is dramatically diff erent. It’s not
longer just market share and how much you can sell.
It’s also owning the customer relationship”
John Sculley, US
businessman.
Let’s discuss
Wh i ch o f t h e se o pi n i o n s abo ut mar ke t i ng me t ho ds do yo u agr e e o r di sagr e e wi t h ?
1. Col d-c a l l i ng ( ra ndom l y phoni ng prospe c ti v e c us tom e rs) c a n se rv e a use f ul purpos e .
2. M a i l shots ( bul k a dv e rti si ng se nt by post) shoul d be ba nne d.
3. Soc i a l m e di a m a rke t i ng wi l l soon re pl a c e pri nt & t e l e v i si on m a rke t i ng.
4. Tex t m e ssa gi ng i s a n a c c e pta bl e wa y to m a rke t to c ust om e rs.
5. I don’ t m i nd pop- up a dv e rt s on m y fa v ouri te we bsi te s i f i t he l ps to ke e p the m fre e .
6. Ca ta l ogue s a re a thi ng of t he pa st . M ost pe opl e wa nt t o c onsul t we bsi te s now.
7. I ’ m ha ppy to re c e i v e e - m a i l s a bout s pe c i a l prom oti ons.
8. Word- of- m out h re ferra l i s a powe rful form of m a rke ti ng.
Listening (Page 36)
L i st e n t o t h e fi r st par t o f an i n t e r vi e w wi t h D r J o n at han Re yn o l ds. C o mpl e t e t h i s
i n for mat i o n wi t h n o mo r e t h an t h r e e wo r ds i n e ach gap.
interact with
customers
telesales calling
customer
centric
at the hear
differences &
preferences
consistent service
Read & complete (Page 37)
customer experience
customer loyalty
direct mail
multichannel relationship
long-term customers
market share
word-of-mouth referrals
intrusive marketing
Discuss these questions
Which of the
Do you think following do you What other
being more examples of
think make a
customer- customer-
centric leads to
business more centric
greater customer-centric? business do
business Are there any you know of
success? drawbacks to any of that work well?
these?
Using
Sending
E-mailing marketing
customers a
customers intelligence
discount
with to figure out
voucher or
personalized the best time
gift to solve
special offers to phone
a complaint
customers
Listening activities (Page 37)
L i st e n t o t h e se co n d par t o f t h e i n t e r vi e w. W h at me t h o ds ar e r e t ai l e r s u si n g t o
r e t ai n cu st o me r s? W h i ch do e s J o n at h an Re yn o l ds fe e l i s t h e be st , an d wh i c h has
t h e bi gge st dr awbacks? W h y?
L i st e n t o t h e t h i r d par t o f t h e i n t e r vi e w an d an swe r t he se qu e st i o n s.
1. W ha t ex a c tl y i s ‘ t he gl a ss c onsum e r’ ?
2. W ha t doe s J ona tha n Re y nol ds sa y a bout the di ff e re nt a t ti t ude s t o pri v a c y ?
3. W hi c h a t ti t ude be s t de sc ri bes y ou?
Discuss these questions
To what extent do you think Which channels do What do retailers do in your
you are a ‘glass consumer’? companies most often use country to retain
Which companies do you to contact you? Which do customers? Do you have
think probably have the you think are the most any shop loyalty cards?
most information about effective? Which are the What advantages do they
you? most annoying? give you?
Homework
St udy pa ge 1 3 0
