In the past two decades, significant changes took place in sale instead.
The market was manageable in the past for suppliers and customers and usually a provider customers courted only to the successful sell its goods or services. By globalization, through brisk import and export activities of individual countries, however, came to an explosively increasing range of products offered up to the oversupply. To remain on the market be exercised, the company hard pricing for their products perform.
In addition, provide new information channels such as the Internet or an increased media presence and more interested in the detailed information about the products. One consequence of these developments is that the customer is more demanding and, for example for his purchase additional services required beyond the product or add to it. This trend requires the suppliers that they are with customer and product have more intensively in order to survive in competition with can. Traditional value chains dissolve, therefore, new value-added models must be developed.
Traditional marketing activities
Many companies react to this change still falls short in that only their marketing and mailing activities increase. Often takes the form of a major mailing campaign to the products. The result is an inundation of the prospective customer with a flood of relatively undifferentiated messages.
Other disadvantages of mass marketing from the perspective of a company are
• Both in terms of customer recruitment and existing customers in the does not distinguish between potentially profitable and non-profitable customers instead,
• Reasons for the exodus of customers are not investigated,
• Individual customer needs are not being recognized.
New Sales Strategies
The companies came increasingly to realize that it is necessary is to get to know each customer, a cooperative partnership with him to enter into and satisfactory services for to provide it.
The basic idea was to
• An understanding of the customer relationship as a corporate asset,
• Increase customer value through systematic and efficient management,
• the receipt of the customer through concepts such as for example »Personalized offers "And" loyalty measures ",
• The consideration of the customer relationship with long-term perspective.
These new approaches have led to the following distinction between the modern
Marketing strategies of the old marketing activities:
• Away from the view of the product - orientation to the customer the classic marketing is product and tries to efficient internal processes to the customer a product with the best possible to deliver value for money. In the Customer Relationship Management is examined, however, as the company value creation processes to help its customers is long with a view to on going business relationship.
• Tailor-made services for customers
The goal is to individualize the customer relationship. An example is the PC maker Dell. By the customer on the website of this company configured PC is precisely assembled in accordance with customer requirements.
• Treatment of people according to their profitability
In traditional marketing, all customers receive generally the equal attention. But not all customers of the company equally attractive. A profitability orient treatment may thereby express that the individual and costly advice reserved in the sale only to those customers is also higher than average contribute to the success of the company could.
• Increase the customer life cycle (Customer Lifetime Value)
Long-term profitable relationships with customers to understand the increase profits. Studies show that a 5% increase in customer retention (through service, a good corporate image and targeted Marketing campaigns), the Customer Lifetime Value (understands if the number of months, years, etc., in which a customer to the company obtained as a business partner) will increase by 30% to 90%. |
