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1. Problem Identification:
2. Information Search:
When consumers identify a need, they may look for information about how to
satisfy it.
A consumer may look for information from five general sources:
1. Internal sources:
By recalling from memory, if they have satisfied a similar need in the past.
2. Group sources:
By consulting other people such as family members, friends and others.
3. Marketing sources:
Through sales people, advertisement and packaging.
4. Public sources:
Through media publicity, reports of research firms.
5. Experiential sources:
By experiencing products, that is, by handling them or by consuming or using
them. For example, a consumer may taste a particular item of fast food, and if
they likes it may make a purchase decision.
4. Evaluation of Alternatives:
On the basis of the available information, consumers identify and evaluate
ways to satisfy their needs. A consumer may identify the products or brands
that effectively satisfy their needs or solve their problems, and then evaluate
each brand/product against certain criteria such as features, price, reputation
of the company, and so on.
5. Purchase Decision:
Once the consumer has narrowed down the possible alternatives to just a few,
there may make a decision to purchase. The consumer will decide whether to
buy, and if so, then what, where and when to buy. Consumers may also
postpone or forgo purchase decision, if none of the shortlisted alternatives
meet their needs.
6. Post-purchase Behaviour:
A marketers job is not complete with the purchase decision by the buyer. After
purchasing and consumption, the customer will experience some level of
satisfaction. If the product meets the expectations of the consumer, then the
consumer will be satisfied. If the performance of the product exceeds
customers expectations, then they will be delighted, and if it falls below the
expectations, then they will be dissatisfied.
A satisfied consumer may involve in repeat purchases. A delightful customer
propagates a positive image of the brand, whereas a dissatisfied consumer
may spread a bad image of the product or the brand. Thus, a study on the
post-purchase behaviour gives a learning of the way the product is used and
disposed, and helps the marketer to design their marketing mix.
Types of CRM[edit]
Operational CRM[edit]
The primary goal of CRM systems is to integrate and automate sales, marketing, and customer
support. Therefore, these systems typically have a dashboard that gives an overall view of the three
functions on a single page for each customer that a company may have. The dashboard may
provide client information, past sales, previous marketing efforts, and more, summarizing all of the
relationships between the customer and the firm. Operational CRM is made up of 3 main
components: sales force automation, marketing automation, and service automation. [4]
Sales force automation works with all stages in the sales cycle, from initially entering contact
information to converting a prospective client into an actual client. For example, in August,
2000, Oracle released a CRM software package, OracleSalesOnline.com, which makes
contacts, schedules and performance tracking available online so that a customer's information
is easily accessible for all employees working at the office or remotely.[5] Sales force
automation implements Sales promotion analysis, automates the tracking of a client's account
history for repeated sales or future sales and coordinates sales, marketing, call centers, and
retail outlets. It prevents duplicate efforts between a salesperson and a customer and also
automatically tracks all contacts and follow-ups between both parties. [citation needed]
Marketing Automation focuses on easing the overall marketing process to make it more
effective and efficient. For example, by scoring customer behavior, Salesforce'sMarketing Cloud
allows a business to adapt marketing campaigns to how engaged customers are with a
business.[6] CRM tools with marketing automation capabilities can automate repeated tasks, for
example, sending out automated marketing emails at certain times to customers, or posting
marketing information on social media. The goal with marketing automation is to turn a sales
lead into a full customer. CRM systems today also work on customer engagement through social
media.[7]
Service automation is the part of the CRM system that focuses on direct customer service
technology. Through service automation, customers are supported through multiple channels
such as phone, email, knowledge bases, ticketing portals, FAQs, and more. [4] For example,
Microsoft's Dynamics CRM Software tracks call times, call resolution and more in order to
improve the efficiency of customer service within a business.[8]
Analytical CRM[edit]
The role of analytical CRM systems is to analyze customer data collected through multiple sources,
and present it so that business managers can make more informed decisions. [citation needed] Analytical
CRM systems use techniques such as data mining, correlation, and pattern recognition to analyze
the customer data. These analytics help improve customer service by finding small problems which
can be solved, perhaps, by marketing to different parts of a consumer audience differently.[4] For
example, through the analysis of a customer base's buying behavior, a company might see that this
customer base has not been buying a lot of products recently. After scanning through this data, the
company might think to market to this subset of consumers differently, in order to best communicate
how this company's products might benefit this group specifically.[9]
Collaborative CRM[edit]
The third primary aim of CRM systems is to incorporate external stakeholders such as suppliers,
vendors, and distributors, and share customer information across organizations. For example,
feedback can be collected from technical support call, which could help provide direction for
marketing products and services to that particular customer in the future. [10]
Khadi Gram Udyog has been set up in order to boost the khadi and other traditional
handicrafts industry in the country. Khadi Gram Udyog has been set up in the various
states of India due to the initiative taken by the several state governments.
The various objectives of Khadi Gram Udyog are to make the khadi cloth and also
various other rural traditional handicraft items more popular in the domestic and
international markets. For with the passage of time, the people of the country has
stopped using all these items and this affected the rural people who depended on these
items for their livelihood. Further the various objectives of Khadi Gram Udyog are to
increase the production of khadi and other traditional handicraft items so that they are
sold all over the country and are even exported abroad.
Khadi Gram Udyog objectives include the process of increasing the employment
opportunities for the rural people in the country. The rural people who work in the rural
handicraft industry are mainly women and those from the weaker sections of the
society. Also its objectives are to open Khadi Gram Udyog Bhawans in foreign countries
such as United States, Germany, United Kingdom, and South Africa. This will further
boost the rural handicraft industry in India with the increase in the export of the
industry's items. The various schemes started by Khadi Gram Udyog to boost the rural
handicraft industry are:
Integrated Cluster Development Programme
Margin Money
Marketing Assistance
Technical Training To Board Staff
Rural Craftsmen Training (Training to artisans)
Spinning Subsidy
Rebate on Khadi Cloth Products
Raw Material Assistance
The various advantages of Khadi Gram Udyog are that it has given a major boost to the
rural handicraft industry by marketing it in such a way that it has become famous not
only in India but also in foreign countries. Further the various advantages of Khadi Gram
Udyog are that it has increased the employment opportunities for the rural people. This
has helped to improve their economic condition and has made them financially
independent.
Khadi Gram Udyog thus has done much in order to boost the rural traditional handicraft
industry of the country. It must continue with its efforts for then the condition of the
industry as well as that of the rural people will be improved further in the future. - See
more at: http://business.mapsofindia.com/rural-economy/handicraft-industries/khadigram-udhyog.html#sthash.ESFBjJmV.dpuf
Its never like this. You have to earn your prospects attention.
Attention is at a premium. You are just one of the many fighting for a piece of your
prospects mind.
It doesnt matter how good your product is, if your prospects are unaware of it.
All of your sweat, blood and tears have come down to this: how effectively can you paint
a picture of a better world in your prospects minds eye?
And will they sign (up)?
Its not something to leave to chance. Regardless of medium a promo video, alanding
page, a presentation deck your pitch needs to be carefully constructed, finely tuned
and in perfect shape.
What follows are 16 key ingredients for creating an irresistible sales pitch, guaranteed to
capture the attention and imagination of your prospect, and convert promotion into
sales.
What emotions can you tap into? Those can be positive emotions like in Googles ad, but
could as well be linked to a deep frustration or a problem.
What mess will you prospect get into unless they address their problem?
Where relevant, use numbers to quantify the problem. Google Chrome ad says even
the fastest computers still need 45 seconds to start. 45 seconds! Thats enough to make a
sandwich.
UVP is a single, clear and compelling message that states why you are different and
worth buying.
Here are some great examples:
Hot fresh pizza delivered to your door in 30 minutes or its free (Dominos). Notice the
structure: end result your prospect desires + specific period of time + remove objections
User research results in 1 hour: get videos of real people speaking their thoughts as they
use your website or mobile app (UserTesting.com). Notice how their subheading explains
exactly what you get (the videos).
Not More Numbers, But Actionable Metrics (USERcycle). Notice how the differentiation
(against competing solutions) is built into this UVP.
Unbounce smacks their visitors with it the moment they land land: the 3 steps right below their headline.
Which of the following value patterns does your product fit into?
For B2B products: making money, saving money, reducing the time and effort or
reducing risk?
For B2C products: addressing a human need (e.g. increasing social status, entertaining,
helping make connections, helping in personal development), saving money or time, or
increasing convenience?
And dont just use generic wording like We help our customer increase their
competitive advantage. Yawn!
Make the value as explicit, concrete and as quantified as you can.
The landing page of the landing page experts Unbounce doesnt miss the opportunity to
pepper visitors with value statements.
37signals go as far as to use their customers testimonials as the headline and the main graphics.
Watch out: the more embellished your product by your testimonials, the less credible
it sounds. Heres an interesting technique from Sean D Souza, an internet
marketeer: reverse testimonials.
Make sure that anywhere you touch your customer, whether its a website, phone call
or presentation, you always give them the option to raise questions. Install a chat
function, put up a number, invite them to raise questions.
Counter argument
You could emphasize all of the different components in your service, for example, and
how much they would cost individually.
Another tactic is to first talk about how much does it cost your prospect today
Reveal the true price, and it suddenly seems much less expensive.
Headspace, a mindfullness meditation app, anchors their price by comparing it to 2 daily lattes.
You can also underline the value by comparing the cost of your product with the cost of
something insignificant.
Unbounce goes even further. If you start filling in the form, and you abandon the page,
they will send you an email with a subject Oops! Did we do something wrong? trying
to convince you to come back and finish the signup process.
If youre selling face to face, this translates to follow up:
Did you know that 80% of sales (in business-to-business) happens only after youve
followed up more than 5 times?
Creating an irresistible sales pitch is all about trial and error. As you make mistakes, you
should use these lessons to develop and validate your sales methods, honing your pitch
ever so more.