1.3 One to One marketing/CRM

 

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Kunnskapskilden –  Internet Marketing Intelligence

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Internet Marketing Intelligence

 

 

Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM

 

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia i 1999

Content

 

Chapter 1 Introduction/overview

Chapter 2 Search Strategy

Chapter 3 One to One Marketing and its environment

Chapter 4 Environmental Scan

Chapter 5 Market analysis

Chapter 6 Competitors Analyses

Chapter 7 SWOT

Chapter 8 Critical Success factors

Chapter 9 Segmentation, Customer analysis and target markets

Chapter 10 Business Objectives and Strategies

Chapter 11 Marketing Mix tactics and Conclusions

 

 

Chapter 1

Introduction/overview

 

 

Chapter 1 Introduction/overview

1.1 Generally

1.2 Different definitions

1.3 One to One marketing

1.4 Assumptions/information

 

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia i 1999/2000

 

Chapter 1.3

One to One Marketing/CRM

 

Basically, One to One marketing means a company understand the needs and preferences of every customer and is able to customize the products or services to meet every customer’s special needs and preferences One to One.

 

“Whereas mass marketers try to differentiate their products, one-to-one marketers try to differentiate their customers” (Peppers & Rogers 1997)

 

Some One to One marketing definitions in addition :

  • treat each customer based on his/her individual needs.
  • relationship marketing
  • segment level targeting
  • cross selling
  • direct marketing
  • customers’ positive interaction

 

One to One is therefore an approach that concentrates on providing services or products to one customer at a time by identifying and then meeting their individual needs. It then aims to repeat this many times with each customer, engage the customer in dialogue, building trust in a way that create lifelong relationships. As such it differentiates customers rather than just products.  One to One Marketing recognizes that lifetime values of loyal customers who make repeat purchases far exceed that of customers who constantly switch suppliers in search of a bargain.

 

Hvis du har noen spørsmål eller ønsker å vite mer om Intelligence Resource kan du bruke kontaktmulighetene nedenfor:

 

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