Free Marketing Dissertations - An Integrated Approach To The Formation Of Inter-company Networks Could Be
An integrated approach to the formation of inter-company networks could be seen to be an important part in the move to mass customisation. While technology can establish a consumer’s individual product needs, efficient ties with suppliers are critical to the fulfilment of those needs.
Through the use of horizontal (i.e. collaboration in distribution channels with like-minded organisations) and vertical (i.e. supplier) partnerships, a company can better serve the needs of customers that, arguably, are merely identified by traditional RM techniques. The use of technological advancements in supplier management systems may lead to reduced lead times between the deliveries of specific goods between organisations. The integration of supplier management and other areas of CRM (e.g. a projection of specific customer’s likely upcoming purchasing requirements) can lead to a more efficient provision of individualised services not utilised in RM.
Customer Relationship Management and the Marketing Plan
For the reasons explored above, organisations are increasingly utilising the power of the latest information technology to develop integrated CRM systems to better serve the requirements of consumers. The applications of CRM within the marketing plan touched upon above shall now be addressed.
The use of marketing communications has been considered by many marketing practitioners (e.g. Fill 2002) to be key to the functionality of relationship marketing and now customer relationship management. Similarly, the potential of CRM to bolster the effectiveness of a marketing communications is evident across the various stages of the plan.
The role of a marketing plan is to provide, and implement, answers to the various issues relating to the campaign. Such issues include who to target the marketing at, what needs to be communicated, how to deliver the message to the audience, what response is required from the audience, and how to assess whether the campaign has been effective (Fill 2002). CRM can play a role in the development of better quality decision making in various ways, including the establishment of realistic targets and likely responses to the campaign.
In all areas of the marketing mix, CRM can play a vital role in the form of research. By accessing the customer profiles built up from observed prior behaviour, a company is better placed to set appropriate prices, distribution channels, or product features relevant to particular customers.
Potential applications of CRM into a marketing plan shall now be explored using the standard marketing communications planning framework (MCPF) set out by Fill (2002).
Context Analysis
The key area in which CRM can be utilised is the establishment of the customer context.
