© 2012 McGraw-Hill Ryerson Ltd. CRM: Customer Relationship Management CRM – Who are the most valued customers? – What are the best programs to meet their.

© 2012 McGraw-Hill Ryerson Ltd.

CRM: Customer Relationship Management

CRM

– Who are the most valued customers?

– What are the best programs to meet their needs?

– How can we retain them?

1

Loyalty program data:

- Shoppers Optimum Card

- HBC Rewards

- Air Miles

LO 5

© 2012 McGraw-Hill Ryerson Ltd.

Suunto & Experiential Marketing

2

“Marketer-created brand interaction”

Social media can be used to:– engage communities– promote, monitor, and measure programs– identify brand advocates

LO 5

© 2012 McGraw-Hill Ryerson Ltd.

Corporate Social Responsibility

3

An organization’s consideration for society’s well-being.

LO 5

© 2012 McGraw-Hill Ryerson Ltd.

Societal Marketing Concept

4

Marketers can have a significant impact on the well-being of society and the environment.

– Cadbury Bicycle Program

LO 5

© 2012 McGraw-Hill Ryerson Ltd.

Partnership Marketing

– Brands with similar customers but different distribution channels (and products) can collaborate.

5

LO 5

© 2012 McGraw-Hill Ryerson Ltd.

Ethics: Not All Companies are on Board

Canadian government regulations:

– pollution

– food and safety

– advertising and telemarketing

– water safety

Canadian Marketing Association (CMA) code of ethics.

Consumer Groups also exert pressure.

6

LO 5