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Building Strong Customer Relationships through Loyalty Ladder

   

Added on  2019-09-30

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MKTG1271_1760B2B Marketing Assignment 1Siew Pei En ShannenMs. Wenda Leong (LF 01)MKTG1271_1760
Building Strong Customer Relationships through Loyalty Ladder_1

1B2B MARKETING ASSIGNMENTTable of ContentsIntroduction........................................................................................................................2Customer Analysis.............................................................................................................2Buyer behavior analysis.................................................................................................2Buying process............................................................................................................2Decision Making Unit..................................................................................................2Buying Criteria: 2 most important criteria....................................................................2Buying Classifications:................................................................................................3Relationship Analysis.....................................................................................................3Relationship Needs.....................................................................................................36 Components of relationship:....................................................................................3Preferred Relationship Type.......................................................................................4Company Analysis.............................................................................................................5Current Relationship Building Capabilities.....................................................................5Customer Relation Management Value Chain of Hiperbaric.........................................5References.........................................................................................................................7
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2B2B MARKETING ASSIGNMENTIntroductionIndustry for Food Processing is slowly becoming a major industry in the economy. Inthis industry, Hiperbaric is a prominent name in designing, manufacturing and marketingthe equipment for High Pressure Processing for the industries of food processing sincethe year 1999. This corporation is the successor of Nicolas Correa Group having atradition of minimum 65 years in the building of machinery. Customer AnalysisBuyer behavior analysisThe main function of the department of marketing involves satisfying and understandingthe desires, wants and needs of the customers. The consumer behavior includes everyaspect of disposing, utility and purchasing of the services and products.Small corporate foodprocessorslarge corporate food processorsLess number off capital and persons areemployedA huge amount of capital and employees A lot of work is done by tools, smallmachines and manpowerWork is completed by larger laborers andhuge machinesLess raw materials are used andproduction is also lessA mass production is there and rawmaterials are used in less quantity.Buying processThe Framework for buying process involves Need of the purchase, Decision makers,searching the information, evaluation of the alternatives, purchase decision andbehavior after purchase that is post purchase behavior. The Hiperbaric finds it tough toknown about the expectation and experience of the customer at each phase of buyingprocess. Therefore Hiperbaric must make sure the consumers have the informationwhich is readily available for taking the decisions such as internets and relatives. Thecustomers usually evaluate and assess the alternatives on the basis of their brand beliefand perception. Hiperbaric should make efforts in developing the products that mayeasily match with the belief and perception every time. The ultimate decision topurchase involves looking the brand perception. The post purchase is satisfied if theexpectations are matched with the actual performance which will recommend this brandto others as well. Decision Making UnitKnowledge regarding the Decision Making unit helps in knowing the members involvedwhile making purchasing decision as well as the role which they will play. A DMUmember may be an initiator (who becomes aware about the need to address a specificdesire an initiate search for that service/product), Decider (who decides which productor service is to be purchased), Influencer (who influences the final decision), Purchaser(who makes the purchase actually), and User (who actually consume/use theservice/product).The two most important member of the DMU are: Decider and Influencer
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3B2B MARKETING ASSIGNMENT
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