Running head: MARKETING PLANNING AND STRATEGY Marketing Planning and StrategyName of the StudentName of the UniversityAuthor note
MARKETING PLANNING AND STRATEGY 1Executive Summary The report has helped in analysing the customer identification and analysis for Facebookalong with analysis of key interaction process and relationship atmosphere. The analysis andidentification of the customer relationship management has been done in order to understandthe importance of the same in the company in gaining competitive advantage in the market.
MARKETING PLANNING AND STRATEGY 2Table of Contents3.Key Customer Analysis...........................................................................................................33.1 Key Corporate Client {Customers and Advertisers}.......................................................33.1.1 Interaction Process & Relationship Atmosphere......................................................33.1.1.1 KEY ACCCOUNT MANAGEMENT...................................................................43.2 Customer Relationship Management...............................................................................53.2.1 Strategy Development Process..................................................................................63.2.2 Value Creation Process.............................................................................................73.2.3 Multi-Chanel Integration Process.............................................................................73.2.4 Performance Assessment Process.............................................................................83.3 Relationship Environment................................................................................................8References................................................................................................................................10
MARKETING PLANNING AND STRATEGY 33.Key Customer Analysis Before analysing the key customers of Facebook, the business model of Facebook hasto be identified and analysed effectively that includes both business to business along withbusiness to customers (Facebook, 2018). The customers of Facebook are segregated into twomain categories that include developers and the other part is marketers and advertisers. Inorder to serve the entire purpose of the report, the marketers and internet users will be takeninto consideration as they directly connect with Facebook (Chang et al. 2014). 3.1 Key Corporate Client {Customers and Advertisers}The corporate clients of Facebook consist of the different customers and advertisers.However, the main customer of Facebook is Kenshoo that is one of the Google’s largestsearch advertisement clients that takes up the maximum sales of Facebook in which there isseparate entity when counting the overall sales. The collaborative relationship with customers in Facebook has with Kenshoo isbeneficial for both the companies as they are the market leaders in the competitive market.Both the companies are trying to expand their presence through providing the customers withbundle of services and Kenshoo was chosen as this has the right amount of resources and thiswill attract more customers. 3.1.1 Interaction Process & Relationship Atmosphere When Facebook is dealing with B2B customers, the respective company uses themicro network response in such a manner it assists them in enhancing the customerrelationship of the strategic importance (Facebook, 2018).
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Importance of Omni-Channel Marketinglg...
|8
|2159
|52
Marketing Product or Services Using Social Media Siteslg...
|7
|1640
|30
Stakeholder Analysis Reportlg...
|14
|2274
|256
Evaluation of basic marketing plan for McDonaldlg...
|16
|4458
|430
Business Communication: Marketing, Advertising, and Public Relationlg...
|21
|5436
|73
role and responsibilities of marketing in the context of an organizationlg...