Customer relationship development is the intergration of sales, marketing, service and support strategy, process, people and technolgy to improve customer focus, understanding, interaction and mutual results.
Customer relationship management can be dealt with under the following categories:
-collaborative: Its much like self service i.e there is no service representatives.
Analytical:This deals with the collection of the customers views on the services which can be used to improve the company's services in the future
-Operational: Its much the opposite of collaborative in that service representatives will always be there,to offer the service.
For instance, there was a day here at school in the restaurant when we were requsted to fill some form concerning the meals and services offered by the restaurant to the students.
Technology can as well be used to retain customer relationships. For instance a company may design a site on its web page where customers can give their views and how they would wish to get their services.
Thursday, 13 December 2007
People as competitive tool
The main objective of internal marketing is to attract suitable staff members as contact personnel and to managerial positions, to have high retention rate among the co-workers.
Kenya airways can thus realise these by offering attractive facilities and may be even giving awards to its personnel. Aviation being a competitive sector with shortage of personnel i.e pilots and even the engineers, needs a well organised internal marketing for the airline to maintain its position in the market.
Custommer service: This refers to attention and assistance given to the customers by the company. This may involve advice and response to their questions.
The internal customers include government officials such as the ministers, students and business people. While the external customers comprise of the tourists, business people and foreign students.
Kenya airways can thus realise these by offering attractive facilities and may be even giving awards to its personnel. Aviation being a competitive sector with shortage of personnel i.e pilots and even the engineers, needs a well organised internal marketing for the airline to maintain its position in the market.
Custommer service: This refers to attention and assistance given to the customers by the company. This may involve advice and response to their questions.
The internal customers include government officials such as the ministers, students and business people. While the external customers comprise of the tourists, business people and foreign students.
Nicely available
The marketing channel of Kenya airways is mainly through advertisement by the company and by travelling agencies.
E-commerce is widely practiced by the company.
Both advertisement and recruitment of the personnel is done electronically through the net.
Checking-in and payment can be accessed and done electronically through the internet.
E-commerce is widely practiced by the company.
Both advertisement and recruitment of the personnel is done electronically through the net.
Checking-in and payment can be accessed and done electronically through the internet.
At any cost
Price is the main factor that determines the sales of an airline. The product being fligt service is determined by the market factors.
The pricing of KQ is thus determined by the competing airlines like the Tanzanian airline and international airlines like the american airline and the british airline.
Kenya airways thus bases its prices on the market situation with its prices being slighly below or above the prevailing market prices.
-Optional product pricing is one of the pricing strategy applied by Kenya airways. This is done by charging the extras such as guranteeing a window seat or reserving a raw of seats next to each other.
The pricing of KQ is thus determined by the competing airlines like the Tanzanian airline and international airlines like the american airline and the british airline.
Kenya airways thus bases its prices on the market situation with its prices being slighly below or above the prevailing market prices.
-Optional product pricing is one of the pricing strategy applied by Kenya airways. This is done by charging the extras such as guranteeing a window seat or reserving a raw of seats next to each other.
I was hit
Consumer market is defined as all the individuals who buy goods and services for their own consumption.
For any company to prosper it must know who the real cunsumers in the market are. It should then consider the social,cultural and psychological factors which deal directly with the consumer behaviour.
Promotional mix:For a company to carry out a good promotional mix it must have the characteristics of adoption of a new product into the market i.e
-Awareness
-Interest
-Evaluation
-Trial
-Adoption.
It can as well play a role of promotional mix by practicing 4Ps of marketing i.e product, place, promotion, and pricing.
For any company to prosper it must know who the real cunsumers in the market are. It should then consider the social,cultural and psychological factors which deal directly with the consumer behaviour.
Promotional mix:For a company to carry out a good promotional mix it must have the characteristics of adoption of a new product into the market i.e
-Awareness
-Interest
-Evaluation
-Trial
-Adoption.
It can as well play a role of promotional mix by practicing 4Ps of marketing i.e product, place, promotion, and pricing.
This is something i love
The levels covering the product offered by the KQ are: 1)Core level; This level covers the intangible benefits of the company and its product to the customers´.
2)Actual level; This level covers the actual brandname of the company. KQ is among the prominent airline covering several countries making itself famous both within and outside africa.
3) Augmented level; This level covers the after sale services offered by the company to the customers. The services includes warrant on the customers lost luggage,and quality services while on board.
Product line of the company: The company deals mainly with one line of product being both the local and international transport services offered to the customers. The product line will in turn dictate the product mix of the company hence its product will also be limited to the transport service offered by the company.
2)Actual level; This level covers the actual brandname of the company. KQ is among the prominent airline covering several countries making itself famous both within and outside africa.
3) Augmented level; This level covers the after sale services offered by the company to the customers. The services includes warrant on the customers lost luggage,and quality services while on board.
Product line of the company: The company deals mainly with one line of product being both the local and international transport services offered to the customers. The product line will in turn dictate the product mix of the company hence its product will also be limited to the transport service offered by the company.
Targeting strategy
Kenya airways classifies its services under the multimarket segmentation. This is because its services ranges from prominent people like ministers, business men, tourists, ordinary people and students. I personally fall under the category of students and sometimes students get offers mainly because they are encouraged to travel abroad for studies.
The segmentation variables in the company includes: 1) Demographic segmentation: This involves; age,social class, income and occupation etc
2)Geographic segmentation: The airline offers services by region; continents or even countries.
The company makes alot of sales from ordinary people and business men. This is because they are the main travellers than ministers who would travel once in a while especially for ministerial functions. Students on the other hand would only travel at specic times mostly at the begining and at the end of the academic year hence limiting the sales of their services and hence the profit.
The segmentation variables in the company includes: 1) Demographic segmentation: This involves; age,social class, income and occupation etc
2)Geographic segmentation: The airline offers services by region; continents or even countries.
The company makes alot of sales from ordinary people and business men. This is because they are the main travellers than ministers who would travel once in a while especially for ministerial functions. Students on the other hand would only travel at specic times mostly at the begining and at the end of the academic year hence limiting the sales of their services and hence the profit.
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