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.
This is what iam
Myself as a consumer.
Personal factors: 1. Demographic factors: i would prefer to buy an expensive laptop with unique features.This groups me under the extensive decision-making in the consumer buying behaviour since i have to make alot of comparison before making the purchase.
2. Situational factors: I was planning to buy a camera next year but unfortunately i found one on offer with 199€ instead of 399 euroes.I was thus forced to buy out of m plans. The situation put me in the impulse buying behaviour.
Psychological factors: 1.Perception: It varies with people. my perception for things is always fast and sensitive. For instance my perception on the washing soap in kenya would be positive on ushindi soap to panga soap. Being a frequently used item, it classifies my consumer behaviour as routine response behaviour. Its a low cost item hence i wont need alot of time to make comparison.
2.Social factors: a) Reference group; I always take values from my friends.For instance i would buy a geans trouser mainly because my friends comment on it or rather if my friends suggest that its stylistic. On the other hand i wont easily buy it if my friends suggest that it doesnt fit me.
b) Social classes: My consumer behaviour will highly be dictated by my social class. For instance i wont dress like an illitrate guy and on the other hand i cant dress expensively like the prominent stars,who would even put on chains costing thousands of euroes.
CONSUMER BUYING DECISSION I HAVE EXPERIENCED
Problem recognition: Wanted to buy a pair of new shoe.
Information search: After the identification of the above problem, i decided to know more on the shoe brand in the market, its fashion and its price. This was an internal searching done on my own.
Evaluation of alternatives: After evaluation, i based the result on the importance of the shoe (salience) i.e i had to buy black leather shoe because it would serve two things, as christmas shoe and later as school shoe which is part of the uniform.
Purchase: After choosing the shoe to buy i then purchased it.
Post purchase evaluation: After putting on the shoes for sometimes i was able to know its durability because it got torned after few months. This affected my future behaviou because i didnt expect to buy the same type of shoe again.
Personal factors: 1. Demographic factors: i would prefer to buy an expensive laptop with unique features.This groups me under the extensive decision-making in the consumer buying behaviour since i have to make alot of comparison before making the purchase.
2. Situational factors: I was planning to buy a camera next year but unfortunately i found one on offer with 199€ instead of 399 euroes.I was thus forced to buy out of m plans. The situation put me in the impulse buying behaviour.
Psychological factors: 1.Perception: It varies with people. my perception for things is always fast and sensitive. For instance my perception on the washing soap in kenya would be positive on ushindi soap to panga soap. Being a frequently used item, it classifies my consumer behaviour as routine response behaviour. Its a low cost item hence i wont need alot of time to make comparison.
2.Social factors: a) Reference group; I always take values from my friends.For instance i would buy a geans trouser mainly because my friends comment on it or rather if my friends suggest that its stylistic. On the other hand i wont easily buy it if my friends suggest that it doesnt fit me.
b) Social classes: My consumer behaviour will highly be dictated by my social class. For instance i wont dress like an illitrate guy and on the other hand i cant dress expensively like the prominent stars,who would even put on chains costing thousands of euroes.
CONSUMER BUYING DECISSION I HAVE EXPERIENCED
Problem recognition: Wanted to buy a pair of new shoe.
Information search: After the identification of the above problem, i decided to know more on the shoe brand in the market, its fashion and its price. This was an internal searching done on my own.
Evaluation of alternatives: After evaluation, i based the result on the importance of the shoe (salience) i.e i had to buy black leather shoe because it would serve two things, as christmas shoe and later as school shoe which is part of the uniform.
Purchase: After choosing the shoe to buy i then purchased it.
Post purchase evaluation: After putting on the shoes for sometimes i was able to know its durability because it got torned after few months. This affected my future behaviou because i didnt expect to buy the same type of shoe again.
Marketing enviroment
Company: KENYA AIRWAYS.
Kenya airways is among the prosperous company's in Kenya offering both international and regional transport for both people and goods.
Its product is: Transport service.
It is said to be the pride of Africa and i like it most, for instance i would prefer to travel by it other than the foreign airlines. Mainly because i always feel at home while traveling by it. Especially in terms of their services, e.g Kenyan food as well as the foreign food offered to the passengers are always readily available.
Macro enviromental factors affecting its operation.
-Political forces: Politicians are the main customers of the company and also the main investors. Most of them by shares in the company mainly because of its success and hence they always set laws that favour the company for instance the tax paid by the company to the government. They will always ensure that the company gets full support from the government in terms of funds for the re-innovation and maintainance of its runways and also its expansion by the gorvenment.
Micro enviromental factors affecting its operation
-Competitive forces: Competition from other airlines affects the profits of the company. Large established airlines from stable countries offer lower prices which in turn affects the profit margin of the company.
-Technological forces: This affects the company both positively and negatively. On the positive side, technology has easen the operation of the company. The fact that everything can be done online nowadays saves time both to the customers and to the company. On the other side, lower technology in third countries like Kenya itself hinders the operation of the company. This countries are not well accessed with internet hence time wastage for both the company and the customers. Advertisements like cheaper fares for different seasons mainly done through the airlines website may not reach the people appropriately in this countries.
Kenya airways is among the prosperous company's in Kenya offering both international and regional transport for both people and goods.
Its product is: Transport service.
It is said to be the pride of Africa and i like it most, for instance i would prefer to travel by it other than the foreign airlines. Mainly because i always feel at home while traveling by it. Especially in terms of their services, e.g Kenyan food as well as the foreign food offered to the passengers are always readily available.
Macro enviromental factors affecting its operation.
-Political forces: Politicians are the main customers of the company and also the main investors. Most of them by shares in the company mainly because of its success and hence they always set laws that favour the company for instance the tax paid by the company to the government. They will always ensure that the company gets full support from the government in terms of funds for the re-innovation and maintainance of its runways and also its expansion by the gorvenment.
Micro enviromental factors affecting its operation
-Competitive forces: Competition from other airlines affects the profits of the company. Large established airlines from stable countries offer lower prices which in turn affects the profit margin of the company.
-Technological forces: This affects the company both positively and negatively. On the positive side, technology has easen the operation of the company. The fact that everything can be done online nowadays saves time both to the customers and to the company. On the other side, lower technology in third countries like Kenya itself hinders the operation of the company. This countries are not well accessed with internet hence time wastage for both the company and the customers. Advertisements like cheaper fares for different seasons mainly done through the airlines website may not reach the people appropriately in this countries.
Tuesday, 11 December 2007
Marketing from my view point.
Marketing is a process that identifies, anticipates and satisfies the customer requirements. This is achieved through creation, distribution, promotion and pricing of goods, services and ideas.
Analysis: Its a profitable activity whose main objective is to satisfy the customer. Its priority involves: Maximising marketing opportunities and outdoing the competitors in order to increase profit.
Role and significance of marketing in my life:
-Awareness on existing products: Through marketing i get to know the existence of some useful products already in the market which otherwise i wont have known.
-Awareness on new products in the market: Through this, i will be able to know the availability of new products in the market which could either be cheaper or superior in quality than those already dominating the market.
-Marketing can also be a profession and hence a source of income. At the moment i am studying marketing hence i may land in the market just like other specialised marketers who win their daily bread through it.
How and why marketing has become what it is today.
-Marketing involves developing and managing a product that will satisfy certain needs, i.e the marketing tools. Despite this the marketing of yesterday and that of today's are not the same. This has been highly varied from the previous especially through the change in technology. Being somehow a necessity in life has made it what it looks like today. For instance this days we have internet marketing i.e through e-mails in yahoos, gmails etc.
-The main reason why this is so, is simply because of its main role and significance in the customer's life.
Analysis: Its a profitable activity whose main objective is to satisfy the customer. Its priority involves: Maximising marketing opportunities and outdoing the competitors in order to increase profit.
Role and significance of marketing in my life:
-Awareness on existing products: Through marketing i get to know the existence of some useful products already in the market which otherwise i wont have known.
-Awareness on new products in the market: Through this, i will be able to know the availability of new products in the market which could either be cheaper or superior in quality than those already dominating the market.
-Marketing can also be a profession and hence a source of income. At the moment i am studying marketing hence i may land in the market just like other specialised marketers who win their daily bread through it.
How and why marketing has become what it is today.
-Marketing involves developing and managing a product that will satisfy certain needs, i.e the marketing tools. Despite this the marketing of yesterday and that of today's are not the same. This has been highly varied from the previous especially through the change in technology. Being somehow a necessity in life has made it what it looks like today. For instance this days we have internet marketing i.e through e-mails in yahoos, gmails etc.
-The main reason why this is so, is simply because of its main role and significance in the customer's life.
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