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MARKET-BASED MAGEMENT
Ricardo Vanegas
Customer & Business
Profitability
Customer Satisfaction &
Customer Loyalty
Customer-Focused Organization
A successful Customer Focus builds customer RELATIONSHIPS and loyalty, resulting in higher levels of Customer and Business Profitability.
CRMManagement of Interactions and
relationships with customers
• Marketing• Customer service and support• Appointments• Social media
Areas:
SOLUTIONS
Ricardo Vanegas
MARKETING & SALES
Ricardo Vanegas
ConversionAcquisitionRetentionMeasurement
LeadsProspectsCustomers
GAP
A I D A
MARKETING: Sell moreTo more people.
MARKETING
Ricardo Vanegas
AcquisitionConversionRetention
Advertising:To get consumer/customer’s attention.
Marketing:To communicate once we’ve gotten their attention.
PRTo communicate once we’ve gotten their attention
Measurement
MARKETING COMMUNICATIONS MIX
Ricardo Vanegas
6 Ways to Communicate your Message• Advertising• Sales Promotion• Events and Experiences• Public Relations and Publicity• Direct Marketing• Personal Selling
SALES: Generate revenue!
SALES PROCESS
Ricardo Vanegas
A I D A Awareness, Interest, Desire & Action!
Close$$$
Potential Customer
Probability of Closing the sale
100%20% (x $) 40% 60% 80%
NegotiationPresentationContact QualifiedLead
DASHBOARDS
Ricardo Vanegas
SOLUTIONS
Ricardo Vanegas
Final Thought
CRM’S DON’T SELL PRODUCTS!
