Strategic Marketing 3

Review the course scenario.

https://class.aiuniv.edu/LCMSFileShareCommon/e94/1e3/adc/1c2/490/ea1/7fb/8ce/4ec/a77/39/mkt651_scenario.pdf

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This assignment is based on the Sof-A-Logue scenario linked above.

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A Customer Focus

After you determine what you are selling, the next critical part of the marketing plan is to understand to whom you are selling. Knowing the customer is essential to ensure that the company is delivering the right message to the right market. Marketing success is about turning sales leads into profits. Not only should a company focus on its current customers, but it must also be constantly finding ways to recruit new customers.

The Customer Profile

You have been asked by your supervisor to present a customer profile brief to senior management about the evolving customer for the product. The brief will focus on 3 sections, specifically related to defining your product’s customer demographic and psychographic profile, customer relationship management (CRM), and customer satisfaction metrics.

Surf the following 2 Web sites to find out more about today’s customer and using marketing research to develop customer profiles:

• http://www.nielsen.com/us/en/nielsen-solutions.html


• http://www.mymarketprofile.com/
  
  
  
  • Click "Browse Research - About Market Research" on the lower-left menu
  
  
  
  

Customer relationship management is about managing current and prospective customers for strong and long customer relationships.

Using information from the 2 Web sites and articles from the library's full-text databases, create a customer profile brief:

• Develop a demographic profile of the potential customer segment.


• List at least two demographic tools you can use to help develop the demographic profile.


• Define the psychographic profile of your customer.


• Customer relationship management: Find two CRM tools that help companies identify pertinent information about their customer segments.


• How will you use these tools to manage the customer relationship?


• Why is CRM important in today’s competitive marketplace?


• Customer satisfaction: From your product guarantee policy, detail how you will incorporate customer satisfaction metrics into your plan. Explain why customer satisfaction metrics are important.Please submit your assignment as a Word document in APA format using the attached TEMPLATE.
  
  
  
  GRADING CRITERIAMKT651 Unit 3 Individual ProjectPossible PointsEarned PointsCustomer Demographics and Psychographics—A review of current customer demographics—explain why this demographic profile is your primary target market.25 Customer Demographics and Psychographics—Develop a demographic profile of the potential customer segment.
  
  List at least two demographic tools you can use to help develop the demographic profile.25 Customer Demographics and Psychographics—Potential customer market demographics. Define the psychographic profile of your customer.25 Customer Relationship Management—Find two CRM tools that help companies identify pertinent information about their customer segments.25 Customer Relationship Management—How will you use these tools to manage the customer relationship?
  
  Why is CRM important in today’s competitive marketplace?25 Customer Satisfaction—from your product guarantee policy, details how you will incorporate customer satisfaction metrics into your plan. Explain why customer satisfaction metrics are important.25 Failure to use articles from the library's full-text database will yield a grade no higher than 113/150 points for the assignmentGrade for Unit 3 Individual Project150