I would like to discuss Canon blog (http://hk.blog.yahoo.com/canon/) first.
Canon is using Blogging to retain the existing customers and attract new customers, and increase the customer extension. Canon users can share the experiences; advantages and disadvantages of Canon’s products on the blog. So, Canon can be more understand what the customers’ need from their comments, thus to provide outstanding products and services which increasing the customer retention. Moreover, loyal Canon users can post their personal blogs’ link on the Canon’s blog. These blogs are full of the photos which took by Canon camera. Moreover, users’ experience; comparison between competitors by users, etc can be found in their blogs as well. Potential customers may click in it, and read their blogs. Word of mouth of end users is crucial and will trigger potential customer to buy Canon’s products or brand switching. Canon would also post their new products or other products link on the blog to attract existing customer to read them which can increase their customer extension.
Blogging take advantage of two way communication. Canon users share their experiences on the blog. Canon refines their products and services according to their experience which shared on the blog. Also, take advantage of pull marketing. Canon can post their news, promotion etc on the blog. Therefore, more customers would be attracted. And take advantage of greater hold on user’s interest. Canon often posts some experiences of taking difference styles photos to maintain their interest of photography. Difference styles photos may need more equipment, so also can increase the range of products. Above marketing methods are measurable and trackable. For example, if Canon improved their product according to loyal users experience. These loyal users must appreciate and comment on their blog. We can see the comments through the blog and the sales of the improved product.
Secondly, I would discuss www.nba.com
NBA is using Online Video marketing, affiliate marketing and social marketing.
These three marketing methods are retaining existing customers and extension. For one line video marketing, NBA posted their highlights of daily matches in youtube. So, NBA fans will not miss any matches when they are busy. For affiliate marketing, some firms posted the website on nba.com. Actually, these shops are selling NBA products mostly. As long as customers buy stuffs in these e-shops, NBA would have profit since the right of NBA and the commissions. For the social marketing, NBA created a group in facebook which is a platform providing for the fans to exchange information and be a forum.
NBA would take advantage of two way communication. A staff of NBA would monitor the group in facebook, updates the news and answers the fans questions. Through the chat on the forum, the needs and wants of the fans would be observed more easily. Also take advantage of pull marketing. E-shops links were posted on nba.com. Logically, NBA fans should addict on NBA products. Fans will notice the e-shop link when surfing nba.com, sales opportunities appeared. Advantage of greater hold on user’s interest would be taken too. Through daily updated video on youtube and the fans group in facebook, interest of NBA will rise only due to most updated NBA news. Finally, the advantages of measurable and trackable would be taken too. As long as measure the watched time of the on line video and the “click in” time of the e-shop, we would know the effectiveness of the marketing methods.
2009年10月24日 星期六
2009年10月18日 星期日
Assignement 1, Question 2
Based on the job description, CRM manager has to drive brand CRM objectives, strategies and programs. These propose are to add profit the company’s bottom line, it accomplishes that goal by concentrating on customer benefits and values; Also, CRM manager monitor the development of consumer database and analytics. Find out Key drivers of consumer life cycle and consumer behavior, analyze program effectiveness and utilize learning to improve future program planning resources. Moreover, CRM manager has to help sale staff increase their productivity, assigns and manage customer service customer service requests and manages marketing campaigns and identifies opportunities for cross-selling, up-selling and product selling.
In my opinion, these responsibilities involve hands-on knowledge of information knowledge. It is because CRM manager main responsibilities is to drive brand CRM objective, manage and analytics the data. As per analytics to find out the key driver of customer life cycle, understand customer needs and wants. Above responsibilities need in-depth of marketing knowledge, not IT knowledge. IT knowledge would help you how to develop user-friendly software, how to collect the data effectively. However, IT knowledge never tell u what is the customer life cycle, what the customer like, oppositely marketing knowledge would tell you.
In my opinion, these responsibilities involve hands-on knowledge of information knowledge. It is because CRM manager main responsibilities is to drive brand CRM objective, manage and analytics the data. As per analytics to find out the key driver of customer life cycle, understand customer needs and wants. Above responsibilities need in-depth of marketing knowledge, not IT knowledge. IT knowledge would help you how to develop user-friendly software, how to collect the data effectively. However, IT knowledge never tell u what is the customer life cycle, what the customer like, oppositely marketing knowledge would tell you.
2009年10月14日 星期三
Assignement 1, Question 1
I would like to compare and evaluate SAP and Kingdee below.
Products:
SAP offers 2 main software, Business Management Software and BI and Performance Management Software. There are three editions for both respectively. Customers can choose the most suitable one according to their industry, needs or roles.
Kingdee offers three ERP products.
KingdeeKIS: Designed for small-sized enterprises, helps them realize flexible applications of financial affairs and makes management easier.
KingdeeK/3: Designed for medium and small-sized enterprises, built on the BOS platform, helps them completely integrate internal & external resources and rapidly realize their personalized requirements.
KingdeeEAS: A new generation of group management information platform built on the BOS platform, designed for large and medium-sizes enterprises. Customers would choose the products depends on their size.
Services:
SAP provides a strong customer service network to ensure customer software up and running fast. Its network consists SAP Active Global Support, SAP Consulting, SAP Custom Development, SAP Education, SAP Application Management, SAP Hosting , SAP Hosting, SAP Ramp-up, Tools and technologies and methodologies. The above service departments continuously improve the operations and enable long term success.
Kingdee rolls out to customers six service product systems: training, management consulting, implementation, operation and maintenance, requirement feedback, and IT system. The customers can choose different service combinations according to the size, management mode, and ERP application status of their companies to form characteristic personalized service solutions.
I suggest a firm should implement enterprise resources panning software when it is a new company. If we wait the firm to mature, all staffs adapt the initial working process. They are got used to old working method; plenty of time of training will be needed for them. Moreover, there must be confusion to use the new system at the beginning because staffs easily mix the previous working process with the ERP. Nevertheless, ERP can streamline operations and improve visibility into business information for better decision making. We should implement it as soon as possible to maintain the competitive in the market.
Products:
SAP offers 2 main software, Business Management Software and BI and Performance Management Software. There are three editions for both respectively. Customers can choose the most suitable one according to their industry, needs or roles.
Kingdee offers three ERP products.
KingdeeKIS: Designed for small-sized enterprises, helps them realize flexible applications of financial affairs and makes management easier.
KingdeeK/3: Designed for medium and small-sized enterprises, built on the BOS platform, helps them completely integrate internal & external resources and rapidly realize their personalized requirements.
KingdeeEAS: A new generation of group management information platform built on the BOS platform, designed for large and medium-sizes enterprises. Customers would choose the products depends on their size.
Services:
SAP provides a strong customer service network to ensure customer software up and running fast. Its network consists SAP Active Global Support, SAP Consulting, SAP Custom Development, SAP Education, SAP Application Management, SAP Hosting , SAP Hosting, SAP Ramp-up, Tools and technologies and methodologies. The above service departments continuously improve the operations and enable long term success.
Kingdee rolls out to customers six service product systems: training, management consulting, implementation, operation and maintenance, requirement feedback, and IT system. The customers can choose different service combinations according to the size, management mode, and ERP application status of their companies to form characteristic personalized service solutions.
I suggest a firm should implement enterprise resources panning software when it is a new company. If we wait the firm to mature, all staffs adapt the initial working process. They are got used to old working method; plenty of time of training will be needed for them. Moreover, there must be confusion to use the new system at the beginning because staffs easily mix the previous working process with the ERP. Nevertheless, ERP can streamline operations and improve visibility into business information for better decision making. We should implement it as soon as possible to maintain the competitive in the market.
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