Chapter 11 - Marketing and SCM Flashcards
1
Q
Marketing Model
A
- Needs - what potential cmrs desire
- Features - build product/service
- Benefits - stress benefits to cmr
2
Q
Cmr Profitability Analysis (CPA)
A
Anlaysis of revenue/costs associated with particular cmrs
3
Q
Cmr Lifetime Value (CLV)
A
Attempts to measure present value of future cash flows associated with a relationship
4
Q
The Strategic Customer
(Johnson + Scholes)
A
- Person at whom strategy is pimarily addressed - retailer or final cmr?
- Must excel at CSF’s valued by strategic cmrs
5
Q
Customer Loyalty
A
- Acts as a barrier to entry
- Existing cmrs more profitable than new ones as act as advocates
6
Q
Cmr Relationship Management (CRM)
A
Processes e.g. software to orgainse contact with cmrs
7
Q
Disintermediation
A
Remove middle man
8
Q
Cognitive Dissonance
A
Buyer regret e.g. now out of date
9
Q
Reciprocal Buying
A
Orgs buy goods from each other
10
Q
Propensity Modelling
A
Evaluate customer behaviour and make product recommendations
11
Q
Varying profitability of Customers
A
- Transport costs
- Negotiating strength
- Order complexity
12
Q
E-Procurement
A
- Reduce transaction costs
- Respond more quickly to demand
- Reduction in operating costs
- Reduced reliance on single supplier
- can scan other easier
