1. Scope and challenge of customer management:
- Customers as focal element of marketing
- Relationship marketing
- CRM as the IT component of relationship marketing
2. Fundamental concepts of customer management
- Fundamental elements of customer behavior
- Characteristics of relationships
- Satisfaction and loyalty
- Customer Lifetime Value
3. Approaching customers (lead & prospect management)
- Segmentation, targeting and positioning
- Prospect identification
- Prospect analysis
4. Initiating transactions
- Preparing contacts with prospects
- Handling contacts with prospects
- Ensuring the transaction
- Strategic questions in initiating transactions
5. Sales management on business markets
- Sales and sales management
- ypes of sales
- The personal selling process
- Sales force management
- Sales organization
- Key account management
6. Support processes
- Organizational aspects of customer management
- Controlling customer management
7. Managing distribution on business markets
- Distribution objectives and channels
- Distribution channel flows
- Channel design
- Producer – retailer relationships
- Efficient consumer response
- Category management
8. The role of brands on business markets
- Brands and brand management
- Brands between manufacturers and distributors
- Retailers and private label brands
- Brands in B2B relationships
The course include an important workshop on key account managment and global account management! |
