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Results for: 3.2 Develop marketing strategy

Balancing Customer and Enterprise Needs

Contact centers have the ability to collect massive amounts of customer information.

Type: Articles and White Papers Topics: Customer Relationship Management, Customer-focused Processes and Functions, Customer Segmentation, Product and Service Innovation, Innovation Processes: 2.1.2.2 Identify potential new products and services, 2.1 Manage product and service portfolio, 2.1.2 Define product/service development requirements, 2.2.2.2 Conduct customer tests and interviews, 2.2 Develop products and services, 2.2.2 Test market for new or revised products and services, 3.1.1.2 Identify market segments, 3.1 Understand markets, customers, and capabilities, 3.1.1 Perform customer and market intelligence analysis, 3.1.2.2 Determine target segments, 3.1.2 Evaluate and prioritize market opportunities, 3.1.2.3 Prioritize opportunities consistent with capabilities and overall business strategy, 3.2.1.2 Develop value proposition including brand positioning for target segments, 3.2 Develop marketing strategy, 3.2.1 Define offering and customer value proposition, 3.2.1.3 Validate value proposition with target segments Industry: Computers, Electronics, Financial Services/Banking, Software

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Using Customer Segmentation to Innovate

Customer segmentation is about more than marketing. It can translate into better new product/service development and innovation.

Type: Articles and White Papers Topics: Customer Relationship Management, Customer-focused Processes and Functions, Customer Segmentation, Product and Service Innovation, Innovation Processes: 2.1.2.2 Identify potential new products and services, 2.1 Manage product and service portfolio, 2.1.2 Define product/service development requirements, 2.2.2.2 Conduct customer tests and interviews, 2.2 Develop products and services, 2.2.2 Test market for new or revised products and services, 3.1.1.2 Identify market segments, 3.1 Understand markets, customers, and capabilities, 3.1.1 Perform customer and market intelligence analysis, 3.1.2.2 Determine target segments, 3.1.2 Evaluate and prioritize market opportunities, 3.1.2.3 Prioritize opportunities consistent with capabilities and overall business strategy, 3.2.1.2 Develop value proposition including brand positioning for target segments, 3.2 Develop marketing strategy, 3.2.1 Define offering and customer value proposition, 3.2.1.3 Validate value proposition with target segments Industry: Chemicals, Consumer Products/Packaged Goods, Electronics, Entertainment, Financial Services/Banking, Hospitality, Printing & Publishing, Restaurant

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New Pig Corporation Breaks Barriers with B2B Branding

Many business-to-business (B2B) organizations keep branding in the background, but at New Pig, branding takes center stage.

Type: Case Studies Topics: Branding, Sales and Marketing, Customer Loyalty, Customer-focused Processes and Functions, Customer Retention Processes: 3.2.1.4 Develop new branding, 3.2 Develop marketing strategy, 3.2.1 Define offering and customer value proposition, 3.4.3.2 Develop marketing messages, 3.4 Develop and manage marketing plans, 3.4.3 Develop and manage media, 5.1.1.2 Analyze feedback of customer needs, 5.1 Develop customer care/customer service strategy, 5.1.1 Develop customer service segmentation/prioritization (e.g., tiers) Industry: Machinery Equipment, Rubber & Plastics, Waste Management/Environmental

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It's About People, Stupid!

In this article, Gary Hoover discusses the importance of the human side of enterprise and how organizations can benefit from telling their own stories effectively.

Type: Articles and White Papers Topics: Branding, Sales and Marketing, Customer Relationship Marketing, Customer-focused Processes and Functions Processes: 3.2 Develop marketing strategy, 3.0 Market and Sell Products and Services, 3.2.1.4 Develop new branding, 3.2.1 Define offering and customer value proposition

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Return on Investment

Calculating an accurate return on investment (ROI) is crucial when making decisions that involve customers and products.

Type: Articles and White Papers Topics: Customer-focused Processes and Functions, Finance and Accounting Processes: 3.2 Develop marketing strategy, 3.0 Market and Sell Products and Services, 3.5.6 Manage sales partners and alliances, 3.5 Develop and manage sales plans

Relevance: 38%
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Managing Change to Involve Employees in Relationship Marketing

APQC's perspective on best practices related to managing change to involve employees in relationship marketing, featuring case examples from Harrah's, CIBC, and Roche.