24205 Lecture Notes - Lecture 12: Winnowing, Supply Chain
Document Summary
Discuss the challenges faced by business marketers in gaining and retaining existing customers. Gaining new customers focuses on finding, qualifying and delivering value initially to new demand opportunities. Assessing the fit with supplier offerings and priorities. Fulfilling the order to customers complete satisfaction. Suppliers must follow up and qualify leads and inquiries. Leads (names of possible clients generated from data bases) Inquiries (customer-initiated business contacts with the supplier firm) Prospects (leads/enquires that supplier has qualified as having profit potential) Major challenge in gaining in customer is the use of e-mails in business market firm"s integrated marketing communications. Issues surrounding stringent spam filters at customer sites that trap bulk emails have forced business marketers to be innovative in integrating e-mail campaigns with other media to gain new customers. For example, following up with a call and personalised email has been seen as one of the most effective ways of increasing response rates and improving the quality of leads generated.
