3（课件）- 《客户关系管理（英文版）》同步教学（人民大学版）

Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited CRM Customer Relationship Management Urvashi Makkar Harinder Kumar Makkar Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Chapter 3 Relationship Marketing Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Introduction Learning Objectives From Traditional Marketing Approach to Relationship Marketing Relationship Marketing: Organizational Pervasive Approach Managing Customer Emotions: A Tool for Relationship Marketing Relationship Marketing in Consumer Segment v/s Service Segment Consumer Segment & Relationship Marketing Service Segment & Relationship Marketing Brand Building through Relationship Marketing Service Level Agreements (SLA) Recap Chapter 3: Relationship Marketing Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited After going through this chapter, the students will be able to: Understand the reasons for a shift from Marketing Mix Approach to Relationship Marketing Differentiate between Traditional Marketing and Relationship Marketing Understand significance of Managing Consumer Emotions Differentiate the concept of Relationship Marketing in Consumer Segment v/s Service Segment Know the significance of Relationship Marketing for Brand Building with the help of corporate example Understand the concept of Customer Life Time Value and its significance Understand the concept of Service Level Agreements (SLA) Learning Objectives Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited With revolution in IT and Telecom Industry in India, the accessibility has significantly incre