The introduction of the many company define the external communication, better planing and communication, better customization to specific group and targeting customers. The journal motor company basic manufacturing the car product in the market place. The company applied the many strategy in the marketing including the relationship marketing, customer relationship management, segmentation of the customer relation and developing strategy of the customer relation. The automotive company manufacturing the commercial vehicle in united kingdom including the Leyland truck and taxis (Gustafsson, Kristensson and Witell, 2012).
The introduction of the company determine the company background. The company promote the motorcar in united kingdom. The company analysis the target market and market share. The journal motor company define the relationship between the consumer and customer. The company determine the organisation name and range of the product and service. The car manufacturing company use the best data in managing customer relationship and use the importance of the branding of the product and service.
1.1 Define The Meaning of The Customer in Different Context
There are many context to define the customer including the market, market share, relationship between the customers and consumer and relationship between the prospects and customers. The customer is a party that receive the product and service (Grissemann and Stokburger-Sauer, 2012). The customer ability to choose the different products and suppliers. The customer see the buyer ability regarding to the product. Customer determine the market strategy and determine the the market share available in the market. The market place define the which place there buyer and seller met together and buying and selling the product and services.
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The marketing strategies define the seven pies of the marketing including the product, price, place, promotion, people, policy of the company. The company determine the relationship between the customer and consumer. The customer is the one of the people that buy the product and service and consumer is the uses and consume the product and services. The customer purchase the product and pay the product price. The customer may and may not use the product. The consumer is consume and purchase the product and services. The consumer consumer the product and services is called the consumer. A customer is purchase and pay the product and services (Bouhafs, Mackay and Merabti, 2012).
A consumer not have paid the product and services. The company also determine the relationship between the prospects and customers. The prospect is determine the eye overlook at the one time viewing, screening and out looking for the product. And customer determine the who purchase and receive a product and services from the car manufacturing company. Prospect is anyone who is a define or likely customer. A customer is may be who has already buying the product little thing from you. When someone wants in touch with you mobile or fills in a contact form details, they are not the customer because they are prospect of the company and market.
The company customer define the company product and services. The company determine the external communication between the customer and consumer in the organisation. The better planing and communication determine the planing of the product and services in the organisation (Ballantyne and et.al, 2011). The communication may be define the interrelationship between the prospectors and customer.
The customer communication is the most important part of the organisation because the communication define the market strategies including the promotion techniques like sale promotion, publicity, personal selling of the product. The customer communication is very important part for calculating the organisation name, what type the organisation like the national and global, what is the size of the organisation they define the turnover and number of the employees.
They customer communication determine the high range of the product and service in the organisation. The communication skill define the business to business and business to customer and also define the main competitors available in the market. The customer communication management set the nominatives ideas and plan ans set the information technology system (Van Vaerenbergh, Larivière and Vermeir, 2012).
1.2 Describe The Role of Segmentation And Targeting
The market segmentation define the process of the differentiate consumer and business market. The segmentation consists the group of the consumer. The segmentation of the journal motor company describe the customer communication. The segmentation is basic define the dividing of the work such as a common need ,common interest and lifestyle of the consumer and customer.
Benefits of the Segmentation
The segmentation provide the benefits to the organisation and customer. There are many benefits of the market segmentation including the determining the market opportunities, adjustment in marketing segmentation, developing marketing plans and programs, design the product, media selection, timing of marketing effects, use of the resources,better services provide the customer, applied and distribution strategies. The market opportunities determine the customer and organisation objective (Homburg, Müller and Klarmann, 2011).
The market find the satisfaction of the current customers in the organisation. The media selection of the company journal motor applied the promotion strategies including the advertisement of the car. The journal motor company provide the better service for the customers. The better service provide the target customers.
Main Method to Consumer Segmentation and Market Segmentation
The market segmentation determine the geographic, demographic, psycho graphic and behavioural segmentation. The geographic segmentation define the separate market which can impact the marketing mix of the product, price, promotion and market channel in the organisation. The demographic segmentation determine the gender, age, household type, income level and education level of the demographic factor. The next one is psycho graphic segmentation determine the large target market and lifestyle of the market. The next is determine the behavioural segmentation for buying behaviour of the product and services (Blazevic and et.al, 2013).
The consumer segmentation is also define the demographic segmentation including the age, gender, income level of the customer, family cycle and background. The geographic segmentation of the customer define the different segmentation including the national, states, regions, cities and neighbourhoods market. The psycho graphic segmentation determine the personality traits, lifestyle and buying behaviour of the customers. This segmentation consists the personal characteristics of the customer, lifestyle of the consumer analysis the market.
Last one is define the behavioural segmentation. This segmentation buyer are divided into many groups. This segmentation main use define the rate loyalty status. Occasion for the product purchases. They define the user status and usage rate. The segmentation also determine the buyer regarding status.
Target Market Strategies
The target market define the group of the customers business. The journal motor company determine the target market customer in the organisation (Kim and Ko, 2012). They define the elements of the marketing strategies, product price, product promotion and product and services in the market place. Target market divided into two parts first one is primary market and second one is secondary market.
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The target market strategies also determine the market segmentation including the geographic, demographic, psycho graphic and behavioural segmentation. This segmentation refer to the attitude, value, gender, age, income and education level, relationship to a product and service. The target market developing the effective marketing company. The primary market define the data of the customers and secondary market define the primary report of the company.
2.1 Define The Different Types of The Customer Relationship
There are main three types that define the customer relationship in the market including the transaction relationship, long-term relationship and collaborative relationship. The transaction relationship define the operational customer relationship management (Usman, 2015). This management developing and improvement5ing the product and services. This relationship applied the marketing automation process.
This process determine and evaluating the communication skill and knowledge. The customer relation provide the sales force and service automation. The sales force automation determine the journal motor company employees and customer relation. This type provide the multichannel and environment level. The sales force automation dealing the new customer and new product.
The second is long term relationship define the long relationship for the customer and employees to the product and services. This part developing and supporting the organisation and make the decision making system. The journal company developing and evaluating the customer relationship management system (Frow and et.al, 2011). The customer relationship analasis the requirement business sales. Customer relationship successful developing the business objective and goals. The customer relationship analysis the many strategies regarding to the commitment, amplifying, requirement of the product.
Customer relationship evaluating the smart objectives including the systematic,maintenance and time bounded project. The relationship the different channel and sources in the market level. The customer relationship analysis the many sources including the financial,proportional,distribution of the product and determine the strategies. The customer relation achieve the project team in the organisation. Requirement analysis the high level of the sales and successful target management.
2.2 Explain The Benefits of The Managing Customer Relationship
The customer define the customer loyal of the product and company policy. Customer loyalty is a positive relationship for the product. The term loyalty is determine the customer satisfaction of the product. The loyalty of the product define the product brand in the organisation (Maklan and Klaus, 2011).
Benefits of the Loyalty
The benefits of the loyalty define the financial and non financial program. The profit may be define the Stop competing on price with competitors, Retain existing customers, Increase Customer Lifetime Value, Build personal relationships,Create brand advocates etc. this benefits define the price and brand of the product. The most important benefits of the loyalty from the business are brand ambassador is define the traditional market. The word of mouth is define the promotion of the product. The word of mouth is a direct relationship between the supplier and the buyer. The company creating the benefits regarding to the loyal customers and provide the customer satisfaction in the marketing process.
Loyalty of Ladder
The loyalty of ladder is a model of the business and organisation. This model determine the steps of the people taking the loyal brand of the product, this model also determine the stages for the client, customers, consumer, manufacture, and prospectors of the product and services (Gungor and et.al, 2011). Ladder of loyalty model define the partners, advocates, supporter,and purchaser for the business.
Customer Relation and Benefits
Customer relation is very important part of the company because the customer relationship define the management process. Customer relation define and evaluating the customer experience in the company. They reduce the marketing efforts. They create the automated analytical and reporting system. The company create the life time relationship and value of the customers.
2.3 Describe The Customer Relationship Management
The customer relationship management define the role and impotence of the customer relationship management. The customer relationship management determine many sources of the marketing. This relationship evaluating the communication skill and knowledge of the3 product and services (Chen, Ou and Sun, 2011). The customer relationship management determine the role. The role of the CRM is define the many role regarding to the product and services in the business and marketing. The role is define the data of the company and number of the customer.
The manager role is evaluating the organisation objective and goals. Role of the manger is planning and implementing the sources of the organisation. Customer relationship management is also define the importance of the relationship. This important is using the equality of the product and define the best product. The CRM is viewing the historical analysis of the market. The CRM consists the small details of the customers in the organisation. CRM importance in the many factors including the social.
Political, financial, environment and apply the market factor. The customer relationship management create the profitability ratio for the company. The CRM is create t5he demand of the supplier (Wang, Xu and Khanna, 2011). The customer relationship also increasing the sales techniques in the market place including the sales promotion, publicity ODF the product, advertisement of the product and services. The customer is the main part of the organisation they evaluating the business objective.
2.4 Illustrate How Organisation Mange and Develop Customer Relationship
There are many ways to develop and mange the customer relationship in the organisation. Using of the segmentation of the customer relationship management and data also create and mange and develop the customer relationship. The company applied The importance of a clear customer experience policy, Selecting and training the correct person, Developing,evaluating, motivating and managing your person, Establishing effective service delivery processes, Building project in continuous improvement, define managers are the key change-agents and prospectors of the company.
Company selecting the correct person in the organisation. Developing in strategies in the business. Define the customer satisfaction for the product and services. Evaluating the objectives and new plan for sale the product and services. The organisation manage the customer relation they provide the many facility for the target customer. customer satisfaction is very important part of the organisation (Hoda, Noble and Marshall, 2011).
The manger develop the data of the customer and evaluating the sources of the customer satisfaction. Company provide the effective services for the customer including the coo pans, free sample ,gift ,one time using facility. Company provide the satisfaction for the customer, they determine the relationship between the customer and its product in the organisation. The company provide the marketing strategies including the marketing mix(product, price, place, promotion, people, policy and process.)
3.1 Describe How Marketing Communication Fit Within The Overall Marketing Mix
Marketing communication is related with the marketing mix where the company try to promote their products and services in the market and try to create awareness in the public (Gustafsson, Kristensson and Witell, 2012). The marketing is having four important elements which can include product, price, place and promotion of the business organization. In the context of General Motors there are following marketing mix as given below:
GM is one of the largest auto manufacturer and well known brand in the world. The company is having various brands like, GMC, Opal, Chevrolet, Buick, Cadillac etc. they provide a wide range of car with the high quality and innovation. They allow to its customer customization facility in the latest product and offer different uniqueness. The firm's having a middle class segment products in terms of advanced technology, innovative and creative design, high quality and best services (Grissemann and Stokburger-Sauer, 2012).
GM is having a variety of products to its customers. They are using various pricing strategies for their product in order to increase sales of the company. For example, competitive pricing strategy where they can sale their products at the lower price in to various segment like Sedan, SUV, Hatchback etc. they can also use premium pricing strategies where they can provide luxury vehicles with customization to their customers. It can help to increase customer loyalty which can create a ideal image of the public.
The cited business organization is operating 6 continents which having a large pool of human resource. They operating more than 125 countries which can provide a strong presence at the global level. They having approx. 20000 dealers which can provide a competitive advantage over its rival companies (Bouhafs, Mackay and Merabti, 2012). Their production operation is more than 37 countries worldwide.
This is another and most important element in the marketing mix. General Motors is spending billion of dollars in the advertising and promotion. They also promote various sports and other events in the world. They have good presence in the print media, electronic media. Apart from that they also using social media platforms such as Facebook, You Tube and Instagram in order to promote their product and services.
3.2 Explain The Role And Benefits of External Marketing Communication
The external marketing communication may be determine the types of the communication. The external marketing communication take the many verity of the product and communication factors. The simple marketing communication define the communication between the two people regarding the product and services. External marketing communication including the many factor are television advertisement, radio advertisement and simple factor of the advertisement. The company provide the many communication channel (Ballantyne and et.al, 2011).
Role of external marketing communication: The role is determine the business policy and objective of the organisation. The external marketing communication provide the help of the increasing the number of the journal motor company sales. The main role is increasing the sales and marketing objectives in the organisation. Increasing the the awareness of the product and services. Company highlight the benefits of the branded product. The new market take the new product for the external communication. The main part is customer aware the what is the product and what is the quality of the product.
The external communication make and improve the relationship with the product. The role of the marketing communication is increasing the loyalty of the product and sale (Van Vaerenbergh, Larivière and Vermeir, 2012). The external marketing communication provide the many sources including the advertisement, direct marketing, publication, events and online marketing of the product. The company use the better resources for advertising the product.
Benefits of the external marketing communication: the company provide the cost, access, time, and experience benefits for the customers. The cost benefits is define the less cost of the price for the product. The access is defined the inside data of the customers and the company. The time benefits may be determine the internet marketing field. The experience of the business is the positive thing of the company.
The experience is making the team building of the customers and provide the marketing channel. The company applied the AIDA model for creating the external communication . AIDA model define the awareness, interest, desire, and action of the advertisement process. This model used are marketing and advertising process and describe the company product strategy (Homburg, Müller and Klarmann, 2011).
3.3 Describe How To Prepare For an External Marketing Communication Campaign
The external marketing communication prepare the external environment factor. The external factor are as follows competition, government policy, natural forces, social and cultural resource, demographic factor and technological factor. The competition refer to the number of the comparative product. The competition is making the size of the capitalisation. The government policy of the journal motor company is refer to the low. The government policy is the most important part of the organisation that operational the new business.
The natural factor consists the physical environment of the company. Social and culture factor determine the individual group behaviour and believe of the lifestyle. The demographic factor determine the study of the people including the sex, age,marital status of the person. Last on factor define the technological factor in the organisation (Blazevic and et.al, 2013). They also define the competition factor. The external marketing communication refer to the communication strategies including the pull strategies, push strategies, profile strategies.
Push strategies: push strategies determine the customer for personal sale in the marketing process. The personal sale show the objective of the company. Push strategies create the customer for provide the low brand loyalty product. Company altercate the customer for the purchase of the product. This strategies create the consumer knowledge for the product.
Pull strategies: pull strategies is the part of the marketing strategies. This strategies make the marketing efforts in the market. Pull strategies use the lot of promotion of the product (contests, free samples, social activities, advertisement, publicity, personal sealing and online selling.
Profile strategies: profile strategies define the public relation, sponsorship and charity, corporate advertising. The international and foreign market applied the official strategies (Gungor and et.al, 2011).
As per the above mentioned report it is conclude that applied the many strategies in the organization. The company applied the customer communication satisfaction. The company use the external marketing communication skill and knowledge. The company use the marketing mix strategies including the seven pies of the product, price, place, promotion, people, process, and police of the company.
The manager mange the customer relationship management in the organisation. Company use the branded product in the organisation. The company define the many types of the customer relationship in the organisation. The company use the pull, push and profile strategies in the marketing.
Gustafsson, A., Kristensson, P. and Witell, L., 2012. Customer co-creation in service innovation: a matter of communication?. Journal of Service Management. 23(3). pp.311-327.
Grissemann, U.S. and Stokburger-Sauer, N.E., 2012. Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management. 33(6). pp.1483-1492.
Bouhafs, F., Mackay, M. and Merabti, M., 2012. Links to the future: Communication requirements and challenges in the smart grid. IEEE Power and Energy Magazine. 10(1), pp.24-32.
Ballantyne, D. and et.al, 2011. Value propositions as communication practice: Taking a wider view. Industrial Marketing Management. 40(2). pp.202-210.
Van Vaerenbergh, Y., Larivière, B. and Vermeir, I., 2012. The impact of process recovery communication on customer satisfaction, repurchase intentions, and word-of-mouth intentions. Journal of Service Research. 15(3). pp.262-279.
Homburg, C., Müller, M. and Klarmann, M., 2011. When does salespeople’s customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. Journal of the Academy of Marketing Science. 39(6). pp.795-812.
Blazevic, V. and et.al, 2013. Beyond traditional word-of-mouth: an expanded model of customer-driven influence. Journal of Service Management. 24(3). pp.294-313.
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research. 65(10). pp.1480-1486.
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