{"id":120,"date":"2019-07-03T14:51:27","date_gmt":"2019-07-03T14:51:27","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/outcome-customer-relationships\/"},"modified":"2019-07-03T14:51:27","modified_gmt":"2019-07-03T14:51:27","slug":"outcome-customer-relationships","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/outcome-customer-relationships\/","title":{"raw":"Outcome: Customer Relationships","rendered":"Outcome: Customer Relationships"},"content":{"raw":"\n<h2>What you'll learn to do: explain how the development and maintenance of customer relationships are an essential part of an organization's marketing strategy<\/h2>\n<span style=\"color: #000000;\">If you are getting the impression that an organization's planning around marketing strategy, tactics, and objectives is very complex, you are perceptive. There are a lot of variables for companies to consider, align, and track, and occasionally an important part of the planning process gets&nbsp;overlooked: the customer. &nbsp;In this last section, we'll return to the customer and explain why customer relationships are such a crucial part of the marketing strategy and plan.&nbsp;<\/span>\n\n<span style=\"color: #000000;\">Let's pause for a moment and&nbsp;put the customer into our discussion of&nbsp;market growth opportunities. We discussed the market for high-end skin-care products for older&nbsp;Americans. Imagine the woman who might buy a Proctor &amp; Gamble antiwrinkle cream. She is standing in front of a shelf of products and chooses&nbsp;Proctor &amp; Gamble's cream. Who is she? Why is she there? What is her story? Our customer is hoping to stop the aging process and it is a personal, vulnerable moment. She doesn't care about the SWOT analysis or the size of the market. She wants to find a product that \"understands\" what she needs and helps her.<\/span>\n\n<span style=\"color: #000000;\">In this section you'll see how marketers address such issues and keep the customer at the center of the planning process in a very personal way.&nbsp;<\/span>\n\n<span style=\"color: #000000;\">The specific things you\u2019ll learn in this section include:<\/span>\n<ul>\n\t<li><span style=\"color: #000000;\">Describe how businesses use buyer personas to better understand the target customer<\/span><\/li>\n\t<li><span style=\"color: #000000;\">Define customer relationship management<\/span><\/li>\n<\/ul>\n<h3>Learning Activities<\/h3>\nThe learning activities for this section include the following:\n<ul>\n\t<li>Reading: Customer-Relationship Strategies<\/li>\n\t<li>Video: Harley Davidson Customer Relationships<\/li>\n\t<li>Self Check: Customer Relationships<\/li>\n<\/ul>\n","rendered":"<h2>What you&#8217;ll learn to do: explain how the development and maintenance of customer relationships are an essential part of an organization&#8217;s marketing strategy<\/h2>\n<p><span style=\"color: #000000;\">If you are getting the impression that an organization&#8217;s planning around marketing strategy, tactics, and objectives is very complex, you are perceptive. There are a lot of variables for companies to consider, align, and track, and occasionally an important part of the planning process gets&nbsp;overlooked: the customer. &nbsp;In this last section, we&#8217;ll return to the customer and explain why customer relationships are such a crucial part of the marketing strategy and plan.&nbsp;<\/span><\/p>\n<p><span style=\"color: #000000;\">Let&#8217;s pause for a moment and&nbsp;put the customer into our discussion of&nbsp;market growth opportunities. We discussed the market for high-end skin-care products for older&nbsp;Americans. Imagine the woman who might buy a Proctor &amp; Gamble antiwrinkle cream. She is standing in front of a shelf of products and chooses&nbsp;Proctor &amp; Gamble&#8217;s cream. Who is she? Why is she there? What is her story? Our customer is hoping to stop the aging process and it is a personal, vulnerable moment. She doesn&#8217;t care about the SWOT analysis or the size of the market. She wants to find a product that &#8220;understands&#8221; what she needs and helps her.<\/span><\/p>\n<p><span style=\"color: #000000;\">In this section you&#8217;ll see how marketers address such issues and keep the customer at the center of the planning process in a very personal way.&nbsp;<\/span><\/p>\n<p><span style=\"color: #000000;\">The specific things you\u2019ll learn in this section include:<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\">Describe how businesses use buyer personas to better understand the target customer<\/span><\/li>\n<li><span style=\"color: #000000;\">Define customer relationship management<\/span><\/li>\n<\/ul>\n<h3>Learning Activities<\/h3>\n<p>The learning activities for this section include the following:<\/p>\n<ul>\n<li>Reading: Customer-Relationship Strategies<\/li>\n<li>Video: Harley Davidson Customer Relationships<\/li>\n<li>Self Check: Customer Relationships<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-120\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Outcome: Customer Relationships. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":141992,"menu_order":21,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Outcome: Customer Relationships\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"f0404d0e-8624-49c4-8a0a-3e55be40d296","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-120","chapter","type-chapter","status-publish","hentry"],"part":99,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/120","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/users\/141992"}],"version-history":[{"count":0,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/120\/revisions"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/parts\/99"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/120\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/media?parent=120"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=120"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/contributor?post=120"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/license?post=120"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}