In-Class Activity - Building Customer Relationships

Students,

This is an In-Class Assignment on Building Customer Relationships

Learning Outcomes:

Customer Relationship Management (CRM) is all about maintaining relationships with profitable customers by providing superior value. Value can be provided in a number of ways—a well-performing product, a stylish product, or a product that helps the consumer express his or her personality.  Value can also be provided by time,effort, or money savings, or by a product that makes the customer feel good in some way.  Marketers build databases containing all kinds of information about these valuable customers.

In your groups, develop a list of requirements for a database for a new steakhouse just opened
near campus.

The steakhouse serves not only steaks but excellent burgers, ribs, salads, and fish.
Its specialty is unique and tasty appetizers. The steakhouse anticipates catering not only to students for special occasions but also to parents, faculty, and staff as well as local town residents.

Purpose:

Example:  11-5b - Creating a Marketing Mix

A business firm controls four important elements of marketing and it combines it in a way that reaches the firm's target market.  These are the product itself, the price of the product, the means chosen for its distribution, ad the promotion of the product.  When combined, these four elements form a marketing mix (see Figure (11-3). Page 312.

The purpose of the list is to determine what information should be held in the database about each current and potential customer of the steakhouse. Hint: Consider what is important to you in a restaurant.

You have 10 minutes to generate a list. Use the following categories as a guideline. Assign as spokesperson to share the list that your team created.

1. Demographic Data
2. Lifestyle Data (activities, interests, opinions)
3. Behavioral Data (shopping, cooking, eating habits, preferences)
4. Other?