CHAPTER 8

Contemporary
topics in Marketing

LEARNING OUTCOMES
8.1 Overview of customer relationship management
(CRM)
8.2 Social media and marketing
8.2.1 Social media tools
8.2.2 Social media and mobile technology
8.3 Ethics and social responsibility
8.3.1 The six models of social control
8.3.2 Corporate social responsibility
LO 1 : Overview of customer relationship
management (CRM)

WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT?

Customer relationship management (CRM) focuses on
understanding customers as individuals instead of as part of a
group. To do so, marketers make usaha their communications more
pemasaran diperibadikan
customer-specific, like the personalized marketing efforts used
by Amazon.com.
pada mulanya dipopularkankhusus pelanggan
CRM was initially popularized as one-to-one marketing. But it
has become a much broader approach to understanding and
serving customer needs than one-to-one marketing.

LO 1 : Overview of customer relationship

management (CRM)
WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT?
strategi perniagaan seluruh syarikat
Customer relationship management is a company-wide business
strategy designed to optimize profitability, revenue, and
kumpulan pelanggan yang ditakrifkan dengan tepat
customer satisfaction by focusing on precisely defined customer
groups.
menganjurkan syarikat di sekeliling segmen pelanggan
This is accomplished by organizing the company around
customer segments, establishing memupuk
mewujudkan dan menjejak interaksi pelanggan dengan syarikat
and tingkah tracking customer
laku yang memuaskan pelanggan
interactions with the company, fostering customer-satisfying
behaviors, and menghubungkan linking all processes of the company from its
customers through its suppliers.
Example : Membership Card

Example : Membership Apps

LO 1 : Overview of customer relationship
management (CRM)
The Customer Relationship Management Cycle
On the surface, CRM may appear to be a rather simplistic
strategi perkhidmatan pelanggan yang agak ringkas
customer service strategy. But, while customerpendekatan service is part of
bersepadu sepenuhnya
the CRM process, it is only a small part of a totally integrated
approach to building customer relationships.
sistem gelung tertutup
CRM is often described as a closed-loop Paparan
system that builds
relationships with customers. Exhibit below illustrates this
closed loop system, one that is continuous and circular with no
predefined starting or end point.
bulat tanpa titik permulaan atau penamat yang telah ditetapkan

memanfaatkan

LO 1 : Overview of
customer
relationship
management
(CRM)
The Closed Loop System
menyepadukan
LO 1 : Overview of customer relationship
management (CRM)
The Closed Loop System
1. Identify customer relationships with the organization
Who the customers are or where they are located, or it may require
more detailed information on the products and services they are using.
2. Understand the interactions with current customers
Companies accomplish this by collecting data on all types of
communications a customer has with the company.
3. Captures relevant customer data on interactions
Information such as the date of the last communication with a
customer, how often the customer makes purchases, and whether the
customer redeemed coupons sent through direct mail.

LO 1 : Overview of customer relationship

management (CRM)
menyepadukan
4. Store and integrate customer data
Throughout the company and, ultimately, to “get to know” customers
secara peribadi
on a personal basis.
5. Identify its profitable and unprofitable customers
Perlombongan data ialah proses analisis menyusun data yang boleh diambil tindakan
Data mining is an analytical process that compiles actionable data
about the purchase habits of a firm’s current and potential customers.
memanfaatkan
6. Leverage customer information
The CRM system sends the customer information to all areas of a
business because the customer interacts with all aspects of the
business (e.g., sales or marketing, operations, production, accounting).
LO 2 : Social Media & Marketing
Social media has changed the way that marketers can
communicate with their brands from mass messages to intimate
conversations. As marketing moves into social media, marketers
must remember that for most people, social media is meant to
pengalaman sosial, bukan pengalaman pemasaran
be a social experience, not a marketing experience.
Thus, social media is defined as any tool or service that uses
memudahkan
the Internet to facilitate conversations.

LO 2 : Social Media & Marketing

Social media tools (8)
LO 2 : Social Media & Marketing

Blogs
boleh diakses secara umum
A blog is a publicly accessible Web page that functions as an interactive journal, whereby
readers can post comments on the author’s entries.
kategori besar
Blogs can be divided into two broad categories:
1. Corporate and professional blogs
Blogs are sponsored by a company or one of its brands and maintained by one or more of the
company's employees.
2. Noncorporate blogs (personal blogs) tidak dikaitkan dengan usaha pemasaran mana-mana syarikat tertentu atau jenama
Blogs are independent and not associated with the marketing efforts of any particular company
or brand.

Microblogs - are blogs with strict post length limits. Twitter, the most popular
microblogging platform, requires that posts are no more than 140 characters in length.

LO 2 : Social Media & Marketing

Example : Corporate Blog
LO 2 : Social Media & Marketing
Social Networks
rakan sebaya
• Social networking sites allow individuals to connect or network with friends, peers, and
rakan perniagaan
business associates. Connections are made around shared interests, shared
environments, or personal relationships. Depending on the site, connected individuals
might be able to send each other messages, track each other's activity, see each other's
personal information, share multimedia and etc.
• Although all social networking sites are different, some marketing goals can be
accomplished on any such site. Givenmenjalin the right strategy, increasing awareness, targeting
menonjolkan kepakaran
audiences, promoting products, forging relationships, highlighting
melakukan penyelidikan
expertise and
leadership, attracting event participants,
pemasaran yang boleh dicapai
performing research, and generating new
business are attainable marketing goals on any social network.

LO 2 : Social Media & Marketing

Media Sharing Sites
• Media sharing sites allow users to upload and distribute multimedia content such as
videos and photos. Site such as Youtube and Flickr are particularly useful to brand’s
bertenaga
social marketing strategies because they add a vibrant interactive channel on which to
menyebarkan
disseminate content.
menceritakan kisah jenama yang menarik
• Today, organization can tell compelling brand stories through videos, photos and audio.
Photo sharing sites allow users to archive and share photos. Flickr and Picasa offer free
photo hosting service that can be utilized by individuals and business alike.
LO 2 : Social Media & Marketing
Social News Sites
• Social news sites allow users to decide which content is promoted on a given web site
by voting that content up or down. User post news stories and multimedia for the
bersumberkan orang ramai
community to vote on crowd sourced communities such as Reddit and Yahoo!Buzz.
• The more interest from readers, the higher the story or video is ranked. Marketers had
found that these sites are useful promoting campaigns, creating conversations around
related issues, and building web site traffic.
LO 2 : Social Media & Marketing
Location Based Social Networking Sites
• Considered by many to be the next big thing in social marketing, location sites like
Gowalla and Loopt should be on every marketer’s radar. Essentially, location based
social networking sites combine the fun of social networking with the location sites,
treats location-based micro networking as a game : users earn badges and special
statues based on the number of visits to particular locations.
• Users can write and read short reviews tips about businesses, organize meet ups, and
see which Foursquare using friends are nearby. Foursquare updates also can be posted
to linked Twitter and Facebook accounts for followers and friends to see. Thus, these
features are useful social marketing tools for local business, especially when combined
with sales promotions such as coupons, special offers, contests and events.

LO 2 : Social Media & Marketing

Review Sites
• Review sites allow consumers to post, read, rate, and comment on opinions regarding
all kinds of products and services. For example, Google Review & Yelp, the most active
local review directory on the Web, combines customer critiques of local businesses with
menarik
business information
pengalaman bermaklumat
and elements of social networking to create an engaging,
informative experience.
meneliti rumah tatu
• On Yelp, users scrutinize local restaurants, fitness centers, tattoo parlors, and other
businesses,
wakil
each of which has a detailed profile page. Business owners and
representatives can edit their organizations' pages and respond to Yelp reviews both
privately and publicly. By giving marketers the opportunity to respond to their
customers directly and put their businesses in a positive light, review sites certainly
serve as useful tools for local and national businesses.
LO 2 : Social Media & Marketing
Virtual World & Online Gaming
• Virtual worlds and online gaming present additional opportunities for marketers to
engage with consumers. These include massive multiplayer online games (MMOG) such
as World of Warcraft and The Sims Online as well as online communities (or virtual
worlds) such as Second Life, Poptropica, and Habbo Hotel.
• Almost 800 million people participated in some sort of virtual world experience. One
area of growth is social gaming. Nearly one quarter of people play games within social
networking sites such as Facebook or on mobile devices.
• Because of the popularity of gaming with friends and relatives through these sites,
mengintegrasikan
marketers have to integrate their message based on the social network platforms and
the demographic participating in social gaming. In some games (such as the Sims),
keaslian
having ads increases the authenticity. For example, Nike offers shoes in Sims Online
that allows the players to run faster.

LO 2 : Social Media & Marketing

Social media and mobile technology
While much of the excitement in social media has been based on Web sites and new
technology uses, much of the growth lies in new platforms. These platforms include the
pelbagai telefon pintar
multitude of smartphones such as iPhone and Blackberry as well as netbooks and iPads.
The major implications of new platforms mean consumers can access popular Web sites
such as Facebook, Mashable, Twitter, and Foursquare using from their various platforms.

Mobile and smartphone technology

With a smartphone in hand, reading a blog, writing an e-mail message, scheduling a
meeting, posting to Facebook, playing a multiplayer game, watching a video, taking a
picture, using GPS, and surfing the Internet might all occurpencapaian
during utama
one ten-minute car
ride. Smartphone technology, often considered the crowning achievement in digital
convergence
penumpuan digital
and social media integration, has opened the door to modern mobile
strategi pemasaran yang berdaya maju
advertising as a viable marketing strategy.
LO 2 : Social Media & Marketing
Applications and Widgets
penggunaan meluas
Given the widespread adoption of Apple's iPhone, RIM's Blackberry line, Android
based phones, and other smartphones, it's no surprise that millions of applications
have been developed for the mobile market. Dozens
memanfaatkan
of new and unique apps that
pasaran mudah alih setiap hari
harness mobile technology are added to mobile marketplaces every day.
An increasingly popular smartphone marketing tool is the use of QR codes. QR
codes are small, square bar codes that smartphones photograph and read in order
to take the user to that product's Web site.
alat dan lencana
Web widgets, also known as gadgets and badges, are software applications that
run entirely within existing online platforms.

LO 3 : Ethics and social responsibility

The six models of social control
All six factors belowcergas
individually
bertamadun
and in combination are critical to achieving a
socially coherent, vibrant, civilized society. These sixpeningkatan
factors kerumitan
(the social glue) are
global ekonomi
more important today than ever before due to the increasing complexity of the global
economy and the melding of customs and traditions within societies.
perpaduan adat dan tradisi dalam masyarakat

Kawal selia kendiri

Masyarakat Sivil yang Aktif

 LO 3 : Ethics and social responsibility
The six models of social control

1. Ethics peraturan dan garis panduan etika bersama dengan adat dan tradisi yang menyediakan prinsip tindakan yang betul.
The first is ethical rules and guidelines along with customs and traditions that provide
principles of right action.
2. Laws dikodkan menjadi
Oftendikuatkuasakan
rules and guidelines are codified into law. Laws created by governments are
then enforced by governmental authority. Example : Akta Komunikasi dan Multimedia
1998 pihak berkuasa kerajaan

3. Formal and Informal Groups

Businesses, professional organizations (such as the American Marketing Association),
clubs (e.g., Shriners or Ducks Unlimited), and professional associations (e.g.,
kod kelakuan
American Medical Association) all have codes of conduct. These codes prescribe
acceptable and desired behaviors of their members.
menetapkan tingkah laku yang diterima dan diingini

LO 3 : Ethics and social responsibility

The six models of social control
Kawal selia kendiri
4. Self-regulation penerimaan sukarela standard
Self-regulation involves the voluntary acceptance of standards established by
nongovernmental entities such as the American Association of Advertising Agencies
cabang kawal selia kendiri
(AAAA) or the American Manufacturers
pengiklanan yang menipu
Association. The AAAA has a self-regulation arm
that deals with deceptive advertising. Other associations have regulations relating to
child labor, environmental issues, conservation,
buruh kanak-kanak pemuliharaan
and a host of other issues.
5. The Media
Dalam masyarakat yang terbuka dan demokratik
In an open, democratic society, the media play a key role in informing the public about
actions of individuals and organizations. These stories sometimes praise, such as the
media coverage of Wal-Mart’s efforts to help people and reopen stores after Hurricane
Katrina.
Masyarakat Sivil yang Aktif
6. An Active Civil Society
Masyarakat yang bermaklumat dan terlibat
An informed and engaged society can help shape and mold individual and corporate
behavior. When pro football player Michael Vick was convicted
timbul
disabitkan
of dog fighting, a grass
roots campaign sprang up to boycott Nike. Vick had an endorsement contract with the
kontrak pengesahan
shoe manufacturer.
 LO 3 : Ethics and social responsibility
Corporate social responsibility (CSR)
kebajikan masyarakat
It s a business’s concern for society’s welfare. This concern is demonstrated by managers
kepentingan jangka panjang terbaik syarikat
whohubungan
consider both the long-range best interests of the company and the company’s
syarikat dengan masyarakat di mana ia beroperasi
relationship to the society within which it operates.
tanggungjawab sosial kemampanan
The newest theory in social responsibility is called sustainability. This refers to the idea that
mengatasi rakan sebaya
socially responsible companies will outperform their peers by focusing on the world’s social
problems and viewing them as opportunities to build profits and help the world at the same
time.
tanggapan berkembang kekurangan kemampanan
It is also the notion that companies cannot thrive for long (i.e., lack sustainability) in a world
where billions of people are suffering and are desperately poor. Thus, it is in business’s
interest to find ways to attack society’s ills. Only business organizations have the talent,
creativity, and executive ability to do the job.
kebolehan eksekutif

menyumbang

LO 3 : Ethics and social responsibility

One theorist suggests that total corporate social
responsibility has four (4) components:

1. Economic
2. Legal, Undang-undang
3. Ethical, and Beretika
4. Philanthropic Dermawan

The pyramid of corporate social responsibility portrays

asas
economic performance as the foundation for the other
three responsibilities.
mengejar keuntungan
At the same time that it pursues profits (economic
responsibility), however, a business is expected to obey
the law (legal responsibility); to do what is right, just,
and fair (ethical responsibilities); and to be a good
corporate citizen (philanthropic responsibility).
asas