Management Essay Example | Topics and Well Written Essays - 1500 words - 6

Management - Essay Example The company does not offer its clients any post-sales service of further support. Catherine's company is responsible for advertising campaigns for the business, thus it delivers the marketing message to customers directly. George’s company sells its products through builders, electrical retailers, and department stores. Therefore, the target market of this company is more definite than that of Catherine's business. Still, the business works with most of its clients indirectly. The target market is narrower than that of Catherine’s company. Though some clients are dealt with directly, most of the information the business can get about the end users may come from the retailers. The company offers its customers help repairing the goods and solving warranty issues. George’s company, though does implement some internal marketing, communicates its message to the customers through builders, electrical retailers, and department stores Alan’s company is a retailer of motor cars and, therefore, has direct contact with its customers. The target market is relatively narrow is even geographically bound. Nevertheless, the company’s salespeople closely work with the prospects. Therefore, the company, since has a direct communication with the customers, can gather information about them directly. The mechanics of the company are to help clients if they have any problems with the car after it’s purchased. Alan’s company’s direct responsibility is to implement its marketing strategies on its own. So company’s salespeople, in most cases, are the ones who deliver the marketing message to the clients. 2. How would these differences provide challenges for each general manager? Catherine’s and George’s companies have limited opportunities for receiving customer feedback. Such feedback, when integrated into the CRM process and communicated to the customer contact employees would improve the effectiveness of b usiness-customers communication. In addition, frequent and more improved communication would improve customers’ efficiency in using the products of the companies and, as a result, increase the rates of customer satisfaction and loyalty. However, such improvements in communication would require the companies to improve their internal communication channels and modify communication processes for them to deliver more valuable information about the customers. For Catherine’s company this would mean imposing on the franchisees the responsibility to gather customers’ feedback. George’s company would have to work closer with its retailers in order for them to give information about the end users of the company’s products. Alan’s company would have to implement a program that would ensure customer feedback is gathered, analyzed and used properly. Among the advantages of closer and improved communication with the clients is, first of all, leads gener ation. More personalized approach to sales would enable all the three companies to receive information on the potential clients from the existing ones. It is especially appropriate for Alan’s business model. In addition, word of mouth – information exchange between people – is to be of a great help if the company’s clients are satisfied and loyal. At the same time, improving communication with the customers, as well as communication channels, would require each company to somewhat restructure their sales strategies and business structures. New forms of communication should be