1. Customer Loyalty & Retention Strategies

2. Customer Loyalty
It is less expensive to hold onto present customers than to attract new ones.
Customer loyalty based on genuine and ongoing satisfaction is one of the greatest assets a firm can develop.
Loyal customers are the fans that generate superior margins and recruit additional customers for a firm or a brand.

3. Customer Relationship Management
CRM is a process for managing all the elements of the relationship a firm has with its customers and potential customers.
Basic steps in implementing CRM
Identify all customers and the nature of contacts with them
Identify which types of customers are most profitable
Identify and understand behaviors of the most profitable customers
Manage contacts with most profitable customers
Manage activities of the firm that will please the most profitable customers, including both strategies and tactics.

4. CRM
CRM is an enhanced ability to calculate the customer lifetime value (CLV) defined as the value to the company of a customer over the whole time the customer relates to the company.

5. Global Marketing Strategy
Demand: Selling to markets throughout the world
Supply: Sourcing materials, expertise and management from around the world
Learning form firms around the world how best to manage and market globally.

6. Global Marketing Strategy
Global Market analysis and Strategy
Firms facing global markets must see whether it is possible to use one marketing program in all target countries.
Cross cultural Analysis
Cultural empathy refers to the ability to understand the inner logic and coherence of other ways of life and refrain from judging other value systems.
Inter-market Segmentations
Localization based on differences