Kontroling marketingowy w programach lojalnościowych
Marketing Controlling in Loyalty Programmes
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Marketing controlling is a specific system of coordinating certain activities in management Eat deals with gathering and processing data. In a company it plays the role of a tool that coordinates data flows between the area of planning and control. The key concern is to profit from satisfying the customers' needs and expectations. The prerequisite is to provide the offer (tot suits best the demand and simultaneously provides the highest margin. The demand should be considered from different views that include the offer and its quality, expected distribution and prices. Loyalty programs (LPs) have flourished as they were easy to implement and gave immediate sales boost. From early eighties the literature has brought to light many positive cases of running LPs. Due to research, loyal consumers tend to buy only the products from one firm and give positive word-of mouth to other customers. In mid-nineties however, researchers discovered that there is no simple link between Customer's loyalty and his/her profitability. Foreign publications prove that basic benefits from maintaining customers may be false, as loyal customers are not more profitable that transactional, they are more sensitive to price and rarely are a source for recommendation. The arguments mentioned above, implicate the question about LPs' efficacy and calls for a scope on information essential to plan and develop pro-loyalty activities. This should be included in company's marketing-controlling system.
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