Marketing Plan for Eurasia, S.A. PDF

## Plan de marketing. ### Caso práctico Eurasia, S.A. is a company dedicated to importing, assembling, and selling computer components and complete computers both in Spain and abroad. Juan Suárez is the owner of the company, and Pedro Domínguez is the person responsible for International Trade. The...

## Plan de marketing. ### Caso práctico Eurasia, S.A. is a company dedicated to importing, assembling, and selling computer components and complete computers both in Spain and abroad. Juan Suárez is the owner of the company, and Pedro Domínguez is the person responsible for International Trade. They have extensive experience in foreign trade and want to carry out two types of expansions: on the one hand, the creation of a new company that capitalizes on the original's import-export experience and is intended for new products; and on the other, expanding their customer base in countries like the United Kingdom and Morocco. For these expansions, they have hired four International Trade Technicians for an internship. These technicians will surely learn a lot from the experience. This is a very important challenge for Eurasia, S.A. and they do not want to leave anything to chance, so they set to work. - "Where should we start?" asks Juan. - "Before we do anything, we need to design a Marketing Plan, especially a Digital Marketing Plan. We should take advantage of the advantages and opportunities that new technologies offer us. I have a colleague who only sells his products online, and he has recouped his investment in just a few months. I think we should follow that path," says Pedro. - "You're right, I get lost in this area, Peter. I'll leave it up to you to look for the best alternative," says Juan. ## 1.- Marketing digital internacional. ### Caso práctico Juan Suárez has never worried about anything related to marketing because his company has been successful since its inception. However, this new challenge, expanding into new markets, requires that they face it with all possible planning because there are many competitors who will be competing on that path, especially competitors in markets that they don't know much about, markets with new customers who need to have their needs met. Pedro Domínguez is helping him with this. - How do you know these customers, their tastes, preferences? - What communication processes will they carry out? - Will they use the export website to sell their products in foreign markets? - And, will all of this require good planning? You've probably heard of Marketing and Planning, right? Before embarking on any entrepreneurial action, we need to be clear about three things: - Where are we？ - Where do we want to go? - How will we get there? This should be reflected in a plan that will be included in the company's plan. We are referring to the commercial plan of any company. It is a strategic decision because the objectives that are intended to be achieved are long-term, but we also have to carry out operational planning (short-term). Through marketing, we will carry out the commercialization process in a more efficient way, identifying needs and trying to meet them. The development of the digital era has forced and is forcing many companies to use new technological tools, with the aim of achieving more effective communication. In this context, the internet has become an essential source of information and communication for new societies. What is the Marketing Plan? It is defined as the document that collects the specific commercial actions to achieve an objective. It mainly collects Mix the actions of marketing, and we are referring to the 4 P's: - Product policy. - Pricing policy. - Distribution policy. - Communication policy. However, the marketing that is carried out at the national level will be different from international marketing, not because different variables or policies are used, but because there are factors (geographic, political, legal, cultural,...) that influence them and make them different. This would be international marketing, which we have to face in foreign markets. For example, it is not the same to sell pork in a European country as it is in an Arab country, where it is forbidden by their religion. ### Para saber más To expand on the concept and strategies of the international marketing mix, visit the following link. https://www.youtube.com/watch?v=KiqUOstzOsk ## 1.1.- Marketing Digital Before delving into the details of the pillars of the Digital Marketing Plan, it is good to have a clear idea of what Digital Marketing is. Phillip Kotler defines marketing as "a social and administrative process by which groups and individuals satisfy their needs through the creation and exchange of goods and services". We could define Digital Marketing in the same way that Kotler did but applied to the digital environment. Internet marketing, web marketing, e-marketing, and online marketing are different ways of referring to the same discipline, a discipline that is widely accepted as "Digital Marketing", that is, marketing through the internet, telephones, and any digital means such as digital television. Under this definition, many actions are included: - Affiliation programs. - Online advertising (banners). - Advertising in search engines (SEA). - Online sales. - Creation of information about our services. - Search engine optimization (SEO). - Sponsorship of digital media. - Email marketing. - Social media. ### Citas para pensar Ideas are capital that only earns interest in the hands of talent. Antonio Rivarol ### Autoevaluación The international marketing mix includes more variables or policies than those developed at the national level: - True. - False. ### Para saber más If you want to know more about the marketing mix, visit these two links: https://www.youtube.com/watch?v=uhxViGl4tX https://www.youtube.com/watch?v=uhxViGl4tX0 ## 1.2.- El cliente online Throughout our lives, we have acted as customers and/or buyers in any commercial establishment. Some more and some less, but we have gone to our neighborhood store to buy fruit or fish, bought a washing machine at El Corte Inglés, gone to the movie theater to buy tickets, but have we all bought online? No, online shopping still resists traditional, lifetime shopping (the way we know it). You've probably heard of someone who booked a ridiculously cheap hotel on the Costa Blanca. Why not me? It's easy, the only thing is that you have to trust this new buying and selling mechanism that's been entering our society at a breakneck pace. The companies that decide to sell their products or services online have to ask themselves the following question: What is my target audience？ In other words, who are my customers, who will be called "online customers"? Companies invest a lot of resources to obtain information that allows them to analyze the tastes or trends of their target audience, as it will be based on them that their marketing strategy will be based. There is a great advantage in this regard in the online world: you can know a lot about our online customer at a minimal or practically no cost. You can learn a lot about the variables that define our online customer. For example, a customer who travels a lot for work usually books the same type of hotel on a website (the same chain, because they are practical and affordable hotels) and in the same area; the dates are usually fixed (Tuesdays and Fridays of each week), they request a single room without breakfast with views of outside (they suffer from some claustrophobia) and every time they go, they ask for a taxi service. Imagine how much information you have about this customer! You could segment it using several variables. We know: the days they stay, they are practical and simple people, without great luxuries, they look for comfort to go to work, and they suffer from claustrophobia. Why does the hotel offer them deals on some of their services and send them to them online? All of this is to say that, unlike traditional purchasing, in online purchasing, we have the opportunity to segment our customers because they are themselves the ones who provide us with this information in real-time. Why not do it? Some of the features of an online customer are the following: - **Infidelity**: It is easier for them to switch brands or products. - **They use the network to communicate and provide their opinions about products.** - **They decide to buy very quickly, and they want information in real-time.** - **They feel comfortable with digital media—they like to buy online.** ### Reflexiona Maybe you've made an online purchase or booked a service. If so, do you consider yourself an online customer? Do you agree with the above characteristics? What other characteristics could you highlight as an online customer? ### Pregunta Verdadero-Falso In online purchasing, we have the opportunity to segment our customers because they are themselves the ones who provide us with this information in real-time: - True. - False. ## 1.3.- Promoción online y offline de la web exportadora ## 1.4.- Plan de marketing digital internacional In the introduction to this section, it was clear to us the importance of planning any marketing action, but what is the Digital Marketing Plan? The digital marketing plan is a document that collects the specific commercial actions to achieve an objective using online tools. As we can see, it does not differ at all from the traditional marketing plan; it is simply a matter of applying the new technological tools that the new knowledge society offers us. At the international level, as we have seen before, the thing changes, and we would have to design the International Digital Marketing Plan, which is nothing more than planning our export marketing actions using online tools. What should an International Digital Marketing Plan include? It is a document capable of being structured in the following points: - Situation analysis. - Proposed objectives: general, and specific. - Strategies. - Marketing-mix: definition of the marketing policies at the international level. - Economic-financial plan. - Time schedule. - Monitoring and control measures. ### Para saber más Do you understand what the Digital Marketing Plan is? If not, visit the following link, where they will explain how to create a digital marketing plan step by step. https://www.youtube.com/watch?v=Odlr4jKZBvQ ### Autoevaluación Which statement is correct? - The international digital marketing plan is the same as the one carried out at the national level. - Incorporating a company's web address into its corporate documentation would be an online promotion action. - Online customers are more loyal than traditional customers. - Listing a corporate website within a search engine would be an online promotion action. ## 2.- Herramientas de posicionamiento ### Caso práctico Juan Suárez and Pedro Domínguez agree that the second step in the marketing plan is to make sure that the website created for Eurasia, S.A. appears in the initial positions of the searches of users who carry out searches with terms related to Eurasia, S.A. This decision is mainly made because the internet user uses the search engine as a means of obtaining information about something that may interest them. In this way, they contact Ana García's friend, a computer expert, and ask him a series of questions that are important to solve this task. - What is the meaning of SEO, which appears so often, in regards to efficient positioning of web pages？ - What are the tools for achieving optimal positioning? - What steps should be followed to promote a website efficiently? All of these questions will be answered below. Both Juan Suárez and Pedro Domínguez have heard of the initials SEO and SEM in website positioning, and they have the same question: What do they mean? SEO and SEM take into account a series of actions that are considered on the site and outside the site with the aim of making it visible in the search results. The difference is that SEO is done for free and SEM is established by making a payment to the chosen search engine. First, you should know that the search engines have developed special mechanisms that they use to determine if a site is good enough to be shown in the search results. They are called algorithms. Formulas for these algorithms are kept secret, but it is possible to find some principles considered by search engines when calculating site rankings. In addition, representatives of different search engines have given us some clues, although these messages are usually vague. ## 2.1.- Posicionamiento natural What should we do to improve our positioning in search engines using SEO? Well, here are some tips: - **Get other websites with related topics to link to your website.** For this, it is interesting to search for those terms that you believe should bring traffic to your website and analyze which ones have complementary content. For example, if you want to position yourself for the term "hairdresser Madrid", it may be interesting to try to get to know hairdressers from other cities. - **List your website in important directories such as Dmoz and Yahoo.** Directories have lost a lot of interest among search engines, but they are still a good starting point to get links or the first crawl of your site by search engines. Both require human filtering for their inclusion, which ensures the quality of the websites added, but also slows down and makes it difficult to include them. - **Register and participate in forums, preferably those related to the activity of your website.** Frequent participation must be accompanied by a real, valuable contribution to be considered a qualified user. The detail of success for getting traffic and increasing positioning is the link to your website presented in your signature. - **Write articles on other websites.** Articles are a very powerful method to improve positioning and attract traffic. If you can write articles on a course, on the tricks of the day, on the usefulness of your website product, etc., it would be very interesting. - **Now there are hundreds of social networks, for example, Hi5, Facebook, and Orkut.** Participating and getting traffic from your new "friends" is a great advantage. For Google, Twitter, and Facebook are the social networks that are most relevant for positioning. - **Create content with text that includes keywords that users look for when searching for the services or products of this site.** - **Use bold or italics in the content for keywords that you want to position.** - **Make your website as accessible as possible:** limit content in Flash or Frames JavaScript. This type of content does not allow the crawler to track or follow information on different pages or sections. Therefore, they are a flat space that cannot be navigated. - **Create unique title and descriptions for the content of each page.** Each page is a business card for the search engine. Titles and descriptions are starting points for the search engine to identify relevant terms throughout the website. Best practices recommend writing titles that are between 60 and 70 characters. - **Link internally to the pages of your website in an organized and clear way.** A "site map" (both Google's and one present on the site) will allow the search engine to navigate through the different sections of the site in an organized way, improving its visibility. - **Update the page with original, high-quality content.** - **Optimize the loading time of a website to achieve bandwidth reduction, increase the conversion rate, and improve positioning in search engines.** - **Improve the user experience with design improvements and a decrease in bounce rates.** - **Host the website on a reliable server.** ## 2.2.- Posicionamiento de pago What should we do to improve our search engine positioning using SEM? Well, to answer this question, we need to take into account what is presented below: You must know: SEM encompasses many more facets than an SEO job (just positioning), and it encompasses everything related to promotion and website appearance in search engines. It is important to remember that almost all search engines include sponsored links in their results. These are ads that are about the same topic as the words that the user is looking for, and that the advertiser has previously purchased. Many companies are unable to reach all of the potential customers they want, just by positioning. That's why they turn to these sponsored links, which are billed for each click that a user makes on them. The great advance of these innovative advertising systems developed by search engines is that the company itself that sells the product can manage its advertising campaigns. However, an "SEM" expert has extensive experience in the field, and they will provide you with help in: - **What advertising system to advertise in?** Currently, the three most important systems are AdWords (from Google), Overture (from Yahoo!), and Espotting. Each of them works with different search engines in whose results the ads are placed. For example, AdWords shows up on Google, but also on Terra, Ozú, ya.com, AOL, or "ask.com". And Overture ads can be seen on Yahoo!, Altavista, MSN Search, or Hispavista. - **What websites to advertise on?** Moreover, these three systems have affiliate networks (portals, websites on different topics) where you can insert contextual advertising (depending on the content of each website). - **What words to buy?** An "SEM" expert has experience in what words need to be bought in a specific search engine advertising campaign because there are many terms that might attract visitors who are not potential customers. For example, keeping in mind that this company is going to sell computer components online, they buy the words "computer components". - **How much budget to allocate?** The rates of search engine advertising systems are established by "Pay-per-Click" (we only pay when the user clicks on the ad). Moreover, the amount to pay and the position of the ad within the search results are determined through a bidding system that requires some practice. - **What text to choose?** A large part of the success of an advertising campaign is in the text of the ads. In addition to attracting the attention of many more users (which will mean more potential customers), in some cases (such as Google's AdWords), it will also mean better positioning within the group of sponsored links. And the system rewards ads with higher click-through rates with better positions, and it penalizes ads that fail to attract the user's attention, even by removing them from certain searches. - **What segmentation to use?** Some search engine advertising systems are capable of segmenting ads based on the user's geographic location or the language they use for searching. ## 3.- Marketing viral ### Caso práctico Juan Suárez and Pedro Domínguez agree, following the established line of work in the marketing plan, to promote the company through what is known as viral marketing. They set out to do it. Ana García is very interested in this term and asks: What is this viral marketing? Well, here's a detailed explanation: Viral marketing is a term used to refer to marketing techniques that try to exploit social networks and other electronic media to produce exponential increases in brand awareness through processes analogous to the spread of a computer virus. It is usually based on word-of-mouth through electronic media; it uses the "social network" effect created by the internet and mobile phone services to reach a large number of people quickly. In addition to this, we must keep in mind that the term viral marketing is used to describe campaigns of covert marketing based on the Internet, including the use of blogs, seemingly amateur websites, astroturfing, and other forms of astroturfing designed to create word-of-mouth for a new product or service. Often, the goal of viral marketing campaigns is to generate media coverage through "unusual" stories, at a value far greater than the company's advertising budget. The term viral advertising refers to the idea that people will pass on and share fun and interesting content. These ads are often sponsored by a brand that seeks to generate product or service awareness. Viral ads often take the form of fun video clips or interactive Flash games, images, and even texts. The rising popularity of viral marketing is due to the ease of campaign execution, its relatively low cost (compared to direct mail campaigns), good "targeting", and a high response rate. The main advantage of this form of marketing is its ability to reach a large number of potentially interested customers at a low cost. ### Autoevaluación The cost of carrying out viral marketing is high: - True. - False. ## 3.1.- Estrategias a seguir What is the strategy to carry out successful viral marketing? There are a few of them: - **Give away products or services.** "Free" is the most powerful word in the sales dictionary. In general terms, all viral marketing campaigns give products or services away to attract attention. Services such as free email, information, or programs with powerful functions, although not as powerful as having a professional version. - **Transfer to third parties effortlessly.** Viral marketing works especially well on the internet because communication through this medium has become very simple and cheap. Digital format facilitates reproduction. From a marketing point of view, the message should be simple so that it can be easily transmitted and without degradation. Short is better. The classic one is: "Access your free email at http://www.hotmail.com." The message is convincing, concise, and copied at the bottom of each free email message. - **Scale easily from small to large.** To spread like wildfire, the transmission method needs to be quickly scalable from small to large. This is why a sales expert needs to plan ahead how contacts will be added. This is what happens with Hotmail when it is expected that people will send emails to their own networks or friends. - **Exploit common motivations and behaviors.** Intelligent marketing plans take advantage of human emotions and the desire to communicate by building millions of websites and emails. Success will be based on designing a campaign that is based on people's motivations and behaviors, thus spreading the message you want. - **Use existing communication networks.** Most people are social. Social scientists tell us that each person has a network of 8 to 12 people in their close network of friends, family, and partners. A person's network can consist of hundreds or thousands of people, depending on their social position. Sales experts in social networks have understood the power of these human networks for a long time. People develop social networks on the internet as well, which is why posting a message within these existing communications will multiply the message quickly. - **Take advantage of the resources of others.** The most creative viral marketing plans use other resources to spread the message. Some affiliate programs, for example, allow you to place a text or graphic with links to other websites. Viral marketing has grown significantly in the past 20 years, and although it doesn't rely entirely on the Internet, it has become very closely linked to online marketing because email is the simplest and fastest way to spread a message, thus taking advantage of the internet's best feature. ### Para saber más One of the means to advertise our company is through electronic mail, but we must be aware of the concept of spam. We will clarify this term: spam is understood as unsolicited, unwanted, or anonymous messages, usually of an advertising nature, that are generally sent in large quantities (even massive quantities) that harm the recipient in some way. The act of sending these messages is called spamming. Unsolicited electronic mail is strictly prohibited in Spain by the Law on Information Society and Electronic Commerce Services (LSSICE), published in the Official State Gazette on July 12, 2002, except as provided for in Article 19.2. "In all cases, the Organic Law 15/1999, of December 13, on the Protection of Personal Data, and its regulations, shall apply, in particular, to the obtaining of personal data, the information to those concerned, and the creation and maintenance of personal data files". ## 4.- Otras herramientas. ### Caso práctico The Eurasia team is truly surprised by the large amount of information, current and innovative, that new hires are bringing. They understand the field of marketing, especially the latest trends in this discipline. - How can they take advantage of these new marketing approaches? - Can Eurasia sell other products related to computers through its new website: specific invoice programs for companies, accessories...? - Is there any way to reach mobile marketing? There are many other tools that we have to take into account in the use of digital marketing, tools that are revolutionizing the communication and sales systems of companies. New marketing concepts are emerging that we need to be aware of. Here are a couple of examples: - One-to-one marketing. - Cross marketing. - Mobile marketing. Do you want to learn about them? We'll look at them in the following sections. ## 4.1.- Marketing one to one It is nothing more than personalized or individualized marketing for customers. What about the product? With this type of marketing, there is an organizational shift toward the customer, to the detriment of the product. Don Peppers and Martha Rogers are the leading exponents of this new approach to marketing. Thanks to the internet, you can get to know the customer better, so you can tailor a company's offer to a more precise demand. Information that was previously obtained through questionnaires can now be easily collected through platforms. We’ll know the customer's navigation system, relevant data about their profile, so that we can tailor the offer to their preferences. There are four steps to take with customers to achieve an individualized or personalized strategy: - **Identify**: It refers to creating a list with customers or potential customers who, over time, will make up the customer database. - **Differentiate**: It refers to incorporating information into the previous list that will allow for customer and prospect segmentation. - **Interact**: Start a dialogue (offers, surveys, etc.) with the list members, increasing your knowledge of each of your customers in individual terms, especially in terms of their needs, desires, and behavior. - **Personalize**: Initiate a personalized dialogue, personalized offers, tailored to the needs, desires, and behavior of each of your customers. Is this new marketing approach useful? Of course, it is, especially given the high competition that companies are facing. What is achieved through this type of marketing? Mainly, customer loyalty, as you are offering a completely personalized offer. ### Para saber más What is one-to-one marketing? What are the advantages of one-to-one marketing? The following article, which is quite interesting, offers you the advantages of this new marketing approach. I'm sure you will reach your own conclusions. Marketing One To One. Definition, how to implement it, and examples ## 4.2.- Cross marketing It is another way of carrying out marketing. It consists of cross-selling. What does it mean? If an online customer buys some item on the internet, they will be offered products related to the same item because the company already has a first impression of who the customer is and what their tastes or preferences are. Ultimately, it is about taking advantage of the information provided by a sale through the network to offer the customer other items with similar features. Think of an example that you're sure has happened to you in your everyday life. Got it! Normally, you book charming hotels online, and the next time you visit the page where you usually make reservations, they offer you: a romantic dinner with champagne and a complete hydrotherapy massage. How did they know you might like that? That's exactly what cross-selling is. ### Para saber más There are businesses that provide programs to those that wish to implement cross-selling in their online sales. These are well-designed, easy-to-implement programs. Interesting, right? The following link explains how cross-selling works with an example. 6 tactics to increase cross-selling ### Reflexiona We understand that cross-selling is an opportunity to sell complementary products, but is it always that wonderful? What if you buy a complementary product and don't like it? What consequences would that have for the company? Would you buy the original product again? Or, would you stop buying products related to the original? Would the image of the company be affected? ## 4.3.- Mobile marketing Imagine that you are leaving home, heading to work or school, and suddenly: “My mobile phone! I’ve forgotten my phone!" You have to do something, you can't be without it. Surely you have experienced that feeling at some point. We believe that we can't live without our mobile phones; what was life like without them just a few years ago? This leads us to think about our great dependence on mobile phones, with their clear advantages but also disadvantages. I'm sure you wish you had a smartphone, right? This represents a great opportunity for businesses and users because they can take advantage of these new mobile devices for marketing. Mobile marketing is a strategy that is being used more and more by businesses to carry out controlled marketing campaigns for a previously segmented target audience. The user is very important in mobile marketing, so the message must be clear and attention-grabbing, and the most important thing is that results are easily quantifiable to check if it has been successful. - How can you use it as a communication method? Businesses use aggressive mobile marketing communication campaigns, but there are many other ways to use this device: offering customer service, such as flight booking confirmation; implementing proximity marketing, that is, sending instant messages via Bluetooth (wireless personal area network) to those close enough to receive it; participating in contests or promotions; games, etc. ### Para saber más What are the advantages of mobile marketing? The following link will show you some of them. Visit it, analyze each one, and I assure you that they will surprise you. Advantages of Mobile Marketing The applications of mobile marketing are many and varied; it is not just about buying and selling products or booking services via mobile phones; here are a few examples: - Carrying out banking transactions through this device with all the advantages that entails. - Carrying out targeted advertising. - Wireless shopping. - Video blogs. - Watching television, participating in games, etc. ### Autoevaluación Which statement is correct? - Cross-selling allows you to carry out personalized sales of your products. - A sale of a complementary product through cross-selling always has advantages. - One-to-one marketing consists of six main steps to carry it out. - One of the applications of mobile marketing is being able to carry out banking transactions. ## 5.- Marketing relacional. ### Caso práctico Juan Suárez and Pedro Domínguez decide to implement relationship marketing. Ana García is interested in this concept and inquires about its details and how it is achieved. Relationship marketing is a marketing activity that aims to generate profitable relationships with customers. It is based on studying customer behavior, using it to design strategies and actions, with the aim of facilitating interaction with them and providing them with a memorable experience. In addition to this, we must keep in mind that the goal of relationship marketing is to search, create, strengthen, and maintain business relationships with the companies that sell goods and services, with the aim of maximizing the number of transactions made with each of them. Its objective is to identify the most profitable customers to establish a close relationship with them, getting to know their needs and maintaining product evolution according to them over time. ### Autoevaluación The main characteristic of relationship marketing is that each customer is unique and the customer wants to be seen that way. Direct and personalized communication costs less than traditional marketing and promotion. - True. - False. Ana García is still unsure. She asks: How do I apply it? We must consider the following: - **Data management:** storage, organization, and analysis.  - **Program implementation:** once customers, their needs and desires are identified, strategies are drawn up to achieve loyalty. - **Feedback:** after the initial contact with customers, the databases created are updated, and the preferences and behaviors of customers are tracked, leading to a long-term relationship. ## 5.1.- CRM Within relationship marketing, the acronym CRM (customer relationship management) appears. Ana García wonders about what CRM is. CRM is one of the tools used in Relationship Marketing, being very useful for gathering customer information and communicating the company's benefits and solution to them. This task also involves a cultural change within the company where all action revolves around customer knowledge. A strategy can reach all areas of the company and is called Integrated Relationship Marketing. These techniques are also applicable to supplier and distribution channel development, creating greater synergy among them, within a win-win relationship (both sides win). CRM is a corporate philosophy that seeks to understand and anticipate the needs of both existing and potential customers, currently supported by technology solutions that facilitate its application, development, and use. In short, it is a business strategy focused on the customer and their needs. Ana García asks: "Why is a CRM strategy so important in a business? Let's answer it. We must keep in mind that competition doesn't allow ignoring the star of the show: the customer. An effective CRM implementation can improve customer relationships, getting to know them better, and allowing for a reduction in the cost of acquiring new prospects and increasing customer loyalty, which, in both cases, means higher sales and greater profitability for the business. In addition, benefits related to better results in new product or brand launches and more effective marketing development are also obtained. Ana Garcia raises another question. "What are the key factors in implementing a CRM?" To do this, we must consider the information presented in the following presentation. ### Factores claves en la implementación de un CRM - **Sharing information with suppliers:** This way, we ensure that the product, from its raw material to the end result, has the features desired by the customer. - **Marketing campaign detection:** It is important to identify which campaigns actually reach our customers and which campaigns are the ones that allow us to attract new customers. We need to determine if we can carry out direct mail campaigns, email marketing campaigns, or direct contact at points of sale, etc. - **Quick and effective management of service requests and orders:** This is done by automating the sales force through the internet. Ultimately, it refers to the administration of all interactions that a business can have with its clients. It focuses on optimizing the client's lifecycle as a whole. Moreover, CRM is a term in the information industry that brings together methodologies, software, and the capabilities of the internet to efficiently and profitably manage client relationships. ### Autoevaluación CRM focuses on intensifying the relationship with suppliers. - True. - False. ## Anexo.- Licencia de recursos. | Recurso (1) | Datos del recurso (1) | Re | | :--------------------------------------------------------------------- | :------------------------------------------------------------------------------------------ | :-- | | | Author: anonymous.  | | | | License: Creative Commons A-S (CC by-sa). | | | | Source: http://commons.wikimedia.org/wiki/File:Digital_Digits.png | | | | Author: Pan European Game Information. | | | | License: Creative Commons A-S (CC by-sa). | | | | Source: http://commons.wikimedia.org/wiki/File:Online_n.png | | | | Author: PA. | | | | License: Creative Commons A-S (CC by-sa). | | | | Source: http://commons.wikimedia.org/wiki/File:Plan_T.jpg | | | | Author: OpenSCAD. | | | | License: Creative Commons A-S (CC by-sa). | | | | Source: http://commons.wikimedia.org/wiki/File:OpenSCAD_Positioning_an_Object.png | | | | Author: Command827. | | | | License: Creative Commons A-S (CC by-sa). | | | | Source: http://commons.wikimedia.org/wiki/File:Chess_logo.PNG | | | | Author: Tomáš Menšík. | | | | License: Creative Commons A-S (CC by-sa). | | | | Source: http://commons.wikimedia.org/wiki/File:Personalni_marketing.jpg | | | | Author: Roman Tworkowski. | | | | License: Creative Commons A-S (CC by-sa). | | | | Source: http://commons.wikimedia.org/wiki/File:Mobile_Phone.svg | | | | Author: Midoiro. | | | | License: Creative Commons A-S (CC by-sa). | | | | Source: http://commons.wikimedia.org/wiki/File:Molecule- | | | | crm-05-700x525.png. | | ## Condiciones y términos de uso de los materiales Materials developed initially by the Ministry of Education, Culture, and Sport and updated by the teachers of the Junta de Andalucía under a Creative Commons BY-NC-SA license. Before any use, carefully read the following legal notice. ## Historial de actualizaciones | Versión: | Fecha de actualización: | | :---------------: | :-----------------------: | | Versión: 01.00.04 | 11/11/22 | | Update of materials and minor corrections. | | | Versión