Laser Lessons - Lesson

P3CS5-1

‘Market segmentation: how to do it and how to profit from it’, by Malcolm McDonald, published by John Wiley & Sons

Read chapter one ‘Market segmentation’, chapter eight ‘Forming market segments’, and chapter fifteen ‘Using segmentation to improve performance’.
You do not need to buy this book, you should be able to borrow it from your local library service.

Table of Contents

Tutorial Video
Reading Materials

‘Make customer segmentation work’, webpage from the Marketing Donut website.
‘Customer Relationship Management (CRM)’, webpage from the Business Balls website.
‘Market segmentation: how to do it and how to profit from it’, by Malcolm McDonald, published by John Wiley & Sons

Presentation
Good Practice Example

Click to watch this video produced by B2Bwhiteboard, this video explains what Customer Relationship Management (CRM) means. Click to watch this video produced by CenturyLink, this video shows good practice in using CRM to increase repeat business.
Click to watch this video produced by B2Bwhiteboard, this video explains what Customer Relationship Management (CRM) means. Click to watch this video produced by CenturyLink, this video shows good practice in using CRM to increase repeat business.

Interactive Quiz
Evidence Opportunities
Extended Learning

Click on this link to read: ‘How to understand your customers’ needs and expectations’ by C3 Partnership.
Find and read: ‘The CRM Pocketbook’ by David Alexander and Charles Turner, 2nd edition 2013, published by Management Pocketbooks. N.B. You should be able to borrow this book from your local library.
Find and read: chapter one ‘Introduction to Customer Relationship Management’ in ‘Customer Relationship Management’ by Francis Buttle and Stan Maklan, published by Routledge. N.B. You should be able to borrow this book from your local library.

Think And Challenge

Click on the link to read this case study looking at Philips Lighting.
- How did adding digital voice technology to a Customer Relationship Management (CRM) system help the sales team at Philips Lighting?
- Can you think of any other features of a CRM system that would help a sales team with their customer service?
It is rare that there is just one way to respond to a scenario or situation, so do not consider that the response you have chosen to this scenario will be judged as right or wrong. Share your scenario with a work colleague and ask them to tell you if they think you have responded appropriately. Ask them to challenge your response if necessary. You do not need to submit this task for assessment unless asked to do so by your tutor.